Brand positioning in the development of local specialty products: A case study of the Ha Long shrimp floss collective trademark in Quang Ninh

Abstract

Collective trademarks (CTMs) are increasingly recognised as strategic instruments for upgrading local specialty products; however, empirical evidence from the consumer perspective in emerging economies remains limited. This study examines how consumers perceive and evaluate Ha Long shrimp floss - Quang Ninh and how these perceptions shape its brand-positioning potential under a CTM framework. A survey of 200 consumers in Ha Long, Hai Phong, and Hanoi in 2023 was conducted using a structured questionnaire covering brand awareness, perceived quality, packaging and traceability, communication channels, CTM awareness, and willingness to pay. CTM governance (quality control, traceability, and institutional coordination) is incorporated as a key analytical dimension. Data were analysed using descriptive statistics and one-sample t-tests, complemented by a SWOT analysis. The results show that perceived quality is the core strength, supporting a 10-15% price premium, while weak brand recognition, inadequate packaging and traceability, and limited communication constrain positioning. The study highlights that effective brand positioning requires the alignment of product quality, CTM governance, and strategic communication.