Internet users are growing in tandem with the rapid growth of information technology in Vietnam, which opens the door for enterprises to build a brand name online. Online brand names are popular in many countries around the world, but it seems that Vietnamese enterprises are yet to use them to full effect. 

According to recent market research, there are now 23 million Vietnamese internet users, primarily aged between 15 and 40. Realising the importance of building an online brand name, some enterprises have already set up websites or taken out online advertising. But they are the exception. Figures from the Nhat Duy Company, who specialise in online brand name development, show that 82 per cent of all websites aren’t updated regularly, 73 per cent have not effectively created or developed an online brand name, and 85 per cent do not have a professional online marketing department. 

Mr Pham Nang Khoa, Director of Nhat Duy, said that although online marketing is receiving greater attention, most enterprises have only implemented it for short periods, mainly to promote their products and their brand name via special campaigns or programs. A representative of a brand name company in Hanoi agrees. “A lot of enterprises misunderstand the nature of building an online brand name,” he said. “Their websites are designed to be eye-catching, using high technology such as flash, frame and movies. They attach much importance to form but not functionality. The result is that the websites simply look like e-brochures.”

According to Mr Xuan Thuy, Managing Director of Brand Vision Media, online brand name development is about conducting media services. It helps enterprises economise on costs compared with traditional forms of brand name building and it can have greater reach. 

Enterprises need a professional marketing department, to effectively research and plan online brand name development. Such a department should also have computer programmers to optimise websites as well as content and image managers. 

Experts in brand name development say it forms part of the brand name development strategy of each enterprise. It requires a comprehensive strategy, combined with various measures such as a brand identity system, e-marketing, online advertising, events, social websites, etc. Success can be measured by the ease in which their products and services can be found on the internet.  

But Vietnamese enterprises, especially those of small and medium size, have not yet set up professional online marketing departments, according to the representative from the brand name company in Hanoi. Their efforts in building their brand name online have not brought the desired results. To improve, he said, enterprises should be interactive with customers and constantly launch interactive activities in order for their image to be burned in customers’ minds.