{"id":2172,"date":"2012-01-01T01:17:44","date_gmt":"2011-12-31T18:17:44","guid":{"rendered":"https:\/\/www.saokim.com.vn\/blog\/?p=2172"},"modified":"2019-07-23T14:00:23","modified_gmt":"2019-07-23T07:00:23","slug":"tu-dien-thuat-ngu-thuong-hieu-ung-dung","status":"publish","type":"post","link":"https:\/\/www.saokim.com.vn\/blog\/xay-dung-thuong-hieu\/tu-dien-thuat-ngu-thuong-hieu-ung-dung\/","title":{"rendered":"T\u1eeb \u0111i\u1ec3n thu\u1eadt ng\u1eef th\u01b0\u01a1ng hi\u1ec7u \u1ee9ng d\u1ee5ng"},"content":{"rendered":"

Download t\u1eeb \u0111i\u1ec3n thu\u1eadt ng\u1eef th\u01b0\u01a1ng hi\u1ec7u (Anh – Vi\u1ec7t)<\/a>\u00a0(PDF)<\/strong><\/p>\n

Awareness (S\u1ef1 nh\u1eadn bi\u1ebft v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u):<\/strong> Ch\u1ec9 ra l\u01b0\u1ee3ng ng\u01b0\u1eddi hay th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau c\u00f3 th\u1ec3 nh\u1eadn bi\u1ebft v\u1ec1 s\u1ef1 t\u1ed3n t\u1ea1i c\u1ee7a m\u1ed9t c\u00f4ng ty hay m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 c\u00f3 m\u1eb7t tr\u00ean th\u1ecb tr\u01b0\u1eddng. Th\u00f4ng th\u01b0\u1eddng ng\u01b0\u1eddi ta th\u01b0\u1eddng ph\u00e2n chia l\u00e0m hai ki\u1ec3u nh\u1eadn bi\u1ebft: ki\u1ec3u th\u1ee9 nh\u1ea5t l\u00e0 nh\u1eadn bi\u1ebft t\u1ef1 ph\u00e1t (top of mind), qua \u0111\u00f3 c\u00f3 th\u1ec3 \u0111o l\u01b0\u1eddng ph\u1ea7n tr\u0103m s\u1ed1 ng\u01b0\u1eddi \u0111\u1ec1 c\u1eadp \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u m\u1ed9t c\u00e1ch ng\u1eabu nhi\u00ean ngay khi \u0111\u01b0\u1ee3c \u0111\u1ec1 ngh\u1ecb li\u1ec7t k\u00ea ra m\u1ed9t s\u1ed1 th\u01b0\u01a1ng hi\u1ec7u trong m\u1ed9t lo\u1ea1i s\u1ea3n ph\u1ea9m n\u00e0o \u0111\u00f3. C\u00f2n lo\u1ea1i th\u1ee9 hai l\u00e0 ki\u1ec3u nh\u1eadn th\u1ee9c c\u00f3 g\u1ee3i \u00fd \u2013 ki\u1ec3u n\u00e0y \u0111o l\u01b0\u1eddng t\u1ec9 l\u1ec7 ph\u1ea7n tr\u0103m s\u1ed1 ng\u01b0\u1eddi c\u00f3 th\u1ec3 nh\u1eadn di\u1ec7n \u0111\u01b0\u1ee3c m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u1ed9t lo\u1ea1i s\u1ea3n ph\u1ea9m n\u00e0o \u0111\u00f3 khi m\u1ed9t danh s\u00e1ch nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c \u0111\u01b0a ra \u0111\u1ec3 cho h\u1ecd c\u00f3 th\u1ec3 ch\u1ecdn l\u1ef1a.<\/p>\n

Brand (Th\u01b0\u01a1ng hi\u1ec7u):<\/strong> L\u00e0 m\u1ed9t h\u1ed7n h\u1ee3p c\u00e1c \u0111\u1eb7c t\u00ednh c\u1ea3 h\u1eefu h\u00ecnh l\u1eabn v\u00f4 h\u00ecnh \u0111\u01b0\u1ee3c di\u1ec5n \u0111\u1ea1t th\u00f4ng qua c\u00e1c bi\u1ec3u t\u01b0\u1ee3ng c\u1ee7a m\u1ed9t nh\u00e3n hi\u1ec7u v\u00e0 n\u1ebfu \u0111\u01b0\u1ee3c qu\u1ea3n l\u00ed m\u1ed9t c\u00e1ch \u0111\u00fang \u0111\u1eafn, nh\u00e3n hi\u1ec7u n\u00e0y c\u00f3 th\u1ec3 t\u1ea1o ra gi\u00e1 tr\u1ecb v\u00e0 s\u1ef1 \u1ea3nh h\u01b0\u1edfng nh\u1ea5t \u0111\u1ecbnh cho th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3.
\nThu\u1eadt ng\u1eef \u201cgi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u\u201d c\u00f3 r\u1ea5t nhi\u1ec1u c\u00e1ch di\u1ec5n t\u1ea3 v\u00e0 gi\u1ea3i th\u00edch kh\u00e1c nhau: V\u00ed d\u1ee5 nh\u01b0 theo gi\u1edbi ti\u1ebfp th\u1ecb v\u00e0 gi\u1edbi ti\u00eau d\u00f9ng th\u00ec gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u ch\u00ednh l\u00e0 nh\u1eefng l\u1eddi h\u1ee9a v\u00e0 s\u1ef1 chuy\u1ec3n giao c\u00e1c tr\u1ea3i nghi\u1ec7m v\u1ec1 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u n\u00e0o \u0111\u00f3; \u0111\u1ed1i v\u1edbi gi\u1edbi doanh nghi\u1ec7p th\u00ec gi\u00e1 tr\u1ecb c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u ch\u00ednh l\u00e0 s\u1ef1 \u0111\u1ea3m b\u1ea3o c\u00e1c d\u00f2ng thu nh\u1eadp trong t\u01b0\u01a1ng lai c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3; c\u00f2n theo quan \u0111i\u1ec3m ph\u00e1p l\u00fd th\u00ec gi\u00e1 tr\u1ecb ch\u00ednh l\u00e0 m\u1ed9t m\u1ea3ng ri\u00eang l\u1ebb c\u00e1c t\u00e0i s\u1ea3n tr\u00ed tu\u1ec7. C\u00e1c th\u01b0\u01a1ng hi\u1ec7u cung c\u1ea5p cho c\u00e1c kh\u00e1ch h\u00e0ng c\u1ee7a m\u00ecnh m\u1ed9t ph\u01b0\u01a1ng ti\u1ec7n \u0111\u1ec3 l\u1ef1a ch\u1ecdn v\u00e0 k\u00edch th\u00edch s\u1ef1 c\u00f4ng nh\u1eadn trong nh\u1eefng th\u1ecb tr\u01b0\u1eddng t\u1eadp trung.<\/p>\n

Brand Architecture ( Ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u): <\/strong>L\u00e0 c\u00e1ch m\u00e0 m\u1ed9t t\u1ed5 ch\u1ee9c s\u1eafp x\u1ebfp v\u00e0 li\u1ec7t k\u00ea danh s\u00e1ch c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh trong m\u1ed9t danh m\u1ee5c nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c nhau. Tr\u00ean th\u1ef1c t\u1ebf c\u00f3 ba lo\u1ea1i h\u1ec7 th\u1ed1ng c\u1ea5u tr\u00fac th\u01b0\u01a1ng hi\u1ec7u bao g\u1ed3m:<\/p>\n

– Pure Master Brand (Thu\u1ea7n th\u01b0\u01a1ng hi\u1ec7u m\u1eb9): S\u1eed d\u1ee5ng duy nh\u1ea5t m\u1ed9t t\u00ean th\u01b0\u01a1ng hi\u1ec7u m\u1eb9 cho t\u1ea5t c\u1ea3 c\u00e1c d\u1ecbch v\u1ee5 v\u00e0 s\u1ea3n ph\u1ea9m c\u1ee7a c\u00f4ng ty.<\/p>\n

– Th\u1ee9 hai l\u00e0 ki\u1ec3u Th\u01b0\u01a1ng hi\u1ec7u b\u1ea3o tr\u1ee3, trong \u0111\u00f3 t\u1ea5t c\u1ea3 c\u00e1c thu\u01a1ng hi\u1ec7u ph\u1ee5 \u0111\u1ec1u \u0111u\u1ee3c li\u00ean k\u1ebft v\u1edbi thu\u01a1ng hi\u1ec7u m\u1eb9 c\u1ee7a doanh nghi\u1ec7p th\u00f4ng qua c\u00e1c h\u00ecnh t\u01b0\u1ee3ng qu\u1ea3ng c\u00e1o, c\u00e1ch \u0111\u1eb7t t\u00ean\u2026<\/p>\n

– V\u00e0 lo\u1ea1i cu\u1ed1i c\u00f9ng l\u00e0 ki\u1ec3u Th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ed9c l\u1eadp, trong \u0111\u00f3 c\u00e1c thu\u01a1ng hi\u1ec7u c\u1ee7a m\u1ed9t doanh nghi\u1ec7p \u0111\u01a1n thu\u1ea7n ho\u1ea1t \u0111\u1ed9ng v\u1edbi th\u01b0\u01a1ng hi\u1ec7u m\u1eb9 v\u00e0 m\u1ed7i s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 \u0111\u1ec1u \u0111u\u1ee3c qu\u1ea3ng b\u00e1 c\u00e1c thu\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh b\u1eb1ng c\u00e1c c\u00e1ch th\u1ee9c ri\u00eang bi\u1ec7t trong c\u00e1c th\u1ecb tru\u1eddng m\u1ee5c ti\u00eau c\u1ee7a m\u00ecnh.<\/p>\n

Brand Associations (S\u1ef1 li\u00ean t\u01b0\u1edfng th\u01b0\u01a1ng hi\u1ec7u):<\/strong> L\u00e0 nh\u1eefng c\u1ea3m gi\u00e1c, ni\u1ec1m tin, v\u00e0 c\u00e1c hi\u1ec3u bi\u1ebft v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u m\u00e0 kh\u00e1ch h\u00e0ng hay ng\u01b0\u1eddi ti\u00eau d\u00f9ng bi\u1ebft t\u1edbi. S\u1ef1 li\u00ean t\u01b0\u1edfng th\u01b0\u01a1ng hi\u1ec7u n\u00e0y xu\u1ea5t ph\u00e1t t\u1eeb nh\u1eefng tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng v\u1edbi th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3, ph\u00f9 h\u1ee3p c\u0169ng nh\u01b0 th\u1ed1ng nh\u1ea5t v\u1edbi vi\u1ec7c \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u v\u00e0 ph\u1ea3i \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n tr\u00ean c\u01a1 s\u1edf d\u1ecb bi\u1ec7t h\u00f3a.<\/p>\n

Brand Commitment(S\u1ef1 cam k\u1ebft \u0111\u1ed1i v\u1edbi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u):<\/strong> L\u00e0 m\u1ee9c \u0111\u1ed9 cam k\u1ebft c\u1ee7a kh\u00e1ch h\u00e0ng v\u1edbi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u n\u00e0o \u0111\u00f3, \u0111\u1ea3m b\u1ea3o r\u1eb1ng h\u1ecd s\u1ebd ti\u1ebfp t\u1ee5c s\u1eed d\u1ee5ng hay mua s\u1ea3n ph\u1ea9m c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u n\u00e0y trong t\u01b0\u01a1ng lai. M\u1ee9c \u0111\u1ed9 cam k\u1ebft ch\u1ec9 r\u00f5 \u0111\u1ed9 an to\u00e0n v\u1ec1 vi\u1ec7c kh\u00e1ch h\u00e0ng c\u1ee7a m\u1ed9t doanh nghi\u1ec7p s\u1ebd v\u1eabn ti\u1ebfp t\u1ee5c \u0111\u1ed3ng h\u00e0nh v\u1edbi n\u00f3 thay v\u00ec \u0111i theo nh\u1eefng \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh tr\u1ef1c ti\u1ebfp kh\u00e1c.<\/p>\n

