Originally published: Campaign Asia, 28 July 2025
Vietnam’s 2025 brand landscape is dominated by tech giant Samsung, which outperforms rivals across customer service, loyalty, and purchase frequency to take the crown.
Vietnamese consumers have selected Samsung as their best-loved brand, beating local flag carrier Vietnam Airlines and sportswear favourite Adidas to claim the top spot.
Samsung achieved the highest overall best brand score in Vietnam at 80.5, topping customer service with a 92% rating and excelling in purchase frequency, quality, and availability across multiple touchpoints. The brand has long dominated Vietnam’s smartphone market by offering a wide range of devices from affordable to premium. Samsung has also made Vietnam its largest smartphone production hub globally, playing a significant role in the country’s economy.
The ranking stems from Campaign’s authoritative list of Southeast Asia’s top 50 brands, recently revealed at Campaign360 in partnership with research firm Pureprofile.
Six markets (Indonesia, Thailand, Malaysia, Philippines, Vietnam, Singapore) were involved in the survey, in which recognised brands across 10 sectors were ranked across nine brand attributes including awareness, purchase, quality, advocacy (degree of recommendation), buying experience, customer experience, brand touchpoints (ease of use across all digital and offline brand interactions) innovation, and loyalty, to form their score.
Download the full “Southeast Asia’s Top 50 Brands” report here >
