{"id":11550,"date":"2020-06-24T12:12:47","date_gmt":"2020-06-24T05:12:47","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=11550"},"modified":"2020-06-25T11:02:14","modified_gmt":"2020-06-25T04:02:14","slug":"gia-tri-thuong-hieu-la-gi-lam-the-nao-de-dinh-gia-thuong-hieu","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/gia-tri-thuong-hieu-la-gi-lam-the-nao-de-dinh-gia-thuong-hieu\/","title":{"rendered":"Gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec? L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 \u0111\u1ecbnh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u?"},"content":{"rendered":"

1-Gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec?<\/h1>\n

Gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u (Brand value) l\u00e0 gi\u00e1 tr\u1ecb mua b\u00e1n hay gi\u00e1 tr\u1ecb thay th\u1ebf c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u. Gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c bi\u1ec7t v\u1edbi t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u (brand equity) l\u00e0 nh\u1eadn th\u1ee9c c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 c\u00e1ch h\u1ecd c\u1ea3m nh\u1eadn v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u.<\/em><\/p>\n

T\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u v\u00e0 gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 hai \u0111\u1ed1i t\u01b0\u1ee3ng c\u00f3 li\u00ean quan m\u1eadt thi\u1ebft \u0111\u1ebfn nhau, m\u1ed9t doanh nghi\u1ec7p c\u1ea7n c\u00f3 t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 c\u00f3 th\u1ec3 n\u00e2ng cao gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

C\u00e1c c\u00f4ng ty gi\u1edd \u0111\u00e2y c\u00f3 th\u1ec3 s\u1eb5n s\u00e0ng chi r\u1ea5t nhi\u1ec1u ti\u1ec1n cho th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd. Vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u n\u00e0y c\u00f3 th\u1ec3 gi\u00fap c\u00f4ng ty ph\u00e1t tri\u1ec3n, c\u0169ng c\u00f3 th\u1ec3 l\u00e0m s\u1ee5p \u0111\u1ed5 m\u1ed9t c\u00f4ng ty. M\u1ed9t c\u00f4ng ty c\u00f3 v\u1ecb tr\u00ed c\u00e0ng cao, t\u1ea7m nh\u00ecn c\u00e0ng r\u1ed9ng th\u00ec gi\u00e1 tr\u1ecb c\u00e0ng cao.<\/p>\n

2-T\u1ea7m quan tr\u1ecdng c\u1ee7a gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/h1>\n

\"Th\u01b0\u01a1ng<\/p>\n

\u0110\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn nhi\u1ec1u h\u01a1n<\/h2>\n

Coca Cola v\u00e0 Pepsi l\u00e0 nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u l\u1edbn, ch\u00fang \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn nhi\u1ec1u h\u01a1n so v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u nh\u1ecf h\u01a1n. C\u1ea3 Coca Cola v\u00e0 Pepsi \u0111\u00e3 \u0111\u1ea7u t\u01b0 r\u1ea5t nhi\u1ec1u ti\u1ec1n v\u00e0o vi\u1ec7c truy\u1ec1n th\u00f4ng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd, n\u00e2ng cao nh\u1eadn th\u1ee9c v\u1ec1 s\u1ea3n ph\u1ea9m, x\u00e2y d\u1ef1ng l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng, gia t\u0103ng doanh thu, \u0111\u1ed3ng th\u1eddi chi\u1ebfm l\u1ea5y th\u1ecb ph\u1ea7n nhi\u1ec1u h\u01a1n so v\u1edbi c\u00e1c nh\u00e3n hi\u1ec7u \u00edt \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn h\u01a1n.<\/p>\n

>>> Xem th\u00eam: S\u1ef1 thay \u0111\u1ed5i \u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u trong th\u1eddi \u0111\u1ea1i s\u1ed1<\/a><\/p>\n

Ng\u0103n c\u1ea3n ng\u01b0\u1eddi m\u1edbi tham gia v\u00e0o th\u1ecb tr\u01b0\u1eddng<\/h2>\n

