HO CHI MINH CITY - Together with Nielsen, Campaign has compiled a Top 10 brands report offering insights into Vietnam’s consumer base as part of Campaign Singapore's focus on Vietnam this week.
With the highest per capita motorbike ownership in the world, it is no surprise that Honda is the number one brand in Vietnam. The market leader of motorbikes came first in brand recall in the research done from 1 to 31 November, within the age bracket of 15 to 45 years old.
Nokia ranked second for overall brand recall and has the highest ownership level with a portfolio for all segments in the market, from economy to premium.
With several initiatives to cater to the local market, including higher quality and availability of fresh foods, pricing closer to consumer demand, higher standard for modern trade, French brand super-market Big C ranked third with increasing equity among Vietnamese consumers.
Mobifone, the government-owned mobile service provider in Vietnam, ranked fourth. In recent years, the telecom sector in Vietnam has boomed to reflect a high growth rate and attracted several investors in this field. The telecom industry is expected to become a new power in Vietnam’s economy in the next decade.
Vietcombank, the market leader for banks, ranked fifth followed by Saigon Co-op Mart the biggest local trade-chain reputed to have lower priced products in the sixth position.
Viettel, the market leader for mobile phone service providers and subscribers with a relatively lower pricing position over Mobifone, ranked seventh while Sony, the most popular brand in home appliances and AV equipment, ranked eight for its high brand equity among consumers through the brand’s heritage.
Vinamilk, the biggest milk manufacturer in Vietnam with diverse beverage categories including fruit juice and drinking yogurt, ranked ninth, while Coca-Cola, claimed the 10th position for its high brand equity through its heritage even though, in terms of market share, Pepsi performed better due to product availability.
VIETNAM'S TOP BRANDS
Top car brands: Cars are generally still aspirational as ownership is limited to the upper income class. Brand heritage would be the key factor driving preference.
BMW
Mercedes Benz
Toyota
Honda
Audi
Lexus
Ford
Hyundai
Kia
Suzuki
Top beverage brands: Vinamilk has been taking advantage of its lower price strategy and in the past three years has been diversifying its product line for beverage. Most recently, the government has launched its 'Buy Vietnam' campaign and Vinamilk is one of the local companies that have benefitted from that campaign.
Vinamilk
Coca Cola
Heineken
Tra Xanh 0 do
Dutch Lady
Pepsi
Trung Nguyen
Red Bull
Hanoi Beer
Number 1
Top personal care brands: FMCG giants Unilever and P&G dominate this category. However, local brand X-men paved the way to more appreciation for male-specific products.
Colgate
X-Men
P/S
Clean & Clear
Nivea
Pantene
Pond’s
Dove
Sunsilk
Olay
Top mobile phone brands: This category is dominated by Nokia with its portfolio for all income classes, active marketing and innovation.
Nokia
iPhone
Samsung
Blackberry
Sony Ericsson
HTC
Motorola
LG
Mobell
Top retailer brands: Big C provided a good alternative to Saigon Coop in terms of modern trade retailing. The continuous improvements from both players helped propel modern trade growth with better facilities, competitive pricing and variety of products.
Big C
Saigon Co-op Mart
Metro
Nguyen Kim
Best Buy
24h ~ Shop & Go
Circle K
Top home appliances brands: Vietnam still holds high value for Sony. They see the brand as having the highest quality available although for most, they usually resort to lower priced brands available.
Sony
Panasonic
Samsung
Electrolux
LG
Toshiba
Sanyo
Philips
Sharp
Daewoo
Top PC and laptop brands: Nielsen has found no predominant brand for PCs / laptops due to variety of brands and models available in the market.
HP
Sony
Dell
Apple
Acer
IBM
Samsung
Lenovo
Compaq
Top mobile phone service operators and internet service providers:
Mobifone
Viettel
FPT
Vina phone
VNPT
Mega VNN
EVN telecom
Beeline
Top motorbike brands: This category is dominated by Honda. The brand has a good variety of models catering to different consumer segments – from economy to premium.
Honda
Yamaha
Piaggio
SYM
