{"id":321462,"date":"2022-04-19T10:10:50","date_gmt":"2022-04-19T10:10:50","guid":{"rendered":"https:\/\/www.saokim.com.vn\/blog\/?p=321462"},"modified":"2022-12-29T14:59:42","modified_gmt":"2022-12-29T07:59:42","slug":"tat-tan-tat-ve-mo-hinh-tai-san-thuong-hieu-cua-david-aaker-va-cach-ung-dung","status":"publish","type":"post","link":"https:\/\/www.saokim.com.vn\/blog\/xay-dung-thuong-hieu\/tat-tan-tat-ve-mo-hinh-tai-san-thuong-hieu-cua-david-aaker-va-cach-ung-dung\/","title":{"rendered":"T\u1ea5t t\u1ea7n t\u1eadt v\u1ec1 m\u00f4 h\u00ecnh t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a David Aaker v\u00e0 c\u00e1ch \u1ee9ng d\u1ee5ng"},"content":{"rendered":"\n<p><span style=\"color: #000000;\"><em>Tr\u01b0\u1edbc nh\u1eefng n\u0103m 1990, tr\u00ean th\u1ebf gi\u1edbi ch\u01b0a t\u1ed3n t\u1ea1i thu\u1eadt ng\u1eef \u201cBrand Equity\u201d \u2013 <strong>T\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u<\/strong>. Kh\u00e1i ni\u1ec7m \u201cBrand Equity\u201d ch\u1ec9 th\u1ef1c s\u1ef1 \u0111\u01b0\u1ee3c quan t\u00e2m t\u1edbi khi c\u00e1c doanh nghi\u1ec7p b\u1eaft \u0111\u1ea7u mua b\u00e1n v\u00e0 s\u00e1p nh\u1eadp v\u1edbi nhau. Khi \u0111\u00f3, c\u00e1c chuy\u00ean gia \u0111\u00e3 nghi\u00ean c\u1ee9u c\u00e1ch t\u00ednh to\u00e1n gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u (Brand Equity) \u0111\u1ec3 \u0111\u1ecbnh gi\u00e1 mua \u2013 b\u00e1n v\u00e0 s\u00e1p nh\u1eadp.<\/em><\/span><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><span style=\"color: #000000;\">N\u0103m 1988, l\u1ea7n \u0111\u1ea7u ti\u00ean trong l\u1ecbch s\u1eed, Brand Equity \u2013 T\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u ch\u00ednh th\u1ee9c \u0111\u01b0\u1ee3c li\u1ec7t k\u00ea trong danh m\u1ee5c ki\u1ec3m to\u00e1n c\u1ee7a Ranks Hovis McDougall, m\u1ed9t c\u00f4ng ty t\u1ea1i Anh v\u00e0 chi\u1ebfm t\u1edbi 59% t\u1ed5ng gi\u00e1 tr\u1ecb t\u00e0i s\u1ea3n hi\u1ec7n c\u00f3. \u0110\u01a1n v\u1ecb t\u01b0 v\u1ea5n cho Ranks Hovis McDougall ch\u00ednh l\u00e0 Interbrand \u2013 nh\u00e0 t\u01b0 v\u1ea5n v\u00e0 x\u1ebfp h\u1ea1ng th\u01b0\u01a1ng hi\u1ec7u h\u00e0ng \u0111\u1ea7u th\u1ebf gi\u1edbi.<\/span><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"color: #000000;\">Aaker l\u00e0 ai v\u00e0 m\u00f4 h\u00ecnh Brand Equity c\u1ee7a Aaker n\u00f3i v\u1ec1 \u0111i\u1ec1u g\u00ec?<\/span><\/h2>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1200\" height=\"628\" src=\"https:\/\/www.saokim.com.vn\/blog\/wp-content\/uploads\/2022\/04\/david-aaker-nguoi-phat-minh-ra-mo-hinh-brand-equity.jpg\" alt=\"David Aaker - Ng\u01b0\u1eddi ph\u00e1t minh ra m\u00f4 h\u00ecnh Brand Equity\" class=\"wp-image-332774\" title=\"David Aaker - Ng\u01b0\u1eddi ph\u00e1t minh ra m\u00f4 h\u00ecnh Brand Equity\" srcset=\"https:\/\/www.saokim.com.vn\/blog\/wp-content\/uploads\/2022\/04\/david-aaker-nguoi-phat-minh-ra-mo-hinh-brand-equity.jpg 1200w, https:\/\/www.saokim.com.vn\/blog\/wp-content\/uploads\/2022\/04\/david-aaker-nguoi-phat-minh-ra-mo-hinh-brand-equity-730x382.jpg 730w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/figure><\/div>\n\n\n\n<p><span style=\"color: #000000;\"><a href=\"https:\/\/en.wikipedia.org\/wiki\/David_Aaker\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>David Aaker<\/strong><\/a> l\u00e0 chuy\u00ean gia th\u01b0\u01a1ng hi\u1ec7u ng\u01b0\u1eddi M\u1ef9, n\u1ed5i ti\u1ebfng v\u1edbi m\u00f4 h\u00ecnh BIPM (M\u00f4 h\u00ecnh x\u00e2y d\u1ef1ng <strong>b\u1ed9 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u<\/strong>) v\u00e0 m\u00f4 h\u00ecnh t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u \u2013 Brand Equity (ph\u00e1t minh n\u0103m 1991). \u00d4ng l\u00e0 m\u1ed9t trong nh\u1eefng t\u00e1c gi\u1ea3 uy t\u00edn h\u00e0ng \u0111\u1ea7u c\u1ee7a h\u00e0ng lo\u1ea1t c\u00e1c cu\u1ed1n s\u00e1ch Marketing \u2013 Th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng, l\u00e0 gi\u00e1o s\u01b0 danh d\u1ef1 c\u1ee7a tr\u01b0\u1eddng \u0110\u1ea1i h\u1ecdc California.<\/span><\/p>\n\n\n\n<p><span style=\"color: #000000;\">M\u00f4 h\u00ecnh Brand Equity c\u1ee7a Aaker \u0111\u01b0\u1ee3c \u0111\u1ec1 c\u1eadp t\u1edbi l\u1ea7n \u0111\u1ea7u ti\u00ean trong m\u1ed9t b\u00e0i b\u00e1o xu\u1ea5t b\u1ea3n n\u0103m 1991, trong \u0111\u00f3 \u00f4ng ph\u00e2n t\u00edch c\u00e1c th\u00e0nh ph\u1ea7n c\u1ed1t l\u00f5i \u0111\u1ec3 t\u1ea1o th\u00e0nh Brand Equity &#8211; T\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u. \u0110\u00e2y \u0111\u01b0\u1ee3c coi l\u00e0 m\u00f4 h\u00ecnh chu\u1ea9n ch\u1ec9nh nh\u1ea5t v\u1ec1 t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n\n\n\n<p><span style=\"color: #000000;\">Trong m\u1ed9t s\u1ed1 b\u00e0i vi\u1ebft tr\u00ean th\u1ebf gi\u1edbi, m\u00f4 h\u00ecnh Brand Equity \u0111\u01b0\u1ee3c \u0111\u1ec1 c\u1eadp t\u1edbi d\u01b0\u1edbi t\u00ean g\u1ecdi M\u00f4 h\u00ecnh t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u d\u1ef1a tr\u00ean g\u00f3c nh\u00ecn ng\u01b0\u1eddi ti\u00eau d\u00f9ng (hay c\u00f2n g\u1ecdi l\u00e0 m\u00f4 h\u00ecnh CBBE).<\/span><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><span style=\"color: #000000;\"><em>&gt; \u0110\u1ecdc th\u00eam: <a rel=\"noreferrer noopener\" href=\"https:\/\/www.saokim.com.vn\/blog\/xay-dung-thuong-hieu\/mo-hinh-brandkey-ap-dung-phan-tich-thuong-hieu-apple\/\" target=\"_blank\"><strong>M\u00f4 h\u00ecnh Brandkey<\/strong><\/a> &#8211; Ph\u00e2n t\u00edch th\u01b0\u01a1ng hi\u1ec7u Apple \u0111\u1ec3 gi\u00fap b\u1ea1n hi\u1ec3u r\u00f5 c\u00e1ch \u00e1p d\u1ee5ng<\/em><\/span><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"color: #000000;\">Brand Equity \u2013 T\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec?<\/span><\/h2>\n\n\n\n<p><span style=\"color: #000000;\">Theo Philip Kotler: \u201cT\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u l\u00e0 gi\u00e1 tr\u1ecb gia t\u0103ng th\u00eam v\u00e0o s\u1ea3n ph\u1ea9m d\u1ecbch v\u1ee5. Gi\u00e1 tr\u1ecb n\u00e0y th\u1ec3 hi\u1ec7n qua c\u00e1ch kh\u00e1ch h\u00e0ng suy ngh\u0129, c\u1ea3m nh\u1eadn, h\u00e0nh \u0111\u1ed9ng c\u00f3 t\u00ednh ch\u1ea5t t\u00edch c\u1ef1c \u0111\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u v\u00e0 qua kh\u1ea3 n\u0103ng \u0111\u1ecbnh gi\u00e1 cao, gi\u00e0nh th\u1ecb ph\u1ea7n, v\u00e0 kh\u1ea3 n\u0103ng sinh l\u1eddi m\u00e0 th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 mang l\u1ea1i cho doanh nghi\u1ec7p\u201d.<\/span><\/p>\n\n\n\n<p><span style=\"color: #000000;\">Theo David Aaker: \u201cT\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t t\u1eadp h\u1ee3p c\u00e1c t\u00e0i s\u1ea3n v\u00f4 h\u00ecnh g\u1eafn li\u1ec1n v\u1edbi t\u00ean v\u00e0 bi\u1ec3u t\u01b0\u1ee3ng c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u, n\u00f3 g\u00f3p ph\u1ea7n l\u00e0m t\u0103ng th\u00eam ho\u1eb7c gi\u1ea3m \u0111i gi\u00e1 tr\u1ecb c\u1ee7a m\u1ed9t s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 \u0111\u1ed1i v\u1edbi c\u00f4ng ty v\u00e0 kh\u00e1ch h\u00e0ng c\u1ee7a c\u00f4ng ty\u201d.<\/span><\/p>\n\n\n\n<p><span style=\"color: #000000;\"><strong>T\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u<\/strong> l\u00e0 kh\u00e1i ni\u1ec7m r\u1ea5t r\u1ed9ng v\u00e0 tr\u1eebu t\u01b0\u1ee3ng. T\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u l\u00e0 nh\u1eefng gi\u00e1 tr\u1ecb m\u00e0 th\u01b0\u01a1ng hi\u1ec7u mang \u0111\u1ebfn cho kh\u00e1ch h\u00e0ng v\u00e0 nh\u1eefng \u0111\u1ed1i t\u01b0\u1ee3ng li\u00ean quan.<\/span><\/p>\n\n\n\n<p><span style=\"color: #000000;\">Tuy t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u l\u00e0 kh\u00e1i ni\u1ec7m ra \u0111\u1eddi sau so v\u1edbi kh\u00e1i ni\u1ec7m v\u1ec1 c\u00e1c d\u1ea1ng t\u00e0i s\u1ea3n kh\u00e1c, nh\u01b0ng l\u1ea1i l\u00e0 lo\u1ea1i t\u00e0i s\u1ea3n c\u00f3 gi\u00e1 tr\u1ecb v\u00e0 \u00fd ngh\u0129a nh\u1ea5t \u0111\u1ed1i v\u1edbi m\u1ed7i doanh nghi\u1ec7p.<\/span><\/p>\n\n\n\n<p><span style=\"color: #000000;\">T\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u1ed9t c\u00f4ng ty c\u00f3 th\u1ec3 l\u1edbn g\u1ea5p nhi\u1ec1u l\u1ea7n so v\u1edbi c\u00e1c gi\u00e1 tr\u1ecb t\u00e0i s\u1ea3n kh\u00e1c (m\u00e1y m\u00f3c, s\u1ea3n ph\u1ea9m, ph\u01b0\u01a1ng ti\u1ec7n, c\u1ed5 phi\u1ebfu,\u2026).<\/span><\/p>\n\n\n\n<p><span style=\"color: #000000;\">T\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u s\u1ebd thay \u0111\u1ed5i theo th\u1eddi gian v\u00e0 ph\u1ee5 thu\u1ed9c v\u00e0o nhi\u1ec1u y\u1ebfu t\u1ed1 kh\u00e1c nhau. Theo <a rel=\"noreferrer noopener\" href=\"https:\/\/interbrand.com\/best-global-brands\/\" target=\"_blank\"><strong>InterBrand<\/strong><\/a> \u2013 Nh\u00e0 t\u01b0 v\u1ea5n v\u00e0 x\u1ebfp h\u1ea1ng th\u01b0\u01a1ng hi\u1ec7u h\u00e0ng \u0111\u1ea7u th\u1ebf gi\u1edbi, n\u0103m 2021, Apple l\u00e0 th\u01b0\u01a1ng hi\u1ec7u c\u00f3 gi\u00e1 tr\u1ecb l\u1edbn nh\u1ea5t th\u1ebf gi\u1edbi khi \u0111\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1 h\u01a1n 400 t\u1ef7 USD.<\/span><\/p>\n\n\n\n<p><em>L\u01b0u \u00fd: Gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c gi\u00e1 tr\u1ecb c\u00f4ng ty<\/em><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"color: #000000;\">Ph\u00e2n t\u00edch m\u00f4 h\u00ecnh Brand Equity \u2013 T\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a Aaker<\/span><\/h2>\n\n\n\n<p><span style=\"color: #000000;\">\u0110\u00e2y l\u00e0 m\u00f4 h\u00ecnh chu\u1ea9n ch\u1ec9nh nh\u1ea5t ph\u00e2n t\u00edch v\u1ec1 t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u &#8211; Brand Equity. Theo \u0111\u00f3, c\u00f3 5 th\u00e0nh ph\u1ea7n t\u1ea1o ra t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u g\u1ed3m: <strong><em>L\u00f2ng trung th\u00e0nh<\/em><\/strong> (Brand loyalty), <strong><em>Nh\u1eadn bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u<\/em><\/strong> (Brand Awareness), <strong><em>Ch\u1ea5t l\u01b0\u1ee3ng c\u1ea3m nh\u1eadn <\/em><\/strong>(Perceived quality), <strong><em>Li\u00ean t\u01b0\u1edfng th\u01b0\u01a1ng hi\u1ec7u<\/em><\/strong> (Brand associations), v\u00e0 <strong><em>c\u00e1c gi\u00e1 tr\u1ecb t\u00e0i s\u1ea3n kh\u00e1c<\/em><\/strong> (Other proprietary assets).<\/span><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" width=\"1394\" height=\"826\" src=\"https:\/\/www.saokim.com.vn\/blog\/wp-content\/uploads\/2018\/03\/mo-hinh-brand-equity-tai-san-thuong-hieu.jpg\" alt=\"M\u00f4 h\u00ecnh Brand Equity - T\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u\" class=\"wp-image-321463\" srcset=\"https:\/\/www.saokim.com.vn\/blog\/wp-content\/uploads\/2018\/03\/mo-hinh-brand-equity-tai-san-thuong-hieu.jpg 1394w, https:\/\/www.saokim.com.vn\/blog\/wp-content\/uploads\/2018\/03\/mo-hinh-brand-equity-tai-san-thuong-hieu-80x47.jpg 80w\" sizes=\"(max-width: 1394px) 100vw, 1394px\" \/><\/figure><\/div>\n\n\n\n<p><span style=\"color: #000000;\"><\/span><\/p>\n\n\n\n<p class=\"has-text-align-center\"><span style=\"color: #000000;\"><em>M\u00f4 h\u00ecnh Brand Equity c\u1ee7a Aaker<\/em><\/span><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><span style=\"color: #000000;\">N\u1ebfu v\u00ed \u201cT\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u\u201d l\u00e0 m\u1ed9t ng\u00f4i nh\u00e0, th\u00ec theo m\u00f4 h\u00ecnh Brand Equity, ng\u00f4i nh\u00e0 n\u00e0y \u0111\u01b0\u1ee3c x\u00e2y n\u00ean b\u1edfi 05 tr\u1ee5 c\u1ed9t ch\u00ednh, trong m\u1ed7i tr\u1ee5 c\u1ed9t l\u1ea1i c\u00f3 c\u00e1c nh\u00e1nh nh\u1ecf h\u01a1n. C\u1ee5 th\u1ec3<\/span>&#8230;<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><span style=\"color: #000000;\"><strong><em>L\u00f2ng trung th\u00e0nh<\/em><\/strong> (Brand loyalty): g\u1ed3m 04 nh\u00e1nh nh\u1ecf l\u00e0<\/span><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\"><li><span style=\"color: #000000;\">Gi\u1ea3m chi ph\u00ed Marketing<\/span><\/li><li><span style=\"color: #000000;\">\u0110\u00f2n b\u1ea9y th\u01b0\u01a1ng m\u1ea1i<\/span><\/li><li><span style=\"color: #000000;\">Thu h\u00fat th\u00eam kh\u00e1ch h\u00e0ng m\u1edbi<\/span><\/li><li><span style=\"color: #000000;\">Th\u1eddi gian \u0111\u1ec3 ph\u1ea3n \u1ee9ng l\u1ea1i c\u00e1c m\u1ed1i \u0111e do\u1ea1 c\u1ea1nh tranh<\/span><\/li><\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><span style=\"color: #000000;\">Nh\u1eafc \u0111\u1ebfn l\u00f2ng trung th\u00e0nh, ta c\u00f3 th\u1ec3 li\u00ean t\u01b0\u1edfng t\u1edbi m\u1ed9t m\u00f4 h\u00ecnh kh\u00e1c, \u0111\u00f3 l\u00e0 Brand Dynamics c\u1ee7a Milward Brown (n\u0103m 1988) v\u1ec1 s\u1ef1 trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" width=\"1200\" height=\"675\" src=\"https:\/\/www.saokim.com.vn\/blog\/wp-content\/uploads\/2018\/03\/mo-hinh-thap-trung-thanh-thuong-hieu.jpg\" alt=\"M\u00f4 h\u00ecnh th\u00e1p trung th\u00e0nh th\u01b0\u01a1ng hi\u1ec7u\" class=\"wp-image-321464\" title=\"M\u00f4 h\u00ecnh th\u00e1p trung th\u00e0nh th\u01b0\u01a1ng hi\u1ec7u\" srcset=\"https:\/\/www.saokim.com.vn\/blog\/wp-content\/uploads\/2018\/03\/mo-hinh-thap-trung-thanh-thuong-hieu.jpg 1200w, https:\/\/www.saokim.com.vn\/blog\/wp-content\/uploads\/2018\/03\/mo-hinh-thap-trung-thanh-thuong-hieu-80x45.jpg 80w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/figure><\/div>\n\n\n\n<p><span style=\"color: #000000;\"><\/span><\/p>\n\n\n\n<p class=\"has-text-align-center\"><span style=\"color: #000000;\"><em>M\u00f4 h\u00ecnh th\u00e1p trung th\u00e0nh th\u01b0\u01a1ng hi\u1ec7u<\/em><\/span><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><span style=\"color: #000000;\">Trong m\u00f4 h\u00ecnh n\u00e0y, l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c chia l\u00e0 5 d\u1ea1ng:<\/span><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\"><li><span style=\"color: #000000;\"><strong><em>Kh\u00e1ch mua qua \u0111\u01b0\u1eddng (presence):<\/em><\/strong> Th\u1edd \u01a1, kh\u00f4ng l\u01b0u \u00fd \u0111\u1ebfn b\u1ea5t k\u1ef3 th\u01b0\u01a1ng hi\u1ec7u n\u00e0o, th\u01b0\u01a1ng hi\u1ec7u n\u00e0o c\u00f3 s\u1eb5n th\u00ec mua<\/span><\/li><li><span style=\"color: #000000;\"><strong><em>Ng\u01b0\u1eddi mua quen (relevance):<\/em><\/strong> H\u00e0i l\u00f2ng v\u1edbi th\u01b0\u01a1ng hi\u1ec7u ho\u1eb7c \u00edt ra l\u00e0 kh\u00f4ng gh\u00e9t b\u1ecf; mua theo th\u00f3i quen, ti\u1ebfp t\u1ee5c mua n\u1ebfu kh\u00f4ng c\u00f3 th\u01b0\u01a1ng hi\u1ec7u n\u00e0o kh\u00e1c c\u1ea1nh tranh<\/span><\/li><li><span style=\"color: #000000;\"><strong><em>Ng\u01b0\u1eddi mua quan t\u00e2m \u0111\u1ebfn chi ph\u00ed chuy\u1ec3n \u0111\u1ed5i (performance):<\/em><\/strong> H\u00e0i l\u00f2ng v\u1edbi th\u01b0\u01a1ng hi\u1ec7u, ti\u1ebfp t\u1ee5c mua v\u00ec nh\u1eadn th\u1ea5y chi ph\u00ed chuy\u1ec3n \u0111\u1ed5i sang th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c cao<\/span><\/li><li><span style=\"color: #000000;\"><strong><em>Ng\u01b0\u1eddi mua th\u00e2n thi\u1ebft (avantage):<\/em><\/strong> \u01afa th\u00edch th\u01b0\u01a1ng hi\u1ec7u do c\u00f3 c\u1ea3m x\u00fac t\u00edch c\u1ef1c v\u1edbi th\u01b0\u01a1ng hi\u1ec7u<\/span><\/li><li><span style=\"color: #000000;\"><strong><em>Ng\u01b0\u1eddi mua h\u1ebft l\u00f2ng (bonding):<\/em><\/strong> T\u1ef1 h\u00e0o v\u00ec \u0111\u00e3 s\u1eed d\u1ee5ng th\u01b0\u01a1ng hi\u1ec7u v\u00e0 t\u1ef1 gi\u1edbi thi\u1ec7u v\u1edbi ng\u01b0\u1eddi kh\u00e1c m\u1ed9t c\u00e1ch t\u00edch c\u1ef1c, v\u00f4 t\u01b0.<\/span><\/li><\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><span style=\"color: #000000;\"><strong>TR\u1ee4 C\u1ed8T TH\u1ee8 NH\u1ea4T<\/strong>: L\u00f2ng trung th\u00e0nh (Brand Loyalty) g\u1ee3i \u00fd cho doanh nghi\u1ec7p v\u1ec1 c\u00e1ch gia t\u0103ng t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u d\u1ef1a tr\u00ean vi\u1ec7c x\u00e2y d\u1ef1ng l\u00f2ng trung th\u00e0nh cho kh\u00e1ch h\u00e0ng. \u0110i\u1ec1u n\u00e0y c\u00f3 ngh\u0129a l\u00e0, khi doanh nghi\u1ec7p ng\u00e0y c\u00e0ng c\u00f3 nhi\u1ec1u kh\u00e1ch h\u00e0ng c\u00f3 m\u1ee9c \u0111\u1ed9 trung th\u00e0nh cao, th\u00ec t\u00e0i s\u1ea3n doanh nghi\u1ec7p s\u1ebd t\u0103ng t\u1ef7 l\u1ec7 thu\u1eadn t\u01b0\u01a1ng x\u1ee9ng. \u0110\u1ec3 l\u00e0m \u0111\u01b0\u1ee3c \u0111i\u1ec1u n\u00e0y, doanh nghi\u1ec7p c\u1ea7n t\u1ea1o ra h\u00ecnh \u1ea3nh quen thu\u1ed9c, gi\u1eef l\u1eddi h\u1ee9a v\u1edbi kh\u00e1ch h\u00e0ng, t\u1ea1o ni\u1ec1m tin th\u01b0\u01a1ng hi\u1ec7u v\u00e0 ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng th\u01b0\u1eddng xuy\u00ean.