{"id":1317,"date":"2011-01-26T03:13:31","date_gmt":"2011-01-26T03:13:31","guid":{"rendered":"https:\/\/www.saokim.com.vn\/blog\/?p=1317"},"modified":"2019-07-23T15:26:10","modified_gmt":"2019-07-23T08:26:10","slug":"chia-se-cac-phuong-phap-dat-ten-thuong-hieu","status":"publish","type":"post","link":"https:\/\/www.saokim.com.vn\/blog\/dat-ten-thuong-hieu\/chia-se-cac-phuong-phap-dat-ten-thuong-hieu\/","title":{"rendered":"Chia s\u1ebb c\u00e1c ph\u01b0\u01a1ng ph\u00e1p \u0111\u1eb7t t\u00ean th\u01b0\u01a1ng hi\u1ec7u"},"content":{"rendered":"

N\u1ebfu b\u1ea1n \u0111\u1ec3 \u00fd \u0111\u1ebfn c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111ang c\u00f3 tr\u00ean th\u1ecb tr\u01b0\u1eddng v\u00e0 c\u00f3 ch\u00fat \u0111\u1ea7u \u00f3c quan s\u00e1t, ph\u00e2n t\u00edch b\u1ea1n s\u1ebd th\u1ea5y r\u1ea5t nhi\u1ec1u trong s\u1ed1 nh\u1eefng ph\u01b0\u01a1ng ph\u00e1p \u0111\u1eb7t t\u00ean th\u01b0\u01a1ng hi\u1ec7u<\/a><\/strong><\/span> sau \u0111\u00e2y \u0111\u00e3 \u0111\u01b0\u1ee3c c\u00e1c c\u00f4ng ty s\u1eed d\u1ee5ng. M\u1ed7i ph\u01b0\u01a1ng ph\u00e1p \u0111\u1ec1u c\u00f3 v\u00ed d\u1ee5 th\u1ef1c t\u1ebf k\u00e8m theo. \u0110\u00e2y l\u00e0 c\u1ea9m nang v\u00f4 c\u00f9ng h\u1eefu \u00edch n\u1ebfu b\u1ea1n \u0111ang tr\u00ean \u0111\u01b0\u1eddng t\u00ecm ki\u1ebfm m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u ph\u00f9 h\u1ee3p cho s\u1ea3n ph\u1ea9m \/ d\u1ecbch v\u1ee5 hay doanh nghi\u1ec7p c\u1ee7a m\u00ecnh.<\/span>
\n<\/span>
\nPh\u01b0\u01a1ng ph\u00e1p \u0111\u1eb7t t\u00ean th\u01b0\u01a1ng hi\u1ec7u \/ t\u00ean c\u00f4ng ty \/ s\u1ea3n ph\u1ea9m \/ d\u1ecbch v\u1ee5<\/strong><\/span>
\n1. D\u00f9ng t\u00ean \u0111\u1ecba danh (Geographical):<\/strong><\/span>
\nN\u01b0\u1edbc m\u1eafm Ph\u00fa Qu\u1ed1c, k\u1eb9o d\u1eeba B\u1ebfn Tre, Vang \u0110\u00e0 L\u1ea1t<\/span><\/p>\n

2. S\u1eed d\u1ee5ng c\u00e1c t\u1eeb s\u00e1ng t\u1ea1o<\/strong><\/span>
\n– L\u1ea5y t\u1eeb c\u00f3 s\u1eb5n trong c\u00e1c t\u1eeb \u0111i\u1ec3n<\/span>
\n– S\u1eed d\u1ee5ng nguy\u00ean \u00e2m, ph\u1ee5 \u00e2m<\/span><\/p>\n

3. Nguy\u00ean l\u00fd k\u1ebft n\u1ed1i c\u00e1c ch\u1eef th\u00e0nh m\u1ed9t t\u1eeb (Composition)<\/strong><\/span>
\nVD: LaserJet, PowerBook, PageMaker, Sunsilk, Sunlight, Goldenkey\u2026<\/span>
\n3.1 Nguy\u00ean l\u00fd t\u1ed5 h\u1ee3p<\/strong><\/span>
\nVD: Vi\u1ec7t nam Airline, Clean & Clear<\/span>
\n3.2 Nguy\u00ean l\u00fd c\u1ed9ng tr\u1eeb (Tacking & Clipping):<\/span>
\nVD: Vinabico \u2013 Kotobuki, Vinamilk, Vinataba, Vigracera<\/span>
\n3.3 Nguy\u00ean l\u00fd vi\u1ebft t\u1eaft ho\u1eb7c ch\u1eef s\u1ed1 (Ideophonemes):<\/span>
\nVD: IBM (International Business Machines) , SYM, FPT, 333, 555<\/span>
\n3.4 Nguy\u00ean l\u00fd Semantic:<\/span>
\nVD: Pedaling + Catalina<\/span>
\nPedal + alina = Pedalinas<\/span><\/p>\n

