Circular No. 18/2026/TT-BCT Regulating the Criteria System of the National Brand Program of Vietnam

CIRCULAR

Regulating the criteria system of
The National Brand Program of Vietnam

Based on Law on Foreign Trade Management No. 05/2017/QH14;

Based on Decree No. 40/2025/NĐ-CP of the Government regulating functions, tasks, powers, and organizational structure of the Ministry of Commerce as amended by Decree No. 109/2025/NĐ-CP and Decree No. 193/2025/NĐ-CP;

Based on Decree No. 28/2018/NĐ-CP of the Government detailing Law on Foreign Trade Management regarding certain measures for foreign trade development as amended by Decree No. 24/2024/NĐ-CP;

Based on DecisionNo. 30/2019/QĐ-TTg dated October 8, 2019 of the Prime Minister promulgating Regulations for building, managing, and implementing the National Brand Program of Vietnam as amended by Decision No. 03/2026/QĐ-TTg;

In accordance with the proposal of the Director of the Department of Trade Promotion;

The Minister of Commerce issues this Circular to regulate the criteria system of the National Brand Program of Vietnam.

CHAPTER I
General Provisions

Article 1. Scope of Application

This Circular regulates the criteria system for the National Brand Program of Vietnam (hereinafter referred to as "the Program"), including:

1. Criteria for planning, reviewing, and approving plans under the Program.

2. Criteria for registration, selection, and certification of products achieving the National Brand of Vietnam.

Article 2. Applicability

This Circular applies to entities responsible for planning under the Program, management agencies of the Program, and relevant organizations, enterprises, and individuals.

CHAPTER II
Criteria System for the Program

SECTION 1
Criteria for Planning, Reviewing, and Approving Plans Under the Program Article 3. Criteria for Planning under the Program

1. Criterion 1: The plan is in accordance with provisions at paragraphs 1, 2, and 3 of Article 16 of Decree No. 28/2018/NĐ-CP of the Government detailing Law on Foreign Trade Management regarding certain measures for foreign trade development.

2. Criterion 2: The plan meets one of the following objectives:

a) Enhancing public awareness of the role of brands in production, business, and investment activities;

b) Strengthening the capacity to build, develop, and manage brands for enterprises to meet the criteria of the Program;

c) Promoting the National Brand of Vietnam along with promoting the brand of products achieving the National Brand of Vietnam.

3. Criterion 3: The content of the plan is in accordance with the provisions set forth in Appendix I attached hereto.

Article 4. Criteria for Reviewing and Approving Plans Under the Program

1. The criteria for reviewing plans under the Program include:

a) Criterion 1: Necessity;

b) Criterion 2: Objectives;

c) Criterion 3: Content;

d) Criterion 4: Implementation Plan;

e) Criterion 5: Implementation Plan and Schedule of Execution;

f) Criterion 6: Budget Estimate;

g) Criterion 7: Capacity of the lead entity;

h) Criterion 8: Anticipated results, anticipated risks, and mitigation measures.

2. The criteria set forth in paragraph 1 above are detailed in Appendix II attached hereto.

3. Plans are reviewed through a point-scoring system. The evaluation scale is 100 points. The specific evaluation scale for each assessment index specified in Appendix II attached hereto is determined specifically.

4. A plan qualifies for review and approval if the total score of the review reaches 80 points or more, with each criterion set forth in paragraph 1 above achieving at least 60%.

5. Based on the annual budget allocation for the Program communicated by the Ministry of Finance, the Minister of Commerce decides to approve plans according to the principle that the total expenditure of all plans does not exceed the allocated budget.

5. Based on the annual budget forecast for the Program as announced by the Ministry of Finance, the Minister of Industry and Trade shall decide to approve the program plan in accordance with the principle that the total implementation costs of the plans do not exceed the total budget allocated.

Point 2
Criteria for Registration and Selection of Products Achieving Vietnam National Brand

Article 5. Criteria for Registration of Products Achieving Vietnam National Brand

1. The registration criteria for products include:

a) Being a product or good of Vietnam as provided by law;

b) The product or good being protected under intellectual property rights in Vietnam.

2. The registration criteria for enterprises include:

a) Being an enterprise established in accordance with Vietnamese law and where Vietnamese organizations or individuals hold more than 50% of the registered capital or total number of common shares of such enterprise.

In case an enterprise does not meet the capital criterion but has products participating in the selection process that demonstrate distinctive Vietnamese elements, contributing to enhancing the image and value of the Vietnam National Brand, then the Vietnam National Brand Council may consider and decide;

b) Being the owner of intellectual property rights documents for the registered product;

c) Having a minimum operating period of two consecutive years prior to the year of selection;

d) Complying with legal provisions on production activities, investment, business operations, environmental protection, labor, social responsibility, financial obligations, tax and other obligations to the state budget. In case an enterprise has committed administrative violations but has fully complied with the penalty decision, implemented all remedial measures (if any) in accordance with the law and is not within a period during which competent state authorities have applied preventive or enforcement measures at the time of submitting the registration application, it shall be considered as meeting the criteria specified herein.

