Raising awareness of intellectual property in the digital age

Anna Dragon Fruit Wine Production Facility (Dau Giay Commune, Dong Nai Province) always pays attention to intellectual property and registers industrial designs for product packaging. Photo: Hai Quan

Facing many challenges

If in the past, brands were formed mainly through product quality and traditional promotional activities, now, with the strong development of e-commerce, digital platforms and artificial intelligence (AI), trademark protection must be placed in an open, borderless digital space, where every piece of information, every image or logo can be copied and used illegally in a split second.

Deputy Director of the Department of Science and Technology of Dong Nai province Vo Hoang Khai commented: In the context of digital transformation and deep integration, enterprises, especially local enterprises, are facing many new challenges related to intellectual property. Among them are challenges in awareness and management of digital brands. Many enterprises, especially small and medium enterprises, still do not consider brands as strategic intellectual assets; have not yet built a consistent brand identity or a mechanism for managing data and brand images on online platforms.

In addition, the establishment and protection of intellectual property rights in cyberspace face many challenges. In particular, international protection and handling of cross-border violations (such as counterfeiting of trademarks, selling infringing goods on e-commerce platforms, etc.) are increasingly complicated, requiring coordination between businesses and management agencies. In addition, the emergence of AI, deepfake (technology simulating human facial images), etc. is raising big questions about intellectual property rights and related legal responsibilities, while potentially blurring the line between real creation and digital copying.

Director of Nhu Hoang Agricultural Trade and Service Cooperative (Tho Son Commune, Dong Nai Province) Truong Van Thanh shared: Cashew products are facing great competition in the market. In particular, in the e-commerce market, local cashew products are facing many challenges. Because in the online environment, many cashew products of unknown origin and quality with surprisingly low prices are being traded and promoted by spontaneous brands and online sales channels. This causes many difficulties for local businesses in developing the market and building brands.

Experts say that many businesses today, especially small and medium-sized enterprises and local businesses, still face difficulties in terms of costs and human resources in establishing and protecting intellectual property rights for trademarks and brands. Businesses are still limited in terms of funding and human resources with knowledge of intellectual property, while the process of registration, renewal, search, and monitoring of infringement is still manual and complicated.

Strengthen support for local businesses

Registering and managing intellectual property rights for trademarks is the first, mandatory and strategic step to help businesses affirm legal ownership of brands and products; prevent infringement, copying, and exploitation of reputation in the digital environment. At the same time, it increases commercial value, the ability to raise capital and enhances consumer confidence in products and goods.

In recent times, Dong Nai province has increased its support activities for enterprises in the field of intellectual property management. In particular, the Department of Science and Technology has implemented the Program to Support the Development of Intellectual Property of the Province; guided enterprises, cooperatives, and craft villages in building and protecting collective trademarks and certification trademarks; put online management, search, and registration tools into use. At the same time, promote the application of digital transformation in brand management and intellectual property so that enterprises can proactively and sustainably manage and develop their brands...

Deputy Director of the Department of Science and Technology Vo Hoang Khai said: The Department has issued a Plan to implement tasks in the field of intellectual property in 2025 to concretize the province's intellectual property strategy until 2030. In particular, focusing on organizing training courses, workshops, seminars, conferences... on intellectual property in the province to raise awareness of enterprises, organizations, individuals in general and OCOP subjects (One Commune One Product Program) in particular about the importance of building, managing and exploiting brands.

The Department of Science and Technology supports the registration of patents, utility solutions, industrial designs, trademarks and new plant varieties domestically and internationally. The Department not only supports the registration of protection but also supports OCOP entities (especially 4-5 star products) in building a professional brand identity (logo, slogan, packaging, design). Ensure that these elements are closely linked to and demonstrate the core values of the product, for example: geographical indications, traditional processes, etc.

Representative of Anna Dragon Fruit Wine Production Facility (in Dau Giay Commune, Dong Nai Province) Ngo Thanh Long said: In the past time, the facility has focused on intellectual property issues and industrial design registration for products. The facility hopes that in the coming time, departments, branches, and localities will increase activities and programs to support businesses, production facilities, and local OCOP entities in updating information and knowledge about intellectual property on digital platforms, especially key issues necessary for businesses when doing business online.

Head of the Southern Office of the Intellectual Property Department (Ministry of Science and Technology) Tran Giang Khue shared: Dong Nai needs to develop a synchronous and effective intellectual property system in all stages of creation, establishment, exploitation and protection of intellectual property rights, creating an environment that encourages innovation. In addition, the locality needs to continue to simplify administrative procedures, improve the effectiveness and efficiency of state management of intellectual property, promote and improve the effectiveness of intellectual property enforcement activities.

“In the coming time, the Department of Science and Technology will integrate digital transformation, e-commerce, and smart traceability to enhance the value of OCOP products from production, packaging, to promotion, sales, and brand protection. At the same time, increase the rate of OCOP products with protected brands, brand management, traceability, and modern distribution channels,” Mr. Vo Hoang Khai emphasized.

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Source: https://baodongnai.com.vn/kinh-te/202511/nang-cao-nhan-thuc-ve-so-huu-tri-tue-trong-thoi-dai-so-52a011c/