The workshop was chaired by Associate Professor Dr Bui Quang Tuan, Vice President of the Vietnam Economic Association, former Director of the Vietnam Institute of Economics and Dr Vo Tri Thanh, Director of the Institute for Brand and Competitiveness Strategy.
The event also gathered experts, scientists in brand building and development, and representatives of several enterprises.
In his opening speech at the workshop, Associate Professor Dr Bui Quang Tuan emphasised that in the context of deep economic integration, positioning and elevating Vietnamese brands is extremely important, contributing to the country's sustainable development.
However, according to him, Vietnamese enterprises face fierce competition from large international brands in terms of quality, price and brand image. Many Vietnamese brands are not widely known by international consumers, making it difficult to access new markets.
Compared to competitors, Vietnamese enterprises often have limited capital to invest in brand-building activities. Many businesses still lack experience in building and managing brands in the international market.
Given that situation, to elevate Vietnamese brands in the new international context, Bui Quang Tuan proposed some orientations for businesses, such as building brands based on Vietnamese cultural identity, investing in product and service quality, creating a professional brand image, building an effective distribution system, and cooperating with international partners.
The workshop is a forum for experts, scientists, and business representatives to discuss and identify the current situation, bottlenecks, difficulties, and challenges of positioning and elevating Vietnamese brands today.
At the same time, the participants also shared about the opportunities for elevating Vietnamese brands in the new context that is changing rapidly and proposed specific solutions to elevate Vietnamese brands in the trend of global integration in practice.
