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LI M U
Cc cng ty khi mi pht trin thng tp trung xy dng cho thng hiu sn phm ca mnh. Vi yu cu pht trin khng ngng, nhng cng ty ny thng tip tc m rng dng sn phm, m rng thng hiu nhm chim lnh, bao ph th trng nhm chng li cc i th cnh tranh cng nh gia tng doanh s, gim ri ro khi tp trung u t mt dng sn phm, mt lnh vc. Tuy nhin, lc ny vn qun tr thng hiu phc tp hn vi vic nng tm ln thnh qun tr a thng hiu nhm trnh s chng cho gia cc sn phm, thng hiu cng nh vic ri xa gi tr ct li, hnh nh ban u m cc tp on nay gy dng. Do , kin trc thng hiu ng vai tr nh kt cu, s ca mt ta nh s. Thit k ca n cng vng chc, th thng hiu cng pht trin mnh m, ngc li n c th ko theo c mt s sp trn phm vi hp hoc quy m hn.

QUN TR THNG HIU I. C s l lun v kin trc thng hiu: 1. Khi nim v kin trc thng hi:

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- Kin trc thng hiu l mt cu trc nhm t chc cc thng hiu nm chung trong mt doanh mc vi mc ch xc nh r vai tr ca tng thng hiu, mi quan h trong ca thng hiu trn th trng sn phm. - l mt cng c c s dng to ra tng lc, s phn vai minh bch gia cc thng hiu c th v to sc nng cho thng hiu. - Kin trc thng hiu ch c i vi nhng doanh nghip p dng m hnh a thng hiu. Cc doanh nghip ny c nhiu thng hiu khc nhau lp thnh danh mc ny gi l qun tr a thng hiu. 2. Qun tr a thng hiu: a. Khi nim: - Qun tr a thng hiu l thnh lp danh mc v phng php qun l danh mc . - C vai tr n nh c th cho tng thng hiu trong danh mc v xy dng mi quan h hi ha gia cc thng hiu, trnh khng to ra n tng ln xn trong u nhng khch hng mc tiu. b. Mc tiu ca qun tr a thng hiu: - To ra nhng thng hiu mnh, c hiu qu. - Phn phi ngun lc hp l trong vic xy dng cc thng hiu khc nhau. - To sc cng lc, trnh gy cc n tng thng hiu hn lon trong u khch hng. - Cung cp sn phm, dch v c chn dung thng hiu r rng, gip cng ty bn l, cng ty qung co, phng php trng by trong tim, hiu r mi quan h gia cc thng hiu ca cng mt cng ty do c th to ra cht lng kinh doanh ph hp. - Nng cao gi tr ca thng hiu. - To ra ngun lc cho s pht trin trong tng lai (thm nhp vo th trng mi, pht trin kp thi cc sn phm mi). 3. Danh mc thng hiu: a. Khi nim:

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- Danh mc thng hiu l tt c cc thng hiu v dng thng hiu m cng ty cung ng cho 1 loi sn phm. - Danh mc thng hiu bao gm tt c cc thng hiu chnh, thng hiu ph v ng thng hiu. V d: Chng ta c th lp danh mc ca cng ty xe hi toyota nh sau: toyota corolla, toyota corolla altis, toyota camry, toyota avalon, toyota celica, toyota camry sedan, toyota vios, lexus ls, lexus gs, lexus es, lexus sc. Trong trng hp toyota camry th toyota ng vai tr thng hiu chnh v camry ng vai tr thng hiu ph. Khi sony lin kt vi ericsson tung ra sn phm in thoi di ng mang thng hiu sony-ericsson th l trng hp ng thng hiu. b. Cu trc danh mc thng hiu: C t nht 3 phng php tip cn khi ni n cu trc danh mc thng hiu: - Xp cc thng hiu chung vo mt nhm sao cho quan h gia chng to ra mt tnh cch nht qun, hp l. C th xp cc thng hiu thnh nhm cn c theo khc th trng, chng loi sn phm, cht lng hay thit k. - Lp bn cho thy mi quan h tn ti trt t gia cc thng hiu. - Xc nh phm vi ca thng hiu: xc nh mc pht trin ca cc thng hiu trong danh mc, c bit l i vi cc thng hiu bo tr v cc thng hiu ng lc. 4. Phng php qun l doanh mc c th th hin thng qua : Ma trn thng hiu - sn phm : a. Ma trn thng hiu-sn phm : - Th hin bng th tt c cc sn phm v thng hiu cung ng bi cng ty. - Hng ngang: quan h thng hiu - sn phm v thu ht chin lc m rng thng hiu da trn s lng v bn cht ca sn phm c cng thng hiu. - Hng dc: quan h sn phm - thng hiu v thu ht chin lc danh mc thng hiu, da trn s lng v bn cht thng hiu c tip th i vi mi chng loi b. S ma trn thng hiu & sn phm:

