{"id":2063,"date":"2012-08-03T13:15:36","date_gmt":"2012-08-03T06:15:36","guid":{"rendered":"https:\/\/www.saokim.com.vn\/blog\/?p=2063"},"modified":"2019-07-16T09:28:20","modified_gmt":"2019-07-16T02:28:20","slug":"tieu-chi-lua-chon-ten-thuong-hieu","status":"publish","type":"post","link":"https:\/\/www.saokim.com.vn\/blog\/sang-tao-thuong-hieu\/tieu-chi-lua-chon-ten-thuong-hieu\/","title":{"rendered":"Ti\u00eau ch\u00ed l\u1ef1a ch\u1ecdn t\u00ean th\u01b0\u01a1ng hi\u1ec7u"},"content":{"rendered":"

\"Ti\u00eau<\/p>\n

L\u1ef1a ch\u1ecdn t\u00ean th\u01b0\u01a1ng hi\u1ec7u<\/a><\/strong><\/span> h\u1ea5p d\u1eabn kh\u00f4ng ch\u1ec9 gi\u00fap cho c\u00e1c n\u1ed7 l\u1ef1c truy\u1ec1n th\u00f4ng c\u1ee7a b\u1ea1n d\u1ec5 d\u00e0ng v\u00e0 hi\u1ec7u qu\u1ea3 h\u01a1n m\u00e0 h\u01a1n th\u1ebf n\u1eefa m\u1ed9t t\u00ean th\u01b0\u01a1ng hi\u1ec7u h\u1ea5p d\u1eabn c\u0169ng s\u1ebd \u0111\u00f3ng g\u00f3p kh\u00f4ng nh\u1ecf \u0111\u1ec3 bi\u1ebfn th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh m\u1ed9t t\u00e0i s\u1ea3n c\u00f3 gi\u00e1 tr\u1ecb. B\u00e0i vi\u1ebft n\u00e0y chia s\u1ebb v\u1edbi b\u1ea1n nh\u1eefng ti\u00eau ch\u00ed \u0111\u1ec3 l\u1ef1a ch\u1ecdn t\u00ean th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

M\u1ed9t t\u00ean th\u01b0\u01a1ng hi\u1ec7u t\u1ed1t th\u01b0\u1eddng ph\u1ea3i th\u1ecfa m\u00e3n 7 ti\u00eau ch\u00ed d\u01b0\u1edbi \u0111\u00e2y\u00a0:<\/strong><\/h2>\n

1. Ng\u1eafn g\u1ecdn<\/h3>\n

N\u1ebfu b\u1ea1n mu\u1ed1n kh\u00e1ch h\u00e0ng nh\u1edb \u0111\u01b0\u1ee3c t\u00ean th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh th\u00ec n\u00f3 ph\u1ea3i ng\u1eafn g\u1ecdn.\u00a0 \u0110\u00fang v\u1eady, d\u1ec5 nh\u1edb c\u00f3 ngh\u0129a l\u00e0 ph\u1ea3i ng\u1eafn g\u1ecdn. N\u1ebfu b\u1ea1n c\u00f3 m\u1ed9t c\u00e1i t\u00ean nh\u01b0 c\u00f4ng ty ki\u1ec3m to\u00e1n c\u1ee7a Anh PricewaterhouseCoop ..\u00a0 (sorry, v\u00ec t\u00f4i kh\u00f4ng nh\u1edb n\u1ed5i) th\u00ec h\u00e3y xem l\u1ea1i nh\u00e9.<\/p>\n