Gi\u00e1 tr\u1ecb th\u1ecb tr\u01b0\u1eddng kh\u00f4ng ch\u1ec9 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn doanh thu, n\u00f3 c\u00f2n \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn c\u1ea3 th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau. Khi ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u1ea5y m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u00f3 gi\u00e1 tr\u1ecb v\u1edbi h\u1ecd v\u00e0 quy\u1ebft \u0111\u1ecbnh trung th\u00e0nh v\u1edbi n\u00f3 th\u00ec \u0111i\u1ec1u n\u00e0y v\u00f4 t\u00ecnh ng\u0103n c\u1ea3n c\u00e1c c\u00f4ng ty kh\u00e1c tham gia v\u00e0o th\u1ecb tr\u01b0\u1eddng. Nh\u01b0 v\u1eady n\u00f3 b\u1ea3o v\u1ec7 th\u1ecb ph\u1ea7n c\u1ee7a c\u00e1c c\u00f4ng ty hi\u1ec7n c\u00f3.<\/p>\n

V\u1edbi Coca Cola v\u00e0 Pepsi, nh\u1eefng \u00f4ng l\u1edbn \u0111\u00e3 c\u00f3 th\u1ecb ph\u1ea7n l\u1edbn \u0111\u1ebfn \u0111\u00e1ng kinh ng\u1ea1c, c\u00e1c c\u00f4ng ty s\u1ebd ph\u1ea3i xem x\u00e9t s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh \u0111\u1ec3 tr\u00e1nh c\u1ea1nh tranh tr\u1ef1c ti\u1ebfp v\u1edbi c\u00e1c c\u00f4ng ty n\u1ed5i ti\u1ebfng nh\u01b0 v\u1eady. B\u1edfi v\u00ec \u0111i\u1ec1u \u0111\u00f3 th\u01b0\u1eddng s\u1ebd g\u00e2y n\u00ean b\u1ea5t l\u1ee3i l\u1edbn cho h\u1ecd.<\/p>\n

Gi\u00e1 tr\u1ecb th\u1ecb tr\u01b0\u1eddng<\/h2>\n

Gi\u00e1 tr\u1ecb c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u b\u1ecb \u1ea3nh h\u01b0\u1edfng b\u1edfi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u xung quanh. Gi\u00e1 tr\u1ecb th\u1ecb tr\u01b0\u1eddng h\u1ee3p l\u00fd l\u00e0 m\u1ee9c gi\u00e1 d\u1ec5 ch\u1ecbu, th\u1ecfa m\u00e3n \u0111\u01b0\u1ee3c c\u1ea3 ng\u01b0\u1eddi mua l\u1eabn ng\u01b0\u1eddi b\u00e1n. Trong \u0111\u00f3, m\u1ee9c gi\u00e1 \u0111\u00f3 th\u1ecfa m\u00e3n m\u1ee5c ti\u00eau b\u00e1n h\u00e0ng c\u1ee7a ng\u01b0\u1eddi b\u00e1n v\u00e0 ng\u01b0\u1eddi mua c\u1ea3m th\u1ea5y gi\u00e1 tr\u1ecb nh\u1eadn \u0111\u01b0\u1ee3c t\u01b0\u01a1ng x\u1ee9ng ho\u1eb7c nhi\u1ec1u h\u01a1n so v\u1edbi gi\u00e1 ti\u1ec1n h\u1ecd b\u1ecf ra.<\/p>\n

N\u1ebfu ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u1ea3m th\u1ea5y m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u00f3 gi\u00e1 tr\u1ecb h\u01a1n, h\u1ecd c\u00f3 th\u1ec3 s\u1eb5n s\u00e0ng tr\u1ea3 nhi\u1ec1u ti\u1ec1n h\u01a1n \u0111\u1ec3 s\u1edf h\u1eefu s\u1ea3n ph\u1ea9m c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3.<\/p>\n

3-C\u00e1ch \u0111\u1ecbnh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u<\/h1>\n

\u0110\u1ec3 \u0111\u1ecbnh gi\u00e1 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u, b\u1ea1n c\u1ea7n ph\u1ea3i xem x\u00e9t gi\u00e1 tr\u1ecb c\u1ee7a t\u1ea5t c\u1ea3 nh\u1eefng g\u00ec m\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng li\u00ean k\u1ebft t\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n. \u0110\u00f3 c\u00f3 th\u1ec3 l\u00e0 t\u00ean th\u01b0\u01a1ng hi\u1ec7u, nh\u00e3n hi\u1ec7u, logo, m\u00e0u s\u1eafc, chi\u1ebfn l\u01b0\u1ee3c marketing th\u00f4ng minh, s\u1ef1 trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng,…<\/p>\n

\"\u0110\u1ecbnh<\/p>\n

\u0110\u1ecbnh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u d\u1ef1a tr\u00ean chi ph\u00ed<\/h2>\n

