The book by Dr. Nguyen Thanh Trung (introduced by the Truth National Political Publishing House) helps readers understand the role of a local brand that can increase the perceived value of people, products, culture, business environment and tourist attractions of a locality or province, city, country or territory.
The book is 265 pages thick, with 6 chapters, focusing on clarifying many contents and categories related to the image and identity of the locality as well as how to operate to achieve an attractive and appealing local image, including:
Chapter I - Challenges of building local brands with 4 issues: Entering the global market; Geography - economics - politics; Improving the material and spiritual life of residents; Challenges of building and developing local brands in Vietnam
Chapter II - Experience from localities, taken from localities in countries in the region and domestically such as: Shenzhen (China), Incheon (Korea), Iskandar (Malaysia), Quang Ninh (Vietnam)...
Chapter III - Brief history of local branding - History of research towards shaping the concept of local branding.
Chapter IV - Local brand image and identity clearly identifies local image and local identity.
Chapter V - Model and content of local branding: Role of local branding; Factors affecting local branding; Local branding model; Content of local branding strategy; Capacity for local branding.
Chapter VI - Subjects and process of building local brands: Subjects participating in building local brands; Process of building local brands; Implementation organization; Some policy suggestions associated with solutions for building local brands.
In this book, locality is understood to include a country, province, city, or a geographical area with borders and an executive government. Special focus is given to the approach to place branding with the role of provincial and city governments.
“The ultimate goal of place branding is to achieve economic and welfare benefits for the local people. Therefore, place branding must reflect the thoughts and aspirations of the local people.
I hope this book will be a practical reference for policy makers, local government officials and teachers in schools.
But above all, the ultimate goal of building a local brand is to achieve economic benefits and welfare for the local people themselves" - Dr. Nguyen Thanh Trung said.
