QU N TR TH NG HI U

Phm Th Lan Hng

Gii thiu chung

Mn hc : Qu n tr th ng hi u (Brand management) Chuyn ngnh: Qun tr Marketing Thi lng: 45 tit Thi gian: 15 tun Ging vin: Phm Th Lan Hng Ni lm vic: Khoa Qun tr Kinh doanh, trng i hc Kinh t, i hc Nng in thoi: 0511 836934 a ch e-mail: phamlanhuong2006@yahoo.com Website trng i hc kinh t Nng: www.due.edu.vn

Mc tiu mn hc

Gii thch tm quan trng ca vic xy dng thng hiu, c xem nh l mt cng c Marketing quan trng. Khuyn ngh la chn nhng yu t thng hiu cho mt sn phm c, cung ng cho mt th trng mc tiu nht nh. ra cc chin lc xy dng v qun tr vn thng hiu. M t cc phng php o lng vn thng hiu.

Cu trc mn hc (8 chng)

Chng 1: Tng quan v thng hiu v qun tr thng hiu Chng 2: Vn thng hiu nh hng khch hng Chng 3: nh v thng hiu v gi tr Chng 4: Chn cc yu t thng hiu xy dng vn thng hiu

Cu trc mn hc

Chng 5: Thit k cc chng trnh Marketing nhm xy dng vn thng hiu Chng 6: Truyn thng hp nht trong xy dng vn thng hiu Chng 7: Pht trin h thng o lng v qun tr vn thng hiu. Chng 8: Thit k v thc hin cc chin lc gn thng hiu

Yu cu i vi sinh vin

Ln lp thi lng qui nh Ghi chp bi y Thc hin y bi tp do gio vin yu cu Nng ng, sng to trong gi hc Tip cn thng xuyn nhng vn thc tin c lin quan n bi hc

nh gi

D n thng hiu : 20% Bi kim tra gia k: 20% Bi thi cui k :40% Tham gia tho lun :10% (B im 0 nu
khng c ng gp ti lp)

Bi tp tnh hung:10%

Chng 1

Tng quan v thng hiu v qun tr thng hiu

Mc tiu nghin cu

Tm hiu khi nim thng hiu, so snh thng hiu vi sn phm Ch ra tm quan trng ca thng hiu i vi t chc Nu nhng c im cn c ca mt thng hiu mnh Nhn thc v khi nim vn thng hiu Khi qut v tin trnh qun tr thng hiu

nh ngha sn phm
Sn phm: Bt c th g c cung cp trn th trng tha mn mt nhu cu v mong mun no . (Kotler) l: Hng ho vt cht, dch v, con ngi, t chc, a phng hoc tng

5 cp sn phm

Cp Cp Cp Cp Cp

li ch ct li sn phm chung sn phm k vng sn phm gia tng sn phm tim tng

nh ngha thng hiu

Quan im c: Thng hiu :l mt tn gi, thut ng, k hiu, biu tng, hay thit k, hay s kt hp gia chng, nhm nh dng hng ha, dch v ca ngi bn hay mt nhm ngi bn phn bit chng vi i th cnh tranh (Hip hi marketing Hoa K) Thng hiu mang tnh vt cht, hu hnh

nh ngha thng hiu

Quan im mi: Thng hiu l:mt tp hp nhng lin tng (associations) trong tm tr ngi tiu dng, lm tng gi tr nhn thc ca mt sn phm hoc dch v. Nhng lin kt ny phi c o (s khc bit), mnh (ni bt) v tch cc (ng mong mun) (Keller). Nhn mnh n c tnh v hnh ca thng hiu, yu t quan trng em li gi tr cho t chc

Thng hiu v sn phm

Mt thng hiu l mt sn phm, c thm vo nhng yu t phn bit n vi nhng sn phm khc c thit k tha mn cng mt nhu cu (Keller) Sn phm l yu t ct li ca thng hiu. Mt thng hiu thnh cng lun i i vi mt sn phm thnh cng.

 ngha chuyn ti bi thng hiu

em n mt s thuc tnh sn phm trong tm tr khch hng Phn nh li ch m ngi tiu dng nhn c Th hin gi tr ca nh sn xut i din cho mt nn vn ho nht nh Th hin tnh cch ca mt con ngi, con vt hoc vt th Ch ra loi ngi mua hoc ngi s dng

Vai tr ca thng hiu

Ng i tiu dng Ng i s n xu t Ch ra ngun gc sn phm Phng tin nh dng n gin ha vic m t hay phn bit Qui trch nhim cho ngi sn sn phm xut Phng tin hp php bo v Gim ri ro nhng c tnh c o ca sn Gim chi ph tm kim phm S ha hn, giao c, cam kt ca Du hiu v cp cht lng i ngi sn xut vi ngi tiu dng. Cng c biu tng Phng tin cung cp cho sn Du hiu ca cht lng phm nhng lin kt c o. Ngun li th cnh tranh Ngun hon vn ti chnh

Gi tr ca cc thng hiu
120 100 80
T la M

60 40 20 0
Coca-cola (113) Johnson & Johnson (104) Procter &Gamble (83) Unilever (90) Amazon .com (22)

Tng gi tr thng hiu Ti sn v hnh v uy tn Ti sn hu hnh thun

Nhng hng ha c gn thng hiu

Hng ho vt cht (Coca-cola, Kodak, Sony, Mercedes-Benz) Dch v (Bristish Airways, FedEx) Nh phn phi, nh bn l (Wal-mart) Sn phm v dch v cung ng trn mng (Google, Yahoo) Con ngi v t chc (Bill Gates, Unicef) Th thao, ngh thut v gii tr (Manchester United) a phng (Paris, London) tng (AIDs ribbons)

Tin trnh qun tr thng hiu chin lc

(1) (2) (3) (4)

Qun tr thng hiu l mt tin trnh kim sot mi vn lin quan n cch thc thng hiu ni, lm v c nhn thc Tin trnh qun tr thng hiu: nh dng v thit lp gi tr v nh v thng hiu Hoch nh v thc hin cc chng trnh Marketing thng hiu o lng v din gii hiu nng thng hiu Tng trng v duy tr vn thng hiu

Tin trnh qun tr thng hiu chin lc

Cc giai on nh dng v thit lp nh v thng hiu v gi tr Khi ni m then ch t -Biu tr tu -C s cnh tranh -So snh im ging v khc nhau -Gi tr thng hiu ct li -Ha trn v gn kt cc yu t thng hiu -Tch hp cc hot ng Marketing thng hiu -Gia tng cc lin kt th cp

