Theo Kapferer: \u201cC\u00e1c th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh c\u00f3 kh\u1ea3 n\u0103ng k\u1ebft h\u1ee3p t\u1ea5t c\u1ea3 c\u00e1c kh\u00eda c\u1ea1nh [c\u1ee7a l\u0103ng k\u00ednh] th\u00e0nh m\u1ed9t t\u1ed5ng th\u1ec3 hi\u1ec7u qu\u1ea3 \u0111\u1ec3 t\u1ea1o ra m\u1ed9t b\u1ea3n s\u1eafc th\u01b0\u01a1ng hi\u1ec7u ng\u1eafn g\u1ecdn, r\u00f5 r\u00e0ng v\u00e0 h\u1ea5p d\u1eabn.\u201d<\/p>\n
![\"Brand](\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/10\/brand-identity-prism.jpg\")
<\/p>\n
M\u00f4 h\u00ecnh nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u Kapferer \u0111\u1eb7t s\u00e1u y\u1ebfu t\u1ed1 n\u00e0y trong m\u1ed1i quan h\u1ec7 v\u1edbi nhau b\u1eb1ng c\u00e1ch xem x\u00e9t v\u1ecb tr\u00ed c\u1ee7a ch\u00fang gi\u1eefa doanh nghi\u1ec7p v\u1edbi kh\u00e1ch h\u00e0ng v\u00e0 ng\u01b0\u1ee3c l\u1ea1i. B\u00ean c\u1ea1nh \u0111\u00f3 c\u00e1c y\u1ebfu t\u1ed1 trong Brand Identity Prism c\u1ee7a Kapferer xem x\u00e9t c\u00e1c y\u1ebfu t\u1ed1 t\u1eeb c\u1ea3 ph\u1ea7n b\u00ean trong l\u1eabn b\u00ean ngo\u00e0i c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n
V\u00ed d\u1ee5 v\u1ec1 c\u00e1c y\u1ebfu t\u1ed1 l\u0103ng k\u00ednh nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a Levi’s:<\/p>\n
![\"V\u00ed](\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/10\/lang-kinh-nhan-dien-thuong-hieu.jpg\")
<\/p>\n
2- C\u00e1c y\u1ebfu t\u1ed1 t\u1ea1o n\u00ean b\u1ea3n s\u1eafc th\u01b0\u01a1ng hi\u1ec7u trong Brand Identity Prism<\/h2>\n1-Physique<\/h3>\n
Y\u1ebfu t\u1ed1 \u0111\u1ea7u ti\u00ean \u0111\u01b0\u1ee3c \u0111\u1ec1 c\u1eadp \u0111\u1ebfn l\u00e0 c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m v\u1eadt l\u00fd c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u. C\u1ee5 th\u1ec3 l\u00e0, c\u00e1ch kh\u00e1ch h\u00e0ng x\u00e1c \u0111\u1ecbnh th\u01b0\u01a1ng hi\u1ec7u v\u00e0 c\u00e1ch n\u00f3 th\u1ec3 hi\u1ec7n, bao g\u1ed3m c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m h\u00ecnh \u1ea3nh c\u1ee7a n\u00f3 \u2014 nh\u1eefng d\u1ea5u hi\u1ec7u tr\u1ef1c quan gi\u00fap ng\u01b0\u1eddi ti\u00eau d\u00f9ng nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n
\u0110\u00e2y l\u00e0 nh\u1eefng y\u1ebfu t\u1ed1 c\u01a1 b\u1ea3n c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, nh\u1eefng y\u1ebfu t\u1ed1 g\u1ee3i l\u00ean kh\u00eda c\u1ea1nh v\u1eadt ch\u1ea5t c\u1ee7a n\u00f3. Ch\u00fang c\u1ea7n thi\u1ebft, nh\u01b0ng ch\u1eafc ch\u1eafn kh\u00f4ng \u0111\u1ee7 \u0111\u1ec3 t\u1ea1o th\u00e0nh m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n
