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Intellectual -Property
Promoting agricultural exports: To build a brand, to create trust
According to Associate Prof., Dr. Nguyen Quoc Thinh, Research Institute for Brand Strategy and Competition (BCSI), to build a brand for Vietnamese agricultural products, the first thing to do to build trust.


Want Vietnamese agricultural products to have a foothold in the world market, need to do good branding for agricultural products. Photo illustration

Speaking at the forum "Promoting production associated with the consumption of Vietnamese agricultural products in 2019", Associate Prof., Dr. Nguyen Quoc Thinh said that in addition to increasing the value, developing the brand for agricultural products is one of the factors that help Vietnamese products can stand firmly in the international market.

According to Mr. Thinh, currently a very large proportion (up to 70-80%) of Vietnam's agricultural products cannot be clearly branded by Vietnamese enterprises (processing or exporting). These agricultural products only represent the simplest indication of origin, which is "Vietnamese agricultural products."

According to this expert, when construction of brands, it must identify its subject. He said that in Vietnam today there are 3 main entities involved in the branding process including agricultural product export enterprises, collective organizations, such as associations, cooperatives, and owners of brand certification.

And in the process of branding, it is necessary to involve many other subjects, from production associations to local authorities, management agencies, functional agencies, supervisory agencies and etc.

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