{"id":5767,"date":"2023-11-29T06:45:33","date_gmt":"2023-11-29T06:45:33","guid":{"rendered":"https:\/\/masterskills.org\/blog\/?p=5767"},"modified":"2023-12-21T14:24:20","modified_gmt":"2023-12-21T07:24:20","slug":"thuong-hieu-la-gi-dieu-gi-tao-nen-thuong-hieu-cua-mot-doanh-nghiep","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/thuong-hieu-la-gi-dieu-gi-tao-nen-thuong-hieu-cua-mot-doanh-nghiep.html","title":{"rendered":"Th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec? \u0110i\u1ec1u g\u00ec t\u1ea1o n\u00ean th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u1ed9t doanh nghi\u1ec7p?"},"content":{"rendered":"

Th\u01b0\u01a1ng hi\u1ec7u (brand) l\u00e0 g\u00ec?<\/strong><\/h2>\n

Trong th\u1ef1c ti\u1ec5n, thu\u1eadt ng\u1eef \u201cth\u01b0\u01a1ng hi\u1ec7u\u201d ch\u1ec9 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng nhi\u1ec1u tr\u00ean b\u00e1o ch\u00ed, truy\u1ec1n th\u00f4ng,\u2026 c\u00f2n trong c\u00e1c v\u0103n b\u1ea3n quy ph\u1ea1m ph\u00e1p lu\u1eadt th\u00ec kh\u00f4ng th\u1ea5y nh\u1eafc \u0111\u1ebfn\u00a0kh\u00e1i ni\u1ec7m v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u<\/strong>. Ch\u00ednh v\u00ec kh\u00f4ng c\u00f3 m\u1ed9t \u0111\u1ecbnh ngh\u0129a r\u00f5 r\u00e0ng n\u00ean m\u1ed7i ng\u01b0\u1eddi l\u1ea1i hi\u1ec3u theo 1 c\u00e1ch kh\u00e1c nhau, v\u00e0 nhi\u1ec1u ng\u01b0\u1eddi v\u1eabn l\u1ea7m t\u01b0\u1edfng n\u00f3 l\u00e0 c\u00e1ch g\u1ecdi kh\u00e1c c\u1ee7a\u00a0nh\u00e3n hi\u1ec7u\u00a0nh\u01b0ng s\u1ef1 th\u1eadt kh\u00f4ng ph\u1ea3i nh\u01b0 v\u1eady.<\/p>\n

\u0110\u1ecbnh ngh\u0129a c\u1ee7a Hi\u1ec7p h\u1ed9i Marketing Hoa K\u1ef3<\/strong><\/h3>\n

A brand is a name, term, design, symbol, or any other feature that identifies one sMasterskillsr\u2019s good or service as distinct from those of other sMasterskillsrs.<\/p>\n

T\u1ea1m d\u1ecbch:<\/strong><\/p>\n

M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t c\u00e1i t\u00ean, m\u1ed9t thu\u1eadt ng\u1eef, m\u1ed9t thi\u1ebft k\u1ebf, k\u00fd hi\u1ec7u ho\u1eb7c b\u1ea5t c\u1ee9 th\u1ee9 g\u00ec kh\u00e1c \u0111\u1ec3 ph\u00e2n bi\u1ec7t h\u00e0ng h\u00f3a \/ d\u1ecbch v\u1ee5 c\u1ee7a nh\u1eefng ng\u01b0\u1eddi b\u00e1n kh\u00e1c nhau.<\/p><\/blockquote>\n

Theo T\u1ed5 ch\u1ee9c s\u1edf h\u1eefu tr\u00ed tu\u1ec7 th\u1ebf gi\u1edbi (WIPO)<\/strong><\/h3>\n

Although the term \u201cbrand\u201d is sometimes used as a synonym for a \u201ctrademark\u201d, in commercial circles the term \u201cbrand\u201d is frequently used in a much wider sense to refer to a combination of tangible and intangible elements, such as a trademark, design, logo and trade dress, and the concept, image and reputation which those elements transmit with respect to specified products and\/or services. Some experts consider the goods or services themselves as a component of the brand.<\/p>\n

