In the top 10 national brands, the US was followed by countries like Japan, valued at US$6 trillion, and Germany, valued at between $3.5 trillion and $4 trillion.

In a recent get-together for journalists hosted by Unilever Corp. in Ho Chi Minh City, a group of Vietnam experts in business, culture and tourism discussed a topic that gets some people quite upset.

How should we market our national brand? What image does the word “Vietnam” conjure up in a foreigner’s mind – for some, is it still a war-torn country?

Tony Le Dinh Tuan, general director of Celadon International, said choosing and promoting Vietnam’s brand needed a global perspective.

About 160 million tourists visit Southeast Asia each year and most come to Vietnam after already traveling through neighboring countries.

For those in the tourist business, the wrong marketing campaign could promote the country as “somewhat similar to China,” Tuan said.

“I think the hidden era of Vietnam is over,” he added, referring to the slogan Vietnam - The Hidden Charm.

“We should advertise Vietnam in a more global, positive way. If we continue to be hidden, then no one will bother discovering us.”

Vu Thanh Tu Anh, director of research at the Fulbright Economics Teaching Program in Vietnam, said the country should not be satisfied with its “rising star” title, an expression that’s become almost clichéd.

“We should realize there are already many stars in the sky, countries that are way ahead of us,” he said.

In business, to market the national brand, it’s not only about choosing the right slogan; it’s about smoothing the way for foreign investors – in every aspect of life.

Even small things, such as asking airport immigration officials to smile, could make all the difference, he said.

When studying in the United States I was often surprised by how little people knew about my country.

My roommate once asked me whether Vietnam was still divided into two parts.

Though we’re considered an emerging country, economically and politically, for many young Vietnamese people, the word “national identity” never enters their minds.

But our national brand will depend on each Vietnamese presenting the best of his or herself, both inside the country and while traveling abroad.

In the end, maybe it’s not about how much value is assigned to the word “Vietnam” in the Anholt National Brand Index or about what slogan is used to lure tourists to the country.

It’s about how we are viewed by the rest of the world and how we view ourselves, so that foreigners would not just associate us with past conflict.


Source: Thanhnien.