{"id":11856,"date":"2020-11-27T15:17:21","date_gmt":"2020-11-27T08:17:21","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=11856"},"modified":"2021-02-19T23:51:37","modified_gmt":"2021-02-19T16:51:37","slug":"mo-hinh-chuoi-gia-tri-thuong-hieu","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/mo-hinh-chuoi-gia-tri-thuong-hieu\/","title":{"rendered":"Chu\u1ed7i gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec? M\u00f4 h\u00ecnh chu\u1ed7i gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u"},"content":{"rendered":"<h2>Chu\u1ed7i gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/h2>\n<p><strong>Chu\u1ed7i gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u (Brand value chain)<\/strong>\u00a0mang \u0111\u1ebfn m\u1ed9t c\u00e1i nh\u00ecn r\u1ed9ng h\u01a1n so v\u1edbi <strong>Brand Equity Model<\/strong>.<\/p>\n<p>D\u1ef1a v\u00e0o c\u1ea5u tr\u00fac c\u1ee7a m\u1ed9t chu\u1ed7i gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u, c\u00f3 th\u1ec3 \u0111\u00e1nh gi\u00e1 c\u00e1c ngu\u1ed3n gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u, k\u1ebft qu\u1ea3 v\u00e0 c\u00e1ch th\u1ee9c c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing t\u1ea1o ra gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-11857 size-full aligncenter\" src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/brand-value-chain.png\" alt=\"brand value chain management\" width=\"736\" height=\"571\" srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/brand-value-chain.png 736w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/brand-value-chain-300x233.png 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/brand-value-chain-188x146.png 188w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/brand-value-chain-50x39.png 50w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/brand-value-chain-97x75.png 97w\" sizes=\"(max-width: 736px) 100vw, 736px\" \/><\/p>\n<h3>Chu\u1ed7i gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u (Brand Value Chain)<\/h3>\n<p>M\u00f4 h\u00ecnh n\u00e0y gi\u1ea3 \u0111\u1ecbnh r\u1eb1ng gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u n\u1eb1m \u1edf ph\u00eda kh\u00e1ch h\u00e0ng, c\u00e1c giai \u0111o\u1ea1n gi\u00e1 tr\u1ecb:<\/p>\n<p>Qu\u00e1 tr\u00ecnh t\u1ea1o ra th\u01b0\u01a1ng hi\u1ec7u b\u1eaft \u0111\u1ea7u khi c\u00f4ng ty \u0111\u1ea7u t\u01b0 v\u00e0o m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c marketing nh\u1eafm t\u1edbi kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i v\u00e0 kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng c\u1ee7a c\u00f4ng ty.<\/p>\n<p>C\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing theo sau \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn nh\u1eadn th\u1ee9c, c\u1ea3m nh\u1eadn c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u. V\u1edbi c\u00e1ch nh\u00ecn nh\u1eadn n\u00e0y hi\u1ec7n di\u1ec7n tr\u00ean m\u1ed9t nh\u00f3m kh\u00e1ch h\u00e0ng l\u1edbn sau \u0111\u00f3 s\u1ebd d\u1eabn \u0111\u1ebfn c\u00e1c k\u1ebft qu\u1ea3 nh\u1ea5t \u0111\u1ecbnh cho th\u01b0\u01a1ng hi\u1ec7u trong c\u00e1ch n\u00f3 ho\u1ea1t \u0111\u1ed9ng tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n<p>Cu\u1ed1i c\u00f9ng, c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 xem x\u00e9t th\u1ecb tr\u01b0\u1eddng n\u00e0y v\u00e0 c\u00e1c y\u1ebfu t\u1ed1 nh\u01b0 ch\u00ed ph\u00ed thay th\u1ebf, gi\u00e1 mua l\u1ea1i \u0111\u1ec3 \u0111\u01b0a ra \u0111\u00e1nh gi\u00e1 v\u1ec1 gi\u00e1 tr\u1ecb c\u1ed5 \u0111\u00f4ng n\u00f3i chung v\u00e0 gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u n\u00f3i ri\u00eang.