2024-09-17-品牌价值-越南最具价值和最强大品牌100强的2024年度报告（英）_34页_45mb

报告摘要

Methodology: Brand Finance's model bridges marketing and finance by quantifying brand value based on perceived stakeholder value, financial performance, and sustainability metrics.
GDP Context: Vietnam's GDP growth slowed to 5% in 2023, yet top brands defied economic headwinds with resilient performance.
Sustainability Focus: ESG-driven initiatives (e.g., green finance, renewable energy) are central to brand strength calculations, especially for telecommunications and banking.

1. Telecommunications (32% of rankings):

Leaders: Viettel (1st, +0.2% brand value), VNPT (3rd, -3% due to BSI decline), FPT (+67% growth).
Key Trend: Digital transformation via 5G/6G, with Viettel's AAA+ rating cementing its dominance.

2. Banking (32% of rankings):

Leaders: Vietcombank (4th, +7% to $2B), BIDV (5th, +16%), Techcombank (+53% to $1.5B).
Key Trend: Mergers & acquisitions, ESG integration (e.g., green credit), and digital payments.

3. Food & Beverage (9% of rankings):

Leaders: Vinamilk (2nd, $2.6B), Nam Ngu (+50% to $302M), Vinh Hoan (+2% to $234M).
Key Trend: Export growth (+50% pangasius), diversification into health-conscious products.

4. Retail (5% of rankings):

Leaders: PNJ (+12% to $480M), Dien may XANH (-11% due to store closures).
Key Trend: Omnichannel and sustainability focus in lifestyle brands.

VinFast (+142% to $181M): Leading auto sector with ESG-aligned expansion into EV manufacturing.
Vinpearl (+34% to $230M): Strongest brand in 2024, bolstered by tourism and global campaigns.
Viettel (9th consecutive #1): Maintained AAA rating amid 5G investments and sustainability awards.

Brand Value Calculation: Combines brand strength (BSI out of 100) and financial impact via royalty models.
Sustainability Perceptions: Tracked via indices (e.g., Viettel’s $756M sustainability value).
Validation: ISO 10668 certified framework for valuations, leveraging 100k+ global surveys.

Digital Investment: Telecoms and banking must accelerate 5G/ESG integration.
Sustainability Risks: Brands with negative ESG perceptions (e.g., certain retailers) face valuation penalties.
Market Expansion: Food and retail brands should leverage Vietnam’s trade partnerships.