<\/span><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><span style=\"color: #000000;\"><strong><em>Nh\u1eadn bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u<\/em><\/strong> (Brand Awareness) g\u1ed3m 4 nh\u00e1nh nh\u1ecf l\u00e0:<\/span><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\"><li><span style=\"color: #000000;\">\u0110i\u1ec3m neo g\u1eafn k\u1ebft v\u1edbi c\u00e1c li\u00ean t\u01b0\u1edfng kh\u00e1c<\/span><\/li><li><span style=\"color: #000000;\">S\u1ef1 quen thu\u1ed9c<\/span><\/li><li><span style=\"color: #000000;\">T\u00edn hi\u1ec7u h\u1eefu h\u00ecnh<\/span><\/li><li><span style=\"color: #000000;\">Nh\u00e3n hi\u1ec7u \u0111\u01b0\u1ee3c c\u00e2n nh\u1eafc<\/span><\/li><\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><span style=\"color: #000000;\">Nh\u1eadn bi\u1ebft v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c \u0111o l\u01b0\u1eddng th\u00f4ng qua c\u00e1c c\u00e1ch th\u1ee9c m\u00e0 kh\u00e1ch h\u00e0ng nh\u1edb v\u1ec1 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u, n\u00f3 bao g\u1ed3m:<\/span><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\"><li><span style=\"color: #000000;\"><em><strong>Nh\u1eadn bi\u1ebft c\u00f3 tr\u1ee3 gi\u00fap<\/strong><\/em> (b\u1ea1n \u0111\u00e3 bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u n\u00e0y ch\u01b0a?)<\/span><\/li><li><span style=\"color: #000000;\"><em><strong>Nh\u1edb \u0111\u1ebfn m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u<\/strong> <\/em>(B\u1ea1n c\u00f3 th\u1ec3 h\u00ecnh dung ra nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u n\u00e0o trong ch\u1ee7ng lo\u1ea1i s\u1ea3n ph\u1ea9m n\u1ea3y?)<\/span><\/li><li><span style=\"color: #000000;\"><em><strong>Th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ea7u ti\u00ean \u0111\u01b0\u1ee3c nh\u1edb \u0111\u1ebfn<\/strong><\/em> (th\u01b0\u01a1ng hi\u1ec7u m\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng nh\u1edb \u0111\u1ebfn \u0111\u1ea7u ti\u00ean v\u00e0 n\u00eau ra khi \u0111\u01b0\u1ee3c h\u1ecfi).<\/span><\/li><\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><span style=\"color: #000000;\">\u0110\u1ed1i v\u1edbi nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng nh\u1edb \u0111\u1ebfn \u0111\u1ea7u ti\u00ean, ho\u1eb7c n\u1ed5i b\u1eadt nh\u1ea5t khi kh\u00e1ch h\u00e0ng h\u1ed3i t\u01b0\u1edfng v\u1ec1 m\u1ed9t chung lo\u1ea1i s\u1ea3n ph\u1ea9m n\u00e0o \u0111\u00f3 th\u01b0\u1eddng s\u1ebd xu\u1ea5t hi\u1ec7n trong danh m\u1ee5c mua s\u1eafm c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 \u0111\u01b0\u1ee3c ch\u1ecdn mua nhi\u1ec1u.<\/span><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><span style=\"color: #000000;\"><strong>TR\u1ee4 C\u1ed8T TH\u1ee8 HAI<\/strong>: Nh\u1eadn bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u (Brand Awareness) g\u1ee3i \u00fd cho doanh nghi\u1ec7p v\u1ec1 c\u00e1ch gia t\u0103ng t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u d\u1ef1a tr\u00ean vi\u1ec7c x\u00e2y d\u1ef1ng s\u1ef1 nh\u1eadn bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u v\u1edbi kh\u00e1ch h\u00e0ng. \u0110i\u1ec1u n\u00e0y c\u00f3 ngh\u0129a l\u00e0, khi doanh nghi\u1ec7p t\u1ea1o d\u1ef1ng \u0111\u01b0\u1ee3c \u1ea5n t\u01b0\u1ee3ng quen thu\u1ed9c v\u1edbi kh\u00e1ch h\u00e0ng qua h\u1ec7 th\u1ed1ng nh\u1eadn di\u1ec7n, qua nh\u00e3n hi\u1ec7u, qua nh\u1eefng t\u00edn hi\u1ec7u h\u1eefu h\u00ecnh th\u01b0\u1eddng ng\u00e0y, \u0111\u00f3 ch\u00ednh l\u00e0 c\u00e1ch gia t\u0103ng t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><span style=\"color: #000000;\"><strong><em>Ch\u1ea5t l\u01b0\u1ee3ng c\u1ea3m nh\u1eadn <\/em><\/strong>(Perceived quality) g\u1ed3m c\u00f3 4 nh\u00e1nh:<\/span><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\"><li><span style=\"color: #000000;\">L\u00fd do mua<\/span><\/li><li><span style=\"color: #000000;\">S\u1ef1 kh\u00e1c bi\u1ec7t\/\u0110\u1ecbnh v\u1ecb<\/span><\/li><li><span style=\"color: #000000;\">Gi\u00e1 b\u00e1n<\/span><\/li><li><span style=\"color: #000000;\">S\u1ef1 y\u00eau th\u00edch<\/span><\/li><li><span style=\"color: #000000;\">M\u1edf r\u1ed9ng<\/span><\/li><\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><span style=\"color: #000000;\">Ch\u1ea5t l\u01b0\u1ee3ng c\u1ea3m nh\u1eadn v\u1ec1 s\u1ea3n ph\u1ea9m h\u1eefu h\u00ecnh ho\u1eb7c d\u1ecbch v\u1ee5 v\u00f4 h\u00ecnh \u0111\u01b0\u1ee3c quy\u1ebft \u0111\u1ecbnh b\u1edfi c\u1ea3 kh\u00e1ch h\u00e0ng v\u00e0 n\u1ed9i b\u1ed9 doanh nghi\u1ec7p, \u0111\u01b0\u1ee3c \u0111o l\u01b0\u1eddng b\u1eb1ng th\u00f4ng tin nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng.<\/span><\/p>\n\n\n\n<p><span style=\"color: #000000;\">\u0110\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m h\u1eefu h\u00ecnh, c\u00e1c nh\u00f3m ch\u1ec9 ti\u00eau \u0111\u1ec3 xem x\u00e9t c\u1ea3m nh\u1eadn c\u1ee7a kh\u00e1ch h\u00e0ng l\u00e0: <em><strong>Ch\u1ee9c n\u0103ng c\u00f4ng d\u1ee5ng c\u1ee7a h\u00e0ng ho\u00e1, t\u00ednh th\u1ea9m m\u1ef9, s\u1ef1 thu\u1eadn ti\u1ec7n trong s\u1eed d\u1ee5ng, an to\u00e0n v\u1ec7 sinh, \u0111\u1ed9 b\u1ec1n ch\u1eafc, t\u00ednh h\u1ee3p l\u00fd v\u1ec1 gi\u00e1 c\u1ea3 c\u1ee7a h\u00e0ng ho\u00e1<\/strong><\/em>.