The brands were once ‘king’ in the market, but later lost their market share to foreign rivals.

VietNamNet Bridge - Besides quality of products, distribution networks determine who will win the competition in the FMCG (fast-moving consumer goods) market.

Vietnamese firms were urged to increase their focus on intangible assets to strengthen brand value at a recent conference jointly held by Brand Finance and its local representative Mibrand Vietnam in Hanoi.

Bia Hanoi, or Hanoi beer, a long lasting beer brand well known to Hanoians, which was served at former US President Obama’s dinner during his visit to Vietnam in 2016, cannot hold the upper hand over its rivals. 

VietNamNet Bridge - Nike and Adidas are willing to pay 10-17 percent of their profits for their marketing campaigns. Will Vietnamese businesses do the same?

VietNamNet Bridge - Businesses in Vietnam now tend to spend big money on media campaigns to polish their images, something they would not do in the past.