Digital Convergence in Media: Vietnam and Transnational Perspectives

On May 27, 2025, the Journal of Political Theory and Communication, Academy of Journalism and Communication published a research paper entitled "The shift of Vietnamese brands in the food and beverage (F&B) industry in Vietnam", conducted by Ph.D Lê Vũ Điệp together with student Lê Thị Vân from the Faculty of International Communication and Culture, Diplomatic Academy of Vietnam.

A brand is not only a sign for recognition and differentiation, but also a testament to the credibility and reputation of a business in the eyes of consumers. In the context of the Fourth Industrial Revolution and global economic integration, where the business environment is increasingly competitive, enterprises need to make proper investments in their brands. Brand positioning not only helps businesses build trust with customers but also contributes to enhancing brand equity and strengthening competitive advantage. From the perspective of brand communication management, this study identifies shifting trends, examines challenges in the process of positioning Vietnamese brands in general and those in the food and beverage (F&B) sector in particular, and highlights key elements in the brand-building and development process of several typical enterprises. Finally, the study draws lessons and proposes solutions to improve brand development for F&B businesses in Vietnam.

Check out the research paper here.