[HCMC] Branding strategies and protection for long-term success in Vietnam

The European Chamber of Commerce in Vietnam, RICE Creative, and the South-east Asia IPR SME Helpdesk are delighted to invite all European SMEs, Embassies and Business Associations to join our Breakfast Briefing on Branding Strategies in Vietnam.

During this event, you will learn about how to build a successful branding strategy from the industry point of view and how to effectively protect your logo, brand, name etc. to ensure that your business remains safe and sound in the market.

Join us on 11 December for a breakfast to know more about the right branding strategy when kicking off with a new business in Vietnam.


MARTA BETTINAZZI – IP Business Advisor at the South-East Asia IPR SME Helpdesk

Marta Bettinazzi is the new IP Advisor of the South-east Asia IPR SME Helpdesk project located in Ho Chi Minh City. Marta is in charge of delivering IPR training across South-east Asia, advicing European SMEs on enquiries related to South-east Asia.
Marta holds a Master Degree in Law from the University of Pavia (Italy), and a Ph.D in Roman Law and European legal culture from the Universities of Pavia and Saarbrücken (Germany). She has also completed an LLM program in European and International Law at the Europa Institut in Saarbrücken (Germany), specializing in European Economic Law and IPR.
After working for two years as a post-doc researcher at the University of Pavia, she started her practice as lawyer in a Law firm in Milan.

OSHUA BREIDENBACH – Designer, Creative Director, Co-Founder of Rice Creative

Joshua is a designer, creative director, and co-founder of Rice Creative, the Vietnam based brand consultancy.
Joshua began his career at global branding powerhouse, Landor Associates. Joshua was nominated to create Landor’s internal initiatives from their largest office in the United States.
Seeking change and challenge, Joshua moved to Asia in 2006, accepting a role as Design Director for Lowe & Partners Vietnam.
Joshua build the branding department within that office. His ambition became set on creating world-class creative solutions for emerging brands, visionary companies and interesting causes in Asia.
With his varied background, Joshua was able to co-founded the multi-disciplinary practice, Rice Creative, In 2011.
About Rice Creative, Rice Creative has gained a strong international reputation in the past 7 years for developing powerful start-up brands such as Marou Chocolate, as well as edgy, award winning work for international giants, such as Coca-cola and UBER and UNICEF.
Rice aims to further establish Vietnam as an important creative capital in Asia, while getting wonderful Vietnamese products the audience they deserve.

NGA NGUYEN – Counsel at Hogan Lovells in Vietnam

Nga Nguyen is a Counsel of Hogan Lovells in Vietnam. She has 22 years of experience in advising international companies on all aspects of IP. As a Vietnam-qualified lawyer and licensed IP Agent, Nga has been handling hundreds of IP infringement cases and acting for numerous well known clients. Nga is involved in all types of intellectual property matters, including trade mark and patent prosecution, searching, freedom-to-operate opinions, administrative and court enforcement, as well as general strategic advice.
Nga is a member of the Asian Patent Attorneys Association, ASEAN Intellectual Property Association, Vietnam Lawyers’ Association, Vietnam Industrial Property Association and Hanoi Bar Association. Apart from her legal practice, she participates in special studies of IP and lecturing in Vietnam. Nga currently chairs the IPR Sector Committee of the European Chamber of Commerce in Vietnam. Nga is recognised as a leading lawyer in intellectual property in Vietnam by various legal directories, including Chambers Asia Pacific, Asia IP, Asialaw & Practice, PLC Which Lawyer?, Legal 500 Asia Pacific, World Trademark Review and Managing Intellectual Property.


  • 8:30 AM – Registration
  • 9:00 AM – 9:10 AM – Introduction of the Helpdesk | Marta Bettinazzi
  • 9:10 AM – 9:45 AM – Branding strategies for long-term success in Vietnam | Joshua Breidenbach
  • 9:45 AM – 10:00 AM – Insights to IPR landscape of Vietnam Speaker: Marta Bettinazzi
  • 10:00 AM – 10:30 AM – How to protect your brands? | Nga Nguyen
  • 10:30 AM – 11:00 AM – Q&A Session and Networking | Marta Bettinazzi – Joshua Breidenbach – Nga Nguyen


Ms. Dieu | eventsupport@eurochamvn.org or calling 028 3827 2715 – Ext:101


Thursday 01 January 1970


12:00 am - 12:00 am


Lotte Legend Hotel Saigon | 2A-4A Ton Duc Thang Street, District 1, HCMC

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