National brand status solidifies Vietnam’s global market standing
VOV.VN - National brands take shape through individual businesses and specific products. By combining quality and identity with environmental and social responsibility, enterprises directly help shape Vietnam’s image in international markets.
Amid a fast-changing fashion market, intensifying competition, and rising consumer demands, May 10 Corporation - JSC has been recognized as a Vietnam National Brand for the eighth consecutive time.
Steadfast in its growth strategy centered on quality, innovation, and pioneering capacity, May 10 continues to focus on enhancing management standards, developing human resources, applying science and technology, and refining production processes to steadily improve productivity, quality, and market responsiveness.
Hoang The Nhu, Deputy General Director of May 10 Corporation, says that to meet sustainability requirements in Europe, the US, and Japan, May 10 established dedicated Research and Development (R&D) centers, Original Design Manufacturer (ODM) teams, and sourcing groups. These divisions independently develop sample collections, source certified green materials, and increase value per order. The company also optimizes rules of origin to leverage tariff preferences under free trade agreements, expanding its footprint in key markets.
"On our integration journey, preserving core brand values while proactively innovating to adapt to new trends serves as the foundation for May 10 to boost competitiveness and growth opportunities," Nhu says.
"Built on a solid heritage, innovation, and global ambitions, May 10 continues to conquer customers with quality and markets with reputation, contributing to asserting Vietnamese fashion's standing domestically and internationally."
In global competition where reputation, trust, and distinctive value creation matter more than ever, a brand serves as both a strategic corporate asset and a national resource. A strong national brand must rest on the substantive strength of the economy and the ability to build lasting trust.
Phung Quang Trung, General Director of Southern Rubber Industry JSC (Casumina), shares that building a recognized brand requires continuous strategic effort to expand both domestically and globally.
"The company currently exports to over 50 countries worldwide," Trung notes. "In the near future, Casumina will continue developing distribution channels for both domestic and export markets. We are gradually greening our production environment to meet quality standards for sustainability and stable growth."
Meeting global market realities
When international consumers choose a Vietnamese-branded product, they select more than a commodity; they experience the nation's manufacturing capacity, technological level, business culture, and overall trustworthiness. A national brand must therefore be embedded in every customer experience with Vietnamese products.
The Ministry of Industry and Trade (MoIT) is formulating the Vietnam National Brand Strategy through 2035 with a vision to 2045. This broader approach aims to strengthen links between the National Brand and regional, sectoral, corporate, and product brands, while incorporating historical, cultural, and human elements.
According to Vu Ba Phu, Director General of the Vietnam Trade Promotion Agency (VIETRADE) under MoIT, the Vietnam National Brand Program has updated its selection regulations and criteria to align with new development requirements as the country implements strategic Politburo resolutions toward 2030 and 2045 economic targets.
Notably, innovation weight within the program’s three core values,“Quality - Innovation - Pioneering Capacity”, has been increased from 180 to 300 points out of a total 1,000-point scale. This adjustment reflects a heightened focus on science, technology, R&D, digital transformation, green transition, and sustainable development.
"While brand evaluation previously focused heavily on product quality, operational scale, and market reach, innovation capacity and social responsibility are now evaluated more rigorously," Phu explains. "This shows global market trends where green manufacturing, sustainability, and social responsibility are increasingly prioritized. To maintain competitiveness, businesses must demonstrate adaptability, resilience, and meet rising standards."
To build a comprehensive Vietnamese Brand ecosystem, brand-building initiatives will be closely integrated with trade promotion, market development, technology, digital and green transitions, culture, media, and nation-branding activities.
The core goal will move from 'Made in Vietnam' to 'Created in Vietnam,' moving from mere participation to elevating Vietnam's position within global value chains.
Over 23 years and 10 selection editions, the number of enterprises awarded Vietnam National Brand status has grown more than sevenfold, from 30 in 2008 to 227 in 2026. Among them, 14 companies have maintained the title continuously through all 10 editions, while 84 have received recognition five or more times.
10th Vietnam National Brand announcement ceremony slated for October 16
VOV.VN - An announcement ceremony for products achieving the Vietnam National Brand status for the 10th edition will take place in Hanoi on October 16, honoring 499 products from 227 enterprises.
Vietnam eyes building national brands for cultural industries
Vietnam has set targets for cultural industries to contribute 7% of GDP and for Vietnam to develop five to 10 national cultural-industry brands in promising sectors such as film, performing arts, cultural tourism, design and fashion by 2030.
