2. Brand Brief for Company-Rebrand Candidate:
Vietnam National Administration of Tourism (VNAT)
Authenticity
Value
Commitment
Vision
Flexibility
Meaning
Vietnam National
Administration of Tourism is the
only tourism board that
represents Vietnam, a land fit
for royalty, featuring striking
mountain ranges, scenic costal
cities, and remote villages
where people live humbly and
share smiles generously.
Onliness
Statement
VNAT approved the new
logo, Timeless Charm, as
a frequent reminder of
Vietnam’s natural beauty
found in prominent
mountain ranges and
quaint yet modest villages.
VNAT keeps a close watch on
tourism statistics on a monthly
basis and compare against
the statistics from the years
prior. Vietnam’s diverse
history, tropical weather, lush
landscapes, and lush culture
are advertised to the
international tourist
community through various
media platforms.
VNAT boasts of Vietnam’s
award winning beaches and
islands suitable relaxation
and exciting water sports.
Vietnam also hosts various
traditional national festivals
to celebrate the culture of
their 54 ethnic groups.
VNAT requires that most
visitors apply for Visas to enter
into Vietnam although there are
some exemptions. Several
national parks and wild life
conservation efforts are in
place. In addition, Vietnam’s
valuable antiques and national
treasures are preserved and
displayed in museums all over
the country.
VNAT promotes Vietnam’s
diversified culture, ancient
architecture, and wonderful
legends. Vietnam’s
traditional delicious flavors
such as Pho and French
inspired sandwiches are
well known throughout the
international market.
VNAT markets Vietnam’s
4,000-year old history, with
many valuable architectural
monuments. Vietnam consists
of magnificent landscapes such
as long coastlines with
picturesque yet assessable
beaches, tropical forests, and
mountainous ranges.
(VNAT, 2014)
(VNAT, 2014)
(VNAT, 2014)
(VNAT, 2014)
(VNAT, 2014)
(Pham, 2009)
(Pham, 2009)
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3. ValueCoherence Meaning
Competitor Brand Brief: Myanmar Tourism Federation (MTF)
Onliness Statement
Myanmar Tourism Federation (MTF) is the
only tourism board that represents Myanmar,
a land of never ending journeys with
mysterious and undiscovered destinations
and wonders still yet to be explored.
MTF highlights that adventure can be
found by hiking the striking mountain
ranges, cruising down the mighty
Ayeyarwaddy River, drifting over the
ancient city of Bagan by hot air balloon,
or searching for that elusive tiger on the
back of an elephant (MTF, 2014).
MTF recent re-branding strategy was to create a
compelling nation branding with avant-garde
appearance, as it is critical that this meaning is
explained so that it can be understood,
communicated, and approved (Wheeler, 2013, p. 32).
Their distinctive goal was to present Myanmar to the
modern world as the land of breathtaking beauty and
charm with traditional delights of Asia in one country.
MTF believes that Myanmar is the golden
land, a country filled with a rich culture worth
exploring. Myanmar’s main attractions
include virgin jungles, snow-capped
mountains, pristine beaches, and a glorious
heritage that spans more than two thousand
years.
Vision
MTF is reestablishing the country’s image
as a safe and welcoming place with many
beautiful assets for tourists to experience.
Their long-term goal is to continue
generating revenue from tourism and
attracting international investors and
partners to support their efforts.
Commitment
MTF claims that Myanmar’s government built
new highways and expanding the Hanthawady
International Airport as well as two modern
internal airlines are upgrading and expanding
their networks. Myanmar also boasts one of the
lowest tourist crime records in the world.
Authenticity
MTF highlights that Myanmar stretches from
the sparkling islands of the Andaman Sea in
the south right up into the Eastern Himalayan
mountain range. Spectacular monuments and
ancient cities attest to a vibrant culture that is
still home to 135 different ethnic groups.
(Indochina Discovery Travel 2014)
(MTF, 2014)
(Indochina Discovery Travel 2014) (MTF, 2014)
(Chang, 2011) (Hammer, 2012)
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4. Value
Vision
Flexibility
Meaning
Authenticity
Commitment
Onliness Statement
Malaysia Tourism Promotion Board (MTPB) is
the only tourism board that represents
Malaysia, which is a multi-ethnic, multi-
cultural, and multi-lingual nation where people
of diverse races and religions live in harmony.
