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Japan holds the strongest origin image: 93% positive overall, dominating on quality (81%) and trustworthiness (78%).
The US ranks second (81% positive), leading on premium image (55%) and international stature (69%).
Korea is most associated with good design (48%), with strength among younger and Hanoi-based consumers.
Vietnam's core equity is familiarity (75%); positivity among 20s (38%) is nearly triple that of 40s (13%).
China is the only origin with meaningful negative imagery: cheap (23%), untrustworthy (17%), copycat (15%).
Top-of-mind brands: Toyota (Japan), Samsung (Korea), Apple (US), Vinamilk (Vietnam), Xiaomi (China).
202 Vietnamese male and female in HCM and Hanoi