{"id":296119,"date":"2015-07-21T09:36:17","date_gmt":"2015-07-21T02:36:17","guid":{"rendered":"https:\/\/www.saokim.com.vn\/blog\/?p=296119"},"modified":"2019-07-08T13:56:14","modified_gmt":"2019-07-08T06:56:14","slug":"ten-thuong-hieu-co-nen-viet-tat","status":"publish","type":"post","link":"https:\/\/www.saokim.com.vn\/blog\/dat-ten-thuong-hieu\/ten-thuong-hieu-co-nen-viet-tat\/","title":{"rendered":"T\u00ean th\u01b0\u01a1ng hi\u1ec7u, c\u00f3 n\u00ean vi\u1ebft t\u1eaft?"},"content":{"rendered":"

B\u1ea5t k\u1ef3 th\u01b0\u01a1ng hi\u1ec7u<\/a><\/strong><\/span> n\u00e0o c\u0169ng c\u1ea7n 1 c\u00e1i t\u00ean \u0111\u1ec3 kh\u1eb3ng \u0111\u1ecbnh gi\u00e1 tr\u1ecb t\u1ed3n t\u1ea1i c\u1ee7a n\u00f3. T\u00ean th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 d\u00e0i, c\u00f3 th\u1ec3 ng\u1eafn, nh\u01b0ng trong m\u1ecdi tr\u01b0\u1eddng h\u1ee3p ch\u00fang ta \u0111\u1ec1u c\u00f3 th\u1ec3 g\u1ecdi t\u1eaft ho\u1eb7c vi\u1ebft t\u1eaft m\u1ed9t t\u00ean th\u01b0\u01a1ng hi\u1ec7u. Sau \u0111\u00e2y l\u00e0 nh\u1eefng chia s\u1ebb c\u1ee7a Sao Kim v\u1ec1 vi\u1ec7c vi\u1ebft t\u1eaft t\u00ean th\u01b0\u01a1ng hi\u1ec7u.<\/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><\/span><\/p><\/blockquote>\n

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

Vi\u1ebft t\u1eaft hay kh\u00f4ng?<\/strong><\/span><\/h2>\n

Khi l\u00e0n s\u00f3ng v\u1ec1 nh\u1eefng c\u00e1i t\u00ean ng\u1eafn ng\u1ecdn, d\u1ec5 nh\u1edb lan truy\u1ec1n trong gi\u1edbi qu\u1ea3n tr\u1ecb, \u0111\u00f3 c\u0169ng l\u00e0 l\u00fac gi\u1edbi Marketing\u00a0ch\u1ee9ng\u00a0ki\u1ebfn m\u1ed9t l\u00e0n s\u00f3ng h\u00e0ng lo\u1ea1t c\u00e1c doanh nghi\u1ec7p vi\u1ebft t\u1eaft t\u00ean cho th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh. V\u1eady, \u0111\u00e2u l\u00e0 nguy\u00ean nh\u00e2n?<\/span><\/p>\n

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1. \u0110\u1ec3 t\u00ean th\u01b0\u01a1ng hi\u1ec7u ng\u1eafn g\u1ecdn h\u01a1n<\/em><\/span>
\n 2. \u0110\u1ec3 t\u00ean th\u01b0\u01a1ng hi\u1ec7u d\u1ec5 nh\u1edb h\u01a1n<\/em><\/span><\/p>\n

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Li\u1ec7u doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c 2 \u0111i\u1ec1u tr\u00ean?<\/span><\/p>\n

\u0110\u1ec3 ng\u01b0\u1eddi ti\u00eau d\u00f9ng ghi nh\u1edb t\u00ean vi\u1ebft t\u1eaft, tr\u01b0\u1edbc ti\u00ean doanh nghi\u1ec7p ph\u1ea3i khi\u1ebfn h\u1ecd hi\u1ec3u v\u00e0 ch\u1ea5p nh\u1eadn t\u00ean vi\u1ebft t\u1eaft.<\/span><\/p>\n

