{"id":16352,"date":"2023-11-02T15:14:47","date_gmt":"2023-11-02T08:14:47","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=16352"},"modified":"2023-11-02T15:15:20","modified_gmt":"2023-11-02T08:15:20","slug":"case-study-mo-rong-thuong-hieu","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/case-study-mo-rong-thuong-hieu\/","title":{"rendered":"Case study: Google m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u th\u00f4ng qua x\u00e2y d\u1ef1ng v\u00e0 qu\u1ea3n l\u00fd ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u"},"content":{"rendered":"<p>N\u1ebfu b\u1ea1n \u0111\u00e3 bi\u1ebft \u0111\u1ebfn ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u (brand architecture) th\u00ec ch\u1eafc h\u1eb3n b\u1ea1n \u0111\u00e3 bi\u1ebft t\u1ea7m quan tr\u1ecdng c\u1ee7a n\u00f3 trong vi\u1ec7c ph\u00e1t tri\u1ec3n v\u00e0 m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u<\/p>\n<p>N\u1ebfu b\u1ea1n ch\u01b0a bi\u1ebft, h\u00e3y theo d\u00f5i b\u00e0i vi\u1ebft n\u00e0y: <strong><a href=\"https:\/\/dtmconsulting.vn\/en\/kien-truc-thuong-hieu-brand-architecture\/\">Ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u (Brand architecture)- N\u1ec1n t\u1ea3ng cho x\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u<\/a>.<\/strong><\/p>\n<p>Sau khi x\u00e2y d\u1ef1ng xong ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u, \u0111\u1eebng cho r\u1eb1ng b\u1ea1n s\u1ebd ch\u1ec9 c\u1ea7n \u0111\u1ec3 \u0111\u00f3 v\u00e0 th\u00e0nh c\u00f4ng. Ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u c\u0169ng gi\u1ed1ng nh\u01b0 khung x\u01b0\u01a1ng ng\u00f4i nh\u00e0 c\u1ee7a b\u1ea1n. N\u00f3 c\u0169ng n\u00ean \u0111\u01b0\u1ee3c \u0111i\u1ec1u ch\u1ec9nh v\u00e0 tu b\u1ed5 th\u01b0\u1eddng xuy\u00ean. Do \u0111\u00f3, \u0111i\u1ec1u quan tr\u1ecdng l\u00e0 b\u1ea1n c\u1ea7n \u0111o l\u01b0\u1eddng v\u00e0 qu\u1ea3n l\u00fd ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7u qu\u1ea3. \u0110\u1ed3ng th\u1eddi, b\u1ea5t c\u1ee9 quy\u1ebft \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c n\u00e0o li\u00ean quan \u0111\u1ebfn vi\u1ec7c ph\u00e1t tri\u1ec3n, <strong><a href=\"https:\/\/dtmconsulting.vn\/en\/tu-van-mo-rong-thuong-hieu\/\">m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u<\/a><\/strong> c\u0169ng \u0111\u1ec1 c\u1ea7n \u0111\u1ebfn vi\u1ec7c xem x\u00e9t v\u00e0 \u0111i\u1ec1u ch\u1ec9nh l\u1ea1i (n\u1ebfu c\u1ea7n) sao cho ph\u00f9 h\u1ee3p v\u1edbi t\u00ecnh h\u00ecnh th\u1ef1c t\u1ebf c\u1ee7a doanh nghi\u1ec7p, th\u1ecb tr\u01b0\u1eddng ho\u1eb7c nh\u1eefng bi\u1ebfn \u0111\u1ed9ng t\u1eeb trong v\u00e0 ngo\u00e0i doanh nghi\u1ec7p. C\u00f9ng <a href=\"https:\/\/dtmconsulting.vn\/en\/\">DTM Consulting<\/a> t\u00ecm hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 c\u00e1ch Google qu\u1ea3n l\u00fd v\u00e0 m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd t\u1ea1i b\u00e0i vi\u1ebft n\u00e0y,<\/p>\n<h2><strong>Qu\u1ea3n l\u00fd ki\u1ebfn \u200b\u200btr\u00fac th\u01b0\u01a1ng hi\u1ec7u<br \/>\n<\/strong><\/h2>\n<div>Sau khi \u0111\u00e3 x\u00e2y d\u1ef1ng ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u (brand architecture), b\u1ea1n c\u1ea7n duy tr\u00ec v\u00e0 qu\u1ea3n l\u00fd