Khi nim thng hiu

Hnh thc thng hiu

Ti sn thng hiu
Tm nhn S mnh Gi tr ct li
H thng nhn din thng hiu
Kin trc thng hiu
BRAND
Quy trnh xy dng thng hiu
BRAND
Tm quan trng ca thng hiu
v xy dng thng hiu
Thng hiu chnh l danh ting nhng g m cng ty, sn phm
dch v ca bn i din trong tm tr khch hng v nh u t .
Thng hiu chnh l thu nhp ca cng trong tng lai.
i mi v qun l (xy dng, duy tr v pht trin) thng hiu
trong mi trng cnh tranh y bin ng.
Trong bi cnh cnh tranh quyt lit,
cc gi tr ct li ca sn phm khng chnh lch nhiu th
thng hiu l cha kha to s khc bit
Gi tr ca thng hiu mnh
2010 Ranking of the Top 100 Brands - Interbrand
Ti sn thng hiu dng tin m
thng hiu sn sinh ra cho cng ty

Gi tr thc hin ti ca dng tin t cc
sn phm/ dch v c v th thng hiu
tr i dng tin t cc sn phm/ dch v
c so snh m khng c v th thng
hiu
Khi nim
BRAND
Tin phong
t ph
Sng to
n gin
Khi nim
Cc thnh t chnh ca thng hiu
c im
nhn din
Thuc tnh
Mi lin h
BRAND
Khi nim
c im
nhn din
Bt c iu g khin khch hng gi nh n cng ty, sn phm hoc dch v
Tn gi Logo Khu hiu Nhc hiu Mu sc Hnh dng Bao b,

Always low price

Thuc tnh
Khi nim
Bt k iu g khch hng lin tng khi ngh n
c im nhn din thng hiu.
Cc loi thuc tnh

Li ch cm xc
Li ch chc nng
Li ch kinh t
Thuc tnh
Loi sn phm/dch v
Mnh
Yu
Khi nim
Mi lin h
L mi quan h gia cc c im nhn din v thuc tnh
Vi nhng thng hiu mnh, khong dng trong tm tr khi
lin h cc c im nhn din vi thuc tnh s c rt ngn
Kim tra sc mnh ca mi lin kt thng hiu bng cc
mi lin h ngc

Dnh cho phi p C ph?
Thi trang in thoi i ng?
ng gi - hng hng khng?



Xy dng mi lin h: tp trung, nht qun
Khi nim
Vn
Sn
phm/
dch v
Thng
hiu
Thuc
tnh
Thuc
tnh
Thuc
tnh
Mt tri Mt phi
Mi lin h gia vn v sn phm/ dch v quyt nh liu khch hng c
xem xt n danh mc sn phm/ dch v ca bn nh mt gii php kh d
cho vn ca h hay khng
Mission: To inspire and nurture the human spirit
one person, one cup and one neighborhood at a time.

Our Coffee It has always been, and will always be, about quality.
Our Partners We always treat each other with respect and dignity. And we hold
each other to that standard.
Our Customers When we are fully engaged, we connect with, laugh with, and
uplift the lives of our customers even if just for a few moments.
Our Stores Its about enjoyment at the speed of life sometimes slow and
savored, sometimes faster. Always full of humanity.
Our Neighborhood We can be a force for positive action bringing together our
partners, customers, and the community to contribute every day.
Our Shareholders - We are fully accountable to get each of these elements right so
that Starbucks and everyone it touches can endure and thrive.

Khi nim
BRAND
Brand
Trademark
Du hiu c trng ca mt cng
ty, sn phm/ dch v m da vo
ngi tiu dng c th nhn
bit v phn bit c gia cng ty
vi cng ty khc trn th trng.

Thng c dng trong thc
tin qun tr hot ng sn xut
kinh doanh.
Du hiu dng nhn bit v
phn bit mt sn phm c
ng k bo h v by bn trn
th trng vi nhng sn phm
khc.

