Is Vietnam Ready for Nation Branding?
Nation or country branding involves a strategic approach to building and managing economic and cultural reputation (or ‘hard’ and ‘soft’ power).
The words ‘brand’ and ‘nation’, when combined, sometimes evoke a negative response. Yet nation, country, city and destination branding is an established practice and a strategic approach to building and managing economic and cultural reputation (or ‘hard’ and ‘soft’ power).
It is the complexity of branding on this level which comes from the diversity of activities, stakeholder engagement, touchpoints, channels and audiences that often triggers scepticism. In reality, the opportunity is to contextualise macro-level brand propositions, to interpret their verbal messaging and visual symbols within the cultural context of their ‘host’ nations, countries, cities, regions and destinations. A structured process and rigorous frameworks are required to achieve this.
What is National Branding?
Simply put, branding is a means of expressing an idea visually, verbally and experientially, whether that idea encapsulates a product, service, retail outlet, location corporation or even a person, for example. Many people comfortably express a preference for product brands, purchase services that are branded, shop at branded retail outlets and even make investments and career decisions based on a preference for corporate brands.
At the same time we think of particular nations in terms of familiar images, prominent landmarks, famous people and products that originate from there. Often our perceptions are influenced by the destination marketing campaigns of tourist agencies, but these form only one element of what positions a nation or location in our minds.
Prominent places, districts and cities shape perceptions of an evolving and transforming nation brand. Large scale developments in Thu Thiem HCMC are shifting perceptions of the city and of Vietnam itself.
► Creating an Iconic Destination Brand for Vietnam’s Next Downtown
In addition, the activities of large corporations also help shape perceptions of their nation of origin. The brand propositions of prominent businesses and their leaders and the narratives they project, all play a part in developing associations with a particular national brand.
► Brand Transformation for Trusted Fund Manager in Vietnam
Why Brand a Nation?
In today’s global economy, nations are increasingly competing for resources and expertise. They need to attract and retain both foreign investment and talent with the right kind of skills for national prosperity. Branding offers advantages for a nation beyond its tourism sector. It can generate real economic value for governments beyond the destination marketing campaigns of their respective tourism boards and generate investment that drives growth and progress.
► A Comprehensive Corporate Branding Solutions for an Industrial and Real Estate Developer
For example nation branding can re-enforce positive associations with products that position themselves based on their country of origin. Product categories such as consumer electronics from Japan, food and fashion from Italy or engineering from Germany, for example, enjoy high consumer awareness and preference internationally. The strategic management of these platforms allows individual companies to leverage their respective national brand as an endorsement for their own brands, as a signifier of provenance and a source of meanings.
Vietnam is the second-largest coffee exporter in the world, yet Vietnam coffee has yet to reach the level of brand awareness it deserves among consumers. If Belgium is synonymous with chocolate, Scotland with whisky, and France with wine, what will it take for Vietnam to claim its rightful place as a mark of quality in the world of coffee?
► Telling the Provenance Story of Brand Vietnam
To command influence and generate soft power, country (or nation) brands need to be contextualized to the culture of their host nations.
Compelling stories and fundamental truths of a nation provide the links that bind the political, cultural and economic pillars of its identity and align with the shared values of its host country.
After all, a global world does not mean a homogeneous one and the currency of influence in a global world understands that authenticity and originality drive meaning & desire.
