Building National Trademark now considered essential: Economic experts

Vietnam needs to make bolder efforts to build up its trademarks in order to attract foreign investors to come to the country to underline their prestige and spread positive views of Vietnam. These assessments emerged from a conference on building Vietnam’s National Trademark on June 30.

Vietnam needs to make bolder efforts to build up its trademarks in order to attract foreign investors to come to the country to underline their prestige and spread positive views of Vietnam. These assessments emerged from a conference on building Vietnam’s National Trademark on June 30.

The conference was jointly held by Tri Viet Center for Education Research and Development, and Saigon Media, in Ho Chi Minh City.

Logos of some Vietnamese enterprises selected in the 2008 National Trademark.
Logos of some Vietnamese enterprises selected in the 2008 National Trademark.

To date, an increasing number of enterprises are paying more attention to building up trademarks to enhance their prestige and quality in both domestic and international marketplaces. There are more small and medium-sized businesses competing within the current trend of globalization, which has strengthened the growth of industries as well the supply of goods.

Nguyen Thanh Nam, General Director of FPT Corporation, said that during the past ten years of globalization and the opening of international markets, FPT has persuaded foreign partners by introducing the country and selling them on Vietnam first, before securing contracts.

In order to flourish under globalization, in addition to possessing a skilled workforce, modern facilities and specific goals, enterprises need to pay attention to tourism, which is one of the keys to success, said Nam.

One of FPT’s partners is Japanese. He decided to sign a big contract with FPT after traveling from Hanoi to Quang Ninh province where he took in tourist attractions, Nam explained.

Afterwards, he also decided to remain in Vietnam, choosing to work and live here.

Morvarid Kaykha, a senior expert from Design Bridge, Singapore said when searching “Vietnam” on Google, issues related to war dominated the first pages. Next are pages with images of floods, other disasters and cheap labor. These are disadvantages in convincing financiers to invest to Vietnam, Kaykha said.

It is difficult to convince foreigners to invest to the country with negative stories like those, said a representative from Dynasty Investment Fund.

How best to bolster the Vietnamese trademark?

The National Trademark cannot be separated from economic activity, said Phan Chanh Duong, Director of Lawrence S.Ting Memorial Fund.

He affirmed that trademark represents not only a product but also culture and human beings. Quality is the deciding factor in determining the worth of a trademark, Duong added. He provided Apple as an example. He said Apple could not have become so successful had they disregarded product quality.

Quality has been the focus of product development campaign in many economically successful countries such as Japan and South Korea.

The cultural history of the people must now be considered essential in building the National Trademark, Duong said.

Vietnam attempted to build and develop its image in both domestic and international market, but they applied some ineffective ways. Something is worth to popularize but they did not popularize them.

Vietnamese cuisine is also one of factors, which need to pay attention to build national trademark. However, Vietnamese enterprises did not integrate together to show the national spirit, Duong said.

According to Ton Nu Thi Ninh, President of the Establishing Council of Tri Viet International University said it is the proper time for Vietnam to build its National Trademark through many years having conditions to contract with international friends.

Naturally, government must play a central role in building up the National Trademark, Ninh said.

Ninh said obviously, foreigners have different feelings about Vietnam, but after visiting the country, they see images in opposition to what they had heard about Vietnam.

Vietnam not only needs to attract a million foreign visitors to the country in order to advertise its advantages and improve its image in international markets, Ninh said.

Deputy Minister of Industry and Trade Nguyen Thanh Bien says it is essential for every business to help foster positive connotations associated with the phrase, “Made in Vietnam,” as it will help them to bring their products to global markets and will introduce Vietnam to potential international partners. A respected trademark is a business’s commitment to its partners and customers.

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