{"id":48061,"date":"2023-12-16T21:39:37","date_gmt":"2023-12-16T21:39:37","guid":{"rendered":"https:\/\/masterskills.org\/blog\/brand-equity-la-gi-tim-hieu-ve-y-nghia-cua-brand-equity-doi-voi-thuong-hieu.html"},"modified":"2023-12-16T21:39:37","modified_gmt":"2023-12-16T21:39:37","slug":"brand-equity-la-gi-tim-hieu-ve-y-nghia-cua-brand-equity-doi-voi-thuong-hieu","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/brand-equity-la-gi-tim-hieu-ve-y-nghia-cua-brand-equity-doi-voi-thuong-hieu.html","title":{"rendered":"Brand Equity L\u00e0 G\u00ec? T\u00ecm hi\u1ec3u v\u1ec1 \u00fd ngh\u0129a c\u1ee7a Brand Equity \u0111\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u"},"content":{"rendered":"
\n

Trong th\u1ecb tr\u01b0\u1eddng c\u1ea1nh tranh ng\u00e0y nay, s\u1ee9c m\u1ea1nh c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u v\u01b0\u1ee3t xa logo ho\u1eb7c kh\u1ea9u hi\u1ec7u c\u1ee7a n\u00f3. \u0110\u00f3 l\u00e0 b\u1ea3n ch\u1ea5t v\u00f4 h\u00ecnh g\u00e2y \u0111\u01b0\u1ee3c \u1ea3nh h\u01b0\u1edfng nh\u1ea5t \u0111\u1ecbnh \u0111\u1ed1i v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng, \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn nh\u1eadn th\u1ee9c, quy\u1ebft \u0111\u1ecbnh v\u00e0 l\u00f2ng trung th\u00e0nh c\u1ee7a h\u1ecd. B\u1ea3n ch\u1ea5t n\u00e0y, \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 Brand Equity, l\u00e0 t\u00e0i s\u1ea3n quan tr\u1ecdng c\u00f3 th\u1ec3 t\u00e1c \u0111\u1ed9ng \u0111\u00e1ng k\u1ec3 \u0111\u1ebfn s\u1ef1 th\u00e0nh c\u00f4ng v\u00e0 v\u1ecb th\u1ebf tr\u00ean th\u1ecb tr\u01b0\u1eddng c\u1ee7a c\u00f4ng ty. Th\u00f4ng qua b\u00e0i vi\u1ebft n\u00e0y, Masterskills s\u1ebd c\u00f9ng b\u1ea1n t\u00ecm hi\u1ec3u Brand Equity l\u00e0 g\u00ec<\/strong>, kh\u00e1m ph\u00e1 c\u00e1c th\u00e0nh ph\u1ea7n ch\u00ednh v\u00e0 nh\u1eefng l\u1ee3i \u00edch m\u00e0 n\u00f3 mang l\u1ea1i cho doanh nghi\u1ec7p!<\/p>\n

1. Brand Equity l\u00e0 g\u00ec?<\/strong><\/h2>\n

\u0110\u1ea7u ti\u00ean, Brand Equity l\u00e0 g\u00ec<\/strong>? Brand Equity l\u00e0 m\u1ed9t kh\u00e1i ni\u1ec7m \u0111a di\u1ec7n, v\u01b0\u1ee3t ra kh\u1ecfi khu\u00f4n kh\u1ed5 \u0111\u01a1n thu\u1ea7n c\u1ee7a nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u. V\u1ec1 c\u1ed1t l\u00f5i, Brand Equity th\u1ec3 hi\u1ec7n gi\u00e1 tr\u1ecb gia t\u0103ng m\u00e0 th\u01b0\u01a1ng hi\u1ec7u mang l\u1ea1i cho s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5. Gi\u00e1 tr\u1ecb n\u00e0y b\u1eaft ngu\u1ed3n t\u1eeb nh\u1eadn th\u1ee9c, tr\u1ea3i nghi\u1ec7m v\u00e0 li\u00ean t\u01b0\u1edfng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1edbi th\u01b0\u01a1ng hi\u1ec7u.\u00a0<\/p>\n

