{"id":1965,"date":"2012-07-30T04:44:53","date_gmt":"2012-07-30T04:44:53","guid":{"rendered":"https:\/\/www.saokim.com.vn\/blog\/?p=1965"},"modified":"2021-04-21T16:49:31","modified_gmt":"2021-04-21T16:49:31","slug":"5-buoc-trong-quy-trinh-dat-ten-thuong-hieu","status":"publish","type":"post","link":"https:\/\/www.saokim.com.vn\/blog\/sang-tao-thuong-hieu\/5-buoc-trong-quy-trinh-dat-ten-thuong-hieu\/","title":{"rendered":"5 b\u01b0\u1edbc trong quy tr\u00ecnh \u0111\u1eb7t t\u00ean th\u01b0\u01a1ng hi\u1ec7u"},"content":{"rendered":"

\"Quy<\/a>
\nNh\u1eefng th\u01b0\u01a1ng hi\u1ec7u l\u1edbn tr\u00ean th\u1ebf gi\u1edbi th\u01b0\u1eddng s\u1edf h\u1eefu nh\u1eefng c\u00e1i t\u00ean hay v\u00e0 th\u00e2n thu\u1ed9c l\u1ea1 k\u1ef3. \u0110i\u1ec1u \u0111\u00f3 c\u00f3 th\u1ec3 khi\u1ebfn b\u1ea1n ngh\u0129 r\u1eb1ng vi\u1ec7c t\u1ea1o ra nh\u1eefng c\u00e1i t\u00ean \u0111\u00f3 nh\u01b0 m\u1ed9t ph\u00e9p m\u00e0u ho\u1eb7c m\u1ed9t s\u1ef1 s\u1eafp \u0111\u1eb7t ng\u1eabu nhi\u00ean tr\u00f9ng h\u1ee3p. Tuy nhi\u00ean, trong th\u1ef1c t\u1ebf qu\u00e1 tr\u00ecnh s\u00e1ng t\u1ea1o th\u01b0\u01a1ng hi\u1ec7u s\u1ebd ch\u1ec9 cho ch\u00fang ta th\u1ea5y r\u1eb1ng m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c t\u1ea1o ra t\u1eeb m\u1ed9t quy tr\u00ecnh \u0111\u1eb7t t\u00ean ch\u1eb7t ch\u1ebd, khoa h\u1ecdc.<\/span><\/p>\n

Quy tr\u00ecnh \u0111\u1eb7t t\u00ean th\u01b0\u01a1ng hi\u1ec7u<\/a><\/strong><\/span> \u0111\u1ea3m b\u1ea3o t\u00ean th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c t\u1ea1o ra kh\u00f4ng nh\u1eefng \u0111\u00e1p \u1ee9ng ti\u00eau ch\u00ed h\u1ea5p d\u1eabn m\u00e0 c\u00f2n ph\u00f9 h\u1ee3p v\u1edbi chi\u1ebfn l\u01b0\u1ee3c kh\u00e1c bi\u1ec7t h\u00f3a, \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u v\u00e0 c\u00e1c m\u1ee5c ti\u00eau kh\u00e1c. <\/span><\/p>\n

T\u1ea1i Sao Kim ch\u00fang t\u00f4i th\u1ef1c hi\u1ec7n quy tr\u00ecnh n\u00e0y qua 5 b\u01b0\u1edbc ch\u00ednh. M\u1ed7i b\u01b0\u1edbc n\u00e0y c\u00f3 th\u1ec3 bao g\u1ed3m nhi\u1ec1u c\u00e1c c\u00f4ng vi\u1ec7c kh\u00e1c nhau m\u00e0 m\u1ee9c \u0111\u1ed9 ph\u1ee9c t\u1ea1p ph\u1ee5 thu\u1ed9c v\u00e0o t\u1eebng d\u1ef1 \u00e1n c\u1ee5 th\u1ec3. Ch\u00fang t\u00f4i lu\u00f4n c\u00f3 s\u1ef1 \u0111i\u1ec1u ch\u1ec9nh b\u1ea3n k\u1ebf ho\u1ea1ch \u0111\u1eb7t t\u00ean tr\u01b0\u1edbc m\u1ed7i d\u1ef1 \u00e1n kh\u00e1c nhau \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o \u0111\u00e1p \u1ee9ng c\u00e1c m\u1ee5c ti\u00eau m\u1ed9t c\u00e1ch t\u1ed1t nh\u1ea5t.<\/span><\/p>\n

