Vietnam is working to strengthen its national brand and help local companies compete in international markets. A report published on October 16 said the country’s national brand value reached 462.28 billion US dollars in 2026, an increase of more than 45 percent compared with 2020. The country ranked 32nd among 193 economies assessed by Brand Finance.
The Vietnam National Brand Programme began in 2008 with 30 companies and 50 products. By 2026, the programme had expanded to include 227 companies and 499 products. The growth reflects efforts to help Vietnamese firms build stronger identities, improve product quality and reach more customers at home and abroad.
Companies recognised in the latest selection round reported combined revenue of more than 2.5 quadrillion Vietnamese dong in 2025. Export revenue exceeded 262 trillion dong, while the companies contributed more than 133 trillion dong to the state budget. They also provided jobs for more than 760,000 workers and invested nearly 43.6 trillion dong in research and development.
Officials say the next stage must focus on turning the country’s rising brand value into lasting business strength. A strong national image can help companies attract buyers and investment, but firms also need products that meet international standards. Better research, modern technology and effective management can help businesses move beyond low-cost production and create goods with higher value.
Innovation has become a more important part of the programme’s selection process. The score given to innovation and creativity has increased, reflecting the government’s focus on technology and new ideas. Officials also want to help companies improve brand management and enter global supply chains.
Vietnam faces strong competition from other manufacturing and export economies. Building a respected brand takes time and requires consistent quality, reliable delivery and trust among customers. Businesses also need to understand the needs of foreign markets and adapt their products to different buyers.
The programme aims to help Vietnamese brands expand overseas while supporting the country’s longer-term development goals. Its success will depend on whether companies can use the support to improve productivity, create new products and establish lasting relationships with international customers.
