BUV Students Learn Brand Strategy from the Pioneer of Vietnam’s Tech Industry Viettel
Dec 02, 2025
14:52:18
Students from the School of Communications & Creative Industries at the British University Vietnam (BUV) recently took part in an enriching study tour to Viettel Academy (VTAca), gaining first-hand insights into how one of Vietnam’s leading technology corporations builds, manages, and lives its brand.
The BUV delegation was welcomed by Colonel Dương Xuân Phượng, Deputy Director of Viettel Academy, and Nguyễn Hà Thương, Media Officer from Viettel’s Brand & Communications Department.
After exploring Viettel Academy’s modern training spaces, students were introduced to Viettel’s nearly four decades of growth. Today, Viettel is recognised as the second strongest telecom brand in the world and is listed among the top 20 most valuable global telecom brands.
Colonel Dương Xuân Phượng also discussed Viettel’s distinctive human resource philosophy and workplace culture
At Viettel, career progression is based on talent and performance, not rank or seniority. The belief that “those who do well will lead” reflects a culture that values initiative, responsibility, and effectiveness—qualities that align closely with the aspirations of young professionals in communications, marketing, and technology.
A highlight of the study tour was the discussion surrounding Viettel’s recent rebrand from green to red. While the change marked a significant shift for teams who had worked with the former identity since 2003, it was a strategic step to ensure the brand stayed ahead of the curve.
“We changed from green to red for four reasons: the digital space is becoming more crowded, young people’s preferences are shifting, red is the colour of our national flag and the colour of blood, and it is also the favourite colour of users,” Colonel Xuân Phượng shared.
In the following session, the Brand & Communications team provided students with a closer look at Viettel’s global brand strategy. A central approach has been localisation: instead of using one global brand, Viettel develops separate brands for each market, such as Metfone in Cambodia, Unitel in Laos, and Telemor in Timor-Leste. This method requires substantial effort but allows Viettel to build trust, cultural alignment, and meaningful market presence – positioning the group as a representative of Vietnamese values abroad.
Students also learned about Viettel’s business strategy of “differentiating to lead.” Rather than focusing solely on urban or high-income markets, Viettel intentionally began by serving rural communities, which make up around 75% of potential users. Alongside this, the company’s communication activities are consistently tied to social responsibility programmes such as “Heart for Kids” and “Operation Smile Vietnam”, showing how impactful communication can extend beyond traditional advertising.
For BUV students, the study tour offered a valuable opportunity to see how a major national brand operates, innovates, and adapts to global markets – knowledge that cannot be fully captured through classroom learning alone. This aims to strengthen industry exposure, nurture practical understanding, and broaden students’ perspectives on the communications and creative sectors. Through the experience, SoCCI students not only learned from the strategic mindset of a leading corporation but also gained a clearer view of the global business landscape, career pathways, and new opportunities in the digital era.
- Share
Read more
Dec 02, 2025
From 5G and IoT to Blockchain: Vietnam seeks talent to turn new technologies into economic valueAs Vietnam moves towards a digital-first economy, a widening shortage of hybrid professionals bridging business and technology is emerging. Speaking at “Empowering Digital Economy Growth in the New Era” hosted by Vietnam Investment Review, BUV’s Dr Dong Manh Cuong outlined how business education is being reshaped to address this gap. Within the framework of the […]
Dec 01, 2025
BUV Green Griffins achieved 2nd Runner-Up at the Vietnam ESG Challenge 2025 – Northern Region FinalsThe BUV Green Griffins team from the British University Vietnam has achieved the 2nd Runner-Up position at the Northern Region Finals of the “Vietnam ESG Challenge 2025 – Corporate Governance for Sustainable Development”, held in Hanoi. The competition was organised by the State Securities Commission of Vietnam (UBCKNN) in collaboration with the Institute of […]
Nov 25, 2025
BUV Students Bring Vietnamese Folklore to the World Through Global Gaming PlatformCurse of the Lineage is a Vietnamese-inspired horror puzzle game made by BUV students that has captured unexpected attention on the global gaming platform Steam, achieving 4,000 wishlist saves even before any official marketing campaign began. Created over the summer by five Computer Games Design & Programming students and one Contemporary Creative Practice student from […]
Nov 24, 2025
Top Singapore University Students Explore Vietnam at BUV Culture Immersion ProgrammeInternational exchange students from Singapore Management University (SMU) representing nine different nationalities visited Vietnam for their SMU Vietnam EdVentures trip, as part of the BUV Culture Immersion Programme. The week-long journey offered a well-rounded exploration of Vietnam through interconnected dimensions, designed to deepen participants’ understanding of the country’s vibrant life and evolving identity. Culture immersion […]
Nov 24, 2025
The Emotional Journey of BUV Lions Basketball Teams at NUC 2025Dedication, teamwork, and refusal to give up defined the journey of the BUV Lions at the National University Championship (NUC) 2025. From late-evening training sessions after classes to high-intensity moments on court, both the men’s and women’s teams delivered a season filled with determination, resilience, and pride in representing BUV. Commitment in training, confidence in […]
Nov 20, 2025
BUV Brings Accredited British Education Closer to Myanmar’s YouthA new agreement between British University Vietnam and Scholastic International School Myanmar is set to bring world-class UK education nearer to young learners in Southeast Asia, expanding access to transnational learning and meaningful international exposure right within the region. A Partnership for Southeast Asia’s Next Generation Recently, British University Vietnam (BUV) formally signed a Memorandum […]
Nov 18, 2025
Game Programmes Delivered at BUV ranked 1st in the UKGame programmes delivered at BUV, awarded by University of Staffordshire, have reaffirmed their leading position in game education in the UK with various awards and rankings, and BUV proudly reflects this excellence in Vietnam. British University Vietnam (BUV) proudly celebrates the outstanding achievements of its awarding partner, the University of Staffordshire, which has once again been recognised as a […]
Nov 12, 2025
BUV to deliver keynote address alongside Asia-Pacific higher education leaders at QS Higher Ed Summit 2025At a leading regional platform for higher education dialogue, British University Vietnam (BUV) reaffirmed its commitment to advancing academic excellence, skills development, and international collaboration across the Asia Pacific. The QS Higher Ed Summit: Asia Pacific 2025, held in Seoul, South Korea, brought together senior leaders, global experts, and representatives from over 100 universities. The […]
Nov 10, 2025
SIBE 2025: Joining Forces to Drive Innovation and Green GrowthAmid globalisation and climate change, Vietnam is asserting its role in the global transition to green development. Interdisciplinary innovation not only drives growth but also strengthens public trust – grounded in transparency, action and investment in people. Vietnam at a Crossroads of Green Development In an era of global economic volatility, digital transformation and climate […]
Nov 10, 2025
BUV students uncover historical and cultural values at the National Assembly BuildingStudents from the Professional Communication programme at the British University Vietnam (BUV) recently embarked on an educational field trip to the National Assembly Building, where they explored the intersection of history, politics, and culture through an immersive learning experience. The visit offered students a multi-dimensional perspective on the role of the National Assembly within Vietnam’s […]
