The book shares experiences in building brands for Vietnamese businesses.

“Creating a Brand Image Strategy” - the latest book by branding expert Richard Moore, published by Dan Tri Publishing House, brings a lot of useful information about brand building for the Vietnamese business community and enterprises.

On October 25, in Hanoi , Richard Moore Associates LLC - specializing in brand consulting and brand communication, in collaboration with Rio Book Vietnam Joint Stock Company launched the book "Creating a brand image strategy". This is the first book in a trilogy of books on brand thinking by author Richard Moore.

Author Richard Moore (third from left) and delegates discuss and introduce the book. Photo: Thanh Luan

Author Richard Moore is Chairman and CEO of Richard Moore Associates LLC. This is a unit that has accompanied hundreds of businesses in Vietnam for over 30 years in consulting projects and building brand identity, such as VietinBank , Vietjet Air, Kangaroo, Napas...

With 50 years of experience, including nearly 30 years of operating in the Vietnamese market, Richard Moore wrote the book “Creating a Brand Image Strategy” based on his extensive expertise combined with his understanding of the practical economic conditions in Vietnam. This is also an updated and supplemented version of the author’s in-depth information and practical experience in the book “Investing in a Brand Image Strategy”, first published in Vietnam in 2009.

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“Building a Brand Image Strategy” presents in a logical and systematic way the basic information about the brand, introduces the perspective on the core nature of the brand and each step in the process of creating a brand identity system based on a strategic foundation, thereby contributing to building a strong brand image. In particular, the book includes the latest typical examples in Vietnam that have applied this basic knowledge to develop the brand.

The author shared: “This book is one of the efforts to bring more useful information to the Vietnamese business community and enterprises, helping them improve their competitive position in the international arena and contribute to the development of Vietnam, the second homeland that I have been attached to for nearly 30 years”.

Regarding the author and the book, Chairman of the Association of High-Quality Vietnamese Goods Enterprises Vu Kim Hanh commented: "The book not only describes the elements that create the identity system but also describes the brand image strategy behind that system and is illustrated by Richard Moore's professional experience."

According to the author, after this book, two books "Applying integrated brand thinking" and "Thinking about creative thinking" will be released in the near future.

Nguyen Phuong (According to hanoimoi.vn)

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