{"id":1340,"date":"2022-03-13T10:09:49","date_gmt":"2022-03-13T10:09:49","guid":{"rendered":"https:\/\/migoda.vn\/xay-dung-thuong-hieu-tieng-anh-la-gi-1647166182"},"modified":"2023-04-19T05:00:29","modified_gmt":"2023-04-19T05:00:29","slug":"xay-dung-thuong-hieu-tieng-anh","status":"publish","type":"post","link":"https:\/\/migoda.vn\/blog\/xay-dung-thuong-hieu-tieng-anh\/","title":{"rendered":"X\u00e2y D\u1ef1ng Th\u01b0\u01a1ng Hi\u1ec7u Ti\u1ebfng Anh L\u00e0 G\u00ec ? X\u00e2y D\u1ef1ng Th\u01b0\u01a1ng Hi\u1ec7u Trong Ti\u1ebfng Anh L\u00e0 G\u00ec?1"},"content":{"rendered":"
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Brand (Th\u01b0\u01a1ng hi\u1ec7u), Branding<\/b> (X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u – T\u1ea1m d\u1ecbch) l\u00e0 2 t\u1eeb kh\u00f3a \u0111\u01b0\u1ee3c nh\u1eafc r\u1ea5t nhi\u1ec1u trong Marketing v\u00e0 kinh doanh hi\u1ec7n \u0111\u1ea1i. Ch\u00fang tr\u1edf th\u00e0nh y\u1ebfu t\u1ed1 quan tr\u1ecdng cho b\u1ea5t k\u00ec doanh nghi\u1ec7p n\u00e0o tr\u00ean con \u0111\u01b0\u1eddng ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng. Nh\u01b0ng Brand v\u00e0 Branding c\u0169ng l\u00e0 nh\u1eefng kh\u00e1i ni\u1ec7m Marketing tr\u1eebu t\u01b0\u1ee3ng v\u00e0 kh\u00f3 gi\u1ea3i th\u00edch v\u1edbi nhi\u1ec1u ng\u01b0\u1eddi, th\u1eadm ch\u00ed c\u1ea3 nh\u1eefng ng\u01b0\u1eddi theo h\u1ecdc Marketing.<\/span><\/p>\n

B\u1ea1n \u0111ang xem : X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u ti\u1ebfng anh l\u00e0 g\u00ec<\/span><\/p>\n

Trong b\u00e0i vi\u1ebft n\u00e0y, Markus s\u1ebd gi\u1edbi thi\u1ec7u m\u1ed9t \u0111\u1ecbnh ngh\u0129a t\u1ed5ng quan, d\u1ec5 hi\u1ec3u nh\u1ea5t v\u1ec1 Th\u01b0\u01a1ng hi\u1ec7u v\u00e0 X\u00e2y d\u1ef1ng Th\u01b0\u01a1ng hi\u1ec7u, t\u1eeb \u0111\u00f3 gi\u00fap c\u00e1c CEOs, c\u00e1c nh\u00e0 qu\u1ea3n l\u00fd v\u00e0 nh\u1eefng b\u1ea1n tr\u1ebb \u0111am m\u00ea Marketing c\u00f3 th\u1ec3 hi\u1ec3u \u0111\u00fang – l\u00e0m \u0111\u00fang.<\/span><\/p>\n

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B\u1ea1n \u0111ang \u0111\u1ecdc: X\u00e2y D\u1ef1ng Th\u01b0\u01a1ng Hi\u1ec7u Ti\u1ebfng Anh L\u00e0 G\u00ec ? X\u00e2y D\u1ef1ng Th\u01b0\u01a1ng Hi\u1ec7u Trong Ti\u1ebfng Anh L\u00e0 G\u00ec<\/a><\/span><\/p>\n<\/div>\n

\u201c Hi\u1ec3u m\u1ed9t c\u00e1ch \u0111\u01a1n thu\u1ea7n, m\u1eabu s\u1ea3n ph\u1ea9m l\u00e0 nh\u1eefng g\u00ec b\u1ea1n b\u00e1n, th\u01b0\u01a1ng hi\u1ec7u l\u00e0 h\u00ecnh \u1ea3nh, keywords \u0111\u01b0\u1ee3c g\u1eafn v\u1edbi lo\u1ea1i s\u1ea3n ph\u1ea9m \u1ea5y, c\u00f2n x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t k\u1ebf ho\u1ea1ch \u0111\u1ec3 t\u1ea1o d\u1ef1ng h\u00ecnh \u1ea3nh m\u00e0 th\u01b0\u01a1ng hi\u1ec7u mu\u1ed1n ng\u01b0\u1eddi mua nh\u1edb t\u1edbi. \u201d<\/span><\/p>\n

\u0110\u1ec3 hi\u1ec3u s\u00e2u v\u1ec1 Branding<\/b>, \u0111\u1ea7u ti\u00ean, ch\u00fang ta ph\u1ea3i hi\u1ec3u s\u1ea3n ph\u1ea9m (Product)<\/b> v\u00e0 Th\u01b0\u01a1ng hi\u1ec7u (Brand)<\/b> l\u00e0 g\u00ec. B\u1eaft \u0111\u1ea7u th\u00f4i n\u00e0o!<\/span><\/p>\n

