T TN THNG HIU CHUYN NGHIP

KHI U NG VNG BC TIN XA

T TN THNG HIU CHUYN NGHIP

KHI U NG VNG BC TIN XA
Copyright 2012 by Sao Kim Brand Creation And Consultancy Company Limited
All rights reserved

Nhng b quyt v t tn thng hiu bn cn bit

cng nhiu minh ha t cc d n thc t
CNG TY TNHH T VN V SNG TO THNG HIU SAO KIM
www.SaoKim.com.vn
Vn phng H Ni
P.1403 - Ta nh 29T1 - Hong o Thy - Q. Cu Giy
Tel: (04) 6282 4370
Hotline: 0944.472.532 / 0934.660.582
Vn phng TP. HCM
Lu 4, s 49 Hong Vn Th - P.15 - Q. Ph Nhun
Tel:(08) 3995 8189
Hotline: 0903.667.535 / 0944.472.532

NH XUT BN TR

Li m u
CHNG I.

KIEN THC VE AT TEN

CHNG 2.

KY THUAT AT TEN

CHNG 3.

MUC LUC

S DUNG DCH VU
AT TEN CHUYEN NGHIEP

CHNG 4.

GII THIEU TEN

THNG HIEU MI

CHNG 5.

CAC D AN AT TEN

1. Thng hiu v tn thng hiu

2. Tn cng ty v tn thng hiu
3. Vai tr ca tn thng hiu
4. Kin trc tn thng hiu
5. Cc loi hnh tn gi ca doanh nghip

11
12
12
13
15

1. Nhng nguyn tc
ca vic t tn thng hiu
2. 18 Cu hi gip t tn thng hiu
3. Quy trnh t tn thng hiu 5 bc
4. 10 Kiu tn thng hiu
5. Cc cng c h tr t tn

18
20
22
27
32

1. Khi no cn s dng dch v t tn

2. Bn nn trng i
nhng g dch v t tn
3. Nhng ai nn tham gia
v qu trnh t tn

38

1. ng k bo h nhn hiu hng ha

2. Thit k thng hiu
3. Cc hot ng
truyn thng thng hiu

42
44

Real Leaf LC THO

COSIANA HOTEL
NEMO BAY
NAFACO
COOGIN
OGINA
ZAP
NAPU
FAMILY FIRST
KHANG M YN
ROSALIA
CASANOVA
CALLA
WAMMI
FLARA

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50
51
52
53
54
55
56
57
58
59
60
61
62
63

Li Kt
Thng Tin Tc Gi

64
64

39
40

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LI NOI AU
i thi ho Shakespeare tng vit hoa hng d gi bng tn gi no th vn
p v ngt hng. Th nhng, trong thc t quan nim tt g hn tt nc
sn khng cn phn nh ng hin thc th gii m chng ta ang sng.
Ngy nay, chng ta c qu nhiu s la chn tha mn mt nhu cu. Hy
tng tng khi nc vo mt siu th hng ha hin i, bn c th bt gp ti
17.000 mt hng khc nhau, cng c ngha bn phi i mt vi 17.000 ci tn
khc. C bao nhiu ci tn bn c th nh c?
Trong thc t, mi ci tn u phi tm cch c lu li trong b nh ca
khch hng. lm c iu , doanh nghip cn rt nhiu n lc khc nhau.
Nhng nhng n lc s d dng hn rt nhiu nu tn thng hiu d nh v
hp dn. Ngc li, n lc khch hng nh n thng hiu ca mnh s v
cng kh khn nu doanh nghip bn ang c mt ci tn khng th c c
hoc mang ngha tiu cc.
Thng hiu ngy cng tr thnh ti sn qu gi nht ca doanh nghip. tr
nn c gi tr bn thn thng hiu phi lun l cu ni lin kt gia nhng g n
i din v khch hng. Thng hiu cn phi d nh, d nhn bit, gy c
s quan tm, khi gi cm xc bn thn tn gi v h thng nhn din thng
hiu lm ln phn ln bn sc thng hiu .
Cun sch ny bn v vic t tn thng hiu. N gip hnh dung chnh xc
v vai tr v tm quan trng ca vic c mt tn thng hiu hp dn, cung cp
cc kin thc, kinh nghim, quy trnh, cng c gip cho vic t tn ca doanh
nghip tr nn d dng v hiu qu.

BAN NHAN C NHNG G?

Nhan thc vai tro va tam quan trong cua viec at
ten thng hieu.
Nam vng quy trnh va cac phng phap at
ten thng hieu.
Biet cach e anh gia va la chon ten

thng hieu.
Tham khao nhieu d an at ten thng hieu
thc te.