T\u1ea1m d\u1ecbch:<\/strong><\/p>\n

M\u1eb7c d\u00f9 thu\u1eadt ng\u1eef \u201cth\u01b0\u01a1ng hi\u1ec7u\u201d \u0111\u00f4i khi \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng nh\u01b0 m\u1ed9t t\u1eeb \u0111\u1ed3ng ngh\u0129a c\u1ee7a \u201cnh\u00e3n hi\u1ec7u\u201d trong l\u0129nh v\u1ef1c th\u01b0\u01a1ng m\u1ea1i, nh\u01b0ng n\u00f3 th\u01b0\u1eddng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng theo ngh\u0129a r\u1ed9ng h\u01a1n bao g\u1ed3m s\u1ef1 k\u1ebft h\u1ee3p c\u1ee7a c\u00e1c y\u1ebfu t\u1ed1 h\u1eefu h\u00ecnh v\u00e0 v\u00f4 h\u00ecnh, ch\u1eb3ng h\u1ea1n nh\u01b0 m\u1ed9t nh\u00e3n hi\u1ec7u, m\u1ed9t thi\u1ebft k\u1ebf, bi\u1ec3u t\u01b0\u1ee3ng, h\u00ecnh \u1ea3nh th\u01b0\u01a1ng m\u1ea1i, kh\u00e1i ni\u1ec7m, \u1ea3nh v\u00e0 danh ti\u1ebfng m\u00e0 c\u00e1c y\u1ebfu t\u1ed1 \u0111\u00f3 li\u00ean quan t\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m d\u1ecbch v\u1ee5 c\u1ee5 th\u1ec3. M\u1ed9t s\u1ed1 chuy\u00ean gia coi b\u1ea3n th\u00e2n h\u00e0ng h\u00f3a ho\u1eb7c d\u1ecbch v\u1ee5 l\u00e0 m\u1ed9t ph\u1ea7n c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/p><\/blockquote>\n

Quan \u0111i\u1ec3m c\u1ee7a InvestOne Law Firm<\/strong><\/h3>\n

C\u00f3 th\u1ec3 hi\u1ec3u th\u01b0\u01a1ng hi\u1ec7u l\u00e0 c\u1ea3m nh\u1eadn t\u1ed5ng th\u1ec3 v\u1ec1\u00a0ch\u1ea5t l\u01b0\u1ee3ng<\/strong>,\u00a0m\u00f4i tr\u01b0\u1eddng<\/strong>,\u00a0uy t\u00edn<\/strong>\u00a0v\u00e0\u00a0gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i<\/strong>\u00a0c\u1ee7a m\u1ed9t doanh nghi\u1ec7p. N\u00f3 gi\u00fap t\u1ea1o ra c\u1ea3m x\u00fac, s\u1ef1 li\u00ean t\u01b0\u1edfng trong m\u1eaft ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1ec1 doanh nghi\u1ec7p v\u00e0 c\u00e1c s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 m\u00e0 doanh nghi\u1ec7p cung c\u1ea5p.<\/p>\n

V\u1ec1 m\u1eb7t nh\u1eadn di\u1ec7n, th\u01b0\u01a1ng hi\u1ec7u\u00a0l\u00e0 m\u1ed9t c\u00e1i t\u00ean<\/strong>\u00a0ho\u1eb7c\u00a0m\u1ed9t d\u1ea5u hi\u1ec7u<\/strong>\u00a0(logo, nh\u00e3n hi\u1ec7u) c\u00f3 th\u1ec3 nh\u1eadn di\u1ec7n b\u1eb1ng m\u1eaft.<\/p>\n

N\u1ebfu \u0111\u1ec3 ph\u00e2n lo\u1ea1i th\u01b0\u01a1ng hi\u1ec7u, c\u00f3 th\u1ec3 chia th\u00e0nh 2 lo\u1ea1i nh\u01b0 sau:<\/p>\n

1. Th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p:<\/strong><\/h4>\n
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  • C\u00f4ng ty Unilever (t\u1eadp \u0111o\u00e0n \u0111a qu\u1ed1c gia chuy\u00ean s\u1ea3n xu\u1ea5t c\u00e1c m\u1eb7t h\u00e0ng ti\u00eau d\u00f9ng);<\/li>\n
  • T\u1eadp \u0111o\u00e0n Viettel (s\u1ed1 1 v\u1ec1 vi\u1ec5n th\u00f4ng t\u1ea1i Vi\u1ec7t Nam);<\/li>\n
  • T\u1eadp \u0111o\u00e0n Vingroup (t\u1eadp \u0111o\u00e0n t\u01b0 nh\u00e2n l\u1edbn nh\u1ea5t Vi\u1ec7t Nam);<\/li>\n
  • Bia S\u00e0i G\u00f2n (c\u00f4ng ty bia l\u00e2u \u0111\u1eddi v\u00e0 n\u1ed5i ti\u1ebfng t\u1ea1i Vi\u1ec7t Nam);<\/li>\n<\/ul>\n

