By Mr. Pham Viet Anh, Ambassador of Viet Nam
In the world, many countries have built their famous brands of companies and products/services that have existed for hundreds of year. Those big brands contribute to creating national value, creating the position and strength of the country. For the Netherlands, there are famous names attached with their products/services that made Dutch value such as Royal Haskoning DHV, Royal Boskalis Westminster N.V, Shell, Unilever, Heineken, Philips…
In the field of branding, Viet Nam is still a young country among members of WTO and very young compared to the Netherlands. When the Dutch East India Company (Vereenigde Oost-Indische Compagnie) came to Viet Nam in the 16th century to exchange goods, Viet Nam still did not have the same trade concepts at that time. After a century of war, it is understandable that the Vietnam national brand in general and Vietnamese products/services brands in particular are not known by the world. That is a big disadvantage of Viet Nam in term of global trade.
With the policy of proactive and active economic integration, over the past 18 years, Viet Nam has launched and implemented the Program “Vietnam National Brand” (Vietnam Value) to encourage businesses to build their own brands attached with their products or/and services to be recognized and honored as Vietnam value by the process of evaluating, selecting under specified criteria given by the government. The criteria set out for the program are also the basis for each business to self-assess its own quality of products/services in order to build stable brands, to introduce them to the world market.
In the process of evaluating and honoring “Vietnam value” to any company, product and service, not only the criteria of quality, but also the research and development, the content of innovation in the production process, the use and policies toward labor and the impacts on the environment are also very important key points to take into consideration. Thus, to ensure product and service quality, the ultimate goal is always to serve people while protecting nature and the living environment.
We evaluate and honour Vietnamese brands every 2 years. In 2020, despite the severe impact of the Covid-19 pandemic, we held our 7th assessment with more than 1,000 businesses across the country. There were 124 enterprises with 283 products and services that met or exceeded the standards of the Vietnam National Brand Program and recognized them as Vietnam Value. This time, a large number of well-known brands have been recognized as Vietnam Value.
We honoured companies and their products/services under specific sector/industry such as, in textile and garment industry, we honour Viettien, Garment 10, Nha Be Company; in handicraft industry, we have Minh Long I Ceramic, Chu Dau Ceramic; in Food and Beverage sector, we have Vinamilk, Vinacafe, Vissan, Cholimex; in Rubber industry, we honored DRC, Casumina; in Construction materials, we have big names as Hoa Phat Group, Hoa Sen Group, Dong A Steel, Eurowindow, etc… Especially, there have been 15 companies who honored as Vietnam Value in 7 consecutive times. Most of the above groups/companies have exported their products to the Netherlands.
Whenever you see the ‘Vietnam value’ logo in three colours: blue, green and white printed in company profiles, brochures or media publications and in product packaging, you can trust and use that product or work with the business that makes it because all have been recognized by the Vietnam National Brand Program.