{"id":11737,"date":"2020-08-08T10:04:12","date_gmt":"2020-08-08T03:04:12","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=11737"},"modified":"2023-10-24T16:53:49","modified_gmt":"2023-10-24T09:53:49","slug":"cac-chien-luoc-phat-trien-thuong-hieu","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/cac-chien-luoc-phat-trien-thuong-hieu\/","title":{"rendered":"4 chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u c\u01a1 b\u1ea3n doanh nghi\u1ec7p c\u1ea7n l\u1ef1a ch\u1ecdn"},"content":{"rendered":"<p>M\u1ed7i doanh nghi\u1ec7p ph\u1ea3i \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh \u0111\u1ec3 n\u1ed9i b\u1eadt gi\u1eefa v\u00f4 v\u00e0n \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh. Trong chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u, ngo\u00e0i \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u ra th\u00ec vi\u1ec7c l\u1ef1a ch\u1ecdn <strong>chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u<\/strong> c\u0169ng kh\u00f4ng k\u00e9m ph\u1ea7n quan tr\u1ecdng.<\/p>\n<p>V\u1eady c\u00f3<strong> nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u<\/strong> n\u00e0o?<\/p>\n<h2>4 C\u00e1ch ti\u1ebfp c\u1eadn th\u01b0\u01a1ng hi\u1ec7u c\u01a1 b\u1ea3n<\/h2>\n<p>Khi n\u00f3i \u0111\u1ebfn ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u, c\u00f3 b\u1ed1n c\u00e1ch ti\u1ebfp c\u1eadn ch\u00ednh \u0111\u1ebfn chi\u1ebfn l\u01b0\u1ee3c n\u00e0y.<\/p>\n<div id=\"attachment_11740\" style=\"width: 1034px\" class=\"wp-caption aligncenter\"><img fetchpriority=\"high\" decoding=\"async\" aria-describedby=\"caption-attachment-11740\" class=\"wp-image-11740 size-full\" src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/chien-luoc-thuong-hieu.png\" alt=\"4 chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u\" width=\"1024\" height=\"812\" srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/chien-luoc-thuong-hieu.png 1024w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/chien-luoc-thuong-hieu-300x238.png 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/chien-luoc-thuong-hieu-768x609.png 768w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/chien-luoc-thuong-hieu-184x146.png 184w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/chien-luoc-thuong-hieu-50x40.png 50w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/chien-luoc-thuong-hieu-95x75.png 95w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><p id=\"caption-attachment-11740\" class=\"wp-caption-text\">4 chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u<\/p><\/div>\n<p>S\u01a1 \u0111\u1ed3 v\u1ec1 4 chi\u1ebfn l\u01b0\u1ee3c n\u00e0y \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng d\u1ef1a tr\u00ean ma tr\u1eadn g\u1ed3m thu\u1ed9c t\u00ednh v\u1ec1 danh m\u1ee5c s\u1ea3n ph\u1ea9m (hi\u1ec7n t\u1ea1i\/ m\u1edbi) v\u00e0 th\u01b0\u01a1ng hi\u1ec7u (hi\u1ec7n t\u1ea1i\/ m\u1edbi). T\u1eeb \u0111\u00f3 x\u00e1c \u0111\u1ecbnh 4 chi\u1ebfn l\u01b0\u1ee3c c\u01a1 b\u1ea3n g\u1ed3m:<\/p>\n<ul>\n<li>M\u1edf r\u1ed9ng d\u00f2ng s\u1ea3n ph\u1ea9m (Product line extension)<\/li>\n<li>M\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u (Brand extension)<\/li>\n<li>\u0110a th\u01b0\u01a1ng hi\u1ec7u (Multi brand)<\/li>\n<li>Th\u01b0\u01a1ng hi\u1ec7u m\u1edbi (New brand)<\/li>\n<\/ul>\n<h3><a href=\"https:\/\/dtmconsulting.vn\/en\/tam-quan-trong-cua-chien-luoc-phat-trien-thuong-hieu\/\" target=\"_blank\" rel=\"noopener noreferrer\">T\u1ea7m quan tr\u1ecdng