Brand Image l\u00e0 c\u1ea3m nh\u1eadn c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u d\u1ef1a tr\u00ean nh\u1eefng t\u01b0\u01a1ng t\u00e1c c\u1ee7a h\u1ecd. H\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 ph\u00e1t tri\u1ec3n theo th\u1eddi gian v\u00e0 kh\u00f4ng nh\u1ea5t thi\u1ebft ph\u1ea3i li\u00ean quan \u0111\u1ebfn vi\u1ec7c kh\u00e1ch h\u00e0ng mua hay s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m c\u1ee7a doanh nghi\u1ec7p.<\/p>\n
C\u00e1c doanh nghi\u1ec7p ng\u00e0y nay d\u00e0nh nhi\u1ec1u th\u1eddi gian v\u00e0 c\u00f4ng s\u1ee9c \u0111\u1ec3 qu\u1ea3n l\u00fd danh ti\u1ebfng v\u00e0 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh tr\u00ean th\u1ecb tr\u01b0\u1eddng. T\u1ea5t c\u1ea3 nh\u1eefng \u0111i\u1ec1u n\u00e0y g\u00f3p ph\u1ea7n v\u00e0o vi\u1ec7c \u0111\u1ecbnh h\u01b0\u1edbng kh\u00e1ch h\u00e0ng v\u1ec1 c\u00e1ch h\u1ecd c\u1ea3m nh\u1eadn v\u00e0 t\u01b0\u01a1ng t\u00e1c v\u1edbi th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n
2- Brand Image \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh b\u1edfi kh\u00e1ch h\u00e0ng<\/h2>\n
Khi n\u00f3i \u0111\u1ebfn vi\u1ec7c \u0111o l\u01b0\u1eddng h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u, th\u00e1ch th\u1ee9c l\u1edbn nh\u1ea5t l\u00e0 c\u1ea7n c\u00f3 s\u1ef1 hi\u1ec3u bi\u1ebft s\u00e2u s\u1eafc v\u00e0 \u0111a t\u1ea7ng v\u1ec1 c\u00e1ch ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u1ea3m nh\u1eadn v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u. Nh\u1eefng s\u1ef1 hi\u1ec3u bi\u1ebft n\u00e0y li\u00ean quan \u0111\u1ebfn qu\u00e1 tr\u00ecnh ghi l\u1ea1i, \u0111\u1eb7t h\u00e0ng, l\u1ef1a ch\u1ecdn v\u00e0 di\u1ec5n gi\u1ea3i th\u00f4ng tin li\u00ean quan \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u – b\u1ecb \u1ea3nh h\u01b0\u1edfng b\u1edfi nh\u1eefng tr\u1ea3i nghi\u1ec7m \u0111\u01b0\u1ee3c chia s\u1ebb c\u00f9ng v\u1edbi nh\u1eefng th\u1ee9 kh\u00e1c.<\/p>\n
![\"Brand](\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/brand-equity-la-gi.jpg\")
<\/p>\n
<\/p>\n
- \n
- M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn kh\u00e1ch h\u00e0ng nh\u01b0 th\u1ebf n\u00e0o?<\/li>\n
- Quan \u0111i\u1ec3m c\u1ee7a h\u1ecd v\u1ec1 c\u00e1c s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 nh\u1ea5t \u0111\u1ecbnh l\u00e0 g\u00ec?<\/li>\n
- V\u00e0 nh\u1eadn th\u1ee9c n\u00e0y tr\u00f4ng nh\u01b0 th\u1ebf n\u00e0o so v\u1edbi \u0111\u1ed1i th\u1ee7?<\/li>\n<\/ul>\n
\u0110\u1ed1i v\u1edbi ch\u1ee7 s\u1edf h\u1eefu th\u01b0\u01a1ng hi\u1ec7u, h\u1ecd bi\u1ebft r\u1eb1ng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd \u0111\u1ea1i di\u1ec7n cho \u0111i\u1ec1u g\u00ec. M\u1eb7t kh\u00e1c, m\u1ed7i ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u1ea1i kh\u00e1c nhau v\u00e0 c\u00f3 th\u00e1i \u0111\u1ed9 kh\u00e1c nhau \u0111\u1ed1i v\u1edbi nh\u1eefng g\u00ec h\u1ecd li\u00ean k\u1ebft v\u1edbi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n
