Lesson 2: Image Building

Building a brand to promote and enhance product image is a fundamental step for every business.

Besides the support of the State, through various resources, each enterprise in Tien Giang province constantly strives to build its own image to improve its competitiveness.

NATIONAL BRAND

Many enterprises in Tien Giang province have made great efforts over the years to perfect their production processes in accordance with the prescribed criteria to be evaluated and recognized as National Brands. Of course, achieving this brand is not simple and must pass a very strict set of evaluation criteria. However, Minh Hung Tien Giang Industrial Company Limited (Phuoc Lap Commune, Tan Phuoc District) has been recognized many times for having a product brand that meets the National Brand standards.

Representative of Minh Hung Tien Giang Industrial Co., Ltd. received the National Brand in 2024.

Most recently, on November 4, 2024, at the National Convention Center, the Ceremony to Announce Products that Achieved the Vietnam National Brand in 2024 took place with the theme "Strengthening the Green Era". This is an opportunity to recognize and honor products with top quality, high scientific and technological content, prestige in the market and representing the Vietnam National Brand in the international arena. Minh Hung Tien Giang Industrial Co., Ltd. continues to be honored this time.

Not only that, recently Minh Hung Tien Giang Industrial Co., Ltd. was also awarded the National Quality Gold Award in 2024. The award is organized with the desire to recognize the efforts of enterprises in applying standards, improving the competitiveness of products and the quality of goods in the international market.

The award also honors activities applying science and technology to help increase productivity, quality, and competitiveness of businesses and the economy . This further motivates businesses to continue investing, innovating technology, and improving product quality.

For each enterprise, a product being recognized as a National Brand or National Quality is an important event, to affirm the product's position with customers not only domestically, but also abroad. Of course, when recognized as a National Brand or National Quality, the product's position will be significantly enhanced.

According to Mr. Huynh Huu Thien, Marketing Director of Minh Hung Tien Giang Industrial Co., Ltd., this is an opportunity for the company to promote its brand and products to domestic and foreign markets. However, the core value is how the company must maintain the national brand value and national quality in order to enhance the value of the product to bring Vietnamese values abroad. Therefore, the enterprise itself must reflect on itself and cannot distort Vietnamese values.

Along with the steps of improving product quality, focusing on building brands to increase competitive position in the market, Nong Thuan Phat Trading Company Limited has been building sustainable value for products in the market.

After a period of efforts in production, business and brand building, the company has also been awarded the National Quality Award twice in the small and medium-sized manufacturing enterprise sector. According to Mr. Nguyen Van Ung, Director of the company, in terms of production and business, the company is focusing on organic fertilizers to meet the "shift" in consumer demand from inorganic to organic fertilizers, especially for crops with high economic value; at the same time, focusing on building an additional factory in Thanh My commune, Tan Phuoc district and expected to put it into operation in the last months of 2025.

In addition, the company continues to build its brand, aiming to further enhance its product position in the market. “The company also hopes to continue to receive support, attention, and rewards for businesses that comply with State regulations to have stronger motivation and more sustainable development,” said Mr. Nguyen Van Ung.

CHOOSE A NICHE MARKET

Technological innovation, building with a brand along with choosing a separate direction to consume products is also an effective way to find results in production and business. Alluvia - a brand of Xuan Ron Cocoa Company Limited (Binh Ninh Commune, Cho Gao District) has been approaching this direction. As a unit specializing in making cocoa products, the Alluvia brand is currently present in 15 stores in Vietnam and has opened a store in Cambodia.

Ms. Nguyen Ngoc Diep with products of the Alluvia brand.

Having been in the business for many years, Ms. Nguyen Ngoc Diep, Director of Xuan Ron Cocoa Company Limited, said that when talking about chocolate, people immediately think of European, American products... at most Asian products, there are Japanese products. Therefore, the great opportunity for Vietnamese chocolate lies in the "niche" market of producing handmade chocolate.

Therefore, Alluvia chose a niche with differences in both flavor and packaging to attract customers. Accordingly, most of Alluvia's stages from drying, peeling, fermentation, pouring, packaging... are done by hand.

In the grinding and brewing stages, this unit uses European machinery and technology to make the finished product soft and smooth. In addition, the packaging stage is also carefully taken care of. Each product line of the brand represents a different image of the country and people of Vietnam through the artist's drawings. It is a bustling Ho Chi Minh City, a golden rice season in the Northwest, Hoi An ancient town, sometimes the image of a Vietnamese girl in ao dai or lotus flowers...

Of course, the journey of building a brand, innovating technology or approaching a separate direction for each product line is still a long story and Alluvia is still making efforts every day. Determining the future direction, Ms. Nguyen Ngoc Diep emphasized that Alluvia Chocolate is not only a premium chocolate brand, but also a symbol of the commitment to bring the best chocolate experiences to customers. With the vision of becoming a favorite chocolate brand worldwide, Alluvia constantly strives to create unique and quality chocolate products.

Regarding the desire to bring local agricultural products to the international market, Ms. Nguyen Ngoc Diep said that Alluvia has also faced many challenges in converting cocoa beans into high-quality chocolate in Vietnam. These challenges include researching and developing machinery to process cocoa beans, as well as efforts to learn and implement international standard chocolate production techniques.

Despite these obstacles, Alluvia is determined to increase the value of cocoa beans by converting them into high-quality chocolate products. By establishing the Alluvia brand and implementing the “bean to bar” method, Alluvia has created high-quality chocolate bars using the best cocoa beans from Cho Gao district (Tien Giang province). This method not only increases the value of cocoa beans, but also contributes to promoting Vietnamese agricultural products in the international market.

Looking back on the past, both studying Foreign Trade, graduating and working in different professions, but in the end, Mr. Nguyen Hai Yen and Ms. Nguyen Ngoc Diep had the same fate and career with cocoa trees.

Started the business in 2014 by investing in the first cocoa bean processing machinery system from Ho Chi Minh City University of Agriculture and Forestry, but only with a very small capacity. Also in 2014, Alluvia participated for the first time in the VietFood International Exhibition specializing in Vietnamese food.

After more than 10 years of journey, Alluvia has affirmed its position with many product lines made from cocoa beans, consumed domestically and internationally. Alluvia's journey of building and perfecting dreams from cocoa beans is still ongoing.

Technological innovation and digital transformation are not only promoted in the business sector, but also gradually shifting in agricultural production, contributing to bringing many conveniences, helping the rural economy to increasingly develop.

THE ANH

(to be continued)

Source: https://baoapbac.vn/kinh-te/202505/doi-moi-cong-nghe-thuc-tien-va-hanh-dong-bai-2-xay-dung-hinh-anh-1043555/