越南：河内和胡志明市
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亚洲品牌 (Brand Asia) 是日本知名咨询和营销解决方案公司日经BP于2012年与亚洲多家知名研究公司合作发起的一项调查项目。该项目旨在评估选定亚洲国家最大品牌名单的整体实力、视觉趋势、客户感知和其他影响因素。
2012年调查在亚洲8个国家21个主要城市进行，每个国家收集100个品牌意见，除中国外，其余国家共收集60个品牌，全球品牌60个，本土品牌40个；至2015年调查范围扩大至亚洲11个国家（新增马来西亚、菲律宾、土耳其）31个城市，每个国家收集120个品牌意见。
为确保调查结果的客观性，调查对象分为男性和女性，年龄在20至59岁之间。实地调查结合了街头抓捕、电话和网络调查三种不同的方法，以便在设计的时间表内完成目标样本。
在越南，B&Company 受日经BP社的委托，于2012年和2015年在河内和胡志明市开展了调查（2015年通过街头抓拍和网络调查在两地共收集到984份回复）。该结果有助于最终完成这个大型项目，并为全球/本地品牌提供跨地区的比较分析和详细评估。
| 客户 ： | 日经商业出版咨询公司（Nikkei BP） |
| 类型 ： | 市场调研、品牌健康检查 |
| 行业： | 电信、电子、餐饮、零售、汽车制造、互联网、食品、家电、金融、餐厅、快速消费品和航空公司 |
| 时间： | 2012 年和 2015 年 |
| 范围： | 中国、印度、印度尼西亚、日本、马来西亚、菲律宾、韩国、台湾、泰国、土耳其、越南 |
From the design stage, a thorough metrics had to be established to determine key industries, major brands and surveyed cities for each country. Evidently, the realistic situation would vary case by case, in which selected brands and cities should represent the typical trends of the nation at that time. As a result, it turned out that some country candidates were nominated with a higher or lower number of brands and uneven sample size accordingly. However, this unbalance was inevitable and must be compromised with. The same attempts were put to best identify 10 core industries to be focused on in each year. In 2012, the categories were FMCG, Food, IT/Household Appliances, Automobile, Retail, Finance, Internet-based, Media, Restaurant, Sport-related products, while there were some minor changes in the 2015 package, of which the reclassification included Telecom, Electronic, Drink, Retail, Automaker, Internet-based, Food, Home Appliance, Finance, Restaurant, FMCG and Airline. Those adjustments were essential to reflect the changes of context.
Running the project year after year on a wide geographical area created a number of difficulties in management and implementation. It led to the needs for a strict cooperation between Nikkei BP and research agencies in each nation, in order to conduct and monitor the collection simultaneously at the highest efficiency and quality. Consistency and timeline were prioritized, which required a consolidated method to be applied among all partners.
To overcome aforementioned organizational issues, B&Company along with other executing firms proactively joined with Nikkei BP from planning to deployment, including identifying survey targets, running interviews, data analysis and making country report. The specialization assignment by country was the key to keep each local research advancing under schedule as well as to facilitate the whole progress.
At the same time, the analysis was carried out using a united method from “Brand Japan”, which was known as the largest brand evaluation model in Japan. In Brand Asia project, the brand image was constituted of 4 main factors (Friendly, Convenient, Innovative, Outstanding) which were then broken down into 15 specific items. Thanks to that, all analysis teams in each country could follow the same framework to maintain a common conformation while saving much time to make comparison between different groups, industries or brands.
The 2015 findings from total 11 countries showed an interesting insight, as the group of developed countries received more awareness in almost all industries compared to developing ones. However, the gap was narrow to insignificant. The analytics could point out that only 2 industries witnessed the big difference: While Finance brands were 27% more highly recognized in developed countries, Retail brands got 16% ahead in awareness in developing regions. Sport-related, Internet and Restaurant were 3 brand sectors reaching the best results in awareness evaluation and overall performance score. After taking measurements, television continued being the most effective marketing channel. In particular, it was ranked 1st among most popular medias in 7 countries, and came in 2nd in the other 4. Website was another influential source for consumers to rely on, while information gathered directly at stores/from sales staffs was especially common in Thailand and Vietnam.
More profound findings on Vietnam case were presented by B&Company through Brand Asia Vietnam report. Although Vietnam results indicated somewhat lower level of brand awareness in general compared to its counterparts in the regions, there were some noteworthy findings. Interestingly, the awareness of Finance brands in Vietnam was even higher than in developed countries. Telecom maintained the 1st position for both awareness ratio and the total score.
The year 2014 had seen Vinamilk, the Vietnamese market leader in dairy product manufacturing, joining in TOP 3 in the overall score, together with 2 global giants which were Honda and Google. Other local representatives from F&B industry (Highlands, Trung Nguyen, Kinh Do, Vissans), Telecom (Viettel, MobiFone, VNPT) or Finance (Vietcombank, Bao Viet) also got positive marks and were widely recognized by consumers. However, local brands could not make a breakthrough in high-tech industries such as Electronic, Home Appliances or Automaker, as international suppliers like Google, Apple, Honda, Sony, Samsung, Hyundai, Toyota… still dominated the market.
From B&Company ‘s perspective, the survey result indicated that Vietnamese local enterprises had put more effort in branding and marketing. As the consequence, they could gain more attraction among domestic consumers. Specific figures illustrated that Vietnamese brands often received high evaluation for being “Friendly” and “Convenient”.
However, when it came to competitiveness, Vietnamese companies should consider more about “Innovative” and “Outstanding” aspect when making a positioning strategy. Representatives from B&Company reaffirmed it was crucial to establish and develop a high-quality, synchronizable ecosystem with more added-value while enhancing uniqueness in products/services. That was the way for local brands to imprint their image in consumers’ perception, in the context Vietnam had joined WTO and more ferocious competition from foreign rivals.
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