Boosting innovation to strengthen national brand 

THE HANOI TIMES — Many Vietnamese enterprises have made efforts to develop their brands to position themselves in national and global competition, contributing to enhancing the country's rank in the global value chain.

Le Hong Quang, General Director of MISA Joint Stock Company, said that MISA proactively approaches new technology trends, innovates business models, and learns from market practices. "As digital technology and individual creativity hold important roles in business operations, we have built internal assessment mechanisms and indicators to support our technical staff in managing their innovation capacity. This requires a fundamental shift in mindset and action,” Quang said.

Notably, many Vietnamese enterprises whose products got the National Brand designation have affirmed their pioneering role in the transition to a green economy. For example, VinFast meets the demand for sustainable vehicles and helps Vietnamese consumers access green transportation solutions that align with international standards.

TH Group has built a farm system that adheres to organic standards, to which its dairy farming does not use antibiotics or growth hormones, and uses waste treatment technology to create organic fertilizers. In addition, the system uses solar power for consumption that adheres to the country's energy efficiency program.

Regarding the Vietnam National Brand Program, Deputy Minister of Industry and Trade Nguyen Sinh Nhat Tan said it's the only national-level trade promotion program (launched in 2003) that has three core values: quality, innovation, and pioneering capacity. The program has helped businesses build strong brands and affirm the reputation of Vietnamese goods in the global market.

"In Vietnam's transformation towards a digital economy, green technology and green consumption, the national brand is a strategic tool that can help enterprises stand out in a competitive global environment. Moreover, innovation is key to sustainable growth and the foundation on which Vietnamese enterprises can create exceptional value and elevate the country's position,” said Sinh.

Leveraging technology, improving competitiveness

According to experts, the business community plays a key role in improving quality and services, as well as affirming its identity, reputation, and competitiveness in the international market.

The global market is becoming more aware of Vietnam, particularly through well-organized trade promotion activities. While Vietnam currently has many creative enterprises with the ability to grow independently, it needs an innovation ecosystem for stronger development.

Dr. Vo Tri Thanh, Director of the Institute for Brand and Competitiveness Strategy Research, said that Vietnam needs to develop large-scale enterprises that have a strong presence in the international arena. "The first and most important factor in successful brand building is the determination of the enterprise's leaders. When leaders have the right mindset and are strongly committed, the entire organization can operate according to the brand strategy."

The second factor is choosing a path that suits each enterprise's actual conditions. There is no one-size-fits-all formula; each enterprise must find its own "key" to address the brand issue. It is necessary to learn from experience, but more importantly, enterprises must create a path that is suitable for themselves.

In the digital age, enterprises must leverage technology to connect with local and international customers. Good products are not enough; they should invest more in the supply process, customer service, brand communication, and social responsibility. Customers have the right to evaluate the success of the brand. Therefore, understanding and supporting customers should be the guiding principle of all brand-building activities," said Thanh.