p n Qun tr thng hiu Cu 1.

Phn tch cc khi nim thng hiu, ti sn thng hiu v cc yu t trong ti sn thng hiu: - Thng hiu (Brand) c nh ngha theo nhiu quan im: Quan im truyn thng: Hip hi Marketing Hoa K Thng hiu(brand) l mt ci tn, t ng, k hiu, biu tng hoc hnh v, kiu thit k, hoc tp hp ca cc yu t trn nhm xc nh v phn bit hng ha hoc dch v ca mt ngi bn hoc nhm ngi bn vi hng ha v dch v ca cc i th cnh tranh Quan im tng hp: * Theo Amber& Styler: Thng hiu (brand) l mt tp cc thuc tnh cung cp cho khch hng mc tiu cc gi tr m h i hi. Sn phm ch l mt thnh phn ca thng hiu, ch yu cung cp li ch chc nng cho khch hng, cc yu t khc ca marketing mix cng ch l cc thnh phn ca mt thng hiu * Theo Philip Kotler: Thng hiu (brand) l sn phm, dch v c thm vo cc yu t khc bit ha vi sn phm dch v khc cng c thit k tha mn cng nhu cu. S khc bit ny c th l v mt chc nng, cc yu t hu hnh ca sn phm. Chng cng c th l nhng yu t mang tnh biu tng, cm xc, hoc v hnh m thng hiu th hin ra. - Ti Sn Thng Hiu(Brand Equity): * Theo Philip Kotler: Ti sn thng hiu l gi tr gia tng thm vo sn phm dch v . Gi tr ny th hin qua cch khch hng suy ngh, cm nhn, hnh ng c tnh cht tch cc i vi thng hiu v qua kh nng nh gi cao, ginh th phn, v kh nng sinh li m thng hiu c th mang li cho doanh nghip. * Theo David Aaker: Ti sn thng hiu l mt tp hp cc ti sn v hnh gn lin vi tn v biu tng ca mt thng hiu, n gp phn lm tng thm hoc gim i gi tr ca mt sn phm hoc dch v i vi cng ty v khch hng ca cng ty.

S nhn bit thng hiu

Cht lng nhn thc c

Cc lin tng thng hiu

S trung thnh vi thng hiu

Ti Sn Thng hiu

Ti sn c khc

To ra gi tr cho khch hng

To ra gi tr cho cng ty

Cc yu t khc trong ti sn thng hiu: Bng sng ch (patent): l bng dnh cho cc gii php k thut mi so vi trnh k thut trn th gii,c trnh sng to,c kh nng p dng trong cc lnh vc kinh t-x hi. Nhn hiu hng ha (trade mark): l nhng du hiu ca mt doanh nghip (hoc tp th cc doanh nghip) dng phn bit hng ha, dch v ca mnh vi hng ha, dch v cng loi ca cc doanh nghip khc. Quan h ca knh phn phi (channel relationship): l mt tp hp cc doanh nghip v c nhn c lp v ph thuc ln nhau tham gia vo qu trnh a hng ho t t ngi sn xut n ngi tiu dng. Ni cch khc y l mt nhm cc t chc v c nhn thc hin cc hot ng lm cho sn phm hoc dch v sn sng cho ngi tiu dng hoc ngi s dng cng nghip, h c th mua v s dng. Cc knh phn phi to nn dng chy hng ho hoc thng qua cc trung gian ti ngi mua cui cng. Nm gia ngi sn xut v ngi tiu dng l cc trung gian. Cu 2: Qui trnh xy dng thng hiu, chn mt thng hiu trn th trng vn dng phn tch Quy trnh xy dng thng hiu: Phn tch khch hng: Xu hng tiu dng; ng c mua sm; Nhng nhu cu cha c tho mn; ng lc thc y mua hng. Phn tch i th cnh tranh: Thng qua c tnh nhn din thng hiu, hnh nh thng hiu; phn tch cc im mnh, im yu; cc ri ro v c hi ca i th, chin lc hin ti v tng lai. Phn tch doanh nghip thng qua: Hnh nh thng hiu hin ti; S k tha thng hiu hin ti; im mnh, im yu, nng lc ca t chc; Cc gi tr ca t chc, cc gi tr, vn ho, truyn thng doanh nghip Phn on th trng: Xc nh th trng mc tiu nh v thng hiu: trong tm tr khch hng mc tiu Xc nh v tr ca thng hiu i vi i th cnh tranh trn th trng c nhn thc bi ngi tiu dng Xc nh cc c tnh ca thng hiu (brand identity) Cc yu t thng hiu/nhn din Thng hiu - Thit k thng hiu, bao gm: t tn, thit k logo, biu tng, nhc hiu, cu khu hiu v bao b. Khi thit k thng hiu cn xem xt 5 yu t: Tnh d nh. C ngha. D chuyn i. D thch nghi. D bo h Chng trnh marketing: sn phm, gi, phn phi, truyn thng Cc yu t lin tng thng hiu khc => Ti sn thng hiu: bao gm c hnh nh thng hiu trong tm tr khch hng (brand image)

(V d: mi ngi tham kho thm nh) Cu 3: H thng cc yu t thng hiu (tn, logo, slogan, ) cc yu cu khi thit k cc yu t ny? * H thng cc yu t thng hiu (tn, logo, slogan, ) (tn thng hiu, URLs-Uniform resource Location/domain names, logos, biu tng, k t, bao gi, slogan, nhac hiu, v cc yu t khc) 1.Thit k cc yu t thng hiu (mt b phn trong h thng nhn din thng hiu)

Tn thng hiu Log o tng cng nhn thc ca cng chng i vi thng hiu d dng to ra s lin kt mt thit, c ngha v nht qun vi c tnh ca thng hiu on nhc Kiu dng thit k bao b Cu khu hiu (Slogan)

