Protecting, enhancing the brand value of Binh Duong wood industry

The project of “Building, managing and developing a collective trademark for Binh Duong wood products” has granted the collective trademark to Binh Duong Furniture Association (BIFA) and 31 BIFA members. This initiative aims at boosting the value and reputation of Binh Duong wood products, promoting effective trade and contributing to the development of the wood processing industry in the province.

Long-term prospects

According to the General Department of Customs, the export turnover in the first five months of 2024 was estimated at US$ 6.1 billion, up 23.5% compared to the same period in 2023. Specifically, wood product exports were estimated at US$ 4.16 billion, up 22.8% year-on-year. Binh Duong alone accounted for approximately US$2.56 billion in wood exports, nearly half of the total national export turnover, marking a 29.2% increase over the same period in 2023.

Leader of provincial Department of Industry and Trade visits and explores an identity system of Binh Duong Wood Brand

However, Nguyen Liem, Chairman of BIFA highlighted several challenges in the wood industry, including regulations from major export markets. For instance, the US demands strict control over the legality of wood sources, ensuring that they do not contribute to deforestation or greenhouse gas emissions. Additionally, investigations into trade fraud, tax evasion, anti-dumping and anti-subsidy measures on hardwood plywood and product origin are rigorous. The EU's regulations against deforestation (EUDR) concerning rubberwood products are also significant.

“The collective trademark project for Binh Duong wood is crucial for BIFA, helping to differentiate Binh Duong wood products from competitors and uncertified enterprises. It confirms the quality of products, building the brand and reputation of enterprises, attracting consumer attention and aiding quick purchase decisions. The collective trademark prevents consumer confusion and assures the origin and quality of products”, Mr. Liem stated.

Nguyen Viet Long, Director of provincial Department of Science and Technology  shared that all procedures and regulations are implemented through drafting, organizing workshops for feedback and presenting them for official approval. These procedures have been initially applied and utilized. Once certified, the quality management of collective trademark products will be overseen by BIFA, granting usage rights only to organizations and individuals whose products meet specified standards.

Preserving trademarks

Building a collective trademark is challenging, but maintaining it is even more demanding. Nguyen Anh Ngoc, Director of Investip, the project executor emphasized that collective trademark protection helps ensure the reputation and quality of products, enhancing market consumption and economic efficiency for production and business establishments. The collective trademark also helps manufacturers avoid long and costly disputes.

To mitigate risks, recent online training sessions have provided basic collective trademark knowledge and conditions for businesses to apply for the collective trademark of “BIFA Binh Duong Wood”. The project has also developed a brand identity system for Binh Duong wood products to assist businesses and BIFA in marketing their products.

“We propose provincial People's Committee and Department of Science and Technology to continue supporting the registration and promotion of the 'Binh Duong Wood' collective trademark in foreign markets, focusing on key export markets such as the US, Japan, China, Taiwan (China), EU, South Korea, Australia, and Canada. This goal was set from the project's inception as most Binh Duong wood products are exported,” Mr. Ngoc suggested.

Mr. Liem affirmed that with the outlined objectives, BIFA is committed to building and maintaining activities to develop the Binh Duong wood collective trademark, bringing long-term and sustainable benefits to enterprises and the association, thereby maintaining the position of Vietnam’s wood export industry.

“As the project’s managing unit, BIFA is responsible for guiding businesses through the registration, certification, and management of collective trademark-certified businesses. BIFA will further promote collective trademarks among its members and the wood industry to raise awareness of differences between certified enterprises and uncertified ones. BIFA will provide consultation and support for businesses wishing to apply for certification, establishing strict management mechanisms and handling violations of collective trademark usage regulations”, Mr. Liem directed.

Reported by Tieu My-Translated by Kim Tin