2. D\u1ec5 \u0111\u1ecdc<\/h3>\n

H\u00e3y \u0111\u1ea3m b\u1ea3o r\u1eb1ng t\u00ean c\u1ee7a b\u1ea1n ph\u1ea3i d\u1ec5 \u0111\u1ecdc. D\u00f9 r\u1eb1ng m\u1ed9t s\u1ed1 th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng l\u00e0 nh\u1eefng c\u00e1i t\u00ean n\u01b0\u1edbc ngo\u00e0i nh\u01b0ng ch\u00fang ta v\u1eabn \u0111\u1ecdc \u0111\u01b0\u1ee3c n\u00f3 m\u1ed9t c\u00e1ch d\u1ec5 d\u00e0ng\u00a0:\u00a0 Coca-cola, Pepsi, Apple, Sony, Samsung, Omo, Viso \u2026 N\u1ebfu m\u1ed9t c\u00e1i t\u00ean kh\u00f3 \u0111\u1ecdc, \u0111\u1ed3ng ngh\u0129a v\u1edbi vi\u1ec7c ch\u00fang ta \u0111ang d\u1ef1ng h\u00e0ng r\u00e0o ng\u0103n c\u1ea3n kh\u00e1ch h\u00e0ng l\u1ef1a ch\u1ecdn th\u01b0\u01a1ng hi\u1ec7u. H\u00e3y t\u01b0\u1edfng t\u01b0\u1ee3ng t\u00f4i v\u00e0 b\u1ea1n s\u1ebd ph\u1ea3i m\u1ea5t bao nhi\u00eau th\u1eddi gian \u0111\u1ec3 nh\u1edb th\u01b0\u01a1ng hi\u1ec7u m\u1ef9 ph\u1ea9m Schwarzkopf. M\u1eb7c d\u00f9 bi\u1ebft \u0111\u1ebfn n\u00f3, nh\u01b0ng t\u00f4i ch\u1eb3ng bao gi\u1edd mua s\u1ea3n ph\u1ea9m c\u1ee7a h\u00e3ng, v\u00ec \u0111\u01a1n gi\u1ea3n l\u00e0 kh\u00f4ng th\u1ec3 \u0111\u1ecdc \u0111\u01b0\u1ee3c t\u00ean th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

3. \u0110\u1ed9c \u0111\u00e1o<\/h3>\n

M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u mu\u1ed1n \u0111\u01b0\u1ee3c nh\u1edb \u0111\u1ebfn th\u00ec ph\u1ea3i \u0111\u1ed9c \u0111\u00e1o. N\u1ebfu c\u00e1i t\u00ean ch\u1ec9 b\u00ecnh th\u01b0\u1eddng \u0111\u1ea1i lo\u1ea1i nh\u01b0 \u00ab\u00a0Vina + g\u00ec \u0111\u00f3\u00bb,\u00a0 \u00ab\u00a0Th\u1eddi trang Vi\u1ec7t\u00a0\u00bb, \u00ab M\u1ef9 ph\u1ea9m Vi\u1ec7t \u00bb,\u00ab Trang s\u1ee9c Vi\u1ec7t \u00bb … th\u00ec n\u00f3 s\u1ebd nhanh ch\u00f3ng ch\u00ecm v\u00e0o h\u00e0ng ch\u1ee5c th\u01b0\u01a1ng hi\u1ec7u t\u01b0\u01a1ng t\u1ef1. H\u00e3y ch\u1ecdn cho m\u00ecnh m\u1ed9t c\u00e1i t\u00ean kh\u00e1c bi\u1ec7t, \u0111\u1ed9c \u0111\u00e1o. Ch\u1eb3ng h\u1ea1n, khi ng\u00e0nh kinh doanh m\u00e1y t\u00ednh \u0111\u1eb7t nh\u1eefng c\u00e1i t\u00ean r\u1ea5t chuy\u00ean nghi\u1ec7p, tr\u1ecbnh tr\u1ecdng nh\u01b0 IBM, DEC \u2026 th\u00ec m\u1ed9t c\u00e1i t\u00ean Apple nghe ch\u1ea3 c\u00f3 g\u00ec li\u00ean quan. Nh\u01b0ng ch\u00ednh s\u1ef1 kh\u00f4ng li\u00ean quan \u0111\u00f3 l\u00e0m cho Apple tr\u1edf n\u00ean \u0111\u1ed9c \u0111\u00e1o v\u00e0 th\u00e0nh c\u00f4ng.<\/p>\n

4. Ng\u00f4n ng\u1eef ph\u00f9 h\u1ee3p<\/h3>\n

B\u1ea1n \u0111\u1ecbnh ch\u1ecdn t\u00ean b\u1eb1ng ti\u1ebfng Vi\u1ec7t hay ti\u1ebfng Anh\u00a0? Hay m\u1ed9t ng\u00f4n ng\u1eef n\u00e0o kh\u00e1c\u00a0? H\u00e3y nh\u1edb r\u1eb1ng \u0111i\u1ec1u \u0111\u00f3 ph\u1ee5 thu\u1ed9c v\u00e0o b\u1ea1n \u0111ang kinh doanh s\u1ea3n ph\u1ea9m g\u00ec\u00a0? N\u00f3 d\u00e0nh cho ai\u00a0? N\u1ebfu b\u1ea1n \u0111\u1ecbnh kinh doanh m\u1ed9t spa cao c\u1ea5p b\u1ea1n c\u00f3 th\u1ec3 ch\u1ecdn t\u00ean l\u00e0 Venus Spa. V\u00ec t\u00ean ti\u1ebfng Anh n\u00e0y ph\u00f9 h\u1ee3p v\u1edbi \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n. \u00a0C\u00f2n n\u1ebfu b\u1ea1n kinh doanh m\u1ed9t nh\u00e0 h\u00e0ng d\u00e0nh cho m\u1ecdi \u0111\u1ed1i t\u01b0\u1ee3ng th\u1ef1c kh\u00e1ch th\u00ec \u00ab\u00a0Qu\u00e1n \u0103n ngon\u00a0\u00bb s\u1ebd l\u00e0 m\u1ed9t l\u1ef1a ch\u1ecdn kh\u00f4n ngoan h\u01a1n so v\u1edbi \u00ab\u00a0All Smiles Restaurant\u00a0\u00bb.<\/p>\n

