{"id":328949,"date":"2021-03-10T05:33:29","date_gmt":"2021-03-10T05:33:29","guid":{"rendered":"https:\/\/www.saokim.com.vn\/blog\/?p=328949"},"modified":"2024-01-16T14:25:33","modified_gmt":"2024-01-16T07:25:33","slug":"dinh-vi-thuong-hieu-la-gi","status":"publish","type":"post","link":"https:\/\/www.saokim.com.vn\/blog\/xay-dung-thuong-hieu\/dinh-vi-thuong-hieu-la-gi\/","title":{"rendered":"\u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec? 13 Ti\u00eau th\u1ee9c \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u"},"content":{"rendered":"\n<p><em>Chia s\u1ebb \u0111\u1ea7y \u0111\u1ee7 nh\u1ea5t v\u1ec1 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec, cung c\u1ea5p 13 ti\u00eau th\u1ee9c \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u s\u00e2u s\u1eafc, hi\u1ec7u qu\u1ea3 k\u00e8m c\u00e1c v\u00ed d\u1ee5 minh h\u1ecda v\u1ec1 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng.<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-d\u1ecbnh-v\u1ecb-th\u01b0\u01a1ng-hi\u1ec7u-la-gi\">\u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec?<\/h2>\n\n\n\n<p>\u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 t\u1eadp h\u1ee3p c\u00e1c ho\u1ea1t \u0111\u1ed9ng nh\u1eb1m m\u1ee5c \u0111\u00edch t\u1ea1o ra cho s\u1ea3n ph\u1ea9m v\u00e0 th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m m\u1ed9t v\u1ecb tr\u00ed x\u00e1c \u0111\u1ecbnh (so v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh) trong t\u00e2m tr\u00ed c\u1ee7a kh\u00e1ch h\u00e0ng &#8211; Theo Philip Kotler. Ho\u1eb7c c\u0169ng \u0111\u01b0\u1ee3c \u0111\u1ecbnh ngh\u0129a theo m\u1ed9t c\u00e1ch kh\u00e1c theo Marc Filser \u201c\u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 n\u1ed7 l\u1ef1c \u0111em l\u1ea1i cho s\u1ea3n ph\u1ea9m m\u1ed9t h\u00ecnh \u1ea3nh ri\u00eang, d\u1ec5 \u0111i v\u00e0o nh\u1eadn th\u1ee9c c\u1ee7a kh\u00e1ch h\u00e0ng. Hay c\u1ee5 th\u1ec3 h\u01a1n, l\u00e0 \u0111i\u1ec1u m\u00e0 doanh nghi\u1ec7p mu\u1ed1n kh\u00e1ch h\u00e0ng li\u00ean t\u01b0\u1edfng t\u1edbi m\u1ed7i khi \u0111\u1ed1i di\u1ec7n v\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh\u201d.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">13 Ti\u00eau th\u1ee9c \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/h2>\n\n\n\n<p>V\u1eady c\u00e1ch th\u1ee9c n\u00e0o \u0111\u1ec3 doanh nghi\u1ec7p \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u? D\u01b0\u1edbi \u0111\u00e2y t\u00e1c l\u00e0 13 ti\u00eau th\u1ee9c \u0111\u1ecbnh v\u1ecb \u0111\u01b0\u1ee3c \u0111\u1ec1 xu\u1ea5t b\u1edfi Paul Temporal &#8211; m\u1ed9t chuy\u00ean gia th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Ti\u00eau th\u1ee9c 1: \u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u d\u1ef1a tr\u00ean c\u00e1c ti\u00eau ch\u00ed ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 th\u00e0nh t\u1ed1 gi\u00e1 tr\u1ecb (Features &amp; Attributes)<\/h3>\n\n\n\n<p>\u0110\u00e2y l\u00e0 ti\u00eau th\u1ee9c \u0111\u1ecbnh v\u1ecb kinh \u0111i\u1ec3n th\u01b0\u1eddng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng v\u1edbi nhi\u1ec1u ch\u1ee7ng lo\u1ea1i s\u1ea3n ph\u1ea9m kh\u00e1c nhau k\u1ec3 c\u1ea3 c\u00e1c Nh\u00e3n hi\u1ec7u h\u00e0ng ti\u00eau d\u00f9ng danh ti\u1ebfng, \u0111i\u1ec3n h\u00ecnh l\u00e0 c\u00e1c nh\u00e3n hi\u1ec7u Unilever v\u00e0 c\u1ee7a P&amp;G. C\u00e1c \u0111\u1eb7c t\u00ednh s\u1ea3n ph\u1ea9m hay th\u00e0nh t\u1ed1 h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u (brand attributes) \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng tri\u1ec7t \u0111\u1ec3 v\u00e0 nh\u1ea5t qu\u00e1n \u0111\u1ec3 n\u00eau b\u1eadt s\u1ef1 kh\u00e1c bi\u1ec7t, t\u1ed1t h\u01a1n hay c\u1ea3 hai \u0111i\u1ec1u \u0111\u00f3.<\/p>\n\n\n\n<p>Trong ng\u00e0nh xe h\u01a1i, h\u1ea7u h\u1ebft c\u00e1c h\u00e3ng xe \u0111\u1ec1u s\u1eed d\u1ee5ng ti\u00eau th\u1ee9c n\u00e0y \u0111\u1ec3 gi\u1eef cho c\u00e1c th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh m\u1ed9t kho\u1ea3n an to\u00e0n v\u01b0\u1ee3t l\u00ean tr\u00ean c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh, ho\u1eb7c n\u00f3i c\u00e1ch kh\u00e1c l\u00e0 t\u1ea1o trong t\u00e2m th\u1ee9c ng\u01b0\u1eddi ti\u00eau d\u00f9ng r\u1eb1ng nh\u00e3n hi\u1ec7u c\u1ee7a m\u00ecnh v\u01b0\u1ee3t tr\u1ed9i.<\/p>\n\n\n\n<p>Volvo l\u00e0 m\u1ed9t \u0111i\u1ec3n h\u00ecnh th\u00e0nh c\u00f4ng v\u1edbi ti\u00eau ch\u00ed an to\u00e0n (safety) s\u1eed d\u1ee5ng nh\u1ea5t qu\u00e1n v\u00e0 xuy\u00ean su\u1ed1t v\u00e0 \u0111\u1ea1t th\u00e0nh c\u00f4ng \u0111\u1ebfn m\u1ee9c kh\u00f4ng \u00edt c\u00e1c h\u00e3ng xe h\u01a1i kh\u00e1c c\u1ed1 c\u00f4ng \u0111\u1ecbnh v\u1ecb theo safety, v\u00e0 d\u0129 nhi\u00ean kh\u00f4ng th\u1ec3 th\u00e0nh c\u00f4ng nh\u01b0 ng\u01b0\u1eddi ti\u00ean phong Volvo (the nguy\u00ean t\u1eafc first-in c\u1ee7a Al Ries &amp; Jack Trout).<\/p>\n\n\n\n<p>Ti\u00eau ch\u00ed v\u01b0\u1ee3t tr\u1ed9i v\u1ec1 gi\u00e1 tr\u1ecb c\u1ee7a s\u1ef1 an to\u00e0n d\u1eabn \u0111\u1eaft v\u00e0 \u0111\u1ecbnh h\u01b0\u1edbng q\u00faa tr\u00ecnh nghi\u00ean c\u1ee9u ph\u00e1t tri\u1ec3n t\u1ea1o ra nh\u1eefng l\u1ee3i \u00edch s\u1ea3n ph\u1ea9m xe h\u01a1i thi\u00ean v\u1ec1 s\u1ef1 an to\u00e0n cho ng\u01b0\u1eddi s\u1eed d\u1ee5ng m\u00e0 \u0111i\u1ec3n h\u00ecnh nh\u1ea5t l\u00e0 h\u1ec7 th\u1ed1ng t\u00fai kh\u00ed.<\/p>\n\n\n\n<p>V\u1edbi chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb s\u1eed d\u1ee5ng ti\u00eau th\u1ee9c n\u00e0y, c\u00f3 th\u1ec3 t\u1ea1o ra kh\u1ea3 n\u0103ng \u0111i tr\u01b0\u1edbc v\u00e0 s\u1edf h\u1eefu m\u1ed9t gi\u00e1 tr\u1ecb h\u00ecnh \u1ea3nh (brand image attribute) nh\u1ea5t qu\u00e1n v\u00e0 l\u00e2u b\u1ec1n, n\u1ebfu nh\u01b0 ti\u00eau ch\u00ed \u0111\u01b0\u1ee3c ch\u1ecdn ph\u00f9 h\u1ee3p v\u1edbi xu h\u01b0\u1edbng ti\u00eau d\u00f9ng trong su\u1ed1t m\u1ed9t th\u1eddi gian d\u00e0i, nh\u01b0 tr\u01b0\u1eddng h\u1ee3p safety c\u1ee7a Volvo.