    Tr\u00ean \u0111\u00e2y l\u00e0 nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 n\u1ed5i ti\u1ebfng m\u00e0 h\u1ea7u h\u1ebft m\u1ecdi ng\u01b0\u1eddi \u0111\u1ec1u bi\u1ebft. V\u1eady c\u00e1c doanh nghi\u1ec7p \u201cch\u01b0a n\u1ed5i ti\u1ebfng\u201d th\u00ec c\u00f3 \u0111\u01b0\u1ee3c coi l\u00e0 th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng? C\u00f3 nh\u00e9! Ch\u1ec9 c\u00f3 \u0111i\u1ec1u th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd c\u00f3 ph\u1ea1m vi h\u1eb9p h\u01a1n.<\/p>\n

    2. Th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m \/ d\u1ecbch v\u1ee5:<\/strong><\/h4>\n

    C\u00f4ng ty Unilever c\u00f3 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m n\u1ed5i ti\u1ebfng:<\/p>\n

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    • D\u1ea7u g\u1ed9i\u00a0Sunsilk<\/strong>,\u00a0Clear<\/strong>;<\/li>\n
    • S\u1eefa t\u1eafm\u00a0Dove<\/strong>;<\/li>\n
    • Kem \u0111\u00e1nh r\u0103ng\u00a0P\/s<\/strong>,\u00a0Closeup<\/strong>,\u2026<\/li>\n<\/ul>\n

      T\u1eadp \u0111o\u00e0n VinGroup th\u00ec c\u00f3 h\u00e0ng lo\u1ea1t th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng nh\u01b0:<\/p>\n

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      • VinHomes<\/strong>\u00a0(th\u01b0\u01a1ng hi\u1ec7u b\u1ea5t \u0111\u1ed9ng s\u1ea3n cao c\u1ea5p);<\/li>\n
      • VinMart<\/strong>\u00a0(h\u1ec7 th\u1ed1ng chu\u1ed7i si\u00eau th\u1ecb s\u1ea1ch & an to\u00e0n);<\/li>\n
      • VinFast<\/strong>\u00a0(th\u01b0\u01a1ng hi\u1ec7u \u00f4 t\u00f4 \u0111\u1ea7u ti\u00ean c\u1ee7a Vi\u1ec7t Nam);<\/li>\n
      • VinPearl<\/strong>\u00a0(th\u01b0\u01a1ng hi\u1ec7u d\u1ecbch v\u1ee5 du l\u1ecbch, ngh\u1ec9 d\u01b0\u1ee1ng v\u00e0 gi\u1ea3i tr\u00ed \u0111\u1eb3ng c\u1ea5p 5 sao);<\/li>\n
      • VinCom<\/strong>\u00a0(h\u1ec7 th\u1ed1ng trung t\u00e2m th\u01b0\u01a1ng m\u1ea1i);<\/li>\n
      • VinMec<\/strong>\u00a0(h\u1ec7 th\u1ed1ng b\u1ec7nh vi\u1ec7n ti\u00eau chu\u1ea9n qu\u1ed1c t\u1ebf);<\/li>\n<\/ul>\n

        C\u00f4ng ty bia S\u00e0i G\u00f2n c\u00f3 c\u00e1c s\u1ea3n ph\u1ea9m n\u1ed5i ti\u1ebfng:<\/p>\n

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        • Bia\u00a0Saigon Special<\/strong>\u00a0(c\u00f2n g\u1ecdi l\u00e0 S\u00e0i G\u00f2n l\u00f9n);<\/li>\n
        • Bia\u00a0Saigon Export<\/strong>\u00a0(c\u00f2n g\u1ecdi l\u00e0 S\u00e0i G\u00f2n \u0111\u1ecf);<\/li>\n
        • Bia\u00a0333<\/strong>;<\/li>\n<\/ul>\n

