{"id":11950,"date":"2020-10-23T15:01:10","date_gmt":"2020-10-23T08:01:10","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=11950"},"modified":"2023-07-11T10:28:32","modified_gmt":"2023-07-11T03:28:32","slug":"brand-equity-management-system-he-thong-quan-tri-tai-san-thuong-hieu","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/brand-equity-management-system-he-thong-quan-tri-tai-san-thuong-hieu\/","title":{"rendered":"Brand equity management system &#8211; H\u1ec7 th\u1ed1ng qu\u1ea3n tr\u1ecb t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u"},"content":{"rendered":"<p>N\u1ebfu b\u1ea1n l\u00e0 m\u1ed9t marketer theo \u0111\u1ecbnh h\u01b0\u1edbng Branding th\u00ec hi\u1ec3u \u0111\u01b0\u1ee3c kh\u00e1i ni\u1ec7m c\u0169ng nh\u01b0 quy tr\u00ecnh x\u00e2y d\u1ef1ng Brand equity management system &#8211; H\u1ec7 th\u1ed1ng qu\u1ea3n l\u00fd t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u l\u00e0 \u0111i\u1ec1u kh\u00f4ng th\u1ec3 thi\u1ebfu.<\/p>\n<h2>Brand equity measurement system &#8211; H\u1ec7 th\u1ed1ng \u0111o l\u01b0\u1eddng t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u<\/h2>\n<h3>Kh\u00e1i ni\u1ec7m H\u1ec7 th\u1ed1ng \u0111o l\u01b0\u1eddng t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u<\/h3>\n<p>H\u1ec7 th\u1ed1ng \u0111o l\u01b0\u1eddng t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c \u0111\u1ecbnh ngh\u0129a l\u00e0 m\u1ed9t t\u1eadp h\u1ee3p c\u00e1c quy tr\u00ecnh nghi\u00ean c\u1ee9u (resesearch) \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf \u0111\u1ec3 cung c\u1ea5p th\u00f4ng tin k\u1ecbp th\u1eddi, ch\u00ednh x\u00e1c v\u00e0 c\u00f3 th\u1ec3 h\u00e0nh \u0111\u1ed9ng cho c\u00e1c nh\u00e0 marketer v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 h\u1ecd c\u00f3 th\u1ec3 \u0111\u01b0a ra c\u00e1c quy\u1ebft \u0111\u1ecbnh chi\u1ebfn thu\u1eadt t\u1ed1t nh\u1ea5t c\u00f3 th\u1ec3 trong ng\u1eafn h\u1ea1n c\u0169ng nh\u01b0 c\u00e1c quy\u1ebft \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c v\u1ec1 l\u00e2u d\u00e0i. .<\/p>\n<p>Vi\u1ec7c tri\u1ec3n khai h\u1ec7 th\u1ed1ng \u0111o l\u01b0\u1eddng t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u bao g\u1ed3m hai b\u01b0\u1edbc:<strong> (1) ti\u1ebfn h\u00e0nh \u0111\u00e1nh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u (Brand audit), thi\u1ebft k\u1ebf c\u00e1c nghi\u00ean c\u1ee9u theo d\u00f5i th\u01b0\u01a1ng hi\u1ec7u (brand tracking studies) v\u00e0 (2) thi\u1ebft l\u1eadp h\u1ec7 th\u1ed1ng qu\u1ea3n l\u00fd t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u (brand equity management system).<\/strong><\/p>\n<p><strong>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\/\">Brand equity l\u00e0 g\u00ec? Brand Equity Model c\u1ee7a Keller<\/a><\/strong><\/p>\n<h3>Brand Audit<\/h3>\n<p><strong>Brand audit<\/strong> l\u00e0 ho\u1ea1t \u0111\u1ed9ng t\u1eadp trung v\u00e0o ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 s\u1ee9c kh\u1ecfe c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, ph\u00e1t hi\u1ec7n ra c\u00e1c ngu\u1ed3n t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u (brand equity) v\u00e0 \u0111\u1ec1 xu\u1ea5t c\u00e1c c\u00e1ch \u0111\u1ec3 c\u1ea3i thi\u1ec7n v\u00e0 t\u1eadn d\u1ee5ng t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u (brand equity).