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Vietnamese companies stick so much to products and market branding that they seem to forget about the corporate brand power. It just becomes an issue when companies get ready to be listed or for IPO. Therefore, building brand goes beyond customers, reaching other potential stakeholders who are strongly needed, so are potential investors. Companies with strong corporate brand awareness would be able to attract right investors portfolio and thus lower its cost of capital and increase its market value. This could be called “equity branding”, meaning that building corporate brand in financial market.
This emerging trend alerts top management to revision of branding activities, which requires companies’ CEO changing of their traditional perception of isolated product branding towards integrated branding. The more companies leverage its corporate branding across stakeholders: customers, investors, employees…the higher value companies could create.
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Holcim Vietnam, July 2011
"Tác giả hy vọng bài viết này sẽ giúp lãnh đạo doanh nghiệp một số gợi ý tư duy lại sứ mệnh của doanh nghiệp từ một góc nhìn...". Trời Sài Gòn đã bắt đầu se lạnh đủ để cảm nhận không khí chuyển
"Chàng thi sĩ chiêm ngưỡng những trái vú sữa căng mọng sự sống. Chàng nghe văng vẳng trái vú sữa hỏi trời xanh: "Ai sinh ra dòng nhựa sống căng mọng?"...Chợ chiều bán vú sữa mùa xuân. Bán mua căng mọng. 
