Raising awareness of intellectual property in the digital age

As science, technology, and the digital economy continue to advance, the registration and management of intellectual property rights for trademarks and brands have become not only a legal tool to protect the interests of businesses but also a core intangible asset that creates competitive value and market reputation.

Anna Dragon Fruit Wine Production Facility (Dau Giay commune, Dong Nai province) consistently pays attention to intellectual property, registering industrial designs for its product packaging. Photo: Hai Quan

Facing numerous challenges

While brands were once built primarily through product quality and traditional promotional activities, today, with the rapid growth of e-commerce, digital platforms, and artificial intelligence (AI), trademark protection must operate in a vast, borderless digital space where every piece of information, image, or logo can be copied or illegal use in an instant.

Vo Hoang Khai, Deputy Director of the Dong Nai Department of Science and Technology, commented that in the context of digital transformation and deeper integration, businesses, especially local enterprises, are facing new challenges related to intellectual property. These include challenges in awareness and digital brand management. Many businesses, particularly small and medium-sized enterprises, still do not view their brands as a strategic intellectual asset, and have yet to develop a consistent brand identity package or mechanisms to manage brand data and images on online platforms.

In addition, establishing and protecting intellectual property rights in the digital space faces numerous challenges. International protection and handling of cross-border violations such as trademark counterfeiting or the sale of infringing products on e-commerce platforms, are even more complex, requiring coordination between businesses and regulatory authorities. Moreover, the emergence of AI and deepfake technology, which can simulate human facial images, raises significant questions about the ownership of intellectual property and related legal responsibilities, while potentially blurring the line between genuine creativity and digital replication.

Truong Van Thanh, Director of Nhu Hoang Agricultural Trade and Service Cooperative (Tho Son commune, Dong Nai province), shared that cashew products are facing intense market competition. In the e-commerce sector in particular, local cashew products encounter many challenges. In the online environment, many cashew products of unknown origins and quality are being traded and promoted by spontaneous brands and online sales channels at surprisingly low prices. This creates significant difficulties for local businesses in developing their market and building their brand.

Experts note that many businesses today, especially small and medium-sized enterprises and local businesses, still face difficulties in terms of costs and human resources required to establish and protect intellectual property rights for their trademarks and brands. These businesses often have limited budgets and lack personnel with expertise in intellectual property, while the processes for registration, extension, monitoring, and infringement detection remain manual and complex.

Strengthening support for local businesses

Registering and managing intellectual property rights for trademarks is a mandatory and strategic first step that helps businesses assert legal ownership of their brand and products, prevent infringement, copying, or exploitation of their reputation in the digital environment. At the same time, it enhances commercial value, fundraising potential, and consumer trust in their products and goods.

In recent times, Dong Nai province has strengthened activities supporting businesses in intellectual property management. The Department of Science and Technology has implemented the Provincial Intellectual Property Development Support Program, guiding businesses, cooperatives, and craft villages in creating and protecting collective and certification trademarks. Online tools for management, search, and registration have also been introduced. At the same time, the province promotes the application of digital transformation in brand and intellectual property management, enabling businesses to proactively and sustainably manage and develop their brands.

Vo Hoang Khai, Deputy Director of the Dong Nai Department of Science and Technology, stated that the department has issued a Plan to implement tasks in the field of intellectual property in 2025 to concretize the province’s intellectual property strategy through 2030. The plan focuses on organizing training courses, workshops, and conferences on intellectual property across the province to raise awareness among businesses, organizations, and individuals in general, and entities of OCOP (One Commune One Product) program in particular, about the importance of building, managing, and leveraging trademarks.

The Department of Science and Technology supports the registration and protection of inventions, utility solutions, industrial designs, trademarks, and new plant varieties both domestically and internationally. The department not only assists with the registration process but also helps OCOP entities, especially 4- and 5-star products, professionally develop their brand identity packages, including logos, slogans, packaging, and designs. These elements are ensured to reflect and convey the core value of the products, such as geographical indications or traditional processes.

Ngo Thanh Long, representative of Anna Dragon Fruit Wine Production Facility (Dau Giay commune, Dong Nai province), stated that the facility has recently focused on intellectual property, and registering industrial designs for its products. He expressed the hope that in the future, departments, sectors, and localities will strengthen activities and programs supporting businesses, production facilities, and OCOP entities in updating their knowledge and information on intellectual property through digital platforms, especially on key issues essential for businesses when doing business online.

Tran Giang Khue, Head of the Southern Office of the National Office of Intellectual Property (Ministry of Science and Technology), shared that Dong Nai needs to develop a synchronous and effective intellectual property system across all stages of creation, establishment, exploitation, and protection, creating an environment that encourages innovation. In addition, the province should continue simplifying administrative procedures, improving the efficiency and effectiveness of state management of intellectual property, and promoting and enhancing the effectiveness of intellectual property rights enforcement activities.

“In the coming period, the Department of Science and Technology will integrate digital transformation, e-commerce, and smart traceability to enhance the value of OCOP products from production and packaging to marketing, sales, and brand protection. At the same time, the department aims to increase the proportion of OCOP products that have protected brands, brand management, traceability, and modern distribution channels” - emphasized Vo Hoang Khai.

By Hai Quan – Translated by Dang Huyen, Thu Ha