{"id":36235,"date":"2023-12-08T11:54:21","date_gmt":"2023-12-08T11:54:21","guid":{"rendered":"https:\/\/masterskills.org\/blog\/quan-tri-thuong-hieu-brand-management-la-gi-vi-du-ve-quan-tri-thuong-hieu.html"},"modified":"2023-12-24T21:43:32","modified_gmt":"2023-12-24T14:43:32","slug":"quan-tri-thuong-hieu-brand-management-la-gi-vi-du-ve-quan-tri-thuong-hieu","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/quan-tri-thuong-hieu-brand-management-la-gi-vi-du-ve-quan-tri-thuong-hieu.html","title":{"rendered":"Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u (Brand Management) l\u00e0 g\u00ec? V\u00ed d\u1ee5 v\u1ec1 qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda. Ngu\u1ed3n: webindia123.com<\/i><\/p>\n<\/div>\n<\/div>\n

Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/font><\/h2>\n

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

Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/b> trong ti\u1ebfng Anh l\u00e0\u00a0Brand Management.<\/b><\/p>\n

Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u <\/i>l\u00e0 m\u1ed9t ch\u1ee9c n\u0103ng c\u1ee7a marketing, s\u1eed d\u1ee5ng c\u00e1c bi\u1ec7n ph\u00e1p \u0111\u1ec3 t\u0103ng gi\u00e1 tr\u1ecb c\u1ea3m nh\u1eadn c\u1ee7a m\u1ed9t d\u00f2ng s\u1ea3n ph\u1ea9m ho\u1eb7c th\u01b0\u01a1ng hi\u1ec7u theo th\u1eddi gian.\u00a0<\/p>\n

Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u <\/i>m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3 t\u1ea1o ra kh\u1ea3 n\u0103ng t\u0103ng gi\u00e1 s\u1ea3n ph\u1ea9m v\u00e0 x\u00e2y d\u1ef1ng c\u01a1 s\u1edf kh\u00e1ch h\u00e0ng trung th\u00e0nh th\u00f4ng qua c\u00e1c li\u00ean t\u01b0\u1edfng t\u00edch c\u1ef1c ho\u1eb7c nh\u1eadn th\u1ee9c m\u1ea1nh m\u1ebd v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

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Vi\u1ec7c ph\u00e1t tri\u1ec3n m\u1ed9t k\u1ebf ho\u1ea1ch chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ec3 duy tr\u00ec t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u ho\u1eb7c \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f2i h\u1ecfi ph\u1ea3i c\u00f3 hi\u1ec3u bi\u1ebft to\u00e0n di\u1ec7n v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u, th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau v\u00e0 t\u1ea7m nh\u00ecn t\u1ed5ng th\u1ec3 c\u1ee7a c\u00f4ng ty.<\/p>\n

N\u1ed9i dung qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/b><\/p>\n

Th\u01b0\u01a1ng hi\u1ec7u c\u00f3 \u1ea3nh h\u01b0\u1edfng m\u1ea1nh m\u1ebd \u0111\u1ebfn kh\u00e1ch h\u00e0ng, s\u1ef1 c\u1ea1nh tranh tr\u00ean th\u1ecb tr\u01b0\u1eddng v\u00e0 c\u00f4ng t\u00e1c qu\u1ea3n l\u00ed c\u1ee7a m\u1ed9t c\u00f4ng ty. S\u1edf h\u1eefu m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh m\u1ebd tr\u00ean th\u1ecb tr\u01b0\u1eddng gi\u00fap ph\u00e2n bi\u1ec7t c\u00e1c s\u1ea3n ph\u1ea9m c\u1ee7a c\u00f4ng ty v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh v\u00e0 t\u1ea1o ra s\u1ef1 y\u00eau th\u00edch \u0111\u1ed1i v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a c\u00f4ng ty.<\/p>\n

M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 t\u1ea1o \u0111\u01b0\u1ee3c ch\u1ed7 \u0111\u1ee9ng tr\u00ean th\u1ecb tr\u01b0\u1eddng ph\u1ea3i li\u00ean t\u1ee5c duy tr\u00ec h\u00ecnh \u1ea3nh c\u1ee7a m\u00ecnh th\u00f4ng qua qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u.\u00a0<\/i><\/p>\n

Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/b> hi\u1ec7u qu\u1ea3 l\u00e0m t\u0103ng nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u, \u0111o l\u01b0\u1eddng v\u00e0 qu\u1ea3n l\u00ed t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u, th\u00fac \u0111\u1ea9y c\u00e1c s\u00e1ng ki\u1ebfn h\u1ed7 tr\u1ee3 th\u00f4ng \u0111i\u1ec7p th\u01b0\u01a1ng hi\u1ec7u nh\u1ea5t qu\u00e1n, x\u00e1c \u0111\u1ecbnh v\u00e0 cung c\u1ea5p c\u00e1c s\u1ea3n ph\u1ea9m th\u01b0\u01a1ng hi\u1ec7u m\u1edbi, \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3 tr\u00ean th\u1ecb tr\u01b0\u1eddng, v.v.<\/p>\n

