According to economists’ perception, in many enterprises, awareness of brand management is not invested, just stands at positioning, defining the structure and designing brand identity system. Meanwhile, our society and market have more and more competition, challenges. Therefore, understanding the process of brand management will help the enterprises create their positions in the market.

At the conference, Assoc. Prof. Dr. Nguyen Quoc Thinh - Head of Brand Management Department at University of Commerce shared that Vietnamese enterprises haven’t had clear orientation when they come to the market, haven’t paid much attention to creating their brands. This is a habit. Enterprises are slow in registering trademark protection, build overlap logos, lack identity for clear brand identifying. They are not interested in trademark registration. So changing the perception of businesses about brand protection is a very important issue.

“Brand management towards the future” conference in Hanoi

The reality has shown that building, developing and managing brands are practical needs for all types of business. However, the management and sustainable development for the brand with the aim of creating and maintaining competitive advantage has been a big challenge for many enterprises in Vietnam.

In the 1980s and early 1990s, brand managers took factors such as timeframes or development cycles and reality of a suitable product, brand as consolidated data for measuring, managing enterprises’ brands. By the 21st century, the organizational structure of corporate brand management has changed, in business operation time for the development of new products, time for tracking brand efficiency and analyzing the equity efficiency of the brand.

The world’s fast changing has increased the demand for surveillance not only of the brand's efficiency on a global, regional and local basis, but also rapidly changing competitive and environmental conditions in all over the world.

The conference focused on the main topics: Method of evaluating brand communication effectiveness by Mr. Lai Tien Manh - Director of MiBrand Company. Branding for retail garment fashion in Hanoi; Brand Value Based on Customer - Strategic Approach by Assoc. Prof. Dr. Nguyen Quoc Thinh - Head of Brand Management Department at University of Commerce; Self-assessing the effectiveness of management activities according to the criteria of national quality prizes to raise the brand value of Vietnamese enterprises by Dr. Phung Manh Truong - Deputy Director of Vietnam Institute for Quality Standards; Managing supplying chain in fast fashion brand development.

The conference “Brand management towards the future” is a discussion and dialogue on the practical needs and issues for brand management at Vietnamese enterprises; discuss the support policies, and propose solutions for enterprises to develop sustainably.

The conference also provides opportunities for managers, businesses, investors to exchange with top experts on branding and marketing in Vietnam. At the same time, the conference also creates conditions for business owners and individuals to update information and new marketing trends then catch up with the world.