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Last updated: Thursday, September 21, 2017

 

Building Common Image for Vietnamese Goods

Posted: Friday, July 07, 2017

Businesses need to pay due attention to branding strategies, and the first and foremost factor is keeping a close watch on consumer trends. According to Nielsen Vietnam, up to 80 per cent of businesses in Vietnam invest less than 5 per cent of sales in brand development. Therefore, Vietnamese products cannot find a strong position on domestic and foreign markets, although they have high quality.

Remarking on branding, Dr Declan P Bannon, senior lecturer at British University Vietnam, said that Vietnamese businesses should prioritise researching and setting targets for better strategies than their competitors, and more importantly, to focus on true customers of the business.

Mr Do Kim Lang, Deputy General Director of the Vietnam Trade Promotion Agency under the Ministry of Industry and Trade and Deputy Secretary General of the National Branding Programme, said, in the context of strong integration, Vietnamese brands are being overwhelmed by foreign brands in the domestic market while intellectual property rights are infringed and abused on the world market. For that reason, developing a national programme to raise awareness and support the business to build, protect, promote and develop brands is both urgent and strategic.

Sharing branding experience, a representative from Traphaco Joint Stock Company (the winner of three National Value Awards) said that branding is always focused by the company by means of developing clean pharmaceutical areas, building a modern distribution channel management system, and employing state-of-the-art technology to deliver medicines to people. In fact, up to 80 per cent of businesses in Vietnam invest less than 5 per cent of sales for brand development. Therefore, Vietnamese products cannot find a strong position on domestic and foreign markets although they have high quality.

According to Mr Alain Chevalier, Senior Advisor to the Small and Medium Enterprise Support Programme under the SECO Project (Switzerland), brand is an effective platform for businesses to develop and enhance their competitiveness. He said that building and developing the brand is very difficult as it requires both human and financial resources, let alone uncontrollable counterfeiting and copycatting. Therefore, to have a sustainable brand, the business must seriously study consumer trends, position product segments, and clearly define brand targets. Brand registration and development must go through many stages and adhere to many regulations and the business needs to follow up.

Mr Do Kim Lang said that the cooperation between the State and the business community to build a common image for Vietnamese goods and strongly promote that common image in domestic and international markets is a way to save time and cost and bring in higher efficiency than spontaneous and individual branding. This is one of the effective ways of doing business in the region and in the world. Communicating on national brands and nationally branded products on mass media, on specialised channels and at international trade events in the country and in the world will educate the sense of national pride in using Vietnam-branded products.

The National Branding Programme has many annual events such as the Vietnam Branding Forum; branding training, marketing and management; sector brand development.

According to the orientation to 2020, the programme will create a favourable environment for brand development by coordinating similar programmes and activities in purposes and contents to use resources effectively. The programme will continue to support enterprises to develop brands through training, consulting and information activities with the aim of improving their business level and competitiveness in order to enhance export development, increase domestic and foreign market shares, build and execute branding strategies for key export-driven industries based on a combination of local branding and geographical indications. Besides, it is important to boost the popularity of the National Value and National Value-certified products on mass media, specialised media, international trade events in the country and in the world and raise the sense of national pride in using Vietnam-branded products.

Huong Ly








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