Vietnam Brand Strength Report 2014

B&Company Vietnam
2015, March
BRAND ASIA VIETNAM 2014
SAMPLE REPORT
COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED.

1
Copyrights
This report and all materials directly related to it are properties of
B&Company. All rights reserved. No parts of this report may be
reproduced or transmitted in any form or by any means without the
prior written permission.
Should you wish to use this report for any purposes, please kindly
contact B&Company through the following given email address for
further reference about the terms of use: info@b-company.jp

2
Section Content Page
1. About The Project and Report 3
2. Industry analysis 17
2.1. Difference by country groups 19
2.2. Difference between Vietnam & Other developing countries 27
2.3. Industry in Vietnam 32
3. Brands in Vietnam 42
3.1. IT/Electronic 44
3.2. Drink 54
3.3. Telecom 63
3.4. Internet-related 72
3.5. Sporting 81
3.6. Automaker 90
3.7. Food 99
3.8. FMCG 108
3.9. Restaurant 117
3.10. Finance 126
3.11. Clothing 136
4. Appendices 143
Table of Contents

3
1. About The Project and Report

4
About The Project (1)
Introduction
• The cross-regional “Brand Asia 2014” project is planned by Nikkei BP Consulting with main aims to evaluate major
brands’ overall strengths, measure image trends, analyze customers’ perceptions and other factors that highly
influent on brands’ performances in 27 large cities of 12 Asia regions from December, 2013 to January, 2014 using 3
data collection methods: Internet survey, Street catch and Telephone.
• There are 100 brands surveyed in each country:
o The 60 global brands are commonly selected for 12 countries and divided into 10 industries: 1)IT& Home Electronic
(IT/Electronic), 2) Food/Drink, 3) Internet-related, 4) Sporting Goods (Sporting), 5) Automaker, 6) Fast Moving
Consumer Goods (FMCG), 7) Restaurant, 8) Finance, 9) Clothing/Fashion items (Clothing) and 10 ) Diversified.
o The rest 40 local brands are differently selected by particular country (some of them may be international brands).
• This project also engaged various institutions: QQSurvey (China), Hansa Research (India), OZE (Indonesia), Nikkei BP
Consulting (Japan), Research Now (Malaysia, Singapore, Taiwan, Turkey), MMRDRS (Myanmar), Now&Future (South
Korea), CSN Research (Thailand), and B&Company (Vietnam).
“Brand Asia 2014” project is to evaluate brand strength of brands in 12 Asia regions

5
For each brand, 3 questions are to be answered, in which 2 are conditional are based on the respondents’ 1s t answer.
Questionnaire Diagram
Do you
know
brand A?
What do
you think
of brand A?
How do
you know
brand A?
About This Project (2)
Brand
Characteristics
Loyalty Ratios
Information
Sources
Yes but
Uninter
-ested
Yes and
Interested
No
Brand Awareness
Friendly
Convenient
Outstanding
Innovative
Want to
purchase
Huge fan
Want to
recommend
Satisfied
when use
TV
Radio
Magazine
Newspaper
Website
SNS
In Shop
Posters/Signs
Overall Score
Like,
favourite
Feel
familiarity
Sad if
disappeared
Feel
empathy
Know and
interesting
Used
recently
Useful
Excellent
quality
High status
Chic, stylish
Unparalleled
charm
Striking
individuality
Attracting
attention
Pioneering
Vigorous

6
5) Auto
BMW
DAIHATSU
HONDA
HYUNDAI
Mercedes-Benz
NISSAN
SUZUKI
TOYOTA
YAMAHA
6) FMCG
Colgate
Unilever
Johnson&
Johnson
kao
L'ORÉAL
Nivea
P&G
SHISEIDO
unicharm
1) IT/Electronic
Apple
MITSUBISHI
ELECTRIC
Canon Nikon
DELL Nokia
EPSON Panasonic
HITACHI Philips
hp SAMSUNG
IBM SHARP
LG SONY
Microsoft TOSHIBA
9) Clothing
GAP
H&M
MUJI
UNIQLO
8) Finance
AMERICAN
EXPRESS
Citibank
HSBC
VISA
2) Food/Drink
AJINOMOTO
Coca-Cola
Danone
Häagen-Dazs
Kellogg's
Nestlé
10) Diversified
GE
Siemens
7) Restaurant
KFC
STARBUCKS
COFFEE
McDonald's
3) Internet-
related
Google
YAHOO!
4) Sporting
adidas
NIKE
There are 60 global brands categorized in 10 industries similarly selected for all 12 regions
Global Brand List