(* L\u01b0u \u00fd\u00a0: nh\u1eefng c\u00e1i t\u00ean n\u00e0y n\u00eau trong b\u00e0i n\u00e0y ch\u1ec9 l\u00e0 v\u00ed d\u1ee5 t\u00f4i ngh\u0129 ra, b\u1ea1n kh\u00f4ng n\u00ean l\u1ea7m t\u01b0\u1edfng v\u1edbi nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u c\u00f3 trong th\u1ef1c t\u1ebf).<\/p>\n

5. Li\u00ean quan \u0111\u1ebfn s\u1ea3n ph\u1ea9m \/ d\u1ecbch v\u1ee5<\/h3>\n

T\u00ean ph\u1ea3i c\u00f3 ch\u00fat g\u00ec li\u00ean quan \u0111\u1ebfn s\u1ea3n ph\u1ea9m hay ng\u00e0nh h\u00e0ng m\u00e0 b\u1ea1n \u0111ang \u0111\u1ecbnh kinh doanh. Ho\u1eb7c n\u00f3 c\u0169ng ph\u1ea3i g\u1ee3i li\u00ean t\u01b0\u1edfng \u0111\u1ebfn ng\u00e0nh h\u00e0ng c\u1ee7a b\u1ea1n. V\u00ed d\u1ee5, n\u1ebfu b\u1ea1n kinh doanh c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u1ed3 gia d\u1ee5ng b\u1ea1n c\u00f3 th\u1ec3 ngh\u0129 \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u\u00a0: HappyCook, WifeMate ho\u1eb7c Coolmom \u2026 ch\u1ee9 n\u1ebfu b\u1ea1n ch\u1ecdn m\u1ed9t t\u00ean g\u00ec \u0111\u00f3 ch\u1ea3 li\u00ean quan nh\u01b0 Hupoditus ch\u1eb3ng h\u1ea1n, b\u1ea1n s\u1ebd l\u00e3ng ph\u00ed m\u1ed9t c\u01a1 h\u1ed9i ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng qua t\u00ean th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

6. C\u00f3 kh\u1ea3 n\u0103ng b\u1ea3o h\u1ed9 nh\u00e3n hi\u1ec7u<\/h3>\n

\u0110i\u1ec1u n\u00e0y qu\u00e1 quan tr\u1ecdng, n\u00f3 quan tr\u1ecdng \u0111\u1ebfn n\u1ed7i b\u1ea1n s\u1ebd ph\u1ea3i hy sinh r\u1ea5t nhi\u1ec1u c\u00e1c ph\u01b0\u01a1ng \u00e1n t\u00ean th\u01b0\u01a1ng hi\u1ec7u h\u1ea5p d\u1eabn v\u00e0 ph\u00f9 h\u1ee3p \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o t\u00ean \u0111\u01b0\u1ee3c ch\u1ecdn c\u00f3 kh\u1ea3 n\u0103ng \u0111\u0103ng k\u00fd b\u1ea3o h\u1ed9 nh\u00e3n hi\u1ec7u. Ng\u00e0y nay, ai c\u0169ng \u00fd th\u1ee9c b\u1ea3o v\u1ec7 th\u1ee9 t\u00e0i s\u1ea3n v\u00f4 h\u00ecnh n\u00e0y n\u00ean b\u1ea1n ph\u1ea3i l\u1ef1a ch\u1ecdn t\u00ean m\u1ed9t c\u00e1ch c\u1ea9n tr\u1ecdng \u0111\u1ec3 tr\u00e1nh tranh ch\u1ea5p s\u1edf h\u1eefu tr\u00ed tu\u1ec7 sau n\u00e0y. C\u00e1ch t\u1ed1t nh\u1ea5t l\u00e0 nh\u1edd m\u1ed9t chuy\u00ean gia t\u01b0 v\u1ea5n v\u1ec1 s\u1edf h\u1eefu tr\u00ed tu\u1ec7 ki\u1ec3m tra xem t\u00ean c\u1ee7a b\u1ea1n c\u00f3 kh\u1ea3 n\u0103ng \u0111\u0103ng k\u00fd b\u1ea3o h\u1ed9 nh\u00e3n hi\u1ec7u h\u00e0ng h\u00f3a hay kh\u00f4ng tr\u01b0\u1edbc khi l\u1ef1a ch\u1ecdn ch\u00ednh th\u1ee9c.<\/p>\n