Biu tng icon

1.1.Cc tiu ch chung khi la chn yu t thng hiu D nh o o D nhn ra D gi nh

C ngha, cung cp c nhng thng tin chung v bn cht loi sn phm cng nh v thuc tnh c bit, li ch ca sn phm o o o o C tnh m t C sc thuyt phc Hi hc v hp dn Giu hnh tng

 D bo v o o V mt php l: c th ng k bo h trc php lut trong nc v quc t V mt cnh tranh: C tnh c o kh b bt chc

D thch nghi :d dng iu chnh cho ph hp vi thay i th hiu, thi quen ca ngi tiu dng qua thi gian o o Linh hot C th cp nht c

V d: logo, kiu dng bao b ca Coca-Cola c iu chnh thay i qua cc thi k C kh nng chuyn i o o Trong cng loi sn phm v gia cc sn phm vi nhau Qua bin gii a l v vn ho

2.Tn Thng Hiu Khi nim Richard Moore: Tn thng hiu l tn m doanh nghip s dng gii thiu sn phm v phn nh tnh cch thng hiu ca mnh Graham Hankinson & Philippa Cowking: Tn thng hiu l bn p th hin li tuyn b ca chnh thng hiu Philip Kotler: Tn thng hiu l mt b phn ca thng hiu m c th c c bao gm ch ci, t v con s Yu cu i vi tn thng hiu (phi kt hp vi cc tiu ch chung) n gin v d c: ngn gn (1 n 4 t), tng thanh, ly v c m bt khi pht m OMO, Vim, DeBon, Heineken (Ken), Vinataba (Vina), thuc l 555 (ba s) Thn thin v c ngha: c s lin h ti mt con ngi, a danh, con vt hay mt th g gip tng nhn thc v d nh Khc bit, ni tri v c o Kh nng lin tng: to ra nhng lin tng n thuc tnh, li ch ca sn phm, m t sn phm, phn on v nh v V d: son mi Lipice (kem mi), sa Vinamilk, pin Duracell (bn lu), x bng Enchanteur (quyn r), Nhng iu nn trnh khi t tn thng hiu Qu di Khng lm dng cc tip u ng e hay @ bi v n c s dng nhiu Trnh gn vi s kin nht thi lm tn thng hiu c xu hng cht yu Qu thng dng v b trit tiu: Catfish, Soya milk Trng lp vi tn c doanh nghip khc bo h Tn qu ph bin nn khng c bo h, v d Lucky, Happy, lc rang, tm chua Kh c, kh nh : nh Thnh, schweppes

D ng vn ha Khng c tm nhn xa Khng lin quan n sn phm

Logo v biu tng c trng Biu trng l nhng k hiu hnh nh, mu sc, ch vit, ng nt...mang tnh c ng v khi qut nht c chc nng thng tin, truyn t thng ip qua knh th gic biu th mt nim hay vn no trong i sng x hi Logo l mt dng thc c bit ca biu trng v mt thit k n c th c cu trc bng ch, bng k hiu hoc hnh nh. Nhng khc vi tn doanh nghip, v tn thng hiu, logo c th khng ly ton b cu hnh ch ca tn doanh nghip v tn thng hiu lm b cc. N c th dng ch tt hoc cc k hiu, hnh nh c cu trc mt cch nghim ngt, to thnh mt b cc mang tnh tng trng cao. Biu tng (ICON) trong thng hiu c th l hnh nh ca mt tup ngi no , mt nhn vt c th m cng chng ngng m, cng c th biu tng l s cch iu t mt hnh nh gn gi vi cng chng Logo c coi nh l nhng du hiu thng hiu da trn nhng hnh dng ca ch. N l ch rt ngn ca logotype. Tuy nhin, ngy nay i khi ngi ta cng s dng t logo gi nhng du hiu c sng tc ch yu da vo hnh (hay a s l hnh hn l ch). Yu cu khi to logo cho thng hiu (phi c kt hp vi cc tiu ch chung khi chn yu t TH) n gin, d nhn bit v c kh nng phn bit cao (c o) Th hin c tng ca doanh nghip D th hin trn cc phng tin v cht liu khc nhau Phi thch hp v mt vn ho, phong tc, truyn thng C tnh m thut cao v phi to c n tng nh s c sc 1.4.Cu khu hiu (Slogan) Cu khu hiu l mt on vn ngn cha ng v truyn ti nhng thng tin mang tnh m t v thuyt phc v thng hiu. Gp phn lm tng kh nng nhn bit v lu li tn thng hiu trong tr nh khch hng bng cch nhn mnh m lp li nhiu ln tn thng hiu (Vng quanh th gii Ajinomoto) Lin h trc tip v mnh m ti cc li ch khi tiu dng sn phm (Gi hi th thm tho mt cch t nhin) Gip cng c nh v thng hiu v th hin r s khc bit (Anlene: Mi lc mi ni gip nga bnh long xng) Cng c khng nh uy tn v v tr ca vi nhng thng hiu ln (Ch c th l Heineken) L cu kho kt thc vi nhng thng tin mang tnh m t thuyt phc trong cc mu qung co C ni dung phong ph, th hin c tng ca doanh nghip hoc cng dng ch thc ca hng ho

Yu cu khi thit k cu khu hiu (cn phi hp vi cc tiu ch chung):

Citibank (dch v ngn hng 24/24 gi): Thnh ph (ng m vi Citi) khng bao gi ng (The City never sleeps) Bt bi Thin Long Vit ln cuc sng Ngn gn, d nh, khng trng lp vi cc cu khu hiu khc C tnh hp dn v thm m cao, ph hp vi phong tc tp qun D chuyn i sang ngn ng khc Connecting People" (Kt ni mi ngi) ca hng in thoi di ng Nokia

