Vietnam National Brand: Pride and Aspiration

April 20th is chosen as Vietnam Brand Day every year - a special occasion not only to look back on the development journey of Vietnam's national brand but also a time to arouse pride and responsibility in each organization, business and individual... In the context of fierce globalization and competition, brand value is not only an economic figure but also a mirror reflecting the position and prestige of a country in the international arena.

Vietnam's national brand value: Rising strongly

In recent years, Vietnam has continuously made a positive mark on the world economic map with an impressive growth rate in national brand value. According to the Brand Finance Report - the world's leading brand valuation organization - in 2024, the value of Vietnam's national brand reached 507 billion USD, an increase of 4.6% compared to 2023, helping Vietnam move up one rank, ranking 32nd globally.

Top 10 valuable brands in 2024. (Source: Tctctt)

The sustainable growth rate of Vietnam's national brand value in recent years is not accidental, but the result of stable macroeconomic management, strong institutional reform, and especially efforts in brand building at the national level led by the Ministry of Industry and Trade through the Vietnam National Brand Program (Vietnam Value).

The special feature of Vietnam's national brand is the harmonious combination of economic strength, institutional prestige and national cultural values. This is the foundation for the country's image to become more attractive in the eyes of global investors, partners and consumers.

The role of the Ministry of Industry and Trade and the National Brand Program

Since 2003, the Vietnam National Brand Program has become a pillar in the strategy to elevate the position of Vietnamese goods in the international arena. The National Brand is a program assigned by the Government to the Ministry of Industry and Trade to directly preside over. The program is not only a tool to select and honor typical products but also plays a leading role in thinking about building and developing a systematic brand according to international standards.

Prime Minister Pham Minh Chinh and Minister of Industry and Trade Nguyen Hong Dien took photos with representatives of enterprises whose products achieved the Vietnam National Brand 2024.

In 2024, according to the announced results, there were 126 enterprises with 321 products achieving the Vietnam National Brand. This is not just a number but a vivid proof of the spread of professional branding thinking in the Vietnamese business community. These enterprises have constantly innovated, improved quality and maintained sustainability - the core criteria of the National Brand Program.

The Ministry of Industry and Trade does not stop at selecting brands but also promotes business support activities: from communication, brand strategy consulting, to expanding export markets and affirming its position in key markets...

Brand – soft power of the nation

In a global and integrated economy, where product quality and price are no longer the only advantages, brand value becomes an extremely important "soft power". A strong national brand will support goods, services and corporate image more effectively than any other marketing tool.

Therefore, many developed countries have considered national branding as part of their long-term economic development strategy. They invest national budgets in image recognition programs, national promotion, and support domestic brands to reach out to the world. From Korea with the image of "Korea Premium" to Japan with "Cool Japan", or Germany with "Made in Germany" - all prove that national branding is a national asset.

Vietnam is not outside this trend. The continuous improvement in brand rankings shows that the international community increasingly recognizes Vietnam as a stable, trustworthy country with production, creativity and innovation capacity. This not only brings economic benefits, but also contributes to shaping the position, enhancing soft influence and consolidating international trust in Vietnam.

Behind the value of a national brand are the tireless efforts of businesses, founders, workers on the production line, research experts and every Vietnamese consumer. Each product that brings the Vietnamese brand to the world contains passion, creativity and aspiration to rise.

Proud that Vietnam has internationally recognized brands. But that pride must go hand in hand with the responsibility of preserving and enhancing the brand.

The first responsibility belongs to the enterprise: The brand must be considered a vital asset, a commitment to customers and a symbol of the country. Technological innovation, quality improvement, information transparency and sustainable development - these are indispensable steps for Vietnamese enterprises to continue to assert themselves.

The responsibility of building a national brand lies with each organization, individual and enterprise. Photo: TCKTVN

The next responsibility lies with organizations and state management agencies, which need to create more favorable conditions for the business environment, legal framework, and policies to support brand building. At the same time, it is necessary to promote national communications, promote products and the country's image in a systematic and professional manner.

Ultimately, the responsibility belongs to every Vietnamese citizen – smart consumers, those who share the value of Vietnamese brands through concrete actions: prioritizing the use of Vietnamese products, spreading Vietnamese stories, and together protecting the national reputation in each product and service...

Brand value is not only an economic measure, but also a source of national pride. From traditional brands to technology startups, from labor to national strategy – all are pieces that create the image of a dynamic, trustworthy and unique Vietnam.

Linh Nhi

Source: https://congthuong.vn/thuong-hieu-quoc-gia-viet-nam-tu-hao-va-khat-vong-383955.html