Hanoi, April 20 -- National branding is emerging as a strategic tool to enhance the country's global standing, helping businesses shift from contract manufacturing to innovation-driven growth and sustainable value creation, according to a trade official.

In an interview with the Vietnam News Agency (VNA), Hoang Minh Chien, Deputy Director of the Vietnam Trade Promotion Agency (Vietrade) under the Ministry of Industry and Trade, said intensifying global competition and the ongoing restructuring of supply chains are redefining how countries compete.

"Competition is no longer about price or output alone, but increasingly about trust, reputation and brand value," he noted, stressing that the Vietnam's national brand plays a critical role in...