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Best Brand Rankings 2024
Decision Lab Best Brand Rankings 2024 ranks Vietnam's top 20 brands across sectors using the YouGov BrandIndex proprietary Index score - the 12-month average of six brand-health dimensions: Impression, Quality, Value, Satisfaction, Recommend and Reputation. Businesses that understand their overall brandhealth can use it to improve their rankings, stand out in a crowded marketplace, build a loyal customer base, increase brand awareness, and drive growth. The ranking is written for marketing and brand leaders responsible for building brand equity in a competitive market.
Key highlight points:
- Shopee takes the top spot. Shopee climbs two ranks to lead all Vietnamese brands with an Index score of 47.3, overtaking Samsung (45.0) and VietnamAirlines (44.7).
- TikTok is the breakout brand. TikTok is the single biggest improver, up 7.1 points, and jumped 30 ranks into the top 20 at #14 - the fastest-rising brand in the market.
- E-commerce and delivery lead the risers. Beyond TikTok, the top improvers skew to digital commerce - Bach Hoa Xanh (+3.3), Vinfast (+2.7), ShopeeFood (+2.5), and GrabFood (+1.8).
- Most incumbents softened. Even as ranks held, most top-10 brands lost points year on year, with only Shopee gaining - a tougher year for established names.