Brand Earnings(Thu nh\u1eadp t\u1eeb th\u01b0\u01a1ng hi\u1ec7u):<\/strong> \u0110\u00f3 ch\u00ednh l\u00e0 nh\u1eefng d\u00f2ng ti\u1ec1n hay b\u1ea5t c\u1ee9 ngu\u1ed3n thu nh\u1eadp n\u00e0o m\u00e0 ng\u01b0\u1eddi ta tin r\u1eb1ng th\u01b0\u01a1ng hi\u1ec7u \u0111em l\u1ea1i cho b\u1ea5t k\u1ef3 c\u00f4ng ty n\u00e0o s\u1edf h\u1eefu n\u00f3.<\/p>\n

Brand Equity (T\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u):<\/strong> \u0110\u01b0\u1ee3c \u0111\u1ecbnh ngh\u0129a l\u00e0 t\u1ea5t c\u1ea3 nh\u1eefng \u0111\u1eb7c t\u00ednh hay ch\u1ea5t l\u01b0\u1ee3ng n\u1ed5i b\u1eadt nh\u1ea5t c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u, c\u00f3 \u0111\u01b0\u1ee3c t\u1eeb s\u1ef1 t\u01b0\u01a1ng t\u00e1c gi\u1eefa c\u00e1c nh\u00f3m c\u00f3 l\u1ee3i \u00edch v\u1edbi th\u01b0\u01a1ng hi\u1ec7u, qua \u0111\u00f3 t\u1ea1o ra \u0111\u01b0\u1ee3c s\u1ef1 cam k\u1ebft t\u1eeb c\u00e1c c\u00e1 nh\u00e2n v\u00e0 t\u1ea1o ra nhu c\u1ea7u ti\u00eau th\u1ee5 c\u00e1c s\u1ea3n ph\u1ea9m mang th\u01b0\u01a1ng hi\u1ec7u n\u00e0y c\u1ee7a doanh nghi\u1ec7p. Ch\u00ednh nh\u1eefng t\u01b0 duy v\u00e0 c\u1ea3m gi\u00e1c r\u1ea5t kh\u00e1c bi\u1ec7t n\u00e0y l\u00e0m cho th\u01b0\u01a1ng hi\u1ec7u c\u00f3 gi\u00e1 tr\u1ecb v\u00e0 t\u1ea1o \u0111\u01b0\u1ee3c s\u1ef1 ch\u00fa \u00fd v\u1edbi kh\u00e1ch h\u00e0ng.<\/p>\n

Brand Equity Protection\u00a0 (B\u1ea3o v\u1ec7 t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u)<\/strong>: L\u00e0 vi\u1ec7c ti\u1ebfn h\u00e0nh c\u00e1c chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ec3 gi\u1ea3m thi\u1ec3u r\u1ee7i ro v\u00e0 c\u00e1c tr\u00e1ch nhi\u1ec7m li\u00ean \u0111\u1edbi v\u1ec1 ph\u01b0\u01a1ng di\u1ec7n ph\u00e1p l\u00fd do c\u00e1c l\u00fd do nh\u01b0 h\u00e0ng gi\u1ea3, s\u1ef1 l\u1ec7ch l\u1ea1c hay s\u00e1o tr\u1ed9n v\u00e0 s\u1ef1 \u0111\u00e1nh c\u1eafp thu\u01a1ng hi\u1ec7u hay nh\u1eefng y\u1ebfu t\u1ed1 kh\u00e1c c\u00f3 li\u00ean quan \u0111\u1ebfn th\u01b0ong hi\u1ec7u, nh\u1eb1m duy tr\u00ec c\u00e1c suy ngh\u0129 v\u00e0 c\u1ea3m gi\u00e1c t\u00edch c\u1ef1c t\u1eeb ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 kh\u00e1ch h\u00e0ng, l\u00e0m cho thu\u01a1ng hi\u1ec7u tr\u1edf n\u00ean c\u00f3 gi\u00e1 tr\u1ecb \u0111\u1ed1i v\u1edbi h\u1ecd v\u1ec1 l\u00e2u v\u1ec1 d\u00e0i.<\/p>\n

Brand Essence (B\u1ea3n ch\u1ea5t n\u1ed9i t\u1ea1i c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u):<\/strong> L\u00e0 nh\u1eefng l\u1eddi h\u1ee9a ho\u1eb7c cam k\u1ebft m\u00e0 thu\u01a1ng hi\u1ec7u bi\u1ec3u l\u1ed9 theo nh\u1eefng t\u1eeb ng\u1eef \u0111\u01a1n gi\u1ea3n nh\u1ea5t v\u1edbi ch\u1ec9 m\u1ed9t m\u1ee5c \u0111\u00edch duy nh\u1ea5t. Ch\u1eb3ng h\u1ea1n nh\u01b0 th\u01b0\u01a1ng hi\u1ec7u Volvo th\u01b0\u1eddng \u0111\u01b0\u1ee3c li\u00ean h\u1ec7 v\u1edbi \u201cs\u1ef1 an to\u00e0n\u201d, AA l\u00e0 d\u1ecbch v\u1ee5 kh\u1ea9n c\u1ea5p\u2026 Tuy nhi\u00ean nh\u1eefng b\u1ea3n ch\u1ea5t n\u1ed9i t\u1ea1i m\u1ea1nh m\u1ebd nh\u1ea5t c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u l\u1ea1i ph\u1ea3i b\u1eaft ngu\u1ed3n t\u1eeb ch\u00ednh c\u00e1c nhu c\u1ea7u c\u01a1 b\u1ea3n nh\u1ea5t c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n

Brand Experience (C\u00e1c kinh nghi\u1ec7m v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u):<\/strong> L\u00e0 c\u00e1ch th\u1ee9c m\u00e0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c t\u1ea1o ra trong t\u00e2m tr\u00ed c\u1ee7a c\u00e1c nh\u00f3m l\u1ee3i \u00edch c\u1ee7a n\u00f3. M\u1ed9t s\u1ed1 nh\u1eefng kinh nghi\u1ec7m n\u00e0y \u0111\u01b0\u1ee3c ki\u1ec3m so\u00e1t b\u1edfi nh\u1eefng nh\u00e2n t\u1ed1 v\u00ed d\u1ee5 nh\u01b0 m\u00f4i tr\u01b0\u1eddng b\u00e1n l\u1ebb, qu\u1ea3ng c\u00e1o, d\u1ecbch v\u1ee5, s\u1ea3n ph\u1ea9m hay c\u00e1c trang web\u2026 M\u1ed9t s\u1ed1 c\u00e1c nh\u00e2n t\u1ed1 kh\u00e1c l\u1ea1i kh\u00f4ng th\u1ec3 ki\u1ec3m so\u00e1t \u0111\u01b0\u1ee3c v\u00ed d\u1ee5 nh\u01b0 c\u00e1c l\u1eddi b\u00ecnh lu\u1eadn t\u1eeb b\u00e1o gi\u1edbi v\u00e0 nh\u1eefng l\u1eddi gi\u1edbi thi\u1ec7u ti\u1ebfn c\u1eed t\u1eeb ch\u00ednh c\u00e1c kh\u00e1ch h\u00e0ng. Nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh th\u01b0\u1eddng xu\u1ea5t hi\u1ec7n khi h\u1ed9i t\u1ee5 \u0111\u1ea7y \u0111\u1ee7 c\u00e1c tr\u1ea3i nghi\u1ec7m th\u1ed1ng nh\u1ea5t, k\u1ebft h\u1ee3p nh\u1eefng y\u1ebfu t\u1ed1 tr\u00ean nh\u1eb1m t\u1ea1o ra \u0111\u01b0\u1ee3c m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u00e0 kh\u00e1ch h\u00e0ng c\u00f3 \u0111\u01b0\u1ee3c nh\u1eefng tr\u1ea3i nghi\u1ec7m r\u00f5 r\u00e0ng v\u00e0 ph\u00e2n bi\u1ec7t \u0111\u01b0\u1ee3c v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c.
\nBrand Extension (M\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u): L\u00e0 vi\u1ec7c ph\u00e1t tri\u1ec3n c\u00e1c gi\u00e1 tr\u1ecb kh\u00e1c c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 c\u00f3 th\u1ec3 \u0111em th\u01b0\u01a1ng hi\u1ec7u ra nh\u1eefng th\u1ecb tr\u01b0\u1eddng ho\u00e0n to\u00e0n m\u1edbi.<\/p>\n

Brand Harmonisation (S\u1ef1 h\u00f2a h\u1ee3p th\u01b0\u01a1ng hi\u1ec7u):<\/strong> Kh\u00e1i ni\u1ec7m n\u00e0y l\u00e0 \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o r\u1eb1ng t\u1ea5t c\u1ea3 c\u00e1c s\u1ea3n ph\u1ea9m trong m\u1ed9t ph\u1ea1m vi th\u01b0\u01a1ng hi\u1ec7u nh\u1ea5t \u0111\u1ecbnh ph\u1ea3i c\u00f3 \u0111\u01b0\u1ee3c m\u1ed9t c\u00e1i t\u00ean, h\u00ecnh \u1ea3nh th\u00edch h\u1ee3p v\u00e0 tr\u00ean h\u1ebft l\u00e0 ph\u1ea3i \u0111\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb \u0111\u00fang tr\u00ean nhi\u1ec1u th\u1ecb tr\u01b0\u1eddng kh\u00e1c nhau t\u1ea1i c\u00e1c khu v\u1ef1c \u0111\u1ecba l\u00fd kh\u00e1c nhau.<\/p>\n

Brand Identity (Ch\u00e2n dung th\u01b0\u01a1ng hi\u1ec7u):<\/strong> L\u00e0 s\u1ef1 bi\u1ec3u hi\u1ec7n ra b\u00ean ngo\u00e0i c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, bao g\u1ed3m t\u00ean v\u00e0 c\u00e1c h\u00ecnh \u1ea3nh v\u1ec1 n\u00f3. Chan dung th\u01b0\u01a1ng hi\u1ec7u l\u00e0 nh\u1eefng c\u00e1ch c\u01a1 b\u1ea3n nh\u1ea5t m\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 th\u1ec3 nh\u1eadn bi\u1ebft v\u00e0 ph\u00e2n bi\u1ec7t \u0111\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u1ed9t doanh nghi\u1ec7p so v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c c\u1ee7a c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/p>\n

Brand Image (H\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u):<\/strong> L\u00e0 t\u1ea5t c\u1ea3 nh\u1eefng g\u00ec m\u00e0 kh\u00e1ch h\u00e0ng r\u00fat ra \u0111\u01b0\u1ee3c t\u1eeb m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u. \u0110\u1ed1i v\u1edbi ng\u01b0\u1eddi s\u1eed d\u1ee5ng th\u00ec h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u ch\u1ee7 y\u1ebfu \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh d\u1ef1a v\u00e0o c\u00e1c kinh nghi\u1ec7m th\u1ef1c t\u1ebf m\u00e0 m\u1ed9t s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u mang l\u1ea1i v\u00e0 c\u00e1ch m\u00e0 n\u00f3 \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c nh\u1eefng nhu c\u1ea7u v\u00e0 mong \u0111\u1ee3i c\u1ee7a kh\u00e1ch h\u00e0ng; c\u00f2n \u0111\u1ed1i v\u1edbi nh\u1eefng ng\u01b0\u1eddi kh\u00f4ng s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 th\u00ec h\u00ecnh \u1ea3nh v\u1ec1 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u ph\u1ee5 thu\u1ed9c ho\u00e0n to\u00e0n v\u00e0o nh\u1eefng \u1ea5n t\u01b0\u1ee3ng, th\u00e1i \u0111\u1ed9 v\u00e0 ni\u1ec1m tin m\u00e0 ch\u01b0a \u0111\u01b0\u1ee3c ki\u1ec3m ch\u1ee9ng v\u1edbi nh\u1eefng th\u00f4ng tin \u0111\u1ea7y \u0111\u1ee7 v\u00e0 x\u00e1c th\u1ef1c.<\/p>\n