Article 6. Criteria for Selection of Products Achieving Vietnam National Brand

1. The selection criteria for products achieving Vietnam National Brand include:

a) Quality Criterion;

b) Innovation and Creativity Criterion;

c) Pioneer Capability Criterion.

2. The criteria specified in paragraph 1 of this Article are detailed in Appendix III attached to this Circular.

3. The selection of products achieving Vietnam National Brand is conducted through a point-based evaluation method. The evaluation scale is 1,000 points. The specific evaluation scale for each index under the criteria specified in Appendix III attached to this Circular shall be determined specifically.

4. A product must achieve at least 650 points and meet at least 60% of the score for each criterion specified in paragraph 1 of this Article to be considered as achieving Vietnam National Brand.

Chapter III
Implementation Organization

Article 7. Responsibilities of Units under the Ministry of Industry and Trade

1. The Department of Trade Promotion is the principal authority responsible for managing and implementing the Program:

a) Guiding the development of proposals, receiving, reviewing, and submitting them to the Minister for approval;

b) Compiling, preparing budget estimates for management and implementation of the Program, and compiling in the overall budget of the Ministry of Industry and Trade, submitting it according to the provisions of the Law on State Budget;

c) Managing and utilizing funds from the Program in accordance with current financial regulations;

d) Signing contracts to implement proposals under the Program with lead units and settling support funding according to the signed contract; directly implementing programs led by the Department of Trade Promotion; Contract terms for signing with lead units are governed by Article 12 of Circular No. 28/2018/NĐ-CP;

e) Receiving, processing administrative procedures related to the selection of products achieving Vietnam National Brand in accordance with the provisions of Paragraph 8 of the Regulation on Building, Managing, and Implementing the Vietnam National Brand Program issued together with Decision No. 30/2019/QĐ-TTg by the Prime Minister, as amended and supplemented by Decision No. 03/2026/QĐ-TTg of the Prime Minister;

g) Leading and coordinating with relevant agencies to inspect and supervise the implementation of proposals under the Program, compliance with Program provisions for participating enterprises;

h) Organizing guidance, promotion, and inspection of the implementation of this Circular.

2. The Planning, Finance and Enterprise Management Department is responsible for cooperating with the Department of Trade Promotion to compile budget estimates, allocate funds, and settle funding according to regulations.

3. The Domestic Market Management and Development Department is responsible for cooperating with the Department of Trade Promotion to inspect and supervise the implementation of this Circular in accordance with Decision No. 30/2019/QĐ-TTg.

4. Other units under the Ministry of Industry and Trade are responsible for cooperating with the Department of Trade Promotion and lead proposal implementing units to effectively implement the Program.

4. Other units under the Ministry of Industry and Trade are responsible for cooperating with the Department of Trade Promotion and other lead units to effectively implement the Program.

Article 8. Responsibilities of the Lead Unit and Participating Enterprises for Selecting Products Achieving Vietnam National Brand Status

1. The lead unit shall be responsible for synthesizing the needs of organizations, enterprises, and industry associations to propose, develop, and coordinate the implementation of programs according to the criteria set forth in this Circular and the provisions of Decision No. 30/2019/QĐ-TTg.

2. Enterprises registering for selection as achieving Vietnam National Brand status shall be responsible for complying with the provisions of this Circular and Decision No. 30/2019/QĐ-TTg.

Article 9. Enforceability

1. This Circular takes effect from the date of issuance and replaces Circular No. 33/2019/TT-BCT issued by the Minister of Industry and Trade, which stipulates the criteria system for the Vietnam National Brand Program, and Circular No. 25/2021/TT-BCT dated December 20, 2021, issued by the Minister of Industry and Trade, amending and supplementing certain provisions in Circular No. 33/2019/TT-BCT issued by the Minister of Industry and Trade, which stipulates the criteria system for the Vietnam National Brand Program.

2. In case any referenced documents are amended, supplemented, or replaced, such amendments, supplements, or replacements shall apply accordingly.

3. In the course of implementation, if difficulties or obstacles arise, it is requested that relevant agencies, organizations, and individuals promptly report to the Ministry of Industry and Trade for study and resolution.

Article 10. Transitional Provisions

Applications for programs and applications for registration as achieving Vietnam National Brand status submitted before the effective date of this Circular shall continue to be processed in accordance with the procedures and formalities specified in Circular No. 33/2019/TT-BCT, which has been amended by Circular No. 25/2021/TT-BCT. For applications for programs and applications for registration as achieving Vietnam National Brand status submitted from the effective date of this Circular, they shall be processed in accordance with the procedures and formalities specified in this Circular.

