Developing the Brand of Vietnamese Handicraft Villages in the Context of the On-going COVID-19 Pandemic

Craft villages in Vietnam, with a wide variety of products, continue to affirm their importance in the country's socio-economic development. However, under the severe impacts of the COVID-19 pandemic, together with the rapid and continuous development of science and technology, substitute products, and changing consumer demands, craft villages have faced numerous difficulties in maintaining and developing their brands. Based on an overview of the theoretical issues relating to brands, collective brands, and brand development, together with the use of interview and observation methods at selected representative craft villages, this study reflects the current situation and proposes several solutions to develop the brands of traditional Vietnamese handicraft villages, especially in the context of the COVID-19 pandemic.