Hoch nh v thc hin cc chng trnh Marketing thng hiu

o lng v din gii hiu nng thng hiu

-Chui gi tr thng hiu -Kim ton thng hiu -Theo di, gim st thng hiu -H thng qun tr vn thng hiu -Ma trn thng hiu-sn phm -Cp bc v danh mc thng hiu -Chin lc m rng thng hiu -Phc hi v cng c thng hiu

Tng trng v duy tr v n th ng hiu

Xy dng vn thng hiu nh hng khch hng

Cng c gn thng hiu v mc tiu
Ch n cc y u t thng hiu
- Tn thng hiu -Biu trng -Biu tng -Tnh cch -Bao gi -Khu hiu
-D nh -C ngha - D a thch - D chuyn ti - D thch ng - D bo v

Tc ng n nhn thc ngi tiu dng Nhn thc thng hiu

Chiu su: - Gi nh -Nhn bit Chiu rng: - Mua - Tiu dng

Li ch ca vic gn thng hiu

K t qu c th x y ra
- S trung thnh ln hn. - t b tn thng bi cc hot ng marketing cnh tranh v cc cuc khng hong. - Gi tr thng d cao hn - Phn ng nhiu hn vi s gim gi. - Phn ng t hn vi s tng gi. - H tr v hp tc thng mi ln hn. -Tnh hu hiu v hiu qu tng dn ca truyn thng Marketing . - Cc c hi cp php . - nh gi s m rng thng hiu thun li hn.

Lin k t thng hiu

Mnh : - Thch ng -Bn vng Thun li: -ng mong mun -D thc hin
c o: - im ging nhau - im khc nhau

Pht trin cc chng trnh Marketing

Sn phm Li ch v hnh v hu hnh Gi c Nhn thc gi tr Knh phn phi Chin lc y v ko Truyn thng Tnh hn hp v s gn kt cc phng thc truyn thng.

Cng ty Nc xut x Knh phn phi Cc thng hiu khc Vt chng thc S kin

Nng cao cc lin k t th c p

Nhn thc C ngha D chuyn ti

o lng vn thng hiu da trn khch hng

Ki m ton th ng hi u (brand audit)

- Kim k thng hiu (brand inventory) -Nghin cu th trng ca thng hiu (brand exploratory)

Chu i gi tr th ng hi u
- Ngun vn thng hiu - Kt qu vn thng hiu

H th ng o l ng v n th ng hi u
- Cc nguyn tc o lng vn thng hiu - Bn bo co vn thng hiu - Cc trch nhim ca vn thng hiu

Tng trng v duy tr vn thng hiu

1Xc nh h thng cp bc thng hiu a.Nguyn l n gin S dng cng t cp cng tt bNguyn l thch ng To ra cc lin kt tru tng thch ng vi cng nhiu sn phm cng tt cNguyn l khc bit Phn bit thng hiu v sn phm c nhn dNguyn l ni tri iu chnh s ni tri nh hng n nhn thc v s khc bit sn phm

2. Xc nh ma trn thng hiu-sn phm a. M rng thng hiu Thit lp vn thng hiu mi v nng cao vn thng hiu hin ti b. Danh mc thng hiu Ti a ha bao ph v ti thiu ha s chng cho

3. Tng cng vn thng hiu qua thi gian a. Cng c thng hiu i mi trong thit k sn phm, sn xut v bn hng Thch ng i vi ngi s dng v hnh tng ngi s dng b. Hi sinh thng hiu Chin lc quay tr li c bn Chin lc iu tra li

4. Thi t l p vn thng hiu qua cc phn on th trng a. nh dng s khc bit trong Cch thc ngi tiu dng mua v s dng sn phm hnh vi ng x ca ngi tiu dng Nhng g h bit v cm nhn v cc thng hiu khc nhau. iu chnh chng trnh gn thng hiu La chn cc yu t thng hiu Bn cht ca cc chng trnh Marketing h tr Gia tng lin kt th cp

Chng 2
Vn thng hiu nh hng khch hng
(Customer-Based Brand Equity, CBBE)

Mc tiu nghin cu

Xem xt khi nim vn thng hiu, c th l vn thng hiu da trn khch hng Xem xt cc ngun vn thng hiu, c th l cc kt qu hay li ch c c t nhng ngun ny. Trnh by m hnh chi tit v vn thng hiu da trn khch hng v m t mt s ng dng ca m hnh ny. Ch ra cch thc xy dng thng hiu mnh.

Vn thng hiu (Brand equity)

Vn thng hiu l mt tp hp nhng ti sn c v ti sn n gn lin vi thng hiu, tn v biu tng ca n, lm tng ln hoc gim i gi tr sn phm hay dch v cung cp cho mt cng ty hay khch hng ca cng ty. (Aaker) Gi tr thng hiu: Gi tr ti chnh ca thng hiu (Dng tin t khu tr thun cho thng hiu

sau khi tr chi ph vn u t sn xut v kinh doanh cng vi chi ph Marketing).

Cc thnh phn ca vn thng hiu

Nhn thc tn thng hiu Cht lng cm nhn Lin kt thng hiu

S trung thnh vi thng hiu

VN THNG HIU

Cc ti sn thng hiu khc

em li gi tr cho khch hng: -Tng cng din gii/x l thng tin -Gia tng s tin tng vo quyt nh mua -Tng mc hi lng khi s dng

em li gi tr cho cng ty: -Nng cao tnh hu hiu v hiu qu ca cc chng trnh marketing -S trung thnh vi thng hiu -Gi c/li nhun -M rng thng hiu -n by thng mi -Li th cnh tranh

Vn thng hiu nh hng khch hng (CBBE)

nh ca CBBE: Quyn nng ca thng hiu ph thuc vo nhng g c trong tm tr khch hng v thng hiu . CBBE l hiu ng khc bit (diffrential effect) ca ki n th c th ng hi u ln phn ng ca ngi tiu dng i vi hot ng marketing ca thng hiu .

