Ho Chi Minh City has just honored 29 enterprises with the Gold Brand in 2024. Of which, Vinamilk was honored as the Gold Brand, 5 consecutive years, and also the Sustainable Gold Brand. Previously, Vinamilk also received 2 first prizes at the Van Xuan Awards for innovation in advertising and communication for the categories of TVC and the campaign to launch Vinamilk Green Farm Fresh Milk.

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Mr. Do Thanh Tuan - Director of External Relations of Vinamilk (middle) received the Golden Brand 2024 award. Photo: Vinamilk

Opening the spring of 2025 with awards, Mr. Nguyen Quang Tri - Marketing Executive Director of Vinamilk shared about the company's brand renewal strategy.

Every creation and innovation is "for the customer"

- After more than a year and a half of "renewing itself", what is the core factor that helped Vinamilk successfully reposition its brand?

The core factor that helps Vinamilk successfully reposition its brand is that all creations and innovations have the sole purpose of serving consumers - "For customers" with the mission of "care". This is Vinamilk's legacy in nearly 50 years of existence and development. We care for many generations of consumers with high-quality nutrition, that is something that has not changed. Now, we continue to innovate to upgrade and expand product lines to suit more consumer groups, as the trend of personalization is increasing. And "care" is always there and is spreading more and more.

Therefore, the criteria for Vinamilk's brand repositioning strategy also revolve around this core mission. We reposition the brand with the criteria: Repositioning to suit the new generation of consumers with a brand identity that brings new, youthful energy. Repositioning for a global vision and choosing the "international class" positioning to emphasize to consumers that Vinamilk products can compete with the world's leading brands. At the same time, we reposition to stand out and be different.

Vinamilk's rebranding balances traditional and modern, nostalgic and progressive; bold yet warm; and Vietnamese and global.

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Mr. Nguyen Quang Tri affirmed that the core value of brand innovation is "For customers". Photo: Vinamilk

- How have those changes impacted the brand value of the business?

According to a survey conducted by Ipsos - the world's third largest market research company, headquartered in France, in 2024, 73% of consumers commented that Vinamilk's brand is innovative and creative, while 58% appreciated the brand's premium quality. Both of these important indicators increased significantly compared to the pre-repositioning period. This is a very positive initial result and in line with Vinamilk's strategic direction.

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Consumer reviews of Vinamilk's new brand image

With Vinamilk's nearly 50-year journey, present in 62 countries, we clearly see that innovation and creativity will help increase the value of domestic goods and services and expand exports, enhancing the competitive advantage of businesses and Vietnamese brands in the international market.

Carry out the mission of "caring"

- Along with the change in brand identity, what can consumers expect from the "new world" of the dairy giant Vinamilk?

July 2023 marked a strong restructuring of Vinamilk by launching a new brand identity. Up to now, most of Vinamilk's products have been "renovated"; as well as constantly improving quality, applying new technology to create breakthroughs for the products. More than 125 products have been innovated in one year. We are striving so that every time consumers come to Vinamilk, they will always have surprises.

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On average, in 2024, Vinamilk will introduce a new product to the market every 2 days. Photo: Vinamilk

In addition to developing and launching new products, Vinamilk also communicates to persuade and guide consumers to expand the purpose and occasion of using the products creatively such as mixing, cooking, etc. At the same time, promoting products in a personalized direction, meeting the specific nutritional needs of consumers such as high-protein nut milk, high-protein lactose-free fresh milk, nutritional milk for the elderly, soft drinks with high nutritional value, supplemented with hydrolyzed collagen, etc.

Equally important is the user experience from offline to online. Vinamilk will continue to innovate the way it interacts, connects with users on multiple platforms, multi-touch points and personalizes in a more youthful way, bringing a breath of modern lifestyle but still accompanying loyal consumers.

- As a Vietnamese National Brand and Ho Chi Minh City Golden Brand, what is Vinamilk's message for development in the new era?

Vinamilk has always set its mission as "caring" for a Vietnam that is rising in the new era.

We believe that everyone has the right to access high-quality, world-class nutrition to care for themselves and their loved ones. Vinamilk is striving to bring high-quality, world-class nutrition products to consumers in Vietnam and to the world.

The value of brands will also contribute to the overall national brand. Especially brands that have the ability to lead and create trends. In the era of expansion, I believe that there will be more Vietnamese brands reaching out to the international market.

- If you ask me what are the 3 keywords that businesses need to equip themselves with to adapt, innovate and develop sustainably, what are they?

The three keywords that Vinamilk chose are: For customers, Always progressive and Determined.

Tu Uyen