{"id":14979,"date":"2022-04-08T15:10:54","date_gmt":"2022-04-08T08:10:54","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=14979"},"modified":"2022-12-14T11:44:13","modified_gmt":"2022-12-14T04:44:13","slug":"lam-the-nao-de-xay-dung-chien-luoc-thuong-hieu-san-pham-tot-hon-cho-doanh-nghiep-vua-va-nho","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/lam-the-nao-de-xay-dung-chien-luoc-thuong-hieu-san-pham-tot-hon-cho-doanh-nghiep-vua-va-nho\/","title":{"rendered":"L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m t\u1ed1t h\u01a1n cho doanh nghi\u1ec7p v\u1eeba v\u00e0 nh\u1ecf"},"content":{"rendered":"

X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 h\u00e0nh \u0111\u1ed9ng x\u00e1c \u0111\u1ecbnh m\u1ed9t s\u1ea3n ph\u1ea9m tr\u00ean th\u1ecb tr\u01b0\u1eddng theo c\u00e1ch t\u00e1ch bi\u1ec7t n\u00f3 v\u1edbi b\u1ea5t k\u1ef3 s\u1ea3n ph\u1ea9m n\u00e0o kh\u00e1c. Chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u c\u00e0ng m\u1ea1nh th\u00ec s\u1ea3n ph\u1ea9m \u0111\u00f3 c\u00e0ng n\u1ed5i b\u1eadt.<\/span><\/i><\/p>\n

M\u1ed9t s\u1ed1 s\u1ea3n ph\u1ea9m c\u0169ng d\u1ec5 nh\u1eadn bi\u1ebft nh\u01b0 c\u00f4ng ty t\u1ea1o ra ch\u00fang. Ch\u1eb3ng h\u1ea1n, kh\u00f4ng th\u1ec3 nh\u1ea7m m\u1ed9t chai n\u01b0\u1edbc ng\u1ecdt c\u00f3 nh\u00e3n m\u00e0u \u0111\u1ecf v\u00e0 ph\u00f4ng ch\u1eef tr\u1eafng v\u1edbi b\u1ea5t k\u1ef3 th\u1ee9 g\u00ec kh\u00e1c ngo\u00e0i Coca-Cola. Hay m\u1ed9t h\u1ed9p s\u1eefa Milo c\u00f3 v\u1ecf m\u00e0u xanh l\u00e1 c\u00e2y v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m s\u1eefa t\u01b0\u01a1i kh\u00e1c. \u0110\u00e2y l\u00e0 nh\u1eefng v\u00ed d\u1ee5 c\u01a1 b\u1ea3n v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m – b\u1ed9 m\u1eb7t v\u00e0 t\u00ednh c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c trao cho c\u00e1c s\u1ea3n ph\u1ea9m ri\u00eang l\u1ebb.<\/span><\/p>\n

Th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec?<\/b><\/a><\/h2>\n

\u201cTh\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m l\u00e0 s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111\u1eb7c bi\u1ec7t cho m\u1ed9t s\u1ea3n ph\u1ea9m nh\u1ea5t \u0111\u1ecbnh v\u1edbi m\u1ee5c \u0111\u00edch ti\u1ebfp c\u1eadn ng\u01b0\u1eddi d\u00f9ng m\u1ee5c ti\u00eau c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.\u201d<\/b><\/p>\n

Hi\u1ec3u m\u1ed9t c\u00e1ch \u0111\u01a1n gi\u1ea3n h\u01a1n, th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m l\u00e0 m\u1ed9t bi\u1ec3u t\u01b0\u1ee3ng ho\u1eb7c thi\u1ebft k\u1ebf mang l\u1ea1i cho s\u1ea3n ph\u1ea9m m\u1ed9t d\u1ea5u \u1ea5n ri\u00eang tr\u00ean th\u1ecb tr\u01b0\u1eddng. Th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 d\u1ec5 d\u00e0ng nh\u00ecn th\u1ea5y trong c\u00e1c c\u1eeda h\u00e0ng ho\u1eb7c si\u00eau th\u1ecb, n\u01a1i c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c g\u1eafn th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ed9c \u0111\u00e1o v\u1edbi m\u00e0u s\u1eafc, ki\u1ec3u d\u00e1ng kh\u00e1c nhau, v.v.<\/span><\/p>\n