Khi ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1eb5n s\u00e0ng tr\u1ea3 nhi\u1ec1u ti\u1ec1n h\u01a1n cho m\u1ed9t s\u1ea3n ph\u1ea9m c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u so v\u1edbi m\u1ed9t s\u1ea3n ph\u1ea9m c\u00f9ng lo\u1ea1i, \u0111\u00f3 l\u00e0 minh ch\u1ee9ng cho s\u1ee9c m\u1ea1nh c\u1ee7a Brand Equity. \u0110\u00f3 l\u00e0 t\u00e0i s\u1ea3n v\u00f4 h\u00ecnh c\u00f3 th\u1ec3 t\u1ea1o s\u1ef1 kh\u00e1c bi\u1ec7t cho m\u1ed9t s\u1ea3n ph\u1ea9m trong m\u1ed9t th\u1ecb tr\u01b0\u1eddng c\u1ea1nh tranh, th\u00fac \u0111\u1ea9y l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 t\u1ea1o ra b\u01b0\u1edbc \u0111\u1ec7m ch\u1ed1ng l\u1ea1i c\u00e1c chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb c\u1ee7a \u0111\u1ed1i th\u1ee7.<\/p>\n

\n
\"brand-equity-tai-san-thuong-hieu-la-gi\"\"brand-equity-tai-san-thuong-hieu-la-gi\"
Brand equity l\u00e0 g\u00ec<\/figcaption><\/figure>\n<\/div>\n

2. Y\u1ebfu t\u1ed1 x\u00e2y d\u1ef1ng Brand Equity<\/strong><\/h2>\n

X\u00e2y d\u1ef1ng Brand Equity kh\u00f4ng ph\u1ea3i l\u00e0 nhi\u1ec7m v\u1ee5 m\u1ed9t s\u1edbm m\u1ed9t chi\u1ec1u; \u0111\u00f3 l\u00e0 m\u1ed9t n\u1ed7 l\u1ef1c chi\u1ebfn l\u01b0\u1ee3c \u0111\u00f2i h\u1ecfi s\u1ef1 hi\u1ec3u bi\u1ebft v\u00e0 nu\u00f4i d\u01b0\u1ee1ng m\u1ed9t s\u1ed1 y\u1ebfu t\u1ed1 ch\u00ednh, c\u1ee5 th\u1ec3:<\/p>\n

2.1 Nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u (Brand Awareness)<\/strong><\/h3>\n

Y\u1ebfu t\u1ed1 n\u1ec1n t\u1ea3ng n\u00e0y nh\u1eb1m \u0111\u1ea3m b\u1ea3o r\u1eb1ng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n lu\u00f4n \u0111\u01b0\u1ee3c ng\u01b0\u1eddi ti\u00eau d\u00f9ng quan t\u00e2m h\u00e0ng \u0111\u1ea7u. Brand Awareness hay nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u l\u00e0 th\u01b0\u1edbc \u0111o m\u1ee9c \u0111\u1ed9 ng\u01b0\u1eddi ti\u00eau d\u00f9ng nh\u1eadn bi\u1ebft v\u00e0 ghi nh\u1edb m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u gi\u1eefa v\u00f4 s\u1ed1 l\u1ef1a ch\u1ecdn. \u0110\u00e2y l\u00e0 b\u01b0\u1edbc \u0111\u1ea7u ti\u00ean trong qu\u00e1 tr\u00ecnh x\u00e2y d\u1ef1ng Brand Equity. Khi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee9c \u0111\u1ed9 nh\u1eadn bi\u1ebft cao \u0111\u1ed3ng ngh\u0129a v\u1edbi vi\u1ec7c th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3 \u0111\u00e3 in d\u1ea5u th\u00e0nh c\u00f4ng b\u1ea3n s\u1eafc c\u1ee7a m\u00ecnh trong t\u00e2m tr\u00ed ng\u01b0\u1eddi ti\u00eau d\u00f9ng.\u00a0<\/p>\n

