{"id":36186,"date":"2023-12-08T11:49:19","date_gmt":"2023-12-08T11:49:19","guid":{"rendered":"https:\/\/masterskills.org\/blog\/chien-luoc-thuong-hieu-brand-strategy-cua-doanh-nghiep-la-gi.html"},"modified":"2023-12-24T21:43:15","modified_gmt":"2023-12-24T14:43:15","slug":"chien-luoc-thuong-hieu-brand-strategy-cua-doanh-nghiep-la-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/chien-luoc-thuong-hieu-brand-strategy-cua-doanh-nghiep-la-gi.html","title":{"rendered":"Chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u (Brand Strategy) c\u1ee7a doanh nghi\u1ec7p l\u00e0 g\u00ec?"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda (Ngu\u1ed3n: yuzhilai)<\/i><\/p>\n<\/div>\n<\/div>\n

Chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u (Brand Strategy)<\/font><\/h2>\n

Kh\u00e1i ni\u1ec7m<\/b><\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u<\/b> trong ti\u1ebfng Anh g\u1ecdi l\u00e0 Brand Strategy.<\/b><\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u <\/b>c\u1ee7a doanh nghi\u1ec7p l\u00e0 m\u1ed9t t\u1eadp h\u1ee3p nguy\u00ean t\u1eafc v\u00e0 \u0111\u1ecbnh h\u01b0\u1edbng d\u1eabn d\u1eaft c\u00e1c ho\u1ea1t \u0111\u1ed9ng x\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh tr\u00ean th\u1ecb tr\u01b0\u1eddng.\u00a0<\/p>\n

X\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c\u00a0th\u01b0\u01a1ng hi\u1ec7u<\/font><\/h3>\n

Nh\u00e0 qu\u1ea3n tr\u1ecb marketing c\u1ea7n th\u1ef1c hi\u1ec7n c\u00e1c b\u01b0\u1edbc c\u00f4ng vi\u1ec7c v\u00e0 nhi\u1ec7m v\u1ee5 sau:<\/p>\n

X\u00e1c \u0111\u1ecbnh s\u1ee9 m\u1ec7nh v\u00e0 t\u1ea7m nh\u00ecn cho th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p<\/b>\u00a0<\/p>\n

T\u1ea7m nh\u00ecn th\u01b0\u01a1ng hi\u1ec7u ph\u1ee5 thu\u1ed9c v\u00e0o m\u1ee5c ti\u00eau v\u00e0 \u0111\u1ecbnh h\u01b0\u1edbng chi\u1ebfn l\u01b0\u1ee3c kinh doanh c\u1ee7a doanh nghi\u1ec7p v\u00e0 c\u00e1c ph\u00e2n t\u00edch \u0111\u00e1nh gi\u00e1 l\u1ee3i th\u1ebf c\u1ea1nh tranh kh\u00e1c bi\u1ec7t c\u1ee7a doanh nghi\u1ec7p tr\u00ean th\u1ecb tr\u01b0\u1eddng.\u00a0<\/p>\n

Doanh nghi\u1ec7p c\u1ea7n x\u00e1c \u0111\u1ecbnh c\u00e1c \u0111\u1ecbnh h\u01b0\u1edbng ph\u00e1t tri\u1ec3n tr\u00ean th\u1ecb tr\u01b0\u1eddng cho th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m hay th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p, cho t\u1eadp h\u1ee3p th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a doanh nghi\u1ec7p v\u00e0 cho t\u1eebng th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m c\u1ee5 th\u1ec3.<\/p>\n

T\u1ea5t nhi\u00ean, doanh nghi\u1ec7p c\u1ea7n x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c ri\u00eang cho t\u1eebng th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m v\u00e0 chi\u1ebfn l\u01b0\u1ee3c cho th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p.\u00a0<\/p>\n

