Once again I have been asked to make my predictions on brand and marketing trends in Vietnam as the new year arrives, and after observing local and international marketing activities I have selected the following.
Digital-based international marketing, time for Vietnamese brands!
Vietnam welcomes 2016 with series of free trade agreements (FTA) to come, such as the ASEAN Economic Community, the EU-Vietnam FTA, and the TPP, under which Vietnamese companies will face international competition and marketing opportunities. As a consequence, brands will be forced to defend their local market share while searching for international market expansion. In this context, international marketing is a key weapon to take local brands to global consumers. In the past this has been no easy task for marketers around the world because of its high cost and cross-culture complexity.