2024年越南品牌100强报告

Brand Finance Vietnam 100 2024: Insights and Findings

Key Highlights:

• Brand Value Growth: Despite economic challenges, over half of Vietnam's food brands and over 80% of banking brands experienced growth in brand value.
• Market Dynamics: Vietnam's GDP growth slowed to 5% in 2023, influenced by weakened export demands and domestic market pressures. However, forecasts predict GDP growth to reach 5.5% in 2024 and 6.0% in 2025.
• Leading Brands: Viettel retains the top spot as the most valuable Vietnamese brand with a brand value of $8.9 billion, followed by Vinamilk and VNPT. Vinpearl emerges as the strongest brand in the rankings, surpassing Viettel and Vietcombank.
• Sustainability Perceptions: Viettel leads in sustainability perceptions, showcasing the importance of environmental and social responsibility in brand valuation.

Market Overview:

Vietnam faces a challenging economic environment, characterized by a slowdown in GDP growth and reduced export demands, particularly for key commodities like coffee and smartphones. This downturn was exacerbated by a nationwide anti-corruption campaign and decreased factory orders. Despite these challenges, the country's economy grew by 6.7% in the fourth quarter of 2023, marking a relatively stable performance compared to regional benchmarks.

Sector Analysis:

• Food Sector: Over half of the food brands listed showed double-digit growth in brand value, with the largest increase coming from Chin-Su ($123 million). Vinamilk, despite a slight decline in brand value, remains the most valuable food brand in Vietnam, closely followed by Viettel.
• Banking Sector: Banking brands contributed significantly to the overall brand value ranking, with Vietcombank leading as the most valuable banking brand, followed by VIB with the largest brand value increase (51% growth).

Strategic Insights:

• Brand Resilience: The resilience of Vietnamese brands in the face of economic challenges highlights the importance of strategic planning and adaptation to market changes.
• Sustainability Impact: Viettel's leading position in sustainability perceptions underscores the growing relevance of environmental and social responsibility in brand valuation and consumer preference.

Methodology and Services:

• Valuation and Analysis: Brand Finance uses a comprehensive framework to assess brand equity, including market research, financial analysis, and customer perception studies.
• Strategic Recommendations: Offers detailed reports and expert recommendations to help businesses optimize brand value, enhance performance, and maintain competitive advantage.

Implications for Business:

• Decision-Making: Provides insights for strategic planning, brand management, and investment decisions.
• Performance Benchmarking: Enables companies to benchmark their brand performance against industry standards, facilitating strategic alignment and competitive positioning.
• Financial Acumen: Empowers organizations with a deeper understanding of brand value, enabling informed decisions regarding brand licensing, rebranding, and other strategic initiatives.

Conclusion:

Vietnam's most valuable brands demonstrate remarkable resilience in the face of economic adversity, particularly in the food and banking sectors. Strategic insights from Brand Finance highlight the importance of sustainability and the role of robust brand equity in driving growth and profitability. Companies can leverage these findings to enhance brand value, optimize marketing strategies, and navigate the evolving business landscape effectively.