\u0110\u1ec3 c\u00f3 c\u01a1 s\u1edf x\u00e1c \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u, c\u00e1c doanh nghi\u1ec7p ph\u1ea3i ph\u00e2n t\u00edch m\u00f4i tr\u01b0\u1eddng kinh doanh, th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau v\u00e0 h\u00e0nh vi mua c\u1ee7a kh\u00e1ch h\u00e0ng, m\u00f4i tr\u01b0\u1eddng c\u1ea1nh tranh v\u00e0 c\u00e1c y\u1ebfu t\u1ed1 \u0111i\u1ec1u ki\u1ec7n kh\u00e1c nh\u1eb1m l\u1ef1a ch\u1ecdn \u0111\u01b0\u1ee3c l\u1ee3i th\u1ebf c\u1ea1nh tranh kh\u00e1c bi\u1ec7t c\u1ee7a doanh nghi\u1ec7p tr\u00ean th\u1ecb tr\u01b0\u1eddng.\u00a0<\/p>\n

M\u1ed7i th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m c\u00f3 s\u1ee9 m\u1ec7nh t\u1ea7m nh\u00ecn ri\u00eang tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n

L\u1ef1a ch\u1ecdn v\u00e0 x\u00e1c l\u1eadp c\u1ea5u tr\u00fac th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m<\/b><\/p>\n

X\u00e1c \u0111\u1ecbnh c\u1ea5u tr\u00fac c\u00e1c th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m c\u00f3 vai tr\u00f2 quan tr\u1ecdng v\u00ec th\u00f4ng th\u01b0\u1eddng doanh nghi\u1ec7p s\u1ea3n xu\u1ea5t \u0111\u1ed3ng th\u1eddi nhi\u1ec1u lo\u1ea1i s\u1ea3n ph\u1ea9m v\u00e0 nhi\u1ec1u ch\u1ee7ng lo\u1ea1i s\u1ea3n ph\u1ea9m trong m\u1ed9t lo\u1ea1i.\u00a0<\/p>\n

X\u00e1c \u0111\u1ecbnh c\u1ea5u tr\u00fac th\u01b0\u01a1ng hi\u1ec7u nh\u01b0 th\u1ebf n\u00e0o \u0111\u1ec3 v\u1eeba \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c nhu c\u1ea7u th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau v\u1eeba \u0111\u1ea1t hi\u1ec7u qu\u1ea3 kinh doanh cao, gi\u1ea3m \u0111\u01b0\u1ee3c c\u00e1c c\u1ea1nh tranh n\u1ed9i b\u1ed9 kh\u00f4ng \u0111\u00e1ng c\u00f3 gi\u1eefa c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a c\u00f9ng m\u1ed9t lo\u1ea1i s\u1ea3n ph\u1ea9m.\u00a0<\/p>\n

Trong th\u1ef1c t\u1ebf c\u00f3 nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c nhau:<\/p>\n

– G\u1eafn th\u01b0\u01a1ng hi\u1ec7u ri\u00eang bi\u1ec7t cho t\u1eebng ch\u1ee7ng lo\u1ea1i s\u1ea3n ph\u1ea9m c\u00f3 \u0111\u1eb7c t\u00ednh kh\u00e1c nhau \u00edt nhi\u1ec1u. \u0110\u00e2y l\u00e0 chi\u1ebfn l\u01b0\u1ee3c c\u1ea5u tr\u00fac \u0111a th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a nh\u00e0 s\u1ea3n xu\u1ea5t trong \u0111\u00f3 m\u1ed7i ch\u1ee7ng lo\u1ea1i s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c g\u1eafn m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u ri\u00eang.\u00a0<\/p>\n

– G\u1eafn th\u01b0\u01a1ng hi\u1ec7u chung theo t\u1eebng d\u00f2ng s\u1ea3n ph\u1ea9m. Trong \u0111\u00f3 c\u1ea3 c\u00e1c ch\u1ee7ng lo\u1ea1i trong m\u1ed9t d\u00f2ng s\u1ea3n ph\u1ea9m b\u00e1n d\u01b0\u1edbi c\u00f9ng m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

– G\u1eafn th\u01b0\u01a1ng hi\u1ec7u chung cho t\u1ea5t c\u1ea3 h\u00e0ng h\u00f3a do c\u00f4ng ty s\u1ea3n xu\u1ea5t. \u0110\u00e2y l\u00e0 chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p hay c\u00f2n g\u1ecdi l\u00e0 th\u01b0\u01a1ng hi\u1ec7u gia \u0111\u00ecnh.\u00a0<\/p>\n

