This afternoon, January 27, 2024, the University of Social Sciences and Humanities, Vietnam National University, Hanoi (VNU-USSH), in collaboration with the Association of Vietnamese Businesspeople Abroad, the Vietnam Communist Party Online Newspaper, and the Ho Chi Minh Museum (Ho Chi Minh City branch), organized a seminar on the topic "Positioning Vietnamese Business Brands in Global Media".
The seminar was held within the framework of the 4th Congress, term 2023-2028, of the Association of Vietnamese Businesspeople Abroad, organized from January 26th to 27th, 2024 in Ho Chi Minh City. It was attended by exemplary overseas Vietnamese businesspeople and enterprises representing overseas Vietnamese business associations from 40 countries and territories, as well as over 100 delegates including Party and State leaders; leaders of ministries, departments, and localities; foreign diplomatic missions in Ho Chi Minh City; and partner organizations and associations of the Association.
This forum aims to connect three key stakeholders: businesses, media and regulatory bodies, and scientists, to share and discuss the current state of corporate branding in the media. From this, strategic solutions will be proposed to position Vietnamese corporate brands in the practical and media environments of Vietnam and globally.
Speakers at Session 1, themed "The Current State of Brand Positioning for Vietnamese Businesses in Domestic and International Media," discussed the issue of Vietnamese businesses' branding in domestic and international press and media.
Assoc. Prof. Dr. Hoang Van Nghia - Director of the International Cooperation Department, Ho Chi Minh National Academy of Politics
According to businessman Duong Chi Kien, General Director of Golden Age Group, Russia, Vietnamese people abroad always demonstrate courage, fearlessness in the face of failure, dynamism, and a forward-thinking attitude, having developed many businesses in countries around the world. Vietnamese people themselves, along with domestic and international media outlets, have made a significant contribution to spreading Vietnamese brands globally.
The seminar was divided into two sessions, with the participation of researchers and Vietnamese entrepreneurs from both within the country and around the world. In session 1, themed "The current state of brand positioning for Vietnamese businesses in domestic and international media," representatives from several businesses shared valuable information on their brand positioning strategies.
Dr. Nguyen Thanh My stated that the domestic press is very supportive of businesses in brand development.
Sharing practical experience from corporate brand development, Dr. Nguyen Thanh My - Chairman of the Board of Directors of RYNAN Holdings JSC and Chairman of the Board of Directors of MyLan Group - said that for effective communication, businesses first need good products that win the hearts of consumers. In Vietnam, press and media channels, especially the official government media channels, have paid attention to and supported foreign businesses in developing brands domestically and among Vietnamese expatriates abroad.
The guests at the second discussion session focused on solutions and strategies for positioning Vietnamese businesses' brands in global media.
What solutions and strategies are there for positioning Vietnamese businesses' brands in global media? Digital transformation and sustainable development strategies that balance economic and environmental aspects were key topics discussed by speakers in the second session of the seminar.
Dr. Phan Van Kien - Director of the Institute of Journalism and Communication Training, Faculty of Social Sciences and Humanities, Vietnam National University, Hanoi, at the seminar.
Dr. Phan Van Kien, Director of the Institute of Journalism and Communication Training, Faculty of Social Sciences and Humanities, Vietnam National University, Hanoi, stated that brand positioning is a matter of survival for businesses today in the context of globalization. Brand positioning is a process that needs to be established from the very beginning and continuously implemented throughout the development stages of a business.
In today's digital landscape, customers are not limited to a single geographical area but are located worldwide, posing a challenge for businesses in terms of market approach and brand development.
Researchers and entrepreneurs also emphasized that businesses wanting to thrive in the context of strong digital transformation need breakthroughs in thinking and methods.
With exchanges from both domestic and international speakers, the event opened up new avenues for cooperation, linkages, research, and development between the University of Social Sciences and Humanities, Vietnam National University, Hanoi, and the Association of Vietnamese Entrepreneurs Abroad, Vietnamese organizations and businesses in various countries, as well as relevant agencies in Vietnam. The scope extends beyond building and positioning brands for overseas Vietnamese businesses; more broadly, it aims to contribute to the efforts of Vietnamese agencies and departments in positioning the national brand in global media.
Association of Vietnamese Businesspeople AbroadThe Association (English name: BAOOV) was established under Decision 273/2009/QD-BNV dated March 13, 2009, of the Ministry of Interior. The Association is a professional social organization of the Vietnamese business community abroad with the aim of “cooperating and sharing information among businesses, entrepreneurs, and business organizations both domestically and internationally, thereby promoting cooperative relationships in the fields of economics, trade, science and technology, contributing to the socio-economic development of the country.”
From 2009 to the present, through three General Assemblies, the Association has built a network of members in 40 countries and territories, growing stronger and stronger. It is truly a center for uniting Vietnamese business associations and branches worldwide, a bridge for cooperation and trade and investment promotion between Vietnamese entrepreneurs and businesses abroad; between foreign businesses and partners and domestic businesses and entrepreneurs; and is "an inseparable part and a resource of the Vietnamese national community" in the process of building and developing the country.
In accordance with Decision No. 1334/QD-TTg dated November 11, 2023, of the Prime Minister approving the Project "Leveraging the resources of overseas Vietnamese to serve national development in the new situation," with the motto "Innovation - Unity - Creativity and sustainable development," the Association of Overseas Vietnamese Entrepreneurs wishes to strengthen the participation of delegates from the Vietnamese business community, enterprises in Vietnam and overseas Vietnamese, and State agencies to connect businesses and business associations of Vietnamese entrepreneurs both domestically and internationally, establish cooperative relationships with localities and organizations in Vietnam and abroad, and create strength for the Vietnamese business community in general and overseas entrepreneurs in particular in the cause of building a strong and prosperous nation.
