Vietnam national brand week: solutions to elevate local brands

In recent years, many enterprises in Dong Nai have placed greater emphasis on building and enhancing their brands, expanding markets, and proactively adapting to deeper integration through new-generation free trade agreements (FTAs).

Consumers purchase OCOP products at Co.opmart Bien Hoa Supermarket (Tam Hiep ward). Photo: Hai Quan

At the end of March 2026, the Association of High-Quality Vietnamese Goods Enterprises announced and awarded certificates to 581 enterprises recognized as producers of high-quality Vietnamese goods in 2026, as voted by consumers. The event also marked the 30th anniversary of the program’s establishment and development.

More firms gain national recognition

The survey on high-quality Vietnamese goods was conducted from September 2025 to January 2026, using both direct and online methods. Field surveys were carried out in eight provinces and cities, including Ha Noi, Ho Chi Minh City, Da Nang, Can Tho, Hai Phong, Gia Lai, Dong Nai, and Dong Thap, alongside a nationwide online survey.

In total, nearly 22,000 consumers and more than 4,000 retail outlets participated. Based on multi-dimensional evaluation and verification, organizers selected 581 enterprises that officially met the criteria for the 2026 title.

Dong Nai recorded 21 enterprises receiving certification across sectors such as seasonings, dairy and dairy-based products, non-alcoholic beverages, hygiene products, rubber goods, processed foods, instant foods, construction materials, industrial plastics, and pharmaceuticals, among others.

Notable names include Ajinomoto Vietnam Co., Ltd., Vedan Vietnam Joint Stock Company (JSC), Dongthap Milk Joint Stock Company (DOMILK), Vinacafe Bien Hoa JSC, Nestlé Vietnam Co., Ltd., Nam Long Co., Ltd., Hisamitsu Vietnam Pharmaceutical Co., Ltd., Dona Newtower Food and Beverage JSC, and Gia Bao Group JSC, among others.

Le Bach Long, Director of Nam Long Co., Ltd., in Long Thanh commune, said the company has continuously expanded both domestic and export markets for its rubber gloves. This milestone marks its 14th consecutive year receiving the certification. Currently, the domestic market accounts for about 70% of total revenue.

He noted that the company has focused on improving product quality, applying advanced technologies in production, and actively participating in trade promotion and business matching activities to enhance brand recognition among consumers and partners.

Similarly, Vo Van Manh Em, Deputy Director of Domilk JSC in An Phuoc commune, shared that the company has maintained the certification for many years. It has prioritized market development, particularly in the mid- to high-end segments, while simultaneously expanding both traditional distribution channels and e-commerce. The company has also participated in numerous trade promotions and business networking events to strengthen its retail distribution.

Domilk JSC participates in retail system networking activities in Dong Nai. Photo: Hai Quan

Strengthening support activities

In recent years, many enterprises in Dong Nai have paid greater attention to developing brand value more professionally, actively expanding product promotion channels, and strengthening trade links. As a result, brand coverage and recognition among domestic consumers have increased, while export markets have also expanded.

Moreover, the implementation of targeted support policies across sectors and localities is expected to further enhance competitiveness and brand value for local enterprises, especially as Dong Nai moves toward becoming a centrally governed city.

Duong Van Nhan, Director of the Dong Nai Investment, Trade and Tourism Promotion Center, said the center has proactively coordinated the organization of fairs, exhibitions, business-matching events, and supply-and-demand connection programs. These initiatives help raise public awareness and strengthen consumer confidence in high-quality Vietnamese products.

Programs such as bringing Vietnamese goods to rural and border areas, as well as to industrial parks and economic zones, have been expanded. At the same time, efforts are underway to develop dedicated sales points for Vietnamese goods and OCOP products under the “One Commune One Product” program.

In parallel, the center will step up support for enterprises to participate in major domestic and international trade fairs, connect with distribution systems, supermarkets and export businesses to expand product markets and increase export turnover, while also creating opportunities to access distribution networks, expand markets, exchange and learn from experience, enhance production capacity, improve designs, build brands and improve product quality.

April 20 is observed annually as Vietnam Brand Day, a day to honor and promote Vietnam's brand and image. This year, the Ministry of Industry and Trade is organizing Vietnam National Brand Week from April 17 to 24 under the theme “Vietnam National Brand in the New Era”. A wide range of practical activities is being held nationwide in response to the event.

By Hai Quan – Translated by M.Nguyet, Minho