– G\u1eafn th\u01b0\u01a1ng hi\u1ec7u ri\u00eang bi\u1ec7t c\u1ee7a t\u1eebng s\u1ea3n ph\u1ea9m k\u1ebft h\u1ee3p v\u1edbi t\u00ean th\u01b0\u01a1ng m\u1ea1i c\u1ee7a c\u00f4ng ty.<\/p>\n

– G\u1eafn th\u01b0\u01a1ng hi\u1ec7u t\u1eadp th\u1ec3. S\u1ea3n ph\u1ea9m c\u1ee7a m\u1ed9t s\u1ed1 doanh nghi\u1ec7p b\u00e1n ra th\u1ecb tr\u01b0\u1eddng d\u01b0\u1edbi c\u00f9ng m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

Vi\u1ec7c x\u00e1c l\u1eadp th\u01b0\u01a1ng hi\u1ec7u h\u00e0ng h\u00f3a theo m\u1ed7i c\u00e1ch th\u1ee9c tr\u00ean c\u00f3 nh\u1eefng \u01b0u \u0111i\u1ec3m nh\u1ea5t \u0111\u1ecbnh. Vi\u1ec7c g\u1eafn cho m\u1ed9t lo\u1ea1i s\u1ea3n ph\u1ea9m c\u00f3 ch\u1ee7ng lo\u1ea1i kh\u00e1c nhau c\u00e1c th\u01b0\u01a1ng hi\u1ec7u ri\u00eang bi\u1ec7t c\u00f3 \u01b0u \u0111i\u1ec3m l\u00e0 kh\u00f4ng r\u00e0ng bu\u1ed9c uy t\u00edn chung c\u1ee7a c\u00f4ng ty v\u1edbi vi\u1ec7c m\u1ed9t ch\u1ee7ng lo\u1ea1i c\u1ee5 th\u1ec3 c\u1ee7a m\u1eb7t h\u00e0ng c\u1ee5 th\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c th\u1ecb tr\u01b0\u1eddng ch\u1ea5p nh\u1eadn hay kh\u00f4ng?<\/p>\n

C\u00f2n vi\u1ec7c g\u1eafn th\u01b0\u01a1ng hi\u1ec7u th\u1ed1ng nh\u1ea5t cho t\u1ea5t c\u1ea3 c\u00e1c s\u1ea3n ph\u1ea9m c\u1ee7a doanh nghi\u1ec7p th\u00ec l\u1ea1i gi\u1ea3m \u0111\u01b0\u1ee3c chi ph\u00ed qu\u1ea3ng c\u00e1o khi tung m\u1ed9t s\u1ea3n ph\u1ea9m m\u1edbi ra th\u1ecb tr\u01b0\u1eddng.\u00a0<\/p>\n

Tuy nhi\u00ean, n\u1ebfu c\u00f4ng ty s\u1ea3n xu\u1ea5t nh\u1eefng m\u1eb7t h\u00e0ng ho\u00e0n to\u00e0n kh\u00e1c nhau th\u00ec vi\u1ec7c d\u00f9ng chung th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 g\u00e2y ra s\u1ef1 nh\u1ea7m l\u1eabn cho kh\u00e1ch h\u00e0ng. Trong tr\u01b0\u1eddng h\u1ee3p n\u00e0y, th\u01b0\u01a1ng hi\u1ec7u chung cho t\u1eebng d\u00f2ng s\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 s\u1ebd th\u00edch h\u1ee3p h\u01a1n.\u00a0<\/p>\n

Cu\u1ed1i c\u00f9ng, vi\u1ec7c x\u00e1c \u0111\u1ecbnh th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m b\u1eb1ng c\u00e1ch k\u1ebft h\u1ee3p gi\u1eefa th\u01b0\u01a1ng hi\u1ec7u c\u00f4ng ty v\u1edbi th\u01b0\u01a1ng hi\u1ec7u ri\u00eang c\u1ee7a h\u00e0ng h\u00f3a v\u1eeba \u0111em l\u1ea1i uy t\u00edn cho s\u1ea3n ph\u1ea9m, v\u1eeba cung c\u1ea5p th\u00f4ng tin ri\u00eang v\u1ec1 t\u00ednh kh\u00e1c bi\u1ec7t c\u1ee7a h\u00e0ng h\u00f3a.<\/p>\n

