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The project of constructing, managing, and developing a collective furniture brand is to set up protective and managerial procedures to make the best use of a collective name in the sector of woodworking in Binh Duong and in a bid of elevating prestige of collective names and effective trade promotion. The project is also aiming at developing furniture in Binh Duong province and far-reaching in the markets.

The products of Nhat Nam LLC are labeled as Binh Duong collective furniture brand

Contribution to affirmation of the brands

The wood processing industry is one of the key export industries of Binh Duong, with businesses focusing on investing in human resources, modern production equipment, creating beautiful and high-quality wood products with a good reputation in the domestic and international markets. Currently, wood industry businesses are concentrating on investing in new technologies, digital transformation to develop new products and services, thereby enhancing competitiveness, increasing efficiency, and labor productivity.

However, the wood processing industry in Binh Duong still faces difficulties and limitations, as many businesses have not developed design skills, product development, especially brand building. Therefore, the ability to adapt to changes in market tastes is still slow and passive in accessing the needs of the global market. In fact, it requires building a common brand for Binh Duong wood enterprises to have a tight connection of name and origin of goods under the same brand.

Based on the requirements of reality and the development orientation of the province, the Provincial People's Committee has approved the project of construction, management, and development of the collective brand for the processed wood products of Binh Duong province. The project is implemented by the Branch of Investip Industrial Ownership Joint Stock Company (Hanoi). Mr. Nguyen Anh Ngoc, the project leader, said that in terms of economic efficiency, the project's results have contributed to adjusting the direction of production and business of wood processing products in Binh Duong province. When there is a collective trademark, Binh Duong's wood products will have a stronger position in the domestic and export markets. In terms of social effectiveness, the project contributes to bringing intellectual property activities closer to the people. At the same time, the project also helps localities to effectively establish, manage and develop intellectual property assets. The processes of using and managing collective trademarks will be widely disseminated to production facilities and individuals producing and trading wood processing products.

The project was evaluated by the appraisal council as suitable for the needs of the locality, meeting the needs of consumers and the market

Product value enhancement

The construction, management, and development project of the collective brand for Binh Duong wooden products has granted the right to use the collective brand to the Binh Duong Furniture Association (BIFA) as well as granting the right to use to 31 BIFA members. Mr. Nguyen Minh Nhat, Director of Nhat Nam Co., Ltd. (Ben Cat City), a BIFA member specializing in processing curved products such as tables and chairs, said that the company's order volume this year has increased by about 30% compared to 2023. The company has orders until mid-2025. Currently, the company's products are present in the markets of Japan, Australia, and the United States.

However, according to Mr. Nguyen Minh Nhat, the wood industry is currently facing many difficulties due to the impact of global situation fluctuations, leading to unstable export orders and increased production costs. In this context, Mr. Nhat believes that businesses need to urgently build their own brands or join associations to use collective trademarks. When granted the right to use collective trademarks, it will create favorable conditions, taking a new step forward for the wood business to gain more trust from partners and move towards signing long-term cooperation agreements.

"I believe that the collective brand of Binh Duong wood will contribute to improving the quality, raising the value and competitive capacity of products for businesses; at the same time, it will help to expand the Binh Duong wood brand even further," Mr. Nguyen Minh Nhat shared.

Reported by Phuong Le – Quang Tri – Translated by Vi Bao