Decision Lab
Best Bank
Rankings 2024
About Decision Lab
Best Bank Rankings 2024
Introducing the highly-anticipated Decision Lab Best Bank Rankings 2024,
showcasing Vietnam's esteemed top 10 banks using the YouGov
BrandIndex proprietary Index score. The Index score reflects a brand’s
overall health by calculating the average of Impression, Quality, Value,
Satisfaction, Recommend and Reputation. The rankings represent the 12month average of those scores.
Businesses that understand their overall brand health can use this
knowledge to improve their rankings, stand out in a crowded marketplace,
establish a loyal customer base, increase brand awareness, and drive
business growth.
Contact us to discover more about your brand’s insights
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Methodology
Brand Perception Metrics
•
has a positive or negative impression of a
brand.
The Decision Lab Best Bank Rankings 2024 are calculated using data collected from
YouGov's online panel in Vietnam daily, from the flagship YouGov BrandIndex solution.
The banks were ranked based on YouGov BrandIndex’s Index score, which measures
overall brand health calculated by taking the average of Impression, Quality, Value,
•
•
comparing the period from 1 January 2023 to 31 December 2023 with the previous 12
months.
Both scores are representative of the online population of adults 18+.
•
Customer Satisfaction: Whether a
consumer is currently a satisfied or
dissatisfied customer of a particular brand.
•
Recommendation: Whether a consumer
would recommend a brand to a friend or
colleague or not.
All brands have been tracked for at least 6 months to be included in the rankings and
have been tracked for at least 18 months (as well as being currently tracked) to
appear in the Improvers tables.
Reputation: Whether a consumer would be
proud or embarrassed to work for a
particular brand.
January 2023 and 31 December 2023.
The Index Improvers chart ranks the brands with the highest increase in Index scores,
Value: Whether a consumer considers a
brand to represent good or poor value for
money.
Satisfaction, Recommend and Reputation.
The Index Rankings chart shows the brands with the highest Index scores between 1
General Impression: Whether a consumer
•
Quality: Whether a consumer considers a
brand to represent good or poor quality.
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Top 10 overall
Talk to our consultants
Explore YouGov BrandIndex
Decision Lab Best Bank Rankings 2024
Rank 2023
Rank 2022
Rank
Change
Brand name
Score 2023
Score 2022
Score
Change
1
1
-
Vietcombank
32.3
28.4
+3.8
2
2
-
MB
28.2
23.1
+5.1
3
3
-
BIDV
24.6
22.7
+1.9
4
5
+1
VietinBank
20.2
19.2
+1.0
5
4
-1
Techcombank
19.6
19.4
+0.2
6
7
+1
ACB
12.8
12.5
+0.3
7
9
+2
TPBank
11.9
11.3
+0.6
8
8
-
Agribank
11.5
11.6
-0.1
9
6
-3
Sacombank
11.3
14.3
-3.0
10
10
-
VPBank
10.5
10.4
+0.0
Source: YouGov BrandIndex
Data collection period: 1/1/2023 - 31/12/2023 compared with 1/1/2022 - 31/12/2022.
Annual total of interviews: ~18,000
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Top 10 private banks
Talk to our consultants
Explore YouGov BrandIndex
Decision Lab Best Bank Rankings 2024
Rank 2023
Rank 2022
Rank
Change
Brand name
Score 2023
Score 2022
Score
Change
1
1
-
MB
28.2
23.1
+5.1
2
2
-
Techcombank
19.6
19.4
+0.2
3
4
+1
ACB
12.8
12.5
+0.3
4
5
+1
TPBank
11.9
11.3
+0.6
5
3
-2
Sacombank
11.3
14.3
-3.0
6
6
-
VPBank
10.5
10.4
+0.0
7
7
-
VIB
8.3
8.7
-0.4
8
8
-
HSBC
6.4
6.3
+0.1
9
10
+1
HDBank
6.2
5.9
+0.3
10
11
+1
Shinhan Bank
5.2
5.2
+0.0
Source: YouGov BrandIndex
Data collection period: 1/1/2023 - 31/12/2023 compared with 1/1/2022 - 31/12/2022.
Annual total of interviews: ~18,000
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Top foreign banks
Talk to our consultants
Explore YouGov BrandIndex
Decision Lab Best Bank Rankings 2024
Rank 2023
Rank 2022
Rank
Change
Brand name
Score 2023
Score 2022
Score
Change
1
1
-
HSBC
6.4
6.3
+0.1
2
2
-
Shinhan Bank
5.2
5.2
+0.0
3
3
-
Standard Chartered Bank
3.0
3.4
-0.4
4
4
-
UOB
2.3
1.9
+0.4
Source: YouGov BrandIndex
Data collection period: 1/1/2023 - 31/12/2023 compared with 1/1/2022 - 31/12/2022.
Annual total of interviews: ~18,000
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Top 10 improvers
Talk to our consultants
Explore YouGov BrandIndex
Decision Lab Best Bank Rankings 2024
Rank
Brand name
Current Score
Previous Score
Change in Score
1
MB
28.2
23.1
5.1
2
Vietcombank
32.3
28.4
3.8
3
BIDV
24.6
22.7
1.9
4
VietinBank
20.2
19.2
1.0
5
TPBank
11.9
11.3
0.6
6
ACB
12.8
12.5
0.3
7
HD Bank
6.2
5.9
0.3
8
Techcombank
19.6
19.4
0.2
9
HSBC
6.4
6.3
0.1
10
VP Bank
10.5
10.4
0.0
Source: YouGov BrandIndex
Data collection period: 1/1/2023 - 31/12/2023 compared with 1/1/2022 - 31/12/2022.
