{"id":296349,"date":"2016-06-09T18:18:55","date_gmt":"2016-06-09T11:18:55","guid":{"rendered":"https:\/\/www.saokim.com.vn\/blog\/?p=296349"},"modified":"2019-07-01T15:46:00","modified_gmt":"2019-07-01T08:46:00","slug":"con-duong-den-nhung-cai-ten-hay","status":"publish","type":"post","link":"https:\/\/www.saokim.com.vn\/blog\/copywriting\/con-duong-den-nhung-cai-ten-hay\/","title":{"rendered":"Con \u0111\u01b0\u1eddng \u0111\u1ebfn nh\u1eefng c\u00e1i t\u00ean th\u01b0\u01a1ng hi\u1ec7u hay"},"content":{"rendered":"

\"brand-naming-firm-862x574\"<\/a><\/span><\/p>\n

T\u00ean l\u00e0 m\u1ed9t gi\u00e1 tr\u1ecb s\u1edf h\u1eefu v\u00f4 c\u00f9ng quan tr\u1ecdng \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p, th\u01b0\u01a1ng hi\u1ec7u, s\u1ea3n ph\u1ea9m. T\u00ecm \u0111\u01b0\u1ee3c m\u1ed9t c\u00e1i t\u00ean hay, \u00fd ngh\u0129a, d\u1ec5 ghi nh\u1edb v\u00e0 c\u00f3 t\u00ednh s\u1eed d\u1ee5ng l\u00e2u d\u00e0i l\u00e0 th\u00e1ch th\u1ee9c \u0111\u1ed1i v\u1edbi ng\u01b0\u1eddi s\u00e1ng t\u1ea1o trong l\u0129nh v\u1ef1c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u<\/a><\/strong><\/span>. C\u00f3 r\u1ea5t nhi\u1ec1u con \u0111\u01b0\u1eddng v\u00e0 ng\u00e3 r\u1ebd \u0111\u1ec3 \u0111\u1ebfn \u0111\u00edch, tuy nhi\u00ean, c\u00f3 m\u1ed9t v\u00e0i \u201cd\u1ea5u hi\u1ec7u\u201d gi\u00fap ta x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c con \u0111\u01b0\u1eddng th\u1eb3ng v\u00e0 ng\u1eafn nh\u1ea5t.<\/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

Brief \u2013 B\u1ea3n \u0111\u1ed3 ch\u1ec9 \u0111\u01b0\u1eddng<\/strong><\/span><\/h2>\n

Brief, d\u00f9 l\u00e0 client brief hay creative brief c\u0169ng \u0111\u1ec1u ch\u1ee9a \u0111\u1ef1ng nh\u1eefng th\u00f4ng tin \u0111\u1ec3 l\u00e0m t\u01b0 li\u1ec7u cho vi\u1ec7c s\u00e1ng t\u1ea1o t\u00ean. Kh\u00f4ng nh\u01b0 ng\u00e0nh qu\u1ea3ng c\u00e1o s\u00e1ng t\u1ea1o \u0111\u00f2i h\u1ecfi m\u1ed9t b\u1ea3n brief k\u00edch th\u00edch c\u1ea3m h\u1ee9ng, s\u00e1ng t\u1ea1o th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n nh\u1eefng th\u00f4ng tin r\u1eddi, th\u1eadm ch\u00ed m\u1edbi \u0111\u1ecdc t\u01b0\u1edfng nh\u01b0 \u201ckh\u00f4ng li\u00ean quan\u201d nh\u01b0ng trong nhi\u1ec1u tr\u01b0\u1eddng h\u1ee3p \u0111\u00e3 ch\u1ee9ng t\u1ecf t\u00ednh quy\u1ebft \u0111\u1ecbnh c\u1ee7a kh\u00e1ch h\u00e0ng trong vi\u1ec7c ch\u1ecdn t\u00ean. V\u00ed d\u1ee5 d\u1ec5 th\u1ea5y nh\u1ea5t l\u00e0 t\u00ean ng\u01b0\u1eddi s\u00e1ng l\u1eadp c\u00f4ng ty, n\u0103m sinh, con s\u1ed1 may m\u1eafn, ni\u1ec1m tin t\u00f4n gi\u00e1o\u2026 <\/span><\/p>\n