I. \u0110\u1ecbnh ngh\u0129a s\u1ea3n ph\u1ea9m – Product<\/b><\/span><\/h2>\n

\u201c Broadly, a product is anything that can be offered to a market to satisfy a want or need, including physical goods, services, experiences, events, persons, places, properties, organizations, information, and ideas \u201d ( Kotler v\u00e0 Keller, n\u0103m ngo\u00e1i ) .<\/span><\/p>\n

\u201cNh\u00ecn chung, s\u1ea3n ph\u1ea9m l\u00e0 b\u1ea5t c\u1ee9 th\u1ee9 g\u00ec \u0111\u01b0\u1ee3c cung c\u1ea5p cho th\u1ecb tr\u01b0\u1eddng \u0111\u1ec3 \u0111\u00e1p \u1ee9ng m\u1ed9t mong mu\u1ed1n ho\u1eb7c nhu c\u1ea7u, bao g\u1ed3m h\u00e0ng h\u00f3a v\u1eadt ch\u1ea5t, d\u1ecbch v\u1ee5, tr\u1ea3i nghi\u1ec7m, s\u1ef1 ki\u1ec7n, con ng\u01b0\u1eddi, \u0111\u1ecba \u0111i\u1ec3m, t\u00e0i s\u1ea3n, t\u1ed5 ch\u1ee9c, th\u00f4ng tin v\u00e0 \u00fd t\u01b0\u1edfng\u201d (Kotler & Keller, 2015).<\/b><\/span><\/p>\n

\u0110i\u1ec1u n\u00e0y c\u00f3 ngh\u0129a l\u00e0 m\u1ed9t m\u1eabu s\u1ea3n ph\u1ea9m ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 l\u00e0 b\u1ea5t k\u1ec3 th\u1ee9 g\u00ec t\u1eeb kh\u00e1ch s\u1ea1n, chuy\u1ebfn bay, kh\u00f3a h\u1ecdc ng\u00f4n t\u1eeb, th\u01b0\u1edfng th\u1ee9c du l\u1ecbch cho \u0111\u1ebfn qu\u1ea7n \u00e1o, th\u1ee9c \u0103n, b\u00e0n ch\u1ea3i \u0111\u00e1nh r\u0103ng, v.v.\u0110\u1ec3 minh h\u1ecda cho \u0111\u1ecbnh ngh\u0129a c\u1ee7a S\u1ea3n ph\u1ea9m v\u00e0 vai tr\u00f2 c\u1ee7a n\u00f3 trong vi\u1ec7c \u0111\u1ecbnh ngh\u0129a Th\u01b0\u01a1ng hi\u1ec7u, h\u00e3y c\u00f9ng xem x\u00e9t v\u00ed d\u1ee5 v\u1ec1 n\u01b0\u1edbc u\u1ed1ng :N\u01b0\u1edbc l\u00e0 ngu\u1ed3n t\u00e0i nguy\u00ean kh\u00f4ng t\u00ednh ti\u1ec1n v\u00f4 c\u00f9ng thi\u1ebft y\u1ebfu \u0111\u1ec3 lo\u00e0i ng\u01b0\u1eddi s\u1ed1ng v\u00e0 s\u1ed1ng s\u00f3t.<\/span><\/p>\n

Tuy nhi\u00ean, n\u00f3 \u0111\u00e3 tr\u1edf th\u00e0nh m\u1ed9t s\u1ea3n-ph\u1ea9m v\u00e0o ng\u00e0y m\u00e0 con ng\u01b0\u1eddi v\u00e0 nh\u1eefng c\u00f4ng ty kh\u1edfi \u0111\u1ea7u kinh doanh th\u01b0\u01a1ng m\u1ea1i h\u00f3a n\u00f3, b\u1eb1ng c\u00e1ch b\u00e1n n\u01b0\u1edbc kho\u00e1ng trong chai th\u1ee7y tinh v\u00e0 chai nh\u1ef1a .Nh\u01b0ng n\u01b0\u1edbc lu\u00f4n nh\u00ecn gi\u1ed1ng nhau v\u1edbi th\u1ec3 l\u1ecfng, trong su\u1ed1t v\u00e0 g\u1ea7n nh\u01b0 kh\u00f4ng c\u00f3 s\u1ef1 \u0111\u1ed9c l\u1ea1 v\u1ec1 m\u00f9i v\u1ecb. <\/span><\/p>\n

V\u1eady l\u00e0m th\u1ebf n\u00e0o nh\u1eefng c\u00f4ng ty kh\u00e1c nhau ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 b\u00e1n c\u00f9ng m\u1ed9t m\u1eabu s\u1ea3n ph\u1ea9m n\u01b0\u1edbc l\u1ecdc \u0111\u00f3ng chai nh\u01b0ng v\u1eabn thuy\u1ebft ph\u1ee5c m\u1ecdi ng\u01b0\u1eddi mua n\u01b0\u1edbc c\u1ee7a h\u1ecd thay v\u00ec lo\u1ea1i s\u1ea3n ph\u1ea9m t\u1eeb \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u1ea1nh tranh \u0111\u1ed1i \u0111\u1ea7u ?<\/span><\/p>\n

