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| Brand building and development activities with the core being the National Brand Program have actively contributed to promoting the value of Vietnamese brands in recent years. (Source: Vinamilk) |
Recently, in an interview with the press about the impact and contribution of the Vietnam National Brand Program after 20 years of implementation (since 2002) to the goal of building and promoting the country's image, Minister of Industry and Trade Nguyen Hong Dien mentioned 3 positive results.
Firstly , after implementing the program, awareness of the meaning, role and necessity of building, developing and protecting brands at all levels, sectors, localities, the business community and society has been significantly enhanced.
This is reflected in the number of businesses and people interested in the Vietnam National Brand Program, through participation and interaction with specific activities of the Program, which has increased steadily over the years.
According to Mr. Dien, by 2022, the 8th selection period, there were 172 enterprises with products achieving the National Brand, an increase of nearly six times compared to 2008 - the first year that the Vietnam National Brand Program organized the selection of enterprises with products achieving the Vietnam National Brand.
With the support of the National Brand Program, many Vietnamese enterprises have realized the important role of brands and have seriously invested in building and developing product brands and corporate brands.
As a result, in the Top 50 Most Valuable Vietnamese Enterprise Brands in 2022, there are many enterprises with products achieving the Vietnam National Brand. If in 2018 there were only 14 Vietnam National Brand enterprises in the Top 50, accounting for 28%, after 5 years, this number has increased to 21 enterprises, accounting for 42%.
Notably, in the top 10 most valuable brands in Vietnam, the percentage of enterprises with products achieving the Vietnam National Brand title increased sharply from 20% in 2018 to 69.8% in 2023.
Second, Minister Nguyen Hong Dien stated that many Vietnamese export product brands have reached world stature.
Accordingly, in terms of product brand, Viettel is the only Vietnamese enterprise in the "Top 500 Most Valuable Brands in the World 2023" (Global 500) and ranked 234th. In addition, Viettel continues to maintain its No. 1 position in telecommunications brands in Southeast Asia and is in the top 3 most valuable brands in the region.
Vinamilk continues to maintain its 6th position in the top 10 most valuable dairy brands globally and the top 2 strongest global brands in the dairy industry according to Brand Finance's rankings.
Regarding industry brands, it is undeniable that Vietnam currently has many agricultural products that have affirmed their position in the international market (appearing in more than 200 countries and territories), such as: Pepper ranked 1st; rice, coffee, cassava ranked 2nd; seafood ranked 5th; tea ranked 7th...
Besides, durian, dragon fruit, orange, grapefruit... are also potential products with advantages, but recently they have been receiving attention to promote trade, build and develop brands in foreign markets.
Third, according to the head of the Industry and Trade sector, the value and position of the Vietnam National Brand and enterprises with products achieving the Vietnam National Brand have increased steadily over the years.
Brand building and development activities with the core being the National Brand Program have actively contributed to promoting the value of Vietnamese brands in recent years.
It is no coincidence that Brand Finance - a UK-based national brand valuation organization - assesses Vietnam as very active in building and developing a global national brand.
According to this Organization's assessment, despite the negative impacts of the Covid-19 pandemic and political conflicts around the world, Vietnam's National Brand is the national brand with the fastest growth rate in value in the world, with an increase of 74% in the period 2019-2022.
Minister Nguyen Hong Dien said that this is the result of the Government's efforts in reforming the investment and business environment, promoting import and export, and supporting product and business brands.
At the same time, it also affirms the solid leading position of the Vietnamese business community in maintaining high growth rates, both in terms of profit and revenue, maintaining the domestic market and developing the export market, despite facing many difficulties and challenges in the past time.
The Vietnam National Brand Program is a specific, long-term trade promotion program of the Government, approved by the Prime Minister in Decision No. 253/2003/QD-TTg dated November 25, 2003, in which the Ministry of Industry and Trade is assigned as the presiding agency, coordinating with ministries, branches, localities, industry associations and enterprises to organize implementation, with the goal of developing the National Brand through supporting enterprises to build and develop strong brands in the economy to promote the image of Vietnam as a country with quality goods and services, building prestige and enhancing the competitiveness of Vietnamese enterprises in the domestic and international markets. On October 8, 2019, the Prime Minister signed Decision No. 1320/QD-TTg approving the Vietnam National Brand Program from 2020 to 2030 with specific goals for this period and Decision No. 30/2019/QD-TTg promulgating the Regulation on building, managing and implementing the Vietnam National Brand Program. In addition, the Government and the Prime Minister also issued many relevant guiding, directing and operating documents assigning ministries/sectors, localities and industry associations based on their functions and tasks to coordinate with the Ministry of Industry and Trade to implement programs to build and develop industry brands in accordance with the import-export strategy or industry development strategy for each period, the orientation and goals of the Vietnam National Brand Program. |
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