As Viettel holds a dominant position in Vietnam’s telecom landscape, the challenge is not only to measure awareness and perception, but also to decode the deeper dimensions of brand equity, including customer satisfaction, emotional connection, and differentiation versus competitors.
Moreover, with both product lines having distinct customer journeys and touchpoints, it is essential to develop a multi-channel, multi-segment measurement framework that reflects the unique dynamics of each market segment — from urban digital natives to rural households.
We deployed a rigorous, multi-layered quantitative survey framework across all market segments to capture statistically robust data on key brand health dimensions: Awareness, Preference, Consideration, Usage, Loyalty, and Advocacy. The model was highly customized for each product's customer experience ecosystem—measuring data speed and coverage perception for Mobile, and reliability and customer service for Fixed Broadband.
Beyond simple metrics, the methodology emphasized diagnostic insights derived exclusively from this quantitative data, clearly identifying brand strengths, quantified pain points, and specific growth opportunities. This strategic, data-driven approach transformed brand health tracking into a strategic decision-making tool for guiding Viettel's marketing communication planning and long-term business direction.