{"id":36195,"date":"2023-12-08T11:50:10","date_gmt":"2023-12-08T11:50:10","guid":{"rendered":"https:\/\/masterskills.org\/blog\/tai-san-thuong-hieu-brand-equity-la-gi.html"},"modified":"2023-12-24T21:43:16","modified_gmt":"2023-12-24T14:43:16","slug":"tai-san-thuong-hieu-brand-equity-la-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/tai-san-thuong-hieu-brand-equity-la-gi.html","title":{"rendered":"T\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u (Brand equity) l\u00e0 g\u00ec?"},"content":{"rendered":"
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Hinh minh h\u1ecda (Ngu\u1ed3n: webdinhnghia)<\/p>\n<\/div>\n<\/div>\n

T\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u<\/font><\/h2>\n

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

T\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u<\/b> trong ti\u1ebfng Anh g\u1ecdi l\u00e0: Brand equity.<\/b><\/p>\n

Th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t t\u00e0i s\u1ea3n v\u00f4 h\u00ecnh l\u1edbn v\u00e0 d\u00e0i h\u1ea1n c\u1ee7a c\u00f4ng ty. Th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh c\u00f3 gi\u00e1 tr\u1ecb cao h\u01a1n nhi\u1ec1u so v\u1edbi c\u00e1c t\u00e0i s\u1ea3n h\u1eefu h\u00ecnh.<\/p>\n

T\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u<\/b> l\u00e0 t\u00ednh t\u00edch c\u1ef1c kh\u00e1c bi\u1ec7t trong ph\u1ea3n \u1ee9ng \u0111\u00e1p l\u1ea1i c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 khi h\u1ecd nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u g\u1eafn v\u1edbi s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 \u0111\u00f3.<\/p>\n

M\u1ed9t c\u00e1ch th\u1ee9c \u0111\u1ec3 \u0111o l\u01b0\u1eddng t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u n\u00e0y l\u1edbn hay nh\u1ecf h\u01a1n t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c l\u00e0 m\u1ee9c \u0111\u1ed9 kh\u00e1ch h\u00e0ng tr\u1ea3 gi\u00e1 nhi\u1ec1u h\u01a1n hay th\u1ea5p h\u01a1n cho th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3. Trong c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111em so s\u00e1nh, th\u01b0\u01a1ng hi\u1ec7u n\u00e0o c\u00f3 gi\u00e1 tr\u1ecb t\u00e0i ch\u00ednh cao h\u01a1n th\u00ec th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3 s\u1ebd c\u00f3 s\u1ee9c m\u1ea1nh l\u1edbn h\u01a1n.\u00a0<\/p>\n

C\u00f4ng ty c\u00f3 t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u l\u1edbn s\u1ebd \u0111em l\u1ea1i cho n\u00f3 r\u1ea5t nhi\u1ec1u l\u1ee3i th\u1ebf trong c\u1ea1nh tranh. B\u1edfi v\u00ec, th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh s\u1ebd c\u00f3 m\u1ee9c \u0111\u1ed9 tin c\u1eady cao, do \u0111\u00f3 m\u1ee9c \u0111\u1ed9 nh\u1eadn bi\u1ebft v\u00e0 s\u1ef1 trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng r\u1ea5t cao.\u00a0<\/p>\n

Nh\u1edd th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh c\u00f4ng ty c\u00f3 \u0111\u01b0\u1ee3c n\u00ean m\u1ed9t l\u01b0\u1ee3ng l\u1edbn kh\u00e1ch h\u00e0ng trung th\u00e0nh v\u00e0 sinh l\u1ee3i. \u0110\u00e2y ch\u00ednh l\u00e0 t\u00e0i s\u1ea3n kh\u00e1ch h\u00e0ng. T\u00e0i s\u1ea3n kh\u00e1ch h\u00e0ng t\u1ea1o n\u00ean t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u.\u00a0<\/p>\n

Tr\u00ean th\u1ef1c t\u1ebf, khi c\u00f3 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh c\u00f4ng ty s\u1ebd c\u00f3 quy\u1ec1n th\u01b0\u01a1ng l\u01b0\u1ee3ng cao; d\u1ec5 d\u00e0ng gi\u1edbi thi\u1ec7u c\u00e1c d\u00f2ng s\u1ea3n ph\u1ea9m, m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u v\u00e0 t\u1ea1o \u0111\u01b0\u1ee3c r\u00e0o c\u1ea3n, c\u0169ng nh\u01b0 kh\u1ea3 n\u0103ng ph\u00f2ng th\u1ee7 cao th\u00f4ng qua gi\u00e1 b\u00e1n.<\/p>\n

Nh\u01b0ng \u0111\u1ec3 th\u01b0\u01a1ng hi\u1ec7u tr\u1edf th\u00e0nh t\u00e0i s\u1ea3n qu\u00ed nh\u01b0 v\u1eady c\u00e1c c\u00f4ng ty ph\u1ea3i t\u1eadp trung ngu\u1ed3n l\u1ef1c, ki\u00ean tr\u00ec theo \u0111u\u1ed5i m\u1ee5c ti\u00eau x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh.<\/p>\n

