[B&Company] Brand Asia Vietnam Report 2014 - Sample

B&Company Vietnam

2015, March

BRAND ASIA VIETNAM 2014SAMPLE REPORT

COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED.

1

Copyrights


This report and all materials directly related to it are properties of

B&Company. All rights reserved. No parts of this report may be

reproduced or transmitted in any form or by any means without the

prior written permission.

Should you wish to use this report for any purposes, please kindly

contact B&Company through the following given email address for

further reference about the terms of use: [email protected]


2

Section Content Page

1. About The Project and Report 3

2. Industry analysis 17

2.1. Difference by country groups 19

2.2. Difference between Vietnam & Other developing countries 27

2.3. Industry in Vietnam 32

3. Brands in Vietnam 42

3.1. IT/Electronic 44

3.2. Drink 54

3.3. Telecom 63

3.4. Internet-related 72

3.5. Sporting 81

3.6. Automaker 90

3.7. Food 99

3.8. FMCG 108

3.9. Restaurant 117

3.10. Finance 126

3.11. Clothing 136

4. Appendices 143

Table of Contents

3


1. About The Project and Report

4


About The Project (1)Introduction

• The cross-regional “Brand Asia 2014” project is planned by Nikkei BP Consulting with main aims to evaluate major

brands’ overall strengths, measure image trends, analyze customers’ perceptions and other factors that highly

influent on brands’ performances in 27 large cities of 12 Asia regions from December, 2013 to January, 2014 using 3

data collection methods: Internet survey, Street catch and Telephone.

• There are 100 brands surveyed in each country:

o The 60 global brands are commonly selected for 12 countries and divided into 10 industries: 1)IT& Home Electronic

(IT/Electronic), 2) Food/Drink, 3) Internet-related, 4) Sporting Goods (Sporting), 5) Automaker, 6) Fast Moving

Consumer Goods (FMCG), 7) Restaurant, 8) Finance, 9) Clothing/Fashion items (Clothing) and 10 ) Diversified.

o The rest 40 local brands are differently selected by particular country (some of them may be international brands).

• This project also engaged various institutions: QQSurvey (China), Hansa Research (India), OZE (Indonesia), Nikkei BP

Consulting (Japan), Research Now (Malaysia, Singapore, Taiwan, Turkey), MMRDRS (Myanmar), Now&Future (South

Korea), CSN Research (Thailand), and B&Company (Vietnam).

“Brand Asia 2014” project is to evaluate brand strength of brands in 12 Asia regions


5

For each brand, 3 questions are to be answered, in which 2 are conditional are based on the respondents’ 1s t answer.

Questionnaire Diagram

Do you know

brand A?

What do you think

of brand A?

How do you know brand A?

About This Project (2)

Brand Characteristics

Loyalty Ratios

Information Sources

Yes but Uninter-ested

Yes and Interested

No

Brand Awareness

Friendly

Convenient

Outstanding

Innovative

Want to purchase

Huge fan

Want to recommend

Satisfied when use

TV

Radio

Magazine

Newspaper

Website

SNS

In Shop

Posters/Signs

Overall Score

Like, favourite

Feel familiarity

Sad if disappeared

Feel empathy

Know and interesting

Used recently

Useful

Excellent quality

High status

Chic, stylish

Unparalleled charm

Striking individuality

Attracting attention

Pioneering

Vigorous


6

5) Auto

BMW

DAIHATSU

HONDA

HYUNDAI

Mercedes-Benz

NISSAN

SUZUKI

TOYOTA

YAMAHA

6) FMCG

Colgate

Unilever

Johnson&Johnson

kao

L'ORÉAL

Nivea

P&G

SHISEIDO

unicharm

1) IT/Electronic

AppleMITSUBISHI

ELECTRIC

Canon Nikon

DELL Nokia

EPSON Panasonic

HITACHI Philips

hp SAMSUNG

IBM SHARP

LG SONY

Microsoft TOSHIBA

9) Clothing

GAP

H&M

MUJI

UNIQLO

8) Finance

AMERICAN EXPRESS

Citibank

HSBC

VISA

2) Food/Drink

AJINOMOTO

Coca-Cola

Danone

Häagen-Dazs

Kellogg's

Nestlé

10) Diversified

GE

Siemens

7) Restaurant

KFC

STARBUCKS COFFEE

McDonald's

3) Internet-related

Google

YAHOO!

