Vietnam National Brand Forum 2023- Positioning the green Vietnamese national brand

DNHN - The Vietnam National Brand Forum 2023 with the theme "Positioning the Vietnamese National Brand Green South" was chaired and coordinated by the Ministry of Industry and Trade and RMIT University on the morning of April 20.

Vietnam National Brand Forum is an important annual activity of the National Brand Programme, organised to raise society and the business community's awareness of the significance of the building, managing, and developing brand value in production, business, and investment activities, particularly in the context of global economic integration.

This year's forum is a policy dialogue with the participation of regulatory agencies; international scholars from the United States, and Australia; International organisations, including Embassies and Trade Offices of countries in Vietnam; and the business community from home and abroad, including Vietnamese national brand enterprises that have achieved "green production"

The forum was attended in particular by representatives of Brand Finance, the world's leading organisation in brand valuation based in the United Kingdom. This organisation has made very objective and positive assessments regarding the rise of Vietnam's national brand value among the world's 100 strongest national brands.

Delegates shared at the forum that investment in research into technology, production processes, new materials, renewable energy, etc., to develop green products, has become a top priority for businesses around the globe. As consumers' incomes rise and their interest in environmental protection grows, the notion of a "green brand" gradually gains popularity.

From this point forward, green transformation, green production, green trade, green consumption, green growth, and green development are no longer an option for nations around the world, but a necessity.

Businesses in Vietnam are not immune to this trend. Green brands have provided numerous economic and intangible benefits, helping businesses to become more competitive in the market, particularly in the context of Vietnam's participation in the global market. globalisation progress.

In addition, green production is a prerequisite for entering global markets and participating in trade agreements such as CPTPP, and EVFTA,... because these agreements have stringent requirements. environmental criteria. If we can effectively implement green production, we will be able to take advantage of Free Trade Agreements and meet the stringent demands of markets such as the United States, Japan, Europe, etc…

However, the trend of green living and green consumption presents a new challenge for Vietnamese businesses seeking to align with the general development trend and enhance their position and competitiveness in both domestic and international markets.

The dates for Vietnam National Brand Week 2023 are known to be April 17 through April 23. Vietnam National Brand Forum is a component of this occasion. In addition, there are programmes of interest to numerous businesses, such as the sharing of international experiences in building and developing product/business brands about national brands; factors that increase corporate brand value contributing to raising the national brand value; brand building goes hand in hand with the strategy of intellectual property protection at home and abroad; communication solutions, promoting national brands in the digital era...

The Ministry of Industry and Trade has collaborated with agencies and media units to develop a plan for propaganda and promotion in the media, such as: posting news on the websites of the Ministry of Industry and Trade and the Trade Promotion Agency; distributing press releases via e-mail; and establishing a social media presence. Post updates on your fan page and Facebook, and use an Internet access replication service (SEO). Writing articles for several print and online newspapers; producing reports for Vietnam Television's Week programme. Posting posters and banners at the Ministry of Industry and Trade headquarters (in Hanoi, Ho Chi Minh City, and Da Nang)...

In addition, coordinate with localities to develop and implement a visual propaganda plan (hanging banners, panels, posters) to promote Vietnam Brand Day 20/4 and Vietnam Brand Week 20/4 in provinces/cities across the nation.

Implement communication and promotion activities regarding the National Brand Programme and products bearing the National Brand via the system of deals and Vietnamese representative agencies abroad at diplomatic and business events. economic, cultural and political.

This is a crucial link that will help Vietnamese brands gain deeper and broader access to international markets, particularly through distribution channels managed and owned by Vietnamese people.

Hoai Anh