n\u00f3. \u0110i\u1ec1u n\u00e0y bao g\u1ed3m vi\u1ec7c gi\u00e1m s\u00e1t hi\u1ec7u su\u1ea5t c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u v\u00e0 th\u1ef1c hi\u1ec7n c\u00e1c \u0111i\u1ec1u ch\u1ec9nh c\u1ea7n thi\u1ebft. V\u00ed d\u1ee5, b\u1ea1n c\u00f3 th\u1ec3 ph\u1ea3i b\u1ed5 sung th\u01b0\u01a1ng hi\u1ec7u m\u1edbi v\u00e0o danh s\u00e1ch \u0111\u1ea7u t\u01b0, lo\u1ea1i b\u1ecf c\u00e1c th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng hi\u1ec7u qu\u1ea3, ho\u1eb7c \u0111i\u1ec1u ch\u1ec9nh m\u1ed1i quan h\u1ec7 gi\u1eefa c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n.<\/div>\n<div>Ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u (brand architecture) l\u00e0 m\u1ed9t qu\u00e1 tr\u00ecnh li\u00ean t\u1ee5c v\u00e0 quan tr\u1ecdng l\u00e0 b\u1ea1n c\u1ea7n xem x\u00e9t ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh th\u01b0\u1eddng xuy\u00ean v\u00e0 th\u1ef1c hi\u1ec7n c\u00e1c thay \u0111\u1ed5i khi c\u1ea7n. \u0110i\u1ec1u n\u00e0y s\u1ebd gi\u00fap \u0111\u1ea3m b\u1ea3o r\u1eb1ng ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u ph\u00f9 h\u1ee3p v\u1edbi m\u1ee5c ti\u00eau kinh doanh c\u1ee7a b\u1ea1n v\u00e0 gi\u00fap b\u1ea1n \u0111\u1ea1t \u0111\u01b0\u1ee3c th\u00e0nh c\u00f4ng.<\/div>\n<div>D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 g\u1ee3i \u00fd b\u1ed5 sung \u0111\u1ec3 tri\u1ec3n khai ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u:<\/div>\n<ul>\n<li>Nh\u1eadn s\u1ef1 \u1ee7ng h\u1ed9 t\u1eeb l\u00e3nh \u0111\u1ea1o doanh nghi\u1ec7p: \u0110\u1ec3 th\u00e0nh c\u00f4ng, ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n \u0111\u01b0\u1ee3c h\u1ed7 tr\u1ee3 v\u00e0 ch\u1ea5p thu\u1eadn t\u1eeb c\u00e1c qu\u1ea3n l\u00fd c\u1ea5p cao.<\/li>\n<li>K\u00edch th\u00edch s\u1ef1 tham gia c\u1ee7a t\u1ea5t c\u1ea3 c\u00e1c b\u00ean li\u00ean quan: Khi ph\u00e1t tri\u1ec3n v\u00e0 tri\u1ec3n khai ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u, quan tr\u1ecdng l\u00e0 \u0111\u1ea3m b\u1ea3o s\u1ef1 tham gia c\u1ee7a t\u1ea5t c\u1ea3 c\u00e1c b\u00ean li\u00ean quan, bao g\u1ed3m nh\u00e2n vi\u00ean, kh\u00e1ch h\u00e0ng v\u00e0 \u0111\u1ed1i t\u00e1c<\/li>\n<li>Linh ho\u1ea1t: Ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng n\u00ean b\u1ecb c\u1ed1 \u0111\u1ecbnh. N\u00f3 c\u1ea7n ph\u1ea3i linh ho\u1ea1t \u0111\u1ec3 th\u00edch \u1ee9ng v\u1edbi s\u1ef1 thay \u0111\u1ed5i trong m\u00f4i tr\u01b0\u1eddng kinh doanh.<\/li>\n<li>\u0110o l\u01b0\u1eddng k\u1ebft qu\u1ea3: \u0110i\u1ec1u quan tr\u1ecdng l\u00e0 \u0111o l\u01b0\u1eddng hi\u1ec7u su\u1ea5t c\u1ee7a ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o r\u1eb1ng n\u00f3 \u0111\u1ea1t \u0111\u01b0\u1ee3c nh\u1eefng k\u1ebft qu\u1ea3 mong mu\u1ed1n.