Last post: Brand - vital value
There have been many successful brands that are mentioned not only because of their famous slogans but also because of the quality of their services and products. TH True Milk is such a brand. Appearing after many other milk brands on the market, up to now, TH True milk of Nghe An has had a solid market share not only in Nghe An but also known by consumers nationwide for its difference of "fresh, clean milk". TH True milk persistently promotes on many media, touching the emotions of listeners and viewers. There, consumers are introduced to milk production technology, high-quality cows being “cooled off and listening to music”, images of bright yellow sunflower fields used as food for cows, modern machinery involved in planting, harvesting, and processing food, foreign experts working, TH cow farm in Nghia Dan… All are a perfect process from “garden… to table”, the difference in product quality, making consumers feel secure when using TH Truemilk sterilized fresh milk products.
The logo has an important meaning to remember the brand. The Vietinbank brand (Vietnam Joint Stock Commercial Bank for Industry and Trade) with a logo symbolizing the earth covering an ancient coin with two prominent colors of red and blue. This brand is constantly mentioned by Vietinbank in the spaces where Vietinbank branches are located with the same size and color for consumers to easily recognize. The impressive logo and famous slogan of Prudential life insurance company "Always listening, always understanding" with the image of Prudential, the cautious god in bright red is a symbol of unity in Prudential's services since 1848. Or the Japanese car brand Toyota associated with the Toyoda family with a logo consisting of 3 interlocking ellipses with the meaning: one shows concern for customers, one symbolizes product quality and the third is the efforts to develop science and technology, then the slogan "Delicious to the last drop" of Chinsu fish sauce...
Pineapple growing area in Nghia Dan. Photo: Chau Lan.
In Nghe An, although there are quite a lot of enterprises, the number of enterprises and products with brands is very small, only counted on the fingers. The reason is that enterprises do not have enough potential to build their own brands, which is a necessary condition for both "good wood" and "good paint". Outdated technology, processed products, low competitiveness, and "deal-based" business make enterprises not want to pursue brands; or even though they really want to, many enterprises cannot have brands and can only build and protect industrial designs and product trademarks.
According to statistics from the Department of Science and Technology, from 1991 to present, Nghe An has had 403 industrial property protection certificates, including 367 trademarks, 19 industrial designs, 9 patents, 1 geographical indication. That number compared to the number of nearly 10,000 enterprises in the area is not much and if looking at that number, the number with brands thanks to "difference" is also very small. The number of protection certificates compared to the number of enterprises only accounts for about 0.04% of enterprises. Trade promotion and brand development activities still have many limitations. In addition, violations of intellectual property rights in the area also occur, for example, counterfeiting Ke Chong Bao of Dinh Nhan Company Limited; then fake fertilizers, fake fish sauce, fake Vinh oranges...
Many key products of Nghe An have not yet built a solid brand in the market such as Nghe An peanuts, Nam Dan soy sauce, black chicken, Mong pig, Mong beef... Many products, although loved by consumers, have very poor promotion and development. For example, many Vinh city residents really want to buy Quy duck products in Vinh but cannot find them. Or Xa Doai oranges are very rare and too expensive, not suitable for consumer needs...
Recently, in order to create more favorable conditions for some enterprises in product promotion activities, the Department of Industry and Trade has provided financial support for some units to attend domestic and foreign fairs. Recently, Duc Phong Company Limited has been supported with nearly 200 million VND to introduce products at the Fair in Germany. The Department of Industry and Trade is also urgently completing the display booth to introduce some products. According to Mr. Nguyen Tai Dung - Deputy Director of the Department of Industry and Trade: Nghe An enterprises are currently having a lot of difficulties in building brands, due to reasons from finance, capacity and awareness. Many products of Nghe An have great potential to build famous brands but are having to export raw to other countries such as white ice, black tea, concentrated pineapple juice, etc.
That reality shows that building a brand for businesses is not an overnight job, nor can it rely on the state, but businesses themselves aspire to reach out to make their products and names last forever. Another difficulty in building a brand is that consumer needs change frequently, so products and technologies must also change to please customers. This is even more difficult for Nghe An businesses. Therefore, the encouragement and support for units to innovate production lines and technologies as well as the province's industrial promotion funds and technological innovation incentive mechanisms should be more practical.
Chau Lan - Ngoc Anh
