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THE MINISTRY OF
INDUSTRY AND TRADE
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SOCIALIST
REPUBLIC OF VIETNAM
Independence - Freedom - Happiness
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No. 33/2019/TT-BCT
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Hanoi, November
22, 2019
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CIRCULAR
PRESCRIBING
CRITERIA OF VIETNAMESE NATIONAL BRAND PROGRAM
Pursuant to the Law on Foreign Trade Management
dated June 12, 2017;
Pursuant to the Government’s Decree No.
98/2017/ND-CP dated August 18, 2017 on functions, tasks, powers and
organizational structure of the Ministry of Industry and Trade;
Pursuant to the Government’s Decree No.
28/2018/ND-CP dated March 01, 2018 elaborating the Law on Foreign Trade
Management regarding some measures for foreign trade development;
Pursuant to the Prime Minister’s Decision No.
30/2019/QD-TTg dated October 08, 2019 development, management and
implementation of the Vietnamese National Brand Program;
At the request of the Director General of the
Vietnam Trade Promotion Agency;
The Minister of Industry and Trade hereby
promulgates a Circular prescribing the criteria of the Vietnamese National
Brand Program.
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GENERAL PROVISIONS
Article 1. Scope
This Circular provides for criteria of the
Vietnamese National Brand Program (hereinafter referred to as “the Program”),
including:
1. Criteria for development,
appraisal and approval of schemes for implementation of the Program (“Program
implementation schemes”).
2. Criteria for award of the
“Vietnamese National Brand” title.
Article 2. Regulated entities
This Circular is applicable to units in charge of
Program implementation schemes (hereinafter referred to as “units in charge”),
the Program’s managing body and relevant bodies, organizations, enterprises and
individuals.
Chapter II
CRITERIA OF VIETNAMESE
NATIONAL BRAND PROGRAM
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Article 3. Criteria for
development of Program implementation schemes
1. The schemes must be
developed in compliance with regulations in Clauses 1, 2 and 3 Article 16 of
the Government’s Decree No. 28/2018/ND-CP dated March 01, 2018 elaborating the
Law on Foreign Trade Management regarding some measures for foreign trade
development.
2. The schemes must be
formulated based on one of the following objectives:
a) Raising society’s awareness of the roles of
brands in manufacture, business and investment;
b) Enhancement of brand development and management
capacity of enterprises in order to meet the Program’s criteria;
c) Promotion of Vietnamese National Brands in
connection with products awarded the “Vietnamese National Brand” title.
Article 4. Criteria for
appraisal of Program implementation schemes
1. Criteria for appraisal of
Program implementation schemes:
a) Criterion 1: Necessity;
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c) Criterion 3: Contents;
d) Criterion 4: Launch option;
dd) Criterion 5: Launch plan and schedule;
e) Criterion 6: Cost estimate;
g) Criterion 7: Capacity of unit in charge;
h) Criterion 8: Expected outcomes, expected risks
and remedial measures.
2. The criteria stated in
Clause 1 herein are elaborated in Appendix 1 enclosed therewith.
Article 5. Principles of
appraisal and approval of Program implementation schemes
1. The schemes shall be marked
based on a 100-point scale. The rubric for such marking is specified in
Appendix I enclosed therewith.
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3. Based on the Program’s
annual budget estimate informed by the Ministry of Finance, the Minister of
Industry and Trade shall decide to approve Program implementation schemes as
appropriate to the allocated budget.
Section 2. CRITERIA FOR
APPLICATION FOR AND AWARD OF “VIETNAMESE NATIONAL BRAND” TITLE
Article 6. Requirements for
application for “Vietnamese National Brand” title
1. Requirements for a product
applying for the “Vietnamese National Brand” title:
a) It is a product or goods of Vietnamese origin
according to regulations of laws;
b) It is granted intellectual property protection
in Vietnam.
2. Requirements for an
applicant of the “Vietnamese National Brand” title
a) It is an enterprise established under Vietnamese
law;
b) It holds the patent for the applying product;
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d) It complies with regulations of laws on
manufacture, investment, trade, environmental protection, labor affairs, social
responsibilities, financial liabilities, tax and other liabilities to the state
budget.