Vn thng hiu nh hng khch hng (CBBE)

3 thnh phn then cht ca CBBE: Tc ng khc nhau: Vn thng hiu xut pht t nhng khc nhau trong phn ng ca ngi tiu dng. Kin thc thng hiu : Nhng phn ng khc nhau l kt qu ca kin thc ngi tiu dng v thng hiu Phn ng ca ngi tiu dng i vi hot ng marketing: Phn ng khc nhau ca ngi tiu dng to nn vn thng hiu, phn nh trong nhn thc, s a thch, hnh vi ng x i vi cc hot ng marketing ca thng hiu

Li th marketing ca cc thng hiu mnh

Nhng nhn thc ci thin v hiu nng sn phm S trung thnh ln hn t b tn thng bi cc hnh ng marketing cnh tranh t b tn thng bi cc khng hong marketing Gi tr gia tng ln hn Phn ng t hn i vi s tng gi Phn ng nhiu hn i vi s gim gi Hp tc v h tr thng mi ln hn Tnh hu hiu ca truyn thng marketing tng ln C hi cp php C hi m rng thng hiu

Vn thng hiu ca 14 thng hiu ln nht ton cu

Kt qu th nghim: ngha vn thng hiu nh hng khch hng

Colt 45

Pabst

Coors Miller Lite Budweiser

Guinness

Pabst Budweiser Colt 45 Miller Lite Coors

Guiness

Cm nhn mi v ca 6 thng hiu bia khi ngi ung bit tn thng hiu bia

Cm nhn mi v ca 6 thng hiu bia khi ngi ung khng bit tn thng hiu bia

To thng hiu mnh

Kin thc thng hiu l yu t then cht to ra vn thng hiu Kin thc thng hiu: - Nhn thc thng hiu: sc mnh ca im nt thng hiu hay nhng du n trong tr nh - Hnh nh thng hiu: s cm nhn v mt thng hiu phn nh bi nhng lin tng thng hiu c trong tr nh

Nhng lin tng v thng hiu Apple Computers

Ngi s dng thn thin Macintosh C tnh gio dc Hi hc

i mi

Logo Apple

Apple

Ch bn Desktop Thn thin

Snh iu

Sng to

PowerBook

ha

Nhn thc thng hiu

Nhn thc thng hiu l thc hin vic nh li (recall) v nhn bit (recognition) thng hiu. - H qu ca nhn thc thng hiu + Li ch nhn bit + Li ch quan tm + Li ch la chn -Thit lp nhn thc thng hiu

Hnh nh thng hiu

Mt hnh nh thng hiu tch cc c to ra bi cc chng trnh marketing, gn kt nhng lin tng mnh m, thun li v c o i vi thng hiu trong k c. Sc mnh ca lin tng thng hiu S thun li ca nhng lin tng thng hiu S c o ca nhng lin tng thng hiu

L do chn thng hiu

Kinh nghim qu kh Gi c Cht lng Gii thiu ca ngi khc Ni ting/c qung co c ngi tiu dng xp hng Hiu nng mi trng

Cc bc xy dng thng hiu

(1) nh dng thng hiu i vi ngi tiu dng, to ra lin tng trong tm tr khch hng vi mt loi sn phm c th hay nhu cu khch hng. (2) Thit lp vng chc tng th ngha ca thng hiu trong tm tr ngi tiu dng, bng cch kt ni nhng lin tng thng hiu v hnh v hu hnh vi mt s c tnh. (3) Gi ra nhng phn ng ring ca ngi tiu dng i vi nhn dng thng hiu v ngha thng hiu. (4) Lm bin i phn ng i vi thng hiu to ra mi quan h trung thnh ch ng, su sc gia ngi tiu dng v thng hiu.

Hnh khi xy dng thng hiu

4. Quan h Gia ti v bn th th no?

S nh hng

nh gi

Cm nhn

3. Ph n ng Cn bn th sao?

Hiu nng

Hnh tng

2. ngha Bn l g?

S ni tri

1. Nh n d ng Bn l ai?

Cc tiu thc ca hnh khi xy dng thng hiu

S trung thnh, gn b, tnh cng ng, s cam kt S cng hng
Cm nhn

Cht lng, tnh ng tin cy, s quan tm, tnh u vit. Nhng c im th cp v s cp, tnh ng tin cy ca sn phm, bn, dch v tt, tnh hu hiu ca dch v, v s ng cm, kiu dng v thit k, gi c. Nhn dng loi sn phm, nhu cu c tha mn

nh gi Hiu nng

S m p, hi hc, ho hc, an ton, tha nhn ca x hi, tn trng bn thn. c im ca ngi s dng, tnh hung mua v s dng, c tnh v gi tr, lch s, s k tha v kinh nghim

Hnh tng

S ni tri

S ni tri ca thng hiu

S ni tri ca thng hiu lin quan n nhng kha cnh nhn thc thng hiu: Chiu rng v chiu su ca nhn thc thng hiu C cu loi sn phm Cc ng dng chin lc

Hiu nng thng hiu

Hiu nng thng hiu lin quan n cch thc sn phm hay dch v c gng p ng nhng nhu cu mang tnh chc nng (thc dng) ca ngi tiu dng 5 thuc tnh hiu nng:

Nhng thnh phn s cp v nhng c im b sung Tnh ng tin cy, bn, tnh tin li ca sn phm Tnh hiu qu, hu hiu ca dch v, s ng cm Kiu dng v thit k Gi c

Hnh tng thng hiu

(Brand imagery)

Hnh tng thng hiu l cch thc ngi tiu dng ngh v thng hiu mt cch tru tng, hn l nhng g h ngh v thng hiu thc ti c c Hnh tng lin quan n nhng kha cnh v hnh ca thng hiu. 4 loi yu t v hnh ca thng hiu: - c im ngi s dng - Tnh hung mua v s dng - C tnh v gi tr - Lch s, s tha k v kinh nghim

nh gi thng hiu
(Brand judgment)

nh gi thng hiu tp trung vo nhng kin v nh gi c nhn lin quan n thng hiu 4 loi nh gi thng hiu: Cht lng thng hiu S tn nhim thng hiu S quan tm n thng hiu Tnh u vit ca thng hiu

Tnh cm i vi thng hiu

Tnh cm i vi thng hiu l nhng phn ng cm xc lin quan n thng hiu. 6 loi tnh cm: - m p - Hi hc - Ho hc - An ton - Chp nhn ca x hi - T trng

S cng hng vi thng hiu

S cng hng vi thng hiu gn lin vi bn cht ca mi quan h v mc ng iu m ngi tiu dng cm thy vi thng hiu. Cc thnh phn ca s cng hng: - S trung thnh qua hnh ng mua - S gn b v thi - thc phng hi - Cam kt tch cc

