Protecting brands leads to higher export value

However, hundreds of Vietnam's potential agro products have yet to have their brands protected. For example, Vietnamese tea is sold at 50 US dollars per kilogram, while Indian tea is sold at 200 US dollars per kilogram. According to a recent study in the EU, 43% of the market's consumers are willing to pay 10% more for products with geographical indication, 8% can pay 20% more, and 3% can afford 30% more. This makes brand building and protection very vital for Vietnam's agriculture exports to gain more value, and to reduce counterfeits and intellectual property violations.