Nghe An focuses on building product brands

Increase product value

When bringing products to market, businesses pay attention to choosing product brands and logos. Photo: Thanh Phuc

Initially, it was just a small-scale production household, but when launching to the market, Ms. Ho Thi Xuan Huong in Nam Anh commune (Nam Dan) paid great attention to building a brand for her products. Accordingly, she built a brand identity: Selected a registered trademark, traceability code, logo, anti-counterfeit stamp, etc. At the same time, standardized the production process, improved product quality, and created prestige in the market.

Thanks to that, her products are well received by the market, consuming 70,000 liters each year, generating billions of VND in revenue, creating regular jobs for 6 local workers. Ms. Huong said: “Thanks to the brand, our soy sauce products are known and chosen by consumers, and are also chosen by specialty stores, restaurants, and hotels. For 3 consecutive years, we have always achieved positive growth, with revenue constantly increasing.”

Bamboo and rattan lanterns - Nghe An's 5-star OCOP national product - are now present in over 20 countries thanks to good investment in brand building. Photo: Thanh Phuc

Specializing in trading in medicinal products for health care, Bometa Group (Hung Dong, Vinh City) always focuses on brand building. Mr. Nguyen Van Hoc - Chairman of the Board of Directors of Bometa Group said: "Brand building is very important in the goal of increasing product value and business revenue. Therefore, we invest carefully and systematically in packaging, labels, logos, as well as documents and procedures to protect the brand of our products."

The province currently has nearly 13,000 operating enterprises. Based on practical requirements, each enterprise will have different strategies to build its brand and create an image with customers. But all enterprises focus on core values ​​such as: Quality of products and services, image communication strategy, and brand promotion.

The price of branded products increases by 10-30% compared to similar unbranded products. Photo: Thanh Phuc

According to data from the Department of Science and Technology, by the end of 2022, the whole province had 31 collective trademarks, 8 certification trademarks and 3 geographical indications; there were 1,780 protected objects, including 1,679 trademarks, 76 designs, 16 utility solutions and 9 inventions. Products invested in brands are all highly effective, accepted by the market and have increased in price by 10-30%, many products have found a place in the market, in the modern retail system and for export.

Many support policies

To support businesses, cooperatives, craft villages as well as production households in building brands, in recent times, the province has had many policies such as: Providing information and knowledge on building and developing brands; propaganda and training on building and developing brands; consulting on design, searching and registering for trademark protection in domestic and foreign markets; consulting on building brand development strategies; free advertising of products on the website of the Department of Industry and Trade and commercial centers; supporting product promotion at fairs and exhibitions...

In 2022, Nghe An has 25 products recognized as typical rural industrial products at the provincial level, 8 products at the regional level. Cumulatively, up to now, Nghe An has had 96 products recognized as typical rural industrial products at the provincial level, 26 products at the regional level, 11 products at the national level. Notably, 4 product groups have achieved the title of Vietnam National Brand of TH Group.

Increased revenue and product value help workers have a good income. Photo: Thanh Phuc

However, compared to the diversity of product types and the rapid growth rate of enterprises, craft villages, cooperatives, and production facilities in the province, the registration of product branding is still too little. Many products are still exported in small quantities, mostly through other enterprises; Many production facilities still maintain the "quick-fix" production and business style without considering a systematic, long-term business strategy; many entities are not interested in branding their products.

Mr. Cao Minh Tu - Deputy Director of the Department of Industry and Trade said: “Brand is an important factor contributing to maintaining, expanding, developing the product consumption market, improving trade civilization and creating competitive advantages for businesses. Enterprises with good brands, creating an impression in the hearts of consumers, will have higher business efficiency, promoting sustainable production activities. As a state management agency in the field of industry and trade, the Department always focuses on accompanying businesses throughout the process of investment, production and distribution of goods.

Activities to support brand promotion, trade connection, and product consumption market development are of interest to all levels and sectors. Photo: Thanh Phuc

In particular, focusing on activities to support production and business development, promote brand development, connect trade, develop domestic and international product consumption markets. However, building a brand requires each enterprise to have a systematic investment strategy, suitable to the characteristics of the product, scale of operation and current legal regulations.