One of the most prominent economic events last week was a ceremony to announce the trademarks selected to take part in the National Trademark Programme. The news encouraged businesses to build up and develop Vietnam’s trademarks in both local and foreign markets.

Over the past five years, the National Trademark Programme have selected 30 outstanding trademarks from enterprises specialising in processed food, beverages, garments and textiles, footwear, electricity, plastics, rubber, construction, real estate, wooden interior furniture, pharmaceuticals, petroleum, information technology, financial services, jewelry, tourism and services.

A logo depicting a National Trademark will be displayed on selected outstanding products from 30 enterprises. This logo includes both an image and words. The image reflects cranes spreading wings in four directions, with the two words, Vietnam Value, referring to the three values: Quality, Creativity, and Leadership. These are the fundamental factors needed for the successful development of Vietnam trademarks.

The Government of Vietnam will protect enterprises with selected trademarks, and create the best possible conditions for them to promote their trademarks and trade activities abroad.

April 20 has been selected as Vietnam National Trademark Day. This offers an opportunity to enterprises to review their own trademark programmes and devises ways of developing them further.

Enterprises should pay attention to two major issues when they build up and develop a trademark. Firstly, they should improve the quality of the product or services by drawing up marketing plans, and setting up comprehensive distribution networks. Secondly, they should focus on building up trademarks by developing a closer relationship with consumers, connecting enterprises’ interests with consumers’ interests, and introducing Vietnam’s traditional cultural characteristics to consumers.

According to international experiences, to turn a national trademark into an international one, there needs to be closer co-ordination between enterprises and the relevant state agencies when developing a trademark. In addition, it will take many years to turn a national trademark into a global one.

For example, to become a household name, it took Honda at least 20 years to become a national trademark in Japan and more than 30 years to become a global trademark. Therefore, Vietnamese enterprises need to improve their quality of products and designs to make their trademarks become globally attractive.

Mr Richard Moore, Executive Director of Richard Moore Associates - a 100% foreign-owned firm that helps companies develop strong brands, said successful enterprises in the world often divide business activities independently such as sales, distribution, marketing, product development and research. Developing a trademark is also considered an independent activity, which plays a very important role. 

The selection of Vietnam Trademark Day and the organsiation of the National Trademark Programme have shown the government’s determination to develop Vietnam’s trademarks.

Addressing the ceremony to announce the chosen outstanding trademarks, deputy Prime Minister Nguyen Thien Nhan said the political bureau and relevant agencies should quickly bring in measures to provide information, training, and marketing assistance to help the 30 enterprises improve the quality of their products, boost trade promotion activities and secure a better position in both local and foreign markets. The successful development of the 30 trademarks will contribute to building up Vietnam Trademark and winning the trust of customers around the world.

Allowing enterprises to pin the Vietnam National Trademark logo on their products is an honour for each enterprise. However, this will pose a great challenge for enterprises as the quality and prestige of these trademarks is not only of concern to the enterprises themselves but also to the nation. Therefore, it is important for Vietnam’s business community to do its best to increase the number of products with the Vietnam National Trademark so that Vietnam’s trademarks can keep up with other famous ones around the world.

The 30 national outstanding trademarks are:

An Giang Seafood Import-Export Joint Stock Company

An Phuoc Garment, Embroidery and Shoes Co.,Ltd

Binh Minh Plastics Joint Stock Company

Vietnam Electric Wire and Cable Joint Stock Company

Southern Industrial Rubber Joint Stock Company

CMS Computer Co,Ltd

Dien Quang Light Bulb Joint Stock Company

Hoa Binh Construction and Real Estate Corporation (HBC)

Kinh Do Confectionaries Joint Stock Company

Minh Long I Co,Ltd

Nha Be Garment Joint Stock Company

OPC Pharmaceutical Joint Stock Company

Phong Phu Garment Corporation

Petroleum Technical Services Corporation

Rang Dong Plastics Joint Stock Company

Robot Company

Sai Gon Beer, Alcohol and Beverage Corporation (SABECO)

Saigontourist Travel Service Company

SAVIMEX Economic Cooperation and Export-Import Joint-Stock Company

Sai Gon Jewelry Company

Thinh Phat Electric Wire and Cable Production and Trade Joint Stock Company

Tien Giang Food Company

Truong Thanh Wood Processing Joint Stock Company

Bank for Foreign Trade of Vietnam

Viet Tien Garment Corporation

Bien Hoa Vinacafe Joint Stock Company

Vietnam Construction and Import-Export Joint Stock Company

Vietnam’s Post and Telecommunication Group