Brand value of Hoa Lu - Ninh Binh
seen from the relationship with Thang Long - Hanoi
Looking back at the historical and cultural space of Hoa Lu - Ninh Binh through historical periods, placing that space in regional relationships, we see: Hoa Lu is not only a majestic imperial capital but also a military base of strategic importance; not only a capital with a dangerous terrain but also an important economic and cultural center of the country. The terrain of the ancient capital Hoa Lu, of the Vu Lam palace, of the Tam Diep defense line, the Than Phu seaport and two vital traffic routes: Thuong Dao, Thien Ly..., all show the dangerous and strategic position of a land. That is a great resource, of special value and significance to the capital Thang Long - Hanoi and the longevity of a nation.
The templates, models, and creative ideas of the Dinh and Tien Le dynasties... had a profound influence on the development thinking of the Ly and Tran dynasties and many subsequent dynasties. Therefore, it can be affirmed that the relationship between Hoa Lu - Ninh Binh and Thang Long - Hanoi is an intrinsic, natural, flesh-and-blood relationship. Thus, naturally, history has created pairs of relationships or models of connections between ancient capitals and capitals (modern capitals) in East Asia: Luang Prabang - Vientiane (Laos), Angkor - Phnom Penh (Cambodia), Borobudur - Jakarta (Indonesia), or Nara - Kyoto with Edo (Tokyo, Japan). These are relationships of coexistence, symbiosis, and shared destiny. Hanoi and Ninh Binh have certainly recognized those unique, superior strengths and should soon have a strategy of close cooperation to create mutual values of "win-win" and mutual development.
To enhance and develop the relationship of coexistence, symbiosis, and shared destiny with the capital Hanoi, the province should also have a strategy to preserve, transmit and promote the unique cultural and human resources of the imperial capital. There should be an early plan to encourage and preserve the "Living Cultural Heritage" of craft villages, ancient songs...; survey and inventory to authentically assess the resources and cultural reserves (tangible and intangible) and from there select the unique cultural values of Ninh Binh. In the work, propaganda and education programs, Ninh Binh should set out the motto: Proud of heritage - Developing from heritage - Prospering with heritage.
Along with that, Ninh Binh should soon have a Resolution and Strategy for developing cultural industry and creative industry. There should be an investment plan to build a strong ecotourism, cultural and spiritual tourism group (or a group) of Ninh Binh, to affirm the brand and promote the brand of ecotourism and high-class cultural services of the province. Learning from the experiences of Nara and Kyoto, in cooperation with a number of universities and research institutes in Hanoi, Ninh Binh should soon have a high-quality training facility (Hoa Lu University can be proposed) on Ecotourism, culture and Heritage Studies at all three levels.
The province needs to promote intra-regional and inter-Asian linkage thinking, that is, to establish and continuously strengthen relationships with UNESCO-listed Cultural Heritage Sites and Nature Reserves in the country and Southeast Asia, Asia to increase the sharing economy, promote the global value of Trang An Scenic Landscape Complex, develop a high-end eco-tourism brand and learn good management methods and good practices from the world to constantly innovate and enrich the value, brand value and cultural heritage of Hoa Lu - Trang An - Ninh Binh, at the same time, to calculate the "deep roots, strong roots" plan, taking culture and people's aspirations for contribution as the fulcrum for the cause of national revival.
Promoting heritage brand value in Ninh Binh
towards sustainability in the new context
Ninh Binh is a province with many amazing natural landscapes, where cultural regions intersect. Heritages in Ninh Binh are one of the most attractive and valuable tourism resources, bringing in the largest revenue for tourism development in the province.
In order to exploit heritage brands effectively and sustainably, worthy of the special position of "dual heritage", in recent years, in addition to efforts to protect the environment, preserve and maintain heritage values, Ninh Binh has introduced many mechanisms and policies to attract and mobilize investment resources for tourism. The work of making master plans, detailed plans for tourism development; attracting investment, building infrastructure; State management, training human resources, promotion, advertising... has been carried out with attention by all levels, sectors and localities.
