The Golden Brand Award has motivated businesses to enhance their brand value and reputation. Many businesses have taken advantage of this opportunity to improve their products and services, meet consumer trends and expand their markets...
Products of Vietnam Dairy Products Joint Stock Company are widely used by people - Photo: QUANG DINH
Mr. Bui Ta Hoang Vu, Director of the Department of Industry and Trade of Ho Chi Minh City, affirmed this when talking to us about the Ho Chi Minh City Golden Brand Award 2024 with the theme "Innovation and Sustainability", which will be awarded to 29 Ho Chi Minh City enterprises on January 3.
Mr. Vu said: This year's Golden Brand Award emphasizes the criteria of innovation, digital transformation and sustainable development, aiming to support businesses not only to enhance brand value but also to expand international markets.
* What changes have been made in the criteria for evaluating and selecting the winning brands this year compared to previous years, especially in the context of the country entering an era of innovation, sir?
Mr. Bui Ta Hoang Vu, Director of Ho Chi Minh City Department of Industry and Trade - Photo: QUANG DINH
- To achieve the 5th Ho Chi Minh City Golden Brand in 2024, businesses must meet a series of criteria such as transparency and compliance with the law, business ethics, human resources policies, business performance, management system and brand coverage, quality and safety...
In particular, the award promotes innovation, green transformation, and digital transformation of businesses.
Over the years, the program has made many adjustments to its criteria to suit the context of innovation and aims to support brands to develop internationally.
This year the three main criteria are business results (40%), innovation (30%) and sustainability (30%).
The highlight is increasing the weight for innovation and sustainable development, encouraging businesses to apply technology, protect the environment and demonstrate social responsibility.
Business results are no longer the only criteria, but also need to demonstrate long-term strategy, international integration capacity and valuable contributions to the community.
* After the previous 4 awards, in your opinion, what positive impact has this award had on the operations of the winning businesses?
- In 2023, Golden Brand enterprises will have revenue of nearly 259,000 billion VND, with a scale of 93,740 employees, after-tax profit of more than 29,000 billion VND, contributing to the state budget of more than 11,500 billion VND.
In my opinion, the award has motivated businesses to enhance brand value and reputation through promoting innovation and sustainable development.
Many businesses have taken advantage of this opportunity to improve products and services, meet consumer trends and expand markets, contributing to the overall economic development of the city.
In addition to honoring outstanding brands, the award also creates a forum for businesses to share experiences, learn from each other and cooperate for development, thereby improving competitiveness and affirming their position in the domestic and international markets.
* Does the program have any activities to raise consumer awareness of the value of Vietnamese brands, especially in the export sector?
- Award-winning businesses will be recognized and widely communicated through media channels, events, exhibitions, and seminars; creating opportunities to exchange and cooperate with domestic and foreign partners, thereby increasing the presence and reputation of Vietnamese brands, especially in potential export markets.
In addition, the program also focuses on developing sustainable brands, encouraging businesses to maintain their commitment to quality and social responsibility, thereby building consumer trust in Vietnamese products.
Furthermore, this award is also part of the strategy to support Vietnamese enterprises to expand their markets and increase international competitiveness, helping Vietnamese brands become a reliable choice for domestic and foreign consumers.
* In your opinion, how can Vietnamese brands not only be loved domestically but also create a strong impression in the international market?
- Building a clear brand development strategy that is in line with global consumer trends is essential.
We all understand that branding is not just about product quality, but also about creating a strong, consistent and recognizable brand image in the global market.
Vietnamese enterprises need to focus on researching and applying international standards on quality, safety and sustainability in their products. Another important factor is to strengthen marketing activities and promote their brands to the world.
To enhance the value and scale of the award in the coming years, we identify the need for innovations in line with the trend of international integration, strengthening promotion and communication not only domestically but also internationally, helping award-winning businesses have the opportunity to expand their markets.
In addition, the program is considering expanding the award criteria to include factors such as creativity, technological innovation, social responsibility and corporate sustainability.
In addition, connecting with international organizations and partners and organizing international exchange events will help Vietnamese brands and Ho Chi Minh City brands expand their influence and increase opportunities for cooperation and development in global markets.
* What specific policies or plans does the Ho Chi Minh City Department of Industry and Trade have to support local businesses in innovation and building strong brands in the international market?
- Last year, a number of businesses were supported to participate in the IMTS 2024 international exhibition in the US - where they can display products, trade and seek investment cooperation opportunities, thereby expanding the market and developing global brands.
There will certainly be more activities to support award-winning businesses, focusing on enhancing brand value, training human resources and creating international networking opportunities.
One of the important activities is to organize the "Brand Development" forum, with the aim of enhancing sustainable brand value for businesses, helping them reposition their brands, restructure and develop sustainable brand strategies.
In parallel, a human resource training program will be organized to provide short-term courses on issues such as brand value, sustainable development and branding strategy.
We also support proactive communication organizations on press channels, coordinate with Tuoi Tre newspaper to implement the program "Walk with the brand: Walk and Talk", and carry out special reports on media channels.
"Innovation to thrive in the new era"
The Ho Chi Minh City Golden Brand Award is an annual event organized by the Ho Chi Minh City Department of Industry and Trade in collaboration with Saigon Economic Magazine, to honor outstanding product and service brands, contributing to the formation of strong brands with the ability to lead in each field and industry.
Ho Chi Minh City Golden Brand 2024 is an event to honor the efforts of local businesses that have made many contributions to the city's economic development and have the ability to lead in each field and industry... and will take place on January 3, 2025 at Gem Center (District 1, Ho Chi Minh City).
The series of activities began with the opening ceremony of the Ho Chi Minh City Golden Brand Festival and the workshop "Innovation to thrive in the new era".
The workshop was attended by many experts and famous businesses to discuss the story of innovation and development of Vietnamese brands. The guests focused on exploiting the topic revolving around new and breakthrough business strategies through the real stories of some typical businesses.
The workshop is also a special activity to open the program series "Walk with the brand: Walk & Talk" season 3 in 2025, organized by the Department of Industry and Trade of Ho Chi Minh City and Tuoi Tre newspaper in coordination with CSMO Vietnam and other units.
In the afternoon of the same day, there will be a series of talks on Ho Chi Minh City Golden Brand: "Promoting dual transformation for sustainable development" and the 5th Ho Chi Minh City Golden Brand Award ceremony in 2024.
5 years, 96 businesses honored
According to Mr. Bui Ta Hoang Vu, the award organizing committee also cooperated with Kantar Vietnam, an independent market research company, to conduct a consumer survey on the brand recognition level of participating businesses.
Based on the results of the consumer survey and the voting results of the voting council, Ho Chi Minh City decided to recognize 29 enterprises that won the Ho Chi Minh City Golden Brand Award in 2024.
Accordingly, 19 enterprises won the award for the third time. The 2024 Golden Brand enterprises are enterprises with leading brands in many typical fields and industries such as mechanics, consumer goods manufacturing, garment, food processing, services...
Thus, over the past 5 years, the award has honored 96 businesses, including new brands and brands with a history of more than 100 years, reflecting the diversity and development of Ho Chi Minh City's economy.
Source: https://tuoitre.vn/thuong-hieu-vang-tp-hcm-dong-luc-nang-cao-uy-tin-thuong-hieu-20250103085433008.htm
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