Vietnam is considered a bright spot in building and developing National Brand.

Need leading businesses

In recent years, Vietnam has not only been assessed by the world as a bright spot in the economic recovery picture but also in building and developing the national brand. This is the result of the efforts of more than 20 years from the Party's correct policies and guidelines, the Government's drastic and close direction and management, as well as the efforts of the Ministry of Industry and Trade and associations, industries and enterprises in realizing the orientation of the Vietnam National Brand Program in Decision No. 253/2003/QD-TTg dated November 25, 2003 approved by the Prime Minister.

Sharing about the results achieved from the Vietnam National Brand Program at the seminar, Mr. Ta Manh Cuong - Head of the Department of Trade Promotion Capacity Development (Ministry of Industry and Trade) said that up to now, the National Brand Program was issued by the Prime Minister in 2003 and has been implemented for 20 years. Over the past 21 years, we have been the standing agency of the Vietnam National Brand Program (Ministry of Industry and Trade) and have coordinated with ministries, branches, localities, associations, enterprises and press agencies to implement many activities, regularly and continuously.

Speakers attending the Seminar on Enhancing the Value of Vietnam's National Brand in the Global Trade "Playground" organized by the Industry and Trade Newspaper

Up to now, through summary and evaluation, Vietnam has had many certain achievements. The major bright spots that can be seen are: First, the most important is the awareness of the necessity and effectiveness in building and developing brands for production, business and investment of enterprises. From that awareness, all levels and sectors have issued many programs and projects to support enterprises. Enterprises and associations also accompany the program to organize and implement many activities to build their brands. Therefore, through statistics, every year, the number of participating enterprises is increasing.

"Since 2008 - the first time we selected national product brands, 30 enterprises were recognized as national brands. However, after 8 selection periods, in 2022, Vietnam had 172 enterprises - a 6-fold increase. The number of enterprises registering to participate is up to thousands, because of the program's very strict criteria system" - Mr. Cuong said.

However, according to Mr. Cuong, the number of participating businesses is still limited, so we must continue to raise awareness for the business community to accompany the program, promote core values ​​to continue to implement more effectively.

The second achievement, which can be clearly seen in the current global arena, is that Vietnam has big brands that are recognized by the world. For example, Vinamilk is one of the five most sustainable brands in the world.

According to the WTO, Vietnam has 20 products and industries in the world's top 10 in terms of export turnover. This export turnover is only at the B2B level but is also imported and consumed by more than 200 countries in the world.

The third achievement is that product brands in the industry contribute to creating national brand value. We have continuously had double-digit growth rates in the past 5 years and recorded an increase of more than 100%. That is truly a telling number.

"I think, first of all, thanks to the National Brand Program and many other programs of the Government, ministries, branches, and localities working together to build and develop product and industry brands," said Mr. Cuong.

Mr. Ta Manh Cuong - Head of Trade Promotion Capacity Development Department (Ministry of Industry and Trade)

In addition to the achieved results, it can be seen that the quantity and quality of National Brands are still limited, especially for small and medium enterprises. Currently, enterprises are facing many difficulties in building brands due to external impacts such as Covid-19, geopolitics, and competition between brands, so it may take small and medium enterprises a few years to catch up with them," said Mr. Cuong.

One of the reasons stems from the fact that, with limited resources and current business awareness, many businesses still consider branding as a cost-cutting expense, rather than an investment in building a sustainable brand.

Besides, with limited support from the State, business branding has not created any breakthroughs, except for some brands with special strengths.

Enhance national brand strength in quality

Assessing the quantity and quality of current National Brands, economic expert Dinh Trong Thinh said that over the past 21 years, with the efforts of enterprises and the support of issuing agencies such as the Ministry of Industry and Trade, the Department of Intellectual Property as well as relevant agencies, the movement to build the National Brand program has become one of the strong movements that enterprises in the national economy are aiming for. In the early stages from 2003 to 2015, we had very few, but now we have about 150 national brands.

The increase in both quantity and value shows that the corporate brand is growing significantly. However, we need to emphasize 3 factors: First, businesses need to enhance the national brand to be strong in quality. Accordingly, a national brand must identify the quality of new products to demonstrate that the brand exists reasonably and is deeply ingrained in the mind as well as entering the international consumer market.

Second, innovation is one of the fundamental issues for brands to upgrade quality and satisfy the needs and demands of consumers. In particular, innovation is considered an important factor for brands to build and develop their own brands in the international arena.

Third, the pioneering capacity, how to make enterprises become the ones who bring out new designs and models as well as pioneer and guide the consumption trends of society. That is the factor that makes an enterprise able to survive for a long time and develop strongly in a market that is too diverse and has many other big names. We have a National Brand, which will bring many benefits, many products will be upgraded, export will be favorable, contributing to increasing the value of the enterprise.

Ms. Dinh Hoai Giang - General Director of Secoin Construction Materials Joint Stock Company shared at the seminar

Thanks to the support of the National Brand, Secoin Construction Materials Joint Stock Company's products have increasingly positioned themselves not only domestically but also internationally. Sharing about the values ​​brought by the certification, Ms. Dinh Hoai Giang - General Director of Secoin Construction Materials Joint Stock Company said that the company is always deeply aware that building and developing a brand is not only a story about product quality but also a way for businesses to convey their values ​​to customers and partners.

"The National Brand Program has helped Secoin gain a stronger foundation to position its brand in both domestic and international markets. Being recognized as a National Brand has created greater trust from partners, especially international partners, when we work with them on exports and development cooperation," Ms. Giang emphasized.

According to Ms. Giang: "We believe that the value of a brand lies not only in the product but also in the ability to accompany consumers, providing solutions that are in line with sustainable development trends."

Source: https://congthuong.vn/viet-nam-duoc-danh-gia-la-diem-sang-trong-xay-dung-va-phat-trien-thuong-hieu-quoc-gia-348770.html