Communication work should be stepped up to promote national brand

Hanoi (VNA) – Deputy Minister of Industry and Trade Do Thang Hai has lauded the media’s role in promoting made-in-Vietnam products and services both at home and abroad.

Through cooperation agreements signed with leading news agencies and newspapers such as Vietnam Television, Radio the Voice of Vietnam, the Vietnam News Agency and Vietnam Economic Times, the ministry’s Trade Promotion Agency, as the Secretariat of the National Branding Programme, has carried out a number of activities to raise consumers’ confidence in Vietnamese goods, the official said at a forum in Hanoi on April 20.

Building a national brand to gain a position in the world market in the context of international integration is a right track, he affirmed.

The move requires time and a specific roadmap as well as endeavours of ministries, agencies, associations, localities and enterprises themselves, Hai noted.

The agency has exerted great efforts to support businesses in promoting their goods and services on par with the country’s new position in the world, he said.

Nguyen Thi Thu Hien, Managing Director of the Hanoi Trade Corporation (Hapro), described national branding development as a way to help raise enterprises’ position in a long term.

After being recognised as a national brand, Hapro has rolled out a specific plan with the aim of popularising the national brand “Vietnam Value” among the community, she said.

Bui The Duc, deputy head of the Party Central Committee’s Information and Education Commission, suggested stepping up communication work in the time ahead to promote Vietnamese goods and services, explaining that many Vietnamese exporters have been unaware of building and protecting their own brand names.

Moreover, Vietnamese brands have lost their advantages right in the domestic market due to the flood of foreign rivals.

The National Branding Programme, also known as “Vietnam Value”, is an initiative of the Government to promote the country’s image through well-branded Vietnamese products and services.

It is a long-term trade promotion programme to foster domestic and worldwide recognition of trade names, geographical indicators and appellation of origin to services and products made in the country.

A major mission of the programme is supporting Vietnamese export products under the Vietnam brand so they become more competitive in the global market.-VNA