Rice has long been a cornerstone of Vietnam’s agriculture, contributing billions of U.S. dollars in annual export revenue. Yet, the country still lacks a signature product or a globally recognized Vietnamese rice brand. Rice has long held its place as one of Vietnam’s most important agro-products, generating billions of dollars annually in export revenue. However, despite its economic prominence, Vietnam has yet to produce a signature high-quality product or establish a global brand for its rice. What is holding Vietnamese rice back from achieving worldwide recognition? Building a brand starts with quality. It is a process that demands time, effort, and resource—whether for a country or a business. At the heart of every strong brand lies the product itself. For consumers to choose a product with confidence, its quality must stand out. Take rice as an example. Consumers trust a particular variety only after experiencing its quality—its uniform whiteness, plump grain, softness, and fragrant aroma when cooked. Beyond quality, a product must be highly recognizable in a crowded market. This can be achieved through various means, such as innovative packaging design, extensive distribution networks, and effective publicity and advertising strategies. Most importantly, a product needs a distinct “mark” or trademark […]