{"id":40963,"date":"2023-12-10T02:24:14","date_gmt":"2023-12-10T02:24:14","guid":{"rendered":"https:\/\/masterskills.org\/blog\/debranding-va-thoi-dai-cua-logo-khong-chu.html"},"modified":"2023-12-13T05:24:14","modified_gmt":"2023-12-13T05:24:14","slug":"debranding-va-thoi-dai-cua-logo-khong-chu","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/debranding-va-thoi-dai-cua-logo-khong-chu.html","title":{"rendered":"Debranding v\u00e0 th\u1eddi \u0111\u1ea1i c\u1ee7a logo \u201ckh\u00f4ng ch\u1eef\u201d"},"content":{"rendered":"
\n

\u0110\u1ea7u h\u00e8 2016, MasterCard \u0111\u00e3 h\u00e9 l\u1ed9 thi\u1ebft k\u1ebf logo m\u1edbi v\u00e0 theo \u0111\u00fang xu h\u01b0\u1edbng l\u00e0m m\u1edbi th\u01b0\u01a1ng hi\u1ec7u (rebranding) th\u00ec nh\u1eefng s\u1ef1 thay \u0111\u1ed5i h\u1ebft s\u1ee9c tinh t\u1ebf: C\u00f4ng ty n\u00e0y v\u1eabn gi\u1eef nguy\u00ean h\u00ecnh \u1ea3nh hai qu\u1ea3 b\u00f3ng \u0111\u1ecf v\u00e0 v\u00e0ng v\u1edbi m\u1ed9t ph\u1ea7n b\u1ecb \u0111\u00e8 l\u00ean nhau, ri\u00eang ph\u1ea7n ch\u1eef \u0111\u00e3 \u0111\u01b0\u1ee3c thay \u0111\u1ed5i. Tr\u01b0\u1edbc \u0111\u00e2y, ch\u1eef “MasterCard”<\/em> \u0111\u01b0\u1ee3c l\u00e0m n\u1ed5i v\u00e0 \u0111\u1eb7t \u1edf trung t\u00e2m logo th\u00ec nay \u0111\u00e3 b\u1ecb chuy\u1ec3n xu\u1ed1ng v\u1ecb tr\u00ed d\u01b0\u1edbi hai qu\u1ea3 b\u00f3ng v\u00e0 vi\u1ebft th\u01b0\u1eddng: “mastercard”.<\/em><\/p>\n

Theo MasterCard th\u00ec v\u1edbi s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a xu h\u01b0\u1edbng, r\u00f5 r\u00e0ng \u0111\u00e3 \u0111\u1ebfn l\u00fac c\u1ea7n ph\u1ea3i \u0111\u1ec3 t\u00ean t\u00e1ch kh\u1ecfi logo ho\u00e0n to\u00e0n. Tr\u1ecdng t\u00e2m c\u1ea7n t\u1eadp trung v\u00e0o bi\u1ec3u t\u01b0\u1ee3ng h\u01a1n l\u00e0 ph\u1ea7n ch\u1eef.<\/p>\n

\"Logo<\/p>\n

S\u1ef1 thay \u0111\u1ed5i c\u1ee7a MasterCard \u0111\u00e3 ph\u1ea3n \u00e1nh m\u1ed9t b\u01b0\u1edbc chuy\u1ec3n \u0111\u1ed5i r\u1ed9ng h\u01a1n \u1edf v\u00e0i trong s\u1ed1 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c nh\u1eadn di\u1ec7n r\u1ed9ng r\u00e3i tr\u00ean to\u00e0n c\u1ea7u: gi\u1ea3m vi\u1ec7c nh\u1ea5n m\u1ea1nh v\u00e0o text ho\u1eb7c lo\u1ea1i b\u1ecf h\u1eb3n n\u00f3 ra kh\u1ecfi logo.<\/strong><\/p>\n

