{"id":36243,"date":"2023-12-08T11:55:20","date_gmt":"2023-12-08T11:55:20","guid":{"rendered":"https:\/\/masterskills.org\/blog\/mo-rong-thuong-hieu-brand-extension-la-gi-uu-nhuoc-diem-cua-mo-rong-thuong-hieu.html"},"modified":"2023-12-24T21:43:33","modified_gmt":"2023-12-24T14:43:33","slug":"mo-rong-thuong-hieu-brand-extension-la-gi-uu-nhuoc-diem-cua-mo-rong-thuong-hieu","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/mo-rong-thuong-hieu-brand-extension-la-gi-uu-nhuoc-diem-cua-mo-rong-thuong-hieu.html","title":{"rendered":"M\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u (Brand Extension) l\u00e0 g\u00ec? \u01afu nh\u01b0\u1ee3c \u0111i\u1ec3m c\u1ee7a m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda. Ngu\u1ed3n: visionone.co.uk<\/i><\/p>\n<\/div>\n<\/div>\n

M\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u<\/font><\/h2>\n

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

M\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u<\/b> trong ti\u1ebfng Anh l\u00e0\u00a0Brand Extension<\/b>.<\/p>\n

M\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u<\/i> l\u00e0 vi\u1ec7c s\u1eed d\u1ee5ng t\u00ean th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 \u0111\u01b0\u1ee3c thi\u1ebft l\u1eadp s\u1eb5n \u00e1p cho m\u1ed9t s\u1ea3n ph\u1ea9m m\u1edbi ho\u1eb7c danh m\u1ee5c s\u1ea3n ph\u1ea9m m\u1edbi.<\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u<\/i> t\u1eadn d\u1ee5ng danh ti\u1ebfng v\u00e0 s\u1ef1 ph\u1ed5 bi\u1ebfn c\u1ee7a m\u1ed9t s\u1ea3n ph\u1ea9m n\u1ed5i ti\u1ebfng \u0111\u1ec3 ra m\u1eaft m\u1ed9t s\u1ea3n ph\u1ea9m m\u1edbi. \u0110\u1ec3 th\u1ef1c hi\u1ec7n th\u00e0nh c\u00f4ng th\u00ec ph\u1ea3i c\u00f3 s\u1ef1 li\u00ean k\u1ebft h\u1ee3p l\u00fd gi\u1eefa s\u1ea3n ph\u1ea9m ban \u0111\u1ea7u v\u00e0 s\u1ea3n ph\u1ea9m m\u1edbi.\u00a0<\/p>\n

N\u1ebfu kh\u00f4ng c\u00f3 s\u1ef1 li\u00ean k\u1ebft ho\u1eb7c s\u1ef1 li\u00ean k\u1ebft y\u1ebfu th\u00ec c\u00f3 th\u1ec3 d\u1eabn \u0111\u1ebfn hi\u1ec7u \u1ee9ng ng\u01b0\u1ee3c l\u1ea1i l\u00e0 pha lo\u00e3ng th\u01b0\u01a1ng hi\u1ec7u. \u0110i\u1ec1u n\u00e0y th\u1eadm ch\u00ed c\u00f3 th\u1ec3 g\u00e2y h\u1ea1i cho th\u01b0\u01a1ng hi\u1ec7u m\u1eb9.<\/p>\n

Vi\u1ec7c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u<\/i> th\u00e0nh c\u00f4ng cho ph\u00e9p c\u00e1c c\u00f4ng ty \u0111a d\u1ea1ng h\u00f3a d\u1ecbch v\u1ee5 c\u1ee7a h\u1ecd, t\u0103ng th\u1ecb ph\u1ea7n v\u00e0 t\u0103ng l\u1ee3i nhu\u1eadn. C\u00e1c th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7n c\u00f3 tr\u1edf th\u00e0nh m\u1ed9t c\u00f4ng c\u1ee5 ti\u1ebfp th\u1ecb hi\u1ec7u qu\u1ea3 v\u00e0 r\u1ebb ti\u1ec1n cho s\u1ea3n ph\u1ea9m m\u1edbi.<\/p>\n

\u01afu nh\u01b0\u1ee3c \u0111i\u1ec3m c\u1ee7a m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u<\/font><\/h3>\n

\u01afu \u0111i\u1ec3m c\u1ee7a m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u<\/b><\/p>\n

Chi ph\u00ed qu\u1ea3ng b\u00e1 s\u1ea3n ph\u1ea9m th\u00f4ng qua m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u <\/i>th\u1ea5p h\u01a1n chi ph\u00ed qu\u1ea3ng b\u00e1 s\u1ea3n ph\u1ea9m m\u1edbi m\u00e0 kh\u00f4ng c\u00f3 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u. Th\u01b0\u01a1ng hi\u1ec7u ban \u0111\u1ea7u s\u1ebd t\u1ef1 truy\u1ec1n \u0111\u1ea1t th\u00f4ng \u0111i\u1ec7p.<\/p>\n

Nh\u01b0\u1ee3c \u0111i\u1ec3m\u00a0c\u1ee7a m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u
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Tuy nhi\u00ean, m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u<\/i> s\u1ebd th\u1ea5t b\u1ea1i khi c\u00e1c d\u00f2ng s\u1ea3n ph\u1ea9m kh\u00f4ng c\u00f3 s\u1ef1 li\u00ean k\u1ebft v\u1edbi nhau. M\u1ed9t c\u00e1i t\u00ean th\u01b0\u01a1ng hi\u1ec7u th\u1eadm ch\u00ed c\u00f3 th\u1ec3 g\u00e2y b\u1ea5t l\u1ee3i l\u00ean s\u1ea3n ph\u1ea9m m\u1edbi.\u00a0<\/p>\n

