"The biggest bottleneck preventing businesses from building a sustainable brand is the limitation in long-term thinking," shared expert Nguyen Hoang Phuong – Chairman of the Board of the Asia-Pacific Economic Development Institute (ABE Academy) – at the closing ceremony and final report presentation of the Master Branding K01 course.
The Master Branding program is organized by the Asia-Pacific Economic Development Research Institute and the PBS High-Quality Training Organization.
Branding is the first thing a business establishes, and it is also the ultimate indicator of an organization's success. In the context of a constantly changing economy, each business's brand management approach often faces significant limitations in terms of long-term vision.According to a report published by the Bank of Korea, some businesses are as old as 1,400 years. Statistics show that globally, there are 5,586 companies older than 200 years. Of these, 3,146 are in Japan, 837 in Germany, 222 in the Netherlands, and 196 in France. In Vietnam, there is no shortage of businesses with aspirations for a century-long history. The question is: What mindset is needed to maintain these brands sustainably through the complex storms of the economy, natural disasters, epidemics, and geopolitical changes?
To help managers build a systematic strategic brand mindset, ABE Academy and PBS have organized a Master Branding program, consisting of two months of case study research and comprehensive transfer of management models and tools.
The closing ceremony and final report presentation for Master Branding K01 took place on January 24, 2024. The event was held in an open space at the New Intellectual House (Tam Dao, Vinh Phuc), combining academic learning with the encouragement of exchange and creativity.
The program was attended by expert Nguyen Tat Thinh – Director of ABE Academy, expert Nguyen Hoang Phuong – Chairman of the Board of ABE Academy; Mr. Trieu Van Duong – Chairman and CEO of PTI & PBS, along with nearly 30 members of Master Branding K01 from various fields and industries.
The campus of the New Intellectual House in Tam Dao, Vinh Phuc
Speaking at the event, expert Nguyen Hoang Phuong - Head of Master Branding K01 - affirmed that the roadmap for developing a sustainable brand cannot be outside the three major trends of the future: technological progress, increasing customer demand, and the professional development of organizations.
According to experts, artificial intelligence (AI) helps brands quantify customer behavior, thereby intelligently showcasing attractive, human-like brand characteristics in both quality and quantity. The rapidly changing new states in customer experience help brands break through the ingrained barriers in consumer psychology, which are often associated with countless products and services. Finally, streamlining the workforce becomes a key survival strategy for all businesses in the current economic climate.
Expert Nguyen Hoang Phuong, President of IMCE Global, and also Chairman of the Board of the Asia-Pacific Economic Development Research Institute.
At the program, representatives from Sauchua Spirit, Grand Nutrition, and An Vuong Phat brands presented their respective Brand Roadmap reports. A common observation shared by most businesses was that in a red ocean market (high level of competition), products and technologies are easily copied, but the brand is the only asset that cannot be imitated. In a blue ocean niche market (low level of competition), however, professional and systematic brand investment is the main driving force for the brand to enter the expected growth phase.Mr. Lam Van Thuan, founder of Sauchua Spirit, shared: The Sauchua brand is positioned based on the 5T philosophy (Authority, Goodness, Harmony, Understanding, Success) of Mr. Nguyen Tat Thinh – Director of ABE Academy. As a young brand, establishing and systematically implementing a Brand Roadmap (a brand development roadmap guided in Master Branding) will become the driving force for Sauchua to realize its new growth goals in 2024.
Representatives from member companies reported on the Brand Roadmap.
The program received active participation, sharing, and interaction from a large number of attendees . With members coming from diverse businesses and regions, they demonstrated a strong spirit of integration and promoted the sharing of diverse values and lessons learned regarding brand management.Mr. Trieu Van Duong, Chairman and CEO of PTI & PBS, affirmed: Research and learning is a lifelong journey for managers. Besides the benefit of acquiring knowledge, it is also an opportunity for members to actively expand their opportunities for cooperation and professional networking.
Mr. Trieu Van Duong, Chairman and CEO of PTI & PBS
At the end of the ceremony, participants received certificates of completion for the Master Branding program from representatives of ABE Academy and PBS leadership. This event marks a new milestone in the research and transfer of brand management knowledge to Vietnamese businesses. Simultaneously, it serves as a support system for businesses, especially small and medium-sized enterprises (SMEs), to sustainably enhance their competitive advantage through branding.Source: https://doanhnghiepvn.vn/made-in-vietnam/tuong-lai-cua-thuong-hieu/20240125040752006
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