\u0110\u1ecbnh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u d\u1ef1a tr\u00ean chi ph\u00ed c\u0169ng gi\u1ed1ng nh\u01b0 vi\u1ec7c n\u00f3i r\u1eb1ng m\u1ed9t chi\u1ebfc \u00f4 t\u00f4 c\u00f3 gi\u00e1 tr\u1ecb t\u01b0\u01a1ng x\u1ee9ng v\u1edbi s\u1ed1 ti\u1ec1n m\u00e0 ng\u01b0\u1eddi ta b\u1ecf ra \u0111\u1ec3 ho\u00e0n thi\u1ec7n n\u00f3. Ph\u01b0\u01a1ng ph\u00e1p n\u00e0y th\u1ef1c hi\u1ec7n \u0111\u1ecbnh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u b\u1eb1ng c\u00e1ch t\u00ednh to\u00e1n c\u00e1c chi ph\u00ed ph\u00e1t sinh \u0111\u1ec3 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u t\u1eeb nh\u1eefng b\u01b0\u1edbc \u0111\u1ea7u ti\u00ean.<\/p>\n

C\u00e1c h\u1ea1ng m\u1ee5c c\u00f3 th\u1ec3 xem x\u00e9t trong ph\u01b0\u01a1ng ph\u00e1p n\u00e0y c\u00f3 th\u1ec3 bao g\u1ed3m chi ph\u00ed qu\u1ea3ng c\u00e1o, chi ph\u00ed khuy\u1ebfn m\u00e3i, chi ph\u00ed th\u1ef1c hi\u1ec7n c\u00e1c chi\u1ebfn d\u1ecbch, chi ph\u00ed c\u1ea5p ph\u00e9p v\u00e0 chi ph\u00ed c\u1ee7a b\u1ea5t k\u1ef3 th\u1ee9 g\u00ec kh\u00e1c c\u00f3 li\u00ean quan.<\/p>\n

S\u1eed d\u1ee5ng \u0111\u1ecbnh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u d\u1ef1a tr\u00ean chi ph\u00ed \u0111\u00f2i h\u1ecfi b\u1ea1n c\u1ea7n ph\u1ea3i \u0111\u00e1nh gi\u00e1 chi ph\u00ed c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u v\u00e0 \u0111i\u1ec1u ch\u1ec9nh n\u00f3 ph\u00f9 h\u1ee3p so v\u1edbi c\u00e1c \u0111i\u1ec1u kho\u1ea3n chi ph\u00ed hi\u1ec7n t\u1ea1i. B\u1ea1n c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng ph\u01b0\u01a1ng ph\u00e1p \u0111\u1ecbnh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u n\u00e0y khi v\u1eeba ra m\u1eaft ho\u1eb7c \u0111ang trong qu\u00e1 tr\u00ecnh ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

Ph\u01b0\u01a1ng ph\u00e1p \u0111\u1ecbnh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u n\u00e0y s\u1eed d\u1ee5ng chi ph\u00ed \u0111\u1ec3 \u01b0\u1edbc t\u00ednh gi\u00e1 tr\u1ecb c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u b\u1ea1n, \u0111i\u1ec1u n\u00e0y v\u1eabn ch\u01b0a nh\u1ea5t thi\u1ebft c\u00f3 th\u1ec3 \u0111\u1ea1i di\u1ec7n cho \u0111\u1ea7y \u0111\u1ee7 gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7n t\u1ea1i. C\u00f3 nhi\u1ec1u y\u1ebfu t\u1ed1 kh\u00e1c n\u1eefa \u1ea3nh h\u01b0\u1edfng l\u1edbn \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u nh\u01b0 nh\u1eadn th\u1ee9c c\u1ed9ng \u0111\u1ed3ng v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u, s\u1ef1 ch\u00fa \u00fd c\u1ee7a truy\u1ec1n th\u00f4ng, nh\u1eefng thay \u0111\u1ed5i c\u1ee7a ng\u00e0nh. Nh\u1eefng y\u1ebfu t\u1ed1 n\u00e0y nhi\u1ec1u khi chi\u1ebfm ph\u1ea7n l\u1edbn gi\u00e1 tr\u1ecb c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u v\u00e0 c\u00f3 \u1ea3nh h\u01b0\u1edfng t\u00edch c\u1ef1c ho\u1eb7c ti\u00eau c\u1ef1c \u0111\u1ebfn gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

\u0110\u1ecbnh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u d\u1ef1a tr\u00ean th\u1ecb tr\u01b0\u1eddng<\/h2>\n

