Yup you see it right, according to the 2013 Top 1000 Asia Brands report jointly conducted by Campaign Asia-Pacific and Nielsen, they are the top 5 brands in Vietnam. This is the 10th year that this report has been published since 2004.
Before jumping into further details, it will be good to take a few minutes to understand the methodology of coming up with this report.
Basically “The survey was conducted online in 12 markets: Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, Singapore, South Korea, Taiwan, Thailand and Vietnam. A total of 400 respondents were surveyed in each market, bar India and China where 800 and 1,200 respondents were surveyed respectively. Quotas were based on age, gender and monthly household income to be representative of the population.”
“Brands are ranked according to the responses to the two questions:
“When you think of the following category, which is the best brand that comes to your mind? By best, we mean the one that you trust the most or the one that has the best reputation in this category.”
“Apart from the best brand that you entered, which brand do you consider to be the second best brand in the category?” Nielsen covered 14 major categories (alcohol, financial services, automotive, retail, restaurants, food, beverage, consumer electronics, computer hardware, computer software, courier services, media and telecommunications, travel and leisure, and household and personal care) and 73 sub-categories.”
So in each vertical, how does your brand perform in this survey?
1. Heineken ranks number 1 regionally and in Vietnam for Beer category
Heineken ranks 28 amongst the top 100 brands in Vietnam, followed by Tiger at 72. Non of the other beer brands are in the top 100.
Regionally the top beer brands are:
- Tiger Beer
2. McDonald’s is way ahead of Starbucks, Coffee Bean, Pizza Hut, KFC and Lotteria in Restaurant category in Vietnam
This is a really interesting insight because McDonald’s does NOT have any store in Vietnam yet. However, when asked about which brand comes to mind in Restaurant category in Vietnam, respondents gave McDonald’s a very high score, in comparison to Starbucks, Coffee Bean, Pizza Hut, KFC and Lotteria.
Only recently, about 2 weeks ago that McDonald’s officially announced that they are coming to Vietnam next year.
3. There is NO Vietnamese Local brand in the top 20
Yup sadly there is NOT a single Vietnamese brand amongst the top 20 brands in Vietnam. They are all International brands from Sony, Samsung, Apple to Panasonic, Gucci, Nike etc…
The only Vietnamese brand in the top 30 is …. guess what BIG C!
While certainly we can’t take the result from this report to the bank, it does provide some insights into the heart and mind of Vietnamese consumers.
For the full report, please refer to Campaign Asia link here.
P.S: If you want to see the list of the top 100 brands, refer to the post by Chris from Red.