Efforts to maintain reputation of Vietnamese brands
Consumers need to raise awareness, choose genuine goods to protect themselves and support reputable brands.
THE HANOI TIMES — Genuine goods and reputable brands play a core role for businesses, the community, and the economy, Tran Giang Khue, Vice President of the Vietnam Invention Association, said at the workshop “Solutions to protect genuine goods and reputable brands” held on August 11.
“A brand is not only a name, but a reputation and trust. However, the journey to protect a brand is increasingly difficult when counterfeiting and imitation become sophisticated, harming both the economy and the health of consumers,” said Khue.
A staff of Khanh Hoa Salanganes Nest Company helps guests distinguish quality products of its national brand at the workshop. Photo: Kinh te & Do thi Newspaper
Instead of reacting when violated, businesses need to proactively build a comprehensive protection strategy to maintain their values.
“It is necessary to have authorities' regular and sudden inspections while perfecting the legal framework on quality declaration, traceability, product labeling and strictly handling violations,” Khue recommended.
Mai Van Thuan, General Director of Asia Company, said that in the face of the alarming situation, some businesses have proactively applied technology to protect their products.
“Vina CHG Company, a pioneer in anti-counterfeiting, has launched the AI stamp solution - Chatbox for genuine product consultation. This solution integrates technology for tracing origin and authenticating products, provides complete and detailed information about products via smart chatbots, helping consumers easily identify genuine products and understand the brand,” said Thuan.
The move strengthens the connection between businesses and customers, and improves the effectiveness of anti-counterfeiting.
“Counterfeit goods damages businesses, affects public health and national reputation. Protecting genuine goods and reputable brands requires close coordination between management agencies, businesses and consumers,” said Thuan.
Businesses must build protection strategies and apply traceability technology while authorities increase inspections and handle violations, and consumers raise awareness and choose genuine goods to protect themselves and support brands.
“Only when all parties act together can the market be transparent and Vietnamese brands can firmly conquer the international market,” Thuan stressed.
