Understanding to Love More: Decoding Ho Chi Minh City Through a Multidimensional Lens
The Challenge: Vietnam Brand Purpose, in collaboration with AVSE Global, initiated a project to redefine Ho Chi Minh City’s brand positioning in a strategic and sustainable way. Long regarded as Vietnam’s economic engine, the city now faces a more complex challenge: building a strong, widely shared, and enduring city brand. To achieve this, brand architects […]