{"id":320283,"date":"2021-07-02T07:37:25","date_gmt":"2021-07-02T07:37:25","guid":{"rendered":"https:\/\/www.saokim.com.vn\/blog\/?p=320283"},"modified":"2021-07-02T07:39:13","modified_gmt":"2021-07-02T07:39:13","slug":"thiet-ke-bao-bi-bai-hoc-tu-cac-thuong-hieu-noi-tieng","status":"publish","type":"post","link":"https:\/\/www.saokim.com.vn\/blog\/thiet-ke-bao-bi\/thiet-ke-bao-bi-bai-hoc-tu-cac-thuong-hieu-noi-tieng\/","title":{"rendered":"Thi\u1ebft k\u1ebf bao b\u00ec: B\u00e0i h\u1ecdc t\u1eeb c\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng"},"content":{"rendered":"\n

C\u00e1c m\u1eabu thi\u1ebft k\u1ebf bao b\u00ec<\/strong> s\u1ea3n ph\u1ea9m nh\u01b0 chi\u1ebfc \u00e1o c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u c\u00f3 t\u00e1c d\u1ee5ng b\u1ea3o v\u1ec7 s\u1ea3n ph\u1ea9m, nh\u00e2n t\u1ed1 th\u1ec3 hi\u1ec7n t\u00ednh c\u00e1ch, b\u1ea3n s\u1eafc \u0111\u1eb7c tr\u01b0ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. C\u00f9ng Sao Kim ph\u00e2n t\u00edch b\u00e0i h\u1ecdc v\u1ec1 thi\u1ebft k\u1ebf bao b\u00ec t\u1eeb c\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng \u0111\u1ec3 r\u00fat ra kinh nghi\u1ec7m cho th\u01b0\u01a1ng hi\u1ec7u m\u00ecnh nh\u00e9!<\/span><\/p>\n\n\n\n

1. Heineken<\/b><\/h2>\n\n\n\n

Khi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u mu\u1ed1n n\u00e2ng c\u1ea5p h\u00ecnh \u1ea3nh trong m\u1eaft kh\u00e1ch h\u00e0ng, gi\u1ea3i ph\u00e1p c\u00e1c doanh nghi\u1ec7p l\u1ef1a ch\u1ecdn th\u01b0\u1eddng l\u00e0 thay \u0111\u1ed5i m\u1eabu m\u00e3 bao b\u00ec (m\u00e0u s\u1eafc, b\u1ed1 c\u1ee5c, h\u00ecnh \u1ea3nh, logo)\u2026 Tuy nhi\u00ean, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng th\u01b0\u1eddng c\u00f3 khuynh h\u01b0\u1edbng gi\u1eef l\u1ea1i c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m nh\u1eadn di\u1ec7n truy\u1ec1n th\u1ed1ng, ch\u1ec9 c\u1ea3i ti\u1ebfn bao b\u00ec sao cho hi\u1ec7n \u0111\u1ea1i, \u0111\u1ed9c \u0111\u00e1o v\u00e0 \u0111\u1eb3ng c\u1ea5p h\u01a1n. <\/span><\/p>\n\n\n\n

Heineken l\u00e0 m\u1ed9t v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh. Trung th\u00e0nh v\u1edbi ki\u1ec3u d\u00e1ng chai m\u00e0u xanh \u0111\u1eb7c tr\u01b0ng v\u00e0 ng\u00f4i sao \u0111\u1ecf tr\u00ean logo su\u1ed1t h\u01a1n 135 n\u0103m, Heineken v\u1eabn th\u01b0\u1eddng xuy\u00ean c\u1ea3i ti\u1ebfn m\u1eabu m\u00e3 bao b\u00ec \u0111\u1ec3 \u0111\u1ebfn g\u1ea7n h\u01a1n v\u1edbi kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau.<\/span><\/p>\n\n\n\n

