VN needs national branding: experts

Thursday, Apr 20, 2017 08:38

Milking cows graze indoor at Vinamilk’s first organic farm in Da Lat, one of the many corporate efforts towards green and sustainable growth. — VNA/VNS Photo Pham Kha

Viet Nam must reach a higher level of national and international branding on its path to economic and societal development. This was the consensus at a conference on green growth development strategy held yesterday in Ha Noi.

“As the country integrates itself into the global economy and elevates its political economic status, Viet Nam needs to build a strong and reliable national image while making sustainable development," said Do Kim Lang, deputy head of the Vietnam Trade Promotion Agency (Vietrade).

The conference, held by the National Branding Programme Secretariat, discussed the importance of national brand building in order to achieve an effective green economy for Viet Nam and raise corporate awareness of the matter.

In agreement with Lang, Dang Thuy Ha, Nielsen’s Vietnam representative, suggested the country prioritise green growth for fast and sustainable progress.

“Up to 80 per cent of consumers in Viet Nam now agree to pay a higher price for products made by firms displaying social corporate responsibility and a tendency towards sustainable development. Their chief concern at the moment is for health and healthy goods, so businesses should develop sustainable goods and services,” said Ha.

Ha also advised businesses to build up consumer loyalty through long-term health-related strategies and a realistic distribution system, as well as proper post-purchase customer care.

Centred on four key topics of green growth trend, green consumption, green quality and first hand experience in green branding, the conference allowed managers, investors and businesses to share their experience and broaden cooperation in the sustainable development field, as well as a chance to promote the national branding programme.

It acted as a friendly environment for dialogues about practical and urgent issues in green branding for Vietnamese firms, with exchanges between policy makers and businesses on supporting policies and solutions for sustainability.

Nielsen Vietnam reported that its research shows products with branded commitments to good quality and eco friendly development are much more likely to succeed than those without - four per cent growth prospects as opposed to one per cent.

For fast consumption goods like food and beverages, the growth rates for eco friendly products range from two to 11 per cent, creating a significant drive for businesses.

The conference is a part of the national branding programme to promote Viet Nam’s image as a reliable producer and supplier of a variety of high quality goods and services, and increase recognition of Vietnamese products for their quality, innovation or creativity. — VNS

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