BRAND­ING DTI 7 of­fers coach­ing on MSME brands

Sun.Star Cebu - - BUSINESS - /PR

The De­part­ment of Trade and In­dus­try (DTI) 7 rec­og­nizes that brand­ing is vi­tal for mi­cro, small, and medium en­ter­prises (MSMEs) to stand out and com­pete in the global mar­ket­place.

DTI 7 is bring­ing mar­ket­ing and ad­ver­tis­ing con­sul­tant Wil­frido Ar­cilla to Cebu on Nov. 15 and 16 for a brand eq­uity de­vel­op­ment sem­i­nar for MSMEs, which will be held in Harold’s Ho­tel.

Ar­cilla pushes the ad­vo­cacy that “health­ier brands are wealth­ier brands” and has worked for more than 30 years in the Asia-Pa­cific, for US For­tune 500 multi­na­tional cor­po­ra­tions like Proc­ter and Gam­ble Philip­pines, S.C. John­son & Son In­done­sia, The Coca-Cola Com­pany China and Philip­pine con­glom­er­ates like San Miguel, Univer­sal Robina Corp. (URC) and RFM Branded Food Group.

Among the top­ics to be dis­cussed in the Cebu sem­i­nar are key con­cepts of brand­ing and mar­ket­ing, new trends and ba­sic prin­ci­ples of brand de­vel­op­ment. The rest of the ac­tiv­ity will be al­lot­ted for the one-on-one ses­sions with MSMEs from Bo­hol, Cebu, Ne­gros Ori­en­tal, and Siqui­jor.

Find­ing their po­si­tions

“Our MSMEs need to be suf­fi­ciently pre­pared and armed with com­pet­i­tive strengths that could de­fine their po­si­tions in the global market,” said Re­gional Di­rec­tor As­te­ria Caberte of DTI 7.

She em­pha­sized that an ef­fec­tive brand state­ment and strat­egy will en­sure a major edge in sus­tain­ing cus­tomer in­ter­est. “It is im­por­tant that en­trepreneurs are able to ap­pre­ci­ate the con­cept of brand­ing and brand eq­uity to in­crease their com­pet­i­tive­ness, and sus­tain busi­ness growth.”

The two-day sem­i­nar is one of the com­po­nents of the Brand Eq­uity De­vel­op­ment Pro­gram (BrEDP) of the DTI as it seeks to reg­is­ter more brands with the In­tel­lec­tual Prop­erty of the Philip­pines, im­prove pack­ag­ing and la­belling, and launch the brands for a mas­sive pro­mo­tion.

DTI 7 is also mount­ing the One Town One Prod­uct Pre­mium Prod­uct (OTOP) Show­case at the Ay­ala Cen­ter Cebu on Nov. 17-19 this year. Caberte said the event will be par­tic­i­pated in by MSMEs in food and non-food in­dus­tries that have un­der­gone prod­uct de­vel­op­ment work­shops. The OTOP Pre­mium Prod­ucts Show­case will also sup­ply prod­ucts for Go Lokal stores, Tin­da­hang Pinoy, and trade fairs.

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