Brand Licensing (Nh\u01b0\u1ee3ng quy\u1ec1n th\u01b0\u01a1ng hi\u1ec7u):<\/strong> Ch\u1ee7 s\u1edf h\u1eefa c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u cho ph\u00e9p vi\u1ec7c s\u1eed d\u1ee5ng th\u01b0\u01a1ng hi\u1ec7u m\u00e0 h\u1ecd \u0111ang s\u1edf h\u1eefu cho m\u1ed9t b\u00ean kh\u00e1c. Th\u00f4ng th\u01b0\u1eddng th\u00ec \u0111\u1ec3 \u0111\u1ed5i l\u1ea1i cho quy\u1ec1n \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng th\u01b0\u01a1ng hi\u1ec7u th\u00ec c\u00e1c c\u00f4ng ty \u0111i thu\u00ea ph\u1ea3i tr\u1ea3 cho c\u00f4ng ty cho thu\u00ea m\u1ed9t kho\u1ea3n ph\u00ed gi\u1ed1ng nh\u01b0 ti\u1ec1n b\u1ea3n quy\u1ec1n th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

Brand Management (Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u):<\/strong> Th\u1ef1c t\u1ebf qu\u00e1 tr\u00ecnh n\u00e0y li\u00ean quan \u0111\u1ebfn vi\u1ec7c qu\u1ea3n l\u00ed c\u00e1c kh\u00eda c\u1ea1nh c\u1ea3 h\u1eefu h\u00ecnh l\u1eabn v\u00f4 h\u00ecnh c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u. \u0110\u1ed1i v\u1edbi nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a c\u00e1c s\u1ea3n ph\u1ea9m th\u00ec ph\u1ea7n h\u1eefu h\u00ecnh c\u0169ng ch\u00ednh l\u00e0 b\u1ea3n th\u00e2n c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u00f3 nh\u01b0 bao b\u00ec, gi\u00e1 c\u1ea3 \u2026 C\u00f2n \u0111\u1ed1i v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u cho c\u00e1c d\u1ecbch v\u1ee5 th\u00ec ph\u1ea7n h\u1eefu h\u00ecnh \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n c\u00f9ng l\u00fac v\u1edbi tr\u1ea3i nghi\u1ec7m c\u1ee7a ch\u00ednh kh\u00e1ch h\u00e0ng v\u1ec1 m\u00f4i tr\u01b0\u1eddng b\u00e1n l\u1ebb, vi\u1ec7c giao ti\u1ebfp tr\u1ef1c ti\u1ebfp v\u1edbi c\u00e1c nh\u00e2n vi\u00ean b\u00e1n h\u00e0ng v\u00e0 m\u1ee9c \u0111\u1ed9 h\u00e0i l\u00f2ng chung c\u1ee7a h\u1ecd. C\u00f2n nh\u1eefng nh\u00e2n t\u1ed1 v\u00f4 h\u00ecnh \u0111\u1ec1u gi\u1ed1ng nhau, \u0111\u1ec1u l\u00e0 s\u1ef1 li\u00ean k\u1ebft v\u1edbi kh\u00e1ch h\u00e0ng v\u1ec1 m\u1eb7t c\u1ea3m x\u00fac, y\u1ebfu t\u1ed1 n\u00e0y c\u00f3 \u0111\u01b0\u1ee3c t\u1eeb c\u00e1c kinh nghi\u1ec7m, s\u1ef1 t\u01b0\u01a1ng t\u00e1c v\u1edbi t\u00ednh c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u v\u00e0 con ng\u01b0\u1eddi. Ch\u00ednh v\u00ec th\u1ebf m\u00e0 c\u00e1c gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u v\u00f4 h\u00ecnh n\u00e0y ph\u1ea3i \u0111\u01b0\u1ee3c qu\u1ea3n l\u00ed th\u00f4ng qua s\u1ef1 v\u1eadn d\u1ee5ng ch\u00ednh c\u00e1c \u0111\u1eb7c t\u00ednh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, c\u00e1c k\u1ef9 n\u0103ng giao ti\u1ebfp c\u1ee7a nh\u00e2n vi\u00ean v\u00e0 c\u1ea3 y\u1ebfu t\u1ed1 li\u00ean quan \u0111\u1ebfn con ng\u01b0\u1eddi.<\/p>\n

Brand Parity (S\u1ef1 ngang b\u1eb1ng gi\u1eefa c\u00e1c th\u01b0\u01a1ng hi\u1ec7u) :<\/strong> M\u1ed9t ph\u00e9p \u0111o l\u01b0\u1eddng v\u1ec1 m\u1ee9c \u0111\u1ed9 gi\u1ed1ng hay kh\u00e1c nhau gi\u1eefa nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c nhau trong c\u00f9ng m\u1ed9t lo\u1ea1i s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c xem x\u00e9t. M\u1ee9c \u0111\u1ed9 ngang b\u1eb1ng gi\u1eefa c\u00e1c th\u01b0\u01a1ng hi\u1ec7u thay \u0111\u1ed5i t\u00f9y lo\u1ea1i s\u1ea3n ph\u1ea9m. \u0110\u1ed1i v\u1edbi ng\u00e0nh c\u00f4ng nghi\u1ec7p x\u0103ng d\u1ea7u th\u00ec n\u00f3 r\u1ea5t cao \u2013 c\u00f3 \u0111\u1ebfn kho\u1ea3ng h\u01a1n 80% s\u1ed1 l\u01b0\u1ee3ng ng\u01b0\u1eddi \u0111\u01b0\u1ee3c h\u1ecfi cho bi\u1ebft h\u1ecd kh\u00f4ng th\u1ea5y c\u00f3 nhi\u1ec1u s\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa c\u00e1c th\u01b0\u01a1ng hi\u1ec7u trong ng\u00e0nh n\u00e0y. Tr\u00e1i l\u1ea1i th\u00ec s\u1ef1 ngang b\u1eb1ng v\u1ec1 m\u1eb7t th\u01b0\u01a1ng hi\u1ec7u l\u1ea1i c\u00f3 v\u1ebb r\u1ea5t th\u1ea5p trong ng\u00e0nh c\u00f4ng nghi\u1ec7p xe h\u01a1i khi c\u00f3 \u0111\u1ebfn h\u01a1n 75 % l\u01b0\u1ee3ng ng\u01b0\u1eddi \u0111\u01b0\u1ee3c ph\u1ecfng v\u1ea5n cho bi\u1ebft c\u00f3 r\u1ea5t nhi\u1ec1u kh\u00e1c bi\u1ec7t gi\u1eefa c\u00e1c th\u01b0\u01a1ng hi\u1ec7u trong ng\u00e0nh c\u00f4ng nghi\u1ec7p n\u00e0y.<\/p>\n

Brand Personality (T\u00ednh c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u):<\/strong> G\u1ea7n gi\u1ed1ng v\u1edbi nh\u1eefng n\u00e9t \u0111\u1eb7c tr\u01b0ng trong t\u00ednh c\u00e1ch c\u1ee7a con ng\u01b0\u1eddi nh\u01b0 t\u00ednh nghi\u00eam t\u00fac, n\u1ed3ng nhi\u1ec7t,\u2026 l\u00e0 m\u1ed9t s\u1ef1 li\u00ean t\u01b0\u1edfng \u0111\u1ed1i v\u1edbi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u nh\u01b0 m\u1ed9t con ng\u01b0\u1eddi, nh\u00e2n c\u00e1ch h\u00f3a th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c s\u1ef1 d\u1ecb bi\u1ec7t h\u00f3a. Th\u00f4ng th\u01b0\u1eddng th\u00ec t\u00ednh c\u00e1ch c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c ti\u1ebfn h\u00e0nh th\u00f4ng qua vi\u1ec7c qu\u1ea3ng c\u00e1o d\u00e0i h\u1ea1n v\u1edbi ng\u00e2n s\u00e1ch cao, \u0111\u1ea7u t\u01b0 v\u00e0o h\u00ecnh \u1ea3nh c\u0169ng nh\u01b0 bao b\u00ec ph\u00f9 h\u1ee3p v\u1edbi th\u1ecb hi\u1ebfu c\u1ee7a kh\u00e1ch h\u00e0ng. V\u00e0 t\u00ednh c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u c\u00f2n \u0111\u01b0\u1ee3c truy\u1ec1n \u0111\u1ea1t th\u00f4ng qua c\u00e1c h\u00e0nh vi c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u nh\u01b0 c\u1ea3 vi\u1ec7c \u0111\u00f3ng g\u00f3i l\u1eabn vi\u1ec7c giao ti\u1ebfp kh\u00e1ch kh\u00e0ng c\u1ee7a nh\u00e2n vi\u00ean \u2013 nh\u1eefng ng\u01b0\u1eddi s\u1ebd \u0111\u1ea1i di\u1ec7n cho th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u1ed9t doanh nghi\u1ec7p tr\u01b0\u1edbc kh\u00e1ch h\u00e0ng.<\/p>\n

Brand Platform (N\u1ec1n th\u01b0\u01a1ng hi\u1ec7u): <\/strong>Bao g\u1ed3m nh\u1eefng nh\u00e2n t\u1ed1 ch\u00ednh y\u1ebfu sau \u0111\u00e2y:
\nBrand Vision (T\u1ea7m nh\u00ecn th\u01b0\u01a1ng hi\u1ec7u): Nh\u1eefng hi\u1ec3u bi\u1ebft mang t\u00ednh d\u1eabn d\u1eaft kh\u00e1ch h\u00e0ng v\u00e0o th\u1ebf gi\u1edbi c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.
\nBrand Mission (S\u1ee9 m\u1ec7nh th\u01b0\u01a1ng hi\u1ec7u): L\u00e0 c\u00e1ch m\u00e0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u s\u1ebd h\u00e0nh \u0111\u1ed9ng d\u1ef1a tr\u00ean t\u1ea7m \u0111\u00e3 ho\u1ea1ch \u0111\u1ecbnh.
\nBrand Values (Gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u): Nh\u1eefng \u0111i\u1ec1u m\u00e0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u ph\u1ee5 thu\u1ed9c v\u00e0o \u0111\u1ec3 t\u1ed3n t\u1ea1i. C\u00e1c gi\u00e1 tr\u1ecb n\u00e0y nh\u01b0 m\u1ed9t chu\u1ea9n m\u1ef1c \u0111\u1ec3 \u0111o l\u01b0\u1eddng c\u00e1c h\u00e0nh vi c\u0169ng nh\u01b0 vi\u1ec7c th\u1ef1c hi\u1ec7n.
\nBrand Personality (B\u1ea3n ch\u1ea5t th\u01b0\u01a1ng hi\u1ec7u- c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m c\u1ea3 m\u1ed9t \u0111\u1eb7c t\u00ednh th\u01b0\u01a1ng hi\u1ec7u.
\nBrand Tone of Voice (Ti\u1ebfng n\u00f3i th\u01b0\u01a1ng hi\u1ec7u): C\u00e1ch th\u1ee9c m\u00e0 th\u01b0\u01a1ng hi\u1ec7u truy\u1ec1n \u0111\u1ea1t t\u1edbi ng\u01b0\u1eddi nghe nh\u01b0 th\u1ebf n\u00e0o.
\nBrand Positioning (\u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u): Vi\u1ec7c x\u00e1c \u0111\u1ecbnh m\u1ed9t v\u1ecb tr\u00ed ri\u00eang bi\u1ec7t m\u00e0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u nh\u1eadn l\u1ea5y v\u1ec1 m\u00ecnh trong m\u00f4i tr\u01b0\u1eddng kinh doanh \u0111\u1ea7y c\u1ea1nh tranh, \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o r\u1eb1ng c\u00e1c kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 ph\u00e2n bi\u1ec7t th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a n\u00f3 v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c. Vi\u1ec7c \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u li\u00ean quan \u0111\u1ebfn vi\u1ec7c v\u1eadn d\u1ee5ng k\u1ef9 c\u00e0ng t\u1ea5t c\u1ea3 m\u1ecdi nh\u00e2n t\u1ed1 trong Marketing Mix \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c hi\u1ec7u qu\u1ea3 trong vi\u1ec7c kh\u00e1c bi\u1ec7t h\u00f3a th\u01b0\u01a1ng hi\u1ec7u trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng.<\/p>\n