<\/span><\/p>\n\n\n\n<p><span style=\"color: #000000;\">\u0110\u1ed1i v\u1edbi d\u1ecbch v\u1ee5 v\u00f4 h\u00ecnh, 05 nh\u00f3m ch\u1ec9 ti\u00eau \u0111\u1ec3 xem x\u00e9t c\u1ea3m nh\u1eadn c\u1ee7a kh\u00e1ch h\u00e0ng l\u00e0:<\/span><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\"><li><span style=\"color: #000000;\"><em><strong>Tin c\u1eady<\/strong><\/em> (kh\u1ea3 n\u0103ng th\u1ef1c hi\u1ec7n d\u1ecbch v\u1ee5 ph\u00f9 h\u1ee3p v\u00e0 \u0111\u00fang th\u1eddi h\u1ea1n ngay l\u1ea7n \u0111\u1ea7u ti\u00ean)<\/span><\/li><li><span style=\"color: #000000;\"><strong style=\"font-style: italic;\">\u0110\u00e1p \u1ee9ng<\/strong> (s\u1ef1 mong mu\u1ed1n v\u00e0 s\u1eb5n s\u00e0ng c\u1ee7a nh\u00e2n vi\u00ean ph\u1ee5c v\u1ee5 cung c\u1ea5p d\u1ecbch v\u1ee5 k\u1ecbp th\u1eddi cho kh\u00e1ch h\u00e0ng)<\/span><\/li><li><span style=\"color: #000000;\"><em><strong>N\u0103ng l\u1ef1c ph\u1ee5c v\u1ee5<\/strong><\/em> (tr\u00ecnh \u0111\u1ed9 chuy\u00ean m\u00f4n v\u00e0 cung c\u00e1ch ph\u1ee5c v\u1ee5 l\u1ecbch s\u1ef1, ni\u1ec1m n\u1edf v\u1edbi kh\u00e1ch h\u00e0ng)<\/span><\/li><li><span style=\"color: #000000;\"><em><strong>\u0110\u1ed3ng c\u1ea3m<\/strong><\/em> (s\u1ef1 quan t\u00e2m ch\u0103m s\u00f3c \u0111\u1ebfn c\u00e1 nh\u00e2n kh\u00e1ch h\u00e0ng)<\/span><\/li><li><span style=\"color: #000000;\">v\u00e0 <em><strong>Ph\u01b0\u01a1ng ti\u1ec7n h\u1eefu h\u00ecnh<\/strong><\/em> (ngo\u1ea1i h\u00ecnh, trang ph\u1ee5c nh\u00e2n vi\u00ean, c\u00e1c trang thi\u1ebft b\u1ecb ph\u1ee5c v\u1ee5 cho d\u1ecbch v\u1ee5).<\/span><\/li><\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><span style=\"color: #000000;\"><strong>TR\u1ee4 C\u1ed8T TH\u1ee8 BA<\/strong>: Ch\u1ea5t l\u01b0\u1ee3ng c\u1ea3m nh\u1eadn g\u1ee3i \u00fd cho doanh nghi\u1ec7p v\u1ec1 c\u00e1ch gia t\u0103ng t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u d\u1ef1a tr\u00ean vi\u1ec7c ch\u00fa tr\u1ecdng t\u1edbi s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 th\u1ef1c t\u1ebf.<\/span><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><span style=\"color: #000000;\"><strong><em>Li\u00ean t\u01b0\u1edfng th\u01b0\u01a1ng hi\u1ec7u<\/em><\/strong> (Brand associations) g\u1ed3m 04 nh\u00e1nh:<\/span><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\"><li><span style=\"color: #000000;\">Quy tr\u00ecnh tr\u1ee3 gi\u00fap v\u00e0 l\u1ea5y th\u00f4ng tin<\/span><\/li><li><span style=\"color: #000000;\">S\u1ef1 kh\u00e1c bi\u1ec7t\/ \u0110\u1ecbnh v\u1ecb<\/span><\/li><li><span style=\"color: #000000;\">L\u00fd do \u0111\u1ec3 mua<\/span><\/li><li><span style=\"color: #000000;\">R\u00e0o c\u1ea3n \u0111\u1ed1i v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh<\/span><\/li><li><span style=\"color: #000000;\">M\u1edf r\u1ed9ng<\/span><\/li><\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><span style=\"color: #000000;\">Li\u00ean t\u01b0\u1edfng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 c\u1ea3m nh\u1eadn, ni\u1ec1m tin v\u00e0 ki\u1ebfn th\u1ee9c m\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 \u0111\u01b0\u1ee3c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u. Li\u00ean t\u01b0\u1edfng th\u01b0\u01a1ng hi\u1ec7u c\u00f3 \u0111\u01b0\u1ee3c t\u1eeb truy\u1ec1n th\u00f4ng c\u1ee7a c\u00f4ng ty v\u00e0 ch\u00ednh tr\u1ea3i nghi\u1ec7m c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/span><\/p>\n\n\n\n<p><span style=\"color: #000000;\"><strong><em>C\u00e1c gi\u00e1 tr\u1ecb t\u00e0i s\u1ea3n kh\u00e1c<\/em><\/strong> (Other proprietary assets) g\u1ed3m B\u1eb1ng s\u00e1ng ch\u1ebf (patent); Nh\u00e3n hi\u1ec7u h\u00e0ng ho\u00e1 (trade mark); Quan h\u1ec7 c\u1ee7a k\u00eanh ph\u00e2n ph\u1ed1i (channel relationship).<\/span><\/p>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Ch\u1edd ch\u00fat<\/strong>: \u0110\u1ecdc ngay cu\u1ed1n s\u00e1ch <strong>Corporate Branding<\/strong> \u0111\u1ec3 hi\u1ec3u v\u1ec1 <strong>x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p<\/strong>. T\u1eeb \u0111\u00f3 bi\u1ebft th\u1ef1c hi\u1ec7n chuy\u00ean nghi\u1ec7p, b\u00e0i b\u1ea3n, t\u0103ng nhanh t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><a href=\"https:\/\/www.saokim.com.vn\/ebook-branding\/\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"800\" src=\"https:\/\/www.saokim.com.vn\/blog\/wp-content\/uploads\/2022\/12\/tai-ngay-ebook-corporate-branding.png\" alt=\"T\u1ea3i ngay Ebook Corporate Branding - X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p\" class=\"wp-image-333474\" srcset=\"https:\/\/www.saokim.com.vn\/blog\/wp-content\/uploads\/2022\/12\/tai-ngay-ebook-corporate-branding.png 800w, https:\/\/www.saokim.com.vn\/blog\/wp-content\/uploads\/2022\/12\/tai-ngay-ebook-corporate-branding-500x500.png 500w, https:\/\/www.saokim.com.vn\/blog\/wp-content\/uploads\/2022\/12\/tai-ngay-ebook-corporate-branding-400x400.png 400w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><\/figure><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"color: #000000;\">\u00dd ngh\u0129a c\u1ee7a m\u00f4 h\u00ecnh Brand Equity \u2013 T\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u<\/span><\/h2>\n\n\n\n<p><span style=\"color: #000000;\">T\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u t\u1ea1o n\u00ean gi\u00e1 tr\u1ecb cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 doanh nghi\u1ec7p<\/span><\/p>\n\n\n\n<p><span style=\"color: #000000;\">05 tr\u1ee5 c\u1ed9t trong t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u \u0111em l\u1ea1i cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 doanh nghi\u1ec7p nh\u1eefng gi\u00e1 tr\u1ecb ri\u00eang, g\u1ed3m:<\/span><\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><\/td><td><strong>G\u00f3c \u0111\u1ed9 ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/strong><\/td><td><strong>G\u00f3c \u0111\u1ed9 doanh nghi\u1ec7p<\/strong><\/td><\/tr><tr><td><strong>Nh\u1eadn bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/td><td>D\u1ec5 d\u00e0ng, ti\u1ec7n l\u1ee3i trong mua s\u1eafm<br>G\u1ee3i nh\u1edb, nh\u1eafc nh\u1edf trong ti\u00eau d\u00f9ng<\/td><td>C\u00f3 c\u01a1 h\u1ed9i \u0111\u01b0\u1ee3c l\u1ef1a ch\u1ecdn cao<br>Truy\u1ec1n th\u00f4ng, truy\u1ec1n