Xp hng thng hiu v cc tiu thc cng hng (United States, 2001)
X p h ng S trung thnh S g n b th ng Tnh c ng ng v i th ng hi u hi u th ng hi u Harley Davidson Hershey's Campell's Clorox Heinz Kodak Kraft Wal-Mart Duracell Harley Davidson Hershey's Campell's Discovery Channel BMW Wal-Mart Kraft Kodak Harley Davidson Lifetime Television Public Broadcasting MSN Lexus AOL.com Chevrolet Hershey's S cam k t th ng hi u Harley Lifetime Television Lexus Public Broadcasting Wal-Mart BMW Dell Toyota Fidelity Investments 1 2 3 4 5 6 7 8 9 10

Fidelity Investments Discovery Channel

Public Broadcasting Discovery Channel

Discovery Channel NBC

ng dng CBBE trong xy dng thng hiu

Khch hng s hu thng hiu Khng nn i ng tt vi xy dng thng hiu Thng hiu phi c tnh i ngu Thng hiu phi c s phong ph Cng hng thng hiu cung cp trng tm quan trng ra quyt nh marketing

Chng 3 nh v thng hiu v gi tr thng hiu

Mc tiu nghin cu

Xem xt nhng cu trc kin thc thng hiu l tng trn gc nh v thng hiu. Xc nh nhng im khc nhau v ging nhau thit lp nh dng thng hiu ng n v to ra hnh nh thng hiu thch hp. Xem xt cch thc nhn dng v thit lp nhng gi tr thng hiu ct li v xy dng khu hiu nh v.

Thit lp nh v thng hiu

nh v thng hiu: ''Hnh ng thit k sn phm v hnh nh ca thng hiu n gi mt v tr khc bit v c gi tr trong tm tr khch hng mc tiu''. (Kotler)

Tin trnh thit lp nh v

(1) Ngi tiu dng mc tiu l ai? (2) i th cnh tranh chnh l ai? (3) Thng hiu ging vi i th cnh tranh nh th no? (4) Thng hiu khc i th cnh tranh nh th no?

Phn on v la chn th trng mc tiu

Tiu thc phn on: Hnh vi, nhn khu hc, tm l hnh, a l Tiu chun la chn th trng mc tiu: - C th nhn dng - Qui m ln - C th tip cn - Phn ng thun li.

Xc nh i th cnh tranh
Cc yu t ca cnh tranh Cp cnh tranh: Theo kiu, chng loi v lp sn phm Cnh tranh xy ra trn gc li ch hn l thuc tnh

Xc nh nhng im khc bit (Poins of difference-PODs)

L nhng lin tng (thuc tnh hay li ch) mnh, thun li, c o i vi mt thng hiu trong tm tr ngi tiu dng. ngh bn hng c o (USP) v li th cnh tranh bn vng (SCAs) gn ging vi PODs. Nhiu kiu PODs khc nhau: gi, cht lng, dch v, cng ngh,...

Xc nh nhng im ging nhau (Points of parity, POPs)

L nhng lin tng khng nht thit l duy nht, c chia s vi cc thng hiu khc . Hai loi POPs: (1) POPs chng loi: nhng lin tng m ngi tiu dng coi l cn thit v mt php l v ng tin cy khi cung ng sn phm trong mt chng loi sn phm hay dch v. (v d, cc qui nh an ton v bo mt i vi dch v ngn hng)

Xc nh nhng im ging nhau (Points of parity, POPs)

POPs chng loi c th thay i theo thi gian POPs chng loi c tnh quyt nh khi m rng thng hiu sang mt chng loi sn phm mi. (v d, Nivea cng c cc
PODs v mnh ca cht kh mi, mu sc m phm i vi cc loi sn phm ca n trc khi a ra nhng im khc bit)

Xc nh nhng im ging nhau (Points of parity, POPs)

(2) POPs cnh tranh: nhng lin tng c thit k ph nhn nhng im khc bit ca i th cnh tranh. POPs to ra kh nng ''san phng'' s khc nhau nhng lnh vc m i th cnh tranh c gng tm kim li th .

Phn bit PODs v POPs

PODs to nn s khc bit, vt tri so vi i th cnh tranh POPs to ra nim tin tt (ngng) so vi tiu chun ca mt chng loi sn phm hoc cc thng hiu khc, nh l iu kin cn c ngi tiu dng chp nhn.

Hng dn nh v thng hiu

Xc nh v truyn thng h qui chiu cnh tranh Chn nhng im ging nhau (POPs) v im khc bit (PODs) Thit lp nhng im ging nhau (POPs) v im khc bit (PODs) Cp nht nh v theo thi gian

Hng dn nh v thng hiu

-

Xc nh v truy n thng h qui chi u c nh tranh: Xc nh t cch hi vin chng loi sn phm ca thng hiu (ch ra nhng sn phm hoc tp hp sn phm m
mt thng hiu cnh tranh vi n).

Truyn thng t cch hi vin chng loi sn phm thng bo cho ngi tiu dng v mc ch m h c th t c bng cch s dng mt sn phm hay dch v :

Truyn thng li ch chng loi sn phm So snh vi sn phm mu Da vo cng c m t sn phm (product descriptor)

Hng dn nh v thng hiu

Ch n nh ng i m gi ng nhau (POPs) v i m khc bi t (PODs): POPs: da trn t cch hi vin v vic ph nhn kh nng ca i th PODs: da vo 2 tiu chun: + Tnh ng mong mun (s thch hp, s khc bit, ng tin cy) + C th thc hin (tnh kh thi, c th truyn t, c th chng )

Hng dn nh v thng hiu

Thi t l p nh ng i m gi ng nhau (POPs) v i m khc bi t (PODs) Gii quyt tng quan nghch gia POPs v PODs Tng tnh hu hiu ca vic gii quyt mi tng quan trn: + Tch ri cc thuc tnh + Nng cao vn ca cc thc th khc + Xc nh li mi quan h

Hng dn nh v thng hiu

-

C p nh t nh v theo th i gian: o su ngha ca thng hiu rt ra gi tr thng hiu ct li (phng

php bc thang - laddering).

p ng nhng thch thc cnh tranh e da nh v hin ti (phn ng).

