A launching pad for Vietnamese brands to break through.
As a unique, long-term trade promotion program of the Government , the Vietnam National Brand Program has been implemented for 23 years with the coordination of ministries, sectors, localities and the support of the business community.
Commenting on this journey, Mr. Luong Hoang Thai, Deputy Minister of Industry and Trade , emphasized that the steadfast adherence to the three values of "Quality - Innovation - Pioneering Capability" has contributed to igniting the aspiration to build strong brands, bringing Vietnamese intelligence, courage, and creativity to the international market.
According to Brand Finance, in 2026, the value of Vietnam's national brand will reach US$462.279 billion, an increase of 45.14% compared to 2020, ranking 32nd out of 193 countries.
During the period 2020-2026, the percentage of businesses with products achieving national brand status in the Top 50 most valuable brands in Vietnam will increase from 42% to 50%.
Specifically, in the Top 10 in 2026, five businesses owned products that achieved national brand status, accounting for approximately 69.1% of the group's total value. "These are proud achievements, demonstrating the potential and maturity of Vietnamese brands," Deputy Minister Luong Hoang Thai assessed.
Along with brand value, the program's scale has also expanded significantly. The number of businesses with products achieving national brand status increased from 30 enterprises in 2008 to 190 enterprises in 2024, and is expected to reach 227 enterprises with 499 recognized products in the 2026 selection period.
According to Mr. Vu Ba Phu, Director of the Trade Promotion Department, through the program's criteria system, the State selects products that meet requirements for quality, innovation, and pioneering capacity, thereby forming a force of exemplary enterprises capable of spreading the values of the Vietnamese national brand within the business community and in domestic and international markets. These three core values serve as a guide for businesses to continuously improve product quality, technological level, and competitiveness.
In the future, the program will continue to promote cultural values in brand building, improve product quality through science and technology, and strengthen connections with economic and cultural diplomacy .
To concretize this direction, the Ministry of Industry and Trade will continue to coordinate with units supporting businesses after recognition, focusing on governance, brand protection, digital transformation , green transformation, and linking trade promotion with market expansion.
From brand trust to global competitiveness
Despite achieving many positive results, Vietnamese brands on the international stage still face numerous obstacles. According to Mr. Dinh Hong Ky, Chairman of the Board of Directors of Secoin Company, the current national brand does not accurately reflect the true production capacity of businesses because the economy is heavily dependent on the FDI sector, while domestic businesses mainly participate in processing with low added value. Besides institutional barriers, stringent standards regarding "green barriers" such as ESG, carbon footprint measurement, and traceability are creating significant pressure.
According to Mr. Dinh Hong Ky, Vietnamese businesses don't need to become "giants" to compete globally, but rather need to find their own unique identity. Secoin affirms its position through five factors: quality, uniqueness, authenticity, design, and environmental factors. In particular, thanks to collaborations with international designers in the US, UK, France, Spain, and Japan, Secoin has shifted from original equipment manufacturing (OEM) to original design manufacturing (ODM) and building its own brand (OBM).
To support businesses in building their brands, Mr. Ky proposed that the State provide assistance to businesses in both design and branding, as well as in forming an ecosystem linking designers, businesses, and the market.
Besides identity and design, actual production capacity is the cornerstone of maintaining brand trust. Mr. Le Viet, General Director of Southern Steel Company Limited - VNSTEEL, stated that the continued achievement of national brand status is primarily a recognition of quality and reputation, contributing to strengthening the trust of customers, contractors, and partners. However, this title is only the initial foundation when entering new markets. To secure orders and maintain long-term relationships, businesses must demonstrate actual capacity in terms of production volume, delivery schedules, application of automation technology, and a focus on producing high-quality, environmentally friendly steel.
Meanwhile, Dr. Nguyen Quang Thai, Chairman of the Board of Directors of Thai Minh Pharmaceutical Joint Stock Company, commented that the national brand title is of great importance in building and strengthening consumer trust in the context of a volatile market.
However, trust can only be maintained when businesses ensure product quality and transparency of information. Based on practical experience, Mr. Thai suggested that the management agency research appropriate incentive mechanisms for products achieving national brand status in state bidding and procurement programs, thereby creating more impetus for Vietnamese products to compete with imported goods.
Therefore, a national brand is not only a milestone for individual businesses but also an integral part of the image of Vietnamese goods in the market. When businesses proactively improve quality, innovate technology, steadfastly pursue green transformation, and consistently fulfill their commitments, the national brand title can be transformed into trust, market opportunities, and sustainable competitiveness in the international arena.
Source: https://hanoimoi.vn/nang-tam-gia-tri-khang-dinh-vi-the-thuong-hieu-viet-1759761.html