4) Sporting

adidas

NIKE

There are 60 global brands categorized in 10 industries similarly selected for all 12 regions

Global Brand List

About The Project (3)


7

About The Project (4)

This project is conducted in 27 places of 12 Asia regions by 3 data collection methods

Places & Methods

No. Country Place Respond-ents

Method

1 China•Beijing•Shanghai

900Internet survey

2 India•Delhi•Mumbai•Kolkata

•Chennai•Nagpur

1000Street catch

3 Indonesia •Jakarta 600Internet survey

4 Japan•Tokyo•Osaka

•Nagoya 1027Internet survey

5 Malaysia

•Kuala Lumpur

600Internet survey•Penang •Johore

6 Myanmar•Yangon

•Mandalay600

Street catch

No. Country Place Respond-ents

Method

7 Singapore •Singapore 357Internetsurvey

8 Korea •Seoul 600Internet survey

9 Taiwan•Kaohsiung

600Internetsurvey•Taichung •Taipei

10 Thailand •Bangkok 600Telephone

11 Turkey•Istanbul

575Internet survey

•Ankara •Izmir

12 Vietnam•Hanoi•Ho Chi Minh (HCM)

1200*Street catch

*600 people are in Hanoi and 600 people are in HCM City are equavilently categorized into 2 gender (Male and Female) and 3 age groups (20s, 30s and 40s).

8


About This Report (1)Introduction

• “Brand Asia Vietnam 2014” report is conducted in Vietnam by B&Company Vietnam serving two main objectives:

o Compares overall strength of industries between Developed Group (Group A) and Developing Group (Group B)

and between Vietnam and Group B.

o Evaluates brand strength of 70 brands categorized in 11 industries in Vietnam, including: 1) IT/Electronic, 2) Drink,

3) Telecommunications (Telecom), 4) Internet-related, 5) Sporting, 6) Automaker, 7) Food, 8) FMCG, 9) Restaurant,

10) Finance and 11) Clothing.

• Although “Brand Asia 2014” project covers much information about brands in countries, this report is to discuss main

parts that provide significant meaning to readers. It includes brand over score, brand awareness, brand characteristics

and media sources. Global and local brands are selected based on their outstandingness within 12 researched

countries and Vietnam; therefore there are some differences in number of brands among industries and B&Company

analysis also bases on this fact.

• Not all brands and industries are discussed; for industries having more than 10 brands, only top 10 highest overall

score brands are considered. Loyalty analysis only facilitates “Satisfied when use” (Satisfied) and “Fan” ratios.

• Due to limitation of page, chart scales or font sizes may not be wholly consistent among all pages as we made some

adjustments to fit them to the page.

“Brand Asia Vietnam 2014” evaluates and compares brand strength of brands in Vietnam and between country groups


9

This report covers 70 brands which are categorized in 11 industries in Vietnam

Vietnam Brand List

About This Report (2)

2) Drink

Vinamilk

pepsi

Trung Nguyen

Coca-Cola

Bia Ha Noi

Bia Sai Gon

TH true MILK

Nestlé

Tan Hiep Phat

Danone

3) Telecom

Viettel

Mobifone

FPT

Vinaphone

VNPT

9) Restaurant

KFC

Highlands Coffee

STARBUCKS COFFEE

Pho 24

McDonald's

4) Internet-related

GOOGLE

Yahoo!

