“Where are you from?” is the question that Ms. Tran Tue Tri - Senior Advisor of Brand Purpose Organization, member of the Executive Board of AVSE Global, author of the book “ Vietnamese Brand - Golden Moment” receives the most after each business trip abroad.
With just such a simple question, but also for Ms. Tue Tri to see the reception of international friends towards Vietnam is still quite modest. Therefore, the author of the book "Vietnamese Brand - Golden Moment" really wants to build a "wave" of global Vietnamese brands, promote the advantages of national heritage and culture to help Vietnamese businesses build brands that reach international level.
For Ms. Tran Tue Tri, a brand is something that remains in the mind and emotions of each person. To position a Vietnamese brand in the international arena, each product, organization, or country must make a brand promise. However, Vietnam is having difficulty making its own brand promise.
Ms. Tran Tue Tri, Senior Advisor of Brand Purpose Organization, Member of AVSE Global Executive Board, author of the book "Vietnamese Brand - Golden Moment". (Photo: NVCC)
Building Vietnamese brands
From an early age, Ms. Tran Tue Tri had the opportunity to work abroad and experience the cultures of many different countries. From her trips, she realized that most international friends only knew about Vietnam through the story of the war and how Vietnam defeated the US.
At the same time, the first "Influential Vietnamese" Forum held in Paris (France) connected Ms. Tue Tri with many influential people around the world . Among them, there were intellectuals, businessmen, historians,... who helped Ms. Tue Tri a lot in the process of forming the book "Vietnamese Brand - Golden Moment".
Coming to the Forum for the first time in 2019, Ms. Tue Tri felt proud and honored to meet many talented Vietnamese people. Traveling to many countries and interacting with many people helped her realize that international friends' perspective on Vietnam is only based on historical moments.
"I really hope that when I go out and say I am Vietnamese, people will not only admire the Vietnamese people for their strength in defeating invasions, but they will also admire me as a country with talented people who contribute to the development of the world," said Ms. Tue Tri.
However, few people know that in the process of building Vietnam's national brand from a practical perspective, Ms. Tran Tue Tri wanted to give up many times. Because the topic of national branding is a big topic and difficult to implement.
"Many people often ask me, 'What is the purpose of writing?', 'Who do I write for and will it change anything?', which makes me rethink the path I am taking. But there are also many people who have given me more energy. For example, Diplomat To Nu Thi Ninh and Professor Dinh Xuan Anh Tuan are people I met at the "Influential Vietnamese" Forum and gave me the opportunity to talk and learn more when writing this book," said Ms. Tue Tri.
Professor Dinh Xuan Anh Tuan once said that Vietnamese people have a very high capacity for forgiveness and always look forward. In order to develop, each individual needs to know how to forgive life, forgive others and look forward.
This sharing of Professor Anh Tuan was assessed by Ms. Tue Tri to be consistent with the answers she received when asked about "How to express the spirit and values of Vietnamese people?".
Take your business international
As a former Director of large-scale billion-dollar corporations globally, successfully leading businesses in restructuring, transforming business models, digital transformation, green transformation, leading brands to penetrate and expand in new markets, Ms. Tue Tri always wants to contribute to building international brands for Vietnamese businesses.
Ms. Tran Tue Tri hopes that the Vietnamese brand promise will be a place of prosperous innovation and happiness, and raises the question for everyone: "What is the promise for the Vietnamese brand?" . However, to make this happen, many people need to work together.
Writing a book about national branding brings Ms. Tran Tue Tri to the role of connecting people together. They are all people who have dreams of developing Vietnamese brands. Everyone has a number of plans to turn Vietnam into a destination of innovation, prosperity and happiness.
"First, form a network connecting domestic and foreign experts and brands to join hands in building the Vietnamese brand. Second, organize forums on national and global brands to connect people together. Third, organize activities aimed at increasing the scale of small and medium enterprises to build a global Vietnamese brand, because 98% of Vietnamese enterprises today are small and medium enterprises," said Ms. Tran Tue Tri.
For businesses that are still confused about which model to choose to build their brand and enter the international market, Ms. Tue Tri suggests referring to the 6P model - including 6 main factors: Product, Price, Place, Promotion, People and Process.
For example, Downy's brand positioning is to always make clothes soft and fragrant. But when entering Vietnam, the positioning of fabric softener is not important to consumers, because many Vietnamese people do not use towels, so the softness cannot be clearly seen. For Vietnamese people, the fragrance is important. Therefore, Downy's positioning when entering Vietnam is to focus on the story of "long-lasting fragrance all day" with many choices of fragrance.
When entering the Japanese market, Japanese people have the habit of eating a lot of grilled meat, so clothes are easily affected by unpleasant odors. From there, Downy's positioning in Japan shifted to deodorizing.
"When we know how to exploit cultural values, the value of people and the national brand will increase. That is the motivation that makes me want to make a story about the Vietnamese national brand, to enhance the value of each Vietnamese person. Every time I go abroad, I say that I am Vietnamese and everyone admires and respects what I have done... I really hope that by 2045, Vietnam will become a developed country," said Ms. Tri.
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I want to build a Vietnamese national brand so that every time I go abroad, I say I am Vietnamese and everyone admires and respects me.
Tran Tue Tri
Focus on action
When developing a brand, we need to have an overall view, from economic , cultural, social to human issues. Branding is not just about talking, we have to do it. However, we cannot do everything, because resources are limited. So we have to find the key issues in each field to develop.
"For example, in the field of technology, Vietnam is a developing country, so technological innovation is very important, helping to create breakthroughs. At the same time, agriculture is also an industry with great potential, we need to find a way to bring technology into agriculture to help Vietnam become the world's center for providing green and clean agricultural products.
Vietnam is ranked high in the world in terms of wind energy and solar energy. Therefore, we need to discuss green energy and renewable energy. Regarding cultural and social development, let's focus on soft power like South Korea has done. Vietnam can identify a cultural sector to focus on for development," Ms. Tue Tri emphasized.
Currently, Vietnam has about 190,000 international students in the world. In addition to internal strength, we can attract overseas Vietnamese to develop together. This is not a resource that any country has.
After the book on Vietnamese brands, the first thing Ms. Tue Tri wants to focus on is action, to be able to create a network to build Vietnamese brands in some special industries. For example, supporting small and medium enterprises, forming a Vietnamese startup system and promoting Vietnamese culture.
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