4. C\u00e2u kh\u1ea9u hi\u1ec7u<\/span>
\n\u201cN\u00e2ng niu b\u00e0n ch\u00e2n Vi\u1ec7t\u201d c\u1ee7a Bitis<\/span>
\n\u201cCh\u1ec9 c\u00f3 th\u1ec3 l\u00e0 Heineken\u201d \u2013 bia Heineken<\/span><\/p>\n

5. H\u00ecnh h\u1ecda, h\u00ecnh v\u1ebd v\u00e0 \u1ea3nh, \u1ea3nh ch\u00e2n dung<\/span>
\nVD: bi\u1ec3u t\u01b0\u1ee3ng con nai c\u1ee7a gi\u1ea5y t\u1eadp V\u0129nh Ti\u1ebfn,<\/span>
\nH\u00ecnh qu\u1ea3 t\u00e1o b\u1ecb c\u1eafn m\u1ea5t m\u1ed9t mi\u1ebfng c\u1ee7a h\u2022ng m\u00e1y t\u00ednh Apple<\/span><\/p>\n

6. S\u1ef1 k\u1ebft h\u1ee3p c\u00e1c y\u1ebfu t\u1ed1 t\u1eeb ng\u1eef v\u00e0 c\u00e1c y\u1ebfu t\u1ed1 h\u00ecnh<\/span>
\nVD: Apple<\/span><\/p>\n

7. C\u00e1c nh\u00e3n hi\u1ec7u ba chi\u1ec1u nh\u01b0 h\u00ecnh d\u00e1ng c\u1ee7a s\u1ea3n ph\u1ea9m ho\u1eb7c bao g\u00f3i S\u1ea3n ph\u1ea9m<\/span>
\nVD: B\u1eadt l\u1eeda Zippo\u2026<\/span><\/p>\n

8. Vi\u1ebft t\u1eaft (Abbreviation): FedEx, Microsoft<\/span><\/p>\n

9. K\u1ebft h\u1ee3p nh\u1eefng ch\u1eef c\u00e1i \u0111\u1ea7u (Acronym): IBM, FPT<\/span><\/p>\n

10. L\u1eb7p l\u1ea1i \u00e2m ti\u1ebft \u0111\u1ea7u (Alliteration): Coca-Cola, Intel Inside<\/span><\/p>\n

11.G\u1ee3i \u00fd, g\u1ee3i s\u1ef1 li\u00ean t\u01b0\u1edfng, ph\u00e9p \u1ea9n d\u1ee5: In \u2013 n \u2013 Out Burgers, Kitchen Aid<\/span><\/p>\n

12. S\u1ef1 t\u01b0\u01a1ng t\u1ef1 (Analogy): KitchenAid, Kool-Aid.<\/span><\/p>\n

13. S\u1ef1 t\u01b0\u01a1ng th\u00edch (Appropriation): Soap (for software), Bloody Mary\u2019s (for restaurant), Java<\/span><\/p>\n

14. Arbitrary (T\u00ednh ng\u1eabu nhi\u00ean): Apple, Poppy, Marimba<\/span><\/p>\n

15. Classical Root (G\u1ed1c t\u1eeb c\u1ed5): Pentium, Quattro, Avis<\/span><\/p>\n

16. Gh\u00e9p t\u1eeb (Combination\/ Semantation): Cambozola (Camembert & Gorgonzola),<\/span><\/p>\n

17. S\u1ef1 m\u00f4 t\u1ea3 (Descriptive): Bed, Bath & Beyond, Airbus, Bath & Body Works<\/span><\/p>\n

18. Ngo\u1ea1i ng\u1eef (Foreign Language): Samurai, Fuego Technology, El Pollo Loco<\/span><\/p>\n

19. Ng\u01b0\u1eddi s\u00e1ng l\u1eadp (Founders): Hewlett Packard, Hilton, Rolls Royce<\/span><\/p>\n

20. C\u1eaft gh\u00e9p t\u1eeb r\u1ed3i k\u1ebft h\u1ee3p (Fusion): Lego, Eveready, DirecTV, ReaLemon<\/span><\/p>\n

21. L\u1ecbch s\u1eed, \u0111\u1ecba l\u00fd (Historical, Geographical): Rocky Mauntain Chocolate Factory, Silicon Valley Bank, Cisco System.<\/span><\/p>\n

