Steps to Implement Local Branding

Figure 3.2: Steps to implement local branding

Source: Author's synthesis

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Analyze capacity and competitive advantage. Compare Ba Ria - Vung Tau province with other provinces to indicate financial resources, budget, human resources, institutions, and upcoming strategies.

align resources to

achieve results, advantages

natural condition characteristics

However, the geography and socio-economic characteristics are unique. The most important thing is to find the differences to be able to build and position Ba Ria - Vung Tau province in the long term. These factors often form a list of tasks that need to be evaluated and compared, so that Ba Ria - Vung Tau province can check and test in the process of analyzing potential.

Barrier analysis. There are two types of barriers, international barriers for Ba Ria - Vung Tau province to carry out propaganda and communication work and barriers to attract world resources into Ba Ria - Vung Tau province in the opposite direction. These barriers can be tariff or non-tariff or institutional barriers. Each foreign environment will have a different institutional and operating culture. Knowing the barriers to identify options and action plans to overcome those barriers. In addition, internal barriers within Ba Ria - Vung Tau province that hinder development or change also need to be eliminated and minimized.

Research on the awareness and behavior of the subjects and stakeholders. Research on the expectations of the people of Ba Ria Vung Tau province about the desire for the image of Ba Ria Vung Tau province in the future; research on the expectations of foreign investors about the business environment and attractive support of Ba Ria Vung Tau compared to other provinces; research on the desires of foreign tourists and other local tourists about destinations and tour structures of Ba Ria Vung Tau province; research on importers around the world about the choice of purchasing products produced in Ba Ria Vung Tau; research on businesses in Ba Ria Vung Tau province about the support of the provincial government for business development; research on the development of the living environment in Ba Ria Vung Tau to attract workers with knowledge and good practical skills.

Step 2 Strategic Planning

According to the approaches from

top to bottom from

inside out, strategy

BRVT province's brand must be consistent with the socio-economic development strategy of BRVT province and must have separate brand strategies for each relevant group of the province. To plan a strategy, it is necessary to start from a precise vision to concretize that vision into each action plan, each policy, each awareness and belief of BRVT province's residents.

Analyze the opposing options. Each locality has advantages and disadvantages, depending on whether those characteristics are suitable or not suitable for the development goals. The important thing is to know how to promote the advantages and limit the disadvantages. The vision of Ba Ria - Vung Tau province becoming a tourist destination, an industrial locality, a port city, a freight transit service center, etc. will entail different action plans for implementing the goal of building the Ba Ria - Vung Tau province brand. There are complementary contents, but there are also contents that restrain each other. The factors restrain or create opposing options, so the Ba Ria - Vung Tau provincial government must arrange priorities to be able to implement the opposing options in parallel while still achieving the common development goals. However, due to limited resources, Ba Ria - Vung Tau province should not spread out too many spearheads so that there are no resources to deploy and implement.

Select a group of factors

develop. To become

to another locality

To differentiate in a certain field, Ba Ria Vung Tau must conditionally select a group of factors to invest in long-term, synchronous and comprehensive development.

Step 3 Execute the strategy

Building the strategic framework architecture of Ba Ria Vung Tau province's brand and implementation plans. The strategic framework outlines the basic features of the relationships, impacts and influences of relevant subjects, and the roadmap.

Implementation process of Ba Ria - Vung Tau province in the process of building the provincial brand in general

and the components of the provincial brand in particular. Answer the question "What needs to be done to attract resources from the outside world for the Ba Ria Vung Tau provincial brand?". In the process of building a strategic framework, it is necessary to pay attention to the following 4 main principles:

Developing the image of Ba Ria - Vung Tau province as a strong and attractive image to the community.

There are attractive promotion forms for products with origin, geographical indications, and typical products of Ba Ria - Vung Tau province.

row

Implement product and service distribution

Convenient customer orientation

Ensure that relevant parties using services and products of Ba Ria-Vung Tau province have full awareness of the competitive advantages and differences of Ba Ria-Vung Tau province.

Step 4 Evaluation

Develop an evaluation plan. The evaluation plan includes evaluation content, evaluation criteria, evaluation objects, evaluation time, evaluation process and the unit implementing the evaluation work. The more detailed and complete the evaluation plan is, the more information Ba Ria - Vung Tau province itself will have for strategic planning and branding activities of Ba Ria - Vung Tau province, and enough information for evaluating the implementation effectiveness and making adjustments when necessary.

Build a set of evaluation criteria according to the stage objectives. Depending on the objectives and evaluation objects, based on the evaluation content, it is necessary to build a system of evaluation criteria and measurement scales. The requirements of the criteria system must be easy to classify and easy to implement evaluation or ranking. The criteria must be clear and transparent to avoid duplication or interference in content categories. Larger criteria must be general and comprehensive for smaller criteria in the same evaluation system.