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Sn phm

Thng hiu A B C m

5. Cc m hnh kin trc: a. Kin trc theo sn phm ( product branding) - L phng thc khng xut hin tn cng ty trong vic gn nhn hiu sn phm, u t c lp cho tng dng sn phm ring bit. - Theo cc tp on chuyn phn phi c cu ny c gi l cc Business Unit. 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).

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- 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. V d nhin n vn c p dng ph bin trong tip th cng nghip (industrial marketing). - Di gc nhn t duy th product branding da trn ch yu l 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. S hnh thnh cc thng hiu c xem nh gn cho mi sn phm hay mi dng sn phm mt ci tn, ch khng phi sng to mt tng thng hiu (brand concept) - sn phm hon chnh cho tng nhm khch hng mc tiu. V d: i vi p&g, nhn pringles c gn cho dng sn phm khoai chin hay n nhanh (snack food); i vi unilever nhn hng lipton gn cho cc loi thc ung t tr. * Nhc im: - Bng m thc ny, c nhng thng hiu hnh thnh t cng sn phm cho nn i vi hai nhm ngi tiu dng cao cp v bnh dn lun xy ra mu thun. Trong khi ngi tiu dng mang n tng mi thng hiu vi mc gi khc nhau nh l mt s khng nh v ng cp. Ngi tiu dng cao cp kh c th chp nhn thng hiu ca mnh gn vo mt nhm sn phm cng loi nhng r tin. - M hnh ny thng ch thch hp khi cu trc sn phm theo gc nhn ca l tnh. i vi cc sn phm cng nghip dng th hay nguyn vt liu th m thc ny vn c th c p dng. b. Kin trc m rng (line branding) - L phng thc kt hp cng xut hin tn nhn hiu tn sn phm thnh tn thng hiu ca sn phm. V d: mt lot nhn 7up nh 7-up diet, 7-up cherry, 7-up strawberry.. V nhn dove vi dove soap, dove cleansers, dove deodorants (sn phm kh mi), dove creams (kem dng da)... * u im:

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- c im quan trng nht ca line branding 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 s chinh phc c nhiu khch hng hn. - Tit kim chi ph: vic u t mt nhn hiu mi tn km hn so vi vic khai thc mt nhn hiu sn c ni ting. - Do thng hiu hnh thnh t c s thu hiu nhm ngi tiu dng mc tiu, cho nn s mu thun v nhn thc gi v c bn s khng xy ra. * Nhc im: - Lm dng kin trc m rng hnh nh thng hiu rt c nguy c b long. L do l v mc d cc dng sn phm xem ra u p ng ng nhu cu ca cng mt nhm khch hng mc tiu, nhng tnh cch ca tng thng hiu con cha chc ging ht nhau. V d: 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. c. Kin trc theo nhm (range branding) - Kin trc thng hiu theo nhm sn phm (product range) c mt nng lc nh v mnh m i vi cc sn phm trong cng mt nhm. 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. V d: Thng hiu dielac ca vinamilk. Dielac c khai thc ti a gn vo nhm sn phm dinh dng t sa v ch gii hn trong nhm sn phm dinh dng thun tu m thi. Khi nim ny hnh thnh v nht qun ngay t khi hnh thnh dng sn phm v tn thng hiu dielac.

