Brand Protection in the Digital Commerce World
In the context of an increasingly complex and competitive market, the situation of counterfeit and fake goods is increasing, directly threatening the reputation and brand value of businesses.
Discussion on the topic: “Brand protection in a world of many variables”. (Photo: KIM DUNG)
At the discussion on May 28 in Hanoi, Mr. To Hoai Nam, Vice President of the Vietnam Association of Small and Medium Enterprises, emphasized that a brand is not only an image or logo, but also reflects business ethics, corporate culture and national reputation.
Meanwhile, government figures show more than 34,000 violations related to trade fraud, smuggling, counterfeiting and intellectual property infringement in the first months of 2025, highlighting the instability in the supply chain and the urgent need for a brand defense system.
Experts say that brand protection is not just about prevention but also about building long-term stability, demonstrated through providing accurate and transparent information and building trust with customers. Associate Professor Dr. Nguyen Quoc Thinh emphasized that a brand is a commitment of a business to customers, based on transparency and accuracy in information transmission, to create trust and maintain a competitive position in a rapidly changing market.
To adapt to these challenges, businesses need to proactively use digital technologies, such as blockchain, artificial intelligence and QR codes to control and authenticate information, improve risk management and affirm competitiveness. Building an internal monitoring system, transparency in the process and taking advantage of modern technology will help businesses protect their brands more firmly against increasingly sophisticated commercial fraud tricks.