c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u<\/a>:<\/h3>\n<ul>\n<li>X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u th\u00fac \u0111\u1ea9y s\u1ef1 c\u00f4ng nh\u1eadn<\/li>\n<li>Th\u01b0\u01a1ng hi\u1ec7u gi\u00fap danh nghi\u1ec7p n\u1ed5i b\u1eadt so v\u1edbi \u0111\u1ed1i th\u1ee7<\/li>\n<li>Th\u01b0\u01a1ng hi\u1ec7u cung c\u1ea5p \u0111\u1ed9ng l\u1ef1c v\u00e0 \u0111\u1ecbnh h\u01b0\u1edbng cho nh\u00e2n vi\u00ean<\/li>\n<li>Th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh th\u00fac \u0111\u1ea9y \u201cword of mouth\u201d<\/li>\n<li>Th\u01b0\u01a1ng hi\u1ec7u t\u1ea1o s\u1ef1 mong \u0111\u1ee3i cho kh\u00e1ch h\u00e0ng<\/li>\n<li>Th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ea1i di\u1ec7n cho doanh nghi\u1ec7p, \u0111\u1ea1i di\u1ec7n cho l\u1eddi h\u1ee9a c\u1ee7a doanh nghi\u1ec7p<\/li>\n<li>Th\u01b0\u01a1ng hi\u1ec7u gi\u00fap t\u1ea1o s\u1ef1 r\u00f5 r\u00e0ng v\u00e0 t\u1eadp trung<\/li>\n<li>Th\u01b0\u01a1ng hi\u1ec7u gi\u00fap k\u1ebft n\u1ed1i kh\u00e1ch h\u00e0ng<\/li>\n<li>M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh cung c\u1ea5p gi\u00e1 tr\u1ecb kinh doanh<\/li>\n<\/ul>\n<p>&gt;&gt;Xem th\u00eam: <strong><a href=\"https:\/\/dtmconsulting.vn\/en\/chien-luoc-mo-rong-thuong-hieu\/\">Chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u cho doanh nghi\u1ec7p Vi\u1ec7t \u2013 khi th\u1ecb tr\u01b0\u1eddng \u0111\u1ea7y c\u1ea1nh tranh v\u00e0 bi\u1ebfn \u0111\u1ed9ng<\/a><\/strong><\/p>\n<h2>1-M\u1edf r\u1ed9ng d\u00f2ng s\u1ea3n ph\u1ea9m<\/h2>\n<p><strong>Chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng d\u00f2ng s\u1ea3n ph\u1ea9m<\/strong> li\u00ean quan \u0111\u1ebfn vi\u1ec7c gi\u1edbi thi\u1ec7u m\u1ed9t s\u1ea3n ph\u1ea9m m\u1edbi t\u01b0\u01a1ng t\u1ef1 nh\u01b0 nh\u1eefng g\u00ec \u0111\u00e3 cung c\u1ea5p (c\u00f9ng m\u1ed9t d\u00f2ng s\u1ea3n ph\u1ea9m) trong th\u1ecb tr\u01b0\u1eddng hi\u1ec7n t\u1ea1i b\u1eb1ng c\u00e1ch s\u1eed d\u1ee5ng t\u00ean th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7n t\u1ea1i.<\/p>\n<p>\u0110\u00e2y l\u00e0 m\u1ed9t <strong><a href=\"https:\/\/dtmconsulting.vn\/en\/chien-luoc-thuong-hieu-cho-san-pham-dich-vu-moi\/\">chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u<\/a> cho s\u1ea3n ph\u1ea9m <\/strong>ph\u1ed5 bi\u1ebfn trong marketing. Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng khi t\u00ean th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 c\u00f3 m\u1ed9t t\u00ean tu\u1ed5i nh\u1ea5t \u0111\u1ecbnh tr\u00ean th\u1ecb tr\u01b0\u1eddng, \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng tin t\u01b0\u1edfng v\u00e0 \u0111\u00f3n nh\u1eadn.<\/p>\n<h3>Th\u01b0\u01a1ng hi\u1ec7u n\u00e0o \u0111ang s\u1eed d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c?<\/h3>\n<p>M\u1ed9t v\u00ed d\u1ee5 c\u00f3 th\u1ec3 k\u1ec3 \u0111\u1ebfn v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u s\u1eed d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u n\u00e0y l\u00e0 Colgate, nh\u00e3n hi\u1ec7u v\u1ec1 s\u1ea3n ph\u1ea9m v\u1ec7 sinh r\u0103ng mi\u1ec7ng (kem \u0111\u00e1nh r\u0103ng, b\u00e0n ch\u1ea3i, n\u01b0\u1edbc s\u00fac mi\u1ec7ng). C\u00f4ng ty cho ra m\u1eaft nh\u1eefng s\u1ea3n ph\u1ea9m m\u1edbi c\u00f9ng danh m\u1ee5c v\u00e0 c\u00f9ng th\u01b0\u01a1ng hi\u1ec7u v\u1edbi s\u1ea3n ph\u1ea9m hi\u1ec7n t\u1ea1i nh\u01b0 Colgate Total, Colgate Maxima,&#8230;<\/p>\n<div id=\"attachment_11751\" style=\"width: 