{"id":17729,"date":"2024-10-24T18:04:21","date_gmt":"2024-10-24T11:04:21","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=17729"},"modified":"2024-10-25T15:04:48","modified_gmt":"2024-10-25T08:04:48","slug":"brand-key-model","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/brand-key-model\/","title":{"rendered":"M\u00f4 h\u00ecnh Brand Key (ch\u00eca kh\u00f3a th\u01b0\u01a1ng hi\u1ec7u): C\u00f4ng c\u1ee5 chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7u qu\u1ea3"},"content":{"rendered":"

M\u00f4 h\u00ecnh Brand Key hay m\u00f4 h\u00ecnh ch\u00eca kh\u00f3a th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c t\u1ea1o ra b\u1edfi Unilever, m\u1ed9t trong nh\u1eefng t\u1eadp \u0111o\u00e0n \u0111a qu\u1ed1c gia l\u1edbn nh\u1ea5t trong l\u0129nh v\u1ef1c h\u00e0ng ti\u00eau d\u00f9ng nhanh. M\u00f4 h\u00ecnh n\u00e0y th\u01b0\u1eddng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 gi\u00fap c\u00e1c \u0111\u1ed9i ng\u0169 qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u t\u1ea1i Unilever n\u00f3i ri\u00eang v\u00e0 nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u tr\u00ean th\u1ebf gi\u1edbi x\u00e2y d\u1ef1ng, \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/a> v\u00e0 \u0111\u1ecbnh h\u00ecnh chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh m\u1ed9t c\u00e1ch r\u00f5 r\u00e0ng v\u00e0 hi\u1ec7u qu\u1ea3.<\/p>\n

1. M\u00f4 h\u00ecnh Brand Key l\u00e0 g\u00ec?<\/h2>\n

M\u00f4 h\u00ecnh Brand Key<\/strong> l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 chi\u1ebfn l\u01b0\u1ee3c quan tr\u1ecdng gi\u00fap c\u00e1c doanh nghi\u1ec7p \u0111\u1ecbnh v\u1ecb v\u00e0 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u m\u1ed9t c\u00e1ch m\u1ea1nh m\u1ebd v\u00e0 b\u1ec1n v\u1eefng. Th\u00f4ng qua vi\u1ec7c x\u00e1c \u0111\u1ecbnh c\u00e1c y\u1ebfu t\u1ed1 c\u1ed1t l\u00f5i c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, m\u00f4 h\u00ecnh n\u00e0y h\u1ed7 tr\u1ee3 doanh nghi\u1ec7p x\u00e2y d\u1ef1ng m\u1ed9t b\u1ea3n s\u1eafc \u0111\u1ed9c \u0111\u00e1o, gi\u00fap thu h\u00fat v\u00e0 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng.<\/p>\n

M\u00f4 h\u00ecnh Brand Key \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng r\u1ed9ng r\u00e3i trong c\u00e1c chi\u1ebfn l\u01b0\u1ee3c marketing \u0111\u1ec3 t\u1ea1o ra s\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa c\u00e1c th\u01b0\u01a1ng hi\u1ec7u trong th\u1ecb tr\u01b0\u1eddng c\u1ea1nh tranh ng\u00e0y c\u00e0ng gay g\u1eaft.<\/p>\n

2. C\u00e1c y\u1ebfu t\u1ed1 ch\u00ednh trong m\u00f4 h\u00ecnh Brand Key<\/h2>\n

\"brand<\/a><\/p>\n

M\u00f4 h\u00ecnh Brand Key (ch\u00eca kh\u00f3a th\u01b0\u01a1ng hi\u1ec7u) bao g\u1ed3m c\u00e1c y\u1ebfu t\u1ed1 sau:<\/p>\n

1. Root Strength\/Core strengh (th\u1ebf m\u1ea1nh c\u1ed1t l\u00f5i)<\/h3>\n

\u0110\u00e2y l\u00e0 c\u00e1c y\u1ebfu t\u1ed1 n\u1ec1n t\u1ea3ng t\u1ea1o n\u00ean danh t\u00ednh v\u00e0 \u0111\u1ed9 tin c\u1eady c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. Nh\u1eefng y\u1ebfu t\u1ed1 n\u00e0y c\u00f3 th\u1ec3 bao g\u1ed3m s\u1ef1 quan tr\u1ecdng trong l\u1ecbch s\u1eed, c\u00f4ng ngh\u1ec7 \u0111\u1ed5i m\u1edbi ho\u1eb7c tay ngh\u1ec1 \u0111\u1ed9c \u0111\u00e1o.<\/p>\n

