Xây dựng bộ nhận diện thương hiệu Quảng Ninh

In recent years, Quang Ninh, like many other localities, has been making efforts to build a local brand. However, reality shows that the logo and slogan system of Quang Ninh has not met the requirements of development.

Diagram of the content and process of a local brand development strategy and factors affecting the implementation of the strategy into practice according to author Philip Kotler's point of view.

Quang Ninh brand identity is a multi-step construction process, in which the brand building implementation needs to attract and gather elements that have formed the brand identity of the industries, fields, and localities in the province. The Department of Culture, Sports and Tourism has organized a scientific workshop to consult on building the Quang Ninh brand identity, receiving opinions from experts, researchers, and scientists in the fields of culture, fine arts, graphics, architecture, and religion. The opinions presented ensure both academic and practical scientific nature and all come to a common consensus to determine the diversity of the Quang Ninh brand.

Brand identity will not only stop at tangible objects such as: Logos, iconic buildings, dishes, publications... but the identity needs to be based on the cultural and spiritual values of an entire region, country and must be associated with the national brand identity to create a combined strength, spreading the typical cultural values on the world stage.

In the tourism logos of Quang Ninh in particular and Vietnam in general, there is often an image of the Rooster and Hen Islet on Ha Long Bay.

The brand identity of Quang Ninh province ensures the characteristics of the Quang Ninh value system, elements of the new development era, sovereignty, border security... In particular, the identity needs to have all the main components of the local brand identity including: Philosophy, political context, local characteristics, images, characteristic colors, fonts, slogans, visual propaganda products (panels, outdoor posters, electronics...), sound, product packaging, costumes.

Associate Professor, Dr. Nguyen Thi Huong, Ho Chi Minh National Academy of Politics, said that Quang Ninh is the first locality in the country to have a strategy to build a local brand. In 2015, the province established the Quang Ninh Brand Council, followed by the "Ha Long Smile" brand building program to create a new lever to attract tourists. The province has also implemented many documents and a number of key projects and orientations in building and developing the brand. Building the brand of Quang Ninh province is considered a strategic goal for sustainable development, protecting the environment and natural resources of the locality. A strong brand will be the basis for economic development, attracting tourism, increasing competitiveness, and enhancing the cultural values and people of Quang Ninh.

Ms. Nguyen Thi Huong proposed that the content of building the Quang Ninh Province Brand Identity could include: Logo, Slogan, distinctive identity color, distinctive costume, distinctive song, iconic construction, distinctive dish, distinctive mascot, distinctive style, distinctive tree (flower), and possibly some other elements. In that system, Logo and Slogan are considered the first elements in the Brand Identity.

One of the key issues of the locality is to build and complete the Quang Ninh Province Brand Identity, making the Quang Ninh brand a strong brand with regional and international value. Dr. Nguyen Thi Bich Yen, currently Deputy Editor-in-Chief of WAJ Magazine at the United Nations - in Vienna (Austria), President of ICI International - International Intercultural, Scientific and Communications Organization (Austria), suggests that 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 identification elements, concretize ideas such as logos, main colors, fonts, symbols, and visual styles, and ensure high applicability on many different platforms and materials. 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.

According to Ms. Bich Yen, the brand identity includes the brand name, the logo should use the image of the mother dragon, the baby dragon descending to earth, the slogan, the color, in my opinion, 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.

Some charcoal handicraft products of Mr. Pham Tien Chin (group 7, zone 3, Hong Hai ward, Ha Long city). — Fine art coal products are considered cultural symbols of Quang Ninh.

Currently, the Department of Culture, Sports and Tourism has received opinions from experts and scientists, registered the topic of building a Quang Ninh brand identity as a provincial-level science and technology task, organized a provincial-level scientific conference and may propose to organize a national-level scientific conference. At the same time, widely launched the contest to build a Quang Ninh brand identity, Quang Ninh province logo; completed the evaluation of the works; then reported to the Provincial People's Committee, the Provincial Party Committee's Standing Committee to consider and select the works.

Huynh Dang

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