Spreading brand value: The role of journalism in elevating National Brand

Shaping the national brand strategy in the new era

Program National Brand Vietnam has been implemented since 2003 according to the Prime Minister's decision, aiming to promote high-quality products, goods, and services, thereby affirming Vietnam's prestige in the international arena.

Since 2008, April 20th annually has been selected as Vietnam National Brand Day, accompanied by many practical activities such as forums, seminars, and exhibitions to raise community awareness about the role of the brand.

Mr. Vu Ba Phu, Director of the Trade Promotion Department, Ministry of Industry and Trade, emphasized: “The value of Vietnam's National Brand has grown impressively in recent times, but there are still challenges regarding sustainability and the depth of innovation.” In that context, the upcoming development strategy will focus on key drivers such as digital transformation , innovation and green growth, while also supporting businesses to shift from processing to self-design, production, and building their own brand.

The press is a bridge to spread and elevate the brand

If businesses are the creators of value, then the press is the force that spreads and shapes social awareness of that value. In this ecosystem, Nhan Dan Newspaper is not only an official information channel but also a trusted bridge between policy and practice, between business and the market.

Mr. Vu Chi Thanh, Principal of FPT Polytechnic College, said: “The accompaniment between the press and businesses will create synergy, strongly spreading to a large number of people.” According to him, cooperation between the press and businesses not only helps convey multi-dimensional information but also contributes to guiding choices of learners and consumers in the context of digital transformation.

From the perspective of a manufacturing enterprise, Mr. Nguyen Thai Son, General Director of Do Thanh Aluminum Joint Stock Company, believes the press plays an important role in enhancing brand recognition in the international market. “Through reputable media channels, businesses have the opportunity to approach partners and participate more deeply in the global supply chain,” Mr. Son said, also expressing hope that accompanying Nhan Dan Newspaper will help the Vietnamese brand be more widely known.

In special fields such as port technology, Mr. Ta Minh Vang, Chairman of the Members' Council of CEH IT Services Co., Ltd., emphasized that the brand is a decisive factor in building trust. He said: “Information about policies from Nhan Dan Newspaper brings great value to businesses during the strategic planning process,” also affirming that appearing in official press helps businesses enhance credibility and spread major development orientations.

In the process of building and developing a brand, the press not only stops at the role of delivering information but also is the force to guide perception, create trust, and lead value.

As a central press agency, Nhan Dan Newspaper has been strongly promoting this role by maintaining and developing a special page on the National Brand. This is not only an in-depth information channel, promptly reflecting policies, guidelines, and activities within the framework of the National Brand Program, but also a forum connecting management agencies, businesses, and society.

By honoring exemplary models, spreading success stories, and analyzing challenges and new trends, the special page contributes to raising community awareness, encouraging businesses to focus more on building a systematic and sustainable brand. Through that, the press, especially Nhan Dan Newspaper, continues to affirm its accompanying role, leading and playing an important part in the journey of elevating Vietnam's National Brand.

Synergizing strength, creating sustainable value

Reality shows that building a brand is no longer the private story of individual businesses, but a common journey of the entire economy. Along that journey, the coordination between the State, businesses, and the press plays a decisive role.

From the perspective of a technology business, Ms. Nguyen Hien Phuong, General Director of Vietnamobile, said that Vietnamobile’s digital transformation is a clearly defined and consistent journey over many years, from a traditional telecom network gradually changing into a technology enterprise, centering on data and customer experience.

In that journey, she emphasized the accompanying role of the official press, especially Nhan Dan Newspaper. “In the last 5 years, Nhan Dan Newspaper has clearly demonstrated its role in leading information, accurately reflecting the national digital transformation trend, while strongly spreading stories about innovation, technology, and businesses,” Ms. Nguyen Hien Phuong shared.

According to her, this spreading not only helps create a positive awareness environment in society but also adds confidence for businesses to persist in pursuing long-term strategies. The accompaniment of the press also helps strengthen connections, expand cooperation, and gradually elevate business brands within the digital ecosystem. “We believe that when businesses, partners, and media agencies share a vision, digital transformation will no longer be an isolated story but will become a common development driver of the economy,” Ms. Nguyen Hien Phuong affirmed.

As a leading press agency, Nhan Dan Newspaper is increasingly affirming its position in spreading value, guiding public opinion, and accompanying businesses. Not only promptly reflecting policies and guidelines, the newspaper also contributes to telling brand stories, inspiring innovation, and promoting the aspirations of Vietnamese businesses.

In the era of competing through intangible values, the brand is the “passport” that brings Vietnamese goods to the world. And for that passport to gain more weight, a strong accompanying ecosystem is needed, in which the press plays a leading, connecting, and spreading role, contributing to elevating Vietnam's National Brand on the international stage.