Developing culinary nation branding strategy for Vietnam

Research Objective

The research objective is to explore Vietnamese cuisine brand abroad and develop a strategy for culinary nation branding for Vietnam internationally.

Research Questions

Before designing a strategy, it is necessary to conduct product research, market research and to unearth its impacts. Therefore, there are the research questions are outlined:

1. How to determine if cuisine can become a nation brand of a country?

2. What are the main factors contributing to culinary nation branding?

3. What is the impact of a culinary nation brand on tourism?

4. What is the strategy for culinary nation branding?

Research Tasks

Along with each research question, research tasks are developed as follow:

1. Assessing Vietnamese cuisine brand abroad and the sufficient condition for Vietnam to create a culinary nation brand

2. Identifying the factors of Vietnamese cuisine branding abroad and examining the factors in details

3 Examining the link between culinary nation brand and destination brand in tourism

4 Finding the strategy of other countries in the world, applying for Vietnam and proposing the culinary nation branding model

Research Scope

Within the scope of this research, the sample is foreign publics; target market is in foreign countries. Therefore, the collected data need to be able to describe and evaluate the popularity of national cuisine abroad.

Russia is chosen as the spatial scope of the research due to satisfying the research requirements about foreign publics and foreign market. Russia has a vast territory, where living many nations. Russia also has long-term diplomatic relationswith Vietnam. Russia is a country with a large number of tourists visiting Vietnam every year. Besides, the number of Vietnamese living, studying and working in Russia is relatively significant. Currently, the number of Vietnamese restaurants is present in many major Russian cities in Russia. Vietnamese culture is gradually gaining influence in Russia. Vietnamese language and Vietnamese studies are taught at leading Russian educational institutions. Hence, Russia is the ideal market for Vietnamese cuisine branding as well as the samle of this research.

The time range of collecting primary data is in the first quarter of 2020. The survey was conducted among Russians and foreigners living in Russia. The effects of culinary nation brand are mainly assessed to tourism sector. Secondary data on tourism were used for the period from 2009-2019.

Research Methodology

The research methods are used in combination, including qualitative and quantitative methods.

Qualitative methods: analyzing the contents of gastronomic promotion policies and gastro diplomacy of other countries; journal articles related to cuisine, tourism and promotion policies by the Vietnamese government, conducting interviews with staff and owner of the restaurant.

Quantitative methods analyzing data collected from the survey using SPSS software. Descriptive Statistics and Linear Regression are applied. In addition, measuring nation brand and the branding action is built based on the models: Keller's Brand Equity Model, Anholt Nation Brand Model, Brand Marketing BCG-matrix, Van Auken's Brand Insistence.

Background

In a globalized society, cross-cultural interaction is becoming more and more prominent. Human beings nowadays can easily approach different cultures and cuisines across the world, where its origin comes from another continent or thousands of kilometers away. If as before, in order to position national status in the world or to gain national interest, governments often used hard power, including military or economic. Nevertheless, nowadays “soft power” related to foreign policies, diplomacy and cultural value becomes a new implement concept of the Government in affirming power.

Nation brand is a concept formed with the aim of measuring the reputation of a nation or a countries. Nation branding is the process of creating and enhancing national images. The fact has proved that the benefits that nation brand and nation branding bring benefits the countries is great. For example, Finland has succeeded in building nation brand with a high “education” that attracts international students. Switzerland is associated with the image of a nation having high living standard and beautiful “nature” that boost tourism. People recognize Japan with the keyword “Technology” due to Japanese electronics are available around the world, or Bhutan owns its nation brand “the world's happiest country”. Thus, the way of building a nation brand depends on the more available national factors and the country's advantages. In this context, a question is raised: What is the nation brand of Vietnam?

