A brand reflects a company’s core promise and remains one of its most valuable assets. It signals trust and often influences customer decisions. These points were emphasized by experts at the seminar “Building Brands to Enter International Markets: From Strategy to Practice,” held on November 20 by the Saigon Times Group in collaboration with the HCMC Department of Industry and Trade. In a presentation titled “Enhancing the competitiveness and brand value of Vietnamese enterprises in global supply chains,” Nguyen Huu Nam, deputy general director of the Vietnam Chamber of Commerce and Industry – HCMC Branch (VCCI-HCM), stated that branding and competitiveness are key factors that determine a company’s ability to participate in global supply chains. In need of stronger brand value Expanding on this view, Nguyen Huu Nam stressed that global trade is becoming more fragmented, competition is heating up, and there is a rising demand for quality, design, and sustainability. Vietnamese companies are taking on a more prominent role in global supply chains, but many still face challenges like limited scale, insufficient capacity to meet international standards, weak risk management, and underdeveloped branding. “Most Vietnamese firms are small or medium-sized, operate independently rather than in coordinated networks, and still […]
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