<\/p>\n<p>\u0110i\u1ec1u n\u00e0y \u0111\u00f2i h\u1ecfi s\u1ef1 hi\u1ec3u bi\u1ebft v\u1ec1 gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u t\u1eeb quan \u0111i\u1ec3m c\u1ee7a c\u1ea3 c\u00f4ng ty v\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Vi\u1ec7c ki\u1ec3m tra th\u01b0\u01a1ng hi\u1ec7u bao g\u1ed3m hai b\u01b0\u1edbc:<strong> brand inventory (ki\u1ec3m k\u00ea th\u01b0\u01a1ng hi\u1ec7u) and brand exploratory (kh\u00e1m ph\u00e1 th\u01b0\u01a1ng hi\u1ec7u).<\/strong><\/p>\n<p><a href=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/10\/Brand-audit-in-brand-equity-management-system-dtmconsulting.vn_.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-11968\" src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/10\/Brand-audit-in-brand-equity-management-system-dtmconsulting.vn_.jpg\" alt=\"Brand equity management system - H\u1ec7 th\u1ed1ng qu\u1ea3n tr\u1ecb t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u\" width=\"600\" height=\"347\" srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/10\/Brand-audit-in-brand-equity-management-system-dtmconsulting.vn_.jpg 1187w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/10\/Brand-audit-in-brand-equity-management-system-dtmconsulting.vn_-300x173.jpg 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/10\/Brand-audit-in-brand-equity-management-system-dtmconsulting.vn_-1024x592.jpg 1024w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/10\/Brand-audit-in-brand-equity-management-system-dtmconsulting.vn_-768x444.jpg 768w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/10\/Brand-audit-in-brand-equity-management-system-dtmconsulting.vn_-253x146.jpg 253w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/10\/Brand-audit-in-brand-equity-management-system-dtmconsulting.vn_-50x29.jpg 50w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/10\/Brand-audit-in-brand-equity-management-system-dtmconsulting.vn_-130x75.jpg 130w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<h4><strong>Brand inventory<\/strong><\/h4>\n<p>M\u1ee5c \u0111\u00edch c\u1ee7a brand inventory l\u00e0 cung c\u1ea5p m\u1ed9t h\u1ed3 s\u01a1 \u0111\u1ea7y \u0111\u1ee7, c\u1eadp nh\u1eadt v\u1ec1 c\u00e1ch t\u1ea5t c\u1ea3 c\u00e1c s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 do m\u1ed9t c\u00f4ng ty c\u00f3 th\u01b0\u01a1ng hi\u1ec7u. Vi\u1ec7c l\u1eadp h\u1ed3 s\u01a1 t\u1eebng s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 \u0111\u00f2i h\u1ecfi c\u00f4ng ty ph\u1ea3i x\u00e1c \u0111\u1ecbnh c\u00e1c y\u1ebfu t\u1ed1 th\u01b0\u01a1ng hi\u1ec7u li\u00ean quan c\u0169ng nh\u01b0 ch\u01b0\u01a1ng tr\u00ecnh marketing h\u1ed7 tr\u1ee3.