International Business Week 2022

National branding in the global business context: the way forward for Vietnam

National Branding is the subjective perceived perceptions about a country by external stakeholders such as potential customers. Global consumers have different positive, negative, or neutral connotations of countries in their minds. According to their perceptions of the images of the countries, individuals may show the buying behaviour or stay away from the products or services offered by the companies in those countries. The economic development stage of countries, international and internal political factors, formal and informal institutions, technology, traditions, culture, geographical features and natural beauties can be counted as affecting the country's image.

The country brand can be used as an important tool to create a positive perception by promoting the goods and services of countries, raising awareness about a country, increasing export, import, and tourism revenues, and attracting foreign investors and skilled expatriates. A positive country image will also create a positive perception of companies' products originating in that country. It is also interesting that firm’s competitiveness and overall quality of services and products creates a positive country image. This is a two-way process. A country's image helps companies be more competitive in global markets, and the competitiveness of companies also strengthen the positive image of nations.

The country's image and competitiveness of companies strengthen each other and create a synergic effect. For example, German technology, Swiss watches, banks and chocolate, New Zealand and Australian meat and agricultural products, French wine, Italian fashion products, Japan's automobiles, Korea's smartphones, and dramas, Thailand and Malaysia's tourism industries, Singapore's financial sector and Vietnam's rice and coffee can be given as examples of the positive image of the country related to specific industries. Studies have shown a positive relationship between the country's image and global customers' willingness to purchase products and services and being ready to pay extra for the products from a country with a positive image.

The creation of all these positive images is related to both the long-term strategic investments of the states and the competitiveness of the private sector. Vietnam is very strongly integrated into the world economy, and the free trade agreements signed by Vietnam also contribute to the rooting of this integration. The Vietnamese government is working long-term to raise positive awareness of Vietnamese marks. Vietnam National Brand Program (THQG) aims to increase the attractiveness of Vietnam by contributing to the competitiveness of Vietnamese businesses in domestic and foreign markets.


Time Descriptopn
1.30 – 2.00 pm Registration & Reception  
2.00 – 2.10 pm

Welcome Remark from Dean of SBM, RMIT Vietnam 

Professor Robert McClelland 

2.10 – 2. 40 pm

Vietnam's Image and Implications for International Business 

Mr. Vu Ba Phu,

Director General of VIETRADE, Ministry of Industry and Trade; Head of Secretariat Board of the Vietnam Value Programme

2:40- 3:10 pm

Growing with Vietnam

Ms Vo Thi Lien Huong

Vice General Director, Secoin Corporation

3.10 – 3.40 pm

National brand in relation to product brand/corporate brand

Dr Lindsey M. Bier 

Marshall School of Business, Department of Business Communication, University of Southern California 

3.40 – 4.10 pm

Vietnam Brand and Soft Power of Vietnam 

Mr Lai Tien Manh

Vietnam Country Representative , Brand Finance International Consulting Group 

4.10 – 4:40 pm

Round Table Discussion

Moderator: Dr. Quyen Dang

International Business Lecturer, RMIT Vietnam 

4:40 – 4:50 pm

Closing remarks 

Dr Erhan Atay

Senior Program Manager, International Business, RMIT Vietnam 


The objectives of the International Business Week on National branding in the global business context: the way forward for Vietnam are to:

  • Engage with different stakeholders and experts to understand National Branding's contributions to the Vietnamese economy,
  • Discuss Vietnam's image and its implications for International Business and set strategic goals for creating a stronger country image,
  • Discuss the factors that can positively impact the Vietnam brand with the participation of RMIT students, who will be future leaders,
  • Create a wider learning opportunity for International Business students.

Guest speakers

Mr Lai Tien Manh

Country Representative, Vietnam, Brand Finance International Consulting Group

Dr Lindsey M. Bier

Assistant Professor, USC Marshall School of Business

Mr Vu Ba Phu

Director General of VIETRADE, Ministry of Industry and Trade, Head of Secretariat Board of the Vietnam Value Programme

Ms Vo Thi Lien Huong

Vice General Director, in charge of International Business, Secoin Corporation

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