Life cant wait : Sng la khng Ch i Sng gp ? Sng la khng Do d. Cu khu hiu c th c xem l yu t thng hiu linh hot v d chuyn i theo thi gian Cn cn nhc khi thay i mt cu khu hiu: Cu khu hiu hin ti c th ng gp vo gi tr thng hiu nh th no qua vic tng cng nhn thc v hnh nh v thng hiu Nhng ng gp ny c nhiu khng v do c cn phi tip tc duy tr cu khu hiu ny khng Nu thay i, cu khu hiu mi cn c gng k tha nhng u im ni tri ca cu khu hiu c

* Cc yu cu khi thit k h thng nhn din thng hiu c o, khc bit, ni bt D nh, d lin tng a dng v phng tin truyn ti

ng nht v hnh thc, mu sc, kiu dng Th t tc Thng phi nht qun, ng trng tm Mc tiu truyn thng ng ip truyn thng Cu 4: Mc tiu truyn thng trong xy dng thng hiu

Cng c truyn thng Qung co thng bo Pht hng mu Khuyn mi Trng by

Nhn bit Kin thc (hiu) Thch th a thch hn Ham mun Mua

Cung cp Thng tin

Nhn bit TH C kin thc v TH

Pht trin thi tch cc

Thit lp hnh nh lin tng n Th To ra s khc bit To dng nim tin

Qung co thuyt phc PR Bn hng c nhn

Khuyn khch v duy tr mong c

Khuyn khch tiu dng Duy tr hnh vi mua Cng c thi v nim tin

Qung co nhc nh Khuyn mi PR

Cu 5: Quyt nh thng ip qun co trong xy dng thng hiu Cn to ra tnh nht qun khi s dng cc phng tin qung co nhm nu bt c c tnh ca thng hiu. Nhng quyt nh ch yu trong hot ng qung co

Quyt nh thng ip Xc nh mc tiu - Mc tiu truyn thng - Mc tiu thuyt phc tiu th sn phm Quyt nh ngn sch - Cn c vo phn trm doanh thu - Cn bng cnh tranh - Cn c mc tiu v nhim Thng ip v qung co Hnh thnh thng ip La chn thng ip nh gi kt qu - Tc dng truyn thng - Tc dng n mc tiu th

Quyt nh phng tin - Phm vi, tn sut, tc ng - Cc kiu phng tin c th - Phn phi thi gian cho cc phng tin

Yu cu i vi ni dung ca thng ip qung co ch ra c li ch lm cho sn phm c a chung hoc c tnh hp dn i vi ngi tiu dng. ch ra c im c o hay c bit m tt c cc thng hiu khc cng loi khng c.

trung thc, ng tin cy hay c bng chng Yu cu v mt hnh thc th hin ca thng ip cn: c o, khc vi nhng g c D hiu, d nh vi i tng m qung co nhm n Din t phi t ra thuyt phc

C kh nng bin th theo thi gian v phng tin qung co THNG IP QUNG CO- VN V SNG TO

Xem xt v c gi mc tiu

Mc tiu: c gi mc tiu s phn ng nh th no? i l cung cp dch v QC: Ngi vit li QC Chuyn gia v hnh nh Kha cnh sng to ca QC: phn li phn hnh nh

Doanh nghip mun qung co

Bn tho sng to

Nn tng sng to: Mu qung co mun truyn t iu g n khch hng

La chn phng tin: c gi s nhn thy, tip cn mu qung co u?

Ngi vit li QC (copywriter): Cn phi ni ln c thng ip ch vi vi t, v d, Were number two, we try harder (Avis car hire) Nhng slogan phi rt r rng, d nh, ni ln c im c o ni bt ca sn phm ( products USP- Unique Selling Proposition) Phi thng xuyn tham kho, xem xt k vn v vn ho Cc nh to hnh t gp rc ri hn trong vn ny Ngi qung co phi tm kim s ng h ca h thng lut php. Hu ht cc nh xut bn s khng ng nhng qung co c vn vi c gi v php lut Quyt nh v phm vi, tn sut v tc ng trong qung co Phm vi: S ngi hay h gia nh khc nhau c tip xc vi mc qung co c th trn phng tin truyn thng t nht mt ln trong mt thi k nht nh. Tn sut: S ln m mt ngi hay h gia nh tip xc vi thng ip trong mt thi k nht nh.

Tc ng: Gi tr nh lng ca mt ln tip xc qua mt phng tin truyn thng nht nh. V d s tc ng n khch hng ca qung co qua truyn hnh cao hn qua bo ch, s tc ng ca qung co trn bo X th cao hn qua bo Y... Nhn chung, phm vi, tn sut v mc tc ng s nh hng n s bit n sn phm ca ngi tiu dng v n lt n tc ng n quyt nh mua ca h C s la chn phng tin qung co Thi quen s dng phng tin truyn thng ca cng chng mc tiu

 c tnh ca sn phm Thng ip Ngn sch chi cho qung co Quyt nh lch trnh s dng phng tin qung co Quyt nh sp xp lch qung co theo thi v, ngoi thi v hay khng phn bit thi v. Quyt nh lch qung co chi tit cho mt t qung co quyt nh qung co tp trung vo mt thi gian ngn, phn b u, hay gin on cho c thi k quyt nh tn xut pht qung co u n, tng dn, gim dn hay thay i. Quyt nh chn cc phng tin qung co c tm bao ph ton quc hay khu vc c th nh gi hiu qu qung co Nghin cu hiu qu truyn thng ca qung co: Ngha l nh gi mc tc ng ca qung co ln nhn thc, cm th v hnh vi ca ngi tiu dng Mc ghi nh ni dung v hnh thc ca thng ip. Mc nhn bit thng hiu (kh nng cng chng gn mu qung co vi ng thng hiu ca n hay khng) Mc yu thch thng ip. Mc ngi tiu dng bit n thng hiu Hnh nh thng hiu bao gm sc hp dn v cch nh v ca thng hiu trong tm tr khch hng. Nghin cu hiu qu doanh s

