Hue businesses accelerate brand protection in the face of challenges in e-commerce

DNVN - In the context of deep international integration and strong digital transformation, ensuring intellectual property rights (IPR) has become a vital factor for the business community, especially in Hue City - where many specialty products, craft villages and local brands are gradually affirming their position in the market.

As e-commerce booms, opportunities are greater than ever, but risks are also increasing, especially counterfeit goods and intellectual property rights infringement in the online environment. Subjects take advantage of digital platforms to sell infringing products, affecting consumers and threatening the reputation of the Hue brand many times.

According to Mr. Phan Hung Son - Deputy Director of the Department of Industry and Trade, intellectual property rights holders in Hue need to be more proactive and determined in protecting intellectual property on e-commerce platforms. Many "made in Hue" products are gaining the trust of domestic and foreign markets, however, the appearance of counterfeit goods has caused heavy losses to businesses and at the same time reduced the value of local brands.

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At the training conference on e-commerce application organized by the Department of Industry and Trade and EUBIZ Vietnam Joint Stock Company, delegates especially emphasized the great impact of 4.0 technology and artificial intelligence (AI) on the establishment and protection of intellectual property rights. While AI is developing too quickly, the current legal framework has not kept up, leading to many loopholes in the management of creative assets created by AI.

The leader of the Department of Science and Technology said that the digital environment facilitates cross-border intellectual property infringement, especially in the field of copyright and AI-supported products. This poses an urgent requirement for businesses and management agencies to improve their legal and technical capacity, as well as the ability to handle violations and respond promptly to legal issues in the digital age.

In fact, a report from the National Steering Committee 389 shows that in the third quarter of 2025 alone, more than 31,000 cases of smuggling, trade fraud, counterfeit goods and intellectual property violations were discovered; more than VND 3,600 billion was collected for the budget; 462 cases were prosecuted with 915 related subjects - numbers large enough to warn businesses about the risk of losing their brands if not properly protected.

According to the Hue Today publication of Hue Newspaper and Radio and Television, in recent years, Hue City has implemented many programs to support enterprises in developing intellectual property associated with the local branding strategy. Not only focusing on improving product quality, Hue enterprises also invest systematically in brand identity, registering intellectual property protection for products to increase competitiveness and minimize legal risks. Up to now, dozens of typical products have been protected such as "Hue Lotus", "Hue Ao Dai", "Pho Trach Bang Mattress", "Quang Tho Gotu Kola", "Loc Thuy Melaleuca Oil", "Hue Sesame Candy"... These are all products with export potential and become representatives of Hue culture.

In particular, the Hue OCOP program plays an important role in helping local enterprises build brands associated with intellectual property. OCOP products with 3 stars or higher are strongly supported in registering trademarks, designs, promoting digitally and expanding the market. Many products such as Thuy Bieu pomelo, Phong Dien green-skinned grapefruit, An Lo rice... after completing intellectual property registration have recorded a remarkable market growth.

Implementing the National Intellectual Property Development Program to 2030, Hue City has supported the registration of protection for many specialty products such as Hue conical hats, Thien Huong sesame candy, Loc Thuy cajeput essential oil, Hue pomelo, Phu Thuan fish sauce... The number of industrial property registration applications in Hue increases by an average of 12 - 15% per year, mainly trademarks, in addition to the emergence of inventions and useful solutions from the university and research institute sectors.

The city also promotes activities to support innovation, register collective trademarks and geographical indications; organizes IP training, conferences on technology transfer and intellectual property valuation consulting, aiming to perfect the sustainable innovation ecosystem.

As one of the leading localities in digital transformation at the provincial level, Hue is integrating IP into its strategy to support businesses in digitizing their business activities, promoting their brands on e-commerce platforms, social networks, websites and livestream platforms. Through the program "100 businesses transforming digitally in 100 days", many businesses have accessed digital tools, online marketing methods, smart order management and brand protection in cyberspace, thereby helping Hue specialties go further in the domestic and international markets.

Wisdom Mind

Source: https://doanhnghiepvn.vn/chuyen-doi-so/doanh-nghiep-hue-tang-toc-bao-ho-thuong-hieu-truoc-nhung-thach-thuc-trong-thuong-mai-dien-tu/20251205094919415