<\/p>\n<h4><strong>Brand exploratory <\/strong><\/h4>\n<p><strong>Brand exploratory <\/strong>l\u00e0 ho\u1ea1t \u0111\u1ed9ng nghi\u00ean c\u1ee9u nh\u1eb1m t\u00ecm hi\u1ec3u nh\u1eefng g\u00ec ng\u01b0\u1eddi ti\u00eau d\u00f9ng ngh\u0129 v\u00e0 c\u1ea3m nh\u1eadn v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh c\u00e1c ngu\u1ed3n t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<p><strong>Brand audits<\/strong> c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 thi\u1ebft l\u1eadp <a title=\"\u0111\u1ecbnh v\u1ecb chi\u1ebfn l\u01b0\u1ee3c cho th\u01b0\u01a1ng hi\u1ec7u\" href=\"https:\/\/dtmconsulting.vn\/en\/dinh-vi-thuong-hieu\/\">\u0111\u1ecbnh v\u1ecb chi\u1ebfn l\u01b0\u1ee3c cho th\u01b0\u01a1ng hi\u1ec7u<\/a>. K\u1ebft qu\u1ea3 c\u1ee7a ph\u00e2n t\u00edch chi\u1ebfn l\u01b0\u1ee3c n\u00e0y, l\u00e0 c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh marketing c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng \u0111\u1ec3 t\u1ed1i \u0111a h\u00f3a t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u trong d\u00e0i h\u1ea1n.<\/p>\n<p>Sau \u0111\u00f3, c\u00e1c nghi\u00ean c\u1ee9u theo d\u00f5i th\u01b0\u01a1ng hi\u1ec7u (Brand tracking studies) s\u1eed d\u1ee5ng c\u00e1c bi\u1ec7n ph\u00e1p \u0111\u1ecbnh l\u01b0\u1ee3ng c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c ti\u1ebfn h\u00e0nh \u0111\u1ec3 cung c\u1ea5p cho marketer th\u00f4ng tin hi\u1ec7n t\u1ea1i v\u1ec1 c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd \u0111ang ho\u1ea1t \u0111\u1ed9ng tr\u00ean c\u01a1 s\u1edf m\u1ed9t s\u1ed1 kh\u00eda c\u1ea1nh ch\u00ednh \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh b\u1edfi brand audit.<\/p>\n<h3>Brand Tracking Studies<\/h3>\n<p>C\u00e1c d\u1ef1 \u00e1n brand tracking studies li\u00ean quan \u0111\u1ebfn th\u00f4ng tin \u0111\u01b0\u1ee3c thu th\u1eadp th\u01b0\u1eddng xuy\u00ean t\u1eeb ng\u01b0\u1eddi ti\u00eau d\u00f9ng theo th\u1eddi gian v\u00e0 cung c\u1ea5p nh\u1eefng hi\u1ec3u bi\u1ebft chi\u1ebfn thu\u1eadt c\u00f3 gi\u00e1 tr\u1ecb v\u1ec1 hi\u1ec7u qu\u1ea3 ng\u1eafn h\u1ea1n c\u1ee7a c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh v\u00e0 ho\u1ea1t \u0111\u1ed9ng marketing.<\/p>\n<p>Trong khi c\u00e1c d\u1ef1 \u00e1n ti\u1ebfn h\u00e0nh brand audit th\u01b0\u1eddng \u0111o l\u01b0\u1eddng \u201cV\u1ecb th\u1ebf c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u (Th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3 \u0111\u00e3 \u1edf \u0111\u00e2u trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng)\u201d, th\u00ec c\u00e1c d\u1ef1 \u00e1n tracking studies \u0111o l\u01b0\u1eddng xem\u00a0 \u201cth\u01b0\u01a1ng hi\u1ec7u hi\u1ec7n t\u1ea1i \u0111ang \u1edf \u0111\u00e2u\u201d v\u00e0 li\u1ec7u c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh marketing c\u00f3 \u0111ang \u0111\u1ea1t \u0111\u01b0\u1ee3c hi\u1ec7u qu\u1ea3 d\u1ef1 ki\u1ebfn \u200b\u200bhay kh\u00f4ng?