Decision 320/QD-TTg 2019 approving the Vietnam National Branding Program in 2020 - 2030

DECISION

Approving the Vietnam National Branding Program
from 2020 through 2030^[1]

THE PRIME MINISTER

Pursuant to the June 19, 2015 Law on Organization of the Government;

Pursuant to the June 12, 2017 Law on Foreign Trade Management;

Pursuant to the Government’s Decree No. 98/2017/ND-CP of August 18, 2017, defining the functions, tasks, powers and organizational structure of the Ministry of Industry and Trade;

Pursuant to the Government’s Decree No. 28/2018/ND-CP of March 1, 2018, detailing the Law on Foreign Trade Management regarding a number of foreign trade development measures;

At the proposal of the Minister of Industry and Trade,

DECIDES:

Article 1.To approve the Vietnam National Branding Program from 2020 through 2030 (below referred to as the Program) with the following contents:

I. OBJECTIVES

1. General objectives

To build Vietnam’s image as a prestigious country with high-quality goods and services, and increase the pride and attractiveness of the country and the Vietnamese people, contributing to promoting foreign trade development and improving national competitiveness.

2. Specific targets

From 2020 through 2030, to focus on building and developing Vietnam brands with the positive and outstanding values of products’ brands reaching the following specific targets:

a/ To effectively implement the Program in conformity with the strategy on import and export of goods and services; the export turnover of the group of products of Vietnam national brands will increase at a higher rate than the national average;

b/ To strive to increase the value of Vietnam national brands by an average of 20% per year according to the statistics and rankings conducted by prestigious rating organizations in the world;

c/ More than 1,000 products will bear Vietnam national brands;

d/ Every year, the number of enterprises included in the list of enterprises with the highest brand value will rise by 10% as ranked by prestigious rating organizations in the world;

dd/ Ninety percent of enterprises nationwide will be aware of the role of brands in production, business and investment activities;

e/ One hundred percent of products of Vietnam national brands will be introduced at home and in key export markets.

II. ENTITIES INVOLVED IN THE PROGRAM

1. The Ministry of Industry and Trade, which is the Program’s managing agency.

2. Units responsible for implementing schemes under the Program, which are ministries and sectors assigned to implement the schemes (below referred to as responsible units).

3. Enterprises that participate in the Program’s activities.

III. CONTENTS OF THE PROGRAM

1. To raise the social awareness about the role of brands in production, business and investment activities.

2.  To enhance the capacity of enterprises in building, development and administration of brands so as to meet the Program’s criteria.

3. To introduce Vietnam national brands in association with promoting products of Vietnam national brands.

4. The contents provided in this Section shall be formulated and implemented under the Regulation on the formulation, management and implementation of the Program.

Article 2.Organization of implementation of the Program

1. The Ministry of Industry and Trade shall:

a/ Assume the prime responsibility for, and coordinate with ministries, sectors, provincial-level’s People’s Committees, and related organizations and individuals in, formulating the Program’s orientations and contents according to their functions and competence, ensuring that the Program’s objectives and contents suit the practical conditions of sectors and localities;

b/ Formulate and improve legal documents and guide related ministries, sectors, localities, organizations, individuals and units in implementing them;

c/ Directly formulate and implement the schemes under the Program according to its assigned functions, tasks and competence;

d/ Coordinate with domestic and foreign organizations and individuals in attracting resources for the Program’s activities;

dd/ Assume the prime responsibility for, guide, organize, monitor, urge and examine the implementation of the Program.

2. Ministries and sectors

a/ The Ministry of Finance shall:

- Allocate economic non-business funds for the Program in accordance with the Law on the State Budget;

- Coordinate with the Ministry of Industry and Trade in examining and supervising implementation of the Program.

b/ The Ministry of Foreign Affairs shall formulate and implement schemes under the Program in association with diplomatic activities:

- To organize communications activities for introducing the Program and enterprises having products of Vietnam national brands in diplomatic events;

- To mobilize resources from overseas Vietnamese communities for participation in and response to the Program’s activities.

c/ The Ministry of Planning and Investment shall formulate and implement schemes under the Program in association with investment activities:

- To organize communications activities for introducing the Program and products of Vietnam national brands via investment activities;

- To focus on helping enterprises having products of Vietnam national brands make offshore investment.

d/ The Ministry of Culture, Sports and Tourism shall formulate and implement schemes under the Program in association with culture, sports and tourism development:

- To organize communications activities for introducing the Program and products of Vietnam national brands via culture, sports and tourism activities;

- To focus on helping enterprises having products of Vietnam national brands participate in culture, sports and tourism activities at home and abroad.

dd/ The Ministry of Information and Communications shall formulate and implement schemes under the Program in association with the task to promote Vietnam’s image:

- To organize communications activities for introducing the Program and products of Vietnam national brands in association with the introduction of Vietnam’s image to foreign countries;

- To focus on supporting the advertising of products of Vietnam national brands in the mass media at home and abroad.

e/ The Ministry of Science and Technology shall formulate and implement schemes under the Program in association with scientific and technological activities:

- To help enterprises develop products meeting the Program’s criteria;

- To help enterprises build and develop their brands in association with protection of intellectual property rights at home and abroad.

g/ The Ministry of Agriculture and Rural Development shall formulate and implement schemes under the Program in association with the agro-forestry-fishery development task:

- To focus on building and developing the brands of Vietnamese agro-forestry-fishery products with advantages;

- To help enterprises develop agro-forestry-fishery products meeting the Program’s criteria.

h/ The Vietnam Television, Voice of Vietnam, and Vietnam News Agency shall:

- Formulate and implement communications and promotion schemes under the Program;

- Coordinate with the Ministry of Industry and Trade and related ministries and sectors in conducting communications activities to introduce the Program and products of Vietnam national brands at home and abroad.

i/ Other ministries and sector shall, within the ambit of their functions and tasks, propose, formulate, and coordinate in implementing, schemes according to the Program’s contents.

Article 3.This Decision takes effect on December 1, 2019.

Article 4.Ministers, heads of ministerial-level agencies, heads of government-attached agencies, chairpersons of provincial-level People’s Committees, and related agencies shall implement this Decision.-

Prime Minister
NGUYEN XUAN PHUC