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PM approves Vietnam National Brand Program

Released at: 10:21, 10/10/2019

PM approves Vietnam National Brand Program

Photo: Viet Tuan

Program targets having over 1,000 products becoming national brands.

by Nghi Do

Prime Minister Nguyen Xuan Phuc has approved the Vietnam National Brand Program from 2020 to 2030, which aims for over 1,000 products to become national brands.

The objective of the Program is to build Vietnam’s image as a reputable country with high-quality goods and services, increasing the pride and attractiveness of the country and the Vietnamese people and contributing to promoting foreign trade development and improving national competitiveness.

In the 2020-2030 period, the Program focuses on building and developing Vietnam’s brand in association with the positive and outstanding values of the product’s brand, with the goal of effectively implementing the Program on unifying and synchronizing the strategy on the import and export of goods and services. Export turnover of Vietnam National Brand products are to reach a higher level than the national average, while the value of Vietnam National Brand products is to increase by an average of 20 per cent per year under figures and evaluations by prestigious rating agencies in the world. More than 1,000 products are to become Vietnam National Brands.

At the same time, each year is to see an increase of 10 per cent in the number of businesses on the list of those with the highest brand value as ranked by prestigious rating organizations in the world, 90 per cent of businesses in the country are to become aware of the role of brands in production, business and investment; and 100 per cent of products reaching Vietnam National Brand standards are to be promoted domestically and in key export markets.

The Ministry of Industry and Trade (MoIT) is the Program’s management agency. Ministries and branches will be tasked with implementing schemes under the Program.

The Prime Minister assigned MoIT to assume responsibility and coordinate with ministries, branches, the people’s committees of cities and provinces, concerned organizations, and individuals in formulating the Program’s orientation and contents according to their respective functions and competence, ensuring compatibility between the objectives and contents of the Program with actual conditions in a particular sector and locality. A legal framework and guidance for ministries, branches, localities, organizations, individuals and units to implement laws will be created, projects under the Program are to be directly formulated and implemented according to assigned functions, tasks and competence, cooperation established with domestic and foreign organizations and individuals to attract resources for the Program’s activities; and prime responsibility for, guidance, implementation, monitoring, and inspecting the implementation of the Program is to lie with the ministry.

The Prime Minister also promulgated a regulation on building, managing, and implementing the Vietnam National Brand Program.

The formulation, management, and implementation of the Program must be in line with the principle of promoting foreign trade development, promoting the national image and national brand of Vietnam through Vietnam National Brand products, on the basis of consistency and synchronization with the socioeconomic development strategy in each period; ensure resources for implementation in accordance with the objectives and implementation capacity from the central to local levels; promote the active participation and contribution of the social community in the planning process and implementation of the program; and ensure publicity and transparency in management and administration of activities to implement the Program.

The program’s activities include: protection of logos and the Vietnam National Brand identity system at home and abroad; supporting businesses to develop products that meet the criteria of a Vietnam National Brand; and assisting businesses in building, developing and protecting brands at home and abroad.

According to the regulation, the selection of Vietnam National Brand products will be held every two years in even years. Enterprises must submit three sets of registration documents to MoIT prior to March 31 in the year of selection.

Enterprises whose products are Vietnam National Brands are allowed to use the Vietnam National Brand logo and the Vietnam National Brand identity system.

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