Vinfast displays electric vehicles in New York (Photo: VNA) Hanoi (VNA) – Branding is a long-term solution to makeVietnamese goods competitive in the international market, as many products originating from Vietnamremain unfamiliar to consumers though they are among the world's top productionvolumes, said experts.
Thanks to itsimpressive export growth, Vietnam has been among the 20 countries globally withthe biggest trade. However, many Vietnamese exports are labelled underdifferent countries or brands other than Vietnam. This is particularly true foragricultural products as up to 80% of them lack branding.
Vietnamese Trade Counsellor in the UK Nguyen Canh Cuong said Vietnamese rice is sold in theUK under distributor brands like Longdan, Golden Lotus, Buffalo, Green Dragon, and Red Ant. Furthermore, a significant portion of Vietnamese rice exported to theEuropean Union is processed and packaged by importers who then label them withtheir own branding for sale.
Meanwhile, head of the market development strategy consulting section underthe German Chamber of Commerce in Vietnam Dao Thu Trang said many Germans arestill unaware that Vietnam is the world's largest coffee exporter, even thoughthe drink they use daily is shipped in raw form from Vietnam. Similarly, 90%of Vietnamese tea and 95% of its black pepper are exported either in raw form orwith minimal processing. As a result, when these products enter the globalmarket, they often carry the names of foreign partners.
Vice President of the Central Retail Group in Vietnam Paul Le notedthat brands need to be readable and memorable. The products should caterto consumer preferences and meet standards of each market, especiallyconsidering the rising trend of eco-friendly consumption.
Vietnam's King Coffee enters Costco Wholesale distribution system in the US (Photo: VNA) The Vietnamese Ministry of Industry and Trade (MoIT) has launched theNational Brand Programme until 2030 with an aim to build and populariseVietnamese brands, trade names, geographical indications, and origin names ofgoods in both domestic and foreign markets, according to Nguyen Thi Thu Thuy,Deputy Director of the Export Support Centre under the MoIT’s Trade PromotionAgency.
From August 17-20, the sixth Vietnamese Goods Week was co-organised bythe MoIT and the Central Retail Group in Thailand, with 100 Vietnameseenterprises showcasing products such as fish sauce, rice, processed fruits,cashew and macadamia nuts, bird's nest, handicrafts and artworks./.
