This paper aims to explore the impact of COVID-19 on consumer behavior and brand equity within the Vietnamese pharmaceutical industry. To collect empirical evidence, the quantitative and qualitative methods were used: (1) questionnaire before pandemic and (2) a focus group during pandemic. Result from questionnaire before pandemic shows that perceived quality becomes the most noticeable affecting on consumer behaviour of drugs’ label brand with positive attitudes toward prescription drugs, followed by other factors. There is no statistically significant difference in comparing the effects of product’s brand equity on consumer behaviour between urban and rural locations. The pandemic has caused significant shifts in consumer behavior within the pharmaceutical industry with the following sections outlining the various aspects of consumer behavior affected by the pandemic: health consciousness, technology adoption, price sensitivity, emphasizing perceived quality.