V\u00e0 \u0111\u00e2y l\u00e0 c\u00e2u tr\u1ea3 l\u1eddi: H\u1ecd \u0111\u00e3 t\u1ea1o ra m\u1ed9t Th\u01b0\u01a1ng hi\u1ec7u.<\/b><\/span><\/p>\n

II. \u0110\u1ecbnh ngh\u0129a th\u01b0\u01a1ng hi\u1ec7u – Brand<\/b><\/span><\/h2>\n

\u201c Th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t c\u00e1i t\u00ean, thu\u1eadt ng\u1eef, phong c\u00e1ch thi\u1ebft k\u1ebf, h\u00ecnh t\u01b0\u1ee3ng ho\u1eb7c b\u1ea5t k\u1ec3 t\u00ednh n\u0103ng n\u00e0o kh\u00e1c x\u00e1c l\u1eadp s\u1ea3n ph\u1ea9m & h\u00e0ng h\u00f3a, d\u1ecbch v\u1ee5 c\u1ee7a ng\u01b0\u1eddi b\u00e1n n\u00e0y \u0111\u1ed9c l\u1ea1 so v\u1edbi s\u1ea3n ph\u1ea9m & h\u00e0ng h\u00f3a, d\u1ecbch v\u1ee5 c\u1ee7a ng\u01b0\u1eddi b\u00e1n kh\u00e1c \u201d ( Th\u01b0\u01a1ng H\u1ed9i Marketing Hoa K\u1ef3 ) .B\u1ea1n ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 coi Th\u01b0\u01a1ng hi\u1ec7u l\u00e0 \u00fd t\u01b0\u1edfng s\u00e1ng t\u1ea1o hay h\u00ecnh \u1ea3nh Open trong \u0111\u1ea7u m\u1ecdi ng\u01b0\u1eddi khi h\u1ecd ngh\u0129 v\u1ec1 nh\u1eefng m\u1eabu s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 v\u00e0 ho\u1ea1t \u0111\u1ed9ng gi\u1ea3i tr\u00ed \u0111\u01a1n c\u1eed c\u1ee7a m\u1ed9t c\u00f4ng ty, c\u1ea3 v\u1ec1 m\u1eb7t l\u00fd tr\u00ed v\u00e0 m\u1eb7t x\u00fac c\u1ea3m <\/span><\/p>\n

V\u00ed d\u1ee5 v\u1edbi th\u01b0\u01a1ng hi\u1ec7u Bitis Hunter : t\u00f4i th\u1ea5y \u0111i \u0111\u00f4i gi\u00e0y c\u1ee7a h\u00e3ng n\u00e0y r\u1ea5t nh\u1eb9 ( y\u1ebfu t\u1ed1 t\u00ednh n\u0103ng ) v\u00e0 \u0111i \u0111\u00f4i gi\u00e0y Bitis Hunter n\u00e0y khi\u1ebfn t\u00f4i c\u1ea3m th\u1ea5y t\u1ef1 tin, b\u1eaft k\u1ecbp xu th\u1ebf v\u00e0 t\u1ef1 h\u00e0o v\u1ec1 m\u1ed9t m\u1eabu s\u1ea3n ph\u1ea9m gi\u00e0y ch\u1ea5t l\u01b0\u1ee3ng c\u1ee7a N\u01b0\u1edbc Ta ( y\u1ebfu t\u1ed1 c\u1ea3m h\u1ee9ng ) .<\/span><\/p>\n

Do \u0111\u00f3, \u0111i\u1ec1u t\u1ea1o ra s\u1ef1 Th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ch\u1ec9 l\u00e0 nh\u1eefng t\u00ednh \u0111i\u1ec3n h\u00ecnh n\u1ed5i b\u1eadt m\u00e0 c\u00f2n c\u1ea3 x\u00fac c\u1ea3m ng\u01b0\u1eddi mua d\u00e0nh cho c\u00f4ng ty ho\u1eb7c lo\u1ea1i s\u1ea3n ph\u1ea9m. S\u1ef1 t\u00edch h\u1ee3p nh\u1eefng y\u1ebfu t\u1ed1 t\u00ednh n\u0103ng v\u00e0 c\u1ea3m h\u1ee9ng n\u00e0y \u0111\u01b0\u1ee3c bi\u1ec3u l\u1ed9 r\u00f5 khi t\u1ea5t c\u1ea3 ch\u00fang ta ph\u00e1t hi\u1ec7n t\u00ean, logo, h\u00ecnh \u1ea3nh \u0111\u1eb7c tr\u01b0ng ho\u1eb7c th\u1eadm ch\u00ed c\u00f2n l\u00e0 th\u00f4ng \u0111i\u1ec7p c\u1ee7a nh\u00e3n h\u00e0ng \u0111\u00f3 .<\/span><\/p>\n