7
This project is conducted in 27 places of 12 Asia regions by 3 data collection methods
Places & Methods
No. Country Place Respond
-ents
Method
1 China
•Beijing
•Shanghai
900
Internet
survey
2 India
•Delhi
•Mumbai
•Kolkata
•Chennai
•Nagpur
1000
Street
catch
3 Indonesia •Jakarta 600
Internet
survey
4 Japan
•Tokyo
•Osaka
•Nagoya 1027
Internet
survey
5 Malaysia
•Kuala Lumpur
600
Internet
survey•Penang •Johore
6 Myanmar
•Yangon
•Mandalay
600
Street
catch
No. Country Place Respond-
ents
Method
7 Singapore •Singapore 357
Internet
survey
8 Korea •Seoul 600
Internet
survey
9 Taiwan
•Kaohsiung
600
Internet
survey•Taichung •Taipei
10 Thailand •Bangkok 600
Telepho
ne
11 Turkey
•Istanbul
575
Internet
survey
•Ankara •Izmir
12 Vietnam
•Hanoi
•Ho Chi Minh (HCM)
1200*
Street
catch
*600 people are in Hanoi and 600 people are in HCM City are equavilently categorized into 2 gender (Male and Female) and 3 age groups (20s, 30s and 40s).

8
About This Report (1)
Introduction
• “Brand Asia Vietnam 2014” report is conducted in Vietnam by B&Company Vietnam serving two main objectives:
o Compares overall strength of industries between Developed Group (Group A) and Developing Group (Group B)
and between Vietnam and Group B.
o Evaluates brand strength of 70 brands categorized in 11 industries in Vietnam, including: 1) IT/Electronic, 2) Drink,
3) Telecommunications (Telecom), 4) Internet-related, 5) Sporting, 6) Automaker, 7) Food, 8) FMCG, 9) Restaurant,
10) Finance and 11) Clothing.
• Although “Brand Asia 2014” project covers much information about brands in countries, this report is to discuss main
parts that provide significant meaning to readers. It includes brand over score, brand awareness, brand characteristics
and media sources. Global and local brands are selected based on their outstandingness within 12 researched
countries and Vietnam; therefore there are some differences in number of brands among industries and B&Company
analysis also bases on this fact.
• Not all brands and industries are discussed; for industries having more than 10 brands, only top 10 highest overall
score brands are considered. Loyalty analysis only facilitates “Satisfied when use” (Satisfied) and “Fan” ratios.
• Due to limitation of page, chart scales or font sizes may not be wholly consistent among all pages as we made some
adjustments to fit them to the page.
“Brand Asia Vietnam 2014” evaluates and compares brand strength of brands in Vietnam and between country groups

9
This report covers 70 brands which are categorized in 11 industries in Vietnam
Vietnam Brand List
About This Report (2)
2) Drink
Vinamilk
pepsi
Trung Nguyen
Coca-Cola
Bia Ha Noi
Bia Sai Gon
TH true MILK
Nestlé
Tan Hiep Phat
Danone
3) Telecom
Viettel
Mobifone
FPT
Vinaphone
VNPT
9) Restaurant
KFC
Highlands
Coffee
STARBUCKS
COFFEE
Pho 24
McDonald's
4) Internet-
related
GOOGLE
Yahoo!
VNG
Vat Gia
11) Clothing
Viet Tien
May 10
AN PHUOC
GAP
H&M
Nha Be
UNIQLO
MUJI
1) IT/Electro-
nic
Nokia
SAMSUNG
SONY
Apple
Microsoft
TOSHIBA
Canon
LG
Panasonic
Philips
5) Sporting
adidas
NIKE
Thuong Dinh
6) Automaker
HONDA
YAMAHA
MOTOR
TOYOTA
Mercedes-Benz
BMW
HYUNDAI
SUZUKI
NISSAN
DAIHATSU
7) Food
Kinh Do
AJINOMOTO
Vissan
VIFON
Duc Viet
Huu Nghi
Acecook
Häagen-Dazs
Kellogg's
8) FMCG
Colgate
Unilever
Nivea
P&G
Johnson&
Johnson
SHISEIDO
L'ORÉAL
SAO THAI
DUONG
kao
unicharm
10) Finance
Vietcombank
Agribank
Bao Viet
HSBC
VISA
AMERICAN
EXPRESS
Citibank