Brand Strategy (Chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u): <\/strong>M\u1ed9t k\u1ebf ho\u1ea1ch nh\u1eb1m ph\u00e1t tri\u1ec3n c\u00f3 t\u00ednh h\u1ec7 th\u1ed1ng m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 c\u00f3 th\u1ec3 \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c c\u00e1c m\u1ee5c ti\u00eau \u0111\u00e3 th\u1ecfa thu\u1eadn. C\u00e1c chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u n\u00e0y ph\u1ea3i xu\u1ea5t ph\u00e1t t\u1eeb s\u1ee9 m\u1ec7nh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u v\u00e0 ph\u1ea3i \u0111\u01b0\u1ee3c l\u00e8o l\u00e1i b\u1edfi nguy\u00ean t\u1eafc d\u1ecb bi\u1ec7t h\u00f3a v\u00e0 kh\u1ea3 n\u0103ng thu h\u00fat kh\u00e1ch h\u00e0ng l\u00e2u d\u00e0i. Chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u ph\u1ea3i t\u1ea1o \u0111\u01b0\u1ee3c \u1ea3nh h\u01b0\u1edfng l\u00ean c\u00e1c ho\u1ea1t \u0111\u1ed9ng c\u1ee7a m\u1ed9t doanh nghi\u1ec7p, nh\u1eb1m \u0111\u1ea3m b\u1ea3o \u0111\u01b0\u1ee3c c\u00e1c h\u00e0nh vi v\u00e0 tr\u1ea3i nghi\u1ec7m th\u1ed1ng nh\u1ea5t trong kh\u00e1ch h\u00e0ng v\u1edbi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

Brand Valuation (\u0110\u1ecbnh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u):<\/strong> L\u00e0 qu\u00e1 tr\u00ecnh x\u00e1c \u0111\u1ecbnh v\u00e0 \u0111o l\u01b0\u1eddng c\u00e1c l\u1ee3i \u00edch kinh t\u1ebf c\u1ee7a gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u xu\u1ea5t ph\u00e1t t\u1eeb quy\u1ec1n s\u1edf h\u1eefu th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3.<\/p>\n

Branding (X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u): <\/strong>L\u1ef1a ch\u1ecdn v\u00e0 pha tr\u1ed9n nh\u1eefng \u0111\u1eb7c t\u00ednh c\u1ea3 h\u1eefu h\u00ecnh l\u1eabn v\u00f4 h\u00ecnh \u0111\u1ec3 l\u00e0m d\u1ecb bi\u1ec7t h\u00f3a c\u00e1c s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5; hay s\u1ef1 ph\u1ed1i h\u1ee3p t\u1ea5t c\u1ea3 c\u00e1c ho\u1ea1t \u0111\u1ed9ng, mang t\u00ednh th\u00fac \u0111\u1ea9y v\u00e0 h\u1ea5p d\u1eabn \u0111\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng.<\/p>\n

\u00a0<\/strong><\/p>\n

Co-branding \u2013 H\u1ee3p t\u00e1c th\u01b0\u01a1ng hi\u1ec7u:<\/strong>
\nVi\u1ec7c k\u1ebft h\u1ee3p hai hay nhi\u1ec1u t\u00ean th\u01b0\u01a1ng hi\u1ec7u c\u00f9ng l\u00fac \u0111\u1ec3 h\u1ed7 tr\u1ee3 trong vi\u1ec7c gi\u1edbi thi\u1ec7u v\u00e0 tung ra m\u1ed9t s\u1ea3n ph\u1ea9m, m\u1ed9t d\u1ecbch v\u1ee5 hay m\u1ed9t li\u00ean doanh m\u1edbi.<\/p>\n

Consumer Product \u2013 S\u1ea3n ph\u1ea9m ti\u00eau d\u00f9ng<\/strong>: \u0110\u01b0\u1ee3c \u0111\u1ecbnh ngh\u0129a l\u00e0 c\u00e1c s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 v\u1edbi m\u1ee5c \u0111\u00edch ti\u00eau d\u00f9ng, s\u1eed d\u1ee5ng c\u1ee7a c\u00e1c c\u00e1 nh\u00e2n hay \u0111\u1ec3 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a c\u00e1c th\u00e0nh vi\u00ean trong h\u1ed9 gia \u0111\u00ecnh.<\/p>\n

Core Competencies \u2013 Kh\u1ea3 n\u0103ng c\u1ea1nh tranh c\u1ed1t l\u00f5i<\/strong>: L\u00e0 kh\u00e1i ni\u1ec7m li\u00ean quan \u0111\u1ebfn nh\u1eefng k\u1ef9 n\u0103ng v\u00e0 kh\u1ea3 n\u0103ng c\u1ee7a m\u1ed9t c\u00f4ng ty trong c\u00e1c l\u0129nh v\u1ef1c, m\u00e0 qua \u0111\u00f3 g\u00f3p ph\u1ea7n t\u1ea1o n\u00ean kh\u1ea3 n\u0103ng c\u1ea1nh tranh t\u1ed1t nh\u1ea5t cho c\u00f4ng ty tr\u01b0\u1edbc nh\u1eefng \u0111\u1ed1i th\u1ee7 kh\u00e1c.<\/p>\n

Corporate Identity \u2013 Ch\u00e2n dung\/b\u1ea3n s\u1eafc c\u1ee7a t\u1ed5 ch\u1ee9c:<\/strong> T\u1ea1i m\u1ed9t m\u1ee9c n\u00e0o \u0111\u00f3 th\u00ec ch\u00e2n dung c\u1ee7a m\u1ed9t t\u1ed5 ch\u1ee9c th\u01b0\u1eddng \u0111\u01b0\u1ee3c li\u00ean t\u01b0\u1edfng \u0111\u1ebfn c\u00e1c \u0111\u1eb7c t\u00ednh h\u00ecnh t\u01b0\u1ee3ng c\u1ee7a m\u1ed9t c\u00f4ng ty nh\u01b0 logo hay b\u00fat k\u00fd \u2026 nh\u01b0ng c\u0169ng l\u1ea1i th\u01b0\u1eddng \u0111\u01b0\u1ee3c d\u00f9ng \u0111\u1ec3 li\u00ean t\u01b0\u1edfng \u0111\u1ebfn c\u00e1ch th\u1ec3 hi\u1ec7n c\u1ee7a m\u1ed9t c\u00f4ng ty \u0111\u1ebfn c\u00e1c nh\u00f3m l\u1ee3i \u00edch c\u1ee7a m\u00ecnh ho\u1eb7c c\u00f2n \u0111\u01b0\u1ee3c xem l\u00e0 m\u1ed9t ph\u01b0\u01a1ng ti\u1ec7n nh\u1eb1m t\u1ea1o ra s\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa n\u00f3 v\u1edbi c\u00e1c c\u00f4ng ty c\u00f2n l\u1ea1i trong nh\u1eadn th\u1ee9c c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n

Counterfeiting \u2013 H\u00e0ng gi\u1ea3, h\u00e0ng nh\u00e1i:<\/strong> Khi m\u1ed9t t\u1ed5 ch\u1ee9c hay m\u1ed9t c\u00e1 nh\u00e2n b\u1ea5t k\u1ef3 n\u00e0o \u0111\u00f3 s\u1ea3n xu\u1ea5t ra m\u1ed9t s\u1ea3n ph\u1ea9m tr\u00f4ng gi\u1ed1ng nh\u01b0 m\u1ed9t s\u1ea3n ph\u1ea9m \u0111\u00e3 c\u00f3 th\u01b0\u01a1ng hi\u1ec7u tr\u01b0\u1edbc \u0111\u00f3, \u0111\u01b0\u1ee3c \u0111\u00f3ng g\u00f3i v\u00e0 tr\u00ecnh b\u00e0y v\u1edbi m\u1ed9t ph\u01b0\u01a1ng th\u1ee9c nh\u1eb1m \u0111\u00e1nh l\u1eeba kh\u00e1ch h\u00e0ng.<\/p>\n

Country of Origin \u2013 Qu\u1ed1c gia xu\u1ea5t s\u1ee9 c\u1ee7a s\u1ea3n ph\u1ea9m:<\/strong> L\u00e0 qu\u1ed1c gia m\u00e0 s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c s\u1ea3n xu\u1ea5t \u1edf \u0111\u00f3. Th\u00e1i \u0111\u1ed9 v\u00e0 m\u1ee9c \u0111\u1ed9 \u1ee7ng h\u1ed9 c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi m\u1ed9t s\u1ea3n ph\u1ea9m n\u00e0o \u0111\u00f3 th\u01b0\u1eddng b\u1ecb t\u00e1c \u0111\u1ed9ng m\u1ea1nh m\u1ebd b\u1edfi ch\u00ednh c\u00e1c y\u1ebfu t\u1ed1 nh\u01b0 \u0111\u1ecba \u0111i\u1ec3m m\u00e0 h\u00e0ng h\u00f3a \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf v\u00e0 s\u1ea3n xu\u1ea5t ra.<\/p>\n

Customer Characteristics \u2013 \u0110\u1eb7c \u0111i\u1ec3m kh\u00e1ch h\u00e0ng:<\/strong> Bao g\u1ed3m t\u1ea5t c\u1ea3 c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m c\u00f3 t\u00ednh ch\u1ea5t c\u00e1 bi\u1ec7t, \u0111\u1eb7c tr\u01b0ng, d\u1ec5 ph\u00e2n bi\u1ec7t v\u00e0 n\u1ed5i tr\u1ed9i, v\u00e0 nh\u1eefng \u0111\u1eb7c t\u00ednh kh\u00e1c \u0111\u01b0\u01a1c s\u1eed d\u1ee5ng trong vi\u1ec7c ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng \u0111\u1ec3 ph\u00e2n bi\u1ec7t gi\u1eefa c\u00e1c nh\u00f3m kh\u00e1c h\u00e0ng v\u1edbi nhau.<\/p>\n

