Một số vấn đề lý luận về quản trị truyền thông thương hiệu nông sản sạch Việt Nam hiện nay

This article systematizes key theoretical issues relating to the management of brand communication for clean agricultural products in the Vietnamese market, including the characteristics of clean agricultural products from the perspective of information economics, the trust-building role of communication under conditions of infor- mation asymmetry, and an analytical framework for brand communication management. Drawing upon theories of management, public relations, and brand equity, the study proposes a brand communication management framework comprising five components (actors, target audiences, content, methods, and environment), together with a theoretical model explaining how brand communication management influences the key dimensions of brand equity (brand awareness, brand associations, perceived quality, and brand loyalty). The findings contribute to enriching the theo- retical foundation for research on brand communication management for clean agricultural products in Vietnam within the context of the digital economy.