<\/p>\n<p>&gt;&gt;&gt; Xem th\u00eam: <a title=\"S\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa Brand Equity v\u00e0 Brand Value\" href=\"https:\/\/dtmconsulting.vn\/en\/brand-equity-va-brand-value\/\" target=\"_blank\" rel=\"noopener noreferrer\">S\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa Brand Equity v\u00e0 Brand Value<\/a><\/p>\n<h3>C\u00e1c y\u1ebfu t\u1ed1 can thi\u1ec7p gi\u1eefa c\u00e1c giai \u0111o\u1ea1n<\/h3>\n<p>C\u00e1c y\u1ebfu t\u1ed1 n\u00e0y x\u00e1c \u0111\u1ecbnh m\u1ee9c \u0111\u1ed9 gi\u00e1 tr\u1ecb \u0111\u01b0\u1ee3c t\u1ea1o ra ho\u1eb7c t\u0103ng l\u00ean \u1edf c\u00e1c giai \u0111o\u1ea1n ti\u1ebfp theo.<\/p>\n<p>B\u1ed9 ba h\u1ec7 s\u1ed1 ki\u1ec3m so\u00e1t gi\u1eefa ch\u01b0\u01a1ng tr\u00ecnh marketing v\u00e0 ba giai \u0111o\u1ea1n gi\u00e1 tr\u1ecb kh\u00e1c g\u1ed3m: Program Quality (ch\u1ea5t l\u01b0\u1ee3ng ch\u01b0\u01a1ng tr\u00ecnh), Marketplace conditions multipliers (b\u1ed1i c\u1ea3nh kinh doanh), Investor sentiment multipliers (quan \u0111i\u1ec3m c\u1ee7a nh\u00e0 \u0111\u1ea7u t\u01b0).<\/p>\n<p><a href=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/Proram-quality-multipliers.jpg\"><img decoding=\"async\" class=\"aligncenter wp-image-11876 lazyload\" data-src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/Proram-quality-multipliers.jpg\" alt=\"\" width=\"600\" height=\"450\" data-srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/Proram-quality-multipliers.jpg 1024w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/Proram-quality-multipliers-300x225.jpg 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/Proram-quality-multipliers-768x576.jpg 768w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/Proram-quality-multipliers-195x146.jpg 195w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/Proram-quality-multipliers-50x38.jpg 50w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/Proram-quality-multipliers-100x75.jpg 100w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/450;\" \/><\/a><\/p>\n<h2>M\u00f4 h\u00ecnh ho\u1ea1t \u0111\u1ed9ng c\u1ee7a chu\u1ed7i gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/h2>\n<h3>Value stage &#8211; Marketing Program Investment &#8211; \u0110\u1ea7u t\u01b0 v\u00e0o c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh marketing<\/h3>\n<p>B\u1ea5t k\u1ef3 ch\u01b0\u01a1ng tr\u00ecnh\/ho\u1ea1t \u0111\u1ed9ng marketing n\u00e0o c\u0169ng g\u00f3p ph\u1ea7n n\u00e2ng cao gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u1ed9t c\u00f4ng ty, d\u00f9 ch\u01b0\u01a1ng tr\u00ecnh \u0111\u00f3 c\u00f3 ch\u1ee7 \u0111\u00edch l\u00e0m nh\u01b0 v\u1eady hay kh\u00f4ng. \u0110\u1eb7c bi\u1ec7t l\u00e0 trong c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing li\u00ean quan \u0111\u1ebfn nghi\u00ean c\u1ee9u, ph\u00e1t tri\u1ec3n v\u00e0 thi\u1ebft k\u1ebf s\u1ea3n ph\u1ea9m; nh\u1eefng ho\u1ea1t \u0111\u1ed9ng h\u1ed7 tr\u1ee3 b\u00e1n h\u00e0ng; truy\u1ec1n th\u00f4ng marketing (qu\u1ea3ng c\u00e1o, x\u00fac ti\u1ebfn b\u00e1n, quan h\u1ec7 c\u00f4ng ch\u00fang,&#8230;).<\/p>\n<p>Tuy nhi\u00ean, c\u00f3 m\u1ed9t \u0111i\u1ec1u c\u1ea7n l\u01b0u \u00fd r\u1eb1ng m\u1ee9c \u0111\u1ed9 \u0111\u1ea7u t\u01b0 ng\u00e2n s\u00e1ch v\u00e0o c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh marketing ch\u01b0a ch\u1eafc c\u00f3 th\u1ec3 \u0111\u1ea3m b\u1ea3o th\u00e0nh c\u00f4ng c\u1ee7a vi\u1ec7c t\u1ea1o gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<p>Kh\u1ea3 n\u0103ng m\u00e0 vi\u1ec7c \u0111\u1ea7u t\u01b0 v\u00e0o ch\u01b0\u01a1ng tr\u00ecnh\/ho\u1ea1t \u0111\u1ed9ng marketing chuy\u1ec3n \u0111\u1ed5i th\u00e0nh gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u ph\u1ee5 thu\u1ed9c v\u00e0o <strong>Program Quality multiplers<\/strong> (c\u00e1c h\u1ec7 s\u1ed1 li\u00ean quan \u0111\u1ebfn ch\u1ea5t l\u01b0\u1ee3ng ch\u01b0\u01a1ng tr\u00ecnh).