Tóm tắt Luận án Solutions to trademark development of Vietnam’s aquatic exports

MINISTRY OF EDUCATION MINISTRY OF INDUSTRY AND TRAINING AND TRADE TRADE RESEARCH INSTITUTE ------------------------- TRUONG THI THUY BINH SOLUTIONS TO TRADEMARK DEVELOPMENT OF VIETNAM’S AQUATIC EXPORTS Major: Commerce Code: 62.34.10.01 SUMMARY OF DOCTORAL DISSERTATION IN ECONOMICS Hanoi, 2015 THE DISSERTATION IS COMPLETED AT THE TRADE RESEARCH INSTITUTE – MINISTRY OF INDUSTRY AND TRADE ------------------------- Research supervisor: 1. Ass.Prof.Dr. Nguyen Quoc Thinh University of Commerce 2. Dr. Nguyen Van Long Trade Research Institute Reviewer 1: Reviewer 2: Reviewer 3: The thesis shall be defended in front of Institute-level Thesis Council Meeting at Commercial Research Institute - Ministry of Industry and Trade Address: 46 – Ngo Quyen – Hanoi At hours, This thesis can be found at: 1. Hanoi National Library 2. Library of Trade Research Institute INTRODUCTION 1. Reasons to select this topic Nowadays, trademark has become one of many pivotal factors of maintaining, expanding and developing domestic and foreign market for enterprises, enhancing trade civilization, producing a healthy competitive environment. As a result, trademark development has been an issue which draws much of attention of businesses in general, Vietnamese suppliers of aquatic products in particular. Being subsumed in five largest countries that export aquatic products in the world, Vietnam’s aquatic products are exported to hundreds of nations worldwide on annual basis. As shown by the practice over the past years, notwithstanding continually increasing turnover, the export value of aquatic products has not matched with Vietnam’s potential. This occurs since Vietnam’s aquatic exports must be sold at a lower price compared with that of other countries, which is linked to the fact that the trademark of Vietnam’s aquatic products remain unknown and not to be broadcasted. Numerous batches of Vietnam are not allowed to be placed under its own trademark, but under that of distributors. Deriving from that fact, the writer has chosen the topic of “Solutions to trademark development of Vietnam’s aquatic exports” for the Doctoral Thesis. The expectations are to advance reliable analysis for the purpose of highlighting the necessity to develop the trademark of Vietnam’s aquatic exports, based on industry trademark approach under export conditions, thereby proposing solutions to trademark development of aquatic exports, making contributions to reinforcing and enhancing the export value and good image concerning Vietnam’s aquatic exports in international business. 2. Study objectives and tasks Study objectives: Put forward directions and solutions to the trademark development of Vietnam’s aquatic exports. Study tasks: In order to conduct the aforesaid research objective, the thesis focuses on major missions as follows, - Generalize and approach the trademark and principal contents for the trademark development of aquatic exports; - Study experience of some foreign nations in respect of developing the trademark of exported goods, including aquatic exports; thereby withdrawing lessons for Vietnam; - Analyze the reality of building and developing the trademark for Vietnam’s aquatic exports in recent time, determine achievements, shortcomings and causes. - Propose some main viewpoints and directions for trademark development of Vietnam’s aquatic exports, then bring out several specific solutions to trademark development of Vietnam’s aquatic exports. 3. Study subject and scope Study subject: Issues of theory and practice concerning trademark development for Vietnam’s aquatic exports. Study scope: The thesis focuses on basic contents, supports by the State and associations, activities conducted by Vietnamese enterprises of aquatic products with a view to developing the trademark, proposing solutions to trademark development of Vietnam’s aquatic exports. In terms of space, the thesis concentrates on the reality of produciton, processing, and export of enterprises that export shrimp and pangasius catfish in certain major import markets of Vietnam’s aquatic products, namely EU, Japan, America, Australia, Russia. In terms of time, it studies the reality from 2012 to 2014, proposing solutions towards 2030. 4. Study method Various research methods have been used in combination so as to obtain general, objective, multi-sided data such as methods of studying materials, survey and investigation, experts and other joint research methods applied for other economic fields, for example, methods of comparison, statistics, etc. in order to assess the reality and put forward feasible solutions. 