KHoA HC - Pht tRin

Lm th no
Trong thi i m ca, cc cng ty nc ngoi nhn nhn Vit Nam nh mt th trng tt u t v bn sn phm khin s cnh tranh trong thng mi tr nn gay gt v quyt lit hn. Chnh v vy m nhiu doanh nghip Vit Nam bt u quan tm n vic xy dng thng hiu v ln cc chin lc marketing. H hiu rng thng hiu l mt iu khng th thiu, s gip sn phm ca h c ch ng khng ch ti th trng trong nc m cn xut khu ra th trng nc ngoi. Tuy nhin, rt nhiu doanh nghip c bit cc doanh nghip va v nh, khng c iu kin thu cc cng ty t vn chuyn nghip - rt bi ri khng bit phi lm th no xy dng thng hiu. Sau y ti s gii thiu qu trnh c bn xy dng thng hiu. C th gm cc bc sau:
(1) XC NH Cu TrC NN mNg THNg Hiu (2) NH V THNg Hiu

to dng thng hiu?

(3) Xy dNg CHiN lC THNg Hiu (4) Xy dNg CHiN lC TruyN THNg (5) o lNg V Hiu CHNH. Bc 1: Xc nh cu trc nn mng thng hiu y l bc quan trng nht ca vic xy dng thng hiu v quyt nh nhng yu t/ thnh phn quan trng nht ca thng hiu, bao gm t cc nhn bit c bn, n tnh cch, c im, nim tin Sau y l mt s yu t quyt nh nn mng ca thng hiu: 1.a. ging nh mt t chc kinh doanh, thng hiu cng cn tm nhn, s mnh, gi tr Nhng yu t ny c gi l Brand Platform. C th, Brand Platform s phi c:s Brand Vision Tm nhn: thng hiu ca bn s c v tr nh th no trn th gii Brand mission - S mnh: thng hiu ca bn c ngha g, mang li iu g, mc ch l g Brand Values gi tr thng hiu

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Bn tin i hc Quc gia H Ni

KHoA HC - Pht tRin

Brand Personality tnh cch/ c im ca thng hiu Brand Tone of Voice ging iu ngn ng m thng hiu truyn ti n khch hng 1.b. Cc nhn bit c bn ca thng hiu (Brand Attributes): c im nhn dng gip thng hiu khc bit vi thng hiu khc, thng do khch hng nh gi/ nhn xt, v d nh nhanh chng, uy tn, dch v tt, cht lng Brand attributes c dng cho bng nh gi thng hiu m cc tp on ln thng dng o c xem khch hng ngh g hay c thay i g trong cch nh gi thng hiu hay khng (brand health). V d Tiger Beer chng minh cht lng ca mnh qua hn 40 gii thng quc t khc nhau v cht lng vng. Trong qung co di y, Tiger s dng hnh nh huy chng vng th hin s t ho, v cng l to nim tin cho khch hng v cht lng v s yu thch trn ton th gii 1.e. Tnh cch thng hiu (Brand Personality) Nu thng hiu bin thnh ngi th ngi s nh th no, tnh cch ngi ra sao? Vui v, thanh lch, tr trung, hay y nhit tnh? Tnh cch thng hiu thng l tnh cch ca i tng khch hng nhm n v thng c truyn ti qua cc phng tin above-the-line nh tivi, ngoi tri, bo, i v trn bao b cc sn phm in n. 1.f. Brand Promise li ha cng ty t ra cho khch hng, cn phi d hiu, d tin, phi khc bit/ c bit, thuyt phc, ng c a chung. c bit l li ha ny khng c i th s dng. V d Starbuck a ra li ha For curious and discerning adults, Starbucks provides the best coffee experience that enriches lives (Starbuck, dnh cho nhng ngi trng thnh ham tm hiu v sng sut, em n nhng tri nghim tuyt vi nht v caf m s gip lm cuc sng m hn). 1.g. Tnh cht thng hiu/ Brand Essence l mt vi t ngn gn tm tt s khc bit v c trng ca sn phm, c th c s nh cu slogan ca thng hiu. Ni cch khc, brand essence chnh l im mu cht ca thng hiu trong nhn thc ca khch hng, cng c th c xem l nh v. V d Volvo l an ton, mercedes l sang trng. Xe Smart l loi xe hi nh gn, vn c bit n nh loi xe tit kim nhin liu nht. y c th coi l tnh cht c trng ca thng hiu Smart. 1.h. Cui cng l Brand Equity: l tng hp tt c nhng gi tr, nhng im khc bit, nhng yu t quan trng lin quan n thng hiu. di y l mt bng v d v brand equity:

Brand attributes c ngha v cng quan trng, v n trc tip nh hng n nhiu quyt nh v thng ip (message), v cch truyn ti/ tip cn vi i tng khch hng cho hiu qu nht Nhim v ca nhng ngi lm marketing l phi xc nh c brand attributes no gip cng c s trung thnh ca khch hng vi sn phm (customer loyalty), s yu thch vi sn phm (adore/ adapt) qua xy dng cc chin lc ph hp. 1.c. Cc li ch thng hiu (Brand Benefits): li ch thc s - real benefits (v d Sony vaio nh gn, p mt) v li ch m ngi mua cm nhn c th coi l li ch tinh thn - emotional benefits (sn phm em li cm gic ca s tr trung v snh iu) Qung co orbit gip lm trng rng n ni lo sng khi chp nh. y l li ch thc t, c mt cht cm xc (s t tin v t ho v hm rng trng). Qung co do cng ty BBdo thc hin. 1.d. Nim tin thng hiu (Brand Beliefs): cc minh chng v li ch ca thng hiu.

>> THi THy ANH

S 211 - 2008

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