In recent years, Asian countries have gradually caused a cultural and economic impact in the world. These countries are called as the Asian dragons with rapid economic development, attracting foreign investment or become famous tourist destinations in the field of tourism. Besides the economic, Asian culture is also increasingly influential due to its ancient and plentiful attracting foreigners, particularly Europeans. Cultural sector includes traditional customs, costumes, music and cuisine. More and more people learn Chinese language; K-pop (Korean pop) and the Hallyu wave are preferred by young people around the world; Japanese Sushi or Tom Yum Thailand are present in many countries on different continents are specific examples of Asian influence or Asian brand in the world.

Vietnam is an Asian country and has many similarities with above countries.

Vietnamese government are paying inadequate attention on nation brand building, though. Nation branding here can be understood as the presence of policies and strategies by the government to enhance the national image in the international arena.

Tourism is currently being a sector that the Vietnam Government has enormously invested in as a key strategy of economic development. Hence, place branding or nation branding is essential for Viet Nam, especially for the economic field and tourism industry. As its consequence, "which nation brand should Vietnam choose for itself”? With an affluent cuisine and increasingly being well-known around the world, culinary nation branding is a feasible option.

In order to achieve a successful and highly recognized nation brand internationally, diplomacy is the most selected method of governments. In the group of diplomatic activities, public diplomacy plays a certain role in nation branding due to the influence on the large publics. In recent years, Gastro diplomacy is becoming a new tendency associated with the promotion of national cuisine. Thus, Gastro diplomacy can be considered for culinary nation branding of Vietnam.

If Italian Pizza or Spaghetti is famous across the world; Taco positions Mexico in the awareness of the foreigners; mentioning France cuisine is mentioning French bread or croissants, Kim Chi is the name associated with Korean cuisine. And can Vietnam write its name on the map of world cuisine? In this article, the author is finding the key for Vietnamese culinary brand and which strategies for Vietnam to implement its culinary nation branding.

In the framework of this thesis, theories and research methods are associated with "branding”, `nation brand”, "cuisine” and "diplomacy” with the aim of determining the formulation of strategies in culinary nation branding for Vietnam. Due to the purpose of nation branding internationally in foreign countries, in this research, the selected research market is Russia and foreign publics.

Chapter 1: Literature review of culinary nation branding

Brand, Branding in Marketing Strategy

Brand or Branding are concepts that are in the field of Business and Marketing Strategy. According to the definition of the American Marketing Association (AMA), “brand” is “a name, sign, symbol or design” is used to identify and distinguish between goods and services of different sellers. And branding is a series of activities to name products, helping customers have more information and knowledge about products and services. Branding means creating differentiation and a successful branding strategy creates a strong brand and brand equity (Keller, 2003). According to Keller (2003), brand equity is determined by four measures: Brand identity, Brand meaning, Brand responses and brand relationship. This model is also known as the Customer-based brand equity pyramid (CBBE) (Figure 1).

Figure 1 Keller's Brand Equity Model - Customer-based brand equity pyramid (CBBE). Source: Keller, 2003

In Marketing Strategy, there are another brand equity measurement method developed by Brad VanAuken - Brand Insistence ⁶³ with drives of Brand and branding: Awareness, Relevant Differentiation, Value, Accessibility, Emotional Connection (Figure 2).

Figure 2 Brand Insistence. Source: Brad VanAuken

Nation Brand, Nation Branding

In an international environment, competition for commercial benefits occurs between countries. Goods and services brand are connected with country-of-origin or country name. Country becomes a brand, an image affecting the attraction of tourists, business and investment and needs the management and strategic marketing as for goods and services (Kotler&Gertner, 2002). The concept of “nation brand” and “nation branding” began to become an object of researches and widely used at the global level.

Anholt first time the definition of nation brand in 1996. “Nation brand is the image and reputation of countries”. This concept has been developed through many studies of Anholt (Anholt, 2002; Anholt, 2004; Anholt 2005; Anholt 2008; Anholt 2010). Nation branding gains the benefits both in the field of commerce, economic competitiveness between countries (as goods and services in the market) and in diplomacy (Anholt, 2013).