VNG

Vat Gia

11) Clothing

Viet Tien

May 10

AN PHUOC

GAP

H&M

Nha Be

UNIQLO

MUJI

1) IT/Electro-nic

Nokia

SAMSUNG

SONY

Apple

Microsoft

TOSHIBA

Canon

LG

Panasonic

Philips

5) Sporting

adidas

NIKE

Thuong Dinh

6) Automaker

HONDA

YAMAHA MOTOR

TOYOTA

Mercedes-Benz

BMW

HYUNDAI

SUZUKI

NISSAN

DAIHATSU

7) Food

Kinh Do

AJINOMOTO

Vissan

VIFON

Duc Viet

Huu Nghi

Acecook

Häagen-Dazs

Kellogg's

8) FMCG

Colgate

Unilever

Nivea

P&G

Johnson&Johnson

SHISEIDO

L'ORÉAL

SAO THAI DUONG

kao

unicharm

10) Finance

Vietcombank

Agribank

Bao Viet

HSBC

VISA

AMERICAN EXPRESS

Citibank

Sign Color Meaning

↑ Red Increase ≥ 5 levels

↗ Blue Increase < 5 levels

- Black No change

↓ Orange Decrease ≥ 5 levels

↘ Green Decrease < 5 levels

N/A Black Data unavailable


10

Overall Score & Ranking

Rannking changesbetween 2013 and 2014.

Ranking in the whole Vietnam ranking list.

Brand list is sorted by overall score.

How To Read Chart (1)

70

66

68

70

66

55

63

67

68

68

73

Brand 6

Brand 5

Brand 4

Brand 3

Brand 2

Brand 1

Overall score

1 (9) ↑ 8

2 (4) ↗ 2

3 (3) - 0

6 (1) ↓ 5

11 (9) ↘ 2

13 N/A N/A N/A

Ranking in Vietnam

2014 2013 Δ

2013

2014

Data is Not Available in 2013.

N/A

All 2013 data is placed in “( )” and has font size as 12.

All 2014 data is bold and has font size as 14.


11

Brand Awareness

Brand list is sorted by its overall score


62 56 52 52

34

38 43 45 47

33

0 2 3 2

33

Brand 1 Brand 2 Brand 3 Brand 4 Brand 5

Brand awareness (%)

100% = 120 persons

Total number of respondents

Unknown

Uninterested

Interested

Respondents who don’t know about the brand

Respondents who know but are not interestedin the brand

Respondents who know and are interested in the brands

Brand 5

Brand 4

Brand 3

Brand 2

Brand 1

13 28

20 17

0 18

0 0

0 14


12

Brand Characteristics & Loyalty Ratios

If “Satisfied” ratio = 0 or < “Fan” ratio, “Satisfied” the lower value is still shown next to higher one.


Brand list is sorted by its overall score.

If “Fan” and “Satisfied” ratios are 0, data is shown as 0 for both ratios.

79

79

72

71

71

72

75

75

Brand 2

Brand 1

Innovative Convenient

Outstanding

Friendly

Brand Characteristics(Score)

Major brands having similar business areas are selected for comparison.

Loyalty ratios (%)

100% is number of respondents who are interested in the brand.

FanSatisfied

100% is number of “Interested” respondent.

100%= people XXX


13

Information Sources

Only top 3 highest ratios are shown in blue and number.

Total number of respondent knows about the brand


TV(%)

Radio(%)

Newspaper(%)

Magazine(%)

Website(%)

SNS(%)

Posters/Signs(%)

In shop(%)

N=

Brand 1 118

Brand 2 117

Brand 3 96

Brand 4 115

Brand 5 95

Posters, Signs or Transit ads

In Shop/Sales staff

Social Networking Service

1st popular 2nd popular 3rd popular

50 31 72

74 34 38

70 41 60

57 41 41

66 38 31

Brand list is sorted by its overall score

2.2 Local industry analysis

2.1 Difference by country groups

14


2. Industry analysis


15

Industry analysis

Different economic background is the main reason behind industries’ different performances between country groups

Introduction

Globalization wave in the recent century has encouraged organizations to expand their business operation

internationally whereby Asia region is not an exception. Equipped with strong capitals and historical experience, many

of them have dominated and become critical part of industries various Asia countries. Due to highly young population

and rising economic situation, Asia has been considered potential emerging market that lays significant opportunities

for multinational companies to explore, thus forming a dynamic market. Within this region, Vietnam is regcognized an

emerged market attracting significant concerns from foreign investors especally Japan. The country government has

taken steps to encourage investment flows from in the past 8 years since WTO assessment.

