May 28, 2013

World Trademark Review: Brand Campaigns Go Negative in Vietnam

World Trademark Review

In a recent post on its blog, World Trademark Review looked at how brand owners can counter negative campaigns that propagate over social media networks, like the ongoing boycott of Coke in Vietnam sparked by the “Coca-Cola Evades Taxes” Facebook page. Seher Hussain of WTR interviewed Thomas J. Treutler, partner at Tilleke & Gibbins and managing director of the firm’s Vietnam offices, for the piece.

“These campaigns are gaining steam and should not be taken lightly, especially when traditional mass media continues to cover the issues and social media campaigns,” Tom said. “However, it is not clear whether social media campaigns actually have a large impact on business; it has been shown that the impact of social media is still not as strong as the impact of mass media.”

Despite the recent backlash against Coca-Cola, Tom holds that the outlook for trademark owners entering Vietnam remains bright: “Investment in the retail, franchising and distribution areas in Vietnam is booming due to the country’s huge population (90 million people and 11th largest country in the world) which is a young population enamored with foreign brands. Every month we see more famous Western brands entering the market and registering more and more trademarks in Vietnam.”

To read the full article, please visit the World Trademark Review blog.

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