{"id":11821,"date":"2020-08-20T14:57:47","date_gmt":"2020-08-20T07:57:47","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=11821"},"modified":"2023-11-21T15:39:53","modified_gmt":"2023-11-21T08:39:53","slug":"brand-equity-la-gi-brand-equity-model","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/brand-equity-la-gi-brand-equity-model\/","title":{"rendered":"Brand equity l\u00e0 g\u00ec? Brand Equity Model c\u1ee7a Keller"},"content":{"rendered":"

Brand Equity<\/strong> (t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u) \u0111\u00e3 n\u00e2ng t\u1ea7m gi\u00e1 tr\u1ecb c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u trong c\u00e1c chi\u1ebfn l\u01b0\u1ee3c marketing c\u00f9ng v\u1edbi \u0111\u00f3 \u0111\u00e3 \u0111em l\u1ea1i tr\u1ecdng t\u00e2m cho c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing, \u0111\u1eb7c bi\u1ec7t l\u00e0 branding cho c\u00e1c doanh nghi\u1ec7p. B\u00ean c\u1ea1nh \u0111\u00f3, c\u00e1c marketer, doanh nghi\u1ec7p ng\u00e0y nay \u0111\u00e3 v\u00e0 \u0111ang ph\u1ea3i \u0111\u1ed1i m\u1eb7t v\u1edbi nh\u1eefng th\u00e1ch th\u1ee9c c\u1ea1nh tranh t\u1eeb c\u1ea3 ph\u00eda th\u1ecb tr\u01b0\u1eddng cho \u0111\u1ebfn nh\u1eefng \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh, \u0111i\u1ec1u n\u00e0y d\u1eabn \u0111\u1ebfn nhi\u1ec1u ph\u01b0\u01a1ng ph\u00e1p, c\u00e1ch th\u1ee9c marketing kh\u00f4ng c\u00f2n hi\u1ec7u qu\u1ea3, th\u1eadm ch\u00ed c\u00f2n l\u00e0m v\u1ea5n \u0111\u1ec1 t\u1ed3i t\u1ec7 h\u01a1n.<\/p>\n

1-Brand equity l\u00e0 g\u00ec?<\/h2>\n

Brand equity<\/strong> (hay t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u) l\u00e0 gi\u00e1 tr\u1ecb b\u1ed5 sung m\u00e0 c\u00f4ng ty nh\u1eadn \u0111\u01b0\u1ee3c cho m\u1ed9t s\u1ea3n ph\u1ea9m so v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m t\u01b0\u01a1ng \u0111\u01b0\u01a1ng kh\u00e1c.<\/em><\/p>\n

Brand equity c\u00f3 th\u1ec3 th\u1ec3 hi\u1ec7n qua vi\u1ec7c m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c ng\u01b0\u1eddi ti\u00eau d\u00f9ng nh\u1edb \u0111\u1ebfn v\u00e0 c\u00f3 th\u1ec3 nh\u1eadn bi\u1ebft ngay l\u1eadp t\u1ee9c, s\u1eb5n s\u00e0ng tr\u1ea3 nhi\u1ec1u ti\u1ec1n h\u01a1n cho n\u00f3 so v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m t\u01b0\u01a1ng \u0111\u01b0\u01a1ng kh\u00e1c tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n

\"brand<\/p>\n

L\u00e0m g\u00ec \u0111\u1ec3 t\u1ea1o ra Brand equity?<\/h3>\n

C\u00e1c c\u00f4ng ty x\u00e2y d\u1ef1ng brand equity c\u1ee7a h\u1ecd th\u00f4ng qua c\u00e1c th\u00f4ng \u0111i\u1ec7p qu\u1ea3ng c\u00e1o, l\u00e0m cho ch\u00fang tr\u1edf n\u00ean \u0111\u00e1ng nh\u1edb v\u00e0 d\u1ec5 nh\u1eadn bi\u1ebft h\u01a1n, \u0111\u1ed3ng th\u1eddi duy tr\u00ec mong \u0111\u1ee3i v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 s\u1ef1 tin t\u01b0\u1edfng c\u1ee7a kh\u00e1ch h\u00e0ng. Ho\u1ea1t \u0111\u1ed9ng n\u00e0y c\u00f3 v\u1ebb \u0111\u01a1n gi\u1ea3n nh\u01b0ng l\u1ea1i l\u00e0 m\u1ed9t ho\u1ea1t \u0111\u1ed9ng d\u00e0i h\u1ea1n, \u0111\u00f2i h\u1ecfi s\u1ef1 ki\u00ean nh\u1eabn, th\u1eddi gian v\u00e0 ch\u1eafc ch\u1eafn l\u00e0 c\u00e1c c\u00f4ng vi\u1ec7c \u0111\u00fang \u0111\u1eafn \u0111\u1ec3 c\u00f3 th\u1ec3 x\u00e2y d\u1ef1ng brand equity hi\u1ec7u qu\u1ea3.<\/p>\n

