LANTABRAND

1
02/2007

TN THNG HIU
CA BN NI LN IU G?
LANTABRAND
Tel: (08) 9 409 781
Fax: (08) 9 409 780
info@lantabrand.com
www.lantabrand.com
LANTABRAND
2

C rt nhiu tn thng hiu rt p v rt m tai, c th
cho chng ta bit rt r sn phm hay dch v m chng
i din. Mt ci tn kt hp gia cm gic ph hp v
s sng to ca sn phm, s em li nhng thnh cng
tip th rt ln cho sn phm ca bn.

Mt ci tn hay v mang li hiu qu phi l mt s ho hp
gia m thanh v ngha, khin n ni bt so vi i th.
Khng hn l phi m t c sn phm hay dch v m n
m nhim nh Rice Krispies, Kwikfit hay Barclaycard m
quan trng hn l cch n tn dng phm cht thng hiu
nh th no. bt k ngnh ngh no, tn thng hiu ng
vai tr rt quan trng trong vic to nn s nhn thc ca
ngi tiu dng v to nn vin cnh tng lai cho sn phm.

Ti c mt vi v d. C mt thng hiu rt th v, l
Kalashnikov. Sng trng chin u Kalashnikov AK-47 -
c thit k u tin bi Mikhail Kalashnikov v sn xut
hng lot bi qun i Soviet tr thnh biu tng v kh
ca cuc chin tranh du kch khp ni trn th gii. Tn sng, vi cch nhn m mnh v lp
m, nghe c v nh rt c uy lc v kh nng hu hoi ln. Khi nghe ci tn Kalashnikov, dng
nh bn nghe thy ting c sng nh la. C rt nhiu thng hiu dng trong qun i nh
Colt, Remington, Thompson v Lee-Enfield, nhng ch c Kalashnikov ni bt vi ci tn cha
ng m thanh gh ngi.

Kroll, mt tp on cng cp dch v t vn iu tra, cng c mt ci tn biu trng cho hot
ng ca h. Trn website, Kroll c gii thiu l mt cng ty hng u th gii trong lnh vc
t vn ri ro, gip khch hng vt b nhng nguy c ton cu, nm ly c hi v bo v tt nhn
vin v ti sn ca mnh. Tuy ti khng c ngh khng tt no i vi cc nhn vin ca Kroll,
Nhng vi ci tn Kroll gi cho ti cm gic lnh lng v c cht g nham him. Ci tn gi
nn ci lnh bc cc, m ko di troll (qu ln) gi cho ti hnh nh mt hung thn hung c
np di cy cu trong thn thoi Nordic v krill (loi tm cua) l mt loi sinh vt tri ni
bin su cng gi nn nhng hnh nh xa xm v khng c thoi mi cho lm. Nhng vi
cng v l ci tn cho mt n v t vn u t, n to nn mt s cng hng v cm gic.
C mt ci g khng th gii thch c, nhng bn chc s c cm gic Kroll s c kh nng
lm vic hiu qu.

Tip n l Zippo. Mt ci bt la th hiu Zippo l biu tng cch sng M. Zippo c cu trc
rt n gin: mt ci bc tm du v mt h thng la nh la. N mnh m, ng tin
cy v tho mn ngi dng. Bt la rt d gi la, gn gng trong ti v vic s dng n l mt
ngh thut: m np, xoay trn ci bnh xe bng mt ngn rt iu ngh. l kinh nghim s
dng thng hiu bt la Zippo v dng nh ci tn Zippo rt hiu qu vi tnh chnh xc
v hiu qu kinh t ca n.

Trc khi tm bit th gii tng thanh y quyn r, c l cn phi nhc n nhng ci tn nh
Schweppes v UHU. Schweppe l mt doanh nhn Thu S, ng di c n Lun n v cui th
k 18 v nhanh chng to lp mt doanh nghip chuyn kinh doanh nc tinh khit ng chai
cho gii thng lu Lun n. Th trng ny kh rng ln v hu nh ngun nc ung no
cng b nhim v mi ngi kinh hong nhn thy bnh tt n np trong ngun nc.
Schweppe c mang mt ci tn tng thanh cho ting xpppp khi bt np chai nc.
Nc gii kht Schweppes gi y tr nn ni ting khp th gii. V th chng ta nn t hi
liu Schweppes c n nn lm ra nh hin nay khng nu c ci tn i khi nh l
Reifenhauser hay Uithoff?

LANTABRAND
3
UHU, mt loi keo gia dng, c bit n nh l mt thng hiu thn quen v d nh nht.
Cho d tn thng hiu chng c lin h t xu no vi c im sn phm, l tn thng gi
mt loi c sng vng Rng en ca c, th nhng trong nhiu nm qua n tr thnh
danh t chung i din cho t keo gia dng
c. c nh vy, UHU thm ch cung cp
keo min ph cho trng hc nhm lm cho tr
em tr nn quen dng ch UHU thay cho ch
keo ngay t nhng nm u i. Bng ting
Anh, tn thng hiu c gn gn nh ch
glue (keo) v m thanh nghe do v st ging
nh c tnh ca loi sn phm ny. l mt
s kt hp tuyt vi em li cho UHU mt li
th tm l hn hn i th ca h.

Tn thng hiu cui cng m ti mun nhc
n l Xerox. Ci tn c ly t ting Hy lp
xeros, c ngha l kh, m sau ny t ny
c ghp thm tr thnh xerography ch
mt phng php trng nh kh. T
xerography ln Xerox u cng c gii
thiu vo nm 1948. Th trng thit b
photocopy cnh tranh gay gt v trong nhiu
nm qua, Xerox cng phi i mt vi vic cnh
tranh vi nhng thng hiu ni ting v y
tim nng nh Hoover v Tipp-Ex. Xerox - rt
khc bit v rt thn trng - bi thng hiu ny
c qun l mt cch cht ch v cng ty
cha bao gi c nhng th thch nghim trng. Xerox vi ci tn nguyn thu mnh m ca n,
cng thm li th dn u, tr thnh ngi tin phong rt c uy tn v o c trong th
trng ny.

C rt nhiu thng hiu rt p v rt m tai, c th cho chng ta bit rt r sn phm hay dch
v m chng i din. Mt ci tn kt hp vi cm gic cc k ph hp, cng vi tnh sng to
ca sn phm, s em li nhng thnh cng tip th rt ln cho sn phm.

Tom Blackett (Diu Linh - Cng ty thng hiu LANTABRAND su tm v lc dch t
brandchannel.com)











LANTABRAND gip gia tng gi tr thng hiu cho khch hng qua cc dch v: xy dng thng hiu
cho sn phm, xy dng thng hiu dch v, xy dng thng hiu tp on, xy dng thng hiu qua
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