\u0110\u1ecbnh gi\u00e1 d\u1ef1a tr\u00ean th\u1ecb tr\u01b0\u1eddng s\u1eed d\u1ee5ng m\u1ed9t s\u1ed1 \u0111i\u1ec3m so s\u00e1nh gi\u1eefa doanh nghi\u1ec7p c\u1ee7a b\u1ea1n v\u00e0 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u t\u01b0\u01a1ng t\u1ef1 \u0111\u00e3 \u0111\u01b0\u1ee3c b\u00e1n. C\u00e1c \u0111i\u1ec3m so s\u00e1nh c\u00f3 th\u1ec3 l\u00e0 vi\u1ec7c bu\u00f4n b\u00e1n c\u1ee5 th\u1ec3 c\u1ee7a doanh nghi\u1ec7p, c\u00e1c giao d\u1ecbch \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n ho\u1eb7c gi\u00e1 tr\u1ecb tr\u00ean th\u1ecb tr\u01b0\u1eddng ch\u1ee9ng kho\u00e1n. \u0110\u1ecbnh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u d\u1ef1a tr\u00ean th\u1ecb tr\u01b0\u1eddng l\u00e0 s\u1ed1 ti\u1ec1n m\u00e0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c b\u00e1n v\u00e0 b\u1eb1ng v\u1edbi gi\u00e1 giao d\u1ecbch th\u1ecb tr\u01b0\u1eddng, gi\u00e1 th\u1ea7u ho\u1eb7c cung c\u1ea5p cho c\u00e1c th\u01b0\u01a1ng hi\u1ec7u gi\u1ed1ng h\u1ec7t ho\u1eb7c h\u1ee3p l\u00fd t\u01b0\u01a1ng t\u1ef1.<\/p>\n

Tuy nhi\u00ean, vi\u1ec7c x\u00e1c \u0111\u1ecbnh th\u1ecb tr\u01b0\u1eddng c\u00f3 th\u1ec3 g\u1eb7p kh\u00f3 kh\u0103n trong nhi\u1ec1u tr\u01b0\u1eddng h\u1ee3p kh\u00e1c nhau. \u0110\u1ecbnh ngh\u0129a th\u1ecb tr\u01b0\u1eddng qu\u00e1 r\u1ed9ng hay qu\u00e1 h\u1eb9p l\u00e0m \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u, c\u00f3 th\u1ec3 l\u00e0m gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u b\u1ecb \u0111\u1ecbnh gi\u00e1 qu\u00e1 th\u1ea5p.<\/p>\n

\u0110\u1ecbnh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u d\u1ef1a tr\u00ean kh\u00e1ch h\u00e0ng<\/h2>\n

Thay v\u00ec c\u00e1c c\u00e1ch \u0111\u1ecbnh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u \u1edf tr\u00ean, c\u00f3 m\u1ed9t c\u00e1ch t\u1ed1t h\u01a1n \u0111\u1ec3 theo d\u00f5i gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u, \u0111\u00f3 l\u00e0 \u0111\u1ecbnh gi\u00e1 theo kh\u00e1ch h\u00e0ng. Vi\u1ec7c n\u00e0y \u0111\u00f2i h\u1ecfi x\u00e1c \u0111\u1ecbnh kh\u00e1ch h\u00e0ng, x\u00e1c \u0111\u1ecbnh gi\u00e1 tr\u1ecb tr\u1ecdn \u0111\u1eddi c\u1ee7a kh\u00e1ch h\u00e0ng (CLV)<\/a> v\u00e0 t\u1ed5ng h\u1ee3p ch\u00fang tr\u00ean t\u1ea5t c\u1ea3 kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i. B\u00ean c\u1ea1nh \u0111\u00f3, c\u1ea7n theo d\u00f5i t\u1ea7n su\u1ea5t c\u00f3 \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng m\u1edbi v\u00e0 t\u00ednh to\u00e1n gi\u00e1 tr\u1ecb kh\u00e1ch h\u00e0ng trong t\u01b0\u01a1ng lai. Khi kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i v\u00e0 t\u01b0\u01a1ng lai \u0111\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1, n\u00f3 s\u1ebd cung c\u1ea5p m\u1ed9t c\u00e1i nh\u00ecn cho gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

