More and more businesses are paying attention to building a trademark to assert their prestige, quality, and commitment to customers and carve out a significant share of domestic and international markets.

To stake acclaim in the market and attract customers at home and abroad, building a strong trademark is now considered essential.
Binh An Seafood Joint Stock Company was established three years ago but initially built a brand name in the aquaculture and seafood processing and export sector. It is one of 43 businesses which were awarded the Vietnam strong trademark title in 2010.

In 2007, its revenues were approximately VND100 billion but hit nearly VND1,300 billion in 2009 and are expected to reach VND2,000 billion in 2010.

Pham Thi Dieu Hien, president of the company’s board of directors, says building a strong trademark is very important for every business. Thanks to building a reputable trademark, Binh An is growing rapidly and helping poor labourers, fish raisers, and other small companies to develop, too.
Vietnamese businesses should pay attention to building their brand names, as products with strong brand names are perceived to be of high quality, Ms Hien emphasises.

“We protect our company by maintaining a high quality in our products,” Ms Hien says. “The company has set six quality targets: quality for life, cultivation areas, factory, products, services and consumers.”

Vina Café Bien Hoa Company has successfully conquered demanding markets, such as the US, China and ASEAN. Its achievements are due to the company’s strategies for products, human resources, and marketing to make its brand names familiar to customers at home and abroad.

Pham Quang Vu, the company’s vice general director, says that thanks to promoting its brand names, Vina Café Bien Hoa’s growth and profits are increasing steadily. Its exports have reached US$7.5 million per year.

Many fake and counterfeit products appear on the market these days, undermining legitimate brand names, especially in the beverage industry, so it is important for businesses to both build and protect their trademarks.

“We are very proud of wining a national trademark title,” says Tran Quy Thanh, president of the board of directors of Tan Hiep Phat Group. “In addition to building a strong trademark, the company also protects it, improves the quality of its products and services, and expands its markets.”

Deputy Minister of Industry and Trade Nguyen Thanh Bien says it is essential for every business to build a national trademark as it will help them to bring Vietnamese products to the world and to introduce Vietnam’s image to international friends. A respected trademark is a business’s commitment to its partners and customers.

Source: VOV News