817px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" aria-describedby=\"caption-attachment-11751\" class=\"wp-image-11751 size-full lazyload\" data-src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/colgate-chien-luoc-mo-rong-thuong-hieu.jpg\" alt=\"Chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng d\u00f2ng s\u1ea3n ph\u1ea9m c\u1ee7a Colgate\" width=\"807\" height=\"504\" data-srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/colgate-chien-luoc-mo-rong-thuong-hieu.jpg 807w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/colgate-chien-luoc-mo-rong-thuong-hieu-300x187.jpg 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/colgate-chien-luoc-mo-rong-thuong-hieu-768x480.jpg 768w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/colgate-chien-luoc-mo-rong-thuong-hieu-234x146.jpg 234w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/colgate-chien-luoc-mo-rong-thuong-hieu-50x31.jpg 50w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/colgate-chien-luoc-mo-rong-thuong-hieu-120x75.jpg 120w\" data-sizes=\"(max-width: 807px) 100vw, 807px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 807px; --smush-placeholder-aspect-ratio: 807\/504;\" \/><p id=\"caption-attachment-11751\" class=\"wp-caption-text\">Chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng d\u00f2ng s\u1ea3n ph\u1ea9m c\u1ee7a Colgate<\/p><\/div>\n<h3>C\u00e2n nh\u1eafc khi s\u1eed d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c<\/h3>\n<p>Vi\u1ec7c s\u1eed d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c n\u00e0y s\u1ebd gi\u00fap doanh nghi\u1ec7p t\u1eadn d\u1ee5ng \u0111\u01b0\u1ee3c <strong>danh ti\u1ebfng hi\u1ec7n t\u1ea1i<\/strong> c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u gi\u00fap kh\u00e1ch h\u00e0ng c\u00f3 ni\u1ec1m tin ban \u0111\u1ea7u v\u1edbi s\u1ea3n ph\u1ea9m, gi\u1ea3m r\u1ee7i ro khi ra m\u1eaft s\u1ea3n ph\u1ea9m m\u1edbi.<\/p>\n<p>Nh\u01b0ng c\u00f3 m\u1ed9t r\u1ee7i ro m\u00e0 doanh nghi\u1ec7p c\u1ea7n ph\u1ea3i \u0111\u1ed1i m\u1eb7t khi s\u1eed d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u n\u00e0y. \u0110\u00f3 l\u00e0 s\u1ea3n ph\u1ea9m m\u1edbi n\u1ebfu nh\u01b0 th\u1ea5t b\u1ea1i, kh\u00f4ng n\u1eafm b\u1eaft \u0111\u00fang insights kh\u00e1ch h\u00e0ng hay c\u00f3 nh\u1eefng s\u1ef1 c\u1ed1 ngo\u00e0i \u00fd mu\u1ed1n th\u00ec n\u00f3 s\u1ebd \u1ea3nh h\u01b0\u1edfng ti\u00eau c\u1ef1c t\u1edbi to\u00e0n b\u1ed9 th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<p>&gt;&gt;&gt; Xem th\u00eam: <a title=\"Brand equity management system \u2013 H\u1ec7 th\u1ed1ng qu\u1ea3n tr\u1ecb t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u\" href=\"https:\/\/dtmconsulting.vn\/en\/brand-equity-management-system-he-thong-quan-tri-tai-san-thuong-hieu\/\" target=\"_blank\" rel=\"noopener noreferrer\">Brand equity management system \u2013 H\u1ec7 th\u1ed1ng qu\u1ea3n tr\u1ecb t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u<\/a><\/p>\n<h2>2-M\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u<\/h2>\n<p>M\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u li\u00ean quan \u0111\u1ebfn vi\u1ec7c m\u1edf r\u1ed9ng s\u1ef1 hi\u1ec3u bi\u1ebft c\u1ee7a th\u1ecb tr\u01b0\u1eddng v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u. \u0110i\u1ec1u n\u00e0y \u0111\u1ea1t \u0111\u01b0\u1ee3c b\u1eb1ng c\u00e1ch cung c\u1ea5p nhi\u1ec1u s\u1ea3n ph\u1ea9m h\u01a1n (c\u00f3 t\u00ednh ch\u1ea5t \/ danh m\u1ee5c kh\u00e1c) d\u01b0\u1edbi t\u00ean th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7n c\u00f3.