Supporting trademark registration and brand building

In Vietnam’s deeply integrated economy, possessing a trademark is the minimum requirement for rural products to be recognized and protected in the marketplace. Trademarks not only increase commercial value but also serve as a legal basis to prevent intellectual property infringement. Recognizing this, since 2013, Son La Province has implemented programs to support the registration and development of trademarks for rural industrial products using industry promotion funds.

According to the Son La Center for Investment, Trade and Tourism Promotion, the province has successfully supported the registration and protection of 79 trademarks to date. “Trademark registration is a strategic step in affirming legal ownership and elevating the value of local goods. It is an essential foundation for expanding to larger markets,” said Quang, a Center representative.

In 2024 alone, the project "Support for Building and Registering Trademarks for Rural Industrial Products" allocated VND 170 million to five entities with signature products, including tea from V-Shantea Cooperative (Phu Yen Commune), dried fruit from Tay Bac Cooperative (Yen Chau Commune), meat products from Venh Tay household business, bamboo and rattan items from Ngoc Phu Cooperative (To Hieu Commune), and fruit tea from Chau Moc Cooperative (Moc Son Commune). Each entity received up to VND 35 million in support, covering logo design, brand naming, identity system development, and product promotion.

This support goes beyond technical aspects—it is a partnership in building brand identity. Thanh Phuong Co., Ltd. is a notable example. With its “Thanh Phuong Smoked Buffalo Meat” product, the company received support in trademark development, packaging design, and legal protection. In 2023, the product was recognized as a provincial-level outstanding rural industrial product, generating over VND 1 billion in annual revenue.

“We are very pleased that a traditional dish of the Thai ethnic group has become a regional specialty welcomed by the market. With a trademark and a brand, our product has gained recognition and trust,” said Ms. Vu Thi Minh Phuong, Director of Thanh Phuong Company.

In 2025, the project will continue to support five new products, including coffee from Phieng Tam Cooperative (Chieng An Commune) and dried bananas from Na Nga Agricultural Cooperative (Chieng Hac Commune). According to Quang Thi La, Director of Na Nga Cooperative, the province’s support has helped create attractive packaging, professional logos, and a clear brand identity. “We hope this foundation will help us expand our market and increase income for our cooperative members,” La shared.

Modernizing production technology

Alongside brand development, Son La’s industry promotion policy has also focused on increasing productivity and improving production equipment. A typical example is the project “Supporting the Application of Advanced Machinery in the Production of Freeze-Dried Yogurt” at Amifarm Moc Chau.

Amifarm, a household business with 28 dairy cows and close ties to local farmers, originally specialized in fresh milk and traditional yogurt. However, limited shelf life and difficulties in transportation restricted its market reach. In early 2025, Amifarm received VND 288 million in support from the industry promotion program to invest in a freeze-drying machine.

According to Nguyen Quang Vinh, owner of Amifarm, the machine uses a freeze-vacuum sublimation process to remove water while preserving the natural flavor. The resulting product can be stored for 12 months and is easy to transport.

Today, Amifarm’s freeze-dried yogurt is available at several organic food store chains in Hanoi and neighboring provinces. The new production line allows Amifarm to process an additional 36 tons of fresh milk annually, creating direct jobs for 10 workers with monthly incomes ranging from VND 9–12 million, along with dozens of indirect jobs in the supply chain.

Son La is among the few localities that have promptly issued clear and specific support policies for industry promotion. According to a resolution passed by the Provincial People’s Council in late April 2025, the maximum support levels are VND 1 billion for technical demonstration models, VND 500 million for cleaner production models, and VND 300–450 million for advanced equipment application models, depending on their scale and technology.

Thanks to these methodical policies, Son La is developing a comprehensive ecosystem to support rural industrial product growth. Initial successes, such as the “Thanh Phuong Smoked Buffalo Meat” and Amifarm’s freeze-dried yogurt, clearly demonstrate the effectiveness of this approach.

However, as many experts have noted, receiving a trademark certificate is just the beginning. More crucial is the ability to maintain quality and establish an internal control system to uphold the product’s reputation. “A brand cannot survive without quality. Therefore, businesses must maintain consistent standards from production to storage, distribution, and marketing,” a representative from the Center for Investment, Trade and Tourism Promotion emphasized.

In the context of growing e-commerce and increasingly discerning consumers, rural industrial products—when properly invested in—have tremendous growth potential. Son La’s industry promotion policies are effectively addressing persistent bottlenecks such as lack of capital, outdated equipment, and weak branding, gradually enabling rural products to move beyond their local origins and reach broader markets.