Customer Relationship Management (CRM)<\/strong> \u2013 Qu\u1ea3n l\u00ed c\u00e1c m\u1ed1i quan h\u1ec7 kh\u00e1ch h\u00e0ng: L\u00e0 vi\u1ec7c theo d\u00f5i k\u1ef9 c\u00e1c h\u00e0nh vi c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ec3 ph\u00e1t tri\u1ec3n c\u00e1c qu\u00e1 tr\u00ecnh x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 v\u00e0 c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh ti\u1ebfp th\u1ecb nh\u1eb1m g\u1eafn b\u00f3 kh\u00e1ch h\u00e0ng v\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u1ed9t c\u00f4ng ty. Qu\u1ea3n l\u00ed kh\u00e1ch h\u00e0ng c\u00f2n quan t\u00e2m \u0111\u1ebfn vi\u1ec7c ph\u00e1t tri\u1ec3n c\u00e1c ph\u1ea7n m\u1ec1m hay c\u00e1c h\u1ec7 th\u1ed1ng nh\u1eb1m \u0111\u01b0a ra c\u00e1c m\u1ed1i li\u00ean h\u1ec7 c\u00f3 t\u00ednh ch\u1ea5t c\u00e1 nh\u00e2n v\u00e0 c\u00e1c d\u1ecbch v\u1ee5 ch\u1ec9 d\u00e0nh ri\u00eang cho t\u1eebng kh\u00e1ch h\u00e0ng.<\/p>\n

Customer Service \u2013 D\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng: <\/strong>L\u00e0 c\u00e1ch th\u1ee9c m\u00e0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u00e1c kh\u00e1ch h\u00e0ng c\u1ee7a m\u00ecnh qua nhi\u1ec1u k\u00eanh kh\u00e1c nhau ch\u1eb3ng h\u1ea1n nh\u01b0 qua \u0111i\u1ec7n tho\u1ea1i, hay d\u1ecbch v\u1ee5 Internet trong tr\u01b0\u1eddng h\u1ee3p c\u1ee7a nh\u1eefng d\u1ecbch v\u1ee5 ng\u00e2n h\u00e0ng t\u1eeb xa, ho\u1eb7c nh\u01b0 vi\u1ec7c s\u1eed d\u1ee5ng c\u00e1c nh\u00e2n vi\u00ean trong tr\u01b0\u1eddng h\u1ee3p c\u1ee7a ng\u00e0nh b\u00e1n l\u1ebb v\u00e0 gi\u1ea3i tr\u00ed nh\u1eb1m th\u1ecfa m\u00e3n kh\u00e1ch h\u00e0ng c\u1ee7a m\u00ecnh.<\/p>\n

Demographics \u2013 Nh\u00e2n kh\u1ea9u h\u1ecdc: <\/strong>Vi\u1ec7c m\u00f4 t\u1ea3 nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m b\u00ean ngo\u00e0i c\u1ee7a m\u1ed9t nh\u00f3m ng\u01b0\u1eddi nh\u01b0 tu\u1ed5i t\u00e1c, gi\u1edbi t\u00ednh, qu\u1ed1c t\u1ecbch, t\u00ecnh tr\u1ea1ng h\u00f4n nh\u00e2n, tr\u00ecnh \u0111\u1ed9 h\u1ecdc v\u1ea5n, ngh\u1ec1 nghi\u1ec7p ho\u1eb7c thu nh\u1eadp. D\u1ef1a tr\u00ean nh\u1eefng m\u00f4 t\u1ea3 tr\u00ean, ng\u01b0\u1eddi ta th\u01b0\u1eddng \u0111\u01b0a ra c\u00e1c quy\u1ebft \u0111\u1ecbnh trong vi\u1ec7c ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng d\u1ef1a tr\u00ean c\u00e1c d\u1eef li\u1ec7u v\u1ec1 nh\u00e2n kh\u1ea9u h\u1ecdc.<\/p>\n

Differential Product Advantage \u2013 L\u1ee3i th\u1ebf kh\u00e1c bi\u1ec7t s\u1ea3n ph\u1ea9m:<\/strong> \u0110\u00f3 l\u00e0 m\u1ed9t s\u1ea3n ph\u1ea9m s\u1edf h\u1eefu m\u1ed9t \u0111\u1eb7c t\u00ednh c\u00f3 gi\u00e1 tr\u1ecb cao \u0111\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng m\u00e0 nh\u1eefng s\u1ea3n ph\u1ea9m c\u00f9ng lo\u1ea1i kh\u00e1c kh\u00f4ng c\u00f3.<\/p>\n

Differentiation \u2013 D\u1ecb bi\u1ec7t h\u00f3a:<\/strong> L\u00e0 vi\u1ec7c c\u00f4ng ty t\u1ea1o ra v\u00e0 ch\u1ee9ng minh \u0111\u01b0\u1ee3c nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m \u0111\u1ed9c nh\u1ea5t trong m\u1ed9t s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 hay th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh so v\u1edbi nh\u1eefng s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 hay th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c.<\/p>\n

Differentiator \u2013 \u0110i\u1ec3m t\u1ea1o s\u1ef1 kh\u00e1c bi\u1ec7t: <\/strong>\u0110\u00f3 ch\u00ednh l\u00e0 b\u1ea5t k\u1ef3 m\u1ed9t \u0111\u1eb7c \u0111i\u1ec3m v\u00f4 h\u00ecnh hay h\u1eefu h\u00ecnh n\u00e0o c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 ph\u00e2n bi\u1ec7t \u0111\u01b0\u1ee3c m\u1ed9t s\u1ea3n ph\u1ea9m hay m\u1ed9t c\u00f4ng ty v\u1edbi nh\u1eefng s\u1ea3n ph\u1ea9m hay c\u00e1c c\u00f4ng ty kh\u00e1c.
\nDiversion \u2013 S\u1ef1 l\u1ec7ch th\u01b0\u01a1ng: Vi\u1ec7c n\u00e0y x\u1ea3y ra khi m\u1ed9t s\u1ea3n ph\u1ea9m ch\u00ednh th\u1ed1ng \u0111\u01b0\u1ee3c b\u00e1n \u0111\u1ebfn m\u1ed9t ng\u01b0\u1eddi mua trong m\u1ed9t th\u1ecb tr\u01b0\u1eddng hay m\u1ed9t k\u00eanh ph\u00e2n ph\u1ed1i, r\u1ed3i sau \u0111\u00f3 s\u1ea3n ph\u1ea9m n\u00e0y l\u1ea1i \u0111\u01b0\u1ee3c \u0111em b\u00e1n \u0111\u1ebfn m\u1ed9t th\u1ecb tr\u01b0\u1eddng hay k\u00eanh ph\u00e2n ph\u1ed1i kh\u00e1c \u0111\u1ec3 l\u1ee3i d\u1ee5ng s\u1ef1 t\u00ecnh hu\u1ed1ng ch\u00eanh l\u1ec7ch v\u1ec1 gi\u00e1 m\u00e0 kh\u00f4ng c\u00f3 s\u1ef1 \u0111\u1ed3ng thu\u1eadn c\u1ee7a c\u00e1c ng\u01b0\u1eddi gi\u1eef th\u1ea9m quy\u1ec1n nh\u01b0 ch\u1ee7 th\u01b0\u01a1ng hi\u1ec7u. B\u00ean c\u1ea1nh \u0111\u00f3 \u0111\u1ecbnh ngh\u0129a n\u00e0y c\u00f2n \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng \u0111\u1ebfn song th\u01b0\u01a1ng, \u201cth\u1ecb tr\u01b0\u1eddng x\u00e1m v\u00e0 c\u00e1c ho\u1ea1t \u0111\u1ed9ng di\u1ec5n ra trong th\u1ecb tr\u01b0\u1eddng x\u00e1m\u201d.<\/p>\n

Endorsed brand- Th\u01b0\u01a1ng hi\u1ec7u b\u1ea3o ch\u1ee9ng (Xem ph\u1ea7n Brand Architecture):<\/strong> Th\u00f4ng th\u01b0\u1eddng th\u00ec t\u00ean th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u1ed9t s\u1ea3n ph\u1ea9m hay m\u1ed9t d\u1ecbch v\u1ee5 \u0111\u01b0\u1ee3c h\u1ed7 tr\u1ee3 b\u1edfi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1eb9 kh\u00e1c, c\u00f3 th\u1ec3 t\u1ea1o ra s\u1ef1 n\u1ed5i tr\u1ed9i nh\u01b0 trong tr\u01b0\u1eddng h\u1ee3p c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u Tesco Metro hay ch\u1ec9 t\u1ea1o ra \u1ea3nh h\u01b0\u1edfng t\u01b0\u01a1ng \u0111\u1ed1i nh\u1ecf nh\u01b0 trong th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a s\u1ea3n ph\u1ea9m Nestle Kit-Kat.
\nFMCG (Fast moving consumer goods) \u2013 H\u00e0ng h\u00f3a ti\u00eau d\u00f9ng nhanh<\/strong>: M\u1ed9t thu\u1eadt ng\u1eef d\u00f9ng \u0111\u1ec3 m\u00f4 t\u1ea3 nh\u1eefng s\u1ea3n ph\u1ea9m h\u00e0ng ti\u00eau d\u00f9ng c\u00f3 s\u1ef1 \u0111a d\u1ea1ng v\u00e0 \u0111\u01b0\u1ee3c mua s\u1eafm th\u01b0\u1eddng xuy\u00ean nh\u01b0: th\u1ef1c ph\u1ea9m, c\u00e1c s\u1ea3n ph\u1ea9m t\u1ea9y r\u1eeda hay c\u00e1c v\u1eadt d\u1ee5ng d\u00f9ng trong nh\u00e0 t\u1eafm.<\/p>\n

Focus Group \u2013 Nh\u00f3m t\u1eadp trung: <\/strong>M\u1ed9t ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u \u0111\u1ecbnh t\u00ednh trong \u0111\u00f3 m\u1ed9t nh\u00f3m kho\u1ea3ng t\u00e1m ng\u01b0\u1eddi \u0111\u01b0\u1ee3c m\u1eddi \u0111\u1ebfn m\u1ed9t \u0111\u1ecba \u0111i\u1ec3m \u0111\u1ec3 th\u1ea3o lu\u1eadn c\u00e1c ch\u1ee7 \u0111\u1ec1 \u0111\u01b0\u1ee3c cho s\u1eb5n, v\u00ed d\u1ee5 nh\u01b0 m\u1ed9t ch\u1ee7 \u0111\u1ec1 v\u1ec1 c\u00e1c c\u00f4ng c\u1ee5 thi\u1ebft b\u1ecb c\u1ea7m tay \u0111\u1ea7y t\u00ednh n\u0103ng. S\u1eed d\u1ee5ng ph\u01b0\u01a1ng ph\u00e1p nh\u00f3m t\u1eadp trung n\u00e0y l\u00e0 s\u1ebd gi\u00fap cho cu\u1ed9c th\u1ea3o lu\u1eadn tr\u1edf n\u00ean s\u1ed1ng \u0111\u1ed9ng h\u01a1n v\u00e0 c\u00f3 ph\u1ea1m vi bao ph\u1ee7 r\u1ed9ng h\u01a1n. Nh\u1eefng nh\u00f3m \u0111\u1ecbnh t\u00ednh s\u1ebd gi\u00fap cho c\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u c\u00f3 th\u1ec3 xem x\u00e9t t\u00ecm hi\u1ec3u s\u00e2u h\u01a1n v\u1ec1 c\u00e1c l\u0129nh v\u1ef1c quan t\u00e2m (v\u00ed d\u1ee5 nh\u01b0 v\u1ec1 b\u1ea3n ch\u1ea5t c\u1ee7a s\u1ef1 cam k\u1ebft c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u). V\u00e0 k\u1ebft qu\u1ea3 c\u1ee7a ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u tr\u00ean cho ra nh\u1eefng k\u1ebft c\u1ea5u m\u1edbi phong ph\u00fa h\u01a1n c\u1ee7a m\u1ed9t c\u01a1 s\u1edf d\u1eef li\u1ec7u, v\u00e0 qua \u0111\u00f3 c\u00f3 th\u1ec3 v\u1ebd n\u00ean \u0111\u01b0\u1ee3c m\u1ed9t xu h\u01b0\u1edbng hay nh\u1eefng quan s\u00e1t t\u1ed5ng qu\u00e1t h\u01a1n. \u0110\u00f4i khi ng\u01b0\u1eddi ta c\u00f2n g\u1ecdi ph\u01b0\u01a1ng ph\u00e1p n\u00e0y l\u00e0 th\u1ea3o lu\u1eadn nh\u00f3m.<\/p>\n

