Discussion on the topic: “Brand protection in a world of many variables”. (Photo: KIM DUNG)

On May 28, in Hanoi, Business and Integration Magazine - the mouthpiece of the Central Association of Small and Medium Enterprises of Vietnam held a seminar with the theme: "Brand protection in the world of multi-variable commerce". The event attracted the attention of many economic experts, brand researchers and representatives of the business community.

Speaking at the opening of the seminar, Dr. To Hoai Nam - Permanent Vice President and General Secretary of the Vietnam Association of Small and Medium Enterprises emphasized: "In the context of a volatile and fiercely competitive market, a brand is not only an image or a logo, but also a manifestation of business ethics, corporate culture and national prestige".

This observation is especially meaningful when global trade is facing unpredictable variables: from geopolitical instability, macroeconomic fluctuations, to technical barriers, trade protectionism, and most worryingly, the wave of increasingly sophisticated and large-scale intellectual property violations.

According to a report at the Prime Minister’s meeting with ministries, sectors and localities, in the first months of 2025, the country handled more than 34,000 cases of law violations in the field of trade. Of these, there were more than 8,200 cases of smuggling and transporting prohibited goods; more than 25,100 cases of trade fraud and tax evasion; and more than 1,100 cases related to counterfeit goods and violations of intellectual property rights.

These figures not only reflect the instability in the market supply chain, but also pose an urgent requirement for businesses to build a solid defense system for their brands - considering this a pillar in their sustainable development strategy.

Sharing at the seminar, Associate Professor, Dr. Nguyen Quoc Thinh, lecturer at the University of Commerce emphasized: "Security is not only protecting the brand, but also stabilizing the brand for sustainable development".

According to Mr. Thinh, a brand is not simply a visual impression or a media story. It is a commitment to customers, formed from the process of providing transparent, accurate and reliable information. In the context of fierce competition and rapidly changing consumer behavior, information authentication and control become vital factors.

“Customer trust is built on the fact that they have access to accurate information from businesses. Therefore, providing and authenticating information becomes a key factor in protecting brand image,” he emphasized.

Many opinions at the discussion also said that, in the face of rapid changes in consumer behavior, competitive pressure and sophisticated tricks in commercial fraud, brand protection is no longer the sole responsibility of the state. Enterprises themselves need to proactively build internal monitoring systems, strictly control quality, make traceability processes transparent and take advantage of digital technology in supply chain management.

In the age of technology, tools such as blockchain, artificial intelligence, QR codes for traceability... are weapons that help businesses not only manage risks but also affirm their competitiveness.

According to nhandan.vn

Source: https://huengaynay.vn/kinh-te/bao-ve-thuong-hieu-trong-the-gioi-thuong-mai-so-154067.html