Comparative Analysis of the Personal Branding Process of Booking Holdings and Tripadvisor Businesses

Brand is one of the most valuable assets of a business. Today in Vietnam and foreign businesses have recognized the role and value of the brand in the survival and development of the business. Especially, to identify a certain product or service produced or provided by an individual or an organization whose brand value is a significant part of the total value of the business. However, in the market today, not all companies have successfully implemented brand management activities. Most of these businesses only focus on maintaining quality, commitments to customers and optimizing service costs to be most competitive and win over competitors in their activities. bidding with little attention to branding activities and brand positioning in the market. Not only in Vietnam but also around the world are pursuing branding for their businesses in terms of marketing, propaganda, advertising and promotion, competition and branding... etc. All of the above issues relevant not only to businesses but also to state management. Booking Holdings with a brand value at the beginning of 2020 of 13.4 billion USD and ranked first among global travel businesses. Brand positioning is an important part of these companies' business strategies to create differentiation and attract customers. Reputable travel and booking companies are rapidly growing industries, with high competition in attracting customers. With Booking Holdings and Tripadvisor mentioned above, we will easily see the difference in brand as well as brand positioning between corporations, companies, and businesses that have a solid foothold in the industry compared to other travel businesses, get a more accurate view of the process and benefits that the brand brings to the business. Brand positioning can help reduce competition and increase the likelihood of finding customers. The ability to position a brand can influence customers' purchasing decisions and create trust and honesty in the customer-brand relationship. Learning about how leading companies in this field position their brands will provide us with important knowledge about brand development and effective business strategies. These brands are all very famous and have a great influence on the travel and online booking industry. Learning about their brand positioning also helps us better understand the development and influence of this industry in the global economy. For the tourism industry, these issues are still new in theoretical research and practical implementation. The issue of branding is one of the issues currently being discussed by many researchers, many businesses are building and developing their brands in the domestic and world markets in order to develop their business activities at the same time. advertise the country's image. Therefore, in order for a business to develop sustainably and have a stable position, it must clearly define its business goals and build an effective business management system to help the business. sustainable development and liberating labor, the leadership team cares about their product brand and always protects the brand, constantly innovating and creating for sustainable development. Creativity is vital for with businesses.