Promoting the fish sauce brand name of Nam O traditional craft village in Da Nang

Abstract

Nam O fish sauce is a product closely associated with the traditional fish sauce
making with a hundred-year-history in Da Nang city. Experiencing many challenges to preserve and develop, Nam O traditional fish sauce making has become the first national intangible
heritage in Vietnam. Using the survey results of 03 cooperatives, 01 fish sauce production
enterprise, and 75 consumers, the research analyzes the current situation of establishing and
developing Nam O traditional fish sauce at cooperatives, enterprises, and production facilities
in the village. Besides, the study suggests solutions to the sustainable development of the
brand name for two main actors including the local government and cooperatives as well as
enterprises in Nam O craft village.