<\/p>\n<p>V\u00ed d\u1ee5 v\u1ec1 m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 th\u1ea5y \u1edf s\u00e0n th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed Tiki. Thay v\u00ec tr\u01b0\u1edbc \u0111\u00e2y ch\u1ec9 b\u00e1n s\u00e1ch gi\u1edd \u0111\u00e2y Tiki \u0111\u00e3 b\u00e0y b\u00e1n nhi\u1ec1u lo\u1ea1i s\u1ea3n ph\u1ea9m kh\u00e1c.<\/p>\n<h3>C\u00e2n nh\u1eafc khi s\u1eed d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c<\/h3>\n<p><strong>Chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u<\/strong> c\u1ea7n \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng m\u1ed9t c\u00e1ch c\u1ef1c k\u1ef3 c\u1ea9n th\u1eadn b\u1edfi v\u00ec th\u1ecb tr\u01b0\u1eddng c\u00f3 th\u1ec3 kh\u00f4ng ch\u1ea5p nh\u1eadn th\u01b0\u01a1ng hi\u1ec7u trong c\u00e1c danh m\u1ee5c s\u1ea3n ph\u1ea9m kh\u00e1c. V\u00ed d\u1ee5 nh\u01b0 th\u01b0\u01a1ng hi\u1ec7u Dell m\u1edf r\u1ed9ng sang danh m\u1ee5c s\u1ea3n ph\u1ea9m \u0111\u1ed3 u\u1ed1ng. \u0110i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 khi\u1ebfn th\u1ecb tr\u01b0\u1eddng c\u00f3 nh\u1eefng c\u1ea3m x\u00fac kh\u00f4ng t\u1ed1t, g\u00e2y t\u1ed5n h\u1ea1i t\u1edbi th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<p>Do \u0111\u00f3, chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u ho\u1ea1t \u0111\u1ed9ng t\u1ed1t nh\u1ea5t n\u1ebfu danh m\u1ee5c s\u1ea3n ph\u1ea9m m\u1edbi c\u00f3 m\u1ed9t s\u1ed1 <strong>m\u1ed1i quan h\u1ec7<\/strong> v\u1edbi danh m\u1ee5c s\u1ea3n ph\u1ea9m hi\u1ec7n c\u00f3 v\u00e0 l\u0129nh v\u1ef1c chuy\u00ean m\u00f4n c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<p>&gt;&gt;&gt; Xem th\u00eam v\u1ec1 <a href=\"https:\/\/dtmconsulting.vn\/en\/quan-tri-thuong-hieu-la-gi\/\" target=\"_blank\" rel=\"noopener noreferrer\">Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/a>.<\/p>\n<h2>3-\u0110a th\u01b0\u01a1ng hi\u1ec7u<\/h2>\n<p>Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y li\u00ean quan \u0111\u1ebfn vi\u1ec7c s\u1eed d\u1ee5ng <strong>nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u trong c\u00f9ng m\u1ed9t th\u1ecb tr\u01b0\u1eddng<\/strong>, c\u00f3 nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u trong c\u00f9ng m\u1ed9t danh m\u1ee5c s\u1ea3n ph\u1ea9m.<\/p>\n<p><strong>Gi\u1ea3i ph\u00e1p ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u<\/strong> n\u00e0y t\u01b0\u01a1ng \u0111\u1ed1i ph\u1ed5 bi\u1ebfn trong ng\u00e0nh h\u00e0ng ti\u00eau d\u00f9ng. V\u1edbi c\u00f9ng m\u1ed9t s\u1ea3n ph\u1ea9m, c\u00f3 th\u1ec3 c\u00f3 nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c nhau, tr\u00f4ng c\u00f3 v\u1ebb ch\u00fang s\u1ebd c\u1ea1nh tranh v\u1edbi nhau, nh\u01b0ng th\u1ef1c t\u1ebf ch\u00fang \u0111\u1ebfn t\u1eeb c\u00f9ng m\u1ed9t c\u00f4ng ty.<\/p>\n<h3>V\u00ed d\u1ee5 v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u s\u1eed d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c \u0111a th\u01b0\u01a1ng hi\u1ec7u<\/h3>\n<p>V\u00ed d\u1ee5 v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c \u0111a th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 k\u1ec3 \u0111\u1ebfn Coca Cola. Ngo\u00e0i s\u1ea3n ph\u1ea9m \u0111\u1ed3 u\u1ed1ng Coca Cola huy\u1ec1n tho\u1ea1i, h\u1ecd c\u00f2n s\u1edf h\u1eefu c\u00e1c s\u1ea3n ph\u1ea9m v\u1edbi nh\u00e3n hi\u1ec7u kh\u00e1c nh\u01b0 Fanta, Sprite, Nutri Boost, Minute Maid, Samurai, Dasani,&#8230; \u0111\u1ec1u c\u00f9ng trong danh m\u1ee5c s\u1ea3n ph\u1ea9m \u0111\u1ed3 u\u1ed1ng (hay c\u1ee5 th\u1ec3 h\u01a1n l\u00e0 soft drink).