<\/p>\n<h3>H\u1ec7 s\u1ed1 Program Quality<\/h3>\n<p>Kh\u1ea3 n\u0103ng c\u1ee7a ch\u01b0\u01a1ng tr\u00ecnh\/ho\u1ea1t \u0111\u1ed9ng marketing t\u00e1c \u0111\u1ed9ng t\u1edbi nh\u1eadn th\u1ee9c c\u1ee7a kh\u00e1ch h\u00e0ng ph\u1ee5 thu\u1ed9c v\u00e0o ch\u1ea5t l\u01b0\u1ee3ng c\u1ee7a c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh \u0111\u00f3.<\/p>\n<p>C\u00f3 nhi\u1ec1u c\u00e1ch hi\u1ec3u kh\u00e1c nhau v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng c\u1ee7a m\u1ed9t ch\u01b0\u01a1ng tr\u00ecnh marketing, v\u00e0 c\u00f3 nhi\u1ec1u ti\u00eau ch\u00ed kh\u00e1c nhau c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng. \u1ede \u0111\u00e2y, c\u00f3 4 y\u1ebfu t\u1ed1 quan tr\u1ecdng sau:<\/p>\n<ul>\n<li><strong>Clarity (s\u1ef1 r\u00f5 r\u00e0ng):<\/strong> C\u00f3 th\u1ec3 hi\u1ec3u ch\u01b0\u01a1ng tr\u00ecnh marketing nh\u01b0 th\u1ebf n\u00e0o? Ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 gi\u1ea3i th\u00edch v\u00e0 \u0111\u00e1nh gi\u00e1 \u0111\u00fang \u00fd ngh\u0129a m\u00e0 c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing cho th\u01b0\u01a1ng hi\u1ec7u truy\u1ec1n \u0111\u1ea1t kh\u00f4ng?<\/li>\n<li><strong>Relevance (s\u1ef1 li\u00ean quan):<\/strong> Ch\u01b0\u01a1ng tr\u00ecnh marketing c\u00f3 \u00fd ngh\u0129a nh\u01b0 th\u1ebf n\u00e0o \u0111\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng? Ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 c\u1ea3m th\u1ea5y th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e1ng nh\u1eadn \u0111\u01b0\u1ee3c s\u1ef1 xem x\u00e9t nghi\u00eam t\u00fac hay kh\u00f4ng?<\/li>\n<li><strong>Distinctiveness (s\u1ef1 kh\u00e1c bi\u1ec7t):<\/strong> Ch\u01b0\u01a1ng tr\u00ecnh marketing th\u1ec3 hi\u1ec7n s\u1ef1 \u0111\u1ed9c nh\u1ea5t so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh nh\u01b0 th\u1ebf n\u00e0o? C\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing s\u00e1ng t\u1ea1o v\u00e0 kh\u00e1c bi\u1ec7t nh\u01b0 th\u1ebf n\u00e0o?<\/li>\n<li><strong>Consistency (t\u00ednh nh\u1ea5t qu\u00e1n):<\/strong> ch\u01b0\u01a1ng tr\u00ecnh marketing g\u1eafn k\u1ebft v\u00e0 t\u00edch h\u1ee3p t\u1ed1t nh\u01b0 th\u1ebf n\u00e0o? T\u1ea5t c\u1ea3 c\u00e1c kh\u00eda c\u1ea1nh c\u1ee7a ch\u01b0\u01a1ng tr\u00ecnh marketing c\u00f3 k\u1ebft h\u1ee3p \u0111\u1ec3 t\u1ea1o ra t\u00e1c \u0111\u1ed9ng l\u1edbn nh\u1ea5t v\u1edbi kh\u00e1ch h\u00e0ng kh\u00f4ng? Ch\u01b0\u01a1ng tr\u00ecnh marketingc\u00f3 li\u00ean quan hi\u1ec7u qu\u1ea3 v\u1edbi c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh marketing trong qu\u00e1 kh\u1ee9 v\u00e0 c\u00e2n b\u1eb1ng h\u1ee3p l\u00fd gi\u1eefa t\u00ednh li\u00ean t\u1ee5c v\u00e0 thay \u0111\u1ed5i, ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u theo \u0111\u00fang h\u01b0\u1edbng kh\u00f4ng?<\/li>\n<\/ul>\n<h2>Value Stage: Customer Mindset<\/h2>\n<p><a href=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/09\/brand-value-chain-customer-mindset-dtm-consulting.png\"><img decoding=\"async\" class=\"size-full wp-image-11894 aligncenter lazyload\" data-src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/09\/brand-value-chain-customer-mindset-dtm-consulting.png\" alt=\"\" width=\"870\" height=\"495\" data-srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/09\/brand-value-chain-customer-mindset-dtm-consulting.png 870w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/09\/brand-value-chain-customer-mindset-dtm-consulting-300x171.png 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/09\/brand-value-chain-customer-mindset-dtm-consulting-768x437.png 768w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/09\/brand-value-chain-customer-mindset-dtm-consulting-257x146.png 