According to Deputy Minister Tran Quoc Khanh, the food industry is one of the most potential sectors of Vietnam. Our food not only meets the domestic demand but also exports to many countries around the world. Vietnam is becoming an important source of food and agricultural products for other countries. However, the brand building still quite faint, not effectively match the potential. Therefore, promoting brand building through specific and long-term strategies is in need right now, being innovative and effective are very important.
At the seminar on food industry branding recently held by the Ministry of Industry and Trade, Mr. Ta Hoang Linh - Deputy Director General of the Trade Promotion Department (Ministry of Industry & Trade) said that the branding program of Vietnamese food industry, with the cooperation of domestic and foreign partners, has basically completed the research and proposed the positioning, brand architecture and visual brand identity design for the food industry in Vietnam.
Many experts also agree that agricultural products and foodstuffs are one of the great potential industries in Vietnam, playing an important role in boosting exports, creating jobs and improving labor's incomes. Trade promotion for agricultural products and food has been actively promoted by trade associations and organizations in many different markets in the world.
However, the individual efforts of each item cannot create the general strength and not promote the image of the food industry of Vietnam. The branding program for Vietnam's food industry is step by step doing research and implementing, offering professional and effective solutions to create image of Vietnamese food products on the international market.
Leon Trujilo- The economist said that many foreigners still only know about Vietnam with the image of a country that has experienced the war, not knowing much about its potential of food resources, favorable natural conditions and climate, the capability of producing and supplying diverse, abundant, year-round food products with high quality and quantity. Therefore, branding for the food industry will change the perception of the world about a completely different Vietnam, first of all we should focus on some of the main strengths such as tea, coffee, rice …
Analyzing the branding strategy, Leon Trujilo assessed, Vietnam's food only has single brands, not a brand which can cover the industry to create the power for changing the perception.
In fact, many localities, associations, industries and businesses have started to build their own brands. However, there are still many bottlenecks that need to be cleared.
According to Ms. To Thi Tuong Lan, Deputy Secretary General of the Vietnam Association of Seafoods, the branding of agricultural products and foodstuffs is not just about designing logos or slogans, but also for consumers to understand better about the country producing that product and sustainable value chain, including quality commitments. This is the core when exporting products to the international market.
Therefore, in order to develop the national brand, it is necessary to have a strong commitment of the participants in the value chain, from the government to the enterprises, then to bring the Vietnamese brand to shine in the world market.