S\u1ef1 c\u00f4ng nh\u1eadn n\u00e0y c\u00f3 th\u1ec3 l\u00e0 k\u1ebft qu\u1ea3 c\u1ee7a vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u nh\u1ea5t qu\u00e1n, c\u00e1c chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb \u0111\u00e1ng nh\u1edb v\u00e0 s\u1ef1 xu\u1ea5t hi\u1ec7n l\u1eb7p l\u1ea1i nhi\u1ec1u l\u1ea7n. V\u00ed d\u1ee5: khi ai \u0111\u00f3 ngh\u0129 \u0111\u1ebfn vi\u1ec7c \u0111\u1eb7t xe, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u nh\u01b0 Grab ho\u1eb7c Be c\u00f3 th\u1ec3 xu\u1ea5t hi\u1ec7n ngay l\u1eadp t\u1ee9c do nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh m\u1ebd c\u1ee7a h\u1ecd. \u0110\u1ea1t \u0111\u01b0\u1ee3c m\u1ee9c \u0111\u1ed9 nh\u1eadn bi\u1ebft n\u00e0y c\u00f3 ngh\u0129a l\u00e0 nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 th\u00e0nh c\u00f4ng chi\u1ebfm \u0111\u01b0\u1ee3c th\u1ecb ph\u1ea7n \u0111\u00e1ng k\u1ec3 trong t\u01b0 duy, khi\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng l\u1ef1a ch\u1ecdn h\u1ecd h\u01a1n c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh \u00edt t\u00ean tu\u1ed5i.<\/p>\n

2.2 Hi\u1ec3u bi\u1ebft v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u (Brand Associations)<\/strong><\/h3>\n

Brand Associations hay hi\u1ec3u bi\u1ebft v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u l\u00e0 nh\u1eefng k\u1ebft n\u1ed1i v\u00e0 thu\u1ed9c t\u00ednh tinh th\u1ea7n m\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng li\u00ean k\u1ebft v\u1edbi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u. Ch\u00fang c\u00f3 th\u1ec3 bao g\u1ed3m t\u1eeb c\u00e1c t\u00ednh n\u0103ng h\u1eefu h\u00ecnh c\u1ee7a s\u1ea3n ph\u1ea9m \u0111\u1ebfn nh\u1eefng c\u1ea3m x\u00fac v\u00e0 tr\u1ea3i nghi\u1ec7m x\u00fac c\u1ea3m. V\u00ed d\u1ee5, khi ngh\u0129 v\u1ec1 Apple, ng\u01b0\u1eddi ta c\u00f3 th\u1ec3 ngh\u0129 ngay \u0111\u1ebfn s\u1ef1 \u0111\u1ed5i m\u1edbi, thi\u1ebft k\u1ebf \u0111\u1eb9p m\u1eaft v\u00e0 ch\u1ea5t l\u01b0\u1ee3ng cao c\u1ea5p. Nh\u1eefng li\u00ean t\u01b0\u1edfng n\u00e0y \u0111\u01b0\u1ee3c trau d\u1ed3i theo th\u1eddi gian th\u00f4ng qua th\u00f4ng \u0111i\u1ec7p nh\u1ea5t qu\u00e1n, tr\u1ea3i nghi\u1ec7m s\u1ea3n ph\u1ea9m v\u00e0 chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb.\u00a0<\/p>\n

Nh\u1eefng li\u00ean t\u01b0\u1edfng n\u00e0y c\u00e0ng m\u1ea1nh m\u1ebd v\u00e0 t\u00edch c\u1ef1c th\u00ec ch\u00fang c\u00e0ng mang l\u1ea1i nhi\u1ec1u gi\u00e1 tr\u1ecb cho th\u01b0\u01a1ng hi\u1ec7u. \u0110i\u1ec1u c\u1ea7n thi\u1ebft l\u00e0 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u ph\u1ea3i li\u00ean t\u1ee5c theo d\u00f5i v\u00e0 qu\u1ea3n l\u00fd c\u00e1c li\u00ean k\u1ebft n\u00e0y \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o ch\u00fang ph\u00f9 h\u1ee3p v\u1edbi h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u mong mu\u1ed1n. Nh\u1eefng li\u00ean t\u01b0\u1edfng ti\u00eau c\u1ef1c c\u00f3 th\u1ec3 g\u00e2y b\u1ea5t l\u1ee3i v\u00e0 l\u00e0m x\u00f3i m\u00f2n Brand Equity, v\u00ec v\u1eady vi\u1ec7c ch\u1ee7 \u0111\u1ed9ng qu\u1ea3n l\u00fd l\u00e0 r\u1ea5t quan tr\u1ecdng.<\/p>\n