Xc nh v thit lp gi tr thng hiu

Gi tr th ng hi u c t li Gi tr thng hiu ct li l tp hp nhng lin tng tru tng (thuc tnh v li ch) c trng cho t 5 n 10 kha cnh hay tiu thc (c im) quan trng nht ca mt thng hiu. Gi tr thng hiu ct li l c s nh v thng hiu lin quan n POPs v PODs

Tin trnh nhn dng gi tr thng hiu ct li

Xc lp bn tinh thn (mental map) chi tit v thng hiu.
Bn tinh thn phn nh thng hiu c cm nhn nh th no bi ngi tiu dng

Nhng lin tng thng hiu c nhm thnh cc loi, t 2 n 4 lin tng trn mt loi.

Gi tr thng hiu ct li Mt nng lng, quang cnh, s kin khng th so snh ng tin cy duy nht Khng ngng ngh, tho vt, bn b Cp hng v ch B phn tt yu ca thnh ph New York Kh nng v hn Cu thn ch thng hiu

Kinh nghim New York City am m mnh li t , chuyn nghi p , v song .

Bn tinh thn
Kinh nghim sng gi Ni ting chi hay Tinh thn bn b NEW YORK KNICKS

i bng cht lng cao

Lun lun cnh tranh Vn ng vin gy bt ng

V ch Truyn thng chin thng

nh v thng hiu i bng NewYork Knickerbrockers

Khu hiu nh v thng hiu

L ''thc cht thng hiu'' hay ''s cam kt thng hiu ct li'' L s n khp gia ''tri tim v tm hn'' ca thng hiu. Cc cu khu hiu thng ngn, t 3 n 5 t, nm bt thc cht tinh thn ca nh v thng hiu v gi tr thng hiu. Disney:Gii tr gia nh vui v

Khu hiu nh v thng hiu

Thit k khu hiu nh v: - Chc nng thng hiu - T b ngha m t - T b ngha cm xc

T b ngha c m xc Nike Disney ng tin c y Vui v T b ngha m t Ch c nng th ng hi u V n ng vin Gia nh Hi u nng Gi i tr

Thc hin khu hiu nh v

Truyn thng: phm vi v c o n gin ho: ngn gn, chnh xc, sinh ng (3 t) Truyn cm hng: thuyt phc, hp dn, tng thch vi gi tr c nhn.

Chng 4
Chn cc yu t thng hiu nhm xy dng vn thng hiu

Mc tiu nghin cu

Xem xt cc yu t thng hiu khc nhau c la chn nh th no xy dng vn thng hiu. M t cc tiu chun la chn cc yu t thng hiu Xem xt cc vn tc nghip c th i vi mi loi yu t thng hiu khc nhau. Kt lun v vic ch ra cch thc ngi tiu dng chn mt tp hp cc yu t thng hiu ti u xy dng vn thng hiu.

Tiu chun la chn cc yu t thng hiu

-

Tnh d nh D dng nhn ra D dng nh li C ngha M t Thuyt phc Tnh h p d n Hi hc v hp dn Hnh tng bng li v bng hnh nh phong ph Tnh thm m d nhn Tnh d chuy n i Trong cng loi sn phm v a chng loi Theo ranh gii a l v vn ha Tnh c th thch nghi Tnh linh hot C th cp nht Tnh c th b o v Hp php Cnh tranh

Chin thut xy dng cc yu t thng hiu

Tn thng hiu Biu trng v biu tng (logo & symbol) Ch vit Khu hiu m nhc Bao gi

Chn tn thng hiu

+ + + + + +

Yu t quan trng nm bt ch trung tm hay nhng lin tng then cht ca mt sn phm 6 tiu chun chn tn thng hiu: D ghi nh C ngha (lin tng mnh n loi sn phm hay li ch sn phm) c a thch (Hi hc hay hp dn) C th chuyn i (C tim nng sng to, c th chuyn i sang chng loi sn phm hoc a l khc) C tnh thch ng ( ngha bn vng v thch ng vi thi gian) C th c bo v (Chng li cnh tranh v vi phm bn quyn)

Chn tn thng hiu

Phn loi tn thng hiu (Landor)
I.M t M t nhim v theo ng ngha en V d: Singapore Airlines, Global Crossing II. Khuyn ngh Khuyn ngh mt li ch hay chc nng V d: marchFIRST, Agilent Technologies III. Phc hp: Kt hp hai hay nhiu t V d: redhat IV. C in: Da trn ting Latin, Hy Lp hay ting Phn V d: Merito V. V on (arbitratry) T thc khng gn lin vi cng ty V d: Apple VI. K l T t ngh ra khng c ngha rng V d: Avanade

Chn tn thng hiu

Tn thng hiu phi bo m s nhn thc thng hiu: - n gin, d pht m (Coca-cola, Honda) - Quen thuc v c ngha (Neon, Ocean) - c o (Apple Computers, Toys R Us)

Chn tn thng hiu

Tn thng hiu phi cng c nhng lin tng li ch hay thuc tnh quan trng to nn nh v cho sn phm: - To ra lin tng hiu nng (my tnh xch tay Powerbook ca Apple) - To ra lin tng cm xc (Caress Soap, Obsession Perfumes)

Nhng v d v tn thng hiu gi ln nhng lin tng v sn phm

Son mi ColorStay Du gi Head & Shoulders Kem nh rng Close-Up Bnh snack gim bo Snack Well Pin t ng DieHard Xi chi sn nh Mop & Glo Mn khai v hm lng calo thp Lean Cuisine Mn g hm Shaken Bake T lnh v t ng Sub-Zero Dng c tho lp xy dng tnh Cling-Free

Tin trnh t tn thng hiu

(1) Xc nh mc tiu gn thng hiu trn gc 6 tiu chun nu: - Xc nh ngha l tng ca thng hiu - Nhn thc vai tr ca thng hiu trong h thng cp bc thng hiu ca cng ty v mi tng quan vi cc sn phm, thng hiu khc - Hiu c vai tr thng hiu trong chng trnh marketing tng th, cng nh m t su sc v th trng mc tiu

Tin trnh t tn thng hiu

(2) Pht trin tn thng hiu da trn nhiu ngun khc nhau (cng ty, khch hng, i l, cng ty t vn,) (3) Sng lc tn thng hiu da trn nhng mc tiu gn thng hiu v nhng xem xt marketing (1) (4) Thu thp thng tin phm vi rng i vi t 5-10 tn thng hiu c sng lc

Tin trnh t tn thng hiu

(5) iu tra ngi tiu dng v c tnh ghi nh v c ngha ca tn thng hiu (6) Chn tn thng hiu cho php ti a ho mc tiu marketing v gn thng hiu, ng k bn quyn