Cu 6: S vn dng kt hp gia qung co v quan h cng chng trong xy truyn thng thng hiu. Cn phi bit kt hp PR v Qung Co Marketing quan h cng chng c chng minh l d c cng chng tin tng, chp nhn, c hiu qu v chi ph ln hn qung co. Tuy nhin, PR cng c nhng nhc im nht nh so vi QC (xem phn u nhc im ca cc cng c truyn thng) Gia PR v QC c mi lin h hu c khng kht: Qung co ng vai tr quan trng TH ca Cty c bit v nh ti PR gp phn TH ca Cty c yu mn v tin cy Cn phi bit kt hp c 2 cng c: Cc chin dch QC cn c h tr bi cc hot ng PR song song Nhiu chng trnh PR cng cn phi c QC rng ri mi ngi cng bit n Ni dung cc hot ng QC v PR nn c s lin h, gn kt vi nhau Quy trnh ca hot ng quan h cng chng Xc nh thi v kin ca cc i tng Xc nh nhng thay i thch hp trong hnh vi ca doanh nghip Thc hin nhng thay i trong hnh vi ca doanh nghip

 Thng tin v nhng thay i trong hnh vi ca doanh nghip: Giai on ny cn thit k thng ip v chn la ngun pht thch hp Nguyn tc c bn ca PR Thng tin truyn ti ti cng chng phi: ng lc ng ch ng i tng ng cch

PR l qu trnh thng tin hai chiu

=> phi bit lng nghe, nm bt xu hng ca cng ng truyn ti cho ph hp Cu 7: Cc kin trc thng hiu. Phn tch u nhc im ca tng kiu kin trc, v d minh ha? V c bn c th hnh dung Kin trc Thng hiu nh l mt c cu ph h hoc s t chc m cc v tr trong s l cc thng hiu thay cho cc c nhn. Mc ch ca kin trc thng hiu l hnh thnh mt c cu mang tm chin lc i vi vic pht trin sn phm v thng hiu trong cc doanh nghip ln m trong c qu nhiu chng loi sn phm v nhm n nhiu i tng khch hng khc nhau. T duy cn thit i vi kin trc thng hiu l xem n nh mt ci cy ang sinh trng trong khng gian c th xung quanh, ch khng phi l mt kin trc c hc kh cng v khng ny n. V vy yu cu ti thiu i vi mt kin trc thng hiu l xem xt li cu trc t nht hng nm trong mi chu k hoch nh marketing cho tng thng hiu. V nguyn tc trc tin cn phn bit cc lnh vc c bn trong nghin cu kin trc thng hiu: (a) kin trc thng hiu cng ty (tng cng ty hay tp on), (b) kin trc thng hiu sn phm, (c) kin trc nhn din thng hiu v (d) kin trc tn thng hiu. 1. Kin trc theo sn phm (product branding) C th ni y l hnh thi c bn ca Kin trc Thng hiu. Cc tp on hng tiu dng tin phong khai m khi nim Brand Architecture l P&G v Unilever v mt s hng dc phm sau s dng hnh thi ny trong nhng thp k na sau th k 20. T duy kin trc theo dng sn phm cng c m rng theo xu hng ca chnh mnh to ra khi nim ngnh hng (product category) v thm ch nhng gc nhn rng hn nh ngnh cng nghip (the industry) v hnh nh t duy qun l theo ngnh, hay theo sn phm (v m, qun l nh nc). Di gc marketing hin i cng ngy m thc ny ch bc l tnh hp l i vi nhng ngnh, sn phm truyn thng hay nhng phn on u ca chui gi tr. Di gc nhn t duy th kin trc thng hiu da trn t duy nh sn xut phn loi sn phm ca mnh theo cng dng hay theo phn nhnh cng ngh. u im:

+ im quan trng nht trong hnh thi kin trc dng sn phm l xem mi dng sn phm l c lp, khng lin quan g n cc dng sn phm khc. + Gn cho mi sn phm hay mi dng sn phm mt ci tn, sn phm hon chnh cho tng nhm khch hng mc tiu. VD: i vi Unilever nhn hng Lipton gn cho cc loi thc ung t tr. Ngay trong nhng nm 90 Unilever vn hnh thnh cc v tr Product Group Manager vi t duy tip th theo tng nhm-snphm. Nhc im: C nhng thng hiu hnh thnh t cng sn phm cho nn lun xy ra mu thun l hnh nh thng hiu b cnh tranh hai nhm ngi tiu dng cao cp v bnh dn. M hnh ny thng ch thch hp khi cu trc sn phm theo gc nhn ca l tnh. Ch p dng c i vi cc sn phm cng nghip dng th hay nguyn vt liu. 2. Kin trc m rng (Line Branding) Trong m hnh ny ta khai thc gi tr ca thng hiu (tc brand equity) vi quan im kh n gin bng vic gn nhn vo cc dng sn phm mi s tit kim chi ph u t cho mt nhn mi hon ton. y l phng thc gn nhn hin i, c p dng trong nhng thp nin 80 (th k 20) Unilever (nhn Dove vi Dove soap, Dove cleansers, Dove deodorants (sn phm kh mi), Dove creams (kem dng da)... u im: c im quan trng nht ca kin trc m rng l da vo li th chinh phc khch hng mc tiu sn c ca thng hiu m rng cc sn phm khc ph hp vi nhm khch hng. Do thng hiu hnh thnh t c s rt hiu khch hng mc tiu, nn s mu thun v nhn thc gi v c bn s khng xy ra. Nhc im: Nu lm dng kin trc m rng th hnh nh Thng hiu rt c nguy c b long. Tnh cch ca tng thng hiu con cha chc ging ht nhau. VD: Tnh hung m chng ta c th tham kho l cp thng hiu Number 1 Nc tng lc v Number 1 Sa u nnh. Mu thun tim tng trong tnh cch ca hai thng hiu sn phm ni trn, mt l nc tng lc vi gi tr li (core value) nam tnh kho mnh mt l sa u nnh vi gi tr thin nhin, s nhu ho c th s dn n s tn ti thnh cng ca ch mt trong hai thc th mu thun ni trn m thi, ty vo hnh nh (gi tr) no c xc lp mnh hn trong tm tr khch hng. iu ny s d dng nhn thy hn khi so snh vi cc thng hiu cnh tranh tng t. Chng hn bn c th so snh tng quan gia Number 1 Sa u nnh vi Tribeco Sa u nnh.

