Step by step building a strong brand

In the context of Vietnam's economy integrating into the world economy, enterprises participating in the global market, in addition to price and product quality, brand is considered a distinctive mark. However, currently, building brands of enterprises in the province still faces many difficulties.

Enterprises are interested in investing in technology to improve product quality. Photo: TL

Building a brand from traditional products

In recent times, implementing the project of building and developing brands, the Department of Industry and Trade has organized many seminars and training courses to promote and raise awareness, creating trust in the business community. Thereby, helping businesses have a more correct view of the effectiveness of building and developing product brands, planning brand and business development strategies. At the same time, helping businesses build and register for protection of trademarks, collective trademarks, etc. to improve the competitiveness of businesses in the market.

According to the Provincial People's Committee, some typical brands of Vinh Long province such as Phuoc Thanh IV rice, Son Hai candy, Gia Hy fish sauce, Ba Khanh vermicelli, Nhat Quynh dried rice with shredded pork, Agripure wild bitter melon tea, etc. have initially been welcomed by consumers and have improved their position in the market. In particular, many products have entered supermarkets such as Co.opmart, VinMart, Vinatex, Citymart, BSMart, Satra, Lotte, Bach Hoa Xanh, etc. The average revenue growth rate is quite good, there are brands that not only meet domestic demand but also gradually export.

At Ba Khanh production facility, the facility specializes in producing vermicelli, fresh pho and many traditional foods, constantly investing in machinery and equipment, improving production processes to improve product quality. From a small-scale traditional production facility, Ba Khanh invested in factories, modernized production processes and successfully applied the food safety management system according to international standards ISO 22000:2005 in 2017, then upgraded to ISO 22000:2018 standards from 2019. With the production of traditional products that meet international quality standards, many products of the facility have achieved 4-star OCOP certification, typical rural industrial products at the provincial, Mekong Delta and national levels.

According to Mr. Truong Thai Thong - Business Manager of Ba Khanh Production Facility, from 2021 to now, the facility has continuously achieved the title of high-quality Vietnamese goods. When the quality is guaranteed by international standards, it has helped the facility increase its brand recognition and reputation, especially for modern distribution systems. Not only has the consumption output and distribution area gradually increased, many modern retail systems have also chosen the facility as their main supplier thanks to its stable quality and brand reputation.

Need to synchronize solutions

According to the Provincial People's Committee, in the current situation, many products have good quality and low prices but still have difficulty competing in the market because they do not have a brand, or have a brand but it is not a strong brand. To improve the capacity of enterprises, building and implementing brand building is extremely important. In particular, the top concern of enterprises is investing in product quality to gradually build and maintain the brand.

The national consumer survey to vote for high-quality Vietnamese goods in 2025 recorded 562 enterprises officially achieving the certified mark. This is the result of a survey of more than 121,000 votes from consumers and retailers. This is the 29th year that the program of high-quality Vietnamese goods voted by consumers has been implemented.

The program continues to promote its role as a driving force for businesses to improve quality, develop brands and increase competitive advantages. High-quality Vietnamese goods is not only a title voted by consumers, but also a powerful promotional tool, helping businesses approach domestic and foreign retailers. Encourage businesses to upgrade product quality, develop brands, increase competitive advantages and sustainable development, while protecting the legitimate rights of consumers.

According to Mr. Nguyen Tuong Nam - Chairman of the Provincial Business Association, Vinh Long currently has a number of prestigious brands known to consumers, with widespread distribution channels in the country and some international markets. Among them, many brands have won many national and international awards. The province has also completed the development of a set of strong brand criteria and encouraged businesses to invest in brands.

For provincial enterprises, to develop a strong brand, enterprises need to build a solid business foundation, have a strategy and commit to values ​​with consumers and the community. “Currently, brand building has many advantages and challenges in the face of increasingly deep integration in many aspects of economy, culture, society and the development of science and technology.

In addition to the initiative of enterprises, it is also necessary for relevant agencies to continue to synchronously implement policies to support enterprises and continue to apply the province's strong brand criteria. At the same time, it is necessary to identify local economic advantages, link chains in developing product and service brands of enterprises, thereby having appropriate support policies, achieving sustainable development goals" - Mr. Nam said.

In celebration of National Brand Week and Vietnam Brand Day on April 20, the Department of Industry and Trade will have activities to contribute to raising awareness of national brands and affirming the position of products achieving Vietnam National Brand in the domestic and international markets.

Article and photos: KHANH DUY

Source: https://baovinhlong.vn/tin-moi/202504/tung-buoc-xay-dung-thuong-hieu-manh-5db3e11/