According to Deputy Minister of Industry and Trade Nguyen Thanh Bien – Vice Chairman of the National Brand Council: “Most of the new businesses are only interested in their own brands, but there is no association to build the brand of the whole industry. row”.
Deputy Minister of Industry and Trade Nguyen Thanh Bien
Vice Chairman of National Brand Council
Could you tell me, what role do commodity sectors play in the development of Vietnam’s economy?
Vietnam’s commodity industries are developing and playing an important role in the economy, in which, many industries such as agriculture – forestry – fishery are rising to a relatively high position, even leading in the world. gender. For example, coffee and rice are currently ranked second; pepper ranked number one; many other industries are rising to occupy high positions in the region and the world.
What are the weaknesses of Vietnamese enterprises in developing brand names, Deputy Minister?
For a long time, Vietnamese enterprises are often only interested in exporting raw materials and products, but not interested in the long-term benefit of the finished product and the brand name of that product. For example, coffee, we have long been interested in exporting only as raw materials for foreign importers to process into their products, but have not been interested in building a coffee industry brand. Vietnamese coffee.
Although, there are times when the coffee industry reaps huge profits, such as in 2010 and the first 7 months of 2011, export turnover reached over 2 billion USD, the profit achieved is very high, but to invest in building branding of the coffee industry in Vietnam, businesses have not yet linked together and the Vietnam Coffee and Cocoa Association has not promoted its role, while we are occupying a very large market share in the region and world.
Besides, businesses only care about their brands and products, but not about building the brand of the whole industry. For example, in the seafood industry, we have very modern and large-scale enterprises that export pangasius and basa fish, with export value reaching hundreds of millions of dollars, but to build a brand of pangasius and fish. Vietnamese basa has sustainability, with high export value, but has not been able to do so.
As a state management agency, what basic problem does the Ministry of Industry and Trade solve in building brand names?
In my opinion, in building brand names, it is necessary to solve the inadequacies in consciousness and awareness and then move to consensus in the management methods and policies of the Government. The Government and the Prime Minister personally pay great attention to building and developing the brand name of the industry, especially those that invest in breadth and depth, attract many workers, and have great export value. This will be an issue that the Ministry of Industry and Trade together with other ministries and branches will adopt the National Brand Program to have orientations and organize implementation.
In the past time, the Government and ministries and branches have paid attention to invest but have not yet made a breakthrough or drastic change. We want to clearly define, who has to do what in building the industry brand, because the industry brand requires a close connection and connection between businesses in a category. For a long time, industry associations have not been able to promote their role and are not capable enough. They often assume that responsibility belongs to the Ministry of Industry and Trade or the Department of Trade Promotion and National Brand Program.
Enterprises must realize that the State only supports and can’t do it instead, which means that building brand names is the responsibility of that industry, with the support of management agencies. For example, building a coffee brand is the first responsibility of the Vietnam Coffee and Cocoa Association, building a seafood brand is the responsibility of the Vietnam Association of Seafood Exporters and Producers.
Currently, we are together with the authorities meeting to discuss the link between businesses and associations, local authorities, management agencies, ministries and branches to give development directions for the industries.
Thank you very much, Minister!
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