Vietnam

Biggest Brand
Movers in March
APRIL 2023
About Vietnam
Biggest Brand Movers
Decision Lab Vietnam Biggest Brand Movers is a feature
highlighting the ten brands that have registered statistically
significant month-on-month growth across most brand
metrics amongst Vietnamese consumers. It is determined
across 13 metrics within media and communication, brand
perception, and purchase funnel.

In the March edition of Biggest Brand Movers, we have

compared brands' performance between February and March
2023 to investigate which brands have shown improvement
across most brand metrics during the period.

Biggest Brand Movers is powered by YouGov BrandIndex.

Contact us to discover more about your brand’s insights

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 Vietnam Biggest Brand Movers Talk to our consultants Explore YouGov BrandIndex
In March 2023

Media and communication metrics Brand perception metrics Purchase funnel metrics

General Impression

Recommendation

Current Customer
Purchase Intent
WOM Exposure
Rank Brand

Consideration
Ad Awareness
Aided Brand

Satisfaction
Reputation
Awareness

Corporate

Customer

Quality
Value
Buzz
1 VTC Pay ▲ ▲ ▲ ▲ ▲

2 Dove ▲ ▲ ▲ ▲

3 Camay ▲ ▲ ▲ ▲

4 Expedia ▲ ▲ ▲

5 Mazda ▲ ▲ ▲

6 Samsung ▲ ▲

7 Panasonic ▲ ▲

8 KFC ▲ ▲

9 ZaloPay ▲ ▲

10 Nivea ▲ ▲

Source: YouGov BrandIndex. Data collection period: 1/3/2023 - 31/3/2023. 3

Methodology
Data for the Vietnam Biggest Brand Movers compared statistically significant score increases across all YouGov BrandIndex metrics between February &
March 2022. Brands are ranked based on the number of metrics that saw a statistically significant increase from month to month. 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 (WOM) 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 Purchase Funnel Metrics
• General Impression: Whether a consumer has a • Consideration: Whether a consumer would
positive or negative impression of a brand. consider a brand or not the next time they are in
the market for a particular product.
• Value: Whether a consumer considers a brand to
represent good or poor value for money. • Purchase Intent: Whether a consumer would be
most likely or unlikely to purchase a specific
• Corporate Reputation: Whether a consumer
product.
would be proud or embarrassed to work for a
particular brand. • Current Customer: Whether a consumer has
purchased a given product or not within in a
• Customer Satisfaction: Whether a consumer is
specified period of time.
currently a satisfied or dissatisfied customer of a
particular brand.
• Recommendation: Whether a consumer would
recommend a brand to a friend or colleague or
not.
• Quality: Whether a consumer considers a brand to
represent good or poor quality
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About YouGov BrandIndex
Measure brand health, monitor growth, and track advertising
to create an unbeatable strategy.

YouGov BrandIndex is an industry-leading brand health tracker.

Use data from thousands of consumer interviews every day,
from our fully owned panel of over 17 million+ registered
members across 55+ markets, to give your business the edge it
needs to succeed.

Access over a decade of historical brand data to chart your

brand’s - and your competitors’ - trajectory, right up to the
present day. Strategize your growth by analyzing and
benchmarking your success against your goals, your
competitors, and your entire market, with 16 vital brand health
metrics as clear KPIs.

Explore YouGov BrandIndex

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About Decision Lab

Decision Lab is a company committed to driving new thinking and

technology in marketing with Vietnam's most modern market research
offering. Combining Decision Lab’s thought leadership and problem-
crunching capability with the industry’s strongest data solutions provides
a best-in-class offering for leading innovative brands that are ready to
transform with changing market conditions.

Decision Lab is well-known for its thought leadership in digital media and
the understanding of a new generation of consumers. It works with some
of the most forward-thinking multinational and global brands and leading
global tech giants.

Decision Lab is the exclusive partner of YouGov in Vietnam.

Reach out to us
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15 Le Thanh Ton, District 1,
Ho Chi Minh City, Vietnam

+84 28 7101 0199

decision@decisionlab.co
www.decisionlab.co