257w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/09\/brand-value-chain-customer-mindset-dtm-consulting-50x28.png 50w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/09\/brand-value-chain-customer-mindset-dtm-consulting-132x75.png 132w\" data-sizes=\"(max-width: 870px) 100vw, 870px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 870px; --smush-placeholder-aspect-ratio: 870\/495;\" \/><\/a><\/p>\n<p>\u0110\u1ea7u t\u01b0 v\u00e0o ch\u01b0\u01a1ng tr\u00ecnh marketing \u0111\u00fang \u0111\u1eafn c\u00f3 th\u1ec3 d\u1eabn \u0111\u1ebfn m\u1ed9t k\u1ebft qu\u1ea3 kh\u00e1c nhau li\u00ean quan \u0111\u1ebfn kh\u00e1ch h\u00e0ng. V\u1ec1 c\u01a1 b\u1ea3n, v\u1ea5n \u0111\u1ec1 l\u00e0:<\/p>\n<ul>\n<li>Kh\u00e1ch h\u00e0ng \u0111\u00e3 \u0111\u01b0\u1ee3c thay \u0111\u1ed5i theo nh\u1eefng c\u00e1ch n\u00e0o do k\u1ebft qu\u1ea3 c\u1ee7a ch\u01b0\u01a1ng tr\u00ecnh marketing?<\/li>\n<li>Nh\u1eefng thay \u0111\u1ed5i \u0111\u00f3 \u0111\u00e3 th\u1ec3 hi\u1ec7n nh\u01b0 th\u1ebf n\u00e0o trong suy ngh\u0129 c\u1ee7a kh\u00e1ch h\u00e0ng nh\u01b0 th\u1ebf n\u00e0o?<\/li>\n<\/ul>\n<p>H\u00e3y nh\u1edb r\u1eb1ng customer mindset (t\u01b0 duy kh\u00e1ch h\u00e0ng) bao g\u1ed3m m\u1ecdi th\u1ee9 t\u1ed3n t\u1ea1i trong t\u00e2m tr\u00ed c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u: suy ngh\u0129, c\u1ea3m x\u00fac, tr\u1ea3i nghi\u1ec7m, h\u00ecnh \u1ea3nh, nh\u1eadn th\u1ee9c, ni\u1ec1m tin, th\u00e1i \u0111\u1ed9, v.v. Hi\u1ec3u \u0111\u01b0\u1ee3c suy ngh\u0129 c\u1ee7a kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 quan tr\u1ecdng \u00fd ngh\u0129a \u0111\u1ed1i v\u1edbi c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing.<\/p>\n<h2>Value Stage: Customer Mindset<\/h2>\n<p>M\u1ed9t lo\u1ea1t c\u00e1c c\u00e1ch ti\u1ebfp c\u1eadn v\u00e0 bi\u1ec7n ph\u00e1p kh\u00e1c nhau c\u00f3 s\u1eb5n \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 gi\u00e1 tr\u1ecb \u1edf giai \u0111o\u1ea1n n\u00e0y. M\u1ed9t c\u00e1ch \u0111\u01a1n gi\u1ea3n \u0111\u1ec3 gi\u1ea3m b\u1edbt s\u1ef1 ph\u1ee9c t\u1ea1p c\u1ee7a m\u00f4 h\u00ecnh c\u1ed9ng h\u01b0\u1edfng th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh m\u1ed9t c\u1ea5u tr\u00fac \u0111\u01a1n gi\u1ea3n h\u01a1n, d\u1ec5 nh\u1edb h\u01a1n v\u1ec1 n\u0103m th\u1ee9 nguy\u00ean ch\u00ednh.<br \/>\n\u201c5 \u0111i\u1ec3m A\u201d l\u00e0 m\u1ed9t c\u00e1ch \u0111\u1ec3 l\u00e0m n\u1ed5i b\u1eadt c\u00e1c kh\u00eda c\u1ea1nh ch\u00ednh c\u1ee7a m\u00f4 h\u00ecnh c\u1ed9ng h\u01b0\u1edfng th\u01b0\u01a1ng hi\u1ec7u trong m\u00f4 h\u00ecnh chu\u1ed7i gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u nh\u01b0 l\u00e0 nh\u1eefng th\u01b0\u1edbc \u0111o \u0111\u1eb7c bi\u1ec7t quan tr\u1ecdng \u0111\u1ed1i v\u1edbi suy ngh\u0129 c\u1ee7a kh\u00e1ch h\u00e0ng:<\/p>\n<ol>\n<li><strong>Nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u (Brand awareness)<\/strong>: M\u1ee9c \u0111\u1ed9 m\u1edf r\u1ed9ng v\u00e0 m\u1ee9c \u0111\u1ed9 d\u1ec5 d\u00e0ng m\u00e0 kh\u00e1ch h\u00e0ng nh\u1edb l\u1ea1i v\u00e0 nh\u1eadn ra th\u01b0\u01a1ng hi\u1ec7u, s\u1ef1 quan t\u00e2m c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u khi mua h\u00e0ng v\u00e0 ti\u00eau d\u00f9ng.<\/li>\n<li><strong>\u00a0Li\u00ean k\u1ebft th\u01b0\u01a1ng hi\u1ec7u (Brand associations): <\/strong>S\u1ee9c m\u1ea1nh, m\u1ee9c \u0111\u1ed9 \u01b0a th\u00edch v\u00e0 t\u00ednh \u0111\u1ed9c \u0111\u00e1o c\u1ee7a c\u00e1c thu\u1ed9c t\u00ednh v\u00e0 l\u1ee3i \u00edch \u0111\u01b0\u1ee3c c\u1ea3m nh\u1eadn \u0111\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u v\u1ec1 \u0111i\u1ec3m t\u01b0\u01a1ng \u0111\u01b0\u01a1ng v\u00e0 \u0111i\u1ec3m kh\u00e1c bi\u1ec7t v\u1ec1 hi\u1ec7u su\u1ea5t v\u00e0 h\u00ecnh \u1ea3nh.