B\u1ea5t k\u1ec3 th\u00f4ng \u0111i\u1ec7p c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec,\u00a0c\u1ea3m nh\u1eadn v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u lu\u00f4n \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh b\u1edfi ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/strong>.\u00a0B\u1edfi v\u00ec nh\u1eefng g\u00ec ng\u01b0\u1eddi ti\u00eau d\u00f9ng n\u00f3i v\u1ec1 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u l\u00e0 th\u01b0\u01a1ng hi\u1ec7u th\u1ef1c t\u1ebf.\u00a0C\u00e1c\u00a0h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u l\u00e0 y\u1ebfu t\u1ed1 quy\u1ebft \u0111\u1ecbnh<\/strong>\u00a0li\u1ec7u ng\u01b0\u1eddi ti\u00eau d\u00f9ng mua m\u1ed9t s\u1ea3n ph\u1ea9m hay kh\u00f4ng.<\/p>\n
3-V\u00ec sao Brand Image quan tr\u1ecdng<\/h2>\n
Khi m\u1ed9t kh\u00e1ch h\u00e0ng mua th\u1ee9 g\u00ec \u0111\u00f3 t\u1eeb m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u, h\u1ecd kh\u00f4ng ch\u1ec9 mua s\u1ea3n ph\u1ea9m, h\u1ecd c\u00f2n mua c\u1ea3 h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a n\u00f3.<\/p>\n
Ng\u00e0y nay, nhi\u1ec1u ng\u01b0\u1eddi ti\u00eau d\u00f9ng (\u0111\u1eb7c bi\u1ec7t l\u00e0 th\u1ebf h\u1ec7 tr\u1ebb – th\u1ebf h\u1ec7 Z<\/a>) kh\u00f4ng mua s\u1ea3n ph\u1ea9m c\u1ee7a doanh nghi\u1ec7p ch\u1ec9 \u0111\u01a1n gi\u1ea3n v\u00ec s\u1ea3n ph\u1ea9m \u0111\u00f3 c\u00f3 ch\u1ea5t l\u01b0\u1ee3ng t\u1ed1t nh\u1ea5t m\u00e0 v\u00ec nh\u1eefng g\u00ec s\u1ea3n ph\u1ea9m \u0111\u1ea1i di\u1ec7n – th\u01b0\u01a1ng hi\u1ec7u. Tr\u00ean th\u1ef1c t\u1ebf, m\u1ed9t nghi\u00ean c\u1ee9u c\u1ee7a Harvard Business Review* cho th\u1ea5y 64% ng\u01b0\u1eddi ti\u00eau d\u00f9ng n\u00f3i r\u1eb1ng c\u00e1c gi\u00e1 tr\u1ecb \u0111\u01b0\u1ee3c chia s\u1ebb l\u00e0 l\u00fd do ch\u00ednh khi\u1ebfn h\u1ecd t\u1ea1o d\u1ef1ng m\u1ed1i quan h\u1ec7 v\u1edbi th\u01b0\u01a1ng hi\u1ec7u. \u0110\u00e2y ch\u00ednh l\u00e0 ngu\u1ed3n \u0111\u1ed9ng l\u1ef1c l\u1edbn nh\u1ea5t v\u00e0 ch\u1ec9 13% cho r\u1eb1ng c\u00e1c t\u01b0\u01a1ng t\u00e1c th\u01b0\u1eddng xuy\u00ean l\u00e0 l\u00fd do ch\u00ednh cho m\u1ed9t m\u1ed1i quan h\u1ec7. \u0110i\u1ec1u \u0111\u00f3 c\u00f3 ngh\u0129a l\u00e0 trong khi doanh nghi\u1ec7p ph\u1ea3i t\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng c\u1ee7a h\u1ecd, ch\u1ea5t l\u01b0\u1ee3ng c\u1ee7a c\u00e1c t\u01b0\u01a1ng t\u00e1c, k\u1ebft n\u1ed1i \u0111\u00f3 quan tr\u1ecdng h\u01a1n s\u1ed1 l\u01b0\u1ee3ng.<\/p>\n
*https:\/\/hbr.org\/2012\/05\/three-myths-about-customer-eng\u00a0<\/em><\/p>\n
![\"brand](\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\")
<\/p>\nGia t\u0103ng gi\u00e1 tr\u1ecb t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u (brand equity)<\/h3>\n
N\u1ed7 l\u1ef1c v\u00e0o h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u s\u1ebd x\u00e2y d\u1ef1ng t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u (brand equity)<\/strong><\/a>, t\u1ee9c l\u00e0 gi\u00e1 tr\u1ecb gia t\u0103ng m\u00e0 doanh nghi\u1ec7p nh\u1eadn \u0111\u01b0\u1ee3c t\u1eeb s\u1ea3n ph\u1ea9m c\u00f3 t\u00ean d\u1ec5 nh\u1eadn bi\u1ebft trong khi so s\u00e1nh v\u1edbi s\u1ea3n ph\u1ea9m thay th\u1ebf th\u00f4ng th\u01b0\u1eddng.<\/p>\n
