Vietnam Airlines and the problem of building national brand strength
Báo Dân trí•25/11/2024
(Dan Tri) - Building a national brand in the aviation sector is necessary for Vietnam's development and integration into the world.
According to a report by the world's leading brand valuation consultancy Brand Finance, the value of Vietnam's national brand has increased from 141 billion USD in 2016 to 319 billion USD in 2020. In the period 2019-2023, Vietnam's national brand had a growth rate of 102%, reaching 498.13 billion USD in 2023, ranking 33rd out of 121 ranked national brands. In the context of globalization, national brand is not only a competitive factor but also an important tool to enhance the country's position in the international arena. In 2024, Vietnam Airlines continues to be one of 190 typical enterprises honored as National Brand. With the mission of a national airline, Vietnam Airlines is not only highly appreciated by customers for its professional, international-class services, but also loved for its efforts in sustainable development, active environmental protection and activities for the benefit of the community. Mr. Dang Anh Tuan - Deputy General Director of Vietnam Airlines said that since its early years of establishment, Vietnam Airlines has been oriented to become a pioneer in the development of the civil aviation industry, a spearhead of the economy, serving the socio-economic development of the country as well as an important bridge to connect Vietnam with the world. "Vietnam Airlines is not only a brand representative but also an important factor in enhancing the image of Vietnam in the international arena through integration and development in the global supply chain," Mr. Tuan shared. According to a representative of Vietnam Airlines, the image of a national airline is also promoting the culture and people of that country, so building a national brand in the aviation sector is necessary for the development and integration of Vietnam into the world. Vietnam Airlines aims to become a pioneer in the development of the civil aviation industry.Solutions to promote the role of National Brand Discussing the solution to promote the role of National Brand of Vietnam Airlines, contributing to improving national competitiveness, image and position of Vietnam in the international arena, Dr. Pham Vinh Thang, an independent economic expert, said that in addition to taking safety as the top goal and improving corporate governance capacity, maintaining a harmonious financial balance between the short term and long term in the direction of improving efficiency and sustainable development is one of the important requirements. On the basis of a clear recovery of the domestic market, many international flights have been resumed, Vietnam Airlines still faces the risk of post-pandemic cash flow deficit and is negatively affected by rising fuel prices, the recovery speed of the international market still has many risks. To overcome difficulties, the airline has made efforts to carry out comprehensive restructuring with an ecosystem of more than 30 businesses and units to recover and develop. Solutions in themselves are important and are the core to further promote the role of the national brand. However, in order to build Vietnam Airlines into a strong brand in the world with international competitiveness and to solve the challenges that are arising, Vietnam Airlines recommends that the Government soon approve the overall project of solutions to remove difficulties for the corporation due to the impact of the Covid-19 epidemic in the period of 2021-2025. At the same time, Vietnam Airlines recommends continuing to promote trade, tourism, promote national destinations and implement a relaxed entry policy, expanding the list of countries exempted from visas to attract tourists and business people to Vietnam. Investment in airport infrastructure is also an important condition for the development of the aviation industry, so it is necessary to accelerate projects connecting Long Thanh International Airport with the city center and building road and rail routes. The above solutions, if implemented synchronously, with a plan, roadmap and strict inspection and monitoring steps, will help Vietnam Airlines build a strong image, becoming a national brand with the ability to compete in the international market; contributing to improving the national competitiveness, image and position of Vietnam in the international arena. Vietnam Airlines has been recognized with many international awards for service quality, such as 5-star airline by APEX, Top 20 best airlines in the world by AirlineRating, Asia's leading airline brand by World Travel Awards. In addition, Vietnam Airlines actively participates in promoting Vietnamese culture, acting as a cultural ambassador of Vietnam abroad. In terms of scale, Vietnam Airlines currently has a rich international flight network with 91 routes (57 international routes and 34 domestic routes) to 54 destinations (32 international destinations and 22 domestic destinations). The airline continuously upgrades its fleet with the world's most modern aircraft, ensuring safety and high comfort such as the Boeing 787 and Airbus A350. Vietnam Airlines also actively participates in community support and social responsibility, helping to enhance its brand image in the eyes of the people and internationally.
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