CUON SACH NAY CON

GIUP BAN
Biet cach la chon mot n v at ten thng hieu
chuyen nghiep.
Biet cach tranh rac roi cua viec ang ky bao ho s
hu tr tue cho nhan hieu.
Cung cap cac e xuat giup ban nhanh chong gii thieu
thng hieu mi ra cong chung.

Cun sch c bin son trn c s nghin cu v qu trnh sng to thng

hiu trong v ngoi nc, cc kinh nghim c c kt ca th gii cng nh
nhng kinh nghim, tnh hung thc t trong qu trnh thc hin cc d n sng
to thng hiu ca tc gi.
Chng ti trn trng mi kin ng gp cun sch c hon thin hn.
Trn trng,
Tc gi
Nguyn Tun Hng, Chuyn gia t vn thng hiu
Cng ty TNHH T vn v Sng to Thng hiu Sao Kim

T TN THNG HIU CHUYN NGHIP

Li ni u

1. THNG HIU V TN THNG HIU

hiu ngi trong chng ta c th d b nhm ln gia

thng hiu v tn thng hiu, ngay c nhng ngi
lm marketing chuyn nghip i khi cng kh phn
bit iu ny. Khi chng ta nhc n Coca-cola chng ta
ngh rng ci tn chnh l thng hiu Coca-cola. Vy gia
thng hiu v ci tn c s phn bit nh th no?

Mt cch ngn gn, thng hiu l tp hp nhng tri
nghim v mong mun gn vi mt sn phm, mt doanh
nghip hay mt t chc trong tm tr ca khch hng. Nh vy
khi nim ny cho thy thng hiu khng phi l mt th hu
hnh m n nm trong tm tr khch hng, n gn b vi nhng
tri nghim, cm xc nhng th gip ngi ta lin tng n
mt sn phm hay t chc.

CHNG 1.

KIEN THC
VE AT TEN
10

T TN THNG HIU CHUYN NGHIP

Cn tn thng hiu th sao? Rt n gin n chnh l
mt ci tn. Tc l c cu to bi cc k t, cch pht m,
cch vit Tn thng hiu, cng vi logo, slogan, nhn din
thng hiu l nhng thnh phn c bn gip khch hng to
c lin tng v thng hiu. Tn thng hiu l mt cu ni
gia thng hiu v tm tr khch hng.
hnh dung r iu ny, ti s ly Apple lm mt v d. Khi
nhc n thng hiu Apple chng ta ngh n iu g? C phi
l Ipod, Iphone, Ipad, Mac hay Macbook nhng sn phm
cng ngh hon ho v lun dn u xu th thi trang? Mt s
khc c l ngh n Steve Job CEO y sng to, thng minh
nhng l ngi cng rn v cu ton. Tt c nhng hnh dung
ca chng ta gip to nn thng hiu Apple.
KIN THC V T TN

11

Th cn ci tn th sao. Rt n gin n chnh l Apple (qu to)

mt t c 5 k t v 2 m tit.
2. TN CNG TY V TN THNG HIU
Quay li phn trn chng ta bit rng c mt Cng ty Apple
(Apple Inc.) v thng hiu Apple. C g khc bit gia tn
mt cng ty vi tn thng hiu?
Thc t, c th tm tt nh sau: tn cng ty dng cho hot ng
kinh doanh, cn tn thng hiu dnh cho ngi tiu dng.
Nh vy mt s cng ty s s dng tn cng ty trng vi tn
thng hiu to nn thng hiu doanh nghip hoc thm ch
l mt phn ca thng hiu sn phm. V d Apple s dng tn
cng ty lm tn thng hiu v cng l mt phn trong tn sn
phm: Apple Ipod, Apple Iphone, Apple Ipad Cn Honda
s dng tn thng hiu mt nh thng hiu doanh nghip,
mt phn ca thng hiu sn phm nh Honda Future, Honda
Civic hay s dng cc thng hiu c lp nh Acura
hiu thm v vic ny chng ta xem thm mc kin trc t
tn thng hiu.
3. VAI TR CA TN THNG HIU
Trc ht, nu bn tng quan nim rng ci tn ch m gi,
th iu thc s sai lm, t ra l trong kinh doanh. Mt ci tn
c th m nhn v vn chc nng khc nhau nhng bn c th
thy nhng chc nng sau l ph bin:
Phn bit vi i th cnh tranh
Ni vi th gii rng bn l khc bit
12

