According to Kantar Worldpanel, Unilever now owns 6 brands with a wide coverage of nearly 100% of households in both rural and urban areas. This multinational corporation build positions for its brands in consumers’ mind through a wide range of communication, promotion activities targeting to many different objects and consumer segments

Meanwhile, Masan has Nam Ngư brand which is bought the most in rural area with more than 130 million times by nearly 80% of the households. Nam Ngu is also at the second positon in city with 16 million times by more than 2/3 households.

In the milk and dairy substitutes group, Vinamilk is shining among domestic brands as the dairy brand that has been selected most in both urban and rural areas, outperforming the CRPs to other manufacturers.

The common point of these three leading market players is maintaining the number of consumers choosing to buy their brands. The common elements of Masan, Vinamilk and Unilever which impulse consumer purchasing decisions include a diverse portfolio of products, a widespread distribution network, a suitable pricing strategy, communication and continuous improvement.

This year's ranking analyzed over 18,000 brands. Brand Footprint provides information about the actual behavior of consumers rather than their tastes or attitudes towards the brand.