3. Kin trc theo nhm (range branding) Kin trc thng hiu theo nhm sn phm cho php tn dng ti a tn thng hiu v hnh nh thng hiu ng thi l c s xy dng chin lc truyn thng hiu qu bao trm tt c cc sn phm trong mt chng loi. VD: Chng hn khi SONY u t vo lnh vc nhip nh, hnh thnh ngay t u cc dng Cyber-shot v Alpha; trong Cyber-shot (i din vi Canon Power-shot) dnh cho gii nghip d v bn chuyn, cn Alpha l dng my nh t bn chuyn cho ti chuyn nghip (DSLR) m mc pht trin nhanh chng n mc ch trong vi nm c snh ngang vi Nikon v Canon. Trong m thc kin trc theo nhm, thc v tnh nht qun trong s hnh thnh nhm phi cao hn m thc product branding truyn thng. Thng qua v d ca SONY>Anpha chng ta thy r vai tr ca mt nhng ci tn thng hiu c lp v ni bt, thm ch n mc ngi ta khng cn gi tn thng hiu m ca chng na. u im: + Hnh thnh da trn mt khi nim sn phm hon ho ngay t u v iu quan trng hn l kin trc theo nhm lun c duy tr nht qun hn trong sut qu trnh pht trin ca thng hiu. C cu nh v a sn phm c nghin cu ngay t u khi xc lp b khung c cu chin lc cho sn phm. Nhc im: Cc nghin cu hnh vi ngi tiu dng c mt kt lun quan trng v kh nng nh ca con ngi, thng thng c th phn x ti u nht vi 7 yu t. Do vy m mt nhm sn phm c cng tn nhn chnh v 7 tn nhn ph hu nh l mt m thc hu hiu. i vi vic qun tr cng ty hay tp on khi s m rng a lnh vc vt khi mt mc ti hn no , ngi ta li c thc lm mch lc ho cu trc ngnh ngh thay v c vi chc tng cng ty hin nay Petro Vit Nam ti cu trc cn li su tng cng ty chnh v trn mi n v thnh vin khc. 4. Kin trc hnh cy d (umbrella branding) + y l phng thc c in v c th d dng b ph v theo cnh tranh. + Thng hiu chnh bao trm v dng cho hu ht tt c cc sn phm ca mt cng ty. V d in hnh l Canon v Mercedes Benz v Panasonic. T nm 2000, hng Matsushita quyt nh xa s dng thng hiu National vn c gn cho nhm in t hng trng (tc nhm iu ha, t lnh v gia dng) nhp chung vi Panasonic (vn l thng hiu dng black goods) v hnh thnh mt nhn duy nht. + Vai tr kin trc hnh cy d cng thng c dnh cho thng hiu cng ty. M hnh ny cng ang tn ti trong nhng nhm ngnh hng m mc cnh tranh thng hiu vn cn thp. C cu thng hiu ca SONY l s kt hp hi ho gia product range v umbrella brand, c thy r bi SONY l mt umbrella in hnh, cn cc range brand c th k Bravia, Playstation, Anpha &

Cybershot (my nh) Tp on FPT vn hnh thnh mt kin trc cy d, tuy nhin trong mt tng lai khng xa c l FPT s hnh thnh thm nhng thng hiu nhnh (range product brand) hay thng hiu ngi sao (nich, star brand). Trong t duy kin trc thng hiu hnh cy d, thng hiu m hay masterbrand l ti cao, v mi n lc truyn thng qung b nhm xy dng thng hiu ln (masterbrand). u im: Li ch ni bt nht i vi kin trc hnh cy d l kh nng tp trung ngun lc vo trong mt thng hiu ln, c th kim lun c chc nng thng hiu cng ty hay tp on. Nhc im: Nhn hiu con t n khng th ng c lp V mt khi cc dng nhn hiu con i n mt gii hn v: hnh nh, c tnh, tnh nng sn phm khc bit hay quan trng nht, nhm n mt nhm khch hng hon ton mi th khi cn thit phi xy dng thm cc hnh thi kin trc mi, chng hn nh hnh thnh mt dng nhn hiu mi hon ton nh trng hp Lexus ca Toyota. V vy chng ta khng th p dng m thc Kin trc hnh cy d mt cch my mc v thiu cn nhc, Khi gp phi i th mnh dn to ra mt dng thng hiu (c lp) mi, l lc cn phi xem li ton b cu trc hin ti ca mnh nu khng qu mun. 5. Kin trc chia s thng hiu (shared branding) Phng thc ch o ca phng php chia s thng hiu l s dng mt Thng hiu mnh khc gn tn sn phm ca mnh vo. M thc ny ph bin trong qu trnh nhng quyn thng hiu. VD: Microsoft Window l trng hp tiu biu ca shared branding. Thng hiu sn phm i tng chnh l Window lun xut hin vi s bo tr song hnh mt cch mnh m v trc quan bi thng hiu m l Microsoft. Hn na trong qu trnh tn ti ca cp thng hiu chng ta thy c s chia s gi tr hay bo tr ln nhau gia hai thc th nhn hiu. u im: Tit kim chi ph ban u. Nhc im: Hn ch r rt nht ca phng php ny l thng hiu mi khng c mt thc th hon chnh v hnh nh c tnh ca mnh, xt c v mt php l, c tn ti v pht trin c lp. 6. Kin trc bo chng thng hiu (endorsement branding)