<\/p>\n<p>C\u1ee5 th\u1ec3, bao g\u1ed3m m\u1ed9t s\u1ed1 ho\u1ea1t \u0111\u1ed9ng sau:<\/p>\n<ul>\n<li>Thi\u1ebft k\u1ebf c\u00e1c cu\u1ed9c kh\u1ea3o s\u00e1t v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u (brand tracking survey) \u0111\u1ec3 gi\u1ea3i quy\u1ebft c\u00e1c v\u1ea5n \u0111\u1ec1 c\u1ee5 th\u1ec3 m\u00e0 th\u01b0\u01a1ng hi\u1ec7u ph\u1ea3i \u0111\u1ed1i m\u1eb7t<\/li>\n<li>Product-brand tracking<\/li>\n<li>Corporate or family brand tracking<\/li>\n<li>Global tracking<\/li>\n<\/ul>\n<h4>C\u00e1ch th\u1ef1c hi\u1ec7n c\u00e1c nghi\u00ean c\u1ee9u theo d\u00f5i<\/h4>\n<ul>\n<li>Who (th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau)<\/li>\n<li>When and Where to track (t\u1ea7n su\u1ea5t)<\/li>\n<li>Di\u1ec5n gi\u1ea3i Brand tracking<\/li>\n<\/ul>\n<p><strong>Tham kh\u1ea3o: <a title=\"M\u1eabu b\u1ea3ng h\u1ecfi kh\u1ea3o s\u00e1t \u2013 Brand Tracking Survey c\u1ee7a McDonald\u2019s\" href=\"https:\/\/dtmconsulting.vn\/en\/brand-tracking-survey-cua-mcdonalds\/\">M\u1eabu b\u1ea3ng h\u1ecfi kh\u1ea3o s\u00e1t \u2013 Brand Tracking Survey c\u1ee7a McDonald\u2019s<\/a><\/strong><\/p>\n<h2>Brand equity management system &#8211; H\u1ec7 th\u1ed1ng qu\u1ea3n tr\u1ecb t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u<\/h2>\n<p>Ba b\u01b0\u1edbc ch\u00ednh ph\u1ea3i ti\u1ebfn h\u00e0nh nh\u01b0 m\u1ed9t ph\u1ea7n c\u1ee7a h\u1ec7 th\u1ed1ng qu\u1ea3n tr\u1ecb t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u (brand equity management system) bao g\u1ed3m: \u00a0(1) Brand equity charter, (2) Brand equity report, (3) Brand equity responsibilities.<\/p>\n<h3>Brand equity charter<\/h3>\n<p>\u0110\u1ea7u ti\u00ean, quan \u0111i\u1ec3m c\u1ee7a c\u00f4ng ty v\u1ec1 gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u n\u00ean \u0111\u01b0\u1ee3c ch\u00ednh th\u1ee9c h\u00f3a th\u00e0nh m\u1ed9t v\u0103n b\u1ea3n, \u0111i\u1ec1u l\u1ec7 th\u01b0\u01a1ng hi\u1ec7u (Brand equity charter).<\/p>\n<p>Brand charter n\u00e0y nh\u1eb1m m\u1ee5c \u0111\u00edch ph\u1ee5c v\u1ee5 cho ho\u1ea1t \u0111\u1ed9ng qu\u1ea3n tr\u1ecb t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u (<span data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;brand equity management&quot;}\" data-sheets-userformat=\"{&quot;2&quot;:14466,&quot;4&quot;:[null,2,11982760],&quot;10&quot;:2,&quot;14&quot;:[null,2,0],&quot;15&quot;:&quot;Calibri&quot;,&quot;16&quot;:11}\">brand equity management)<\/span>: Ghi l\u1ea1i tri\u1ebft l\u00fd chung c\u1ee7a c\u00f4ng ty v\u1ec1 gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u; t\u00f3m t\u1eaft ho\u1ea1t \u0111\u1ed9ng v\u00e0 k\u1ebft qu\u1ea3 li\u00ean quan \u0111\u1ebfn ki\u1ec3m to\u00e1n th\u01b0\u01a1ng hi\u1ec7u, theo d\u00f5i th\u01b0\u01a1ng hi\u1ec7u, v.v.; v\u1ea1ch ra h\u01b0\u1edbng d\u1eabn cho c\u00e1c chi\u1ebfn l\u01b0\u1ee3c v\u00e0 chi\u1ebfn thu\u1eadt th\u01b0\u01a1ng hi\u1ec7u; v\u00e0 t\u00e0i li\u1ec7u x\u1eed l\u00fd th\u01b0\u01a1ng hi\u1ec7u \u0111\u00fang c\u00e1ch. \u0110i\u1ec1u l\u1ec7 c\u1ea7n \u0111\u01b0\u1ee3c c\u1eadp nh\u1eadt h\u00e0ng n\u0103m \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh c\u00e1c c\u01a1 h\u1ed9i v\u00e0 r\u1ee7i ro m\u1edbi v\u00e0 ph\u1ea3n \u00e1nh \u0111\u1ea7y \u0111\u1ee7 th\u00f4ng tin \u0111\u01b0\u1ee3c thu th\u1eadp b\u1edfi brand audit v\u00e0 kh\u00e1m ph\u00e1 th\u01b0\u01a1ng hi\u1ec7u nh\u01b0 m\u1ed9t ph\u1ea7n c\u1ee7a b\u1ea5t k\u1ef3 cu\u1ed9c brand audit n\u00e0o.