Building a Collective Brand: A Solution to Enhance the Quality and Value of ha Long Shrimp Floss Products in Quang Ninh

The paper analyzes the current state of production, product quality, and market perceptions of Ha Long shrimp floss in Quang Ninh, and proposes the development of a collective trademark as a solution to enhance economic value and competitiveness. Based on a survey of 200 consumers in Ha Long, Hanoi, and Hai Phong, the study employs descriptive statistical methods to assess criteria related to sensory attributes, nutritional value, food safety, labeling, and brand awareness. The findings show that consumers highly appreciate the sensory qualities of Ha Long shrimp floss, particularly its appropriate moisture content (mean score = 3.88), natural flavor (3.67), and nutritional value (4.03), while expressing concerns regarding labeling information (3.02). In terms of branding, consumer awareness and trust in the collective trademark were relatively high (3.79–4.12), though confusion remained with individual enterprise brands. These results underscore the necessity of implementing the collective trademark "Ha Long Shrimp Floss – Quang Ninh" to standardize production processes, ensure quality control, protect geographical origin, and strengthen production–consumption linkages, thereby enhancing commercial value and contributing to the sustainable development of local specialty products in the context of market integration.