During the period 2019 - 2020, the number of visitors to Ninh Binh had a high growth rate, reaching an average of 12.19%/year. After the negative impacts of the COVID-19 pandemic, from 2022 to present, in the context of economic recovery after the pandemic, Ninh Binh tourism has had strong growth, continuing to affirm the attractiveness of the Ninh Binh natural and cultural heritage brand to domestic and international tourists.
Cultural heritage is a valuable asset, from which brands for Ninh Binh can be built, creating a difference in competition in tourism services, building customer loyalty and increasing operating revenue. In the coming time, to promote the value of Ninh Binh's cultural heritage brand in the new context, the province needs to continue to raise awareness of brand value. Consider awareness as the starting point of action. Correct awareness leads to correct action. Awareness of the role of cultural heritage in the past has not been at the right level. It is necessary to continue to have specific solutions to raise awareness of the participants.
In addition, it is necessary to increase investment in preserving and promoting the value of cultural heritage. This is the most important solution to ensure that heritage is preserved and promoted for a long time. Investment should focus on items such as: restoration and embellishment of relics, construction of infrastructure for tourism, training of human resources, etc.
Tourism is one of the most important sectors in promoting the value of heritage. However, tourism development must be carried out in a sustainable manner, without affecting the environment and the lives of local people. The local community has the right to participate in and enjoy legal benefits from tourism activities; is responsible for protecting tourism resources, local cultural identity such as cultural forms, folk arts, traditional crafts, local goods production; maintaining security, order, social safety, and protecting the environment.
The province also needs to have policies and strategies for long-term tourism human resource planning, from which there is a plan for training and using it effectively and reasonably. In particular, it is necessary to focus on improving the communication and behavioral culture of tourism workers. This is also an indispensable part of forming a heritage brand. Strengthening international cooperation is an important solution to learn from experience and mobilize resources from other countries in preserving and promoting the value of heritage.
Promoting the brand value of cultural heritages in Ninh Binh province in a sustainable manner is an important task and needs to be implemented synchronously and effectively. By implementing the above solutions, Ninh Binh province can promote the value of heritages to contribute to promoting the economic, cultural and social development of the province.
Building the Ninh Binh automobile industry brand:
Experience of Thanh Cong Group
As a locality possessing diverse natural and cultural tourism resources, with many key and systematic tourism investment and development activities, Ninh Binh has now been known to domestic and foreign tourists and positioned as an attractive destination in the world. However, when mentioning Ninh Binh, we must also mention that this is one of the three largest automobile production and assembly centers in the country, along with Quang Nam and Vinh Phuc. This is the locality with the largest automobile production center in the region of the Hyundai Thanh Cong Vietnam joint venture, producing and assembling Hyundai brand cars distributed throughout Vietnam.
Implementing Resolution No. 54-NQ/TW dated September 14, 2005 of the 9th Politburo on socio-economic development and ensuring national defense and security in the Red River Delta region until 2010 and orientation to 2020, in which high-tech industry and clean industry are prioritized areas for development, in 2007, Ninh Binh province invited and attracted Thanh Cong Group to invest in research and implementation of automobile industry projects, building the automobile industry brand in Ninh Binh. Implementing the province's strategy, Thanh Cong Group has focused on identifying and implementing three key tasks:
One is , building a factory: In 2009, Thanh Cong Group started investing in an automobile manufacturing and assembly factory project in Ninh Binh. By 2011, Thanh Cong Group's first Hyundai automobile manufacturing factory was inaugurated in Gian Khau Industrial Park, Gia Vien District. In November 2022, the Automobile Manufacturing and Assembly Plant No. 2 (HTMV2) in the expanded Gian Khau Industrial Park was inaugurated - one of the key projects of the province to celebrate the 30th anniversary of the establishment of Vietnam - Korea diplomatic relations, 30 years of re-establishment of Ninh Binh province and 15 years of Thanh Cong Group's investment in Ninh Binh province, bringing the total capacity of Hyundai car manufacturing and assembly plants of Hyundai Thanh Cong Vietnam Joint Venture in Gian Khau Industrial Park to 180,000 vehicles/year, realizing the goal of meeting domestic consumption demand and exporting to other markets in the region, making Hyundai Thanh Cong Vietnam Joint Venture become the largest automobile manufacturer in the region of Hyundai Motor in the coming years.