Sign Color Meaning
↑ Red Increase ≥ 5 levels
↗ Blue Increase < 5 levels
- Black No change
↓ Orange Decrease ≥ 5 levels
↘ Green Decrease < 5 levels
N/A Black Data unavailable
10
Overall Score & Ranking
Rannking changes
between 2013 and
2014.
Ranking in the whole
Vietnam ranking list.
Brand list is sorted
by overall score.
How To Read Chart (1)
70
66
68
70
66
55
63
67
68
68
73
Brand 6
Brand 5
Brand 4
Brand 3
Brand 2
Brand 1
Overall score
1 (9) ↑ 8
2 (4) ↗ 2
3 (3) - 0
6 (1) ↓ 5
11 (9) ↘ 2
13 N/A N/A N/A
Ranking in Vietnam
2014 2013 Δ
2013
2014
Data is Not
Available in
2013.
N/A
All 2013 data is placed
in “( )” and has font
size as 12.
All 2014 data is bold
and has font size as 14.

11
Brand Awareness
by its overall score
62
56 52 52
34
38
43 45 47
33
0 2 3 2
33
Brand 1 Brand 2 Brand 3 Brand 4 Brand 5
Brand awareness (%)
100% = 120 persons
Total number of
respondents
Unknown
Uninterested
Interested
Respondents
who don’t know
about the brand
Respondents who know
but are not interested
in the brand
Respondents who know
and are interested in
the brands

Brand 5
Brand 4
Brand 3
Brand 2
Brand 1
13 28
20 17
0 18
0 0
0 14
12
Brand Characteristics & Loyalty Ratios
If “Satisfied” ratio = 0 or <
“Fan” ratio, “Satisfied” the
lower value is still shown
next to higher one.
by its overall score.
If “Fan” and “Satisfied”
ratios are 0, data is shown
as 0 for both ratios.
79
79
72
71
71
72
75
75
Brand 2
Brand 1
Innovative Convenient
Outstanding
Friendly
Brand Characteristics
(Score)
Major brands having
similar business areas are
selected for comparison.
Loyalty ratios (%)
100% is number of
respondents who are
interested in the brand.
Fan
Satisfied
100% is number
of “Interested”
respondent.
100%= people XXX

13
Information Sources
Only top 3 highest
ratios are shown in
blue and number.
Total number of
respondent knows
about the brand
TV
(%)
Radio
(%)
Newspaper
(%)
Magazine
(%)
Website
(%)
SNS
(%)
Posters/Signs
(%)
In shop
(%)
N=
Brand 1 118
Brand 2 117
Brand 3 96
Brand 4 115
Brand 5 95
Posters, Signs
or Transit ads
In Shop/
Sales staff
Social Networking
Service
1st popular 2nd popular 3rd popular
50 31 72
74 34 38
70 41 60
57 41 41
66 38 31
Brand list is
sorted by its
overall score