5. New contributions of the Dissertation Firstly, the thesis employs a new approach regarding trademark and trademark development of Vietnam’s aquatic exports. Whereby, trademark development of Vietnam’s aquatic exports is a set of activities with the aim of creating good impression, building attractive image of Vietnam’s aquatic exports in the mind of international public and customers. Secondly, the thesis brings out the model and basic contents necessary for developing the trademark of Vietnam’s aquatic exports according to the method of approach: the trademark development of Vietnam’s aquatic exports shall rest on the development of collective trademarks for groups of main aquatic exports, powerful trademarks of aquatic products export and processing enterprises, and trademarks attached with geographical indications. Thirdly, the thesis studies experience in developing trademarks for exported goods of Norway, France and withdraws lessons for the trademark development of Vietnam’s aquatic exports. Fourthly, the thesis evaluates the reality of Vietnam’s aquatic products’ trademark development the past period. On that basis, achievements, shortcomings and their causes with respect to trademark development of aquatic exports have been represented. Fifthly, the thesis advances 3 viewpoints and 3 great directions; simultaneously recommends 7 groups of solutions to trademark development of Vietnam’s aquatic exports with the vision to 2030. 6. Dissertation structure Apart from the Preamble, Overview of Research Works, Conclusion, References List, and Appendix, the main content of the Thesis has been presented into 3 chapters as follows, Chapter 1. Some basic theoretical issues concerning trademark development of aquatic exports Chapter 2. The reality of trademark development of Vietnam’s aquatic exports Chapter 3. Some major solutions to trademark development of Vietnam’s aquatic exports STUDY OVERVIEW Under the context of powerful globalization and ever-increasingly appreciated consuming civilization, especially in developed industrial nations ( in which a large number of Vietnam’s annual aquatic exports have been consumed), the provision of aquatic products with prestigious trademarks, creating belief from foreign customers, into the market has now drawn much attention from dozens of aquatic products enterprises engaging in Vietnam’s export market, from policy-makers, international and national scientists. However, as known and addressed by the research student, there has no research work studying concentratedly and scientifically solutions to trademark development of Vietnam’s aquatic exports. Previous scientific works often approached the term of trademark with its old and general concept used for goods, not employing the new approach to trademarks for an industry, particularly the trademark for aquatic exports. Accordingly, the research student has recognized the gap and chosen the topic “Solutions to trademark development of Vietnam’s aquatic exports” for Doctoral Thesis. STUDY CONTENTS AND FINDINGS CHAPTER 1 SOME BASIC THEORETICAL ISSUES CONCERNING TRADEMARK DEVELOPMENT FOR AQUATIC EXPORTS 1.1. OVERVIEW OF TRADEMARK DEVELOPMENT 1.1.1. Trademark concept Despite various ways of understanding trademarks, in this thesis, the research student shall approach the term according to the concept “Trademark is a sign or a set of signs to recognize and distinguish products, distinguish enterprises; is the image of the product and enterprise in the mind of customers and the public”. 1.1.2. Functions and roles of trademark Under the present context of globalization, the more severe the competition among a variety of goods and services providers becomes, the more regard functions and roles of trademarks are paid. 1.1.2.1. Functions of trademarks Basic functions of trademarks include recognizing and distinguishing function; informing and instructing function; perception and belief – creating function; economic function. 1.1.2.2. Role of trademarks Trademarks build the image of enterprises and products in the mind of consumers; Trademarks work as a commitment between enterprises and customers; Trademarks aim to partition the market and make distinctions during the development of the products; Trademarks provide enterprises with many benefits; Trademarks help to draw investment. 1.1.3. Classification of trademarks As addressed by the thesis, trademarks might be divided into Particular trademark ( also called as individual trademark or personal trademark); Family trademark; Trademark for group of products, including: Collective trademark and industry trademark; National trademark 1.1.4. Concept, model and contents of trademark development The thesis approaches the term of trademark development in accordance with the concept “Trademark development is a set of activities which aim to improve the strength and capacity of a trademark to embrace and impact the mind and behaviors of customers, the public”. The contents of trademark development comprise Developing perceived values of customers in respect of products and enterprises; Developing trademark communications activities with a view to building and bolstering the trademark image, enhancing trademark awareness; Expanding and renewing the trademark; Developing associated supply chains of exports. 1.2. CONCEPT, MODEL AND CONTENTS OF TRADEMARK DEVELOPMENT OF AQUATIC EXPORTS 1.2.1. Concept of trademark development for aquatic export Trademark development for aquatic products export is a set of activities which aim to improve the strength and capacity of a trademark to embrace and impact the mind and behaviors of customers, the public. 1.2.2. Model of trademark development for aquatic export Models suitable for the export of aquatic products include: - Develop a brand for export aquatic products based on the development of a collective brand. - Develop a brand for export aquatic products based on the development of a collective brand elements associated with a geographical indication. The trend to develop the trademark for Vietnam’s aquatic exports is that trademark development of Vietnam’s aquatic exports shall rely on the development of collective trademarks of main groups of aquatic exports, the development of strong trademarks of enterprises that process and export aquatic products, and the development of trademarks associated with geographical indicators. 