Samsung tops the Decision Lab Best Brand Rankings for the third year in a row

Friday, Dec 22, 2023 12:53

A chart shows Top 10 improvers in Decision Lab Best Brand Rankings 2023. — Photo courtesy of Decision Lab

Samsung has once again claimed the 'best brand' title in Việt Nam as the South Korean giant has topped the Best Brand Ranking for the third consecutive year.

Besides Samsung, Vietnam Airlines and Shopee continue to secure the top positions in the top 20 best brands.

Released by Decision Lab, YouGov’s exclusive partner in Viet Nam, the Decision Lab Best Brand Rankings 2023 reveals the top brands in terms of overall brand health and the most improved brands over the past year.

The rankings are based on YouGov BrandIndex’s Index Score, a measure of overall brand health calculated by taking each brand's average score of impression, quality, value, satisfaction, recommendation, and reputation, making approximately 32,937 interviews with Vietnamese consumers.

The 2023 ranking marks the first time that brands from the automotive industry are included. Honda Motorbikes is the only representative from the sector and secures the fourth position. Honda’s appearance moves Panasonic and MoMo down one spot, although both have increased scores.

Two banking brands, Vietcombank and MB, see an increase in their rankings. The military bank showed the most impressive jump among the top 20 brands, moving up 17 places.

Decision Lab’s rankings show the strong performance of the F&B sector. While packaged food brands such as Hảo Hảo, Kinh Đô, Omachi, and Nutifood are among the top 20, QSR brands such as Trung Nguyên Legend, Jollibee, and Highlands Coffee have grown significantly, reaching the top 10 most improved brands.

In the retail sector, Mobile World Group had a good year, with all three of its main businesses entering the rankings. In the top 20, Thế Giới Di Động maintained its position in the top seven, while Điện Máy Xanh jumped to position 14th. Bách Hóa Xanh is the group's most improved brand, ranking fourth in the improver ranking.

Thue Quist Thomasen, CEO of Decision Lab, said: "Despite some changes in their scores, the top three companies from 2023 remain. The key takeaway here is the power of branding. Brands that want to grow sustainably need to invest in high-quality products and services and brand reputation. This will help to build long-term brand engagement and customer loyalty."

"Vietnamese brands are doing very well in the market. 12 of the top 20 best brands in Việt Nam are local, while the same goes for six of the ten most improved brands. This shows the increasing strength and competitiveness of Vietnamese brands. They are investing heavily in innovation and marketing to strengthen their positions further in the market,” he said. — VNS

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