<\/li>\n<\/ul>\n<p><strong>Xem th\u00eam:\u00a0<a href=\"https:\/\/dtmconsulting.vn\/en\/quan-tri-thuong-hieu-la-gi\/\">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<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-11708\" src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/Quan-tri-thuong-hieu-la-gi-300x157.jpeg\" alt=\"Quan-tri-thuong-hieu-la-gi\" width=\"600\" height=\"313\" srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/Quan-tri-thuong-hieu-la-gi-300x157.jpeg 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/Quan-tri-thuong-hieu-la-gi-768x401.jpeg 768w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/Quan-tri-thuong-hieu-la-gi-260x136.jpeg 260w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/Quan-tri-thuong-hieu-la-gi-50x26.jpeg 50w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/Quan-tri-thuong-hieu-la-gi-144x75.jpeg 144w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/Quan-tri-thuong-hieu-la-gi.jpeg 940w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p><b style=\"font-size: 30px;\">\u0110o l\u01b0\u1eddng s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a ki\u1ebfn \u200b\u200btr\u00fac th\u01b0\u01a1ng hi\u1ec7u<\/b><\/p>\n<h3>Thu th\u1eadp v\u00e0 ph\u00e2n t\u00edch ph\u1ea3n h\u1ed3i kh\u00e1ch h\u00e0ng v\u00e0 th\u1ecb tr\u01b0\u1eddng<\/h3>\n<p>M\u1ed9t c\u00e1ch \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u l\u00e0 b\u1eb1ng c\u00e1ch ph\u00e2n t\u00edch ph\u1ea3n h\u1ed3i t\u1eeb kh\u00e1ch h\u00e0ng v\u00e0 th\u1ecb tr\u01b0\u1eddng. \u0110i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 th\u1ef1c hi\u1ec7n th\u00f4ng qua cu\u1ed9c kh\u1ea3o s\u00e1t, c\u00e1c bu\u1ed5i t\u1eadp trung nh\u00f3m, ho\u1eb7c vi\u1ec7c theo d\u00f5i t\u01b0\u01a1ng t\u00e1c tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i. B\u1eb1ng c\u00e1ch ph\u00e2n t\u00edch ph\u1ea3n h\u1ed3i t\u1eeb kh\u00e1ch h\u00e0ng, b\u1ea1n c\u00f3 th\u1ec3 hi\u1ec3u \u0111\u01b0\u1ee3c c\u00e1ch h\u1ecd c\u1ea3m nh\u1eadn th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n v\u00e0 xem li\u1ec7u c\u1ea5u tr\u00fac th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n c\u00f3 \u0111\u00e1p \u1ee9ng \u0111\u00fang nhu c\u1ea7u c\u1ee7a h\u1ecd hay kh\u00f4ng.<\/p>\n<p><strong>B\u00e0i vi\u1ebft li\u00ean quan:\u00a0<a href=\"https:\/\/dtmconsulting.vn\/en\/brand-tracking-survey-cua-mcdonalds\/\">M\u1eabu b\u1ea3ng h\u1ecfi kh\u1ea3o s\u00e1t v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u \u2013 Brand Tracking Survey c\u1ee7a McDonald\u2019s (c\u1eadp nh\u1eadt n\u0103m 2023)<\/a><\/strong><\/p>\n<h3>Theo d\u00f5i c\u00e1c ch\u1ec9 s\u1ed1 th\u01b0\u01a1ng hi\u1ec7u<\/h3>\n<p>M\u1ed9t ph\u01b0\u01a1ng ph\u00e1p kh\u00e1c \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u l\u00e0 theo d\u00f5i c\u00e1c ch\u1ec9 s\u1ed1 th\u01b0\u01a1ng hi\u1ec7u. \u0110i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 bao g\u1ed3m c\u00e1c ch\u1ec9 s\u1ed1 nh\u01b0 nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u, m\u1ee9c \u0111\u1ed9 \u01b0a th\u00edch th\u01b0\u01a1ng hi\u1ec7u, v\u00e0 \u0111\u1ed9 trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u. B\u1eb1ng c\u00e1ch theo d\u00f5i c\u00e1c ch\u1ec9 s\u1ed1 th\u01b0\u01a1ng hi\u1ec7u n\u00e0y, b\u1ea1n c\u00f3 th\u1ec3 theo d\u00f5i s\u1ef1 ph\u00e1t tri\u1ec3n, m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u theo th\u1eddi gian v\u00e0 x\u00e1c \u0111\u1ecbnh li\u1ec7u c\u1ea5u tr\u00fac th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n c\u00f3 g\u00f3p ph\u1ea7n \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau kinh doanh hay kh\u00f4ng.