A farmer harvests coffee (Photo: VNA) Hanoi (VNA) – Vietnam is one of the largest coffee producers in the world, earning more than 3 billion USD from the export of coffee bean each year, but the country mainly sells beans as material with low added value. Director of the Rural Development Centre Dao Duc Huan has discussed with the Vietnam News Agency the building of brand name for Vietnamese coffee. Huan said Vietnam should base its approach to brand building on its advantages and long-term vision. For example, it can exploit the advantage of specialty coffee growing areas such as Buon Ma Thuot or Son La to establish brand names in connection with geographic indication (GI). At the same time, the brand building work should go in the direction of high-quality product, based on connections among cultivation-processing and the market. According to the official, several ministries and local administrations have adopted policies and measures to establish brand names for … [Read more...] about Building brand name for Vietnam’s coffee
Brand values examples
Local specialties Being a mountainous province with many advantages in terms of land and climate, Son La has many opportunities and favorable conditions to develop high-quality agricultural products, and is suitable for the establishment of high-tech agriculture centers. Son La Province reached over US$9 million in total export turnover in 2017, with agricultural and forestry products accounting for 99.2 percent of the total. In particular, many types of fruits and vegetables, such as longan, mango, lime and dragon fruit, have been exported to China, Australia and the US. Pham Quang An, director of the Son La Department of Science and Technology, said the department has advised the provincial people’s committee to promote branding for 14 local specialties. At present, nine products have been granted certificates of protection, including three geographical indications (Shan Tuyet tea, Yen Chau mango, and Son La coffee), four trademarks (Moc Chau Oolong tea, Moc Chau vegetable, … [Read more...] about Son La Province promotes agricultural branding
The United States branded strategic rivals China and Russia "forces of instability" on Friday, grouping them with Iran and North Korea as countries whose rights abuses amount to a global threat. The charge was made by acting secretary of state John Sullivan as he launched Washington's annual global human rights report, which this year is focused on destabilizing abuses by state actors. Human rights groups were quick to criticize the report, noting that it had been stripped of much of the reporting on women's and reproductive rights that it had contained in recent years. Instead, President Donald Trump's administration has refocused the report on government-led crackdowns on a narrower range of human rights recognized under U.S. and international law. And Sullivan, in a preface to the report, underlined the importance of rights reporting for US interests and security. "Some governments are unable to maintain security and meet the basic needs of their people, while others are simply … [Read more...] about US brands China and Russia ‘forces of instability’
The forum was held on the threshold of Free Trade Agreements setting to take effect in the near future, and given the fact that brand competitiveness has been going more fiercely. The 2018 Vietnam Trademark Forum takes place in Hanoi. “A lot of Vietnamese goods have been exported to foreign markets but under foreign importers’ brands, not Vietnamese,” said Nguyen Quoc Thinh – lecturer of Trademark Management at the University of Commerce. It means that Vietnamese firms face barriers in taking control over the quality and processing of for-export products that leads to the situation in which foreign importers still overlook products from Vietnam, Thinh clarified. Given that, he proposed Vietnamese firms should shake their hands in developing brands for their commodities. To that end, in parallel with the support from the Government and relevant ministries, enterprises themselves should raise their sense of pro-activeness in developing brands, … [Read more...] about Forum highlights importance of brand building for sustainable exports
Companies in Vietnam have experienced fierce competition over the last few years, both qualitative and quantitative. Many have been forced to close down while others are still in business but struggling to move forward. The question is how to make a brand not only sustainable but also grow in value in the context of fierce global competition and rapid digitalization. There are many approaches to answering this question. Here I note the three key driving forces for brands: digital transformation, globalization, and brand leadership. In my observation, these forces help grow a company’s brand value if implemented successfully. Customer-centric digital transformation Unlike in the past, customers now have many brand choices for a particular product in Vietnam. Let’s take bakery goods for example. Customers would have previously mentioned Kinh Do in the south or Hai Ha in the north, but today they may name a long list of bakery brands: Top Cake, Tous Les Jours, ABC, … [Read more...] about How best to maintain brand value?