M\u1ed9t m\u1eabu s\u1ea3n ph\u1ea9m ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 thu\u1eadn ti\u1ec7n b\u1ecb sao ch\u00e9p b\u1edfi m\u1ed9t ng\u01b0\u1eddi ch\u01a1i kh\u00e1c trong th\u1ecb tr\u01b0\u1eddng, nh\u01b0ng th\u01b0\u01a1ng hi\u1ec7u th\u00ec lu\u00f4n l\u00e0 \u0111i\u1ec1u c\u00f3 1-0-2. V\u00ed d\u1ee5, Coca-Cola v\u00e0 Pepsi c\u00f3 m\u00f9i v\u1ecb kh\u00e1 gi\u1ed1ng nhau nh\u01b0ng c\u00f3 nh\u1eefng ng\u01b0\u1eddi c\u1ea3m th\u1ea5y k\u1ebft n\u1ed1i v\u1edbi Coca-Cola v\u00e0 m\u00e0u \u0111\u1ecf \u0111\u1eb7c tr\u01b0ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u n\u00e0y, s\u1ed1 kh\u00e1c l\u1ea1i d\u00e0nh t\u00ecnh c\u1ea3m cho Pepsi v\u1edbi m\u00e0u xanh d\u01b0\u01a1ng .<\/span><\/p>\n

C\u00f9ng quay l\u1ea1i v\u00ed d\u1ee5 v\u1ec1 n\u01b0\u1edbc u\u1ed1ng, lo\u1ea1i s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c b\u00e1n l\u00e0 n\u01b0\u1edbc l\u1ecdc \u0111\u00f3ng chai, nh\u01b0ng \u0111\u1ec3 thuy\u1ebft ph\u1ee5c m\u1ecdi ng\u01b0\u1eddi mua m\u1ed9t lo\u1ea1i n\u01b0\u1edbc u\u1ed1ng \u0111\u01a1n c\u1eed, nh\u1eefng c\u00f4ng ty t\u0103ng tr\u01b0\u1edfng nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u n\u01b0\u1edbc \u0111\u00f3ng chai kh\u00e1c nhau, 1 s\u1ed1 \u00edt c\u00e1i t\u00ean ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 k\u1ec3 \u0111\u1ebfn l\u00e0 Lavie, Aquafina, Dasani, Vital, Evian, San Pellegrino, …. V\u00e0 m\u1ed7i th\u01b0\u01a1ng hi\u1ec7u l\u1ea1i g\u1eafn v\u1edbi m\u1ed9t \u00fd ngh\u0129a v\u00e0 s\u1eafc t\u1ed1 kh\u00e1c nhau cho m\u1eabu s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh v\u00e0 x\u00e1c \u0111\u1ecbnh th\u01b0\u01a1ng hi\u1ec7u \u1edf nh\u1eefng ph\u00e2n kh\u00fac kh\u00e1c nhau .<\/span><\/p>\n

Xem th\u00eam : S\u1ed5 H\u1ed3ng Ri\u00eang \u0110\u1ed3ng S\u1edf H\u1eefu L\u00e0 G\u00ec, S\u1ed5 H\u1ed3ng \u0110\u1ed3ng S\u1edf H\u1eefu L\u00e0 G\u00ec- Lavie – M\u1ed9t ph\u1ea7n t\u1ea5t y\u1ebfu c\u1ee7a \u0111\u1eddi s\u1ed1ng- Aquafina – V\u1ecb ngon c\u1ee7a s\u1ef1 tinh khi\u1ebft- Dasani – Thanh khi\u1ebft trong t\u1eebng gi\u1ecdt n\u01b0\u1edbc- Vital – 100 % n\u01b0\u1edbc kh\u00f3a v\u1ea1n v\u1eadt thi\u00ean nhi\u00ean- Evian – N\u01b0\u1edbc u\u1ed1ng tinh khi\u1ebft v\u1ea1n v\u1eadt thi\u00ean nhi\u00ean t\u1eeb d\u00e3y Alps Ph\u00e1p<\/span><\/p>\n\n\n\n\n
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K\u1ebft l\u1ea1i, Th\u01b0\u01a1ng hi\u1ec7u l\u00e0 nh\u1eefng c\u1ea3m nh\u1eadn \u0111\u1eb7c bi\u1ec7t quan tr\u1ecdng m\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng nh\u1edb v\u1ec1 m\u1ed9t lo\u1ea1i s\u1ea3n ph\u1ea9m hay c\u00f4ng ty. M\u1ed7i ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd l\u00e0 m\u1ed9t phi\u00ean b\u1ea3n ri\u00eang kh\u00f4ng li\u00ean quan g\u00ec \u0111\u1ebfn nhau c\u1ee7a nh\u1eefng c\u1ea3m nh\u1eadn \u0111\u00f3 v\u00e0 nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 tr\u1edf n\u00ean n\u1ed5i ti\u1ebfng hay l\u1ee5i t\u00e0n ch\u1ec9 b\u1edfi ng\u01b0\u1eddi mua nh\u1edb t\u1edbi nhi\u1ec1u h\u01a1n ho\u1eb7c qu\u00ean l\u00e3ng kh\u1ecfi ti\u1ec1m th\u1ee9c .<\/span><\/p>\n

