Dr. Nguyen Thi Bich Yen is currently Deputy Editor-in-Chief of WAJ Magazine at the United Nations - in Vienna (Republic of Austria), and is also a guest lecturer at several universities, President of ICI International - International Organization for Intercultural, Scientific and Communication (Austria). On the occasion of Dr. Nguyen Thi Bich Yen's participation in the workshop on building the brand identity of Quang Ninh province recently organized by the Department of Culture - Sports, reporters from the Provincial Media Center interviewed her.
- To have a Quang Ninh Brand Identity, according to you, what steps need to be taken?
+ I am very happy to receive an invitation to consult for Quang Ninh province to build a local brand identity. With the observation of a journalist and scientist, I would like to briefly contribute my opinion on building a Quang Ninh province brand identity through 5 steps. First is to analyze the market, analyze domestic and foreign competitors, focusing on comparing with localities and countries with world natural heritage. At the same time, identify and understand the needs and desires of target customers and related customers. Then identify cultural, social, political, diplomatic factors... that affect the brand. We must position our brand as different, unique...
The second step is to build values and come up with ideas. It is necessary to identify the core values of the locality, reflecting the goals, vision, and mission to form ideas for images/logos, slogans, sounds, colors, and related symbols. Next is to design the identification elements, concretize the ideas such as logos, main colors, fonts, symbols, and image styles, and ensure high applicability on many different platforms and materials.
The fourth is to build an identity system, build a set of rules, brand standards, details, such as how to use logos, colors, fonts and other visual elements in different contexts (both digital and print platforms), in both real and virtual environments or media.
And the final step is implementation, management and improvement. Use the brand identity in both physical environments (printed materials…) and in virtual reality or in the media. At the same time, continuously monitor this process to ensure consistency and timeliness to improve the brand identity elements to be suitable and attractive to the modern public.
- So, according to you, what components should a local brand identity include?
+ The brand identity includes the brand name, logo which I think should use the image of a mother dragon and a baby dragon descending to earth, slogan, colors which I think should use the authoritative yellow and the color of fire, the font must also choose an authoritative font, the image is of course Ha Long Bay, the sound should choose a mysterious sound, for example we choose the sound of a movie about dragons.
I hope to contribute a small part of my efforts to help position the brand of the beautiful land of Quang Ninh, spreading this brand abroad, just like what we have been doing for a long time. For example, we spread the heritage of worshipping Hung Kings of Vietnam. I hope to position more Vietnamese brands on the world stage.
I want to say more broadly that we should position the Ha Long Bay brand not only for Quang Ninh but Ha Long will be a brand for the nation, a global brand. Later, when mentioning Ha Long, people will immediately remember that this is a unique brand of Vietnam.
There are three important issues to determine when building a brand positioning strategy for Ha Long, Quang Ninh. First, we must determine the mindset. Then, the position and terrain. This is already available, in the blood of Quang Ninh people, the problem is how we identify it.
- According to you, what does it mean to define your mindset?
+ The proud attitude of living in and having the mission of protecting, preserving and developing Ha Long Bay - one of the 7 new natural heritage wonders of the world. From there, building a brand positioning strategy for Ha Long, Quang Ninh is to position the Vietnamese brand on the world stage. This positioning must be built systematically, synchronously and consistently in both real and virtual reality environments or on the media. I can give an example of the Eiffel Tower - Paris, or the world's classical music capital in Austria or ORF radio broadcasting live classical music programs every year at 11am on January 1st of the new year and selling copyrights to more than 200 countries and territories.
- What are the issues after determining the mindset?
+ Next is to determine the terrain. Determine The importance of the province's geographical location belongs to the western part of the Gulf of Tonkin - the northeastern sea area of Vietnam. There are historical battles here, defending the heroic borders of our ancestors. The terrain here has the unique natural landscape of Ha Long. Then there is the determination of position. How can Quang Ninh maintain its position in the hearts of the Vietnamese people, in the hearts of international friends. Quang Ninh needs to continue to make adjustments in planning issues, social behavior issues, cultural behavior issues...
For example, the Austro-Hungarian Empire was one of the four great empires in Europe, but it lost 99% of its area after the two world wars. What did they do to maintain their position in European politics? They gave land to build the United Nations headquarters (one of four UN headquarters in the world); positioned themselves as the world's music capital; gave birth to and positioned themselves as the homeland of the Waltz dance (born in the suburbs of Vienna (Austria) and in the high mountains of Austria, around the mid-1780s, the waltz began to flourish when it was performed at dance festivals at the Hapsburg palace, and gradually spread to other countries in the following years.
- From your experience in organizing events in Austria, what suggestions do you have for Quang Ninh?
+ I propose to organize 3 annual international events. Organize the Asian, World and Olympic Police Taekwondo Championships. At the first level, Quang Ninh province, the Ministry of Public Security and the World Police Taekwondo Federation have just successfully organized this event. This event has left a deep impression on the hearts of referees, coaches, athletes, officials and international friends.
I myself have worked as both a referee and a journalist, so I have felt their hearts and have written a series of international articles published in Europe about this event. About the beauty of Asian Taekwondo police, about the beauty of the police and people of Ha Long, Quang Ninh... and received the following feedback from international friends about Ha Long, Quang Ninh, Vietnam, which was very touching. I have never seen them so moved with affection and nostalgia for Quang Ninh.
The second thing is to organize annual creative camps, international conferences for filmmakers, writers, journalists, artists from all over the world to gather in Ha Long. The third is to build a heritage road in Ha Long in the shape of a dragon. There, each tourist, politician coming to Ha Long, please bring a stone (maybe a book, a souvenir of theirs) from their country to give to Ha Long, Quang Ninh to build this commemorative road. To remind them of their footprints that were left here so that they can tell their descendants to continue to visit this place, to visit the memories of their ancestors.
- Thank you very much for the interview, Doctor!
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