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Brand building pays off in economic slowdown   2009-04-21 - VietNamNet/Viet Nam News

How to build and support brands in the most efficient and innovative manner was the main topic of a seminar hosted by the Viet Nam-EU Business Forum yesterday in Ha Noi.

The seminar coincided with Viet Nam Brands’ Day and the top 500 Viet Nam Brands Awards Presentation being hosted by the Viet Nam Chamber of Commerce and Industry (VCCI) at the Ha Noi Opera House.

Entitled "Branding in times of economic slowdown, the seminar’s purpose was to enhance business awareness of brand building in times of economic turbulence through the exchange of knowledge and best practices being adopted by successful companies and professional brand communications companies.

"We believe that through this seminar, businesses will have an overview of how they should deal with their brands and be able to work out appropriate solutions in order to maintain their brands successfully despite the economic downturn," said Alain Cany, VEUBF co-chairman, chairman of the European Chamber of Commerce in Viet Nam (EuroCham) and country chairman of Jardine-Matheson.

Speaking at the seminar, Doan Duy Khuong, deputy chairman of VCCI, said he hoped that this seminar would bring businesses an overview and help them to seek appropriate measures in building and maintaining their brand image in the economic slowdown.

Ralf Matthaes, managing director of TNS Viet Nam, told participants that in the economic crisis not all sectors would encounter difficulties. He said exporters would suffer due to the narrowed export markets. Meanwhile, many other industries such as the telecoms sector would develop strongly. In the economic downturn, consumers would continue to buy goods but would change their spending habits.

He said this was the best opportunity for businesses to invest so as to surpass their rivals. At the moment, investment costs were relatively low while competitors were becoming weak due to the economic downturn.

This is the third seminar that the VEUBF has organised recently. The two driving forces behind VEUBF, EuroCham and VCCI, said branding awareness should be further promoted among local businesses.

National trademark

Businesses selected to participate in the National Trademark Programme agreed that the scheme had facilitated their business development in the local market and boosted exports.

Binh Tien Consumer Goods Co (Biti’s) deputy general director Nguyen Duy Thanh said the programme was a good opportunity for Biti’s to be in contact with and test itself in the international market.

When Biti’s joined the programme and its products were titled with its label, the company had a better chance to dominate the domestic market and reach out to world markets, Thanh said.

An Phuoc Garment Co General Director Nguyen Thi Dien agreed.

"Joining the programme helped the company further affirm its reputation in the local and foreign markets," she said, outlining more contracts that the company had signed with Japanese counterparts during the past year as a good example.

Participation in the programme, however, was a positive pressure for enterprises with selected trademarks to make more renovation, Thanh said.

He also called for more help from the Ministry of Industry and Trade and relevant sectors to promote the programme and its benefit to the local business community.

Prime Minister backs business efforts

On the occasion of "Viet Nam trademark-2009" Prime Minister Nguyen Tan Dung congratulated Vietnamese businesses and wished them well in boosting production and business during the country’s international economic integration.
The "National Trademark" programme was approved by the Prime Minister in 2008.
Last night, the Viet Nam Chamber of Commerce and Industry and the Nielsen Market Research Company held a ceremony to announce the 500 strongest national trademarks in 2008, while presenting awards to the top 50.

Binh Minh Plastic Co deputy general director Nguyen Hoang Ngan emphasised the importance of the programme’s more specific assistance in building and advertising trademarks as well as trade promotion activities.

The National Trademark Programme’s first phrase in 2008 had selected 30 trademarks covering textiles, footwear, beverage, confectionery, tourism services, telecommunication services, construction and wooden furniture.

The programme is the only one of its kind created by the Government to help establish a national image based on innovation, creativity, quality and leadership. It seeks further to develop Viet Nam’s reputation for diverse and high-quality goods and services.

Selected candidates possessed trusted brands, plans for sustainable and long-term brand development and adequate resources for development.

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