1.2.3. Contents of trademark development for aquatic export - Maintaining and controlling the quality of aquatic exports; - Protecting trademark for aquatic exports; - Developing trademark communications activities for aquatic exports; - Expanding and renewing trademark for main groups of aquatic products, major exported products; - Developing associated supply chains of aquatic exports. 1.3. FACTORS AFFECTING TRADEMARK DEVELOPMENT OF AQUATIC EXPORTS The awareness of quatic products enterprises regarding the necessity of trademark development of aquatic exports; Legal regulations and market management so as to control the quality of aquatic exports; Support of the Government and the issue of association in the industry; Tastes, spending trends of consumers in target markets; Financial resources of aquatic products enterprises in the industry. 1.4. CERTAIN EXPERIENTIAL LESSONS IN BUILDING AND DEVELOPING THE TRADEMARK FOR EXPORTS 1.4.1. Experience in building and developing the trademark for exports of some nations 1.4.1.1. Experience of Norway in building and developing the trademark of salmon Norway is a country which governs 72% of global salmon market. Norwegian salmon trademark has now stood firm on its feet by virtue of “three legs”. The first is the associated chain in production, export processing under strict and close regulations. The second is to well organize trade promotion, marketing, approach and development of export market for salmon. Thirdly, technical and scientific – technological standards in aquaculture are applied for the purpose of improving the quality of salmon. In addition, Norway also assists enterprises in developing national trademark for salmon product. 1.4.1.2. Experience of Thailand participation in the supply chain of global fisheries Thailand has achieved success in taking part in the supply chain global seafood. Combination of independent brands MW Brands of Thailand had a strong foothold in the UK market for over 100 years. MW Brands is known for many famous brands such as John West canned fish, canned tuna Petit Navire and Mareblu, Hyacinthe Parmentier canned sardine. To gain a foothold in the strategic development of the global market, MW Brands build system 5 processing facilities in France, Turkey, Seychelles and Ghana. The processing facilities are located in strategic areas helped create MW Brands is a good relationship and reputation with retailers through ensuring timely delivery and reasonable prices. 1.4.1.3. Experience of France in managing geographical indications in building and developing trademark for exports France is a country which has a complete protective system of geographical indications, thus making considerable contributions to the success of trademarks of goods exported from France. In France, the issue of geographical indications has been managed according to the following mechanism: Self-management: is conducted by producing households themselves; Interior management: is implemented by Collective organization of local producers; Peripheral management: focuses on the circulation and commercial exploitation of products with geographical indications with a view to discover the imitations or products which does not meet the requirements in terms of quality. 1.4.2. Lessons withdrawn for building and developing the trademark of Vietnam’s aquatic exports It is essential to restructure aquatic products as a conditional profession of aquaculture, production and processing. Vienam should learn Norway to concurrently develop “three legs” in regard to building and developing the trademark for aquatic exports instead of partitioning each of these steps. Vietnam is also in need of building and developing national trademark for aquatic exports and grasping experience of France in exploiting factors attached with geographical indications. CHAPTER 2 REALITY OF TRADEMARK DEVELOPMENT OF VIETNAM’S AQUATIC EXPORTS 2.1. PRODUCTION AND EXPORT SITUATION OF AQUATIC PRODUCTS OF VIETNAM 2.1.1. Overview of production and export situation of aquatic products of Vietnam in general Vietnam has become one of five largest aquatic exporters in the world, whose export market has been broadened to over 150 nations and territories; in many successive years, aquatic products are listed in “over-1-billion-USD export club” of Vietnam. Major export markets of Vietnam’s aquatic products are EU, the U.S., Japan, South Korea, China, Australia, ASEAN. In 2012, 2013, 2014, export value of aquatic products reached 6.134; 6.7 và 7.84 billion USD. The thesis shall delve into the situation of production, processing, and export of two main aquatic products of Vietnam, namely pangasius catfish and shrimp 2.1.2. Production, processing and export situation of shrimp product Vietnam has been categorized into countries with the largest area of shrimp hatching. At present, Vietnam ranks third among top 5 of Asian countries taking the lead in terms of shrimp production, with hundreds of enterprises meeting the standards of food safety; the task of controlling and supervising the quality of shrimp product has gained increasing attention. However, the issues of antibiotic residual and bacterial contamination resulting from impurities pumping and chemical soak remain worries and risks of businesses. Shrimp export value often accounts for the largest ratio in total export value of aquatic products of Vietnam. In recent years, shrimp export turnover has witnessed significant growth. 