22. T\u00ednh h\u00e0i h\u01b0\u1edbc (Humor): Please Go away (a travel Agency), Yahoo, Google<\/span><\/p>\n

23. K\u1ebft h\u1ee3p ch\u1eef s\u1ed1 v\u00e0 ch\u1eef c\u00e1i (Ideophonemes): 7-UP, 3COM, Union 76<\/span><\/p>\n

24. Thu\u1ed9c t\u00ednh b\u00e1o ch\u00ed (Journalistic): Silicon Valley, CowPalace,<\/span>
\nNew England<\/span><\/p>\n

25. Ho\u00e1n d\u1ee5 (Metonymy): Silicon Alley, Silicon Gulch<\/span>
\n(S\u1eed d\u1ee5ng t\u00ean hay kh\u00e1i ni\u1ec7m li\u00ean quan)<\/span><\/p>\n

26. B\u1eaft ch\u01b0\u1edbc \u00e2m ti\u1ebft (Mimetic): Krazy (Crazy)<\/span><\/p>\n

27. C\u1ea5u tr\u00fac h\u00ecnh v\u1ecb (Morpheme Construction): Victorinox, Goretex, Compuserve, Accuvue<\/span><\/p>\n

28. T\u00ednh th\u1ea7n tho\u1ea1i (Mythologycal): Centaur (ch\u00f2m sao nh\u00e2n m\u2022, qu\u00e1I v\u1eadt \u0111\u1ea7u ng\u01b0\u1eddi m\u00ecnh ng\u1ef1a), Mercury (th\u1ea7n Mec-cua, sao Th\u1ee7y)<\/span><\/p>\n

29. T\u1eeb t\u01b0\u1ee3ng thanh (Onomatopoeia): Kookooroo, Kisses, ZapMail<\/span><\/p>\n

30. Ph\u00e9p ngh\u1ecbch h\u1ee3p (Oxymoron): True Lyse, Steel Magnolias, Intimate Strangers<\/span><\/p>\n

31. Ch\u1ea5t th\u01a1 ca (Poetics): Rockin\u2019 Tacos, El Pollo Loco<\/span><\/p>\n

32. T\u00ednh ch\u1ea5t mua s\u1eafm (Purchased): Packard Bell, Rolls Royce<\/span><\/p>\n

33. T\u1eeb th\u1eadt (Real Word): Apple, Adole, Domino\u2019s<\/span><\/p>\n

34. C\u1ea5u t\u1ea1o ng\u01b0\u1ee3c (Retrogressive Formation): Ceasar\u2019s Palace<\/span><\/p>\n

35. Rhyme (V\u1ea7n \u0111i\u1ec7u): Shake \u2018n Bake, Lean Cuisine, Osh-Kosh<\/span><\/p>\n

V\u00e0 cu\u1ed1i c\u00f9ng, b\u1ea1n c\u00f3 th\u1ec3 tham kh\u1ea3o th\u00eam v\u1ec1 d\u1ecbch v\u1ee5 \u0111\u1eb7t t\u00ean th\u01b0\u01a1ng hi\u1ec7u<\/a> c<\/span>huy\u00ean nghi\u1ec7p c\u1ee7a Sao Kim ho\u1eb7c \u0111\u00f3ng g\u00f3p th\u00eam cho b\u00e0i vi\u1ebft n\u00e0y nh\u00e9.<\/span><\/p>\n

Ngu\u1ed3n tham kh\u1ea3o: Sao Kim Branding<\/a><\/strong><\/span><\/span><\/p>\n

Chuy\u00ean gia h\u00e0ng \u0111\u1ea7u v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u<\/span><\/p>\n

Xem th\u00eam nh\u1eefng b\u00e0i vi\u1ebft kh\u00e1c:<\/strong><\/span><\/p>\n