<\/li>\n<li><strong>Th\u00e1i \u0111\u1ed9 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u (Brand attitudes):<\/strong> \u0110\u00e1nh gi\u00e1 chung v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u v\u1ec1 c\u00e1c \u0111\u00e1nh gi\u00e1 v\u00e0 c\u1ea3m nh\u1eadn m\u00e0 n\u00f3 t\u1ea1o ra<\/li>\n<li><strong>S\u1ef1 g\u1eafn b\u00f3 v\u1edbi th\u01b0\u01a1ng hi\u1ec7u (Brand attachment):<\/strong> C\u1ea3m gi\u00e1c trung th\u00e0nh m\u1ea1nh m\u1ebd c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u. M\u1ed9t h\u00ecnh th\u1ee9c g\u1eafn b\u00f3 m\u1ea1nh m\u1ebd, s\u1ef1 tu\u00e2n th\u1ee7, \u0111\u1ec1 c\u1eadp \u0111\u1ebfn kh\u1ea3 n\u0103ng ch\u1ed1ng l\u1ea1i s\u1ef1 thay \u0111\u1ed5i c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 kh\u1ea3 n\u0103ng c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u tr\u01b0\u1edbc nh\u1eefng tin x\u1ea5u (v\u00ed d\u1ee5: s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 b\u1ecb l\u1ed7i). \u1ede c\u1ef1c \u0111i\u1ec3m, s\u1ef1 g\u1eafn b\u00f3 th\u1eadm ch\u00ed c\u00f3 th\u1ec3 tr\u1edf th\u00e0nh nghi\u1ec7n.<\/li>\n<li><strong>Ho\u1ea1t \u0111\u1ed9ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u (Brand activity):<\/strong> M\u1ee9c \u0111\u1ed9 m\u00e0 kh\u00e1ch h\u00e0ng t\u00edch c\u1ef1c g\u1eafn b\u00f3 v\u1edbi th\u01b0\u01a1ng hi\u1ec7u nh\u01b0 h\u1ecd s\u1eed d\u1ee5ng th\u01b0\u01a1ng hi\u1ec7u, n\u00f3i chuy\u1ec7n v\u1edbi ng\u01b0\u1eddi kh\u00e1c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u, t\u00ecm ki\u1ebfm th\u00f4ng tin th\u01b0\u01a1ng hi\u1ec7u, ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u00e3i v\u00e0 s\u1ef1 ki\u1ec7n, v.v.<\/li>\n<\/ol>\n<p>&gt;&gt;&gt; Xem th\u00eam: <a title=\"Brand equity l\u00e0 g\u00ec? Brand Equity Model c\u1ee7a Keller\" href=\"https:\/\/dtmconsulting.vn\/en\/brand-equity-la-gi-brand-equity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">Brand equity l\u00e0 g\u00ec? Brand Equity Model c\u1ee7a Keller<\/a><\/p>\n<h2>MULTIPLIER: Ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/h2>\n<p>M\u1ee9c \u0111\u1ed9 m\u00e0 gi\u00e1 tr\u1ecb \u0111\u01b0\u1ee3c t\u1ea1o ra trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn ho\u1ea1t \u0111\u1ed9ng c\u1ee7a th\u1ecb tr\u01b0\u1eddng ph\u1ee5 thu\u1ed9c v\u00e0o c\u00e1c y\u1ebfu t\u1ed1 ng\u1eef c\u1ea3nh kh\u00e1c nhau b\u00ean ngo\u00e0i kh\u00e1ch h\u00e0ng. Ba y\u1ebfu t\u1ed1 nh\u01b0 sau:<br \/>\n<strong>1. \u01afu th\u1ebf c\u1ea1nh tranh (Competitive superiority<\/strong>): S\u1ed1 l\u01b0\u1ee3ng v\u00e0 ch\u1ea5t l\u01b0\u1ee3ng \u0111\u1ea7u t\u01b0 marketing c\u1ee7a c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ea1nh tranh kh\u00e1c c\u00f3 hi\u1ec7u qu\u1ea3 nh\u01b0 th\u1ebf n\u00e0o.<br \/>\n<strong>2. K\u00eanh v\u00e0 h\u1ed7 tr\u1ee3 trung gian kh\u00e1c (Channel and other intermediary support)<\/strong>: Bao nhi\u00eau th\u01b0\u01a1ng hi\u1ec7u<br \/>\nn\u1ed7 l\u1ef1c t\u0103ng c\u01b0\u1eddng v\u00e0 b\u00e1n h\u00e0ng \u0111ang \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n b\u1edfi c\u00e1c \u0111\u1ed1i t\u00e1c marketing kh\u00e1c nhau.<br \/>\n<strong>3. Quy m\u00f4 v\u00e0 h\u1ed3 s\u01a1 kh\u00e1ch h\u00e0ng (Customer size and profile):<\/strong> C\u00f3 bao nhi\u00eau v\u00e0 lo\u1ea1i kh\u00e1ch h\u00e0ng n\u00e0o (v\u00ed d\u1ee5: c\u00f3 l\u1ee3i nhu\u1eadn hay kh\u00f4ng) b\u1ecb thu h\u00fat b\u1edfi th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<h2>Value Stage: Market Performance &#8211; Hi\u1ec7u su\u1ea5t th\u1ecb tr\u01b0\u1eddng<\/h2>\n<p><a href=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/09\/Market-Performance-brand-value-chain-dtm-consulting.png\"><img decoding=\"async\" class=\"size-full wp-image-11895 aligncenter lazyload\" data-src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/09\/Market-Performance-brand-value-chain-dtm-consulting.png\" alt=\"\" width=\"837\" height=\"501\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 837px; --smush-placeholder-aspect-ratio: 837\/501;\" \/><\/a><\/p>\n<p>T\u01b0 duy kh\u00e1ch h\u00e0ng \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn c\u00e1ch kh\u00e1ch h\u00e0ng ph\u1ea3n \u1ee9ng ho\u1eb7c ph\u1ea3n h\u1ed3i tr\u00ean th\u1ecb tr\u01b0\u1eddng theo s\u00e1u c\u00e1ch ch\u00ednh.