M\u1ed9t doanh nghi\u1ec7p c\u00f3 t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u d\u1ec5 d\u00e0ng h\u01a1n trong vi\u1ec7c gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng v\u00e0 d\u1ec5 \u0111\u01b0\u1ee3c th\u1ecb tr\u01b0\u1eddng ti\u1ebfp nh\u1eadn khi tung ra s\u1ea3n ph\u1ea9m m\u1edbi. M\u1ed9t h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u t\u00edch c\u1ef1c c\u00f3 th\u1ec3 l\u00e0m t\u0103ng t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u theo m\u1ed9t s\u1ed1 c\u00e1ch.<\/p>\n
H\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh t\u1ea1o \u1ea5n t\u01b0\u1ee3ng t\u1ed1t ban \u0111\u1ea7u<\/h3>\n
M\u1eb7c d\u00f9 c\u00e1c \u0111\u00e1nh gi\u00e1 ban \u0111\u1ea7u c\u00f3 th\u1ec3 thay \u0111\u1ed5i, nh\u01b0ng h\u1ea7u h\u1ebft m\u1ecdi ng\u01b0\u1eddi s\u1ebd \u0111\u01b0a ra \u00fd ki\u1ebfn \u200b\u200bd\u1ef1a tr\u00ean \u0111i\u1ec1u \u0111\u1ea7u ti\u00ean<\/strong> h\u1ecd nh\u00ecn th\u1ea5y ho\u1eb7c nghe v\u1ec1 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n
Doanh nghi\u1ec7p c\u00f3 th\u1ec3 gi\u00fap kh\u00e1ch h\u00e0ng ph\u1ea3n h\u1ed3i t\u00edch c\u1ef1c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh b\u1eb1ng c\u00e1ch t\u1ea1o tr\u1ea3i nghi\u1ec7m t\u1ed1t trong c\u00e1c \u0111i\u1ec3m ch\u1ea1m (touch point) tr\u00ean h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng (customer journey) gi\u1eefa kh\u00e1ch h\u00e0ng v\u00e0 doanh nghi\u1ec7p (v\u00ed d\u1ee5 nh\u01b0 trang web, nh\u00e2n vi\u00ean,…).<\/p>\n
>> Xem th\u00eam: H\u01b0\u1edbng d\u1eabn c\u00e1ch t\u1ea1o b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh ng\u01b0\u1eddi d\u00f9ng (user journey map)<\/a><\/strong><\/p>\n
Brand Image t\u1ea1o d\u1ef1ng ni\u1ec1m tin<\/h3>\n
H\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u \u1ed5n \u0111\u1ecbnh x\u00e2y d\u1ef1ng uy t\u00edn v\u00e0 l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng v\u1edbi th\u01b0\u01a1ng hi\u1ec7u. Khi m\u1ecdi ng\u01b0\u1eddi bi\u1ebft c\u00f3 th\u1ec3 mong \u0111\u1ee3i nh\u1eefng g\u00ec t\u1eeb m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u nh\u1ea5t \u0111\u1ecbnh, h\u1ecd nhi\u1ec1u kh\u1ea3 n\u0103ng s\u1ebd t\u00ecm ki\u1ebfm s\u1ea3n ph\u1ea9m d\u1ef1a tr\u00ean nh\u1eefng li\u00ean t\u01b0\u1edfng v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3.<\/p>\n
C\u1ee9 5 ng\u01b0\u1eddi th\u00ec c\u00f3 3 ng\u01b0\u1eddi th\u00edch mua m\u1ed9t s\u1ea3n ph\u1ea9m m\u1edbi t\u1eeb m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u00e0 h\u1ecd bi\u1ebft \u0111i\u1ec1u g\u00ec \u0111\u00f3 h\u01a1n l\u00e0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u xa l\u1ea1 (theo Nielsen<\/a>).<\/p>\n
4-H\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u v\u00f4 th\u1ee9c v\u00e0 c\u1ea3m x\u00fac<\/h2>\n
Trong ph\u1ea7n l\u1edbn th\u1eddi gian, nh\u1eadn th\u1ee9c c\u1ee7a ch\u00fang ta di\u1ec5n ra m\u1ed9t c\u00e1ch t\u1ef1 \u0111\u1ed9ng. Nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u, s\u1ea3n ph\u1ea9m, qu\u1ea3ng c\u00e1o c\u0169ng \u0111\u01b0\u1ee3c ch\u00fang ta ti\u1ebfp nh\u1eadn m\u1ed9t c\u00e1ch v\u00f4 th\u1ee9c.<\/p>\n