Second , product quality and distribution channels: From the first car line, Hyundai Avante, up to now, Hyundai Automobile Manufacturing and Assembly Complex in Ninh Binh is producing and assembling 34 lines of passenger and commercial cars, meeting diverse market segments and Vietnamese consumer tastes. Another point worth mentioning is that Hyundai Thanh Cong Vietnam Joint Venture is one of the units owning the largest distribution dealer network in the current automobile market. In addition, the increase in dealer network also goes hand in hand with the improvement of the quality of operating processes and service quality, from the sales consulting team to modern infrastructure tools, towards the trend of 4.0 sales technology.
Third , focus on investing in people, prioritizing the development of local workforce and personnel. Only when local people create value for their locality can they create sustainable development for the business. Following this strategy, currently, of the 3,500 employees working at the Hyundai Thanh Cong Vietnam Automobile Manufacturing and Assembly Complex, 70% are from Ninh Binh.
With the support, facilitation, companionship and removal of difficulties from leaders at all levels and people in the province, along with the development strategy of Thanh Cong Group, Hyundai Thanh Cong Vietnam Joint Venture has made the Hyundai brand a Top brand in the market, regularly accounting for about 20% of the market share of Vietnamese passenger cars. It is worth mentioning that TC Group's investment activities in the automobile industry in Ninh Binh have become the nucleus attracting a series of FDI enterprises in the field of industrial production supporting the automobile industry to invest in Ninh Binh, being the locomotive to help form and develop the automobile assembly industry, automobile auxiliary industry, electronics..., making Ninh Binh one of the largest automobile manufacturing centers in the country; is a testament to Ninh Binh's attractiveness in attracting investment from large manufacturing corporations in the world, affirming that the development orientation and transformation of production structure from "brown" to "green" of Ninh Binh is promoting positive effects, moving towards making Ninh Binh a locality with strong and sustainable development.
With the position of Ninh Binh and the development orientation of the province's industry, we believe that Hyundai Thanh Cong Vietnam Joint Venture in particular and other supporting industry enterprises in general will continue to have favorable development in Ninh Binh, continue to affirm Ninh Binh's important position in the Vietnamese automobile industry and further promote the national automobile industry strategy.
Build a slogan closely associated with unique identifying symbols
Ninh Binh is a land containing dense historical sediments, cultural values, rich identity, unique character, with the close combination of geo-political, geo-economic, geo-cultural, geo-religious, geo-military, geo-natural, and ecological factors. Thousands of years of persistent and resilient history of opening up land, building a career, fighting foreign invaders, keeping the border safe and working in production have contributed to forming the local value system of Ninh Binh. These values both absorb and carry universal national and ethnic values, and crystallize the quintessential values, unique characteristics of the land of talented people of the ancient capital Hoa Lu that cannot be found anywhere else, becoming invaluable assets of generations of Ninh Binh people on the journey of building and defending the homeland, at the same time being the basis for shaping the development philosophy, promoting communication strategies..., contributing to building the local brand in the new development stage.
The slogan of the province is a title that must crystallize the outstanding characteristics, the most distinctive and special values of the province (majestic nature - central location - cultural heritage - developed economy - safe society - strong national defense - happy people), both shaping the brand of an ancient capital province rich in cultural identity, green development, and creating attraction and appeal to a large number of domestic and foreign tourists, accordingly it can be: Ninh Binh - The most beautiful hidden gem"; "Ninh Binh: Heritage land - strange land"; "Ninh Binh: New beginning, new vitality, new future of the ancient capital"; "Even if not fragrant, it is still jasmine/Even if not elegant, it is still a person of Trang An"...
