Developing brand value

Farmers in Cam Chinh commune, Cam Lo district continue to expand pepper growing areas to create products with protected geographical indications - Photo: VTH

In recent years, Quang Tri province has made great efforts in building, registering for protection and promoting products with geographical indications. However, reality shows that in Quang Tri province, the promotion of brand value from geographical indications is still modest, not commensurate with its inherent potential. The work of organizing production, promoting trade, tracing origin, linking value chains... still faces many difficulties, especially in the context of increasingly deep competition and integration.

Therefore, the Department of Science and Technology has implemented many solutions to build intellectual property registration for products, while promoting the development of brands that have been recognized for intellectual property protection.

In particular, the Department of Science and Technology organizes activities in the field of intellectual property such as: workshops (in April 2025, the Department of Science and Technology organized a workshop on the occasion of World Intellectual Property Day, April 26, with the theme "Brand value of products with geographical indications: Quang Tri pepper, Quang Tri green tea and Khe Sanh coffee") to listen to the opinions of experts and scientists to better understand the brand value from geographical indications; share practical experiences from cooperatives, businesses and localities.

Proposing practical solutions to effectively manage, exploit and develop the province's geographical indication products, targeting domestic and foreign markets. Through these activities, the Department of Science and Technology has recorded more initiatives, solutions and connections between parties to jointly enhance the position of Quang Tri agricultural products in the domestic and international markets.

Currently, Quang Tri province has many agricultural products that have built their brands through forms of intellectual property protection. Among them, Quang Tri pepper, Quang Tri green tea, and Khe Sanh coffee are typical products that have been protected by geographical indications - a form of protection with high value and long-term. However, it must be frankly acknowledged that in the field of intellectual property of the province, there are still difficulties and problems that need to be focused on and resolved.

That is, the management, development and promotion of geographical indications still have many shortcomings; the product value chain has not been organized synchronously; market connection, application of digital technology in traceability, and brand promotion are still limited; the connection between the state - scientists - enterprises - farmers is still not really effective. These difficulties make some brands struggle to find a development direction after being granted intellectual property protection certificates for geographical indications.

The workshop with the theme “Brand value of products bearing geographical indications: Quang Tri pepper, Quang Tri green tea and Khe Sanh coffee” organized by the Department of Science and Technology has created a forum for academic and practical exchange between experts, managers, businesses and producers. The workshop recorded many opinions assessing quite comprehensively the brand value of products bearing geographical indications in the province.

The opinions also pointed out the barriers and difficulties in the management and development of geographical indication product brands. In particular, experts and managers proposed specific and feasible solutions to enhance brand value, increase competitiveness and expand consumption markets - not only domestically but also for export.

Director of the Department of Science and Technology Tran Ngoc Lan informed: In order to better develop the brand values ​​that have been granted intellectual property protection certificates, especially products that have been granted geographical indications, in the coming time, the Department of Science and Technology will continue to advise the Provincial People's Committee to issue specific mechanisms and policies, and at the same time support enterprises and cooperatives in developing the local intellectual property ecosystem; promote the application of technology in agricultural production and processing. At the same time, strengthen the capacity to protect and exploit the value of geographical indications effectively and sustainably.

With the attention and leadership of Party committees and authorities at all levels, the support of experts, especially the active cooperation and consensus from the business community, cooperatives and farmers in the province, it is hoped that the province's strong agricultural products that have been granted intellectual property protection certificates for geographical indications will develop brand value with fundamental and sustainable solutions.

Vo Thai Hoa

Source: https://baoquangtri.vn/phat-trien-gia-tri-thuong-hieu-193575.htm