Four companies that recently joined the ranking of the most valuable brands in Vietnam are Nam Long (brand value of US$164 million), Vinacomin (brand value increasing by 97% to US$83 million), Chin-Su (brand value growing 97% to US$68 million), and Masan Consumer (brand value up 84% to US$66 million).
Alex Haigh, Managing Director of Brand Finance Asia Pacific, stated that in order for Vietnam to move from its current product-focused economy to one based on marketing and brand recognition, its brands should be willing to adapt, act quickly, diversify, and become more visible to all stakeholders. He noted that the telecoms, banking, and food industries are the biggest contributors to the ranking.
The four major telecoms in Vietnam – Viettel, VNPT, Vinaphone (whose brand value has grown by 11% to reach US$859 million) and Mobifone (brand value decreased by 21% to US$661 million) – have a combined brand value of US$13.1 billion, making them the largest economic sector in terms of brand value. The banking sector is the second most valuable sector, with a brand value of US$8.5 billion from twelve brands, while the food sector takes third place with US$3.5 billion from seven brands.
Brand Finance also measures the strength of brands by considering marketing investment, stakeholder equity, and business performance. Their assessment of stakeholder equity is in line with ISO 20671, and involves collecting data from over 100,000 survey respondents from more than 35 countries and nearly 30 sectors.
With a Brand Strength Index (BSI) of 87.1 out of 100 and an associated AAA brand strength grade, MBBank (brand value more than doubled to US$642 million) is considered to be Vietnam’s strongest brand.
Additionally, according to the Brand Finance 50 Report, the top three fastest-growing brands in Vietnam are Bach Hoa Xanh (177%), Nova Land (132%), and Kokomi (121%). The next companies on the list are MBBank, Omachi, Vinhomes, Chinsu, Vinacomin and Masan.
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