He took some examples as Guangdong (a Chinese province) to buy Vietnamese coal and export electricity back to Vietnam. To compete with China, Vietnam must find new applications of technology to enhance the quality of its products and produce high-valued commodities.
Mr. Hermawan Kartajaya – President of the World Marketing Association – believes that Asean need to create a common motto to let their uniqueness arise. To him, “in marketing, the most important criterion is not to be the best, but the uniqueness”. So how to recognize another Asean among India and China ?
The Business Week calls China “World Factory”. They also calls India “World Office”. So what we Asean are ? How would Asean like the rest of the world to see and connect with them ? Mr. Hermawan used the industry of tourism as a specific example to create the uniqueness. Each country in Asean have different slogan for their tourism services, such as: “Uniquely Singapore” – means that Singapore is the only developed country in the whole Asean community; “Ultimate in Diversity” – means that Indonesia has the diversified population of 250 million. There are also interesting slogans as “Kingdom of Unexpected Treasures” of the Kingdom of Brunei, “The Hidden Charm” of Vietnam, “Home of the World Heritage” of Cambodia, “Jewel of the Mekong” of Laos, and “The Golden Land” of Myanmar.
And especially, the slogan “Truly Asia” of Malaysia is a great success, which is applied by Malaysians right after the old “The New Asia” of Singaporeans. Mr. Hermawan Kartajaya focused: “Why have we not established an Asean as the Paradise on Asia yet ? Certainly, tourism slogans are not synonym with country brand-names, but this is a way to let travellers remember us in among of their choices. Also the slogan is only a promise. We need to prove that it is true”.
|
(In picture – from right to left) Mr. Hermawan Kartajaya – President of the World Marketing Association, Mr. Le Phung Hao and Mr. Tran Viet – Vice Director of Kinh Do Corp., Mr. Tran Hoang – Chairman of VietnamMarcom Co., and Prof. Hooi Den Huan (NanYang Business School, Singapore).
|
Source: Huong Giang
Tuoitre Newspaper