1. Executive Summary

1.1 VinFast Brand Health Overview
1.2 Key Brand Health Findings
1.3 Overall Brand Health Assessment
1.4 Brand Awareness Performance
1.5 Unaided Brand Awareness Performance
1.6 Aided Brand Awareness Performance
1.7 Top of Mind Awareness
1.8 Consumer Perception Overview
1.9 Net Promoter Score Performance
1.10 Customer Advocacy Assessment
1.11 Regional Brand Health Highlights
1.12 Customer Segment Highlights
1.13 Competitive Positioning
1.14 Key Brand Strengths
1.15 Key Brand Vulnerabilities
1.16 Emerging Brand Health Risks
1.17 Strategic Priorities
1.18 Key Recommendations

2. Brand Health Tracking Framework

2.1 Brand Health Measurement Framework
2.2 Brand Awareness
2.3 Aided Awareness
2.4 Unaided Awareness
2.5 Top of Mind Awareness
2.6 Consumer Perception
2.7 Multi Attribute Brand Perception
2.8 Net Promoter Score
2.9 Promoters
2.10 Passives
2.11 Detractors
2.12 Competitive Benchmarking
2.13 Category Benchmarking
2.14 Brand Health KPI Framework

The source report explicitly tracks four core pillars: aided and unaided awareness, EV category top of mind awareness, multi attribute consumer perception, and NPS among owners and fleet buyers.

3. Research Methodology

3.1 Research Objectives
3.2 Brand Tracking Research Design
3.3 Continuous Tracking Approach
3.4 Quarterly Tracking Wave Structure
3.5 Online Research Panel
3.6 In Dealership Research
3.7 Mixed Methods Framework
3.8 Respondent Profile
3.9 Category Aware Non Owner Sample
3.10 Verified VinFast Owner Sample
3.11 Fleet Operator Sample
3.12 Sample Size
3.13 Age Quotas
3.14 Gender Quotas
3.15 Urban and Rural Quotas
3.16 Geographic Coverage
3.17 Awareness Measurement Methodology
3.18 Top of Mind Measurement Methodology
3.19 Consumer Perception Measurement Methodology
3.20 NPS Measurement Methodology
3.21 Data Validation
3.22 Wave Comparability
3.23 Data Quality Controls
3.24 Research Limitations

The report uses continuous online and dealership tracking, with a minimum sample of 1,200 respondents per market in each quarterly wave and quota controls for age, gender, and urban or rural residence.

4. VinFast Brand Awareness Analysis

4.1 Overall Brand Awareness
4.2 Aided Brand Awareness
4.3 Unaided Brand Awareness
4.4 Aided versus Unaided Awareness Gap
4.5 Brand Awareness Trend
4.6 Quarterly Awareness Movement
4.7 Awareness by Priority Market
4.8 Awareness in Vietnam
4.9 Awareness in Indonesia
4.10 Awareness in the Philippines
4.11 Awareness in the United States
4.12 Awareness in Western Europe
4.13 Awareness Drivers
4.14 Impact of Manufacturing Presence
4.15 Impact of Government EV Incentives
4.16 Impact of Dealership Coverage
4.17 Impact of Distribution Expansion
4.18 Impact of Paid Media
4.19 Impact of Flagship Stores
4.20 Brand Recognition versus Brand Salience
4.21 Awareness Expansion Opportunities

Vietnam records 78% unaided awareness and 96% aided awareness, compared with 14% unaided awareness in the United States and 11% in Western Europe.

5. Top of Mind Awareness Analysis

5.1 EV Category Top of Mind Awareness
5.2 VinFast First Mention Share
5.3 Top of Mind Awareness Trend
5.4 VinFast versus Tesla
5.5 VinFast versus BYD
5.6 VinFast versus Hyundai
5.7 VinFast versus Toyota
5.8 Category Leadership Assessment
5.9 Drivers of Top of Mind Leadership
5.10 Domestic Brand Advantage
5.11 National Pride Positioning
5.12 Dealership Network Impact
5.13 Charging Infrastructure Impact
5.14 Competitive Threat Assessment
5.15 Share of Mind Risk
5.16 Top of Mind Protection Strategy

VinFast has 46% first mention awareness within Vietnam's EV category, compared with 18% for Tesla and 15% for BYD.