Gi\u1ed1ng nh\u01b0 m\u1ed9t c\u00f4ng ty x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p \u0111\u1ec3 ki\u1ebfm \u0111\u01b0\u1ee3c l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng, c\u00e1c s\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c h\u01b0\u1edfng l\u1ee3i t\u1eeb vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 t\u1ea1o ni\u1ec1m tin v\u00e0 t\u0103ng doanh s\u1ed1 b\u00e1n h\u00e0ng. S\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n l\u00e0 m\u1ed9t ph\u1ea7n m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a c\u00f4ng ty b\u1ea1n, v\u00ec v\u1eady khi b\u1ea1n x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m ph\u00f9 h\u1ee3p, c\u00f4ng ty c\u1ee7a b\u1ea1n c\u0169ng s\u1ebd \u0111\u01b0\u1ee3c th\u00fac \u0111\u1ea9y.<\/span><\/p>\n

>> Xem th\u00eam: Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec? 5 Nguy\u00ean t\u1eafc qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/a><\/strong><\/p>\n

Th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m kh\u00e1c v\u1edbi th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p nh\u01b0 th\u1ebf n\u00e0o?<\/b><\/h2>\n

Th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m l\u00e0 c\u00e1c y\u1ebfu t\u1ed1 ph\u00e2n bi\u1ec7t (nh\u00e3n hi\u1ec7u, logo, ch\u1ea5t l\u01b0\u1ee3ng) g\u1eafn li\u1ec1n v\u1edbi m\u1ed9t s\u1ea3n ph\u1ea9m c\u1ee5 th\u1ec3. Trong khi \u0111\u00f3, th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p l\u00e0 kh\u00e1i ni\u1ec7m \u0111\u1ec3 ch\u1ec9 c\u00e1c y\u1ebfu t\u1ed1 nh\u1eadn di\u1ec7n v\u00e0 \u1ea5n t\u01b0\u1ee3ng c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi h\u00ecnh \u1ea3nh c\u00f4ng ty. T\u1eeb hai \u0111\u1ecbnh ngh\u0129a tr\u00ean c\u00f3 th\u1ec3 th\u1ea5y \u0111\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p v\u00e0 th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m c\u00f3 nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m ph\u00e2n bi\u1ec7t nh\u1ea5t \u0111\u1ecbnh.<\/span><\/p>\n

Th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p th\u1ec3 hi\u1ec7n t\u1ed5ng th\u1ec3 \u0111\u1ecbnh h\u01b0\u1edbng, h\u00ecnh \u1ea3nh ph\u00e1t tri\u1ec3n c\u1ee7a \u0111\u01a1n v\u1ecb, c\u00f2n th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m mang d\u1ea5u \u1ea5n ri\u00eang v\u00e0 \u0111\u1eb7c t\u00ednh c\u1ee7a s\u1ea3n ph\u1ea9m m\u00ecnh th\u1ec3 hi\u1ec7n – \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u. C\u00e1c th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m c\u00f3 nhi\u1ec1u s\u1eafc th\u00e1i h\u01a1n, m\u1ee5c \u0111\u00edch l\u00e0 \u0111\u1ec3 t\u1ea1o s\u1ef1 kh\u00e1c bi\u1ec7t cho m\u1ed9t s\u1ea3n ph\u1ea9m trong th\u1ecb tr\u01b0\u1eddng ng\u00e1ch c\u1ee7a n\u00f3. V\u00ed d\u1ee5 nh\u01b0 th\u01b0\u01a1ng hi\u1ec7u c\u00f4ng ty \u201cApple\u201d s\u1edf h\u1eefu nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m l\u00e0: Iphone, IPad, Macintosh,…<\/span><\/p>\n

Tuy nhi\u00ean, tr\u00ean th\u1ef1c t\u1ebf c\u00f3 r\u1ea5t nhi\u1ec1u tr\u01b0\u1eddng h\u1ee3p th\u01b0\u01a1ng hi\u1ec7u c\u00f4ng ty c\u0169ng ch\u00ednh l\u00e0 th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m. \u0110i\u1ec1u n\u00e0y th\u01b0\u1eddng x\u1ea3y ra v\u1edbi c\u00e1c c\u00f4ng ty chuy\u00ean m\u1ed9t lo\u1ea1i s\u1ea3n ph\u1ea9m.\u00a0<\/span><\/p>\n