Thng hiu bo tr (hay bo chng) c mt c im rt d phn bit l n khng gn lin trong tn gi ca thng hiu sn phm to ra mt thc th c lp m thng n ng ring hay tch ri khi nhm tn nhn hiu sn phm. V d nhn hiu Unilever khng gn lin vo tn thng hiu sn phm (OMO, hay P/S) m c gn mt gc bao b, hay mt gc mn hnh TV cui cc on hnh nh qung co truyn hnh. V mt php l mt endorsement brand l c lp vi thng hiu m n bo chng. Trong tnh hung nu trn, thng hiu bo tr (endorser brand) l Unilever v thng hiu c bo tr (endorsee brand) l OMO hay P/S. Cc nhn OMO hay P/S t n c v tr c lp c v mt php l nhn hiu. Trong thc t c nhiu hnh thc v mc bo chng a dng v vi nhiu mc ch khc nhau. Nhn xt: Thng hiu bo tr thng ng gp vo vic khng nh uy tn hay li cam kt v cht lng v uy tn kinh doanh vi khch hng (nh phn phi, nh bn l). i vi cng chng ngi tiu dng, c khi ngi ta khng nhn r vai tr ca nhn bo tr, nu khng c nhng thng ip ng v lng truyn thng thch ng. Bo tr Thng hiu cng c p dng vo phng thc kinh doanh nhng quyn; trong mua bn v sp nhp thng hiu hay mua bn sp nhp doanh nghip. Mc bo tr thng hiu rt khc nhau, nh qun trv cc ch thng hiu cn phn tch k cc tc ng tch cc v tiu cc trong cc mc xc lp c ch ph hp, da trn cc yu t nh hng nh ti chnh, khch hng, hnh nh thng hiu, c cu nh v, cc ngun lc cn thit trong pht trin. 7. M thc gn nhn cng ty (corporate branding) C mt xu hng ng k trong vic p dng cc thng hiu tn cng ty vo cc dng sn phm m in hnh gn y l chin lc tp trung ha ca Proctor & Gamble (t thi A.G. Lafley). Nhng l do hnh thnh xu hng ni trn bao gm: (1) Tp trung gi tr gc v uy tn ca thng hiu cng ty bao bc ly thng hiu sn phm; (2) Ngi tiu dng tin tng v khng b nhm ln, nu h tin vo Thng hiu Cng ty; (3) C nhiu c hi m rng thng hiu v kh nng tit kim ngn sch qung co; (4) C th gip gia tng gi tr ca thng hiu cng ty th hin bng cc chin lc qun b thng hiu tng th ca cng ty v hot ng quan h cng ng. Ngi Akio Morita, ngi sng lp tp on v thng hiu Sony tng ni: "Ti lun lun tm nim rng Thng hiu Cng ty l cuc sng ca c doanh nghip. Thng hiu mang trch nhim v cam kt bo m cht lng cho cc sn phm". Tinh thn ca Corporate Branding khng ch th hin chin lc nh v thng hiu sn phm m cn ch hn, l ch pht trin mt tp on di cng mt ngn c thng hiu, tp trung sc mnh vo mt thng hiu ln duy nht. Tinh thn ny c th c nhn thy Sony, Samsung, Nokia v Virgin Group. Cu 8: Chin lc pht trin sn phm pht trin thng hiu? * Chin lc pht trin sn phm: Th nht => Pht trin mt sn phm ring bit, c th thc hin thng qua cc con ng: Thay i tnh nng ca sn phm. Theo cch ny c th to ra sn phm mi bng cch hon ci, b sung hoc thay i li cc tnh nng ca sn phm c theo hng m bo s dng sn phm an ton tin li hn. Con ng ny thng p dng cho cc sn phm l my mc thit b ln, phng tin vn tinhm ci thin iu kin s dng ca ngi tiu dng v do m ra kh nng mi v cu sn phm ca khch hng.

