{"id":36576,"date":"2023-12-08T12:24:35","date_gmt":"2023-12-08T12:24:35","guid":{"rendered":"https:\/\/masterskills.org\/blog\/thuong-hieu-brand-la-gi-cac-quyet-dinh-trong-quan-tri-thuong-hieu.html"},"modified":"2023-12-24T21:44:53","modified_gmt":"2023-12-24T14:44:53","slug":"thuong-hieu-brand-la-gi-cac-quyet-dinh-trong-quan-tri-thuong-hieu","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/thuong-hieu-brand-la-gi-cac-quyet-dinh-trong-quan-tri-thuong-hieu.html","title":{"rendered":"Th\u01b0\u01a1ng hi\u1ec7u (Brand) l\u00e0 g\u00ec? C\u00e1c quy\u1ebft \u0111\u1ecbnh trong qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda. Ngu\u1ed3n: Doanh nh\u00e2n S\u00e0i G\u00f2n.<\/i><\/p>\n<\/div>\n<\/div>\n

Kh\u00e1i ni\u1ec7m th\u01b0\u01a1ng hi\u1ec7u<\/font><\/h2>\n

Th\u01b0\u01a1ng hi\u1ec7u<\/b> trong ti\u1ebfng Anh g\u1ecdi l\u00e0 Brand<\/b>.<\/p>\n

Th\u01b0\u01a1ng hi\u1ec7u<\/b> l\u00e0 t\u00ean g\u1ecdi, thu\u1eadt ng\u1eef, bi\u1ec3u t\u01b0\u1ee3ng, h\u00ecnh v\u1ebd hay s\u1ef1 ph\u1ed1i h\u1ee3p gi\u1eefa ch\u00fang \u0111\u01b0\u1ee3c d\u00f9ng \u0111\u1ec3 x\u00e1c nh\u1eadn h\u00e0ng h\u00f3a hay d\u1ecbch v\u1ee5 c\u1ee7a m\u1ed9t ng\u01b0\u1eddi b\u00e1n hay m\u1ed9t nh\u00f3m ng\u01b0\u1eddi b\u00e1n v\u00e0 \u0111\u1ec3 ph\u00e2n bi\u1ec7t ch\u00fang v\u1edbi h\u00e0ng h\u00f3a v\u00e0 d\u1ecbch v\u1ee5 c\u1ee7a c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/p>\n

M\u1ed7i th\u01b0\u01a1ng hi\u1ec7u c\u00f3 m\u1ed9t t\u1eadp h\u1ee3p c\u00e1c y\u1ebfu t\u1ed1 nh\u1eadn di\u1ec7n bao g\u1ed3m th\u01b0\u01a1ng hi\u1ec7u v\u00e0 logo hay bi\u1ec3u t\u01b0\u1ee3ng v\u00e0 c\u00e1c d\u1ea5u hi\u1ec7u kh\u00e1c nh\u01b0 h\u00ecnh m\u00e0u s\u1eafc, kh\u1ea9u hi\u1ec7u, b\u00e0i h\u00e1t, \u0111o\u1ea1n nh\u1ea1c, ki\u1ebfn tr\u00fac…\u00a0<\/p>\n

Th\u01b0\u01a1ng hi\u1ec7u bao g\u1ed3m d\u1ea5u hi\u1ec7u b\u1ea3o h\u1ed9 nh\u00e3n hi\u1ec7u<\/b> (TM – trade mark; , \u00a9). Khi th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c doanh nghi\u1ec7p \u0111\u0103ng k\u00ed \u0111\u1ed9c quy\u1ec1n s\u1eed d\u1ee5ng th\u00ec n\u00f3 m\u1edbi \u0111\u01b0\u1ee3c C\u1ee5c S\u1edf h\u1eefu tr\u00ed tu\u1ec7 c\u1ea5p ch\u1ee9ng nh\u1eadn quy\u1ec1n s\u1edf h\u1eefu nh\u00e3n hi\u1ec7u (trade mark) v\u00e0 doanh nghi\u1ec7p th\u1ef1c hi\u1ec7n \u0111\u0103ng k\u00ed m\u1edbi \u0111\u01b0\u1ee3c \u0111\u1ed9c quy\u1ec1n s\u1eed d\u1ee5ng, \u0111\u1ed3ng th\u1eddi nh\u1eefng ng\u01b0\u1eddi kh\u00e1c m\u1edbi b\u1ecb lu\u1eadt ph\u00e1p c\u1ea5m s\u1eed d\u1ee5ng.\u00a0<\/p>\n

V\u00ec v\u1eady, m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u (Brand) c\u00f3 th\u1ec3 ch\u01b0a ph\u1ea3i l\u00e0 m\u1ed9t nh\u00e3n hi\u1ec7u th\u01b0\u01a1ng m\u1ea1i \u0111\u01b0\u1ee3c b\u1ea3o h\u1ed9 (Trade Mark), ng\u01b0\u1ee3c l\u1ea1i m\u1ed9t “trade mark” ch\u1eafc ch\u1eafn l\u00e0 m\u1ed9t “brand” \u0111\u00e3 \u0111\u01b0\u1ee3c lu\u1eadt ph\u00e1p b\u1ea3o h\u1ed9.<\/p>\n

