Branding in Vietnam
Today in the world, we have one market place - Global market. Because of information technology today, consumer can see all products available globally. Consumer can pick and choose different type of product all over the world. They look almost the same, only the different is the Brand.
With the companies in Vietnam, do they believed how important it is about Branding and Identity?
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- THANH NGUYEN1311041577
I do see that since WTO, Vietnam companies are adopting "global player mindset" quickly. They have no other way though. While many are still struggling because lack of resource and experience, some are proven to lead the market very well. Vinamilk, Massan,Coop mart...etc are quite good examples
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At FutureBrand, we parter with BBC for the annual indices ranking for nation which is called Country brand index (CBI). We believe that the strength of a country brand is determined in the same way as any other brand. To measure CBI, we measure levels of awareness, familiarity, preference, consideration, advocacy and active decisions to visit. But the most important factors, the aspects that truly differentiate a nation brand, are its associations and attributes – the things that people think of when they hear a place name, or look at a photograph or plan a trip.
There's a very interesting fact about CBI 2010, where Scandinavian countries of Finland and Sweden get an amazing scrores of 8 and 11 respectively against their position in previous year that is because of the familiarity of the company brands which represent the nation of Nokia and Ikea :D.
Considering further broaden, Japan has Sony, Germany has BMW, France has Moet&Chandon, Singapore has Singapore Airline...
So, how's about the Vietnam's one?-
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