Nghe An: Innovation and creativity in product branding.
April 20th has been designated as Vietnam Brand Day. Recognizing the importance of branding, many OCOP (One Commune One Product) producers in Nghe An have focused on standardizing and developing trademarks and industrial designs for their products, and developing them along the value chain.
Efforts to build OCOP product brands
For a long time, in Nghe An, when people talk about rattan and bamboo products, they mention the Duc Phong brand. Over time, Duc Phong's rattan and bamboo products have combined traditional and modern elements, while still retaining the unique sophistication of Vietnamese crafts, and have been well-received by customers in many countries.
Mr. Thai Dai Phong, Director of Duc Phong Co., Ltd., said: "Each year, the company designs 20-40 new products and constantly improves the designs. Besides their high applicability in modern life such as trays, boxes, lanterns, baskets, decorative items, souvenirs, tables and chairs, etc., rattan and bamboo products attract customers because of their environmentally friendly nature, creating a green living space."
Recently, the bamboo lamp collection of Duc Phong Co., Ltd., including twisted bamboo pendant lamps, lotus petal table lamps, and wall lamps, was officially recognized with the National 5-star OCOP award. Prior to this, in 2022, five other products from the same company were also honored with 5-star OCOP awards. To date, this is the only product group from Nghe An province to have received OCOP recognition twice.
Hang Moon Herbal Import-Export Co., Ltd. (Do Luong) is a company specializing in the production of safe, effective, and gentle herbal consumer products. The company currently offers 20 herbal products to meet essential consumer needs, such as shampoos, shower gels, and soaps. Among these, four products achieved OCOP 3-star provincial certification in 2022: baby shampoo and shower gel, oral care essential oil, and turmeric and betel leaf feminine hygiene solution.
In June 2024, the perilla product line, one of the first seven OCOP products of Hang Moon Herbal Import-Export Co., Ltd., won second prize at the first-ever "OCOP Journey" program held in Vietnam.
Ms. Nguyen Thi Hang, Director of Hang Moon Herbal Import-Export Co., Ltd., said: "Initially, some of my startup products made from local agricultural produce have achieved success. To achieve that result, besides prioritizing product quality, we also pay close attention to building our brand and finding markets for our products. Currently, with the explosion of the Internet, we are strengthening our communication on social media, with various forms of sales and marketing on social media. This is considered the right direction for startups like ours."
Besides preserving and conserving traditional values, businesses are constantly improving their products and production technologies to ensure strict quality and food safety standards according to international standards. OCOP products, granted geographical indications, registered trademarks, and industrial designs, have the potential and advantages to participate in major specialized trade fairs and exhibitions in key markets such as the US, Europe, Japan, and China, thereby expanding the consumer market and increasing the economic value of OCOP products. This is a suitable direction and has become an effective tool in the sustainable development of production and markets.
Elevating Vietnamese brands
To date, Nghe An has many products that are well protected and developed. Products granted collective trademarks and certification marks have contributed to enhancing the value of Nghe An's specialty and traditional products, which are favored by consumers inside and outside the province. For example, products such as: lotus from Uncle Ho's hometown, Quy Chau incense, Van Phan fish sauce, Cua Lo grilled mackerel, Tay Hieu honey, Gang village molasses, Quynh Luu dried squid, Tuong Duong dried beef, Con Cuong herbal wine...
Some localities have focused on developing OCOP products alongside building trademarks and industrial designs, applying standards such as VietGAP, Global GAP, and HACCP.
With their inherent potential, coupled with strong promotion of innovation, science, and technology, OCOP products are expected to develop strongly in the coming time, building strong brands.
Mr. Pham Van Hoa, Director of the Nghe An Department of Industry and Trade, said: In implementing the activities of the "National Brand Week" to celebrate Vietnam Brand Day (April 20th), the Industry and Trade sector is stepping up propaganda and promotion of the "National Brand" program; promoting the development of high-quality product and service brands. At the same time, it is honoring and promoting the distinctive local product brands in the context of international economic integration, thereby elevating the status of Vietnamese branded products.
“Vietnam National Brand: Breaking Through Innovation and Creativity” is the theme for the activities of Vietnam Brand Day 2025. As part of the "Vietnam National Brand Week" activities, on the occasion of the 17th anniversary of Vietnam Brand Day, Minister of Industry and Trade Nguyen Hong Dien sent a congratulatory letter to the business community and enterprises. In the letter, the Minister acknowledged and praised the efforts, creativity, and resilience of Vietnamese businesses – the core force contributing to the development of Vietnam's national brand in recent years.
In 2024-2025, amidst a complex and volatile global situation and numerous risks to the global economy, the Minister highly appreciated the significant achievements of Vietnamese businesses, especially their proactive approach in overcoming difficulties to maintain production and business operations, boost exports, and elevate Vietnamese brands internationally.
Notably, Vietnam consistently ranks highly on the international investment attraction map, placing it in the top 3 of ASEAN and among the top 15 economies with the highest FDI value, while maintaining its position in the top 20 countries with the highest level of merchandise trade globally.
Minister Nguyen Hong Dien emphasized: The "Vietnam National Brand" program, entering 2025, holds special significance – not only continuing to honor the value of Vietnamese brands, but also contributing to enhancing competitiveness and affirming the role of businesses in the global value chain. In the 2025-2030 period, focus should be placed on building corporate brands linked to the national brand, improving product quality, expanding markets, while also emphasizing sustainable development and social responsibility.