<\/p>\n<p>Xem th\u00eam: <a href=\"https:\/\/dtmconsulting.vn\/en\/lua-chon-cac-chi-so-do-luong-hieu-suat-kpis\/\"><strong>L\u1ef1a ch\u1ecdn c\u00e1c ch\u1ec9 s\u1ed1 \u0111o l\u01b0\u1eddng hi\u1ec7u su\u1ea5t (KPIs)<\/strong><\/a><\/p>\n<h3>\u0110\u00e1nh gi\u00e1 hi\u1ec7u su\u1ea5t th\u01b0\u01a1ng hi\u1ec7u<\/h3>\n<p>Cu\u1ed1i c\u00f9ng, b\u1ea1n c\u00f3 th\u1ec3 \u0111\u00e1nh gi\u00e1 hi\u1ec7u su\u1ea5t th\u01b0\u01a1ng hi\u1ec7u b\u1eb1ng c\u00e1ch so s\u00e1nh n\u00f3 v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 trong ng\u00e0nh. \u0110i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 th\u1ef1c hi\u1ec7n b\u1eb1ng c\u00e1ch xem x\u00e9t c\u00e1c ch\u1ec9 s\u1ed1 nh\u01b0 th\u1ecb ph\u1ea7n, doanh s\u1ed1 v\u00e0 l\u1ee3i nhu\u1eadn. B\u1eb1ng c\u00e1ch so s\u00e1nh hi\u1ec7u su\u1ea5t th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7, b\u1ea1n c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n ho\u1ea1t \u0111\u1ed9ng so v\u1edbi th\u1ecb tr\u01b0\u1eddng v\u00e0 xem li\u1ec7u c\u1ea5u tr\u00fac th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n c\u00f3 mang l\u1ea1i l\u1ee3i th\u1ebf c\u1ea1nh tranh ho\u1eb7c c\u00f3 \u0111ang ph\u00e1t tri\u1ec3n ho\u1eb7c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u hay kh\u00f4ng.<\/p>\n<p>D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 g\u1ee3i \u00fd b\u1ed5 sung \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u:<\/p>\n<ul>\n<li>1. L\u1ef1a ch\u1ecdn ch\u1ec9 s\u1ed1 th\u00edch h\u1ee3p: Kh\u00f4ng t\u1ea5t c\u1ea3 c\u00e1c ch\u1ec9 s\u1ed1 \u0111\u1ec1u c\u1ea7n thi\u1ebft v\u00e0 ph\u00f9 h\u1ee3p cho doanh nghi\u1ec7p b\u1ea1n. B\u1ea1n c\u1ea7n ch\u1ecdn ch\u1ec9 s\u1ed1 \u0111\u1ec3 theo d\u00f5i, quan tr\u1ecdng l\u00e0 ch\u1ecdn nh\u1eefng ch\u1ec9 s\u1ed1 ph\u00f9 h\u1ee3p v\u1edbi m\u1ee5c ti\u00eau kinh doanh c\u1ee7a b\u1ea1n.<\/li>\n<li>2. Thu th\u1eadp v\u00e0 <a href=\"https:\/\/dtmconsulting.vn\/en\/phan-tich-du-lieu-trong-kinh-doanh-va-marketing\/\">ph\u00e2n t\u00edch d\u1eef li\u1ec7u<\/a> theo th\u1eddi gian: Vi\u1ec7c thu th\u1eadp d\u1eef li\u1ec7u theo th\u1eddi gian quan tr\u1ecdng \u0111\u1ec3 b\u1ea1n c\u00f3 th\u1ec3 theo d\u00f5i c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n ph\u00e1t tri\u1ec3n. \u0110i\u1ec1u n\u00e0y gi\u00fap b\u1ea1n nh\u1eadn bi\u1ebft c\u00e1c xu h\u01b0\u1edbng v\u00e0 \u0111i\u1ec1u ch\u1ec9nh c\u1ea5u tr\u00fac th\u01b0\u01a1ng hi\u1ec7u n\u1ebfu c\u1ea7n.<\/li>\n<li>3. So s\u00e1nh th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh: B\u1eb1ng c\u00e1ch so s\u00e1nh th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh, b\u1ea1n c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh c\u00e1c l\u0129nh v\u1ef1c c\u1ea7n c\u1ea3i thi\u1ec7n trong th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n.