<\/p>\n<p>C\u00e1c th\u00e0nh ph\u1ea7n Brand equity charter:<\/p>\n<ul>\n<li>\u00a0X\u00e1c \u0111\u1ecbnh quan \u0111i\u1ec3m c\u1ee7a c\u00f4ng ty v\u1ec1 t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u (brand equity) v\u00e0 marketing cho brand equity<\/li>\n<li>\u00a0M\u00f4 t\u1ea3 ph\u1ea1m vi c\u1ee7a c\u00e1c th\u01b0\u01a1ng hi\u1ec7u ch\u00ednh<\/li>\n<li>\u00a0Ch\u1ec9 \u0111\u1ecbnh gi\u00e1 tr\u1ecb th\u1ef1c t\u1ebf v\u00e0 mong mu\u1ed1n cho th\u01b0\u01a1ng hi\u1ec7u<\/li>\n<li>\u00a0Di\u1ec5n gi\u1ea3i c\u00e1ch \u0111o l\u01b0\u1eddng t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u (brand equity)<\/li>\n<li>\u00a0\u0110\u1ec1 xu\u1ea5t c\u00e1ch \u0111o l\u01b0\u1eddng t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u (brand equity)<\/li>\n<li>Ph\u00e1c th\u1ea3o c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh marketing d\u1ef1a tr\u00ean t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u (brand equity)<\/li>\n<li>\u0110\u01b0a ra c\u00e1ch x\u1eed l\u00fd th\u00edch h\u1ee3p cho th\u01b0\u01a1ng hi\u1ec7u v\u1ec1 m\u1eb7t s\u1eed d\u1ee5ng nh\u00e3n hi\u1ec7u, bao b\u00ec v\u00e0 truy\u1ec1n th\u00f4ng<\/li>\n<\/ul>\n<p><a href=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/10\/Brand-equity-charter-dtmconsulting.jpg\"><img decoding=\"async\" class=\"size-full wp-image-11969 aligncenter lazyload\" data-src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/10\/Brand-equity-charter-dtmconsulting.jpg\" alt=\"\" width=\"600\" height=\"450\" data-srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/10\/Brand-equity-charter-dtmconsulting.jpg 600w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/10\/Brand-equity-charter-dtmconsulting-300x225.jpg 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/10\/Brand-equity-charter-dtmconsulting-195x146.jpg 195w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/10\/Brand-equity-charter-dtmconsulting-50x38.jpg 50w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/10\/Brand-equity-charter-dtmconsulting-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<h3>Brand equity report<\/h3>\n<p>Th\u1ee9 hai, k\u1ebft qu\u1ea3 c\u1ee7a c\u00e1c cu\u1ed9c \u0111i\u1ec1u tra theo d\u00f5i v\u00e0 c\u00e1c th\u01b0\u1edbc \u0111o k\u1ebft qu\u1ea3 c\u00f3 li\u00ean quan kh\u00e1c ph\u1ea3i \u0111\u01b0\u1ee3c t\u1eadp h\u1ee3p th\u00e0nh m\u1ed9t b\u00e1o c\u00e1o t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u (brand equity report) \u0111\u01b0\u1ee3c ph\u00e2n ph\u1ed1i cho b\u1ed9 ph\u1eadn qu\u1ea3n l\u00fd m\u1ed9t c\u00e1ch th\u01b0\u1eddng xuy\u00ean (h\u00e0ng th\u00e1ng, h\u00e0ng qu\u00fd ho\u1eb7c h\u00e0ng n\u0103m).<\/p>\n<p>B\u00e1o c\u00e1o t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u ph\u1ea3i cung c\u1ea5p th\u00f4ng tin m\u00f4 t\u1ea3 v\u1ec1 \u0111i\u1ec1u g\u00ec \u0111ang x\u1ea3y ra v\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u0169ng nh\u01b0 th\u00f4ng tin d\u1ef1 \u0111o\u00e1n nguy\u00ean nh\u00e2n t\u1ea1i sao \u0111i\u1ec1u \u0111\u00f3 l\u1ea1i x\u1ea3y ra. C\u00e1c b\u00e1o c\u00e1o n\u00e0y th\u01b0\u1eddng \u0111\u01b0\u1ee3c hi\u1ec3n th\u1ecb trong tr\u00ecnh qu\u1ea3n tr\u1ecb marketing \u0111\u1ec3 c\u00f3 th\u1ec3 d\u1ec5 d\u00e0ng xem x\u00e9t.