Nike<\/strong> l\u00e0 m\u1ed9t trong nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ea7u ti\u00ean thay \u0111\u1ed5i logo theo xu h\u01b0\u1edbng n\u00e0y, \u0111\u00f3 l\u00e0 v\u00e0o n\u0103m 1995 \u2013 khi bi\u1ec3u tr\u01b0ng Swoosh<\/strong> c\u00f3 xu\u1ea5t hi\u1ec7n th\u00eam kh\u1ea9u hi\u1ec7u “Just Do It”<\/em> v\u00e0 sau \u0111\u00f3, kh\u00f4ng h\u1ec1 c\u00f3 b\u1ea5t c\u1ee9 t\u1eeb ng\u1eef n\u00e0o tr\u00ean logo n\u1eefa. Apple, McDonald’s v\u00e0 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c c\u0169ng d\u1ecbch chuy\u1ec3n theo qu\u1ef9 \u0111\u1ea1o n\u00e0y: h\u01b0\u1edbng t\u1edbi s\u1eed d\u1ee5ng logo kh\u00f4ng c\u00f3 ch\u1eef sau m\u1ed9t giai \u0111o\u1ea1n chuy\u1ec3n \u0111\u1ed5i nhi\u1ec1u ki\u1ec3u logo v\u1edbi c\u00e1c tagline nh\u01b0 “Think Different”<\/em> hay “I’m lovin’ it”.<\/em><\/p>\n

\"Logo<\/p>\n

S\u1ef1 chuy\u1ec3n \u0111\u1ed5i n\u00e0y c\u00f3 v\u1ebb ph\u00f9 h\u1ee3p v\u1edbi m\u1ed9t c\u00e1ch ti\u1ebfp c\u1eadn h\u1ee3p l\u00fd h\u01a1n v\u1ec1 thi\u1ebft k\u1ebf c\u0169ng nh\u01b0 m\u1ed9t s\u1ed1 \u0111\u1eb7c \u0111i\u1ec3m \u0111i\u1ec3n h\u00ecnh c\u1ee7a n\u1ec1n kinh t\u1ebf hi\u1ec7n \u0111\u1ea1i: C\u00e1c bi\u1ec3u t\u01b0\u1ee3ng ho\u1ea1t \u0111\u1ed9ng t\u1ed1t h\u01a1n c\u00e1c t\u00ean d\u00e0i tr\u00ean \u1ee9ng d\u1ee5ng v\u00e0 m\u00e0n h\u00ecnh m\u00e1y t\u00ednh; v\u00e0 ch\u00fang c\u0169ng cho ph\u00e9p m\u1ed9t s\u1ef1 linh ho\u1ea1t t\u1ed1t h\u01a1n n\u1ebfu nh\u01b0 c\u00f4ng ty mu\u1ed1n gia nh\u1eadp v\u00e0o nhi\u1ec1u l\u0129nh v\u1ef1c c\u00f9ng l\u00fac. Ch\u1eb3ng h\u1ea1n, c\u00e1c t\u00ean g\u1ecdi nh\u01b0 Starbucks Coffe<\/strong> v\u00e0 MasterCard<\/strong> g\u1eafn ch\u1eb7t v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m c\u1ee5 th\u1ec3 theo nhi\u1ec1u c\u00e1ch m\u00e0 c\u00e1c bi\u1ec3u t\u01b0\u1ee3ng kh\u00f4ng th\u1ec3 hi\u1ec7n \u0111\u01b0\u1ee3c. \u0110i\u1ec1u n\u00e0y s\u1ebd l\u00e0 b\u1ea5t l\u1ee3i n\u1ebfu nh\u01b0 \u0111\u00e3 \u0111\u1ebfn l\u00fac m\u1ed9t c\u00f4ng ty \u0111ang s\u1ea3n xu\u1ea5t \u0111i\u1ec7n tho\u1ea1i c\u0169ng c\u1ea7n m\u1edf r\u1ed9ng sang s\u1ea3n xu\u1ea5t th\u00eam \u00f4 t\u00f4 n\u1eefa. Ngo\u00e0i ra, c\u00e1c d\u1ea5u hi\u1ec7u tr\u1ef1c quan (visual cue) c\u0169ng c\u00f3 th\u1ec3 ph\u00f9 h\u1ee3p \u0111\u1ec3 qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u ra nhi\u1ec1u qu\u1ed1c gia h\u01a1n b\u1edfi v\u00ec ch\u00fang \u0111\u00e3 lo\u1ea1i b\u1ecf vi\u1ec7c c\u1ea7n s\u1eed d\u1ee5ng c\u00e1c c\u00f4ng c\u1ee5 d\u1ecbch (kh\u00f4ng c\u00f2n text tr\u00ean logo n\u1eefa, ngh\u0129a l\u00e0 ng\u01b0\u1eddi d\u00f9ng c\u00f3 th\u1ec3 t\u1ef1 do suy \u0111o\u00e1n \u00fd ngh\u0129a logo theo c\u00e1ch hi\u1ec3u c\u1ee7a m\u00ecnh v\u00e0 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u0169ng kh\u00f4ng c\u1ea7n ph\u1ea3i “chuy\u1ec3n ng\u1eef” n\u1ed9i dung tr\u00ean logo c\u1ee7a h\u1ecd).<\/p>\n