<\/li>\n<\/ul>\n<p><strong>B\u00e0i vi\u1ebft li\u00ean quan: <a href=\"https:\/\/dtmconsulting.vn\/en\/danh-gia-thuong-hieu\/\">H\u01b0\u1edbng d\u1eabn c\u00e1ch tri\u1ec3n khai \u0111\u00e1nh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u nh\u1eb1m gia t\u0103ng gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/a><\/strong><\/p>\n<h2><b>Ki\u1ec3m so\u00e1t nh\u1eefng th\u00e1ch th\u1ee9c c\u1ee7a ki\u1ebfn \u200b\u200btr\u00fac th\u01b0\u01a1ng hi\u1ec7u<\/b><\/h2>\n<h3><strong>Qu\u1ea3n l\u00fd nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/h3>\n<p>M\u1ed9t trong nh\u1eefng th\u00e1ch th\u1ee9c l\u1edbn nh\u1ea5t c\u1ee7a ki\u1ebfn \u200b\u200btr\u00fac th\u01b0\u01a1ng hi\u1ec7u l\u00e0 qu\u1ea3n l\u00fd nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u. \u0110i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 kh\u00f3 kh\u0103n v\u00ec m\u1ed7i th\u01b0\u01a1ng hi\u1ec7u c\u00f3 b\u1ea3n s\u1eafc ri\u00eang v\u00e0 \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau ri\u00eang. \u0110i\u1ec1u quan tr\u1ecdng l\u00e0 \u0111\u1ea3m b\u1ea3o r\u1eb1ng t\u1ea5t c\u1ea3 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n \u0111\u1ec1u ph\u00f9 h\u1ee3p v\u1edbi chi\u1ebfn l\u01b0\u1ee3c kinh doanh, marketing t\u1ed5ng th\u1ec3 c\u1ee7a b\u1ea1n v\u00e0 ch\u00fang kh\u00f4ng c\u1ea1nh tranh, m\u00e2u thu\u1eabn v\u1edbi nhau.<\/p>\n<p><strong>Xem th\u00eam: <a href=\"https:\/\/dtmconsulting.vn\/en\/brand-equity-management-system-he-thong-quan-tri-tai-san-thuong-hieu\/\">Brand equity management system \u2013 H\u1ec7 th\u1ed1ng qu\u1ea3n tr\u1ecb t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u<\/a><\/strong><\/p>\n<h3><strong>Duy tr\u00ec t\u00ednh nh\u1ea5t qu\u00e1n c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/h3>\n<p>M\u1ed9t th\u00e1ch th\u1ee9c kh\u00e1c c\u1ee7a ki\u1ebfn \u200b\u200btr\u00fac th\u01b0\u01a1ng hi\u1ec7u l\u00e0 duy tr\u00ec t\u00ednh nh\u1ea5t qu\u00e1n c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, \u0111\u1eb7c bi\u1ec7t khi m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u. \u0110i\u1ec1u n\u00e0y c\u00f3 ngh\u0129a l\u00e0 \u0111\u1ea3m b\u1ea3o r\u1eb1ng t\u1ea5t c\u1ea3 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n \u0111\u1ec1u c\u00f3 giao di\u1ec7n, c\u1ea3m nh\u1eadn v\u00e0 th\u00f4ng \u0111i\u1ec7p nh\u1ea5t qu\u00e1n. \u0110i\u1ec1u quan tr\u1ecdng l\u00e0 ph\u1ea3i c\u00f3 b\u1ea3n s\u1eafc th\u01b0\u01a1ng hi\u1ec7u r\u00f5 r\u00e0ng \u0111\u01b0\u1ee3c truy\u1ec1n \u0111\u1ea1t tr\u00ean t\u1ea5t c\u1ea3 c\u00e1c k\u00eanh c\u1ee7a b\u1ea1n.<\/p>\n<h3><strong>\u1ee8ng ph\u00f3 v\u1edbi nh\u1eefng thay \u0111\u1ed5i c\u1ee7a th\u1ecb tr\u01b0\u1eddng<\/strong><\/h3>\n<p>Th\u1ecb tr\u01b0\u1eddng li\u00ean t\u1ee5c thay \u0111\u1ed5i v\u00e0 \u0111i\u1ec1u quan tr\u1ecdng l\u00e0 c\u1ea5u tr\u00fac th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n ph\u1ea3i \u0111\u1ee7 linh ho\u1ea1t \u0111\u1ec3 th\u00edch \u1ee9ng v\u1edbi nh\u1eefng thay \u0111\u1ed5i n\u00e0y.\u00a0\u0110i\u1ec1u n\u00e0y c\u00f3 ngh\u0129a l\u00e0 c\u00f3 th\u1ec3 th\u00eam th\u01b0\u01a1ng hi\u1ec7u m\u1edbi v\u00e0o danh m\u1ee5c \u0111\u1ea7u t\u01b0 c\u1ee7a b\u1ea1n, lo\u1ea1i b\u1ecf c\u00e1c th\u01b0\u01a1ng hi\u1ec7u ho\u1ea1t \u0111\u1ed9ng k\u00e9m ho\u1eb7c thay \u0111\u1ed5i m\u1ed1i quan h\u1ec7 gi\u1eefa c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n.