This afternoon, January 27, 2024, the University of Social Sciences and Humanities, Vietnam National University, Hanoi (VNU-USSH) in collaboration with the Association of Overseas Vietnamese Entrepreneurs, the Communist Party of Vietnam Electronic Newspaper and the Ho Chi Minh Museum (Ho Chi Minh City branch) organized a seminar with the theme "Positioning Vietnamese business brands in global media".
The seminar is within the framework of the 4th Congress, term 2023-2028 of the Association of Overseas Vietnamese Entrepreneurs, held from January 26 to 27, 2024 in Ho Chi Minh City with the participation of typical overseas Vietnamese entrepreneurs and enterprises representing overseas Vietnamese business associations from 40 countries and territories and more than 100 delegates who are leaders of the Party and State; leaders of ministries, departments, branches, localities; foreign diplomatic missions in Ho Chi Minh City; organizations and associations that are partners of the Association.
This is a forum to connect three parties: businessmen, media and management agencies, and scientists to share and discuss the current status of branding of businesses in the media. From there, propose strategic solutions to position Vietnamese business brands in the practical environment and the media environment of Vietnam and the world.
Speakers at discussion session 1 with the topic: Current status of Vietnamese enterprise brand positioning in domestic and foreign press and media
Assoc.Prof.Dr. Hoang Van Nghia - Director of International Cooperation Department, Ho Chi Minh National Academy of Politics
According to businessman Duong Chi Kien - General Director of Golden Age Group, Russian Federation, Vietnamese people abroad always show courage, are not afraid of failure, are always dynamic, up-to-date, and have developed many businesses in countries around the world. Vietnamese people themselves, along with domestic and international media agencies, have contributed greatly to spreading Vietnamese brands around the world.
The seminar was divided into two sessions with the participation of researchers and Vietnamese businessmen in the country and other countries around the world. In session 1 with the topic "The current situation of Vietnamese business brand positioning in domestic and foreign press", representatives of a number of businesses exchanged valuable information about their brand positioning.
Dr. Nguyen Thanh My said that domestic press is very supportive of businesses in developing their brands.
Sharing practical experience from developing corporate brands, Dr. Nguyen Thanh My - Chairman of the Board of Directors of RYNAN Holdings JSC, Chairman of the Board of Directors of MyLan Group said that in order for businesses to communicate effectively, they first need to have good products that win the hearts of consumers. In Vietnam, press and media channels, especially the official media channels of the government, have paid attention to and supported foreign businesses in developing brands domestically and among overseas Vietnamese.
Guests at the second discussion session on solutions and strategies for positioning Vietnamese business brands in global media
What solutions and strategies are there for positioning Vietnamese business brands in global media? Digital transformation and sustainable development strategies in parallel between economy and environment are the issues that speakers focused on in the second discussion session of the seminar.
Dr. Phan Van Kien - Director of the Institute of Journalism and Communication, University of Social Sciences and Humanities, VNU at the seminar
Dr. Phan Van Kien - Director of the Institute of Journalism and Communication, University of Social Sciences and Humanities, VNU said 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 set out right from the beginning and carried out continuously during the development stages of the business.
In today's digital space, customers are not limited to a geographical area but are worldwide, posing a problem for businesses in how to approach the market and develop their brand.
Researchers and entrepreneurs also emphasized that businesses that want to develop in the context of strong digital transformation need to make breakthroughs in thinking and working methods.
With the exchange of domestic and foreign speakers, the event opens up new directions for cooperation, association, research and development between the University of Social Sciences and Humanities, VNU and the Association of Vietnamese Entrepreneurs Abroad, Vietnamese organizations and enterprises in other countries as well as functional agencies in Vietnam. The scope is not only in the issue of building and positioning brands for overseas Vietnamese enterprises, but more importantly, it is contributing with Vietnamese agencies and sectors in positioning the national brand in global media.
Association of Overseas Vietnamese Entrepreneurs(English name is BAOOV) was established under Decision 273/2009/QD-BNV dated March 13, 2009 of the Ministry of Home Affairs. The Association is a professional social organization of the Vietnamese business community and entrepreneurs abroad with the purpose of "cooperating and sharing information between businesses, entrepreneurs, and business organizations at home and abroad, thereby promoting cooperative relationships in the fields of economics, trade, science and technology, contributing to the cause of socio-economic development of the country".
From 2009 to now, through 3 Congresses, the Association has built a network of members in 40 countries and territories, which is increasingly growing, truly a center of solidarity for Vietnamese business associations and branches around the world, a bridge for cooperation in promoting trade and investment between Vietnamese businessmen and enterprises abroad; foreign enterprises and partners with domestic enterprises and businessmen; an "inseparable part and a resource of the Vietnamese ethnic community" in the process of building and developing the country.
Thoroughly grasping and implementing Decision No. 1334/QD-TTg dated November 11, 2023 of the Prime Minister: Approving the Project "Promoting resources of overseas Vietnamese to serve the country's development in the new situation", with the motto "Innovation - Solidarity - Creativity and sustainable development", the Association of Overseas Vietnamese Entrepreneurs wishes to increase the participation of delegates from the business community, Vietnamese enterprises in the country and overseas Vietnamese, State agencies to carry out activities to connect businesses, associations of Vietnamese entrepreneurs at home and abroad, establish cooperative relations with localities, organizations at home and abroad, creating the strength of the Vietnamese business community in general and overseas Vietnamese entrepreneurs in particular in the cause of building a strong country.
