Brand Positioning Strategies of Global Entertainment Service Corporations in Vietnam Market

In recent years, the Vietnamese entertainment service industry has become increasingly potential because the Vietnamese economy has grown steadily, per capita income has increased, leading to an increasing demand for entertainment. Vietnam is also gradually emerging in the world with a tropical climate that creates diversity in the ecosystem, rich nature, many types of fruit, rustic beauty, majestic nature attracting a large number of international tourists, potential for high-end tourism development. Attracting many international investors, leading to fierce competition in the high-end service segment. Global entertainment service corporations need an effective positioning strategy to develop in Vietnam. The article is of high urgency due to the development potential of the entertainment service industry, the important role of brand positioning and the actual needs of corporations. This study provides useful information for stakeholders, contributing to promoting the sustainable development of the Vietnamese entertainment service industry.