6. Consumer Perception Analysis

6.1 Overall Consumer Perception
6.2 Multi Attribute Perception Framework
6.3 Innovation and Technology Perception
6.4 Design and Styling Perception
6.5 Value for Money Perception
6.6 Safety Perception
6.7 After Sales Service Perception
6.8 Reliability Perception
6.9 Brand Trust Perception
6.10 VinFast versus Category Average
6.11 Positive Perception Gaps
6.12 Negative Perception Gaps
6.13 Perception Trend Analysis
6.14 Product Appeal Assessment
6.15 Ownership Experience Assessment
6.16 Consumer Consideration Drivers
6.17 Consumer Loyalty Drivers
6.18 Perception Based Brand Risks

The report identifies innovation and technology, design and styling, and value for money as above category strengths, while after sales service, reliability, and trust remain below category averages.

7. Brand Attribute Benchmarking

7.1 Attribute Level Brand Scorecard
7.2 Value for Money Gap
7.3 Design and Styling Gap
7.4 Safety Gap
7.5 Innovation and Technology Gap
7.6 After Sales Service Gap
7.7 Reliability Gap
7.8 Brand Trust Gap
7.9 Largest Positive Differentiators
7.10 Largest Negative Differentiators
7.11 Priority Attribute Improvement Matrix
7.12 Attribute Contribution to Overall Brand Health

The report records a +1.2 point advantage for innovation and technology while after sales service has a −1.2 point gap against the category average.

8. Net Promoter Score Analysis

8.1 Overall Global NPS
8.2 NPS Historical Trend
8.3 Quarterly NPS Movement
8.4 NPS Improvement Analysis
8.5 Promoter Share
8.6 Passive Share
8.7 Detractor Share
8.8 Promoter to Detractor Dynamics
8.9 NPS by Region
8.10 NPS by Customer Segment
8.11 NPS among Vehicle Owners
8.12 NPS among Fleet Buyers
8.13 NPS Drivers
8.14 NPS Barriers
8.15 Service Infrastructure Impact on NPS
8.16 Charging Infrastructure Impact on NPS
8.17 Reliability Impact on NPS
8.18 NPS Recovery Opportunities

Blended global NPS increased from +12 in Q3 2024 to +34 in Q2 2026, representing a 22 point improvement over eight quarters.

9. Regional Brand Health Analysis

9.1 Global Regional Overview
9.2 Vietnam Brand Health
9.3 Southeast Asia Brand Health
9.4 Indonesia Brand Health
9.5 Philippines Brand Health
9.6 United States Brand Health
9.7 Western Europe Brand Health
9.8 Regional Awareness Comparison
9.9 Regional Top of Mind Comparison
9.10 Regional Perception Comparison
9.11 Regional NPS Comparison
9.12 Regional Service Infrastructure Assessment
9.13 Regional Charging Infrastructure Assessment
9.14 Regional Competitive Intensity
9.15 Regional Brand Strengths
9.16 Regional Brand Vulnerabilities
9.17 Market Maturity Assessment
9.18 Market Expansion Priorities

Vietnam owners record +42 NPS, Southeast Asian owners outside Vietnam +22, European owners +3, and United States owners −6.

10. Customer Segment Analysis

10.1 Overall Customer Segment Framework
10.2 VinFast Owners
10.3 Non Owner Category Aware Consumers
10.4 Fleet Buyers
10.5 Commercial Buyers
10.6 Consumer versus Fleet Perception
10.7 Owner Awareness
10.8 Owner Perception
10.9 Owner NPS
10.10 Fleet Buyer NPS
10.11 Service Experience by Segment
10.12 Reliability Perception by Segment
10.13 Purchase Drivers by Segment
10.14 Advocacy by Segment
10.15 High Value Customer Segments
10.16 At Risk Customer Segments