B\u00ean c\u1ea1nh \u0111\u00f3, nh\u1eefng th\u00f4ng tin v\u1ec1 th\u1ecb tr\u01b0\u1eddng ch\u00ednh, nhu c\u1ea7u \u0111\u1ecbnh v\u1ecb, c\u00e1c t\u00ednh ch\u1ea5t \u0111\u1eb7c tr\u01b0ng c\u1ee7a s\u1ea3n ph\u1ea9m l\u00e0 c\u00e1c y\u1ebfu t\u1ed1 quan tr\u1ecdng \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh h\u01b0\u1edbng s\u00e1ng t\u1ea1o t\u00ean. T\u00ean m\u1ed9t nh\u00e3n h\u00e0ng th\u1eddi trang kh\u00f4ng c\u1ea7n g\u1ee3i l\u00ean c\u1ea3m gi\u00e1c ngon mi\u1ec7ng, t\u00ean cho m\u1ed9t c\u00f4ng ty ph\u1ea7n m\u1ec1m n\u00ean c\u00f3 y\u1ebfu t\u1ed1 c\u00f4ng ngh\u1ec7, t\u00ean c\u1ee7a m\u1ed9t kh\u00e1ch s\u1ea1n \u01b0u ti\u00ean nh\u1eefng li\u00ean t\u01b0\u1edfng \u0111\u1ebfn s\u1ef1 tr\u1ea3i nghi\u1ec7m, du l\u1ecbch\u2026vv. C\u00f3 th\u1ec3 n\u00f3i, brief ch\u00ednh l\u00e0 b\u1ea3n \u0111\u1ed3 ch\u1ec9 \u0111\u01b0\u1eddng m\u00e0 ng\u01b0\u1eddi l\u00e0m s\u00e1ng t\u1ea1o th\u01b0\u01a1ng hi\u1ec7u ph\u1ea3i \u201cthu\u1ed9c l\u00f2ng\u201d tr\u01b0\u1edbc khi mu\u1ed1n l\u1ef1a ch\u1ecdn ph\u01b0\u01a1ng ti\u1ec7n \u0111\u1ec3 tung ho\u00e0nh.<\/span><\/p>\n

\"product-naming-service\"<\/a><\/span><\/p>\n

T\u1eeb c\u1ea3m nh\u1eadn t\u1edbi th\u1ec3 hi\u1ec7n<\/strong><\/span><\/h2>\n

B\u1ea1n kh\u00f4ng th\u1ec3 \u201cg\u1ecdi l\u00ean\u201d h\u00ecnh \u1ea3nh hay t\u00ecnh c\u1ea3m v\u1ec1 m\u1ed9t ng\u01b0\u1eddi n\u00e0o n\u1ebfu ch\u01b0a t\u1eebng ti\u1ebfp x\u00fac, ho\u1eb7c kh\u00f4ng c\u00f3 v\u1edbi ng\u01b0\u1eddi \u0111\u00f3 b\u1ea5t c\u1ee9 t\u00ecnh c\u1ea3m n\u00e0o. Vi\u1ec7c \u0111\u1eb7t t\u00ean cho m\u1ed9t c\u00f4ng ty, m\u1ed9t nh\u00e3n h\u00e0ng, m\u1ed9t s\u1ea3n ph\u1ea9m m\u1edbi c\u0169ng t\u01b0\u01a1ng t\u1ef1 nh\u01b0 v\u1eady. Ngay sau khi \u0111\u1ecdc k\u1ef9 brief \u0111\u1ec3 n\u1eafm \u0111\u01b0\u1ee3c nhu c\u1ea7u c\u1ee7a kh\u00e1ch hang (c\u0169ng nh\u01b0 h\u00ecnh dung ra ph\u1ea7n n\u00e0o t\u00ednh c\u00e1ch c\u1ee7a ng\u01b0\u1eddi m\u00e0 b\u1ea1n s\u1ebd b\u00e1n cho h\u1ecd s\u1ef1 s\u00e1ng t\u1ea1o c\u1ee7a m\u00ecnh), b\u1ea1n c\u1ea7n t\u00ecm c\u00e0ng nhi\u1ec1u c\u01a1 h\u1ed9i \u201cti\u1ebfp c\u1eadn\u201d v\u00e0 \u201cl\u00e0m quen\u201d v\u1edbi \u0111\u1ed1i t\u01b0\u1ee3ng \u0111\u1eb7t t\u00ean c\u00e0ng n\u00e2ng cao x\u00e1c su\u1ea5t \u201cchinh ph\u1ee5c\u201d.<\/span><\/p>\n