<\/p>\n<p>D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 m\u1eb9o b\u1ed5 sung \u0111\u1ec3 v\u01b0\u1ee3t qua nh\u1eefng th\u00e1ch th\u1ee9c c\u1ee7a ki\u1ebfn \u200b\u200btr\u00fac th\u01b0\u01a1ng hi\u1ec7u:<\/p>\n<ul>\n<li><strong>C\u00f3 <a href=\"https:\/\/dtmconsulting.vn\/en\/chien-luoc-thuong-hieu-cho-san-pham-dich-vu-moi\/\">chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u<\/a> r\u00f5 r\u00e0ng:<\/strong>\u00a0Chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u r\u00f5 r\u00e0ng s\u1ebd gi\u00fap b\u1ea1n \u0111\u1ecbnh h\u01b0\u1edbng c\u00e1c quy\u1ebft \u0111\u1ecbnh v\u1ec1 c\u00e1ch qu\u1ea3n l\u00fd th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh.<\/li>\n<li><strong>C\u00f3 s\u1ef1 tham gia c\u1ee7a c\u00e1c b\u00ean li\u00ean quan:<\/strong> Khi \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh v\u1ec1 c\u1ea5u tr\u00fac th\u01b0\u01a1ng hi\u1ec7u, \u0111i\u1ec1u quan tr\u1ecdng l\u00e0 ph\u1ea3i c\u00f3 s\u1ef1 tham gia c\u1ee7a t\u1ea5t c\u1ea3 c\u00e1c b\u00ean li\u00ean quan, bao g\u1ed3m nh\u00e2n vi\u00ean, kh\u00e1ch h\u00e0ng, \u0111\u1ed1i t\u00e1c, nh\u00e0 \u0111\u1ea7u t\u01b0,..<\/li>\n<li><strong>Linh ho\u1ea1t:<\/strong>\u00a0Ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng c\u1ed1 \u0111\u1ecbnh.\u00a0N\u00f3 ph\u1ea3i \u0111\u1ee7 linh ho\u1ea1t \u0111\u1ec3 th\u00edch \u1ee9ng v\u1edbi nh\u1eefng thay \u0111\u1ed5i trong m\u00f4i tr\u01b0\u1eddng kinh doanh.<\/li>\n<li><strong>\u0110o l\u01b0\u1eddng k\u1ebft qu\u1ea3:<\/strong>\u00a0\u0110i\u1ec1u quan tr\u1ecdng l\u00e0 ph\u1ea3i \u0111o l\u01b0\u1eddng k\u1ebft qu\u1ea3 c\u1ee7a ki\u1ebfn \u200b\u200btr\u00fac th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o r\u1eb1ng n\u00f3 \u0111\u1ea1t \u0111\u01b0\u1ee3c k\u1ebft qu\u1ea3 mong mu\u1ed1n.<\/li>\n<\/ul>\n<h2>Case study &#8211; S\u1ef1 m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a Google<\/h2>\n<p>Google, m\u1ed9t h\u00e3ng c\u00f4ng ngh\u1ec7 n\u1ed5i ti\u1ebfng, \u0111\u00e3 b\u1eaft \u0111\u1ea7u nh\u01b0 m\u1ed9t c\u00f4ng c\u1ee5 t\u00ecm ki\u1ebfm v\u00e0 \u0111\u00e3 th\u1ed1ng tr\u1ecb ng\u00e0nh t\u00ecm ki\u1ebfm trong h\u01a1n m\u1ed9t th\u1eadp k\u1ef7, \u0111\u1ed1i \u0111\u1ea7u m\u1ea1nh m\u1ebd v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 nh\u01b0 Yahoo! v\u00e0 Bing c\u1ee7a Microsoft. Th\u00e0nh c\u00f4ng c\u1ee7a Google trong l\u0129nh v\u1ef1c n\u00e0y c\u00f3 c\u0103n c\u1ee9 ch\u00ednh trong thu\u1eadt to\u00e1n t\u00ecm ki\u1ebfm \u0111\u1ed9c \u0111\u00e1o c\u1ee7a h\u1ecd.<\/p>\n<p>Tuy nhi\u00ean, th\u01b0\u01a1ng hi\u1ec7u Google hi\u1ec7n nay \u0111\u00e3 tr\u1edf n\u00ean \u0111a d\u1ea1ng h\u01a1n, bao g\u1ed3m nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u con kh\u00e1c nhau \u0111\u01b0\u1ee3c li\u00ean k\u1ebft v\u1edbi t\u00ean c\u00f4ng ty (nh\u01b0 Google Earth, Google Maps v\u00e0 Google Play), c\u00f9ng v\u1edbi danh s\u00e1ch d\u00e0i c\u00e1c th\u01b0\u01a1ng hi\u1ec7u ri\u00eang l\u1ebb m\u00e0 h\u1ecd \u0111\u00e3 mua l\u1ea1i t\u1eeb c\u00e1c th\u01b0\u01a1ng v\u1ee5 kh\u00e1c nhau. V\u00e0o n\u0103m 2016, Google m\u1edf r\u1ed9ng danh m\u1ee5c s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd b\u1eb1ng c\u00e1ch ra m\u1eaft \u0111i\u1ec7n tho\u1ea1i th\u00f4ng minh, tai nghe th\u1ef1c t\u1ebf \u1ea3o, tr\u1ee3 l\u00fd gia \u0111\u00ecnh k\u00edch ho\u1ea1t b\u1eb1ng