          Nh\u00ecn chung, m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u t\u1ed1t s\u1ebd \u0111\u1ec3 l\u1ea1i \u1ea5n t\u01b0\u1ee3ng t\u1ed1t trong suy ngh\u0129 c\u1ee7a m\u1ecdi ng\u01b0\u1eddi. N\u00f3 gi\u00fap t\u1ea1o ra l\u1ee3i th\u1ebf c\u1ea1nh tranh \u0111\u1eb7c bi\u1ec7t cho c\u00e1c s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p.<\/p>\n

          Th\u00e0nh ph\u1ea7n c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/h2>\n

          M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c c\u1ea5u th\u00e0nh t\u1eeb m\u1ed9t h\u1ed7n h\u1ee3p c\u00e1c th\u00e0nh ph\u1ea7n, bao g\u1ed3m:\u00a0logo<\/strong>,\u00a0slogan<\/strong>,\u00a0t\u00ean c\u00f4ng ty<\/strong>,\u00a0t\u00ean s\u1ea3n ph\u1ea9m<\/strong>,\u00a0m\u00e0u s\u1eafc<\/strong>,\u00a0thi\u1ebft k\u1ebf bao g\u00f3i<\/strong>. M\u1ed7i m\u1ed9t th\u00e0nh ph\u1ea7n n\u00e0y \u0111\u00f3ng g\u00f3p cho c\u1ea3m gi\u00e1c \u0111\u00f3 l\u00e0 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a doanh nghi\u1ec7p nh\u01b0ng b\u1ea3n th\u00e2n t\u1eebng th\u00e0nh ph\u1ea7n ri\u00eang l\u1ebb kh\u00f4ng th\u1ec3 t\u1ea1o n\u00ean th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

          1. Ph\u1ea7n bi\u1ec3u t\u01b0\u1ee3ng (logo)<\/strong><\/h3>\n

          L\u00e0 ph\u1ea7n kh\u00f4ng \u0111\u1ecdc \u0111\u01b0\u1ee3c, ch\u1ec9 c\u00f3 th\u1ec3 nh\u1eadn di\u1ec7n b\u1eb1ng m\u1eaft. Bi\u1ec3u t\u01b0\u1ee3ng m\u00e0 c\u00e1c doanh nghi\u1ec7p l\u1ef1a ch\u1ecdn th\u01b0\u1eddng l\u00e0 h\u00ecnh \u1ea3nh \u0111\u00e3 \u0111\u01b0\u1ee3c c\u00e1ch \u0111i\u1ec7u, kh\u00f4ng m\u00e0u m\u00e8, d\u1ec5 nh\u1edb v\u00e0 c\u00f3 \u00fd ngh\u0129a r\u00f5 r\u00e0ng.<\/p>\n

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          • \n
            B\u00f4ng sen l\u00e0 bi\u1ec3u t\u01b0\u1ee3ng c\u1ee7a v\u0103n h\u00f3a Vi\u1ec7t<\/figcaption><\/figure>\n<\/li>\n
          • \n
            Con r\u1ed3ng th\u1ec3 hi\u1ec7n s\u1ef1 n\u0103ng \u0111\u1ed9ng, m\u1ea1nh m\u1ebd v\u00e0 th\u00e2n thi\u00ea\u0323n<\/figcaption><\/figure>\n<\/li>\n
          • \n
            C\u00e1nh chim th\u1ec3 hi\u1ec7n kh\u00e1t v\u1ecdng bay cao<\/figcaption><\/figure>\n<\/li>\n
          • \n
            C\u00e2y th\u1ecbnh v\u01b0\u1ee3ng th\u1ec3 hi\u1ec7n kh\u00e1t v\u1ecdng v\u1ec1 s\u1ef1 ph\u00e1t tri\u1ec3n<\/figcaption><\/figure>\n<\/li>\n<\/ul>\n<\/figure>\n

