{"id":506,"date":"2019-12-12T15:21:01","date_gmt":"2019-12-12T08:21:01","guid":{"rendered":"https:\/\/vanphongao.vn\/?p=506"},"modified":"2025-08-29T22:11:11","modified_gmt":"2025-08-29T15:11:11","slug":"204-nam-2009-thuong-hieu-co-gi-moi","status":"publish","type":"post","link":"https:\/\/vanphongao.vn\/en\/tu-duy-sang-tao\/204-nam-2009-thuong-hieu-co-gi-moi.html","title":{"rendered":"2009: What's new in "brand"?"},"content":{"rendered":"

Depending on the industry we're talking about, 2009 can be seen as a year that started things off completely badly, but it can also bring new opportunities.<\/strong><\/p>\n\n\n\n

Since Brandweek doesn't have a team of economic analysts, this assessment is certainly more difficult, as we are only judging based on historical speculation.<\/p>\n\n\n\n

Predictions won\u2019t go too far, for now, one thing we can be sure of is that 2009 was not a good year for the auto industry, and it\u2019s likely that the advertising industry will suffer the same fate. At the same time, the economic outlook is getting worse, consumers are clinging to their cars and are not keen on buying a new one, however, some signs are also showing that the auto industry will grow quite a bit this year and we can expect that there is still a way for auto advertising in 2009.<\/p>\n\n\n\n

But other industries are looking shaky. Most packaged goods companies spent big on advertising and marketing, raised prices in 2008, and expect to continue to see decent growth. But later this year, private-sector competitors will launch their invasions.<\/p>\n\n\n\n

Will 2009 be the year when consumers make a more decisive decision and abandon their favorite brands for cheaper mass-market brands? This is certainly possible, especially as the economic downturn continues. <\/p>\n\n\n\n

Can big-name packaged goods convince consumers that they\u2019re getting the same quality at the same price? Maybe, although private labels have yet to come together and speak with a single voice.<\/p>\n\n\n\n

In the short term, 2009 will be a test of the brand\u2019s health. The Big Money website is ready to publish \u201cThe Dark Side of Great Brand Myths,\u201d and the title alone is worth the price: \u201cDo you think Microsoft would sell fewer copies of Office if it changed its name in the future?\u201d writes Mark Gimein. And many have suggested the same thing before. <\/p>\n\n\n\n

In 2004, for Wired, James Surowiecki argued that \u201cThe transparency of the Web will help consumers see through brands.\u201d While that may seem like a reasonable statement, it\u2019s not entirely convincing. Does anyone really think that Office sales won\u2019t be impacted by Microsoft\u2019s rebranding? And as we can see, the brand is the most valuable thing. And this year will be our chance to prove it.<\/p>\n\n\n\n

Auto industry: A bad year with federal help.<\/p>\n\n\n\n


Both domestic and foreign automakers are cutting spending this year as production lines are idled and sales slump, and only a more aggressive fiscal policy can save the day.<\/p>\n\n\n\n

Anthony Crupi, Mediaweek<\/em><\/p>\n\n\n\n

Although nearly every American citizen admittedly believed that the auto industry in 2008 had taken a terrible downturn, they still believed that the road ahead for the giant American auto industry was still wide open.<\/p>\n\n\n\n

Looking at the other side of the economic crisis, big auto corporations like General Motors and Chrysler as of March 31 still showed a strong ability to survive the long and thorny period ahead, and their work mainly revolved around concessions to suppliers, creditors, and the United Auto Workers.<\/p>\n\n\n\n

The views expressed in the negotiations, the debt-for-asset swap may not satisfy both sides, forcing the Detroit company to end its 26-year sales slump, at a time when intermediaries cannot afford to prolong the debt situation.<\/p>\n\n\n\n

As the three-way battle rages on, production has ground to a halt, causing a ripple effect on marketing. Even Ford, which will receive a portion of the $17.4 billion federal auto bailout, has slashed its advertising budget by $101 billion next year. <\/p>\n\n\n\n

