Professor John Quelch (left) at VietNamNet's studio with VietNamNet Editor Nguyen Anh Tuan.

In an information society, customers have many choices. Not only do brand names of products and services have a value attached to them and are completely measured, but so do the names of countries, geographical regions, politicians, professors or social activists.

How to turn "Vietnam" into a valued and recognisable brand name? In other words, how is it possible to transform one’s homeland into a marketable product that is globally accessible?

Globally, many countries have successfully turned their name into a world-wide brand name: Singapore is a typical example.

However, it is difficult to initiate, especially when the phrase “local marketing” or “country marketing” remains vague for many.

For an answer, we tried to pick the brains of Prof John Quelch of the Harvard Business School, one of the foremost authorities on branding and marketing.

Prof Quelch attaches special importance to marketing country images. “As leaders, what will you do to develop your brand name?”, is his favourite question to his students.

Mr Quelch was previously the dean of the London Business School and after three years at this post, he turned this unknown university into an internationally reputed one, ranked seventh among business schools worldwide by the Financial Times. The school’s annual revenue grew 50% and the number of lecturers increased by 30% under his management.

He is currently associate dean of the Harvard Business School, and advisor and spokesman for hundreds of companies, business associations and government agencies in more than 40 countries worldwide. He has decades of experience in assisting companies build global brand names, recasting their marketing strategies to fit the economic circumstances, and turning customer trends into competitive advantages, and does not hesitate to share his thoughts with anybody.

Having worked with hundreds enterprises from 40 countries, he now wants to work with Vietnamese companies. Prof Quelch was present at VietNamNet on March 3 to take questions from VietNamNet’s readers along with Nguyen Anh Tuan, VietNamNet Editor-in-chief, and his former student. The following represents the major content of their discussion.

Can Vietnam reach the ranks of leading countries in the region like the Republic of Korea?

I think that is a very big challenge for Vietnam. The country needs much time and extremely great efforts to turn that ambition into reality.

 

Obviously, these countries have developed much more than Vietnam. The issue for Vietnam is how to learn from their experiences while avoiding a repeat of their mistakes. There are two or three major factors for economic development in the context of the present world economy.

Firstly, it is necessary to have a transparent legal environment, where foreign investors feel secure their money will not be challenged, they can invest and transfer their profit outside. Moreover, that legal environment must support the jurisdiction associated with business management.

Secondly, we will look at very important standards as environment protection. There are many examples of countries that have maintained economic growth for a long time but not paid equal attention to environment protection. This is also closely connected with people’s welfare.

Thirdly, developing educational skills, especially IT, to ensure the young generation’s involvement in global economic activities in the 21st century.

Some think Vietnam can become a leading country in the region only when it has big cities. You have been to Hanoi, HCM City and Nha Trang. What do you think about these cities?

Vietnam is a multi-cultural country, which is clearly reflected in each region and that makes Vietnam more attractive. HCM City is a dynamic economic centre which attracts large foreign capital. Hanoi is known as a political hub, with many government bodies.

The history of centuries of Vietnam is also reflected most clearly in Hanoi. The city has become a favourite destination for tourists, like other famous cities in the world. Nha Trang has a very beautiful beach but the local economy is still at the first stage. Local authorities should develop Nha Trang into a tourist site with the best services. At that time, tourist turnover will increase because visitors are ready to pay more for better services.

Vietnam still lacks experience in marketing. What should be done to attract foreign investors to Vietnam, especially Nha Trang?

Many investors from the US and Europe have invested in Vietnam and made large profits. It is important to continue feeding the information to potential investors that Vietnam’s potentials are very great.

For Nha Trang, like other forms of business, big tourist operators and hotel and resort managers always look around the world for business opportunities. In my opinion, there are several important things.

The first is the sustainability, continuation, and trust between investors in resorts and tourism and the local administration. This must be based on long-term trust.

The second is having attractive, diverse and high-quality attractions so that visitors can come to relax and integrate the culture and history of that area.

The third is to upgrade the transport system. I think all of those things require detailed plans involving both the government and enterprises.

If Nha Trang’s leaders invite you to be an advisor, what advice will you give them?

I am always ready to provide free advice and I hope they will take them (laugh). I think the most important aspect for Nha Trang is having top quality investors, with business plans for 20-30 years. A comprehensive plan for the whole region for 20 years is very significant.

What should we do to develop brand names for Vietnamese tourism?     

Let’s design tours with leading hotels to draw top and potential visitors; develop infrastructure; upgrade communications and transport to international standards. Once again, a transparent partnership between the government and investors is vital.

How can Vietnamese universities build their reputation like Harvard?

First of all, they must be patient and have long-term strategies to reach top standards. They need to set themselves a target of becoming the best university in Vietnam.

Secondly, it is necessary to achieve a balance between study and practice. Professors need to help students to develop new ideas and new ways of thinking. At the same time, they have to always review their ability of transferring their knowledge to students.

The governments of developing countries are interested in education but they pay too little to teachers, which makes teachers hesitant about making long-term commitments to their job.

