Matthew Miller
Sep 10, 2018

Vietnam's top 100 brands of 2018

Unusually strong movement within the top 10 indicates growing spending power, but some other changes are less explicable.

Vietnam's top 100 brands of 2018

This look at Vietnam's top 100 brands is part of Campaign Asia-Pacific's Asia's Top 1000 Brands report. For more on the status of Vietnam brands according to our research, see the full Vietnam market report.

Unusual movement in the top 10

Two brands enjoyed surges of a degree that is remarkably rare in the rarefied air of the top 10, and indicative of rising discretionary spending and consumer confidence.

  2018 2017
1 Samsung Samsung
2 Panasonic Apple
3 Apple Sony
4 Sony Nestle
5 Nestle Panasonic
6 LG Lotte
7 Gucci Gucci
8 Lotte Nike
9 Chanel Chanel
10 Google LG

Panasonic (2) not only moved up three spots but displaced Apple, Sony and Nestle to do so. The company is celebrating its 100th year this year, and in Vietnam it established a new factory for Panasonic Eco Solutions Vietnam; planted 100,000 trees in cooperation with the Vietnam Environment Administration (VEA); and in collaboration with the government held a summit on energy-saving solutions to improve building air quality. Product wise, the company emphasised small appliances such as hair dryers, air purifiers and ceiling fans. It also controls a large chunk of the air-conditioner market, a popular upgrade as incomes rise.

Making an even bigger move was LG (6), which rose four spots from 10th last year. LG also competes in air-conditioners, is the fourth most popular phone maker among Vietnamese consumers, and also does well with computers/tablets and audio products. However, its OLED televisions may account for some of its rise, especially given this year's FIFA World Cup (which itself showed up as the 36th most popular brand in Vietnam in this year's survey).

As it has done in other markets and the overall APAC ranking, Google (10) also made an assertive move, rising seven places to reach the top 10. 

Falling out of the top 10 to make room for Google was Nike (13), which dropped five spots.

Other movers

Philips (26) rose a remarkable 61 places. The brand excels across a wide range of products and  gets particularly high marks from Vietnam consumers for smart-home tech, televisions, cleaning appliances and kitchen appliances.

Dove (19) gained 20 spots. The brand made waves with a popular campaign that showed moms matching their daughters' untraditional hairstyles in a show of support and acceptance.

Well-capitalised, multi-segment online retailer Lazada (18) increased its standing by 26 places, but trails extremely well-capitalised, global, multi-segment, online retailer Amazon (15), which itself rose six spots.

Fast-fashion name Zara (30) rose an impressive 71 spots, almost exactly half as much as did H&M (73), although H&M's gain of 141 places isn't surprising as it hadn't even entered the market as of the 2017 survey. Both will soon face competition from Uniqlo, which recently announced its entry into the market.

Then there's Lacoste (94), which somehow skyrocketed 277 places. The only news blip that might explain such a rise is a campaign early in the year that put endangered animals—including the Vietnamese saola (a cross between a cow, a goat and a gazelle, we're told) onto a limited-edition line of clothing.

Another inexplicable riser: Heinz (33), which shot up 201 spots. We frankly can't find any news that would explain this.

Danone's Dumex dropped 144 spots, which makes sense as it quit the market in 2016.

Cosmetic brands had it rough. Shiseido (80) fell 45 spots and L'Oreal (82) dropped by 53. Three others dropped out of the top 100 altogether: Nivea (125) fell by 69 places, Pond's (196) tumbled 132 and Lancome (155) slipped 77. 

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