Building And Developing Brands For Some Fine Art Ceramics In Vietnam

Abstract

Brand is an intangible asset of a business, but it plays a very important role. It speaks to the value and standing of the business to consumers. Therefore, building and developing a strong brand is always the goal that motivates businesses to achieve. After many efforts and efforts, Vietnam also has many products of enterprises and craft villages with world famous brands. Typically, such as Bat Trang ceramics, Chu Dau ceramics, Minh Long ceramics... Besides, there are also some shortcomings such as trademark registration issues, unclear regulations on advertising and marketing, and counterfeiting of trademarks. Therefore, it is necessary to build and develop a brand name for fine art ceramics in Vietnam. To achieve the above goal, the author conducted a survey of 500 votes sent to the subjects who are organizations and individuals who are the focal points for regularly conducting activities of buying, selling and exchanging fine art ceramic products and consumers. using ceramic art products for daily living needs. Research results show that there are 6 factors affecting the development of ceramic brands in Vietnam, respectively: Quality of fine art ceramic products; Natural resources and environment for the production of fine art ceramics; Human resources directly producing fine art ceramic products; Organization and management of fine art ceramic products; Science and technology, information technology; Community involvement. From there, there are policy implications in enhancing the brand value of Vietnamese fine art ceramics.