APPENDIX I

Content of Activities for Programs under the Program

(Issued with Circular No. /2026/TT-BCT dated [date] 2026 by the Minister of Industry and Trade)

I. Enhancing Public Awareness of the Role of Brands in Production, Business Operations, and Investment Activities

1. Formulating Program Objectives and Strategies for Each Period

The lead unit shall carry out one or more of the following activities:

a) Conduct surveys, research, evaluations, and prepare specialized reports on the program both domestically and internationally;

b) Organize desk research and field studies abroad to compile specialized reports on international experiences in developing, managing, and implementing the program;

c) Prepare comprehensive reports on objectives and strategies for building, developing, and promoting national image;

d) Organize seminars and conferences to seek input from relevant parties;

e) Issue research reports in print or electronic form or disseminate at seminars, conferences, training sessions.

2. Developing the Criteria System of the Program

The lead unit shall carry out one or more of the following activities:

a) Conduct surveys, research, evaluations, and prepare specialized reports on amending and supplementing the criteria system;

b) Organize desk research and field studies abroad to compile specialized reports on international experiences in developing the criteria system for the Vietnam National Brand Program;

c) Prepare comprehensive reports on amending and supplementing the criteria system;

d) Organize seminars and conferences to seek input from relevant parties;

e) Issue research reports in print or electronic form or disseminate at seminars, conferences, training sessions.

3. Protecting Intellectual Property Rights for National Brand Symbols and Identification Systems within the Country

The lead unit shall carry out one or more of the following activities:

a) Engage consultants to prepare registration documents;

b) Register intellectual property rights; amend, renew the effect of registration documents;

c) Lodge and resolve disputes related to intellectual property rights.

4. Protecting Intellectual Property Rights for National Brand Symbols and Identification Systems Abroad

The lead unit shall carry out one or more of the following activities:

a) Engage consultants to prepare registration documents;

b) Translate, compile documents;

c) Register intellectual property rights; amend, renew the effect of registration documents;

d) Revise and supplement documentation during the registration process for intellectual property rights;

e) Organize seminars and conferences to seek input from relevant parties;

f) Lodge and resolve disputes related to intellectual property rights.

II. Enhancing the capacity to build, develop, and manage brands for enterprises in order to meet the criteria of the Program

1. Supporting enterprises in developing products that comply with the National Brand Criteria System of Vietnam

The lead unit implementing the program plan shall undertake one or more of the following activities:

a) Research, evaluate the needs and feasibility of applying the National Brand Criteria of Vietnam at enterprises

- Conduct surveys, research, evaluation, and prepare specialized reports on the feasibility of applying the National Brand Criteria of Vietnam at enterprises;

- Organize seminars and conferences to announce research results and evaluations;

- Issue research reports in print form, electronic publications or disseminate at conferences, seminars, training sessions.

b) Dissemination of Information

- Conduct publicity on the criteria system of the Program through direct methods;

- Conduct publicity on the criteria system of the Program through broadcast methods.

c) Organize business training and capacity building for product development

- Publicize, invite organizations and businesses to participate;

- Develop training content;

- Hire lecturers, speakers, consultants;

- Rent conference halls, decorate, provide equipment, print documents, office supplies, refreshments during breaks;

- Rent online training platforms, decorate, provide equipment for training and seminars; create lecturer and student accounts; digitize lectures; create and input training content; test the training program;

- Inspect, evaluate results, print, issue certificates (if applicable).

2. Support businesses in developing and protecting their brands both domestically and internationally

The lead unit shall implement one or more of the following activities:

a) Consult with businesses on brand development and construction

- Conduct research, evaluation, and compile specialized reports on the need for brand development and construction;

- Develop and issue informational materials and products in print form, electronic publications or disseminate at conferences, seminars, training sessions.

b) Consult on protecting intellectual property rights both domestically and internationally

- Conduct research, evaluation, and compile specialized reports on the need for intellectual property protection;

- Develop and issue informational materials and products in print form, electronic publications or disseminate at conferences, seminars, training sessions.

c) Organize events, seminars, conferences, trainings, and workshops

- Publicize through media channels;

- Invite organizations and businesses to participate;

- Develop training content;

- Hire lecturers, speakers, consultants; translation services;

- Rent conference halls, equipment, decorate, print documents, office supplies, refreshments during breaks;

- Rent online training platforms, decorate, provide equipment for training and seminars; create lecturer and student accounts; digitize lectures; create and input training content; test the training program;

- Inspect, evaluate results, print, issue certificates (if applicable).