Ci tin cht lng. mc tiu l lm tng tin cy, tc , bn cng nh cc c tnh khc ca sn phm ang sn xut. i vi nhiu loi sn phm ci tin cht lng cng c ngha l to ra nhiu sn phm cht lng khc nhau phc v cho khc hng c th hiu tiu dng v nhu cu khc nhau. Ci tin kiu dng sn phm. Mc tiu l lm thay i hnh dng, hnh thc ca sn phm nh thay i kt cu, mu sc, bao b to ra s khc bit ca sn phm. M rng mu m sn phm. Mc tiu l to ra nhiu mu m mi ca sn phm. Th hai=> pht trin danh mc sn phm: Pht trin danh mc sn phm c th c thc hin thng qua vic b sung thm cc mt hng mi hoc ci tin sn phm ang sn xut. Danh mc sn phm c th c b sung nhiu cch. Ko dn sn phm xung pha di: B sung thm mu m sn phm c tnh nng tc dng, c trng cht lng km hn. Trng hp ny khi cng ty sn xut c cu mt hng ang nh im ca th trng, p ng nhu cu ca cc nhm khch hng c thu nhp cao, c yu cu cao v cht lng. La chn chin lc b sung mu m sn phm c tnh nng, tc dng, c trng km hn nhm p ng nhu cu ca nhm khch hng c yu cu v cht lng sn phm thp hn vi gi c r hn. Tin hnh chin lc ny cng ty c th ngn chn c s xm nhp ca cc doanh nghip mun cung cp cho th trng cc mu m sn phm c tnh nng, tc dng cht lng km hn song cng c th lm cho khch hng xa ri cc sn phm hin c v cng ty cng cha p ng c yu cu ny nn cc i th c th tm cch xm nhp th trng. Ko dn ln pha trn: B sung cc mu m sn phm ang c tnh nng, tc dng, cht lng cao hn. Trng hp ny xy ra khi cng ty ang sn xut c cu mt hng p ng nhu cu ca khch hng c thu nhp v yu cu v cht lng thp. La chn chin lc ny nhm p ng nhu cu cho nhm khch hng c yu cu v cht lng sn phm cao hn vi gi c cng cao hn. Tin hnh chin lc ny cng ty c th ngn chn s xm nhp ca cc doanh nghip mun cung cp cho th trng cc sn phm c tnh nng, tc dng, cht lng cao hn song cng c th dn n s cnh tranh gay gt, quyt lit. Mt khc, cch lm ny cng kh lm cho khch hng tin tng vo s gia tng cht lng ca sn phm. Ko dn hai pha: B sung c cc mu m sn phm c tnh nng, tc dng, c trng cht lng cao hn v c cc mu m sn phm c tnh nng, tc dng v cht lng thp hn. Trng hp ny xy ra khi cng ty ang sn xut c cu mt hng p ng nhu cu ca nhm khch hng c thu nhp v yu cu cht lng va phi. La chn chin lc ko dn hai pha nhm p ng nhu cu ca mi nhm khch hng c yu cu v cht lng sn phm vi gi c khc nhau. Chin lc ny i hi tim nng ln ca cng ty v c th dn n s cnh tranh gay gt, quyt lit. Cng ty cng c th lm tng danh mc cc mt hng trong c cu sn phm hin ti nhm lm cho khch hng thc s thy ci mi khc bit ca sn phm v mua thm sn pphm mi mc d c sn phm c. u im

Th nht, trnh c nhng phc tp v qun l m cc doanh nghip a dng ho thng gp. Mc a dng ho cng yu cng d xc nh mc tiu v hng i cho cng ty. Th hai, cng ty c th tp trung ngun lc ca mnh vo hot ng s trng, khai thc cc im mnh ni bt to s c o, khc bit cho sn phm , dch v m i th cnh tranh trn th trng xc nh. iu ny quan trng nhng ngnh ang tng trng i hi phi c ngun nhn lc ln. Th ba, cng ty c iu kin nm bt, theo di nhng din bin v mi trng kinh doanh, th trng, nh u ra nhng quyt nh nhanh chng, kp thi. Yu t ny c bit l quan trng khi cng ty kinh doanh trong mi trng cnh tranh cao, cng ngh thay i nhanh chng. Th t, khi kinh doanh trong mt ngnh, cng ty hiu r c nhu cu cng nh s thay i th hiu ca khch hng ci tin hoc a ra sn phm mi ph hp hn. Th nm, chin lc tp trung vo mt ngnh c kh nng duy tr vn ho t chc bn vng, hiu qu, cht lng v hnh nh ca doanh nghip lu di. V vy, nhng doanh nghip thc hin chin lc tp trung thng pht trin trong ni b, h khng thch mua li cc doanh nghip cng ngnh khc. im: Trc ht, gii hn v lnh vc kinh daonh i khi khng m bo li th cnh tranh tnrong di hn. trong nhng iu kin nht nh, cn phi pht trin theo hng hi nhp dc nhm to ra gi tr v li th cnh tranh. Th hai, cc cng ty c th gp kh khn tnrong vic ti a ho li nhun. Do tc tng trng ca ngnh thp, cng ty nhng ngnh i vo giai on trng thnh thng c tc tng trng thp, cc ngun lc khng c s dng ht. Th ba, cng ty c th gp ri ro trong qu trnh pht trin v sc hp dn ca ngnh suy gim theo thi gian do nhiu nguyn tc nh: quy m nhu cu i vi sn phm gim, nhiu i th cnh tranh tham gia kinh doanh, c sn phm thay th, kh nng cnh tranh ca cng ty km Th t, chin lc tp trung vo mt ngnh c th to nn nhiu cng nhc trong t chc, bi h s th ng, khng c kh nng thay i v thch ng khi th trng ca h bt u gim st. Cui cng, cc cng ty c th b l c hi s dng nhng tnh nng ni bt ca mnh vo ngnh ngh khc

Nhc

Trong thc t, chin lc tp trung vo mt lnh vc kinh doanh ph hp vi nhng ngnh kinh doanh khai thc th trng, nhn hiu hng ho c uy tn, sn phm c kh nng ci tin hc a dng ho mu m... Pht trin thng hiu l g? l bi v khng nh nhng phng tin truyn thng i chng khc, Internet l mt knh tng tc c th kt hp c c vn bn, hot ng, m thanh v c thit k nhm to nn mt thong hiu hon ton mang tnh c nhn. iu ny c ngha y khng ch l mt c hi kh ln m cn l mt thch thc d gy nn lng. Du cho trang web ca bn ch ch ti mt kinh nghim thng hiu y sc sng th nhng ngi vo xem cng hon ton ch ng c v cc i th th ch cn kch chut vo l xong.

