Conference looks at ways to build national branding

 

Hanoi (VNA) – A conference discussing the importance of national brand building in order to achieve an effective green economy for Vietnam took place in Hanoi on April 19.

The conference, held by the National Branding Programme Secretariat, aimed to promote Vietnam’s green development and raise corporate awareness of the matter. It provided a chance for managers, investors and businesses to share their experience and broaden cooperation in the sustainable development field.

It also created a friendly environment for dialogues about practical and urgent issues in green branding for Vietnamese firms, with exchanges between policy makers and businesses on supporting policies and solutions for sustainability.

Do Kim Lang, deputy head of the Vietnam Trade Promotion Agency (Vietrade) said that building a strong and reliable national image towards making green development is a significant goal of the country.

Up to 80 percent of consumers now agree to pay a higher price for products made by firms displaying social corporate responsibility and a tendency towards sustainable development. Their chief concern is for health and healthy goods, so businesses should develop sustainable goods and services, said Dang Thuy Ha, Nielsen’s Vietnam representative.

Nielsen Vietnam reported that products with branded commitments to good quality and eco friendly development are much more likely to succeed than those without – with the former having four percent growth prospects as opposed to one percent.

For fast consumption goods like food and beverages, the growth rates for eco friendly products range from two to 11 percent, creating a significant drive for businesses.

Businesses are also advised to build up consumer loyalty through long-term health-related strategies and a realistic distribution system, as well as proper post-purchase customer care.-VNA