III. Promoting Vietnam's National Brand in conjunction with promoting national brand products

1. Engage domestic and international organizations and experts to build and promote Vietnam's National Brand

The lead unit shall implement one or more of the following activities:

a) Develop content and plans, strategies for communication and promotion of Vietnam's National Brand in different periods;

b) Organize seminars and conferences to seek input from relevant parties;

c) Issue research reports in print form, electronic publications or disseminate at conferences, seminars, training sessions.

2. Conduct market research for information direction of communication activities

The lead unit shall implement one or more of the following activities:

a) Collect domestic and international market information;

b) Engage organizations and experts to compile specialized reports;

c) Organize seminars and conferences to seek input from relevant parties.

3. Promote the Program and businesses with national brand products at diplomatic, economic, trade, investment-promotion events and through media channels

The lead unit shall implement one or more of the following activities:

a) Design, produce, issue promotional materials;

b) Publicize through domestic and international media channels;

c) Publicize at diplomatic, economic, trade, investment-promotion events both domestically and internationally

- Publicize through media channels;

- Invite organizations and businesses to participate;

- Organize conferences, seminars, forums, parades, exhibitions and other events;

- Establish exhibition areas; organize opening ceremonies and related events within the framework of exhibitions and trade fairs;

- Rent online platforms, network connections.

4. Develop and issue informational products; establish and maintain a multilingual website and application software for the Program

The lead unit shall implement one or more of the following activities:

a) Design, produce informational materials; distribute through trade promotion events;

b) Register, develop, upgrade the multilingual website and application software for the Program; rent servers, maintain domain names; train on usage.

5. Organize seminars and conferences to promote the Program both domestically and internationally

The lead unit shall implement one or more of the following activities:

a) Publicize through media channels;

b) Invite organizations and businesses to participate;

c) Rent conference halls, equipment, decorate, stage setup, reception staff, speakers, hosts, translators, interpreters, print documents, office supplies, refreshments during breaks;

d) Rent online platforms, network connections.

6. Organize Vietnam National Brand Week both domestically and internationally

The lead unit shall implement one or more of the following activities:

a) Design, produce promotional materials for the Program and national brand products;

b) Organize trade promotion events

- Publicize through media channels;

- Invite organizations and businesses to participate;

- Organize conferences, seminars, forums, parades, exhibitions and other events;

- Establish exhibition areas; organize opening ceremonies and related events within the framework of exhibitions and trade fairs;

- Rent online platforms, network connections.

7. Organize Ceremony to Announce Products Receiving Vietnam National Brand

The entity in charge of implementing the project shall carry out one or more of the following activities:

- Appraising registration files for participation in selection for Vietnam National Brand products

- Evaluating registration files for participation in selection for Vietnam National Brand products;

- Assessing credit rating indices of registration files for participation in selection for Vietnam National Brand products;

- Assessing brand recognition capability of registered products participating in the selection for Vietnam National Brand products on the market;

- Financial assessment of registration files for participation in selection for Vietnam National Brand products;

- Organizing on-site appraisals at enterprises.

a) Organizing Press Conference/Introduction Meeting and providing information about the Launch Ceremony of Vietnam National Brand Products

- Promoting, inviting organizations and businesses to participate;

- Designing, constructing, and issuing promotional products for the event;

- Renting conference venues, equipment, decorations, staging, reception staff, speakers, program presenters, interpreters, translators, printing materials, office supplies, refreshments during breaks;

- Renting online platforms, internet bandwidth.

b) Organizing Meetings with Government Leaders/National Leaders

- Designing, constructing, and issuing promotional products for the event;

- Renting conference venues, equipment, decorations, staging, renting vehicles.

c) Launch Ceremony of Vietnam National Brand Products

- Designing, constructing, and issuing promotional products for the Vietnam National Brand Program and the Vietnam National Brand products;

- Promoting, inviting organizations and businesses to participate;

- Renting conference venues, equipment, decorations, staging, reception staff, program presenters, entertainment, interpreters, translators, printing materials, office supplies, refreshments during breaks;

- Broadcasting on television, online newspapers, and other online platforms;

- Producing, repairing, maintaining the Vietnam National Brand logo.

IV. Related Activity Contents

1. The organizational management of the entity in charge to implement activities as specified in this Annex: Postage, telecommunications, office supplies, travel expenses for personnel from the entity participating in organization, hiring tender consultants.

2. Other related activity contents consistent with legal provisions for implementing the activities as specified in this Annex.

APPENDIX II

Criteria for Appraising the Project under the Program

(Issued along with Circular No. /2026/TT-BCT dated [date] 2026 by the Minister of Industry and Trade)

APPENDIX III

Criteria for selecting products that meet Vietnam National Brand standards

(Issued in conjunction with Circular No. /2026/TT-BCT dated [date] 2026 by the Minister of Industry and Trade)