III. \u0110\u1ecbnh ngh\u0129a X\u00e2y d\u1ef1ng Th\u01b0\u01a1ng hi\u1ec7u –Branding<\/b><\/span><\/h2>\n
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Xem th\u00eam: Quy tr\u00ecnh x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u c\u00e1 nh\u00e2n v\u1edbi 8 quy t\u1eafc b\u1ea5t bi\u1ebfn<\/a><\/span><\/p>\n<\/div>\n

\u201c Branding is endowing products and services with the power of a brand \u201d ( Kotler v\u00e0 Keller, n\u0103m ngo\u00e1i)<\/span><\/p>\n

\u201cX\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 t\u1ea1o s\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u cho s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5\u201d(Kotler & Keller, 2015).<\/b><\/span><\/p>\n

X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 qu\u00e1 tr\u00ecnh g\u1eafn cho t\u1ed5 ch\u1ee9c, c\u00f4ng ty, s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee5 th\u1ec3 m\u1ed9t \u00fd ngh\u0129a, \u0111\u1eb7c \u0111i\u1ec3m nh\u1ea5t \u0111\u1ecbnh b\u1eb1ng c\u00e1ch t\u1ea1o d\u1ef1ng v\u00e0 \u0111\u1ecbnh h\u00ecnh m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u trong t\u00e2m tr\u00ed ng\u01b0\u1eddi ti\u00eau d\u00f9ng. \u0110\u00e2y l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf b\u1edfi ch\u00ednh c\u00e1c doanh nghi\u1ec7p \u0111\u1ec3 gi\u00fap m\u1ecdi ng\u01b0\u1eddi nhanh ch\u00f3ng nh\u1eadn di\u1ec7n v\u00e0 tr\u1ea3i nghi\u1ec7m th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd. B\u1eb1ng c\u00e1ch l\u00e0m r\u00f5 c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m<\/b> c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, c\u00e1c c\u00f4ng ty \u0111em \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u00fd do \u0111\u1ec3 ch\u1ecdn s\u1ea3n ph\u1ea9m<\/b> c\u1ee7a h\u1ecd so v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/span><\/p>\n

M\u1ee5c ti\u00eau c\u1ee7a vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 l\u00f4i cu\u1ed1n v\u00e0 gi\u1eef ch\u00e2n ng\u01b0\u1eddi mua trung th\u00e0nh v\u1edbi ch\u1ee7 c\u0169ng nh\u01b0 nh\u1eefng c\u1ed5 \u0111\u00f4ng b\u1eb1ng c\u00e1ch cung \u1ee9ng m\u1ed9t m\u1eabu s\u1ea3n ph\u1ea9m t\u01b0\u01a1ng \u1ee9ng v\u1edbi nh\u1eefng g\u00ec th\u01b0\u01a1ng hi\u1ec7u h\u1ee9a h\u1eb9n .<\/span><\/p>\n

IV. X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u \u1ea3nh h\u01b0\u1edfng t\u1edbi nh\u1eefng ai?<\/b><\/span><\/h2>\n

1. Kh\u00e1ch h\u00e0ng:<\/b> M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u gi\u00fap ng\u01b0\u1eddi d\u00f9ng c\u00f3 th\u1ec3 nh\u1edb t\u1edbi doanh nghi\u1ec7p, s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n khi ph\u00e1t sinh nhu c\u1ea7u ti\u00eau d\u00f9ng, r\u00fat ng\u1eafn qu\u00e1 tr\u00ecnh mua h\u00e0ng khi h\u1ecd c\u1ea3m th\u1ea5y ph\u00e2n v\u00e2n v\u1ec1 c\u00f9ng m\u1ed9t s\u1ea3n ph\u1ea9m t\u1eeb c\u00e1c c\u00f4ng ty kh\u00e1c nhau.<\/span><\/p>\n