V\u00ed d\u1ee5, m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u00f4 t\u00f4 sang tr\u1ecdng c\u00f3 th\u1ec3 nh\u1ea5n m\u1ea1nh di s\u1ea3n v\u00e0 cam k\u1ebft c\u1ee7a n\u00f3 \u0111\u1ed1i v\u1edbi k\u1ef9 thu\u1eadt hi\u1ec7u su\u1ea5t.<\/p>\n

2. Competitive Environment (m\u00f4i tr\u01b0\u1eddng c\u1ea1nh tranh)<\/h3>\n

B\u1ed1i c\u1ea3nh c\u1ea1nh tranh l\u00e0 b\u1ed1i c\u1ea3nh m\u00e0 th\u01b0\u01a1ng hi\u1ec7u ho\u1ea1t \u0111\u1ed9ng, bao g\u1ed3m c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh tr\u1ef1c ti\u1ebfp v\u00e0 gi\u00e1n ti\u1ebfp. Khi c\u00f3 hi\u1ec3u bi\u1ebft v\u1ec1 b\u1ed1i c\u1ea3nh v\u00e0 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh gi\u00fap doanh nghi\u1ec7p x\u00e1c \u0111\u1ecbnh c\u01a1 h\u1ed9i v\u00e0 th\u00e1ch th\u1ee9c tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n

V\u00ed d\u1ee5, m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ed3 u\u1ed1ng s\u1ee9c kh\u1ecfe m\u1edbi c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh c\u00e1c \u0111\u1ed1i th\u1ee7 trong l\u0129nh v\u1ef1c s\u1ee9c kh\u1ecfe v\u00e0 kh\u00e1c bi\u1ec7t h\u00f3a b\u1ea3n th\u00e2n v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c s\u1ea3n ph\u1ea9m \u0111\u1ed9c \u0111\u00e1o v\u1ec1 th\u00e0nh ph\u1ea7n.<\/p>\n

3. Target (\u0110\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau)<\/h3>\n

Doanh nghi\u1ec7p lu\u00f4n c\u1ea7n x\u00e1c \u0111\u1ecbnh r\u00f5 r\u00e0ng (nh\u1eefng) nh\u00f3m kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau c\u00f3 kh\u1ea3 n\u0103ng l\u1edbn nh\u1ea5t s\u1eb5n s\u00e0ng tham gia v\u00e0 l\u1ef1a ch\u1ecdn\u00a0mua s\u1ea3n ph\u1ea9m c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

Vi\u1ec7c x\u00e1c \u0111\u1ecbnh \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau \u0111\u1ea3m b\u1ea3o r\u1eb1ng c\u00e1c n\u1ed7 l\u1ef1c marketing \u0111\u01b0\u1ee3c tri\u1ec3n khai t\u1eadp trung v\u00e0 hi\u1ec7u qu\u1ea3 t\u1ed1t h\u01a1n.<\/p>\n

V\u00ed d\u1ee5, m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u nh\u1eafm \u0111\u1ebfn th\u1ebf h\u1ec7 Z<\/a> c\u00f3 th\u1ec3 t\u1eadp trung v\u00e0o vi\u1ec7c t\u01b0\u01a1ng t\u00e1c tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i v\u00e0 h\u1ee3p t\u00e1c v\u1edbi c\u00e1c ng\u01b0\u1eddi \u1ea3nh h\u01b0\u1edfng.<\/p>\n

4. Customer insight<\/a><\/h3>\n

Customer Insights<\/a> l\u00e0 nh\u1eefng hi\u1ec3u bi\u1ebft s\u00e2u s\u1eafc v\u1ec1 h\u00e0nh vi, \u0111\u1ed9ng l\u1ef1c v\u00e0 pain point<\/a> c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng, t\u1eeb \u0111\u00f3 x\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n \u0111\u01b0\u1ee3c m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u b\u1ec1n v\u1eefng v\u00e0 hi\u1ec7u qu\u1ea3. Insight kh\u00e1ch h\u00e0ng gi\u00fap cho doanh nghi\u1ec7p kh\u00e1m ph\u00e1 nh\u1eefng “b\u00ed m\u1eadt nh\u1ecf”, c\u01a1 h\u1ed9i kinh doanh v\u00e0 hi\u1ec3u \u0111\u01b0\u1ee3c nh\u1eefng \u0111\u1ed9ng c\u01a1 th\u00fac \u0111\u1ea9y s\u1ef1 l\u1ef1a ch\u1ecdn c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 l\u00f2ng trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u.
\nV\u00ed d\u1ee5, n<\/strong>ghi\u00ean c\u1ee9u c\u00f3 th\u1ec3 ch\u1ec9 ra r\u1eb1ng ng\u01b0\u1eddi ti\u00eau d\u00f9ng ng\u00e0y c\u00e0ng b\u1ecb th\u00fac \u0111\u1ea9y b\u1edfi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u ph\u00f9 h\u1ee3p v\u1edbi gi\u00e1 tr\u1ecb c\u1ee7a h\u1ecd, ch\u1eb3ng h\u1ea1n nh\u01b0 t\u00ednh b\u1ec1n v\u1eefng.<\/p>\n