mi\u1ec7ng<br>Ph\u00e2n bi\u1ec7t v\u1edbi s\u1ea3n ph\u1ea9m kh\u00e1c<\/td><\/tr><tr><td><strong>Li\u00ean t\u01b0\u1edfng th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/td><td>Th\u1ec3 hi\u1ec7n m\u1ed9t phong c\u00e1ch<br>Nh\u1eadn d\u1ea1ng s\u1ef1 t\u01b0\u01a1ng th\u00edch v\u1edbi nhu c\u1ea7u<br>\u0110\u1ea3m b\u1ea3o \u0111\u1ed9 tin c\u1eady trong ti\u00eau d\u00f9ng<\/td><td>H\u00ecnh th\u00e0nh \u0111\u1ed9ng c\u01a1 ti\u00eau d\u00f9ng<br>H\u00ecnh th\u00e0nh ni\u1ec1m tin, th\u00e1i \u0111\u1ed9 t\u00edch c\u1ef1c t\u1eeb ph\u00eda kh\u00e1ch h\u00e0ng<br>C\u01a1 s\u1edf cho l\u00f2ng trung th\u00e0nh cao<br>T\u1ea1o ra s\u1ef1 kh\u00e1c bi\u1ec7t cho th\u01b0\u01a1ng hi\u1ec7u<\/td><\/tr><tr><td><strong>Ch\u1ea5t l\u01b0\u1ee3ng nh\u1eadn th\u1ee9c<\/strong><\/td><td>T\u1ea1o s\u1ef1 th\u1ecfa m\u00e3n<\/td><td>Duy tr\u00ec v\u00e0 n\u00e2ng cao l\u00f2ng trung th\u00e0nh<\/td><\/tr><tr><td><strong>Trung th\u00e0nh<\/strong><\/td><td>\u0110\u01a1n gi\u1ea3n h\u00f3a quy\u1ebft \u0111\u1ecbnh mua s\u1eafm<br>An t\u00e2m<\/td><td>Gi\u1ea3m chi ph\u00ed Marketing<br>B\u1ea3o v\u1ec7 th\u1ecb ph\u1ea7n<br>Thu h\u00fat kh\u00e1ch h\u00e0ng m\u1edbi<br>Kh\u1ea3 n\u0103ng sinh l\u1ee3i cao<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"color: #000000;\">C\u00e1ch \u1ee9ng d\u1ee5ng m\u00f4 h\u00ecnh Brand Equity cho doanh nghi\u1ec7p SME<\/span><\/h2>\n\n\n\n<p><span style=\"color: #000000;\">M\u00f4 h\u00ecnh Brand Equity \u2013 T\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u cho doanh nghi\u1ec7p th\u1ea5y t\u00e0i s\u1ea3n th\u1ef1c s\u1ef1 c\u1ee7a m\u00ecnh m\u1ed9t c\u00e1ch \u0111\u1ea7y \u0111\u1ee7 v\u00e0 to\u00e0n di\u1ec7n.<\/span><\/p>\n\n\n\n<p><span style=\"color: #000000;\">V\u1edbi 05 tr\u1ee5 c\u1ed9t t\u1ea1o d\u1ef1ng n\u00ean t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u:<\/span><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\"><li><span style=\"color: #000000;\"><strong><em>L\u00f2ng trung th\u00e0nh<\/em><\/strong> (Brand loyalty)<\/span><\/li><li><span style=\"color: #000000;\"><strong><em>Nh\u1eadn bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u<\/em><\/strong> (Brand Awareness)<\/span><\/li><li><span style=\"color: #000000;\"><strong><em>Ch\u1ea5t l\u01b0\u1ee3ng c\u1ea3m nh\u1eadn <\/em><\/strong>(Perceived quality)<\/span><\/li><li><span style=\"color: #000000;\"><strong><em>Li\u00ean t\u01b0\u1edfng th\u01b0\u01a1ng hi\u1ec7u<\/em><\/strong> (Brand associations)<\/span><\/li><li><span style=\"color: #000000;\">v\u00e0 <strong><em>c\u00e1c gi\u00e1 tr\u1ecb t\u00e0i s\u1ea3n kh\u00e1c<\/em><\/strong> (Other proprietary assets)<\/span><\/li><\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><span style=\"color: #000000;\">Doanh nghi\u1ec7p SME n\u00ean hi\u1ec3u r\u00f5 v\u00e0 c\u00f3 k\u1ebf ho\u1ea1ch ph\u00e1t tri\u1ec3n ch\u00fang \u0111\u1ec3 t\u1ea1o d\u1ef1ng h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng ph\u00f9 h\u1ee3p v\u00e0 l\u00e2u d\u00e0i.<\/span><\/p>\n\n\n\n<p><span style=\"color: #000000;\">\u0110\u1eb7c tr\u01b0ng c\u1ee7a doanh nghi\u1ec7p SME l\u00e0 v\u1ed1n nh\u1ecf, nh\u00e2n s\u1ef1 m\u1ecfng, ngu\u1ed3n l\u1ef1c h\u1ea1n ch\u1ebf, ch\u00ednh v\u00ec v\u1eady d\u01b0\u1edbi \u0111\u00e2y l\u00e0 05 l\u1eddi khuy\u00ean gi\u00fap SME c\u00f3 th\u1ec3 t\u00edch lu\u1ef9 t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u m\u1ed9t c\u00e1ch kh\u00f4n ngoan v\u00e0 hi\u1ec7u qu\u1ea3.<\/span><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><span style=\"color: #000000;\"><em>&gt; SME n\u00ean tham kh\u1ea3o th\u00eam: 4 Ki\u1ec3u <a rel=\"noreferrer noopener\" href=\"https:\/\/www.saokim.com.vn\/cam-nang\/kien-truc-thuong-hieu\/\" target=\"_blank\"><strong>ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/a> &#8211; gi\u00fap x\u00e2y d\u1ef1ng, qu\u1ea3n l\u00fd th\u01b0\u01a1ng hi\u1ec7u tr\u1ef1c quan v\u00e0 r\u00f5 r\u00e0ng<\/em><\/span><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"color: #000000;\">L\u1eddi khuy\u00ean 1: H\u00e3y ch\u00fa tr\u1ecdng t\u1edbi s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5<\/span><\/h3>\n\n\n\n<p><span style=\"color: #000000;\">S\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5 th\u1ef1c t\u1ebf c\u1ee7a SME ch\u00ednh l\u00e0 chi\u1ebfc ch\u00eca kho\u00e1 tr\u1ef1c ti\u1ebfp \u0111\u1ec3 kh\u1eafc s\u00e2u h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng.<\/span><\/p>\n\n\n\n<p><span style=\"color: #000000;\">\u0110\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m, h\u00e3y \u0111\u1ea3m b\u1ea3o b\u1ea1n \u0111ang kinh doanh m\u1eb7t h\u00e0ng c\u00f3 \u00edch, \u0111\u00e1p \u1ee9ng nhu c\u1ea7u &#8220;th\u1ef1c t\u1ebf&#8221; c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng, kh\u00f4ng ng\u1eebng gia t\u0103ng l\u1ee3i \u00edch cho s\u1ea3n ph\u1ea9m. \u0110\u1ed1i v\u1edbi d\u1ecbch v\u1ee5, h\u00e3y \u0111\u1ea3m b\u1ea3o d\u1ecbch v\u1ee5 ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng t\u1ed1t v\u00e0 chuy\u00ean nghi\u1ec7p.<\/span><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"color: #000000;\">L\u1eddi khuy\u00ean 2: H\u00e3y \u0111\u1ec3 \u00fd t\u1edbi h\u00ecnh \u1ea3nh nh\u1ea5t qu\u00e1n<\/span><\/h3>\n\n\n\n<p><span style=\"color: #000000;\">R\u1ea5t nhi\u1ec1u SME cho r\u1eb1ng, ch\u1edd t\u1edbi khi th\u1ef1c s\u1ef1 l\u1edbn th\u00ec m\u1edbi c\u1ea7n ch\u00fa t\u00e2m t\u1edbi h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u. \u0110\u00e2y l\u00e0 nh\u1eadn \u0111\u1ecbnh ho\u00e0n to\u00e0n sai l\u1ea7m, b\u1edfi nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u ch\u00ednh l\u00e0 m\u1ed9t trong nh\u1eefng c\u00f4ng c\u1ee5 v\u00f4 c\u00f9ng h\u1eefu \u00edch gi\u00fap n\u00e2ng gi\u00e1 tr\u1ecb t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u l\u00ean theo c\u1ea5p s\u1ed1 nh\u00e2n.