2.2 Local industry analysis
2.1 Difference by country groups
14
2. Industry analysis

15
Industry analysis
Different economic background is the main reason behind industries’ different performances between country groups
Introduction
Globalization wave in the recent century has encouraged organizations to expand their business operation
internationally whereby Asia region is not an exception. Equipped with strong capitals and historical experience, many
of them have dominated and become critical part of industries various Asia countries. Due to highly young population
and rising economic situation, Asia has been considered potential emerging market that lays significant opportunities
for multinational companies to explore, thus forming a dynamic market. Within this region, Vietnam is regcognized an
emerged market attracting significant concerns from foreign investors especally Japan. The country government has
taken steps to encourage investment flows from in the past 8 years since WTO assessment.
Mostly originating from developed regions, global brands have been widely familiar with people in developed countries
whereas some of them are new comers to several markets. In addition, differences in economic backgrounds, market
situations, customer behaviors or national culture are primary reasons explaining why industries, despite inclusion to
same global brands, perform differently.

2.2. Local industry analysis
2.1. Difference by country groups
16

17
Result Summary (1)
In general, most of industries seem to perform better in Group A than they do Group B
• Between Group A and Group B:
o All researched countries are categorized into 2 groups based on economic situations with an aim to properly
evaluate how global brands perform in different markets. Group A includes top 4 highest GDP per capita countries
and Group B includes the rest 8 countries.
o Majority of industries Group A have higher overall scores than they do in Group B especially Internet-related and
Restaurant industries.
o Brand Awareness ratio all industry in Group A is also much higher than those in Group B especially Clothing
industry.
o People have higher “Loyalty” ratios to most industries in Group B than Group A’s.
o TV is the most popular channel to know about global brands in most researched Asia countries following by
website.

18
Result Summary (2)
Despite minor difference in overall score, industry awareness in Vietnam is quite far behind the Group B
• Between Vietnam and Group B (exlcude Vietnam):
o Although there are some differences between global brands’ overall scores in Vietnam and Group B, the gap is not
so large. Internet related industry is one of strongest industry in Vietnam and Group B countries. Rapid increase in
the Internet usage growth rate enable Vietnam’s Internet related industry perform quite better to Group B’s
average, resulted from increasing consumption and demands .
o Brand awareness ratios of global brands in Vietnam are much lower than Group B especially Finance, Clothing and
Diversified industries. The reason could be understood that products of global brands often have quite high prices
thus still unfamiliar to most Vietnamese people. In addition, most countries in Group B have better economic
situation than Vietnam’s, which enable brands intensify their marketing affords.
o Except for FMCG, Food/Drink and Automaker, the other brands have not shown much difference in “Loyalty" ratios
between the two country groups .

884
1,592
1,705
3,817
6,572
6,629
10,946
11,236
21,141
25,051
40,442
52,179
Myanmar
India
Vietnam
Indonesia
Thailand
China
Malaysia
Turkey
Taiwan
Korea
Japan
Singapore
GDP per capita by countries
in 2013 (billion $US)
19
The 12 countries are categorized to 2 groups based in “GDP per capita” indicator
Source : Economic Watch
Group A
Group B
Country Group Classification

20
Message sentence
Diversified
FMCG
Finance
Automaker
Food/Drink
Clothing
IT/Electronic
Restaurant
Sporting
Internet-related
Overall score comparison
between Group A & Group B
B&Company's analysis
Overall Score (1)
Group A
Group B

21
Message sentence
Clothing/Fashion
Diversified
Finance
Food/Drink
FMCG
Restaurant
IT/Electronic
Automaker
Sporting
Internet-related
Overall Score comparison
between Vietnam & Group B
Overall Score (2)
Vietnam
Group B

22
Message sentence
Diversified
FMCG
Finance
Automaker
Food/Drink
Clothing
IT/Electronics
Restaurant
Sporting
Internet-related
Group A
Group B
Industry awareness comparison
between Group A and Group B (%)
Industry Awareness (1)

23
Message sentence
Clothing
Diversified
Finance
Food/Drink
FMCG
Restaurant
IT/Electronic
Automaker
Sporting
Internet-related
Vietnam
Group B
Industry awareness comparison
between Vietnam and Group B (%)
Industry Awareness (2)