Nh\u01b0ng c\u00f3 l\u1ebd s\u1ef1 th\u00fac \u0111\u1ea9y m\u1ea1nh nh\u1ea5t cho vi\u1ec7c ra \u0111\u1eddi nh\u1eefng logo “m\u1ea3nh mai” n\u00e0y \u0111\u00f3 ch\u00ednh l\u00e0 kh\u00f3 kh\u0103n ng\u00e0y c\u00e0ng t\u0103ng c\u1ee7a vi\u1ec7c ti\u1ebfp c\u1eadn ng\u01b0\u1eddi mua khi c\u00f3 qu\u00e1 nhi\u1ec1u kh\u00e1ch h\u00e0ng hi\u1ec7n nay r\u1ea5t ho\u00e0i nghi c\u00e1c t\u1eadp \u0111o\u00e0n l\u1edbn. M\u1ed9t cu\u1ed9c \u0111i\u1ec1u tra g\u1ea7n \u0111\u00e2y \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n b\u1edfi h\u00e3ng chuy\u00ean cung c\u1ea5p d\u1ecbch v\u1ee5 PR Cohn & Wolfe \u0111\u00e3 nh\u1eadn th\u1ea5y r\u1eb1ng 4\/5 s\u1ed1 ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u00ean to\u00e0n c\u1ea7u gi\u1edd \u0111\u00e2y xem c\u00e1c th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng h\u1ec1 c\u1edfi m\u1edf v\u00e0 kh\u00f4ng ch\u00e2n th\u1ef1c.<\/strong> “Kh\u00e1ch h\u00e0ng \u0111\u00e3 ch\u00e1n ng\u1ea5y v\u1edbi qu\u1ea3ng c\u00e1o theo c\u00e1ch m\u00e0 c\u00e1ch \u0111\u00e2y v\u00e0i th\u1eadp k\u1ef7, h\u1ecd kh\u00f4ng h\u1ec1 nh\u01b0 v\u1eady”<\/em>, Adam Alter – ph\u00f3 gi\u00e1o s\u01b0 thu\u1ed9c khoa Marketing t\u1ea1i tr\u01b0\u1eddng kinh doanh Stern c\u1ee7a \u0110\u1ea1i h\u1ecdc New York cho bi\u1ebft. “Th\u1eadt kh\u00f3 \u0111\u1ec3 h\u1ea5p d\u1eabn h\u1ecd nh\u01b0 tr\u01b0\u1edbc v\u00e0 b\u00e2y gi\u1edd, h\u1ecd c\u00f3 xu h\u01b0\u1edbng t\u00ecm ki\u1ebfm nh\u1eefng l\u1eddi ch\u00e0o h\u00e0ng c\u00f4ng khai”.<\/em> K\u1ebft qu\u1ea3 l\u00e0, \u0111i\u1ec1u n\u00e0y c\u0169ng d\u1eabn t\u1edbi m\u1ed9t s\u1ef1 thay \u0111\u1ed5i trong chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u. “C\u00e1c c\u00f4ng ty bu\u1ed9c ph\u1ea3i t\u00ecm hi\u1ec3u v\u1ec1 s\u1ef1 tinh t\u1ebf”.<\/em><\/p>\n