2.1.3. Production, processing and export situation of pangasius catfish product Vietnam’s pangasius catfish is now making up about 95% of white fish fillet market. With hundreds of processing enterprises meeting the standards to be exported into large markets, the industry of pangasius catfish production, processing and export has annually been considered as the strength of Vietnam’s aquatic products. Pangasius catfish has more “stable” position in the global market compared with shrimp. Nonetheless, the situation in which legal proceedings are taken against dumping sale has always been regarded as alarming with respect to exported pangasius catfish of Vietnam in large markets such as the U.S., EU. Export value of pangasius catfish is often second to shrimp and remains quite stable over recent years. 2.2. REALITY OF TRADEMARK DEVELOPMENT OF VIETNAM’S AQUATIC EXPORTS 2.2.1. Reality of meeting standards on the quality and quality control of aquatic exports The observance of international processes and standards has not been seriously implemented in Vietnamese enterprises that process and export aquatic products. Behind the impressive position among Top 5 largest countries exporting aquatic products in the world, Vietnam is also one of three nations having the largest amount of aquatic products which have been rejected worldwide. 2.2.2 Reality of trademark protection for Vietnam’s aquatic exports At present, many Vietnamese enterprises exporting aquatic products have not taken the initiative in registering trademark protection. Most of enterprises merely resist trademark decline by controlling, maintaining or enhancing the quality of products, and take no notice of building business culture in order to closely associate individuals in a united group and fully performing trademark commitments. 2.2.3. Reality of trademark communications Currently, principal trademark communications tools employed by Vietnamese aquatic product enterprises comprise publications such as cataloges, brochures, posters, etc.; advertisements in journals; engagement in trade exhibition. Other tools such as PR, television or radio advertising are rarely used. Enterprises have not exploited much of interaction between individual and collective trademarks. 2.2.4. Reality of model and activities expanding the tradenark Most of enterprises exporting aquatic products now employ the model of family trademarks, which means that each business possesses only a trademark and attaches it with its own products. In addition to strengths, the weakness is that if a category of product is in trouble or boycotted, the entire family trademark shall be influenced. The majority of aquatic exports of Vietnamese enterprises remain raw, not to be processed much, thus finding it difficult to extent to the groups of deeply processed aquatic exports with high value. 2.2.5. Development reality of associated supply chain of aquatic exports It is not rare that Vietnamese aquatic product enterprises are “every man for himself”, having no association for a joint trademark of the industry of aquatic exports. The development of associated supply chain of exports so as to take advantage of experience, competitiveness of strong aquatic product enterprises in international market, enlist domestic networks of local businesses with lower positions are being considered as a right direction for trademark development of Vietnam’s aquatic exports, but not being properly concerned by aquatic product enterprises. 2.3. ANALYZING FACTORS AFFECTING TRADEMARK DEVELOPMENT OF AQUATIC EXPORTS 2.3.1. Awareness reality of enterprises in regard to trademarks and the necessity of trademark development At present, trademark building and development of Vietnamese enterprises in general remain spontaneous. However, being aware of building and developing trademarks of most Vietnamese enterprises in general, enterprises that producing and exporting aquatic products has made many positive changes. 2.3.2. Investment reality of enterprises for building and developing the trademark of aquatic exports Although the majority of Vietnamese aquatic product enterprises have financial investment for building and developing the trademark of aquatic exports, the level of investment is still low, which can be attributed to the fact that most of Vietnamese aquatic product enterprises are small and medium with not very high financial capacity. 