Positioning Vietnam’s Green National Brand

Inevitable trend

At the panel discussion, both domestic and international experts concurred that greening activities in building and developing brands are becoming increasingly prevalent, if not a requirement for keeping up with the global market. Vietnam is not an exception, as sustainable growth, including green branding, is becoming central to the nation’s 2021-2035 economic development objectives.

The opening ceremony of Vietnam National Brand Week 2023

Vietnamese businesses are taking the lead in adopting green production and promoting their environmentally friendly brands. According to Hoang Thi Thanh Thuy, Head of the Sustainable Development Project Coordination Committee at TH Group, the company has been a pioneer in sustainable production and environmental protection, establishing a foundation for safe fresh milk production. The company has also adopted advanced production and management software from developed countries, while initiating carbon emission reduction measures such as the construction of a renewable energy system for production. Thuy emphasized that the company has been using a green economic model based on sustainable economic principles since its inception.

Apart from TH Group, a good number of Vietnamese businesses have made notable progress in green production by integrating green elements into their brands and gaining global recognition, including Vingroup with its electric automobiles and motorcycles. This practice is aligned with current development trends and is viewed by experts as a bold initiative, as pioneers often face obstacles and initiatives also require huge investment.

Tran Le Hong, Deputy Director General of the Intellectual Property Office of Vietnam under the Ministry of Science and Technology, emphasized the importance of technology for businesses to turn to green production and successfully establish green brands. According to Hong, green development is not only a social responsibility but also critical for businesses to survive and thrive in the contemporary environment. Implementing green practices, however, presents significant challenges, requiring innovation across areas such as business administration, product development, and production management. Hong asserted that businesses that regularly innovate and adhere to environmentally friendly production practices are more likely to succeed. However, such endeavors are nearly unattainable without the aid of emerging technologies.

Collaboration of the entire community is necessary

The relationship between the National Brand and corporate or product brands was discussed in depth during the event. It was emphasized that the use of the identity and symbol of the Vietnam National Brand Program is crucial for promoting the brands of businesses in both domestic and international markets.

Hoang Minh Chien, Deputy Director General of the Vietnam Trade Promotion Agency under the Ministry of Industry and Trade, emphasized that the State, businesses, and products all play equally crucial roles in building and positioning green brands. The state is to devise green policies while businesses go green through their products, resulting in the establishment of successful enterprise brands and the extensive influence of the Vietnam National Brand on the global stage. However, some businesses are unaware of the significance of integrating the identity and recognition of the Vietnam National Brand into their own brand development, particularly those new to the Vietnam National Brand Program.

To make a strong impression on the global stage, Alex Haigh, Managing Director of Brand Finance Asia Pacific, suggested Vietnam develop a unique story to make it known to the world. The story needs to focus on Vietnam’s greening and sustainable growth efforts instead of a general overview. Additionally, it is important to plan a road-map and anticipate potential roadblocks in order to proactively develop solutions.

Robert McClelland, Dean of The Business School at RMIT University, offered insights into developing a green and sustainable brand based on a survey of 500 businesses across eight sectors. Enterprises must excel in market research, identify competitive advantages in terms of greening and sustainable development, define a clear mission of branding, provide guidance for brand development in domestic and international markets, and execute marketing strategies effectively. McClelland underscored the importance of brand identity, which requires careful consideration, consensus across the organization, and the enhancement of efficacy of brand identity through effective communications.

Hoang Minh Chien revealed that the Vietnam Trade Promotion Agency has planned to collaborate with the business community to create a comprehensive identity system for the Vietnam National Brand Program.