\u00a0<\/div>\n

\"Logo<\/p>\n

S\u1ef1 thay \u0111\u1ed5i \u0111\u00f3 ch\u00ednh l\u00e0 th\u1ee9 m\u00e0 \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 “debranding”<\/em><\/strong> (h\u00ecnh th\u1ee9c b\u1ecf t\u00ean ho\u1eb7c c\u1ea3 t\u00ean v\u00e0 logo tr\u00ean c\u00e1c s\u1ea3n ph\u1ea9m) ho\u1eb7c “decorporatizing”<\/em><\/strong> (hi\u1ec3u n\u00f4m nay l\u00e0 l\u00e0m bi\u1ebfn m\u1ea5t c\u1ea3m gi\u00e1c v\u1ec1 m\u1ed9t t\u1eadp \u0111o\u00e0n l\u1edbn) \u2013 m\u1ed9t chi\u1ebfn thu\u1eadt d\u1ef1a tr\u00ean \u00fd t\u01b0\u1edfng thu h\u1eb9p d\u1ea7n m\u00e0 ch\u1ec9 c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c tri\u1ec3n khai b\u1edfi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c nh\u1eadn bi\u1ebft t\u1ed1t nh\u1ea5t. M\u1ed9t v\u00e0i markerter tin r\u1eb1ng debranding c\u00f3 th\u1ec3 khi\u1ebfn c\u00e1c th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u tr\u1edf n\u00ean “\u00edt thu\u1ed9c v\u1ec1 m\u1ed9t t\u1ed5 ch\u1ee9c c\u1ee5 th\u1ec3 h\u01a1n”<\/em> v\u00e0 mang t\u00ednh “c\u00e1 nh\u00e2n h\u01a1n”<\/em> \u0111\u1ed1i v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng. B\u1edfi l\u1ebd, c\u00e1c logo kh\u00f4ng ch\u1eef c\u00f3 th\u1ec3 k\u00edch th\u00edch nhi\u1ec1u ph\u1ea3n \u1ee9ng t\u1ee9c th\u00ec v\u00e0 c\u00e1 nh\u00e2n \u2013 \u0111i\u1ec1u r\u1ea5t quan tr\u1ecdng trong m\u00f4i tr\u01b0\u1eddng truy\u1ec1n th\u00f4ng v\u1edbi v\u00f4 v\u00e0n y\u1ebfu t\u1ed1 g\u00e2y nhi\u1ec5u v\u00e0 ph\u00e2n t\u00e1n.<\/p>\n

Theo Jill J. Avery \u2013 gi\u1ea3ng vi\u00ean c\u1ea5p cao t\u1ea1i \u0110\u1ea1i h\u1ecdc kinh doanh Harvard th\u00ec “C\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u \u0111\u00e3 ch\u1ee9ng minh \u0111\u01b0\u1ee3c vi\u1ec7c s\u1eed d\u1ee5ng h\u00ecnh \u1ea3nh th\u1ecb gi\u00e1c (visual imager) [trong so s\u00e1nh v\u1edbi h\u00ecnh \u1ea3nh \u0111\u01b0\u1ee3c th\u1ec3 hi\u1ec7n b\u1eb1ng t\u1eeb ng\u1eef – verbal imagery] trong qu\u1ea3ng c\u00e1o s\u1ebd l\u00e0m t\u0103ng s\u1ef1 ch\u00fa \u00fd c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 th\u00e1ch th\u1ee9c h\u1ecd gi\u1ea3i th\u00edch c\u0169ng nh\u01b0 hi\u1ec3u \u0111\u01b0\u1ee3c th\u00f4ng \u0111i\u1ec7p c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u theo c\u00e1ch ch\u1ee7 \u0111\u1ed9ng h\u01a1n so v\u1edbi t\u1eeb ng\u1eef…. Qu\u00e1 tr\u00ecnh l\u00e0m s\u00e1ng t\u1ecf ho\u1eb7c “t\u1ef1 s\u1ea3n xu\u1ea5t” n\u00e0y s\u1ebd t\u1ea1o ra ch\u1ea5t l\u01b0\u1ee3ng h\u00ecnh \u1ea3nh tinh th\u1ea7n (mental image \u2013 m\u1ed9t s\u1ef1 l\u00fd gi\u1ea3i v\u1ec1 s\u1ef1 v\u1eadt\/h\u00ecnh \u1ea3nh h\u00ecnh th\u00e0nh trong t\u00e2m tr\u00ed c\u1ee7a m\u1ed9t ng\u01b0\u1eddi d\u1ef1a tr\u00ean tr\u00ed nh\u1edb ho\u1eb7c tr\u00ed t\u01b0\u1edfng t\u01b0\u1ee3ng c\u1ee7a h\u1ecd, v\u1eeba th\u1eadt v\u1eeba gi\u1ea3) cao h\u01a1n v\u00e0 trong nhi\u1ec1u tr\u01b0\u1eddng h\u1ee3p l\u00e0 m\u1ed9t hi\u1ec3u bi\u1ebft mang t\u00ednh c\u00e1 nh\u00e2n h\u01a1n v\u1ec1 th\u00f4ng \u0111i\u1ec7p c\u1ee7a qu\u1ea3ng c\u00e1o”.<\/em><\/p>\n

