DTI pushes branding strategy for MSME

MANILA, Philippines - The Department of Trade and Industry (DTI) wants micro, small, and medium enterprises to strengthen their competitiveness by improving the branding of their products.

According to the DTI, a strengthened branding strategy will make MSMEs more competitive in both the local and foreign markets.

Locally, products of MSMEs are often overshadowed by those of the big players which have the financial muscle to hire branding experts and pay for advertisements.

“As part of DTI’s effort to back the development of MSMEs, we help them create distinctive names and images for their products aimed at their target market,” Trade Undersecretary Ponciano Manalo Jr. said.

Manalo said branding provides an impact on a certain product’s presence in the market that helps MSMEs attract and keep their target consumers.

“While product quality plays a significant part in gaining consumers of a product, branding adds more value to a product in the market,” Manalo said.

The DTI official said the agency is currently working with the Design Center of the Philippines (DCP) to help startups or micro enterprises in branding their products.

DCP executive director Myrna Sunico said the group intends to reach out to more startups by help them tap a bigger market through branding.

Sunico said DCP’s services on branding are available to startups or micro enterprises in the country for free.

Requests for assistance in the branding of their products can be coursed through the DTI offices nationwide or directly to DCP.

Aside from startups, the DCP is also helping some cities in branding their localities to help them in their promotion efforts. 

DTI said the DCP helped in designing the logo of DTI’s Negosyo Center which is now being used in centers nationwide.