Adhering to three pillars: quality, innovation, pioneering
The Viet Nam National Brand Program, implemented by the government since 2003, has been creating an important reference system, shaping how businesses build products and develop brands. According to Mr. Vu Ba Phu, Director of the Trade Promotion Department, Ministry of Industry and Trade, the program aims to promote high-quality products and services, thereby affirming Viet Nam's reputation in the international market.
In the new context, when economy the world is moving strongly towards digitalization and greening, the National Brand Development Strategy also transforms towards science and technology, innovation, and digital transformation as driving forces. This means businesses cannot stop at just "achieving the title," but must continuously raise product standards according to increasingly stringent criteria.
In reality, the value of the Viet Nam National Brand has seen impressive growth in recent years. However, challenges regarding innovation and sustainability still pose urgent requirements: Vietnamese products must not only be good but also differentiated, transparent, and capable of conquering global markets. From a business perspective, Mr. Le Hong Quang, General Director of MISA Joint Stock Company, believes that obtaining the National Brand certification has brought clear changes in market position, especially strengthening trust from customers and partners.
Not stopping there, this title also opens opportunities to access international markets through trade promotion activities, while enhancing brand value thanks to promotional support from the State. "To maintain and promote the title, businesses must adhere firmly to three core pillars: quality, innovation, and pioneering capacity," Mr. Quang emphasized.
In the information technology sector, MISA identifies product quality as the foundation, demonstrated by practical effectiveness, safety level, and value to users. Concurrently, the company promotes innovation, especially in applying artificial intelligence and building a self-operating business model, combining humans and "digital labor."
Notably, AI application has helped significantly enhance productivity, where a lean workforce can still achieve great results. This is evidence of how Vietnamese enterprises are transforming the National Brand criteria into internal capabilities.
Transparency of the value chain, upgrading Vietnamese agricultural products
If in the technology sector, national criteria are associated with innovation, then in agriculture, especially coffee, the story revolves around quality and transparency. Mr. Thai Nhu Hiep, Chairman and General Director of Vinh Hiep Company, recognizes that the National Brand has encouraged businesses to shift from competition based on volume to focus on quality and brand value.
Accordingly, to meet national criteria, businesses must build a transparent production ecosystem, from raw material areas, plant varieties to processing and source traceability. This is not only a technical requirement but also a “passport” for products to enter the international market with a higher position.
In the context of strong development of digital trade, technology application, especially traceability and digital transformation, becomes a key factor to enhance competitiveness. When products meet national standards and approach international standards, businesses not only sell but also can actively price and affirm their position in the global value chain.
In the industrial sector, the problem of building products according to national criteria is clearly shown by adherence to quality and reputation. Mr. Tran Dinh Tai, Acting Deputy General Director of Hoa Sen Group, said that the company always prioritizes honesty and quality throughout its development process.
Each product before reaching the market must meet high standards, suitable both domestically and internationally. This is not only a technical requirement but also a brand reputation commitment. In the increasingly fierce competition, businesses must invest heavily in technology, product innovation, quality improvement, and design. At the same time, completing customer service, after-sales service, and brand development also become indispensable “pieces.”
According to Mr. Tai, achieving the National Brand is not only recognition but also a motivation for businesses to continue raising product standards, thereby building sustainable trust with consumers.
Towards a sustainable brand ecosystem
It can be seen that the common point of businesses achieving the National Brand is not viewing the title as a “destination” but as a starting point for a comprehensive standard-raising journey. From technology, agriculture to industry, building products according to national criteria is becoming a long-term development strategy.
In the next phase, when digital transformation, innovation, and green growth become pillars of the economy, the National Brand will continue to play the role of a “compass” guiding businesses. Not only stopping at creating quality products, Vietnamese businesses must also integrate cultural values, social responsibility, and sustainability into each product and service. That is also the path for Vietnamese goods not only to appear but also to affirm their position on the global economic map with real value and unique identity.