<\/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<p><a href=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/05\/report.png\"><img decoding=\"async\" class=\"aligncenter wp-image-5793 lazyload\" data-src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/05\/report.png\" alt=\"\" width=\"600\" height=\"314\" data-srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/05\/report.png 1200w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/05\/report-300x157.png 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/05\/report-768x401.png 768w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/05\/report-1024x535.png 1024w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/05\/report-600x314.png 600w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/05\/report-260x136.png 260w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/05\/report-50x26.png 50w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/05\/report-144x75.png 144w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/314;\" \/><\/a><\/p>\n<h3>Brand Equity Responsibilities<\/h3>\n<p>Cu\u1ed1i c\u00f9ng, qu\u1ea3n l\u00fd c\u1ea5p cao ph\u1ea3i \u0111\u01b0\u1ee3c ch\u1ec9 \u0111\u1ecbnh \u0111\u1ec3 gi\u00e1m s\u00e1t c\u00e1ch x\u1eed l\u00fd t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u trong t\u1ed5 ch\u1ee9c.<\/p>\n<p>Nh\u1eefng ng\u01b0\u1eddi \u1edf v\u1ecb tr\u00ed \u0111\u00f3 s\u1ebd ch\u1ecbu tr\u00e1ch nhi\u1ec7m gi\u00e1m s\u00e1t vi\u1ec7c th\u1ef1c hi\u1ec7n \u0111i\u1ec1u l\u1ec7 th\u01b0\u01a1ng hi\u1ec7u v\u00e0 b\u00e1o c\u00e1o gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o r\u1eb1ng, c\u00e0ng nhi\u1ec1u c\u00e0ng t\u1ed1t, c\u00e1c ho\u1ea1t \u0111\u1ed9ng v\u00e0 ch\u01b0\u01a1ng tr\u00ecnh marketing v\u00e0 s\u1ea3n ph\u1ea9m tr\u00ean c\u00e1c b\u1ed9 ph\u1eadn v\u00e0 ranh gi\u1edbi \u0111\u1ecba l\u00fd \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n theo c\u00e1ch ph\u1ea3n \u00e1nh tinh th\u1ea7n c\u1ee7a \u0111i\u1ec1u l\u1ec7 v\u00e0 n\u1ed9i dung c\u1ee7a b\u00e1o c\u00e1o \u0111\u1ec3 t\u1ed1i \u0111a h\u00f3a gi\u00e1 tr\u1ecb d\u00e0i h\u1ea1n c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<p>Tr\u00e1ch nhi\u1ec7m t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u (Brand Equity Responsibilities)<\/p>\n<ul>\n<li>C\u00e1c tr\u00e1ch nhi\u1ec7m v\u00e0 quy tr\u00ecnh c\u1ee7a t\u1ed5 ch\u1ee9c nh\u1eb1m t\u1ed1i \u0111a h\u00f3a gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u d\u00e0i h\u1ea1n<\/li>\n<li>\u00a0Thi\u1ebft l\u1eadp v\u1ecb tr\u00ed VP ho\u1eb7c Director cho vi\u1ec7c qu\u1ea3n tr\u1ecb t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u (brand equity Management) nh\u1eb1m m\u1ee5c \u0111\u00edch gi\u00e1m s\u00e1t vi\u1ec7c th\u1ef1c hi\u1ec7n brand equity charter v\u00e0 brand equity reports<\/li>\n<li>\u00a0\u0110\u1ea3m b\u1ea3o ho\u1ea1t \u0111\u1ed9ng marketing cho th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c