2. Nh\u00e2n vi\u00ean\/ C\u1ed5 \u0111\u00f4ng\/ B\u00ean th\u1ee9 ba:<\/b> B\u00ean c\u1ea1nh vi\u1ec7c gi\u00fap ng\u01b0\u1eddi ti\u00eau d\u00f9ng ph\u00e2n bi\u1ec7t c\u00e1c s\u1ea3n ph\u1ea9m t\u01b0\u01a1ng t\u1ef1, c\u00e1c chi\u1ebfn l\u01b0\u1ee3c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh c\u00f4ng c\u0169ng g\u00f3p ph\u1ea7n t\u1ea1o th\u00eam danh ti\u1ebfng cho c\u00f4ng ty. \u0110i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn nhi\u1ec1u ng\u01b0\u1eddi, t\u1eeb ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u1ebfn nh\u00e2n vi\u00ean, nh\u00e0 \u0111\u1ea7u t\u01b0, c\u1ed5 \u0111\u00f4ng, nh\u00e0 cung c\u1ea5p v\u00e0 nh\u00e0 ph\u00e2n ph\u1ed1i. V\u00ed d\u1ee5, n\u1ebfu b\u1ea1n kh\u00f4ng th\u00edch ho\u1eb7c kh\u00f4ng c\u1ea3m th\u1ea5y th\u00edch k\u1ebft n\u1ed1i v\u1edbi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u, b\u1ea1n c\u00f3 th\u1ec3 kh\u00f4ng mu\u1ed1n l\u00e0m vi\u1ec7c cho c\u00f4ng ty \u1ea5y. Tuy nhi\u00ean, n\u1ebfu b\u1ea1n c\u1ea3m th\u1ea5y th\u01b0\u01a1ng hi\u1ec7u hi\u1ec3u b\u1ea1n v\u00e0 cung c\u1ea5p c\u00e1c s\u1ea3n ph\u1ea9m truy\u1ec1n c\u1ea3m h\u1ee9ng cho b\u1ea1n, c\u00f3 l\u1ebd b\u1ea1n s\u1ebd mu\u1ed1n l\u00e0m vi\u1ec7c cho c\u00f4ng ty v\u00e0 tr\u1edf th\u00e0nh m\u1ed9t ph\u1ea7n c\u1ee7a th\u1ebf gi\u1edbi \u1ea5y.<\/span><\/p>\n

V. L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u?<\/b><\/span><\/h2>\n

C\u00e1c c\u00f4ng ty c\u00f3 khuynh h\u01b0\u1edbng s\u1eed d\u1ee5ng nh\u1eefng c\u00f4ng c\u1ee5 kh\u00e1c nhau \u0111\u1ec3 t\u1ea1o d\u1ef1ng v\u00e0 \u0111\u1ecbnh h\u00ecnh m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u. V\u00ed d\u1ee5, b\u1ea1n ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u tr\u1ea3i qua :<\/span><\/p>\n

\u0110\u1ecbnh ngh\u0129a th\u01b0\u01a1ng hi\u1ec7u<\/b>: m\u1ee5c ti\u00eau, gi\u00e1 tr\u1ecb, cam k\u1ebft<\/span><\/p>\n

\u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/b><\/span><\/p>\n

Nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u:<\/b> t\u00ean g\u1ecdi, t\u00f4ng gi\u1ecdng, thi\u1ebft k\u1ebf nh\u1eadn di\u1ec7n h\u00ecnh \u1ea3nh (bao g\u1ed3m thi\u1ebft k\u1ebf logo, b\u1ea3ng m\u00e0u, ki\u1ec3u ch\u1eef,…)<\/span><\/p>\n

Qu\u1ea3ng c\u00e1o & truy\u1ec1n th\u00f4ng:<\/b> TV, \u0111\u00e0i ph\u00e1t thanh, t\u1ea1p ch\u00ed, qu\u1ea3ng c\u00e1o ngo\u00e0i tr\u1eddi (OOH), trang web, \u1ee9ng d\u1ee5ng di \u0111\u1ed9ng (Mobile app).<\/span><\/p>\n

T\u00e0i tr\u1ee3 v\u00e0 h\u1ee3p t\u00e1c<\/b><\/span><\/p>\n

Thi\u1ebft k\u1ebf s\u1ea3n ph\u1ea9m v\u00e0 bao b\u00ec<\/b><\/span><\/p>\n

Tr\u1ea3i nghi\u1ec7m t\u1ea1i c\u1eeda h\u00e0ng<\/b><\/span><\/p>\n

Tr\u1ea3i nghi\u1ec7m kh\u00f4ng gian l\u00e0m vi\u1ec7c v\u00e0 phong c\u00e1ch qu\u1ea3n l\u00fd<\/b><\/span><\/p>\n

D\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng<\/b><\/span><\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c gi\u00e1<\/b><\/span><\/p>\n

Trong v\u00ed d\u1ee5 v\u1ec1 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u n\u01b0\u1edbc l\u1ecdc \u0111\u00f3ng chai, phong c\u00e1ch thi\u1ebft k\u1ebf v\u1ecf h\u1ed9p v\u00e0 qu\u1ea3ng c\u00e1o c\u00f3 l\u1ebd r\u1eb1ng l\u00e0 nh\u1eefng c\u00f4ng c\u1ee5 m\u1ea1nh nh\u1ea5t \u0111\u01b0\u1ee3c nh\u1eefng Marketer s\u1eed d\u1ee5ng :<\/span><\/p>\n

H\u00e3y t\u01b0\u1edfng t\u01b0\u1ee3ng thi\u1ebft k\u1ebf c\u1ee7a bao b\u00ec gi\u1ed1ng m\u1ed9t ng\u01b0\u1eddi b\u00e1n h\u00e0ng th\u1ea7m l\u1eb7ng. Nhi\u1ec7m v\u1ee5 c\u1ee7a anh ch\u00e0ng n\u00e0y l\u00e0 thu h\u00fat s\u1ef1 ch\u00fa \u00fd c\u1ee7a nh\u1eefng kh\u00e1ch h\u00e0ng l\u01b0\u1edbt qua trong c\u1eeda h\u00e0ng. Thi\u1ebft k\u1ebf bao b\u00ec gi\u00fap ng\u01b0\u1eddi ti\u00eau d\u00f9ng bi\u1ebft \u0111\u1ebfn c\u00e1c \u0111\u1eb7c t\u00ednh c\u1ee7a s\u1ea3n ph\u1ea9m v\u00e0 ph\u00e2n bi\u1ec7t tr\u1ef1c quan th\u01b0\u01a1ng hiu c\u1ee7a b\u1ea1n v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u00f9ng qu\u1ea7y. <\/span><\/p>\n