The slogan is closely associated with unique, typical identification symbols, bearing the history, tradition, culture, qualities, and quintessential character of the land and people of Ninh Binh. Accordingly, the foreground should be the Temple of King Dinh Tien Hoang, the background should be a stylized image of the Trang An Scenic Complex, with a drawing of a curved arc like a rocky mountain (symbol of the Vu Lam palace, three sides of rocky mountains) and a stylized image of a reed flower ("Hoa Lu" in Chinese means "reed flower")... Along with the province's brand identity, it is necessary to be associated with a systematic, international communication strategy, ensuring both the spread of area, frequency, and intensity of regular and continuous appearance, using multiple communication channels (newspapers, social media, new media...; paying attention to using SEO so that the keyword "Ninh Binh" is prominent on Google...), and having a focus and key point (communication and images of Ninh Binh need to be prioritized to regularly appear on 5 key national press agencies). (level 1): Vietnam Television, Vietnam News Agency, Voice of Vietnam, Nhan Dan Newspaper, Communist Magazine; appearing in press agencies with the largest number of readers and viewers (media level 2): VnExpress, Lao Dong Newspaper, Dan Tri, Tuoi Tre, Thanh Nien, Vietnamnet, People's Army...
Research and cooperate with major media corporations in the world to produce high-quality media products to broadcast on international channels. Invite foreign correspondents from major media corporations in the world; foreign embassies... to Ninh Binh to experience and feel the culture, land and people here.
The province needs to closely coordinate with the Ministry of Culture, Sports and Tourism, large Vietnamese corporations to cooperate with major Hollywood producers (such as Warner Bros, Marvel Studios, Universal Pictures, Walt Disney, 20th Century Fox, Paramount Pictures, Sony Pictures Studios...) to build film studios combined with tourist destinations; produce "blockbuster" movies in Vietnam, focusing on Ninh Binh. Link with the world's most famous travel sites to build high-quality tours to Ninh Binh. Sign cooperation agreements with ancient capitals around the world, cooperate with large domestic and international travel companies, airlines to build high-quality tours connecting to ancient capitals around the world. Build a quality infrastructure system to organize conferences, seminars, events, and large international meetings in Ninh Binh...
The value of places, celebrities and festivals in local branding
As tourism, especially cultural tourism, has become a major economic sector, a huge "smokeless industry", booming on a global scale, the need to promote tourism products as commodities has become increasingly urgent.
The implementation of the local brand development strategy by Ninh Binh and other localities is a practical contribution to bringing the Resolution of the 13th National Party Congress into life, making culture truly an important endogenous resource of the sustainable development process; making culture permeate deeply into the economic and other fields - and only in that way, culture can gradually "be on par" with politics, economics and society.
Ninh Binh is one of the few localities in our country that has a very large, rich and typical and unique resource of place names. When talking about Ninh Binh, people immediately think of famous and highly recognizable places such as: Hoa Lu Ancient Capital, Trang An Eco-tourism Area, Tam Coc - Bich Dong, Tam Diep - Bien Son, Cuc Phuong National Park; Van Long Lagoon, Hang Mua, Non Nuoc Mountain and Pagoda... Besides, there are also craft villages, places associated with specialties, typical economic activities or historical and cultural events of the modern period.
Ninh Binh is a land of outstanding people that has produced many famous people, including great people in Vietnamese history. Therefore, developing the brand of Ninh Binh homeland based on the names and reputations of famous people is very necessary, in order to contribute to strongly arousing the pride and passionate love for the homeland of Ninh Binh people, while at the same time promoting cultural resources in the cause of building and defending the homeland and the Fatherland.