Another definition is from Dennie (2008), “nation brand” is the unique and multi-dimensional mix of elements that provide the country/nation the differentiation and relevance of culture for target audiences. Or “Nation branding is the application of marketing communications techniques and branding techniques to promote the nation's image” (Fan, 2006); a process of creating, monitoring, evaluating and proactively managing the nation's image in order to enhance the reputation among the international audience (Fan, 2009).

Nation brand is more commonly known as the destination brand and place brand, place & tourist attraction in tourism. However, the nation brand is also associated with tangible and intangible products such as products having country-of-origin (tangible); culture, language and history, etc. (intangible) (Fan, 2006). According to Anholt, besides “Tourism”, the nation brand is measured by other dimensions such as products and services made in that country - “Exports”, “Governance” - Safety, Justice, Environment; the attractiveness of the country for “Investment & Immigration”; “Culture & Heritage” value; and the friendliness of “People” and. Anholt (2000) proposed a Nation Brand Hexagon model and it becomes the premise of Anholt-GfK Roper Nation Brands Index (Figure 3).

Figure 3 The Nation Brand Hexagon. Source: Simon Anholt, 2000

Another Future Brand Nation Index is also created by 6 dimensions for measuring nation brand of a country: Value System, Quality of Life, Business

Potential, Heritage & Culture, Tourism, Made In (Products & Services).

From the concept of “nation brand” and Keller Brand Equity Model in Marketing Strategy, a new concept of “Nation Brand Equity” can be developed. Nation-brand equity is mentioned in the book “Nation Branding” of Dinnie (2008) and has evolved into a Model of asset-based nation-brand equity (NBEQ) (F igure 4). According to NBEQ, Nation-Brand Equity includes dimensions, such as Internal assets and External assets.

Figure 4 Model of Asset-based Nation-Brand Equity (NBEQ). Source: Dinnie, 2008

Based on Nation Brand Index and Nation Brand Models, governments and organizations can measure national brands and come up with nation branding strategies. Nation branding ha the participation of both public sectors and private sectors: Embassies, export promotion organizations, investment agencies, national tourism organizations (Dinnie, 2010). However, the government plays an important role in strategic decision making in national brand policy and guiding Embassies and private organizations in coordination and implementation in host countries.

Food and National Identity

Food, cuisine, gastronomy are the terms belonging to food studies and cultural studies. In the book “Food, National Identity and Nationalism”, Ichijo & Ranta (2016) presents the link between food and national identity. Food is a basic human need, moreover, is a connection between each individual and their nation and creates the national identity. Food culture defines the nation by the characteristics of the ingredients used, cooking process or dining culture. As part of the culture and similar to language, tradition, religion, music and arts, food tells the story of the culture and history of the people and the land: Who are they? Where are they from? National Identity in cuisine is very profound. Food is a tangible link between history and present of a nation; a tool for preserving culture and share that unique culture to the others (Rockower, 2014).

When the concept of nation is formed, the concept of national food and nation food culture are established. In the formation and development of a nation, cuisine is a component of creating a unique culture that contributes to distinguish one to other nations, besides language, costumes and customs (Rockower, 2014). National food has the collision and consolidation of local food, regional food, and ethnic food. Climate and geographic differences lead to differences in cuisine between regions in a country The variety of regional cuisines is gradually interacting, learning and unifying and forming national cuisine (Ichijo & Ranta, 2016).

In a nowadays globalized society, traveling people and trading goods among the nations make food becoming one of the national identity at the global level. The authenticity of national food is recognized in the Intangible Cultural Heritage lists of UNESCO for national cuisine of countries and UNESCO City of Gastronomy project. Cuisine became part of a nation's cultural awareness - a nation brand to distinguish between nations and cultures. The national cuisine has the potential of changing public perceptions of national image (Ruddy, 2014). At a global level, food or food culture are the materials of nation's identity, a national symbol, anthems or flags of a nation through global (Nirwandy & Awang, 2014; Osipova, 2014; Ichijo & Ranta, 2016; Suntikul, 2017). Cuisine becomes one of the national brands.