Freestanding Brand \u2013 Th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ed9c l\u1eadp<\/strong> (Xem ph\u1ea7n Brand Architecture): T\u00ean m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u v\u00e0 c\u00e1c \u0111\u1eb7c t\u00ednh c\u1ee7a n\u00f3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng cho duy nh\u1ea5t m\u1ed9t s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 ri\u00eang l\u1ebb trong danh m\u1ee5c c\u00e1c s\u1ea3n ph\u1ea9m m\u00e0 kh\u00f4ng h\u1ec1 c\u00f3 li\u00ean quan g\u00ec \u0111\u1ebfn t\u00ean th\u01b0\u01a1ng hi\u1ec7u c\u0169ng nh\u01b0 c\u00e1c \u0111\u1eb7c t\u00ednh c\u1ee7a c\u00e1c s\u1ea3n ph\u1ea9m kh\u00e1c.<\/p>\n

Functionality \u2013 Ch\u1ee9c n\u0103ng s\u1ea3n ph\u1ea9m:<\/strong> L\u00e0 nh\u1eefng g\u00ec m\u00e0 m\u1ed9t s\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 \u0111em l\u1ea1i nh\u1eefng ti\u1ec7n \u00edch v\u00e0 c\u00f4ng d\u1ee5ng cho ng\u01b0\u1eddi s\u1eed d\u1ee5ng v\u00e0 nh\u1eefng g\u00ec m\u00e0 kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 thao t\u00e1c v\u1edbi s\u1ea3n ph\u1ea9m \u0111\u00f3<\/p>\n

\u00a0<\/strong><\/p>\n

Goods \u2013 H\u00e0ng h\u00f3a:<\/strong> Ch\u1ec9 m\u1ed9t s\u1ea3n ph\u1ea9m, bao g\u1ed3m nh\u1eefng gi\u00e1 tr\u1ecb h\u1eefu h\u00ecnh n\u1ed5i tr\u1ed9i. Tuy nhi\u00ean \u0111\u1ed1i v\u1edbi h\u1ea7u h\u1ebft t\u1ea5t c\u1ea3 c\u00e1c lo\u1ea1i h\u00e0ng h\u00f3a n\u00f3 c\u0169ng t\u1ed3n t\u1ea1i song song c\u00e1c gi\u00e1 tr\u1ecb v\u00f4 h\u00ecnh v\u1edbi m\u1ed9t m\u1ee9c \u0111\u1ed9 nhi\u1ec1u h\u01a1n hay \u00edt h\u01a1n t\u00f9y tr\u01b0\u1eddng h\u1ee3p.<\/p>\n

Group Discussion<\/strong> :\u00a0 xem Focus Group.<\/p>\n

High Technology\u00a0 (high tech) \u2013 c\u00f4ng ngh\u1ec7 cao<\/strong>:L\u00e0 m\u1ed9t thu\u1eadt ng\u1eef d\u00f9ng v\u1edbi nh\u1eefng \u00fd ngh\u0129a chung chung v\u00e0 c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng r\u1ed9ng r\u00e3i trong nhi\u1ec1u l\u0129nh v\u1ef1c, nh\u01b0 \u0111i\u1ec7n t\u1eed, c\u00f4ng ngh\u1ec7 d\u1eef li\u1ec7u, th\u00f4ng tin li\u00ean l\u1ea1c, c\u00f4ng ngh\u1ec7 y khoa v\u00e0 h\u00f3a sinh\u2026<\/p>\n

\u0110\u1ec3 \u0111\u01b0\u1ee3c ph\u00e2n lo\u1ea1i nh\u01b0 m\u1ed9t c\u00f4ng ty s\u1ea3n xu\u1ea5t h\u00e0ng c\u00f4ng ngh\u1ec7 cao th\u00ec c\u00f3 m\u1ed9t \u0111\u1ecbnh ngh\u0129a r\u00f5 r\u00e0ng v\u1ec1 c\u00e1c ti\u00eau chu\u1ea9n \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng nh\u01b0 l\u00e0: c\u00f4ng ty ph\u1ea3i c\u00f3 \u00edt nh\u1ea5t 35% nh\u00e2n vi\u00ean c\u00f3 b\u1eb1ng c\u1ea5p v\u1ec1 k\u1ef9 thu\u1eadt v\u00e0 ph\u1ea3i d\u00f9ng \u00edt nh\u1ea5t 15% doanh thu \u0111\u1ea7u t\u01b0 v\u00e0o c\u00e1c ho\u1ea1t \u0111\u1ed9ng nghi\u00ean c\u1ee9u v\u00e0 ph\u00e1t tri\u1ec3n R&D.<\/p>\n

M\u1ed9t \u0111\u1ecbnh ngh\u0129a kh\u00e1c c\u0169ng \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng l\u00e0 m\u1ed9t c\u00f4ng ty ph\u1ea3i thu\u00ea nhi\u1ec1u g\u1ea5p \u0111\u00f4i s\u1ed1 l\u01b0\u1ee3ng c\u00e1c nh\u00e0 khoa h\u1ecdc v\u00e0 k\u1ef9 s\u01b0 v\u00e0 \u0111\u1ea7u t\u01b0 nhi\u1ec1u g\u1ea5p \u0111\u00f4i v\u00e0o c\u00e1c ho\u1ea1t \u0111\u1ed9ng ngi\u1ec7 c\u1ee9u v\u00e0 ph\u00e1t tri\u1ec3n so v\u1edbi m\u1eb7t b\u1eb1ng chung c\u1ee7a t\u1ea5t c\u1ea3 nh\u1eefng c\u00f4ng ty s\u1ea3n xu\u1ea5t kh\u00e1c trong n\u01b0\u1edbc.<\/p>\n

Intangibles \u201cIntangible\u201d \u2013 V\u00f4 h\u00ecnh<\/strong>: T\u1ee9c l\u00e0 kh\u00f4ng c\u00f3 kh\u1ea3 n\u0103ng ch\u1ea1m v\u00e0o \u0111\u01b0\u1ee3c<\/p>\n

(1) Intangible assets<\/strong>:<\/p>\n

Nh\u1eefng t\u00e0i s\u1ea3n h\u1eefu h\u00ecnh nh\u01b0: Nh\u00e3n hi\u1ec7u, b\u1ea3n quy\u1ec1n hay t\u00e1c quy\u1ec1n, b\u1eb1ng s\u00e1ng ch\u1ebf, quy\u1ec1n b\u1ea3o t\u1ed3n c\u00e1c thi\u1ebft k\u1ebf m\u1eabu, c\u00e1c ki\u1ebfn th\u1ee9c kinh doanh \u0111\u1ed9c quy\u1ec1n s\u1edf h\u1eefu, c\u01a1 s\u1edf d\u1eef li\u1ec7u\u2026<\/p>\n

(2) Intangible brand attributes<\/strong>:<\/p>\n

C\u00e1c thu\u1ed9c t\u00ednh v\u00f4 h\u00ecnh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u nh\u01b0: t\u00ean th\u01b0\u01a1ng hi\u1ec7u, bi\u1ec3u t\u01b0\u1ee3ng- logo, c\u00e1c h\u00ecnh \u1ea3nh, m\u00e0u s\u1eafc, h\u00ecnh d\u1ea1ng v\u00e0 m\u00f9i v\u1ecb. (Xem ph\u1ea7n Service Brand.)<\/p>\n

Packaging Design<\/strong>: Thi\u1ebft k\u1ebf bao b\u00ec, nh\u1eefng \u0111\u1ecbnh d\u1ea1ng thi\u1ebft k\u1ebf c\u0169ng nh\u01b0 h\u1ec7 th\u1ed1ng h\u00ecnh \u1ea3nh nh\u1eadn bi\u1ebft cho th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

Parent Brand -Th\u01b0\u01a1ng hi\u1ec7u m\u1eb9<\/strong>:\u00a0 M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 h\u1ed7 tr\u1ee3 m\u1ed9t ho\u1eb7c nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u con trong c\u00f9ng m\u1ed9t ng\u00e0nh h\u00e0ng.<\/p>\n

Passing Off \u2013 C\u00e1c ho\u1ea1t \u0111\u1ed9ng b\u1ea3o v\u1ec7 quy\u1ec1n s\u1edf h\u1eefu tr\u00ed tu\u1ec7:<\/strong> Nh\u1eefng ho\u1ea1t \u0111\u1ed9ng mang t\u00ednh ch\u1ea5t ph\u00e1p l\u00fd nh\u1eb1m b\u1ea3o v\u1ec7 nh\u1eefng quy\u1ec1n l\u1ee3i c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u kinh doanh, nh\u00e3n h\u00e0ng c\u1ee5 th\u1ec3. N\u00f3i r\u00f5 h\u01a1n l\u00e0 nh\u1eefng h\u00e0nh \u0111\u1ed9ng nh\u1eb1m ch\u1ed1ng l\u1ea1i vi\u1ec7c l\u1ee3i d\u1ee5ng l\u00f2ng tin, s\u1ef1 t\u00edn nhi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0o nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 hi\u1ec7n h\u1eefu. Ho\u1ea1t \u0111\u1ed9ng n\u00e0y ch\u1ec9 c\u00f3 t\u1ea1i c\u00e1c n\u01b0\u1edbc c\u00f3 nh\u1eefng qui \u0111\u1ecbnh lu\u1eadt ph\u00e1p v\u1ec1 vi\u1ec7c b\u1ea3o v\u1ec7 nh\u1eefng<\/p>\n

Perceptual Mapping Grapphic \u2013 Bi\u1ec3u \u0111\u1ed3 ph\u00e2n t\u00edch c\u1ea1nh tranh: <\/strong>D\u00f9ng \u0111\u1ec3 ph\u00e2n t\u00edch v\u00e0 di\u1ec5n gi\u1ea3i v\u1ec1 vi\u1ec7c kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng c\u1ee7a b\u1ea1n \u0111\u00e1nh gi\u00e1 s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 b\u1ea1n cung c\u1ea5p so v\u1edbi nh\u1eefng \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh kh\u00e1c. H\u1ea9u h\u1ebft c\u00e1c bi\u1ec3u \u0111\u1ed3 \u0111\u00e1nh gi\u00e1 th\u01b0\u1eddng th\u1ec3 hi\u1ec7n 2 kh\u00eda c\u1ea1nh trong c\u00f9ng 1 th\u1eddi \u0111i\u1ec3m,v\u00ed d\u1ee5 m\u1ed9t tr\u1ee5c th\u1ec3 hi\u1ec7n gi\u00e1, m\u1ed9t tr\u1ee5c th\u1ec3 hi\u1ec7n ch\u1ea5t l\u01b0\u1ee3ng. C\u0169ng c\u00f3 m\u1ed9t s\u1ed1 bi\u1ec3u \u0111\u1ed3 c\u00f3 th\u1ec3 th\u1ec3 hi\u1ec7n nhi\u1ec1u kh\u00eda c\u1ea1nh tr\u00ean nhi\u1ec1u tr\u1ee5c kh\u00e1c nhau.<\/p>\n