<\/p>\n\n\n\n<p>C\u00e1c ti\u00eau ch\u00ed \u0111\u01b0\u1ee3c ch\u1ecdn, tuy nhi\u00ean c\u0169ng th\u01b0\u1eddng d\u1ec5 b\u1ecb sao ch\u00e9p b\u1edfi nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u sau. Trong s\u1ef1 ph\u00e1t tri\u1ec3n qu\u00e1 nhanh c\u1ee7a khoa h\u1ecdc v\u00e0 c\u00f4ng ngh\u1ec7, \u0111\u1ed1i ph\u01b0\u01a1ng lu\u00f4n c\u00f3 th\u1ec3 nhanh ch\u00f3ng b\u1eaft k\u1ecbp v\u00e0 th\u1ecfa m\u00e3n c\u00f9ng m\u1ed9t ti\u00eau ch\u00ed, t\u1eeb \u0111\u00f3 l\u00e0m tri\u1ec7t ti\u00eau c\u00e1c l\u1ee3i th\u1ebf c\u1ea1nh tranh.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><br>Ti\u00eau th\u1ee9c 2: \u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u d\u1ef1a tr\u00ean l\u1ee3i \u00edch s\u1ea3n ph\u1ea9m<\/h3>\n\n\n\n<p>Ti\u00eau th\u1ee9c n\u00e0y t\u01b0\u01a1ng t\u1ef1 nh\u01b0 ti\u00eau th\u1ee9c tr\u00ean, nh\u01b0ng kh\u00e1c \u1edf ch\u1ed7 thay v\u00ec n\u00f3i \u0111\u1eb7t t\u00ednh hi\u1ec7n h\u1eefu c\u1ee7a s\u1ea3n ph\u1ea9m, ti\u00eau th\u1ee9c n\u00e0y n\u00f3i v\u1ec1 hi\u1ec7u qu\u1ea3 l\u1ee3i \u00edch v\u00e0 \u0111\u1eb7c t\u00ednh m\u00e0 s\u1ea3n ph\u1ea9m \u0111\u00f3 mang l\u1ea1i cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Trong tr\u01b0\u1eddng h\u1ee3p kem \u0111\u00e1nh r\u0103ng c\u00f3 ch\u1ee9a fluor (t\u1ee9c l\u00e0 feature), l\u1ee3i \u00edch mang l\u1ea1i l\u00e0 ng\u1eeba s\u00e2u r\u0103ng (benefit).<\/p>\n\n\n\n<p>Ti\u00eau th\u1ee9c n\u00e0y th\u1ecfa m\u00e3n vi\u1ec7c tr\u1ea3 l\u1eddi tr\u1ef1c ti\u1ebfp v\u00e0 c\u00e2u h\u1ecfi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u00e0 \u201cs\u1ea3n ph\u1ea9m (nh\u00e3n hi\u1ec7u) n\u00e0y mang l\u1ea1i cho t\u00f4i l\u1ee3i \u00edch g\u00ec\u201d.<\/p>\n\n\n\n<p>N\u1ebfu tri\u1ec3n khai \u0111\u1ecbnh v\u1ecb cho ti\u00eau ch\u00ed safety c\u1ee7a Volvo, ta c\u00f3 th\u1ec3 tuy\u00ean b\u1ed1 m\u1ed9t l\u1ee3i \u00edch g\u1ea7n g\u0169i h\u01a1n c\u00f3 th\u1ec3 l\u00e0 protection (b\u1ea3o v\u1ec7). D\u0129 nhi\u00ean tuy\u00ean b\u1ed1 n\u00e0y ph\u1ea3i \u0111i li\u1ec1n v\u1edbi m\u1ed9t feature hi\u1ec7n h\u1eefu, nh\u01b0 l\u00e0 t\u00fai kh\u00ed an t\u00f2an tr\u01b0\u1edbc v\u00f4 l\u0103ng (airbag).<\/p>\n\n\n\n<p>\u0110\u00e2y l\u00e0 m\u1ed9t ti\u00eau th\u1ee9c r\u1ea5t h\u1eefu hi\u1ec7u theo b\u1edfi t\u00ednh linh h\u1ecdat c\u1ee7a n\u00f3 v\u00e0 kh\u1ea3 n\u0103ng th\u1ecfa m\u00e3n c\u1ea3 y\u1ebfu t\u1ed1 duy l\u00fd (rational) v\u00e0 duy c\u1ea3m (emotional) c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n\n\n\n<p>Trong vi\u1ec7c h\u1ecdach \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c, ti\u00eau th\u1ee9c n\u00e0y c\u1ea7n \u0111\u01b0\u1ee3c \u0111\u1ed5i m\u1edbi linh h\u1ecdat \u0111\u1ec3 ph\u00f9 h\u1ee3p t\u1eebng giai \u0111\u1ecdan \u0111\u1ecbnh v\u1ecb c\u1ee7a nh\u00e3n hi\u1ec7u. C\u00e1i g\u1ecdi l\u00e0 unique selling point (USP) th\u1ef1c ra ch\u1ec9 t\u1ed3n t\u1ea1i trong t\u1eebng chu k\u1ef3 ng\u1eafn c\u1ee7a s\u1ea3n ph\u1ea9m, do v\u1eady ch\u00fang ta c\u1ea7n ph\u1ea3i lu\u00f4n d\u00e8 ch\u1eebng v\u00e0 ti\u00ean li\u1ec7u tr\u01b0\u1edbc nh\u1eefng ti\u00eau ch\u00ed l\u1ee3i \u00edch m\u1edbi h\u01a1n \u0111\u1ec3 gi\u1eef m\u1ed9t tr\u1ea1ng th\u00e1i ti\u00ean phong \u0111\u1ecbnh v\u1ecb nh\u1eefng g\u00eda tr\u1ecb m\u1edbi.<\/p>\n\n\n\n<p>Ch\u1eb3ng h\u1ea1n b\u1ed9 vi x\u1eed l\u00fd intel ph\u1ea3i lu\u00f4n thay \u0111\u1ed5i li\u00ean t\u1ee5c v\u1ec1 tuy\u00ean b\u1ed1 t\u1ed1c b\u1ed9 x\u1eed l\u00fd c\u1ee7a m\u00ecnh, v\u00e0 c\u0169ng ch\u00ednh v\u00ec th\u1ebf m\u00e0 intel lu\u00f4n l\u00e0 ng\u01b0\u1eddi th\u00e0nh c\u00f4ng trong nhi\u1ec1u n\u0103m cho \u0111\u1ebfn khi b\u1ecb c\u1ea1nh tranh b\u1edfi ch\u00ednh AMD ho\u1eb7c Apple b\u1edfi ch\u00ednh USP t\u1ed1c \u0111\u1ed9 \u0111\u00f3.<\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e6efff\"><em>Li\u00ean h\u1ec7 ngay v\u1edbi Sao Kim Branding n\u1ebfu doanh nghi\u1ec7p c\u1ee7a b\u1ea1n c\u1ea7n h\u1ed7 tr\u1ee3 <a href=\"https:\/\/www.saokim.com.vn\/giai-phap\/xay-dung-thuong-hieu-tinh-gon\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/a> b\u00e0i b\u1ea3n, chuy\u00ean nghi\u1ec7p nh\u01b0ng \u0111\u1ea3m b\u1ea3o tinh g\u1ecdn v\u00e0 hi\u1ec7u qu\u1ea3.<\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Ti\u00eau th\u1ee9c 3: Ph\u01b0\u01a1ng ph\u00e1p \u0111\u1ecbnh v\u1ecb theo V\u1ea5n \u0111\u1ec1 &amp; Gi\u1ea3i ph\u00e1p (Problem &amp; Solution)<\/h3>\n\n\n\n<p>\u0110\u00e2y c\u0169ng l\u00e0 m\u1ed9t chi\u00eau th\u1ee9c kinh \u0111i\u1ec3n \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng trong c\u00e1c chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb nh\u00e3n hi\u1ec7u th\u00e0nh c\u00f4ng. C\u01a1 s\u1edf c\u1ee7a ti\u00eau th\u1ee9c \u0111\u1ecbnh v\u1ecb n\u00e0y l\u00e0 nh\u1eafm \u0111\u1ebfn vi\u1ec7c t\u1eadp trung t\u00ecm ra nh\u1eefng v\u1ea5n \u0111\u1ec1 m\u00e0 ngay ch\u00ednh c\u1ea3 ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u00f4i khi c\u0169ng kh\u00f4ng nh\u1eadn ra, ho\u1eb7c nh\u00ecn nh\u1eadn v\u1ea5n \u0111\u1ec1 d\u01b0\u1edbi m\u1ed9t g\u00f3c \u0111\u1ed9 kh\u00e1c.