11. Competitive Brand Health Analysis

11.1 EV Competitive Landscape
11.2 VinFast versus Tesla
11.3 VinFast versus BYD
11.4 VinFast versus Hyundai
11.5 VinFast versus Toyota
11.6 Brand Awareness Comparison
11.7 Unaided Awareness Comparison
11.8 Top of Mind Comparison
11.9 Innovation Comparison
11.10 Design Comparison
11.11 Value for Money Comparison
11.12 Safety Comparison
11.13 Reliability Comparison
11.14 Service Comparison
11.15 Brand Trust Comparison
11.16 NPS Comparison
11.17 Competitive Brand Health Scorecard
11.18 Competitive Threat Assessment
11.19 Competitive Differentiation Opportunities

12. Brand Funnel Analysis

12.1 Brand Awareness
12.2 Unaided Awareness
12.3 Top of Mind Awareness
12.4 Brand Familiarity
12.5 Brand Consideration
12.6 Purchase Intent
12.7 Test Drive Intent
12.8 Purchase Conversion
12.9 Ownership Experience
12.10 Satisfaction
12.11 Recommendation Intent
12.12 Advocacy
12.13 Funnel Leakage Analysis
12.14 Priority Funnel Improvement Areas

13. Ownership Experience Analysis

13.1 Pre Purchase Brand Experience
13.2 Purchase Experience
13.3 Vehicle Delivery Experience
13.4 Product Experience
13.5 Software Experience
13.6 Infotainment Experience
13.7 Charging Experience
13.8 Dealership Experience
13.9 After Sales Service Experience
13.10 Maintenance Experience
13.11 Reliability Experience
13.12 Warranty Experience
13.13 Loaner Vehicle Experience
13.14 Ownership Satisfaction
13.15 Ownership Experience Impact on NPS

14. Service and Reliability Brand Health Analysis

14.1 After Sales Service Assessment
14.2 Service Network Coverage
14.3 Service Availability
14.4 Service Response Time
14.5 Maintenance Experience
14.6 Reliability Perception
14.7 Software Related Issues
14.8 Infotainment Issues
14.9 Service Recovery
14.10 Customer Complaint Drivers
14.11 Service Perception Gap
14.12 Reliability Perception Gap
14.13 Service Investment Priorities

15. Brand Health Trend Analysis

15.1 Eight Quarter Brand Health Trend
15.2 Awareness Trend
15.3 Unaided Awareness Trend
15.4 Top of Mind Trend
15.5 Consumer Perception Trend
15.6 Innovation Perception Trend
15.7 Design Perception Trend
15.8 Service Perception Trend
15.9 Reliability Perception Trend
15.10 Trust Perception Trend
15.11 NPS Trend
15.12 Regional NPS Trend
15.13 Segment NPS Trend
15.14 Positive Movement Analysis
15.15 Negative Movement Analysis
15.16 Emerging Brand Health Signals

16. Brand Strength and Vulnerability Assessment

16.1 Core Brand Strengths
16.2 Innovation Leadership
16.3 Design Differentiation
16.4 Value Positioning
16.5 Domestic Brand Advantage
16.6 Category Leadership
16.7 Service Infrastructure Weakness
16.8 Reliability Vulnerability
16.9 Trust Vulnerability
16.10 United States Market Risk
16.11 Competitive Expansion Risk
16.12 Brand Health Risk Matrix

17. Brand Perception Gap Analysis

17.1 VinFast versus Category Average
17.2 VinFast versus EV Competitors
17.3 Innovation Gap
17.4 Design Gap
17.5 Value Gap
17.6 Safety Gap
17.7 Service Gap
17.8 Reliability Gap
17.9 Trust Gap
17.10 Regional Perception Gaps
17.11 Customer Segment Perception Gaps
17.12 Priority Perception Gaps

18. Strategic Opportunity Analysis

18.1 Protecting EV Category Leadership
18.2 Strengthening Innovation Positioning
18.3 Leveraging Design Differentiation
18.4 Maintaining Value Leadership
18.5 Improving After Sales Service
18.6 Improving Reliability Perception
18.7 Strengthening Brand Trust
18.8 Expanding Service Infrastructure
18.9 Expanding Charging Infrastructure
18.10 Strengthening United States Brand Health
18.11 Defending Vietnam Top of Mind Position
18.12 Building European Brand Salience
18.13 Strengthening Southeast Asian Expansion