In diplomacy, National cuisine is becoming an instrument for diplomatic purposes of state, as a way to gain soft power. The combination of national cuisine and international diplomatic strategy is combined in a new concept, a new phenomenon: Gastrodiplomacy. National cuisine becomes a high authenticity of a nation's brand and plays a vital role in an effective Gastrodiplomacy campaign (Chapple-Sokol, 2013).

Public Diplomacy, Gastrodiplomacy

Rockower (2012) defined Gastrodiplomacy for the first time is the art of using food to create tangible sensory interactions to foreign publics; tool of “soft power” with the aim of getting global recognition and awareness of foreign publics through cuisine. Gastrodiplomacy creates a cross-cultural understanding, to introduces their national cuisine and communicate its flavors, history, culture and values to the world and to improve cooperation and interaction between the nations-states, solve conflicts and improve a positive friendly national image (Osipova, 2014; Ruddy, 2014; Chapple-Sokol, 2014; Pham, 2013).

Gastrodiplomacy is one of Public Diplomacy branches by using food to communicate with foreign publics. If in traditional diplomacy, the communication is between Government and Government (G2G), then Public Diplomacy is the communication between Government and People (G2P). Food is a part of the culture, so gastrodiplomacy is a part of cultural diplomacy.

In diplomatic studies, there are similarities and differences between nation branding and public diplomacy and there is also the link or relationship between public diplomacy and nation branding on various degrees of integration and overlap. One of the common segments between nation branding and public diplomacy is culture, especially in cultural diplomacy (Szondi, 2008) (Figure 5). Culture plays a vital role in enriching nation brand (Anholt, 2002). Therefore, Gastrodiplomacy is a combination of three elements: “soft power”, “cultural diplomacy” and “nation branding” (Rockower, 2012; Ichijo & Ranta, 2016).

Figure 5. Public diplomacy and nation branding relationship, Concept of distinction & overlap. Source: Szondi, 2008

Gastrodiplomacy mainly is used by the “middle power nation”. Middle power nation countries are the “under-recognized countries” among the big countries (Rockower 2012); “lesser-known” countries with less international influence (Nirwandy & Awang, 2014) or “small to medium-sized nation” having small territory (Solleh, 2018). Gastrodiplomacy has largely benefited these countries to distinguish themselves in the perspective of foreigners by creating an image of national brand (Pham, 2013).

Asian culture currently is increasingly being attractive and spread throughout the world. Easily to figure out that gastrodiplomacy has been implemented mainly by Asian countries such as Thailand, The Republic of Korea, Japan, Malaysia, Peru or Taiwan - an under-recognized country. However, most Westerners often equate Asian images with Chinese images. Therefore, countries with middle powers desire to assert their countries by differences in culture and cuisine. Soft power is often chosen by the countries not having large influence in the areas of military, politics or financial stature but having a unique culture. Japan, South Korea or Taiwan utilize food as an ambassadorial tool and strengthen their identity image by recognized global cuisine (Rockower, 2014).

Nowadays, this phenomenon has gradually spread to not only small nations but also countries having great power. Obviously the benefits that gastrodiplomacy brings are valuable. In 2012, the US. started to embark on their own culinary cultural diplomacy campaign “Diplomatic Culinary Partnership” with the participation of famous American Chefs, engaging with foreign publics by food through P2P cultural exchange programs (Rockower, 2014). Back to the 19-20 century, there were many Chinese restaurants spreading in the US. This can be considered as the first Asian wave land on this continent and be a result of migration and the formation of the tourism sector, though (Suntikul, 2017).