<br \/>\nHai k\u1ebft qu\u1ea3 \u0111\u1ea7u ti\u00ean li\u00ean quan \u0111\u1ebfn ph\u00ed b\u1ea3o hi\u1ec3m v\u00e0 \u0111\u1ed9 co gi\u00e3n c\u1ee7a gi\u00e1. Kh\u00e1ch h\u00e0ng s\u1eb5n s\u00e0ng tr\u1ea3 th\u00eam bao nhi\u00eau cho m\u1ed9t s\u1ea3n ph\u1ea9m t\u01b0\u01a1ng \u0111\u01b0\u01a1ng v\u00ec th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a n\u00f3? V\u00e0 nhu c\u1ea7u c\u1ee7a h\u1ecd t\u0103ng hay gi\u1ea3m bao nhi\u00eau khi gi\u00e1 c\u1ea3 t\u0103ng ho\u1eb7c gi\u1ea3m?<br \/>\nK\u1ebft qu\u1ea3 th\u1ee9 ba l\u00e0 th\u1ecb ph\u1ea7n, \u0111o l\u01b0\u1eddng s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a ch\u01b0\u01a1ng tr\u00ecnh marketing \u0111\u1ec3 th\u00fac \u0111\u1ea9y doanh s\u1ed1 b\u00e1n h\u00e0ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. T\u1ed5ng h\u1ee3p l\u1ea1i, ba k\u1ebft qu\u1ea3 \u0111\u1ea7u ti\u00ean x\u00e1c \u0111\u1ecbnh d\u00f2ng doanh thu tr\u1ef1c ti\u1ebfp c\u00f3 \u0111\u01b0\u1ee3c t\u1eeb th\u01b0\u01a1ng hi\u1ec7u theo th\u1eddi gian. Gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c t\u1ea1o ra v\u1edbi th\u1ecb ph\u1ea7n cao h\u01a1n, ph\u00ed b\u1ea3o hi\u1ec3m cao h\u01a1n v\u00e0 ph\u1ea3n \u1ee9ng co gi\u00e3n h\u01a1n \u0111\u1ed1i v\u1edbi vi\u1ec7c gi\u1ea3m gi\u00e1 v\u00e0 ph\u1ea3n \u1ee9ng kh\u00f4ng co gi\u00e3n \u0111\u1ed1i v\u1edbi vi\u1ec7c t\u0103ng gi\u00e1.<\/p>\n<ul>\n<li>K\u1ebft qu\u1ea3 th\u1ee9 t\u01b0 l\u00e0 m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u, th\u00e0nh c\u00f4ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u trong vi\u1ec7c h\u1ed7 tr\u1ee3 m\u1edf r\u1ed9ng ng\u00e0nh h\u00e0ng v\u00e0 danh m\u1ee5c v\u00e0 gi\u1edbi thi\u1ec7u s\u1ea3n ph\u1ea9m m\u1edbi v\u00e0o c\u00e1c danh m\u1ee5c li\u00ean quan. Do \u0111\u00f3, th\u1ee9 nguy\u00ean n\u00e0y c\u00f3 kh\u1ea3 n\u0103ng th\u00eam c\u00e1c c\u1ea3i ti\u1ebfn v\u00e0o d\u00f2ng doanh thu.<br \/>\nK\u1ebft qu\u1ea3 th\u1ee9 n\u0103m l\u00e0 c\u01a1 c\u1ea5u chi ph\u00ed hay c\u1ee5 th\u1ec3 h\u01a1n l\u00e0 ti\u1ebft ki\u1ec7m v\u1ec1 kh\u1ea3 n\u0103ng gi\u1ea3m chi ph\u00ed cho c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh marketing v\u00ec t\u01b0 duy kh\u00e1ch h\u00e0ng \u0111ang th\u1ecbnh h\u00e0nh.<\/li>\n<li>Khi k\u1ebft h\u1ee3p, n\u0103m k\u1ebft qu\u1ea3 n\u00e0y d\u1eabn \u0111\u1ebfn l\u1ee3i nhu\u1eadn th\u01b0\u01a1ng hi\u1ec7u, k\u1ebft qu\u1ea3 th\u1ee9 s\u00e1u<\/li>\n<\/ul>\n<h3>MULTIPLIER: T\u00ecnh c\u1ea3m c\u1ee7a nh\u00e0 \u0111\u1ea7u t\u01b0<\/h3>\n<p>\uf075 M\u1ee9c \u0111\u1ed9 m\u00e0 gi\u00e1 tr\u1ecb t\u1ea1o ra t\u1eeb ho\u1ea1t \u0111\u1ed9ng th\u1ecb tr\u01b0\u1eddng c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c th\u1ec3 hi\u1ec7n trong gi\u00e1 tr\u1ecb c\u1ed5 \u0111\u00f4ng ph\u1ee5 thu\u1ed9c v\u00e0o c\u00e1c y\u1ebfu t\u1ed1 ng\u1eef c\u1ea3nh kh\u00e1c nhau b\u00ean ngo\u00e0i th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3. C\u00e1c nh\u00e0 ph\u00e2n t\u00edch t\u00e0i ch\u00ednh v\u00e0 nh\u00e0 \u0111\u1ea7u t\u01b0 xem x\u00e9t m\u1ed9t lo\u1ea1t c\u00e1c y\u1ebfu t\u1ed1 khi \u0111i \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh \u0111\u1ea7u t\u01b0 v\u00e0 \u0111\u1ecbnh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd. Trong s\u1ed1 nh\u1eefng c\u00e2n nh\u1eafc sau \u0111\u00e2y l\u00e0:<br \/>\nMULTIPLIER: Th\u1ecb tr\u01b0\u1eddng<br \/>\n1. \u0110\u1ed9ng l\u1ef1c c\u1ee7a th\u1ecb tr\u01b0\u1eddng C\u00e1c \u0111\u1ed9ng l\u1ef1c c\u1ee7a th\u1ecb tr\u01b0\u1eddng t\u00e0i ch\u00ednh n\u00f3i chung l\u00e0 g\u00ec (v\u00ed d\u1ee5: l\u00e3i su\u1ea5t, t\u00e2m l\u00fd nh\u00e0 \u0111\u1ea7u t\u01b0 ho\u1eb7c ngu\u1ed3n cung v\u1ed1n)?