By Dominic Mason, Managing Director SEA, Sedgwick Richardson –
Where are you from? It is one of the simplest questions people ask and the answer may not always be a simple one. Yet the same applies to brands as consumers seek to understand their country or place of origin and to know what qualities or attributes to associate with them.
Provenance branding does just that. It articulates and elevates the origin of a brand or a product category to a source of meaning, authenticity and perceived value. Swiss timepieces, Kiwi Fruit, Parma Ham all come to mind as products with provenance. Possibly the most well-known example is French Champagne. Champagne is a region in France and a legally protected appellation.
Why is Vietnam ready for sustainable provenance branding right now?