Nation branding samples

Assiette souvenir VGLF : Bến Nha Rồng

Bến Nha Rồng

Bến: embarcadère; 

Nhà: maison, 

Rồng: dragon

Bến Nhà Rồng : embarcadère de la 'Maison du Dragon'.
Il est situé à Sài Gòn (Ho Chi Minh City).

A cet endroit, le 5 juin 1911, Nguyên Tât Thành, futur Nguyễn Ái Quốc puis Président Hồ Chí Minh, âgé de 21 ans, s'est embarqué sur le paquebot Amiral Latouche-Tréville pour aller à la recherche de la voie du salut national.

Bến Nhà Rồng est maintenant le Musée Hồ Chí Minh de la ville de Sài Gòn (le grand Musée Hồ Chí  Minh est à Hà nội)

What is a brand ?

A brand is a promise.

Four dimension of a brand

1. Differentiation
2. Relevance
3. Esteem 
4. Awareness 

Source : Brandsimple: How the Best Brands Keep It Simple and Succeed, Allen P. Adamson, 2006,  Palgrave MacMillan

Kick off a nation branding plan for Vietnam

The objective of branding Vietnam set up the Vietnam Global Leaders Forum agenda [1]

Vietnam context

• big or small
• old or new 
• now and tomorrow

Key factors of success of a nation branding

• taking experience from other countries
• engaging the diaspora
• engaging the enterprises 

Nation branding elements

Vietnam agriculture

• Thai Binh Seeds

Vietnam startups

• Instek Institute, 
• Kambria, 
• Hit Foundation

Tourism in Vietnam

• Thien Minh Group, 
• Sanouva Hotel, 
• Alliance Maison Vietnam

Vietnam high tech policy

• Deputy minister, Ministry of Science and Technology 
• OECD

Vietnam culture and people

• Vietnam Historical Society
• Deputy of Vietnamese National Assembly, 
• VTV, 
• World Choir Council, 
• Miss Vietnam 2010, 
• Anphabe 
• UNESCO

Next step : defining a branding plan and calling for more contributions

• Unilever 

 Networking, B2B meeting, seminars


 [1] Vietnam Global Leaders Forum agenda

Vietnam Global Leaders Forum 2019, Paris

On March 30-31, 2019, the Vietnam Global Leaders Forum took place in Paris.

The objectives

• call the Vietnamese diaspora talents and influences to accelerate Vietnam on its journey towards Industry 4.0.
• launch the Vietnam Global Leaders Network to mobilize the Vietnamese diaspora
• leverage the diaspora intelligence to feed the project Brand Vietnam.

The forum was co-organised by the Association of Vietnamese Scientists and Experts (AVSE Global), and the State Committee for Overseas Vietnamese Affairs.

The key note speeches were delivered by representative of Vietnam governments [2].

Around 250 Vietnameses or Vietnamese origin gathered from all over the world to the event.

The forum was sponsored by the Vietnamese companies Viettel, VNPT, MinhLong and by M. Hoang Chuc, a business man based in France.


[1] Official site
[2] Vietnam Global Leaders Forum agenda
[3] Vietnam Global Leaders Forum sponsors