<\/p>\n<div id=\"attachment_11754\" style=\"width: 624px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" aria-describedby=\"caption-attachment-11754\" class=\"size-full wp-image-11754 lazyload\" data-src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/chien-luoc-da-thuong-hieu-coca-cola-min.jpg\" alt=\"Chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a Coca Cola\" width=\"614\" height=\"410\" data-srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/chien-luoc-da-thuong-hieu-coca-cola-min.jpg 614w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/chien-luoc-da-thuong-hieu-coca-cola-min-300x200.jpg 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/chien-luoc-da-thuong-hieu-coca-cola-min-219x146.jpg 219w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/chien-luoc-da-thuong-hieu-coca-cola-min-50x33.jpg 50w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/chien-luoc-da-thuong-hieu-coca-cola-min-112x75.jpg 112w\" data-sizes=\"(max-width: 614px) 100vw, 614px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 614px; --smush-placeholder-aspect-ratio: 614\/410;\" \/><p id=\"caption-attachment-11754\" class=\"wp-caption-text\">Chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a Coca Cola<\/p><\/div>\n<h3>C\u00e2n nh\u1eafc khi s\u1eed d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c<\/h3>\n<h4>L\u1ee3i \u00edch mang l\u1ea1i<\/h4>\n<p>Nguy\u00ean nh\u00e2n ch\u00ednh c\u1ee7a vi\u1ec7c s\u1eed d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c n\u00e0y l\u00e0 do c\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u00e0y c\u00f3 <a href=\"https:\/\/dtmconsulting.vn\/en\/dinh-vi-thuong-hieu\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>\u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/a> kh\u00e1c nhau tr\u00ean th\u1ecb tr\u01b0\u1eddng, chi\u1ebfm \u01b0u th\u1ebf trong t\u1ed5ng th\u1ecb ph\u1ea7n. \u00c1p d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c n\u00e0y g\u00f3p ph\u1ea7n l\u00e0m gi\u1ea3m c\u01a1 h\u1ed9i c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh v\u00e0 t\u1ea1o n\u00ean r\u00e0o ch\u1eafn ng\u0103n c\u1ea3n nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u m\u1edbi tham gia th\u1ecb tr\u01b0\u1eddng.<\/p>\n<p>V\u1edbi vi\u1ec7c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u theo chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u cho s\u1ea3n ph\u1ea9m n\u00e0y, c\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi s\u1ebd c\u00f3 c\u01a1 h\u1ed9i <strong>ph\u00e1t tri\u1ec3n ri\u00eang l\u1ebb<\/strong> so v\u1edbi nh\u1eefng s\u1ea3n ph\u1ea9m hi\u1ec7n t\u1ea1i, c\u00f3 th\u1ec3 mang v\u1ec1 th\u00eam nhi\u1ec1u th\u1ecb ph\u1ea7n trong danh m\u1ee5c s\u1ea3n ph\u1ea9m cho c\u00f4ng ty. Th\u00eam v\u00e0o \u0111\u00f3, vi\u1ec7c s\u1ea3n ph\u1ea9m m\u1edbi g\u1eb7p ph\u1ea3i v\u1ea5n \u0111\u1ec1 hay th\u1ea5t b\u1ea1i c\u0169ng s\u1ebd kh\u00f4ng c\u00f3 nhi\u1ec1u \u1ea3nh h\u01b0\u1edfng, th\u1eadm ch\u00ed kh\u00f4ng \u1ea3nh h\u01b0\u1edfng t\u1edbi t\u00ecnh h\u00ecnh c\u1ee7a s\u1ea3n ph\u1ea9m ch\u1ee7 ch\u1ed1t c\u1ee7a c\u00f4ng ty.