Vietnamese brands need Vietnamese names

In a film on the Sunday Arts program of Vietnam Television, there was a detail about a prosperous pig offal and blood pudding restaurant being changed to “Lolotica restaurant” and the restaurant went bankrupt. This humorous detail amused the audience and they still remember it to this day. However, unexpectedly, the phenomenon of “westernization” as in the story 15 years ago is still happening in reality today.

Illustration photo (vietnamcoffee).

To effectively implement the campaign "Vietnamese people use Vietnamese goods", changing the mentality and thinking of people who prefer foreign goods, it does not only depend on the State's policies, but more than anyone else, the primary responsibility lies with enterprises. We know that "westernizing" your brand is one of the business strategies that brings many benefits such as increasing customer interest, increasing product prestige... However, the benefit of naming in a westernized style is only a temporary solution in the current period.

In fact, brands with purely Vietnamese names have also created prestige with consumers. Names such as Cai Lan oil, Trung Nguyen coffee, Dong Tam bricks, Phu Quoc fish sauce... Even in the current trend, many foreign products (mainly from China) in order to be consumed in the domestic market have to be labeled "Made in Vietnam" and take the name of a Vietnamese brand. This proves that there has been a change in people's perspective on the quality of Vietnamese goods.

Faced with challenges and barriers to global economic integration in the coming period, the strategy of using “westernized” brands of enterprises will lead to many disadvantages. When foreign branded goods flood the Vietnamese market with competitive prices, will the “westernized” names of domestic products still attract consumers?

The “westernization” of their names that many businesses are doing may have brought about business efficiency at the present time. However, this action only increases the foreign goods preference of domestic consumers. In fact, businesses that want to develop sustainably must join hands with managers to change this mindset of consumers. Be confident in choosing the national language for your brand.

According to Labor