Thng c dng trong nhng
vn lin quan n php l nh
ng k bo h.
Hnh thc thng hiu
BRAND
Tn gi Logo Khu hiu Nhc hiu Hnh tng Kiu dng Mu m
Tn gi

Mt s tiu ch nh gi:

Lin kt vi cc thuc tnh
D nh
D vit tn
D pht m
Nghe hay
c o
Khng c nguy c dn n ngha mi
Khng gp rc ri v vn php l
NOVA
Hnh thc
Logo

Hnh thc
BRAND
Khu hiu

Mt s tiu ch:

Th hin mc
tiu, cam kt.
Ngn gn
Khng phn cm
Li ch sn phm
Computing Tabulating Recording Corporation
Cola-Brads Drink
Thay i cc c im nhn din thng hiu
Ti sn thng hiu
Brand Equity
BRAND
Ti sn thng hiu
Brand Equity
BRAND
Brand
Awareness
S nhn bit thng hiu l s phn trm ca dn s
hay th trng mc tiu bit n s hin din ca mt
thng hiu hay cng ty
Nhn bit thng hiu l giai on u tin trong tin
trnh tin trnh mua sm v l mt tiu ch quan trng
o lng sc mnh ca thng hiu.
4 cp nhn bit thng hiu
Khng nhn bit
Nhn bit c gi Aided
Nhn bit khng c gi Unaided
Ngh n u tin Top Of Mind
Khi nhc n tivi, anh/ ch ngh ngay n thng hiu no?

Khi nhc n du gi u dnh cho n gii, anh/ ch nh n nhng thng hiu no?






Trong cc thng hiu sn phm sau, anh/ ch bit n thng hiu no?





Ti sn thng hiu
Brand Equity
BRAND
Ti sn thng hiu
Brand Equity
BRAND
Perceived
Quality
Nhn thc tng th cu ngi tiu dng v cht lng
sn phm hoc dch v so snh vi sn phm ca i
th cnh tranh hoc sn phm thay th.
Xc nh l do m ngi tiu dng chn mua sn
phm To ra s khc bit trong nh v - lm c s
nh gi
Ti sn thng hiu
Brand Equity
BRAND
Brand
Association
Nhng tng kt ni vo tr nh ca ngi tiu
dng khi nhc n thng hiu
To ra s khc bit trong nh v thng hiu To
cm nhn tch cc cho ngi tiu dng
Ti sn thng hiu
Brand Equity
BRAND
Brand
Loyalty
S gn kt ca ngi tiu dng vi thng hiu
Ti sn thng hiu qu nht ca cng ty, l tiu ch quan
trng nht nh gi s thnh cng ca mt cng ty.
H thng nhn din thng hiu
Brand Identity System
BRAND
Tp hp nhng lin tng m cng ty
mun xy dng v gn gi trong tm tr
khch hng

H thng nhn din thng hiu tt
gm:
nhn din ct li v nhn din m rng

H thng nhn din thng hiu c
th hin thng qua cc yu t: Sn phm
T chc Con ngi Biu tng
H thng nhn din thng hiu
Brand Identity System
BRAND
BRAND
H thng nhn din thng hiu
Brand Identity System
BRAND
ng phc
Tt c nhng ni m
khch hng c th
nhn bit v nh n
thng hiu
Kin trc thng hiu
Brand Architecture
BRAND
Kin trc thng hiu l mt cu trc nhm t chc cc thng hiu nm
chung trong mt danh mc vi mc ch xc nh r vai tr ca tng
thng hiu, mi quan h gia cc thng hiu, cng nh chc nng ca
cc thng hiu.

Chin lc thng hiu sn phm Product Branding
Chin lc thng hiu dng sn phm Line Branding
Chin lc thng hiu dy sn phm Range Branding
Chin lc thng hiu d Umbrella Branding
Chin lc thng hiu ngun Source Branding
Chin lc thng hiu bo tr - Endorsed Branding

Chin lc sn phm Product Branding
P&G
Du gi
Head &
Shoulder
Pantene Rejoice Pert
Bt git
Tide Ariel
Chin lc thng hiu dng sn phm
Line Branding
Men Care Lotion Hair Care Deodorant Body Wash
Chin lc thng hiu dy sn phm
Range Branding
Nhm sn phm dinh dng t sa thun ty di dng sa bt
Chin lc thng hiu d
Umbrella Branding
Chic meets sleek
The tecnology of seduction
Taking luxury to a new level
One body. Two hearts All you need for an enjoyable drive
GL
GLK
Chin lc thng hiu ngun
Source Branding
Sai Gon Lager
Bia ca ngi
Vit Nam
Saigon Export
Khng bng by,
khng phi n o,
khng cu k, khng
cn ph trng, ung
th hiu
Saigon Special
Cht men ca
thnh cng
Bia 333 Premium
Khi dy am
m, xng tm ng
cp
Chin lc thng hiu bo tr -
Endorsed Branding
Kin trc thng hiu
Brand Architecture
BRAND
Cc bc nh gi cu trc thng hiu

