Vietnam’s top brands named

Viettel is among the top in the survey

According to AC Nielsen Singapore, the top 10 brands in 2010 are Honda, Nokia, Big C, Mobifone, Vietcombank, Saigon Co-op Mart, Viettel, Sony, Vinamilk and Coca-Cola.

The market research firm implemented the online survey during November 2010 through 1,003 respondents within the age bracket of 15-45 years old with at least VD3 million  ($150) income per month in urban Vietnam. Respondents were presented with a list of brands for different categories from previous studies and Nielsen databases.

The brands were chosen based on market position, consumer awareness and usage levels. Smaller brands were not included to provide focus on key market players.

Honda, known as the market leader in the country of 20 million motorbikes, with the highest per capita motorbike ownership in the world, came first in brand recall. Nokia ranked 2nd for overall brand recall and has the highest ownership level with a portfolio for all segments in the market, from economy to premium.

Meanwhile, with several initiatives to cater to the local market, including higher quality and availability of fresh foods, pricing closer to consumer demand, higher standard for modern trade, the French brand super-market Big C ranked 3rd with increasing equity among Vietnamese consumers.

Mobifone, the government-owned mobile service provider in Vietnam, ranked fourth.  Vietcombank, the market leader for banks, ranked 5th followed by Saigon Co-op Mart the biggest local trade-chain reputed to have lower priced products in 6th position.

Also, Viettel, the market leader for mobile phone service providers and subscribers with a relatively lower pricing position over Mobifone, ranked 7th while Sony, the most popular brand in home appliances and AV equipment, ranked eighth for its high brand equity among consumers through the brand’s heritage.

Vinamilk, the biggest milk manufacturer in Vietnam, came in with diverse beverage categories including fruit juice and drinking yogurt, ranked 9th with Coca-Cola, claimed the 10th position for its high brand equity through its heritage even though, in terms of market share, Pepsi performed better due to product availability.

Vietnam’s Top 10 brands list in 2009 were Samsung, Sony, Vinamilk, Viettel, Toshiba, Big C, Honda, Nokia, LG and KFC.