Fifty leading brands of Vietnam in 2020 was honoured during a ceremony held in HCM City by Forbes Vietnam on December 17.

Most of the honoured firms have operated for at least more than a decade, including Minh Long I, Vinamilk, Viettel Group, The gioi di dong (Mobile World), VPBank, PNJ, Nutifood and Saigontourist, among others.

During a workshop on brand building amid COVID-19 on the same day, participants said that in 2020, the pandemic has dealt a blow to all sectors, including how firms approach their customers. Along with uncertainties, it also acts as a catalyst for faster digital economic development, requiring enterprises to change their mindset in brand building in the new context.

Nguyen Anh Dung, Executive Director of Retail Measurement Services at Nielsen Vietnam advised firms to identify different groups of consumers as the internet and smart hand-held devices have changed buying behaviours, especially of young people.

Marketing via social networking sites has become more popular in the global market, he added.

Social corporate responsibility also has a great role to play in brand building, said Nguyen Ha Thanh, Public Relations Manager of Viettel Group, adding that it should be considered in firms’ decision-making.