M\u1ed9t v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh v\u1ec1 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u00f3 \u0111\u1eb7c \u0111i\u1ec3m v\u1eadt l\u00fd \u0111\u1eb7c bi\u1ec7t l\u00e0 iPhone. Khi kh\u00e1ch h\u00e0ng ngh\u0129 v\u1ec1 iPhone, kh\u00e1ch h\u00e0ng s\u1ebd ngh\u0129 v\u1ec1 c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m b\u00ean ngo\u00e0i th\u1ec3 hi\u1ec7n cho s\u1ef1 hi\u1ec7n \u0111\u1ea1i, ki\u1ec3u d\u00e1ng \u0111\u1eb9p v\u00e0 t\u1ed1i gi\u1ea3n. Apple \u0111\u00e3 th\u00e0nh c\u00f4ng trong vi\u1ec7c ph\u1ea3n \u00e1nh nh\u1eefng thu\u1ed9c t\u00ednh n\u00e0y, v\u1ed1n l\u00e0 gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i c\u1ee7a n\u00f3, xuy\u00ean su\u1ed1t c\u00e1c s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh.<\/p>\n
V\u00ed d\u1ee5 kh\u00e1c, c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m ngo\u1ea1i h\u00ecnh c\u1ee7a Levi’s l\u00e0 bi\u1ec3u t\u01b0\u1ee3ng m\u00e0u \u0111\u1ecf mang t\u00ednh bi\u1ec3u t\u01b0\u1ee3ng v\u00e0 qu\u1ea7n jean xanh c\u1ed5 \u0111i\u1ec3n.<\/p>\n
C\u00e1c y\u1ebfu t\u1ed1 ph\u1ed5 bi\u1ebfn kh\u00e1c bao g\u1ed3m m\u00e0u s\u1eafc, logo v\u00e0 bao b\u00ec v\u00ed d\u1ee5 nh\u01b0 Mcdonald’s d\u01b0\u1edbi \u0111\u00e2y<\/p>\n
Y\u1ebfu t\u1ed1 th\u1ee9 hai l\u00e0 t\u00ednh c\u00e1ch ho\u1eb7c \u0111\u1eb7c \u0111i\u1ec3m c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u \u2014 c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u trong m\u1eaft ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Nh\u00e2n c\u00e1ch hay t\u00ednh c\u00e1ch l\u00e0 \u0111\u1eb7c tr\u01b0ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, n\u00f3 l\u00e0 t\u1eadp h\u1ee3p c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m c\u1ee7a con ng\u01b0\u1eddi g\u1eafn li\u1ec1n v\u1edbi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n V\u1edbi y\u1ebfu t\u1ed1 v\u1ec1 nh\u00e2n c\u00e1ch, kh\u00e1ch h\u00e0ng h\u00ecnh dung th\u01b0\u01a1ng hi\u1ec7u nh\u01b0 m\u1ed9t con ng\u01b0\u1eddi c\u00f3 t\u00ecnh c\u1ea3m, t\u00ednh c\u00e1ch, phong c\u00e1ch,…<\/p>\n \u0110\u1ec3 truy\u1ec1n t\u1ea3i t\u00ednh c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u t\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng m\u1ed9t phong c\u00e1ch vi\u1ebft, gi\u1ecdng \u0111i\u1ec7u, th\u00e1i \u0111\u1ed9 ho\u1eb7c m\u00e0u s\u1eafc c\u1ee5 th\u1ec3. Tuy nhi\u00ean vi\u1ec7c s\u1eed d\u1ee5ng n\u00e0y c\u1ea7n ph\u1ea3i xuy\u00ean su\u1ed1t, th\u1ed1ng nh\u1ea5t.<\/p>\n V\u00ed d\u1ee5: Coca-Cola s\u1eed d\u1ee5ng ki\u1ec3u ch\u1eef mang t\u00ednh bi\u1ec3u t\u01b0\u1ee3ng c\u1ee7a m\u00ecnh v\u00e0 m\u00e0u \u0111\u1ecf \u0111\u1ec3 truy\u1ec1n \u0111\u1ea1t ni\u1ec1m h\u1ea1nh ph\u00fac v\u00e0 nh\u1eefng kho\u1ea3nh kh\u1eafc vui v\u1ebb m\u00e0 th\u01b0\u01a1ng hi\u1ec7u nh\u00e2n c\u00e1ch h\u00f3a.<\/p>\n >> Xem th\u00eam: Nh\u00e2n c\u00e1ch h\u00f3a th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec?<\/a><\/strong><\/p>\n Theo Kapferer, v\u0103n h\u00f3a l\u00e0 t\u1eadp h\u1ee3p c\u00e1c gi\u00e1 tr\u1ecb h\u00ecnh th\u00e0nh ho\u1eb7c t\u1ea1o n\u1ec1n t\u1ea3ng cho th\u01b0\u01a1ng hi\u1ec7u. V\u0103n h\u00f3a bao g\u1ed3m m\u1ed9t h\u1ec7 th\u1ed1ng gi\u00e1 tr\u1ecb v\u00e0 c\u00e1c nguy\u00ean t\u1eafc c\u01a1 b\u1ea3n m\u00e0 th\u01b0\u01a1ng hi\u1ec7u d\u1ef1a tr\u00ean h\u00e0nh vi c\u1ee7a m\u00ecnh.<\/p>\n Trong m\u1ed9t s\u1ed1 tr\u01b0\u1eddng h\u1ee3p, \u0111i\u1ec1u n\u00e0y s\u1ebd bao g\u1ed3m v\u0103n h\u00f3a v\u00e0 gi\u00e1 tr\u1ecb c\u1ee7a qu\u1ed1c gia xu\u1ea5t x\u1ee9 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u (v\u00ed d\u1ee5: Ferrari g\u1eafn li\u1ec1n v\u1edbi s\u1ef1 sang tr\u1ecdng v\u00e0 truy\u1ec1n th\u1ed1ng xe th\u1ec3 thao c\u1ee7a \u00dd).<\/p>\n Trong c\u00e1c tr\u01b0\u1eddng h\u1ee3p kh\u00e1c, V\u0103n h\u00f3a c\u00f3 th\u1ec3 \u00edt li\u00ean quan \u0111\u1ebfn qu\u1ed1c gia xu\u1ea5t x\u1ee9 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n Toyota \u0111\u00e3 s\u1eed d\u1ee5ng v\u0103n h\u00f3a \u0111\u1ec3 thi\u1ebft l\u1eadp m\u1ed9t b\u1ed9 c\u00e1c nguy\u00ean t\u1eafc ch\u1ec9 \u0111\u1ea1o \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 \u201cPh\u01b0\u01a1ng th\u1ee9c Toyota\u201d. Nh\u1eefng nguy\u00ean t\u1eafc n\u00e0y k\u1ebft h\u1ee3p c\u00e1c kh\u00e1i ni\u1ec7m v\u0103n h\u00f3a Nh\u1eadt B\u1ea3n, ch\u1eb3ng h\u1ea1n nh\u01b0 \u201cheijunka,\u201d c\u00f3 ngh\u0129a l\u00e0 \u201cl\u00e0m vi\u1ec7c nh\u01b0 r\u00f9a, kh\u00f4ng nh\u01b0 th\u1ecf\u201d v\u00e0 \u0111\u1ec1 c\u1eadp \u0111\u1ebfn vi\u1ec7c san l\u1ea5p kh\u1ed1i l\u01b0\u1ee3ng c\u00f4ng vi\u1ec7c \u0111\u1ec3 gi\u1ea3m thi\u1ec3u l\u00e3ng ph\u00ed.<\/p>\n M\u1ed9t y\u1ebfu t\u1ed1 quan tr\u1ecdng trong m\u00f4 h\u00ecnh nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed1i quan h\u1ec7 gi\u1eefa th\u01b0\u01a1ng hi\u1ec7u v\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng. M\u1ed1i quan h\u1ec7 n\u00e0y bao g\u1ed3m c\u1ea3 kh\u00eda c\u1ea1nh tr\u1eebu t\u01b0\u1ee3ng c\u1ee7a m\u1ed1i quan h\u1ec7 cho \u0111\u1ebfn c\u00e1c kh\u00eda c\u1ea1nh h\u1eefu h\u00ecnh h\u01a1n nh\u01b0 s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u1ee7a nh\u00e0 cung c\u1ea5p.<\/p>\n M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u k\u1ebft n\u1ed1i v\u1edbi c\u00f4ng ch\u00fang c\u1ee7a m\u00ecnh nh\u01b0 th\u1ebf n\u00e0o v\u00e0 lo\u1ea1i m\u1ed1i quan h\u1ec7 \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng gi\u1eefa c\u00f4ng ch\u00fang m\u1ee5c ti\u00eau v\u00e0 th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec1u ph\u1ee5 thu\u1ed9c ho\u00e0n to\u00e0n v\u00e0o th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3.