National brand affirms Vietnam's position
- QTH-3Q19 Nguyen Thi Nhung
- Feb 20, 2022
- 4 min read
Updated: Mar 28, 2022
Building and promoting Vietnam's national brand has been identified as a focus in the external strategy, which is integrated into the country's overall development strategy in order to improve and promote Vietnam's image and reputation. in the process of extensive and comprehensive international integration, achieving the country's development aspirations and goals from now to 2030, with a vision to 2045 as set forth by the 13th Party Congress
According to Assoc. Prof. Dr. Dang Cam Tu and Dr. Vu Le Thai Hoang, "Simon Anholt introduced the term national brand and building and promoting the national brand (nation branding) for the first time in a decade." The application of marketing strategies to foreign partners with the goal of creating and promoting international image and reputation to serve the country's interests is referred to as the 1990s.
In a broad sense, the national brand is defined as a country's use of brand strategies in relation to another country or group in order to influence diplomatic relations and interactions. international. The goal of country branding is to create a positive, appealing image that increases a country's presence and influence in the international arena.
Globalization has made countries more competitive for the attention, respect, and trust of investors, tourists, consumers, sponsors, and migrants. Immigration, the media, and other countries' governments all play a role. Having a strong national brand is a significant advantage in this competition. Branding, as well as building and promoting national brands, must become goals and priorities of foreign policies for country development in order to achieve overall effects to achieve strategic goals. The country's development is not limited to specific fields such as trade, investment, culture, tourism, communication, or science and technology.
Desire to rise
Beginning in the early 2000s, as part of the Doi Moi and international economic integration processes, the concept of "national brand" began to be widely exchanged and applied in Vietnam, first in the field of trade, import and export, then gradually expanded to the fields of culture - tourism, communication, and technology. Whether it is referred to as a national brand, value or image, or national identity, the common point of the aforementioned industries and fields is to view this concept through an economic lens, primarily in order to achieve the following objectives. Each field or industry's economy is unique.
The Vietnam National Brand Program has achieved positive results after 18 years of establishment and development, attracting the attention of all levels and sectors and establishing a reputation for the business community, as well as domestic and foreign consumers. On October 8, 2019, the Prime Minister signed Decisions No. 1320/QD-TTg approving the Vietnam National Brand Program from 2020 to 2020. 2030 and Decision No. 30/2019/QD-TTg promulgating the Regulation on the Program's formulation, management, and implementation. As a result, the goal is for Vietnam to build and develop 1,000 products that meet Vietnam's national brand by 2030.
To achieve this goal, one of the important contents of the Prime Minister's Program is to raise awareness of society, at all levels, sectors, and particularly the business community, on the role of the business community, the meaning of the Vietnam National Brand Program, and the building and development of brands in production, business, and investment activities. At the same time, the program propagates and promotes the image of Vietnam, a country with a reputation for goods and services, in order to increase the country's and Vietnamese people's pride and attractiveness, while also contributing to the development of foreign trade and improving national competitiveness, as well as honoring product brands and pioneering enterprises that represent Vietnam National Brand.
Since 2003, the Vietnam National Brand Program (Vietnam Value) has been approved by the Prime Minister and assigned to the Ministry of Industry and Trade. In the tourism industry, the Project on Brand Building The national policy on cultural tourism, which was approved in December 2020, is a step toward concretizing the Strategy for the Development of Vietnam's Cultural Industries to 2020, with a Vision to 2030 (approved in 2016) and the Strategy for the Development of Vietnam's Tourism. Southward to 2030 (approved in 2020).
In the field of technology, the Ministry of Information and Communications issued the message "Make in Vietnam" in 2019 to promote Vietnam's information technology industry's national brand. The Ministry of Information and Communications is a long way away in the field of information and communication. Develop a communication strategy to promote Vietnam's image abroad in order to assist ministries/sectors and localities in effectively implementing brand-building and promotion plans. In the field of foreign affairs, the Ministry of Foreign Affairs has taken many proactive, active, and effective steps in the past, contributing to the positioning and promotion of the national brand in a broad sense and approached from a foreign strategy perspective. popular in today's world.
The question is, where does "Vietnam's national brand" fit into the global picture. Vietnam's national brand has increased in value the most in the last year, according to the latest Nation Brands 2020 report published by the global brand valuation group Brand Finance. Total brand value reached 319 billion USD, a 29 percent increase over the previous year, and ranked 33rd among the world's top 100 most valuable brands.
According to the Ministry of Industry and Trade, "currently, the strategy of brand competition is strong and far-reaching, not only at the enterprise level, but also at the local, industry, and even national levels." on a national scale More than 80 countries around the world are implementing national branding programs to develop product brands to foreign markets.
The goal of Decision No. 1320/QD-TTg, which approves the Vietnam National Brand Program for 2020-2030, is to build Vietnam's image as a country with a reputation for high-quality goods and services. high, increasing the country's and people's pride and attractiveness, and contributing to the development of foreign trade and national competitiveness.
The program focuses on building and developing Vietnamese Brands associated with positive and outstanding product brand values, with the goal of effectively implementing the program on the basis of unity and synchronization with the export strategy. import goods and services; the export turnover of the group of products that achieved the Vietnam National Brand increased faster than the national average; contributing to an increase in the value of Vietnam's national brand by an average of 20% per year, according to statistics and evaluations of the world's most prestigious ranking organizations; over 1,000 products achieved National Brand.
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