Experts: Domestic companies should develop strong brand names


Can Tho (VNA) – European consumers cannot
recognise brand names of almost goods imported from Vietnam since many
businesses have not been fully aware of the importance of building trademarks
and have not complied with EU standards for exports, said Claudio Dordi, Technical
Assistance Team Leader of the EU-MUTRAP Project.

Most
of Vietnam’s agricultural products sold in the EU market are labelled with
Chinese and Japanese brand names since Vietnam exported raw materials to these
countries, Dordi told a trade policy forum held by the Vietnam Trade Promotion
Agency under the Ministry of Industry and Trade and the centre for investment
and trade promotion of Can Tho city on July 20.

According
to the expert, up to 99 percent of coffee products imported into the EU come from
Vietnam, but few consumers know that fact.

Aside from coffee, Vietnam’s cocoa, tea, toys,
footwear and apparel are also facing the same situation, he noted, adding that
European consumers equate Vietnamese goods with Chinese products, forcing
importing countries to raise more quality control barriers towards Vietnamese
products.

The expert urged Vietnamese exporters to
modernise their production lines and develop strong brand names for their
firms. They also need to update changes in import policies of partner markets.

Dr Nguyen Phuong Mai, a specialist of the
Corporate Social Responsibility (CSR) project of the UN Industrial Development
Organisation (UNIDO), said enterprises should affirm their prestige through
implementing the CSR Pyramid, which includes economic, legal, ethical and
philanthropic domains. The top of this pyramid is the philanthropic domain,
indicating that benefits produced by businesses go beyond the society’s
expectations.

Alain Chevalier, senior technical advisor of the
programme “Decentralised Trade Support Services for Strengthening the
International Competitiveness of Vietnamese Small and Medium-sized
Enterprises”, introduced the Standards Map of the International Trade Centre.
The software helps exporters learn about main features, requirements and
export-related policies.

Accordingly, Vietnamese firms exporting goods to
the EU should understand that local consumers are ready to pay more for goods
made in line with standards, in an environmentally friendly manner, and with
social responsibility, he added.-VNA



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