Seminar titled “Brand protection in a world of multi-variable commerce.” (Photo: KIM DUNG)

In his opening remarks, Dr To Hoai Nam, Standing Vice Chairman and General Secretary of the Viet Nam Association of Small and Medium Enterprises, emphasised: “In a highly volatile and fiercely competitive market, a brand is not merely an image or a logo; it represents business ethics, corporate culture, and national reputation.”

This statement is especially significant as global trade is currently facing unpredictable variables, ranging from geopolitical instability and macroeconomic fluctuations to technical barriers, trade protectionism, and, most alarmingly, a growing wave of large-scale and sophisticated intellectual property infringements.

According to a report presented at a government meeting chaired by the Prime Minister with ministries, sectors, and localities, in the first few months of 2025, authorities across the country handled over 34,000 violations of commercial law. Of these, there were more than 8,200 cases of smuggling and transporting prohibited goods; over 25,100 cases of commercial fraud and tax evasion; and more than 1,100 cases involving counterfeit goods and intellectual property rights infringements.

These figures not only highlight the instability within the market supply chain but also underscore the urgent need for enterprises to develop robust brand protection systems, treating this as a cornerstone of their sustainable development strategy.

Speaking at the seminar, Associate Professor Dr Nguyen Quoc Thinh, lecturer at the University of Commerce, stressed: “Security is not just about protecting the brand, it is also about stabilising the brand for sustainable development.”

Many participants at the seminar also noted that, in the face of rapidly changing consumer behaviour, intense competitive pressure, and increasingly cunning commercial fraud tactics, brand protection can no longer rest solely on the shoulders of the state. Enterprises must proactively establish internal monitoring systems, enforce stringent quality control, ensure transparency in traceability processes, and leverage digital technologies in supply chain management.

In this era of technological advancement, tools such as blockchain, artificial intelligence, and QR code-based traceability are vital weapons enabling businesses not only to manage risks but also to assert their competitive spirit.