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. (PR)