Trong tr\u01b0\u1eddng h\u1ee3p doanh nghi\u1ec7p theo \u0111u\u1ed5i chi\u1ebfn l\u01b0\u1ee3c \u0111a th\u01b0\u01a1ng hi\u1ec7u (qu\u1ea3n l\u00ed nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u), h\u1ecd ph\u1ea3i \u0111\u1ea3m b\u1ea3o c\u1ea5u tr\u00fac th\u01b0\u01a1ng hi\u1ec7u h\u1ee3p l\u00ed sao cho m\u1ed7i th\u01b0\u01a1ng hi\u1ec7u nh\u1eb1m v\u00e0o th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau ri\u00eang v\u00e0 gi\u1eefa c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u00f3 s\u1ef1 h\u1ed7 tr\u1ee3 cho nhau. C\u1ea5u tr\u00fac th\u01b0\u01a1ng hi\u1ec7u nh\u1eb1m x\u00e1c \u0111\u1ecbnh vai tr\u00f2 c\u1ee7a t\u1eebng th\u01b0\u01a1ng hi\u1ec7u v\u00e0 m\u1ed1i quan h\u1ec7 gi\u1eefa ch\u00fang trong m\u1ed9t danh m\u1ee5c \u0111\u1ea7u t\u01b0 th\u01b0\u01a1ng hi\u1ec7u (brand portfolio).\u00a0<\/p>\n

X\u00e1c \u0111\u1ecbnh s\u1ee9 m\u1ec7nh cho th\u01b0\u01a1ng hi\u1ec7u d\u1eabn \u0111\u1ea7u, th\u01b0\u01a1ng hi\u1ec7u m\u1edf \u0111\u01b0\u1eddng, th\u01b0\u01a1ng hi\u1ec7u thu ho\u1ea1ch, th\u01b0\u01a1ng hi\u1ec7u chi\u1ebfm ch\u1ed7…\u00a0<\/p>\n

X\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u cho t\u1eebng th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m<\/b><\/p>\n

\u0110\u1ed1i v\u1edbi m\u1ed7i th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m, nh\u00e0 qu\u1ea3n tr\u1ecb marketing ph\u1ea3i x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u ho\u00e0n ch\u1ec9nh bao g\u1ed3m: X\u00e1c \u0111\u1ecbnh h\u00ecnh \u1ea3nh \u0111\u1ecbnh v\u1ecb mong mu\u1ed1n, t\u00ednh c\u00e1ch c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. \u0110\u1ed3ng th\u1eddi, c\u1ea7n x\u00e1c \u0111\u1ecbnh vai tr\u00f2 chi\u1ebfn l\u01b0\u1ee3c v\u00e0 ph\u1ea1m vi th\u1ecb tr\u01b0\u1eddng c\u1ee7a m\u1ed7i th\u01b0\u01a1ng hi\u1ec7u.\u00a0<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: Gi\u00e1o tr\u00ecnh Qu\u1ea3n tr\u1ecb Marketing, NXB \u0110\u1ea1i h\u1ecdc Kinh t\u1ebf Qu\u1ed1c d\u00e2n)<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n Chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u (ti\u1ebfng Anh: Brand Strategy) l\u00e0 m\u1ed9t t\u1eadp h\u1ee3p nguy\u00ean t\u1eafc v\u00e0 \u0111\u1ecbnh h\u01b0\u1edbng d\u1eabn d\u1eaft c\u00e1c ho\u1ea1t \u0111\u1ed9ng x\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh tr\u00ean th\u1ecb tr\u01b0\u1eddng.\n <\/div>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[422],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36186"}],"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=36186"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36186\/revisions"}],"predecessor-version":[{"id":68745,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36186\/revisions\/68745"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=36186"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=36186"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=36186"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}