To affirm the brand value in the market in an economy with deep international integration and increasingly fierce competition is not easy, but businesses are very interested because the value of the brand is "soft power" that brings many added values to the business, demonstrating the vision and cultural foundation of the business. Recently, the business community has become increasingly aware of the task of building and developing the brand.
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| Packing clam products in shell at Lenger Vietnam Seafood Company Limited ( Nam Dinh city). |
Many enterprises in the province, although small and medium-sized, always pay attention and make efforts to build and develop their brands. In which, Nam Duoc Company Limited and Nam Ha Pharmaceutical Joint Stock Company are typical units in the pharmaceutical manufacturing enterprises nationwide; Song Hong Garment Joint Stock Company is among the leading industrial garment enterprises and producers of blankets, sheets, pillows, and mattresses in Vietnam... Along with that, units such as Minh Duong One Member Co., Ltd.; Lenger Vietnam Seafood Co., Ltd. are excellent units in the field of production and supply of processed foods... Many enterprises in the province have actively participated in prestigious national awards: "Vietnam National Brand", "National Quality Award". Thereby, many typical enterprises of the province such as Nam Duoc Company Limited, Nam Ha Pharmaceutical Joint Stock Company, Nam Ha Garment Joint Stock Company; Dinh Moc Mechanical Co., Ltd., Minh Duong One Member Co., Ltd., PQA Pharmaceutical Joint Stock Company, Minh Dan Pharmaceutical Joint Stock Company... have been continuously recognized in national awards, contributing significantly to establishing a new position for enterprises in the domestic and export markets. In particular, in recent years, due to the impact of the COVID-19 pandemic and the economic crisis, business has become difficult, but food production and supply enterprises such as Lenger Vietnam Seafood Co., Ltd.; Minh Duong One Member Co., Ltd. have all had spectacular developments in both the domestic and world markets. In particular, Lenger Vietnam Seafood Co., Ltd. has developed farming, exploitation, fishing, processing and trading of clams and bivalve mollusks. With modern advanced European technology lines that meet international standards, the Company has been granted FSSC 22000 (Food Safety System) certificate, Halal certificate and Vietnam Seafood Gold Quality product by SGS. By the end of 2023, the Company will process over 10,000 tons of products and export more than 80% of its output to the EU market and Japan, the US, and South Korea. In addition to standardizing ASC-certified farming areas for the clam value chain, the Company will continue to build high-tech clam seed farms and clam farming models in ponds and lagoons to ensure a stable, sustainable supply, good quality, lower costs, and promote the development of the clam processing industry with many new products in the direction of added value for many different markets.
Brand building is not limited to large enterprises, small and medium enterprises, production facilities in craft villages or cooperatives are all making efforts to build, consolidate and affirm their brands in the market. In 2023, the Department of Agriculture and Rural Development guided 44 establishments to self-declare quality standards for over 82 products of all kinds: vegetables, rice, processed agricultural products, aquatic products, meat and meat products, salt, etc. At the same time, it supported 100 more products to be recognized as meeting the criteria of the One Commune One Product (OCOP) program. By the end of 2023, the whole province had 431 OCOP products (376 3-star OCOP products, 54 4-star OCOP products, 1 potential 5-star OCOP product). This is an important starting point for businesses and production facilities to begin the process of building and developing their brands. In particular, many major agricultural brands of the province have not only succeeded in the domestic market but have also penetrated and established a foothold in export markets such as: Toan Xuan clean rice (Toan Xuan Company Limited); NADISALT salt (Nam Dinh Salt and Trading Joint Stock Company); shrimp (Hung Vuong Seafood One Member Co., Ltd.); Siu Chau candy (Kim Thanh Hoa Company Limited)... In 2023, the province's agricultural brand map will continue to list products with high technology content such as: super fast germinating seeds of Co Do Farm, Nghia Trung commune (Nghia Hung); traditional green tea apricot vinegar and apricot juice in Bach Coc village, Thanh Loi commune (Vu Ban); Pampa salt of Southeast Asia Food Processing and Trading Joint Stock Company, My Phuc commune (My Loc); Hother ATP spice powder of Hother ATP Joint Stock Company (Nam Dinh city); fresh mushrooms and products processed from mushrooms...
To achieve these important results, in the journey of building the brand, functional sectors and authorities at all levels have actively accompanied and implemented synchronous solutions from planning production areas, creating favorable conditions for land funds for land use, tax policies, loans, trade promotion and administrative procedure reform to create favorable conditions for businesses. The Provincial People's Committee has resolutely directed the implementation of improving the investment environment, taking advantage of opportunities to attract new investment; sectors and localities have focused on exploiting support programs to promote the development of key products of the province according to their own criteria, creating a combined strength in building and developing brands. In particular, the Industry and Trade sector supports enterprises and production establishments in building typical rural industrial products; replicating the model of industrial promotion, trade promotion and participating in the National Brand Award. The Department of Agriculture and Rural Development supports the improvement of product quality by directing and organizing the implementation of a series of safe production processes, registering quality standards, especially the One Commune One Product Program... The Department of Science and Technology supports enterprises to participate in the National Quality Awards and International Quality Awards; supports the implementation of announcing applicable standards, labeling goods, declaring conformity to standards and regulations, registering the use of codes and barcodes, registering for intellectual property protection, creating and developing collective trademarks.
Building and developing a brand is a core issue of each product. In the coming time, to continue to create momentum for the brand to develop rapidly, businesses and production facilities need to proactively improve productivity, quality, offer reasonable product prices and create uniqueness and recognition value for the product through two basic factors: packaging design and product distribution strategy. In that process, businesses and production facilities really need the support and facilitation of businesses from the government and functional sectors./.
Article and photos: Nguyen Huong
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