<\/p>\n\n\n\n<p>Oracle l\u00e0 \u0111i\u1ec3n h\u00ecnh trong vi\u1ec7c \u00e1p \u0111\u1ee5ng ti\u00eau th\u1ee9c \u0111\u1ecbnh v\u1ecb n\u00f3i tr\u00ean. C\u00e1c l\u0129nh v\u1ef1c \u0111\u1eb7c th\u00f9 nh\u01b0 T\u00e0i ch\u00ednh Ng\u00e2n h\u00e0ng, C\u00f4ng ngh\u1ec7 Th\u00f4ng tin v\u00e0 Truy\u1ec1n th\u00f4ng \u00e1p d\u1ee5ng ti\u00eau th\u1ee9c n\u00e0y. Ch\u00fang ta h\u00e3y xem t\u00ecnh hu\u1ed1ng v\u00ed d\u1ee5 sau \u0111\u00e2y:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>V\u1ea5n \u0111\u1ec1<\/strong>: \u0110i\u1ec1u g\u00ec x\u1ea3y ra cho gia \u0111\u00ecnh b\u1ea1n gia \u0111\u00ecnh n\u1ebfu b\u1ea3n th\u00e2n b\u1ea1n g\u1eb7p tai n\u1ea1n b\u1ea5t ng\u1edd<br>trong cu\u1ed9c s\u1ed1ng?<\/li>\n\n\n\n<li><strong>Gi\u1ea3i ph\u00e1p<\/strong>: H\u00e3y mua m\u1ed9t h\u1ee3p \u0111\u1ed3ng b\u1ea3o hi\u1ec3m nh\u00e2n th\u1ecd.<\/li>\n<\/ul>\n\n\n\n<p>Th\u1eadt ra ti\u00eau th\u1ee9c \u0111\u1ecbnh v\u1ecb n\u00e0y ng\u00e0y c\u00e0ng b\u1ed9c l\u1ed9 m\u1ed9t s\u1ed1 \u0111i\u1ec3m b\u1ea5t l\u1ee3i, \u0111\u1ed1i ph\u01b0\u01a1ng c\u00f3 th\u1ec3 nhanh ch\u00f3ng n\u1eafm b\u1eaft c\u01a1 h\u1ed9i v\u00e0 th\u1eadm ch\u00ed \u0111\u00f4i khi h\u1ecd th\u1ef1c hi\u1ec7n \u1edf m\u1ee9c \u0111\u1ed9 t\u1ed1t h\u01a1n v\u1edbi nh\u1eefng l\u1ee3i \u0111i\u1ec3m cao h\u01a1n. R\u1ee7i ro kh\u00e1c l\u00e0 \u0111\u00f4i khi ch\u00fang ta kh\u00f4ng th\u1ec3 th\u1ef1c hi\u1ec7n \u0111\u00fang nh\u01b0 l\u1eddi cam k\u1ebft v\u1ec1 gi\u1ea3i ph\u00e1p \u0111\u00e3 h\u1ee9a v\u1edbi kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><br>Ti\u00eau th\u1ee9c 4: Ti\u00eau th\u1ee9c \u0111\u1ecbnh v\u1ecb C\u1ea1nh tranh<\/h3>\n\n\n\n<p>M\u1ed9t ti\u00eau th\u1ee9c r\u1ea5t quan tr\u1ecdng n\u1eefa \u0111\u00f3 l\u00e0 x\u00e2y d\u1ef1ng \u0111\u1ecbnh v\u1ecb d\u1ef1a tr\u00ean c\u1ea1nh tranh. Ch\u00fang ta h\u00e3y t\u1ea1m g\u1ecdi \u0111\u00f3 l\u00e0 chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb \u0111\u1ed1i \u1ee9ng. M\u1eb7c d\u00f9 trong t\u00ecnh th\u1ebf c\u00f3 th\u1ec3 l\u00e0 b\u1ecb \u0111\u1ed9ng, \u0111\u1ecbnh v\u1ecb \u0111\u1ed1i \u1ee9ng hay \u0111\u1ecbnh v\u1ecb c\u1ea1nh tranh l\u1ea1i l\u00e0 \u0111i\u1ec1u b\u1eaft bu\u1ed9c ph\u1ea3i l\u00e0m tr\u01b0\u1edbc khi c\u00f3 th\u1ec3 bu\u1ed9t ph\u1ea3i \u0111i \u0111\u1ebfn m\u1ed9t quy\u1ebft \u0111\u1ecbnh \u0111\u1ecbnh v\u1ecb sai l\u1ea7m kh\u00e1c hay m\u1ed9t quy\u1ebft \u0111\u1ecbnh b\u1ecf cu\u1ed9c.<\/p>\n\n\n\n<p>\u0110a ph\u1ea7n c\u00e1c \u0111\u1ecbnh v\u1ecb theo ti\u00eau th\u1ee9c c\u1ea1nh tranh th\u01b0\u1eddng hay s\u1eed d\u1ee5ng ph\u00e9p so s\u00e1nh. Ch\u00fang ta c\u1ea7n l\u01b0u \u00fd ph\u1ea3i s\u1eed d\u1ee5ng ti\u00eau ch\u00ed \u0111\u1ecbnh v\u1ecb so s\u00e1nh m\u1ed9t c\u00e1ch th\u1eadt kh\u00e9o l\u00e9o, v\u00e0 trong m\u1ecdi tr\u01b0\u1eddng h\u1ee3p h\u1ea7u nh\u01b0 kh\u00f4ng \u0111\u01b0\u1ee3c ph\u00e9p n\u00eau \u0111\u00edch danh t\u00ean c\u1ee7a nh\u00e3n hi\u1ec7u c\u1ea1nh tranh.<\/p>\n\n\n\n<p>Tuy nhi\u00ean trong h\u1ea7u h\u1ebft c\u00e1c tr\u01b0\u1eddng h\u1ee3p ch\u00fang ta c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng t\u00ean c\u1ee7a m\u1ed9t \u0111\u01a1n v\u1ecb trung gian, m\u1ed9t \u0111\u01a1n v\u1ecb hay m\u1ed9t nh\u00e3n hi\u1ec7u c\u00f3 uy t\u00edn \u0111\u1ee9ng ra b\u1ea3o ch\u1ee9ng cho \u01b0u th\u1ebf c\u1ea1nh tranh \u0111\u1ecbnh v\u1ecb c\u1ee7a m\u00ecnh.<\/p>\n\n\n\n<p><br>Vi\u1ec7c tuy\u00ean b\u1ed1 d\u1eabn \u0111\u1ea7u hay ph\u00f4 tr\u01b0\u01a1ng \u01b0u th\u1ebf c\u1ea1nh tranh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u c\u00f4ng ty \u0111\u00f4i khi l\u1ea1i kh\u00f4ng c\u00f3 t\u00e1c d\u1ee5ng hay kh\u00f4ng li\u00ean quan g\u00ec \u0111\u1ebfn kh\u1ea3 n\u0103ng d\u1eabn \u0111\u1ea7u hay \u01b0u th\u1ebf c\u1ea1nh tranh c\u1ee7a nh\u00e3n hi\u1ec7u s\u1ea3n ph\u1ea9m. Nh\u1eefng ti\u00eau ch\u00ed ch\u1ee9ng minh \u01b0u th\u1ebf c\u1ea1nh tranh l\u00e0 \u0111\u00e1ng tin c\u1eady v\u1ec1 m\u1eb7t lu\u1eadn l\u00fd hay ph\u00e1p l\u00fd, nh\u01b0ng \u0111\u1ed1i v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng b\u00ecnh th\u01b0\u1eddng th\u00ec \u0111\u00f4i khi h\u1ecd kh\u00f4ng th\u1ec3 hi\u1ec3u hay ch\u1ea5p nh\u1eadn \u0111\u01b0\u1ee3c.<\/p>\n\n\n\n<p>Nh\u01b0 v\u1eady th\u00ec vi\u1ec7c t\u1ea1o ra m\u1ed9t \u01b0u th\u1ebf s\u1ea3n ph\u1ea9m m\u1edbi ch\u1ec9 l\u00e0 m\u1ed9t n\u1eeda c\u1ee7a v\u1ea5n \u0111\u1ec1, ph\u1ea7n quan tr\u1ecdng c\u00f2n l\u1ea1i l\u00e0 s\u1ef1 kh\u00f4n kh\u00e9o ch\u1ecdn l\u01b0a ti\u00eau th\u1ee9c \u0111\u1ecbnh v\u1ecb c\u1ea1nh tranh cho ph\u00f9 h\u1ee3p.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><br>Ti\u00eau th\u1ee9c 5: \u0110\u1ecbnh v\u1ecb theo Gi\u00e1 tr\u1ecb v\u00e0 s\u1ef1 n\u1ed5i ti\u1ebfng c\u1ee7a doanh nghi\u1ec7p (Corporate Credentials or Identity)<\/h3>\n\n\n\n<p>Nhi\u1ec1u c\u00f4ng ty d\u1ef1a v\u00e0o \u01b0u th\u1ebf Th\u01b0\u01a1ng hi\u1ec7u C\u00f4ng ty \u0111\u1ec3 \u0111\u1ecbnh v\u1ecb nh\u00e3n hi\u1ec7u s\u1ea3n ph\u1ea9m hay \u0111\u1ed3ng h\u00f3a nh\u00e3n hi\u1ec7u s\u1ea3n ph\u1ea9m v\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u00f4ng ty. \u0110i\u1ec3n h\u00ecnh l\u00e0 Sony, IBM v\u00e0 Nestl\u00e9. Uy t\u00edn, m\u1ee9c \u0111\u1ed9 nh\u1eadn bi\u1ebft v\u00e0 gi\u00e1 tr\u1ecb c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u m\u1eb9 l\u00e0 m\u1ed9t t\u00e0i s\u1ea3n qu\u00fd gi\u00e1 cho vi\u1ec7c \u0111\u00ednh nh\u00e3n v\u00e0o c\u00e1c nh\u00e3n hi\u1ec7u con, hay b\u1ea3o tr\u1ee3 cho c\u00e1c nh\u00e3n hi\u1ec7u con. \u0110\u1ed1i v\u1edbi ng\u01b0\u1eddi b\u00e1n (the trade: \u0111\u1ea1i l\u00fd, ng\u01b0\u1eddi b\u00e1n l\u1ebb) th\u00ec chi\u1ebfn thu\u1eadt n\u00e0y ch\u1ee9ng minh \u0111\u01b0\u1ee3c l\u1ee3i th\u1ebf v\u00f4 song, ngay c\u1ea3 khi m\u00e0 vi\u1ec7c \u0111\u1ea7u t\u01b0 cho c\u00e1c nh\u00e3n ph\u1ee5 (sub-brand) ch\u01b0a \u0111\u01b0\u1ee3c th\u1ef1c<br>hi\u1ec7n.