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GII THIU NI DUNG MN HC

Bui

QUN TR THNG HIU


Brand Management
ThS Nguyn Thy Huyn
Khoa QTKD H M Tp.HCM

Ni dung

S tit

Bi 1: Thng hiu (Brand)

Bi 2: Ti sn Thng hiu (Brand Equity)

Bi 3: Tin trnh Xy dng Thng hiu (Branding strategy)

Bi 4: nh v Thng hiu (Brand Position)

Bi 5: H thng Nhn din Thng hiu (Brand Identity System)

Bi 6: Kin trc Thng Hiu (Brand Architecture)

Bi 7: Bo v Thng hiu (Brand Protection)

Bi 8: Khai thc Gi tr Thng hiu (Brand Value)

Hng dn t hc, n tp
Thuyt trnh, nh gi gia k

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TI LIU HC TP

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CHNG 1:

1. Slides bi ging mn Qun tr thng hiu, Nguyn Thy Huyn,


ti liu lu hnh ni b ca Trng i hc M TPHCM.
2. Chng trnh pht thanh mn Qun tr thng hiu, Nguyn Thu
Huyn - Hunh Kim Tin, trn i Ting ni nhn dn TP.HCM (sng
610KHz) theo k hoch pht sng ca Trung tm o to t xa Trng i hc M Tp.HCM.
3. a CD thu thanh bi ging mn Qun tr thng hiu, Nguyn
Thu Huyn - Hunh Kim Tin, do Trung tm o to t xa, Trng
i hc M Tp.HCM pht hnh.
4. a VCD thu hnh Gii thiu mn hc Qun tr thng hiu,
Nguyn Thu Huyn Ninh Hiu Ngha - Trn Hunh Cng, do
Trung tm o to t xa - Trng i hc M Tp.HCM pht hnh.
5. Gio trnh mn Qun tr thng hiu, Nguyn Thu Huyn Ninh
Hiu Ngha - Hunh Kim Tin L Th Ngc T, ti liu lu hnh ni
b ca Trng i hc M TPHCM.
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TNG QUAN V THNG HIU

BI 1:
THNG HIU
(Brand)
Th.S Nguyn Thy Huyn
Khoa QTKD H M Tp. HCM
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Gii thiu chung v Thng hiu

1. Khi nim chung v Thng hiu


Thng hiu xut hin t khi no?

Khi nim chung v Thng hiu


Chc nng ca Thng hiu
Vai tr ca Thng hiu

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1. Khi nim chung v Thng hiu

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1. Khi nim chung v Thng hiu

Thng hiu l g?

Thng: Bun bn
Hiu: du hiu phn bit v nhn bit
Thng hiu:
L bc c hnh tng, du hiu c trng ca mt DN
gip NTD nhn bit, phn bit mt DN hoc sn phm
ca DN trn thng trng.

Vy cc du hiu y c th l nhng du hiu no?

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Brand: Xut pht t ngn ng Nauy c.


Brand = ng du bng st nung.
T rt xa xa, ban u, ch ca cc vt nui ng du
ln cc con vt ca mnh nhn ra chng.
V sau, cc nh sn xut gm, gia th v t la cng s
dng phng php ny phn bit cc sn phm ca
h vi nh sn xut khc.
Ngy nay t Thng hiu c s dng rng ri trn
ton th gii, trong tt c cc ngnh ngh, SP/DV.

Cc yu t cu thnh Thng hiu:


Tn, nhn hiu hng ha (Trademark)
Biu tng (Logo)
Khu hiu (Slogan)
Tn gi xut x hng ha, ch dn a l
Bao b (package)
Mu m, thit k, kiu dng cng nghip(design)
m thanh (jingle)
Mu sc (colour)
Phong cch (style)
Cht lng phc v/ dch v, hnh nh ngi bn hng
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1. Khi nim chung v Thng hiu

2. Chc nng ca Thng hiu

Thng hiu nm u?

Thng hiu l tng hp tt c cc yu t vt cht, thm


m, l l v cm xc ca mt sn phm, hoc mt dng
sn phm, bao gm bn thn sn phm, tn gi, logo,
hnh nh v mi s th hin hnh nh, dn qua thi
gian c to dng r rng trong tm tr khch hng
nhm thit lp mt ch ng ti .

Chc nng nhn bit v phn bit

Chc nng thng tin v ch dn

Chc nng to s cm nhn v tin cy

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2. Chc nng ca Thng hiu

2. Chc nng ca Thng hiu

a. Chc nng nhn bit v phn bit


L chc nng c trng, gc, quan trng nht

a. Chc nng nhn bit v phn bit (tt)


Khi hng ha cng phong ph a dng th chc nng
phn bit li cng quan trng.
Khi cc SP t n mc hu nh khng th phn
bit c bng tnh cht, c im, li ch v cng dng,
th TH l yu t duy nht to ra s khc bit.
Nu cc du hiu nhn bit v phn bit TH khng r
rng, gy kh khn cho khch hng khi phn bit s
cn tr s pht trin ca mt TH.
Nu khng ch ng to ra du hiu phn bit, th khch
hng cng s t pht trong vic tm v nh mt yu t
no t phn bit i khi phn tc dng.

TH gip nhn bit hng ha, dch v ca 1 doanh nghip


TH gip phn bit hng ha, dch v ca doanh nghip
ny vi doanh nghip khc

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2. Chc nng ca Thng hiu

2. Chc nng ca Thng hiu

b. Chc nng thng tin v ch dn (tt)

b. Chc nng thng tin v ch dn (tt)

Thng qua thng ip, hnh tng, du hiu th hin ca


mt TH, NTD phn no nhn bit c
ni SX, cch thc ch to :
cng dng:
iu kin tiu dng:
gi tr s dng ca hng ha :
ng cp ca hng ha:

Hiu qu ca s th hin chc nng thng tin v ch dn


s ph thuc vo:
dng thng ip
phng php tuyn truyn
ni dung c th ca thng ip
v cm nhn khc nhau ca ngi tiu dng

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2. Chc nng ca Thng hiu

2. Chc nng ca Thng hiu

b. Chc nng thng tin v ch dn (tt)

c. Chc nng to s cm nhn v tin cy

Khng phi tt c thng hiu ang tn ti trn th


trng u c chc nng ny.

TH to cho ngi tiu dng cm nhn v: s sang trng,


s khc bit, yn tm, thoi mi khi tiu dng SP/DV, v
s tin tng khi la chn tiu dng SP .

Chc nng ny ch c th hin khi TH c chp


nhn trn th trng. Khi mi xut hin, TH khng th
hin chc nng ny.

Chc nng thng tin ch dn d r rng, phong ph n


u, nhng khng m bo chc nng nhn bit v
phn bit, th TH cng khng th thnh cng c.

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3. Vai tr ca Thng hiu

3. Vai tr ca Thng hiu


i vi Doanh nghip:

i vi ngi tiu dng:

To dng hnh nh DN v SP trong tm tr NTD

Quyt nh hnh vi mua sm ca NTD

Nh mt li cam kt gia DN v khch hng

Gim thiu ri ro trong tiu dng

Xc nh phn khc th trng

nh v nhm x hi ca NTD

To s khc bit trong qu trnh pht trin SP


Mang li nhng li ch thit thc cho DN
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