With the continuous implementation of activities under the Brand Equity Development Program (BrEDP) of the Department of Trade and Industry(DTI), the second batch of the Brand and Awareness Coaching Session was conducted on October 02-03, 2017 at the Hotel Carmelita, Tuguegarao City, Cagayan. The activity aims to benefit more MSMEs and to help them realize brand development. It wasparticipated by forty-four (44) MSMEs from the four mainland provinces.

In his message, OIC Regional Director Ruben Diciano of DTI-Region 02 emphasized the importance of brand initiatives in a firm’s marketing strategy to incite customer preference. He emphasized that Region 02’s best products deserve strong brands to position the region in the domestic and international markets.

Prior to the activity proper, Mr. Michael Paggabao, account officer for BrEDP, discussed the background, selection parameters and components of the program as provided in the national guidelines. He further elaborated on the localized activities of DTI-Region 02 and the respective schedule for each components. The participants filled-out their registration and commitment forms after the program orientation.

The same consultant of the 1st batch, Dr. Willy Arcilla known as the country’s brand healer, started the activity with concepts and principles of brand development, positioning and strengthening. He specifically inspired the participants to dream big as those which he has already successfully branded such as San Miguel and the Procter and Gamble (P&G). He also shared his previous branding assignments with other regions highlighting the brands which have great potentials to join the market race.

Dr. Arcilla then proceeded with the one-on-one brand coaching. He developed strong brands for the MSMEs based on the product unique attributes, origin and purpose, all of which were eagerly and openly accepted by the MSMEs. During the consultation, local designers were also present as Dr. Arcilla also recommended logo and label ideas to communicate the brands developed.

At the end of the two-day activity, Dr. Arcilla posed a challenge to MSMEs: Be the Best you can be, Be the Best of Cagayan Valley!