{"id":2198,"date":"2012-08-09T23:43:52","date_gmt":"2012-08-09T16:43:52","guid":{"rendered":"https:\/\/www.saokim.com.vn\/blog\/?p=2198"},"modified":"2019-07-15T15:19:37","modified_gmt":"2019-07-15T08:19:37","slug":"dat-ten-cong-ty-bai-hoc-tu-5-thuong-hieu-noi-tieng","status":"publish","type":"post","link":"https:\/\/www.saokim.com.vn\/blog\/dat-ten-thuong-hieu\/dat-ten-cong-ty-bai-hoc-tu-5-thuong-hieu-noi-tieng\/","title":{"rendered":"\u0110\u1eb7t t\u00ean c\u00f4ng ty – b\u00e0i h\u1ecdc t\u1eeb 5 th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng"},"content":{"rendered":"

C\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng th\u1ebf gi\u1edbi c\u00f3 nh\u1eefng c\u00e1ch \u0111\u1eb7t t\u00ean c\u00f4ng ty th\u1eadt \u0111\u1eb7c bi\u1ec7t. Nh\u1eefng kinh nghi\u1ec7m qua c\u00e1ch s\u00e1ng t\u1ea1o t\u00ean th\u01b0\u01a1ng hi\u1ec7u<\/a><\/strong><\/span> c\u1ee7a h\u1ecd c\u0169ng l\u00e0 nh\u1eefng b\u00e0i h\u1ecd gi\u00e1 tr\u1ecb cho ch\u00fang ta. D\u01b0\u1edbi \u0111\u00e2y, xin chia s\u1ebb 5 b\u00e0i h\u1ecdc nh\u01b0 th\u1ebf.<\/span><\/p>\n

Tham kh\u1ea3o tr\u1ecdn b\u1ed9 27 t\u00e0i li\u1ec7u \u0111\u1eb7t t\u00ean th\u01b0\u01a1ng hi\u1ec7u gi\u00fap doanh nghi\u1ec7p \u0111\u1eb7t t\u00ean hi\u1ec7u qu\u1ea3<\/a><\/em><\/span><\/p><\/blockquote>\n

3M – Ng\u1eafn g\u1ecdn tuy\u1ec7t v\u1eddi<\/span><\/h2>\n

\"\u0110\u1eb7t<\/span><\/p>\n

3M l\u00e0 vi\u1ebft t\u1eaft c\u1ee7a (Minnesota Mining and Manufacturing Co.) \u0111\u01b0\u1ee3c th\u00e0nh l\u1eadp b\u1edfi 5 doanh nh\u00e2n t\u1ea1i Minnesota M\u1ef9. Nh\u1eefng ng\u01b0\u1eddi th\u00e0nh l\u1eadp mong mu\u1ed1n c\u00f4ng ty mang t\u00ednh s\u00e1ng t\u1ea1o v\u00e0 \u0111\u1ed5i m\u1edbi nh\u01b0ng c\u00e1i t\u00ean c\u0169 c\u1ee7a h\u1ecd th\u00ec qu\u00e1 t\u1ec7, v\u1eeba d\u00e0i v\u1eeba m\u00e1y m\u00f3c. V\u1eady l\u00e0 ng\u01b0\u1eddi \u0111\u1ee9ng \u0111\u1ea7u c\u00f4ng ty quy\u1ebft \u0111\u1ecbnh \u0111\u1ed5i th\u00e0nh 1 c\u00e1i t\u00ean m\u1edbi \u2013 3M ra \u0111\u1eddi t\u1eeb \u0111\u00f3. C\u00e1i t\u00ean \u0111\u1ebfn m\u1ed9t c\u00e1ch r\u1ea5t hi\u1ec3n nhi\u00ean (vi\u1ebft t\u1eaft 3 ch\u1eef M trong t\u00ean c\u00f4ng ty) nh\u01b0ng ho\u00e0n to\u00e0n ph\u00f9 h\u1ee3p v\u1edbi \u0111\u1ecbnh h\u01b0\u1edbng s\u00e1ng t\u1ea1o c\u1ee7a c\u00f4ng ty. Gi\u1edd \u0111\u00e2y 3M n\u1ed5i ti\u1ebfng kh\u1eafp n\u0103m ch\u00e2u v\u1edbi nh\u1eefng s\u1ea3n ph\u1ea9m nh\u01b0 gi\u1ea5y note Post-it v\u00e0 b\u0103ng Scott, phim c\u00e1ch nhi\u1ec7t 3M \u2026<\/span><\/p>\n

