The Vietnam National Brand Forum 2023 with the theme “Positioning the Green Vietnam National Brand”, held on April 20 in Hanoi, chaired by the Ministry of Industry and Trade , in coordination with domestic and international partners. This is a place to meet, discuss and share ideas to make Vietnam a green, strong and developed country.
Successful businesses contribute to building a prestigious national brand.
A report from Brand Finance - an independent brand valuation consultancy from the UK shows that Vietnam is ranked among the countries with the fastest brand value growth rate in the world in the period 2020-2022.
Specifically, the value of Vietnam's National Brand in 2020 increased by 29.1% compared to 2019, reaching 319 billion USD; in 2021, it increased by 21.6% compared to 2020 (388 billion USD); in 2022, it increased by 11.1% compared to 2021 (431 billion USD).
Experts attending the event emphasized the role and contribution of pioneering and successful enterprises in the process of building national brands.
Mr. Alex Haigh, Managing Director of Brand Finance Asia - Pacific, said that experiences in building national brands and images from different countries around the world such as the US, UK, Japan, Korea, etc. show that having strong businesses, entrepreneurs, products, and brands of the country is the key to building national brands and images.
Agreeing with the above viewpoint, Professor Emeritus of California State University (USA), in Vietnam - Ms. Nancy Elizabeth Snow emphasized: " It can be seen that behind a prestigious national brand are the success stories of business brands, product brands in the market. And whether it is a business brand or a country brand, all should be created by an attractive story ."
Green branding: Trendy and attractive but needs to be “real”
At the opening ceremony of the National Brand Week and the Vietnam National Brand International Forum 2023, Deputy Minister of Industry and Trade Tran Quoc Khanh said that, in addition to remarkable growth in both brand value and brand strength index, Vietnamese National Brand enterprises " are gradually catching up with the global trend of investing in sustainable brand value, contributing significantly to increasing the value of Vietnam National Brand ".
Deputy Minister of Industry and Trade Tran Quoc Khanh delivered the opening speech at the Vietnam National Brand Week and the Vietnam National Brand International Forum 2023.
Positioning the Green Vietnam National Brand is a practical action that proves that Vietnamese enterprises are catching up with the trend of sustainable brand development in the world.
Professor Robert McClelland - Head of the School of Business, RMIT University, said that to have a Green Vietnam brand, first of all, Vietnam needs to focus on green production. This is a prerequisite when Vietnam proactively integrates into the global market and participates deeply in new generation multilateral and bilateral agreements such as CPTPP, EVFTA, etc.
“ Performing green production well is an opportunity for Vietnamese enterprises to effectively exploit free trade agreements and meet the requirements of demanding markets such as the US, Japan, Europe, etc. From there, Vietnam has the opportunity to position the national brand of green Vietnam. And what story is more attractive or trendy than the green brand at this time ,” Professor Robert McClelland analyzed.
Ms. Hoang Thi Thanh Thuy - Head of the Coordination Board of the Sustainable Development Project of TH Group attended the forum with the story of developing a green national brand at TH Group.
Bringing to the forum the story of a corporation determined to pursue the path of producing products entirely from nature, Ms. Hoang Thi Thanh Thuy - Head of the Coordination Board of the Sustainable Development Project of TH Group (the owner of the fresh milk brand TH true MILK) made a strong and inspiring impression when sharing about the circular production process "from green pastures to clean glasses of milk".
“ We are still known as one of the pioneers in the fresh milk industry in Vietnam, and are currently implementing to simultaneously become a pioneer in applying sustainable development initiatives associated with environmental protection, green production, and circular production ,” Ms. Thanh Thuy shared.
TH is a pioneer enterprise in applying sustainable development initiatives associated with environmental protection, green production, and circular production.
Accordingly, since its establishment, TH Group has applied the world's leading technologies in agriculture, dairy farming and milk processing; using the world's advanced management software systems such as: livestock farming processes, barn management from Israel or feed mixing software from Italy, veterinary management software from New Zealand, pure water production processes, strict wastewater treatment from Japan...
TH has invested in solar energy systems on the roofs of dairy barns to both produce green energy and help the cows reduce heat absorption when summer comes.
In the circular production chain at TH Group, by-products and waste from one process always become input materials in another process. There, the life cycle of the material is maintained as long as possible before being released into the environment, thereby minimizing emissions. TH also implements the extended responsibility of the manufacturer in controlling the impact on the environment.
TH's farm clusters apply livestock farming and barn management processes from Israel, feed mixing software from Italy, and veterinary management software from New Zealand...
“ TH Group has applied the green economic model and circular economy to aim for sustainable development throughout all of our production and business activities since the early days of our establishment.
After decades of achieving the title of “Vietnam National Brand” for many product groups, as well as other national brands, the TH brand converges three factors: brand strength, innovative thinking and pioneering ” - Head of the Coordination Board of the Sustainable Development Project of TH Group affirmed.
Mr. Alex Haigh assessed that the green economic model of TH Group is a very impressive "case study" for Brand Finance Asia - Pacific to include in the research and evaluation program of sustainable development brands in the coming time.
Reality shows that green branding brings practical benefits both economically and in intangible values, helping businesses increase their competitiveness in the market, especially in the context of Vietnam participating in the globalization process.
The Vietnam National Brand Program is a unique, long-term and specific trade promotion program of the Government assigned to the Ministry of Industry and Trade to be in charge of coordinating with ministries and branches for implementation.
The objective of the program is to build the image of Vietnam as a prestigious country for high-quality goods and services through product brands (goods and services) associated with the values of “Quality - Innovation, Creativity - Pioneering capacity”. Thereby increasing the pride and attractiveness of the country and people of Vietnam, contributing to promoting foreign trade development and enhancing national competitiveness.
To achieve the National Brand, products and services must meet strict criteria such as being produced and supplied with advanced technology, being environmentally friendly, using domestic materials, being able to export and replace imported products; accounting for a large proportion of the domestic market and export turnover, and being chosen by consumers.
TH Group has been honored for 8 consecutive years with 5 product groups achieving National Brand, including TH true MILK sterilized fresh milk, TH true ICE CREAM, TH true NUT nut milk, TH true WATER purified water and TH true JUICE milk fruit drink.
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