Introduction
In this report, we will highlight the ten brands that have improved their consumer perception metrics the most across a selection of Vietnam markets in March 2023, based on the data from YouGov BrandIndex, a syndicated brand tracker that continuously collects data on hundreds of brands in Vietnam daily. Brands are ranked based on the number of metrics that saw a statistically significant increase across 13 YouGov BrandIndex metrics. These metrics are in three categories: Media and Communication, Brand Perception, and Purchase Funnel.
Top 10 Brands
The following table shows the top 10 brands that made the most gains in March 2023, along with their categories and the number of metrics that improved.
| Rank | Brand | Category | Number of metrics improved |
|---|---|---|---|
| 1 | VTC Pay | E-wallet and payment gateway | 5 |
| 2 | Dove | Personal care | 4 |
| 3 | Camay | Personal care | 4 |
| 4 | Expedia | Travel platform | 3 |
| 5 | Mazda | Electronics | 3 |
| 6-10 | See full report1 for details |
Analysis
VTC Pay
VTC Pay is Vietnam’s Biggest Brand Mover for March 2023. The e-wallet and payment gateway brand made gains in 5 out of 13 YouGov BrandIndex metrics across the Media and Communication category (Ad Awareness and Buzz), Brand Perception category (Recommendation and Quality) and Purchase Funnel category (Consideration). VTC Pay is an online payment platform in Vietnam that offers various services such as mobile top-ups, bill payments, game card purchases, voucher purchases, etc. This brand was also the second most popular e-wallet in Vietnam in March 2023, just behind MoMo, according to Reputa’s report2. The strong growth in VTC Pay’s metrics can come from minigames with many incentives such as “3 times Vinaphone top-ups” or “Buy game card – Give away phone card”.1
Dove and Camay
Dove and Camay both saw improvements in four metrics across the Media and Communication, and Brand Perception categories. The brand from Unilever stood out with two programs, “True beauty never fades”, to raise awareness about breast cancer and “My hair, my choice” to eliminate stereotypes about women’s beauty.1 Camay, a soap brand owned by P&G, also launched a campaign called “Camay – The scent of love” to celebrate International Women’s Day and promote its products as gifts for women.3
Expedia and Mazda
Travel platform Expedia and electronics brand Mazda round out the top five, making gains in three metrics each. Expedia benefited from the increasing demand for travel after the COVID-19 pandemic eased in Vietnam, offering attractive deals and discounts for domestic and international flights, hotels, and activities.4 Mazda increased its Ad Awareness, Quality, and Consideration scores after launching its new CX-5 model in Vietnam, featuring advanced technology, design, and performance.5
Conclusion
The report has presented the top 10 brands that improved their consumer perception metrics the most in March 2023 in Vietnam, based on the data from YouGov BrandIndex. The results show that brands that offered value-added services, social responsibility campaigns, or innovative products were able to capture the attention and preference of Vietnamese consumers. These brands can leverage their positive momentum to further strengthen their brand equity and loyalty in the market.
References
1: Vietnam’s biggest brand movers for March 2023 – Decision Lab
2: Reputa – E-wallet ranking in Vietnam
3: Camay – The scent of love campaign
