Currently, many manufacturers have skewed in the direction of the brand product. Meanwhile, the final destination of a business is to build a strong brand in the minds customers effectively.

The competition for the place names still bitter over the Vietnam market in particular and the world in general. But many companies in Vietnam branding only for the purpose of keeping the product but not necessarily concerned with the meaning and importance of it. "Most businesses have forgotten the three key factors in the success of the brand is to create relevance, differentiation and credibility.

This will lead to the erosion of the original meaning of the brand and reduce customer trust "- Mr. Dao Dinh Hoang, CEO Consulting Masso said.

According to Hoang, Vietnam is ranked ahead of WTO, issues strong brand competitive enough to sustain the domestic market, and can penetrate the world market, are set out as a challenge every head for businesses to survive and grow.

How to build an effective brand? Many consultants Ernst & Yong and Andersen Consulting gave advice: First, to comply with the method, rather than just investment of effort and money.

Enterprises need persistence provider expectations, consistent and continuous efforts for customer commitments from brand; and must have a breakthrough marketing strategy, a superior technology to quickly attract consumers and maintain their loyalty. Because the brand is not merely create products but also to know the story about a man and an idea of ​​the country it represents.

The brand's business strategy, so want to build a strong brand, businesses must identify goals, learn marketing information and consumer psychology, including distribution channels. At the same time implementation and test results prior to market strategy and specific plans.

The fact that many companies have successfully used this strategy to build brand products such as Apple's brand is the world's fastest growth (last year reached $ 6.8 billion, up 42 %).

Apple has successfully through the transition from a company that specializes in computer company into the consumer electronics and brought electronic products are perfectly designed to meet the market demand. Coca-Cola is valued at $ 67 billion as the most valuable brand in the world.