Domestic brands gain better recognition internationally
The appearance of 11 Vietnamese brands in the list of Asia’s top 1,000 this year has demonstrated domestic firms’ increasing awareness about building and affirming their own brands.
11 Vietnamese brands listed in the annual Asia’s Top 1,000 Brands survey
The Vietnamese brands listed in the annual Asia’s Top 1,000 Brands survey include Vietjet Air (at 595th place), Viettel (596th), Petrolimex (616th), Vinamilk (621st), Hao Hao (636th), Chin-su (668th), Trung Nguyen (693rd), Vietnam Airlines (716th), Mobifone (736th), Vietcombank (811st) and P/S (905th).
Amidst the fierce competition and the flood of foreign goods in Vietnam, local consumers have more chances to compare and select products. Therefore, the ranking reflects the successful efforts of Vietnamese businesses in promoting their brands in both domestic and foreign markets.
However, it is noteworthy that the above mentioned brands have been listed in the rankings for many times, while many more popular made-in-Vietnam products still fail to make the list.
Bui Huy Son, head of the Trade Promotion Department under the Ministry of Industry and Trade, said building brands is still a new concept in Vietnam as compared with other economies in Europe or North America.
He added that despite changes in awareness, local firms’ capacity for brand development remains limited.
The National Brand Programme will continue its support for businesses in producing goods of national standards, participating in national trade promotion programmes, accessing market information and joining training courses on brand development and trade promotion skills, he said.
According to Nielsen, Asian brands are getting stronger and can stay abreast of global names like Samsung, Apple and Nestle.
The Top 1,000 Brands ranking is based on a comprehensive study of consumer brand perception conducted by Nielsen on behalf of Campaign Asia with 13 years of historical ranking trend, and for 13 Asia Pacific markets, all combined with insights, analysis and thought leadership on the key factors which build and sustain a successful brand.
Conducted from March 6-17 this year, the survey explored consumer attitudes in 13 markets of Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, the Philippines, Singapore, the Republic of Korea, Taiwan and Vietnam.
The study encompasses 17 major categories which are alcohol, financial services, automotive, retail, restaurants, food, beverage, consumer electronics, computer hardware, computer software, digital experience, courier services, ecommerce, media and telecommunications, sports, transportation, leisure, household and personal care and 79 sub-categories.