Do \u0111\u00f3, khi \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng, v\u1ea5n \u0111\u1ec1 kh\u00f4ng ph\u1ea3i l\u00e0 th\u00f4ng tin c\u00f3 \u00fd th\u1ee9c (\u0111\u01b0\u1ee3c x\u1eed l\u00fd nh\u1eadn th\u1ee9c) m\u00e0 l\u00e0 v\u1ec1 c\u00e1c li\u00ean t\u01b0\u1edfng c\u1ea3m x\u00fac (\u0111\u01b0\u1ee3c x\u1eed l\u00fd ng\u1ea7m), \u0111\u01b0\u1ee3c v\u1eadn chuy\u1ec3n th\u00f4ng qua truy\u1ec1n th\u00f4ng th\u01b0\u01a1ng hi\u1ec7u v\u00e0 li\u00ean k\u1ebft v\u1edbi th\u01b0\u01a1ng hi\u1ec7u.\u00a0S\u1ee9c m\u1ea1nh b\u1ec1n v\u1eefng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u ch\u1ec9 b\u1ed9c l\u1ed9 trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng.<\/p>\n
L\u1ee3i th\u1ebf l\u1edbn nh\u1ea5t c\u1ee7a h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u t\u00edch c\u1ef1c l\u00e0 kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng k\u1ebft n\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u v\u00e0 c\u00e1c gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u1edf m\u1ee9c \u0111\u1ed9 c\u1ea3m x\u00fac.<\/p>\n
N\u1ebfu kh\u00e1ch h\u00e0ng c\u00f3 \u00fd \u0111\u1ecbnh mua m\u1ed9t chi\u1ebfc \u0111i\u1ec7n tho\u1ea1i th\u00f4ng minh m\u1edbi, h\u1ecd c\u00f3 th\u1ec3 ch\u1ecdn trong s\u1ed1 r\u1ea5t nhi\u1ec1u s\u1ea3n ph\u1ea9m t\u01b0\u01a1ng \u0111\u01b0\u01a1ng c\u00f3 c\u00f9ng ch\u1ee9c n\u0103ng. \u0110\u00e2y l\u00e0 n\u01a1i k\u1ebft n\u1ed1i c\u1ea3m x\u00fac, s\u1ef1 quen thu\u1ed9c v\u00e0 h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u ph\u00e1t huy t\u00e1c d\u1ee5ng khi kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c h\u01b0\u1edbng d\u1eabn b\u1edfi b\u1ea3n n\u0103ng c\u1ee7a ch\u00ednh h\u1ecd.<\/p>\n
5-C\u00e1ch x\u00e2y d\u1ef1ng Brand Image<\/h2>\n
C\u00e1ch x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u<\/p><\/div>\n
\u0110\u1ec3 x\u00e2y d\u1ef1ng m\u1ed9t h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh m\u1ebd, doanh nghi\u1ec7p c\u1ea7n ph\u1ea3i hi\u1ec3u th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd l\u00e0 g\u00ec v\u00e0 th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3 \u0111\u1ea1i di\u1ec7n cho c\u00e1i g\u00ec. Nh\u1eefng b\u01b0\u1edbc c\u01a1 b\u1ea3n d\u01b0\u1edbi \u0111\u00e2y s\u1ebd gi\u00fap doanh nghi\u1ec7p \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u v\u00e0 t\u1ea1o d\u1ef1ng brand image tr\u00ean th\u1ecb tr\u01b0\u1eddng:<\/p>\n
- \n
- X\u00e1c \u0111\u1ecbnh nhi\u1ec7m v\u1ee5, t\u1ea7m nh\u00ecn v\u00e0 gi\u00e1 tr\u1ecb<\/li>\n
- T\u1ea1o tuy\u00ean b\u1ed1 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/a><\/li>\n
- T\u1ea1o t\u00ednh c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u<\/li>\n
- X\u00e1c \u0111\u1ecbnh c\u00f4ng ch\u00fang m\u1ee5c ti\u00eau<\/li>\n<\/ul>\n
6-\u0110o l\u01b0\u1eddng h\u00ecnh \u1ea3nh, nh\u1eadn bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u<\/a><\/h2>\n