gi\u1ecdng n\u00f3i v\u00e0 b\u1ed9 \u0111\u1ecbnh tuy\u1ebfn Wi-Fi. H\u00e3y c\u0169ng DTM Consulting t\u00ecm hi\u1ec3u v\u1ec1 c\u00e1ch Google qu\u1ea3n tr\u1ecb v\u00e0 khai th\u00e1c ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u nh\u1eb1m m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<p><img decoding=\"async\" class=\"size-medium wp-image-13172 aligncenter lazyload\" data-src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/02\/nguoi-dan-dau-thi-truong-300x184.png\" alt=\"Google d\u1eabn \u0111\u1ea7u trong th\u1ecb tr\u01b0\u1eddng t\u00ecm ki\u1ebfm\" width=\"300\" height=\"184\" data-srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/02\/nguoi-dan-dau-thi-truong-300x184.png 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/02\/nguoi-dan-dau-thi-truong-239x146.png 239w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/02\/nguoi-dan-dau-thi-truong-50x31.png 50w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/02\/nguoi-dan-dau-thi-truong-123x75.png 123w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2021\/02\/nguoi-dan-dau-thi-truong.png 727w\" data-sizes=\"(max-width: 300px) 100vw, 300px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 300px; --smush-placeholder-aspect-ratio: 300\/184;\" \/><\/p>\n<p>Ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a Google \u0111\u00e3 \u00e1p d\u1ee5ng m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c k\u1ebft h\u1ee3p. Ngo\u00e0i vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u c\u00f4ng ty, h\u1ecd c\u0169ng \u0111\u00e3 t\u1ea1o ra m\u1ed9t danh m\u1ee5c \u0111\u1ea7u t\u01b0 bao g\u1ed3m nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c nhau, m\u00e0 sau n\u00e0y ch\u00fang ta g\u1ecdi l\u00e0 chi\u1ebfn l\u01b0\u1ee3c &#8220;ng\u00f4i nh\u00e0 th\u01b0\u01a1ng hi\u1ec7u&#8221; (HOB). \u0110i\u1ec1u n\u00e0y \u0111\u1ed3ng ngh\u0129a r\u1eb1ng th\u01b0\u01a1ng hi\u1ec7u Google kh\u00f4ng c\u00f2n t\u1ed3n t\u1ea1i \u0111\u1ed9c l\u1eadp m\u00e0 tr\u1edf th\u00e0nh m\u1ed9t ph\u1ea7n c\u1ee7a c\u00e1c t\u00ean th\u01b0\u01a1ng hi\u1ec7u ri\u00eang bi\u1ec7t kh\u00e1c nhau nh\u01b0 Nest, Calico v\u00e0 Fiber.<\/p>\n<p>V\u1edbi s\u1ef1 m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u tr\u00ean c\u00e1c l\u0129nh v\u1ef1c kh\u00e1c nhau v\u00e0 vi\u1ec7c th\u01b0\u01a1ng hi\u1ec7u Google kh\u00f4ng c\u00f2n ph\u00f9 h\u1ee3p v\u1edbi m\u1ecdi ho\u1ea1t \u0111\u1ed9ng kinh doanh, n\u0103m 2016, Google \u0111\u00e3 t\u1ef1 x\u00e2y d\u1ef1ng c\u00f4ng ty m\u1eb9 m\u1edbi l\u00e0 Alphabet. Vi\u1ec7c th\u00e0nh l\u1eadp Alphabet cho ph\u00e9p Google ho\u1ea1t \u0111\u1ed9ng trong nhi\u1ec1u l\u0129nh v\u1ef1c kh\u00e1c nhau m\u00e0 kh\u00f4ng \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn gi\u00e1 tr\u1ecb c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u Google.<\/p>\n<p>B\u1eb1ng s\u1ef1 t\u0103ng tr\u01b0\u1edfng \u0111\u00e1ng k\u1ec3 trong nhi\u1ec1u l\u0129nh v\u1ef1c v\u00e0 danh m\u1ee5c s\u1ea3n ph\u1ea9m \u0111a d\u1ea1ng, Google v\u1eabn l\u00e0 m\u1ed9t trong nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u c\u00f4ng ngh\u1ec7 th\u00e0nh c\u00f4ng nh\u1ea5t trong l\u1ecbch s\u1eed, \u0111i\u1ec1u n\u00e0y \u0111\u00e3 c\u1ee7ng c\u1ed1 gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd. V\u00e0o n\u0103m 2017, Interbrand \u0111\u00e3 x\u1ebfp h\u1ea1ng Google l\u00e0 th\u01b0\u01a1ng hi\u1ec7u l\u1edbn th\u1ee9 hai tr\u00ean to\u00e0n c\u1ea7u v\u1edbi gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u 141,7 t\u1ef7 USD.