Mostly originating from developed regions, global brands have been widely familiar with people in developed countries

whereas some of them are new comers to several markets. In addition, differences in economic backgrounds, market

situations, customer behaviors or national culture are primary reasons explaining why industries, despite inclusion to

same global brands, perform differently.

2.2. Local industry analysis

2.1. Difference by country groups

16




17

Result Summary (1)

In general, most of industries seem to perform better in Group A than they do Group B

• Between Group A and Group B:

o All researched countries are categorized into 2 groups based on economic situations with an aim to properly

evaluate how global brands perform in different markets. Group A includes top 4 highest GDP per capita countries

and Group B includes the rest 8 countries.

o Majority of industries Group A have higher overall scores than they do in Group B especially Internet-related and

Restaurant industries.

o Brand Awareness ratio all industry in Group A is also much higher than those in Group B especially Clothing

industry.

o People have higher “Loyalty” ratios to most industries in Group B than Group A’s.

o TV is the most popular channel to know about global brands in most researched Asia countries following by

website.


18

Result Summary (2)

Despite minor difference in overall score, industry awareness in Vietnam is quite far behind the Group B

• Between Vietnam and Group B (exlcude Vietnam):

o Although there are some differences between global brands’ overall scores in Vietnam and Group B, the gap is not

so large. Internet related industry is one of strongest industry in Vietnam and Group B countries. Rapid increase in

the Internet usage growth rate enable Vietnam’s Internet related industry perform quite better to Group B’s

average, resulted from increasing consumption and demands .

o Brand awareness ratios of global brands in Vietnam are much lower than Group B especially Finance, Clothing and

Diversified industries. The reason could be understood that products of global brands often have quite high prices

thus still unfamiliar to most Vietnamese people. In addition, most countries in Group B have better economic

situation than Vietnam’s, which enable brands intensify their marketing affords.

o Except for FMCG, Food/Drink and Automaker, the other brands have not shown much difference in “Loyalty" ratios

between the two country groups .

884

1,592

1,705

3,817

6,572

6,629

10,946

11,236

21,141

25,051

40,442

52,179

Myanmar

India

Vietnam

Indonesia

Thailand

China

Malaysia

Turkey

Taiwan

Korea

Japan

Singapore

GDP per capita by countriesin 2013 (billion $US)


19

The 12 countries are categorized to 2 groups based in “GDP per capita” indicator

Source : Economic Watch

Group A

Group B

Country Group Classification


20

Message sentence

Diversified

FMCG

Finance

Automaker

Food/Drink

Clothing

IT/Electronic

Restaurant

Sporting

Internet-related

Overall score comparison between Group A & Group B

B&Company's analysis



Overall Score (1)

Group A

Group B


21

Message sentence

Clothing/Fashion

Diversified

Finance

Food/Drink

FMCG

Restaurant

IT/Electronic

Automaker

Sporting

Internet-related

Overall Score comparison between Vietnam & Group B

Overall Score (2)

VietnamGroup B


22

Message sentence

Diversified

FMCG

Finance

Automaker

Food/Drink

Clothing

IT/Electronics

Restaurant

Sporting

Internet-relatedGroup A

Group B

Industry awareness comparison between Group A and Group B (%)


Industry Awareness (1)



23

Message sentence

Clothing

Diversified

Finance

Food/Drink

FMCG

Restaurant

IT/Electronic

Automaker

Sporting

Internet-relatedVietnam

Group B

Industry awareness comparison between Vietnam and Group B (%)



Industry Awareness (2)

Diversified

FMCG

Finance

Automaker

Food/Drink

Clothing

IT/Electronics

Restaurant

Sporting

Internet-related


24

Message sentence

Group AGroup B

Outstanding Innovative


Industry Characteristics (1)