\"Quy<\/span><\/p>\n

B\u01b0\u1edbc 1: Ph\u00e2n t\u00edch c\u1ea1nh tranh<\/span><\/h2>\n

M\u1ed9t trong nh\u1eefng ch\u1ee9c n\u0103ng quan tr\u1ecdng nh\u1ea5t c\u1ee7a t\u00ean l\u00e0 \u0111\u1ec3 ph\u00e2n bi\u1ec7t gi\u1eefa th\u01b0\u01a1ng hi\u1ec7u n\u00e0y v\u1edbi th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c, c\u00f4ng ty n\u00e0y v\u1edbi c\u00f4ng ty kia. V\u00e0 \u0111\u1ec3 l\u00e0m \u0111\u01b0\u1ee3c \u0111i\u1ec1u \u0111\u00f3, t\u00ean th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n ph\u1ea3i kh\u00e1c bi\u1ec7t ho\u00e0n to\u00e0n v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/span><\/p>\n

Ch\u00fang t\u00f4i b\u1eaft \u0111\u1ea7u b\u1eb1ng c\u00e1ch nghi\u00ean c\u1ee9u ng\u00e0nh m\u00e0 b\u1ea1n tham gia: \u0110\u1eb7c tr\u01b0ng ch\u00ednh c\u1ee7a ng\u00e0nh l\u00e0 g\u00ec? L\u1ee3i th\u1ebf c\u1ea1nh tranh c\u1ee7a b\u1ea1n v\u00e0 c\u00e1c \u0111\u1ed1i th\u1ee7? C\u00e1ch \u0111\u1eb7t t\u00ean v\u00e0 c\u00e1c lo\u1ea1i t\u00ean \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng trong ng\u00e0nh? \u0110\u1ed1i th\u1ee7 c\u1ee7a b\u1ea1n c\u00f3 \u0111\u1eb7t t\u00ean mang t\u00ednh m\u00f4 t\u1ea3 kh\u00f4ng? H\u1ecd s\u1eed d\u1ee5ng ti\u1ebfng Vi\u1ec7t hay ti\u1ebfng Anh? Th\u00f4ng \u0111i\u1ec7p \u0111\u01b0\u1ee3c truy\u1ec1n t\u1ea3i trong t\u00ean th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ee7a b\u1ea1n l\u00e0 g\u00ec? C\u00e1ch m\u00e0 c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ee7a b\u1ea1n m\u00f4 t\u1ea3 th\u01b0\u01a1ng hi\u1ec7u v\u00e0 t\u1ea7m nh\u00ecn c\u1ee7a h\u1ecd ra sao ?<\/span><\/p>\n

T\u1ea5t c\u1ea3 c\u00e1c nghi\u00ean c\u1ee9u v\u00e0 ph\u00e2n t\u00edch n\u00e0y l\u00e0m n\u1ed5i b\u1eadt n\u00ean b\u1ed1i c\u1ea3nh th\u1ef1c t\u1ebf c\u1ee7a ng\u00e0nh m\u00e0 th\u01b0\u01a1ng hi\u1ec7u m\u1edbi c\u1ee7a b\u1ea1n \u0111ang th\u00e2m nh\u1eadp, nh\u1eefng th\u00e1ch th\u1ee9c m\u00e0 n\u00f3 c\u1ea7n \u0111\u00e1p \u1ee9ng \u0111\u1ec3 tr\u1edf n\u00ean kh\u00e1c bi\u1ec7t v\u00e0 n\u1ed5i b\u1eadt.<\/span><\/p>\n

B\u01b0\u1edbc 2: \u0110\u1ecbnh h\u01b0\u1edbng s\u00e1ng t\u1ea1o<\/span><\/h2>\n

