Place & Destination Branding toward Sustainability

A strong brand presence can assist a region or destination in gaining a competitive advantage. While Covid-19 has created a new climate of uncertainty, causing disruptions in globalization and international trade, the growing influence of global media, the rise of place branding efforts, the emphasis on sustainability, and the mobility of both people and money have all continued to fuel interest in place and destination branding. As a result, there has been a renewed interest in the identities of specific locations, as well as their unique qualities and modes of communication. This has also resulted in significant advances in place and destination branding, both in practice and theory. As a result, it is time to revisit existing concepts and open up new research avenues for the theory of place marketing and destination branding, which challenges the current dominant logic and methodologies.


Key note speaker

“Improving Economic Prosperity through Place Branding”

 David J Reibstein

Whether they like it or not, places, such as nation and city, have brands. The value of their brands has a direct influ­ence on their economies-most specifically on tourism, exports, and foreign direct investment. Like the most successful corpo­rations, nations would benefit economically from creating effec­tive nation branding campaigns to improve their brands. However, for a nation to alter perceptions-i.e., to reposition its nation brand-it must make a focused effort to change the perception that other people have of the nation. If negative percep­tions accurately reflect reality, the nation should change its policies. If negative perceptions are inac­curate, the nation should change the minds of the world about these misperceptions.

David J. Reibstein is the William S. Woodside Professor and Professor of Marketing at The Wharton School, University of Pennsylvania

Panel Discussion

Topic – Branding a Smart Sustainable Ocean City


  • Professor David J. Reibstein – The Wharton School, University of Pennsylvania
  • Associate Professor Tuan Q. Phan – Marketing and Innovation & Information Management – University of Hong Kong
  • Prof. Werner Kunz – Sessional Chair Place Marketing & Digital Experience.
  • Associate Professor Phan Thi Thuc Anh – Agile Innovation Center
  • TBC – Sessional Chair Smart Tourism
  • TBC – Industrial Representative

Facilitator: Dr. Trinh Viet Dung

Case Writing Competition

  • The Student Case Writing Competition aims to provide high-schoolers in Vietnam with the opportunity to showcase their ability to apply general knowledge through the writing of business case concerning place marketing and destination branding.
  • The Student Case Writing Competition is organized by VinUni CBM and HKU Asia Case Research Centre.


  • With its spectacular campus and state-of-art facilities, The VinUniversity offers a first-class conference and event facility complemented by all the style, comfort and attention to detail you would expect to find in an
  • Since opening its doors in 2018, the VinUniversity has become one of Hanoi’s premiere event venues. Our conference will be hosted here, including the morning Academic Session and Student Case Writing Competition in the afternoon.

Key Dates

Call for papers opens
August 28, 2022
Paper submission deadline
October 10, 2022
Author notification and Registration opens
October 24, 2022
Marketing conference
November 11, 2022
Student Case Writing Competition
November 12, 2022

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