<\/span><\/p>\n\n\n\n<p><span style=\"color: #000000;\">Nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u (g\u1ed3m logo, slogan, b\u1ed9 nh\u1eadn di\u1ec7n t\u1ea1i t\u1ea5t c\u1ea3 c\u00e1c \u0111i\u1ec3m ti\u1ebfp x\u00fac v\u1edbi kh\u00e1ch h\u00e0ng) s\u1ebd t\u1ea1o cho kh\u00e1ch h\u00e0ng m\u1ed9t c\u1ea3m nh\u1eadn t\u1ed1t, li\u00ean t\u01b0\u1edfng t\u1ed1t, nh\u1eadn bi\u1ebft t\u1ed1t, ngh\u0129a l\u00e0, kh\u00e1ch h\u00e0ng s\u1ebd th\u1ea5y doanh nghi\u1ec7p c\u1ee7a b\u1ea1n \u201cl\u1edbn h\u01a1n r\u1ea5t nhi\u1ec1u\u201d so v\u1edbi th\u1ef1c t\u1ebf.<\/span><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"color: #000000;\">L\u1eddi khuy\u00ean 3: H\u00e3y ch\u00fa \u00fd gia t\u0103ng \u201cc\u00e1c gi\u00e1 tr\u1ecb t\u00e0i s\u1ea3n kh\u00e1c\u201d<\/span><\/h3>\n\n\n\n<p><span style=\"color: #000000;\">\u0110\u00f3 l\u00e0 B\u1eb1ng s\u00e1ng ch\u1ebf, Quan h\u1ec7 k\u00eanh ph\u00e2n ph\u1ed1i, Nh\u00e3n hi\u1ec7u h\u00e0ng ho\u00e1. N\u1ebfu c\u00f3 th\u1ec3, h\u00e3y t\u1ea1o ra nh\u1eefng ph\u00e1t minh cho ri\u00eang doanh nghi\u1ec7p c\u1ee7a b\u1ea1n, v\u00e0 tr\u1edf th\u00e0nh th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ed9c quy\u1ec1n s\u1edf h\u1eefu ch\u00fang.<\/span><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"color: #000000;\">L\u1eddi khuy\u00ean 4: X\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c b\u00e0i b\u1ea3n \u0111\u1ec3 ph\u00e1t tri\u1ec3n<\/span><\/h3>\n\n\n\n<p><span style=\"color: #000000;\">Ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u ch\u01b0a bao gi\u1edd l\u00e0 m\u1ed9t c\u00e2u chuy\u1ec7n ng\u1eafn. \u0110\u00f3 l\u00e0 s\u1ef1 ph\u00e1t tri\u1ec3n d\u00e0i h\u1ea1n, li\u00ean t\u1ee5c v\u00e0 c\u00f3 t\u1ea7m nh\u00ecn. X\u00e2y d\u1ef1ng t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u theo m\u00f4 h\u00ecnh c\u1ee7a Aaker v\u1edbi 05 y\u1ebfu t\u1ed1 v\u00e0 ho\u1ea1ch \u0111\u1ecbnh ch\u00fang ngay t\u1eeb khi c\u00f2n l\u00e0 nh\u1eefng doanh nghi\u1ec7p SME s\u1ebd gi\u00fap b\u1ea1n d\u1ec5 d\u00e0ng qu\u1ea3n l\u00fd, \u0111o l\u01b0\u1eddng v\u00e0 \u0111\u1ea7u t\u01b0 sau n\u00e0y.<\/span><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"color: #000000;\">L\u1eddi khuy\u00ean 5: Lu\u00f4n ki\u1ec3m tra t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u<\/span><\/h3>\n\n\n\n<p><span style=\"color: #000000;\">Theo m\u00f4 h\u00ecnh Brand Equity \u2013 <strong>T\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u<\/strong>, th\u00ec t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u s\u1ebd li\u00ean t\u1ee5c thay \u0111\u1ed5i theo th\u1eddi gian, v\u00e0 ch\u00ednh v\u00ec th\u1ebf, doanh nghi\u1ec7p c\u1ea7n th\u01b0\u1eddng xuy\u00ean ki\u1ec3m to\u00e1n s\u1ee9c kho\u1ebb th\u01b0\u01a1ng hi\u1ec7u, \u0111\u01b0a ra nh\u1eefng campaign \u0111\u1ec3 th\u00fac \u0111\u1ea5y gia t\u0103ng gi\u00e1 tr\u1ecb t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u v\u00e0 duy tr\u00ec nh\u1eefng gi\u00e1 tr\u1ecb t\u00e0i s\u1ea3n v\u1ed1n c\u00f3.<\/span><\/p>\n\n\n\n<p><span style=\"color: #000000;\">Tr\u00ean \u0111\u00e2y l\u00e0 nh\u1eefng ph\u00e2n t\u00edch \u0111\u1ea7y \u0111\u1ee7 v\u00e0 chuy\u00ean s\u00e2u nh\u1ea5t v\u1ec1 m\u00f4 h\u00ecnh T\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u \u2013 Brand Equity c\u1ee7a Aaker do Sao Kim t\u1ed5ng h\u1ee3p, nghi\u00ean c\u1ee9u v\u00e0 chia s\u1ebb. T\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u l\u00e0 t\u00e0i s\u1ea3n v\u00f4 h\u00ecnh, \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng l\u00e2u d\u00e0i v\u1edbi nhi\u1ec1u th\u1eddi gian v\u00e0 c\u00f4ng s\u1ee9c.<\/span><\/p>\n\n\n\n<p><span style=\"color: #000000;\">Ch\u00ednh v\u00ec th\u1ebf, doanh nghi\u1ec7p c\u1ea7n ho\u1ea1ch \u0111\u1ecbnh nh\u1eefng m\u1ee5c ti\u00eau r\u00f5 r\u00e0ng v\u00e0 h\u01b0\u1edbng tri\u1ec3n khai c\u1ee5 th\u1ec3 \u0111\u1ec3 ng\u00e0y c\u00e0ng gia t\u0103ng gi\u00e1 tr\u1ecb t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><em><span style=\"color: #000000;\">&gt; Xem th\u00eam:<span style=\"color: #ff6600;\"> <a rel=\"noreferrer noopener\" href=\"https:\/\/www.saokim.com.vn\/blog\/xay-dung-thuong-hieu\/lua-chon-mo-hinh-thuong-hieu-cho-doanh-nghiep\/\" target=\"_blank\"><strong>C\u00e1ch ch\u1ecdn m\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u cho doanh nghi\u1ec7p<\/strong><\/a><\/span><\/span> (\u01afu \u0111i\u1ec3m v\u00e0 nh\u01b0\u1ee3c \u0111i\u1ec3m th\u1ef1c t\u1ebf)<\/em><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><span style=\"color: #000000;\">T\u1ea1i <a rel=\"noreferrer noopener\" href=\"https:\/\/www.saokim.com.vn\" target=\"_blank\"><strong>Sao Kim<\/strong><\/a>, ch\u00fang t\u00f4i lu\u00f4n n\u1ed7 l\u1ef1c \u0111\u1ec3 gi\u00fap doanh nghi\u1ec7p gia t\u0103ng kh\u1ed1i<strong> t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u<\/strong> \u0111\u00e1ng qu\u00fd, v\u00e0 s\u1eb5n s\u00e0ng tr\u1edf th\u00e0nh ng\u01b0\u1eddi b\u1ea1n chia s\u1ebb, t\u01b0 v\u1ea5n v\u00e0 \u0111\u01b0a ra l\u1eddi khuy\u00ean cho doanh nghi\u1ec7p tr\u00ean con \u0111\u01b0\u1eddng ph\u00e1t tri\u1ec3n nhi\u1ec1u kh\u00f3 kh\u0103n ph\u00eda tr\u01b0\u1edbc.