<\/p>\n<h2>K\u1ebft lu\u1eadn<\/h2>\n<p>Ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u l\u00e0 y\u1ebfu t\u1ed1 quan tr\u1ecdng trong x\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u. Qu\u1ea3n l\u00fd ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f2i h\u1ecfi \u0111o l\u01b0\u1eddng hi\u1ec7u su\u1ea5t, duy tr\u00ec t\u00ednh nh\u1ea5t qu\u00e1n, v\u00e0 \u0111\u1ed1i m\u1eb7t v\u1edbi th\u00e1ch th\u1ee9c qu\u1ea3n l\u00fd nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u. Th\u00e0nh c\u00f4ng c\u1ee7a Google trong vi\u1ec7c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t v\u00ed d\u1ee5 minh h\u1ecda cho s\u1ef1 linh ho\u1ea1t v\u00e0 qu\u1ea3n l\u00fd hi\u1ec7u qu\u1ea3 trong qu\u00e1 tr\u00ecnh ph\u00e1t tri\u1ec3n ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<p>C\u00f2n b\u1ea1n, ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a c\u00f4ng ty b\u1ea1n \u0111\u00e3 x\u00e2y d\u1ef1ng ch\u01b0a? N\u1ebfu c\u00f3 th\u00ec b\u1ea1n \u0111\u00e3 khai th\u00e1c \u0111\u1ebfn \u0111\u00e2u r\u1ed3i?<\/p>\n<p>N\u1ebfu c\u00f2n th\u00eam b\u0103n kho\u0103n trong vi\u1ec7c x\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u, h\u00e3y <strong><a href=\"https:\/\/dtmconsulting.vn\/en\/lien-he\/\">CONTACT<\/a><\/strong>\u00a0 DTM Consulting \u0111\u1ec3 nh\u1eadn t\u01b0 v\u1ea5n t\u1eeb chuy\u00ean gia c\u1ee7a chung t\u00f4i!<\/p>","protected":false},"excerpt":{"rendered":"<p>N\u1ebfu b\u1ea1n \u0111\u00e3 bi\u1ebft \u0111\u1ebfn ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u (brand architecture) th\u00ec ch\u1eafc h\u1eb3n b\u1ea1n \u0111\u00e3 bi\u1ebft t\u1ea7m quan tr\u1ecdng c\u1ee7a n\u00f3 trong vi\u1ec7c ph\u00e1t tri\u1ec3n v\u00e0 m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u N\u1ebfu b\u1ea1n ch\u01b0a bi\u1ebft, h\u00e3y theo d\u00f5i b\u00e0i vi\u1ebft n\u00e0y: Ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u (Brand architecture)- N\u1ec1n t\u1ea3ng cho x\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n [&hellip;]<\/p>","protected":false},"author":20,"featured_media":16380,"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-16352","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\/16352","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\/20"}],"replies":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/comments?post=16352"}],"version-history":[{"count":7,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/16352\/revisions"}],"predecessor-version":[{"id":16383,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/16352\/revisions\/16383"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/16380"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=16352"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=16352"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=16352"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}