N\u00f3i v\u1ec1 ph\u1ea7n n\u00e0y, t\u00f4i mu\u1ed1n nh\u1eafc \u0111\u1ebfn m\u1ed9t v\u00ed d\u1ee5 th\u00fa v\u1ecb c\u1ee7a Fiji Water, th\u01b0\u01a1ng hi\u1ec7u n\u00e0y \u0111\u00e3 t\u1ed1n nhi\u1ec1u c\u00f4ng s\u1ee9c t\u1ea1o d\u1ef1ng m\u1ed9t thi\u1ebft k\u1ebf chai ph\u1ea3n \u00e1nh ho\u00e0n h\u1ea3o c\u00e1c gi\u00e1 tr\u1ecb c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u<\/b>: \u0111\u1ed9 tinh khi\u1ebft \u0111\u01b0\u1ee3c ph\u1ea3n \u00e1nh th\u00f4ng qua hi\u1ec7u \u1ee9ng trong su\u1ed1t v\u00e0 t\u00ednh thi\u00ean nhi\u00ean \u0111\u01b0\u1ee3c th\u1ec3 hi\u1ec7n qua h\u00ecnh \u1ea3nh hoa l\u00e1 nhi\u1ec7t \u0111\u1edbi. <\/span><\/p>\n

Tuy nhi\u00ean, theo quan \u0111i\u1ec3m c\u1ee7a t\u00f4i, t\u00f4i th\u00edch th\u01b0\u01a1ng hi\u1ec7u ch\u1ecdn chai th\u1ee7y tinh h\u01a1n l\u00e0 chai nh\u1ef1a. Ch\u1ea5t li\u1ec7u th\u1ee7y tinh s\u1ebd ph\u00f9 h\u1ee3p v\u1edbi h\u00ecnh \u1ea3nh thi\u00ean nhi\u00ean c\u1ee7a Fiji Water mu\u1ed1n x\u00e2y d\u1ef1ng h\u01a1n, v\u00e0 t\u1ea5t nhi\u00ean c\u0169ng t\u1ed1t cho Tr\u00e1i \u0110\u1ea5t h\u01a1n. Bao b\u00ec kh\u00f4ng ch\u1ec9 l\u00e0 c\u00e2u chuy\u1ec7n c\u1ee7a thi\u1ebft k\u1ebf, ch\u1ea5t li\u1ec7u c\u1ee7a n\u00f3 c\u0169ng c\u00f3 th\u1ec3 \u1ea3nh h\u01b0\u1edfng t\u1edbi vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n

Qu\u1ea3ng c\u00e1o l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 h\u1eefu hi\u1ec7u \u0111\u1ec3 t\u1ea1o d\u1ef1ng v\u00e0 \u0111\u1ecbnh h\u00ecnh m\u1ed9t \u0111\u1ecbnh h\u00ecnh m\u1ed9t ngo\u00e0i h\u00e0nh tinh th\u01b0\u01a1ng hi\u1ec7u v\u00ec n\u00f3 r\u1ea5t tr\u1ef1c quan v\u00e0 ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 k\u1ec3 m\u1ed9t c\u00e2u truy\u1ec7n v\u1ec1 lo\u1ea1i s\u1ea3n ph\u1ea9m \/ c\u00f4ng ty. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t v\u00ed d\u1ee5 v\u1ec1 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u n\u01b0\u1edbc \u0111\u00f3ng chai qua qu\u1ea3ng c\u00e1o .<\/span><\/p>\n

Qu\u1ea3ng c\u00e1o c\u1ee7a Fiji nh\u1ea5n m\u1ea1nh v\u1ea5n \u0111\u1ec1 \u0111\u1ed9 tinh khi\u1ebft, t\u1ef1 nhi\u00ean c\u1ee7a lo\u1ea1i s\u1ea3n ph\u1ea9m .<\/span><\/p>\n

B\u00ean c\u1ea1nh c\u00e2u truy\u1ec7n ngu\u1ed3n n\u01b0\u1edbc 15 n\u0103m t\u1eeb d\u00e3y Alps, Evian c\u00f2n \u0111\u01b0\u1ee3c nh\u1edb t\u1edbi v\u1edbi ni\u1ec1m tin ” live young ” qua lo\u1ea1t qu\u1ea3ng c\u00e1o c\u00f9ng nh\u1eefng em b\u00e9 .<\/span><\/p>\n