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- Trong m thc range branding, thc v tnh nht qun trong s hnh thnh nhm (range) t hn phi cao hn m thc product branding truyn thng. Thng qua v d ca vinamilk>dielac 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: - Kin trc thng hiu theo nhm, hay chng loi sn phm hnh thnh da trn mt khi nim sn phm hon ho ngay t u v iu quan trng hn l product concept 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 : - Lm dng qu nhiu s c nguy c long thng hiu. 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. Vt ra ngoi gii hn 7 nhn ph s gp nguy c pha long gi tr gc ca thng hiu . d. Kin trc hnh cy d (umbrella branding) - y l trng hp m thng hiu chnh bao trm v dng cho hu ht tt c cc sn phm ca mt cng ty. V d: 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 umbrella brand 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. Tuy nhin cn thy rng y l phng thc c in v c th d dng b ph v theo cnh tranh. V d: 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

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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 l ti cao, v mi n lc truyn thng qung b nhm xy dng thng hiu ln (masterbrand). Cn lu rng khng phi tt cc cc thng hiu tp on u p dng kin trc cy d. Unilever l mt in hnh, mc d bn thn unilever l mt thng hiu ni bt nhng hu ht cc sn phm u mang nhng thng hiu ring bit. * u im: - Li ch ni bt nht i vi umbrella brand 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: - 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. V vy chng ta khng th p dng m thc umbrella mt cch my mc v thiu cn nhc, cn nhn bit r khi no phi to ra mt thng hiu c lp, v nhn thc s hn ch ca umbrella i vi cc dng sn phm tim nng. Nht l khi m i th mnh dn to ra mt dng thng hiu (c lp) mi. e. Kin trc chia s thng hiu (shared branding) - Kin trc 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. V d: 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: trong trng hp hai hay nhiu doanh nghip c mt c ch s hu song hnh i vi mt thng hiu, vi s phn nh sn phm, ngnh

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ngh kinh doanh r rng; hoc l trong c ch thng hiu tp th ca cc hip hi ngnh ngh. * Nhc im: Cch thc chia s thng hiu cng c xem nh mt phng php tung sn phm mi hiu qu. Tuy nhin n c th s bc l nhc im trong sut thi gian sng lu di ca thng hiu sn phm sau ny. - 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. f. Kin trc bo chng thng hiu (endorsement branding) - Thng hiu bo tr (hay bo chng) l 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 mt php l mt endorsement brand l c lp vi thng hiu m n bo chng. 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. 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. * u im: - 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. * Nhc im: - Phc tp: Mc bo tr thng hiu rt khc nhau, nh qun tr v cc ch thng hiu cn phn tch k cc tc ng tch cc v tiu cc trong cc mc xc

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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. k. Kin trc gn nhn cng ty (corporate branding) - L p dng cc thng hiu tn cng ty vo cc dong dn phm. V d: chin lc tp trung ha ca proctor & gamble * u im: - Tp trung gi tr gc v uy tn ca thng hiu cng ty bao bc ly thng hiu sn phm. - Ngi tiu dng tin tng v khng b nhm ln, nu h tin vo thng hiu cng ty. - C nhiu c hi m rng thng hiu v kh nng tit kim ngn sch qung co. - C th gip gia tng gi tr ca thng hiu cng ty th hin bng c tng th ca cng ty v hot ng quan h cng ng. II. Doanh nghip Vit Nam xy dng m hnh kin trc thng hiu: 1. p dng kin trc thng hiu: Nu nh kh khn ban u ca cc doanh nghip khi mi thnh lp l tm ra c mt sn phm hay dch v c kh nng gy ting vang trn th trng th trong giai on pht trin, vic qun l nhiu sn phm, nhiu thng hiu v xy dng mt m hnh kin trc thng hiu cho ph hp vi cng ty li cng phc tp hn. Thit lp v qun tr kin trc thng hiu l cng c chin lc bi l n khng ch c xem l b mt th hin ra bn ngoi ca chin lc kinh doanh m cn gip nh hnh nn bn sc ca mt thng hiu m v mt tng th.v vy cc doanh nghip vit nam cng tm hiu v xc nh cho mnh mt m hnh kin trc thng hiu cho ph hp vi ngun lc, ti chnh ca mnh. Hin nay, Vit Nam m hnh kin trc gn nhn cng ty kt hp thng hiu m v thng hiu con l m hnh ang c ch , nht l vi nhng cng ty, tp on ln v y cng l m hnh m cc doanh nghip Vit Nam cn quan tm khi quy m doanh nghip v chng loi hng ha c m rng, a dng. V vy y l m hnh em li nhiu u im: tp trung gi tr gc v uy tn ca thng hiu m bao bc ly thng hiu sn phm, ngi tiu dng tin tng v t b nhm ln khi c thng hiu m, tit kim c ngn sch qun co.