<\/p>\n<h4>Th\u00e1ch th\u1ee9c ph\u1ea3i \u0111\u1ed1i m\u1eb7t<\/h4>\n<p>Nh\u01b0ng c\u00f3 m\u1ed9t y\u1ebfu t\u1ed1 lu\u00f4n t\u1ed3n t\u1ea1i \u0111\u1ec3 ng\u0103n c\u1ea3n c\u00e1c doanh nghi\u1ec7p \u00e1p d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c n\u00e0y, \u0111\u00f3 l\u00e0 <strong>chi ph\u00ed<\/strong>. Chi ph\u00ed c\u1ea7n ph\u1ea3i chi cho chi\u1ebfn l\u01b0\u1ee3c n\u00e0y s\u1ebd l\u00e0 m\u1ed9t con s\u1ed1 kh\u1ed5ng l\u1ed3. B\u1edfi v\u00ec v\u1edbi m\u1ed7i s\u1ea3n ph\u1ea9m m\u1edbi, kh\u00f4ng t\u00ednh \u0111\u1ebfn chi ph\u00ed v\u1ec1 R&amp;D hay c\u00e1c chi ph\u00ed c\u01a1 b\u1ea3n \u0111\u1ec3 t\u1ea1o ra n\u00f3, th\u00ec v\u1eabn c\u00f2n m\u1ed9t con s\u1ed1 kh\u1ed5ng l\u1ed3 v\u1ec1 chi ph\u00ed qu\u1ea3ng c\u00e1o, x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<p>&gt;&gt;&gt; Xem th\u00eam: <a title=\"Brand Identity Model \u2013 M\u00f4 h\u00ecnh nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u ho\u1ea1t \u0111\u1ed9ng nh\u01b0 th\u1ebf n\u00e0o\" href=\"https:\/\/dtmconsulting.vn\/en\/brand-identity-model-prism\/\" target=\"_blank\" rel=\"noopener noreferrer\">Brand Identity Model \u2013 M\u00f4 h\u00ecnh nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u ho\u1ea1t \u0111\u1ed9ng nh\u01b0 th\u1ebf n\u00e0o<\/a><\/p>\n<h2>4-Th\u01b0\u01a1ng hi\u1ec7u m\u1edbi<\/h2>\n<p>Chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u m\u1edbi \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n b\u1eb1ng c\u00e1ch m\u1edf r\u1ed9ng m\u1ed9t d\u00f2ng s\u1ea3n ph\u1ea9m m\u00e0 doanh nghi\u1ec7p ch\u01b0a t\u1eebng cung c\u1ea5p tr\u01b0\u1edbc \u0111\u00e2y tr\u00ean m\u1ed9t th\u1ecb tr\u01b0\u1eddng ho\u00e0n to\u00e0n m\u1edbi.<\/p>\n<p>Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y c\u00f3 r\u1ee7i ro kh\u00f4ng? T\u1ea5t nhi\u00ean l\u00e0 c\u00f3, nh\u01b0ng chi\u1ebfn l\u01b0\u1ee3c n\u00e0y l\u1ea1i m\u1edf ra m\u1ed9t c\u01a1 h\u1ed9i kinh doanh ho\u00e0n to\u00e0n m\u1edbi \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p.<\/p>\n<p>Khi doanh nghi\u1ec7p c\u1ea3m th\u1ea5y th\u1ecb ph\u1ea7n \u1edf th\u1ecb tr\u01b0\u1eddng hi\u1ec7n t\u1ea1i \u0111\u00e3 \u1edf m\u1ee9c \u1ed5n \u0111\u1ecbnh, r\u1eb1ng n\u1ebfu nh\u01b0 \u0111\u1ea7u t\u01b0 th\u00eam v\u00e0o th\u1ecb tr\u01b0\u1eddng hi\u1ec7n t\u1ea1i th\u00ec doanh thu t\u0103ng th\u00eam kh\u00f4ng \u0111\u00e1ng k\u1ec3, th\u00ec doanh nghi\u1ec7p c\u00f3 th\u1ec3 ngh\u0129 \u0111\u1ebfn gi\u1ea3i ph\u00e1p ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u n\u00e0y. N\u00f3 mang doanh nghi\u1ec7p \u0111\u1ebfn m\u1ed9t m\u1ea3nh \u0111\u1ea5t m\u00e0u m\u1ee1 kh\u00e1c v\u1edbi m\u1ed9t c\u00e1i t\u00ean ho\u00e0n to\u00e0n m\u1edbi.<\/p>\n<p>T\u1ea1i sao ph\u1ea3i d\u00f9ng t\u00ean th\u01b0\u01a1ng hi\u1ec7u m\u1edbi? Vi\u1ec7c s\u1eed d\u1ee5ng t\u00ean th\u01b0\u01a1ng hi\u1ec7u m\u1edbi s\u1ebd lo\u1ea1i b\u1ecf nh\u1eefng h\u1ea1n ch\u1ebf nh\u01b0 trong chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u. Vi\u1ec7c xung \u0111\u1ed9t th\u01b0\u01a1ng hi\u1ec7u s\u1ebd kh\u00f4ng x\u1ea3y ra. Trong tr\u01b0\u1eddng h\u1ee3p x\u1ea5u nh\u1ea5t, n\u1ebfu nh\u01b0 th\u01b0\u01a1ng hi\u1ec7u m\u1edbi n\u00e0y g\u1eb7p th\u1ea5t b\u1ea1i th\u00ec c\u0169ng s\u1ebd kh\u00f4ng \u1ea3nh h\u01b0\u1edfng nhi\u1ec1u \u0111\u1ed1i v\u1edbi t\u00ecnh h\u00ecnh kinh doanh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7n t\u1ea1i.<\/p>\n<h3>Ai \u0111ang s\u1eed d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c n\u00e0y?