Friendly Convenient



Industry characteristic comparison between Group A and Group B (%)


25

Message sentence

Diversified

FMCG

Finance

Automaker

Food/Drink

Clothing

IT/Electronics

Restaurant

Sporting

Internet-related

“Satisfied” ratio (%) “Fan” ratio (%)

Group AGroup B

Loyalty Ratios (1)



Loyalty ratio comparison between Group A and Group B

Clothing

Diversified

Finance

Food/Drink

FMCG

Restaurant

IT/Electronic

Automaker

Sporting

Internet-related


26

Message sentence

VietnamGroup B

“Fan” ratio (%)


“Satisfied” ratio (%)



Loyalty Ratios (2)

Loyalty ratio comparison between Vietnam and Group B

27

Message sentence

TV(%)

Radio(%)

Newspaper(%)

Magazine(%)

Website(%)

SNS(%)

Posters/Signs(%)

In shop (%)


Country 1

Country 2

Country 3

Country 4

Country 5

Country 6

Country 7

Country 8

Country 9

Country 10

Country 11

Country 12



Information Sources


2.2. Local industry analysis

2.1. Difference by country groups

28




29

Result Summary

Industries perform differently between Vietnam and Group B (not include Vietnam), especially brand awareness ratio

• IT/Electronic, Drink, Telecom and Internet-related industries are keeping top four top positons in overall score

positions. These industries also have highest awareness ratio, which could be explained that these industries have

long term present brands in Vietnam…

• It is noticeable that all industries generally have quite low “Uninterested” ratio. With large proportion of foreign

brands which have not officially presented in Vietnam….

• IT/Electronic, Drink and FMCG are top three industries having highest “Satisfied” level.

• TV, “In shop” and website are three most major media channels that help people learn about industries, which also

present high effectiveness in Vietnam.

4

10

14

8

3

1

5

11

13

8

3

0


30

Message sentence

16

10

16

12

4

2

15

9

17

12

4

3

81st - 100th

61st - 80th

31st - 60th

11st - 30th

4th - 10th

1st - 3rdVinamilk

Global Brands

Brand ranking summary

Local Brands

2013

2014

HONDA, Nokia & Google

Ranking


31

Message sentence

75

49

63

70

73

74

89

80

85

87

67

67

68

68

72

75

76

76

78

84

Brand 10

Brand 9

Brand 8

Brand 7

Brand 6

Brand 5

Brand 4

Brand 3

Brand 2

Brand 1

Overall Score

1 (2) ↗ 1

2 (3) ↗ 1

3 (4) ↗ 1

4 (1) ↘ 3

5 (6) ↗ 1

6 (7) ↗ 1

7 (9) ↗ 2

8 (18) ↑ 10

9 (44) ↑ 35

10 (5) ↓ 5

Ranking in Vietnam2014 2013 Δ




Top 10 Brand Analysis

2013

2014

43

44

46

46

47

52

52

52

56

56

65

Industry 11

Industry 10

Industry 9

Industry 8

Industry 7

Industry 6

Industry 5

Industry 4

Industry 3

Industry 2

Industry 1

Overall score


32

Message sentence



Industry Overall Score


33

Message

4435 40

24 24 24 20 17 1817 11

44

42

50

3246

54

33 3044

44

28

1224

10

4430

22

48 5338 39

61

Industry awareness (%)

100% = 120 persons

Unknown

Uninterested

Interested


Industry Awareness

Industry 11

Industry 10

Industry 9

Industry 8

Industry 7

Industry 6

Industry 5

Industry 4

Industry 3

Industry 2

Industry 114 30

8 25

6 18

8 17

5 15

5 10

7 22

6 11

4 11

4 14

3 5

13 28

9 25

8 18

7 16

7 14

5 12

6 20

4 12

3 10

5 14

2 6

13 28

10 25

10 19

6 15

8 13

5 14

4 18

6 13

2 8

6 14

2 7


34

Message sentence

Total (%) Hanoi (%) Ho Chi Minh (%)100%= people 120 60 60

FanSatisfied


“Loyalty” Ratio By Cities

35

Message sentence



TV(%)