tri\u1ec3n khai theo c\u00e1ch ph\u1ea3n \u00e1nh tinh th\u1ea7n c\u1ee7a brand equity charter v\u00e0 brand equity reports<\/li>\n<\/ul>\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<p>Cu\u1ed1i c\u00f9ng, n\u1ebfu b\u1ea1n &#8211; m\u1ed9t marketer \u0111ang ph\u1ea3i nghi\u00ean c\u1ee9u v\u00e0 tri\u1ec3n khai Brand equity management system &#8211; H\u1ec7 th\u1ed1ng qu\u1ea3n tr\u1ecb t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u ph\u1ee5c v\u1ee5 cho ho\u1ea1t \u0111\u1ed9ng marketing n\u00f3i chung v\u00e0 brading n\u00f3i ri\u00eang th\u00ec h\u00e3u c\u00e2n nh\u1eafc vi\u1ec7c x\u00e2y d\u1ef1ng h\u1ec7 th\u1ed1ng n\u00e0y c\u00f3 gi\u00fap cho c\u00f4ng ty, th\u01b0\u01a1ng hi\u1ec7u\u00a0 hi\u1ec3u h\u01a1n v\u1ec1 kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau, gia t\u0103ng v\u1ec1 th\u1ecb ph\u1ea7n, l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng, &#8230;. DTM Consulting hy v\u1ecdng b\u00e0i vi\u1ebft n\u00e0y c\u00f3 th\u1ec3 gi\u00fap b\u1ea1n hi\u1ec3u r\u00f5 h\u01a1n quy tr\u00ecnh v\u00e0 c\u00e1ch th\u1ee9c x\u00e2y d\u1ef1ng\u00a0 h\u1ec7 th\u1ed1ng \u0111o l\u01b0\u1eddng t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng c\u1ee7ng c\u1ed1 th\u01b0\u01a1ng hi\u1ec7u t\u1ed1t h\u01a1n.<\/p>\n<p style=\"text-align: right;\">Tham kh\u1ea3o: Strategic Brand Management \u2013 Building, Measuring, and Managing Brand Equity,\u00a0<a href=\"https:\/\/en.wikipedia.org\/wiki\/Kevin_Lane_Keller\" rel=\"nofollow noopener\" target=\"_blank\">Kevin Lane Keller<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>N\u1ebfu b\u1ea1n l\u00e0 m\u1ed9t marketer theo \u0111\u1ecbnh h\u01b0\u1edbng Branding th\u00ec hi\u1ec3u \u0111\u01b0\u1ee3c kh\u00e1i ni\u1ec7m c\u0169ng nh\u01b0 quy tr\u00ecnh x\u00e2y d\u1ef1ng Brand equity management system &#8211; H\u1ec7 th\u1ed1ng qu\u1ea3n l\u00fd t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u l\u00e0 \u0111i\u1ec1u kh\u00f4ng th\u1ec3 thi\u1ebfu. Brand equity measurement system &#8211; H\u1ec7 th\u1ed1ng \u0111o l\u01b0\u1eddng t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u Kh\u00e1i ni\u1ec7m H\u1ec7 th\u1ed1ng [&hellip;]<\/p>","protected":false},"author":4,"featured_media":11961,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[74,128],"tags":[647,644],"class_list":["post-11950","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-chia-se-kien-thuc","tag-branding","tag-chien-luoc-marketing",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/11950","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=11950"}],"version-history":[{"count":19,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/11950\/revisions"}],"predecessor-version":[{"id":16004,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/11950\/revisions\/16004"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/11961"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=11950"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=11950"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=11950"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}