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Sau \u0111\u00e2y l\u00e0 1 v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh:<\/em><\/span><\/p>\n

JC Penney & Co, chu\u1ed7i si\u00eau th\u1ecb v\u1edbi 590 si\u00eau th\u1ecb tr\u00ean kh\u1eafp to\u00e0n c\u1ea7u \u0111\u00e3 quy\u1ebft \u0111\u1ecbnh thay \u0111\u1ed5i logo c\u1ee7a JC Penney. Logo tr\u01b0\u1edbc \u0111\u00e2y c\u1ee7a JC Penney c\u00f3 \u0111\u1ea7y \u0111\u1ee7 ch\u1eef JC Penney. C\u00f2n logo m\u1edbi gi\u1edbi thi\u1ec7u th\u01b0\u01a1ng hi\u1ec7u vi\u1ebft t\u1eaft, ch\u1ec9 bao g\u1ed3m 3 ch\u1eef c\u00e1i JCP. Theo kh\u1ea3o s\u00e1t th\u1ef1c t\u1ebf, ng\u01b0\u1eddi ta hay g\u1ecdi t\u1eaft JC Penney l\u00e0 Penney. V\u00ec v\u1eady, t\u00ean vi\u1ebft t\u1eaft JCP l\u00e0 m\u1ed9t sai l\u1ea7m khi m\u00e0 n\u00f3 l\u00e0 xa l\u1ea1 v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/span><\/p>\n

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M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u sau m\u1ed9t th\u1eddi gian ph\u00e1t tri\u1ec3n s\u1ebd \u0111i v\u00e0o t\u00e2m tr\u00ed ng\u01b0\u1eddi ti\u00eau d\u00f9ng. T\u00ean th\u01b0\u01a1ng hi\u1ec7u trong t\u00e2m tr\u00ed m\u1ecdi ng\u01b0\u1eddi c\u00f3 th\u1ec3 l\u00e0 c\u00e1i t\u00ean \u0111\u1ea7y \u0111\u1ee7, song c\u0169ng c\u00f3 th\u1ec3 l\u00e0 c\u00e1i t\u00ean g\u1ecdi t\u1eaft. V\u00ec v\u1eady, khi doanh nghi\u1ec7p mu\u1ed1n vi\u1ebft t\u1eaft t\u00ean c\u1ee7a m\u00ecnh, h\u00e3y kh\u1ea3o s\u00e1t ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u1ee7a m\u00ecnh. \u0110\u00e2y l\u00e0 h\u01b0\u1edbng \u0111i kh\u00f4n ngoan nh\u1ea5t n\u1ebfu kh\u00f4ng mu\u1ed1n t\u00ean vi\u1ebft t\u1eaft t\u00e0n ph\u00e1 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n.<\/span><\/p>\n

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Trong v\u00ed d\u1ee5 tr\u00ean, c\u00e1i t\u00ean Penney ch\u1ee9 kh\u00f4ng ph\u1ea3i JCP ch\u00ednh l\u00e0 t\u00ean vi\u1ebft t\u1eaft m\u00e0 doanh nghi\u1ec7p n\u00ean \u0111\u1eb7t. R\u00f5 r\u00e0ng, t\u1eeb Penney d\u1ec5 \u0111\u1ecdc h\u01a1n JCP b\u1edfi v\u00ec Penney c\u00f3 2 \u00e2m ti\u1ebft c\u00f2n JCP th\u00ec c\u00f3 3 \u00e2m ti\u1ebft.\u00a0T\u01b0\u01a1ng t\u1ef1 v\u1edbi tr\u01b0\u1eddng h\u1ee3p c\u1ee7a Mc Donald’s, ng\u01b0\u1eddi ta hay g\u1ecdi Mc ch\u1ee9 kh\u00f4ng ph\u1ea3i l\u00e0 McD, \u0111\u01a1n gi\u1ea3n v\u00ec Mc c\u00f3 1 \u00e2m ti\u1ebft c\u00f2n McD c\u00f3 2 \u00e2m ti\u1ebft. Hay nh\u01b0 tr\u01b0\u1eddng h\u1ee3p c\u1ee7a Facebook, ng\u01b0\u1eddi ta quen vi\u1ebft l\u00e0 Fb v\u00e0 g\u1ecdi l\u00e0 Face.<\/span><\/p>\n