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M hnh ny i hi doanh nghip phi c i ng nhn s qun tr c tnh chuyn nghip v cn c s u t ln cho pht trin thng hiu. Ty theo thc t chin lc sn phm v th trng m cc doanh nghip Vit Nam c th chuyn mt cch linh hot t m hnh kin trc thng hiu ny sang m hnh kin trc thng hiu khc v cn phi ch rng chn mt hng no c nhng u th nht nh trn th trng pht trin thng hiu mt cch t t, khng nn xy dng t thng hiu ring cho nhiu mt hng cng lc. 2. Tp on Vinamilk p dng m hnh kin trc thng hiu: 2.1 Gii thiu chung v cng ty Vinamilk: c hnh thnh t nm 1976, cng ty c phn sa Vit Nam (vinamilk) ln mnh v tr thnh doanh nghip hng u ca ngnh cng nghip ch bin sa, hin chim lnh 75% th phn sa ti vit nam. Ngoi vic phn phi mnh trong nc vi mng li 183 nh phn phi v gn 94.000 im bn hng ph u 64/64 tnh thnh, sn phm vinamilk cn c xut khu sang nhiu nc m, php, canada, ba lan, c, khu vc trung ng, ng nam vinamilk lun mang n nhng sn phm cht lng, b dng v ngon ming nht cho sc kho. Trang thit b hng u, phng th nghim hin i bc nht, vinamilk t ho cng cc chuyn gia danh ting trong v ngoi nc ng tm hp lc lm ht sc mnh mang li nhng sn phm dinh dng tt nht, hon ho nht. Bit bao con ngi lm vic ngy m. Bit bao tm huyt v trch nhim cht chiu, gi gm trong tng sn phm. Tt c v c nguyn chm sc sc khe cng ng, cho tng lai th h mai sau, bng tt c tm lng. cng l cam kt ca vinamilk. Sau 30 nm ra mt ngi tiu dng, vinamilk xy dng c 8 nh my, 1 x nghip v ang xy dng thm 3 nh my mi, vi s a dng v sn phm, vinamilk hin c trn 200 mt hng sa v cc sn phm t sa.

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2.2 V d v kin trc thng hiu, s cy thng hiu ca tp on vinamilk:

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Qua ta thy cc sn phm trn ng vai tr mt thng hiu c lp vi vinamilk ym tr ng sau vi t cch thng hiu bo tr v mc tiu chnh trong vic xy dng thng hiu l cnh tranh vi mt s sn phm sa khc trn th trng. 2.3 V sao p dng m hnh kin trc gn nhn cng ty: Thng thng, ngi tiu dng thng t nim tin vo nhng ci tn quen thuc v ng tin cy trc s hin din ngy cng nhiu ca v s nhn hiu l. Do , khi mt cng ty mun tung vo th trng mt sn phm mi vi mt ci tn thng hiu mi th t

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hn s gy nhiu ngc nhin thc mc i vi ngi tiu dng, rng sn phm mi ny c tt, c m bo cht lng nh cc sn phm khc c ting trn th trng khng. Lc ny, vic p dng m hnh kin trc thng hiu ny th s c kh nng khai thc ti a li th v s h tr qua li gia cc loi thng hiu, to c hi ln hn cho sn phm mi thm nhp v pht trin th trng. V d: Cng ty HonDa cho ra i mt loi xe my mi mang thng hiu c bit Future, tuy nhin h vn mun khai thc li th t thng hiu HonDa. V v vy s kt hp ca HonDa Future lm cho loi sn phm mi ny ni ting nhanh hn, thuyt phc tt hn i vi khch hng. Hn na, kh nng tip cn ca sn phm li st vi phn khc th trng v i tng khch hng i vi nhng ci tn thng hiu c nh v ring v pht huy ti a tim lc nh vo vic hot ng mt cch c lp.M hnh ny gip cng ty m gim thiu ri ro b nh hng n danh ting nu chng may thng hiu con tht bi. V d: Va ri, c mt vi thng tin v xe tayga lead, mt trong nhng sn phm mi ca cng ty HonDa c mt vi trc trc k thut khi chy trn ng b bc chy. Nhng vn khng nh hng n danh ting v cht lng ca thng hiu HonDa Vit. Ngi ta vn s dng sn phm ca cng ty ny v t lu hnh nh thng hiu HonDa lun khc su vo tm tr khch hng vi cht lng tit kim xng, bn

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