Green branding - an inevitable trend
At the seminar, domestic and international experts shared the view that greening activities in brand building and development is becoming more and more popular, even a mandatory factor to keep up with the movements of the world market. Vietnam is no exception, sustainable growth factors including green brands are becoming the key to the country's economic development goals for the period 2021-2035.
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| Seminar "Positioning the Green Vietnam National Brand" |
Vietnamese enterprises are pioneering and making efforts to green production, gradually greening the brand. From the reality of TH Group, Ms. Hoang Thi Thanh Thuy - Head of the Coordination Board of Sustainable Development Project, shared: TH Group has laid the foundation for the clean fresh milk industry, while pioneering in green production, sustainable production and environmental protection.
In particular, TH Group applies advanced management software from production to processing and consumption imported from many developed countries in the world. In addition, the enterprise always has initiatives to reduce carbon emissions such as building renewable energy systems, which then circulate back to serve production. " We apply a green economic model on a sustainable economic foundation throughout the first days of the enterprise's establishment" - Ms. Thuy emphasized.
Not only TH Group, in recent times many Vietnamese enterprises have made rapid progress on the path of green production, positioning their brands with green elements and becoming known to the world, such as Vingroup Group with its electric cars and motorbikes. This activity is not simply to grasp the pace of development but according to experts, it is very brave because being a pioneer is always difficult, not to mention the huge investment capital required.
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| Mr. Tran Le Hong - Deputy Director of the Department of Intellectual Property: Green development is a vital factor for businesses, but it is not easy to implement because it requires comprehensive innovation in businesses from management. |
Emphasizing that technology in innovation is a necessary factor to help businesses transition to green production and successfully build green brands. Mr. Tran Le Hong - Deputy Director of the Department of Intellectual Property, Ministry of Science and Technology expressed: Green development is not only a social responsibility but also a vital factor for businesses in the current context.
However, according to Mr. Tran Le Hong, this is not easy to do, because it requires comprehensive innovation in the enterprise from administration, product development, production management to business. "Without new technology, it is almost impossible. " Successful enterprises are enterprises that constantly innovate and follow green, environmentally friendly production directions " - Mr. Hong emphasized.
The mutual relationship between the National Brand and the corporate brand and product brand was also a factor that was hotly discussed at the seminar. Accordingly, the use of the identity and logo of the Vietnam National Brand Program is very necessary in promoting the brand of the enterprise in the domestic and foreign markets.
“ Using the national brand identity and logo to promote the company’s products is very good, but it is not easy because it must meet strict standards on production quality and business ethics. Therefore, the national brand identity and logo is always a sure guarantee and prestige for the company, ” said Ms. Thuy.
Regarding this, Mr. Hoang Minh Chien - Deputy Director of the Department of Trade Promotion, Ministry of Industry and Trade shared more: The guarantee of the logo as well as the identity of Vietnam National Brand brings to businesses is a guarantee from the Government, so it has high prestige and is certainly effective in enhancing the brand recognition of businesses in the market.
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| Mr. Hoang Minh Chien - Deputy Director of the Trade Promotion Department: The Trade Promotion Department will have a plan to coordinate with the business community to build a national brand identity for Vietnam. |
Need the cooperation of the whole community
However, Mr. Hoang Minh Chien also said that not all businesses are aware of the importance of using and integrating the logo and identity of Vietnam National Brand into building and developing their brand, especially for businesses that are new to the Vietnam National Brand Program.
The leader of the Trade Promotion Agency also informed: In building and positioning green brands, the roles of the State, enterprises and products are equally important. The State creates policies, enterprises realize policies through products, combined with their own efforts to successfully build the brand of the enterprise. From many strong brands of enterprises, the Vietnamese National Brand has been created with great influence in the world.
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| Sharing at the seminar, experts said that brand identity always needs attention. |
Building a brand, especially a green brand, is always a difficult problem that requires investment and research. With international experience, Mr. Alex Haigh, CEO of Brand Finence Asia - Pacific, said: Vietnam needs to build and convey a unique story as a path to attract the world to know Vietnam. But the story should not be too broad but focus on the green factor and Vietnam's efforts for sustainable growth. At the same time, it is necessary to anticipate the roadmap, difficulties and challenges to have solutions. " There have been cases where countries were too ambitious about green growth without anticipating all the consequences that led to the collapse of the economy " - Mr. Alex Haigh informed.
Based on the survey results of 8 industries with 500 businesses, Mr. Robert McClelland, Head of Business School, RMIT University, advised that to successfully build a green and sustainable brand, businesses need to do a good job of market research; identify competitive advantages in terms of green and sustainability; shape the brand mission; provide directions for brand development domestically and internationally; and implement effective marketing.
Besides, brand identity always needs attention, the consistency of the identity system and improving the effectiveness of identity through communication are very important.
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Photo exhibition of Vietnam National Achievements |
Faced with the challenges and needs of building green brands, on the part of the state management agency, Mr. Hoang Minh Chien said that in the near future, the Trade Promotion Agency will have a plan to coordinate with the business community to build a Vietnam National Brand identity. "This identity will be common to the entire Vietnam National Brand Program, so we look forward to the joint support of the business community," Mr. Chien emphasized.
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