In addition, there should be exchanges among universities, for example between Vietnamese universities and those in the US or Australia. I know some American students who want to study one or two terms in developing countries. We can exchange students or professors.

What should reputed Vietnamese universities do to compete with others in the world?

I don’t think it is the right time for Vietnamese universities to compete with others. There are opportunities to upgrade training quality at Vietnamese universities through partnership with those in Australia, the US and Britain. I think you should give top priority to this.

What do you think about the competitive advantages of Vietnam in a world of globalisation?

This is a really important question. I see two or three competitive abilities in Vietnam.

From the economic angle, Vietnam has natural resources and some capabilities that are not available to all. Much is said about Vietnam’s beautiful long coast, many tourist sites and a diverse ecosystem. Vietnam is somewhat similar to Chile, which has become an attractive destination for tourists.

Vietnam has some natural resources such as abundant seafood and also human resources.

I think in Vietnam is a very hospitable country. Thailand, a country with major competitive advantages in Southeast Asia, has built its international reputation around its hospitality.

That hospitality is reflected in the operations of the Thai Airways, which has become an extremely important means of marketing for Thailand globally. The same has happened for Singapore Airlines. There is no reason why within the next five to 10 years, Vietnam Airlines cannot reach such a level of capability and prestige.

You have held talks with Vietnam Airlines officials. What do you think about the airline’s service quality?

I flew from Paris to HCM City on Vietnam Airlines and saw the service quality has improved. The food was very tasty and comforts very good. The flight departed on time after time-saving formalities. Vietnam Airlines is expanding its coverage to the US. I hope there will be a service from Boston to Hanoi or HCM City, so that Vietnamese students can visit Harvard University.

What is your impression about the image of Vietnam?

The name Vietnam is attaining a higher profile in the world. Vietnam exists in the minds of many people. The country should continuously develop its good image through travel firms, politicians…

What is your opinion about developing a national brand name for Vietnam?

It is unlucky that Vietnam is known mainly for the American War and people often retain unattractive images about Vietnam in their minds.

However, the positive aspect of this is the name is on the minds of many people who don’t even know about the existence of many other countries. I think almost the whole world knows about the existence of Vietnam but you should use this opportunity to re-build new images of the country. What does the country represent and what does it mean to people?

I think this is very significant, especially strengthening the understanding of travel agents, visitors, entrepreneurs and politicians. I’ve just had lunch with members of the American Chamber of Commerce, including the former Country Director of Citigroup and ANZ’s marketing manager. These individuals are very important in marketing and improving the images of Vietnam to the world because what they tell their colleagues globally will have a great impact on the formation of images about Vietnam.

However, time is needed to change and develop the new image of Vietnam. There are many things, from small to big, that you can do to market your country.

What should be done firstly to market the country’s images to overseas Vietnamese?

Overseas Vietnamese can be very useful for marketing Vietnam’s image. For example, Vietnamese in the US can play an important role in improving the image of Vietnam abroad. They are not only investors but also bridges between Vietnam and the countries they live in. They can work as salespeople to market the Vietnam brand name.

In the IT and e-commerce revolution, India and China started at the same time as Vietnam but those countries have left Vietnam far behind. What should the Vietnamese Government and companies do to catch up with them?

Both countries have a strong commitment to economic development. The healthy competition between China and India is promoting economic and structural reforms and economic development in the two countries.

Both of them, particularly China, have a strong entrepreneurial spirit, with a high proportion of the population involved in the free-market economy. They want to go ahead. They have capital available. In the case of China, there are overseas Chinese and in India, rich families who control national-scale enterprises.

India’s advantage over China is the larger number of people who can use English proficiently. However, young Chinese are now trying to learn English.

If you were a leader of a poor area like my hometown (situated 30km from Hanoi), where local residents are mainly farmers, what would you do to develop a brand name or seek investment to develop the local economy?

Once again, let me mention three factors: developing basic education to create a quality human resource, improving transport so that poor farmers can work in the city and return home in the afternoon and having preferential policies with regard to tariffs and land for investors. However, you should know that such incentives can become a double-edged sword because investors can easily leave this place for another offering more attractive incentives.

Country marketing is very significant to a developing country like Vietnam. But in the current situation, what are the issues that Vietnam should first focus on?

Many countries have reached great heights from a similar starting point as Vietnam. It is important that policy makers look at and learn from the experiences of the Republic of Korea, China, Thailand, Malaysia, the Philippines and Indonesia.

There are many issues to be addressed for developing a country’s image: infrastructure should be upgraded to support economic development; it needs to be decided what percentage of the population should be technically trained to draw foreign investment in production and key industries… I think every country must address these issues, including Vietnam.

From what can Vietnam develop its brand name: from an industry, a locality or the whole country?

You mentioned the combination between a logo and the country. 

Looking at the logo of Vietnam Airlines (a lotus), I see it is a more simple and easy-to-remember logo for Vietnam than its flag with regard to sending message to others about the hospitality and natural beauty. Vietnam should use this logo more.

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