National branding requires more than advertising
VOV.VN - In this age of globalization, countries face a lot of competition for export, tourism, new business and investment opportunities said Deputy Minister Do Thang Hai of the Ministry of Industry and Trade on April 20 at a business forum.
“Like any organization, a positive and strong brand image is very important in achieving good economic growth by improving the brand perception of the nation globally,” said Deputy Minister Hai.
However, nation branding is not just about creating a logo and running an ad campaign like far too many think, he said, it’s about changing the negative perceptions foreigners have and getting them to appreciate what Vietnam has to offer them.
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“We need to ask ourselves why companies should invest here or tourists come here, rather than go to other countries for investment and tourism,” said Bui The Duc, deputy head of the Party Central Committee's Commission in turn.
Mr Duc cautioned, however, that the national brand must first be adopted domestically, meaning throughout all of the citizens and stakeholders in the nation. Only then can it be effectively rolled out and promoted internationally.