1. Lit k tt c cc tnh nng gn vi thng hiu
chnh v thng hiu ph
2. So snh tnh nng gn vi thng hiu ph vi
thng hiu chnh xc nh khong cch hay
xung t c th c.
3. Chn nhng tnh nng chung ca thng hiu
chnh v thng hiu ph
Kin trc thng hiu
Brand Architecture
BRAND
Lavar s Service
ng gi Trch nhim
Lm sch
ng
gi
Chu
o
Chm sc tr nh
ng
gi
Sng
to
Gip gia nh bn
ng
gi
Linh
hot
Lavar s Service - Lun bn bn khi cn Always when needed
V d thc hnh xy dng
kin trc thng hiu
Kin trc thng hiu
Brand Architecture
BRAND
Cc bc nh gi cu trc thng hiu

1. Lit k tt c cc tnh nng gn vi thng hiu
chnh v thng hiu ph
2. So snh tnh nng gn vi thng hiu ph vi
thng hiu chnh xc nh khong cch hay
xung t c th c.
3. Chn nhng tnh nng chung ca thng hiu
chnh v thng hiu ph
Tm nhn thng hiu l mt thng ip ngn gn
v xuyn sut nh hng hot ng ng di cho mt
thng hiu. Vai tr ca tm nhn ging nh mt thu knh
hi t tt c sc mnh ca mt thng hiu vo mt im
chung.

Tm nhn thng hiu phi t c cc tiu chun.

- Thng nht mt mc tiu xuyn sut ca cng ty mi cp.
- To s nht qun trong vic lnh o.
- ng vin tinh thn nhn vin v qun l.
- nh hng s dng ngun ti nguyn.
- To tin cho vic xy dng mc tiu v ch tiu trong
cng mt nh hng.

Tm nhn S mnh
Gi tr ct li ca thng hiu
Brand Vision Brand Mission Brand Core Value
BRAND
Tm nhn S mnh
Gi tr ct li ca thng hiu
Brand Vision Brand Mission Brand Core Value
BRAND
S mnh thng hiu th hin vai tr, chc
nng v gi tr ca thng hiu i vi khch hng,
cng ty, i tc v cng ng.

S mnh thng hiu l l do ca s ra i v tn
ti ca n.
Gi tr ct li ca thng hiu th hin
nhng trit l kinh doanh m thng hiu ang
theo ui, xy dng v thc hin.

Gi tr ct li l mt li ha, li cam kt i vi khch
hng, c ng, nhn vin, i tc v cng ng.



Purpose
We will provide branded products and services of superior quality and value
that improve the lives of the worlds consumers, now and for generations to
come. As a result, consumers will reward us with leadership sales, profit
and value creation, allowing our people, our shareholders and the
communities in which we live and work to prosper.
At P&G, we touch lives in small but meaningful ways.
Billions of them. Every day.
Values
Integrity
Leadership
Ownership
Passion for Winning
Trust






Quy trnh xy dng thng hiu
BRAND
Nghin cu, nh gi thng tin mi trng
Tm nhn thng hiu
Chin lc thng hiu
nh v thng hiu
H thng nhn din thng hiu
Thit k thng hiu
Qung b thng hiu
nh gi, ci tin thng hiu

(Ngun: L ng Lng (2010), Qun tr thng hiu, NXB i hc Quc gia TP HCM)
Thng ip ca thng hiu
BRAND
Truyn ti nhng thng tin g?
Thng dip v Hnh ng
Nguyn tc ca thng ip thng hiu
Thng ip hot ng nh th no





Cch thc qung b thng hiu







Nhn
thc
Kin
thc
a
thch
u tin
Tin
tng
Hnh
ng
Coca Cola Light
Live Life Light
Thanks for concentrating
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