            2. Ph\u1ea7n t\u00ean g\u1ecdi (c\u00f3 th\u1ec3 \u0111\u1ecdc \u0111\u01b0\u1ee3c)<\/strong><\/h3>\n

            Th\u01b0\u1eddng l\u00e0\u00a0t\u00ean th\u01b0\u01a1ng m\u1ea1i<\/strong>\u00a0ho\u1eb7c\u00a0t\u00ean vi\u1ebft t\u1eaft<\/strong>\u00a0c\u1ee7a doanh nghi\u1ec7p.Ph\u1ea7n t\u00ean g\u1ecdi gi\u00fap kh\u00e1ch h\u00e0ng d\u1ec5 d\u00e0ng gi\u1edbi thi\u1ec7u th\u01b0\u01a1ng hi\u1ec7u t\u1edbi ng\u01b0\u1eddi kh\u00e1c.<\/p>\n

            V\u00ed d\u1ee5:<\/strong>\u00a0Viettel; Vinaphone; FPT,\u2026<\/p><\/blockquote>\n

            M\u1ed9t logo c\u00f3 th\u1ec3 ch\u1ec9 bao g\u1ed3m bi\u1ec3u t\u01b0\u1ee3ng, nh\u01b0ng c\u0169ng c\u00f3 th\u1ec3 bao g\u1ed3m c\u1ea3 t\u00ean c\u00f4ng ty. Doanh nghi\u1ec7p c\u00f3 th\u1ec3\u00a0\u0111\u0103ng k\u00fd b\u1ea3o h\u1ed9 logo\u00a0nh\u01b0 m\u1ed9t nh\u00e3n hi\u1ec7u.<\/p>\n

            3. Ph\u1ea7n kh\u1ea9u hi\u1ec7u (Slogan)<\/strong><\/h3>\n

            L\u00e0 m\u1ed9t c\u00e2u n\u00f3i ng\u1eafn g\u1ecdn th\u1ec3 hi\u1ec7n kh\u00e1t v\u1ecdng, t\u00f4n ch\u1ec9 ho\u1eb7c l\u00e0 s\u1ef1 kh\u1eb3ng \u0111\u1ecbnh, cam k\u1ebft c\u1ee7a doanh nghi\u1ec7p v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng. V\u00ed d\u1ee5:<\/p>\n

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            • \n
              Slogan Viettel: H\u00e3y n\u00f3i theo c\u00e1ch c\u1ee7a b\u1ea1n<\/figcaption><\/figure>\n<\/li>\n
            • \n
              Slogan Mobifone: K\u1ebft n\u1ed1i gi\u00e1 tr\u1ecb \u2013 Kh\u01a1i d\u1eady ti\u1ec1m n\u0103ng<\/figcaption><\/figure>\n<\/li>\n
            • \n
              Slogan Vinhomes: N\u01a1i h\u1ea1nh ph\u00fac ng\u1eadp tr\u00e0n<\/figcaption><\/figure>\n<\/li>\n
            • \n
              Slogan c\u1ee7a c\u1ed1 \u0111\u00f4 Hu\u1ebf: Kinh \u0111\u00f4 x\u01b0a, tr\u1ea3i nghi\u1ec7m m\u1edbi<\/figcaption><\/figure>\n<\/li>\n<\/ul>\n<\/figure>\n

              T\u01b0\u01a1ng t\u1ef1 logo, slogan c\u0169ng c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c b\u1ea3o h\u1ed9 gi\u1ed1ng nh\u01b0 m\u1ed9t nh\u00e3n hi\u1ec7u. B\u1ea1n c\u00f3 th\u1ec3 xem \u0111i\u1ec1u ki\u1ec7n b\u1ea3o h\u1ed9 slogan t\u1ea1i \u0111\u00e2y:\u00a0\u0110\u0103ng k\u00fd slogan<\/p>\n

              4. Ph\u1ea7n m\u00e0u s\u1eafc & thi\u1ebft k\u1ebf bao g\u00f3i<\/strong><\/h3>\n

              C\u00f9ng v\u1edbi logo, vi\u1ec7c k\u1ebft h\u1ee3p c\u00e1c m\u00e0u s\u1eafc ho\u1eb7c s\u1eed d\u1ee5ng h\u00ecnh d\u00e1ng thi\u1ebft k\u1ebf \u0111\u1eb7c bi\u1ec7t c\u0169ng gi\u00fap ng\u01b0\u1eddi ti\u00eau d\u00f9ng d\u1ec5 d\u00e0ng\u00a0nh\u1eadn bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u<\/strong>. Do \u0111\u00f3, h\u1ea7u nh\u01b0 c\u00e1c doanh nghi\u1ec7p \u0111\u1ec1u t\u1eadn d\u1ee5ng tri\u1ec7t \u0111\u1ec3 2 y\u1ebfu t\u1ed1 n\u00e0y. V\u00ed d\u1ee5:<\/p>\n

