Scientific Conference: “Building and Protecting Vietnamese Brands in Global Economic Integration”

3/28/2025 1:43:20 PM

Opening Remarks
Assoc. Prof. PhD. Bùi Quang Tuấn, Director of the Vietnam Institute of Economics, opened the conference by emphasizing the vital role of building and protecting Vietnamese brands. In the context of Vietnam’s deep integration into the global economy, with 16 international trade agreements and commitments to sustainable development under the 2030 Agenda, developing strong brands is critical for businesses to remain competitive.

PhD. Tuấn acknowledged Vietnam’s progress, including initiatives like the National Brand Program led by the Ministry of Industry and Trade. However, challenges remain, such as fragmented branding efforts, insufficient international protection for Vietnamese agricultural products, and a lack of global recognition for Vietnamese brands.

Key Topics Discussed
Participants explored several critical areas:

1. Current Challenges in Brand Development: Limited professionalism in brand building, lack of international trademark registration, and the weak global presence of Vietnamese products.
2. Opportunities for Brand Growth: Leveraging international trade agreements and sustainable development goals to enhance Vietnam’s branding efforts.
3. Policy Recommendations: Developing comprehensive strategies for branding that align with global standards and focus on long-term sustainability.

Insights from Experts

• Assoc. Prof. PhD. Hoàng Văn Hải emphasized the need for strong branding in today’s competitive market, where product life cycles are short, and consumer expectations are high. He described customer satisfaction and competitive capabilities as the foundation of a successful brand.
• Assoc. Prof. PhD. Nguyễn Quốc Thịnh highlighted that brand development is a pillar of an organization’s soft power, alongside innovation and corporate culture. Each business should tailor its branding approach to its unique resources and market conditions, avoiding the temptation to merely replicate others.
• PhD. Lê Xuân Nghĩa and PhD. Võ Trí Thành discussed the intersection of intellectual property, artificial intelligence, and branding, emphasizing opportunities and challenges posed by technological advancements.

Key Takeaways and Recommendations

1. Understanding Vietnamese Branding: A clearer perspective on Vietnamese brands’ identity and the steps needed to protect them in global markets.
2. Sustainable Branding Strategies: Combining cultural values, innovation, and strategic vision to build brands that resonate both locally and internationally.
3. Long-term Vision: Encouraging businesses to connect motivation, creativity, and leadership to establish enduring brand legacies.

Conclusion
Assoc. Prof. PhD. Bùi Quang Tuấn concluded the conference by summarizing the discussions and emphasizing the need for a strategic, forward-thinking approach to branding. He noted that while the conference provided valuable insights, it also raised further questions for businesses, policymakers, and scholars to consider.

The event ended on a hopeful note, urging all stakeholders to prepare for the challenges of a highly competitive, sustainable, and digitally driven future in global economic integration.