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_The building of a national brand is an important launching pad to increase the competitiveness of Vietnamese enterprises in the world rankings._

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_Products certified high quality Vietnamese goods are increasingly recognized in the domestic, regional and world markets._

The issue of building a national brand in general, and a Vietnamese national brand in particular, has been a concern of the Government, ministries, sectors, localities, and the business community in recent years, with many activities having been implemented.  

A key initiative is the Vietnam National Brand Program, set up in 2020 until 2030, which organises the annual Vietnam National Brand Week - Golden Brand Program in Ho Chi Minh City. 

**Enhancing national brand**

The Vietnam National Brand Program is determined to build the image of Vietnam as a country with a reputation for high-quality goods and services, increasing pride and interest for the country and people of Vietnam, contributing to the promotion of foreign trade development and improving national competitiveness. 

At this stage, the program is determined to focus on building and developing Vietnamese brands associated with the positive and outstanding values of product brands which contributes to increase the value of Vietnam’s national brand by an average of 2-% per year, according to the statistics and evaluations of prestigious ranking organisations in the world.  More than 1,000 products have achieved the national brand of Vietnam, 90% of businesses across the country are aware of the role of product brands in production, business, investment, etc. 

At the Vietnam National Brand Week during the end of April, Mr. Do Thang Hai, Deputy Minister of Industry and Trade, said that Vietnam is in the spotlight thanks to the remarkable increase in the national brand value, for both economic and social areas, as well as prestige and position improving in the international arena. 

In this context, building a national brand is an important launching pad to increase the competitiveness of Vietnamese enterprises in the world rankings.  

At the local level, Ho Chi Minh City has had many activities to support and promote branding for business, Mr. Phan Van Mai,Chairman of the Ho Chi Minh City People’s Committee, said, the brand of the business is also the brand of the city - They are not separate from each other.

Ho Chi Minh City’s government always focuses on creating favourable conditions for business to promote digital transformation and digital economy, prioritising investment in the development of infrastructure systems, especially logistics infrastructure, reducing transaction costs to improve competitiveness for businesses so that the business’s brand name grows and shines more and more, contributing tom promote sustainable city economic development. 

Ho Chi Minh City’s government commits to accompany and support more for the promotion and development of the brand’s products and services of enterprises, implementing a practical development plan for the Golden Brand of Ho Chi Minh City, such as creating availability for diverse resources, removing barriers in good circulation, and creating the most favourable investment environment for businesses.,” shared Mr. Phan Van Mai. 

After 26 years of implementation, the program for consumers to vote for Vietnamese high-quality goods annually, organised by the Association of High-Quality Vietnamese Goods Enterprises, has become a ‘launch pad’ for businesses to improve product quality and corporate branding.  

Thereby, products with certification marks of high quality Vietnamese goods are increasing trusted in domestic, regional, and international markets.  

Mrs. Vu Kim Hanh, Chairman of the Business Association of High-Quality Vietnamese Goods, said that, in the face of globalisation the business community entered a period of deeper integration with many competitive challenges giving the program of choosing high quality Vietnamese goods a new mission.

Notably, protecting the legitimate interests of consumers through the manufacturer’s commitment to comply with quality standards, encouraging enterprises to meet Vietnamese and international standard requirements. 

**Creating a launch pad for businesses**

Citing some successful lessons from Asian countries in building and strengthening national brands recently, Ms. Tran Tue Tri, Brand Director of AVSE Global said Japan is a prime example on environmental friendliness and Covid-19 pandemic measures.

At the Tokyo 2020 Olympics, Japan stated the measurement index goal for their waste reduction called upon the Hydrogen community to implement a 3R strategy (Reduce, Reuse, Recycle).  Using medals made of renewable materials has helped Japan make a good impression on the world and contribute to building a national brand. 

Similarly, Dubai (United Arab Emirates) is considered a leading example of a city promoting tourism after managing to control Covid-19 impact to the country.

“The have implemented a recovery strategy with extremely close coordination between the Government and stakeholders to prioritise the recovery of the domestic market tourism industry and create the basis for welcoming international tourists in July 2020. 

Dubai is focused on delivering an exceptional travel experience to international visitors while prioritizing the safety of travellersat every stage and touchpoint of their journey.” explained Ms. Tran Tue Tri. 

From these examples, according to Ms. Tran Tue Tru, Vietnam can learn a number of things such as improving the quality of life, namely health and education, promote sustainable development, tourism recovery and development, and building Vietnamese brands with international influence.  This is a golden opportunity for Vietnam in developing a national brand to become a solid launch pad for Vietnamese businesses in the future."

Brand is not just a logo or an advertisement, but branding must always start from a very clear understanding of the positioning of each product, organization, person, or country. 

“A good national brand also needs to convey an authentic, direct, and unique message that is distinct and sustainable in the long term.” - analyzed by Ms. Tran Tue Tri. 

The Ministry of Industry and Trade affirmed that, in the past 3 years, the ranking value of Vietnam’s national brand has continuously improved and is in the group of strong brands according to an assessment report from Brand Finance - the world’s leading corporation on brand assessment of countries - thanks to the Government’s efforts to promote economic growth, including the significant contribution of the Vietnam National Brand Program. 

According to a report from Brance Finance in 2021, Vietnam's national brand value is predicted to increase by 21.6% (vs. 2020) to USD$ 388 billion, still maintaining the 33rd position in the world despite the complicated Covid-19 situation.  In the context that Vietnam is currently one of the 10 economies with the largest market openness in the world, the ratio of import and export to GDP has increased continuously over the years.  

This is a huge launch pad to increase the competitiveness of Vietnamese enterprises in the world rankings.  Vietnam is considered to be in the spotlight thanks to the remarkable increase in the national brand value along with the achieved socio-economic results, affirming its prestige and increasing position in the international arena.  At the same time, it shows the initiative and stature of Vietnam in international integration. 

According to Ms. Vu Kim Hanh, in this current setting, the program to vote for Vietnamese high-quality goods needs to meet the spirit of higher quality Vietnamese goods as well given consumers are more demanding and requiring goods to be asymptotically in terms of quality with goods in the region and the world. 

This affirms that the “spirit of Vietnamese goods” must be reflected in an effort to reach the international level by a series of requirements such as from the Free Trade Agreement (FTA) that Vietnam has signed. 

From the successful practices of many countries, as well as her own research, Ms. Tran Tue Tri believes that a strong national brand will create a positive perception for people and the international community about that country, transforming advantages into competitive edges for that country, its products, and its services.  

On the other hand, the brand is invested in the long term to deploy for many years, at many levels - from domestic to international, from national to corporate - and is brought to the community through a series of activities throughout, unifying in both prosperous and difficult times./.

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Source: https://bnews.vn/nang-cao-suc-canh-tranh-cho-doanh-nghiep-viet/243031.html

Enhancing competitiveness for Vietnamese businesses

Category
National Brand
Author
Anh Tuan/TTXVN

Enhancing competitiveness for Vietnamese businesses

CategoryNational BrandAuthorAnh Tuan/TTXVN

Category
National Brand
Author
Anh Tuan/TTXVN