2.3 Ch\u1ea5t l\u01b0\u1ee3ng c\u1ea3m nh\u1eadn (Perceived Quality)<\/strong><\/h3>\n

Perceived Quality hay ch\u1ea5t l\u01b0\u1ee3ng c\u1ea3m nh\u1eadn l\u00e0 s\u1ef1 \u0111\u00e1nh gi\u00e1 c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1ec1 s\u1ef1 xu\u1ea5t s\u1eafc ho\u1eb7c t\u00ednh \u01b0u vi\u1ec7t t\u1ed5ng th\u1ec3 c\u1ee7a s\u1ea3n ph\u1ea9m. N\u00f3 kh\u00f4ng nh\u1ea5t thi\u1ebft l\u00e0 v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng th\u1ef1c t\u1ebf m\u00e0 c\u00f3 th\u1ec3 l\u00e0 nh\u1eadn th\u1ee9c v\u1ec1 s\u1ea3n ph\u1ea9m. Hai s\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 c\u00f3 ch\u1ea5t l\u01b0\u1ee3ng th\u1ef1c t\u1ebf t\u01b0\u01a1ng t\u1ef1 nhau, nh\u01b0ng n\u1ebfu m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c coi l\u00e0 v\u01b0\u1ee3t tr\u1ed9i h\u01a1n th\u00ec th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3 s\u1ebd c\u00f3 Brand Equity cao h\u01a1n.\u00a0<\/p>\n

C\u00e1c y\u1ebfu t\u1ed1 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn ch\u1ea5t l\u01b0\u1ee3ng c\u1ea3m nh\u1eadn bao g\u1ed3m kinh nghi\u1ec7m trong qu\u00e1 kh\u1ee9 v\u1edbi th\u01b0\u01a1ng hi\u1ec7u, truy\u1ec1n mi\u1ec7ng v\u00e0 danh ti\u1ebfng th\u01b0\u01a1ng hi\u1ec7u. Nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u lu\u00f4n th\u1ef1c hi\u1ec7n \u0111\u00fang l\u1eddi h\u1ee9a v\u00e0 v\u01b0\u1ee3t tr\u00ean s\u1ef1 mong \u0111\u1ee3i c\u1ee7a kh\u00e1ch h\u00e0ng s\u1ebd c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng \u0111\u01b0\u1ee3c coi l\u00e0 c\u00f3 ch\u1ea5t l\u01b0\u1ee3ng cao h\u01a1n. Nh\u1eadn th\u1ee9c n\u00e0y c\u00f3 th\u1ec3 d\u1eabn \u0111\u1ebfn s\u1ef1 tin t\u01b0\u1edfng, l\u00f2ng trung th\u00e0nh v\u00e0 gi\u00fap kh\u00e1ch h\u00e0ng s\u1eb5n s\u00e0ng tr\u1ea3 gi\u00e1 cao h\u01a1n \u0111\u1ec3 s\u1edf h\u1eefu s\u1ea3n ph\u1ea9m \u0111\u00f3.<\/p>\n

2.4 Trung th\u00e0nh th\u01b0\u01a1ng hi\u1ec7u (Brand Loyalty)<\/strong><\/h3>\n

Brand Loyalty hay l\u00f2ng trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ee5c ti\u00eau cu\u1ed1i c\u00f9ng c\u1ee7a nhi\u1ec1u doanh nghi\u1ec7p. N\u00f3 th\u1ec3 hi\u1ec7n s\u1ef1 cam k\u1ebft v\u00e0 s\u1ef1 \u1ee7ng h\u1ed9 th\u01b0\u1eddng xuy\u00ean c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng, ngay c\u1ea3 khi \u0111\u1ed1i m\u1eb7t v\u1edbi s\u1ef1 c\u1ea1nh tranh ho\u1eb7c nh\u1eefng thay \u0111\u1ed5i tr\u00ean th\u1ecb tr\u01b0\u1eddng. Nh\u1eefng kh\u00e1ch h\u00e0ng trung th\u00e0nh kh\u00f4ng ch\u1ec9 nhi\u1ec1u l\u1ea7n l\u1ef1a ch\u1ecdn m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u00e0 c\u00f2n tr\u1edf th\u00e0nh \u0111\u1ea1i s\u1ee9 th\u01b0\u01a1ng hi\u1ec7u, gi\u1edbi thi\u1ec7u th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3 cho b\u1ea1n b\u00e8 v\u00e0 gia \u0111\u00ecnh.\u00a0<\/p>\n