<\/h3>\n<div id=\"attachment_11753\" style=\"width: 630px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" aria-describedby=\"caption-attachment-11753\" class=\"size-full wp-image-11753 lazyload\" data-src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/chien-luoc-phat-trien-thuong-hieu-vin-min.jpg\" alt=\"Chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u m\u1edbi c\u1ee7a VinGroup\" width=\"620\" height=\"436\" data-srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/chien-luoc-phat-trien-thuong-hieu-vin-min.jpg 620w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/chien-luoc-phat-trien-thuong-hieu-vin-min-300x211.jpg 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/chien-luoc-phat-trien-thuong-hieu-vin-min-208x146.jpg 208w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/chien-luoc-phat-trien-thuong-hieu-vin-min-50x35.jpg 50w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/chien-luoc-phat-trien-thuong-hieu-vin-min-107x75.jpg 107w\" data-sizes=\"(max-width: 620px) 100vw, 620px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 620px; --smush-placeholder-aspect-ratio: 620\/436;\" \/><p id=\"caption-attachment-11753\" class=\"wp-caption-text\">Chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u m\u1edbi c\u1ee7a VinGroup<\/p><\/div>\n<p>C\u00f3 l\u1ebd ch\u1ec9 c\u1ea7n nh\u00ecn h\u00ecnh \u1ea3nh b\u1ea1n \u0111\u00e3 d\u1ec5 d\u00e0ng nh\u1eadn ra s\u1ea3n ph\u1ea9m Vsmart c\u1ee7a t\u1eadp \u0111o\u00e0n VinGroup. Tr\u01b0\u1edbc \u0111\u00e2y, VinGroup kinh doanh ch\u1ee7 y\u1ebfu trong l\u0129nh v\u1ef1c b\u1ea5t \u0111\u1ed9ng s\u1ea3n v\u1edbi th\u01b0\u01a1ng hi\u1ec7u VinHomes, VinPearl, VinCity,&#8230; c\u1ee7a m\u00ecnh.<\/p>\n<p>B\u00ean c\u1ea1nh \u0111\u00f3 th\u00ec Vingroup lu\u00f4n m\u1edf r\u1ed9ng:<\/p>\n<ul>\n<li>\u0110\u00e1 ch\u00e2n sang ng\u00e0nh b\u00e1n l\u1ebb v\u1edbi Adayroi (\u0111\u00e3 r\u00fat lui v\u00e0 s\u00e1t nh\u1eadp v\u00e0o VinID)<\/li>\n<li>\u0110\u00e1 ch\u00e2n sang ng\u00e0nh h\u00e0ng \u0111i\u1ec7n t\u1eed ti\u00eau d\u00f9ng v\u1edbi nh\u1eefng chi\u1ebfc \u0111i\u1ec7n tho\u1ea1i Vsmart<\/li>\n<li>B\u00e1n c\u1ea3 \u00f4 t\u00f4 v\u00e0 xe c\u00f3 \u0111\u1ed9ng c\u01a1 v\u1edbi VinFast g\u1ed3m \u00f4 t\u00f4 v\u00e0 xe m\u00e1y \u0111i\u1ec7n<\/li>\n<li>Cung c\u1ea5p d\u1ecbch v\u1ee5 y t\u1ebf v\u1edbi Vinmec<\/li>\n<li>Cung c\u1ea5p d\u1ecbch v\u1ee5 gi\u00e1o d\u1ee5c v\u1edbi Vinschool<\/li>\n<li>&#8230;<\/li>\n<\/ul>\n<h3>\u0110i\u1ec1u g\u00ec ng\u0103n c\u1ea3n m\u1ed9t c\u00f4ng ty theo \u0111u\u1ed5i chi\u1ebfn l\u01b0\u1ee3c n\u00e0y?<\/h3>\n<p>\u0110\u00f3 l\u00e0 n\u0103ng l\u1ef1c. N\u0103ng l\u1ef1c \u1edf \u0111\u00e2y kh\u00f4ng ph\u1ea3i ch\u1ec9 c\u00f2n v\u1ec1 v\u1ea5n \u0111\u1ec1 ti\u1ec1n b\u1ea1c nh\u01b0 chi\u1ebfn l\u01b0\u1ee3c \u0111a th\u01b0\u01a1ng hi\u1ec7u. N\u0103ng l\u1ef1c gi\u1edd \u0111\u00e2y c\u00f2n v\u1ec1 v\u1ea5n \u0111\u1ec1 doanh nghi\u1ec7p c\u1ea7n c\u00f3 chuy\u00ean m\u00f4n \u1edf c\u1ea3 l\u0129nh v\u1ef1c m\u00e0 h\u1ecd m\u1edf r\u1ed9ng, m\u1ed9t \u0111i\u1ec1u ph\u1ee9c t\u1ea1p h\u01a1n r\u1ea5t nhi\u1ec1u.<\/p>\n<p>S\u1eed d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u n\u00e0y v\u00e0 m\u1edf r\u1ed9ng sang m\u1ed9t ng\u00e0nh h\u00e0ng m\u1edbi \u0111\u00f2i h\u1ecfi c\u00e1c y\u1ebfu t\u1ed1 nh\u01b0 th\u00e0nh l\u1eadp m\u1ed9t c\u00f4ng ty m\u1edbi. B\u1ea1n s\u1ebd c\u1ea7n c\u00f3 ngu\u1ed3n h\u00e0ng, ngu\u1ed3n nguy\u00ean li\u1ec7u, c\u00f4ng ngh\u1ec7 &#8211; k\u1ef9 thu\u1eadt, quy tr\u00ecnh, marketing,&#8230;<\/p>\n<p>&gt;&gt;&gt; Xem th\u00eam v\u1ec1 <a href=\"https:\/\/dtmconsulting.vn\/en\/tuyen-ngon-dinh-vi-thuong-hieu\/\" target=\"_blank\" rel=\"noopener noreferrer\">Tuy\u00ean ng\u00f4n \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec?<\/a><\/p>\n<h2>T\u1ed5ng k\u1ebft<\/h2>\n<p>Doanh nghi\u1ec7p lu\u00f4n lu\u00f4n c\u1ea7n ph\u1ea3i ph\u00e1t tri\u1ec3n. V\u00e0 khi doanh nghi\u1ec7p \u0111\u1ea1t \u0111\u1ebfn m\u1ed9t ng\u01b0\u1ee1ng c\u1eeda n\u00e0o \u0111\u00f3 h\u1ecd ph\u1ea3i \u0111\u01b0a ra l\u1ef1a ch\u1ecdn chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 ti\u1ebfp t\u1ee5c m\u1edf r\u1ed9ng ti\u1ec1m n\u0103ng c\u1ee7a m\u00ecnh. Vi\u1ec7c ch\u1ecdn chi\u1ebfn l\u01b0\u1ee3c nh\u01b0 th\u1ebf n\u00e0o s\u1ebd \u1ea3nh h\u01b0\u1edfng l\u1edbn \u0111\u1ebfn k\u1ebf ho\u1ea1ch d\u00e0i h\u1ea1n v\u00e0 t\u00ecnh h\u00ecnh kinh doanh n\u00ean doanh nghi\u1ec7p c\u1ea7n ph\u1ea3i \u0111\u01b0a ra s\u1ef1 l\u1ef1a ch\u1ecdn \u0111\u00fang \u0111\u1eafn v\u00e0o nh\u1eefng th\u1eddi kh\u1eafc quy\u1ebft \u0111\u1ecbnh.<\/p>\n<p>\u0110\u1ec3 ch\u1eafc ch\u1eafn h\u01a1n, doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u00ecm \u0111\u1ebfn c\u00e1c d\u1ecbch v\u1ee5 t\u01b0 v\u1ea5n marketing \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c c\u00e1c l\u1ef1a ch\u1ecdn t\u1ed1t nh\u1ea5t qua \u0111\u00e1nh gi\u00e1 c\u1ee7a c\u00e1c chuy\u00ean gia d\u00e0y d\u1eb7n kinh nghi\u1ec7m trong ngh\u1ec1. N\u1ebfu nh\u01b0 danh nghi\u1ec7p b\u1ea1n c\u1ea7n t\u01b0 v\u1ea5n marketing, h\u00e3y <strong><a href=\"https:\/\/dtmconsulting.vn\/en\/lien-he\/\" target=\"_blank\" rel=\"noopener noreferrer\">Li\u00ean h\u1ec7 ngay v\u1edbi ch\u00fang t\u00f4i<\/a><\/strong> \u0111\u1ec3 nh\u1eadn \u0111\u01b0\u1ee3c c\u00e1c h\u01b0\u1edbng d\u1eabn t\u1ed1t nh\u1ea5t t\u1eeb chuy\u00ean gia<\/p>\n<p>Ngu\u1ed3n: <a href=\"https:\/\/www.marketingstudyguide.com\/four-brand-strategies\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Marketing Study Guide<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>M\u1ed7i doanh nghi\u1ec7p ph\u1ea3i \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh \u0111\u1ec3 n\u1ed9i b\u1eadt gi\u1eefa v\u00f4 v\u00e0n \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh. Trong chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u, ngo\u00e0i \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u ra th\u00ec vi\u1ec7c l\u1ef1a ch\u1ecdn chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u c\u0169ng kh\u00f4ng k\u00e9m ph\u1ea7n quan tr\u1ecdng. V\u1eady c\u00f3 nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng [&hellip;]<\/p>","protected":false},"author":4,"featured_media":12267,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[128,74],"tags":[647,644,674],"class_list":["post-11737","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-chia-se-kien-thuc","category-blog","tag-branding","tag-chien-luoc-marketing","tag-thuong-hieu",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/11737","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=11737"}],"version-history":[{"count":17,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/11737\/revisions"}],"predecessor-version":[{"id":16262,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/11737\/revisions\/16262"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/12267"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=11737"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=11737"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=11737"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}