The collective trademark of Con Son Community Tourism is in the process of completing the registration application for protection.
Initial results
In recent times, the projects, topics and tasks of the Department of Science and Technology have focused on raising awareness of intellectual property; supporting the exploitation and development of intellectual property of typical local agricultural and rural products, such as disseminating knowledge about intellectual property and brand development; building, exploiting and developing the Con Son community tourism brand; Building, exploiting and developing the value of intellectual property for products under the OCOP Program; developing the Thoi Hung custard apple brand; digital transformation in building and developing brands of some key agricultural products...
According to Ms. Le Nguyen Trung Khanh, Deputy Director of Can Tho Center for Science and Technology Information, representative of the Steering Committee of the Science and Technology Task "Building, exploiting and developing the Con Son community tourism brand", said: Con Son has long been known as a successful example of a community tourism model organized and developed by the people themselves. Every year, Con Son welcomes more than 80,000 visitors and the level of interest from tourists is constantly increasing. However, in the context of development and integration, the Con Son tourism model is facing many challenges, one of which is the lack of a fundamental, legal tool in management and collective brand recognition for the community to exploit and develop in a unified manner.
Faced with that reality, according to Ms. Le Nguyen Trung Khanh, the successful construction and registration of the collective trademark “Con Son Community Tourism” has become an urgent requirement. The S&T task “Building, exploiting and developing the Con Son community tourism brand” aims not only to create a legal tool to protect reputation, but also to be the foundation to affirm brand value, strengthen competitiveness and establish an effective management and supervision mechanism”.
Implemented from the beginning of 2023, the project "Building, exploiting and developing intellectual property value for products under the OCOP Program in 2022-2025" chaired by Mr. Nguyen Tan Nhon, Deputy Director of the Department of Agriculture and Environment of Can Tho City, is focusing on completing the following contents: surveying and investigating data of 4 groups of subjects (OCOP subjects, professional agencies, enterprises, consumers); building intellectual property value for the OCOP Program of Can Tho City (building a brand identity system for the OCOP Program of Can Tho City and building a separate identity system for subjects participating in the OCOP Program of Can Tho City). Accordingly, support for trademark registration for 4 subjects, support for registration of 6 barcodes, support for packaging design for 6 subjects and printing 6,000 packages, support for 100% of OCOP products to be granted traceability codes...
Digital transformation is currently an inevitable trend and one of the top concerns, especially in the agricultural sector. The project "Digital transformation in building and developing brands of some key agricultural products in Can Tho City" aims to build a list of products, product groups, key goods, and key goods. In which, focusing on key products, goods, typical products, products that have been recognized and ranked as OCOP; products that have been confirmed to provide safe food, products that have been protected by intellectual property... to implement traceability, protect the rights of consumers, serve the export of goods, and contribute to the socio-economic development of the city.
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According to experts, in the context of increasingly fierce integration and competition as today, building and developing brands has become a key factor for agricultural products and rural services. Building brands for local specialties, agricultural products, and rural services is not only a way to enhance competitiveness in the market, but also a bridge to bring the quintessence of regional culture closer to the domestic and international community. In fact, many typical agricultural and rural products in localities have not yet received much attention in terms of systematic brand building strategies.
According to Dr. Nguyen Quoc Nghi, Lecturer at the School of Economics, Can Tho University, businesses, organizations, and individuals often think that when they have a lot of money, they will build a brand; small-scale businesses do not need to build a brand; focus on sales first, build a brand later... But this is a wrong point of view and brings many potential dangers.
Dr. Nguyen Quoc Nghi noted that businesses, individuals, and organizations need to adhere to 6 principles of communication for specialty brands through building communication messages: simple, easy to understand, easy to remember; genuine, reputable, trustworthy; attractive, eye-catching; relevant to the topic, behavioral impact; suitable for culture, customs, beliefs; impact on the emotions and psychology of the target audience.
Ms. Le Nguyen Trung Khanh said: The host unit and the task implementation group, Con Son Agricultural Tourism Cooperative, have conducted surveys, researched and together developed a draft dossier for registration of the collective trademark Con Son Community Tourism. Recently, at the scientific workshop "Contributing ideas to complete the dossier for registration of the collective trademark Con Son Community Tourism", delegates focused on exchanging and agreeing on the following contents: agreeing on the collective trademark owner with the proposal of Con Son Agricultural Tourism Cooperative; list of products and services; trademark design to ensure both distinctiveness and expression of the cultural identity, ecology and community values of Con Son. At the same time, completing the draft Regulations on management and use of trademarks - a fundamental legal document to ensure the exploitation of trademarks in a fair, transparent and effective manner; Unified Geographical Area Map - mandatory requirement for delimiting protected areas and as a basis for future management.
In the current context, support from state management agencies will create momentum and foundation for agricultural and rural products to position their brands. The Department of Science and Technology of Can Tho City continues to focus on implementing Resolution No. 03/2022/NQ-HDND dated July 8, 2022 of the City People's Council stipulating the level of support for intellectual property protection registration until 2030 in Can Tho City as follows. Accordingly, domestic support: 30 million VND/application for protection for inventions and new plant varieties; 15 million VND/protection certificate for industrial designs and trademarks. Foreign support: 60 million VND/application for protection for inventions, industrial designs and trademarks; registration for protection and recognition of new plant varieties.
The above support for domestic and international registration fees is considered suitable to the actual situation in the locality to promote intellectual property protection in the city and enhance the competitiveness of agricultural products and rural services of the city.
Article and photos: MY THANH
Source: https://baocantho.com.vn/phat-trien-dinh-vi-thuong-hieu-san-pham-nong-nghiep-dich-vu-nong-thon-a188340.html
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