Hin nhin rng, ct li ca vic xy dng thng hiu in t chnh l trang web. Mt trang web c thit k tt i hi phi c li gii thiu c o hn, mt biu tng thuyt phc hn v c nhng ha li cun hn. Nh vy, n i hi nhng cn nhc mi trong vic truyn thng vi cc khch hng, cc i tc v c nhng nh cung cp trong mt th trng ton cu nng ng. pht trin c m thng hiu in t thnh cng, trc tin cn phi to c mt trang web kt dnh bi chnh n l ci s c v nhng ngi vo xem quanh qun bn n nhiu hn thay v hng th nhy vo trang khc. V iu ny i hi mt chin lc c c kt t nhng nguyn tc sau y: 1. Phi bit c mc ch ca mnh Bn nh to mt thng hiu Internet hay mt thng hiu trn Internet? Hai iu ny hon ton khc nhau. Nu bn nh s dng Internet ch yu ch nh mt phng tin tip th cn bn c mt kho hng trong th gii thc th c ngha bn to mt thng hiu trn Internet. a s cc mu trang web t lm u c xy dng theo suy ngh ca bn. Tuy nhin, nu bn nh to ra hu ht vic bn hng u t trang web ca bn th c ngha bn to mt thng hiu Internet, v nh vy mi th tr nn phc tp hn. M nh th th bn s cn kim sot c thng tin cnh tranh ton cu, xc nh c cc chin lc ti u kt qu tm kim (SEO Search Engine Optimization), nghin cu k tnh nng t gi hng nng cao, cng nh phi vt qua nhng li mn in t khc kiu nh cc cc chng trnh hi vin hay mi quan h i tc c c nhiu ngi vo xem trang web ca bn. 2. Hy p ng nhng nhu cu cn hn c c mun Ging nh dng ch xut hin trn mt t bo c gp li, cn hn c c mun m ch v khng gian c th nhn thy c trn mn hnh ca ngi s dng trc khi h cun n li. Ni chung nhng ngi vo xem thng khng thch cun li, v th phi nm bt ngay li th ca bt ng sn quan trng ny. Hy chuyn ti ci cng ty bn lm c cng nh lm sao n gip ch c cho cc khch hng. Bi nu nhng ngi vo xem khng nhanh chng thy c ci h cn th hu ht h s chuyn sang trang web khc. V vy m trang ch ca bn phi ph hp ni dung, phi r rng, li cun v phi thc t. y l iu ct yu lm tng t l ngi vo xem. 3. Hy cho php khch hng tng tc Internet lun thiu mt s giao tip ca con ngi, chnh iu xy dng nn nim tin trong th gii thc. Tuy nhin, s tng tc s lm cho ngi s dng c kinh nghim tr nn si ng hn v em li c s tin tng. Khi , s tng tc khng ch cn l kh nng chn mua hng. Bi nu c th, hy cho php cc khch hng a ra nhng yu cu v nhn li thng tin hoc nhng gi tng ng da trn chnh nhng yu cu . V nu bn khng th t chc c kiu tng tc nh vy th cn lu lm mi thy s nhn ha trong trang web ca bn. p li th chnh iu s gip cho bn c c nim tin t khch hng, m l mt thnh phn quan trng xy dng thng hiu cho d c bng trc tuyn hay trc tip. 4. Hy to ra quan im Hy t chc ni dung p ng c cc yu cu khch hng mt cch trc gic v ngay lp tc. Hy hnh dung cnh tng khi bn cm thy cc khch hng hu nh u hi lng c nhn thy, ri sau b tr ni dung dng cc tab v lin kt mt cch ph hp. Hy gi cho vic sao chp l t nht, cn ni dung th lun hp dn v y thng tin. Trnh kiu ni dung di dng v so rng trong vic th hin cc im nhn, cc ch v c nhng on ngn. Cui cng, hy lm cho vic chuyn nhng thng ip bng ch ny thnh li ni tht tt.

5. Hy trnh s cng iu Mt u im ln i vi Internet l lm th no n cho php truy cp ti rt nhiu thng tin trong mt mi trng khng c p lc, mt mi trng m cc khch hng c ton quyn kim sot. Vic qung co truyn thng khng hot ng c trong mt mi trng nh vy bi n gin l trin vng khng cn ph hp na. Cn Internet th li cho php nhng ngi tiu dng nhanh chng so snh gi c sn phm, s a dng v c cc c tnh. Do s cng iu s ph hy ton b nim tin. 6. Hy to ra nhng tiu chun thng hiu in t Nhng tiu chun ny nn bao gm c nhng ch dn k thut v c bng mt thng. Cc c tnh bng mt thng nn gm c bng mu, ni t biu tng, cc thnh phn ha v c kiu in. Cn ti thiu v nhng c tnh k thut th nn gm cu trc hot ng v s trang web ca bn, cc mn hnh tnh khc vi cc mn hnh ng, cng nh vic b tr cc nt nhn v lin kt. Tm li, kinh nghim v khch hng ca bn phi tht nhanh, d dng v y . Bi trc tuyn, l ni n gin khng phi chu ng hoc mt thi gian i vi vic tht vng. Trc tuyn, l ni thng tin nn tr nn d lnh hi. Vic t hng cng nn nhanh chng v n gin. Thi gian ti v phi tr nn gn nh ngay lp tc. M nh vy th mi th nn tr nn trc gic hn. V chnh l iu m s kh hay d ca n l nh nhau. Cu 9: Thanh lc danh mc thng hiu, cho VD minh ha?