And GM, the only remaining automaker, increased its advertising spending in 2008 from February to September, raising media spending to $15.71 billion for TNS \u2013 the nation's third largest advertising company<\/em>-to continue to sponsor the Super Bowl and Academy Awards.<\/p>\n\n\n\n

Part of the plan to revive GM and other automakers is to cut $600 million from advertising by 2012. That's a big cut, and GM will continue to flex its marketing muscles in promotions like the 2010 Chevrolet Equinox, which hits showrooms this summer.<\/p>\n\n\n\n

Unfortunately, media spending is tied to the fast-moving car market, which doesn\u2019t look like it\u2019s going to improve anytime soon for the automakers. Honda\u2019s full-year profit fell by $621 billion in late December as the global crisis and consumer confidence spiraled. Toyota, meanwhile, warned that it would be its first major loss in history.<\/p>\n\n\n\n

Observers hope that Obama\u2019s new policies will be more favorable to Detroit. \u201cThe persistent debt will no longer be able to wait for Detroit to survive the crisis of 2009,\u201d said George Magliano, an analyst at IHS Global Insight, who also advised that only a huge amount of money will be able to save the city, otherwise there will be no choice but bankruptcy.<\/p>\n\n\n\n

As for labor, according to the Center for Automotive Research, only a three-way agreement between manufacturers, creditors, and the government can keep workers employed, or 2.95 million jobs will disappear. The $17.4 billion figure seems insignificant, but perhaps by March, policy and Congress will be more willing to help.<\/p>\n\n\n\n

According to Brandweek<\/em>

<\/p>","protected":false},"excerpt":{"rendered":"

T\u00f9y thu\u1ed9c v\u00e0o l\u0129nh v\u1ef1c m\u00e0 ch\u00fang ta \u0111\u1ec1 c\u1eadp, n\u0103m 2009 c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c xem l\u00e0 n\u0103m b\u1eaft \u0111\u1ea7u nh\u1eefng \u0111i\u1ec1u ho\u00e0n to\u00e0n t\u1ed3i t\u1ec7, nh\u01b0ng c\u0169ng c\u00f3 th\u1ec3 mang l\u1ea1i nh\u1eefng thu\u1eadn l\u1ee3i m\u1edbi. Do Brandweek kh\u00f4ng h\u1ec1 c\u00f3 m\u1ed9t \u0111\u1ed9i ng\u0169 ph\u00e2n t\u00edch kinh t\u1ebf n\u00e0o v\u00e0 ch\u1eafc ch\u1eafn l\u00e0 vi\u1ec7c \u0111\u00e1nh […]<\/p>\n","protected":false},"author":3,"featured_media":1240,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[28],"tags":[68],"class_list":["post-506","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tu-duy-sang-tao","tag-thuong-hieu"],"yoast_head":"\nN\u0103m 2009: \u201cTh\u01b0\u01a1ng hi\u1ec7u\u201d c\u00f3 g\u00ec m\u1edbi? – V\u0102N PH\u00d2NG \u1ea2O<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/vanphongao.vn\/en\/tu-duy-sang-tao\/204-nam-2009-thuong-hieu-co-gi-moi.html\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"N\u0103m 2009: \u201cTh\u01b0\u01a1ng hi\u1ec7u\u201d c\u00f3 g\u00ec m\u1edbi? – V\u0102N PH\u00d2NG \u1ea2O\" \/>\n<meta property=\"og:description\" content=\"T\u00f9y thu\u1ed9c v\u00e0o l\u0129nh v\u1ef1c m\u00e0 ch\u00fang ta \u0111\u1ec1 c\u1eadp, n\u0103m 2009 c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c xem l\u00e0 n\u0103m b\u1eaft \u0111\u1ea7u nh\u1eefng \u0111i\u1ec1u ho\u00e0n to\u00e0n t\u1ed3i t\u1ec7, nh\u01b0ng c\u0169ng c\u00f3 th\u1ec3 mang l\u1ea1i nh\u1eefng thu\u1eadn l\u1ee3i m\u1edbi. 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