YouGov BrandIndex is a methodology that measures the health of brands. The brands are ranked based on the Index score, calculated from the average of Reputation, Quality, Value, Impression, Satisfaction, and Recommend.
Despite the impact of the COVID-19 pandemic, Vietnam Airlines held the "Vietnam's Best Brand" for the second year in a row with an Index score of 61.5. This result asserts the success of Vietnam Airlines in providing high-quality services and meeting customers' needs even amid the COVID-19 pandemic.
Also, the Vietnam Airlines brand wins customers' hearts for its continuous efforts in conducting national missions, spreading human values, and contributing to the socio-economic development of the country.
Recently, Vietnam Airlines has continuously received noble titles awarded by organizations as well as domestic and international customers, such as No. 1 in the "Top 10 Famous Brands of Vietnam" in 2020 voted by the Vietnam Intellectual Property Association.
Vietnam Airlines was also honored as "Best Customer Experience Brand in Vietnam" by KPMG, "World's Leading Cultural Airlines" and "World's Leading Airlines for Premium Economy class" by World Travel Awards".
Besides, for the first time, Vietnam was also in the top 10 most valuable brands in Viet Nam surveyed by Campaign Asia-Pacific, an organization specializing in national brand communication, in cooperation with the market research company, Nielsen. The list also includes famous international brands like Samsung, Honda, and Apple, as well as domestic brands like Vinamilk, Vingroup, and Trung Nguyen Coffee.
Back to the "Vietnam's Best Brands 2020" list by YouGov, the top three positions were unchanged from last year. Samsung (57.1) and The Gioi Di Dong (40.5) were ranked second and third, respectively.
E-commerce brands had notable positions in this year's top 10. Vietnam's e-commerce platform, Tiki was ranked sixth, up 4 positions from last year, with the Index score of 37.1. Southeast Asia's e-commerce platform, Shopee made its first appearance in the top 10 with the seventh position with the Index score of 35.4. At the final position of top 10 was Dien May Xanh, an online electronics retailer (32.1).
Food brands also achieved high rankings on the list. Hao Hao instant noodles were ranked fourth (38.4), with Omachi ranked eighth (33.7), and Kinh Do ranked nine (32.5). Also, the top 10 had the appearance of Japanese electronics manufacturer, Panasonic at the fifth position (38.2).
YouGov BrandIndex also announced brands with the biggest improvements in Index scores over the past 12 months in Vietnam.
Similar to the top 10, e-commerce brands had the most appearances on the list of the most improved brands. In 2020, Shopee had the biggest jump with an increase of 8.0 points in the Index score. Globally, Shopee was ranked eighth. Vietnam's e-commerce brands, Concung (up 4.2 points) and Tiki (up 3.9 points) were ranked eighth and tenth, respectively.
While many brands have struggled with the new business situation caused by the COVID-19 pandemic, Shopee has benefited from customers staying more at home. This shows a shift from traditional shopping to online shopping. Shopee is not the only example. The improvement of local e-commerce websites, such as Tiki, Dien May Xanh, and Concung in the rankings proves that 2020 is the year of online shopping brands.
Digital payment platforms also saw an increase in rankings this year. MoMo was at the third position (up 7.0 points), with ViettelPay ranked fourth (up 6.8 points), and AirPay ranked fifth (up 5.4 points).
The remaining brands on the list come from different industries. The personal care product brand, Lifebuoy was ranked second (up 7.3 points), with Bach Hoa Xanh supermarket chains ranked sixth (up 5.1 points), and Japanese clothing retailer, UNIQLO ranked ninth (up 4.1 points).