The information heard at the 9th Forum on Vietnam National Branding, chaired by the Ministry of Industry and Commerce in Hanoi on March 11, showed that the value of Vietnam’s national brand name is only higher than Cambodia’s in the ASEAN region.
The report of Brand Finance Asia-Pacific pointed out that Vietnam national branding was assessed at 140 billion USD in 2015, down 19% from the 172 billion USD of 2014.
According to Brand Finance, the Philippines’s national brand ranks first in ASEAN in terms of value.
Thierry Noyelle, senior advisor to a technical cooperation programme between the Vietnam Trade Promotion Agency and Switzerland’s State Secretariat for Economic Affairs, said that a survey of 63 websites from Vietnamese enterprises participating in the National Branding Programme stated only 10 sites had the National Brand emblem –Vietnam Value logo – on their websites.
Therefore, he asked companies to immediately boost brand promotion. Beside big companies, the National Branding Programme should be expanded to small- and medium-sized enterprises to help them intensify exports, he suggested.
Addressing the forum, Deputy Minister of Industry and Trade Do Thang Hai said developing a national brand is essential and urgent in the context that Vietnam has signed a number of free trade agreements, especially the Trans-Pacific Partnership (TPP) agreement.
If there are no specific solutions to build and promote the national brand, Vietnamese businesses cannot take advantage of the opportunities afforded by the trade agreements, Deputy Minister Hai affirmed.
Director of the Department of Trade Promotion, under the Ministry of Industry and Trade, Bui Huy Son affirmed that the department will continue to implement the practical activities in supporting enterprises to build and promote the national brand.
Specifically, the department will create favourable conditions for businesses to develop and promote their brands in domestic and foreign market, provide supports for information share and the connection to the Vietnam’s trade offices abroad.
The report of Brand Finance Asia-Pacific pointed out that Vietnam national branding was assessed at 140 billion USD in 2015, down 19% from the 172 billion USD of 2014.
At the 9th Forum on Vietnam National Branding in Hanoi on March 11.
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Thierry Noyelle, senior advisor to a technical cooperation programme between the Vietnam Trade Promotion Agency and Switzerland’s State Secretariat for Economic Affairs, said that a survey of 63 websites from Vietnamese enterprises participating in the National Branding Programme stated only 10 sites had the National Brand emblem –Vietnam Value logo – on their websites.
Therefore, he asked companies to immediately boost brand promotion. Beside big companies, the National Branding Programme should be expanded to small- and medium-sized enterprises to help them intensify exports, he suggested.
Addressing the forum, Deputy Minister of Industry and Trade Do Thang Hai said developing a national brand is essential and urgent in the context that Vietnam has signed a number of free trade agreements, especially the Trans-Pacific Partnership (TPP) agreement.
If there are no specific solutions to build and promote the national brand, Vietnamese businesses cannot take advantage of the opportunities afforded by the trade agreements, Deputy Minister Hai affirmed.
Director of the Department of Trade Promotion, under the Ministry of Industry and Trade, Bui Huy Son affirmed that the department will continue to implement the practical activities in supporting enterprises to build and promote the national brand.
Specifically, the department will create favourable conditions for businesses to develop and promote their brands in domestic and foreign market, provide supports for information share and the connection to the Vietnam’s trade offices abroad.
