Good move: TikTok content creator Drex Lee jumps from the stage at the VinFast booth during a trade show in Las Vegas in the United States. With a presence in global media channels, Vietnam firms could attract potential international partners, experts say. — Reuters
HANOI: As Vietnamese firms continue to expand, it is important for them to invest in brand building on the global media stage to sustain their success, experts say.
Speaking at a conference titled “Positioning the Vietnamese Enterprise Brand on International Media” last week, Dr Hoang Van Nghia, director of the International Cooperation Department under the Ho Chi Minh National Academy of Politics, said the global media landscape was incredibly diverse, with various platforms for sharing news and information.
“From digital outlets such as social media, websites and blogs to traditional print and broadcast media, there are many opportunities for Vietnamese firms to convey their brand message to a global audience,” he said.
Dr Nguyen Cong Dung, editor-in-chief of the Communist Party Electronic Newspaper, stressed the importance of a powerful story in building a brand image, as well as trust, accountability and familiarity with consumers.
One of the key reasons for Vietnamese firms to invest in brand building on global media was to enhance their credibility and reputation, said Nguyen.
By leveraging global media outlets, Vietnamese businesses could effectively communicate their values, innovation and quality to a wider audience, Nguyen added.
Ngo Sy Tuyen, chairman of the Vietnam Business Association in Malaysia and chief executive officer of Son Kova (Malaysia), said it was vital to build and assert a brand through product quality and business reputation.
It was also necessary to create engaging stories that showcase Vietnam’s unique traditional culture and values, he added.
He recommended businesses create product ecosystems with an emphasis on a positive business environment and a good awareness of factors such as diplomacy and the local economy.
Mac Tan Minh, a Vietnamese American and chief executive officer of Locamos, said positioning and promoting the brand of global businesses were becoming increasingly important.
To make a business’s brand known internationally, the business must first position its product correctly. Only then could it communicate properly, he said.
He added that it was essential to keep up with the global trend of healthy and safe consumption and urged businesses to start developing products and services that are resource-efficient.
It was also pointed out that investing in brand building on global media requires a strategic approach.
Building a successful brand requires large investments in product research and development, improving the customer experience, and strengthening quality management and corporate culture.
This was especially important in large markets with strong regulations, many of which could be found in major international trade agreements, including the Comprehensive and Progressive Agreement for Trans-Pacific Partnership and the European Union-Vietnam Free Trade Agreement.
In such markets, offering high quality products produced using environmentally friendly methods would be a key factor in success.
By establishing a strong presence on global media channels, Vietnamese firms could attract the attention of potential international partners and investors, as well as explore new markets and business opportunities, the conference heard.
Vietnamese firms should carefully consider which global media outlets are relevant to their target audience and develop tailored brand messages that resonates with consumers. — Viet Nam News/ANN