M\u1ed7i th\u01b0\u01a1ng hi\u1ec7u ph\u1ea3n \u00e1nh uy t\u00edn h\u00ecnh \u1ea3nh c\u1ee7a s\u1ea3n ph\u1ea9m v\u00e0 doanh nghi\u1ec7p. V\u00ed d\u1ee5, Mercedes l\u00e0 th\u01b0\u01a1ng hi\u1ec7u xe \u00f4 t\u00f4 cao c\u1ea5p, sang tr\u1ecdng v\u00e0 an to\u00e0n.\u00a0<\/p>\n

Th\u01b0\u01a1ng hi\u1ec7u c\u00f3 c\u00e1c ch\u1ee9c n\u0103ng c\u01a1 b\u1ea3n sau:<\/b><\/p>\n

– Kh\u1eb3ng \u0111\u1ecbnh s\u1ea3n ph\u1ea9m c\u1ee7a ng\u01b0\u1eddi b\u00e1n ho\u1eb7c nh\u00f3m ng\u01b0\u1eddi b\u00e1n<\/b> v\u00e0 ph\u00e2n bi\u1ec7t s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd kh\u00e1c v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m c\u00f9ng lo\u1ea1i c\u1ee7a nh\u1eefng ng\u01b0\u1eddi kh\u00e1c.<\/p>\n

\u00a0– Th\u01b0\u01a1ng hi\u1ec7u l\u00e0 ti\u00eau chu\u1ea9n mua ch\u1ee7 y\u1ebfu c\u1ee7a kh\u00e1ch h\u00e0ng<\/b>. T\u1ea5t c\u1ea3 c\u00e1c ti\u00eau chu\u1ea9n c\u1ee5 th\u1ec3 v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng, gi\u00e1 c\u1ea3, d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng \u0111\u1ec1u \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng nh\u1eadn th\u1ee9c g\u1eafn v\u1edbi th\u01b0\u01a1ng hi\u1ec7u khi l\u1ef1a ch\u1ecdn. \u0110\u1eb1ng sau m\u1ed7i th\u01b0\u01a1ng hi\u1ec7u l\u00e0 s\u1ef1 \u0111\u1ea3m b\u1ea3o c\u1ee7a doanh nghi\u1ec7p v\u1edbi kh\u00e1ch h\u00e0ng.<\/p>\n

– Khi th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 n\u1ed5i ti\u1ebfng, kh\u00e1ch h\u00e0ng s\u1ebd nh\u1eadn \u0111\u01b0\u1ee3c gi\u00e1 tr\u1ecb l\u00e0m t\u1eeb h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u<\/b>. H\u1ecd s\u1ebd tin t\u01b0\u1edfng v\u00e0 trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u, s\u1eb5n s\u00e0ng tr\u1ea3 gi\u00e1 cao cho th\u01b0\u01a1ng hi\u1ec7u h\u1ecd \u01b0a th\u00edch.<\/p>\n

– Th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 \u0111\u0103ng k\u00ed c\u00f3 th\u1ec3 tr\u1edf th\u00e0nh t\u00e0i s\u1ea3n v\u00f4 h\u00ecnh c\u00f3 gi\u00e1 nh\u1ea5t c\u1ee7a doanh nghi\u1ec7p. <\/b>Nh\u1edd c\u00f3 th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng m\u00e0 doanh nghi\u1ec7p b\u1ea3n \u0111\u01b0\u1ee3c s\u1ea3n ph\u1ea9m gi\u00e1 cao, c\u00f3 nhi\u1ec1u kh\u00e1ch h\u00e0ng trung th\u00e0nh, t\u0103ng doanh thu v\u00e0 l\u1ee3i nhu\u1eadn c\u00f9ng v\u00f4 s\u1ed1 c\u00e1c l\u1ee3i th\u1ebf kinh doanh kh\u00e1c.\u00a0<\/p>\n

C\u00e1c quy\u1ebft \u0111\u1ecbnh ch\u1ee7 y\u1ebfu trong qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/font><\/h3>\n

C\u00e1c c\u00f4ng vi\u1ec7c ch\u00ednh trong ho\u1ea1t \u0111\u1ed9ng qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a nh\u00e0 qu\u1ea3n tr\u1ecb marketing bao g\u1ed3m:<\/p>\n

X\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u, ph\u1ea3i quy\u1ebft \u0111\u1ecbnh c\u00e1c v\u1ea5n \u0111\u1ec1 sau:<\/b><\/p>\n

– C\u00f3 g\u1eafn th\u01b0\u01a1ng hi\u1ec7u cho h\u00e0ng h\u00f3a c\u1ee7a m\u00ecnh hay kh\u00f4ng?<\/p>\n