2.3.3. Reality of managing, supporting enterprises in building and developing trademark for aquatic exports of appropriate authorities Regarding State appropriate authorities: establishing management agencies, national supervising programs with regard to food safety of aquatic products, against imitations and fakes; approving the Strategy of developing Vietnam’s aquatic products to 2020, concluding bilateral agreements concerning food safety control; supporting enterprises in trade promotion. Nonetheless, the above activities might not be very effective because they are not truly strict, without high warning. In terms of Associations: typically, Vietnam Association of Seafood Exporters and Producers has provided enterprises considerable assitance with trademark popularization, and supported aquatic product enterprises in lawsuit in respect of dumping sale, subsidy. Yet it is necessary to create collective strength of members to overcome difficulties and challenges of competitive international environment. 2.4. GENERAL EVALUATION OF TRADEMARK DEVELOPMENT OF VIETNAM’S AQUATIC EXPORTS 2.4.1. Achievements Vietnam’s aquatic exports have become more and more popular in many markets, which means that regarding the quality and requirements of supply process, Vietnamese enterprises have made great attempts to be accepted by importers and better satisfy customers. Building and developing trademark have initially been acknowledged in Vietnamese enterprises that produce, process and export aquatic products. During the past time, State agencies and Associations have made certain contributions to managing and assisting Vietnam’s aquatic product enterprises in building and developing the trademark of aquatic exports. 2.4.2. Shortcomings and causes - Many enterprises exporting aquatic products are currently confused to understand trademarks and do not know what to do in particular in order to develop the trademark for their own products, especially in foreign markets. The above shortcoming has its root in the fact that the issue of trademark remains new for many aquatic product enterprises. The thought of reliance and waiting still exists in many Vietnam’s businesses. - Lack of control regarding production, types, and the quality of aquatic products during aquaculture, processing and export is always a risk for communal image of Vietnam’s aquatic products. Causes: some individuals and enterprises doing untrue business for their immediate benefits, thus accidentally or deliberately destroying the trademark of Vietnam’s aquatic exports; we have not had sanctions strong enough to handle and warn violations in aquaculture and processing of aquatic exports; despite being implemented in various aspects, the management and support of State agencies and associations remain loose and there are many gaps. - Trademark communications for aquatic products, at present, has not approached communications tools more effective than television, especially foreign television; separate advertisements principally for the trademark of each enterprises, little exploitation of the reciprocal interaction between individual and collective trademarks. Causes of the shortcoming: more than 90% Vietnamese enterprises are small and medium, always limited in terms of financial potential. Vietnamese aquatic product businesses are not fully aware of support role of collective and industry trademarks to individual trademarks of enterprises, so there is no association in the process of trademark communications for Vietnam’s aquatic exports. - The expansion of trademark for Vietnam’s enterprises exporting aquatic products through widening the trademarks for many groups of aquatic exports is not paid appropriate attention now. Most of aquatic exports of Vietnamese enterprises remain raw, are not processed much and have low added value Causes of the shortcoming: Due to outdated technologies; Enterprises that export aquatic products suppose that raw aquatic products might be easily sold with larger amount in comparison with processed products. - The development of associated supply chain of aquatic exports, which is placed under the leadership of strong enterprises, for a collective trademark for the entire industry of Vietnam’s aquatic exports, has not received proper attention. Cause: Vietnamese aquatic product enterprises have not fully understood the role of developing the aforesaid associated supply chain of aquatic exports. CHAPTER 3 SEVERAL MAJOR RECOMMENDATED SOLUTIONS TO TRADEMARK DEVELOPMENT FOR VIETNAM’S AQUATIC EXPORTS 3.1. VIEWPOINTS ON, APPROACHES AND FORECAST TO TRADEMARK DEVELOPMENT FOR AQUATIC EXPORTS OF VIETNAM 3.1.1. Viewpoints on trademark development for Vietnam aquatic exports Developing trademark for Vietnam aquatic exports must be in compliance with international standards and especially must not tilt to quantity. This work requires cooperation and unanimity among individuals, enterprises, governmental appropriate authorities and related associations. Particularly, enterprises need to be aware that collective trademark development is not only building and advancing communal images of Vietnam aquaculture but also individual trademark of enterprises. At the beginning, group-shared trademark should focus on developing leading products of pangasius catfish and shrimp. 3.1.2. Approach to trademark development for Vietnam aquatic exports - Remain market share in large markets (Europe, Japan, the US, Russia) and extend to other potential markets. - Enhance export turnover by decreasing exporting of raw products, exporting through distributors, increase exporting international standard products, establish and develop direct distibution chains in foreign markets. - Shrimp and catfish are leading exports of Vietnam; therefore, it is necessary to pay attention to 2 product segments. The first is premium quality products with higher selling price for strict markets. The second is products with quality and selling price reasonable and moderate for markets that have strong competitiveness.. 