>>> Xem th\u00eam:<\/a> S\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa Brand Equity v\u00e0 Brand Value<\/a><\/strong><\/p>\n

3 y\u1ebfu t\u1ed1 c\u1ee7a Brand Equity<\/h3>\n

Brand perception (Nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u)<\/h4>\n

Nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u l\u00e0 nh\u1eefng g\u00ec kh\u00e1ch h\u00e0ng nh\u00ecn nh\u1eadn v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7n t\u1ea1i (c\u0169ng c\u00f3 th\u1ec3 hi\u1ec3u theo h\u01b0\u1edbng v\u1ec1 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/a>).<\/p>\n

\u0110i\u1ec1u n\u00e0y gi\u1ed1ng v\u1edbi \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u v\u00ec n\u00f3 ph\u1ee5 thu\u1ed9c v\u00e0o c\u00e1ch kh\u00e1ch h\u00e0ng nh\u00ecn nh\u1eadn v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u ch\u1ee9 kh\u00f4ng ph\u1ea3i l\u00e0 nh\u1eefng g\u00ec m\u00e0 th\u01b0\u01a1ng hi\u1ec7u n\u00f3i. Kh\u00e1ch h\u00e0ng s\u1edf h\u1eefu nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

T\u00e1c \u0111\u1ed9ng t\u00edch c\u1ef1c v\u00e0 ti\u00eau c\u1ef1c<\/a><\/h4>\n

Khi ng\u01b0\u1eddi ti\u00eau d\u00f9ng ph\u1ea3n \u1ee9ng t\u00edch c\u1ef1c v\u1edbi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u th\u00ec danh ti\u1ebfng, s\u1ea3n ph\u1ea9m v\u00e0 l\u1ee3i nhu\u1eadn c\u1ee7a c\u00f4ng ty s\u1ebd \u0111\u01b0\u1ee3c h\u01b0\u1edfng l\u1ee3i, trong khi ph\u1ea3n \u1ee9ng ti\u00eau c\u1ef1c c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd c\u00f3 t\u00e1c \u0111\u1ed9ng ng\u01b0\u1ee3c l\u1ea1i.<\/p>\n

Gi\u00e1 tr\u1ecb<\/h4>\n

T\u00e1c \u0111\u1ed9ng t\u00edch c\u1ef1c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u mang \u0111\u1ebfn gi\u00e1 tr\u1ecb h\u1eefu h\u00ecnh v\u00e0 v\u00f4 h\u00ecnh – h\u1eefu h\u00ecnh bao g\u1ed3m l\u1ee3i nhu\u1eadn ho\u1eb7c t\u0103ng doanh thu; v\u00f4 h\u00ecnh v\u1ec1 nh\u1eadn bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u v\u00e0 thi\u1ec7n ch\u00ed. Trong khi \u0111\u00f3, c\u00e1c t\u00e1c \u0111\u1ed9ng ti\u00eau c\u1ef1c c\u00f3 th\u1ec3 l\u00e0m \u1ea3nh h\u01b0\u1edfng x\u1ea5u \u0111\u1ebfn c\u1ea3 gi\u00e1 tr\u1ecb h\u1eefu h\u00ecnh v\u00e0 v\u00f4 h\u00ecnh.<\/p>\n

>>> Xem th\u00eam: Brand image v\u00e0 Brand imagery<\/a><\/strong><\/p>\n

2-Brand equity model<\/h2>\n

Brand equity model<\/strong> \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn nhi\u1ec1u nh\u1ea5t l\u00e0 Keller Model (M\u00f4 h\u00ecnh Keller), m\u00f4 h\u00ecnh t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u d\u1ef1a tr\u00ean kh\u00e1ch h\u00e0ng (Customer-Based Brand Equity ‘CBBE’ model). M\u00f4 h\u00ecnh n\u00e0y \u0111\u01b0\u1ee3c \u0111\u01b0a ra b\u1edfi gi\u00e1o s\u01b0 marketing Kevin Lane Keller.<\/p>\n

