11 July 2017

Domestic brands gain better recognition internationally

11 Vietnamese brands listed in the annual Asia’s Top 1,000 Brands survey (Source: Nielsen)
Hanoi (VNA) – The appearance of 11 Vietnamese brands in the list of Asia’s
top 1,000 this year has demonstrated domestic firms’ increasing awareness about
building and affirming their own brands.

The
Vietnamese brands listed in the annual Asia’s Top 1,000 Brands survey include Vietjet
Air (at 595th place), Viettel (596th), Petrolimex (616th),
Vinamilk (621st), Hao Hao (636th), Chin-su (668th),
Trung Nguyen (693rd), Vietnam Airlines (716th), Mobifone
(736th), Vietcombank (811st) and P/S (905th).

Amidst
the fierce competition and the flood of foreign goods in Vietnam, local consumers
have more chances to compare and select products. Therefore, the ranking
reflects the successful efforts of Vietnamese businesses in promoting their
brands in both domestic and foreign markets.

However,
it is noteworthy that the above mentioned brands have been listed in the
rankings for many times, while many more popular made-in-Vietnam products still
fail to make the list.

Bui
Huy Son, head of the Trade Promotion Department under the Ministry of Industry
and Trade, said building brands is still a new concept in Vietnam as compared
with other economies in Europe or North America.

He
added that despite changes in awareness, local firms’ capacity for brand
development remains limited.

The
National Brand Programme will continue its support for businesses in producing goods
of national standards, participating in national trade promotion programmes, accessing
market information and joining training courses on brand development and trade
promotion skills, he said.

According
to Nielsen, Asian brands are getting stronger and can stay abreast of global names
like Samsung, Apple and Nestle.

The
Top 1,000 Brands ranking is based on a comprehensive study of consumer brand
perception conducted by Nielsen on behalf of Campaign Asia with 13 years of
historical ranking trend, and for 13 Asia Pacific markets, all combined with
insights, analysis and thought leadership on the key factors which build and
sustain a successful brand.

Conducted
from March 6-17 this year, the survey explored consumer attitudes in 13 markets
of Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, the
Philippines, Singapore, the Republic of Korea, Taiwan and Vietnam.

The
study encompasses 17 major categories which are alcohol, financial services,
automotive, retail, restaurants, food, beverage, consumer electronics, computer
hardware, computer software, digital experience, courier services, ecommerce,
media and telecommunications, sports, transportation, leisure, household and
personal care and 79 sub-categories.-VNA



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