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Branding Strategy in Viet Nam

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  • Economic Research Institute for ASEAN and East Asia (ERIA)
  • Economic Research Institute for ASEAN and East Asia (ERIA)

Abstract

This report examines the development of key local industries in Viet Nam through the strategic use of branding and intellectual property (IP). It reviews the legal framework governing trademarks and geographical indications (GIs), including registration procedures, protection mechanisms, and enforcement, and assesses their role in an increasingly digital economy, supported by relevant statistical data. Drawing on legal analysis, statistical evidence, and seven enterprise case studies, the report identifies trends in trademark registration, examines the growing influence of digital transformation on brand development and protection, and highlights the practical challenges businesses face in enforcing their IP rights. The report concludes with policy recommendations in four areas: combating online misinformation and counterfeiting, strengthening the legal and institutional framework, supporting SMEs and local entrepreneurs, and broadening GI branding strategies through greater private sector participation. The findings are intended to inform policymaking in Viet Nam while contributing to knowledge sharing across ASEAN on the role of IP in promoting local industry development and branding.

Suggested Citation

  • Economic Research Institute for ASEAN and East Asia (ERIA) & Economic Research Institute for ASEAN and East Asia (ERIA), 2026. "Branding Strategy in Viet Nam," Books, Economic Research Institute for ASEAN and East Asia (ERIA), number 2026-RPR-15, July.
    • Handle: RePEc:era:eriabk:2026-rpr-15
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    File URL: https://www.eria.org/uploads/Branding-Strategy-in-Viet-Nam.pdf/
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