3.1.3. Forecasts anh risks could be arising in developing trademark for Vietnam aquatic exports in the future 3.1.3.1. Forecasts opportunities in brand development for seafood exporters in Vietnam The prediction of the future, with the change in management policies related to fisheries management agencies of the State, along with Vietnam has completed the negotiations, towards the signing of trade agreements (FTA) will open up many opportunities to increase seafood exports to the markets of member States FTA, as these countries continue to reduce taxes and easing trade barriers, thereby helping to increase the current area, the popularity of seafood exported from Vietnam, contributing to brand development for seafood exports from Vietnam. 3.1.3.2. Risks could be arising as building and developing collective trademark for Vietnam aquatic exports Producing and exporting aquatic products could be out of control because too many enterprises take part in aquaculture, processing and exporting activities but few of them partake in associations and to become the co-owner of collective trademark. Enterprises could turn their backs to collective trademark because they receive no benefits from it if trademark management and advantage taking are not effective, do not connect benefits that collective trademark brings to each individual trademark of enterprises. 3.2. SOLUTIONS AND RECOMMENDATIONS TO TRADEMARK DEVELOPMENT FOR VIETNAM AQUATIC EXPORTS 3.2.1. Solutions 3.2.1.1. Rasing awareness of the importance of trademark development for Vietnam aquatic exports among manufacturing and processing enterprises and aquaculturists Enterprises, aquaculturists need to raise their awareness about the importance of trademark development by taking part in classes by authorized bodies, through means of public media, or by reading aquaculture journals. Appropriate authoritiesneed to disseminate the role of trademark development for aquatic exports to enterprises, aquaculturists. 3.2.1.2. Remaining and controlling the quality of aquatic exports * Processing and exporting enterprises: Vietnam aquatic products firms must comply with requirements to meet demand of aquatic exports market including technical standard and social responsibility. In addition, to earn trust and confidence from importers and customers, Vietnam aquatic products firms need to defend trademark of their products. The opinion that protecting trademark is not simply claiming a right to be protected by law means not only registering trademark for products and for other related intellectual property, but more importantly, applying in tandem various approaches to secure our trademark against outside violation and inside degradation. * Appropriate authorities and associations: To control quality of exports: Vietnam Association of Seafood Exporters and Producers (VASEP) needs to set operational criteria that must be satisfied by member enterprises in order to control effectively quality of aquatic products from processing stage to exporting stage. Government needs to reinforce the governance of intellectual property protection. National Office of Intellectual Property of Vietnam needs to closely cooperate with foreign counterparts to support enterprises registered trademark protection in foreign countries. 3.2.1.3. Protecting trademark for aquatic exports * Exporting enterprises: Trademark protection is not only to establish the rights protected by law, which means not only conducting registration for trademark protection and intellectual property rights other related, but more important is must be applied simultaneously to the various measures to protect trademarks against infringement from outside and the downfall brand from within. * Appropriate authorities and associations: State should improve the legislation and strengthen State management of the protection of intellectual property rights. Intellectual Property Department to further strengthen cooperation with foreign colleagues to help enterprises export aquatic products in the protection of trademarks registered abroad. 3.2.1.4. Applying communications approach to aquatic exports trademark * Exporting enterprises: It is important to connect exporting enterprises together and to create a consistent message to popularize trademark for Vietnam aquatic exports. Furthermore, applying communication approach flexibly in the US, Europe and Japan markets is needed to be done first. Trademark communications must fulfil introducing both collective and individual trademarks and linking collective trademark with geographical indications. Exhibiting in fairs should be the first and foremost approach of communications, the next is TV advertising and other public relation activities. Hiring international consultant to operate communications plan to popularize our trademark should be more encouraged. * Appropriate authorities and associations: The association needs to fulfill its role of creating a linkage, unity among its member enterprises; to orient and give consultation about communications messages to its members and to show them benefits drawn from linking collective and individual trademarks communication and geographical indications for a united image of Vietnam aquatic exports. The association must closely cooperate with appropriate authorities to support enterprises in taking part in trade promotion events such as fairs and exhibitions. Appropriate authorities must support enterprises in introducing, popularizing and promoting trade to Vietnam aquatic exports. They need to boost commercial activities in major export markets of Vietnam including the US, EU and Japan; to establish a market information center to provide accurate and timely information for enterprises. 