As one of the countries with the fastest-growing national brands globally, Vietnam is cementing its position on the global economic map. This remarkable achievement reflects the relentless efforts of the Government and business community, as well as recognition from prestigious international organisations.

100 most valuable Vietnamese brands in 2024

Some of the 100 most valuable Vietnamese brands in 2024 listed by Brand Finance – the world’s leading brand valuation consulting company. (Photo: Brand Finance)

Prime Minister Pham Minh Chinh holds a working session with the military-run telecommunications service provider Viettel in Hanoi on April 9 to look into the group’s research and production activities (Photo: VNA)

Viettel Post’s smart sorting technology complex is located in the Quang Minh Industrial Park in Hanoi’s Me Linh district. This is the first smart sorting technology complex in Vietnam. (Photo: VNA)

Before 1986, the concept of “branding” was virtually nonexistent among Vietnamese businesses. During the early years of the Doi moi (renewal) process, branding was largely overlooked, as enterprises focused primarily on the domestic market, with minimal involvement in international trade or export activities.

From 1995 onwards, as Vietnam embraced economic reforms and international integration, the concept of “national brand” began to take hold. Initially limited to trade and import-export sectors, the concept gradually expanded to include culture, tourism, media, and technology.

More than 1,000 people participate in the “Pride of Vietnamese Products” race on December 10, 2023, on the pedestrian street around Hoan Kiem Lake in Hanoi. (Photo: VNA)

The launching ceremony of the book “Vietnamese Brands – Golden Moment” by author Tran Tue Tri in Hanoi on April 17, 2023. (Photo: VNA)

The Vietnam Value Programme, a distinctive and long-term trade promotion initiative, was launched under the Prime Minister’s Decision No. 253/2003/QD-TTg, issued on November 25, 2003. Focused on three core values – quality, innovation, and pioneering capacity – the programme aims to showcase Vietnam’s image and build a strong national brand through high-quality products,

The modern nut milk production line of Vinamilk meets the standards of many countries such as Singapore, the Republic of Korea and China (Photo: VNA)

Vietnam Posts and Telecommunications Group launches the IDC Hoa Lac Data Centre in Hanoi on December 6, 2024 (Photo: VNPT)

Workers install VinaPhone 5G infrastructure and base stations nationwide. (Photo: VNA)

In 2008, April 20 was designated as “Vietnam Brand Day,” an annual event to honour and promote the country’s brands. The number of businesses receiving the Vietnam Value title has grown significantly, from 30 in 2008 to 190 in 2024, representing 359 products that embody Vietnam’s national brand.

Prime Minister Pham Minh Chinh attends the National Brand Award 2024 in Hanoi on November 4 (Photo: VNA)

Over the past 20 years, the Vietnam Value Programme has played a pivotal role in helping enterprises build and promote their brands, boosting production, business growth, and exports. These efforts have established Vietnam’s reputation as a nation producing high-quality goods and services with strong competitive edge in international markets.

A production line of completely biodegradable biological products at a factory in Hai Duong province. Enterprises with products earning national brand titles are not only models of quality standards but also pioneers in applying green and sustainable development models.(Photo: VNA)

Vietnam’s national brand has achieved remarkable heights, leaving an indelible mark on the global branding landscape. In 2023, Brand Finance, the world’s leading independent brand valuation consultant, valued Vietnam’s national brand at 498.13 billion USD, a 15.6% increase from 2022. This ranking placed Vietnam 33rd among the world’s 121 strongest national brands. Between 2019 and 2023, the value of Vietnam’s national brand grew by 102%, making it one of the fastest-growing in the world.

Breakthrough solutions

To further elevate Vietnam’s national brand, the country must implement groundbreaking strategies while maximizing its core potential and values.

Despite its impressive achievements, Vietnam faces challenges in sustaining and developing its national brand. These include a lack of linkages between certain brands and high-quality export products, reliance on raw or unbranded exports, and increasing competition from neighbouring and global economies prioritising brand development.

Foreign visitors at the Vietnamese booth at the Algiers International Fair (FIA) 2023 (Photo: VNA)

Besides pho (noodle soup), the Vietnamese conical hat also attract the interest of South African and international friends at the Vietnamese Pho Day in South Africa, taking place in Pretoria capital of South Africa on December 9, 2023. (Photo: VNA)

To take Vietnam’s national brand to new heights, breakthrough solutions are needed. These solutions must centre on enterprises while ensuring concerted collaboration among governmental agencies and support from society.

A crucial step in advancing Vietnam’s national brand is raising awareness among businesses and society about the significance of branding.

Visitors to the Vietnamese Goods Identification programme held in Hanoi on December 9, 2023 (Photo: VNA)

According to Hoang Minh Chien, Deputy Director of the Vietnam Trade Promotion Agency (Vietrade) under the Ministry of Industry and Trade (MoIT), branding not only adds value to products but also serves as a strategic tool for businesses to position themselves in the global market.

Organising communication campaigns, specialised seminars, and awareness-raising initiatives is therefore vital. Additionally, integrating branding education into university curricula, particularly in economics and business administration, can lay a solid foundation for future generations to contribute to national brand development .

As enterprises are at the centre of Vietnam’s national brand development strategy, supporting businesses in brand building and management is essential for strengthening their internal capabilities.

Students from FPT School take part in OPEN STEAM DAY 2024, the largest science and technology festival of the year. FPT is one of the top 10 strongest brands in Vietnam in 2024, according to Brand Finance. (Photo: VNA)

Chien emphasised the importance of ongoing support for small and medium-sized enterprises (SMEs) through specialised training programmes, financial assistance, and technical support. He also said that encouraging the adoption of modern technologies for brand management and improving product quality will empower Vietnamese businesses to establish strong, globally competitive brands.

In the context of climate change and the increasing trend of sustainable consumption, building the manufacture of products aligned with green values is critical to enhancing Vietnam’s national brand.

Vietnam’s national brand must be defined by quality, and its commitment to environmental protection and sustainable development. Thus, businesses are encouraged to adopt circular economic models, use recycled materials, and minimise waste.

Deputy Minister of Industry and Trade Nguyen Sinh Nhat Tan

According to the MoIT, demand for green products in Vietnam grew by an average of 15% annually from 2021 to 2023. Furthermore, 72% of Vietnamese consumers are willing to pay more for eco-friendly products, signaling an opportunity for enterprises to enhance product value while improving Vietnam’s global brand image.

Environmentally friendly products are increasingly popular among consumers. (Photo: VNA)

Alex Haigh, Managing Director of Brand Finance Asia-Pacific, emphasised that a strong national brand is defined not only by product quality but also by the values it represents. To effectively promote these values, businesses should fully utilise digital platforms such as social media and e-commerce for product promotion.

Participation in international trade fairs and trade promotion programmes provides another venue to introduce Vietnam’s national brand-certified products to global markets, affirming their values and positioning.

Selling goods through live streaming at the Tua Chua night market in Dien Bien province (Photo: VNA)

Chien stressed that protecting intellectual property is a prerequisite for sustainable development. Businesses must register their intellectual property rights both domestically and internationally, particularly in major trading partner countries, he said. Governmental agencies should also strengthen legal frameworks to address brand disputes and enhance the intellectual property protection system.

With innovative solutions and the concerted efforts of the business community, Vietnam is poised to achieve its goal of becoming one of the region’s strongest national brands. This advancement will elevate the country’s standing while fostering sustainable economic, cultural, and social development./.

Source: VNA