Positioning Statement \u2013 Tuy\u00ean ng\u00f4n \u0111\u1ecbnh v\u1ecb: <\/strong>Nh\u1eefng m\u00f4 t\u1ea3 \u0111\u1eb7c \u0111i\u1ec3m \u0111\u1ecbnh v\u1ecb mong mu\u1ed1n c\u1ee7a s\u1ea3n ph\u1ea9m, th\u01b0\u01a1ng hi\u1ec7u m\u00e0 doanh nghi\u1ec7p mu\u1ed1n kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau c\u1ee7a m\u00ecnh nh\u1eadn bi\u1ebft v\u00e0 c\u00f3 th\u1ec3 ph\u00e2n bi\u1ec7t \u0111\u01b0\u1ee3c.<\/p>\n

Power Brand \u2013 Th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh<\/strong>: Chi\u1ebfn l\u01b0\u1ee3c nh\u1eb1m t\u1ea1o cho t\u1eebng s\u1ea3n ph\u1ea9m trong ng\u00e0nh h\u00e0ng c\u1ee7a doanh nghi\u1ec7p c\u00f3 nh\u1eefng l\u1ee3i th\u1ebf v\u00e0 s\u1ee9c m\u1ea1nh ri\u00eang m\u00e0 kh\u00f4ng c\u1ea7n s\u1ef1 h\u1ed7 tr\u1ee3 t\u1eeb nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u m\u1eb9 ho\u1eb7c nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c.<\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c khai th\u00e1c ngu\u1ed3n l\u1ef1c n\u1ed9i t\u1ea1i \u0111\u1ec3 th\u01b0\u01a1ng hi\u1ec7u, s\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 t\u1ed3n t\u1ea1i v\u00e0 \u0111\u01b0\u1ee3c b\u1ea3o v\u1ec7 m\u1ed9t c\u00e1ch h\u1ee3p ph\u00e1p. Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y ch\u1ee7 y\u1ebfu \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng trong ng\u00e0nh h\u00e0ng ti\u00eau d\u00f9ng. Unilever v\u00e0 Procter&Gamble\u2019s l\u00e0 nh\u1eefng chuy\u00ean gia trong vi\u1ec7c ph\u00e1t tri\u1ec3n c\u00e1c th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh.<\/p>\n

Product Brand \u2013 Nh\u00e3n h\u00e0ng<\/strong> : T\u00ean g\u1ecdi g\u1eafn li\u1ec1n v\u1edbi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u00f9ng v\u1edbi nh\u1eefng c\u00f4ng d\u1ee5ng c\u1ee5 th\u1ec3. V\u00ed d\u1ee5, n\u01b0\u1edbc x\u00e3 v\u1ea3i Comfort.<\/p>\n

Rebrand \u2013 \u0110\u1ed5i t\u00ean th\u01b0\u01a1ng hi\u1ec7u:<\/strong> Khi doanh nghi\u1ec7p mu\u1ed1n mang th\u01b0\u01a1ng hi\u1ec7u, s\u1ea3n ph\u1ea9m quay tr\u1edf l\u1ea1i th\u1ecb tr\u01b0\u1eddng \u0111\u1ec3 \u0111em l\u1ea1i s\u1ef1 m\u1edbi m\u1ebd cho s\u1ea3n ph\u1ea9m, th\u01b0\u01a1ng hi\u1ec7u d\u1ef1a tr\u00ean nh\u1eefng y\u1ebfu t\u1ed1 n\u1ed9i t\u1ea1i v\u00e0 ngo\u1ea1i t\u1ea1i m\u1edbi. Vi\u1ec7c t\u00e1i x\u00fac ti\u1ebfn \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n sau nh\u1eefng chu\u1ea9n b\u1ecb c\u1ea9n th\u1eadn v\u1ec1 nh\u1eadn di\u1ec7n v\u00e0 th\u1ecb tr\u01b0\u1eddng \u0111\u1ec3 c\u00f3 th\u1ec3 mang ngu\u1ed3n sinh kh\u00ed m\u1edbi cho s\u1ea3n ph\u1ea9m, th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

Relative market share \u2013 T\u01b0\u01a1ng quan th\u1ecb ph\u1ea7n:<\/strong> S\u1ef1 ch\u00eanh l\u1ec7ch v\u1ec1 th\u1ecb ph\u1ea7n gi\u1eefa doanh nghi\u1ec7p v\u00e0 c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh. Th\u1ecb ph\u1ea7n l\u1edbn s\u1ebd t\u1eadn d\u1ee5ng \u0111\u01b0\u1ee3c nh\u1eefng l\u1ee3i th\u1ebf v\u1ec1 qui m\u00f4 trong vi\u1ec7c ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m, s\u1ea3n xu\u1ea5t c\u0169ng nh\u01b0 c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing. N\u00f3 c\u0169ng gi\u00fap b\u1ea1n kh\u1eafc s\u00e2u h\u00ecnh \u1ea3nh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng, ngo\u00e0i ra c\u00f2n c\u00f3 l\u1ee3i th\u1ebf khi ch\u00fang ta th\u1ef1c hi\u1ec7n c\u00e1c chi\u1ebfn l\u01b0\u1ee3c gi\u00e1.<\/p>\n

Relaunch \u2013 T\u00e1i x\u00fac ti\u1ebfn:<\/strong> \u0110\u01b0a s\u1ea3n ph\u1ea7m quay tr\u1edf l\u1ea1i nh\u1eefng th\u1ecb tr\u01b0\u1eddng \u0111\u1eb7c th\u00f9. Ho\u1ea1t \u0111\u1ed9ng n\u00e0y l\u00e0 do doanh nghi\u1ec7p \u0111\u00e3 t\u1eebng qu\u1ea3ng b\u00e1, kinh doanh s\u1ea3n ph\u1ea9m nh\u01b0ng \u0111\u00e3 d\u1eebng l\u1ea1i trong th\u1eddi gian tr\u01b0\u1edbc \u0111\u00e2y, v\u00e0 nay n\u00f3 l\u1ea1i xu\u1ea5t hi\u1ec7n tr\u1edf l\u1ea1i. Vi\u1ec7c t\u00e1i x\u00fac ti\u1ebfn s\u1ea3n ph\u1ea9m th\u01b0\u1eddng kh\u00f4ng c\u00f3 nhi\u1ec1u thay \u0111\u1ed5i v\u1ec1 s\u1ea3n ph\u1ea9m. V\u00ed d\u1ee5 nh\u01b0 s\u1ebd c\u00f3 m\u1ed9t s\u1ed1 \u0111i\u1ec1u ch\u1ec9nh v\u1ec1 m\u1eb7t k\u1ef9 thu\u1eadt, t\u00e1i \u0111\u1ecbnh v\u1ecb c\u0169ng nh\u01b0 s\u1ea3n ph\u1ea9m s\u1ebd \u0111\u01b0\u1ee3c ph\u00e2n ph\u1ed1i sang nh\u1eefng k\u00eanh kh\u00e1c ho\u1eb7c t\u00e1i \u0111\u1ecbnh v\u1ecb.<\/p>\n

Repositioning \u2013 T\u00e1i \u0111\u1ecbnh v\u1ecb: <\/strong>Nh\u1eefng ho\u1ea1t \u0111\u1ed9ng truy\u1ec1n th\u00f4ng gi\u00fap mang l\u1ea1i v\u1ecb th\u1ebf m\u1edbi cho s\u1ea3n ph\u1ea9m hi\u1ec7n h\u1eefu trong t\u00e2m tr\u00ed c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 chi\u1ebfm \u0111\u01b0\u1ee3c nh\u1eefng th\u1ecb tr\u01b0\u1eddng ti\u1ec1m n\u0103ng. R\u1ea5t nhi\u1ec1u s\u1ea3n ph\u1ea9m ti\u1ec1m n\u0103ng nh\u01b0ng v\u1eabn gi\u1eef vai tr\u00f2 d\u1eabn \u0111\u1ea7u m\u1ed9t c\u00e1ch m\u1edd nh\u1ea1t do n\u00f3 ch\u01b0a \u0111\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb m\u1ed9t c\u00e1ch x\u1ee9ng \u0111\u00e1ng v\u1edbi ti\u1ec1m l\u1ef1c c\u1ee7a m\u00ecnh. V\u00e0 vi\u1ec7c t\u00e1i \u0111\u1ecbnh v\u1ecb l\u00e0 ho\u00e0n to\u00e0n h\u1ee3p l\u00fd n\u1ebfu nh\u01b0 doanh nghi\u1ec7p mu\u1ed1n kh\u1eb3ng \u0111\u1ecbnh gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.
\nRollout \u2013 M\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng: Qu\u00e1 tr\u00ecnh c\u00f4ng ty gi\u1edbi thi\u1ec7u nh\u1eefng s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 m\u1edbi sang nh\u1eefng th\u1ecb tr\u01b0\u1eddng kh\u00e1c nhau ho\u1eb7c nh\u1eefng ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng kh\u00e1c nhau.<\/p>\n

Selective Media \u2013 Truy\u1ec1n th\u00f4ng c\u00f3 ch\u1ecdn l\u1ecdc:<\/strong> Kh\u00e1c v\u1edbi Mass Media, Truy\u1ec1n th\u00f4ng c\u00f3 ch\u1ecdn l\u1ecdc ch\u1ec9 nh\u1eafm t\u1edbi m\u1ed9t nh\u00f3m \u0111\u1ed1i t\u01b0\u1ee3ng nh\u1ecf v\u00e0 ri\u00eang bi\u1ec7t, nh\u1eefng nh\u00f3m kh\u00e1ch h\u00e0ng c\u00e1 bi\u1ec7t \u0111\u01b0\u1ee3c ph\u00e2n chia theo y\u00eau t\u1ed1 \u0111\u1ecba l\u00fd, nh\u00e2n kh\u1ea9u h\u1ecdc, th\u00f4ng tin t\u00e2m l\u00fd (hay c\u00f2n g\u1ecdi l\u00e0 truy\u1ec3n th\u00f4ng m\u1ee5c ti\u00eau), v\u00ed d\u1ee5 nh\u01b0 c\u00e1c ph\u01b0\u01a1ng th\u1ee9c truy\u1ec1n th\u00f4ng \u00e1p d\u1ee5ng ri\u00eang cho c\u00e1c c\u00e1 nh\u00e2n c\u00f3 thu nh\u1eadp 10.000USD\/ th\u00e1ng tr\u1edf l\u00ean.<\/p>\n

Service Brand \u2013 Th\u01b0\u01a1ng hi\u1ec7u d\u1ecbch v\u1ee5: <\/strong>M\u1ed9t s\u1ea3n ph\u1ea9m ch\u1ee9a \u0111\u1ef1ng nh\u1eefng gi\u00e1 tr\u1ecb v\u00f4 h\u00ecnh. \u201cD\u1ecbch v\u1ee5 l\u00e0 c\u00e1i b\u1ea1n mua b\u00e1n nh\u01b0ng l\u1ea1i kh\u1ed9ng th\u1ec3 ch\u1ea1m v\u00e0o \u0111\u01b0\u1ee3c\u201d (Theo t\u1ea1p ch\u00ed The Economist). V\u1ec1 kh\u00eda c\u1ea1nh n\u00e0y th\u00ec, d\u1ecbch v\u1ee5 l\u00e0 c\u00e1i b\u1ea1n l\u00e0m cho m\u1ed9t ai \u0111\u00f3 hay m\u1ed9t l\u1eddi cam k\u1ebft b\u1ea1n s\u1ebd mang n\u00f3 \u0111\u1ebfn cho h\u1ecd.<\/p>\n