Tin trnh t tn thng hiu

(Interbrand)
Hng dn d n Bo co chin lc t tn T chc nhm lm vic

u vo khch hng: ph chun chin lc

Pht trin nh hng t kha Pht trin khi nim/tn

Nhm th trng mc tiu

Chuyn gia k thut

Pht trin tn bng my tnh

Ngn hng tn trn my tnh

La chn tn u tin Danh sch ngn cc tn thng hiu

Nghin cu hp php

Tiu chun: Chin lc/hp php/ngn ng u vo khch hang: la chn danh sch ngn

Kim nh ngi tiu dng

La chn tn cui cng

Biu trng v biu tng

Cc yu t hnh nh ng vai tr quan trng trong nhn thc thng hiu Biu trng gn vi du hiu ca t (Coca-cola, Kit-Kat) Biu tng: biu trng gn vi hnh nh

(Ngi sao ca Mercedes, vng min ca Rolex)

Biu trng & biu tng

Nhn vt

Kiu c bit ca biu tng thng hiu (da trn c tnh con ngi hay cuc sng tht) C nhiu dng khc nhau: con ngi (Marilyn Monroe), con vt (Tom v Jerry) Yu cu: Nhn vt phi gy s ch v c a thch Hnh nh v c tnh ph hp vi th trng mc tiu v vt thi gian Nhn vt cng gn gi vi thc t, cng vt qua thi gian

Cc nhn vt qung co cho kem nh rng Brawny

1979

2000

Hin nay

Nhn vt hot hnh

Khu hiu

Phi ngn truyn t nhng thng tin thuyt phc v m t v thng hiu Gip ngi tiu dng hiu c thng hiu v li ch n em li Thit k khu hiu: tng cng nhn thc v hnh nh thng hiu Cp nht khu hiu: thay i ph hp vi cng chng

Khu hiu thay i theo thi gian ca Coca-cola

Bao gi
-

Bao gm nhng hot ng thit k v sn xut bao gi cho sn phm Yu cu i vi bao gi: nh dng sn phm Chuyn ti nhng thng tin thuyt phc v m t Lm d dng cho bo qun v vn chuyn C th lu kho nh H tr cho tiu dng sn phm

Bao gi

Nhn t quan trng cho nhn bit thng hiu Cung cp thuc tnh sn phm Tc ng mnh n doanh s

Bao gi

Thng ip m nhc

Nhc nn ca thng hiu Khu hiu m nhc m rng, ng vai tr quan trng trong gn thng hiu D nh, tt cho nhn thc Kh chuyn i

- Give me a break (Kit-Kat) - In-tel In-side (4 nt nhc trong 3 giy)

Tm lc yu cu i vi cc yu t thng hiu
D nh
Tn th ng hi u

C ngha

c a thch C th b o v D chuy n i

D thch ng

Nh li
Nhn thc Nhn thc Nh li Nhn thc

cao cao cao cao cao

cao cao cao cao cao

c c c c c

khng c khng khng khng

khng c c c c

Biu tr ng /bi u t ng Nhn v t Khu hi u ng gi

Bi tp thc hnh

Mc tiu l tip cn vi nhng thch thc to ra nhng yu t thng hiu. Pht trin tn thng hiu, biu trng, biu tng, bao gi, v nhn vt cho mt thng hiu nc hoa ph n . Tho lun v l do la chn nhng yu t ny.

Chng 5
Thit k cc chng trnh marketing xy dng vn thng hiu

Mc tiu nghin cu

Xem xt cch thc xy dng thng hiu ca cc hot ng marketing ni chung v cc chin lc sn phm, gi c v phn phi ni ring. C th nghin cu cch thc thng hiu tch hp hu hiu vi chng trnh marketing, ti a ho vic to dng vn thng hiu

Nhng xu hng mi trong marketing

Nn kinh t s ho v internet Loi b trung gian v ti lp trung gian Theo yu cu khch hng c nhn Hi t cng nghip Khch hng mi v nng lc cng ty

Marketing c nhn ho

Marketing kinh nghim (experiential marketing) Marketing khch hng c nhn (one-toone marketing) Marketing c php (permission marketing)

Chin lc sn phm
-

Cht lng cm nhn v gi tr Nhng c tnh v hnh ca thng hiu Qun tr cht lng ton din (TQM) Chui gi tr

Chin lc sn phm
Marketing quan h - p ng khch hng c nhn qui m ln (Dell Computer) - Marketing sau mua (HP) - Cc chng trnh tng cng lng trung thnh : + Bit r khch hng + Lun c s i mi + Lng nghe nhng khch hng thn thit + Cam kt ca khch hng

Chin lc nh gi

o lng cm nhn v gi ca ngi tiu dng (mc gi thch ng vi cht lng sn phm) nh gi xy dng vn thng hiu: Cch thc nh gi hin ti nh hng cho khuyn mi hoc chit khu theo thi gian

Chin lc nh gi

nh gi da trn gi tr: da trn cht lng, chi ph v gi sn phm (gi cm nhn ca khch hng), tho mn tt nht nhu cu khch hng th trng mc tiu To s cn bng gia: Thit k v cung ng sn phm Chi ph sn phm Gi sn phm

Chin lc knh marketing

Thit k knh - Knh gin tip: + Chin lc y v ko + H tr knh + Nh bn l + Qung co hp tc - Knh trc tip + Ca hng ca chnh cng ty + S dng cc loi hnh khc

Chin lc knh marketing

(Nh bn l)
Nh bn l tip xc trc tip vi khch hng v c cng phn phi mnh, nh hng ln n vn thng hiu: - Hnh nh ca hng nh hng n hnh nh thng hiu - Chin lc ko to nn sc mnh cho nh bn l - Phn phi chuyn su/c la chn/m rng

Chin lc knh marketing (Li ch ca cc ca hng ch qun)

Ca hng ca Nike, Disney gp phn xy dng hnh nh thng hiu

Chiu su v s a dng Cung cp hng ho

Chng 6
Truyn thng tch hp trong xy dng vn thng hiu

Mc tiu nghin cu

Pht trin cc chng trnh marketing tch hp (IMC) xy dng vn thng hiu

Tin trnh x l thng tin truyn thng

Tip cn Ch Hiu Thch D nh mua Hnh ng mua

Tng quan v cc hot ng truyn thng

Qung co Khuyn mi Marketing s kin v ti tr Quan h cng chng v bo ch Bn hng c nhn

Pht trin cc chng trnh marketing tch hp

To phi thc cc hot ng truyn thng - nh gi cc hot ng truyn thng nhm to ra kin thc thng hiu - Quyt nh phi thc ti u Kt ni cc hot ng truyn thng

