Sunstar Davao Online / September 14, 2007
AS A pioneering project, the newly-established Davao Branding System will introduce sophistication into the way local businessmen do business.
This is the hope of the Davao City Chamber of Commerce and Industry, Inc. (DCCCII), specifically Propel, short for Promotion Regional Opportunities for Enterprise and Livelihood Development, a project the chamber pursues in partnership with the Department of Trade and Industry and the Philippine Chamber of Commerce and Industry, with funding from Sen. Francis “Kiko” Pangilinan.
DCCCII executive vice president Leny V. Castillo, Propel project director, said the Davao branding system recognizes and promotes local products and services through the “seal of excellence” included in their packaging and/or marketing collaterals after passing the accreditation criteria formulated by the accreditation body.
The Davao City government is fully supporting the branding system.
Sponsored by Councilor Peter T. Laviña, the City Council enacted Ordinance 0355-07 creating the Davao Branding System. The ordinance also created the accreditation body composed of LGU, DCCCII, DTI, Department of Science and Technology and Department of Agriculture.
Mayor Rodrigo R. Duterte heads the accreditation committee.
To promote deserving local products, the branding system encourages producers, who are micro, small and medium Entrepreneurs, to perform good manufacturing or agricultural practices in order to turn out as excellent and of premium quality products.
Since the seal of excellence shall be awarded to the accredited products, the system shall bring about strong identity and high market presence to the accredited products.
With the privilege as a titled product of premium quality, it shall be introduced not only in the local business environ, but also in the national scene.
Not only from the partner agencies may the accredited products acquire benefits but also from the Local Government.
As mandated, the LGU may, as far as practicable, make use of these accredited products in the basket of goods as official gifts, token or souvenirs of the government for official missions abroad, for visiting dignitaries, and for participants in meetings, conventions, events or contests sponsored or co-sponsored by the local government.
The seal of excellence or the logo of the Davao Branding System is in a shape of a sun topped with a full grown leaf. The aim is to depict a pioneering program which aims to develop not only the system itself but also the accredited products and services as these are introduced to different levels of markets and business environments.
The logo, as the visible face of the Davao Branding System, shall heighten the aspiration of the local producers for product quality and excellence, and instill a sense of pride and identity among the local Davao population on the quality of their products. It shall be the symbol of pride of the Dabawenyos that their products are of premium quality.