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Which companies shell out most for branding?
A Vietnamese company has spent $15.3 million on developing its brand, topping the list of 15 companies that spend the biggest sums on branding in 2009. The huge sums show that Vietnamese enterprises are aware of the importance of branding.
According to TNS, a market survey firm, dairy producers who were once the top dogs in branding, did not make the top 15 list.
The 15 companies that spent the most money on branding in 2009 includes seven Vietnamese and eight foreign ones.
In 2009, Tan Hiep Phat Company spent $15.3 million to develop “Dr. Thanh” brand. The investment increased sharply by 1762 percent and helped the brand jump 147 grades compared to 2008.
Dr. Thanh now heads the top 15 list, surpassing many other big companies who held the spot in recent.
In third position is “8798,” a message service with a branding budget of $11.7 million. The increasingly high number of people using mobile phones in Vietnam in recent years prompted the owner to spend 251 percent on branding in comparison with 2008.
Tan Hiep Phat also spent up to $10 million, an increase of 210 percent compared to 2008, to develop “Number 1 O do”, making the brand jump by 16 grades to the 4th position.
Vinaphone and MobiFone are next on the list. Though Vinaphone increased the budget for developing brands by 33 percent in 2009, it still obtained 7th position in the 2009 list, falling by four grades in comparison with 2008.
MobiFone was the only company to lower its brand development budget. It spent $69 million in 2009, a decrease of 27 percent. It fell from second position in 2008 to 9th on the 2009 list.
Other Vietnamese brands named in the 2009 top 15 list are “8701” message service (11th) and “Number 1” (14th).
Other positions are held by foreign companies. The second position belongs to “Best Buy” of the US, which spent $14.1 million on advertising, a 149 percent jump in comparison with 2008. The 5th and 6th positions belong to two brands of the Unilever – Omo ($9.8 million) and Comfort ($8.5 million).
The next positions belong to Downy of P&G ($6.9 million – 10th position), Sunsilk shampoo ($6.8 million – 12th), Rejoice ($5.6 million – 14th) and the 15th spot belongs to Knorr ($5.2 million).
Unilever continues to spend the most money on advertisements, with $86.7 million spent in 2009, an increase of 89 percent in comparison with 2008.
vietnamnet, Dan tri
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