N\u0103m 2014, Heineken g\u00e2y \u1ea5n t\u01b0\u1ee3ng m\u1ea1nh khi cho ra m\u1eaft m\u1eabu chai m\u1edbi tr\u00f4ng sang tr\u1ecdng v\u00e0 cao c\u1ea5p h\u01a1n  –  Chai Heineken v\u1edbi Nh\u00e3n gi\u1ea5y b\u1ea1c v\u00e0 N\u1eafp kh\u1eafc n\u1ed5i. To\u00e0n b\u1ed9 nh\u00e3n chai \u0111\u01b0\u1ee3c in tr\u00ean gi\u1ea5y kim lo\u1ea1i \u0111\u1eb7c bi\u1ec7t v\u1edbi nh\u1eefng \u0111\u01b0\u1eddng n\u00e9t \u00e1nh kim sang tr\u1ecdng; N\u1eafp chai thi\u1ebft k\u1ebf n\u1ed5i b\u1eadt v\u1edbi ng\u00f4i sao \u0111\u1ecf truy\u1ec1n th\u1ed1ng, d\u00f2ng ch\u1eef <\/span>\u201cHeineken Quality in n\u1ed5i, t\u1ea1o n\u00ean di\u1ec7n m\u1ea1o kh\u00e1c bi\u1ec7t v\u00e0 th\u01b0\u1ee3ng h\u1ea1ng cho d\u00f2ng bia cao c\u1ea5p n\u00e0y.<\/span><\/p>\n\n\n\n

\"Thi\u1ebft
Thi\u1ebft k\u1ebf bao b\u00ec nh\u00e3n h\u00e0ng Heineken<\/figcaption><\/figure><\/div>\n\n\n\n

Nh\u01b0 v\u1eady, vi\u1ec7c trung th\u00e0nh v\u1edbi m\u00e0u s\u1eafc, ki\u1ec3u chai hi\u1ec7n t\u1ea1i c\u1ee7a Heineken n\u1eb1m trong chi\u1ebfn l\u01b0\u1ee3c gi\u1eef g\u00ecn gi\u00e1 tr\u1ecb c\u1ed1t c\u00f5i c\u0169ng nh\u01b0 s\u1ef1 sang tr\u1ecdng, cao c\u1ea5p c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u n\u00e0y. Thay \u0111\u1ed5i, c\u1ea3i ti\u1ebfn m\u1eabu m\u00e3 l\u00e0 \u0111i\u1ec1u t\u1ea5t y\u1ebfu \u0111\u1ec3 t\u00f4n l\u00ean v\u1ebb \u0111\u1eb9p th\u01b0\u1ee3ng h\u1ea1ng, h\u1ee3p th\u1eddi th\u1ebf c\u1ee7a Heineken. Tuy nhi\u00ean ph\u1ea3i gi\u1eef \u0111\u01b0\u1ee3c gi\u00e1 tr\u1ecb kh\u00e1c bi\u1ec7t \u0111\u1ed9c \u0111\u00e1o – \u0111i\u1ec1u khi\u1ebfn kh\u00e1ch h\u00e0ng nh\u1edb \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u b\u1ea1n.<\/span><\/p>\n\n\n\n

2. Coca Cola<\/b><\/h2>\n\n\n\n

Gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ch\u1ec9 n\u1eb1m \u1edf bi\u1ec3u t\u01b0\u1ee3ng m\u00e0 c\u00f2n c\u00f3 nh\u1eefng y\u1ebfu t\u1ed1 h\u1eefu h\u00ecnh kh\u00e1c. V\u1edbi Coca Cola, \u0111\u00f3 l\u00e0 ki\u1ec3u d\u00e1ng chai th\u00e2n cong \u0111\u1eb7c tr\u01b0ng Contour Bottle v\u00e0 ki\u1ec3u ch\u1eef u\u1ed1n l\u01b0\u1ee3n Spencerian. \u0110\u00e2y ch\u00ednh l\u00e0 \u0111i\u1ec3m t\u1ea1o n\u00ean s\u1ef1 kh\u00e1c bi\u1ec7t \u0111\u1ed9c \u0111\u00e1o c\u1ee7a Coca khi\u1ebfn kh\u00f4ng \u0111\u1ed1i th\u1ee7 n\u00e0o c\u00f3 th\u1ec3 b\u1eaft ch\u01b0\u1edbc.<\/span><\/p>\n\n\n\n

\"coca1\"
Thi\u1ebft k\u1ebf bao b\u00ec nh\u00e3n h\u00e0ng Coca Cola<\/figcaption><\/figure><\/div>\n\n\n\n

Bao b\u00ec c\u1ee7a Coca Cola l\u00e0 minh ch\u1ee9ng cho s\u1ef1 k\u1ebft h\u1ee3p ho\u00e0n h\u1ea3o gi\u1eefa hi\u1ec7n \u0111\u1ea1i v\u00e0 truy\u1ec1n th\u1ed1ng. Ki\u1ec3u d\u00e1ng, ki\u1ec3u ch\u1eef \u0111\u1eb7c tr\u01b0ng v\u1eabn \u0111\u01b0\u1ee3c khai th\u00e1c h\u01a1n 100 n\u0103m qua, tuy nhi\u00ean v\u1ecf chai Coca v\u1eabn linh ho\u1ea1t thay \u0111\u1ed5i c\u00e1c chi ti\u1ebft \u0111\u1ec3 thu h\u00fat ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/span><\/p>\n\n\n\n