V\u00ed d\u1ee5 nh\u01b0 Colgate, m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ed3ng ngh\u0129a v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m ch\u0103m s\u00f3c nha khoa, \u0111\u00e3 t\u1eebng c\u1ed1 g\u1eafng m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u<\/i> sang m\u1ed9t d\u00f2ng th\u1ef1c ph\u1ea9m \u0111\u00f4ng l\u1ea1nh. R\u1ea5t ti\u1ebfc, chi\u1ebfn l\u01b0\u1ee3c n\u00e0y \u0111\u00e3 th\u1ea5t b\u1ea1i do ng\u01b0\u1eddi ti\u00eau d\u00f9ng kh\u00f4ng mu\u1ed1n \u0103n m\u00ec \u00dd v\u1ecb b\u1ea1c h\u00e0.<\/p>\n

V\u00ed d\u1ee5 v\u1ec1 m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u<\/font><\/h4>\n

Vi\u1ec7c m\u1ed9t c\u00f4ng ty m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u<\/i> c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c nh\u1eadn bi\u1ebft r\u00f5 r\u00e0ng nh\u01b0 trong tr\u01b0\u1eddng h\u1ee3p cung c\u1ea5p s\u1ea3n ph\u1ea9m ban \u0111\u1ea7u d\u01b0\u1edbi m\u1ed9t h\u00ecnh th\u1ee9c m\u1edbi. V\u00ed d\u1ee5, chu\u1ed7i nh\u00e0 h\u00e0ng Boston Market \u0111\u00e3 ra m\u1eaft d\u00f2ng s\u1ea3n ph\u1ea9m b\u1eefa t\u1ed1i \u0111\u00f4ng l\u1ea1nh d\u01b0\u1edbi t\u00ean ri\u00eang c\u1ee7a m\u00ecnh v\u1edbi m\u1ee9c gi\u00e1 t\u01b0\u01a1ng t\u1ef1.<\/p>\n

M\u1ed9t h\u00ecnh th\u1ee9c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u<\/i> kh\u00e1c l\u00e0 k\u1ebft h\u1ee3p hai s\u1ea3n ph\u1ea9m n\u1ed5i ti\u1ebfng v\u1edbi nhau. Kem c\u1ee7a Breyer k\u1ebft h\u1ee3p v\u1edbi b\u00e1nh qui Oreo l\u00e0 m\u1ed9t s\u1ea3n ph\u1ea9m ph\u00f9 h\u1ee3p d\u1ef1a tr\u00ean l\u00f2ng trung th\u00e0nh c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u1ed1i v\u1edbi m\u1ed9t ho\u1eb7c c\u1ea3 hai th\u01b0\u01a1ng hi\u1ec7u g\u1ed1c.<\/p>\n

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M\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u<\/i> c\u0169ng c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng cho c\u00e1c lo\u1ea1i s\u1ea3n ph\u1ea9m kh\u00e1c nhau. Ho\u1ea1t \u0111\u1ed9ng kinh doanh c\u1ed1t l\u00f5i c\u1ee7a Google l\u00e0 c\u00f4ng c\u1ee5 t\u00ecm ki\u1ebfm, nh\u01b0ng n\u00f3 \u0111\u00e3 g\u1eafn t\u00ean c\u1ee7a m\u00ecnh v\u00e0o c\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi nh\u01b0 \u1ee9ng d\u1ee5ng thanh to\u00e1n Google Wallet.<\/p>\n

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Vi\u1ec7c t\u1ea1o ra c\u00e1c s\u1ea3n ph\u1ea9m b\u1ed5 sung c\u0169ng l\u00e0 m\u1ed9t h\u00ecnh th\u1ee9c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u<\/i>, v\u00ed d\u1ee5 nh\u01b0 vi\u1ec7c t\u1ea1o ra nhi\u1ec1u lo\u1ea1i v\u00e0 h\u01b0\u01a1ng v\u1ecb c\u1ee7a Coca-Cola.<\/p>\n

Trong c\u00e1c v\u00ed d\u1ee5 t\u1ed1t nh\u1ea5t, vi\u1ec7c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u <\/b>l\u00e0 t\u1ef1 nhi\u00ean v\u00e0 ph\u00e1t sinh t\u1eeb ch\u1ea5t l\u01b0\u1ee3ng \u0111\u01b0\u1ee3c c\u00f4ng nh\u1eadn c\u1ee7a s\u1ea3n ph\u1ea9m g\u1ed1c, nh\u01b0 Black & Decker t\u1ea1o ra m\u1ed9t d\u00f2ng \u0111\u1ed3 ch\u01a1i cho tr\u1ebb em, c\u00f2n Ghirardelli b\u00e1n h\u1ed7n h\u1ee3p brownie.<\/p>\n

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

\n M\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u (ti\u1ebfng Anh: Brand Extension) l\u00e0 vi\u1ec7c gi\u1edbi thi\u1ec7u m\u1ed9t s\u1ea3n ph\u1ea9m m\u1edbi d\u1ef1a tr\u00ean t\u00ean tu\u1ed5i v\u00e0 danh ti\u1ebfng c\u1ee7a m\u1ed9t s\u1ea3n ph\u1ea9m c\u00f3 s\u1eb5n c\u1ee7a doanh nghi\u1ec7p.\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\/36243"}],"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=36243"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36243\/revisions"}],"predecessor-version":[{"id":68782,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36243\/revisions\/68782"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=36243"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=36243"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=36243"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}