Cc tiu chun nh gi tnh hu hiu chng trnh truyn thng tch hp

bao ph: t l khn gi c tip cn Mc ng gp: phn hi mong mun v nh hng ca truyn thng t pha khch hng S tng ng: nhng lin tng chung c cng c thng qua cc hot ng truyn thng S kt hp: Nhng lin tng v kt ni khc nhau c nhn mnh thng qua s phi hp ca cc hot ng truyn thng Tnh linh hot: nh hng ca cc hot ng truyn thng l mnh v hu hiu i vi cc nhm khch hng khc nhau

Mc tiu nghin cu

Nghin cu cch thc pht trin v thc hin h thng o lng vn thng hiu Gii thiu h thng qun tr vn thng hiu: Thit k nhng iu tra theo di thng hiu Thit lp h thng o lng vn thng hiu

Chui gi tr thng hiu

Phng php cu trc nh gi cc ngun v kt qu ca vn thng hiu, cch thc to ra gi tr thng hiu bi cc hot ng marketing M hnh chui gi tr thng hiu: Gm cc nhn t kt ni gia cc giai on t ngun n kt qu, nhn ln gi tr to ra mi giai on S nhn

M hnh chui gi tr thng hiu

Cc giai o n gi tr u t chng trnh marketing Tm tr ngi tiu dng Hiu nng th trng Gi tr c ng

S nhn

Cht lng chng trnh

iu kin th trng

Tm l nh u t

u t chng trnh marketing

Bt c u t marketing no cng gn lin vi pht trin gi tr thng hiu: Sn phm Truyn thng Thng mi Nhn vin Khc

S nhn chng trnh: Cht lng chng trnh

Kh nng gy nh hng ca chng trnh marketing n tm tr khch hng ph thuc vo cht lng chng trnh: S r rng S thch ng vi ngi tiu dng S khc bit so vi i th S tng thch v tch hp ca cc thnh t chng trnh

Tm tr khch hng

Chng trnh marketing tc ng khc nhau n nhng khch hng khc nhau Theo CBBE, c 5 tiu thc o lng tm tr khch hng: Nhn thc thng hiu Lin tng thng hiu Thi i vi thng hiu S gn b vi thng hiu Hnh ng i vi thng hiu

S nhn khch hng: iu kin th trng

Mc gi tr to ra trong tm tr khch hng nh hng hiu nng th trng, ph thuc cc nhn t: Tnh siu vit ca cnh tranh S h tr ca knh phn phi v cc trung gian khc c im v qui m khch hng

Hiu nng th trng

Tm tr khch hng nh hng n phn ng trn th trng theo nhiu cch khc nhau C 6 kt qu ca phn ng: - Mc gi tng thm - co gin ca gi - Th phn - Tng trng - C cu chi ph - Kh nng sinh li

S nhn th trng

Mc gi tr to ra bi hiu nng th trng ca thng hiu ph thuc vo cc bin s : ng lc th trng (li sut, tm l c ng, ngun cung ng vn) Tim nng tng trng ca thng hiu c im ri ro i vi thng hiu S ng gp ca thng hiu vo danh mc thng hiu cng ty

Gi tr c ng

nh gi ca th trng ti chnh nh hng trc tip n gi tr thng hiu: Gi chng khon S nhn gi/thu nhp T bn ho th trng tng th i vi cng ty

Thit k cc cuc iu tra theo di thng hiu

Theo di sn phm gn thng hiu c nhn o lng nhn thc v hnh nh thng hiu: + Nhn thc thng hiu: o lng s nhc li v nhn bit + Hnh nh thng hiu: o lng cm nhn (lin tng) v nh gi

Thit k cc cuc iu tra theo di thng hiu

Theo di sn phm gn thng hiu gia nh hay cng ty: B sung thm mt s o lng: - Thng hiu c qun tr nh th no? - Thit lp quan h kinh doanh vi thng hiu c d dng khng? - Khch hng c quan tm n thng hiu? - Lm th no tip cn thng hiu? - C mong mun thit lp quan h kinh doanh vi thng hiu?

Thit k cc cuc iu tra theo di thng hiu

-

Theo di ton cu: lin quan n cc bin s bi cnh th trng a l: Kinh t Truyn thng Bn l Cng ngh Nhn khu hc Sn phm v dch v khc Hnh vi ng x ca ngi tiu dng

Thit lp h thng qun tr vn thng hiu

Tp hp tin trnh ca t chc c thit k ci thin s hiu bit v s dng vn thng hiu trong cng ty. Cc bc chnh ca thit lp h thng qun tr thng hiu: Xy dng bn hin chng vn thng hiu Xy dng bn bo co vn thng hiu Trch nhim i vi vn thng hiu

Xy dng bn hin chng vn thng hiu

-

Cung cp nhng hng dn v vn thng hiu cho nh qun tr marketing cng nh cho cc i tc marketing bn ngoi: Quan im ca cng ty v vn thng hiu, tm quan trng ca n M t nhng thng hiu then cht, cch thc c gn thng hiu v c tip th Vn thng hiu mong mn v thc ti cho thng hiu cc cp thch ng Cch thc o lng vn thng hiu Cch thc qun tr vn thng hiu trn gc chin lc

Bo co vn thng hiu

Tng hp cc kt qu theo di v cc o lng hiu nng cung cp hng thng cho nh qun tr: Cm nhn ca khch hng v nhng lin tng li ch v thuc tnh then cht M t thng tin lin quan n th trng

Xc nh trch nhim lin quan n vn thng hiu

Gim st vn thng hiu C cu v thit k t chc Qun tr cc i tc marketing

Chng 8
Thit k v thc hin cc chin lc gn thng hiu

Mc tiu nghin c

Xem xt nhng vn lin quan n chin lc xy dng thng hiu v cch thc ti a ho vn thng hiu ca t chc C th, nghin cu 2 cng c chin lc quan trng : ma trn thng hiu-sn phm v c cu cp bc thng hiu, thit lp cc chin lc xy dng thng hiu

