Sng to Nimt ho

T TN THNG HIU
A- Cc nguyn tc t tn thng hiu A- Cc nguyn tc t tn thng hiu
B - Cc cng c t tn thng hiu
C - Quy trnh t tn thng hiu
A - Cc nguyn tc t tn thng hiu
1. NGN GN: ti a 3 m tit. Viettel, Thanhs, Pepsi, Honda
A - Cc nguyn tc t tn thng hiu
2. PH HP: Mino (sn phm dnh cho tr em);
Amanda (Nh hng Php); Silkage (Hng La)
A - Cc nguyn tc t tn thng hiu
3. KHC BIT: ng vs Viettel
A - Cc nguyn tc t tn thng hiu
4. D DNG C V NH VN: Khu m / Khu hnh. Nguyn m cui
v ph m cui
5. KH NNG BO H: Lin quan mt thit n S khc bit v yu t ch dn a
l. Tn gi trng lp vi tn thng hiu c bo h trong cng lnh vc
ngnh ngh ng k s hu tr tu l y t cn xem xt ngay t giai on u
tin.
A - Cc nguyn tc t tn thng hiu
A - Cc nguyn tc t tn thng hiu
6. TRNH S DNG CH DN A L:
7. D NG VN HO V NGHA TIU CC:
- Tn gi b c thnh ngha xu ti cc nn vn ho khc nhau
- Tn gi d dng b c chch thnh ngha tiu cc.
A - Cc nguyn tc t tn thng hiu
Coca Cola - kekoukela
Khi mi tip cn th trng Trung
Honda - Fitta
"Fitta" l tn ban u ca "Jazz", dng
Hng c thnh lp vo thng 5
nm 2008 vi tn gi ban u
l Cng ty C phn Hng khng
Tng Tc, vi tn giao
dch AirSpeedUp JSC, Tuy nhin, ch
mt thi gian ngn sau , ngy 17 Khi mi tip cn th trng Trung
Quc, Coca Cola gi tn sn phm
ca mnh l Kekoukela m dch ra c
ngha "Cn con nng nc nh nhp".
Sau , hng ny phi nghin cu
ti 40.000 k t khc nhau tm ra tn
gi ph hp - "kokou kole", m dch ra
c ngha "hnh phc trn mi".
"Fitta" l tn ban u ca "Jazz", dng
xe c Honda cho bn th trng
Bc u. C iu "Fitta" pht m rt
ging t ch b phn nhy cm ca
ngi ph n Thy in, Na Uy v
an Mch. Phc tp hn, Honda cn
qung co mu xe ny l "nh bn
ngoi, ln bn trong".
mt thi gian ngn sau , ngy 17
thng 10 nm 2008, hng c i
tn thnh Cng ty C phn Hng
khng ng Dng, bi ci tn c
bng ting Vit Tng Tc, c vit
khng du tr thnh Tang Toc (c th
hiu l tang tc), l mt ci tn khng
may theo nhc s H Dng
.
Chnh v
th, tn giao dch ca hng, Air Speed
Up, cng c i thnh Indochina
Airlines.
8. MU THUN LOCAL V INTERNATIONAL
Thng hiu cn c tm nhn xa, trnh trng hp ch ph hp vi th
trng ni a m kh khn khi tip cn th trng th gii
A - Cc nguyn tc t tn thng hiu
9. XU HNG CHT YU
Nhng tn gi theo tro lu rt d b ri vo tnh trng cht yu khi
tro lu khng cn l hot trend.
A - Cc nguyn tc t tn thng hiu
B - Cc cng c t tn thng hiu
1. Brainstorming
B - Cc cng c t tn thng hiu
2. Tm kim t ng ngha
thesaurus.reference.com
B - Cc cng c t tn thng hiu
3. Cng c t ng c o
+ www.wordlab.com or www.wordlab.com/tools/t_index.cfm
4. Nhm Ph m cng (B, D, G, K, P, T, X) v nhm ph m mm (S, C, CH, J, N, 4. Nhm Ph m cng (B, D, G, K, P, T, X) v nhm ph m mm (S, C, CH, J, N,
M)
C - Quy trnh t tn thng hiu
C - Quy trnh t tn thng hiu
1. Bng tng hp thng tin t khch hng
Bang cung cap ttin dat ten thuong hieu.doc
C - Quy trnh t tn thng hiu
2. La chn Chin lc t tn thng hiu
C - Quy trnh t tn thng hiu
2. La chn Chin lc t tn thng hiu
1. T ly m: Coca-cola; M&M; Samsung (Rhyme Zone
(www.rhymezone.com)
2. S dng ch ci lm t kho. VD in hnh KODAK; AMANDA
3. T v ngha (lu khu m; ch ci O v A): Konica; Sony
4. Vn ho: Biu trng Thn thoi, vn ho Latin; , Ty Ban
Nha; Php; M
5. Hnh tng: Red Bull; Apple
6. nh v: Number One;
7.
C - Quy trnh t tn thng hiu
M hnh nh v cnh tranh
y l m hnh c quyn ca
Thanhs phc v hot ng xy dng
Chin lc nh v thng hiu.
Nghin cu tn gi ca cc i th Nghin cu tn gi ca cc i th
Trong cng phn khc th trng.
M hnh T
Nghin cu cc tn gi ph hp
nh hng chin lc ca thng
Hiu
Case Study Quy trnh t tn thng hiu
http://thanhs.com.vn/du-an-tieu-bieu/logo-concept-quy-trinh-thiet-ke-logo-silkage/
Minhvietthang0313 NAMING.pdf
Bi tp nhm
Chia 03 nhm, Brainstorming tn thng hiu cho 03 Sn
phm c cc nhm ch ng la chn u tin cho nhng
tn thng hiu nhnh ca chnh cc hc vin tn thng hiu nhnh ca chnh cc hc vin