Vietnam’s national brand equity has registered remarkable milestones across global marketplaces in recent years. According to international valuation consultancy Brand Finance, Vietnam’s national brand value reached 462.279 billion USD in 2026, marking a 45.14% expansion compared to 2020 and ranking 32nd out of 193 evaluated nations. This sustained upward trajectory reflects substantial enhancements in national competitiveness, investment appeal, and macroeconomic recognition.
Within these overarching achievements, domestic corporations producing certified Vietnam Value products play an increasingly decisive role. Between 2020 and 2026, the proportion of enterprises holding national brand recognition within Vietnam’s Top 50 Most Valuable Brands rose from 42% to 50%. In 2026, five enterprises within this cohort earned spots in the nationwide Top 10, accounting for approximately 69.1% of the group’s aggregate brand valuation.
These figures illustrate that commercial branding has transcended simple visual identification to become a vital economic asset. A strong brand bolsters corporate competitiveness, opens foreign markets, and cements long-term client confidence. At the macro level, the systematic ascent of enterprise brands affirms Vietnam’s industrial manufacturing capabilities, innovation mindset, and deeper integration into global supply chains.
Mr. Vu Ba Phu, Director General of the Vietnam Trade Promotion Agency under the Ministry of Industry and Trade
Speaking with reporters from Vietnam Economic News, Vu Ba Phu, Director General of the Vietnam Trade Promotion Agency, noted that the Vietnam National Brand Program has elevated corporate awareness and strategic capacity across successive assessment cycles. Moving past early obscurity, many domestic enterprises are steadily staking out influential domestic and cross-border footprints.
Industry leaders such as Vinamilk, Viettel, and top-tier commercial banks consistently appear on premier global corporate league tables. Their shared strategy relies on prioritizing foundational capacity, maintaining consistent quality, and navigating volatile international market cycles.
This emphasis on structural transformation was prominently reflected during the 10th Vietnam National Brand evaluation cycle in 2026, where the scoring weight assigned to innovation increased from 180 to 300 points out of a total 1,000. The updated criteria spotlight the pivotal role of research and development, digital adoption, industrial automation, green transformation, and environmental sustainability.
Enterprise Modernization Reshaping National Branding
While macro indicators outline Vietnam’s brand expansion from above, grassroots corporate prowess provides the foundation that generates practical economic value.
For Southern Steel Sheet Co., Ltd. – VNSTEEL, having products certified as Vietnam National Brands in 2026 marks an ongoing affirmation of quality cultivated across generations, while reinforcing the need to safeguard corporate prestige. Le Viet, General Director of the company, affirmed that the firm views the Vietnam National Brand title as a long-term corporate responsibility. The company will continue upgrading quality metrics, integrating factory automation, accelerating digital operations, and implementing green transitions to maintain consistent tolerances, fulfill delivery timelines, and meet regional import standards.
In the food processing industry, Dh Foods Joint Stock Company focuses on optimizing indigenous agricultural materials while enforcing quality control from domestic farming clusters straight through to manufacturing facilities and end consumers. The firm continues expanding processing plants, securing farm partnerships, and optimizing post-harvest handling. Engaging directly with agricultural supply chains stabilizes raw material inputs, enhances farmer yields, and satisfies stringent import benchmarks in overseas retail channels.
Vietnamese enterprises invest heavily in modern technology, elevating product quality and affirming brand stature globally
Vietnamese corporations are systematically establishing global market positions by investing in technology, green manufacturing practices, indigenous sourcing, and customer trust. A common strategic thread across these firms is transitioning from selling simple commodities to generating long-term equity, permanently linking their trademarks to proven quality and reliable delivery.
To support this momentum, Vu Ba Phu highlighted that the Vietnam National Brand Program is establishing direct linkages with national science and technology initiatives, innovation incubators, and foundational industrial programs. These synergies enable businesses to invest in proprietary R&D, commercialize domestic technologies, and enhance overall product value.
The Vietnam National Brand Strategy through 2035, with a vision toward 2045, aims to elevate enterprise brand equity, scale specialized export sectors, and project Vietnam’s image abroad. Under this framework, the national brand serves as an umbrella that represents premium exported goods while reflecting cultural identity, historical resilience, and creative dynamism.
Associate Professor Dr. Nguyen Quoc Thinh, Senior Lecturer at Thuongmai University and member of the Vietnam National Brand Program Expert Advisory Council, noted that anchoring national branding to concrete product brands was an intentional choice to concentrate national resources and ensure execution efficiency. He observed that orchestrating an all-encompassing national branding campaign across diplomacy, culture, tourism, inbound investment, governance, and human capital simultaneously would have diluted limited resources. The choice to anchor the national brand to commercial product brands ensured that specific Vietnamese goods gained immediate global prestige. After 23 years of operation, the program is now broadening its horizon, purposefully connecting commercial product lines to the wider story of modern Vietnam.
Nguyen Quoc Thinh pointed out that branding, innovation, and culture constitute the three pillars of institutional soft power across enterprise and sovereign levels. Within this framework, corporate brands build reputation and commercial trust, technological innovation enhances economic competitiveness, and cultural depth shapes distinctive identity while sparking creativity. Therefore, updating the national brand involves more than adjusting public marketing messages; it requires expanding the concrete industrial and cultural foundations that project the country abroad.
Sharing this diplomatic perspective, former Deputy Minister of Foreign Affairs Vu Quang Minh concurred with the approach, proposing policy mechanisms that encourage businesses to recognize the long-term enterprise value of brand development. Expanding outward direct investments and securing formal foreign distribution channels represent essential steps to strengthen Vietnamese corporate visibility across overseas markets.
Vu Quang Minh emphasized that redefining the national brand requires coordinated alignment between corporate enterprise capacity, practical state support policies, and international country-promotion campaigns. When backed by reliable quality, technological ingenuity, cultural character, and market competitiveness, Vietnamese enterprise brands create tangible economic value while solidifying international trust in Vietnam.
Source: congthuong.vn
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