<\/p>\n\n\n\n<p>Tuy nhi\u00ean chi\u1ebfn l\u01b0\u1ee3c n\u00e0y kh\u00f4ng ph\u1ea3i l\u00e0 kh\u00f4ng c\u00f3 m\u1eb7t tr\u00e1i. \u0110i\u1ec3n h\u00ecnh l\u00e0 trong t\u00ecnh hu\u1ed1ng m\u00e0 c\u00e1c \u0111\u1ed1i ph\u01b0\u01a1ng \u0111\u00e3 x\u00e1c l\u1eadp c\u00e1c nh\u00e3n hi\u1ec7u s\u1ea3n ph\u1ea9m th\u1ef1c s\u1ef1 m\u1ea1nh v\u00e0 \u0111\u1ea7y c\u00e1 t\u00ednh. M\u1ed9t C\u00f4ng ty \u0111\u1ebfn sau kh\u00f4ng th\u1ec3 m\u00e1y m\u00f3c \u00e1p d\u1ee5ng chi\u1ebfn thu\u1eadt th\u01b0\u01a1ng hi\u1ec7u m\u1eb9 bao tr\u00f9m, l\u00fd do d\u1ec5 hi\u1ec3u l\u00e0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u l\u1edbn \u0111\u00e3 \u0111i v\u00e0o ti\u1ec1m th\u1ee9c c\u00f4ng ch\u00fang v\u1edbi nh\u1eefng h\u00ecnh \u1ea3nh r\u1ea5t c\u1ee5 th\u1ec3, m\u00e0 c\u00e1c h\u00ecnh \u1ea3nh \u0111\u00f3 ch\u01b0a ch\u1eafc \u0111\u00e3 ph\u00f9 h\u1ee3p v\u1edbi m\u1ed9t nh\u00e3n hi\u1ec7u s\u1ea3n ph\u1ea9m r\u1ea5t ri\u00eang bi\u1ec7t.<\/p>\n\n\n\n<p><br>M\u1ed9t nh\u00e3n hi\u1ec7u con \u0111\u01b0\u1ee3c b\u1ea3o ch\u1ee9ng, khi g\u1eb7p v\u1ea5n \u0111\u1ec1 s\u1ebd \u1ea3nh h\u01b0\u1edfng ng\u01b0\u1ee3c l\u1ea1i \u0111\u1ebfn c\u00e1c th\u01b0\u01a1ng hi\u1ec7u m\u1eb9. Tr\u01b0\u1eddng h\u1ee3p c\u1ee7a nh\u00e3n hi\u1ec7u l\u1ed1p xe h\u01a1i Firestone, khi g\u1eb7p v\u1ea5n \u0111\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng, x\u00ec-c\u0103ng-dan n\u00e0y \u1ea3nh h\u01b0\u1edfng ngay \u0111\u1ebfn uy t\u00edn th\u01b0\u01a1ng hi\u1ec7u m\u1eb9 l\u00e0 Bridgestone v\u00e0 nh\u00e3n hi\u1ec7u xe Ford.<\/p>\n\n\n\n<p>M\u1ed9t v\u00ed d\u1ee5 v\u1ec1 s\u1ef1 \u00e1p d\u1ee5ng ti\u00eau th\u1ee9c n\u00e0y r\u1ea5t th\u00e0nh c\u00f4ng t\u1ea1i Vi\u1ec7t Nam l\u00e0 VINAMILK. Trong nh\u1eefng n\u0103m g\u1ea7n \u0111\u00e2y, b\u1eb1ng vi\u1ec7c t\u00e1i \u0111\u1ecbnh v\u1ecb h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u c\u00f4ng ty \u201cch\u1ea5t l\u01b0\u1ee3ng qu\u1ed1c t\u1ebf \u2013 ch\u1ea5t l\u01b0\u1ee3ng Vinamilk\u201d, c\u00f4ng ty \u0111\u00e3 \u0111\u1ed9t ph\u00e1 trong vi\u1ec7c t\u00e1i c\u1ea5u tr\u00fac c\u1ea3 m\u1ed9t h\u1ec7 th\u1ed1ng nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u bao tr\u00f9m v\u00e0 thay \u0111\u1ed5i h\u1ec7 th\u1ed1ng nh\u1eadn di\u1ec7n m\u1edbi b\u1eb1ng c\u1ea3 m\u1ed9t k\u1ebf h\u1ecdach t\u1ed1n k\u00e9m h\u00e0ng tr\u0103m t\u1ef7 \u0111\u1ed3ng, song song \u0111\u00f3 l\u00e0 nh\u1eefng gi\u1ea3i ph\u00e1p truy\u1ec1n th\u00f4ng hi\u1ec7u qu\u1ea3 mang t\u00ednh s\u00e1ng t\u1ea1o (\u0111i\u1ec3n h\u00ecnh l\u00e0 l\u1ea7n \u0111\u1ea7u ti\u00ean t\u00e0i tr\u1ee3 ch\u01b0\u01a1ng tr\u00ecnh d\u1ef1 b\u00e1o th\u1eddi ti\u1ebft). T\u1ea5t c\u1ea3 c\u00e1c gi\u1ea3i ph\u00e1p t\u00e1i \u0111\u1ecbnh v\u1ecb v\u00e0 gi\u00e1 c\u1ed1 h\u00ecnh \u1ea3nh b\u1eb1ng h\u1ec7 th\u1ed1ng nh\u1eadn di\u1ec7n m\u1ea1nh m\u1ebd \u0111\u00e3 l\u00e0m v\u1eefng ch\u1eafc h\u01a1n uy t\u00edn c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh Vi\u1ec7t Nam trong th\u1eddi k\u1ef3 h\u1ed9i nh\u1eadp kinh t\u1ebf.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Ti\u00eau th\u1ee9c 6: \u0110\u1ecbnh v\u1ecb theo Th\u00f3i quen ti\u00eau d\u00f9ng v\u00e0 C\u00f4ng d\u1ee5ng (Usage Occasion, Time and Application)<\/h3>\n\n\n\n<p>Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y hi\u1ec7u qu\u1ea3 \u0111\u1ed1i v\u1edbi mong mu\u1ed1n l\u00e0m kh\u00e1c \u0111i (differentiator), th\u00edch h\u1ee3p h\u01a1n v\u1edbi nh\u00e3n hi\u1ec7u s\u1ea3n ph\u1ea9m d\u1ecbch v\u1ee5 h\u01a1n l\u00e0 v\u1edbi th\u01b0\u01a1ng hi\u1ec7u t\u1eadp \u0111o\u00e0n v\u00e0 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u l\u1edbn to\u00e0n c\u1ea7u.<\/p>\n\n\n\n<p><br>Ph\u00e2n kh\u00fac \u0111a d\u1ea1ng s\u1ebd t\u1ea1o c\u01a1 h\u1ed9i cho ti\u00eau th\u1ee9c \u0111\u1ecbnh v\u1ecb n\u00e0y. Ng\u01b0\u1eddi ta d\u00f9ng m\u1ed9t s\u1ea3n ph\u1ea9m nh\u01b0ng t\u1ea1i nh\u1eefng khung c\u1ea3nh ti\u00eau d\u00f9ng kh\u00e1c nhau. Th\u1ecb tr\u01b0\u1eddng th\u1ee9c u\u1ed1ng l\u00e0 m\u1ed9t v\u00ed d\u1ee5. Lu\u00f4n t\u1ed3n t\u1ea1i hai ph\u00e2n kh\u00fac ch\u00ednh \u0111\u00f3 l\u00e0 on-premise: u\u1ed1ng t\u1ea1i qu\u00e1n v\u00e0 off-premise: u\u1ed1ng t\u1ea1i nh\u00e0.<\/p>\n\n\n\n<p>Th\u1ee9c u\u1ed1ng chocolate (Milo) th\u1ef1c hi\u1ec7n ph\u00e2n kh\u00fac c\u00f2n chi ti\u1ebft h\u01a1n r\u1ea5t nhi\u1ec1u, theo th\u1eddi gian trong ng\u00e0y, t\u1ea1i nh\u00e0 hay t\u1ea1i c\u00f4ng s\u1edf, l\u00fac n\u00f3i chuy\u1ec7n b\u1ea1n b\u00e8 hay l\u00fac \u0111\u1ecdc s\u00e1ch. C\u00f2n \u0111\u1ed1i v\u1edbi r\u01b0\u1ee3u S\u00e2m banh, c\u00f3 th\u1ec3 g\u1ecdi \u0111\u00f3 l\u00e0 m\u1ed9t Occasional Drink th\u1eadt s\u1ef1 theo c\u00e1c t\u00ecnh hu\u1ed1ng m\u00e0 thi\u1ebft k\u1ebf ra s\u1ea3n ph\u1ea9m (sinh nh\u1eadt, gi\u00e1ng sinh, n\u0103m m\u1edbi, \u0111\u00e1m c\u01b0\u1edbi\u2026). Ngo\u00e0i ra c\u00f3 th\u1ec3 k\u1ec3 m\u1ed9t d\u00f2ng s\u1ea3n ph\u1ea9m c\u0169ng th\u01b0\u1eddng \u00e1p d\u1ee5ng chi\u00eau th\u1ee9c n\u00e0y l\u00e0 s\u1ea3n ph\u1ea9m chocolate.<\/p>\n\n\n\n<p>C\u1ea7n l\u01b0u \u00fd r\u1eb1ng \u0111\u1ed1i v\u1edbi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p, h\u00ecnh \u1ea3nh v\u1ec1 \u201clu\u00f4n lu\u00f4n thay \u0111\u1ed5i\u201d c\u00f3 \u0111\u00f4i khi l\u1ea1i r\u1ea5t kh\u00f4ng ph\u00f9 h\u1ee3p, m\u00e2u thu\u1eabn v\u1edbi nh\u1eefng ti\u00eau ch\u00ed \u0111\u1ecbnh v\u1ecb h\u00ecnh \u1ea3nh kh\u00e1c \u01b0u vi\u1ec7t h\u01a1n, ch\u1eb3ng h\u1ea1n nh\u01b0 \u201cph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng\u201d, \u201clu\u00f4n gi\u1eef l\u1eddi h\u1ee9a\u201d.