Xem th\u00eam:\u00a0Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, insight kh\u00e1ch h\u00e0n<\/strong><\/a>g<\/p>\n

5. Benefit (L\u1ee3i \u00edch)<\/h3>\n

T\u00ecm ra nh\u1eefng l\u1ee3i \u00edch ch\u1ee9c n\u0103ng v\u00e0 c\u1ea3m x\u00fac m\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng nh\u1eadn \u0111\u01b0\u1ee3c t\u1eeb s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5.
\nV\u00ed d\u1ee5, m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111i\u1ec7n tho\u1ea1i th\u00f4ng minh c\u00f3 th\u1ec3 n\u00eau b\u1eadt th\u1eddi gian s\u1eed d\u1ee5ng pin l\u00e2u h\u01a1n (l\u1ee3i \u00edch ch\u1ee9c n\u0103ng) v\u00e0 c\u1ea3m gi\u00e1c h\u00e0i l\u00f2ng khi s\u1edf h\u1eefu s\u1ea3n ph\u1ea9m m\u1edbi (l\u1ee3i \u00edch c\u1ea3m x\u00fac).<\/p>\n

6. Value, Belief & Personality<\/h3>\n

Nh\u1eefng ni\u1ec1m tin c\u1ed1t l\u00f5i v\u00e0 t\u00ednh c\u00e1ch c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u h\u00ecnh th\u00e0nh c\u00e1c ti\u00eau chu\u1ea9n v\u00e0 v\u0103n h\u00f3a c\u1ee7a t\u1ed5 ch\u1ee9c. C\u00e1c gi\u00e1 tr\u1ecb n\u00e0y h\u01b0\u1edbng d\u1eabn h\u00e0nh vi v\u00e0 thi\u1ebft l\u1eadp k\u1ef3 v\u1ecdng, \u0111\u1ea3m b\u1ea3o t\u1ea5t c\u1ea3 c\u00e1c ho\u1ea1t \u0111\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u ph\u00f9 h\u1ee3p v\u1edbi nh\u1eefng nguy\u00ean t\u1eafc n\u00e0y.
\nV\u00ed d\u1ee5, m\u1ed9t c\u00f4ng ty coi tr\u1ecdng t\u00ednh b\u1ec1n v\u1eefng c\u00f3 th\u1ec3 \u01b0u ti\u00ean s\u1eed d\u1ee5ng nguy\u00ean li\u1ec7u v\u00e0 ph\u01b0\u01a1ng ph\u00e1p th\u00e2n thi\u1ec7n v\u1edbi m\u00f4i tr\u01b0\u1eddng.<\/p>\n

B\u00e0i vi\u1ebft c\u00f3 li\u00ean quan: Chi\u1ebfn l\u01b0\u1ee3c s\u1eed d\u1ee5ng bao b\u00ec b\u1ec1n v\u1eefng cho doanh nghi\u1ec7p Vi\u1ec7t<\/a><\/strong><\/p>\n

7. Reasons to Believe (RTB)<\/h3>\n

B\u1eb1ng ch\u1ee9ng ho\u1eb7c h\u1ed7 tr\u1ee3 ch\u1ee9ng minh c\u00e1c tuy\u00ean b\u1ed1 v\u00e0 l\u1ee3i \u00edch c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

“T\u1ea1i sao ng\u01b0\u1eddi ti\u00eau d\u00f9ng n\u00ean tin t\u01b0\u1edfng ch\u00fang t\u00f4i (thay v\u00ec \u0111\u1ed1i th\u1ee7)?”<\/p>\n

