"Innovation" - The driving force behind brand breakthroughs.

(Baothanhhoa.vn) - In the increasingly fierce competition and integration process, a brand is not just a name, but also a belief and a core value for businesses to survive and develop sustainably. In 2025, the Vietnam National Brand Week will focus on the theme "Vietnam National Brand - Breakthrough through Innovation and Creativity." This theme aims to honor technological advancements, improved product quality, and the application of innovative business models, helping businesses increase their competitiveness and meet the increasingly high demands of consumers and the international market.

The oversized and overweight cargo handling area is located near the seaport at PTSC Thanh Hoa. Photo: Tung Lam.

Growing stronger through innovation.

Thanh Hoa province has over 21,000 operating businesses, spanning diverse sectors from industrial production and high-tech agriculture to logistics services, healthcare, education, trade, and tourism. Not only have many businesses in Thanh Hoa grown in scale, but they also demonstrate maturity in management thinking, investment strategies, and especially a strong desire to establish their brands in both domestic and international markets.

A shining example in the journey of innovative thinking and production aimed at building a sustainable corporate brand is Lam Son Sugar Corporation (Lasuco). With the philosophy "All is natural," Lasuco not only produces sugar but has expanded its product range to include bottled sugarcane juice, rice milk, organic rice, and more. Notably, Lasuco is one of the first companies nationwide to apply digital transformation and technology to management from raw material sourcing to production processes, following a circular economy model – increasing efficiency, reducing emissions, and creating clean products that meet international standards.

According to Lasuco's Deputy General Director, Le Van Quang, innovation is not just a slogan but a daily action at the company. Lasuco is working closely with farmers to transfer cultivation techniques and manage raw material areas; coordinating with customers to stabilize the distribution system. Along with that, the company is promoting product lines with Vietnamese identity such as natural rock sugar, sugarcane juice with lime, high-protein rice milk, and rice products... to meet the increasingly high demands of discerning markets such as Japan, the EU, South Korea, and the United States.

"We consider maintaining and developing our brand to be vital for our business, because a brand is not just a name, but also a commitment to quality, reputation, and a mission to serve the community with sustainable, natural, and healthy values. We don't just sell products; we also spread the spirit of cooperation, which is the core value of our business," shared Le Van Quang, Deputy General Director of Lasuco.

Originally a computer store, after more than 20 years of development, Tan Thanh Phuong Technology Development Investment Joint Stock Company (Thanh Hoa City) has become a reputable enterprise in the technology and telecommunications sector in Thanh Hoa. To date, Tan Thanh Phuong has become a well-known company in the field of providing equipment and solutions in information and telecommunications technology from major brands such as Intel, HP, Dell, Samsung, Asus, Sony, Acer, Canon, Lenovo, and Santak. In addition, the company also provides and produces information technology software such as automated environmental monitoring software and soil mapping software.

Thanks to its stable operational structure and high-quality personnel, since 2007, HP Vietnam has chosen Tan Thanh Phuong as its official and sole distributor in Thanh Hoa province, supplying laptops, desktop computers, printers, office equipment, and many other devices to numerous provinces and cities nationwide. Currently, the company has expanded its distribution network to many provinces and cities across the country, including Quang Binh, Ha Tinh, Nghe An, Hanoi, Bac Giang, Cao Bang, Son La, Lao Cai, Yen Bai, Hai Phong, Thai Binh, Ha Nam, Nam Dinh, Ninh Binh, and others.

Mr. Nguyen Viet Thanh, Director of Tan Thanh Phuong Technology Development Investment Joint Stock Company, said: "In 2020, Tan Thanh Phuong was proud to receive the National Quality Gold Award from the Prime Minister. This is a prestigious award with great significance for us, creating motivation and opportunities for the company to continue exploring, innovating, and transferring more digital technologies to the community."

Brand affirmation

Along with traditional businesses, many new businesses have also made breakthroughs thanks to their flexibility and creativity in market approach and product development. At Long Son Cement Company, the company currently exports millions of tons of products annually to the United States, Brunei, Singapore, Japan, the Philippines, Australia, Bangladesh, and several African countries. According to Le Tien Dung, Deputy General Director of Long Son Cement Company, there is still considerable room for expanding export markets. The company is aiming to conquer demanding markets, with efforts to improve its production lines to deliver superior quality products, ensuring environmental protection and green cement production standards, and striving for sustainable value.

Packaging products at VINAGREEN High-Quality Agricultural Products Processing Factory (Trieu Son).

Not only in the manufacturing sector, many service, logistics, trade, and tourism businesses in Thanh Hoa are also accelerating their efforts with investment solutions, improving operational quality, and affirming brand value.

In 2020, PTSC Thanh Hoa Technical Services Joint Stock Company (PTSC Thanh Hoa) was honored to receive the National Quality Gold Award 2020 – a testament to its sound development strategy and an affirmation of its reputable position in the port and logistics industry. In recent years, the company has continued to invest in, innovate, and improve the quality of its logistics services, port operation services, and technical maintenance. PTSC Thanh Hoa has now implemented a complete logistics service chain, including domestic and international freight forwarding and transportation, multimodal transport, customs clearance, and cargo handling; successfully completing major projects such as loading and unloading for Nghi Son 1 and 2 Thermal Power Plants, Nghi Son Refinery and Petrochemical Plant, as well as operating the JGCS temporary port for handling oversized and overweight cargo. In the maintenance sector, the company exceeded the schedule in the first comprehensive maintenance project for the Nghi Son Refinery and Petrochemical Plant. The application of technology in port management helps PTSC Thanh Hoa optimize processes, increase productivity, reduce vessel downtime, and ensure safety, quality, and schedule. PTSC Thanh Hoa also regularly organizes summary workshops and carries out maintenance and docking work for its tugboat fleet, demonstrating professionalism and long-term commitment to customers in the technical field.

In the tourism sector, Sun Group has created iconic projects and a tourism ecosystem in Thanh Hoa province. In addition, a number of traditional craft villages and OCOP (One Commune One Product) product manufacturing facilities, such as Nga Son sedge mat weaving village, Tu Tru sticky rice cake village, and Quang Xa wine village, are receiving support in brand building, applying QR code traceability, designing new packaging, and participating in domestic and international trade fairs.

It can be affirmed that the success in brand building of Thanh Hoa's business community is not the result of individual units alone, but rather the synergy of many factors: the innovative thinking of businesses, practical support policies from the province, and the active cooperation from trade promotion associations and organizations. Currently, Thanh Hoa province has issued many mechanisms and policies to promote business brand development, such as financial support for intellectual property registration, export promotion, participation in national brand programs and international exhibitions, aiming to further expand the reach of Thanh Hoa's brands.

Tung Lam

Source: https://baothanhhoa.vn/doi-moi-sang-tao-dong-luc-but-pha-thuong-hieu-246193.htm