\"Thi\u1ebft
Thi\u1ebft k\u1ebf bao b\u00ec Coca Cola theo th\u1eddi gian<\/figcaption><\/figure><\/div>\n\n\n\n

Coca Cola t\u1eebng cho ra m\u1eaft h\u00e0ng lo\u1ea1t s\u1ea3n ph\u1ea9m v\u1edbi c\u00e1c h\u01b0\u01a1ng v\u1ecb kh\u00e1c nhau nh\u01b0 <\/span>Coca Cola Cherry, Coca-Cola Vanilla, Coke Zore, Diet Coke\u2026 C\u00e1c d\u00f2ng s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf t\u01b0\u01a1ng t\u1ef1 nhau ch\u1ec9 kh\u00e1c m\u00e0u s\u1eafc.<\/span><\/p>\n\n\n\n

Ngo\u00e0i ra, m\u1ed9t v\u0169 kh\u00ed b\u00ed m\u1eadt \u0111\u01b0\u1ee3c Coca Cola v\u1eadn d\u1ee5ng th\u01b0\u1eddng xuy\u00ean trong thi\u1ebft k\u1ebf l\u00e0 m\u00e0u s\u1eafc. M\u00e0u \u0111\u1ecf \u0111\u1eb7c tr\u01b0ng c\u1ee7a Coca Cola c\u00f3 kh\u1ea3 n\u0103ng \u0111\u1ecbnh h\u01b0\u1edbng ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Theo nh\u01b0 cu\u1ed1n s\u00e1ch \u201cTh\u1ea5u hi\u1ec3u ng\u01b0\u1eddi mua, gi\u1ea3i m\u00e3 t\u0103ng tr\u01b0\u1edfng\u201d th\u00ec tr\u01b0\u1eddng h\u1ee3p c\u1ee7a Coca Cola \u0111\u01b0\u1ee3c xem l\u00e0 th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ea1i di\u1ec7n cho ng\u00e0nh h\u00e0ng (signpost brand). Khi nh\u00ecn th\u1ea5y c\u00e1c s\u1ea3n ph\u1ea9m c\u1ee7a Coca Cola, ng\u01b0\u1eddi ti\u00eau d\u00f9ng bi\u1ebft \u0111\u00f3 l\u00e0 gian h\u00e0ng b\u00e1n \u0111\u1ed3 gi\u1ea3i kh\u00e1t.<\/span><\/p>\n\n\n\n

Nh\u01b0 v\u1eady, bao b\u00ec c\u1ee7a Coca Cola \u0111\u00e3 v\u01b0\u1ee3t xa \u00fd ngh\u0129a c\u1ee7a m\u1ed9t v\u1ecf ngo\u00e0i b\u1ea3o v\u1ec7 s\u1ea3n ph\u1ea9m m\u00e0 \u0111\u00e3 th\u1ef1c s\u1ef1 tr\u1edf th\u00e0nh bi\u1ec3u t\u01b0\u1ee3ng, y\u1ebfu t\u1ed1 quan tr\u1ecdng t\u1ea1o n\u00ean s\u1ef1 trung th\u00e0nh th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n\n\n\n

3. Starbucks<\/b><\/h2>\n\n\n\n

Trong nhi\u1ec1u n\u0103m qua, thi\u1ebft k\u1ebf bao b\u00ec \u0111\u00e3 mang l\u1ea1i m\u1ed9t ph\u1ea7n kh\u00f4ng nh\u1ecf v\u1ec1 doanh s\u1ed1 cho Sturbucks v\u00e0 tr\u1edf th\u00e0nh c\u00e1i t\u00ean n\u1ed5i ti\u1ebfng to\u00e0n c\u1ea7u. Tuy nhi\u00ean, khi nh\u1eadn th\u1ea5y th\u1ecb tr\u01b0\u1eddng thay \u0111\u1ed5i, t\u1eeb vi\u1ec7c mua c\u00e0 ph\u00ea trong c\u00e1c bao b\u00ec \u0111\u00f3ng g\u00f3i sang c\u00e0 ph\u00ea rang xay, Starbucks r\u1ea5t th\u1ee9c th\u1eddi khi cho ra m\u1eaft m\u1eabu bao b\u00ec \u0111\u1eb7c tr\u01b0ng gi\u00fap ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u1ea3m nh\u1eadn \u0111\u01b0\u1ee3c s\u1ea3n ph\u1ea9m r\u00f5 r\u1ec7t nh\u1ea5t.<\/span><\/p>\n\n\n\n