Competitor Brand Brief: Malaysia Tourism Promotion Board (MTPB)
(Malaysia Tourism Promotion Board, 2014) (Malaysia Tourism Promotion Board, 2014)
(Malaysia Tourism Promotion Board, 2014)
(Malaysia Tourism Promotion Board, 2014)
MTPB promotes Visit Malaysia Year
2014 as the nation's biggest and
grandest tourism celebration. Malaysia
offers endless wonders of events,
festivals, and activities all-year round.
MTPB is understands that the country is
“Truly Asia,” as their tagline indicates. The
political and socio-economic landscape
since its independence has helped propel
the nation to achieve a dynamic economy.
MTPB recognizes that while Malaysia is on
the way to become a fully developed
nation, it somehow still maintains its Asian
nuances and rich culture such as Moorish
architectural structures, century-old places
of worships, and pre-colonial shop houses.
MTPB capitalizes on Malaysia’s warm
climate and wealth of natural
resources. Malay Sultanate Kingdom in
Melaka during the 15th Century made
the nation a trading and commercial
hub that attracted international
businesses.
MTPB celebrates Malaysia’s rich legacy
of history, from the early days of Hindu,
Buddhist and Islamic civilizations to
colonial imperialism and independence.
MTPB understands that it’s brand needs
to be protected, preserved, and nurtured
(Wheeler, 2013. p. 40).
Malaysia has the world’s tallest twin
towers, the Petronas Twin Towers and
many skyscrapers. Malaysia’s natural
treasures also include 130 million
years old rain forests, the world’s
biggest cave chamber, largest flower
and the smallest elephant.
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5. Competitor Brand Brief: Tourism Authority of Thailand (TAT)
Tourism Authority of Thailand is
the only tourism board that
represents Thailand, a country
with a modern capital city,
exotic wildlife, and spectacular
islands, and friendly people.
Onliness Statement
Value
Vision
Flexibility
Meaning
Authenticity
Commitment
TAT was the first organization to be
established specifically to promote tourism in
Thailand. During the past 30 years, TAT has
established various offices regionally within
Thailand and continues to establish offices
internationally.
TAT publicizes Thailand’s constitutional
monarchy, similar to England’s, whereby an
elected Prime Minister is authorized to be the
head of government and a hereditary Thai
King is head of state. The constitution of
Thailand allows for the people of Thailand to
democratically elect their leaders.
TAT markets the country’s rich history,
features its modern capital city, exotic
wildlife and spectacular islands, and most
of all, its friendly people. The Brand’s tag
line reads “It Begins with the People”.
TAT supplies and publicizes information
and data on tourist areas and events to
both Thai and international tourists. TAT
conducts studies to establish
development plans for tourist
destinations, and co-operates with and
supports personnel in the field of tourism.
TAT promotes that Thailand as a wondrous
kingdom, the only Southeast Asian nation never to
have been colonized by European powers. Along
with a fascinating history and a unique culture that
includes delectable Thai food and massage, TAT
labels the country as the “land of smiles”.
TAT compares the country’s size to that of Spain’s as
Thailand is the 50th largest country in the world.
Thailand’s tropical climate is hot and humid, creating a
lush environment for plants and exotic animals.
However, its geography and world class
accommodations allow visitors to find suitable weather
somewhere in the country throughout the entire year.
(TAT, 2014)
(TAT, 2014)
(TAT, 2014) (TAT, 2014)
(TAT, 2014)
(TAT, 2014)
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6. References:
Chang, C. (2011, August 11). Fisherman, Myanmar. [Photograph]. Retrieved from
http://photography.nationalgeographic.com/photography/photo-of-the-day/fishermen-myanmar/
EANET. (2010). Asia Map. [Photograph]. Retrieved from http://www.eanet.asia/country/index.html
Hammer, J. (2012, August 3). Visiting Myanmar: It’s Complicated. 05MYANMAR_SPAN-articleLarge
[Photograph]. Retrieved from http://www.nytimes.com/2012/08/05/travel/visiting-myanmar-its-
complicated.html?_r=0
Indochina Discovery Travel. (2014). bago. [Phototraph]] Retrieved on April 13, 2014 from
http://indochinadiscoverytravel.com/english/21/110/highlights-of-myanmar/
Indochina Discovery Travel. (2014). bagan-temples. [Phototraph]] Retrieved on April 13, 2014 from
http://indochinadiscoverytravel.com/english/21/110/highlights-of-myanmar/
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7. References:
Malaysia Tourism Promotion Board. 1380252704-banner-people. [Photograph].