\u0110\u1ec3 x\u00e2y d\u1ef1ng t\u00ednh c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u b\u1ec1n v\u1eefng, c\u1ea7n ph\u1ea3i t\u00ecm hi\u1ec3u xem th\u01b0\u01a1ng hi\u1ec7u c\u00f3 hi\u1ec7n di\u1ec7n trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng hay kh\u00f4ng v\u00e0 n\u00f3 \u0111\u01b0\u1ee3c nh\u00ecn nh\u1eadn ch\u00ednh x\u00e1c nh\u01b0 th\u1ebf n\u00e0o.<\/p>\n
Doanh nghi\u1ec7p c\u1ea7n bi\u1ebft nh\u1eefng thay \u0111\u1ed5i n\u00e0o ph\u00f9 h\u1ee3p v\u1edbi th\u01b0\u01a1ng hi\u1ec7u v\u00e0 thay \u0111\u1ed5i n\u00e0o kh\u00f4ng. Kh\u1ea3o s\u00e1t c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t ph\u1ea7n quan tr\u1ecdng trong chi\u1ebfn l\u01b0\u1ee3c \u0111o l\u01b0\u1eddng v\u00e0 c\u1ea3i thi\u1ec7n h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u (Brand image measurement).<\/p>\n
<\/p>\nKh\u1ea3o s\u00e1t (survey)<\/h3>\n
C\u00f3 nhi\u1ec1u lo\u1ea1i kh\u1ea3o s\u00e1t m\u00e0 c\u00e1c c\u00f4ng ty s\u1eed d\u1ee5ng \u0111\u1ec3 gi\u00e1m s\u00e1t h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u (brand image) c\u1ee7a h\u1ecd, nh\u01b0ng ph\u1ed5 bi\u1ebfn nh\u1ea5t l\u00e0 Kh\u1ea3o s\u00e1t c\u1ea3m nh\u1eadn th\u01b0\u01a1ng hi\u1ec7u (Brand Perception Survey)<\/p>\n
Nh\u1eefng \u0111i\u1ec1u n\u00e0y gi\u00fap doanh nghi\u1ec7p hi\u1ec3u c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c nh\u00ecn nh\u1eadn trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng, kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng, nh\u00e2n vi\u00ean v\u00e0 c\u00e1c b\u00ean li\u00ean quan kh\u00e1c. Brand Perception Survey gi\u00fap doanh nghi\u1ec7p hi\u1ec3u h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh, \u0111\u01b0a ra c\u00e1c c\u00e1ch x\u00e2y d\u1ef1ng h\u00ecnh \u1ea3nh v\u00e0 \u0111\u00e1nh gi\u00e1 ti\u1ebfn tr\u00ecnh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u theo th\u1eddi gian ho\u1eb7c so v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/p>\n
Xem th\u00eam: M\u1eabu b\u1ea3ng h\u1ecfi kh\u1ea3o s\u00e1t \u2013 Brand Tracking Survey c\u1ee7a McDonald\u2019s<\/a><\/strong><\/p>\n
Kh\u1ea3o s\u00e1t v\u1ec1 g\u1ee3i nh\u1edb th\u01b0\u01a1ng hi\u1ec7u (kh\u00f4ng h\u1ed7 tr\u1ee3)<\/h4>\n
Ng\u01b0\u1eddi tham gia \u0111\u01b0\u1ee3c cung c\u1ea5p m\u1ed9t nh\u00e3n hi\u1ec7u v\u00e0 n\u00ean li\u1ec7t k\u00ea c\u00e0ng nhi\u1ec1u li\u00ean k\u1ebft c\u00e0ng t\u1ed1t. H\u1ecd kh\u00f4ng nh\u1eadn \u0111\u01b0\u1ee3c b\u1ea5t k\u1ef3 g\u1ee3i \u00fd n\u00e0o kh\u00e1c.<\/p>\n
Kh\u1ea3o s\u00e1t g\u1ee3i nh\u1edb th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c h\u1ed7 tr\u1ee3<\/h4>\n
Nh\u1eefng ng\u01b0\u1eddi tham gia \u0111\u01b0\u1ee3c xem m\u1ed9t ho\u1eb7c nhi\u1ec1u nh\u00e3n hi\u1ec7u v\u00e0 \u0111\u01b0\u1ee3c h\u1ecfi h\u1ecd li\u00ean k\u1ebft g\u00ec v\u1edbi nh\u1eefng nh\u00e3n hi\u1ec7u n\u00e0y. Ho\u1eb7c h\u1ecd \u0111\u01b0\u1ee3c y\u00eau c\u1ea7u m\u00f4 t\u1ea3 bao b\u00ec, logo ho\u1eb7c c\u00e1c t\u00ednh n\u0103ng \u0111\u1eb7c tr\u01b0ng kh\u00e1c…<\/p>\n
