8.30 am – 12 noon ICT
This year's theme for the Vietnam National Branding Forum 2023, hosted by the Vietnam Trade Promotion Agency (VIETRADE) under the Ministry of Industry and Trade of Vietnam (MOIT) was “Positioning Vietnam’s Green National Brand”.
The event was considered one of the most important annual events under the Vietnam Value Program, a unique and long-term program for trade promotion.
The objective of the Vietnam Value Program is to promote Vietnam's image as a country with high-quality products and services, in which will enhance the pride and attractiveness of the Vietnamese country and people.
Alex Haigh joined the event programme to deliver a presentation on "Factors that increase corporate brand value which contribute to enhance national brand value", sharing insights into the value of Vietnam's nation brand.
Further information exploring the relationship between Nation Brand Perceptions and Nation Brand Performance can be found in Brand Finance's Global Soft Power Index 2023.
The Vietnam Trade Promotion Agency (VIETRADE) is a governmental organization of of Vietnam responsible for national regulation of trade and investment promotion for development of industry and trade.
Alex is an all-rounder on all areas of valuation and quantitative market research but is a technical specialist in the assessment on the return on investment of different brand architecture and brand positioning options. Much of this experience has focused on identifying the brand structures, media investment, media mix and distribution channel management needed to minimise risk and maximise opportunity from any brand changes.
His other area of expertise is the use of market research and brand valuation for licensing strategy and transfer pricing having helped to set up brand licensing teams and structures with many clients.
He is a Chartered Accountant, Chartered Tax adviser and has completed the Advance Diploma in International Tax, with a specialisation in Transfer Pricing. He holds a dual degree in Economics and Environmental Policy from the London School of Economics and has completed training in Data Analysis and Marketing Strategy. He has worked internationally across all continents and in most sectors and now manages Brand Finance's teams and client work across Asia and Australasia.
The Vietnam Trade Promotion Agency (VIETRADE) is a governmental organization of of Vietnam responsible for national regulation of trade and investment promotion for development of industry and trade.
