Through continuous efforts, production units in the province have increasingly strengthened consumers’ confidence in Vietnamese goods in general and local products in particular, despite the growing competitive pressure in the market. This has been achieved by focusing on building, developing and protecting their brands.
Creating a unique identity
Speaking with Binh Duong Newspaper, Tang Thi Hang, Director of Hieu Hang Trading and Services Co., Ltd. emphasized that a brand serves as a launchpad for her company’s products to reach the national market. Notably, in recent times, the company has received support in making enterprise management training, capacity building, developing marketing strategies, technology transfer and applying modern machinery and scientific advances in production. The company’s products have also been facilitated in participating in trade promotion activities and brand registration.
For businesses today, a brand is not only a symbol of value, but also a springboard for their products to expand, affirm their market position and open up broader development and integration opportunities. “It can be affirmed that over the past years, Binh Duong province has created many opportunities for local products to develop their brands, enhance product value, quality and pursue sustainable growth. Especially in today’s fiercely competitive market, the support for product promotion and enterprise branding—both domestically and internationally—is a significant motivator for domestic businesses. Moreover, these activities are a strong driving force that encourages businesses to improve brand quality, create new designs suited to the market, ensure stable quality, maintain competitiveness and be environmentally friendly”, shared Mrs. Hang.
According to Huynh Van Binh, the owner of Ngan Ha business household, Binh Duong is home to three long-standing and well-known ceramic craft villages, namely Tan Phuoc Khanh, Lai Thieu and Chanh Nghia. A common feature of Binh Duong ceramics is the use of highly cohesive, pliable clay found along rivers in the region. Combined with traditional ceramic-making techniques passed down through generations and unique firing secrets, these elements have contributed to the distinctive hallmark of Binh Duong ceramics.
“Today, the ceramic craft is at risk of being lost. To preserve this traditional trade, we must take a new direction—maintaining traditional techniques while integrating modern technology to create a uniquely branded identity. In addition to building our brand, we hope to participate in trade promotion programs that bring Binh Duong’s potential and strong products to consumers in the province, across the country and around the world through various distribution channels. This contributes to boosting production, stimulating demand for Vietnamese goods and building brand values for Binh Duong’s key products”, said Mr. Binh.
Building trust
In reality, once certified under local product development support programs, these products can more easily reach consumers and are eligible for export, thereby reinforcing brand reputation and consumers’ trust. Producers also gain better access to and benefit from supportive policies such as industrial promotion programs, laying a solid foundation for long-term development.
Le Minh Sang, Director of Tan My Fruit Cooperative in North Tan Uyen district shared that their cooperative’s products have met OCOP (One Commune One Product) standards for over four years. OCOP certification has elevated product value and expanded stable consumption markets. The products’ reputation is built on quality, ensured through a closely monitored process from cultivation and care to harvesting and transportation. According to Nguyen Viet Hung, Deputy Market Director of NKH Co., Ltd., after many years of research and development, the company officially launched the Ngan Hung fresh tofu product. With rigorous testing and compliance with TCVN 5603:2008 HACCP standards, Ngan Hung tofu quickly gained consumers’ trust. The product is also publicly listed on provincial Department of Health’s website, proving its quality and safety. To maintain the brand, the company adheres to strict production procedures—no preservatives, no gypsum—and its product’s quality has been tested by the Pasteur Institute in Ho Chi Minh city.
Ly Ngoc Minh, CEO of Minh Long I Ceramic Co., Ltd. shared that on the journey of brand development, businesses should not be content with what they’ve achieved. Instead, they must strive to innovate, expand into international markets, pursue sustainable development and preserve Vietnamese cultural identity.
Phan Thi Khanh Duyen, Deputy Director of provincial Department of Industry and Trade emphasized that Binh Duong has many advantages in investing in and developing consumer products. Through trade promotion activities in the province, more and more products are being chosen by consumers, especially those promoted and displayed at fairs and exhibitions.
“We have been actively supporting producers in participating in exhibitions and promotional events for OCOP products, specialty items and outstanding rural industrial goods. The “Vietnamese Goods Market” is one of the annual trade promotion activities that helps introduce and promote the province’s key and specialty products. Through these events, many new customers have expressed interest in cooperating and distributing products made by local enterprises and producers”, said Phan Thi Khanh Duyen, Deputy Director of provincial Department of Industry and Trade.
Reported by Tieu My-Anh Tuan-Translated by Kim Tin
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