The Index shows that Vietnam is the only ASEAN country moving up its ranking.

Samir Dixit, Managing Director, Brand Finance Asia Pacific, said Vietnam seems to have managed all aspects of its perception quite well.

Prime Minister Nguyen Xuan Phuc approved the Vietnam National Brand Program from 2020 to 2030, which aims to increase the value and rankings of the nation brand while targeting over 1,000 products to become strong national brands. The brands from the country are managed through specific efforts and initiatives undertaken by Vietrade, under their nation mark program “Vietnam Value,” Dixit said.