Nation branding, Gastrodiplomacy in tourism

In the field of tourism, the nation brand can be understood as the destination brand for tourists. A strong nation brand has a great influence on tourism. Originally, dining has become an integral part of the travel experience (Hjalager & Richards, 2002). Therefore, a strong culinary brand is a good strategy to improve the competitive advantage for the destination (Berg & Sevon, 2014). Within tourism, cuisine is one of the main factor for destination branding. (Lai, Catheryn & Wang, 2017). Most pronounced and tangible benefits from the culinary nation brand for countries is tourism (Ruddy, 2014). Suntikul (2017) emphasized that nation brand is associated with tourism, nation brand is a part of tourist image, destination image; and using food as a positive nation image with the high-level recognizability among tourists.

According to Suntikul, 2017, Gastrodiplomacy in tourism is defined is the way of attracting tourists or potential tourists to contact with the national cuisine. Gastrodiplomacy has a tight association with tourism development. Most of gastrodiplomacy campaigns are to inspire foreigners to become a potential tourist of the countries by designing the food experience right at their place (White, Barreda & Hein, 2019). Gastrodiplomacy familiarizes the foreign public with target cuisine, particularly for certain publics who have no willingness of traveling (Rockower, 2012). A promoting national cuisine brand campaign thoroughly creates positive influence on the tourism sector.Gastrodiplomacy has the role of creating the culinary experiences for foreigners in their home countries and impulse their desire to come to the country of target cuisine. Gastrodiplomacy impact on tourism. On the other hand, tourism and food are strategic instruments of “Gastrodiplomacy” and “Nation brand” (Suntikul, 2017). Tourism is the initial precondition for the first visitors from outside countries to directly access culinary during traveling. Gastrodiplomacy in tourism carried out at a more specific level - People-to- People diplomatic contact (P2P) (Rockower, 2014; Suntikul, 2017). P2P diplomacy is implemented by individuals and groups, non-government actors to encourage the interaction and the cross-cultural understanding between communities (Chapple-Sokol, 2014). P2P diplomacy is part of public diplomacy, which is implemented not only by government entities or semi-government, but also by citizens. Every citizen has an “ambassadorial role”, responsible for participating in that culture, and simultaneously sharing insights of culture through the P2P interactions.

Suntikul (2017) introduces two main techniques by “Gastrodiplomacy in tourism”, which are people as “Ambassadors” and place as “Contact zones”. First, the ambassadorial role is assumed by the citizens: Chefs, students or government employees become ambassadors touring foreign countries or who going abroad with the purpose of introducing the nation. Tourists and foreigners also have quasi- ambassadorial roles in gastrodiplomacy and tourism. Restaurants, festivals, cooking classes, shops are the “contact zones”, where the public has access to the cuisine and culture of a nation. Particularly, the restaurant is the most important place for nation branding, where people can easily access to cuisine.

Culinary Nation Branding

Based on the studies of scholars on Nation brand and Public diplomacy as well as Gastrodiplomacy, I propose the definition of “culinary nation brand” is the nation brand with culinary elements; and “culinary nation branding” is the process of using food to communicate with the foreign publics in order to build a nation brand and country's reputation at the global level. “Culinary nation branding” is a combination of three concepts “cuisine”, “nation brand”, and “public diplomacy”, an intersection between “gastrodiplomacy” and “culinary nation brand” (Figure 6). A culinary nation branding strategy is the application of management and business marketing strategy to nation branding and public diplomacy.

Figure 6. “Cuisine”, “Nation brand”, “Public Diplomacy” integrate and overlap - Source: Developed by author

In this chapter, the literature review includes theories, concept, definition related to the topic which the author wants to develop, including "brand" and "branding" in business and management marketing strategy, concepts in diplomacy such as “nation brand”, “cuisine in national identity”, “public diplomacy” and “gastrodiplomacy” and their effectiveness in tourism. By reviewing scholarly sources, notably from gastrodiplomacy's articles, the author develops and proposes the concept of culinary nation branding.

Chapter 2: Research Methodology Data collection methods Survey design