– Doanh nghi\u1ec7p g\u1eafn th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a ai cho s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd?<\/p>\n

Khi \u0111\u00e3 x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c 2 quy\u1ebft \u0111\u1ecbnh tr\u00ean, nh\u00e0 qu\u1ea3n tr\u1ecb marketing s\u1ebd x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a doanh nghi\u1ec7p.<\/p>\n

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

Thi\u1ebft k\u1ebf h\u1ec7 th\u1ed1ng nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u:<\/b><\/p>\n

– T\u00ean th\u01b0\u01a1ng hi\u1ec7u<\/p>\n

– Logo hay bi\u1ec3u t\u01b0\u1ee3ng<\/p>\n

– X\u00e1c \u0111\u1ecbnh kh\u1ea9u hi\u1ec7u (slogan)<\/p>\n

\u0110\u0103ng k\u00ed b\u1ea3o h\u1ed9 h\u1ec7 th\u1ed1ng nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u.<\/b><\/p>\n

Nh\u00e0 qu\u1ea3n tr\u1ecb marketing c\u1ea7n n\u1eafm v\u1eefng c\u00e1c quy \u0111\u1ecbnh c\u1ee7a ph\u00e1p lu\u1eadt trong b\u1ea3o h\u1ed9 quy\u1ec1n s\u1edf h\u1eefu tr\u00ed tu\u1ec7 , qui tr\u00ecnh v\u00e0 th\u1ee7 t\u1ee5c \u0111\u0103ng k\u00ed b\u1ea3o h\u1ed9 \u0111\u1ec3 th\u1ef1c hi\u1ec7n vi\u1ec7c \u0111\u0103ng k\u00ed \u0111\u1ed9c quy\u1ec1n s\u1eed d\u1ee5ng nh\u00e3n hi\u1ec7u k\u1ecbp th\u1eddi.<\/p>\n

X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m th\u00e0nh th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh<\/b><\/p>\n

C\u1ea7n \u0111\u1ea3m b\u1ea3o 5 y\u1ebfu t\u1ed1:<\/p>\n

– S\u1ea3n ph\u1ea9m c\u00f3 ch\u1ea5t l\u01b0\u1ee3ng<\/p>\n

– Xu\u1ea5t hi\u1ec7n \u0111\u1ea7u ti\u00ean tr\u00ean th\u1ecb tr\u01b0\u1eddng<\/p>\n

– Chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb nh\u1ea5t qu\u00e1n<\/p>\n

– Ch\u01b0\u01a1ng tr\u00ecnh truy\u1ec1n th\u00f4ng m\u1ea1nh m\u1ebd<\/p>\n

– Th\u1eddi gian v\u00e0 s\u1ef1 ki\u00ean \u0111\u1ecbnh<\/p>\n

C\u00e1c c\u00f4ng vi\u1ec7c qu\u1ea3n l\u00ed t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u trong qu\u00e1 tr\u00ecnh kinh doanh<\/b><\/p>\n

– Th\u01b0\u1eddng xuy\u00ean \u0111\u00e1nh gi\u00e1 s\u1ee9c kh\u1ecfe c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

– C\u00f3 n\u00ean m\u1edf r\u1ed9ng gi\u1edbi h\u1ea1n s\u1eed d\u1ee5ng th\u01b0\u01a1ng hi\u1ec7u hay kh\u00f4ng?<\/p>\n

– S\u1eed d\u1ee5ng m\u1ed9t hay nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u cho c\u00e1c h\u00e0ng h\u00f3a c\u00f3 nh\u1eefng \u0111\u1eb7c t\u00ednh kh\u00e1c nhau c\u1ee7a c\u0169ng m\u1ed9t m\u1eb7t h\u00e0ng.<\/p>\n

– Mua b\u00e1n v\u00e0 nh\u01b0\u1ee3ng quy\u1ec1n s\u1eed d\u1ee5ng th\u01b0\u01a1ng hi\u1ec7u<\/p>\n

– T\u00e1i \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u, lo\u1ea1i b\u1ecf th\u01b0\u01a1ng hi\u1ec7u.<\/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 Th\u01b0\u01a1ng hi\u1ec7u (Ti\u1ebfng Anh: Brand) l\u00e0 m\u1ed9t d\u1ea5u hi\u1ec7u \u0111\u1ec3 x\u00e1c nh\u1eadn, ph\u00e2n bi\u1ec7t m\u1ed9t h\u00e0ng h\u00f3a, s\u1ea3n ph\u1ea9m tr\u00ean th\u1ecb tr\u01b0\u1eddng. Do \u0111\u00f3, c\u00e1c nh\u00e0 qu\u1ea3n tr\u1ecb marketing ph\u1ea3i c\u00f3 c\u00e1c chi\u1ebfn l\u01b0\u1ee3c qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh.\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\/36576"}],"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=36576"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36576\/revisions"}],"predecessor-version":[{"id":68958,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36576\/revisions\/68958"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=36576"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=36576"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=36576"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}