              \n
              M\u00e0u xanh lam v\u00e0 \u0111\u1ecf \u0111\u1eb7c tr\u01b0ng c\u1ee7a Pepsi v\u00e0 Coca Cola (\u1ea3nh minh h\u1ecda t\u1eeb\u00a0rd.com)<\/figcaption><\/figure>\n<\/div>\n
              Thi\u1ebft k\u1ebf c\u1eeda c\u1eaft k\u00e9o \u0111\u1eb7c tr\u01b0ng c\u1ee7a si\u00eau xe Lamborghini (\u1ea3nh minh h\u1ecda t\u1eeb bestfunforall.com)<\/figcaption><\/figure>\n

              Gi\u00e1 tr\u1ecb c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p<\/strong><\/h2>\n

              Theo kh\u1ea3o s\u00e1t c\u1ee7a Q&Me \u0111\u1ea7u th\u1ef1c hi\u1ec7n t\u1ea1i H\u00e0 N\u1ed9i & TP H\u1ed3 Ch\u00ed Minh v\u1edbi tr\u00ean 500 ng\u01b0\u1eddi \u1edf \u0111\u1ed9 tu\u1ed5i 18-39 th\u00ec:<\/p>\n

                \n
              • C\u00f3 t\u1edbi\u00a074% ng\u01b0\u1eddi \u0111\u01b0\u1ee3c h\u1ecfi ch\u1ecdn Honda;<\/li>\n
              • 19% ch\u1ecdn Yamaha;<\/li>\n
              • C\u00f2n l\u1ea1i l\u00e0 7%;<\/li>\n<\/ul>\n

                Ch\u1ee9ng t\u1ecf s\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a Honda t\u1ea1i Vi\u1ec7t Nam l\u00e0 kh\u00f4ng th\u1ec3 b\u00e0n c\u00e3i.<\/p>\n

                C\u00f2n nh\u1edb trong m\u1ed9t cu\u1ed9c kh\u1ea3o s\u00e1t v\u1ec1 s\u1ef1 y\u00eau th\u00edch Coca Cola v\u00e0 Pepsi, c\u00f3 h\u01a1n 65% ng\u01b0\u1eddi tham gia n\u00f3i r\u1eb1ng m\u00ecnh th\u00edch Coca-Cola h\u01a1n. Nh\u01b0ng khi b\u1ecb che m\u1eaft v\u00e0 cho u\u1ed1ng th\u1eed 2 \u0111\u1ed3 u\u1ed1ng n\u00e0y c\u00f9ng l\u00fac, k\u1ebft qu\u1ea3 l\u00e0 h\u01a1n m\u1ed9t n\u1eeda th\u00edch v\u1ecb Pepsi h\u01a1n v\u1ecb c\u1ee7a Coca-Cola.\u00a0V\u1eady \u0111i\u1ec1u g\u00ec khi\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng quy\u1ebft \u0111\u1ecbnh l\u1ef1a ch\u1ecdn Coca-Cola khi m\u00e0 ch\u00ednh h\u1ecd kh\u00f4ng th\u1ec3 nh\u1eadn ra s\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa hai lo\u1ea1i \u0111\u1ed3 u\u1ed1ng n\u00e0y?<\/p><\/blockquote>\n

                R\u00f5 r\u00e0ng, th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3\u00a0t\u00e1c \u0111\u1ed9ng r\u1ea5t l\u1edbn \u0111\u1ebfn t\u00e2m l\u00fd v\u00e0 h\u00e0nh vi mua h\u00e0ng<\/strong>. Khi ng\u01b0\u1eddi ta y\u00eau th\u00edch, tin t\u01b0\u1edfng m\u1ed9t nh\u00e3n hi\u1ec7u s\u1ea3n ph\u1ea9m n\u00e0o \u0111\u00f3 th\u00ec kh\u1ea3 n\u0103ng h\u1ecd s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m mang nh\u00e3n hi\u1ec7u \u0111\u00f3 l\u00e0 r\u1ea5t cao. \u0110\u00f3 l\u00e0 ch\u01b0a k\u1ec3 \u0111\u1ebfn th\u00f3i quen v\u00e0 t\u00e2m l\u00fd ng\u1ea1i thay \u0111\u1ed5i.<\/p>\n

