Branding in Vietnam has evolved tremendously over the past decade. We’ve witnessed a vibrant marketplace filled with local businesses striving to differentiate themselves and create memorable experiences for their customers. The rise in Vietnamese entrepreneurship has brought with it a new focus on branding and storytelling, something that was once secondary to simply offering a functional product. But as more local brands emerge, so does a worrying trend: a growing dependence on global brands as models. While inspiration is a natural part of the creative process, imitation crosses ethical boundaries and stunts authentic growth.
In this blog, we’ll explore why many Vietnamese brands fall into the imitation trap, the ethical dilemmas of such practices, and how to pivot from copying to fostering authentic, homegrown brands that stand on their own two feet.
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Let’s be real: branding isn’t easy. It requires a deep understanding of who your brand is, who your audience is, and how you’re going to communicate your story. For local Vietnamese brands, it’s tempting to look at global giants and simply replicate their successes. After all, brands like Apple or Coca-Cola have been doing this for decades. But here’s the issue: their successes are deeply rooted in their unique contexts, cultural nuances, and the specific problems they solve for their audience.
In our work at BEAN CREATIVE®, we have seen firsthand how easy it is to fall into the trap of thinking, “If it worked for them, it’ll work for us.” This mindset often leads to superficial branding efforts—copying a logo style, mimicking a social media tone, or even replicating product aesthetics—without truly understanding the “why” behind these choices. Unfortunately, this kind of imitation not only limits creativity but also erodes trust with your audience. People can smell inauthenticity from a mile away.
The Vietnamese fashion scene is a prime example. Many brands fall into the trap of positioning themselves as high-end labels but end up closely resembling well-known global luxury brands. From font choices to color palettes, the entire brand identity can feel like a near replication. While this approach may result in a polished appearance, it often fails to create lasting connections with customers. Why? Because beneath the surface gloss, there's a lack of genuine emotional depth or unique storytelling that resonates with the audience. This disconnect ultimately hinders customer retention and long-term brand loyalty.
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There’s no denying that borrowing from successful brands can provide a shortcut in building your own. But when does borrowing become stealing?
Imitation can be seen as lazy branding. It’s a quick fix, but it’s also short-term thinking. More importantly, it undermines the brand’s integrity and diminishes its potential. In Vietnamese markets, where the rise of a middle-class consumer base is driving demand for higher quality and more diverse offerings, consumers are increasingly discerning. They want brand authenticity, not a cheap knockoff of something they’ve already seen.
And this isn’t just about aesthetics. It’s about values. When a local brand imitates a global one, it sends a message that they lack confidence in their own vision and creativity. It says, “We’re not good enough on our own, so we’re just going to copy what works.” What Vietnamese brands often fail to realize is that global brands succeeded not just because of their polished exteriors, but because of the deep values and insights that guided their decisions.
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The first step toward authentic growth is recognizing why you’re tempted to imitate in the first place. Here’s an exercise I often recommend to clients: take a step back and ask yourself, “Why do I want to copy this brand?” Is it because of their visual identity, their tone, their customer engagement? Now dig deeper—what is it about those aspects that resonate with you?
Now let's look at the skincare industry as another example. It's common for Vietnamese brands to admire the clean, minimalist packaging and zen-like messaging of successful Korean or Japanese brands. However, it’s important to recognize that what makes these brands effective goes beyond surface-level aesthetics. Their success often stems from a deeper philosophy—whether it’s balance, simplicity, or the use of natural ingredients.
For Vietnamese brands to grow authentically, they should focus on their own values and strengths. For instance, a skincare brand might tap into local traditions, such as using organic ingredients or embracing Vietnam’s rich heritage of herbal remedies. By staying true to their roots and crafting a unique narrative, brands can draw inspiration from global players without compromising their own identity, ultimately standing out in a crowded market.
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Here’s the thing about authentic growth: it doesn’t happen overnight. It’s a slow, steady process that requires introspection, strategy, and patience. Authentic brands take the time to reflect on their mission, their values, and their unique place in the market. They don’t just slap a trendy logo onto their product and call it a day.
Inspiration should be just that—inspiration. It’s a spark, not a blueprint. Vietnamese brands need to move away from asking, “How can I be like them?” and start asking, “How can I be the best version of myself?”
There’s no better example of this than Marou Chocolate, a Vietnamese brand that has carved out its own niche in the world of fine chocolate. Instead of copying the sleek, minimalistic designs of European chocolate brands, Marou embraced their Vietnamese roots. Their packaging is a reflection of Vietnamese art and culture, with bold colors and intricate patterns that tell a story. They didn’t need to imitate to be successful—they built a brand rooted in authenticity, and the global market took notice.
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Take the time to understand your brand’s origins, values, and vision. This is the foundation upon which everything else will be built. What is your unique story? What makes your product or service special? Why did you start this brand in the first place?
When you feel the urge to copy another brand, stop and analyze. Ask yourself why you’re drawn to them. What are the underlying values or strategies that make that brand successful? Can you adapt those lessons in a way that aligns with your own identity?
Authentic branding isn’t a sprint; it’s a marathon. Don’t rush the process. Take the time to refine your vision, test your ideas, and grow organically. The brands that stand the test of time are the ones that remain true to themselves, even as they evolve.
Sometimes, it’s hard to see the forest for the trees when you’re too close to your own brand. Seeking outside expertise can help you gain fresh perspectives and new ideas on how to evolve your brand authentically. Whether it’s through a branding agency, a consultant, or a mentor, don’t be afraid to ask for guidance.
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Vietnamese brands have an incredible opportunity to carve out their own place in the global marketplace. But the path to success isn’t through imitation—it’s through authenticity. By taking the time to reflect on your brand’s unique story, values, and strengths, you can build something that resonates deeply with your audience and stands the test of time.
At the end of the day, inspiration is just the beginning. It’s up to you to turn that inspiration into something uniquely your own. Vietnamese brands don’t need to copy—they need to lead.
We have full documentation for this accordion component here. You can use it to edit this component —or to build your own accessible accordion from scratch.
We have full documentation for this accordion component here. You can use it to edit this component —or to build your own accessible accordion from scratch.
We have full documentation for this accordion component here. You can use it to edit this component —or to build your own accessible accordion from scratch.
We have full documentation for this accordion component here. You can use it to edit this component —or to build your own accessible accordion from scratch.
The first step toward authentic growth is recognizing why you’re tempted to imitate in the first place. Here’s an exercise I often recommend to clients: take a step back and ask yourself, “Why do I want to copy this brand?” Is it because of their visual identity, their tone, their customer engagement? Now dig deeper—what is it about those aspects that resonate with you?
Now let's look at the skincare industry as another example. It's common for Vietnamese brands to admire the clean, minimalist packaging and zen-like messaging of successful Korean or Japanese brands. However, it’s important to recognize that what makes these brands effective goes beyond surface-level aesthetics. Their success often stems from a deeper philosophy—whether it’s balance, simplicity, or the use of natural ingredients.
For Vietnamese brands to grow authentically, they should focus on their own values and strengths. For instance, a skincare brand might tap into local traditions, such as using organic ingredients or embracing Vietnam’s rich heritage of herbal remedies. By staying true to their roots and crafting a unique narrative, brands can draw inspiration from global players without compromising their own identity, ultimately standing out in a crowded market.
We have full documentation for this accordion component here. You can use it to edit this component —or to build your own accessible accordion from scratch.