\"Logo<\/p>\n

\u00a0<\/div>\n

N\u00f3i t\u00f3m l\u1ea1i, debranding gi\u00fap t\u1ea1o ra c\u00e1c k\u1ebft n\u1ed1i d\u1ef1a tr\u00ean hai qu\u1ea3 b\u00f3ng \u0111\u1ecf v\u00e0 v\u00e0ng d\u1ec5 d\u00e0ng h\u01a1n so v\u1edbi \u0111\u1eb7t th\u00eam ch\u1eef MasterCard v\u00e0o trung t\u00e2m h\u00ecnh \u1ea3nh.<\/p>\n

Nhu c\u1ea7u v\u1ec1 t\u00ednh c\u00e1 nh\u00e2n<\/strong> v\u00e0 s\u1ef1 th\u00e2n thi\u1ec7n<\/strong> \u0111\u1eb7c bi\u1ec7t ph\u00f9 h\u1ee3p v\u1edbi nh\u1eefng ng\u01b0\u1eddi tr\u1ebb – th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau c\u1ee7a r\u1ea5t nhi\u1ec1u c\u00f4ng ty s\u1ea3n xu\u1ea5t h\u00e0ng ti\u00eau d\u00f9ng tr\u00ean to\u00e0n c\u1ea7u. C\u00f3 kh\u1ea3 n\u0103ng r\u1eb1ng hai y\u1ebfu t\u1ed1 n\u00e0y c\u0169ng t\u00e1c \u0111\u1ed9ng t\u1edbi quy\u1ebft \u0111\u1ecbnh l\u00e0m m\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a MasterCard.<\/p>\n