                N\u1ebfu nh\u01b0 doanh nghi\u1ec7p \u0111\u00e3 c\u00f3 1\u00a0nh\u00e3n hi\u1ec7u n\u1ed5i ti\u1ebfng\u00a0th\u00ec vi\u1ec7c t\u1ea1o ra 2,3 hay nhi\u1ec1u nh\u00e3n hi\u1ec7u n\u1ed5i ti\u1ebfng kh\u00e1c tr\u1edf n\u00ean d\u1ec5 d\u00e0ng h\u01a1n r\u1ea5t nhi\u1ec1u. Kh\u00f4ng nh\u1eefng th\u1ebf, kh\u1ea3 n\u0103ng b\u00e1n h\u00e0ng c\u0169ng cao h\u01a1n. Ch\u1eb3ng h\u1ea1n nh\u01b0 Apple m\u1ed7i khi ra m\u1eaft iPhone m\u1edbi th\u00ec c\u00f3 c\u1ea3 tri\u1ec7u kh\u00e1ch h\u00e0ng s\u1eb5n s\u00e0ng b\u1ecf ti\u1ec1n ra mua \u2013 m\u1eb7c d\u00f9 \u0111i\u1ec7n tho\u1ea1i c\u0169 c\u1ee7a h\u1ecd v\u1eabn \u0111ang d\u00f9ng t\u1ed1t.<\/p>\n

                \u0110i\u1ec1u g\u00ec t\u1ea1o n\u00ean th\u01b0\u01a1ng hi\u1ec7u?<\/strong><\/h2>\n

                B\u1edfi v\u00ec th\u01b0\u01a1ng hi\u1ec7u l\u00e0 t\u00e0i s\u1ea3n v\u00f4 h\u00ecnh n\u00ean ch\u00fang ta c\u1ea7n xem x\u00e9t nh\u1eefng c\u00e1i \u201cv\u00f4 h\u00ecnh\u201d \u0111\u00f3 l\u00e0 g\u00ec?<\/p>\n

                  \n
                • S\u1ed1 ng\u01b0\u1eddi bi\u1ebft \u0111\u1ebfn;<\/li>\n
                • Th\u1ecb ph\u1ea7n trong l\u0129nh v\u1ef1c kinh doanh;<\/li>\n
                • C\u1ea3m nh\u1eadn, ni\u1ec1m tin c\u1ee7a m\u1ecdi ng\u01b0\u1eddi v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u;<\/li>\n
                • Kh\u1ea3 n\u0103ng t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng;<\/li>\n
                • Nh\u1eefng th\u00e0nh t\u00edch, gi\u1ea3i th\u01b0\u1edfng,\u2026;<\/li>\n<\/ul>\n

                  Nh\u1eefng th\u1ee9 \u201cv\u00f4 h\u00ecnh\u201d tr\u00ean c\u1ea7n r\u1ea5t nhi\u1ec1u th\u1eddi gian x\u00e2y d\u1ef1ng. V\u00e0 l\u00e0 s\u1ef1 k\u1ebft h\u1ee3p c\u1ee7a r\u1ea5t nhi\u1ec1u y\u1ebfu t\u1ed1:<\/p>\n

                    \n
                  • S\u1ea3n ph\u1ea9m t\u1ed1t;<\/li>\n
                  • D\u1ecbch v\u1ee5 t\u1ed1t;<\/li>\n
                  • Ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng t\u1ed1t;<\/li>\n
                  • Marketing, truy\u1ec1n th\u00f4ng, qu\u1ea3ng b\u00e1 t\u1ed1t;<\/li>\n
                  • \u2026v\u2026v\u2026<\/li>\n<\/ul>\n

                    \u0110\u00f3 l\u00e0 k\u1ebft qu\u1ea3 c\u00e1c kinh nghi\u1ec7m \u0111\u00e3 t\u00edch lu\u1ef9 \u0111\u01b0\u1ee3c c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1edbi m\u1ed9t nh\u1eadn th\u1ee9c v\u1ec1 c\u00f4ng ty, nh\u1eefng con ng\u01b0\u1eddi c\u1ee7a c\u00f4ng ty v\u00e0 c\u00e1c s\u1ea3n ph\u1ea9m c\u1ee7a n\u00f3.<\/p>\n