Radio(%)

Newspapers(%)

Magazine(%)

Website(%)

SNS(%)

Posters/Signs(%)

In Shop (%)

Industry 11

Industry 10

Industry 9

Industry 8

Industry 7

Industry 6

Industry 5

Industry 4

Industry 3

Industry 2

Industry 1


Information Sources

29 25 42

34 29 29 21

27 25 52

59 29 38

57 20 45

56 33 31

31 25 61

15 71 28

65 33 35

67 26 49

63 37 47


36

3. Brands in Vietnam

FMCG3.2. Drink industry

3.3. Telecom industry

3.5. Sporting industry

3.6. Automaker industry

3.4. Internet-related industry

3.1. IT/Electronic industry

3.10. Finance industry

3.11. Clothing industry

3.9. Restaurant industry

3.7. Food industry

3.8. FMCG industry


37

In general local brands in Vietnam are under great competition pressure from foreign giant players

• An accession to WTO since 2006 has significantly encouraged foreign brands to enter Vietnam market from various

industries. Apart from long historical brands such as HONDA, Unilever, Sony, Coca-Cola etc, there are number of

new entry brands namely Unicharm or STARBUCKS COFFEE etc, which turn the market more diverse and

competitive. Supported by abundant financial resources as well a long historical global experiences, international

brands have strong advantages in creating leading positions whereas, there have been noticeable effort of local

enterprises in gaining back market share and maintain sustainable growth among fierce competition environment.

These are main reasons behind turbulent changes of brands year by tear in term of overall score, industry ranking,

brand awareness and loyalty ratio.

• While IT/Electronic, Drink or Telecom industries achieve high strength improvement, Restaurant, Finance or

Clothing industries are showing low trend when large number of brands lose score and ranking. Microsoft is seen an

oustdanting example in IT/Electronic industry when it has increased by 35 ranking levels. Vinamilk, despite score

loss, is still leading drink company in Vietnam and one of rare local brands locating in the country brand top ranking

list.

Introduction


38

3. Brands in Vietnam

FMCG3.2. Drink industry

3.3. Telecom industry

3.5. Sporting industry

3.6. Automaker industry

3.4. Internet-related industry

3.1. IT/Electronic industry

3.10. Finance industry

3.11. Clothing industry

3.9. Restaurant industry

3.7. Food industry

3.8. FMCG industry


39

IT/Electronic industry is highly competitive and currently dominated by long present global brands

IT/Electronic industry which is currently dominated by foreign brands especially long historical brands of mature

categories in home appliances such as SONY, TOSHIBA, LG or Panasonic. With reputations of high durability and

convenience, products of most Japan brands like Toshiba or Panasonic have created lots of trusts and favors among

Vietnamese customers. However, brands from other country of origins like Korea or the U.S are also confirming their

footholds in the more increasingly competitive market. Some niche names enjoy rising perception of consumers as

living standards improved (e.g. Canon); yet Phillips brand image is still low. New launches and promotional activities by

manufacturers and retailers help to increase demand for products of SAMSUNG, Apple or Microsoft across the

consumer appliances market.

Introduction


40

IT/Electronic industry is one of leading industries in Vietnam with five brands are in top ten ranking list

• Most IT/Electronic brands are comparatively perceived higher positions despite opposite changes of score in 2014.

o There are 8 out of 10 brands increase in ranking however only 4 of them actually receive higher absolute score.

o Apple and Microsoft are in top 10 brands for the first time with dramatic improvement of overall score.

o Big loss of overall score leads Panasonic to drop out of top 10 brands this year.

• Foreign IT/Electronic brands are highly familiar in Vietnam, yet perception of characteristics toward these brands is

distinctive.

o Better scores of Nokia and Samsung than Panasonic, LG and Philips could be due to innovative product features.

o While products of Apple, Microsft and Cannon have high “Innovative”, they gained lower score in “Convenient”.

