VIETRADE - The National Branding Program is the only one executed by the Government of Vietnam with a view to promoting the national image and national brands through product brands. The above-mentioned product brandsmust share and keep to the values pursued by the nation in the course of economic integration: Quality – Innovation, Creativity and Leadership.
The selected Vietnam’s brands must be well-recognized by customers, built on sustainable development strategy, and committed to allocating resources for brand development and keeping to the values of the Program.
Out of over 2,000 enterprises registering for the Program, 572 enterprises have been picked out. These enterprises have performed well in quality management by international standards and showed their responsible attitudes in tax payment, customs procedure compliance, environment protection and social security for their employees.
107 from the above-mentioned 572 short-listed enterprises qualified by all selection criteria have moved on to the final review after their documents have been appraised by the Program Secretariat together with relevant government authorities, including Directorate for Standards and Quality (Ministry of Science and Technology), General Department of Taxation, General Department of Vietnam Customs (Ministry of Finance), General Statistics Office (Ministry of Planing and Investment), Vietnam Environment Protection Agency (Ministry of Natural Resources and Environment), Department of Labor and Environment Policies (Ministry of Labor, Invalids and Social Affairs), Credit Information Center (State Bank of Vietnam), Vietnam Food Administration (Ministry of Health).
In the final review, the Ministry of Industry and Trade invited leading Vietnamese experts and specialists in products and services sectors to take part in the Council of Experts to appraise application documents and also to organize direct appraisal in the selected enterprises as per each and every sector. To ensure the objectiveness, the Program Secretariat has also hired a leading market research company in Vietnam, Taylor Nielsen Sofres (TNS), to conduct a sociological survey, to analyze consumer perception of 106 brands and to do the ranking on each and every brand nationwide.
After collecting and classifying all market research results, application document appraisals and fact finding results, the Council of Experts met and agreed to approve 43 product brands of 43 enterprises eligible for the National Branding Program.
The National Branding Council convened a general meeting to review and approve the final list of 43 product brands selected for the Program. These 43 product brands were then recognize by Decision No. 2695/QD - BCT dated on 24th May, 2010 of the Minister of Industry and Trade concurrently the Chairman of the National Branding Council.