T TN THNG HIU CHUYN NGHIP

Ti khng nh v nh v thng hiu

To ng lc tch cc vi khch hng
li n tng lu di trong khch hng
To ngun nng lng di do cho cc hot ng marketing
To ra mt thng hiu ch khng n thun l tn sn
phm hay dch v
Ch ra bn thuc mt ngnh hng no
Nhng chc nng quan trng trn l l do ti sao chng ta u
mun s hu mt tn thng hiu hp dn. V cng l l do
bn c ti liu ny.
4. KIN TRC TN THNG HIU
Trong phn Tn cng ty v tn thng hiu, chng ta bn
v vic mt cng ty c th s dng tn cng ty lm tn thng
hiu hoc khng. phn ny chng ta s lm r hn v mi
quan h ca cc ci tn trong mt t chc kinh doanh. Mi quan
h ny phn nh chin lc xy dng thng hiu ca doanh
nghip v do vy chng ti dng thut ng Kin trc tn thng
hiu.

Kin trc thng hiu gia nh
y l kin trc thng hiu truyn thng c p dng t lu
nht trong qun tr thng hiu. Vi kin trc thng hiu gia
nh, doanh nghip ch s hu mt tn thng hiu duy nht
v gn n cho mi sn phm, dch v ca mnh. Cc tp on
trn th gii s dng thnh cng m hnh ny nh Panasonic,
Samsung cn nhng doanh nghip ln ti Vit Nam c th k
n l FPT, Vinaconex, Lilama, Viglacera, Bitis

Kin trc thng hiu c th
KIN THC V T TN

13

Vi kin trc thng hiu c th cc thng hiu c bit c

to ra ph hp ring vi tng chng loi sn phm, tp khch
hng, mang cc thuc tnh khc nhau. Cc thng hiu c bit
ny c lin h rt t hoc khng c mi lin h no vi thng
hiu doanh nghip.
V d tiu biu cho m hnh ny l cc thng hiu: OMO, Sunsilk, Lipton, knor ca Unilever hay cc thng hiu Number
1, Tr xanh O , Dr Thanh, Soya ca Tn Hip Pht.
Kin trc hn hp
y l kin trc thng hiu nng ng nht, n bao hm c
kin trc thng hiu gia nh v kin trc thng hiu c th.
Kin trc ny tn dng li th ca c 2 kin trc trn v hn ch
nhc im ca tng loi.
V d: Microsoft Windows; Honda Civic; Samsung Galaxy;
Apple Ipad trong nhng thng hiu ny th tn Microsoft,
Honda, Samsung, Apple l nhng thng hiu gia nh, cn
Civic, Galaxy, Ipad l thng hiu c th cho mt dng sn
phm.

lm chng ta bi ri hoc gy nhm ln.

Tn theo Lut doanh nghip gm c 3 loi:
Tn cng ty bng ting Vit
L tn cng ty vit y . Tn ny thng bao gm 3
phn: phn ch loi hnh cng ty (TNHH, CP, DNTT, TNHH
MTV ), phn ch lnh vc hot ng (Thng mi, Dch v,
u t ) v phn nh danh.
V d:
Cng ty TNHH T vn v Sng to Thng hiu Sao Kim
(Loi hnh cng ty) + (Lnh vc hot ng ) + (nh danh)
Tn ting cng ty bng ting nc ngoi
Thng thng l phn dch sang ting Anh ca tn ting Vit.
V d:
Sao Kim Brand Creation and Consultancy Company Limited.

5. CC LOI HNH TN GI CA DOANH NGHIP

Tn cng ty vit tt
L tn c vit ngn gn li t phn tn ting Vit hoc Ting
Anh ca cng ty.
V d:
Sao Kim Branding, Vinaconex, Vinamilk, HAGL, Casumina
Trong thc t, tn vit tt khng nht thit phi trch dn chnh
xc theo tn y ca doanh nghip.

Theo quy nh ca Lut Doanh nghip mi doanh nghip c 3

tn gm: tn cng ty vit bng ting Vit, tn cng ty vit bng
ting nc ngoi v tn cng ty vit tt (hay cn gi l tn giao
dch). Ngoi ra, Lut S hu tr tu cn quy nh tn thng
mi ca cng ty. Trong thc t, doanh nghip cn c th c
thm mt s tn khc na. Vic c nhiu tn nh vy i khi

Tn thng mi
Theo quy nh ca Lut SHTT quy nh Tn thng mi l
tn gi ca t chc, c nhn dng trong hot ng kinh doanh
phn bit vi cc t chc, c nhn khc trong cng lnh vc
v khu vc kinh doanh tc l khu vc a l ni t chc, c
nhn y c bn hng, khch hng hoc c danh ting.