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Ti\u00eau th\u1ee9c 7: \u0110\u1ecbnh v\u1ecb theo nh\u00f3m Kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau (Target User)<\/h3>\n\n\n\n<p>\u0110\u00e2y l\u00e0 m\u1ed9t chi\u00eau th\u1ee9c kinh \u0111i\u1ec3n, xu\u1ea5t ph\u00e1t t\u1eeb c\u00e1c ph\u01b0\u01a1ng ph\u00e1p Ph\u00e2n kh\u00fac Th\u1ecb tr\u01b0\u1eddng c\u01a1 b\u1ea3n nh\u01b0 demographic. C\u00e0ng \u0111\u00e0o s\u00e2u nghi\u00ean c\u1ee9u v\u00e0 th\u1ea5u hi\u1ec3u ng\u01b0\u1eddi ti\u00eau d\u00f9ng (consumer insight), ch\u00fang ta c\u00e0ng c\u00f3 nhi\u1ec1u c\u01a1 h\u1ed9i \u0111\u1ecbnh v\u1ecb nh\u00e3n hi\u1ec7u m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3 v\u1edbi nh\u1eefng chi\u00eau th\u1ee9c h\u1ea5p d\u1eabn v\u00e0 s\u00e1ng t\u1ea1o.<\/p>\n\n\n\n<p>Nike l\u00e0 m\u1ed9t \u0111i\u1ec3n h\u00ecnh, Nike t\u1eadp trung nghi\u00ean c\u1ee9u ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u1ee7a m\u00ecnh v\u00e0 \u0111\u01b0a ra nh\u1eefng ch\u01b0\u01a1ng tr\u00ecnh hu\u1ea5n luy\u1ec7n chuy\u00ean \u0111\u1ec1 cho t\u1eebng nh\u00f3m s\u1ea3n ph\u1ea9m \u0111\u1ed1i v\u1edbi t\u1eebng b\u1ed9 m\u00f4n th\u1ec3 thao.<\/p>\n\n\n\n<p>\u0110\u00e2y l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 \u0111\u1ecbnh v\u1ecb \u0111a nh\u00e3n hi\u1ec7u m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3. B\u1edfi c\u00e0ng \u0111\u00e0o s\u00e2u v\u00e0o c\u00e1c ph\u00e2n kh\u00fac, ch\u00fang ta c\u00e0ng kh\u00e1m ph\u00e1 ra nh\u1eefng ph\u00e2n kh\u00fac m\u1edbi r\u1ea5t ri\u00eang bi\u1ec7t. \u0110i\u1ec3n h\u00ecnh c\u1ee7a th\u00e0nh c\u00f4ng n\u00e0y t\u1ea1i Vi\u1ec7t Nam l\u00e0 c\u00f4ng ty h\u00f3a m\u1ef9 ph\u1ea9m UNZA v\u1edbi c\u00e1c nh\u00e3n hi\u1ec7u Enchanteur, Eversoft v\u00e0 Romano, v\u1edbi nh\u1eefng chi\u00eau th\u1ee9c \u0111\u1ecbnh v\u1ecb r\u1ea5t chuy\u00ean bi\u1ec7t, d\u1ef1a tr\u00ean nghi\u00ean c\u1ee9u th\u1ea5u \u0111\u00e1o v\u1ec1 \u0111a d\u1ea1ng ph\u00e2n kh\u00fac (segmentation). <\/p>\n\n\n\n<p>V\u1ea5n \u0111\u1ec1 c\u00f3 th\u1ec3 x\u1ea3y ra trong khi \u00e1p d\u1ee5ng chi\u00eau th\u1ee9c n\u00e0y l\u00e0 ch\u01b0a th\u1eadt s\u1ef1 n\u1eafm v\u1eefng hay am hi\u1ec3u c\u00e1c ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng hay \u0111\u00e1nh gi\u00e1 c\u00e1c ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng b\u1eb1ng con m\u1eaft ch\u1ee7 quan. Th\u1eadt ra c\u00e1c Ph\u00e2n kh\u00fac sau khi \u0111\u00e3 \u0111\u01b0\u1ee3c nh\u1eadn r\u00f5 v\u00e0 ph\u00e2n \u0111\u1ecbnh, c\u00f2n c\u1ea7n ph\u1ea3i \u0111\u01b0\u1ee3c l\u01b0\u1ee3ng h\u00f3a m\u1ed9t c\u00e1ch khoa h\u1ecdc \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 ti\u1ec1m n\u0103ng th\u1eadt s\u1ef1.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Ti\u00eau th\u1ee9c 8: \u0110\u1ecbnh v\u1ecb theo \u01af\u1edbc mu\u1ed1n (Aspiration)<\/h3>\n\n\n\n<p>\u0110\u1ecbnh v\u1ecb theo khuynh h\u01b0\u1edbng t\u00e2m l\u00fd \u01b0\u1edbc mu\u1ed1n \u00e1p d\u1ee5ng th\u1eadt \u0111a d\u1ea1ng. C\u01a1 s\u1edf c\u1ee7a ph\u01b0\u01a1ng ph\u00e1p \u0111\u1ecbnh v\u1ecb n\u00e0y l\u00e0 c\u00e1c nghi\u00ean c\u1ee9u chuy\u00ean s\u00e2u v\u1ec1 ph\u00e2n kh\u00fac nh\u01b0 l\u00e0 nghi\u00ean c\u1ee9u phong c\u00e1ch (lifestyle), t\u00e2m l\u00fd (psychographic) hay nh\u00e2n ch\u1ee7ng (ethnographic).<\/p>\n\n\n\n<p>Th\u00e1p nhu c\u1ea7u Maslow l\u00e0 m\u1ed9t c\u01a1 s\u1edf l\u00fd lu\u1eadn v\u1eefng ch\u1eafc \u0111\u1ec3 \u00e1p d\u1ee5ng cho ph\u01b0\u01a1ng ph\u00e1p ph\u00e2n kh\u00fac n\u00e0y. C\u1ee5 th\u1ec3 th\u01b0\u1eddng c\u00f3 hai c\u00e1ch th\u1ec3 hi\u1ec7n ti\u00eau th\u1ee9c n\u00e0y:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Status and prestige (t\u01b0\u01a1ng x\u1ee9ng v\u1edbi wealth achievement)<\/li>\n\n\n\n<li>Self-improvement (t\u01b0\u01a1ng \u0111\u01b0\u01a1ng v\u1edbi non-monetary achievement)<\/li>\n<\/ul>\n\n\n\n<p>\u0110\u1ecbnh v\u1ecb theo Aspiration t\u01b0\u01a1ng th\u00edch v\u1edbi kh\u1ea3 n\u0103ng t\u1ea1o ra c\u00e1c l\u1ee3i \u00edch duy c\u1ea3m (emotional benefits). Rolex l\u00e0 \u0111i\u1ec3n h\u00ecnh c\u1ee7a \u0111\u1ecbnh v\u1ecb d\u1ea1ng n\u00e0y, b\u1eb1ng chi\u00eau th\u1ee9c t\u1ea1o ra status (\u0111\u1ecba v\u1ecb cao) cho nh\u00e3n hi\u1ec7u.<\/p>\n\n\n\n<p>Gi\u00e1 tr\u1ecb c\u1ee7a c\u00e1c l\u1ee3i \u00edch c\u1ea3m t\u00ednh thu\u1ea7n t\u00fay \u0111\u1ed1i v\u1edbi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u nh\u01b0: \u0111\u01b0\u1ee3c t\u00f4n tr\u1ecdng, \u0111\u1ecba v\u1ecb x\u00e3 h\u1ed9i, th\u00e0nh \u0111\u1ea1t\u2026 th\u1eadt s\u1ef1 t\u1ea1o ra \u1ea5n t\u01b0\u1ee3ng m\u1ea1nh trong t\u00e2m l\u00fd kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Ti\u00eau th\u1ee9c 9: \u0110\u1ecbnh v\u1ecb theo Nguy\u00ean nh\u00e2n (Causes)<\/h3>\n\n\n\n<p>Chi\u00eau th\u1ee9c n\u00e0y d\u1ef1 a tr\u00ean nghi\u00ean c\u1ee9u v\u1ec1 ni\u1ec1m tin (belief) v\u00e0 nh\u1eefng nhu c\u1ea7u mang t\u00ednh c\u1ee9u c\u00e1nh \u0111\u1ec3 t\u1ed3n t\u1ea1i.<br>C\u00e1c nh\u00e3n hi\u1ec7u Avon, Benetton s\u1eed d\u1ee5ng chi\u00eau th\u1ee9c lo\u1ea1i n\u00e0y.