Building a brand and elevating core values.

Focus on brand building.

Vietnam is consistently ranked as one of the most dynamic and open economies in the world, becoming the 4th largest economy in ASEAN and the 40th largest globally. The value of Vietnam's national brand has affirmed its increasing prestige and position on the international stage, while also demonstrating Vietnam's proactive approach and stature in international integration. Brand building activities are not only about promoting economic development, but also about building corporate culture, creating a just society, and achieving sustainable development.

In Nghe An province, although the results are still modest, the development of brands for key products has long been a focus of many localities. Collective trademarks and certification marks that have been protected or are being registered for protection are all specialty or traditional products of the localities, such as fish sauce, seafood, lotus from Uncle Ho's hometown, rice crackers, peanut candy, herbal wine, honey, turmeric starch, incense, dried beef, etc.

The Van Phan fish sauce product of Dien Chau Aquatic Products Joint Stock Company is now well-known to consumers. This product, produced using agro-industrial methods, has been awarded the Gold Medal for High-Quality Vietnamese Goods and is among the Top 300 leading Vietnamese products as voted by consumers. The company's main product is "Van Phan fish sauce," with an annual production of over 2 million liters, serving both domestic consumption and export to countries such as Japan, South Korea, Malaysia, Laos, and Angola. The company's total annual revenue exceeds 20 billion VND.

To achieve this, Mr. Hoang Ngoc Lan - Director of Dien Chau Aquatic Products Joint Stock Company, said: "Besides preserving and conserving traditional values, we recognize that continuously improving products and production technology to ensure strict quality and food safety standards according to international standards is extremely necessary. We are very proud to be able to contribute to the mission of promoting the beauty of traditional Vietnamese cuisine to friends around the world. In the near future, Van Phan will strive to continuously boost exports to the Japanese market, as well as conquer other high-end markets. 'Preserving the essence of the nation, elevating traditional values' has always been the mission that Van Phan has always aimed for."

To date, Nghe An has many famous traditional craft products that are well protected and developed. Products granted collective trademarks and certification marks have contributed to enhancing the value of Nghe An's specialty and traditional products, earning praise from consumers inside and outside the province. Products with established and protected trademarks have proven effective, such as: lotus from Uncle Ho's hometown, Quy Chau incense, Cua Lo grilled mackerel, Tay Hieu honey, Gang village molasses, Quynh Luu dried squid, Tuong Duong aged beef, Con Cuong herbal wine... Building trademarks for traditional craft products has increased their value and brought efficiency to production and business for the local people.

For local specialty products, in addition to advantages in quality, production factors, and cultural and traditional consumption patterns, developing them through community branding and brand building is a suitable approach and an effective tool for sustainable production and market development.

To implement the activities of the National Brand Week celebrating Vietnam Brand Day on April 20, 2024, the Ministry of Industry and Trade is stepping up the dissemination and promotion of the National Brand Program; promoting the development of high-quality product and service brands, while honoring and promoting distinctive local product brands in the context of international economic integration.

Mr. Pham Van Hoa - Director of the Department of Industry and Trade

Efforts for a national brand

It can be said that in a market economy, building and developing brands is always a top priority for businesses and production facilities, and the Government has chosen April 20th each year as Vietnam Brand Day.

In anticipation of the 16th anniversary of Vietnam Brand Day (April 20, 2008 - April 20, 2024), the Trade Promotion Department (Ministry of Industry and Trade) recently held the opening ceremony for the Vietnam National Brand Week. Against the backdrop of a complex and unpredictable global economic and political landscape, fraught with difficulties and challenges negatively impacting domestic production, trade, and investment, this event demonstrates a concerted effort to develop and contribute to the strong advancement of Vietnam's national brand.

Over more than 20 years of formation and development, the Vietnam National Brand Program has achieved positive results, attracting special attention and building prestige among businesses, management agencies, and consumers both domestically and internationally. In addition, the program consistently supports localities, associations, and businesses in developing high-quality product, goods, and service brands, increasing pride and attractiveness of Vietnam and its people, and contributing to promoting awareness of the close relationship between the national brand and product/business brands to enhance national competitiveness.

As part of the activities of Vietnam's National Brand Week, on the occasion of the 16th anniversary of Vietnam Brand Day, Minister of Industry and Trade Nguyen Hong Dien sent a congratulatory letter to the business community and enterprises. In the letter, the Minister emphasized: In 2023, with the synchronized and decisive leadership and direction of the Party and State leaders; the timely and effective involvement of ministries, sectors, and localities; and especially the high determination and spirit of solidarity, the Vietnamese business community has strived to overcome difficulties and challenges to recover and develop, contributing to promoting Vietnam to become the 4th largest economy in ASEAN and the 40th largest in the world, with international trade ranking in the Top 20 globally.

Vietnam's national brand continues to rise strongly with a growth rate of 102% in the period from 2019-2023; in particular, in 2023, the value of the national brand increased by 15.6% compared to 2022, reaching nearly 500 billion USD, ranking 33rd in the Top 121 strongest national brands in the world according to Brand Finance, a leading global brand valuation consulting organization.

With the convergence of the innovative, dynamic, creative spirit and the readiness to overcome difficulties and strive for excellence of the business community and enterprises nationwide, the Minister hopes and believes that Vietnamese businesses will continue to achieve many successes and develop further so that Vietnamese brands will continue to reach higher and further, elevating core values ​​and contributing to enhancing Vietnam's prestige and position in the global economy.

The Vietnam National Brand Week 2024 took place from April 15-21 with many practical activities such as: a congratulatory letter from the Minister of Industry and Trade, Chairman of the Vietnam National Brand Council, to the Vietnamese business community; implementation of visual communication plans; coordination with media agencies and units to promote and advertise through various media channels; the opening ceremony of the Vietnam National Brand Week 2024 and the Vietnam National Brand International Forum 2024; and an exhibition of photographs showcasing the achievements of the Vietnam National Brand.