Nghe An focuses on building product brands.

Increase product value

When launching a product onto the market, businesses invest significant time and effort in choosing a brand and logo. (Photo: Thanh Phuc)

Initially just a small-scale producer, Ms. Ho Thi Xuan Huong in Nam Anh commune (Nam Dan district) placed great emphasis on building a brand for her products when bringing them to market. Accordingly, she developed a brand identity system: selecting a registered trademark, a traceability code, a logo, and anti-counterfeiting labels… At the same time, she standardized production processes, improved product quality, and built a reputation in the market.

As a result, her products have been positively received by the market, selling 70,000 liters annually, generating billions of dong in revenue, and providing regular employment for 6 local workers. Ms. Huong said: “Thanks to the brand, our soy sauce products are known and chosen by consumers, and are also selected by specialty stores, restaurants, and hotels. For three consecutive years, we have consistently achieved positive growth, with revenue continuously increasing.”

Woven bamboo and rattan lanterns – a 5-star OCOP (One Commune One Product) product from Nghe An province – are now available in over 20 countries thanks to strong brand building efforts. Photo: Thanh Phuc

Specializing in health care herbal products, Bometa Group (Hung Dong, Vinh City) always prioritizes brand building. Mr. Nguyen Van Hoc, Chairman of the Board of Directors of Bometa Group, stated: “Brand building is crucial in increasing product value and revenue for the business. Therefore, we invest meticulously and systematically in packaging, labels, logos, and all necessary paperwork and procedures to protect the brand of our products.”

Currently, the province has nearly 13,000 operating businesses. Based on practical requirements, each business will have a different strategy to build its brand and create an image with customers. However, all businesses focus on core values ​​such as: product and service quality, image communication strategy, and brand promotion.

The price of branded products is 10-30% higher than that of similar unbranded products. Photo: Thanh Phuc

According to data from the Department of Science and Technology, as of the end of 2022, the province had 31 collective trademarks, 8 certification marks, and 3 geographical indications; with 1,780 protected objects, including 1,679 trademarks, 76 designs, 16 utility models, and 9 inventions. Products with invested brands have yielded high efficiency, gained market acceptance, and seen price increases of 10-30%. Many products have found a foothold in the market, entered modern retail systems, and been exported.

Many support policies

To support businesses, cooperatives, craft villages, and individual producers in building brands, the province has implemented numerous policies in recent years, including: providing information and knowledge on brand building and development; disseminating information and training on brand building and development; advising on design, research, and registration of trademark protection in domestic and international markets; advising on brand development strategies; providing free advertising for products on the Department of Industry and Trade's website and commercial centers; and supporting product promotion at trade fairs and exhibitions.

In 2022, Nghe An had 25 products recognized as outstanding rural industrial products at the provincial level and 8 at the regional level. Cumulatively, to date, Nghe An has 96 products recognized as outstanding rural industrial products at the provincial level, 26 at the regional level, and 11 at the national level. Notably, four product groups from the TH Group have been awarded the title of Vietnam National Brand.

Increased revenue and higher product value have led to better incomes for workers. Photo: Thanh Phuc

However, compared to the diversity of product types and the relatively rapid development of businesses, craft villages, cooperatives, and production facilities in the province, the number of registered trademarks for goods remains too low. Many goods are still exported through informal channels, mostly via other businesses; many production facilities still maintain a short-sighted approach to production and business without considering a systematic, long-term business strategy; and not a few entities have not paid attention to building brands for their products.

Mr. Cao Minh Tu, Deputy Director of the Department of Industry and Trade, stated: “Branding is a crucial factor in maintaining, expanding, and developing the market for products, enhancing commercial sophistication, and creating a competitive advantage for businesses. Businesses with strong brands that leave a lasting impression on consumers achieve higher business efficiency, promoting sustainable production. As a state management agency in the field of industry and trade, the Department always prioritizes supporting businesses throughout the entire process of investment, production, and distribution of goods.”

Activities supporting brand promotion and development, trade networking, and product market development are receiving attention from all levels and sectors. Photo: Thanh Phuc

This includes focusing on activities that support the development of production and business, promote brand development, connect trade, and develop domestic and international markets for products. However, brand building requires each enterprise to have well-planned investment strategies that are appropriate to the specific characteristics of its products, scale of operations, and current legal regulations.”