<\/p>\n\n\n\n<p>\u0110\u1ed1i v\u1edbi Avon, s\u1ee9 m\u1ea1ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ed1i v\u1edbi x\u00e3 h\u1ed9i v\u00e0 tr\u00e1ch nhi\u1ec7m tr\u01b0\u1edbc c\u1ed9ng \u0111\u1ed3ng c\u00f9ng v\u1edbi s\u1ef1 h\u00f2a nh\u1eadp v\u00e0 g\u1ea7n g\u0169i t\u1ea1o ra h\u00ecnh \u1ea3nh m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u bi\u1ebft c\u1ea3m th\u00f4ng v\u00e0 chia s\u1ebb v\u1ec1 nguy\u00ean nh\u00e2n v\u00e0 \u0111\u1ed9ng c\u01a1 m\u00e0 kh\u00e1ch h\u00e0ng g\u1eafn b\u00f3 v\u1edbi th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n\n\n\n<p>Ph\u01b0\u01a1ng ph\u00e1p x\u00e2y d\u1ef1ng \u0111\u1ecbnh v\u1ecb n\u00e0y d\u1ef1a tr\u00ean vi\u1ec7c t\u1eadp trung v\u00e0o m\u1ed9t nh\u00f3m c\u00f4ng ch\u00fang m\u00e0 th\u00f4ng qua \u0111\u00f3 c\u00f3 th\u1ec3 x\u00e2y d\u1ef1ng n\u00ean m\u1ed9t l\u00f2ng tin c\u1ee5 th\u1ec3. D\u0129 nhi\u00ean t\u00f9y theo m\u1ee9c \u0111\u1ed9 m\u00e0 l\u00f2ng tin n\u00e0y c\u00f3 th\u1ec3 tr\u1ee5 v\u1eefng hay kh\u00f4ng khi \u0111\u01b0\u1ee3c nh\u00e2n r\u1ed9ng tr\u00ean th\u1ecb tr\u01b0\u1eddng \u0111\u1ec3 l\u00f4i k\u00e9o nhi\u1ec1u h\u01a1n c\u00f4ng ch\u00fang ti\u00eau d\u00f9ng.<\/p>\n\n\n\n<p>Ti\u00eau th\u1ee9c n\u00e0y do \u0111\u00f3 h\u00e0m x\u00fac nhi\u1ec1u \u00fd ngh\u0129 tri\u1ebft l\u00fd (brand philosophy) h\u01a1n v\u00e0 nh\u01b0 v\u1eady th\u00edch h\u1ee3p h\u01a1n \u0111\u1ed1i v\u1edbi d\u00f2ng th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p, th\u01b0\u01a1ng hi\u1ec7u t\u1ed5 ch\u1ee9c phi l\u1ee3i nhu\u1eadn v\u00e0 nh\u00e3n hi\u1ec7u h\u00e0ng h\u00f3a cao c\u1ea5p.<br>Th\u01b0\u01a1ng hi\u1ec7u Shell trong th\u1eddi gian g\u1ea7n \u0111\u00e2y x\u00e2y d\u1ef1ng \u0111\u1ecbnh v\u1ecb theo h\u01b0\u1edbng b\u1ea3o v\u1ec7 m\u00f4i tr\u01b0\u1eddng v\u00e0 b\u1ea3o t\u1ed3n di s\u1ea3n.<\/p>\n\n\n\n<p>\u0110i\u1ec1u c\u1ea7n l\u01b0u \u00fd khi chu\u1ea9n b\u1ecb \u00e1p d\u1ee5ng chi\u00eau th\u1ee9c n\u00e0y l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb \u1ed5n \u0111\u1ecbnh c\u00f3 tr\u01b0\u1edbc c\u00f3 sau, v\u1edbi m\u1ed9t k\u1ebf h\u1ecdach t\u1ed5ng th\u1ec3 chi ti\u1ebft v\u00e0 d\u0129 nhi\u00ean v\u00e0 v\u1edbi m\u1ed9t ng\u00e2n s\u00e1ch \u0111\u00e1ng k\u1ec3.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Ti\u00eau th\u1ee9c 10: \u0110\u1ecbnh v\u1ecb theo Gi\u00e1 tr\u1ecb (Value)<\/h3>\n\n\n\n<p>Chi\u00eau th\u1ee9c n\u00e0y kh\u00f4ng ch\u1ec9 t\u1eadp trung v\u00e0o khai th\u00e1c c\u00e1c gi\u00e1 tr\u1ecb m\u00e0 c\u00f3 th\u1ec3 l\u01b0\u1ee3ng h\u00f3a b\u1eb1ng ti\u1ec1n, n\u00f3 c\u00f2n quan t\u00e2m \u0111\u1ebfn nh\u1eefng gi\u00e1 tr\u1ecb m\u00e0 ch\u00fang ta \u0111\u1ed9i khi r\u1ea5t kh\u00f3 l\u01b0\u1ee3ng gi\u00e1 ch\u00fang. V\u1ec1 c\u01a1 b\u1ea3n c\u00f3 hai h\u00ecnh th\u1ee9c gi\u00e1 tr\u1ecb kh\u00e1c nhau, bao g\u1ed3m:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Price\/Quality: gi\u00e1 tr\u1ecb\/ch\u1ea5t l\u01b0\u1ee3ng, hay c\u00f2n g\u1ecdi l\u00e0 value for money l\u00e0 gi\u00e1 tr\u1ecb m\u00e0 c\u00f3 th\u1ec3 li\u00ean t\u01b0\u1edfng ngay \u0111\u1ebfn nh\u1eefng n\u1ea5c c\u1ee5 th\u1ec3 b\u1eb1ng ti\u1ec1n m\u1eb7t.<\/li>\n\n\n\n<li>Emotional value: gi\u00e1 tr\u1ecb c\u1ea3m t\u00ednh ho\u1eb7c gi\u00e1 tr\u1ecb duy c\u1ea3m, \u0111\u00e2y l\u00e0 c\u00e1c gi\u00e1 tr\u1ecb tinh th\u1ea7n, m\u00e0 theo c\u00e1c chu\u1ea9n m\u1ef1c v\u0103n h\u00f3a c\u1ee7a t\u1eebng c\u1ed9ng \u0111\u1ed3ng c\u1ee5 th\u1ec3, n\u00f3 s\u1ebd \u0111\u01b0\u1ee3c l\u01b0\u1ee3ng h\u00f3a m\u1ed9t t\u01b0\u01a1ng \u0111\u1ed1i.<\/li>\n<\/ul>\n\n\n\n<p>Th\u00f4ng th\u01b0\u1eddng ph\u00e9p l\u01b0\u1ee3ng h\u00f3a kh\u1ea3 d\u0129 c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng \u0111\u01b0\u1ee3c \u1edf \u0111\u00e2y l\u00e0 b\u1eb1ng c\u00e1ch so s\u00e1nh c\u00e1c m\u1ee9c \u0111\u1ed9 duy c\u1ea3m c\u1ee7a c\u00f4ng ch\u00fang \u0111\u1ed1i v\u1edbi t\u1eebng gi\u00e1 tr\u1ecb ri\u00eang bi\u1ec7t trong c\u00f9ng m\u1ed9t m\u00f4i tr\u01b0\u1eddng v\u0103n h\u00f3a v\u00e0 t\u00ecnh hu\u1ed1ng ti\u00eau d\u00f9ng.<\/p>\n\n\n\n<p>Paul Temporal \u0111\u01b0a ra m\u1ed9t v\u00ed d\u1ee5 l\u00e0 chi\u1ebfn l\u01b0\u1ee3c tung d\u00f2ng xe Mini c\u1ee7a BMW. \u1ea4n t\u01b0\u1ee3ng v\u1ec1 gi\u00e1 tr\u1ecb duy c\u1ea3m m\u00e0 Mini th\u00e0nh c\u00f4ng l\u00e0 d\u1ef1a tr\u00ean nh\u1eefng tr\u1ecb v\u0103n h\u00f3a t\u01b0\u01a1ng t\u1ef1 v\u1ed1n \u0111\u00e3 t\u1eebng \u0111\u01b0\u1ee3c x\u00e1c l\u1eadp b\u1edfi d\u00f2ng xe nh\u1ecf danh ti\u1ebfng c\u1ee7a Volkswagen mang nh\u00e3n hi\u1ec7u Beetle (con b\u1ecd).<\/p>\n\n\n\n<p>T\u00f9y theo c\u00e1ch hi\u1ec3u v\u00e0 \u00e1p d\u1ee5ng, chi\u00eau th\u1ee9c n\u00e0y c\u00f3 th\u1ec3 ph\u00f9 h\u1ee3p cho c\u1ea3 nh\u00e3n hi\u1ec7u s\u1ea3n ph\u1ea9m l\u1eabn th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Ti\u00eau th\u1ee9c 11: \u0110\u1ecbnh v\u1ecb theo T\u00ecnh c\u1ea3m (Emotion)<\/h3>\n\n\n\n<p>X\u00e9t v\u1ec1 y\u1ebfu t\u1ed1 chi\u1ebfn l\u01b0\u1ee3c th\u00ec ti\u00eau th\u1ee9c n\u00e0y t\u1ef1 th\u00e2n n\u00f3 \u0111\u00e3 th\u1ecfa m\u00e3n. Trong th\u1ef1c t\u1ebf n\u00f3 th\u01b0\u01a1ng \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng nh\u01b0 m\u1ed9t \u0111\u1ecbnh v\u1ecb c\u1ee7ng c\u1ed1 l\u00f2ng tin \u0111\u1ed1i v\u1edbi c\u00e1c ti\u00eau th\u1ee9c \u0111\u1ecbnh v\u1ecb kh\u00e1c thi\u00ean v\u1ec1 duy l\u00fd.