Brand Finance: Vinamilk brand grows strongly after changing identity

(Chinhphu.vn) - For the first time, the brand strength index exceeded the 90-point threshold - AAA+ rating. Vinamilk was assessed by Brand Finance to have a brand strength higher than the Top 3 most valuable milk brands on the planet and in the group of 5% strongest brands in the world.

Mr. Nguyen Quang Tri, Vinamilk Marketing Executive Director, received the certificate of Top 100 most valuable brands in Vietnam from Brand Finance representative - Photo: VGP/Nguyen Hoang

With this outstanding mark, Vinamilk has become the 3rd largest milk brand in the world in terms of brand strength and was invited to participate in Brand Finance's global spotlight section.

Vinamilk joins the group of 5% strongest brands globally

The AAA+ rating is not just a title, but a certification of the brand's outstanding internal strength. According to Brand Finance, an independent brand valuation and consulting organization that is monitoring about 6,000 brands in 40 countries around the world, the Brand Strength Index (BSI) is built on factors such as: Awareness, loyalty, profitability, communication effectiveness and sustainable development strategy.

Achieving an AAA+ rating means that the brand has the capacity to become the foundation for a business growth strategy, can be used to expand into new product categories, franchise into other industries and maintain a strong reputation in multiple countries – core elements that help the brand transcend categories.

"We have seen Vinamilk's brand strength increase significantly as the company expands internationally and fully integrates its new brand identity into its operations. This year, Vinamilk is among the very few global brands that can maintain a strong reputation in any field where it is present. Normally, less than 5% of global brands achieve this AAA+ level," added Mr. Alex Haigh, Managing Director of Brand Finance Asia - Pacific .

A notable point, according to Brand Finance, although the APAC region (including Asia-Pacific economies such as Vietnam, New Zealand, Japan, China...) only accounts for 34.4% of the global milk market and owns 4 of the top 10 milk brands, it contributes up to 54.1% of the total brand value in the Top 10.

Vinamilk Green Farm high protein, the first product line in Vietnam to apply ultra-microfiltration technology, is cited by Brand Finance as a typical example of product innovation trends in the region - Photo: VGP/Minh Anh

This shows that companies in the region, including Vinamilk, are transforming scale into brand value in a powerful way. For 6 consecutive years, Vinamilk has maintained its position in the dairy industry, with a position in the Top 5 most valuable brands in APAC and Top 3 in terms of brand strength index, a rare record in the context of a volatile market. This explains why Vinamilk is the only Vietnamese dairy company invited to participate in the spotlight section (a section honoring brands with outstanding achievements in each market) of Brand Finance this year.

Not only leading, Vinamilk also creates trends

The secret behind this impressive achievement is that Vinamilk is following the future trend of the regional dairy market. According to Brand Finance, the prominent trend is to continuously innovate products, develop product lines (SKUs) to meet health-oriented consumer needs such as reducing sugar, enhancing nutrition and adding probiotics.

Vinamilk Green Farm high protein - the first product line in Vietnam to apply advanced microfiltration technology to create a high protein, low fat, calcium-rich and lactose-free product - was presented by this brand valuation organization as a typical innovation case.

Connecting with Gen Z – turning traditional brands into living icons is also a trend that is gradually becoming clear in the region, in the context of the transition between consumer generations. New consumers do not just buy products, they buy lifestyles.

Vinamilk quickly realized this, shifting its presence to digital platforms, creating short content on TikTok/Reels, collaborating with celebrities (influencers) and appearing in user-generated challenges such as simple recipes, healthy snacks, green living tips, etc. This direction is expected to help Vinamilk maintain long-term coverage in the future - where the brand's presence is not only on shelves, but also on newsfeeds and in the daily moments of young people.

Innovating its approach to Gen Z is how Vinamilk maintains its appeal amid the transition between consumer generations - Photo: VGP

Finally, the trend of sustainable consumption. If in Europe or North America, sustainable development is an inevitable trend, in ASEAN, this is a newly formed race. "Vinamilk not only joins that wave, but also plays a role in promoting the trend in the region. This is one of the core reasons for the increase in Vinamilk's brand strength," Mr. Alex emphasized.

More than a decade ago, the company invested in a circular economy model and reduced emissions, aiming to achieve net zero emissions by 2050. To date, Vinamilk has two factories and one farm certified as carbon neutral according to international standards.

"When less than 5% of global brands achieve AAA+ rating, Vinamilk's story is not only a source of pride for a business, but also an affirmation: Vietnam has brands strong enough to stand shoulder to shoulder with brands around the world and are on a journey of growth every day," said Mr. Nguyen Quang Tri - Marketing Executive Director of Vinamilk.

Vinamilk brand position in Vietnam and in the world:

TOP 1 MOST VALUABLE FOOD BRAND IN ASEAN

TOP 1 MOST POTENTIAL MILK BRAND IN THE WORLD

TOP 2 MOST VALUABLE BRANDS IN VIETNAM

TOP 3 GLOBAL MILK BRANDS IN TERMS OF BRAND STRENGTH INDEX

Phuong Dung

Source: https://baochinhphu.vn/brand-finance-thuong-hieu-vinamilk-tang-truong-manh-me-sau-khi-thay-doi-nhan-dien-102251020080503285.htm