<\/p>\n H\u00ecnh \u1ea3nh b\u1ea3n th\u00e2n li\u00ean quan \u0111\u1ebfn c\u00e1ch kh\u00e1ch h\u00e0ng nh\u00ecn nh\u1eadn, nh\u1eadn ra b\u1ea3n th\u00e2n m\u00ecnh trong m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u1ee5 th\u1ec3.<\/p>\n C\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng h\u00ecnh \u1ea3nh b\u1ea3n th\u00e2n \u0111\u1ec3 l\u00e0m l\u1ee3i th\u1ebf c\u1ee7a h\u1ecd b\u1eb1ng c\u00e1ch k\u1ebft h\u1ee3p n\u00f3 v\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd.<\/p>\n H\u00ecnh \u1ea3nh b\u1ea3n th\u00e2n gi\u1ed1ng nh\u01b0 m\u1ed9t t\u1ea5m g\u01b0\u01a1ng m\u00e0 nh\u00f3m m\u1ee5c ti\u00eau t\u1ef1 t\u00f4n l\u00ean \u2014 b\u1eb1ng c\u00e1ch li\u00ean k\u1ebft b\u1ea3n th\u00e2n v\u1edbi m\u1ed9t s\u1ed1 th\u01b0\u01a1ng hi\u1ec7u nh\u1ea5t \u0111\u1ecbnh, h\u1ecd nh\u00ecn nh\u1eadn b\u1ea3n th\u00e2n kh\u00e1c bi\u1ec7t.<\/p>\n V\u00ed d\u1ee5: BMW \u1ea4n \u0110\u1ed9 \u0111\u00e3 ph\u00e1t \u0111\u1ed9ng m\u1ed9t chi\u1ebfn d\u1ecbch cho nh\u1eefng ng\u01b0\u1eddi nh\u00ecn th\u1ea5y m\u00ecnh \u0111ang l\u00e1i m\u1ed9t chi\u1ebfc BMW, hi\u1ec7n t\u1ea1i ho\u1eb7c trong t\u01b0\u01a1ng lai. Chi\u1ebfn d\u1ecbch l\u00e0 “Don’t postpone joy<\/a>“.<\/p>\n Trong m\u00f4 h\u00ecnh qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u, m\u1eb7c d\u00f9 c\u00e1c thu\u1eadt ng\u1eef nghe c\u00f3 v\u1ebb gi\u1ed1ng nhau, nh\u01b0ng H\u00ecnh \u1ea3nh b\u1ea3n th\u00e2n (Self-image) v\u00e0 S\u1ef1 ph\u1ea3n chi\u1ebfu (Reflection) kh\u00e1c nhau \u1edf m\u1ed9t \u0111i\u1ec3m \u0111\u00e1ng ch\u00fa \u00fd: H\u00ecnh \u1ea3nh b\u1ea3n th\u00e2n \u0111\u1ec1 c\u1eadp \u0111\u1ebfn \u00fd t\u01b0\u1edfng c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 ch\u00ednh h\u1ecd, trong khi S\u1ef1 ph\u1ea3n chi\u1ebfu \u0111\u1ec1 c\u1eadp \u0111\u1ebfn c\u00e1ch m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u mi\u00eau t\u1ea3 \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau c\u1ee7a m\u00ecnh.<\/p>\n M\u1eb7c d\u00f9 c\u00e1c thu\u1eadt ng\u1eef nghe c\u00f3 v\u1ebb gi\u1ed1ng nhau, nh\u01b0ng H\u00ecnh \u1ea3nh b\u1ea3n th\u00e2n v\u00e0 S\u1ef1 ph\u1ea3n chi\u1ebfu kh\u00e1c nhau \u1edf m\u1ed9t \u0111i\u1ec3m \u0111\u00e1ng ch\u00fa \u00fd: H\u00ecnh \u1ea3nh b\u1ea3n th\u00e2n \u0111\u1ec1 c\u1eadp \u0111\u1ebfn \u00fd t\u01b0\u1edfng c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 ch\u00ednh h\u1ecd, trong khi S\u1ef1 ph\u1ea3n chi\u1ebfu \u0111\u1ec1 c\u1eadp \u0111\u1ebfn c\u00e1ch m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u mi\u00eau t\u1ea3 \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau c\u1ee7a m\u00ecnh.