Diversified
FMCG
Finance
Automaker
Food/Drink
Clothing
IT/Electronics
Restaurant
Sporting
Internet-related
24
Message sentence
Group A
Group B
Outstanding Innovative
Industry Characteristics (1)
Friendly Convenient
Industry characteristic comparison between Group A and Group B (%)

25
Message sentence
Diversified
FMCG
Finance
Automaker
Food/Drink
Clothing
IT/Electronics
Restaurant
Sporting
Internet-related
“Satisfied” ratio (%) “Fan” ratio (%)
Group A
Group B
Loyalty Ratios (1)
Loyalty ratio comparison between Group A and Group B

Clothing
Diversified
Finance
Food/Drink
FMCG
Restaurant
IT/Electronic
Automaker
Sporting
Internet-related
26
Message sentence
Vietnam
Group B
“Fan” ratio (%)
“Satisfied” ratio (%)
Loyalty Ratios (2)
Loyalty ratio comparison between Vietnam and Group B

27
Message sentence
TV
(%)
Radio
(%)
Newspaper
(%)
Magazine
(%)
Website
(%)
SNS
(%)
Posters/Signs
(%)
In shop
(%)
Country 1
Country 2
Country 3
Country 4
Country 5
Country 6
Country 7
Country 8
Country 9
Country 10
Country 11
Country 12
Information Sources

2.2. Local industry analysis
2.1. Difference by country groups
28

29
Result Summary
Industries perform differently between Vietnam and Group B (not include Vietnam), especially brand awareness ratio
• IT/Electronic, Drink, Telecom and Internet-related industries are keeping top four top positons in overall score
positions. These industries also have highest awareness ratio, which could be explained that these industries have
long term present brands in Vietnam…
• It is noticeable that all industries generally have quite low “Uninterested” ratio. With large proportion of foreign
brands which have not officially presented in Vietnam….
• IT/Electronic, Drink and FMCG are top three industries having highest “Satisfied” level.
• TV, “In shop” and website are three most major media channels that help people learn about industries, which also
present high effectiveness in Vietnam.

4
10
14
8
3
1
5
11
13
8
3
0
30
Message sentence
16
10
16
12
4
2
15
9
17
12
4
3
81st - 100th
61st - 80th
31st - 60th
11st - 30th
4th - 10th
1st - 3rd
Vinamilk
Global Brands
Brand ranking summary
Local Brands
2013
2014
HONDA, Nokia
& Google
Ranking

31
Message sentence
75
49
63
70
73
74
89
80
85
87
67
67
68
68
72
75
76
76
78
84
Brand 10
Brand 9
Brand 8
Brand 7
Brand 6
Brand 5
Brand 4
Brand 3
Brand 2
Brand 1
Overall Score
1 (2) ↗ 1
2 (3) ↗ 1
3 (4) ↗ 1
4 (1) ↘ 3
5 (6) ↗ 1
6 (7) ↗ 1
7 (9) ↗ 2
8 (18) ↑ 10
9 (44) ↑ 35
10 (5) ↓ 5
Ranking in Vietnam
2014 2013 Δ
Top 10 Brand Analysis
2013
2014

43
44
46
46
47
52
52
52
56
56
65
Industry 11
Industry 10
Industry 9
Industry 8
Industry 7
Industry 6
Industry 5
Industry 4
Industry 3
Industry 2
Industry 1
Overall score
32
Message sentence
Industry Overall Score

33
Message
44
35 40
24 24 24 20 17 18
17 11
44
42
50
32
46
54
33 30
44
44
28
12
24
10
44
30
22
48 53
38 39
61
Industry awareness (%)
100% = 120 persons
Unknown
Uninterested
Interested
Industry Awareness

Industry 11
Industry 10
Industry 9
Industry 8
Industry 7
Industry 6
Industry 5
Industry 4
Industry 3
Industry 2
Industry 1
14 30
8 25
6 18
8 17
5 15
5 10
7 22
6 11
4 11
4 14
3 5
13 28
9 25
8 18
7 16
7 14
5 12
6 20
4 12
3 10
5 14
2 6
13 28
10 25
10 19
6 15
8 13
5 14
4 18
6 13
2 8
6 14
2 7
34
Message sentence
Total (%) Hanoi (%) Ho Chi Minh (%)
100%= people 120 60 60
Fan
Satisfied
“Loyalty” Ratio By Cities