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T TN THNG HIU CHUYN NGHIP

KIN THC V T TN

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Theo lut ny, tn thng mi s c bo h nu c kh nng

phn bit vi t chc, c nhn khc trong cng lnh vc v
khu vc kinh doanh nh: (i) c cha thnh phn tn ring (tr
trng hp c bit n rng ri do s dng); (ii) khng
trng hoc tng t n mc gy nhm ln vi tn thng mi
m ngi khc s dng trc trong cng lnh vc v khu vc
kinh doanh; (iii) khng trng hoc tng t n mc gy nhm
ln vi nhn hiu ca ngi khc hoc vi ch dn a l
c bo h trc ngy tn thng mi c s dng.
Vi cch hiu nh trn trong nhiu trng hp, tn thng mi
trng vi tn doanh nghip. Tuy nhin, tn doanh nghip v tn
thng mi, d c nhiu im tng ng trong cch t tn,
nhng c bo v theo hai gc khc nhau: tn doanh nghip
c Lut Doanh nghip bo v nh mt thnh phn cu thnh
t cch php l ca doanh nghip, cn tn thng mi c
Lut S hu tr tu bo h vi t cch l i tng s hu tr
tu.
C s xc lp quyn i vi tn doanh nghip v tn thng
mi l khc nhau: quyn i vi tn doanh nghip pht sinh khi
doanh nghip c cp giy chng nhn ng k kinh doanh,
trong khi quyn s hu cng nghip i vi tn thng mi
c xc lp trn c s s dng hp php, m khng cn ng
k vi c quan no. Nh vy, theo logic m ni, tn doanh nghip chnh l tn thng mi nhng tn thng mi cha hn l
tn doanh nghip. Phm vi ca tn thng mi c th rng hn
tn doanh nghip.

16

T TN THNG HIU CHUYN NGHIP

CHNG 2.

KY THUAT
AT TEN

K THUT T TN

17

1. NHNG NGUYN TC CA VIC T TN THNG

HIU
t tn thng hiu l bc quan trng ci t thng hiu
ca bn vo trong tm tr khch hng. Mt khi thng hiu cng
c c v tr , bn s th hng nhng thnh qu v lu di
m khng cn mt n lc marketing no. Tuy nhin c mt
tn thng hiu hay khng phi d dng. Nhng quy tc di
y s gip bn tm li gii cho bi ton t tn thng hiu.
Ngn gn
Nu bn mun khch hng nh c tn thng hiu ca mnh
th n phi ngn gn. ng vy, d nh c ngha l phi ngn
gn. Nu bn c mt ci tn nh cng ty kim ton ca Anh
PriceWaterHouseCoopers th hy xem li nh.
D c
Hy m bo rng tn thng hiu ca bn phi d c. D rng
mt s thng hiu ni ting l nhng ci tn nc ngoi nhng
chng ta vn c c n mt cch d dng : Cocacola, Pepsi,
Apple, Sony, Samsung, Canon, Omo Nu mt ci tn kh
c, ng ngha vi vic chng ta ang dng hng ro ngn cn
khch hng la chn thng hiu. Hy tng tng ti v bn
s phi mt bao nhiu thi gian nh thng hiu m phm
Schwarzkopf. Mc d bit n n, nhng ti chng bao gi
mua sn phm ca hng, v n gin l khng th c c tn
thng hiu.
c o
Mt thng hiu mun c nh n th phi c o. Nu
18

T TN THNG HIU CHUYN NGHIP

ci tn ch bnh thng i loi nh Vinaweb, VinaDesign,

VinaCreative, VinaPrint, Thi trang Vit , M phm Vit,
Trang sc Vit, Thit k Vit th n s nhanh chng chm
vo hng chc thng hiu tng t. Hy chn cho mnh mt
ci tn khc bit, c o. Chng hn, khi ngnh kinh doanh
my tnh t nhng ci tn rt chuyn nghip, trnh trng nh
IBM, DEC th mt ci tn Apple hon ton mi l. Nhng
chnh s mi l lm cho Apple tr nn c o v thnh
cng.
Ngn ng ph hp
Bn nh chn tn bng ting Vit hay ting Anh ? Hay mt
ngn ng no khc ? Hy nh rng iu ph thuc vo bn
ang kinh doanh sn phm g ? N dnh cho ai? Nu bn nh
kinh doanh mt spa cao cp bn c th chn tn l Venus Spa.
V tn ting Anh ny ph hp vi i tng khch hng ca
bn. Cn nu bn kinh doanh mt nh hng dnh cho mi i
tng thc khch th Qun n ngon s l mt la chn khn
ngoan hn so vi All Smiles Restaurant .
Lin quan n sn phm / dch v
Tn phi c cht g lin quan n sn phm hay ngnh hng
m bn ang nh kinh doanh. Hoc n cng phi gi lin
tng n ngnh hng ca bn. V d, nu bn kinh doanh
cc sn phm gia dng bn c th ngh n thng hiu :
HappyCook, WifeMate hoc GoodMom Cn bn chn mt
tn g ch lin quan nh Hupoditus chng hn, bn s lng
ph mt c hi tip cn khch hng qua tn thng hiu.
C kh nng bo h nhn hiu
Kh nng bo h nhn hiu hang ha i vi tn thng hiu rt
quan trng. N quan trng n ni bn s phi hy sinh rt nhiu
K THUT T TN

