Building brands for Quang Nam agricultural products

Brand building is an inevitable trend in product competition in the market. Photo: Q.VIET

Positioning of goods

The Department of Intellectual Property (Ministry of Science and Technology) has granted a Certificate of Geographical Indication Registration for Ngoc Linh ginseng products since 2016 and the Department of Science and Technology manages this famous geographical indication. That is how Quang Nam has long built a brand for Ngoc Linh ginseng products.

Brand is the image, reputation, position, affirming the quality of Ngoc Linh ginseng products. Brand is a way to distinguish between similar products, and also a way to market, advertise, and promote trade for Ngoc Linh ginseng products. Thanks to the brand, Ngoc Linh Quang Nam ginseng has a competitive advantage, conquers consumers, and dominates the market.

The competitive trend of the market, especially the strict requirements of the importing country, requires goods to build a brand, have a clear origin and be certified and protected by the competent authority.

Ms. Ha Thi Anh Tuyet - Deputy Head of Technology Management Department (Department of Science and Technology) said that along with Ngoc Linh ginseng, Quang Nam also has the Tra My geographical indication for cinnamon products and the Cu Lao Cham - Hoi An geographical indication for bird's nest products.

The Intellectual Property Office has granted more than 90 certification marks and collective marks for goods, specialty products, craft villages, and traditional craft villages of Quang Nam. More than 2,000 common marks have also been protected for products and services of production and business establishments in the province.

In fact, after being certified with the trademark, many products continue to affirm their advantages and reach further in the export market, such as Caromi cassava noodles (Que Son), braised mackerel, frog Quang noodles, Mrs. Ba Hoi's banh chung (Tam Ky), and brown rice bars of Duy Oanh Green Agriculture Cooperative (Duy Xuyen).

Ms. Ha Thi Anh Tuyet said that, as the state management advisory agency for intellectual property in the province, the Department of Science and Technology always pays attention to and coordinates with consulting units, departments, branches, People's Committees of districts, towns and cities to organize many surveys and evaluate the potential for building product brands as well as organize scientific seminars to evaluate and select advantageous products to include in the list of products for building and developing brands in stages, and submit to the Provincial People's Committee for approval.

Brand support

In recent times, many programs and projects... to build and develop brands in general and agricultural product brands in particular have been implemented from the central to local levels to build national brands and regional and local brands.

Branded goods will be chosen by consumers to buy. Photo: Q.VIET

To build a national brand, the Government has approved and implemented many programs such as the strategy for building Vietnamese food brands, the national brand program (Vietnam Value), the intellectual property development program until 2030, the strategy for sustainable agricultural and rural development for the period 2021 - 2030, with a vision to 2050...

The purpose of the programs is to build and promote brands, trade names, geographical indications and names of origin of Vietnamese goods in domestic and foreign markets so that Vietnamese goods can promote their value and enhance their competitiveness.

Mr. Nguyen Phi Thanh - Director of the Department of Science and Technology said that in order to improve the quality of goods and build brands for goods, enterprises and cooperatives need to promote production linkage activities to develop the value of goods along the chain and ensure traceability of origin and quality.

Enterprises need to apply science and technology to improve productivity, product quality, reduce costs and still maintain the typical, traditional values of the products.

It is necessary to focus on investing in production materials, building planting and processing models to create quality material areas. The important issue is to strengthen trade promotion to open up output.

Building and developing agricultural product brands will expand the consumption market, help consumers feel satisfied, trust in choosing and prioritizing the use of goods. Agricultural product brands are a bridge for exporting goods, contributing to building sustainable agriculture, creating momentum to promote socio-economic development.

Mr. Nguyen Phi Thanh said that the Department of Science and Technology continues to advise the Provincial People's Committee to assign tasks to localities on building brands and trademarks of agricultural products.

The functional sector provides training and propaganda to help businesses and cooperatives better understand the benefits of trademark registration, the benefits and effectiveness of building brands for key local products.

“We manage the quality and post-inspection of branded products of organizations and individuals who are granted the right to use the trademarks of key local products and goods,” said Mr. Thanh.

According to the Department of Science and Technology, in order to effectively operate the management system of geographical indications and trademarks, in addition to regulations on the use of geographical indications and trademarks, it is necessary to develop a process for granting and revoking the right to use geographical indications and trademarks; a process for controlling the quality of products bearing geographical indications and trademarks; a process for controlling and managing product production and trading activities; a technical process for production, harvesting, preservation and processing of products; a process for tracing the origin and source of products; and regulations on the use of trademarks and geographical indications on goods and services.

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