Vietnam's Biggest Brand Movers is a monthly report by Decision Lab that highlights the top ten brands that have shown significant improvement in consumer perception metrics compared to the previous month.
The report identifies the brands that have performed well across 13 metrics, categorised into Media and Communication, Brand Perception, and Purchase Funnel. The ranking provides valuable insights and feedback on the brand's performance and strategy.
The data is collected daily by YouGov BrandIndex, a syndicated brand tracker that monitors over 350 brands in Vietnam.
Haidilao is Vietnam’s biggest brand mover for December 2023.
This beloved hotpot restaurant chain saw improvements in seven out of 13 BrandIndex metrics in the Media and Communication category (Aided Brand Awareness, Ad Awareness, and WOM Exposure), Brand Perception category (General Impression and Quality), and the Purchase Funnel category (Consideration and Purchase Intent).
December's festive spirit typically fosters a spike in dining out. Haidilao harnessed this seasonal trend with its special Christmas offerings, exclusive seasonal merchandise, and enchanting festive decor, leading to a surge in consumer interest and purchase consideration.
Moreover, Haidilao's vibrant dining experience continues to captivate social media. The "Haidilao Leaf Village Dance" became a viral sensation on TikTok, amassing millions of views and contributing to uplifting the brand's Media and Communication metrics.
Bibica claimed the second spot, showing considerable growth in six metrics across all categories, with a notable performance in Brand Perception. Kicking off December, the confectionery brand unveiled its 2024 Lunar New Year campaign. They also made strategic partnerships by sponsoring notable events such as VnExpress marathons and the popular TV show "Wanna date?".
Mastercard secured third place by advancing five key metrics, particularly in Media and Communication. Fast fashion retailer Canifa and e-commerce platform AliExpress round out the top five, making gains in four metrics each.
Was your brand one of Vietnam’s Biggest Movers in December? Download the full report to find out.
Set your brand up for success
Brand tracking is vital in understanding how your brand resonates with consumers over time. It is not just about measuring where your brand stands at a given point in time but also about understanding how marketing efforts, competitor actions, and consumer trends affect your brand's position in the minds of your target audience.
Decision Lab is here to help you navigate the complexities of the market with confidence. Our brand tracking solution provides essential insights into Vietnam's dynamic market. We help your brand stay ahead by turning data into strategic actions.
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Methodology
Biggest Brand Movers for December 2023 ranked brands according to the statistically significant score increases they achieved across the following YouGov BrandIndex metrics between November and December 2023. All brands must have a minimum sample size of 500 responses. The metrics considered are:
Media and Communication Metrics
- Aided Brand Awareness – Whether or not a consumer has ever heard of a brand
- Ad Awareness – Whether a consumer has seen or heard an advertisement for a brand in the past two weeks
- Word of Mouth Exposure – Whether a consumer has talked about a brand with family or friends in the past two weeks
- Buzz – Whether a consumer has heard anything positive or negative about a brand in the past two weeks (net score)
Brand Perception Metrics
- General Impression – Whether a consumer has a positive or negative impression of a brand
- Customer Satisfaction – Whether a consumer is currently a satisfied or dissatisfied customer of a particular brand
- Quality – Whether a consumer considers a brand to represent good or poor quality
- Value – Whether a consumer considers a brand to represent good or poor value for money
- Recommendation – Whether a consumer would recommend a brand to a friend or colleague or not
- Corporate Reputation – Whether a consumer would be proud or embarrassed to work for a particular brand
Purchase Funnel Metrics
- Consideration – Whether a consumer would consider a brand or not the next time they are in the market for a particular product
- Purchase Intent – Whether a consumer would be most likely or unlikely to purchase a specific product
- Current Customer – Whether a consumer has purchased a given product or not within a specified period of time