Promoting the positioning of Vietnamese brands in the digital space
Vietnamese enterprises are facing competitive pressure from imported foreign goods with global brands, strong distribution systems and strict standards. In addition, the situation of counterfeit, fake, and impersonating brands is complicated, eroding consumer confidence.
Speaking at the workshop "Market share growth - positioning Vietnamese brands in the digital space" on September 9, Mr. Nguyen Van Dung - Vice Chairman of Ho Chi Minh City People's Committee - said that with more than 500,000 enterprises (accounting for 22% of the country), Ho Chi Minh City is the pioneer in raising the brand level.
The city is currently carrying out an important task according to the Resolution of the National Assembly, building the Vietnam International Financial Center in Ho Chi Minh City. The city is also fully prepared from infrastructure, investors to human resources to be ready to become an international financial center in the coming time.
In the new development stage, Ho Chi Minh City is oriented to become a true super city, with a "one-stop-shop" structure: Ho Chi Minh City is a financial - high-tech center; Binh Duong is an industrial production area; Ba Ria - Vung Tau is a logistics gateway, an international seaport. This linkage creates the largest continuous economic - trade - logistics development triangle in the country, expanding development space and creating conditions for a strong increase in the number of enterprises, especially small and medium enterprises. Therefore, identifying and developing Vietnamese brands has become an urgent task.
Mr. Dung emphasized: "Only when each enterprise, each Vietnamese product has a reputable brand and a clear positioning in the digital space, will we be able to compete and expand exports".
Ho Chi Minh City will synchronize solutions to protect intellectual property rights, promote digital transformation, and develop a transparent and sustainable e-commerce ecosystem.
Vietnamese enterprises need to synchronously protect their brands
Mr. Bong Hoa Viet - representative of Binh Minh Plastic Joint Stock Company said that many products are printed in plagiarism, impersonating, causing consumers to misunderstand. In 2023, the company sent petitions to many authorities, clearly identifying violations of intellectual property rights. However, the handling is not thorough because the violators try to avoid it.
Mr. Viet affirmed: "How much brand investment do businesses have, how much full protection is registered, if there is a lack of consistency and determination from the authorities, the brand is still at risk of being violated, causing heavy damage to both businesses and consumers".
According to Ms. Lam Thuy Ai - Vice President of Saigon Business Association, the sustainable foundation of a brand must come from core values, identity and reputation. To go far, businesses must have good products, go hand in hand with words, and be consistent in their behavior towards customers and partners.
Ms. Ai said that many businesses are still afraid to apply technology because they are leaking business secrets, but in reality, digital transformation is ready and needs to be taken advantage of. Enterprises only need to receive and use it, because technology and supporting solutions are available from both the public and private sectors.
From there, she emphasized that businesses must pay attention to brands and intellectual property, because this is a vital asset.
