Thanks to efforts from the leaders and employees, Vinacafe has achieved encouraging results in the past time. On August, 2006, Vinacafe has been granted the 2006 Business Excellence Awards for excellent export achievements and the Vietnam Golden Star Award 2006.
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Brand name is seen as one of the most valuable assets to businesses in the integration process; therefore, Vietnamese businesses have been trying to build brand names and logos. Many businesses have focused on advertising and marketing in order to bring their products to market in the fastest time possible and some of them have succeeded. However, Vinacafe Bien Hoa is one of Vietnamese to have a different view in trademark building, the company’s leaders believed that brand names are always linked to high quality, to qualified services and to the consumers’ trust. The building of a brand name is a long-term process requiring common efforts on the part of the board as well of the staff at every level in the enterprise. This can not be achieved in a few days. In order to build brand-name recognition in the market, Vinacafe has invested to install modern machines and trained high skilled workers aiming to produce high quality products to meet the demands of domestic and global markets. Next, the company has concentrated on selling its products, creating a public relations campaign, employing professional marketing staffs to develop an advertising campaign for the company’s image and products.
Thanks to efforts from the leaders and employees, Vinacafe has achieved encouraging results in the past time. Overcoming 140,000 competitors from 183 countries, Vinacafe was awarded the WIPO prize by the World Intellectual Property Organization on April, 2006. At the same time, Vinacafe has been recognized as a strong Vietnamese trademark of the coffee market and awarded as one of “Reported by Dang Phan
