Economic diplomacy from nation branding perspective: Theoretical and practical insights in contemporary Viet Nam

Abstract

Based on the theoretical framework of nation branding, this article asserts that economic diplomacy plays a continuous and integral role throughout the entire cycle of national marketing, from positioning and promotion to market feedback. The article also analyses the viewpoints of the Communist Party, as well as the policies and legal framework of the Vietnamese
State concerning economic diplomacy; evaluates the achievements attained, identifies limitations and their causes; and subsequently proposes measures to enhance the role of Vietnam’s economic diplomacy from the perspective of national marketing in the contemporary context.