Building national prestige

At the end of 2019, Vietnam's National Brand Program from 2020 to 2030 was approved with the goal of building an image of Vietnam as a reputable country with high-quality goods and services, contributing to promoting foreign trade development and enhancing national competitiveness.

Báo Đại biểu Nhân dân•21/04/2026

During the period from 2020 to 2030, the goal is to have over 1,000 products achieving the Vietnam National Brand status; focusing on building and developing Vietnamese brands associated with the positive and outstanding values of product brands, with the aim of effectively implementing the Program on a unified and synchronized basis with the import and export strategy for goods and services. The export turnover of the Vietnam National Brand product group is expected to achieve a higher growth rate than the national average, contributing to an average annual increase of 20% in national brand value, according to statistics and assessments from reputable international ranking organizations.

The program also sets the goal of increasing by 10% annually the number of businesses included in the list of top-valued brands by reputable international ranking organizations; ensuring that 90% of businesses nationwide are aware of the role of branding in production, business, and investment; and ensuring that 100% of products awarded the Vietnam National Brand are promoted domestically and in key export markets.

After 7 years of implementation, the number of businesses participating in the Program has increased significantly. Specifically, while in 2003 – the time when the Vietnam National Brand Program was approved by the Prime Minister in Decision No. 253/2003/QD-TTg – only 30 businesses participated, by 2026, there were 190 recognized businesses. Brand value also increased sharply, reaching US$519.6 billion in 2025, an increase of more than US$200 billion compared to 2020, ranking 32nd out of 193 economies .

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However, as affirmed by representatives of the Trade Promotion Department, there is a paradox worth considering: national brand products are increasing rapidly in quantity, but not yet significantly in quality. The total value of the top 100 Vietnamese corporate brands in 2025 will only reach approximately US$38.4 billion, a 14% decrease compared to the previous year. This shows that businesses still mainly participate in low-value stages of the global supply chain, focusing on processing, while their capacity for designing and building their own brands remains limited.

Another issue is brand protection. In reality, many major brands have been "stolen," meaning they only exist in the domestic market. In foreign markets, the brand is owned by another company, causing significant damage to the business and having a long-term impact on the development strategy, competitive position, and brand reputation of Vietnamese businesses in the international market. This is because many businesses still view brands as marketing tools, not as a legal asset that needs protection. Many businesses focus only on production, sales, and market expansion, without investing adequately in intellectual property protection. Another reason is the limited financial resources, specialized personnel, and the lack of a habit of building intellectual property strategies alongside market strategies.

In today's era of deep integration, building a national brand is a particularly important task, both urgent and strategic, requiring the involvement and efforts of the entire business community, entrepreneurs, and relevant authorities. According to Deputy Minister of Industry and Trade Nguyen Sinh Nhat Tan, Vietnam's national brand is not simply about promoting its image or traditional trade promotion. A national brand must be defined as a strategic asset, reflecting Vietnam's overall competitiveness and reputation within the global value chain.

In particular, in the current era of deep integration, building a national brand is not simply about enhancing the image of "Made in Vietnam" products, but also about building national prestige and increasing Vietnam's soft power on the international stage - Deputy Minister of Industry and Trade Nguyen Sinh Nhat Tan emphasized.

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