Sir Martin Sorrell, CEO and founder of the WPP advertising group, gave the Weekly his ideas on creating a brand for Vietnam

First, Vietnam should focus on investment and trade programs, creating more incentives for investors to penetrate the Vietnamese market. Those will be good channels for marketing and advertising Vietnam to the outside world. Second, you have to offer education about the importance of branding to Vietnamese people, universities and enterprises. Last but not least, through important events, such as Olympic games, Formula 1 race, or the soccer World Cup, to build your brand.

the saigon times 13092007