>> Xem th\u00eam: \u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec? C\u00e1c c\u00e1ch x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7u qu\u1ea3 nh\u1ea5t<\/a><\/p>\n

\"th\u01b0\u01a1ng<\/p>\n

M\u1ed9t s\u1ed1 c\u00f4ng ty ch\u1ecdn chi\u1ebfn l\u01b0\u1ee3c, t\u1ea1o m\u1ed9t gia \u0111\u00ecnh th\u01b0\u01a1ng hi\u1ec7u (Family Brand) hay th\u01b0\u01a1ng hi\u1ec7u \u00f4 d\u00f9 (Umbrella brand), n\u01a1i t\u1ea5t c\u1ea3 c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u1ec1u c\u00f3 chung t\u00ean th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a c\u00f4ng ty m\u1eb7c d\u00f9 ch\u00fang kh\u00e1c nhau. Campbell’s l\u00e0 m\u1ed9t v\u00ed d\u1ee5 tuy\u1ec7t v\u1eddi v\u1ec1 m\u1ed9t gia \u0111\u00ecnh th\u01b0\u01a1ng hi\u1ec7u v\u1edbi c\u00e1c d\u00f2ng s\u00fap \u0111a d\u1ea1ng, t\u1ea5t c\u1ea3 \u0111\u1ec1u mang t\u00ean Campbell. Sau n\u00e0y, c\u00f4ng ty c\u0169ng \u0111\u00e3 m\u1edf r\u1ed9ng th\u00e0nh m\u1ed9t c\u00f4ng ty \u0111a th\u01b0\u01a1ng hi\u1ec7u v\u1edbi d\u00f2ng s\u1ea3n ph\u1ea9m Campbell’s Chunky, Slow Kettle Style v\u00e0 Homestyle.\u00a0<\/span><\/p>\n

M\u1ed9t v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh kh\u00e1c trong n\u1ed7 l\u1ef1c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u gia \u0111\u00ecnh cho \u0111\u1ebfn ng\u00e0y nay ch\u00ednh l\u00e0 BMW.\u00a0 Trong su\u1ed1t h\u01a1n 100 n\u0103m l\u1ecbch s\u1eed ph\u00e1t tri\u1ec3n, h\u00e3ng xe h\u00e0ng \u0111\u1ea7u th\u1ebf gi\u1edbi BMW lu\u00f4n trung th\u00e0nh v\u1edbi m\u1ed9t phong c\u00e1ch thi\u1ebft k\u1ebf, t\u00ean g\u1ecdi c\u1ee7a s\u1ea3n ph\u1ea9m. S\u1ef1 kh\u00e1c bi\u1ec7t c\u1ee7a c\u00e1c d\u00f2ng xe \u0111\u01b0\u1ee3c th\u1ec3 hi\u1ec7n b\u1eb1ng c\u00e1ch \u0111\u00e1nh s\u1ed1 \u0111\u1eb1ng sau nh\u00e3n hi\u1ec7u: BMW 500\/650\/750 v\u00e0 ph\u1ea3i s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m ng\u01b0\u1eddi ti\u00eau d\u00f9ng m\u1edbi c\u1ea3m nh\u1eadn \u0111\u01b0\u1ee3c gi\u00e1 tr\u1ecb th\u1ef1c s\u1ef1 c\u1ee7a t\u1eebng d\u00f2ng xe kh\u00e1c nhau.<\/span><\/p>\n

T\u1ea1i sao x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m l\u1ea1i quan tr\u1ecdng?<\/b><\/h2>\n

Nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u v\u1edbi m\u1ed9t s\u1ea3n ph\u1ea9m mang l\u1ea1i m\u1ed9t s\u1ed1 l\u1ee3i \u00edch cho c\u00f4ng ty, ngay c\u1ea3 khi kh\u00e1ch h\u00e0ng kh\u00f4ng li\u00ean k\u1ebft ngay s\u1ea3n ph\u1ea9m v\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u00f4ng ty c\u1ee7a b\u1ea1n. Ch\u00fang ta h\u00e3y xem x\u00e9t t\u1ea7m quan tr\u1ecdng c\u1ee7a x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m:<\/span><\/p>\n

