New pillars of national branding
Since 2016, the private economic sector has continuously maintained a fairly high growth rate of about 6-8%/year, higher than the average growth rate of the economy. This is also the sector with the largest contribution to the economy, accounting for about 50% of GDP.
Emphasizing the role and importance of private enterprises in building national brands, Deputy Secretary General of the Vietnam Federation of Commerce and Industry Dau Anh Tuan said that many products of Vietnamese enterprises are present in 200 countries around the world , and have been contributing greatly to building the national image.
Similarly, economist and National Assembly delegate Phan Duc Hieu shared that, from a socio-economic perspective, the products and services we are using are mostly provided by private enterprises. Not to mention, the proportion of jobs created by the private enterprise sector is the majority; social security activities also have the shadow of the private enterprise sector... Thus, it can be affirmed that private enterprises play a very important role in the development of the economy and make an important contribution to the process of building the national brand.
With the support of the National Brand Program, many Vietnamese corporations and enterprises have realized the important role of brands - the key to increasing the value of products as well as the value of enterprises, gradually building, developing and promoting brands professionally, contributing to improving competitiveness. From here, many Vietnamese brands have made a splash in the regional and world markets.
We can mention Viettel - Military Industry - Telecommunications Group (Viettel), top 15 network operators in the world in terms of mobile subscribers and top 40 establishments in the world in terms of revenue; TH Milk Joint Stock Company, the first enterprise to have a "passport" to enter the Chinese market, the market with the second largest milk consumption in the world...
Support private brands to break through
Currently, the private economy has three main sectors: Private enterprises, collective economy and individual economy. To have more large private enterprises, according to Mr. Dau Anh Tuan, we must promote the development of small enterprises. But in reality, many business households only choose the household model, afraid to expand their scale because of the inconvenience and high operating costs.
“Private enterprises are the backbone and strength of an economy. Economic development depends largely on the health of the domestic private enterprise sector. Promoting private enterprises to develop strongly and become more important pillars of the economy is the top priority in the coming time,” Mr. Dau Anh Tuan affirmed.
Therefore, it is necessary to create strong enough motivation and mechanisms for individual and collective economic households to grow and become large enterprises. The immediate solution is to cut unnecessary administrative procedures, not causing inconvenience… for businesses and people.
On the side of the Ministry of Industry and Trade, Deputy Director of the Trade Promotion Agency Hoang Minh Chien said that it is necessary to propose solutions to promote the development of the private economy as well as to promote the private economy to contribute more to the process of building the national brand.
In response to concerns from businesses about whether agricultural production and trading need to create their own brands to develop the market or mainly rely on geographical indications, Mr. Hoang Minh Chien said that first of all, businesses must determine what products they are producing and trading? Which product group do they belong to? Does the business's agricultural product belong to a famous geographical indication of Vietnam that has been recognized by other countries?
If a business’s products are on the list of recognized and protected geographical indications, there is no need to focus too much on investing resources in building its own brand. Instead, businesses can take advantage of geographical indications to create a brand and promote their products to international consumers, thereby helping to consume products better and bringing higher added value to the products.
"If the enterprise's products do not belong to the group of famous geographical indications, enterprises should have an orientation to build and develop their own brands, regardless of whether they are agricultural products or products in the industrial or service sectors. If the product has a good brand, the added value it brings to the enterprise will be very high," Mr. Hoang Minh Chien recommended.
It can be seen that the building and protection of Vietnamese product brands is an urgent issue, requiring the promotion of the role and sense of responsibility of businesses and business owners to develop in the current world market trend. Vietnamese businesses need to move from a passive state to a more proactive one, actively applying technology in building Vietnamese brands, increasing the speed of digital transformation in business fields, product lines, etc.
In the context of Vietnamese brands not having a foothold in the world market, cooperation between the State and the business community to build a common image for Vietnamese goods and promote that common image strongly in the international market is a practical requirement. This is a way to save time, costs and bring higher efficiency than building a foothold in the market for each small brand.
Source: https://hanoimoi.vn/chinh-phuc-nguoi-tieu-dung-viet-giai-phap-de-cac-thuong-hieu-trong-nuoc-phat-trien-ben-vung-705610.html
Comment (0)