Brand new country

Vietnam has established a National Brand Name program that by 2050 aims to convey an image of a high productivity country backed by a firm set of values. This is to be a responsibility of every citizen and every organisation.

This is a real challenge as currently Vietnamese productivity is quite low.

One strategy is to build the national brand on the few strong brands marketed by Vietnamese countries.

This looks a positive mission and a laudable aim .. but currently the program looks heavy on exhortation, light on detail. Still, in 40 years or so ... we'll see how close they got!