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PIA Press Release
2009/02/11

Massive OTOP branding enhancement campaign initiated in Ilocos provinces

By Freddie G. Lazaro

San Fernando City, La Union (February 11) -- The Regional Development Council (RDC) of Region 1 is presently initiating a massive product branding campaign of all One Town One Product (OTOP) produced from the provinces of Ilocos Norte, Ilocos Sur, La Union and Pangasinan to boost its demand in the markets.

Ilocos Sur Governor Deogracias Victor "DV" B. Savellano, Chairman of the RDC Region One, told that product brand is synonymous to quality considering that this is one of the most valuable elements in developing a culture of quality for producers to offer in the local and even export markets.

The branding program is intended to expand the market and demand of Region One products in both local and foreign markets by creating the "quality seal" of excellence through a certification and accreditation process.

Product branding and certification entails commitment to produce the highest quality products based on standards. It will create market awareness that would probably ensure the increase on sale as the consumers would conveniently identify the products that satisfy their needs.

"The branding campaign will raise the quality of products that included in the program through certification and accreditation schemes," he said.

"A common brand will be developed in each of the provinces that would establish quality identity for products produced by our various micro, small and medium enterprises (MSME) to gain distinction as Region One product in the market," he added.

Some examples of the notable product from Ilocos provinces for branding enhancement are the bangus, chichacorn food product, the Candon Calamay; the Vigan longganisa, the Pangasianan Bangus and many others.

To efficiently implement the campaign, the RDC is taking the lead in organizing the Regional Branding Team (RBT), which is responsible in the over-all program management and promotions, among others.

The RBT, which will be chaired by the Department of Trade and Industry (DTI) Region One, is composed of both government and private institutions at the regional office and provincial levels.

The provincial governments play a very vital role in the realization of the program in terms of support both technical and financial. Each of the provincial government will organize a Provincial Branding Teams (PBTs) with the support of and in coordination with the RBT.

Meanwhile, the RBT will assists the PBTs in the development of the provincial logos and taglines and will continuously provide technical assistance and services in the areas of product development, product testing and product quality assessment.

As to the funding requirements for the project, a counter- parting scheme with the LGUs and other concerned agencies will be utilized to finance the activities of the program. This arrangement will be contained in the Memorandum of Agreement (MOA) to be agreed upon between and among all parties concerned. (PIA Ilocos Sur) [top]

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