Spreading brand value: Role of press in elevating national brand

Shaping the national brand strategy in a new era

The Viet Nam National Brand Programme was launched in 2003 under a decision of the Prime Minister, aiming to promote high-quality products, goods and services, thereby affirming Viet Nam’s prestige in the international arena.

Since 2008, April 20 every year has been designated as Viet Nam National Brand Day, accompanied by various practical activities such as forums, seminars, and exhibitions to raise public awareness of the role of branding.

Vu Ba Phu, Head of the Trade Promotion Agency under the Ministry of Industry and Trade, emphasised: “The value of the Viet Nam National Brand has grown impressively in recent years; however, there remain challenges regarding sustainability and the depth of innovation.” In this context, development strategies in the coming time will focus on key driving forces such as digital transformation, innovation, and green growth, while supporting enterprises in transitioning from outsourcing to designing, manufacturing, and building their own brands.

The press is a bridge to spread and elevate brands

If enterprises are the creators of value, the press serves as the force that spreads and shapes social perception of that value. Within this ecosystem, Nhan Dan Newspaper is not only an official information channel but also a trusted bridge between policy and practice, and between businesses and the market.

Vu Chi Thanh, Rector of FPT Polytechnic College, said that: “The collaboration between the press and enterprises creates synergy, enabling strong outreach to the wider public.” According to him, such cooperation not only provides multi-dimensional information but also helps guide the choices of learners and consumers in the context of digital transformation.

From the perspective of manufacturing enterprises, Nguyen Thai Son, General Director of Do Thanh Aluminium Joint Stock Company, said that the press plays a vital role in enhancing brand recognition in international markets. “Through prestigious media channels, enterprises have the opportunity to access partners and participate more deeply in global supply chains,” he said, expressing his expectation that cooperation with Nhan Dan Newspaper would help Vietnamese brands gain wider recognition.

In specialised sectors such as port technology, Ta Minh Vang, Chairman of the Members’ Council of CEH Informatics Services Company Limited, emphasised that branding is a decisive factor in building trust. “Information about policy from Nhan Dan Newspaper provides great value for enterprises in strategic planning,” he noted, adding that appearing in official media helps enhance credibility and spread key development orientations.

In the process of building and developing brands, the press goes beyond simply conveying information; it plays a role in shaping awareness, building trust, and guiding values.

As a central press agency, Nhan Dan Newspaper has been strongly promoting this role by maintaining and developing its National Brand page. This is not only a specialised information channel that promptly reflects guidelines, policies, and activities under the National Brand Programme, but also a forum connecting management agencies, businesses, and society.

By honouring exemplary models, spreading success stories, and analysing challenges and emerging trends, the page contributes to raising public awareness and encouraging enterprises to invest in brand building systematically and sustainably. In doing so, the press, particularly Nhan Dan Newspaper, continues to affirm its role as a companion, guide, and importantly contributing to elevating the Viet Nam National Brand.

Combining strengths to create sustainable value

In practice, brand building is no longer just a matter for individual businesses, but a shared journey for the entire economy. In this journey, coordination among the state, enterprises, and the press plays a decisive role.

From the perspective of a technology enterprise, Nguyen Hien Phuong, General Director of Vietnamobile, stated that the company’s digital transformation process has been a clearly defined and consistent journey over many years, evolving from a traditional telecommunications operator into a technology-driven enterprise centred on data and customer experience.

In this journey, she highlighted the role of official media, particularly Nhan Dan Newspaper. “Over the past five years, Nhan Dan Newspaper has clearly demonstrated its leadership in information, accurately reflecting national digital transformation trends and strongly spreading stories of innovation, technology, and enterprise,” she shared.

According to her, this dissemination not only helps build a positive awareness environment in society but also reinforces confidence for enterprises to pursue long-term strategies. The support of the press also strengthens connectivity, expands cooperation, and gradually enhances enterprise brand value within the digital ecosystem. “We believe that when enterprises, partners, and media agencies share a common vision, digital transformation will no longer be an isolated effort but will become a shared driving force of the economy,” Nguyen Hien Phuong affirmed.

As a key press agency, Nhan Dan Newspaper continues to affirm its position in spreading values, guiding public opinion, and accompanying enterprises. Not only timely reporting of guidelines and policies, the newspaper contributes to telling brand stories, inspiring innovation, and fostering the aspiration of Vietnamese enterprises to rise.

In an era where competition is driven by intangible value, branding serves as a “passport” that brings Vietnamese goods to the global market. For this passport to gain greater weight, a strong and cohesive ecosystem is essential, in which the press plays a leading role in guiding, connecting, and spreading, thereby elevating the Viet Nam National Brand on the international stage.

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