Building brands, enhancing product value

In the context of an increasingly competitive and deeply integrated market economy, brands have become a vital factor for businesses and production and trading establishments. In the province, authorities at all levels and functional sectors have actively accompanied and implemented solutions to support businesses and production establishments in the journey of building brands. Building brands and creating trust with customers is considered the “key” to increasing the value of businesses and products, contributing to improving competitiveness. Up to now, the province has initially built a number of quite good brands in the fields of plant varieties, processed agricultural products, construction materials, etc.

Researching and selecting high-quality rice varieties at the Vietnam High-Tech Agricultural Seed and Materials Joint Stock Company (Van Phu Ward, Viet Tri City).

Industries and localities focus on exploiting support programs to promote the development of key and advantageous products, integrating many programs to support and create momentum for businesses and production establishments to achieve positive results in brand building. Many business and product brands of the province have been gradually growing with products, services, and goods that are highly appreciated by consumers and honored in many programs and awards.

In recent times, the science and technology sector has actively implemented support for businesses and production establishments to implement the announcement of applicable standards, labeling of goods, declaration of conformity, conformity, registration of codes and barcodes, registration of intellectual property protection, and creation and development of collective trademarks.

In the period of 2020-2024, there are more than 120 provincial-level science and technology tasks approved in the province, of which the Intellectual Property Development Program has 26 tasks with a total budget of 19.54 billion VND; the program to support enterprises and cooperatives in improving productivity and product quality has 6 tasks with a total budget of 7.5 billion VND.

Thereby, contributing to increasing product value, increasing competitive advantage in the market, and shifting from a single production model to a concentrated production model; products with intellectual property rights are controlled in terms of origin and quality, enhancing brand value.

The agricultural sector supports improving product quality through organizing the implementation of safe production processes and the OCOP Program. The industry and trade sector supports enterprises and production facilities in developing typical rural industrial products, replicating industrial promotion models, and participating in the Vietnam National Brand Program...

In 2023, Phu Tho province will have 3 products and product sets recognized as typical rural industrial products at the national level; in 2024, there will be 2 products recognized as typical rural industrial products in the Northern region.

Most recently, in November 2024, the province had 3 products, Prato ceramic tiles, CMC ceramic tiles, and CMC Galaxy glazed ceramic tiles of CMC Joint Stock Company (Thuy Van Industrial Park, Viet Tri City) recognized as achieving the Vietnam National Brand in 2024.

Vietnam High-Tech Agricultural Seeds and Materials Joint Stock Company (Van Phu Ward, Viet Tri City) has affirmed its brand in the market with its typical products, including the J02 rice variety.

Ms. Nguyen Thi Tam, General Director of the Company, said, “J02 is a purebred Japonica rice variety originating from Japan, imported by the Institute of Agricultural Genetics. The Company exclusively selects purebred lines, produces, and trades nationwide. With the advantages of this rice variety being strong plants, good lodging resistance, cold resistance, and wide adaptability; soft, sticky, rich-flavored rice, combined with the company’s coordination with units and localities to organize many propaganda conferences and demonstration models, has contributed to spreading and building the product’s brand. Up to now, the J02 rice variety has been grown in 13/13 districts, cities, and towns of Phu Tho province and over 30 provinces and cities nationwide. Along with seed production, the company has expanded its business to the field of rice and rice-processed products, creating closed chains from input seed supply, output product consumption, to processing into commercial rice for consumers".

To successfully build a brand, along with the support of functional sectors, enterprises and production facilities themselves must strive to improve product quality and design, actively promote the brand, be flexible, and expand distribution channels. Building a successful brand creates motivation to promote production and business of enterprises and production facilities, contributing to the overall economic development of the province.

Nguyen Hue