<\/p>\n\n\n\n<p>Paul Temporal di\u1ec5n gi\u1ea3i th\u00e0nh c\u00f4ng c\u1ee7a ti\u00eau th\u1ee9c \u0111\u1ecbnh v\u1ecb n\u00e0y th\u00f4ng qua nh\u00e3n hi\u1ec7u kem \u0103n (ice cream) Haagen-Das, m\u1ed9t nh\u00e3n hi\u1ec7u ra \u0111\u1eddi mu\u1ed9n so v\u1edbi c\u00e1c \u0111\u1ea1i gia kh\u00e1c nh\u01b0 Wall\u2019s v\u00e0 Nestl\u00e9. B\u1eb1ng c\u00e1ch \u0111\u1ecbnh v\u1ecb nh\u00e3n hi\u1ec7u khai th\u00e1c c\u00e1c y\u1ebfu t\u1ed1 Emotion c\u0103n b\u1ea3n c\u1ee7a con ng\u01b0\u1eddi nh\u01b0 kh\u1ecfang kh\u1eafc h\u01b0\u1edfng th\u1ee5 s\u1ef1 sang tr\u1ecdng t\u1ed9t \u0111\u1ec9nh, y\u1ebfu t\u1ed1 d\u1ee5c v\u1ecdng b\u1ea3n n\u0103ng v\u00e0 t\u00ednh si\u00eau l\u00e3ng m\u1ea1n. Haagen Das m\u1ea1nh d\u1ea1n \u0111\u1eb7t m\u1ee9c gi\u00e1 cao 40% so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7, c\u1ed9ng v\u1edbi nh\u1eefng hi\u1ec7u qu\u1ea3 \u0111\u1ecbnh v\u1ecb n\u00f3i tr\u00ean t\u1ea1o ra m\u1ed9t s\u1ef1 th\u00e0nh c\u00f4ng ng\u00f2ai s\u1ef1<br>mong \u0111\u1ee3i.<\/p>\n\n\n\n<p>Emotion l\u00e0 con \u0111\u01b0\u1eddng t\u00e2m l\u00fd ng\u1eafn nh\u1ea5t \u0111\u1ebfn nh\u1eefng khao kh\u00e1t (desire) v\u1ed1n gi\u1eef m\u1ed9t kho\u1ea3ng c\u00e1ch r\u1ea5t g\u1ea7n \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng, v\u00e0 nh\u01b0 v\u1eady n\u00f3 l\u00e0 m\u1ed9t ti\u00eau th\u1ee9c r\u1ea5t l\u00e0 hi\u1ec7u qu\u1ea3.<\/p>\n\n\n\n<p>Tuy nhi\u00ean trong th\u1ef1c t\u1ebf kh\u00f3 kh\u0103n n\u1eb1m \u1edf v\u1ea5n \u0111\u1ec1 chuy\u00ean m\u00f4n v\u00e0 kh\u1ea3 n\u0103ng s\u00e1ng t\u1ea1o c\u00e1c th\u00f4ng \u0111i\u1ec7p v\u00e0 h\u00ecnh \u1ea3nh minh h\u1ecda. \u0110\u1ed1i v\u1edbi c\u00e1c nh\u00e3n hi\u1ec7u qu\u1ed1c t\u1ebf th\u1eed th\u00e1ch c\u00f2n n\u1eb1m \u1edf vi\u1ec7c c\u00e1c gi\u00e1 tr\u1ecb v\u0103n h\u00f3a t\u00ecnh c\u1ea3m c\u00f2n ph\u1ee5 thu\u1ed9c v\u00e0 m\u00f4i tr\u01b0\u1eddng \u0111a v\u0103n h\u00f3a c\u1ee7a c\u00e1c th\u1ecb tr\u01b0\u1eddng ti\u00eau d\u00f9ng kh\u00e1c nhau.<\/p>\n\n\n\n<p>Do v\u1eady th\u00e0nh c\u00f4ng ch\u1ec9 d\u00e0nh nh\u1eefng nh\u00e3n hi\u1ec7u bi\u1ebft c\u1ea3m nh\u1eadn c\u00e1c gi\u00e1 tr\u1ecb chung th\u00f4ng qua c\u00f4ng c\u1ee5 x\u00e2y d\u1ef1ng tri\u1ebft l\u00fd th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Ti\u00eau th\u1ee9c 12: \u0110\u1ecbnh v\u1ecb theo T\u00ednh c\u00e1ch (Personality)<\/h3>\n\n\n\n<p>X\u00e2y d\u1ef1ng Th\u01b0\u01a1ng hi\u1ec7u th\u00f4ng qua x\u00e2y d\u1ef1ng Nh\u00e2n c\u00e1ch l\u00e0 c\u00f4ng c\u1ee5 hi\u1ec7n \u0111\u1ea1i v\u00e0 r\u1ea5t hi\u1ec7u qu\u1ea3 (thu\u1eadt ng\u1eef chuy\u00ean m\u00f4n th\u01b0\u1eddng g\u1ecdi l\u00e0 Brand Personification).<\/p>\n\n\n\n<p>C\u00e1c nh\u00e3n hi\u1ec7u th\u00e0nh c\u00f4ng t\u00f2an c\u1ea7u \u0111\u1ec1u \u00e1p d\u1ee5ng chi\u00eau th\u1ee9c n\u00e0y. Trong th\u1ef1c t\u1ebf ch\u00fang ta th\u01b0\u1eddng c\u1ea3m nh\u1eadn nh\u1eefng t\u00ednh c\u00e1ch (characteristic) sau nh\u01b0 l\u00e0 th\u00e0nh t\u1ed1 th\u00f4ng d\u1ee5ng \u0111\u1ed1i v\u1edbi m\u1ed9t nh\u00e3n hi\u1ec7u nh\u00e2n c\u00e1ch ho\u00e1:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Caring (s\u1ef1 ch\u0103m s\u00f3c)<\/li>\n\n\n\n<li>Modern (t\u00ednh hi\u1ec7n \u0111\u1ea1i)<\/li>\n\n\n\n<li>Innovative (t\u00ednh \u0111\u1ed9t ph\u00e1)<\/li>\n\n\n\n<li>Warm (g\u1ea7n g\u0169i)<\/li>\n\n\n\n<li>Independent (t\u00ednh \u0111\u1ed9c l\u1eadp)<\/li>\n\n\n\n<li>Strong (m\u1ea1nh m\u1ebd)<\/li>\n\n\n\n<li>Honest (th\u1eadt)<\/li>\n\n\n\n<li>Experienced (c\u00f3 kinh nghi\u1ec7m)<\/li>\n\n\n\n<li>Eenuine (ch\u00ednh hi\u1ec7u)<\/li>\n\n\n\n<li>Sophisticated (tinh t\u1ebf)<\/li>\n\n\n\n<li>Successful (th\u00e0nh \u0111\u1ea1t)<\/li>\n\n\n\n<li>Inspiring (l\u00f4i cu\u1ed1n)<\/li>\n\n\n\n<li>Enegertic (linh ho\u1ea1t)<\/li>\n\n\n\n<li>Trustworthy (uy t\u00edn)<\/li>\n\n\n\n<li>Reliable (\u0111\u00e1ng tin c\u1eady)<\/li>\n\n\n\n<li>Approachable (d\u1ec5 ti\u00eap c\u1eadn)<\/li>\n\n\n\n<li>Fun loving (vui v\u1ebb)<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Ti\u00eau th\u1ee9c 13: Tuy\u00ean b\u1ed1 \u201cch\u00fang t\u00f4i l\u00e0 s\u1ed1 m\u1ed9t\u201d (Claiming Number One)<\/h3>\n\n\n\n<p>Ti\u00eau th\u1ee9c n\u00e0y th\u1eadt s\u1ef1 c\u1ea7n thi\u1ebft, ngay c\u1ea3 \u0111\u1ed1i v\u1edbi c\u00e1c doanh nghi\u1ec7p v\u00e0 th\u01b0\u01a1ng hi\u1ec7u ch\u01b0a th\u00e0nh \u0111\u1ea1t. Tuy nhi\u00ean b\u1ea3n ch\u1ea5t hi\u1ec7u qu\u1ea3 c\u1ee7a ti\u00eau th\u1ee9c \u0111\u1ecbnh v\u1ecb n\u00e0y thi\u00ean v\u1ec1 internal branding h\u01a1n l\u00e0 \u0111\u1ed1i v\u1edbi c\u00f4ng ch\u00fang. \u201cto be number one\u201d c\u00f3 l\u1ebd l\u00e0 c\u00e2u n\u00f3i \u0111\u01b0\u1ee3c nh\u1eafc \u0111\u1ebfn nhi\u1ec1u nh\u1ea5t trong c\u00e1c tuy\u00ean b\u1ed1 t\u1ea7m nh\u00ecn th\u01b0\u01a1ng hi\u1ec7u (doanh nghi\u1ec7p).<\/p>\n\n\n\n<p>T\u1ea5t c\u1ea3 c\u00e1c nh\u00e2n vi\u00ean v\u00e0 \u0111\u1ea1i l\u00fd c\u1ee7a Prudential kh\u00f4ng ai kh\u00f4ng thu\u1ed9c b\u00e0i h\u00e1t We Are Number One. B\u00e0i n\u00e0y \u0111\u01b0\u1ee3c h\u00e1t tr\u01b0\u1edbc c\u00e1c bu\u1ed5i h\u1ecdp, c\u00e1c \u0111\u1ea1i h\u1ed9i, th\u1eadm ch\u00ed h\u00e1t m\u1ed7i ng\u00e0y nh\u01b0 l\u00e0 m\u1ed9t nghi l\u1ec5 b\u1eaft bu\u1ed9c. \u0110i\u1ec1u n\u00e0y th\u1ec3 hi\u1ec7n ti\u00eau th\u1ee9c \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng trong t\u1ea7m nh\u00ecn th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p.<\/p>\n\n\n\n<p>Trong m\u1ed9t tuy\u00ean b\u1ed1 kh\u00e1c, c\u1ee7a nh\u00e3n hi\u1ec7u danh ti\u1ebfng Coca-Cola, trong c\u00e1c v\u0103n b\u1ea3n n\u1ed9i b\u1ed9 d\u00e0nh cho nh\u00e2n vi\u00ean, c\u00e1c \u00e1p ph\u00edch t\u1ea1i c\u00e1c nh\u00e0 m\u00e1y v\u00e0 h\u1ec7 th\u1ed1ng h\u1eadu c\u1ea7n c\u1ee7a m\u00ecnh, c\u00f3 m\u1ed9t c\u00e2u n\u00f3i n\u1ed5i ti\u1ebfng \u201cwe do not deliver anything under 100%\u201d .