V\u1edbi s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a marketing, tr\u1ecdng t\u00e2m c\u1ee7a c\u00e1c c\u00f4ng ty \u0111ang d\u1ea7n chuy\u1ec3n sang kh\u00e1ch h\u00e0ng. B\u1edfi vi\u1ec7c \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng ti\u1ebfp nh\u1eadn v\u00e0 h\u00e0i l\u00f2ng th\u01b0\u1eddng \u0111\u1ed3ng ngh\u0129a v\u1edbi vi\u1ec7c l\u1ee3i nhu\u1eadn t\u0103ng l\u00ean. Th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ch\u1ec9 c\u1ea7n gi\u1eef cho kh\u00e1ch h\u00e0ng h\u00e0i l\u00f2ng, m\u00e0 c\u00f2n ph\u1ea3i x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 b\u1ec1n v\u1eefng v\u00e0 c\u1ed9ng h\u01b0\u1edfng v\u1edbi kh\u00e1ch h\u00e0ng.<\/p>\n

Keller model l\u00e0 m\u1ed9t kim t\u1ef1 th\u00e1p. Tr\u00ean m\u00f4 h\u00ecnh kim t\u1ef1 th\u00e1p n\u00e0y, c\u00e1c giai \u0111o\u1ea1n c\u1ee7a gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u t\u0103ng d\u1ea7n theo h\u01b0\u1edbng v\u1ec1 ph\u00eda \u0111\u1ec9nh. \u0110i\u1ec3m m\u1ea1nh c\u1ee7a m\u00f4 h\u00ecnh n\u00e0y l\u00e0 c\u00f3 th\u1ec3 d\u1ec5 d\u00e0ng \u0111\u1ec3 bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u \u0111ang \u1edf giai \u0111o\u1ea1n n\u00e0o v\u00e0 c\u00f4ng ty c\u1ea7n l\u00e0m g\u00ec \u0111\u1ec3 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u t\u1ed1t h\u01a1n.<\/p>\n

\"Customer-Based

Customer-Based Brand Equity Model<\/p><\/div>\n

Lv1-Brand identity – Nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u<\/h3>\n

Nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u l\u00e0 c\u00e1ch m\u00e0 kh\u00e1ch h\u00e0ng nh\u00ecn v\u00e0o th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a doanh nghi\u1ec7p so v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c. \u0110\u00e2y l\u00e0 b\u01b0\u1edbc quan tr\u1ecdng nh\u1ea5t v\u00e0 c\u00f3 vai tr\u00f2 h\u1ed7 tr\u1ee3 cho nh\u1eefng b\u01b0\u1edbc ti\u1ebfp theo trong Brand equity model c\u1ee7a Keller<\/strong>.<\/p>\n

Nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u1ed9t c\u00f4ng ty \u0111\u01b0\u1ee3c thi\u1ebft l\u1eadp tr\u01b0\u1edbc c\u1ea3 khi kh\u00e1ch h\u00e0ng bi\u1ebft \u0111\u1ebfn s\u1ea3n ph\u1ea9m v\u00e0 gi\u00e1 tr\u1ecb c\u1ee7a c\u00f4ng ty, sau \u0111\u00f3 c\u00f4ng ty thu h\u00fat kh\u00e1ch h\u00e0ng c\u1ee7a m\u00ecnh b\u1eb1ng c\u00e1c chi\u1ebfn l\u01b0\u1ee3c qu\u1ea3ng c\u00e1o v\u00e0 c\u00e1c chi\u1ebfn l\u01b0\u1ee3c marketing nh\u1eafm m\u1ee5c ti\u00eau kh\u00e1c \u0111\u1ec3 gia t\u0103ng nh\u1eadn bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u<\/a>.<\/p>\n

Lv2-Brand meaning – \u00dd ngh\u0129a th\u01b0\u01a1ng hi\u1ec7u<\/h3>\n

Khi kh\u00e1ch h\u00e0ng \u0111\u00e3 nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u, h\u1ecd s\u1ebd mu\u1ed1n bi\u1ebft nhi\u1ec1u h\u01a1n v\u1ec1 n\u00f3:<\/p>\n