\u1ede b\u01b0\u1edbc n\u00e0y ch\u00fang t\u00f4i th\u1ef1c hi\u1ec7n \u201cv\u0103n b\u1ea3n h\u00f3a\u201d nh\u1eefng th\u00f4ng tin c\u00f3 \u0111\u01b0\u1ee3c t\u1eeb qu\u00e1 tr\u00ecnh thu th\u1eadp d\u1eef li\u1ec7u t\u1eeb kh\u00e1ch h\u00e0ng v\u00e0 qu\u00e1 tr\u00ecnh ph\u00e2n t\u00edch c\u1ea1nh tranh \u0111\u1ec3 t\u00f3m t\u1eaft th\u00e0nh b\u1ea3n \u0111\u1ecbnh h\u01b0\u1edbng s\u00e1ng t\u1ea1o. B\u1ea3n \u0111\u1ecbnh h\u01b0\u1edbng n\u00e0y c\u00f3 t\u00ednh ch\u1ea5t h\u01b0\u1edbng d\u1eabn to\u00e0n b\u1ed9 nh\u00f3m th\u1ef1c hi\u1ec7n d\u1ef1 \u00e1n hi\u1ec3u \u0111\u01b0\u1ee3c m\u1ed9t c\u00e1ch k\u1ef9 l\u01b0\u1ee1ng v\u1ec1 b\u1ed1i c\u1ea3nh, s\u1ea3n ph\u1ea9m \u2013 d\u1ecbch v\u1ee5, \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u, c\u00e1c gi\u1edbi h\u1ea1n s\u00e1ng t\u1ea1o \u2026 m\u1ed9t c\u00e1ch xuy\u00ean su\u1ed1t trong to\u00e0n b\u1ed9 qu\u00e1 tr\u00ecnh s\u00e1ng t\u00e1c t\u00ean th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n

B\u01b0\u1edbc 3: S\u00e1ng t\u00e1c t\u00ean th\u01b0\u01a1ng hi\u1ec7u<\/span><\/h2>\n
\"M\u1ed9t<\/a>
M\u1ed9t d\u1ef1 \u00e1n \u0111\u1eb7t t\u00ean th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n c\u00f3 nhi\u1ec1u ph\u01b0\u01a1ng \u00e1n l\u1ef1a ch\u1ecdn<\/span><\/figcaption><\/figure>\n

\u0110\u1ed9ng n\u00e3o (Brain Storming)<\/strong>: trong b\u01b0\u1edbc n\u00e0y, nh\u00f3m th\u1ef1c hi\u1ec7n d\u1ef1 \u00e1n \u0111\u00e3 nghi\u00ean c\u1ee9u k\u1ef9 v\u00e0 th\u1ea5u hi\u1ec3u \u0111\u1ec1 b\u00e0i. Nhi\u1ec7m v\u1ee5 c\u1ee7a h\u1ecd l\u00e0 t\u00ecm ra nh\u1eefng ph\u01b0\u01a1ng \u00e1n t\u00ean cho th\u01b0\u01a1ng hi\u1ec7u m\u1edbi. Y\u00eau c\u1ea7u c\u1ee7a b\u01b0\u1edbc n\u00e0y l\u00e0 ng\u01b0\u1eddi tham gia ph\u1ea3i \u0111\u01b0\u1ee3c t\u1ef1 do ho\u00e0n to\u00e0n \u0111\u1ec3 \u0111\u01b0a ra ph\u01b0\u01a1ng \u00e1n. S\u1ed1 l\u01b0\u1ee3ng ph\u01b0\u01a1ng \u00e1n \u0111\u01b0a ra c\u00e0ng nhi\u1ec1u c\u00e0ng t\u1ed1t. T\u1ed1i thi\u1ec3u m\u1ed7i ng\u01b0\u1eddi s\u1ebd ph\u1ea3i c\u00f3 10 ph\u01b0\u01a1ng \u00e1n \u0111\u1ec3 ti\u1ebfn t\u1edbi b\u01b0\u1edbc L\u1ecdc ph\u01b0\u01a1ng \u00e1n.<\/span><\/p>\n

