Vietnam's hospitality industry is undergoing a major transformation with a brand repositioning strategy that emphasizes unique, sustainable, and community-focused experiences.
Branding becomes the top interest for enterprises, particularly to small and medium sized ones, as competition through using traditional methods such as utilising advertising boards/signs is no longer effective, according to leading experts.
With a population including a large proportion of young people, the Vietnamese market is potential for brand experience programs such as The World of Heineken in Ho Chi Minh City.
Although many policymakers and economists have offered solutions to oppose against the “storm” of M&A acquisitions, many companies are struggling even in the home market. Domestic brands use a variety of solutions, such as changing business strategies, making long-term competition in the market, etc., but the majorities acknowledge that branding is difficult while protection and development of local brands is becoming more difficult, nearly alone in the fight against the “storm” of M & A.
Nike and Adidas are willing to pay 10-17 percent of their profits for their marketing campaigns. Will Vietnamese businesses do the same?
