According to the latest data from YouGov BrandIndex, July 2025 saw an impressive rise in Ad Awareness scores for three brands: Omachi, Panasonic, and Abbott.
Brand Creativity’s analysis reveals that behind these numbers lies a shift in communication thinking - where brands are not just running ads, but creating brand experiences that are deeper and more emotionally resonant.
Ad Awareness: A metric that captures a brand’s vitality in the consumer’s mind
At Brand Creativity, we believe that a strong brand is not measured only by sales or media reach, but by its “living presence” in public perception — its ability to be remembered, mentioned, and emotionally connected with.
YouGov BrandIndex’s Vietnam Advertisers of the Month is an independent data source that tracks Ad Awareness, the percentage of consumers who say they have seen a brand’s advertising in the past two weeks. Drawing from the latest July 2025 dataset, Brand Creativity identifies three stand-out brands in Vietnam — Omachi, Panasonic, and Abbott — each representing a unique approach to “brand storytelling.”
Omachi – Turning an event into a brand statement
With an impressive rise of 11.2 percentage points (from 24.8% to 36.0%), Omachi leads the Ad Awareness rankings in July. The “Omachi Debut 2025 – Asian Street Feast” was not merely a promotional event — it was a brand stage, where emotion, culture, and lifestyle converged.
From the parade along Le Loi Boulevard to branded floats and celebrity appearances, Omachi demonstrated that the power of event-led communication lies in its ability to inspire and amplify cultural value — a principle Brand Creativity consistently champions in brand strategy.
Panasonic – The strength of consistency and human value
Taking second place with an 8.9-point increase (from 27.8% to 36.7%), Panasonic continues to build strong awareness without loud or flashy campaigns. Its success stems from steadfast commitment to the brand philosophy “A Better Life, A Better World” — improving quality of life through technology and kindness.
From Brand Creativity’s perspective, Panasonic is a model of an enduring brand: every communication activity upholds and revolves around its core philosophy, practiced daily and strengthening consumer trust beyond short-term attention.
Abbott – When a summer story becomes a journey of growth
In third place, Abbott grew by 7.9 points (from 6.5% to 14.4%), driven largely by its “Abbott Grow Gold – Summer Campaign 2025.”
The campaign tapped into the emotional narrative of children’s holistic growth during summer, blending scientific credibility with warm, relatable brand imagery.
Brand Creativity’s analysis highlights that Abbott exemplifies the power of storytelling backed by sharp consumer insight — a particularly effective approach in nutrition and healthcare, where trust is a brand’s most valuable asset.
Omachi, Panasonic, and Abbott are standout examples of brands that transform advertising into experience. They don’t just “appear” during a two-week ad window — they remain in consumers’ minds through brand values, emotional resonance, and authenticity.
From YouGov BrandIndex’s latest data, Brand Creativity sees a clear shift:
Vietnamese brands are moving from “communication for recognition” to “communication for connection.”
And that is precisely the mission of Brand Creativity - helping brands not only be seen, but be loved.
Source: YouGov BrandIndex – Vietnam, June 26 - July 24, 2025
Analysis and editorial by Brand Creativity