Ph\u1ea3i m\u1ea5t nhi\u1ec1u n\u0103m \u0111\u1ec3 thi\u1ebft l\u1eadp m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u, nh\u01b0ng m\u1ed9t khi \u0111\u00e3 \u0111\u1ea1t \u0111\u01b0\u1ee3c th\u00e0nh c\u00f4ng, th\u01b0\u01a1ng hi\u1ec7u v\u1eabn ph\u1ea3i \u0111\u01b0\u1ee3c duy tr\u00ec b\u1eb1ng s\u1ef1 \u0111\u1ed5i m\u1edbi v\u00e0 s\u00e1ng t\u1ea1o.\u00a0<\/p>\n

C\u00e1c c\u00f4ng ty s\u1edf h\u1eefu nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e1ng ch\u00fa \u00fd tr\u1edf th\u00e0nh nh\u1eefng k\u1ebb d\u1eabn \u0111\u1ea7u trong l\u0129nh v\u1ef1c kinh doanh c\u1ee7a h\u1ecd trong nhi\u1ec1u n\u0103m, bao g\u1ed3m Coca-Cola, McDonald, Microsoft, IBM, Procter & Gamble, CNN, Disney, Nike, Ford, Lego v\u00e0 Starbucks.<\/p>\n

V\u00ed d\u1ee5 v\u1ec1 qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/font><\/h3>\n

M\u1ed9t con t\u1eafc k\u00e8 s\u1ebd g\u1ee3i nh\u1edb\u00a0 cho m\u1ecdi ng\u01b0\u1eddi v\u1ec1 h\u00e3ng B\u1ea3o hi\u1ec3m Geico, do h\u1ecd s\u1eed d\u1ee5ng lo\u00e0i b\u00f2 s\u00e1t n\u00e0y trong h\u1ea7u h\u1ebft c\u00e1c chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o c\u1ee7a m\u00ecnh.\u00a0<\/p>\n

T\u01b0\u01a1ng t\u1ef1, \u0111o\u1ea1n nh\u1ea1c “It’s the Real Thing” c\u1ee7a Coca-Cola, \u0111\u01b0\u1ee3c ph\u00e1t s\u00f3ng l\u1ea7n \u0111\u1ea7u ti\u00ean trong qu\u1ea3ng c\u00e1o truy\u1ec1n h\u00ecnh v\u00e0o n\u0103m 1971, c\u00f3 s\u1ef1 tham gia c\u1ee7a nhi\u1ec1u ng\u01b0\u1eddi thu\u1ed9c c\u00e1c ch\u1ee7ng t\u1ed9c v\u00e0 n\u1ec1n v\u0103n h\u00f3a kh\u00e1c nhau, v\u1eabn \u0111\u01b0\u1ee3c ng\u00e2n nga b\u1edfi nhi\u1ec1u ng\u01b0\u1eddi ti\u00eau d\u00f9ng Coca-Cola cho \u0111\u1ebfn b\u00e2y gi\u1edd.<\/p>\n

M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng c\u1ea7n ph\u1ea3i g\u1eafn li\u1ec1n v\u1edbi duy nh\u1ea5t m\u1ed9t s\u1ea3n ph\u1ea9m, m\u00e0 c\u00f3 th\u1ec3 bao g\u1ed3m nhi\u1ec1u s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 kh\u00e1c nhau. V\u00ed d\u1ee5 Ford c\u00f3 nhi\u1ec1u m\u1eabu xe c\u00f9ng thu\u1ed9c th\u01b0\u01a1ng hi\u1ec7u Ford.<\/p>\n

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T\u01b0\u01a1ng t\u1ef1, m\u1ed9t t\u00ean c\u00e1i t\u00ean th\u01b0\u01a1ng hi\u1ec7u c\u0169ng c\u00f3 th\u1ec3 s\u1edf h\u1eefu nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c. V\u00ed d\u1ee5, th\u01b0\u01a1ng hi\u1ec7u Procter & Gamble c\u00f3 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c nhau nh\u01b0 b\u1ed9t gi\u1eb7t Ariel, kh\u0103n gi\u1ea5y Charmin, kh\u0103n gi\u1ea5y Bounty, n\u01b0\u1edbc r\u1eeda ch\u00e9n Dawn v\u00e0 kem \u0111\u00e1nh r\u0103ng Crest.<\/p>\n

(Theo investopedia)<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u (ti\u1ebfng Anh: Brand Management) l\u00e0 m\u1ed9t ch\u1ee9c n\u0103ng c\u1ee7a marketing, l\u00e0 c\u00e1c qu\u00e1 tr\u00ecnh duy tr\u00ec v\u00e0 c\u1ea3i thi\u1ec7n th\u01b0\u01a1ng hi\u1ec7u sao cho t\u1ea1o ra \u0111\u01b0\u1ee3c nh\u1eefng li\u00ean t\u01b0\u1edfng t\u00edch c\u1ef1c v\u00e0 nh\u1eadn th\u1ee9c m\u1ea1nh m\u1ebd v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u.\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\/36235"}],"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=36235"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36235\/revisions"}],"predecessor-version":[{"id":68777,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36235\/revisions\/68777"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=36235"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=36235"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=36235"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}