Retrieved from http://www.vmy2014.com/about-vmy2014/people-language-culture
Malaysia Tourism Promotion Board. 1383226328-mascot01. [Photograph]. Retrieved on
April 9 2014 from http://www.vmy2014.com/about-vmy2014/vmy2014-mascot
Malaysia Tourism Promotion Board. MENARA CONDONG TELUK INTAN 3 [Photograph].
Retrieved from www.tourism.gov.my/en/us
Malaysia Tourism Promotion Board. (2014). Home Page. Retrieved from
http://www.tourism.gov.my/en/us
Malaysia Tourism Promotion Board. (2014). Home Page.Screen Shot 2014-04-11 at 2.18.04 PM.
[Photograph]. Retrieved from http://www.tourism.gov.my/en/us
Myanmar Tourism Federation. (2014). Home Page. Retrieved from http://www.myanmar.travel/
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8. References:
Pham, B. (2009). Banh Mi. [Photograph]. http://foragingfoodies.blogspot.com/2010/11/
hunters-manual-guide-to-vietnamese-food.html
Pham, B. (2009). Hutieu. [Photograph]. http://foragingfoodies.blogspot.com/2010/11/
hunters-manual-guide-to-vietnamese-food.html
Rebrand. 2014. Myanmar Tourism Federation. Retrieved from http://www.rebrand.com/
distinction-myanmar-tourism-federation
Rebrand. 2014. Screen Shot 2014-03-10 at 1.57.49 PM. [Photograph]. Retrieved from
http://rebrand.viewbook.com/album/2014-myanmar-tourism#1
Rebrand. 2014. Screen Shot 2014-03-10 at 2.01.53 PM. [Photograph]. Retrieved from
http://rebrand.viewbook.com/album/2014-myanmar-tourism#1
Tourism Authority of Thailand. (2014). About TAT. Retrieved on April 13, 2014
from http://www.tourismthailand.org/About-TAT
Tourism Authority of Thailand. (2014). IG-A-Destination-O_Phuket_006-ViewOfThreeBeaches-500x330.
[Photograph]. Retrieved on April 11, 2014 from http://www.tatnews.org/phuket-6/
8
9. References:
Tourism Authority of Thailand. (2014). IG-A-FloatingMarket-O_Amphawa_006-332x500. [Photograph].
Retrieved on April 11, 2014 from http://www.tatnews.org/category/gallery/photo-library/
Tourism Authority of Thailand. (2014). IG-A-Island-O_KoHong_002-333x500. [Photograph].
Retrieved on April 11, 2014 from http://www.tatnews.org/mu-ko-hong-krabi/
Tourism Authority of Thailand. (2014). IG-F-S-Songkran_014. [Photograph].
Retrieved on April 13, 2014 from http://www.tatnews.org/songkran-festival/
Tourism Authority of Thailand. (2014). Logo. [Photograph]. Retrieved on April 11, 2014 from http://www.tourismthailand.org/home
Tourism Authority of Thailand. (2014). PC2013-S2-ThirdPrize_Bangkok-640x425. [Photograph].
Retrieved on April 11, 2014 from http://www.tatnews.org/temple-of-dawn-bangkok/
Vietnam National Administration of Tourism. (2014). 1_. [Photograph].
Retrieved from http://vietnamtourism.gov.vn/english/index.php/items/6515
Vietnam National Administration of Tourism. (2014). 5_. [Photograph].
Retrieved from http://vietnamtourism.gov.vn/english/index.php/items/6515
9
10. References:
Vietnam National Administration of Tourism. (2014). Holan06. [Photograph].
Retrieved on April 7, 2014 from http://www.vietnamtourism.gov.vn/english/
Vietnam National Administration of Tourism. (2014). Home Page.
Retrieved on April 7, 2014 from http://www.vietnamtourism.gov.vn/english/
Vietnam National Administration of Tourism. (2014). Logo [Photograph]. http://www.vietnamtourism.gov.vn/english/
Vietnam National Administration of Tourism. (2014). People and Country.
Retrieved from http://vietnamtourism.com/e_pages/country/overview.asp
Vietnam National Administration of Tourism. (2014). Screen Shot 2014-04-09 at 8.51.23 PM. [Photograph].
Retrieved from http://vietnamtourism.gov.vn/english/index.php/items/6515
Vietnam National Administration of Tourism. (2014). Tourism.
Retrieved from http://vietnamtourism.com/e_pages/tourist/travel.asp
Wheeler, A. (2013). Designing brand identify: an essential guide for the whole branding team.
Hoboken, New Jersey: John Wiley & Sons, Inc.
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