DANANG CITY BRANDING FOR INVESTORS BASED ON PROVINCIAL COMPETITIVENESS INDEX

Abstract

Companioning and implementing the ‘'Constructive Government'' with an aim for development, action, serving country citizens and businesses; pushing on international integration; continuing on the implementation of solid macroeconomic stability, process and governmental policy restructuring, sustainable development, job creation focus and income improvement for local people; in recently consecutive years, Da Nang is always under the list of leading cities/ provinces in terms of the Peer Assessment Rating Index (PAR Index), Evaluation of readiness for ICT application index (Vietnam ICT Index), Provincial Competitiveness Index (PCI) and Da Nang has emerged as a revolutionized city in the process of innovation, creativity and activeness in the implementation of administrative process restructuring and improvement of economic implementation capacity, which results in the image of an energetic, friendly and investment attractive city for investors. The result of this research proves that Da Nang - A dynamic city can be applied as a foundation for designing brand identifying factors, developing city branding, which creates the matched value between identifying the city and the aiming goal of being dynamic and pioneering. Besides, this research also recommends some solutions to the development of Da Nang city branding to potential investors.

Keywords: Place branding; positioning; place brand essence; PCI; Đà Nẵng.