Share of Mind \u2013 M\u1ee9c \u0111\u1ed9 nh\u1eadn bi\u1ebft:<\/strong> Hi\u1ec7n nay c\u00f3 r\u1ea5t nhi\u1ec1u \u0111\u1ecbnh ngh\u0129a v\u1ec1 kh\u00e1i ni\u1ec7m n\u00e0y, nh\u01b0ng t\u1ea5t c\u1ea3 \u0111\u1ec1u c\u00f3 \u0111i\u1ec1m chung l\u00e0: Ch\u1ec9 s\u1ed1 Share of Mind d\u00f9ng \u0111\u1ec1 \u0111o m\u1ee9c \u0111\u1ed9 th\u01b0\u1eddng xuy\u00ean kh\u00e1ch h\u00e0ng ngh\u0129 v\u1ec1 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u nh\u1ea5t \u0111\u1ecbnh v\u1edbi \u0111\u01a1n v\u1ecb ph\u1ea7n tr\u0103m c\u1ee7a t\u1ed3ng s\u1ed1 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u trong c\u00f9ng m\u1ed9t ng\u00e0nh, nh\u00e1nh s\u1ea3n ph\u1ea9m. N\u00f3i d\u1ec5 hi\u1ec3u h\u01a1n th\u00ec Share of Mind c\u00f3 \u0111\u01b0\u1ee3c do nh\u1eefng nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng th\u1ef1c hi\u1ec7n cho th\u01b0\u01a1ng hi\u1ec7u. N\u1ebfu th\u1ecb ph\u1ea7n \u0111o l\u01b0\u1eddng \u0111\u1ed9 ph\u1ee7, qui m\u00f4 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u tr\u00ean th\u1ecb tr\u01b0\u1eddng th\u00ec Share of Mind l\u00e0 ch\u1ec9 ti\u00eau \u0111\u1ec3 \u0111o l\u01b0\u1eddng \u0111\u1ed9 s\u00e2u c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng.<\/p>\n

Share of Voice \u2013 T\u01b0\u01a1ng quan truy\u1ec1n th\u00f4ng<\/strong>: Th\u1ec3 hi\u1ec7n t\u01b0\u01a1ng quan gi\u1eefa nh\u1eefng kho\u1ea3n chi ti\u00eau d\u00e0nh cho truy\u1ec1n th\u00f4ng c\u1ee7a doanh nghi\u1ec7p so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh trong ng\u00e0nh.
\nSub-brand \u2013 Th\u01b0\u01a1ng hi\u1ec7u con: S\u1ea3n ph\u1ea9m,d\u1ecbch v\u1ee5 c\u00f3 t\u00ean tu\u1ed5i, c\u00e1c \u0111\u1eb7c tr\u01b0ng b\u1ea3n s\u1eafc th\u01b0\u01a1ng hi\u1ec7u ri\u00eang \u0111\u1ec3 c\u00f3 th\u1ec3 ph\u00e2n bi\u1ec7t \u0111\u01b0\u1ee3c so v\u1edbi nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u c\u00f9ng ch\u1ee7ng lo\u1ea1i c\u1ee7a c\u00f9ng 1 c\u00f4ng ty, v\u00ed d\u1ee5 nh\u01b0 Clear v\u00e0 Sunsil c\u1ee7a Unilever.<\/p>\n

Tangibles \u2013 C\u00e1c y\u1ebfu t\u1ed1 h\u1eefu h\u00ecnh:<\/strong> T\u00e0i s\u1ea3n h\u1eefu h\u00ecnh l\u00e0 nh\u1eefng t\u00e0i s\u1ea3n nh\u01b0 nh\u00e0 m\u00e1y s\u1ea3n xu\u1ea5t, m\u00e1y m\u00f3c thi\u1ebft b\u1ecb, ti\u1ec1n m\u1eb7t\u2026 C\u00e1c y\u1ebfu t\u1ed1 h\u1eefu h\u00ecnh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u bao g\u1ed3m s\u1ea3n ph\u1ea9m v\u00e0 c\u1ea3 \u0111\u00f3ng g\u00f3i. Gi\u00e1 tr\u1ecb h\u1eefu h\u00ecnh c\u1ee7a s\u1ea3n ph\u1ea7m l\u00e0 nh\u1eefng c\u00f4ng d\u1ee5ng c\u1ee7a s\u1ea3n ph\u1ea7m \u0111\u01b0\u1ee3c ng\u01b0\u1eddi s\u1eed d\u1ee5ng tr\u1ea3i nghi\u1ec7m v\u00e0 nh\u1eadn bi\u1ebft.<\/p>\n

Target Market \u2013 Th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau:<\/strong> Ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng hay nh\u00f3m kh\u00e1ch h\u00e0ng m\u00e0 c\u00f4ng ty nh\u1eafm \u0111\u1ebfn \u0111\u1ec1 ph\u1ee5c v\u1ee5, l\u00e0 \u0111\u1ecbnh h\u01b0\u1edbng c\u1ee7a c\u00e1c ho\u1ea1t \u0111\u1ed9ng maketing.<\/p>\n

Top of Mind<\/strong>:\u00a0 Trong m\u1ed9t th\u1ecb tr\u01b0\u1eddng nhi\u1ec1u s\u1ea3n ph\u1ea3m nh\u01b0 hi\u1ec7n nay, s\u1ea3n ph\u1ea9m v\u00e0 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n c\u00f3 l\u00e0 c\u00e1i m\u00e0 kh\u00e1ch h\u00e0ng lu\u00f4n lu\u00f4n ngh\u0129 t\u1edbi \u0111\u1ea7u ti\u00ean hay kh\u00f4ng. Trong c\u00e1c b\u1ea3ng nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng th\u00ec Top-of-Mind l\u00e0 t\u00ean g\u1ecdi \u0111\u1ea7u ti\u00ean khi \u0111\u01b0\u1ee3c h\u1ecfi v\u1ec1 nh\u1eefng th\u01b0\u1edfng hi\u1ec7u m\u00e0 \u0111\u00e1p vi\u00ean bi\u1ebft \u0111\u1ebfn v\u1ec1 m\u1ed9t ch\u1ee7ng lo\u1ea1i nh\u1ea5t \u0111\u1ecbnh. Top-of-Mind l\u00e0 m\u1ee9c \u0111\u1ed9 cao nh\u1ea5t c\u1ee7a Share of Mind. \u0110\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c v\u1ecb tr\u00ed Top-of-Mind, doanh nghi\u1ec7p th\u01b0\u1eddng ph\u1ea3i c\u00f3 m\u1ed9t \u0111\u1ed9 ph\u1ee7 v\u1ec1 m\u1eb7t truy\u1ec1n th\u00f4ng \u0111\u1ee7 l\u1edbn trong ng\u00e0nh kinh doanh c\u1ee7a m\u00ecnh.<\/p>\n

Trademark \u2013 B\u1ea3n quy\u1ec1n th\u01b0\u01a1ng m\u1ea1i: <\/strong>Nh\u1eefng d\u1ea5u hi\u1ec7u \u0111\u00e3 \u0111\u0103ng k\u00ed d\u00f9ng \u0111\u1ec1 nh\u1eadn bi\u1ebft v\u00e0 ph\u00e2n bi\u1ec7t s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 so v\u1edbi nh\u1eefng s\u1ea3n ph\u1ea9m c\u00f9ng lo\u1ea1i v\u00e0 \u0111\u01b0\u1ee3c lu\u1eadt ph\u00e1p b\u1ea3o v\u1ec7.<\/p>\n

Trademark Infringement \u2013 \u0110\u00e1nh c\u1eafp b\u1ea3n quy\u1ec1n:<\/strong> Vi\u1ec7c m\u1ed9t doanh nghi\u1ec7p s\u1eed d\u1ee5ng m\u1ed9t c\u00e1ch b\u1ea5t h\u1ee3p ph\u00e1p nh\u1eefng b\u1ea3n quy\u1ec1n th\u01b0\u01a1ng m\u1ea1i \u0111\u00e3 \u0111\u01b0\u1ee3c \u0111\u0103ng k\u00fd, ho\u1eb7c c\u00f3 nh\u1eefng \u0111i\u1ec3m t\u01b0\u01a1ng \u0111\u1ed3ng v\u1edbi b\u1ea3n quy\u1ec1n \u0111\u00e3 \u0111\u0103ng k\u00ed.
\nTrendsetter \u2013 Ng\u01b0\u1eddi t\u1ea1o n\u00ean xu th\u1ebf: Nh\u00e2n v\u1eadt ho\u1eb7c s\u1ef1 ki\u1ec7n kh\u00f4ng \u0111i theo nh\u1eefng c\u00e1ch th\u1ee9c th\u00f4ng th\u01b0\u1eddng v\u00e0 \u0111\u1ea1t \u0111\u01b0\u1ee3c nh\u1eefng th\u00e0nh c\u00f4ng mang t\u00ednh \u0111\u1ed9t ph\u00e1. iMac l\u00e0 m\u1ed9t v\u00ed d\u1ee5 cho vi\u1ec7c h\u00ecnh th\u00e0nh xu th\u1ebf trong thi\u1ebft k\u1ebf khi m\u00e0 c\u00e1c nh\u00e0 cung \u1ee9ng cho v\u0103n ph\u00f2ng ng\u00e0y nay \u0111\u1ec1u d\u00f9ng chung nh\u1eefng m\u00e0u s\u1eafc, thi\u1ebft k\u1ebf mang t\u00ednh th\u00f4ng d\u1ee5ng c\u1ee7a m\u1ed9t iMac.
\nUser Segmentation \u2013 Ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng: Vi\u1ec7c ph\u00e2n chia nh\u1eefng nh\u00f3m kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng d\u1ef1a v\u00e0o c\u00e1ch th\u1ee9c v\u00e0 m\u1ee5c \u0111\u00edch ti\u00eau d\u00f9ng s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd. V\u00ed d\u1ee5 nh\u01b0 b\u1ed9t l\u00e0m b\u00e0nh v\u1eeba c\u00f3 th\u1ec3 d\u00f9ng \u0111\u1ec1 n\u1ea5u n\u01b0\u1edbng v\u1eeba c\u00f3 th\u1ec3 l\u00e0m s\u1ea1ch r\u0103ng, d\u1ea7u \u0103n c\u00f3 th\u1ec3 l\u00e0m m\u01b0\u1ee3t t\u00f3c hay chi\u00ean th\u1ee9c \u0103n, v\u1eady kh\u00e1ch h\u00e0ng s\u1eed d\u1ee5ng l\u1ee3i \u00edch n\u00e0o c\u1ee7a s\u1ea3n ph\u1ea9m.<\/p>\n

Visual Identity:<\/strong> H\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u, bao g\u1ed3m c\u1ea3 nh\u1eefng ph\u1ea7n nh\u01b0 logo, c\u00e1ch s\u1eed d\u1ee5ng v\u00e0 s\u1eafp x\u1ebfp ng\u00f4n t\u1eeb, bao b\u00ec, \u0111\u00f3ng g\u00f3i.<\/p>\n

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Ngu\u1ed3n: <\/strong>\u00a0T\u1ed5ng h\u1ee3p t\u1eeb internet<\/p>\n

T\u1ed5ng h\u1ee3p b\u1edfi: \u00a0Venisa Nguy\u1ec5n<\/a><\/strong><\/p>\n

Post at:<\/strong> www.saokim.com.vn\/blog<\/a><\/strong><\/p>\n

Find me on: \u00a0Facebook<\/a>\u00a0\u00a0\u00a0 Google+<\/a>\u00a0 \u00a0\u00a0<\/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 th\u01b0\u01a1ng hi\u1ec7u<\/span><\/p>\n

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