C\u00e1ch ti\u1ebfp c\u1eadn gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u d\u1ef1a tr\u00ean kh\u00e1ch h\u00e0ng n\u00e0y y\u00eau c\u1ea7u t\u00ednh to\u00e1n ph\u1ee9c t\u1ea1p v\u1edbi nhi\u1ec1u tham s\u1ed1 v\u00e0 x\u00e1c su\u1ea5t. Nh\u01b0ng v\u1edbi nh\u1eefng ti\u1ebfn b\u1ed9 v\u1ec1 c\u00f4ng ngh\u1ec7 hi\u1ec7n nay c\u00f9ng c\u01a1 s\u1edf d\u1eef li\u1ec7u \u1edf quy m\u00f4 l\u1edbn, g\u1ea7n v\u1edbi th\u1eddi gian th\u1ef1c th\u00ec vi\u1ec7c n\u00e0y c\u00f3 th\u1ec3 th\u1ef1c hi\u1ec7n d\u1ec5 d\u00e0ng.<\/p>\n

4-Gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u v\u1edbi cu\u1ed9c s\u1ed1ng<\/h1>\n

\"Gi\u1ea3i<\/p>\n

Khi \u0111\u1ecbnh gi\u00e1 gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u, ta c\u00f3 th\u1ec3 bi\u1ebft \u0111\u01b0\u1ee3c c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111ang \u0111\u1ea1t \u0111\u01b0\u1ee3c gi\u00e1 tr\u1ecb c\u00f9ng v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111ang m\u1ea5t \u0111i gi\u00e1 tr\u1ecb. \u0110\u1ed1i v\u1edbi \u0111i\u1ec1u n\u00e0y, nh\u1eefng nghi\u00ean c\u1ee9u s\u00e2u h\u01a1n c\u00f3 th\u1ec3 \u0111\u01b0a ra c\u00e1c m\u00f4 h\u00ecnh d\u1ef1 \u0111o\u00e1n v\u1ec1 t\u1ef7 l\u1ec7 r\u1eddi b\u1ecf hay \u0111\u01b0a ra nh\u1eefng g\u1ee3i \u00fd ph\u00e1t tri\u1ec3n d\u1ef1a tr\u00ean th\u1ecb tr\u01b0\u1eddng. B\u1eb1ng c\u00e1ch ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng c\u00f9ng v\u1edbi nh\u1eefng hi\u1ec3u bi\u1ebft v\u1ec1 ng\u01b0\u1eddi ti\u00eau d\u00f9ng, ng\u01b0\u1eddi ta c\u00f3 th\u1ec3 t\u1ea1o ra c\u00e1c chi\u1ebfn d\u1ecbch c\u00f3 \u00fd ngh\u0129a g\u00f3p ph\u1ea7n thay \u0111\u1ed5i gi\u00e1 tr\u1ecb c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

>>> Xem th\u00eam: Nh\u00e2n c\u00e1ch h\u00f3a th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec?<\/a><\/p>\n

Kh\u00f4ng ch\u1ec9 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u l\u1edbn c\u00f3 gi\u00e1 tr\u1ecb h\u00e0ng t\u1ef7 \u0111\u00f4 la nh\u01b0 Coca Cola hay Pepsi, m\u00e0 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u nh\u1ecf c\u0169ng c\u00f3 gi\u00e1 tr\u1ecb ri\u00eang c\u1ee7a n\u00f3 trong ng\u00e0nh, trong \u0111\u1ecba ph\u01b0\u01a1ng. T\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t trong s\u1ed1 \u00edt nh\u1eefng lo\u1ea1i t\u00e0i s\u1ea3n c\u00f3 th\u1ec3 mang l\u1ea1i l\u1ee3i th\u1ebf c\u1ea1nh tranh b\u1ec1n v\u1eefng cho doanh nghi\u1ec7p.<\/p>\n

Ngu\u1ed3n: ebrandvalue + thebalancesmb<\/p>","protected":false},"excerpt":{"rendered":"

1-Gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec? Gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u (Brand value) l\u00e0 gi\u00e1 tr\u1ecb mua b\u00e1n hay gi\u00e1 tr\u1ecb thay th\u1ebf c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u. Gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c bi\u1ec7t v\u1edbi t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u (brand equity) l\u00e0 nh\u1eadn th\u1ee9c c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 c\u00e1ch h\u1ecd c\u1ea3m nh\u1eadn v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u. T\u00e0i […]<\/p>","protected":false},"author":4,"featured_media":11559,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[74,128],"tags":[647],"class_list":["post-11550","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-chia-se-kien-thuc","tag-branding",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/11550","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/comments?post=11550"}],"version-history":[{"count":5,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/11550\/revisions"}],"predecessor-version":[{"id":11564,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/11550\/revisions\/11564"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/11559"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=11550"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=11550"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=11550"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}