Building brand, enhancing OCOP product value

In recent years, OCOP products have been one of the bright spots in the province’s rural economic development. Not only contributing to shaping local and regional products, OCOP also enhances product value and improves income for rural people. And in that journey, building a brand is a decisive factor in the competitiveness and position of products in the market.

The implementation of the OCOP program has helped many products of the province improve their quality and design, while affirming their brands. The products meet the consumption needs of the province, and initially have exported products. To date, the whole province has nearly 600 products meeting OCOP standards of 3 stars or higher, of which 6 products have achieved 5 stars.

When developing in the direction of goods, OCOP products must operate according to market rules. If they do not meet the requirements of quality, packaging, aesthetics or market connectivity, consumption will be difficult. Therefore, to maintain and develop, entities need to focus on improving quality, building brands and developing sustainable consumption channels.

Packing rice noodles at Hung Lo Rice Noodle Cooperative (Van Phu ward).

Hung Lo Rice Noodle Cooperative (Van Phu Ward) has products that achieve OCOP 5 stars. The Cooperative focuses on investing in technological innovation, automating some production stages and focusing on trade promotion. Mr. Cao Dang Duy - Director of the Cooperative said: "Among many rice noodle products on the market, to make an impression and be competitive, we must affirm ourselves with quality and persistently build a brand. Quality helps retain customers, while brand creates prestige and expands business opportunities. Therefore, the Cooperative invests in technological innovation, improves packaging and labels, actively participates in fairs and product introduction booths, and successfully builds the Hung Lo Rice Noodle collective brand with the support of all levels and sectors. Along with that, strict control of raw materials and application of standardized production helps stabilize product quality, creating trust with consumers."

To ensure the quality and contribute to building the OCOP product brand, in recent times, the promotion of the application of science and technology and the protection of intellectual property rights for products has been emphasized. From the OCOP program and other integrated programs, many production entities have been supported and consulted on building and managing trademarks, designs, product packaging, registering, protecting, developing and enforcing intellectual property rights; implementing and applying traceability systems; barcodes; labeling goods and announcing quality standards for products. Programs for applying and transferring scientific and technological advances help entities improve their capacity, standardize products, innovate technology, build brands, trademarks and develop along the value chain. Up to now, the whole province has over 90 key products and specialties of localities that have been and are being created, built with brands, trademarks, and geographical indications such as: Doan Hung grapefruit, Tan Son multi-spur chicken, Cao Phong orange, Vinh Phuc cordyceps ...

When focusing on building a brand, manufacturers do not just stop at creating standard products but also learn how to organize production systematically, from selecting raw materials, processing, preserving to promoting. This process forces them to change their mindset from small-scale production to a more professional direction, paying attention to registering for intellectual property protection. Thereby, helping to confirm the origin of the product, avoiding counterfeiting and imitation, creating a foundation to enhance value and reputation in the market.

In addition to the achieved results, many OCOP products of the province, although ensuring quality, still lack a systematic brand development strategy. The designs are still monotonous, the packaging is not attractive, the price is high, combined with limited promotion, making the products lack a clear competitive advantage.

Faced with the challenge of competition in the market, upgrading OCOP products requires the synchronous implementation of solutions. Along with product consumption through traditional channels such as specialty stores or supermarkets, developing a private website, using e-commerce, and promoting on social networks helps products reach a large number of potential customers and effectively spread the brand. Authorities need to continue to support and advise subjects on logo design, packaging, labels, promotional publications, websites; consulting on intellectual property registration, certifying products according to safety standards, applying traceability systems and building a system of brand identification and protection.

It is important that the OCOP entities themselves proactively improve their capacity, from improving processes, ensuring quality standards to understanding the market and customer needs. They are the ones who tell the most authentic stories about products and cultural traditions, directly introduce products, listen to feedback and build sustainable relationships with customers.

When solutions are implemented synchronously, the province's OCOP products will create their own mark on the market, build brands, increase value, expand consumption opportunities and contribute to sustainable rural economic development.

Nguyen Hue

Source: https://baophutho.vn/xay-dung-thuong-hieu-nang-cao-gia-tri-san-pham-ocop-239503.htm