Vietnamese companies stick so much to products and market branding that they seem to forget about the corporate brand power. It just becomes an issue when companies get ready to be listed or for IPO. Therefore, building brand goes beyond customers, reaching other potential stakeholders who are strongly needed, so are potential investors. Companies with strong corporate brand awareness would be able to attract right investors portfolio and thus lower its cost of capital and increase its market value. This could be called “equity branding”, meaning that building corporate brand in financial market.
This emerging trend alerts top management to revision of branding activities, which requires companies’ CEO changing of their traditional
perception of isolated product branding towards integrated branding. The more companies leverage its corporate branding across stakeholders: customers, investors, employees…the higher value companies could create.
Vietnamese companies stick so much to products and market branding that they seem to forget about the corporate brand power. It just becomes an issue when companies get ready to be listed or for IPO. Therefore, building brand goes beyond customers, reaching other potential stakeholders who are strongly needed, so are potential investors. Companies with strong corporate brand awareness would be able to attract right investors portfolio and thus lower its cost of capital and increase its market value. This could be called “equity branding”, meaning that building corporate brand in financial market.
This emerging trend alerts top management to revision of branding activities, which requires companies’ CEO changing of their traditional 
