Export is one of the three pillars of the economy, especially when Vietnam has signed, implemented and is negotiating 19 Free Trade Agreements (FTAs). In particular, brand is an important factor to make the export path of enterprises more favorable, at the same time "marking" Vietnamese goods in the market. world.
Last week, the Ministry of Industry and Trade announced and awarded the 2024 National Brand title to 359 products of 190 enterprises out of more than 1.000 enterprises whose products participating in the program met the criteria of the Vietnam National Brand Program.
The Vietnam National Brand Program is a unique, long-term and specific trade promotion program of the Goverment, implemented since 2003, with the goal of promoting the development of national brands through supporting businesses to build and develop strong brands in the market. Since 2008, every 2 years, the Program selects businesses that achieve National Brand.
To develop the brand and bring Vietnamese goods to the world, along with the national brand honoring program, the Ministry of Industry and Trade and related ministries and branches have had many activities and solutions such as: exhibiting domestic OCOP products; organizing large exhibitions, attracting many domestic and foreign enterprises; organizing business delegations to survey the market, participate in international exhibitions; bringing Vietnamese products to booths, organizing exchange programs, exhibitions to promote Vietnamese goods and Vietnamese culture to international friends; promoting products, connecting enterprises with domestic and foreign distributors...
However, building a Vietnamese brand in a foreign country is not an easy task, especially in the current e-commerce environment where there is too much competition. According to Mr. Pham The Cuong - Vietnam Trade Counselor in Indonesia - in order for Vietnamese goods to enter this market, Vietnamese enterprises need to connect with domestic distributors, access traditional grocery stores as well as large supermarket chains such as Hypermart, Carrefour Transmart, Giant, etc. At the same time, enterprises need to participate in large international fairs and exhibitions in Indonesia to promote their brands and connect with large distributors.
Enterprises also need to be fully prepared to face non-tariff barriers from the Indonesian market, because this is a highly protective market, such as requiring import licenses, Halal certification issued by competent Indonesian authorities, and meeting Indonesian national standards...
Sharing with Dai Doan Ket Newspaper reporter, Ms. Luong Thanh Thuy - founder of Luong Gia Food Technology JSC, Ohla brand specializing in exporting dried fruits - said that in the process of building product brands abroad, the company also encountered many difficulties, because in developed countries, with demanding customers, in addition to quality, design, price, businesses also need to pay attention to social responsibility.
Enterprises need to maintain their commitments to partners and the host country, such as commitments on warranty, after-sales service, and social responsibility. There needs to be sharing through employee benefits policies - this is one of the points that foreign consumers are very interested in. One factor that helps build customer affection is the professionalism and standards from marketing staff to production staff, so that the products are made to the best.
Businesses also need to learn and grasp information, tastes, needs, and preferences of local consumers. Only when goods are popular and accepted can the brand develop strongly.
Another issue that businesses pay less attention to is intellectual property rights. According to Dr. Khong Quoc Minh - Department of Intellectual Property, Science and technology – Current businesses are not fully aware of intellectual property rights and the rights objects integrated into goods and services. Intellectual property rights for a product or service include inventions, designs, trademarks, trade secrets, and copyrights. These factors affect the product throughout the product development life cycle and are the basis for businesses to increase productivity, create new products, and promote commercial activities. Thereby, enhancing the competitiveness of businesses and products.
Vietnam.vn