<\/span><\/p>\n\n\n\n<p><span style=\"color: #000000;\">H\u00e3y li\u00ean h\u1ec7 t\u1edbi Sao Kim qua hotline <a rel=\"noreferrer noopener\" href=\"tel:0964699499\" target=\"_blank\"><strong>0964.699.499<\/strong><\/a> ho\u1eb7c <strong><a href=\"mailto:contact@saokim.com.vn\">contact@saokim.com.vn<\/a><\/strong> \u0111\u1ec3 \u0111\u01b0\u1ee3c t\u01b0 v\u1ea5n v\u00e0 \u0111o l\u01b0\u1eddng s\u1ee9c kho\u1ebb th\u01b0\u01a1ng hi\u1ec7u, ch\u00fang t\u00f4i s\u1eb5n s\u00e0ng \u0111\u1ed3ng h\u00e0nh c\u00f9ng b\u1ea1n.<\/span><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><span style=\"color: #000000;\">Xem th\u00eam nh\u1eefng b\u00e0i vi\u1ebft ch\u1ea5t l\u01b0\u1ee3ng kh\u00e1c:<\/span><\/strong><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\"><li>T\u00ecm hi\u1ec3u 12 <a rel=\"noreferrer noopener\" href=\"https:\/\/www.saokim.com.vn\/cam-nang\/hinh-mau-thuong-hieu\/\" target=\"_blank\"><strong>H\u00ecnh m\u1eabu th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/a> m\u00e0 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u00ean h\u01b0\u1edbng t\u1edbi<\/li><li><a rel=\"noreferrer noopener\" href=\"https:\/\/www.saokim.com.vn\/blog\/xay-dung-thuong-hieu\/tinh-cach-thuong-hieu-la-gi-lam-the-nao-de-xac-dinh-tinh-cach-thuong-hieu\/\" target=\"_blank\"><strong>T\u00ednh c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec<\/strong><\/a>?<\/li><li><strong><span style=\"color: #ff6600;\"><a rel=\"noreferrer noopener\" href=\"https:\/\/www.saokim.com.vn\/blog\/xay-dung-thuong-hieu\/5-buoc-de-trien-khai-xay-dung-thuong-hieu-manh-hieu-qua\/\" target=\"_blank\">5 B\u01b0\u1edbc \u0111\u1ec3 tri\u1ec3n khai x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh hi\u1ec7u qu\u1ea3<\/a><\/span><\/strong><\/li><li><span style=\"color: #ff6600;\"><a rel=\"noreferrer noopener\" href=\"https:\/\/www.saokim.com.vn\/blog\/kinh-nghiem\/4-buoc-danh-gia-nhanh-hien-trang-thuong-hieu-doanh-nghiep\/\" target=\"_blank\"><strong>4 b\u01b0\u1edbc \u0111\u00e1nh gi\u00e1 nhanh hi\u1ec7n trang th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p<\/strong><\/a><\/span><\/li><\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Follow c\u00e1c b\u00e0i vi\u1ebft ch\u1ea5t l\u01b0\u1ee3ng c\u1ee7a Sao Kim t\u1ea1i:&nbsp;<\/strong><\/p>\n\n\n\n<p><a href=\"https:\/\/www.saokim.com.vn\/blog\/\"><strong>Blog Sao Kim<\/strong><\/a>,&nbsp;<a href=\"https:\/\/www.saokim.com.vn\/cam-nang\/\"><strong>C\u1ea9m Nang Sao Kim<\/strong><\/a>&nbsp;<\/p>\n\n\n\n<p><strong>Facebook:<\/strong>&nbsp;<a rel=\"noreferrer noopener\" href=\"https:\/\/www.facebook.com\/saokimbranding\" target=\"_blank\"><strong>Sao Kim Branding<\/strong><\/a><\/p>\n\n\n\n<p><strong>Case study Behance<\/strong>:&nbsp;<a rel=\"noreferrer noopener\" href=\"https:\/\/www.behance.net\/saokimbranding\" target=\"_blank\"><strong>Sao Kim Branding<\/strong><\/a><\/p>\n\n\n\n<p>#SaoKim #SaoKimBranding #TaiSanThuongHieu #BrandEquity<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<div class=\"saokim-link-exchange\"><span id=\"link_526163087\">&#10064; Tham kh\u1ea3o th\u00eam: <span class=\"txtlink\"><a href=\"https:\/\/www.saokim.com.vn\/dich-vu\/dat-ten-thuong-hieu\/\" target=\"_blank\" rel=\"dofollow\" title=\"\u0111\u1eb7t t\u00ean th\u01b0\u01a1ng hi\u1ec7u\">\u0111\u1eb7t t\u00ean th\u01b0\u01a1ng hi\u1ec7u<\/a> <\/span>, <span class=\"txtlink\"><a href=\"https:\/\/www.saokim.com.vn\" target=\"_blank\" rel=\"dofollow\" title=\"T\u01b0 v\u1ea5n th\u01b0\u01a1ng hi\u1ec7u\">T\u01b0 v\u1ea5n th\u01b0\u01a1ng hi\u1ec7u<\/a> <\/span>, <span class=\"txtlink\"><a href=\"https:\/\/www.saokim.com.vn\/dich-vu\/thiet-ke-profile\/\" target=\"_blank\" rel=\"dofollow\" title=\"thi\u1ebft k\u1ebf profile \u0111\u1eb9p\">Thi\u1ebft k\u1ebf profile \u0111\u1eb9p<\/a> <\/span><\/span><\/div><div class=\"clearfix\"><\/div>","protected":false},"excerpt":{"rendered":"<p>Ph\u00e2n t\u00edch m\u00f4 h\u00ecnh T\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u &#8211; Brand Equity c\u00f3 5 th\u00e0nh ph\u1ea7n t\u1ea1o ra t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u g\u1ed3m. \u00dd ngh\u0129a m\u00f4 h\u00ecnh t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u v\u00e0 \u1ee9ng d\u1ee5ng cho SME th\u1ef1c t\u1ebf<\/p>\n","protected":false},"author":44,"featured_media":332774,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[10],"tags":[369,114,1020],"class_list":["post-321462","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-xay-dung-thuong-hieu","tag-bo-nhan-dien-thuong-hieu","tag-nhn-din-thng-hiu","tag-tai-san-thuong-hieu"],"acf":[],"views":31540,"_links":{"self":[{"href":"https:\/\/www.saokim.com.vn\/blog\/wp-json\/wp\/v2\/posts\/321462","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.saokim.com.vn\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.saokim.com.vn\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.saokim.com.vn\/blog\/wp-json\/wp\/v2\/users\/44"}],"replies":[{"embeddable":true,"href":"https:\/\/www.saokim.com.vn\/blog\/wp-json\/wp\/v2\/comments?post=321462"}],"version-history":[{"count":0,"href":"https:\/\/www.saokim.com.vn\/blog\/wp-json\/wp\/v2\/posts\/321462\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.saokim.com.vn\/blog\/wp-json\/wp\/v2\/media\/332774"}],"wp:attachment":[{"href":"https:\/\/www.saokim.com.vn\/blog\/wp-json\/wp\/v2\/media?parent=321462"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.saokim.com.vn\/blog\/wp-json\/wp\/v2\/categories?post=321462"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.saokim.com.vn\/blog\/wp-json\/wp\/v2\/tags?post=321462"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}