7. C\u00f3 kh\u1ea3 n\u0103ng \u0111\u0103ng k\u00fd t\u00ean mi\u1ec1n<\/h3>\n

C\u00f3 g\u00ec l\u1ea1 trong ti\u00eau ch\u00ed n\u00e0y kh\u00f4ng\u00a0?\u00a0 C\u00e2u tr\u1ea3 l\u1eddi l\u00e0 kh\u00f4ng b\u1ea1n \u1ea1. X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u ng\u00e0y nay \u0111\u00e3 kh\u00e1c r\u1ea5t nhi\u1ec1u. B\u1ea1n kh\u00f4ng ch\u1ec9 lo nh\u1eefng k\u00eanh truy\u1ec1n th\u00f4ng, ti\u1ebfp th\u1ecb truy\u1ec1n th\u1ed1ng m\u00e0 truy\u1ec1n th\u00f4ng tr\u1ef1c tuy\u1ebfn (qua website v\u00e0 c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n \u0111i\u1ec7n t\u1eed) c\u0169ng l\u00e0 m\u1ed9t m\u1eb7t tr\u1eadn h\u1ebft s\u1ee9c n\u00f3ng b\u1ecfng. H\u00e3y \u0111\u1ea3m b\u1ea3o b\u1ea1n c\u00f3 th\u1ec3 s\u1edf h\u1eefu m\u1ed9t t\u00ean mi\u1ec1n tr\u00f9ng v\u1edbi t\u00ean th\u01b0\u01a1ng hi\u1ec7u. Gi\u1ea3 s\u1eed v\u1edbi th\u01b0\u01a1ng hi\u1ec7u LogoArt, ho\u00e0n h\u1ea3o nh\u1ea5t l\u00e0 t\u00f4i c\u00f3 th\u1ec3 s\u1edf h\u1eefu c\u1ea3 b\u1ed9 3 t\u00ean mi\u1ec1n LogoArt.com\u00a0; LogoArt.vn v\u00e0 LogoArt.com.vn nh\u01b0ng v\u00ec t\u00ean mi\u1ec1n LogoArt.com \u0111\u00e3 c\u00f3 ch\u1ee7 s\u1edf h\u1eefu n\u00ean s\u1ef1 l\u1ef1a ch\u1ecdn c\u1ee7a t\u00f4i v\u1edbi 2 t\u00ean mi\u1ec1n Vi\u1ec7t Nam c\u0169ng l\u00e0 t\u1ea1m ch\u1ea5p nh\u1eadn \u0111\u01b0\u1ee3c.<\/p>\n

V\u1edbi nh\u1eefng kinh nghi\u1ec7m th\u1ef1c t\u1ebf, t\u00f4i ngh\u0129 r\u1eb1ng \u0111\u00e2y l\u00e0 nh\u1eefng ti\u00eau ch\u00ed h\u1ebft s\u1ee9c quan tr\u1ecdng trong vi\u1ec7c l\u1ef1a ch\u1ecdn th\u01b0\u01a1ng hi\u1ec7u cho doanh nghi\u1ec7p.\u00a0 B\u1ea1n c\u00f3 mu\u1ed1n \u0111\u00f3ng g\u00f3p th\u00eam ti\u00eau ch\u00ed g\u00ec kh\u00f4ng\u00a0? H\u00e3y chia s\u1ebb \u1edf ph\u1ea7n Nh\u1eadn x\u00e9t nh\u00e9.<\/strong><\/p>\n

T\u00e1c gi\u1ea3:<\/strong><\/p>\n

Nguy\u1ec5n Tu\u1ea5n H\u00f9ng<\/strong><\/a> , Brand Strategy Consultant<\/em>
\nC\u00f4ng ty T\u01b0 v\u1ea5n v\u00e0 S\u00e1ng t\u1ea1o Th\u01b0\u01a1ng hi\u1ec7u Sao Kim<\/strong><\/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