Companies in the list are evaluated and ranked based on 3 main criteria as follow: Financial capabilities based on the most recent accounting report (total assets, total revenue, net profit, efficiency in capital utilization) (contributing to 30% of the total score); Credibility to the media based on media coding measure – coding articles advertised for companies in influential media channels (contributing to 30% of the total score); online survey on brand recognition, customers’ product satisfaction and the quality of services of companies, survey on the status of the company in each respective field, and survey on companies conduct in September with regard to market scale, labor force, capital and revenue growth rate, profit, and action plan in 2019 (40% of the total score).
The Vietnam Report's consumer survey, conducted in September 2019, showed some of the most popular brands selected by consumers (divided into groups) including: Vissan (Fresh food), Cai Lan (Spices, Cooking oil), Vinamilk (Milk), Quang Ngai Sugar (Confectionery), Heineken (Beer and wine), Pepsi (Soft drink), Trung Nguyen (Coffee), Acecook (Packaging, canned food).
According to Vietnam Report, communication plays an important role in direct connection between manufacturers and consumers, helping consumers to better identify prestigious brands when making shopping decisions.
However, the analysis results show that the media presence of enterprises in the food and beverage industry is currently limited. Only 49.7% of the businesses surveyed have enough information to reach the awareness threshold, of which 52.1% have the frequency of appearing at least once a month.
The majority of food and beverage businesses in the Vietnam Report survey also said that risks related to brand and business reputation will have a significant impact on production and business activities. However, in general, not only businesses in the food and beverage industry, most Vietnamese businesses are quite cautious about the media because of the lack of information control.