Apple \u2013 Th\u00e1ch th\u1ee9c nh\u1eadn th\u1ee9c<\/span><\/h2>\n

\"\u0110\u1eb7t<\/span><\/p>\n

Th\u1eddi m\u00e0 Steve Jobs x\u00e2y d\u1ef1ng n\u00ean Apple \u2013 nh\u1eefng n\u0103m 70 c\u1ee7a th\u1ebf k\u1ef7 tr\u01b0\u1edbc \u2013 m\u00e1y t\u00ednh v\u1eabn l\u00e0 m\u1ed9t th\u1ee9 xa l\u1ea1 v\u00e0 xa x\u1ec9 \u0111\u1ed1i v\u1edbi m\u1ecdi ng\u01b0\u1eddi. Ch\u1ec9 nh\u1eefng nh\u00e0 khoa h\u1ecdc ho\u1eb7c nh\u1eefng chuy\u00ean gia m\u1edbi s\u1eed d\u1ee5ng \u0111\u01b0\u1ee3c m\u00e1y t\u00ednh. Jobs th\u1ea5y r\u1eb1ng c\u00f4ng ty m\u00ecnh c\u1ea7n c\u00f3 m\u1ed9t c\u00e1i t\u00ean h\u1ea5p d\u1eabn, g\u1ee3i c\u1ea3m h\u1ee9ng cho ng\u01b0\u1eddi s\u1eed d\u1ee5ng m\u1ed7i ng\u00e0y. N\u00ean khi \u0111\u01b0\u1ee3c g\u1ee3i \u00fd c\u00e1i t\u00ean Apple b\u1edfi ng\u01b0\u1eddi b\u1ea1n \u0111\u1ed3ng s\u00e1ng l\u1eadp, Jobs \u0111\u00e3 h\u1ee9ng th\u00fa v\u00e0 ch\u1ea5p nh\u1eadn ngay ph\u01b0\u01a1ng \u00e1n t\u00ean n\u00e0y. Ng\u00e0y nay Tr\u00e1i t\u00e1o \u0111\u00e3 xu\u1ea5t hi\u1ec7n kh\u1eafp n\u01a1i tr\u00ean th\u1ebf gi\u1edbi v\u00e0 tr\u1edf th\u00e0nh m\u1ed9t bi\u1ec3u t\u01b0\u1ee3ng c\u1ee7a c\u00f4ng ngh\u1ec7 v\u00e0 th\u1eddi trang v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m danh gi\u00e1 nh\u01b0 Macbook, Ipod, Iphone, Ipad \u2026<\/span><\/p>\n

Kodak \u2013 s\u1ee9c m\u1ea1nh c\u1ee7a ch\u1eef K<\/span><\/h2>\n

\"\u0110\u1eb7t<\/span><\/p>\n

Ch\u1eef K v\u1ed1n l\u00e0 k\u00fd t\u1ef1 \u00edt \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng trong ti\u1ebfng Anh. Th\u1ebf nh\u01b0ng, George Eastman \u2013 \u00f4ng ch\u1ee7 c\u1ee7a h\u00e3ng m\u00e1y \u1ea3nh v\u00e0 phim Nh\u1eadt B\u1ea3n n\u00e0y l\u1ea1i c\u00f3 m\u1ed9t t\u00ecnh y\u00eau hi\u1ebfm c\u00f3 v\u1edbi k\u00fd t\u1ef1 n\u00e0y. \u00d4ng tin r\u1eb1ng ch\u1eef K c\u00f3 m\u1ed9t s\u1ee9c m\u1ea1nh \u0111\u1eb7c bi\u1ec7t, t\u1ea1o ra m\u1ed9t c\u00e1i t\u00ean d\u1ec5 nh\u1edb v\u00e0 kh\u00f4ng th\u1ec3 nh\u1ea7m l\u1eabn.\u00a0 Kodak \u0111\u00e3 c\u00f3 h\u01a1n 100 n\u0103m tu\u1ed5i v\u00e0 ni\u1ec1m tin c\u1ee7a George Eastman \u0111\u00e3 kh\u00f4ng h\u1ec1 sai khi Kodak \u0111\u00e3 tr\u1edf th\u00e0nh m\u1ed9t c\u00e1i t\u00ean mang t\u00ednh bi\u1ec3u t\u01b0\u1ee3ng c\u1ee7a ng\u00e0nh phim \u1ea3nh v\u00e0 v\u0103n h\u00f3a th\u1ebf gi\u1edbi.<\/span><\/p>\n