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Th\u1ef1c t\u1ebf, \u0111\u00e3 c\u00f3 nhi\u1ec1u doanh nghi\u1ec7p r\u00fat g\u1ecdn t\u00ean v\u00e0 tr\u1edf th\u00e0nh nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng nh\u01b0 BP \u2013 British Petroleum, BMW – Bavarian Motor Works. Tuy nhi\u00ean, nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3 th\u00e0nh c\u00f4ng do nh\u1eefng nguy\u00ean nh\u00e2n nh\u01b0 sau:<\/span><\/p>\n

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1. T\u00ean vi\u1ebft t\u1eaft \u0111\u1ecdc l\u00ean ng\u1eafn h\u01a1n t\u00ean ban \u0111\u1ea7u.<\/em><\/span><\/p>\n

2. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u00e3 s\u1eed d\u1ee5ng nh\u1eefng t\u00ean vi\u1ebft t\u1eaft \u0111\u00f3 h\u00e0ng ng\u00e0y.<\/em><\/span><\/p>\n

3. T\u00ean g\u1ed1c c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng n\u1ed5i ti\u1ebfng l\u1eafm khi doanh nghi\u1ec7p quy\u1ebft \u0111\u1ecbnh chuy\u1ec3n sang t\u00ean\u00a0vi\u1ebft t\u1eaft.<\/em><\/span><\/p>\n

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Nh\u01b0ng ng\u01b0\u1ee3c l\u1ea1i, n\u1ebfu kh\u00f4ng \u0111\u1ea1t \u0111\u01b0\u1ee3c nh\u1eefng y\u1ebfu t\u1ed1 tr\u00ean, r\u1ea5t c\u00f3 th\u1ec3 vi\u1ec7c r\u00fat g\u1ecdn t\u00ean s\u1ebd t\u1ea1o ra nh\u1eefng sai l\u1ea7m nghi\u00eam tr\u1ecdng. Nhi\u1ec1u chi\u1ebfn d\u1ecbch Marketing \u0111\u00e3 b\u1eaft \u0111\u1ea7u v\u1edbi nh\u1eefng t\u1eeb r\u00fat g\u1ecdn d\u00e0nh cho nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng. Tuy nhi\u00ean, khi th\u01b0\u01a1ng hi\u1ec7u r\u00fat g\u1ecdn ch\u01b0a \u0111\u01b0\u1ee3c ng\u01b0\u1eddi ti\u00eau d\u00f9ng ch\u1ea5p nh\u1eadn, r\u1ea5t c\u00f3 kh\u1ea3 n\u0103ng chi ph\u00ed cho ch\u01b0\u01a1ng tr\u00ecnh marketing \u0111\u00f3 s\u1ebd tr\u1edf n\u00ean thi\u1ebfu hi\u1ec7u qu\u1ea3.<\/span><\/p>\n

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H\u00e3y xem, bao nhi\u00eau ng\u01b0\u1eddi cho r\u1eb1ng DD l\u00e0 Dunkin\u2019 Donuts, bao nhi\u00eau ng\u01b0\u1eddi cho r\u1eb1ng G l\u00e0 Gatorade, bao nhi\u00eau ng\u01b0\u1eddi cho r\u1eb1ng RB l\u00e0 Red Bull, bao nhi\u00eau ng\u01b0\u1eddi cho r\u1eb1ng Sb l\u00e0 Starbucks?<\/span><\/p>\n

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V\u1eady, c\u00f3 n\u00ean vi\u1ebft t\u1eaft t\u00ean th\u01b0\u01a1ng hi\u1ec7u?<\/strong><\/span><\/h2>\n