Annual total of interviews: ~18,000
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Track your brand
performance
Measure brand health, monitor growth, and track
advertising to create an unbeatable strategy.
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Powerful, daily brand and competitor tracking
YouGov BrandIndex is an industry-leading brand health tracker. Use daily data from
thousands of consumer interviews every day across 55+ markets, giving your business
the edge, it needs to succeed.
Get 6+ years of historical brand data to chart brand trajectories, right up to the present
day. Strategize growth by analyzing and benchmarking your success against your
goals, your competitors, and your entire market, with 16 vital brand health metrics.
365 brands
10 sectors
Daily data
Regularly updated
and growing
Covering all major
industries
Collected daily,
always relevant
*Figures are of Vietnam market
YOUGOV BRANDINDEX
16 metrics to cover
your marketing
funnel
Media & comms
What are people
hearing and saying
about a brand?
BI-WEEKLY
SINCE 2016
8 years historical data
Funnel
18+ NATIONWIDE
7– 10 MINUTES
What brands are people
planning to use or using
currently?
Frequency of the
update
Online representative
450 - 900
Interviews per brand
per month
Questionnaire length
100%
Attention
Buzz
Overall Ad Awareness
Word of Mouth
Aided Awareness
Former Customer
Consideration
Current Customer
Purchase Intent
Connected to other
variables
Perception
What do people think
and feel about a brand?
Impression
Satisfaction
Quality
Recommend
Value
Index
Reputation
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Monitor brands’ performance against the
market over time
Brand Index (Total)
Brand C’s new
product
launch
TOP Brands by Brand Index
Rank
Brand
Name
Current
Score
Rank
▲▼
1
Brand A
6.7
-
2
Brand B
5.5
-
3
Brand C
5.3
▲2
4
Brand D
4.9
▼1
5
Brand E
4.0
▼1
6
Brand F
3.0
▲1
16.0
14.0
12.0
10.0
8.0
6.0
4.0
2.0
0.0
Apr-22 May-22 Jun-22 Jul-22 Aug-22 Sep-22 Oct-22 Nov-22 Dec-22 Jan-23 Feb-23 Mar-23
Brand A
Brand B
Brand C
Brand D
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How Decision Lab helps your brand
ABOUT DECISION LAB
Driving brand
growth through
cutting edge
insights
Agile. Connected. Decision Focused.
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Volatile times call for
an agile approach to
stay in-sync with
changing consumer
demands
We are driving new thinking
and technology to make your
brand more data-driven,
agile and connected to your
consumers’ changing habits.
We strive to be the leading market
research consultancy for Vietnam
Partnership with
META PARTNERSHIP
x
YOUGOV PARTNERSHIP
Partnership with Meta to
introduce next gen. Marketing
Mix Modeling to Vietnam
2023
Partnership with YouGov to
bring real-time brand
tracking to Vietnam
ADS & AUDIENCE TRACKING
2020
Market leader in tracking
digital ads and online
audiences
2016
ONLINE PANEL
FOUNDED
Founded in joint venture
with European research
group Epinion
Developed the first online
panel in Vietnam
2013
2009
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We partner with market leaders to
drive new thinking in Vietnam as
the leading voice in market
intelligence
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How we help clients
EXPLORE GROWTH
OPPORTUNITIES
MEASURE WHAT
MATTERS
GENERATE COMMERCIAL
BREAKTHROUGHS
Dynamic Segmentation with
YouGovProfiles
Real-time Brand Measurement with
YouGovBrandIndex
Next Generation Marketing Mix
Modelling with Robyn
Category Entry Point Optimisation
Campaign Evaluation
Concept Optimisation
Customer Journey Mapping
Customer Experience Management
Thought Leadership Creation
Bespoke Performance Tracking
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The team that drives decision making
for our clients
ASKE ØSTERGÅRD
THUE QUIST THOMASEN
Chairman
CEO
NGUYEN THUY DUNG
THANH-CAO NGUYEN
Head of Client Services
Media and Digital Sector Lead
and Head of Business
Development
Supported by the
leading consulting
talent program in
Vietnam
TRAN MINH HOANG
Finance Sector Lead
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We work with the the most progressive brands in
Vietnam to support decision making
+120
Progressive companies across Vietnam have
optimized their go-to-market speed and efficiency
with Decision Lab.
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Visit our library
Click the images to
go to the reports.
EuroCham Business Climate Index
(Quarterly report)
The Connected Consumer
(Quarterly report)
Financial Trends Report 2023
Food & Beverage
Trends in Vietnam
DECISION LAB
BrandIndex Brand Rankings
The rise of e-wallets in Vietnam
F&B Trends in Vietnam
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Reach out to us
2nd Floor - Sonatus Building,
15 Le Thanh Ton, District 1,
Ho Chi Minh City, Vietnam
+84 28 7101 0199
decision@decisionlab.co
www.decisionlab.co
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