Green Marketing: Branding Prosperity
Integrated green value, built on product quality and environmental friendliness, is a key factor in a brand’s soft power and "green consuming" is an increasingly dominant trend.
Green value is a strategic factor in creating brand value and strength, generalizing all values that a brand needs to persuade consumers. All business activities have a mission to meet needs and improve consumption quality. Green value is the central quality to help improve the living conditions of Vietnamese consumers. Most Vietnamese consumers have tended to approach environment friendly brands through products with natural ingredients, having no chemical agents, especially health and beauty products such as food, beverages, pharmaceuticals, cosmetics, toys and resort tourism.
According to Mr Ly Truong Chien, Director of Tri Tri Corporation, the media role in popularising brands associated with environmental protection is no longer new in developed countries, however in Vietnam, only some large enterprises have begun to combine manufacturing and business with habitat protection. This is a positive signal reflecting a growing concern for the living environment.
At the recent Workshop on Green Marketing, organized by the Ministry of Industry and Trade, most enterprises said that the shift toward favouring green trade in Vietnam is slow. Governments in developed countries make efforts toward “greening” their economies with programs harnessing the dynamic force of the business community. They take action and clear responsibility for environment and quality of life.
According to Mr Chien, businesses need a pre-determined strategy and the ability to determine whether their products are really green or not, then they can develop “Green Marketing "for that product, because consumers must be confident in the value of green quality.
According to Brand Expert Vo Van Quang, Managing Director of Cowan Group (Australia), the concepts of green, ecology and environment in association with a brand is considered preparation for fundamental changes in the coming market period in Vietnam.
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