Local brands dominate YouGov Vietnam’s Recommend Rankings
YouGov analysis reveals Vietnam Airlines as the brand most recommended by Vietnamese consumers.
The top ten list is based on YouGov BrandIndex’s positive Recommend scores, which measures the percentage of a brand’s customers who would recommend it to a friend or colleague. Every brand in our rankings has a minimum sample of 300 and has been tracked for at least 6 months, with all scores being rounded to a single decimal place.
Despite many people being grounded due to the pandemic, the national carrier - Vietnam Airlines tops the list with a Recommend score of +89.2. It is one of the four local brands that appear in the top ten, indicating that Vietnamese consumers are more likely to recommend local brands. Local footwear brand Biti’s is in fifth (+84.7), e-commerce platform Điện Máy Xanh in eighth (+83.2), and fashion retailer Viettien in ninth (+83.0).
Other fashion retailers also fare well in the list, with Japanese retailer Uniqlo in joint second (+85.6), lingerie brand Triumph in sixth (+83.9), and ubiquitous denim brand Levi’s in seventh (+83.4). Whitegoods also have a strong presence in the top ten. South Korean Samsung takes joint second (+85.6) and its Japanese competitor Panasonic is in tenth (+82.8).
The top ten is rounded up with nutritional products Abbott in fourth (+84.9).
YouGov also looked at which brands saw the greatest improvement in Recommend scores. Following the trend of whitegoods having a strong presence in the top ten, whitegoods manufacturer Kangaroo comes in as the great improver (moving up +7.8 points). It is followed by local low-cost airlines Vietjet Air (up +7.1) and Pacific Airlines (up +6.1).
Commenting on the rankings, YouGov Vietnam CEO Thue Quist Thomasen said:
“Vietnamese consumers are incredibly loyal to local brands, with domestic companies holding their own against huge global players in YouGov’s latest rankings.
“Despite international competition heating up, Vietnam’s national flag carrier has secured the coveted number one spot. And, with Vietnamese names making up almost half of the top ten, home-advantage is a significant factor for consumers when deciding which brands to recommend to their family and friends.”
With operations in the UK, North America, Mainland Europe, the Nordics, the Middle East, and Asia Pacific, YouGov BrandIndex draws data from million of interviews across different sectors in the global market.
Get the full Global Recommend Rankings here.