\"Brand<\/p>\n

    \n
  1. T\u0103ng m\u1ee9c \u0111\u1ed9 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u <\/span>(Brand Identity<\/i><\/b>) c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/span><\/li>\n
  2. M\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng cho doanh nghi\u1ec7p s\u1edf h\u1eefu th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m<\/span><\/li>\n
  3. T\u1ea1o d\u1ef1ng \u0111\u01b0\u1ee3c l\u00f2ng tin v\u00e0 s\u1ef1 y\u00eau th\u00edch c\u1ee7a kh\u00e1ch h\u00e0ng\u00a0<\/span><\/li>\n<\/ol>\n

    >> Xem chi ti\u1ebft t\u1ea1i: <\/span><\/i>T\u1ea7m quan tr\u1ecdng c\u1ee7a x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m<\/span><\/i><\/a><\/p>\n

    C\u00e1ch x\u00e2y d\u1ef1ng <\/b>chi\u1ebfn l\u01b0\u1ee3c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u<\/b><\/a> s\u1ea3n ph\u1ea9m t\u1ed1t h\u01a1n<\/b><\/h2>\n

    Th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m l\u00e0 s\u1ef1 giao thoa c\u1ee7a nhi\u1ec1u b\u1ed9 ph\u1eadn chuy\u1ec3n \u0111\u1ed9ng, bao g\u1ed3m logo, m\u00e0u s\u1eafc, thi\u1ebft k\u1ebf bao b\u00ec, t\u00ean v\u00e0 m\u00f4 t\u1ea3 s\u1ea3n ph\u1ea9m, ti\u1ebfng n\u00f3i th\u01b0\u01a1ng hi\u1ec7u, gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/a>, c\u00e2u chuy\u1ec7n th\u01b0\u01a1ng hi\u1ec7u v\u00e0 th\u00f4ng \u0111i\u1ec7p chung m\u00e0 th\u01b0\u01a1ng hi\u1ec7u s\u1eed d\u1ee5ng. T\u1ed5ng th\u1ec3 l\u1edbn h\u01a1n t\u1ed5ng c\u00e1c ph\u1ea7n c\u1ee7a n\u00f3 – m\u1ed9t t\u1ed5ng \u0111\u01b0\u1ee3c t\u00ednh to\u00e1n m\u1ed9t c\u00e1ch chi\u1ebfn l\u01b0\u1ee3c.<\/span><\/p>\n

    S\u1eb5n s\u00e0ng ph\u00e1t tri\u1ec3n chi\u1ebfn l\u01b0\u1ee3c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m c\u1ee7a doanh nghi\u1ec7p? D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 #Tips gi\u00fap x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m h\u00e0ng \u0111\u1ea7u c\u1ee7a ch\u00fang t\u00f4i \u0111\u1ec3 th\u00e0nh c\u00f4ng:<\/span><\/p>\n

    1. Nghi\u00ean c\u1ee9u \u0111\u1ed1i t\u01b0\u1ee3ng c\u1ee7a b\u1ea1n<\/b><\/h3>\n

    M\u1ecdi chi\u1ebfn l\u01b0\u1ee3c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u m\u1edbi \u0111\u1ec1u b\u1eaft \u0111\u1ea7u b\u1eb1ng vi\u1ec7c <\/span>nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng<\/span><\/a>, t\u00ecm hi\u1ec3u v\u00e0 <\/span>khai ph\u00e1 insight kh\u00e1ch h\u00e0ng<\/span><\/a>. Doanh nghi\u1ec7p c\u1ea7n ph\u1ea3i quy\u1ebft \u0111\u1ecbnh xem ai l\u00e0 ng\u01b0\u1eddi mu\u1ed1n mua s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh, sau \u0111\u00f3 l\u00e0m vi\u1ec7c l\u00f9i l\u1ea1i \u0111\u1ec3 t\u1ea1o ra m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u00f3 ti\u1ebfng vang v\u1edbi h\u1ecd. M\u1ed9t s\u1ed1 c\u00e2u h\u1ecfi c\u1ea7n h\u1ecfi trong qu\u00e1 tr\u00ecnh n\u00e0y c\u00f3 th\u1ec3 bao g\u1ed3m:<\/span><\/p>\n