\"Thi\u1ebft
Thi\u1ebft k\u1ebf bao b\u00ec nh\u00e3n h\u00e0ng Starbuck <\/figcaption><\/figure><\/div>\n\n\n\n

Th\u1ef1c t\u1ebf, m\u1eabu bao b\u00ec \u0111\u1ed9c \u0111\u00e1o n\u00e0y c\u1ee7a Starbucks ra m\u1eaft \u0111\u00fang m\u1ed9t n\u0103m sau cu\u1ed9c l\u00e0m m\u1edbi th\u01b0\u01a1ng hi\u1ec7u (rebrand). L\u00fd gi\u1ea3i \u0111i\u1ec1u n\u00e0y, gi\u00e1m \u0111\u1ed1c c\u1ee7a Starbucks chia s\u1ebb: <\/span>Ch\u00fang t\u00f4i mu\u1ed1n <\/span>kh\u00e1ch h\u00e0ng t\u1ef1 m\u00ecnh c\u1ea3m nh\u1eadn \u0111\u01b0\u1ee3c s\u1ef1 thay \u0111\u1ed5i trong h\u01b0\u01a1ng v\u1ecb ly c\u00e0 ph\u00ea m\u00e0 h\u1ecd th\u01b0\u1edfng th\u1ee9c tr\u01b0\u1edbc khi ch\u00fang t\u00f4i thay cho n\u00f3 m\u1ed9t chi\u1ebfc \u00e1o m\u1edbi.\u201d<\/span><\/p>\n\n\n\n

Qua c\u00e2u chuy\u1ec7n rebrand v\u00e0 thay \u0111\u1ed5i thi\u1ebft k\u1ebf bao b\u00ec c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u c\u00e0 ph\u00ea to\u00e0n c\u1ea7u n\u00e0y, ta c\u00f3 th\u1ec3 th\u1ea5y r\u1eb1ng bao b\u00ec thi\u1ebft k\u1ebf ph\u1ea3i g\u00f3p ph\u1ea7n \u201ct\u00f4n vinh\u201d v\u00e0 n\u00e2ng t\u1ea7m s\u1ea3n ph\u1ea9m. Th\u00f4ng qua bao b\u00ec, ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 th\u1ec3 c\u1ea3m nh\u1eadn, n\u1ebfm, ng\u1eedi m\u00f9i v\u1ecb c\u1ee7a s\u1ea3n ph\u1ea9m. <\/span><\/p>\n\n\n\n

Th\u00f4ng qua c\u00e1c b\u00e0i h\u1ecdc v\u1ec1 thi\u1ebft k\u1ebf bao b\u00ec<\/strong><\/span><\/a> t\u1eeb c\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng, ch\u00fang ta r\u00fat ra \u0111\u01b0\u1ee3c: thi\u1ebft k\u1ebf bao b\u00ec chuy\u00ean nghi\u1ec7p l\u00e0 \u0111i\u1ec1u kh\u00f4ng th\u1ec3 thi\u1ebfu \u0111\u1ed1i v\u1edbi b\u1ea5t k\u1ef3 doanh nghi\u1ec7p n\u00e0o. N\u1ebfu \u00e1p d\u1ee5ng \u0111\u00fang chi\u1ebfn l\u01b0\u1ee3c, theo \u0111\u1ecbnh v\u1ecb \u0111\u1eb7t ra v\u00e0 c\u00f3 s\u1ef1 t\u01b0 v\u1ea5n c\u1ee7a c\u00e1c \u0111\u01a1n v\u1ecb thi\u1ebft k\u1ebf chuy\u00ean nghi\u1ec7p, bao b\u00ec c\u00f3 th\u1ec3 \u0111\u1ea3m \u0111\u01b0\u01a1ng tr\u1ecdng tr\u00e1ch c\u1ee7a m\u1ed9t ng\u01b0\u1eddi b\u00e1n h\u00e0ng t\u00e0i n\u0103ng, gi\u00fap gia t\u0103ng doanh s\u1ed1 b\u00e1n h\u00e0ng.<\/span><\/p>\n\n\n\n

N\u1ebfu b\u1ea1n v\u1eabn c\u00f2n b\u0103n kho\u0103n v\u1ec1 \u0111i\u1ec1u n\u00e0y, h\u00e3y tham kh\u1ea3o th\u00eam c\u00e1c b\u00e0i vi\u1ebft kh\u00e1c c\u00f9ng ch\u1ee7 \u0111\u1ec1 nh\u01b0 <\/span><\/p>\n\n\n\n