Brand recognition is always an issue that many businesses are concerned about in the context of increasingly fierce market competition like today. Economic integration will be an opportunity for businesses, especially Vietnamese businesses that are vulnerable to competition, to boldly transform.
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| Consumers choose to buy Vietnamese sauces and spices at a supermarket in Bien Hoa City. Photo: Hai Ha |
In particular, when the environment, customs, and habits of consumers using media change, it is also the most appropriate time for businesses and brands to bring new winds and new values to increasingly assert themselves.
* Change to transform
Creating or changing a brand identity is an important move for businesses to prepare for turning points in operations and implement synchronous strategies such as digital transformation in business, marketing, human resources, etc. In addition to price, product quality, and service, corporations and businesses must create an impressive brand identity with specific, different ideas that are both easy to remember and express their own identity and convey the core values of the business brand. The brand identity system will be most effective when it is highly popular.
Recently in July, the nearly 50-year-old Vietnamese dairy brand Vinamilk "changed its look" through a new design, font, logo, and color, creating a great impression on consumers nationwide. The new identity was then updated across the entire Vinamilk system, including: website, online sales channels, retail points, store systems, and brand publications on product packaging. The combination of the above factors helps the Vinamilk brand optimize operational efficiency, become closer to the market, and create an exciting, modern experience for users.
Ms. Chau Ngoc Anh (Buu Long Ward, Bien Hoa City) said that she often consults and chooses many Vietnamese consumer products and cosmetics in supermarkets, shopping malls, specialized stores, etc., as well as online markets. According to her, in a diverse business market with many domestic and foreign supply sources, identifying a brand that stands out from other brands in the same segment is extremely important. This helps businesses and brands to "cover" widely, increase sales revenue and become more professional.
“Recently, the Vietnamese market has witnessed the “transformation” of a milk brand associated with the childhood of many Vietnamese people, Vinamilk. In addition to bringing excitement and catching up with trends in the online community, this “new look” also demonstrates the effort to reposition, marking a step forward for a long-standing Vietnamese brand like Vinamilk to modernize the experience, continuing to expand the mission of improving product quality for many Vietnamese consumers based on continuing traditional values” - Ms. Ngoc Anh shared.
* Enhance professionalism
Whether a business is large or small, long-standing or newly established, brand identity is an extremely important key to help customers recognize and remember the brand, products and business. Brand identity is also a means of communication between customers and businesses, helping to increase sales productivity and demonstrate professionalism and efficiency.
Building a brand is difficult, maintaining and sustaining the brand in the context of fierce competition in the market as today is even more difficult, requiring businesses to proactively change their thinking, seize opportunities and create their own mark in the integration process.
| Many experts believe that although many local enterprises have identified a development strategy, they lack resources and capital to develop their brands. Therefore, in order to continue writing brand stories, in addition to the initiative of enterprises, there is a great need for additional programs, mechanisms and support policies from the State and local authorities. |
In Dong Nai, in recent years, many product brands have been welcomed by consumers such as: Bien Hoa Sugar (Bien Hoa Sugar Joint Stock Company), Lothamilk (Lothamilk Joint Stock Company), Vinacafé (Vinacafé Bien Hoa Joint Stock Company), Donafoods (Agricultural and Food Processing and Import-Export Joint Stock Company), Donagamex (Dong Nai Garment Corporation Joint Stock Company), Donasa (Dong Nai Paint Joint Stock Company), Bibica (Bibica Joint Stock Company), GCfood (GC Food Joint Stock Company), Casumina, Dong Nai Battery, Nam Long, Trong Duc Cacao...
Director of Trong Duc Cacao Company Limited (Dinh Quan District) Dang Tuong Khanh said that the company always pays attention to developing brand values in a professional direction, actively expanding product promotion channels, promoting trade connections, developing marketing channels, contributing to enhancing brand recognition to consumers.
Representatives of many supermarkets and shopping centers in the province said that Vietnamese goods have gradually adapted to the changing needs of consumers' shopping habits. In particular, many domestic enterprises have paid more attention to brand identity, increased marketing channels, promotional programs, and communication event chains to expand the brand's "coverage" to more consumers.
Vice Chairman of the Provincial Vietnam Fatherland Front Committee, Deputy Head of the Standing Committee of the Provincial Steering Committee for the Campaign Vietnamese People Prioritize Using Vietnamese Goods (Provincial Steering Committee 264) Vu Dinh Trung emphasized that through many surveys of consumers in the province, the issue of brand and reputation of products is one of the factors affecting consumers' shopping psychology. In the coming time, members of the Provincial Steering Committee 264 will continue to promote propaganda activities on the campaign Vietnamese People Prioritize Using Vietnamese Goods. In particular, promoting information activities on prestigious Vietnamese products and brands, bringing quality Vietnamese products, typical and outstanding local products closer to consumers in the province.
Hoang Hai
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