Nh\u1eefng quy\u1ebft \u0111\u1ecbnh ch\u1ee7 y\u1ebfu trong chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u<\/font><\/h3>\n

Nh\u1eefng quy\u1ebft \u0111\u1ecbnh ch\u1ee7 y\u1ebfu trong chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a c\u00f4ng ty bao g\u1ed3m<\/p>\n

– \u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/b><\/p>\n

C\u00e1c c\u00e1ch th\u1ee9c \u0111\u1ecbnh v\u1ecb g\u1ed3m<\/p>\n

+ \u0110\u1ecbnh v\u1ecb d\u1ef1a tr\u00ean \u0111\u1eb7c \u0111i\u1ec3m c\u1ee7a s\u1ea3n ph\u1ea9m<\/p>\n

+ \u0110\u1ecbnh v\u1ecb t\u1ea1o \u0111\u01b0\u1ee3c m\u1ed1i li\u00ean h\u1ec7 gi\u1eefa t\u00ean th\u01b0\u01a1ng hi\u1ec7u v\u1edbi l\u1ee3i \u00edch mong \u0111\u1ee3i c\u1ee7a kh\u00e1ch h\u00e0ng<\/p>\n

+ \u0110\u1ecbnh v\u1ecb d\u1ef1a tr\u00ean gi\u00e1 tr\u1ecb v\u00e0 ni\u1ec1m tin m\u00e3nh li\u1ec7t<\/p>\n

– L\u1ef1a ch\u1ecdn t\u00ean th\u01b0\u01a1ng hi\u1ec7u<\/b><\/p>\n

+ \u0110\u01a1n gi\u1ea3n, ng\u1eafn g\u1ecdn, d\u1ec5 \u0111\u1ecdc, d\u1ec5 nh\u1edb, d\u1ec5 ph\u00e1t \u00e2m, kh\u00f4ng n\u00ean mang d\u1ea5u c\u1ee7a \u0111\u1ecba ph\u01b0\u01a1ng v\u00e0 d\u1ec5 qu\u1ed1c t\u1ebf h\u00f3a<\/p>\n

+ Th\u00e2n thi\u1ec7n v\u00e0 c\u00f3 \u00fd ngh\u0129a<\/p>\n

+ Kh\u00e1c bi\u1ec7t, n\u1ed5i tr\u1ed9i v\u00e0 \u0111\u1ed9c \u0111\u00e1o<\/p>\n

+ Kh\u1ea3 n\u0103ng li\u00ean t\u01b0\u1edfng cao<\/p>\n

– B\u1ea3o tr\u1ee3 th\u01b0\u01a1ng hi\u1ec7u<\/b><\/p>\n

C\u00e1c c\u00e1ch b\u1ea3o tr\u1ee3 th\u01b0\u01a1ng hi\u1ec7u<\/p>\n

+ S\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c gi\u1edbi thi\u1ec7u d\u01b0\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a nh\u00e0 s\u1ea3n xu\u1ea5t (c\u00f2n g\u1ecdi l\u00e0 th\u01b0\u01a1ng hi\u1ec7u qu\u1ed1c gia)<\/p>\n

+ Nh\u00e0 s\u1ea3n xu\u1ea5t c\u00f3 th\u1ec3 bu\u1ed9c ph\u1ea3i \u0111\u1ec3 cho nh\u00e0 b\u00e1n l\u1ebb ho\u1eb7c b\u00e1n bu\u00f4n g\u1eafn b\u1ed9 ph\u1eadn nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd l\u00ean s\u1ea3n ph\u1ea9m (g\u1ecdi l\u00e0 th\u01b0\u01a1ng hi\u1ec7u c\u1eeda h\u00e0ng hay th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a nh\u00e0 ph\u00e2n ph\u1ed1i)<\/p>\n

+ Nh\u00e0 s\u1ea3n xu\u1ea5t b\u00e1n s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh d\u01b0\u1edbi th\u01b0\u01a1ng hi\u1ec7u nh\u01b0\u1ee3ng quy\u1ec1n<\/p>\n

+ Hai doanh nghi\u1ec7p li\u00ean danh v\u1edbi nhau v\u00e0 \u0111\u1ed3ng b\u1ea3o tr\u1ee3 cho th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m<\/p>\n

– Ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u<\/b><\/p>\n

+ M\u1edf r\u1ed9ng d\u00f2ng s\u1ea3n ph\u1ea9m<\/p>\n

+ M\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u<\/p>\n

+ D\u00f9ng nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u<\/p>\n

+ Ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u m\u1edbi<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: Marketing c\u0103n b\u1ea3n, GS.TS. Tr\u1ea7n Minh \u0110\u1ea1o, , NXB \u0110\u1ea1i h\u1ecdc Kinh t\u1ebf Qu\u1ed1c d\u00e2n)<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n T\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u (ti\u1ebfng Anh: Brand equity) l\u00e0 t\u00ednh t\u00edch c\u1ef1c kh\u00e1c bi\u1ec7t trong ph\u1ea3n \u1ee9ng \u0111\u00e1p l\u1ea1i c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.\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\/36195"}],"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=36195"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36195\/revisions"}],"predecessor-version":[{"id":68751,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36195\/revisions\/68751"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=36195"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=36195"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=36195"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}