L\u00f2ng trung th\u00e0nh n\u00e0y \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng theo th\u1eddi gian th\u00f4ng qua nh\u1eefng tr\u1ea3i nghi\u1ec7m t\u00edch c\u1ef1c, s\u1ef1 tin t\u01b0\u1edfng v\u00e0 k\u1ebft n\u1ed1i c\u1ea3m x\u00fac nh\u1ea5t qu\u00e1n. C\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u00f3 m\u1ee9c \u0111\u1ed9 trung th\u00e0nh cao th\u01b0\u1eddng s\u1ebd gi\u1ea3m \u0111\u01b0\u1ee3c chi ph\u00ed ti\u1ebfp th\u1ecb v\u00ec vi\u1ec7c gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i th\u01b0\u1eddng r\u1ebb h\u01a1n so v\u1edbi vi\u1ec7c thu h\u00fat kh\u00e1ch h\u00e0ng m\u1edbi. H\u01a1n n\u1eefa, kh\u00e1ch h\u00e0ng trung th\u00e0nh c\u00f3 xu h\u01b0\u1edbng \u00edt nh\u1ea1y c\u1ea3m h\u01a1n v\u1ec1 gi\u00e1, \u0111\u1ea3m b\u1ea3o ngu\u1ed3n doanh thu \u1ed5n \u0111\u1ecbnh cho th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

3. T\u1ea7m quan tr\u1ecdng c\u1ee7a Brand Equity<\/strong><\/h2>\n

3.1 L\u1ee3i \u00edch cho doanh nghi\u1ec7p<\/strong><\/h3>\n

Brand Equity m\u1ea1nh mang l\u1ea1i r\u1ea5t nhi\u1ec1u l\u1ee3i \u00edch cho doanh nghi\u1ec7p. Th\u1ee9 nh\u1ea5t, n\u00f3 cho ph\u00e9p ch\u00fang ta \u0111\u1ecbnh gi\u00e1 cao h\u01a1n, cho ph\u00e9p c\u00e1c c\u00f4ng ty t\u00ednh ph\u00ed nhi\u1ec1u h\u01a1n cho s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a h\u1ecd ch\u1ec9 d\u1ef1a tr\u00ean s\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u. \u0110i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 d\u1eabn \u0111\u1ebfn t\u1ef7 su\u1ea5t l\u1ee3i nhu\u1eadn t\u1ed1t h\u01a1n. Th\u1ee9 hai, Brand Equity m\u1ea1nh \u0111\u00f3ng vai tr\u00f2 nh\u01b0 m\u1ed9t h\u00e0ng r\u00e0o b\u1ea3o v\u1ec7 ch\u1ed1ng l\u1ea1i c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh, khi\u1ebfn h\u1ecd g\u1eb7p kh\u00f3 kh\u0103n trong vi\u1ec7c gi\u00e0nh \u0111\u01b0\u1ee3c ch\u1ed7 \u0111\u1ee9ng tr\u00ean th\u1ecb tr\u01b0\u1eddng.\u00a0<\/p>\n

N\u00f3 c\u0169ng mang l\u1ea1i l\u1ee3i th\u1ebf c\u1ea1nh tranh trong qu\u00e1 tr\u00ecnh ra m\u1eaft s\u1ea3n ph\u1ea9m, v\u00ec ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 xu h\u01b0\u1edbng th\u1eed c\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi t\u1eeb th\u01b0\u01a1ng hi\u1ec7u m\u00e0 h\u1ecd tin t\u01b0\u1edfng. H\u01a1n n\u1eefa, c\u00e1c doanh nghi\u1ec7p c\u00f3 Brand Equity cao th\u01b0\u1eddng d\u1ec5 d\u00e0ng m\u1edf r\u1ed9ng sang c\u00e1c th\u1ecb tr\u01b0\u1eddng ho\u1eb7c danh m\u1ee5c s\u1ea3n ph\u1ea9m m\u1edbi v\u00ec h\u1ecd c\u00f3 th\u1ec3 t\u1eadn d\u1ee5ng danh ti\u1ebfng th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7n c\u00f3 c\u1ee7a m\u00ecnh.<\/p>\n

3.2 \u1ea2nh h\u01b0\u1edfng \u0111\u1ed1i v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/strong><\/h3>\n