V\u00ec m\u1ed9t s\u1ed1 l\u01b0\u1ee3ng ng\u00e0y c\u00e0ng t\u0103ng nh\u1eefng ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u2013 \u0111\u1eb7c bi\u1ec7t l\u00e0 nh\u1eefng ng\u01b0\u1eddi tr\u1ebb – th\u00edch giao d\u1ecbch tr\u00ean \u0111i\u1ec7n tho\u1ea1i h\u01a1n l\u00e0 s\u1eed d\u1ee5ng ti\u1ec1n m\u1eb7t ho\u1eb7c th\u1ebb v\u00e0 mu\u1ed1n tr\u00e1nh vi\u1ec7c ph\u1ea3i \u0111\u1ed1i m\u1eb7t v\u1edbi kho\u1ea3n n\u1ee3 trong th\u1ebb t\u00edn d\u1ee5ng n\u00ean m\u1ed9t lo l\u1eafng \u0111\u1ed1i v\u1edbi c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 c\u1ee7a MasterCard \u0111\u00f3 l\u00e0 c\u00f4ng ty n\u00e0y v\u1eabn ch\u01b0a c\u00f3 ch\u1ed7 \u0111\u1ee9ng ho\u00e0n to\u00e0n tr\u00ean th\u1ecb tr\u01b0\u1eddng thanh to\u00e1n qua di \u0111\u1ed9ng. Trong khi \u0111\u00f3, PayPal<\/strong> – m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c \u0111\u00e3 ti\u1ebfn h\u00e0nh l\u00e0m m\u1edbi h\u00ecnh \u1ea3nh c\u1ee7a m\u00ecnh c\u00e1ch \u0111\u00e2y v\u00e0i n\u0103m v\u1edbi vi\u1ec7c gi\u1ea3m b\u1edbt s\u1ef1 nh\u1ea5n m\u1ea1nh v\u00e0o t\u00ean g\u1ecdi trong logo – th\u00ec \u0111\u00e3 nhanh ch\u00f3ng x\u00e2y d\u1ef1ng \u0111\u01b0\u1ee3c c\u01a1 s\u1edf d\u1eef li\u1ec7u ng\u01b0\u1eddi d\u00f9ng thu\u1ed9c th\u1ebf h\u1ec7 Millennial (nh\u1eefng ng\u01b0\u1eddi \u0111\u01b0\u1ee3c sinh ra trong kho\u1ea3ng n\u0103m 1980 – 2000) r\u1ea5t \u0111\u00e1ng k\u1ec3 – bao g\u1ed3m m\u1ed9t l\u01b0\u1ee3ng kh\u00e1 t\u1ed1t nh\u1eefng ng\u01b0\u1eddi trung th\u00e0nh v\u1edbi Venmo \u2013 m\u1ed9t \u1ee9ng d\u1ee5ng thanh to\u00e1n tr\u00ean di \u0111\u1ed9ng r\u1ea5t n\u1ed5i ti\u1ebfng m\u00e0 sau \u0111\u00f3 \u0111\u00e3 \u0111\u01b0\u1ee3c PayPal mua l\u1ea1i.<\/p>\n

Nh\u1eefng l\u1ee3i \u00edch m\u00e0 h\u00ecnh th\u1ee9c debranding mang l\u1ea1i l\u00e0 v\u00f4 c\u00f9ng l\u1edbn. \u0110i\u1ec3n h\u00ecnh cho m\u1ed9t trong nh\u1eefng qu\u00e1 tr\u00ecnh tri\u1ec3n khai th\u00e0nh c\u00f4ng nh\u1ea5t c\u1ee7a xu h\u01b0\u1edbng n\u00e0y \u0111\u00f3 ch\u00ednh l\u00e0 chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng “Share a Coke”<\/em> <\/strong>c\u1ee7a Coca-Cola. V\u1ec1 c\u01a1 b\u1ea3n, ng\u01b0\u1eddi d\u00f9ng s\u1ebd c\u00f3 c\u01a1 h\u1ed9i b\u1eaft g\u1eb7p nh\u1eefng c\u00e1i t\u00ean r\u1ea5t ph\u1ed5 bi\u1ebfn in tr\u00ean v\u1ecf chai coca, ch\u1eb3ng h\u1ea1n nh\u01b0 Sarah hay David v\u00e0 \u0111\u01b0\u1ee3c khuy\u1ebfn kh\u00edch chia s\u1ebb nh\u1eefng chai n\u01b0\u1edbc ngo\u1ea1t n\u00e0y cho b\u1ea1n b\u00e8 v\u00e0 gia \u0111\u00ecnh. K\u1ebft qu\u1ea3, chi\u1ebfn d\u1ecbch n\u00e0y \u0111\u00e3 gi\u00fap doanh thu c\u1ee7a h\u00e3ng \u1edf M\u1ef9 t\u0103ng l\u00ean h\u01a1n 2%, \u0111\u1ed3ng th\u1eddi c\u0169ng l\u00e0m \u0111\u1ea3o ng\u01b0\u1ee3c bi\u1ec3u \u0111\u1ed3 doanh s\u1ed1 gi\u1ea3m s\u00fat c\u1ee7a Coca-Cola t\u1ea1i M\u1ef9 trong h\u01a1n m\u1ed9t th\u1eadp k\u1ef7 qua.<\/p>\n

