Promoting national brands and businesses to export Vietnamese products

Chairman of the Board of Directors of Sunhouse Group Joint Stock Company, Nguyen Xuan Phu

What is your opinion about building a national? Many say that this is a long process, requiring a lot of time and effort.

A huge disadvantage for Vietnamese products is to create a good, differentiated product, but that is not known to people around the world. It is the responsibility of each state management agency, enterprises and each citizen to recognize the role of building Vietnamese brands so that the people know and want to use Vietnamese products. This is like a "long war of resistance", which takes time.

The government needs to have a clear strategy for building national brands and we must invest in it. The national brand's core is a brand name of products and companies. Therefore, companies also need to recognize the role and value a brand brings to their business.

In building and developing branding, what difficulties and challenges are Vietnamese companies facing?

The first thing in branding is that the product creator needs to be aware of the role of the brand. As far as I know, many business owners have a vague perception of brand value as well as branding methods, so we need to make them aware of the role, then they will find ways to understand and achieve this.

After the first step, the second is the environment, as well as qualified and experienced organizations to train, guide and provide knowledge of branding for businesses. Finally, there is a need for the support of state management agencies and people to help businesses invest in branding. The country itself also needs to invest in building a national brand to promote Vietnamese businesses to bring their brands abroad.

Could you tell us more about the support of the state management agencies to promote the branding process for businesses?

The last period shows that at the state management agencies haven’t got a deep understanding of branding. There is a lot of controversy about what Vietnamese brands are and what "made in Vietnam" goods are.

I think the State needs to clarify this concept so that people and businesses can understand it clearly.

At the same time, investment sources are directed to the right place, creating high value. Currently, there are huge misconceptions about the value chain, sometimes promoting development is not enough. For example, Vietnam wants and calls for the development of "made in Vietnam" goods, but very few people call for branding. Meanwhile, in the value segment, the brand accounts for 20-30%.

Understanding each value chain in a product constituted by which stages and which country of Vietnam and enterprises have the strength to create in which value chain is the highest, the policy should be directed to that. For example, it is necessary to promote branding, prioritize investment in that field, and then add other value segments such as made in and design. We should choose the segment that is suitable to the resources aiming to creating the highest value.

Thank you sir!