\u0110\u1ed1i v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng, th\u01b0\u01a1ng hi\u1ec7u c\u00f3 Brand Equity cao th\u01b0\u1eddng t\u01b0\u1ee3ng tr\u01b0ng cho ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 s\u1ef1 tin c\u1eady. Nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u nh\u01b0 v\u1eady gi\u00fap \u0111\u01a1n gi\u1ea3n h\u00f3a qu\u00e1 tr\u00ecnh ra quy\u1ebft \u0111\u1ecbnh, gi\u1ea3m thi\u1ec3u r\u1ee7i ro li\u00ean quan \u0111\u1ebfn vi\u1ec7c mua h\u00e0ng. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u1ea3m th\u1ea5y tin t\u01b0\u1edfng v\u00e0 an t\u00e2m h\u01a1n trong l\u1ef1a ch\u1ecdn c\u1ee7a m\u00ecnh khi bi\u1ebft r\u1eb1ng m\u00ecnh \u0111\u01b0\u1ee3c h\u1ed7 tr\u1ee3 b\u1edfi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u uy t\u00edn. Ngo\u00e0i ra, Brand Equity m\u1ea1nh c\u00f3 th\u1ec3 d\u1eabn \u0111\u1ebfn c\u1ea3m gi\u00e1c th\u00e2n thu\u1ed9c ho\u1eb7c c\u1ed9ng \u0111\u1ed3ng gi\u1eefa ng\u01b0\u1eddi ti\u00eau d\u00f9ng, th\u00fac \u0111\u1ea9y k\u1ebft n\u1ed1i c\u1ea3m x\u00fac s\u00e2u s\u1eafc h\u01a1n v\u00e0 l\u00f2ng trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

4. C\u00e1ch c\u1ea3i thi\u1ec7n v\u00e0 duy tr\u00ec Brand Equity<\/strong><\/h2>\n

4.1 Chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb<\/strong><\/h3>\n

Ti\u1ebfp th\u1ecb hi\u1ec7u qu\u1ea3 l\u00e0 trung t\u00e2m c\u1ee7a Brand Equity. C\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n \u0111\u1ea3m b\u1ea3o th\u00f4ng \u0111i\u1ec7p nh\u1ea5t qu\u00e1n tr\u00ean t\u1ea5t c\u1ea3 c\u00e1c k\u00eanh, t\u1eeb qu\u1ea3ng c\u00e1o truy\u1ec1n th\u1ed1ng \u0111\u1ebfn n\u1ec1n t\u1ea3ng k\u1ef9 thu\u1eadt s\u1ed1. C\u00e1c chi\u1ebfn d\u1ecbch ph\u00f9 h\u1ee3p nh\u1eafm m\u1ee5c ti\u00eau \u0111\u00fang ph\u00e2n kh\u00fac \u0111\u1ed1i t\u01b0\u1ee3ng c\u00f3 th\u1ec3 n\u00e2ng cao nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u v\u00e0 th\u00fac \u0111\u1ea9y c\u00e1c li\u00ean t\u01b0\u1edfng t\u00edch c\u1ef1c. T\u1eadn d\u1ee5ng nh\u1eefng ng\u01b0\u1eddi \u1ea3nh h\u01b0\u1edfng, t\u1ea1o n\u1ed9i dung h\u1ea5p d\u1eabn v\u00e0 c\u1eadp nh\u1eadt xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng \u0111\u1ec1u l\u00e0 nh\u1eefng th\u00e0nh ph\u1ea7n quan tr\u1ecdng c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb th\u00e0nh c\u00f4ng.<\/p>\n

4.2 Ph\u1ea3n h\u1ed3i t\u1eeb kh\u00e1ch h\u00e0ng<\/strong><\/h3>\n

Trong th\u1eddi \u0111\u1ea1i k\u1ef9 thu\u1eadt s\u1ed1 ng\u00e0y nay, ph\u1ea3n h\u1ed3i c\u1ee7a kh\u00e1ch h\u00e0ng d\u1ec5 ti\u1ebfp c\u1eadn h\u01a1n bao gi\u1edd h\u1ebft. C\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u00ean t\u00edch c\u1ef1c t\u00ecm ki\u1ebfm ph\u1ea3n h\u1ed3i, c\u00f3 th\u1ec3 th\u00f4ng qua kh\u1ea3o s\u00e1t, \u0111\u00e1nh gi\u00e1 tr\u1ef1c tuy\u1ebfn ho\u1eb7c t\u01b0\u01a1ng t\u00e1c tr\u1ef1c ti\u1ebfp. Ph\u1ea3n h\u1ed3i n\u00e0y cung c\u1ea5p nh\u1eefng hi\u1ec3u bi\u1ebft s\u00e2u s\u1eafc v\u00e0 gi\u00e1 tr\u1ecb v\u1ec1 c\u00e1c l\u0129nh v\u1ef1c c\u1ea7n c\u1ea3i thi\u1ec7n v\u00e0 nh\u1eefng c\u1ea1m b\u1eaby ti\u1ec1m \u1ea9n. B\u1eb1ng c\u00e1ch gi\u1ea3i quy\u1ebft c\u00e1c m\u1ed1i quan t\u00e2m k\u1ecbp th\u1eddi, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 n\u00e2ng cao h\u00ecnh \u1ea3nh c\u1ee7a m\u00ecnh, s\u1eeda ch\u1eefa sai s\u00f3t v\u00e0 th\u1ec3 hi\u1ec7n cam k\u1ebft mang l\u1ea1i s\u1ef1 h\u00e0i l\u00f2ng cho kh\u00e1ch h\u00e0ng.<\/p>\n

