According to Deputy Minister of Industry and Trade Nguyen Thanh Bien – Vice Chairman of the National Brand Council: “Most businesses are only interested in their own brands, but there is no link building brand of the whole industry. line”.
Deputy Minister of Industry and Trade Nguyen Thanh Bien
Vice President of National Brand Council
Please Deputy Minister said, how do the sectors play a role in the development of Vietnam's economy?
Vietnam's commodities are currently 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 now rank second; number one pepper; Many other industries are taking up high positions in the region and the world.
What are the weaknesses of Vietnamese businesses in developing brand names of goods lines, Deputy Minister?
For a long time, Vietnamese enterprises have always been interested in exporting raw materials and raw products but not the long-term benefits of finished products and brands of such products. For example, for coffee, for a long time, we have only been interested in exporting as raw materials to foreign importers so that they can process into their products, but not building brand of Ca industry. Vietnamese coffee.
Although there were times when the coffee industry gained huge profits, such as in 2010 and the first 7 months of 2011, the export turnover reached over 2 billion USD, the profit was very high, but to invest in building branding Vietnam Coffee industry, businesses have not yet linked with each other and the Vietnam Cocoa Coffee Association has not promoted its role, while we are occupying a large market share in the region and world.
Besides, businesses only care about their brand and products but not branding of the whole industry. For example, in the seafood industry, we have enterprises that export pangasius and basa catfish with very modern investment, huge scale and export value of hundreds of millions of USD, but to build the brand of pangasius Vietnam's basa is sustainable, with high export value yet to be made.
As a state management agency, what is the basic problem that the Ministry of Industry and Trade deals with branding of products?
In my opinion, in branding of the industry, it is necessary to solve the inadequacies in consciousness, in awareness and from there to move to consensus in the management method and the Government's policy. The Government and the Prime Minister are very interested in building and developing brand names of goods, especially those with wide and deep investment, attracting a lot of labor and having great export value. This will be an issue that the Ministry of Industry and Trade, together with other ministries and agencies, through the National Brand Program to have orientations and implementation organization.
Recently, the Government and ministries and agencies have paid attention to invest but not yet created a breakthrough or a sharp change. We want to determine clearly, who must do what in building industry brands, because industry brands require the link and close cohesion between businesses in a sector together. For a long time, the industry association has not yet promoted its role and has not been competent enough. They often assume that responsibility lies with the Ministry of Industry and Trade or the National Trade Promotion Agency and the National Brand Program.
Enterprises must be aware that the State only supports and cannot do it, which means that branding of the commodity is the responsibility of that industry, with the support of management agencies. For example, building a coffee brand is primarily the responsibility of the Vietnam Cocoa Coffee Association, and building a seafood brand is the responsibility of the Vietnam Association of Seafood Exporters and Producers.
Currently, we are working together with the authorities to discuss the linkage between businesses and associations, local authorities, management agencies, ministries and branches to provide development directions for commodity industries.
Sincerely thank you Deputy!
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