Pha Rung Brand

The brand is now understood as a form of intangible assets, is increasingly becoming an important factor in the market economy. New concept of brand is understood that: Products are things that can mimic, and brand is not.

Pha Rung has built its brand with a distance of 30 years with many difficulties (1984-2014) of the shipbuilding industry.

 The large ships which are repaired and built in Pha Rung, not only by the equipment brought from the North of Europe, but also by the workers with international certificate of welded hull structure, pipe systems as well as other systems.

The emblem with 2 flags of Finland and Vietnam on the label of Pha Rung is external expression of the brand, an impressive sight, but to do so within the brand, creating confidence among ship-owners, abroad is quality, progress and price.

As defined by the American Association of Marketing, the brand is a shortened name. The read part includes the impact on hearing and the unread part is only be perceived by consumers.

How is Pha Rung brand in the Vietnam Shipbuilding Industry.

Thus the brand of Pha Rung once was recorded in the forefront of shipbuilding wholesale.

Branding is not easy, but keeping the brand is hundred times more arduous. Because any product only exists on a specific life cycle, brand is a chain of contexture products, and the latter is more valuable than the former to satisfy the increasing demands of the people. So today brand forms a point of view of economics, leading to a brand economy model.

In 2011 there were only 10 best ships in the world. There were only 10 ships, in the thousands, tens of thousands of ships newly built. Pha Rung brand is associated with one of the top 10 ships, this is a soft power creating attraction. In the field of shipbuilding industry, this attraction is different with the brands of consumer products. The emblem of 2 flags of Vietnam and Finland on a series of ships repaired and dozens of ships newly built at Pha Rung. It is the mark for 30 years of a strong brand, but how the brand will develop in the next 30 years is still unknown. Pha Rung must find a solution.

Finland has helped Vietnam's shipbuilding industry to have a Pha Rung. But it cannot help to have a brand. Creating a brand, keeping and improving the brand is even more important in the market economy and globalization. This is the work of the hands and minds of Pha Rung.

We had the chance to meet with the Director General of Pha Rung as Le Loc, Nguyen Van Hoc when they were in their position and the Chairman Nguyen Quang Thang, General Director Vu Huu Chien to find an answer: What causes the development of Pha Rung brand? And they all agreed that the elements that made up a strong brand as Pha Rung, the elements such as quality, progress and price had leading positions. Because the three criteria encompass all elements of new technology investments, putting science and technology advances in manufacturing applications, creating a team of workers and technical workers, and management discipline with first degree progress. Quality, progress and reasonable price have  become the watchword in many places, but they are not at every where.

In the age of communication, Pha Rung has sent a message about the quality policy in both English - Vietnamese to all over the world. It is the commitment of 5 points: Understanding carefully the requirements of the customer to ensure that products and services are provided in the most effective way; Regarding quality and customer satisfaction as the goal of sustainable development of the company; Continuous improvements to enhance the effectiveness of the quality management system of ISO 900-2008 in the field of building and repairing ship; Ensuring human resources to provide the demand of customers; Popularizing quality policy to all members of the company to perform.

Nowadays, the brand is as an essential demand of the development process. It is vital to maximize its strategy for sustainable development in a competitive environment. The legal system was established by the existing international conventions on brand protection rights. But the brand must undergo the long, arduous way to reach the destination. Pha Rung is precious in the Vietnam Shipbuilding Industry, Pha Rung is just in its way. The new spring comes to the legend land which viewed from Trang Kenh.