Nike \u2013 C\u1ee9 thu\u00ea \u0111i<\/span><\/h2>\n

\"\u0110\u1eb7t<\/span><\/p>\n

N\u0103m 1971, khi \u0111\u01b0a ra d\u00f2ng s\u1ea3n ph\u1ea9m gi\u1ea7y m\u1edbi d\u00e0nh cho c\u1ea7u th\u1ee7 v\u1edbi th\u00f4ng \u0111i\u1ec7p l\u00e0 c\u1ed5 v\u0169 cho tinh th\u1ea7n chi\u1ebfn th\u1eafng, Bill Bowerman v\u00e0 Philip Knight l\u00e0 nh\u1eefng \u00f4ng ch\u1ee7 c\u1ee7a Blue Ribbon Sports \u00a0\u0111\u00e3 thu\u00ea nh\u00e0 t\u01b0 v\u1ea5n \u0111\u1ec3 \u0111\u1eb7t t\u00ean cho s\u1ea3n ph\u1ea9m m\u1edbi c\u1ee7a h\u1ecd. Ph\u01b0\u01a1ng \u00e1n t\u00ean \u0111\u01b0\u1ee3c l\u1ef1a ch\u1ecdn l\u00e0 t\u00ean c\u1ee7a n\u1eef th\u1ea7n c\u00f3 c\u00e1nh Nike \u2013 n\u1eef th\u1ea7n chi\u1ebfn th\u1eafng. C\u00e1i t\u00ean n\u00e0y qu\u00e1 h\u1ea5p d\u1eabn v\u00e0 ph\u00f9 h\u1ee3p n\u00ean sau n\u00e0y Blue Ribbon Sports \u0111\u1ed5i t\u00ean ch\u00ednh th\u1ee9c th\u00e0nh Nike nh\u01b0 b\u00e2y gi\u1edd.<\/span><\/p>\n

Virgin \u2013 c\u1ee9 g\u1ecdi n\u00f3 nh\u01b0 \u0111\u00fang s\u1ef1 th\u1ef1c<\/span><\/h2>\n

\"\u0110\u1eb7t<\/span><\/p>\n

Tr\u01b0\u1edbc khi tr\u1edf th\u00e0nh t\u1ec9 ph\u00fa \u0111\u00f4 la, Richard Branson \u2013 \u00f4ng ch\u1ee7 c\u1ee7a h\u00e3ng h\u00e0ng kh\u00f4ng t\u01b0 nh\u00e2n l\u1edbn nh\u1ea5t n\u01b0\u1edbc Anh n\u00e0y \u0111\u00e3 l\u00e0 doanh nh\u00e2n khi \u1edf tu\u1ed5i 20. Theo ti\u1ec3u s\u1eed c\u1ee7a \u00f4ng, Richard \u0111\u00e3 ch\u1ecdn t\u00ean cho h\u00e3ng h\u00e0ng kh\u00f4ng n\u00e0y khi nghe theo g\u1ee3i \u00fd c\u1ee7a m\u1ed9t nh\u00e2n vi\u00ean. Ng\u01b0\u1eddi n\u00e0y n\u00f3i v\u1edbi Richard \u201cT\u1ea1i sao kh\u00f4ng ch\u1ecdn t\u00ean Virgin (Trinh n\u1eef)? Ch\u00fang ta ch\u1eb3ng ph\u1ea3i \u0111\u1ec1u l\u00e0 trinh n\u1eef trong kinh doanh \u0111\u00f3 sao?”. Richard th\u00edch \u00fd t\u01b0\u1edfng \u0111\u00f3 ngay v\u00e0 th\u1ebf l\u00e0 th\u1ebf gi\u1edbi c\u00f3 th\u00eam h\u00e3ng h\u00e0ng kh\u00f4ng v\u1edbi t\u00ean g\u1ecdi \u0111\u1ea7y c\u00e1 t\u00ednh \u2013 Virgin.<\/span><\/p>\n

T\u00e1c gi\u1ea3:<\/strong><\/span>
\nNguy\u1ec5n Tu\u1ea5n H\u00f9ng<\/a>, Brand Strategy Consultant<\/em><\/span>
\nEmail\u00a0: hungnt@www.saokim.com.vn Mobile\u00a0:\u00a00964.699.499<\/em><\/span>
\nC\u00f4ng ty T\u01b0 v\u1ea5n v\u00e0 S\u00e1ng t\u1ea1o Th\u01b0\u01a1ng hi\u1ec7u Sao Kim<\/strong><\/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 Th\u01b0\u01a1ng hi\u1ec7u<\/span><\/p>\n

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