<\/p>\n V\u00ed d\u1ee5, Coca-Cola v\u00e0 nhi\u1ec1u c\u00f4ng ty n\u01b0\u1edbc gi\u1ea3i kh\u00e1t kh\u00e1c m\u00f4 t\u1ea3 c\u01a1 s\u1edf ti\u00eau d\u00f9ng c\u1ee7a h\u1ecd l\u00e0 nh\u1eefng thanh thi\u1ebfu ni\u00ean vui v\u1ebb, th\u00e2n thi\u1ec7n, v\u00ec l\u00e0m nh\u01b0 v\u1eady s\u1ebd t\u1ea1o ra \u1ea5n t\u01b0\u1ee3ng mong mu\u1ed1n v\u1ec1 nh\u00e3n hi\u1ec7u n\u01b0\u1edbc gi\u1ea3i kh\u00e1t. Tr\u00ean th\u1ef1c t\u1ebf, ng\u01b0\u1eddi ti\u00eau d\u00f9ng nh\u1eefng lo\u1ea1i \u0111\u1ed3 u\u1ed1ng n\u00e0y c\u00f3 ph\u1ea1m vi r\u1ed9ng h\u01a1n c\u1ea3 v\u1ec1 \u0111\u1ed9 tu\u1ed5i v\u00e0 t\u00ednh c\u00e1ch.<\/p>\n T\u00f3m l\u1ea1i, Brand Identity Prism l\u00e0 m\u1ed9t c\u00e1ch \u0111\u1ec3 th\u01b0\u01a1ng hi\u1ec7u x\u00e1c \u0111\u1ecbnh v\u00e0 truy\u1ec1n t\u1ea3i h\u00ecnh \u1ea3nh ch\u00ednh x\u00e1c c\u0169ng nh\u01b0 c\u00e1ch giao ti\u1ebfp c\u00e1 nh\u00e2n v\u1edbi m\u1ee5c ti\u00eau c\u1ee7a m\u00ecnh. C\u00f4ng ty c\u00f3 th\u1ec3 g\u1eedi m\u1ed9t th\u00f4ng \u0111i\u1ec7p duy nh\u1ea5t – t\u00edch c\u1ef1c v\u00e0 d\u1ec5 nh\u1eadn bi\u1ebft nh\u1ea5t c\u00f3 th\u1ec3 – s\u1ebd qu\u1ea3n l\u00fd \u0111\u1ec3 n\u1ed5i b\u1eadt gi\u1eefa \u0111\u00e1m \u0111\u00f4ng.<\/p>\n Ngu\u1ed3n: How brand are built<\/a>, Medium blog<\/a><\/p>","protected":false},"excerpt":{"rendered":" Brand Identity Model hay ch\u00ednh x\u00e1c h\u01a1n l\u00e0 Brand Identity Prism (L\u0103ng k\u00ednh nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u) ho\u1ea1t \u0111\u1ed9ng nh\u01b0 m\u1ed9t s\u01a1 \u0111\u1ed3 \u0111\u1ec3 di\u1ec5n t\u1ea3 c\u00e1ch nh\u1eefng y\u1ebfu t\u1ed1 t\u1ea1o n\u00ean b\u1ea3n s\u1eafc th\u01b0\u01a1ng hi\u1ec7u li\u00ean k\u1ebft v\u1edbi nhau nh\u01b0 th\u1ebf n\u00e0o. N\u0103m 1996, Jean Noel Kapferer \u0111\u00e3 x\u00e1c \u0111\u1ecbnh v\u00e0 m\u00f4 h\u00ecnh h\u00f3a […]<\/p>","protected":false},"author":4,"featured_media":12048,"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-12039","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\/12039","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=12039"}],"version-history":[{"count":7,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/12039\/revisions"}],"predecessor-version":[{"id":12052,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/12039\/revisions\/12052"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/12048"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=12039"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=12039"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=12039"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}![\"\"](\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/10\/M\u1eabu-b\u1ea3ng-h\u1ecfi-kh\u1ea3o-s\u00e1t-Brand-Tracking-Survey-c\u1ee7a-McDonald\u2019s.jpg\"){kind=tracking}
<\/a><\/p>\n2-Personality<\/h3>\n
<\/a><\/p>\n3-Culture<\/strong><\/h3>\n
4-Relationship<\/h3>\n
5-Self-image<\/h3>\n
6-Reflection<\/h3>\n
K\u1ebft<\/h2>\n