19. Brand Communication Analysis

19.1 Current Brand Positioning
19.2 Innovation Communication
19.3 Technology Communication
19.4 Design Communication
19.5 Value Proposition Communication
19.6 Safety Communication
19.7 Service Communication
19.8 Reliability Communication
19.9 Sustainability Communication
19.10 Regional Messaging Effectiveness
19.11 Consumer versus Fleet Messaging
19.12 Competitive Communication Benchmarking
19.13 Communication Priorities

20. Strategic Recommendations

20.1 Close the After Sales Service Gap
20.2 Strengthen Reliability Perception
20.3 Expand Certified Service Capacity
20.4 Strengthen Loaner Vehicle Programs
20.5 Protect Vietnam Top of Mind Leadership
20.6 Defend Domestic Dealer Network
20.7 Lead Communications With Innovation
20.8 Strengthen Design Positioning
20.9 Reinforce Value for Money
20.10 Establish a Dedicated United States Recovery Program
20.11 Strengthen European Market Development
20.12 Improve Customer Advocacy
20.13 Prioritize Service Infrastructure Investment

The source report identifies service and reliability as the primary constraints on advocacy and recommends service capacity expansion, protection of Vietnam's category leadership, and continued emphasis on innovation, design, and value.

21. Future Brand Tracking Framework

21.1 Recommended Tracking Frequency
21.2 Core Brand Health KPIs
21.3 Awareness Tracking
21.4 Top of Mind Tracking
21.5 Consumer Perception Tracking
21.6 NPS Tracking
21.7 Ownership Experience Tracking
21.8 Service Experience Tracking
21.9 Reliability Tracking
21.10 Charging Experience Tracking
21.11 Competitive Brand Tracking
21.12 Regional Market Tracking
21.13 Customer Segment Tracking
21.14 Longitudinal Brand Health Monitoring

22. Research Limitations

22.1 Illustrative Data Considerations
22.2 Sample Representation
22.3 Tracking Panel Considerations
22.4 Owner Verification
22.5 Market Level Comparability
22.6 Regional Sample Considerations
22.7 Questionnaire Consistency
22.8 Wave Comparability
22.9 External Validation Requirements
22.10 Interpretation Guidelines

The source explicitly states that the figures are illustrative tracking data intended for internal briefing and should be validated against live research vendor data before external or board use.

23. Conclusion

23.1 Overall VinFast Brand Health Assessment
23.2 Awareness Position
23.3 Top of Mind Position
23.4 Consumer Perception Position
23.5 NPS Position
23.6 Regional Performance
23.7 Competitive Position
23.8 Key Brand Strengths
23.9 Key Brand Risks
23.10 Strategic Outlook

The report concludes that VinFast is building awareness and category leadership faster than its service infrastructure and reliability reputation, creating a gap between product appeal and ownership advocacy.

24. Frequently Asked Questions

24.1 What is VinFast's current brand awareness?
24.2 What is VinFast's unaided brand awareness?
24.3 What is VinFast's top of mind awareness in Vietnam?
24.4 How does VinFast compare with Tesla and BYD?
24.5 What are VinFast's strongest brand attributes?
24.6 What are VinFast's weakest brand attributes?
24.7 What is VinFast's current NPS?
24.8 Which market has the highest VinFast NPS?
24.9 Which market has the lowest VinFast NPS?
24.10 Why is VinFast's United States NPS negative?
24.11 What is driving VinFast's brand health improvement?
24.12 What is the biggest challenge for VinFast brand health?
24.13 How important is after sales service to VinFast brand health?
24.14 What should VinFast prioritize to improve brand advocacy?

25. Appendix

25.1 Brand Health KPI Definitions
25.2 Aided Awareness Definition
25.3 Unaided Awareness Definition
25.4 Top of Mind Awareness Definition
25.5 Consumer Perception Definitions
25.6 NPS Calculation Methodology
25.7 Promoter Definition
25.8 Passive Definition
25.9 Detractor Definition
25.10 Category Average Calculation
25.11 Regional Definitions
25.12 Customer Segment Definitions
25.13 Tracking Wave Definitions
25.14 Supporting Data Tables
25.15 Brand Health Charts
25.16 Competitive Benchmark Tables
25.17 Glossary of Terms