35
Message sentence
TV
(%)
Radio
(%)
Newspapers
(%)
Magazine
(%)
Website
(%)
SNS
(%)
Posters/Signs
(%)
In Shop
(%)
Industry 11
Industry 10
Industry 9
Industry 8
Industry 7
Industry 6
Industry 5
Industry 4
Industry 3
Industry 2
Industry 1
Information Sources
29 25 42
34 29 29 21
27 25 52
59 29 38
57 20 45
56 33 31
31 25 61
15 71 28
65 33 35
67 26 49
63 37 47

36
3. Brands in Vietnam
FMCG3.2. Drink industry
3.3. Telecom industry
3.5. Sporting industry
3.6. Automaker industry
3.4. Internet-related industry
3.1. IT/Electronic industry
3.10. Finance industry
3.11. Clothing industry
3.9. Restaurant industry
3.7. Food industry
3.8. FMCG industry

37
In general local brands in Vietnam are under great competition pressure from foreign giant players
• An accession to WTO since 2006 has significantly encouraged foreign brands to enter Vietnam market from various
industries. Apart from long historical brands such as HONDA, Unilever, Sony, Coca-Cola etc, there are number of
new entry brands namely Unicharm or STARBUCKS COFFEE etc, which turn the market more diverse and
competitive. Supported by abundant financial resources as well a long historical global experiences, international
brands have strong advantages in creating leading positions whereas, there have been noticeable effort of local
enterprises in gaining back market share and maintain sustainable growth among fierce competition environment.
These are main reasons behind turbulent changes of brands year by tear in term of overall score, industry ranking,
brand awareness and loyalty ratio.
• While IT/Electronic, Drink or Telecom industries achieve high strength improvement, Restaurant, Finance or
Clothing industries are showing low trend when large number of brands lose score and ranking. Microsoft is seen an
oustdanting example in IT/Electronic industry when it has increased by 35 ranking levels. Vinamilk, despite score
loss, is still leading drink company in Vietnam and one of rare local brands locating in the country brand top ranking
list.
Introduction

38
3. Brands in Vietnam
FMCG3.2. Drink industry
3.3. Telecom industry
3.5. Sporting industry
3.6. Automaker industry
3.4. Internet-related industry
3.1. IT/Electronic industry
3.10. Finance industry
3.11. Clothing industry
3.9. Restaurant industry
3.7. Food industry
3.8. FMCG industry

39
IT/Electronic industry is highly competitive and currently dominated by long present global brands
IT/Electronic industry which is currently dominated by foreign brands especially long historical brands of mature
categories in home appliances such as SONY, TOSHIBA, LG or Panasonic. With reputations of high durability and
convenience, products of most Japan brands like Toshiba or Panasonic have created lots of trusts and favors among
Vietnamese customers. However, brands from other country of origins like Korea or the U.S are also confirming their
footholds in the more increasingly competitive market. Some niche names enjoy rising perception of consumers as
living standards improved (e.g. Canon); yet Phillips brand image is still low. New launches and promotional activities by
manufacturers and retailers help to increase demand for products of SAMSUNG, Apple or Microsoft across the
consumer appliances market.
Introduction

40
IT/Electronic industry is one of leading industries in Vietnam with five brands are in top ten ranking list
• Most IT/Electronic brands are comparatively perceived higher positions despite opposite changes of score in 2014.
o There are 8 out of 10 brands increase in ranking however only 4 of them actually receive higher absolute score.
o Apple and Microsoft are in top 10 brands for the first time with dramatic improvement of overall score.
o Big loss of overall score leads Panasonic to drop out of top 10 brands this year.
• Foreign IT/Electronic brands are highly familiar in Vietnam, yet perception of characteristics toward these brands is
distinctive.
o Better scores of Nokia and Samsung than Panasonic, LG and Philips could be due to innovative product features.
o While products of Apple, Microsft and Cannon have high “Innovative”, they gained lower score in “Convenient”.
• IT/Electronic tend to be more attractive to the young as number of “Fan" in 20s is the highest and gradually decrease
when people get older.
• Consumers in Hanoi and HCM city have similar taste of the brands except for Apple and Samsung.
• Although TV is the most effective advertising channel, there are large number of customers recognizing brands
through In-shop channel.
Result Summary

