Developing Brand Value for Vietnamese Commercial Enterprises in the Modern Business Context Based on the Identification and Management of Intellectual Assets

In discussions concerning brand value, intellectual property associated with a brand cannot be overlooked. This constitutes a fundamental element in the strategic processes of brand building and development for enterprises. Intellectual property is recognized as an intangible and valuable asset for each business and can be measured in different ways. In developing countries, such as Vietnam, most enterprises are vague about intellectual property, which is the main source of intangible assets. Based on a survey conducted from January to February 2025 involving 250 commercial enterprises (including 140 enterprises that only produce goods and provide services, and 110 service enterprises) in several cities such as Hanoi, Hai Phong, Da Nang and Ho Chi Minh City, regarding these companies' awareness of intellectual property, this article clarifies the current state of identifying intellectual property in Vietnamese commercial enterprises. Based on this, this article proposes several suggestions for managing intellectual property in Vietnamese commercial enterprises in the context of modern business.