• IT/Electronic tend to be more attractive to the young as number of “Fan" in 20s is the highest and gradually decrease

when people get older.

• Consumers in Hanoi and HCM city have similar taste of the brands except for Apple and Samsung.

• Although TV is the most effective advertising channel, there are large number of customers recognizing brands

through In-shop channel.

Result Summary

54

71

62

56

64

49

63

73

74

80

52

58

58

60

63

67

68

72

75

78

Brand 10

Brand 9

Brand 8

Brand 7

Brand 6

Brand 5

Brand 4

Brand 3

Brand 2

Brand 1


41

Message sentence

2 (3) ↗ 1

5 (6) ↗ 1

6 (7) ↗ 1

8 (18) ↑ 10

9 (44) ↑ 35

13 (17) ↗ 4

17 (30) ↑ 13

20 (20) - 0

20 (8) ↓ 12

33 (34) ↗ 1




2014

2013

Overall Score

Overall ScoreRanking in Vietnam

2014 2013 Δ


42

Message sentence

68 57 53

38 43 46 34

41 38 27

33 41

41

43 40

49

43

52 58

40

0 3 7 19 17

5

23

8 4

33

Brand10

Brand 9 Brand 8 Brand 7 Brand 6 Brand 5 Brand 4 Brand 3 Brand 2 Brand 1

Brand awareness (%)

100% = 120 persons

Unknown

Uninterested

Interested


Brand Awareness

57

61

57

53

57

61

55

55

53

52

51

49

63

65

63

58

Brand 3

Brand 4

Brand 5LG


43

Message sentence

79

79

72

71

71

72

75

75

B&Company's analysisB&Company's analysis

Brand 2

Brand 1


Outstanding

Friendly


Outstanding

Friendly

Brand Charactertistics (1)

Brand Characteristics (%)


44

Message sentence

Total (%) Hanoi (%) Ho Chi Minh (%)

Brand 10

Brand 9

Brand 8

Brand 7

Brand 6

Brand 5

Brand 4

Brand 3

Brand 2

Brand 118 43

17 40

15 30

22 26

19 33

10 32

11 18

10 23

7 27

6 17

18 45

20 43

13 28

17 18

20 33

12 35

12 17

10 20

5 28

5 13

20 40

13 37

17 32

27 33

18 33

8 28

10 20

10 27

8 25

7 20

100%= people 120 60 60 Fan

Satisfied



“Loyalty” Ratio By Cities


45

Message sentence

20s (%) 30s (%) 40s (%)

Brand 10

Brand 9

Brand 8

Brand 7

Brand 6

Brand 5

Brand 4

Brand 3

Brand 2

Brand 123 45

23 33

28 35

33 38

28 45

10 25

15 20

13 25

5 25

100%= people 40 40 40

3 8

18 45

13 45

13 25

28 33

18 38

8 33

15 30

10 20

8 25

8 20

13 38

15 43

5 30

5 8

13 18

13 38

3 5

8 25

8 30

8 23

FanSatisfied

B&Company'sanalysis

B&Company'sanalysis


“Loyalty” Ratio By Ages

1st popular 2nd popular 3rd popular COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED.

46

Message sentence


N=

Brand 1 120

Brand 2 117

Brand 3 112

Brand 4 97

Brand 5 100

Brand 6 114

Brand 7 92

Brand 8 111

Brand 9 115

Brand 10 80

TV(%)

Radio(%)

Newspapers(%)

Magazine(%)

Website(%)

SNS(%)

Posters/Signs(%)

In shop(%)

Information Sources

78 45 55

83 36 56

80 38 42

36 52 40

27 60 28

76 27 47

54 37 47

77 28 54

82 29 55

36 25 55


47

• The other industries follow the same format with above sample industry (from page 38 to 46)


48

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[B&Company] Brand Asia Vietnam Report 2014 - Sample

Automotive

Transcript of [B&Company] Brand Asia Vietnam Report 2014 - Sample