54
71
62
56
64
49
63
73
74
80
52
58
58
60
63
67
68
72
75
78
Brand 10
Brand 9
Brand 8
Brand 7
Brand 6
Brand 5
Brand 4
Brand 3
Brand 2
Brand 1
41
Message sentence
2 (3) ↗ 1
5 (6) ↗ 1
6 (7) ↗ 1
8 (18) ↑ 10
9 (44) ↑ 35
13 (17) ↗ 4
17 (30) ↑ 13
20 (20) - 0
20 (8) ↓ 12
33 (34) ↗ 1
2014
2013
Overall Score
Overall Score
Ranking in Vietnam
2014 2013 Δ

42
Message sentence
68
57 53
38
43 46
34
41 38
27
33
41
41
43
40
49
43
52 58
40
0 3 7
19 17
5
23
8 4
33
Brand
10
Brand 9 Brand 8 Brand 7 Brand 6 Brand 5 Brand 4 Brand 3 Brand 2 Brand 1
Brand awareness (%)
100% = 120 persons
Unknown
Uninterested
Interested
Brand Awareness

57
61
57
53
57
61
55
55
53
52
51
49
63
65
63
58
Brand 3
Brand 4
Brand 5
LG
43
Message sentence
79
79
72
71
71
72
75
75
Brand 2
Brand 1
Outstanding
Friendly
Outstanding
Friendly
Brand Charactertistics (1)
Brand Characteristics (%)

44
Message sentence
Total (%) Hanoi (%) Ho Chi Minh (%)
Brand 10
Brand 9
Brand 8
Brand 7
Brand 6
Brand 5
Brand 4
Brand 3
Brand 2
Brand 1
18 43
17 40
15 30
22 26
19 33
10 32
11 18
10 23
7 27
6 17
18 45
20 43
13 28
17 18
20 33
12 35
12 17
10 20
5 28
5 13
20 40
13 37
17 32
27 33
18 33
8 28
10 20
10 27
8 25
7 20
100%= people 120 60 60
Fan
Satisfied
“Loyalty” Ratio By Cities

45
Message sentence
20s (%) 30s (%) 40s (%)
Brand 10
Brand 9
Brand 8
Brand 7
Brand 6
Brand 5
Brand 4
Brand 3
Brand 2
Brand 1
23 45
23 33
28 35
33 38
28 45
10 25
15 20
13 25
5 25
100%= people 40 40 40
3 8
18 45
13 45
13 25
28 33
18 38
8 33
15 30
10 20
8 25
8 20
13 38
15 43
5 30
5 8
13 18
13 38
3 5
8 25
8 30
8 23
Fan
Satisfied
B&Company's
analysis
B&Company's
analysis
“Loyalty” Ratio By Ages

1st popular 2nd popular 3rd popular COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED.
46
Message sentence
N=
Brand 1 120
Brand 2 117
Brand 3 112
Brand 4 97
Brand 5 100
Brand 6 114
Brand 7 92
Brand 8 111
Brand 9 115
Brand 10 80
TV
(%)
Radio
(%)
Newspapers
(%)
Magazine
(%)
Website
(%)
SNS
(%)
Posters/Signs
(%)
In shop
(%)
Information Sources
78 45 55
83 36 56
80 38 42
36 52 40
27 60 28
76 27 47
54 37 47
77 28 54
82 29 55
36 25 55

47
• The other industries follow the same format with above sample industry (from page 38 to 46)

48
The End
For more information or full report purchase, please contact us via email: info@b-company.jp or telephone number:
+84-8-3910 3913 or + 84-4-3978-5165

Vietnam Brand Strength Report 2014

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