V\u00ed d\u1ee5, m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng \u0111\u00e1nh gi\u00e1 c\u1ee7a kh\u00e1ch h\u00e0ng, s\u1ef1 c\u00f4ng nh\u1eadn c\u1ee7a chuy\u00ean gia ho\u1eb7c c\u00e1c tuy\u00ean b\u1ed1 c\u00f3 c\u01a1 s\u1edf d\u1eef li\u1ec7u \u0111\u1ec3 thi\u1ebft l\u1eadp \u0111\u1ed9 tin c\u1eady.<\/p>\n

8. Discriminator (\u0110i\u1ec3m kh\u00e1c bi\u1ec7t)<\/h3>\n

\u0110\u00e2u l\u00e0 nh\u1eefng thu\u1ed9c t\u00ednh ho\u1eb7c ph\u1ea9m ch\u1ea5t \u0111\u1ed9c \u0111\u00e1o gi\u00fap th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i b\u1eadt h\u01a1n so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh? \u0110\u00e2u l\u00e0 l\u00fd do h\u1ea5p d\u1eabn \u0111\u1ec3 ng\u01b0\u1eddi ti\u00eau d\u00f9ng ch\u1ecdn m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u thay v\u00ec th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c?<\/p>\n

\"\"<\/a><\/p>\n

M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u00e0 ph\u00ea c\u00f3 th\u1ec3 nh\u1ea5n m\u1ea1nh c\u00e1c ph\u01b0\u01a1ng ph\u00e1p thu mua \u0111\u1ed9c \u0111\u00e1o ho\u1eb7c k\u1ef9 thu\u1eadt rang c\u00e0 ph\u00ea v\u01b0\u1ee3t tr\u1ed9i.<\/p>\n

Xem th\u00eam:
\nUSP l\u00e0 g\u00ec? USP v\u1edbi Chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u<\/a><\/strong>
\nX\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u d\u1ea7u g\u1ed9i cho doanh nghi\u1ec7p Vi\u1ec7t (local brand)<\/a><\/strong>
\nC\u00e1ch x\u00e2y d\u1ef1ng \u0111\u1ecbnh v\u1ecb s\u1ea3n ph\u1ea9m (product positioning) cho doanh nghi\u1ec7p Vi\u1ec7t<\/a><\/strong>
\n\u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u B2B cho m\u1ecdi doanh nghi\u1ec7p<\/a><\/strong><\/p>\n

9. Essence (Thi\u1ebft y\u1ebfu)<\/h3>\n

H\u00e3y t\u00f3m t\u1eaft b\u1ea3n ch\u1ea5t c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, t\u00f3m g\u1ecdn c\u00e1c gi\u00e1 tr\u1ecb v\u00e0 t\u00ednh c\u00e1ch c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u th\u00f4ng qua m\u1ed9t v\u00e0i t\u1eeb, c\u1ee5m t\u1eeb ho\u1eb7c m\u1ed9t c\u00e2u ng\u1eafn g\u1ecdn. \u0110i\u1ec1u n\u00e0y t\u1ea1o ra m\u1ed9t tuy\u00ean b\u1ed1 m\u1ea1nh m\u1ebd v\u00e0 d\u1ec5 nh\u1edb v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u, th\u1ec3 hi\u1ec7n \u0111i\u1ec1u m\u00e0 th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ea1i di\u1ec7n.
\nV\u00ed d\u1ee5, m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u th\u1eddi trang c\u00f3 th\u1ec3 th\u1ec3 hi\u1ec7n b\u1ea3n ch\u1ea5t c\u1ee7a m\u00ecnh qua th\u00f4ng \u0111i\u1ec7p v\u1ec1 s\u1ef1 t\u1ef1 do v\u00e0 phong c\u00e1ch c\u00e1 nh\u00e2n.<\/p>\n

Xem th\u00eam: C\u00e1ch l\u1ef1a ch\u1ecdn th\u00f4ng \u0111i\u1ec7p truy\u1ec1n th\u00f4ng cho s\u1ea3n ph\u1ea9m ch\u00ednh x\u00e1c nh\u1ea5t<\/a><\/p>\n

3. V\u00ed d\u1ee5 v\u1ec1 m\u00f4 h\u00ecnh Brand Key: Th\u01b0\u01a1ng hi\u1ec7u Nike<\/h2>\n

\u0110\u1ec3 hi\u1ec3u r\u00f5 h\u01a1n, ch\u00fang ta s\u1ebd ph\u00e2n t\u00edch m\u00f4 h\u00ecnh Brand Key c\u1ee7a Nike<\/strong>, m\u1ed9t trong nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u th\u1eddi trang th\u1ec3 thao h\u00e0ng \u0111\u1ea7u th\u1ebf gi\u1edbi.<\/p>\n