Article 7. Criteria for award
of “Vietnamese National Brand” title
1. Criteria for award of the
“Vietnamese National Brand” title:
a) Criterion 1: Quality;
b) Criterion 2: Innovation;
c) Criterion 3: Pioneering spirit.
2. The criteria stated in Clause
1 herein are elaborated in Appendix 2 enclosed therewith.
Article 8. Principles of award
of “Vietnamese National Brand” title
1. A product applying for the
“Vietnamese National Brand” title shall be assessed based on a 1,000-point
scale. The rubric for such assessment is specified in Appendix 2 enclosed
therewith.
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Chapter III
IMPLEMENTATION
Article 9. Responsibilities of
affiliates of the Ministry of Industry and Trade
1. The Vietnam Trade Promotion
Agency, which is the unit in charge of managing and implementing the Program, has
the following responsibilities:
a) Provide guidance for development of Program
implementation schemes, receive, appraise and propose such schemes to the
Minister for approval;
b) Calculate and incorporate total cost estimate
for Program management and implementation into the cost estimate of the
Ministry of Industry and Trade, and submit to the competent authority according
to regulations of the Law on Budget;
d) Sign contracts for performance of Program
implementation schemes with units in charge and support funding under the
concluded contracts; and directly launch the Program implementation schemes in
charged by the Vietnam Trade Promotion Agency; Contents of such contracts are
prescribed in Article 12 of the Government's Decree No. 28/2018/ND-CP;
dd) Receive and handle administrative procedures
for award of the “Vietnamese National Brand” title according to
regulations in Article 8 of the Regulation on development, management and
implementation of Vietnamese National Brand Program enclosed with the Prime
Minister’s Decision No. 30/2019/QD-TTg;
e) Submit annual compiled reports on the Program to
the Prime Minister via the Ministry of Industry and Trade before December 20
every year;
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h) Provide guidelines for this Circular, implement
this Circular and inspect such implementation.
2. The Finance and Business
Innovation Department shall cooperate with the Vietnam Trade Promotion Agency
in calculating total cost estimate, and distributing and allocating funding for
the Program according to regulations.
3. The Vietnam Directorate of
Market Surveillance shall cooperate with the Vietnam Trade Promotion Agency in
inspecting and supervising the implementation of this Circular according to
regulations in the Prime Minister’s Decision No. 30/2019/QD-TTg.
4. Other affiliates of the
Ministry of Industry and Trade shall cooperate with the Vietnam Trade Promotion
Agency and units in charge in executing the Program efficiently.
Article 10. Responsibilities
of units in charge and applicants for “Vietnamese National Brand” title
1. Units in charge shall
compile demands of organizations, enterprises and industry associations to
propose, formulate and cooperate in launching Program implementation schemes
according to the criteria specified in this Circular and regulations in the
Prime Minister’s Decision No. 30/2019/QD-TTg.
2. Applicants for the
“Vietnamese National Brand” title shall implement the regulations in this
Circular and in the Prime Minister’s Decision No. 30/2019/QD-TTg.
Article 11. Effect
1. This Circular takes effect
from January 08, 2020.
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THE MINISTER
Tran Tuan Anh
APPENDIX 1
CRITERIA FOR APPRAISAL OF SCHEMES FOR IMPLEMENTATION OF
VIETNAM NATIONAL BRAND PROGRAM
(Enclosed with the Circular No.
33/2019/TT-BCT dated November 22, 2019)
No.