3.2.1.5. Extending and renewing trademark for major aquatic exports of Vietnam Logos, slogans and trademark components must convey responsibility of enterprises to society. Changing logos, slogans and components must be public on communications media. Vietnamese enterprises need to direct their business activity to extend value-added product groups for exporting rather than to focus on exporting raw products as they do now. 3.2.1.6. Reinforcement of linking supply chain of aquatic exports aiming at a communal trademark of the entire industry It is essential to popularize the role of linking supply chain development for aquatic products and emphasize leading function of major enterprises. With their potential resouces and experience in global market, their trademarks have earn confidence of exporters, thereby they understand which products should be produced to which markets and understand products quality must meet which certified standards. Therefore, smaller enterprises should become branches or suppliers for large enterprises; provide input material, process aquatic products domestically for the large enterprises in the light of food safety and quality guarantee. All the mentioned above are for communal trademark of Vietnam aquatic products. Creating supply chain as above will contribute to the linkage between collective and individual trademark of Vietnam aquatic exports. 3.2.1.7. Enhancing knowledge of international trade law, proactively preventing and coping with trade commercial dispute On the course of international economic integration, Vietnam enterprises need to equip themselves with certain expertise about law including intellectual property law, international trade law. Especially they need to have strong sense of trade barriers for example, anti- dumping duty, countervailing duty, and so on. 3.2.2. Recommendations State should be flexible and easing regulations on expenses for promotional activities of enterprises, should quickly adopt the draft dropped ceilings advertising expenses, promotional business. The State should consider the brand of Vietnam fishery export to constitute a national asset. The State should have adequate sanctions for acts of counterfeiting, unauthorized copying, stealing brand on fisheries markets. CONCLUSION The factor that generates more added value for aquatic exports need to be paid special attention by enterprises and governmental bodies, associations is trademark development for the industry. Therefore, the thesis of “Solutions to trademark development of Vietnam’s aquatic exports” derives from the above urgent necessity. The writing has the following new contributions: Firstly, the thesis has a new approach to trademark and trademark development for Vietnam aquatic exports. In accordance with the approach, the development of Vietnam’s aquatic exports will be built on promoting communal trademark for leading aquatic products for exporting groups; through enterprises that are strong at processing and exporting aquatic products and on developing trademark alongside with geographical indications. Secondly, the writing has introduced a model and basic contents to develope trademark for Vietnam’s aquatic exports. The content mentioned to boost customers’ tastes to aquatic exports and concerned enterprises as well; to promote trademark public communications; to extend and to renew trademark for groups of major products; to multiply linking supply chains of aquatic exports with the leadership of strong firms. Thirdly, the thesis has done a reseach on strategies of export development of Norway and France, thereby drawing lessons in developing trademark for Vietnam aquatic exports. Forthly, having investigated position of trademark development for Vietnam aquatic exports, the thesis has shown achievements, problems that have not been solved yet and their reasons. Fifthly, the thesis has proposed 3 viewpoints, 3 major approaches and 7 solutions to develop trademark for Vietnam’s aquatic exports. These achievements are contributions in regard to both theory and practice of thesis towards developing trademark for aquatic exports, thereby adding value of trademark as well as exporting value of Vietnam aquatic products and uplifting position and advantage of Vietnam’s aquatic products. Albeit hard effort, the thesis cannot avoid shortages. Therefore, I am really pleased to receive constructive comments from examiners to make the thesis better. LIST OF MY STUDIES 1. Truong Thi Thuy Binh (2014), “Several solutions to Vietnam aquatic products for exporting development” Trade Research review, No 7 (February 2014). 2. Truong Thi Thuy Binh (2014), “Experience of Norway in developing trademark for salmon for exporting industry and lessons for Vietnam” Trade Research review, No 9 (June 2014).