<br \/>\n2. Ti\u1ec1m n\u0103ng t\u0103ng tr\u01b0\u1edfng ho\u1eb7c tri\u1ec3n v\u1ecdng \u0111\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u v\u00e0 ng\u00e0nh c\u00f4ng nghi\u1ec7p kinh doanh l\u00e0 g\u00ec? V\u00ed d\u1ee5, m\u1ee9c \u0111\u1ed9 h\u1eefu \u00edch c\u1ee7a c\u00e1c y\u1ebfu t\u1ed1 t\u1ea1o \u0111i\u1ec1u ki\u1ec7n v\u00e0 m\u1ee9c \u0111\u1ed9 \u1ee9c ch\u1ebf c\u1ee7a c\u00e1c y\u1ebfu t\u1ed1 c\u1ea3n tr\u1edf b\u00ean ngo\u00e0i t\u1ea1o n\u00ean m\u00f4i tr\u01b0\u1eddng kinh t\u1ebf, x\u00e3 h\u1ed9i, v\u1eadt ch\u1ea5t v\u00e0 lu\u1eadt ph\u00e1p c\u1ee7a c\u00f4ng ty?<br \/>\n3. H\u1ed3 s\u01a1 r\u1ee7i ro H\u1ed3 s\u01a1 r\u1ee7i ro cho th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec? M\u1ee9c \u0111\u1ed9 d\u1ec5 b\u1ecb t\u1ed5n th\u01b0\u01a1ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u tr\u01b0\u1edbc nh\u1eefng y\u1ebfu t\u1ed1 t\u1ea1o \u0111i\u1ec1u ki\u1ec7n v\u00e0 k\u00ecm h\u00e3m \u0111\u00f3?<br \/>\n4. \u0110\u00f3ng g\u00f3p c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u Th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t ph\u1ea7n trong danh m\u1ee5c th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a c\u00f4ng ty v\u00e0 t\u1ea5t c\u1ea3 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u00f3 t\u1ea7m quan tr\u1ecdng nh\u01b0 th\u1ebf n\u00e0o?<\/p>\n<h2>MULTIPLIER: Th\u1ecb tr\u01b0\u1eddng<\/h2>\n<p>1. \u0110\u1ed9ng l\u1ef1c c\u1ee7a th\u1ecb tr\u01b0\u1eddng \u0110\u1ed9ng l\u1ef1c c\u1ee7a th\u1ecb tr\u01b0\u1eddng t\u00e0i ch\u00ednh n\u00f3i chung l\u00e0 g\u00ec (v\u00ed d\u1ee5: l\u00e3i su\u1ea5t, t\u00e2m l\u00fd nh\u00e0 \u0111\u1ea7u t\u01b0, ho\u1eb7c ngu\u1ed3n cung v\u1ed1n)?<br \/>\n2. Ti\u1ec1m n\u0103ng t\u0103ng tr\u01b0\u1edfng Ti\u1ec1m n\u0103ng t\u0103ng tr\u01b0\u1edfng ho\u1eb7c tri\u1ec3n v\u1ecdng cho th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec v\u00e0 ng\u00e0nh c\u00f4ng nghi\u1ec7p m\u00e0 n\u00f3 ho\u1ea1t \u0111\u1ed9ng? V\u00ed d\u1ee5, m\u1ee9c \u0111\u1ed9 h\u1eefu \u00edch c\u1ee7a c\u00e1c y\u1ebfu t\u1ed1 t\u1ea1o \u0111i\u1ec1u ki\u1ec7n v\u00e0<br \/>\ns\u1ef1 \u1ee9c ch\u1ebf c\u1ee7a c\u00e1c y\u1ebfu t\u1ed1 b\u00ean ngo\u00e0i c\u1ea3n tr\u1edf t\u1ea1o n\u00ean n\u1ec1n kinh t\u1ebf, x\u00e3 h\u1ed9i,<br \/>\nm\u00f4i tr\u01b0\u1eddng v\u1eadt ch\u1ea5t v\u00e0 lu\u1eadt ph\u00e1p?<br \/>\n3. H\u1ed3 s\u01a1 r\u1ee7i ro H\u1ed3 s\u01a1 r\u1ee7i ro cho th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec? M\u1ee9c \u0111\u1ed9 d\u1ec5 b\u1ecb t\u1ed5n th\u01b0\u01a1ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u<br \/>\nnh\u1eefng y\u1ebfu t\u1ed1 t\u1ea1o \u0111i\u1ec1u ki\u1ec7n v\u00e0 k\u00ecm h\u00e3m?<br \/>\n4. \u0110\u00f3ng g\u00f3p c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u T\u1ea7m quan tr\u1ecdng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u nh\u01b0 m\u1ed9t ph\u1ea7n trong danh m\u1ee5c th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a c\u00f4ng ty v\u00e0 t\u1ea5t c\u1ea3 nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u n\u00f3 c\u00f3?