LTS: Recently, Binh Phuoc
newspapers are more articles related to branding issues that Binh Phuoc. Most
recently, from 21 to 23-3, in the series' previous industry Binh Phuoc thing
opportunities and new challenges, "the author Sapphire mention the shortcomings
of the industry today, such as: How Binh Phuoc to increasingly more care area
that is technically correct, in the direction of clean production, with a logo
label is recognized internationally? How to maintain the position of the
industry in Binh Phuoc on the domestic market and internationally?
In this issue, Binh Phuoc
newspapers published articles by the author Nguyen Minh Quang, Deputy Director
of Department of Science and Technology in Binh Phuoc province on issues
related to the brand that Binh Phuoc.
In view of the advisory bodies of
state management of the protection of intellectual property, trademarks,
geographical indications, industrial designs, I would like to discuss some of
the content related to the brand that Binh blessed are as follows:
WHAT IS A TRADEMARK?
Currently, the brand is the term widely used in Vietnam.
However, in legal documents of Vietnam without brand terms that only the
relevant terminology such as trademarks, trade names, appellations of origin,
geographical indications, style industrial design ... Thus, it is possible to
understand the relative brand is a term first used extensively in marketing;
the image of a production base - the business (enterprise - DN) or image of a
kind or a group of goods and services; is a collection of signs to distinguish
the goods and services of this company for goods and services of other
Comes to brand not only to
recognize and consider the legal perspective of this term, but more
importantly, in the context of international economic integration of Vietnam
profound need to recognize it under the enterprise management perspective and
marketing. Thus the brand is a term with wide connotation. However, if only the
image with the name, the logo is not enough. Behind it should be the quality of
goods and services, the behavior of businesses with customers, the community,
the effective and real utility to consumers of goods and services that it
offers .. . is brand new which dive into the consumer's mind. The law protects
only the distinctive signs (the brand elements) if the registered (such as
trademarks, trade names, appellations of origin, geographical indications,
industrial designs ...) not protected images on products, goods and businesses.
ARTICLE ARE TRADEMARKS OR NOT
Although today's growing area of
Binh Phuoc is the largest in the country (134 092 ha), production
reached 190 thousand tons, more than 449 establishments (including 280
companies) processing, processing of cashew nuts. But according to a
preliminary survey of expert groups supporting the construction projects of
geographical indications that Binh Phuoc, the "cashew output Binh Phuoc
and reputation but are mainly of crude (raw materials). Still no reputation,
quality or characteristic associated with the individual (finished) ".
Thus the brand meaning Binh Phuoc
is a group that finished goods are yet to formulate and shape the brand to the
market. Also, Binh Phuoc also facing mixed situation with imported mechanisms
for management, product traceability is not strictly managed. The main reason
may be considered as follows:
The young of cashew processing
industry in particular and the processing industry of the country in general
should be the level of technology and inadequate management, lack of
uniformity. 280 processing enterprises in that only a few meet the
international standards on food safety, traceability, processing is still
largely to export primary processing through easygoing markets such as China
(accounting for 32.57%). Investment, technological innovation of enterprises
led to massive excess capacity for the processing of domestic raw materials, so
must import raw materials from countries such as Africa, India ... making
quality lack of uniformity of finished products.
No common language between
businesses and enterprises and between businesses and farmers and traders;
between businesses and distributors (retailers). Because immediate profit
target, the object in the value chain is still operated separately, yet closely
interrelated with each other, forming a unified supply chain. This situation
leads to break the planning, planting chorus - tight farmers, businesses and
storms forced the price of the export price (for not standard, design, food
hygiene and safety ...) .
The company does not care about
branding all the (registration of trademark protection, industrial design
protection ... on the domestic market and international).
The role of associations,
cooperatives, state authorities are faint, not really a bridge,
"midwife" for businesses, farmers in developing material zones, the
consumer market as well as adhere to the strict rules of international trade.
To address the shortcomings
mentioned above, this sector Binh Phuoc to sustainable development and
integration, the branding, protection and development of Binh Phuoc brand that
is one of the strategic tasks of the urgent need to stakeholders are respected
and implemented immediately. To do that requires solution, planning
coordination between the relevant authorities and should have sanctions to
ensure implementation. With the attention of the provincial Party Committee,
People's Committee and the Ministry of Science and Technology, the project
"Construction and development of geographical indications Binh Phuoc
thing" is the French Development Agency (AFD) funded, implemented in 3 in
2016-2018, provide adequate scientific basis and policy recommendations to
stakeholders undertaken to put things Binh Phuoc brand a foothold in the world
market. Through this, I briefly introduced the objectives of the project to
interested readers Read more:
First: Supporting the formation of an inter-ministerial
mechanism on the management of geographical indications, create a nationally
consistent process of titling, provincial management, internal control system
and outside, the main support of manufacturers, distributors, business ...
Second: Support Manufacturers
Association building activities used, the development of production with
collective action based management tool geographical indications and
trademarks. Building scientific basis to confirm the possibility of protection
of geographical indications for products of Binh Phuoc cashews. Recommended
reasonable protection plan under the terms of the Binh Phuoc cashews. Develop
reporting methodologies proposed register for geographical indications Vietnam.
Construction profile scientific basis under the new approach. Binh Phuoc
geographical indications for cashew products are protected by the State.
Building organizational model proposed control of geographical indications.
Support model developed on control of geographical indications. Establishing
evaluation board organoleptic quality for products bearing geographical
indications. Support operational control models while supporting projects.
Build a new methodology in the organization and management of geographical
indications Binh Phuoc cashews. Research, evaluate and develop a plan to
improve the organization and development of the association. Organizational
capacity to implement and apply the collective action to improve value chain
integration, market development for the Association of Binh Phuoc thing.
Support and strengthen the capacity of value chain integration, market
development for the Association of Binh Phuoc thing ...
Third: Support organizations and
representatives of organizations are implementing the development of geographical
indications in Vietnam by the promotional activities, promote commercial
products in the domestic market and internationally. Identify potential
opportunities and requirements for cashew products of some international
markets products imported from Vietnam. Research overview of the market, value
chain, opportunities and challenges of the market of Vietnam's cashew nuts.
Develop communication programs, promoting the introduction and raising
awareness of consumer, commercial system of geographical indications ...
Wednesday: Capacity of collective
organization, local management staff on geographical indications. At the same
time promote and introduce the results of the project to the local Vietnam's
geographical indications. Construction of the lessons learned about the
organization and management model of geographical indications of other
countries. Research, identify lessons learned about organizational management
model of geographical indications in Vietnam. Recommended management model
appropriate geographical indications for geographical indications in Vietnam
Hope project through geographical
indications that Binh Phuoc, stakeholders, particularly businesses,
associations and cooperatives that have the conditions to reach the scientific
basis of international regulations and in building brand building and
development, thereby helping this sector Binh Phuoc sustainable development,
international economic integration success.