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|E-commerce brands dominate YouGov Best Brands ranking in Vietnam|
The rankings are based on the index score from YouGov BrandIndex, which constantly measures overall brand health across eight specific sectors. The score takes into account consumers’ perception of a brand’s overall quality, value, impression, reputation, satisfaction, and whether consumers would recommend the brand to others.
Food brands also fare well in the list. Instant noodle brand Hao Hao ranked fourth (+38.4), while Omachi came in eighth (33.7) and snack food brand Kinh Do ninth (32.5). The top ten is rounded off with Japanese electronics manufacturer Panasonic, ranked fifth (38.2). Local e-commerce site Tiki.vn came in sixth (37.1), moving up four spots from last year. Southeast Asian e-commerce platform Shopee appears in the top ten for first time on rank seven (35.4), and digital device online retailer Dien May Xanh occupies the tenth spot (32.1).
Meanwhile, national carrier Vietnam Airlines remains on top of the list, holding its title as Vietnam’s healthiest brand in its second year running.
The YouGov BrandIndex also reveals brands that have noted the greatest improvements to their index score over the past 12 months in Vietnam. In the same vein as the top ten, e-commerce brands populate the improvers list. Shopee is this year’s most improved brand, with a +8.0 change in score. Globally, Shopee ranked eighth. Local e-commerce brands Concung and Tiki.vn came in seventh (up +4.2) and tenth (up +3.9), respectively.
Digital payment platforms have also risen the ranks this year. Momo ranked third (up +7.0), while ViettelPay made the fourth spot (up +6.8) and AirPay fifth (up +5.4).
Thue Quist Thomasen from YouGov Vietnam said, “While others may have struggled with the changing fortunes of 2020, one brand which has benefitted from consumers forced to stay at home is Shopee, indicating a shift for shopping from brick and mortar stores to online. Shopee is not only Vietnam’s most improved brand this year, it is also the eighth-healthiest brand in the world. Shopee is not an anomaly though, the prominence of local e-commerce sites like Tiki.vn, Dien May Xanh, and Concung in the rankings prove that 2020 has been the year for online shopping brands to shine.”