                    \u0110\u1eb7c bi\u1ec7t, c\u00f3 1 \u0111i\u1ec3m chung m\u00e0 t\u00f4i th\u1ea5y \u1edf c\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng \u2013 \u0111\u00f3 l\u00e0\u00a0kh\u1ea3 n\u0103ng nh\u1eadn di\u1ec7n d\u1ec5 d\u00e0ng<\/strong>\u00a0(d\u1ec5 \u0111\u1ecdc ho\u1eb7c d\u1ec5 nh\u1edb).<\/p>\n

                    \n
                    M\u1ed9t s\u1ed1 th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng t\u1ea1i Vi\u1ec7t Nam<\/figcaption><\/figure>\n<\/div>\n

                    T\u1ea5t nhi\u00ean c\u0169ng c\u00f3 m\u1ed9t s\u1ed1 bi\u1ec3u t\u01b0\u1ee3ng \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf\u00a0\u201cc\u1ef1c k\u1ef3 ph\u1ee9c t\u1ea1p v\u00e0 kh\u00f3 nh\u1edb\u201d<\/em>\u00a0nh\u01b0ng v\u1eabn r\u1ea5t n\u1ed5i ti\u1ebfng. Ch\u1eb3ng h\u1ea1n nh\u01b0 logo c\u1ee7a c\u00e1c CLB b\u00f3ng \u0111\u00e1.<\/p>\n

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

                    Khi kho\u1ea3ng c\u00e1ch v\u1ec1 c\u00f4ng ngh\u1ec7 s\u1ea3n xu\u1ea5t gi\u1eefa c\u00e1c doanh nghi\u1ec7p ng\u00e0y c\u00e0ng \u0111\u01b0\u1ee3c r\u00fat ng\u1eafn, r\u1ea5t kh\u00f3 \u0111\u1ec3 t\u1ea1o ra s\u1ef1 kh\u00e1c bi\u1ec7t v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng c\u1ee7a s\u1ea3n ph\u1ea9m. Th\u00ec c\u1ea1nh tranh v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng kh\u00f4ng c\u00f2n l\u00e0 \u01b0u ti\u00ean s\u1ed1 m\u1ed9t, thay v\u00e0o \u0111\u00f3 l\u00e0\u00a0c\u1ea1nh tranh v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u<\/strong>.<\/p>\n

                    \u0110\u1ec3 t\u1ed3n t\u1ea1i \u0111\u01b0\u1ee3c trong th\u01b0\u01a1ng tr\u01b0\u1eddng ng\u00e0y c\u00e0ng c\u1ea1nh tranh kh\u1ed1c li\u1ec7t, c\u00e1c doanh nghi\u1ec7p Vi\u1ec7t Nam ph\u1ea3i n\u1ed7 l\u1ef1c t\u00ecm hi\u1ec3u \u0111\u1ec3 b\u1ea3o v\u1ec7, x\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u cho doanh nghi\u1ec7p c\u1ee7a m\u00ecnh.<\/p>\n","protected":false},"excerpt":{"rendered":"

                    Th\u01b0\u01a1ng hi\u1ec7u (brand) l\u00e0 g\u00ec? Trong th\u1ef1c ti\u1ec5n, thu\u1eadt ng\u1eef \u201cth\u01b0\u01a1ng hi\u1ec7u\u201d ch\u1ec9 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng nhi\u1ec1u tr\u00ean b\u00e1o ch\u00ed, truy\u1ec1n th\u00f4ng,\u2026 c\u00f2n trong c\u00e1c v\u0103n b\u1ea3n quy ph\u1ea1m ph\u00e1p lu\u1eadt th\u00ec kh\u00f4ng th\u1ea5y nh\u1eafc \u0111\u1ebfn\u00a0kh\u00e1i ni\u1ec7m v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u. Ch\u00ednh v\u00ec kh\u00f4ng c\u00f3 m\u1ed9t \u0111\u1ecbnh ngh\u0129a r\u00f5 r\u00e0ng n\u00ean m\u1ed7i ng\u01b0\u1eddi l\u1ea1i hi\u1ec3u theo […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[238],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/5767"}],"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=5767"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/5767\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=5767"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=5767"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=5767"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}