Kh\u1ea3o s\u00e1t t\u00e1c \u0111\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u<\/h4>\n
Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng s\u1eed d\u1ee5ng nhi\u1ec1u lo\u1ea1i kh\u1ea3o s\u00e1t kh\u00e1c \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u, ch\u1eb3ng h\u1ea1n nh\u01b0 kh\u1ea3o s\u00e1t li\u00ean t\u01b0\u1edfng th\u01b0\u01a1ng hi\u1ec7u, kh\u1ea3o s\u00e1t nh\u1eadn bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u, kh\u1ea3o s\u00e1t th\u00e1i \u0111\u1ed9 th\u01b0\u01a1ng hi\u1ec7u, kh\u1ea3o s\u00e1t m\u1ee9c \u0111\u1ed9 th\u1ed1ng tr\u1ecb c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u ho\u1eb7c kh\u1ea3o s\u00e1t t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n
Ngay c\u1ea3 khi c\u00e1c kh\u1ea3o s\u00e1t n\u00e0y kh\u00f4ng \u0111o l\u01b0\u1eddng r\u00f5 r\u00e0ng h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u, ch\u00fang cung c\u1ea5p c\u00e1c ch\u1ec9 s\u1ed1 chung v\u1ec1 “t\u00ecnh tr\u1ea1ng s\u1ee9c kh\u1ecfe” c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u v\u00e0 th\u01b0\u1eddng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng k\u1ebft h\u1ee3p v\u1edbi c\u00e1c kh\u1ea3o s\u00e1t g\u1ee3i nh\u1edb th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng \u0111\u01b0\u1ee3c h\u1ed7 tr\u1ee3 ho\u1eb7c h\u1ed7 tr\u1ee3.<\/p>\n
Ngu\u1ed3n tham kh\u1ea3o: appinio<\/a>, Survey monkey<\/a>, qualtrics<\/a><\/em><\/p>","protected":false},"excerpt":{"rendered":"
H\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec? \u0110o l\u01b0\u1eddng h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u – brand image measurement th\u1ebf n\u00e0o cho \u0111\u00fang? H\u00e3y c\u00f9ng DTM Consulting t\u00ecm hi\u1ec3u m\u1ecdi th\u1ee9 trong b\u00e0i vi\u1ebft d\u01b0\u1edbi \u0111\u00e2y nh\u00e9! 1-Brand Image l\u00e0 g\u00ec? Brand Image\u00a0hay h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u l\u00e0 s\u1ef1 ph\u1ea3n \u00e1nh tr\u1ef1c ti\u1ebfp l\u1eddi h\u1ee9a th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a […]<\/p>","protected":false},"author":4,"featured_media":12036,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[128,74],"tags":[647,674],"class_list":["post-12027","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-chia-se-kien-thuc","category-blog","tag-branding","tag-thuong-hieu",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/12027","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=12027"}],"version-history":[{"count":9,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/12027\/revisions"}],"predecessor-version":[{"id":16504,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/12027\/revisions\/16504"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/12036"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=12027"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=12027"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=12027"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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