<\/p>\n<p>&gt;&gt;&gt; Xem th\u00eam: <a title=\"Market size \u2013 Quy m\u00f4 th\u1ecb tr\u01b0\u1eddng l\u00e0 g\u00ec? C\u00e1ch t\u00ednh quy m\u00f4 th\u1ecb tr\u01b0\u1eddng\" href=\"https:\/\/dtmconsulting.vn\/en\/market-size-quy-mo-thi-truong\/\" target=\"_blank\" rel=\"noopener noreferrer\">Market size \u2013 Quy m\u00f4 th\u1ecb tr\u01b0\u1eddng l\u00e0 g\u00ec? C\u00e1ch t\u00ednh quy m\u00f4 th\u1ecb tr\u01b0\u1eddng<\/a><\/p>\n<h2>GIAI \u0110O\u1ea0N GI\u00c1 TR\u1eca: Gi\u00e1 tr\u1ecb c\u1ed5 \u0111\u00f4ng<\/h2>\n<p>D\u1ef1a tr\u00ean t\u1ea5t c\u1ea3 th\u00f4ng tin hi\u1ec7n t\u1ea1i v\u00e0 d\u1ef1 b\u00e1o s\u1eb5n c\u00f3 v\u1ec1 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u0169ng nh\u01b0 nhi\u1ec1u<br \/>\nc\u00e1c c\u00e2n nh\u1eafc kh\u00e1c, th\u1ecb tr\u01b0\u1eddng t\u00e0i ch\u00ednh sau \u0111\u00f3 h\u00ecnh th\u00e0nh \u00fd ki\u1ebfn v\u00e0 \u0111\u01b0a ra<br \/>\nc\u00e1c \u0111\u00e1nh gi\u00e1 kh\u00e1c nhau c\u00f3 \u00fd ngh\u0129a t\u00e0i ch\u00ednh r\u1ea5t tr\u1ef1c ti\u1ebfp \u0111\u1ed1i v\u1edbi gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u.<br \/>\n\uf075 Ba ch\u1ec9 s\u1ed1 \u0111\u1eb7c bi\u1ec7t quan tr\u1ecdng l\u00e0 gi\u00e1 c\u1ed5 phi\u1ebfu, b\u1ed9i s\u1ed1 gi\u00e1 \/ thu nh\u1eadp,<br \/>\nv\u00e0 v\u1ed1n h\u00f3a th\u1ecb tr\u01b0\u1eddng t\u1ed5ng th\u1ec3 * cho c\u00f4ng ty. Nghi\u00ean c\u1ee9u \u0111\u00e3 ch\u1ec9 ra r\u1eb1ng kh\u00f4ng ch\u1ec9 c\u00f3 th\u1ec3<br \/>\nc\u00e1c th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh mang l\u1ea1i l\u1ee3i nhu\u1eadn l\u1edbn h\u01a1n cho ng\u01b0\u1eddi s\u1edf h\u1eefu c\u1ed5 phi\u1ebfu, h\u1ecd c\u00f3 th\u1ec3 l\u00e0m nh\u01b0 v\u1eady v\u1edbi \u00edt r\u1ee7i ro h\u01a1n.<br \/>\n* V\u1ed1n h\u00f3a th\u1ecb tr\u01b0\u1eddng (th\u01b0\u1eddng l\u00e0 v\u1ed1n h\u00f3a th\u1ecb tr\u01b0\u1eddng) l\u00e0 th\u01b0\u1edbc \u0111o quy m\u00f4 c\u1ee7a m\u1ed9t doanh nghi\u1ec7p kinh doanh<br \/>\n(c\u00f4ng ty) b\u1eb1ng gi\u00e1 c\u1ed5 phi\u1ebfu nh\u00e2n v\u1edbi s\u1ed1 l\u01b0\u1ee3ng c\u1ed5 phi\u1ebfu \u0111ang l\u01b0u h\u00e0nh (c\u1ed5 phi\u1ebfu \u0111\u00f3<br \/>\n\u0111\u00e3 \u0111\u01b0\u1ee3c \u1ee7y quy\u1ec1n, ph\u00e1t h\u00e0nh v\u00e0 mua b\u1edfi c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0) c\u1ee7a m\u1ed9t c\u00f4ng ty giao d\u1ecbch c\u00f4ng khai.<\/p>","protected":false},"excerpt":{"rendered":"<p>Chu\u1ed7i gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u Chu\u1ed7i gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u (Brand value chain)\u00a0mang \u0111\u1ebfn m\u1ed9t c\u00e1i nh\u00ecn r\u1ed9ng h\u01a1n so v\u1edbi Brand Equity Model. D\u1ef1a v\u00e0o c\u1ea5u tr\u00fac c\u1ee7a m\u1ed9t chu\u1ed7i gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u, c\u00f3 th\u1ec3 \u0111\u00e1nh gi\u00e1 c\u00e1c ngu\u1ed3n gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u, k\u1ebft qu\u1ea3 v\u00e0 c\u00e1ch th\u1ee9c c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing t\u1ea1o [&hellip;]<\/p>","protected":false},"author":4,"featured_media":11875,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[128,74],"tags":[647],"class_list":["post-11856","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-chia-se-kien-thuc","category-blog","tag-branding",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/11856","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=11856"}],"version-history":[{"count":15,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/11856\/revisions"}],"predecessor-version":[{"id":13137,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/11856\/revisions\/13137"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/11875"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=11856"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=11856"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=11856"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}