K\u1ebft lu\u1eadn<\/strong><\/h2>\n

V\u1eady l\u00e0 Masterskills \u0111\u00e3 c\u00f9ng b\u1ea1n t\u00ecm hi\u1ec3u Brand Equity l\u00e0 g\u00ec<\/strong> v\u00e0 nh\u1eefng l\u1ee3i \u00edch c\u1ee7a n\u00f3. Kh\u00f4ng th\u1ec3 ph\u1ee7 nh\u1eadn Brand Equity l\u00e0 m\u1ed9t trong nh\u1eefng t\u00e0i s\u1ea3n qu\u00fd gi\u00e1 nh\u1ea5t m\u00e0 m\u1ed9t c\u00f4ng ty c\u00f3 th\u1ec3 s\u1edf h\u1eefu. \u0110\u00f3 l\u00e0 \u0111\u1ec9nh cao c\u1ee7a nh\u1eefng n\u1ed7 l\u1ef1c nh\u1ea5t qu\u00e1n, chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb v\u00e0 s\u1ef1 g\u1eafn k\u1ebft v\u1edbi kh\u00e1ch h\u00e0ng th\u1ef1c s\u1ef1.\u00a0<\/p>\n

Trong th\u1eddi \u0111\u1ea1i m\u00e0 ni\u1ec1m tin c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u00e0 t\u1ed1i quan tr\u1ecdng, vi\u1ec7c \u0111\u1ea7u t\u01b0 v\u00e0o x\u00e2y d\u1ef1ng v\u00e0 duy tr\u00ec Brand Equity m\u1ea1nh l\u00e0 \u0111i\u1ec1u b\u1eaft bu\u1ed9c. B\u1eb1ng c\u00e1ch hi\u1ec3u c\u00e1c s\u1eafc th\u00e1i c\u1ee7a Brand v\u00e0 li\u00ean t\u1ee5c th\u00edch \u1ee9ng v\u1edbi b\u1ed1i c\u1ea3nh th\u1ecb tr\u01b0\u1eddng \u0111ang ph\u00e1t tri\u1ec3n, c\u00e1c doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u0111\u1ea3m b\u1ea3o th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd v\u1eabn ph\u00f9 h\u1ee3p, \u0111\u01b0\u1ee3c t\u00f4n tr\u1ecdng v\u00e0 tin t\u01b0\u1edfng b\u1edfi kh\u00e1ch h\u00e0ng.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Trong th\u1ecb tr\u01b0\u1eddng c\u1ea1nh tranh ng\u00e0y nay, s\u1ee9c m\u1ea1nh c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u v\u01b0\u1ee3t xa logo ho\u1eb7c kh\u1ea9u hi\u1ec7u c\u1ee7a n\u00f3. \u0110\u00f3 l\u00e0 b\u1ea3n ch\u1ea5t v\u00f4 h\u00ecnh g\u00e2y \u0111\u01b0\u1ee3c \u1ea3nh h\u01b0\u1edfng nh\u1ea5t \u0111\u1ecbnh \u0111\u1ed1i v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng, \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn nh\u1eadn th\u1ee9c, quy\u1ebft \u0111\u1ecbnh v\u00e0 l\u00f2ng trung th\u00e0nh c\u1ee7a h\u1ecd. B\u1ea3n ch\u1ea5t n\u00e0y, \u0111\u01b0\u1ee3c […]<\/p>\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\/48061"}],"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=48061"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/48061\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=48061"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=48061"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=48061"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}