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2018 Millennial WOM: Vietnam

Top WOM Rankings
Rank Brand 2018 Score
1 Samsung 82.9
2 Vietnam Airlines 75.6
3 Viettien 68.4
4 Hao Hao 67.6
5 Vietjet Air 67.4
6 Agribank (Argiculture Bank) 65.3
7 Zara 64.2
8 Jetstar 63.8
9 Uniqlo 62.6
10 Vietcombank 61.5
Top WOM Improvers
Rank Brand 2018 2017 Change in Score
1 Lactacyd 49.7 41.5 8.1
2 Gillette 48.9 41.6 7.3
3 Giordano 46.8 39.6 7.2
4 Rexona 37.9 30.7 7.2
5 Vietthy 54.4 47.3 7.2
6 Colgate 51.1 44.6 6.5
7 Pantene 46.3 39.9 6.4
8 Head & Shoulders 51.1 45.0 6.1
9 Nivea 43.3 37.4 5.9
10 Marc 50.0 44.4 5.6
Methodology: 

YouGov BrandIndex first screened all of its 198 brands for positive Buzz, which asks respondents "Have you heard anything positive about the brand in the last two weeks, through advertising, news, or word of mouth?" Brands with low response volume were eliminated. From those brands, they were then ranked on Word of Mouth scores, which asks respondents "Which of the following brands have you talked about with friends and family in the past two weeks (whether in person, online, or through social media)?" All respondents for this research were adults 18 through 34 years old. Data was collected between September 1, 2016 and August 31, 2018.

2018 2018 Millennial WOM

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