C\u00e2u tr\u1ea3 l\u1eddi l\u00e0 c\u00f3 n\u1ebfu nh\u01b0 t\u00ean vi\u1ebft t\u1eaft c\u00f3 \u00edt \u00e2m ti\u1ebft, d\u1ec5 d\u00e0ng \u0111i v\u00e0o t\u00e2m tr\u00ed ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 \u0111\u01b0\u1ee3c h\u1ecd ch\u1ea5p nh\u1eadn.<\/span><\/p>\n

C\u00e2u tr\u1ea3 l\u1eddi l\u00e0 kh\u00f4ng n\u1ebfu nh\u01b0 t\u00ean vi\u1ebft t\u1eaft l\u00e0 kh\u00f3 hi\u1ec3u, kh\u00f3 nh\u00ecn, kh\u00f3 \u0111\u1ecdc v\u00e0 kh\u00f4ng\u00a0c\u00f3 \u0111\u01b0\u1ee3c s\u1ef1 ch\u1ea5p nh\u1eadn c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/span><\/p>\n

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\u0110\u1eb7t t\u00ean vi\u1ebft t\u1eaft nh\u01b0 th\u1ebf n\u00e0o?<\/strong><\/span><\/h2>\n

\u0110\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c t\u00ean vi\u1ebft t\u1eaft ph\u00f9 h\u1ee3p, tr\u01b0\u1edbc h\u1ebft doanh nghi\u1ec7p b\u1ea1n c\u1ea7n 1 c\u00e1i t\u00ean. \u0110\u1ec3 c\u00f3 1\u00a0c\u00e1i t\u00ean kh\u00f4ng \u0111\u01a1n gi\u1ea3n. N\u1ebfu \u00fd t\u01b0\u1edfng t\u00ean th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n kh\u00f4ng th\u1ec3 \u0111\u1ebfn b\u1ea5t ch\u1ee3t nh\u01b0 Lacoste\u00a0hay Pepsi, khi \u0111\u00f3 b\u1ea1n c\u1ea7n s\u1ef1 t\u01b0 v\u1ea5n\u00a0t\u1eeb\u00a0m\u1ed9t \u0111\u1ed1i t\u00e1c chuy\u00ean v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u. B\u1ea1n s\u1ebd c\u00f3 nh\u1eefng l\u1eddi khuy\u00ean h\u1eefu \u00edch v\u1ec1 \u0111\u1eb7t t\u00ean, k\u1ec3 c\u1ea3 t\u00ean \u0111\u1ea7y \u0111\u1ee7 l\u1eabn t\u00ean vi\u1ebft t\u1eaft.<\/span><\/p>\n

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Nh\u01b0 v\u1eady,\u00a0trong nhi\u1ec1u\u00a0tr\u01b0\u1eddng h\u1ee3p, th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n c\u1ea7n c\u00f3 1 t\u00ean vi\u1ebft t\u1eaft. H\u00e3y ki\u1ebfm t\u00ecm 1 t\u00ean th\u01b0\u01a1ng hi\u1ec7u th\u1eadt hay v\u00e0 \u0111\u1ed9c \u0111\u00e1o tr\u01b0\u1edbc khi c\u00f3 1 t\u00ean vi\u1ebft t\u1eaft ph\u00f9 h\u1ee3p v\u1edbi th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3. N\u1ebfu b\u1ea1n kh\u00f4ng th\u1ec3 t\u1ea1o ra m\u1ed9t t\u00ean th\u01b0\u01a1ng hi\u1ec7u, h\u00e3y nh\u1edd c\u00e1c chuy\u00ean gia c\u1ee7a Sao Kim t\u01b0 v\u1ea5n, ch\u00fang t\u00f4i lu\u00f4n s\u1eb5n s\u00e0ng!
\n<\/em><\/strong><\/span><\/p>\n

Ngu\u1ed3n: 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

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