Vietnamese brands are increasingly asserting themselves.

“After 9 months of carefully reviewing and evaluating the profiles of over 1,000 registered enterprises, the National Brand Council unanimously selected and recognized 190 enterprises with 359 products that are eligible to achieve the Vietnam National Brand (an increase of 18 enterprises and 34 products compared to the previous selection period), the highest number ever”, the number was announced at the 9th Vietnam National Brand Product Announcement Ceremony recently organized by the Ministry of Industry and Trade.

Mr. Le Hoang Minh - Production Executive Director, representing Vinamilk, received the National Brand Cup.

As the 6th largest dairy brand in the world, Vinamilk continues to be honored as the Vietnam National Brand 2024 this year. This is also the 16th consecutive year Vinamilk has held this title. Currently, Vinamilk's export market is very large. From 42 markets in 2010 to now, it has increased to 62 markets in all 5 continents. This result shows the great efforts of the enterprise in bringing the Vietnamese national brand to the international level.

"Vinamilk aims to make international consumers perceive Vietnamese products and brands as creative, unique and high-quality," said Mr. Le Hoang Minh - Production Executive Director - Company representative.

Along with Vinamilk, Dien Quang Group Joint Stock Company has also successfully entered the list of 190 typical enterprises to be honored. This is the 8th consecutive time Dien Quang has won the National Brand Award. This achievement affirms Dien Quang's leading position in the electricity, electronics and smart control industry, while contributing to enhancing the reputation of Vietnamese brands in the international arena.

Vietnamese longan sold at Thai supermarket

In recent years, Vietnam has been considered a bright spot in the picture of building and developing global national brands. According to Brand Finance - a UK-based national brand valuation organization, Vietnam's national brand is the national brand with the fastest growth rate in value in the world, with an increase of 74% in the period 2019 - 2022. In the top 100 most valuable brands in Vietnam in 2023, telecommunications, banking and food are the industries that contribute the most to the total value of the ranking with proportions of 31%, 30%, 10%, etc., respectively.

In recent times, brand development activities with the core of the National Brand Program have been strongly implemented. Vietnam's leading brands have not only made remarkable improvements in both brand value and brand strength index, but also gradually caught up with global trends, investing in intangible values ​​in the enterprise, typically brand value, thereby contributing significantly to increasing the value of Vietnam's national brand.

“ One of the products that will achieve the national brand in 2024 is VinFast’s electric cars and motorbikes. This reflects the trend of environmentally friendly products being increasingly interested and focused on,” said Mr. Vu Ba Phu, Director of the Trade Promotion Agency (Ministry of Industry and Trade).

And the synergy of the programs

Notably, the resonance of programs, including the campaign "Vietnamese people prioritize using Vietnamese products ", has contributed to bringing Vietnamese products and Vietnamese brands closer to consumers not only in the domestic market but also in the world market.

Minister of Industry and Trade Nguyen Hong Dien delivered the opening speech at the Gala program celebrating 15 years of the Industry and Trade sector implementing the Campaign "Vietnamese people prioritize using Vietnamese goods". (Photo: Can Dung)

Sharing at the Gala program of 15 years of the Industry and Trade sector implementing the Campaign "Vietnamese people prioritize using Vietnamese goods" launched by the Politburo on the morning of November 12, Minister of Industry and Trade Nguyen Hong Dien commented that through the Campaign, consumers both at home and abroad have correctly recognized the production and business capacity of Vietnamese enterprises and the quality of Vietnamese products, goods and services; Vietnamese enterprises have also raised awareness of the importance of the domestic market, thereby focusing on improving quality, improving technology, production lines, business methods and building, developing and protecting brands. Enterprises' approach to the market is also more methodical and effective, so domestic and foreign consumers increasingly appreciate the quality and reputation of Vietnamese brands.

“Vietnamese goods in the journey and aspiration of the past 15 years, I am filled with indescribable happiness” , Mr. Vu Ba Phu shared and said, with the role of trade promotion, from the policies and strategies on trade, import and export have been concretized by us with actions to be able to enhance consumers' awareness of goods and products; connect producers with consumers; provide timely and accurate information on market needs, tastes, and market trends for producers. And in the past 15 years, the trade promotion activities of the Ministry of Industry and Trade have contributed a lot to the journey of Vietnamese goods' aspiration to conquer.

“I still remember in 2006-2007, when I went around the market, Vietnamese goods with Vietnamese brands in supermarkets and markets were very rare. Even sadder was that when we went abroad, we rarely found goods made in Vietnam, let alone goods with Vietnamese brands.

But up to now, in the domestic market, foreign distributors have prioritized choosing Vietnamese brands and goods to display on shelves. When entering foreign markets, the two words 'pride' gently come to us. Because Vietnamese branded products have been present on the shelves of Walmart, Cotsco, or Asian supermarket chains in foreign markets. Even many goods are not from Vietnamese manufacturers but still carry Vietnamese brands. This shows that Vietnamese goods are favored, loved, and favored by many domestic and foreign consumers," said Mr. Vu Ba Phu.

Vietnamese longan fruit sold at a Thai supermarket. (Photo: Thy Thao)

“After many years of Vietnamese goods reaching out to the world, all the world's largest supermarket chains have "felt interested in Vietnamese goods" - Mr. Christian Merizalde Aguilar - Head of Business Strategy of Grupo Merica Food (a distribution company with headquarters in Spain) shared.

A series of other “big guys” have sent out specific messages about choosing Vietnamese goods for their worldwide distribution systems. Walmart, Carrefour, Fast Retailing… have all “announced” that they will significantly increase the proportion of Vietnamese goods in their distribution systems.

It can be seen that, with the support of the Government, the Ministry of Industry and Trade, ministries, branches, localities and the efforts of enterprises themselves, Vietnam's leading brands not only have remarkable improvements in both brand value and brand strength index, but also gradually catch up with global trends, investing in intangible values ​​in enterprises, thereby contributing significantly to increasing the value of Vietnam's national brand.

The results achieved not only affirm the maturity and competitiveness of domestic enterprises, but also demonstrate the efforts, creativity, continuous innovation and pioneering capacity of the Vietnamese business community, contributing to the whole country entering a new era - the era of national advancement.

Thuy Linh