On the evening of October 16 in Hanoi, speaking at the ceremony announcing products recognized under Vietnam's National Brand Program for the 10th time, Prime Minister Le Minh Hung said a brand is not only a company asset but also reflects the country's competitiveness, reputation and standing.
According to the prime minister, the National Brand Program has grown significantly, from 30 companies with 50 recognized products in 2008 to 227 companies with 499 products in 2026.
Citing Brand Finance data, the prime minister said Vietnam's national brand value reached more than $462 billion in 2026. That was a 45.14% increase from 2020, placing Vietnam 32nd among 193 countries. The combined value of Vietnam's 100 leading brands reached $43 billion, up 11% from 2025.
Good products, but brands remain weak
The prime minister said many Vietnamese products are of good quality, but their brands have not yet become strong enough. Their added value and ability to control the market remain limited.
Notably, export revenue from companies whose products carry the national brand designation accounts for about 11% of those companies' total revenue, or roughly 2.3% of the country's total exports.
Investment in research, core technologies, intellectual property protection and the fight against counterfeit goods also remains insufficient in some areas.
Companies, the prime minister said, must do more than make good products. They must build strong brands and control value and markets.
To help Vietnamese brands expand abroad, he called on companies to invest in research and development, master technology, design and inventions, improve quality, meet green standards and comply with traceability requirements.
Companies should also use data and artificial intelligence in brand management, with customer experience at the center.
The prime minister particularly stressed the need to move from “Made in Vietnam” to “Created by Vietnam”, and from competing on price to competing through quality, technology and reputation.
Titles must be withdrawn when criteria are not met
The prime minister said the national brand designation is not only a source of pride but also a commitment to quality, consumer trust and responsibility for the country's image.
He instructed the Ministry of Industry and Trade to renew the National Brand Program with companies at its center, the market as its direction and practical results as its measure.
The selection criteria should be further refined, with attention to technology, innovation, domestic added value, market share and green standards.
The prime minister also called for stronger post-audit checks and the firm withdrawal of titles from companies and products that no longer meet the criteria. The National Brand, he said, must provide a genuine guarantee of quality, reputation and competitiveness.
The government will continue reforming institutions, administrative procedures and business conditions, removing obstacles and creating a transparent and fair environment. The development of companies and people's lives should be the measure.
“The state creates the environment, businesses create value. The state opens the way, businesses lead,” the prime minister said.
Sources: Thanh Niên