Analyze challenges and review quality to meet stage objectives. In the process of implementing the branding of Ba Ria - Vung Tau province, it is necessary to conduct the process of evaluating and analyzing effectiveness, reviewing the quality of implementation work to ensure

suitability and effectiveness

of the job like

respond to changes and variations

constant integration of domestic and foreign environment.

Conduct the assessment. The question is who will conduct the assessment? Normally, Ba Ria-Vung Tau province should hire a professional and knowledgeable unit with in-depth knowledge of research, with a team of research experts with good knowledge and analytical synthesis skills to ensure the assessment is of good quality and is carried out objectively, instead of the Ba Ria-Vung Tau provincial government itself conducting the assessment.

Step 5 Adjust

Set the adjustment direction. During the implementation, it is not possible to guarantee

ensure that the work is carried out smoothly and according to the set goals. Therefore, adjustments need to be made when the environment changes, and adjustments need to be made so that the implementation focus is on achieving the set goals instead of being derailed. In many cases, the original goals must be changed to suit the new situation.

Content changes and risk forecasts. What content needs to be adjusted and changed will be linked to the relevant agencies and units, linked to the stage of the implementation process. Adjustments to content need to be linked to risk forecasts,

It is understood that there must always be scenarios for the uncertain factors that the strategy implementation process involves.

3.2.3. Implementation

a. Vision of Strategy

Determine the strategic vision for building the brand of Ba Ria Vung Tau province associated with 4 main development directions:

Business and industry: restructuring the economy to focus on services

port logistics and tourism development while creating entrepreneurial spirit

career, career in the community and business people.

Export market: optimal choice of import market for products with origin, geographical indications or typical products of Ba Ria - Vung Tau province with its own product brand

Tourists: focus on shifting from mass tourists to high-end tourists who accept spending more on shopping and traveling, using more high-end and expensive services

Residents and employment: focus on attracting tourists who not only come for tourism but also for long-term vacations and then settle down, focus on attracting labor resources with good knowledge and practical skills to live and work for businesses in Ba Ria - Vung Tau province.

Figure 3.3: Local brand strategic vision

(Author's synthesis)

Define strategic vision and phase goals. The vision is expressed in a statement of what Ba Ria-Vung Tau province wants to become in the future. To achieve that future, Ba Ria-Vung Tau province needs to set goals for how many phases, prioritize them, and allocate resources to those goals.

Risk forecasting. The nature of risk is uncertain and uncertain factors. When these factors cannot be controlled, it will lead to risks in the operation process. Ba Ria - Vung Tau province can identify internal factors, some of which are national in scope, but there is not enough data to predict all changes caused by external factors, global factors and international economy, affecting the locality. Any stage, content or implementation action that involves uncertain factors must have a risk forecast and provide scenarios for dealing with those risks.

b. Model for organizing and implementing local branding strategies

Building a model to generalize in the most general way the relevant subjects and the work to be done, the implementation stages for building a local brand. Each stage has its own priority target group and because of that

will be organized and implemented with different appropriate methods. The model does not specify the order of priority and weight for each criterion and goal of the short-term strategy. This needs to be done through the Ba Ria-Vung Tau provincial government to develop and plan appropriately for each subject and each period. In addition, the plans are intertwined and must be implemented harmoniously in the overall picture of the whole province. The province must allocate

resources for long-term planning, annual planning to each Department/Agency at the local level

local authorities to each village, commune and ward level so that implementation is comprehensive and thorough.

Building a brand through comprehensive, systematic and comprehensive communication and promotion activities will ensure trust not only for external entities but also have important significance for internal entities. The 4 conditions in marketing and communication activities to build the brand of Ba Ria Vung Tau province include:

Create support from residents of Ba Ria Vung Tau province so that each person becomes

Become a brand ambassador and build government support to gain support resources at the national level.

Providing the best infrastructure conditions for people to develop their lives, businesses to develop production and business, and tourists to enjoy service and tourism experiences.

Figure 3.4: Framework for implementing a local branding strategy

(Author's synthesis)

Create new forms and incentives to attract business, investment and immigration

Positioning Ba Ria Vung Tau province is associated with a vivid and

Good communication program to ensure information reaches each relevant audience effectively.

c. Selecting a focal model for the network of organizations to carry out the task of building local brands

Establish 01 independent Agency with Departments/Sectors responsible for coordinating the overall task of building the brand of Ba Ria Vung Tau province with the following functions and tasks:

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