The fact that Vietnamese products can be found in regional and world markets is no longer rare. Many have even established a firm standing in the region. However, such feats didn't come without challenges.
Vinaga has been researching the production of gấc, or red melon preparations for 15 years. With the Vinaga red melon capsule brand firmly established in the domestic market, the company began exploring neighboring markets. However, counterfeiting has become a threat to the brand in these new markets.
Nguyen Thi Hoai Van, Head of Communication Department of Vietnam Processing Company for Vegetable Oils and Foods said: “As we expanded our export market to Taiwan and Thailand, almost immediately, there appeared red melon oil with a brand name similar to ours and at a cheaper price. The capsules are also red, but who knows what they put in there? And they sell them in Thai airports”.
While some companies have built strong domestic brands, they have chosen to actively exploit the sector's advantages in order to raise the competitiveness of their trademarks.
Using available advantages such as geographic indications for products will help bring together the strengths of the whole industry. This is also one of the strategies that the National Brand Program will promote in the near future.
Do Kim Lang, Deputy Secretary General of National Branding Program Secretariat said: “We're preparing the basis for branding exports and incorporating geographic indications. Our export industry is already strong, plus each region in our country has its own competitive advantages such as catfish production in the Mekong Delta”.
Some argue that the branding of the product line is also an effective way to protect the brands of enterprises in the same sector when reaching the international market, especially when competitions occur.
