Vietnamese consumers have selected Samsung as their best-loved brand, beating local flag carrier Vietnam Airlines and sportswear favourite Adidas to claim the top spot.
Samsung achieved the highest overall best brand score in Vietnam at 80.5, topping customer service with a 92% rating and excelling in purchase frequency, quality, and availability across multiple touchpoints. The brand has long dominated Vietnam’s smartphone market by offering a wide range of devices from affordable to premium. Samsung has also made Vietnam its largest smartphone production hub globally, playing a significant role in the country’s economy.
The ranking stems from Campaign's authoritative list of Southeast Asia's top 50 brands, recently revealed at Campaign360 in partnership with research firm Pureprofile.
Six markets (Indonesia, Thailand, Malaysia, Philippines, Vietnam, Singapore) were involved in the survey, in which recognised brands across 10 sectors were ranked across nine brand attributes including awareness, purchase, quality, advocacy (degree of recommendation), buying experience, customer experience, brand touchpoints (ease of use across all digital and offline brand interactions) innovation, and loyalty, to form their score.
Vietnam’s top brands in 2025 reflect a mix of technology, travel, sportswear, and digital services that mirror changing consumer habits. Leading the pack is Samsung, scoring the highest brand score of 80.5. The electronics giant shines with 92% customer service satisfaction, a 90% purchase rate, and 81% loyalty, showing strong trust and appeal across mid-range to premium products. Its local manufacturing and 5G innovation help keep it ahead.
Close behind is Vietnam Airlines, with a brand score of 79.2, praised for its quality (87%) and buying experience (91%), making it a favourite among both domestic and international travellers. In the sportswear category, Adidas ranks third with a brand score of 78.3, and Nike (73.9) holds a solid position in eighth place, reflecting the growing demand for lifestyle and fitness gear.
Automakers Honda (78.0) and Toyota (73.2) enjoy high awareness and service ratings, although Toyota’s lower purchase rate suggests room for growth. Digital platforms like MoMo (75.9), YouTube (75.5), and Grab (71.9) highlight the rising role of fintech, entertainment, and ride-hailing in daily life.
Other notable names include Apple (74.3), with strong loyalty (83%) and service (84%), and Shopee (70.3), reflecting the growth of e-commerce. Streaming service Netflix (69.8) and travel platform Traveloka (69.1) show the increasing appetite for digital entertainment and travel convenience.
Quick-service restaurants Lotteria and Jollibee have good purchase rates but face challenges in loyalty and recommendations, pointing to tough competition. Financial institutions such as Viettel, Vietcombank, and MB Bank underscore the growing importance of banking and telecom in Vietnam’s consumer landscape.
Overall, Vietnam’s top brands in 2025 balance traditional industries with digital innovation and customer-focused service. While international brands like Samsung, Apple, Adidas, and Nike are preferred for their quality and innovation, local brands such as Vietnam Airlines, Viettel, MoMo, and Grab succeed by offering strong service and meeting everyday needs. Consumers care about quality, easy buying experiences, and trust. Innovation supports these values, demonstrating a market that evolves alongside rising incomes and increased tech use.
Let's have a closer look at the top performers
1. Samsung
Samsung leads Vietnam’s brands with a Best Brand Score of 80.5, excelling in customer service (92%), purchase frequency (90%), and product quality (86%). It operates six major factories across Bac Ninh, Thai Nguyen, and Ho Chi Minh City, making Vietnam its largest smartphone production hub globally. In 2024, Samsung’s Vietnam factories generated over $31 billion in revenue, accounting for around 30% of Samsung’s global sales and contributing more than 13% to Vietnam’s GDP.
2. Vietnam Airlines
Vietnam Airlines scores 79.2, known for high quality (87%) and an excellent buying experience (91%). Founded in 1956, it flies to 117 destinations in 19 countries and operates the Lotusmiles frequent flyer program. It also owns Pacific Airlines, a major low-cost carrier, which reinforces its strong presence in both domestic and international travel.
3. Adidas
Adidas holds a score of 78.3, with strong awareness (90%) and purchase rates (84%). Vietnam is Adidas’s second-largest manufacturing base, producing 43% of its global footwear. The brand employs over 190,000 Vietnamese workers across 51 factories, mostly in the south, supporting the country’s growing fitness and lifestyle market.
4. Honda
Honda scores 78.0, enjoying high awareness (93%) and customer service (88%). The Honda Super Cub motorcycle is so popular in Vietnam that the name “Honda” is often used generically to refer to motorbikes. Honda Vietnam has produced over 20 million motorcycles and 44,000 cars, operating three factories and a driving safety education centre.
5. MoMo
MoMo, Vietnam’s leading e-wallet, scores 75.9 with high awareness (91%) and purchase frequency (87%). It serves over 20 million users and was the first Vietnamese fintech firm to be named among the world’s top 100 fintech companies, having raised over $100 million in funding.
6. YouTube
YouTube ranks with a score of 75.5, topping awareness (97%) and usage (95%) in Vietnam. It is the dominant video platform, with Vietnamese creators building some of Southeast Asia’s largest channels, attracting millions of subscribers.
7. Apple
Apple scores 74.3, with strong loyalty (83%) and customer service (84%). It officially established a presence in Vietnam in 2015, and major retailers like Viettel and Thegioididong are authorised resellers, making Apple products widely accessible despite slightly lower purchase rates.
8. Nike
Nike holds a score of 73.9, with high awareness (88%) and purchase rates (78%). Vietnam supplies 50% of Nike’s global footwear and nearly a third of its apparel, with factories playing a key role in global sporting events, such as the FIFA World Cup.
9. Toyota
Toyota scores 73.2, with outstanding awareness (95%) and customer service (89%). Though purchase frequency is lower (51%), Toyota is known for community programs, including traffic safety and scholarships, reinforcing its trusted status in Vietnam’s automotive market.
10. Grab
Grab scores 71.9, with strong awareness (88%) and purchase frequency (75%). Originally a ride-hailing app, Grab has evolved into a super-app offering food delivery, digital payments, and more, becoming an essential part of daily life in Vietnam’s major cities.
