(VLR) Logistics market is currently blooming with the appearance of a number of logistics enterprises. Brand building seems to be a target of enterprises’ competitions. It is quite simple: the tougher the competitions are; the more competitive advantages on products and services enterprises with strong brands can possess. International logistics groups operating in Vietnam as APL Logistics, Maersk Logistics, DHL/Exel SC, NYK Logistics, OOCL Logistics, Kuehne&Nagel, TNT Logistics are strong brands. Therefore, a Vietnamese weak-brand enterprise cannot sell its services. However, to Vietnam’s enterprises, investing in branding is not always an appropriate explaination.