Thai goods enjoy a reputation for above-average quality in Vietnam, where many consumers are willing to pay a little more for something with a “Product of Thailand” label. However, consumer tastes are constantly changing and marketers must be prepared to defend their products’ reputations against new competition.
Thai goods have not flooded Vietnam the way products from China have, but have gradually expanded their presence based on higher quality and better services. Among the Thai brands that have built great market share momentum are Red Bull energy drinks, Rosso men’s underwear, BSC cosmetics, Three Lady Cooks foods, Pao laundry detergent, and Malee fruit juice products.
“One of the very first things that we need to do is maintain brand loyalty and continue to improve product quality,” says Dr Siwarit Pongsakornrungsilp, head of the Consumption and Sustainable Economy Research Cluster (CSE) at Walailak University in Nakhon Si Thammarat.
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