L\u1ecdc ph\u01b0\u01a1ng \u00e1n (Short-list)<\/strong>: Sau khi th\u1ef1c hi\u1ec7n xong b\u01b0\u1edbc Brain Storming, nh\u00f3m th\u1ef1c hi\u1ec7n d\u1ef1 \u00e1n s\u1ebd t\u1eadp h\u1ee3p th\u00e0nh m\u1ed9t Master List bao g\u1ed3m t\u1ea5t c\u1ea3 c\u00e1c ph\u01b0\u01a1ng \u00e1n \u0111\u00e3 ngh\u0129 ra \u0111\u01b0\u1ee3c. Nh\u00f3m s\u1ebd h\u1ecdp \u0111\u1ec3 l\u1ecdc ra nh\u1eefng ph\u01b0\u01a1ng \u00e1n t\u1ed1t nh\u1ea5t d\u1ef1a tr\u00ean s\u1ef1 ph\u00f9 h\u1ee3p v\u1edbi \u0111\u1ecbnh h\u01b0\u1edbng s\u00e1ng t\u1ea1o ban \u0111\u1ea7u. Sau b\u01b0\u1edbc n\u00e0y, ch\u00fang t\u00f4i c\u00f3 m\u1ed9t Short-list kho\u1ea3ng 10 ph\u01b0\u01a1ng \u00e1n t\u00ean.<\/span><\/p>\n

B\u01b0\u1edbc 4: Ki\u1ec3m tra kh\u1ea3 n\u0103ng \u0111\u0103ng k\u00fd nh\u00e3n hi\u1ec7u \/ \u0110\u0103ng k\u00fd doanh nghi\u1ec7p<\/span><\/h2>\n
\"Ki\u1ec3m<\/a>
Ph\u01b0\u01a1ng \u00e1n t\u00ean th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n ph\u1ea3i \u0111\u01b0\u1ee3c ki\u1ec3m tra kh\u1ea3 n\u0103ng \u0111\u0103ng k\u00fd nh\u00e3n hi\u1ec7u m\u1ed9t c\u00e1ch k\u1ef9 l\u01b0\u1ee1ng \u0111\u1ec3 tr\u00e1nh nh\u1eefng tranh ch\u1ea5p \u0111\u00e1ng ti\u1ebfc sau n\u00e0y.<\/span><\/figcaption><\/figure>\n

C\u00e1c ph\u01b0\u01a1ng \u00e1n t\u00ean trong danh s\u00e1ch Short-list \u0111\u01b0\u1ee3c ki\u1ec3m tra kh\u1ea3 n\u0103ng \u0111\u0103ng k\u00fd t\u00ean doanh nghi\u1ec7p (trong tr\u01b0\u1eddng h\u1ee3p l\u00e0 t\u00ean c\u00f4ng ty) ho\u1eb7c kh\u1ea3 n\u0103ng \u0111\u0103ng k\u00fd b\u1ea3o h\u1ed9 nh\u00e3n hi\u1ec7u h\u00e0ng h\u00f3a. \u1ede b\u01b0\u1edbc n\u00e0y c\u1ea7n c\u00f3 s\u1ef1 l\u00e0m vi\u1ec7c ch\u1eb7t ch\u1ebd c\u1ee7a Lu\u1eadt s\u01b0. Ch\u00fang t\u00f4i th\u1ef1c hi\u1ec7n tra c\u1ee9u tr\u00ean c\u01a1 s\u1edf d\u1eef li\u1ec7u chuy\u00ean ng\u00e0nh c\u0169ng nh\u01b0 ki\u1ec3m tra tr\u1ef1c ti\u1ebfp th\u00f4ng qua c\u00e1c m\u1ed1i quan h\u1ec7 ngh\u1ec1 nghi\u1ec7p \u0111\u1ec3 bi\u1ebft ch\u1eafc b\u1ea1n c\u00f3 th\u1ec3 \u0111\u0103ng k\u00fd t\u00ean th\u01b0\u01a1ng hi\u1ec7u n\u00e0y v\u1edbi kh\u1ea3 n\u0103ng th\u00e0nh c\u00f4ng cao nh\u1ea5t.<\/span>
\nSau b\u01b0\u1edbc ki\u1ec3m tra n\u00e0y, danh s\u00e1ch t\u00ean th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c r\u00fat g\u1ecdn c\u00f2n 4-5 ph\u01b0\u01a1ng \u00e1n t\u1ed1i \u01b0u.<\/span><\/p>\n