Criterion
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Total score
1
Criterion 1: Necessity
10
Prove that the scheme is necessary for:
- A socio-economic
development orientation or strategy, foreign trade strategy, or general
export strategy for an industry and/or a market; or
- Current state or demand in
terms of capacity for development and protection of product brands of
localities and enterprises; or
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10
2
Criterion 2: Objective
10
2.1
General objectives
Clarify the scheme’s role in accomplishing the
following objectives:
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- Enhancement of brand
development and management capacity of enterprises in order to meet the
Program’s criteria;
- Promotion of Vietnamese
National Brands in connection with products awarded the “Vietnamese National
Brand” title
5
2.2
Specific objectives: Identify detailed objectives
of proposed activities
5
3
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20
3.1
The scheme describes in detail activities
proposed according to regulations in Article 5 of the Regulation enclosed
with the Prime Minister’s Decision No. 30/2019/QD-TTg
15
3.2
The scheme provides full information on time,
location and scale of proposed activities
5
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4
Criterion 4: Launch option
10
If the scheme is directly executed by the unit in
charge, specify the contractors/partners selection method, cooperation rules
and resource allocation plan employed in order to achieve the scheme’s
objectives
10
5
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10
Launch plan and schedule for work items are
suitable to the launch option
10
6
Criterion 6: Cost estimate
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Cost estimate is fully calculated as regulated
15
7
Criterion 7: Capacity of unit in charge
15
7.1
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5
7.2
Capacity for management, mobilization and
cooperation of resources to carry out proposed activities
10
8
Criterion 8: Expected outcomes, expected risks
and remedial measures
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8.1
Outcomes, effects and sustainability of the
scheme
5
8.2
Expected risks and remedial measures
5
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CRITERIA OF “VIETNAMESE NATIONAL BRAND” TITLE
(Enclosed with the Circular No.
33/2019/TT-BCT dated November 22, 2019)
No.
Criterion
Basis of
assessment
Maximum score
Total maximum
score for each criterion
1
Criterion 1: Quality
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300
1.1
Implementation and maintenance of ISO 9001
quality management system
Duration of implementation
60
1.2
Implementation and maintenance of advanced
quality management system (ISO 14001, ISO 22000, ISO 17025, SA 8000, OHSAS
18001, HACCP, GMP, VietGap, Global Gap, etc. or equivalent)
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60
1.3
Announcement of product quality according to
regulations of laws
Availability of copies of acknowledgement of
receipt of declaration of conformity and certificate of conformity or a copy
of standards applied to the product, whose quality exceeds the applicable
Vietnamese standard
60
1.4
Investment in quality maintenance
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60
1.5
Quality awards
Number of domestic and international quality
awards
60
2
Criterion 2: Innovation
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180
2.1
Incentive policy for innovation
Detailed incentive policy for innovation with public
and transparent evaluation and recognition
40
2.2
New innovation or idea has been deployed in the
enterprise for 2 consecutive years period to the assessment year
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20
2.3
Research and development (R&D)
Availability of a R&D unit and its specific
roles and functions and achievements
20
2.4
Investment in (R&D)
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20
2.5
Training
Training contents meet requirements of workforce performance
and development, and quantity of training courses
20
2.6
Intellectual property acquired from the product
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20
2.7
Adoption of new technologies and solutions
Active search and adoption of new technologies
and clean and eco-friendly technologies; impact of new technologies on cost
reduction and outstanding increase of productivity compared to main
competitors
20
2.8
Innovation awards
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20
3
Criterion 3: Pioneering spirit
520
3.1
Enterprise vision
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20
3.2
Enterprise’s core values
Contents are coherent and suitable to (1)
customers, (2) industry's characteristics and (3) enterprise’s conditions,
and to enterprise’s vision, strategy and core values
20
3.3
Enterprise’s business strategy
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20
3.4
Human resource development plan
The plan has detailed objectives and
comprehensive contents with transparent policies for reward, recognition and
benefits
20
3.5
Awards granted to enterprise’s leader(s)
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20
3.6
Brand vision
Brand vision is concise, understandable,
practical and suitable to product brand positioning objectives and strategy
20
3.7
Brand promise
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20
3.8
Brand positioning
Clear and sound brand positioning strategy that is
suitable to the target segment(s) and brand promise
20
3.9
Brand protection
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20
3.10
Internal branding
Communication is clear and consistent with (1)
brand vision, (2) brand promise, (3) brand positioning statement; and
communication tools are employed
20
3.11
External branding (Brand marketing and
communications)
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30
3.12
Brand awareness
Consumer’s brand awareness
100
3.13
Credit ranking
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100
3.14
Percentage of product’s revenue to total revenue
30
Debt to total assets ratio
10
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10
Long-term debt to equity ratio
10
Net profit margin
10
Return on assets
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Return on equity
10
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