Unlike traditional rankings based on revenue or scale, the Brand Conviction Index (BCI) ranks retailers based on consumer trust and brand advocacy. The 2026 results were compiled from over 70,000 consumer surveys, utilizing YouGov BrandIndex data. The data was tracked continuously for 12 months, from June 1, 2025, to May 31, 2026, across 11 markets: Vietnam, Singapore, Malaysia, Thailand, Indonesia, Philippines, India, China, Hong Kong, South Korea, and Japan.

The index measures the gap between "current shoppers" and "brand believers" through four core components: (1) Consideration rate (the proportion of people who would consider buying from the brand), (2) Advocacy rate (the proportion willing to recommend the brand), (3) Support ratio (number of advocates divided by current customers), and (4) Consideration ratio (number of considerers divided by current customers). A brand achieves a high score when it not only attracts a large customer base but also garners strong recommendations and consideration from a wider audience, including non-customers.

Robert Stockdill, Global News Director at Inside Retail Asia, shared: "Most retail rankings tell you which brands are the biggest. The Brand Conviction Index tells you something much more commercially vital: which brands are genuinely trusted by consumers, and how far that trust extends beyond their current customer base."

According to the 2026 BCI results, for every active shopper at Dien May Xanh, more than 1.5 other individuals are willing to recommend the brand. The number of people "speaking positively" about Dien May Xanh significantly outweighs the number of current shoppers. This represents a level of word-of-mouth power that marketing budgets can rarely buy.

The foundation of this trust lies in robust after-sales relationships with customers maintained by the Dien May Xanh technicians team. For long-term durable goods, the post-purchase experience is the decisive factor that drives customers to return and recommend the brand to family and friends.

In June 2026, CEO Doan Van Hieu Em stated that a major shift in Dien May Xanh's mindset is "selling peace of mind for the entire product lifecycle". According to him, "As long as the product remains in the customer's home, Dien May Xanh retains its responsibility."

Customer trust goes hand in hand with business performance. In September 2026, DMX achieved a revenue of over VND 12.4 trillion, its highest since the beginning of the year and surpassing even the peak Tet holiday season. Cumulative 9-month revenue reached VND 99,460 billion, up 29% YoY and completing 81% of the annual target. Notably, chains in Vietnam grew by nearly 30% without opening any new stores. Same-store sales growth (SSSG) rose by 30%, indicating that growth was driven by returning customers and new shoppers. Among major product categories, air conditioners led the growth. This category is closely tied to the delivery, installation, and maintenance services provided by the Dien May Xanh technician team.

Over the past year, The Gioi Di Dong captured over 50% market share of newly sold mobile phones in Vietnam. Even with an already massive customer base, the number of brand advocates and recommenders still exceeds the number of current customers. This demonstrates that trust in The Gioi Di Dong has expanded far beyond its existing customer pool, presenting ample headroom for continued expansion.

This potential has been reflected in recent business results. Pre-orders and first-week deliveries for the iPhone 18 series doubled compared to the previous year. Additionally, system-wide deferred revenue grew by 50%, raising its share to 38% of total revenue, up from 33% in the first 9 months of 2025. This figure illustrates a strategic focus on providing financial solutions that make high-value products more accessible to customers.

Purchasing a phone or home appliance is typically a well-considered decision. Vietnamese retailers have successfully built trust through extensive store networks, omni-channel digital presence, and dedicated after-sales services. As a result, among surveyed Vietnamese consumers, the number of willing advocates significantly outpaces current shoppers. According to the report, this is a distinct characteristic of this sector, unseen in any other retail category in the ranking.

Robert Stockdill also noted that as AI agents begin to make purchasing decisions on behalf of consumers, they are likely to prioritize trusted brands. Consequently, brand trust becomes a valuable commercial asset. The rankings in the 2026 BCI not only affirm the reputation of Dien May Xanh and The Gioi Di Dong but also establish a foundation for both brands to lower customer acquisition costs, solidify their market leadership, and expand their regional footprint.