Along with that, Ninh Binh is also the land of very famous festivals. In fact, festivals have long been considered regional and inter-regional cultural events and "going to festivals" has been deeply imprinted in the minds of the people. Exploiting and promoting the value of festivals to increase the attractiveness of localities has become a popular trend in the world and in Vietnam. Developing local brands based on preserving and promoting the value of cultural festivals, traditional and modern festivals is a rather complicated issue, which needs to be implemented scientifically, systematically and professionally. Promoting and managing festival brands also requires more elaborateness, methodicalness and seriousness, especially promotion associated with tourism products.
From the experience drawn from the practice in Ninh Binh, in other localities of Vietnam and in the world, Ninh Binh needs to soon plan a local brand development strategy based on promoting the value of geographical resources to serve the rapid and sustainable development, first of all, the development of tourism in the province. The goal of this strategy is to contribute to the development of Ninh Binh province's brand, creating strong brands with high appeal, contributing to enhancing the position and reputation of the homeland and people of Ninh Binh, becoming a great soft force to promote the economic, social and cultural development of the province.
Based on the experience drawn from the practice of developing cultural and creative industries in the world, in Vietnam and right in Ninh Binh, we affirm that this is a necessary, inevitable and promising task that needs to be considered by the leaders and people of Ninh Binh as an important content of the strategy and sustainable development plan of the province in general and the strategy and plan for developing culture and people of Ninh Binh in particular. We affirm this so that the leaders, people and business community of the province have appropriate attention and determination, and have appropriate investment for this work.
The value of UNESCO title in building Ninh Binh local brand
UNESCO titles not only bring us world recognition, but also bring those recognized locations and intangible heritages into the world's network, giving us the opportunity to learn from our friends' experiences and to be introduced and promote our national identity, and also helping us build our own brand for Vietnam in general and for each locality in particular.
One of the advantages in building a local brand is the world's recognition of its uniqueness. Ninh Binh province currently owns 2/57 UNESCO titles of Vietnam: One is Trang An Scenic Landscape Complex (2014) - Natural and Cultural Heritage; Two is the practice of the Vietnamese Mother Goddess Worship (2016) - Representative Intangible Heritage of Humanity (co-ownership). That is a solid premise for building a local brand.
Going into each title, we can see: The title of natural and cultural heritage of Trang An Scenic Landscape Complex has many elements to develop the local brand. This is a natural heritage that contains the unique geology of the 250 million year old limestone mountain range that has weathered to create landscapes of rivers, caves, fields, lakes, and is a place to preserve and contain many ecosystems of flooded forests, forests on limestone mountains... It is these unique geology that have created biodiversity that can be exploited sustainably. The beautiful landscape here has made an important contribution to ecotourism as well as scientific research.
Historically, there are many historical relics from the Dinh and Tran dynasties. Therefore, Trang An Scenic Landscape Complex has become the first dual world heritage site in Vietnam with outstanding values in terms of natural landscape, history - culture and geological formation; it is also a place invested in to become an international tourist area. Ninh Binh people have every right to be proud of this heritage of theirs.
The source of geological assists, biodiversity, history as well as the cultural beauty of Ninh Binh, especially the heritage has been enrolled by UNESCO, has created conditions for Ninh Binh to develop in the country as well as step out internationally, promote the outstanding local points in a sustainable manner, make appropriate and attractive commitments for the target audience, which is also the local people.
The advantages of UNESCO's heritage has created the strength recognized on the world of Ninh Binh province. 9 years ago, the title of the heritage that UNESCO awarded to the cultural and natural complex of Trang An world is also the starting point to open a new period for Ninh Binh tourism industry. Cong in preserving and promoting heritage values to develop sustainable tourism. Thanks to that, Ninh Binh is maintaining the position in the top 15 destinations, 10 provinces attracting the highest number of tourists in the country.
Building a local brand is not an advertising campaign or a slogan, which is a long -term strategy, with a widely shared view, affecting all actions from investment promotion, natural exploitation, natural tourism, cultural tourism, sustainable spiritual tourism to urban management policies and attractive immigrants. gender recognition.
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