At the Introduction Meeting and Information Provision on the Announcement Ceremony of the 9th Vietnam National Brand Award 2024, on October 28, Mr. Hoang Minh Chien, Deputy Director of the Trade Promotion Agency (Ministry of Industry and Trade), said that the Vietnam National Brand Program is a specific and long-term trade promotion program of the Government to build and develop the national brand through product brands.
Participating in the program is a process for businesses to comprehensively evaluate their production and business activities and brand-building strategies through the Program’s criteria. This encourages enterprises to share and pursue the Program’s core values of Quality, Innovation, and Pioneer Capacity.
The program not only honors outstanding product brands and enterprises representing the Vietnam National Brand but also contributes to affirming Vietnam as a country with high-quality goods and services and strong competitiveness in the international market.
In 2024, despite the complex context of the unstable world geopolitical situation, which negatively affected many aspects of socio-economic life and business operations, the 9th National Brand Selection continued to attract the attention and participation of over 1,000 enterprises from various sectors nationwide.
After a rigorous screening process, the enterprises’ dossiers were forwarded to the members of the Vietnam National Brand Program Expert Panel, comprising representatives from relevant ministries, associations, and independent experts in different fields, depending on the enterprises’ registered products. The evaluation was conducted based on the criteria set out in the Prime Minister’s Decision No. 30/2019/QD-TTg dated October 8, 2019, and the Ministry of Industry and Trade’s Circulars No. 33/2019/TT-BCT and No. 25/2021/TT-BCT.
This system of criteria was meticulously researched and developed by experts based on the InterBrand brand valuation method (a renowned American brand consulting firm) and similar criteria of the US National Quality Award (The Malcolm Baldrige National Quality Award).
Additionally, the Program Secretariat collaborated with relevant ministries and sectors, such as the Ministry of Science and Technology, the State Bank, the General Department of Customs, the General Department of Taxation, the Vietnam Social Security, and the People’s Committees of 63 provinces and cities, to inspect the enterprises’ registration, intellectual property protection, and compliance with laws in all three regions of the country.
As a result, after more than nine months of launching and implementing the selection process, on October 21, 2024, the Minister of Industry and Trade – Chairman of the Vietnam National Brand Council issued Decision No. 2776/QD-BCT recognizing 190 enterprises with a total of 359 products that met the Vietnam National Brand standards for the 9th term in 2024.
According to the leader of the Trade Promotion Agency, this number continues to increase (by 18 enterprises) compared to the 8th term in 2022, which had 172 enterprises with 325 products. Among them, 17 enterprises have had their products selected for the Vietnam National Brand for nine consecutive terms.
According to the leader of the Trade Promotion Agency, the products selected for the National Brand this year increasingly reflect the core values of the Program: Quality, Innovation, and Pioneer Capacity in the market, getting closer to international import standards and consumer requirements.
Notably, among the products that attained the National Brand this year, several renowned brands in the fields of industry, processing, manufacturing, food processing, commerce, and services made their mark.
Furthermore, the presence of these prominent domestic brands not only reflects the robust development of Vietnamese brands but also demonstrates enterprises’ heightened awareness of the importance of branding in numerous sectors and fields. This marks a new step forward in our efforts to affirm and enhance the value of the National Brand in the market.
Additionally, Mr. Vu Ba Phu, Director of the Trade Promotion Agency (Ministry of Industry and Trade) and Head of the Vietnam National Brand Program Secretariat, stated: “The Announcement Ceremony of the Vietnam National Brand Products in 2024, with the theme ‘Soaring into the Green Era,’ conveys a message about combining economic development with sustainability. On the journey of elevating Vietnamese brands to ‘stand shoulder to shoulder with the leading nations,’ the National Brand Program represents not only the quality and reputation of Vietnamese enterprises but also signifies a strong commitment to embracing green development.”
The Announcement Ceremony of the Vietnam National Brand Products in 2024 will be held at 7:30 PM on November 4, 2024, at the National Convention Center and broadcast live on Vietnam Television.
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