B\u01b0\u1edbc 5: Ki\u1ec3m tra kh\u1ea3 n\u0103ng \u1ee9ng d\u1ee5ng trong th\u1ef1c t\u1ebf<\/span><\/h2>\n
\"T\u00ean<\/a>
T\u00ean th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n \u0111\u01b0\u1ee3c ki\u1ec3m tra kh\u1ea3 n\u0103ng \u1ee9ng d\u1ee5ng trong th\u1ef1c t\u1ebf nh\u01b0 logo, \u1ea5n ph\u1ea9m, bao b\u00ec nh\u00e3n m\u00e1c, website …<\/span><\/figcaption><\/figure>\n

\u1ede b\u01b0\u1edbc n\u00e0y, t\u00ean th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c minh h\u1ecda b\u1eb1ng m\u1eabu thi\u1ebft k\u1ebf logo hay \u0111\u00ednh k\u00e8m slogan \/ tagline. \u0110\u1ec3 \u0111\u1ea3m b\u1ea3o t\u00ean th\u01b0\u01a1ng hi\u1ec7u th\u1eadt s\u1ef1 kh\u00e1c bi\u1ec7t, h\u1ecda s\u1ef9 thi\u1ebft k\u1ebf c\u1ee7a ch\u00fang t\u00f4i s\u1ebd \u0111\u1eb7t t\u00ean th\u01b0\u01a1ng hi\u1ec7u v\u00e0o c\u00e1c b\u1ed1i c\u1ea3nh kh\u00e1c nhau: trong v\u0103n b\u1ea3n, trong bao b\u00ec nh\u00e3n m\u00e1c, trong \u1ea5n ph\u1ea9m, tr\u00ean website, trong m\u1ed9t qu\u1ea3ng c\u00e1o t\u00e0i tr\u1ee3 m\u00e0 t\u00ean th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n s\u1ebd n\u1eb1m c\u00f9ng v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ea1nh tranh kh\u00e1c \u2026<\/span><\/p>\n

Sau khi \u0111\u00e3 ki\u1ec3m tra k\u1ef9 l\u01b0\u1ee1ng, Copywriter s\u1ebd l\u1eadp t\u00e0i li\u1ec7u thuy\u1ebft tr\u00ecnh cho t\u1eebng ph\u01b0\u01a1ng \u00e1n t\u00ean, g\u1ee3i \u00fd c\u00e2u chuy\u1ec7n th\u01b0\u01a1ng hi\u1ec7u v\u00e0 \u0111\u01b0a ra ch\u1ec9 d\u1eabn cho c\u00e1c tr\u01b0\u1eddng h\u1ee3p \u1ee9ng d\u1ee5ng.<\/span><\/p>\n

Kh\u00f4ng c\u00f3 m\u1ed9t c\u00e1ch \u0111\u01a1n gi\u1ea3n n\u00e0o \u0111\u1ec3 c\u00f3 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u h\u1ea5p d\u1eabn. M\u1ed9t quy tr\u00ecnh \u0111\u1eb7t t\u00ean nh\u01b0 tr\u00ean kh\u00f4ng \u0111\u1eb7t c\u01b0\u1ee3c vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n v\u00e0o may r\u1ee7i m\u00e0 n\u00f3 \u0111\u1ea3m b\u1ea3o cho lu\u00f4n l\u1ef1a ch\u1ecdn \u0111\u01b0\u1ee3c m\u1ed9t t\u00ean th\u01b0\u01a1ng hi\u1ec7u h\u1ea5p d\u1eabn nh\u01b0ng v\u1eabn ph\u00f9 h\u1ee3p v\u1edbi \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u v\u00e0 t\u1ea1o n\u1ec1n m\u00f3ng v\u1eefng ch\u1eafc \u0111\u1ea7u ti\u00ean cho vi\u1ec7c truy\u1ec1n th\u00f4ng th\u01b0\u01a1ng hi\u1ec7u sau n\u00e0y.<\/span><\/p>\n

T\u00e1c gi\u1ea3: Nguy\u1ec5n Tu\u1ea5n H\u00f9ng<\/strong><\/span>
\nC\u00f4ng ty T\u01b0 v\u1ea5n v\u00e0 S\u00e1ng t\u1ea1o Th\u01b0\u01a1ng hi\u1ec7u Sao Kim<\/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 thi\u1ebft k\u1ebf logo<\/span><\/p>\n

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