Brand - the foundation to promote Vietnamese goods export

Export is one of the three pillars of the economy, especially when Vietnam has signed, implemented and is negotiating 19 Free Trade Agreements (FTAs). In particular, brand is an important factor to make the export path of enterprises more favorable, at the same time "marking" Vietnamese goods on the world market.

Enterprises actively participate in domestic and foreign exhibitions to bring the brand closer to consumers.

Last week, the Ministry of Industry and Trade announced and awarded the National Brand title in 2024 to 359 products of 190 enterprises out of a total of more than 1,000 enterprises whose products participating in the program meet the criteria of the Vietnam National Brand Program. The Vietnam National Brand Program is a unique, long-term and specific trade promotion program of the Government, implemented since 2003, with the goal of promoting the development of national brands through supporting enterprises to build and develop strong brands in the market. Since 2008, every two years, the Program selects enterprises that achieve the National Brand. To develop the brand and bring Vietnamese goods to the world, along with the program to honor the national brand, the Ministry of Industry and Trade and related ministries and branches have had many activities and solutions such as: exhibition of domestic OCOP products; Organizing large exhibitions, attracting many domestic and foreign enterprises; organizing business delegations to survey the market, participate in international exhibitions; bringing Vietnamese products to booths, organizing exchange programs, exhibitions to promote Vietnamese goods, Vietnamese culture to international friends; promoting products, connecting enterprises with domestic and foreign distributors... However, building a Vietnamese brand in a "foreign land" is not an easy story, especially in the current e-commerce environment where there is too much competition. According to Mr. Pham The Cuong - Vietnam Trade Counselor in Indonesia - in order for Vietnamese goods to enter this market, Vietnamese enterprises need to connect with domestic distributors, access traditional grocery stores as well as large supermarket systems such as Hypermart, Carrefour Transmart, Giant... At the same time, enterprises need to participate in large international fairs and exhibitions in Indonesia to promote their brands and connect with large distributors. Enterprises also need to be fully prepared to face non-tariff barriers from the Indonesian market, because this is a highly protected market, such as requiring an import license, a Halal certificate issued by an Indonesian authority, and meeting Indonesian national standards... Sharing with reporters of Dai Doan Ket Newspaper, Ms. Luong Thanh Thuy - founder of Luong Gia Food Technology JSC, the Ohla brand specializing in exporting dried fruits - said that in the process of building product brands abroad, the company also encountered many difficulties, because in developed countries, with demanding customers, in addition to quality, design, and price, enterprises also need to pay attention to social responsibility. Enterprises need to maintain their commitments to partners and the host country, such as commitments on warranty, after-sales service, and social responsibility. There needs to be sharing through employee benefits policies - this is one of the points that foreign consumers are very interested in. One factor that helps build customer affection is the professionalism and standards from marketing staff to production staff, so that the products are made to the best. Enterprises also need to learn and grasp information, tastes, needs, and tastes of local consumers. Only when goods are popular and accepted can the brand develop strongly. Another issue that businesses pay less attention to is the issue of intellectual property rights. According to Dr. Khong Quoc Minh - Department of Intellectual Property, Ministry of Science and Technology - businesses today are not fully aware of intellectual property rights and the subjects of rights integrated into goods and services. Intellectual property rights for a product or service include inventions, designs, trademarks, trade secrets, and copyrights. These factors affect the product throughout the product development life cycle and are the basis for businesses to increase productivity, create new products, and promote commercial activities. Thereby, improving the competitiveness of businesses and products.

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