Tiếng Việt
NTTU – On December 11, 2025, Nguyen Tat Thanh University (NTTU), in collaboration with the Department of Science and Technology of Vinh Long province, organized a training course on “Management and Development of Local Brands” at the Vinh Long Smart City Monitoring and Operating Center. This activity was part of the provincial-level science and technology project “Research and Development of a Model for Operating Spaces and Support for the Development of Branded Products in Vinh Long Province,” aiming to form a modern brand ecosystem for the Mekong Delta region, promote innovation, enhance competitiveness, and effectively advance the unique value of local products.
The training course attracted the participation of over 30 officials from units under the Vinh Long Department of Science and Technology, the Innovation and Digital Transformation Center, and representatives from many businesses and cooperatives in the area. This is the core force, playing a key role in the operation of the Brand Space model and the implementation of the province’s brand development strategy in the coming period.
The program features lectures by Dr. Dao Thi Thu Hien and Dr. Tran Thi Thanh Tuyen, lecturers from Nguyen Tat Thanh University. With their extensive research and training experience in branding and communication, the experts provided modern academic perspectives and in-depth analysis of practical situations related to the socio-economic development context of the locality. The training content focused on clarifying the theoretical foundation of branding and emphasized the particularly important role of local brands in the context of international economic integration. Accordingly, branding is not only about promoting image, but also a strategic asset contributing to enhancing the value of agricultural products, promoting tourism, and attracting investment.
A key highlight of the training course was the introduction of the Brand Space model – intended to become a center for showcasing OCOP products, key products, and innovative products of Vinh Long province. This space will also serve as a data coordination hub, standardize brand image, organize trade promotion activities, and effectively connect businesses with consumers. The program also presented the criteria for selecting products to participate in the Brand Space, including OCOP products with 3 stars or more, products with geographical indications, technological products, high-quality agricultural products, and requirements regarding planting area codes and traceability. The product evaluation process is designed in 7 steps, implemented by an inter-agency council, to ensure transparency and standardization.
In addition, the training course particularly emphasized the role of digital communication in promoting local brands. Solutions utilizing digital platforms such as TikTok, Facebook, YouTube, livestream sales, collaboration with KOLs/KOCs, and digital content creation were introduced to increase consumer reach and expand markets for agricultural and local products.
Participation in the Brand Space is expected to bring many practical benefits to businesses, including enhanced brand recognition, media support, packaging design, product quality consulting, and opportunities to participate in trade promotion activities within and outside the province. This is considered an important platform to help local businesses gradually improve their competitiveness and expand their markets.
Representatives from the Department of Science and Technology of Vinh Long province highly appreciated the role of Nguyen Tat Thanh University in training, knowledge transfer, and supporting the locality in building a modern brand ecosystem. On the university’s part, NTTU affirmed its commitment to further strengthen cooperation with provinces in the Mekong Delta region in the fields of innovation, product development, and digital transformation, contributing to enhancing the value of agricultural products and the competitiveness of the locality.
The training course “Management and Development of Local Brands” not only equipped officials and businesses in Vinh Long province with professional knowledge but also opened up a systematic approach to brand management based on science, data, and digital transformation. The close collaboration between the Vinh Long Provincial Department of Science and Technology and Nguyen Tat Thanh University further affirms the effectiveness of the “state-university-business” linkage model in local economic development.
In the context of increasingly fierce competition, local brands have become a strategic asset helping agricultural products and OCOP products assert their position in the market. The training course concluded with a high level of consensus on the roadmap for implementing the Brand Space, opening up expectations for a modern, interconnected, and sustainable brand ecosystem. Nguyen Tat Thanh University and the Department of Science and Technology of Vinh Long province will continue to collaborate on programs supporting businesses, contributing to making Vinh Long a shining example of innovation and brand development in the Mekong Delta region.
Ho Quy (Department of Science and Technology)