L\u1ea5y v\u00ed d\u1ee5 t\u1eeb m\u1ed9t case study kinh \u0111i\u1ec3n, khi c\u00e1c chuy\u00ean gia c\u1ee7a Lexicon \u0111\u1eb7t t\u00ean cho s\u1ea3n ph\u1ea9m b\u00e0n ch\u1ea3i \u0111\u00e1nh r\u0103ng mini lo\u1ea1i d\u00f9ng m\u1ed9t l\u1ea7n c\u1ee7a Colgate, vi\u1ec7c \u0111\u1ea7u ti\u00ean h\u1ecd l\u00e0m l\u00e0 tr\u1ef1c ti\u1ebfp tr\u1ea3i nghi\u1ec7m s\u1ea3n ph\u1ea9m, c\u1ea3m nh\u1eadn c\u00e1c t\u00e1c \u0111\u1ed9ng c\u1ee7a b\u00e0n ch\u1ea3i trong qu\u00e1 tr\u00ecnh \u0111\u00e1nh r\u0103ng, \u0111\u1ed9 t\u1ea1o b\u1ecdt, khi s\u1eed d\u1ee5ng trong c\u00e1c \u0111i\u1ec1u ki\u1ec7n kh\u00e1c nhau (tr\u00ean m\u00e1y bay, tr\u00ean taxi \u0111ang ch\u1ea1y\u2026). Ch\u00ednh t\u1eeb nh\u1eefng tr\u1ea3i nghi\u1ec7m n\u00e0y m\u00e0 h\u1ecd \u0111i \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh thay v\u00ec t\u00ecm m\u1ed9t t\u1eeb m\u00f4 t\u1ea3 k\u00edch th\u01b0\u1edbc c\u1ee7a s\u1ea3n ph\u1ea9m hay \u0111\u1ed9 ti\u1ec7n l\u1ee3i, t\u1eeb c\u1ea7n t\u00ecm ph\u1ea3i th\u1ec3 hi\u1ec7n \u0111\u01b0\u1ee3c s\u1ef1 \u00eam d\u1ecbu m\u00e0 ng\u01b0\u1eddi s\u1eed d\u1ee5ng c\u1ea3m nh\u1eadn \u0111\u01b0\u1ee3c v\u1ec1 chi\u1ebfc b\u00e0n ch\u1ea3i d\u00f9 ch\u1ec9 d\u00f9ng m\u1ed9t l\u1ea7n.<\/span><\/p>\n

\"brand-name\"<\/a><\/span><\/p>\n

\u0110\u1eb9p vs Ph\u00f9 h\u1ee3p<\/strong><\/span><\/h2>\n

\u0110\u1eb7t t\u00ean cho th\u01b0\u01a1ng hi\u1ec7u<\/strong>, s\u1ea3n ph\u1ea9m hay doanh nghi\u1ec7p \u0111\u1ed3ng ngh\u0129a v\u1edbi vi\u1ec7c t\u1ea1o ra m\u1ed9t gi\u00e1 tr\u1ecb s\u1edf h\u1eefu \u0111\u1ed9c \u0111\u00e1o, kh\u00f4ng ch\u1ec9 mang l\u1ea1i l\u1ee3i th\u1ebf c\u1ea1nh tranh tr\u00ean th\u1ecb tr\u01b0\u1eddng m\u00e0 c\u00f2n l\u00e0 ni\u1ec1m t\u1ef1 h\u00e0o v\u00e0 m\u1ed9t c\u00e1ch th\u1ec3 hi\u1ec7n nh\u1eefng gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i. C\u00f3 nhi\u1ec1u t\u00ean g\u1ecdi nghe r\u1ea5t hay nh\u01b0ng l\u1ea1i kh\u00f4ng \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng l\u1ef1a ch\u1ecdn, ho\u1eb7c c\u00f3 nh\u1eefng \u00fd t\u01b0\u1edfng ti\u1ebfp c\u1eadn v\u00f4 c\u00f9ng \u0111\u1ed9c \u0111\u00e1o song l\u1ea1i kh\u00f4ng t\u1ea1o ra \u0111\u01b0\u1ee3c t\u00ean \u201c\u0111i v\u00e0o l\u00f2ng ng\u01b0\u1eddi\u201d. V\u1eady l\u00e0m sao \u0111\u1ec3 dung h\u00f2a gi\u1eefa hai ti\u00eau chu\u1ea9n \u0110\u1eb9p v\u00e0 \u0110\u00fang? Theo c\u00e1c chuy\u00ean gia, qu\u00e1 tr\u00ecnh \u0111i t\u00ecm m\u1ed9t c\u00e1i t\u00ean \u201cs\u00e1ng gi\u00e1\u201d c\u1ea7n tr\u1ea3i qua \u00edt nh\u1ea5t 3 giai \u0111o\u1ea1n:<\/span><\/p>\n