{"id":27936,"date":"2023-12-07T04:49:56","date_gmt":"2023-12-07T04:49:56","guid":{"rendered":"https:\/\/masterskills.org\/blog\/dinh-vi-thuong-hieu-brand-positioning-la-gi.html"},"modified":"2023-12-22T16:59:08","modified_gmt":"2023-12-22T09:59:08","slug":"dinh-vi-thuong-hieu-brand-positioning-la-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/dinh-vi-thuong-hieu-brand-positioning-la-gi.html","title":{"rendered":"\u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u (Brand Positioning) l\u00e0 g\u00ec?"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda<\/p>\n<\/figcaption><\/figure>\n

\u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u (Brand Positioning)<\/font><\/h2>\n

\u0110\u1ecbnh ngh\u0129a<\/b><\/p>\n

\u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/b> trong ti\u1ebfng Anh l\u00e0 Brand Positioning<\/b>.<\/p>\n

\u0110\u1ecbnh v\u1ecb l\u00e0 kh\u00f4ng gian \u0111\u1ed9c \u0111\u00e1o m\u00e0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u chi\u1ebfm gi\u1eef trong b\u1ed9 n\u00e3o c\u1ee7a kh\u00e1ch h\u00e0ng. N\u00f3 l\u00e0m cho kh\u00e1ch h\u00e0ng nh\u00ecn nh\u1eadn m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u1ee5 th\u1ec3 theo m\u1ed9t c\u00e1ch \u0111\u1ed9c \u0111\u00e1o b\u1eb1ng c\u00e1ch li\u00ean k\u1ebft c\u1ea3m x\u00fac, \u0111\u1eb7c \u0111i\u1ec3m v\u00e0 t\u00ecnh c\u1ea3m v\u1edbi th\u01b0\u01a1ng hi\u1ec7u. Ch\u00ednh s\u1ef1 li\u00ean t\u01b0\u1edfng n\u00e0y l\u00e0m cho th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a doanh nghi\u1ec7p n\u1ed5i b\u1eadt so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/p>\n

\u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/i> th\u01b0\u1eddng gi\u00fap tr\u1ea3 l\u1eddi c\u00e2u h\u1ecfi v\u00ec sao kh\u00e1ch h\u00e0ng l\u1ea1i l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u n\u00e0y thay v\u00ec s\u1ea3n ph\u1ea9m kh\u00f4ng m\u1ea5y kh\u00e1c bi\u1ec7t c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/p>\n

Theo nh\u01b0 \u0111\u1ecbnh ngh\u0129a c\u1ee7a P.Kotler th\u00ec \u201c\u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/b> 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.\u201d<\/p>\n

Thu\u1eadt ng\u1eef li\u00ean quan<\/b><\/span><\/p>\n

H\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u (Brand Image)<\/i> <\/b>l\u00e0 nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng. Kh\u00e1ch h\u00e0ng h\u00ecnh th\u00e0nh n\u00ean nh\u1eefng h\u00ecnh \u1ea3nh d\u1ef1a tr\u00ean s\u1ef1 t\u01b0\u01a1ng t\u00e1c v\u00e0 tr\u1ea3i nghi\u1ec7m c\u1ee7a h\u1ecd v\u1edbi th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

\u00dd ngh\u0129a c\u1ee7a vi\u1ec7c \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/font><\/h3>\n

– \u0110\u1ecbnh v\u1ecb t\u1ea1o ra s\u1ef1 g\u1eafn k\u1ebft gi\u1eefa kh\u00e1ch h\u00e0ng v\u00e0 doanh nghi\u1ec7p. T\u1eeb \u0111\u00f3 l\u00e0m cho th\u01b0\u01a1ng hi\u1ec7u nh\u01b0 m\u1ed9t ng\u01b0\u1eddi b\u1ea1n c\u1ee7a kh\u00e1ch h\u00e0ng, lu\u00f4n \u1edf trong ti\u1ec1m th\u1ee9c c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 s\u1ebd khi\u1ebfn h\u1ecd nh\u1edb v\u1ec1 doanh nghi\u1ec7p b\u1ea5t c\u1ee9 khi n\u00e0o khi \u0111\u01b0\u1ee3c g\u1ee3i nh\u1edb v\u1ec1 c\u00e1c s\u1ea3n ph\u1ea9m hay t\u00ednh n\u0103ng n\u1ed5i b\u1eadt c\u1ee7a s\u1ea3n ph\u1ea9m.<\/p>\n

V\u00ed d\u1ee5 v\u1ec1 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/b><\/p>\n

– Colgate \u0111\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb l\u00e0 s\u1ea3n ph\u1ea9m c\u00f3 t\u00ednh n\u0103ng b\u1ea3o v\u1ec7.<\/p>\n

– Woodland \u0111\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb c\u00f3 t\u00ednh d\u1ebbo dai v\u00e0 ho\u00e0n h\u1ea3o cho c\u00e1c ho\u1ea1t \u0111\u1ed9ng ngo\u00e0i tr\u1eddi.<\/p>\n

– Coca-Cola mang l\u1ea1i ni\u1ec1m vui.<\/p>\n

– Axe kh\u1eed m\u00f9i c\u00f3 s\u1ee9c h\u1ea5p d\u1eabn kh\u00f3 c\u01b0\u1ee1ng.<\/p>\n

L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 t\u1ea1o ra m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh?<\/font><\/h3>\n

Tr\u01b0\u1edbc khi b\u1ea1n quy\u1ebft \u0111\u1ecbnh \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh, h\u00e3y t\u1ef1 h\u1ecfi m\u00ecnh ba c\u00e2u h\u1ecfi sau:<\/p>\n

– Kh\u00e1ch h\u00e0ng c\u1ee7a t\u00f4i mu\u1ed1n g\u00ec?<\/p>\n

– T\u00f4i c\u00f3 th\u1ec3 cam k\u1ebft v\u1edbi kh\u00e1ch h\u00e0ng r\u1eb1ng s\u1ebd cung c\u1ea5p cho h\u1ecd s\u1ea3n ph\u1ea9m t\u1ed1t h\u01a1n hay kh\u00e1c bi\u1ec7t h\u01a1n so v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh hay kh\u00f4ng?<\/p>\n

– T\u1ea1i sao kh\u00e1ch h\u00e0ng n\u00ean tin l\u1eddi cam k\u1ebft c\u1ee7a t\u00f4i?<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: Feedough)<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n \u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u (ti\u1ebfng Anh: Brand Positioning) 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.\n <\/div>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[416],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/27936"}],"collection":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/comments?post=27936"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/27936\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=27936"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=27936"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=27936"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}