<\/p>\n\n\n\n<p>Ch\u00fang t\u00f4i th\u00e0nh th\u1eadt l\u01b0u \u00fd r\u1eb1ng vi\u1ec7c tuy\u00ean b\u1ed1 \u201cnumber one\u201d \u0111\u1ed1i v\u1edbi nh\u00e3n hi\u1ec7u s\u1ea3n ph\u1ea9m t\u1ef1 th\u00e2n n\u00f3 ch\u01b0a h\u1eb3n l\u00e0 m\u1ed9t tuy\u00ean b\u1ed1 \u0111\u1ecbnh v\u1ecb hi\u1ec7u qu\u1ea3 trong chi\u1ebfn d\u1ecbch \u0111\u1ed1i ng\u1ecdai (external branding). Trong th\u1eddi \u0111\u1ea1i ng\u00e0y nay khi m\u00e0 Brand Marketing \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng tri\u1ec7t \u0111\u1ec3, c\u00e1c ph\u01b0\u01a1ng ph\u00e1p ph\u00e2n kh\u00fac v\u00e0 c\u00e1c chi\u00eau th\u1ee9c \u0111\u1ecbnh v\u1ecb \u0111\u01b0\u1ee3c nghi\u00ean c\u1ee9u s\u00e2u s\u1eafc v\u00e0 tri\u1ec3n khai \u0111\u1eb9p m\u1ed9t c\u00e1ch ng\u1ecdan m\u1ee5c, th\u00ec vi\u1ec7c tuy\u00ean b\u1ed1 \u201cnumber one\u201d ch\u01b0a ch\u1eafc \u0111\u00e3 n\u00f3i l\u00ean \u0111\u01b0\u1ee3c \u0111i\u1ec1u g\u00ec. Trong th\u1ef1c t\u1ebf g\u1ea7n \u0111\u00e2y nh\u1eefng nh\u00e0 qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u kh\u00f4n ngoan thi\u00ean v\u1ec1 khai th\u00e1c ti\u00eau th\u1ee9c first-in h\u01a1n l\u00e0 number one (c\u0169ng theo Al Ries v&amp; Jack Trout).<\/p>\n\n\n\n<p><em>Download t\u00e0i li\u1ec7u <a href=\"https:\/\/www.saokim.com.vn\/blog\/wp-content\/uploads\/2010\/01\/dinhvithuonghieu.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>13 ti\u00eau th\u1ee9c \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u theo Paul Temporal<\/strong><\/a><\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">L\u1eddi k\u1ebft v\u1ec1 \u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/h2>\n\n\n\n<p>Nh\u01b0 v\u1eady l\u00e0 qua b\u00e0i vi\u1ebft n\u00e0y Sao Kim Branding \u0111\u00e3 gi\u00fap b\u1ea1n hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec, 13 ti\u00eau th\u1ee9c \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u. Hi v\u1ecdng r\u1eb1ng n\u1ed9i dung h\u1eefu \u00edch \u0111\u1ed1i v\u1edbi c\u00f4ng vi\u1ec7c c\u1ee7a b\u1ea1n.<\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e6efff\"><em>Li\u00ean h\u1ec7 ngay v\u1edbi Sao Kim Branding n\u1ebfu doanh nghi\u1ec7p c\u1ee7a b\u1ea1n c\u1ea7n h\u1ed7 tr\u1ee3 <a href=\"https:\/\/www.saokim.com.vn\/giai-phap\/xay-dung-thuong-hieu-tinh-gon\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/a> b\u00e0i b\u1ea3n, chuy\u00ean nghi\u1ec7p nh\u01b0ng \u0111\u1ea3m b\u1ea3o tinh g\u1ecdn v\u00e0 hi\u1ec7u qu\u1ea3.<\/em><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><strong>SAO KIM BRANDING<\/strong><\/p>\n\n\n\n<p><strong>Follow c\u00e1c b\u00e0i vi\u1ebft ch\u1ea5t l\u01b0\u1ee3ng c\u1ee7a Sao Kim t\u1ea1i:\u00a0<\/strong><\/p>\n\n\n\n<p><a href=\"https:\/\/www.saokim.com.vn\/blog\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Blog Sao Kim<\/strong><\/a>,&nbsp;<a href=\"https:\/\/www.saokim.com.vn\/cam-nang\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>C\u1ea9m Nang Sao Kim<\/strong><\/a>&nbsp;<\/p>\n\n\n\n<p><strong>Facebook:<\/strong>&nbsp;<a href=\"https:\/\/www.facebook.com\/saokimbranding\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Sao Kim Branding<\/strong><\/a><\/p>\n\n\n\n<p><strong>Case study Behance<\/strong>:&nbsp;<a href=\"https:\/\/www.behance.net\/saokimbranding\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Sao Kim Branding<\/strong><\/a><\/p>\n<div class=\"saokim-link-exchange\"><span id=\"link_896743041\">&#10064; Tham kh\u1ea3o th\u00eam: <span class=\"txtlink\"><a href=\"https:\/\/www.saokim.com.vn\/dich-vu\/sang-tac-slogan\/\" target=\"_blank\" rel=\"dofollow\" title=\"s\u00e1ng t\u00e1c slogan\">S\u00e1ng t\u00e1c slogan<\/a> <\/span>, <span class=\"txtlink\"><a href=\"https:\/\/www.saokim.com.vn\/dich-vu\/thiet-ke-profile\/\" target=\"_blank\" rel=\"dofollow\" title=\"h\u1ed3 s\u01a1 n\u0103ng l\u1ef1c\">H\u1ed3 s\u01a1 n\u0103ng l\u1ef1c<\/a> <\/span>, <span class=\"txtlink\"><a href=\"https:\/\/www.saokim.com.vn\/dich-vu\/thiet-ke-logo\/\" target=\"_blank\" rel=\"dofollow\" title=\"thi\u1ebft k\u1ebf logo th\u01b0\u01a1ng hi\u1ec7u\">Thi\u1ebft k\u1ebf logo th\u01b0\u01a1ng hi\u1ec7u<\/a> <\/span><\/span><\/div><div class=\"clearfix\"><\/div>","protected":false},"excerpt":{"rendered":"<p>Chia s\u1ebb \u0111\u1ea7y \u0111\u1ee7 nh\u1ea5t v\u1ec1 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec, cung c\u1ea5p 13 ti\u00eau th\u1ee9c \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u s\u00e2u s\u1eafc, hi\u1ec7u qu\u1ea3 k\u00e8m c\u00e1c v\u00ed d\u1ee5 minh h\u1ecda v\u1ec1 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng.<\/p>\n","protected":false},"author":44,"featured_media":328950,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[10],"tags":[91],"class_list":["post-328949","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-xay-dung-thuong-hieu","tag-dnh-v-thng-hiu"],"acf":[],"views":2842,"_links":{"self":[{"href":"https:\/\/www.saokim.com.vn\/blog\/wp-json\/wp\/v2\/posts\/328949","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=328949"}],"version-history":[{"count":5,"href":"https:\/\/www.saokim.com.vn\/blog\/wp-json\/wp\/v2\/posts\/328949\/revisions"}],"predecessor-version":[{"id":334075,"href":"https:\/\/www.saokim.com.vn\/blog\/wp-json\/wp\/v2\/posts\/328949\/revisions\/334075"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.saokim.com.vn\/blog\/wp-json\/wp\/v2\/media\/328950"}],"wp:attachment":[{"href":"https:\/\/www.saokim.com.vn\/blog\/wp-json\/wp\/v2\/media?parent=328949"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.saokim.com.vn\/blog\/wp-json\/wp\/v2\/categories?post=328949"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.saokim.com.vn\/blog\/wp-json\/wp\/v2\/tags?post=328949"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}