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

Ma trn thng hiu-sn phm

Sn phm 1 A g n h T u i h B 2 N

Cc khi nim c bn

Dng thng hiu: tt c cc sn phm c cng thng hiu Danh mc thng hiu: tt c cc thng hiu v dng thng hiu m cng ty cung ng cho mt loi sn phm Dng sn phm: tp hp cc sn phm cng chng loi c lin quan mt thit v th trng, phn phi, nh gi

Chin lc gn thng hiu

Phn nh s lng v bn cht cc yu t thng hiu chung hoc khc bit c gn cho cc sn phm khc nhau ca cng ty c trng ca chin lc gn thng hiu: Chiu rng: cc mi quan h thng hiusn phm v chin lc m rng thng hiu Chiu su: cc mi quan h sn phmthng hiu v danh mc thng hiu

Chiu rng ca chin lc gn thng hiu

S lng v bn cht cc sn phm khc nhau gn lin vi cc thng hiu cung cp bi cng ty. Cc nhn t nh hng n mc hp dn ca loi sn phm: - Nhn t th trng tng th - Nhn t ngnh - Nhn t mi trng

Chiu su ca chin lc gn thng hiu

S lng v bn cht ca cc thng hiu khc nhau trong cng loi sn phm c cung cp bi cng ty Nhiu thng hiu c a ra v khng c cm nhn l nh nhau cc th trng khc nhau

Nguyn l c bn thit k danh mc thng hiu

Ti a ho bao ph th trng Ti thiu ho s chng cho ca cc thng hiu

Vai tr c bit ca thng hiu trong danh mc thng hiu

Thu ht cc on th trng hin ti cn b trng bi cc thng hiu khc ca cng ty Bo v bn sn cho cc thng hiu i u ca cng ty Thng hiu b sa sinh li cao Thng hiu c gi thm nhp thp thu ht khch hng vt qua ro cn gi cao ca danh mc thng hiu Thng hiu c gi cao nhm gia tng uy tn i vi danh mc Tng s ph thuc ca nh bn l Thu ht nhng khch hng tm kim s a dng Tng cnh tranh ni b Kinh t bc thang cho cc hot ng marketing v bn

Cp bc thng hiu
L phng tin tm tt chin lc gn thng hiu thng qua th hin s lng v bn cht ca cc yu t thng hiu khc nhau (theo cc sn phm khc nhau) c nh by theo th t. Trnh by n gin nht ca cp bc thng hiu theo th t: - Thng hiu cng ty (General Motors) Thng hiu gia nh (Buick) Thng hiu c nhn (Park Avenue) Thng hiu iu chnh (thit k n v hay kiu, Ultra)

Cp bc thng hiu

Cu trc cy thng hiu trong tm tr khch hng

Duke Fuqua MBA

Cui tun

(v d, Trng i hc Duke, USA)

Thng hiu cp cng ty: Duke Thng hiu gia nh: Fuqua, Lut Thng hiu c nhn: MBA, PhD Thng hiu iu chnh: Cui tun, ban ngy

Lut

PhD

Ban ngy

Xy dng vn thng hiu cc cp bc khc nhau

+ + + +

Cp thng hiu cng ty: Hnh nh cng ty: nhng lin tng c trong k c ngi tiu dng i vi cng ty Hnh nh cng ty c lin quan cht ch nu cng ty ng vai tr quan trng trong chin lc gn thng hiu Cc nhn t nh hng n hnh nh cng ty: sn phm, hnh ng, cch thc truyn thng. Vn thng hiu cng ty: phn ng khc nhau t pha ngi tiu dng, khch hng, cc i tc,i vi sn phm, hnh ng v truyn thng ca cng ty.

Xy dng vn thng hiu cc cp bc khc nhau

Cp thng hiu gia nh : thng hiu c gn cho nhiu loi sn phm khc nhau (thng hiu d) Hu hiu: chi ph gii thiu thp hn v s chp nhn cao hn i vi sn phm mi. Thn trng khi a nhng sn phm mi vo thng hiu (lm suy yu thng hiu)

Xy dng vn thng hiu cc cp bc khc nhau

Cp thng hiu c nhn: Gn lin vi mt chng loi sn phm - Thng hiu v cc chng trnh marketing tho mn nhu cu cho mt nhm khch hng c th - Cc yu t thng hiu v cc chin lc marketing phi gn lin vi nhm khch hng mc tiu - Kh khn, phc tp, v chi ph cao khi xy dng cc chng trnh marketing

Xy dng vn thng hiu cc cp bc khc nhau

Cp thng hiu iu chnh: Thng hiu cho mi kiu sn phm khc nhau - To s tinh lc v khc bit trong thng hiu gn

vi mc cht lng (Johnnie Walker Red Label), thuc tnh (Doublemint), chc nng (Kodak 100, 200, 400 film) - Tng cng bao ph th trng - Lm cho sn phm c nhn bit r hn v thch ng hn vi ngi tiu dng

Cc tiu thc o lng hnh nh cng ty

Thi , li ch, thuc tnh sn phm chung Con ngi v cc quan h Gi tr v chng trnh Tnh ng tin cy ca cng ty

Thit k chin lc gn thng hiu

Xc nh s cp bc thng hiu s dng Nhn thc v hnh nh thng hiu mong mun mi cp Cch thc kt hp cc yu t thng hiu cc cp bc khc nhau cho mt sn phm c th Mt yu t thng hiu c kt ni vi nhiu sn phm nh th no

Cc hng dn cho quyt nh v cp bc thng hiu

S cp bc Nguyn l n gin (cng t cng tt) Mc nhn thc v kiu lin tng mi cp bc Nguyn l tng hp (lin tng tng hp vi nhiu thng hiu c nhn) Nguyn l khc bit: phn bit cc thng hiu c nhn - Kt ni thng hiu cc cp khc nhau Nguyn l ni tri: s ni tri tng i ca cc yu t thng hiu t xa v kiu hnh nh to ra cho sn phm mi Kt ni mt thng hiu cho nhiu sn phm Nguyn l tng ng: lin kt cc mnh khi cc yu t thng hiu cng ging nhau
-

iu chnh i vi cc chng trnh marketing

Chin dch hnh nh cng ty: - Xy dng nhn thc v bn cht ca hot ng kinh doanh - Xy dng uy tn v trung thc cho cng ty - To ra nhng lin tng hnh nh cng ty c nng cao bi hot ng marketing cho sn phm c th Chin dch dng thng hiu Nhn mnh chiu rng ca nhng sn phm lin kt vi thng hiu