B\u1ea1n c\u00f3 c\u1ea3m th\u1ea5y ” m\u1ed9t ph\u1ea7n \u0111\u1eddi s\u1ed1ng ” trong qu\u1ea3ng c\u00e1o tr\u00ean \u0111\u00e2y c\u1ee7a Lavie ?<\/span><\/p>\n

VI. K\u1ebft lu\u1eadn<\/b><\/span><\/h2>\n
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Xem th\u00eam: H\u01b0\u1edbng d\u1eabn x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u t\u1eeb con s\u1ed1 0, ai c\u0169ng c\u00f3 th\u1ec3 th\u1ef1c hi\u1ec7n – V\u0169 Digital<\/a><\/span><\/p>\n<\/div>\n

Hi\u1ec3u m\u1ed9t c\u00e1ch \u0111\u01a1n thu\u1ea7n, m\u1eabu s\u1ea3n ph\u1ea9m l\u00e0 nh\u1eefng g\u00ec b\u1ea1n b\u00e1n, th\u01b0\u01a1ng hi\u1ec7u l\u00e0 h\u00ecnh \u1ea3nh, keywords \u0111\u01b0\u1ee3c g\u1eafn v\u1edbi lo\u1ea1i s\u1ea3n ph\u1ea9m \u1ea5y, c\u00f2n x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t k\u1ebf ho\u1ea1ch \u0111\u1ec3 t\u1ea1o d\u1ef1ng h\u00ecnh \u1ea3nh .Hy v\u1ecdng b\u00e0i vi\u1ebft n\u00e0y \u0111\u00e3 gi\u00fap b\u1ea1n hi\u1ec3u r\u00f5 h\u01a1n x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec. N\u1ebfu b\u1ea1n c\u00f3 b\u1ea5t k\u1ec3 nh\u1eadn x\u00e9t \u200b \u200b ho\u1eb7c g\u1ee3i \u00fd n\u00e0o \u0111\u1ec3 c\u1ea3i t\u1ed5 b\u00e0i vi\u1ebft, \u0111\u1eebng ng\u1ea7n ng\u1ea1i, h\u00e3y san s\u1ebb t\u00e2m l\u00fd c\u1ee7a b\u1ea1n trong ph\u1ea7n ph\u1ea3n h\u1ed3i nh\u00e9 !<\/span><\/p>\n

\u0110\u1ec3 x\u00e2y d\u1ef1ng k\u1ef9 n\u0103ng v\u00e0 ki\u1ebfn th\u1ee9c n\u1ec1n t\u1ea3ng v\u1ec1 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u v\u1eadn d\u1ee5ng \u0111\u01b0\u1ee3c cho m\u1ecdi ng\u00e0nh h\u00e0ng, c\u0169ng nh\u01b0 tr\u1ef1c ti\u1ebfp \u0111i s\u00e2u v\u00e0o ti\u1ebfn h\u00e0nh th\u01b0\u01a1ng hi\u1ec7u, m\u1eddi b\u1ea1n t\u00ecm hi\u1ec3u th\u00eam kh\u00f3a h\u1ecdc Brand Building t\u1ea1i Markus Marketing School : https:\/\/bit.ly\/Brand01_Markus_382 .<\/span><\/p>\n

Xem th\u00eam: Chi\u1ebfn L\u01b0\u1ee3c X\u00e2y D\u1ef1ng Th\u01b0\u01a1ng Hi\u1ec7u \u201cB\u1ee9t Ph\u00e1\u201d T\u1eeb Con S\u1ed1 0<\/span><\/a><\/p>\n<\/div>\n

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Source: https:\/\/migoda.vn<\/a> <\/span>
\nCategory: X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u<\/a><\/span><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Brand (Th\u01b0\u01a1ng hi\u1ec7u), Branding (X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u – T\u1ea1m d\u1ecbch) l\u00e0 2 t\u1eeb kh\u00f3a \u0111\u01b0\u1ee3c nh\u1eafc r\u1ea5t nhi\u1ec1u trong Marketing v\u00e0 kinh doanh hi\u1ec7n \u0111\u1ea1i. Ch\u00fang tr\u1edf th\u00e0nh y\u1ebfu…<\/p>\n","protected":false},"author":1,"featured_media":4298,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_mi_skip_tracking":false,"footnotes":""},"categories":[36],"tags":[37],"_links":{"self":[{"href":"https:\/\/migoda.vn\/blog\/wp-json\/wp\/v2\/posts\/1340"}],"collection":[{"href":"https:\/\/migoda.vn\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/migoda.vn\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/migoda.vn\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/migoda.vn\/blog\/wp-json\/wp\/v2\/comments?post=1340"}],"version-history":[{"count":0,"href":"https:\/\/migoda.vn\/blog\/wp-json\/wp\/v2\/posts\/1340\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/migoda.vn\/blog\/wp-json\/wp\/v2\/media\/4298"}],"wp:attachment":[{"href":"https:\/\/migoda.vn\/blog\/wp-json\/wp\/v2\/media?parent=1340"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/migoda.vn\/blog\/wp-json\/wp\/v2\/categories?post=1340"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/migoda.vn\/blog\/wp-json\/wp\/v2\/tags?post=1340"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}