Enhancing the value of the certified trademark "Thach An black jelly - Cao Bang"

This study examines the development of Thach An black jelly products in Cao Bang province through an analysis of 112 related subjects. The findings highlight the product’s strengths in quality, branding, and consumer demand. However, challenges such as limited product diversity, short preservation time, and inconsistent quality among producers hinder its expansion to central, southern, and international markets. These factors have restricted the added value of the certified label "Thach An Black Jelly – Cao Bang." To address these issues, the study proposes key solutions, including strengthening production linkages, enhancing trade promotion activities, and diversifying product offerings to position Thach An black jelly as a flagship product of the district.