\"Logo<\/p>\n

Ng\u00e0nh c\u00f4ng nghi\u1ec7p qu\u1ea3ng c\u00e1o th\u00edch g\u1ecdi lo\u1ea1i h\u00ecnh marketing n\u00e0y l\u00e0 “authentic” (\u0111\u00e1ng tin).<\/em><\/strong> Cohn & Wolfe h\u00e0ng n\u0103m s\u01b0u t\u1eadp m\u1ed9t danh s\u00e1ch “c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e1ng tin nh\u1ea5t th\u1ebf gi\u1edbi”,<\/em> \u0111\u01b0\u1ee3c r\u00fat ra t\u1eeb c\u00e1c cu\u1ed9c kh\u1ea3o s\u00e1t c\u00f3 s\u1ef1 tham gia c\u1ee7a g\u1ea7n 12.000 ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u00ean 14 qu\u1ed1c gia. Top 20 c\u1ee7a n\u0103m nay c\u0169ng bao g\u1ed3m PayPal, Coca-Cola v\u00e0 MasterCard.<\/p>\n

R\u00f5 r\u00e0ng, \u0111\u00e1ng tin l\u00e0 nh\u1eefng th\u1ee9 r\u1ea5t bu\u1ed3n c\u01b0\u1eddi trong l\u0129nh v\u1ef1c ti\u1ebfp th\u1ecb: Kh\u1eb3ng \u0111\u1ecbnh s\u1ef1 \u0111\u00e1ng tin c\u1ee7a m\u1ed9t th\u1ee9 g\u00ec \u0111\u00f3 th\u00ec nghe ch\u1eb3ng \u0111\u00e1ng tin ch\u00fat n\u00e0o. Tuy nhi\u00ean, \u1edf th\u1eddi \u0111i\u1ec3m khi ng\u01b0\u1eddi d\u00f9ng ng\u00e0y c\u00e0ng coi tr\u1ecdng nh\u1eefng c\u00f4ng ty t\u1ea1o ra nh\u1eefng th\u1ee9 ch\u00e2n th\u1eadt h\u01a1n l\u00e0 ph\u00f4 di\u1ec5n s\u1ef1 l\u1edbn m\u1ea1nh c\u1ee7a m\u00ecnh th\u00ec s\u1ef1 \u0111\u00e1ng tin c\u00f3 \u00fd ngh\u0129a t\u1edbi m\u1ee9c m\u00e0 c\u00e1c marketer b\u1eaft \u0111\u1ea7u c\u1ea3m th\u1ea5y kh\u00f3 kh\u0103n h\u01a1n khi ph\u00e2n bi\u1ec7t gi\u1eefa hai kh\u00e1i ni\u1ec7m \u0111\u00f3.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

\u0110\u1ea7u h\u00e8 2016, MasterCard \u0111\u00e3 h\u00e9 l\u1ed9 thi\u1ebft k\u1ebf logo m\u1edbi v\u00e0 theo \u0111\u00fang xu h\u01b0\u1edbng l\u00e0m m\u1edbi th\u01b0\u01a1ng hi\u1ec7u (rebranding) th\u00ec nh\u1eefng s\u1ef1 thay \u0111\u1ed5i h\u1ebft s\u1ee9c tinh t\u1ebf: C\u00f4ng ty n\u00e0y v\u1eabn gi\u1eef nguy\u00ean h\u00ecnh \u1ea3nh hai qu\u1ea3 b\u00f3ng \u0111\u1ecf v\u00e0 v\u00e0ng v\u1edbi m\u1ed9t ph\u1ea7n b\u1ecb \u0111\u00e8 l\u00ean nhau, ri\u00eang ph\u1ea7n ch\u1eef \u0111\u00e3 \u0111\u01b0\u1ee3c thay \u0111\u1ed5i. Tr\u01b0\u1edbc \u0111\u00e2y, ch\u1eef “MasterCard”<\/em> \u0111\u01b0\u1ee3c l\u00e0m n\u1ed5i v\u00e0 \u0111\u1eb7t \u1edf trung t\u00e2m logo th\u00ec nay \u0111\u00e3 b\u1ecb chuy\u1ec3n xu\u1ed1ng v\u1ecb tr\u00ed d\u01b0\u1edbi hai qu\u1ea3 b\u00f3ng v\u00e0 vi\u1ebft th\u01b0\u1eddng: “mastercard”.<\/em><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[452],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/40963"}],"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=40963"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/40963\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=40963"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=40963"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=40963"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}