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cc phng n tn thng hiu hp dn v ph hp m bo

tn c chn c kh nng ng k bo h nhn hiu. Ngy nay,
ai cng thc bo v th ti sn v hnh ny nn bn phi la
chn tn mt cch cn trng trnh tranh chp s hu tr tu
sau ny. Cch tt nht l nh mt chuyn gia t vn v s hu
tr tu kim tra xem tn ca bn c kh nng ng k bo h
nhn hiu hng ha hay khng trc khi la chn chnh thc.
C kh nng ng k tn min
Xy dng thng hiu ngy nay khc rt nhiu. Doanh
nghip khng ch lo nhng knh truyn thng, tip th truyn
thng m truyn thng trc tuyn (qua website v cc phng
tin in t) cng l mt mt trn ht sc nng bng. Hy m
bo bn c th s hu mt tn min trng vi tn thng hiu.
Gi s vi thng hiu LogoArt, hon ho nht l ti c th s
hu c b 3 tn min LogoArt.com ; LogoArt.vn v LogoArt.
com.vn nhng v tn min LogoArt.com c ch s hu nn
s la chn ca ti vi 2 tn min Vit Nam cng l tm chp
nhn c.
2. 18 CU HI GIP T TN THNG HIU
Ci tn c th lm nn mt thng hiu mnh hoc c th lm
tiu tan doanh nghip bn. Do vy m s hu mt tn thng
hiu hp dn chnh l mt ti sn to ln gip bn thc hin cc
n lc marketing mt cch t ng. Ci tn c o gip bn
khc bit khi nhng i th cnh tranh, kt ni vi khch hng
tim nng mt cch y cm xc. Chnh v nhng l do nh vy
m vic t tn thng hiu tr thnh thch thc au u ca
khng t doanh nhn. Di y l 18 cu hi gip bn t tn
thng hiu ng.

20

T TN THNG HIU CHUYN NGHIP

Khi bn bt u t tn cho thng hiu ca mnh hy hi nhng

cu hi sau:
Khch hng mc tiu ca thng hiu l ai?
Vn h gp phi l g v thng hiu mi gip khch
hng gii quyt ra sao?
Danh sch 5 li ch ln nht m thng hiu mang li cho
khch hng?
Tn 5 i th cnh tranh?
Dnh sch 3-5 im khc bit ca thng hiu so vi i
th cnh tranh?
5 tnh t m t thng hiu ca bn?
Sau khi tr li xong nhng cu hi trn, ti chc rng bn
sn sng brainstorm (sng to theo phng php ng no)
ra mt mt danh sch cc phng n tn thng hiu. Thng
thng, danh sch ca nn c t 4-5 phng n tr ln. By gi
bn cn th la cc phng n tn ca mnh bng cch dng
nhng cu hi di y:
Tn c xut pht m c d dng khng?
Mi ngi c th c n nhanh v d dng khng?
Khi bn ni mi ngi c th hiu ngay m khng cn
nh vn?
Tn xut c pht m ging nh vit khng?
Tn c di qu khng? (chuyn gia khuyn rng ch nn
c t hn 11 k t v 3 m tit).
N c cha ngha tiu cc no khng?
N c c o v khi gi cm xc khng?
N c khuy ng s quan tm hay khng?
C cu chuyn hp dn no ng sau n?
N c ni ln bn l ai khng?
N c truyn ti c thng ip mc tiu ca thng
hiu khng?
K THUT T TN

21

 Bn hi kin nhn vin cha? H c t ho khi nhc

ti thng hiu m bn xut khng?
n y bn c cu tr li cho phng n tn xut ca
mnh. Hy la chn phng n tn tt nht trong danh sch
trn. Tuy nhin, tn c la chn cn phi tha mn t 6-7
im khi c kim tra bng cc cu hi trn. ng c la chn
mt tn thng hiu ch v bn ngh ht cch. Nn nh rng,
khng th xy dng mt lu i thng hiu s trn mt nn
mng thiu vng vng.
3. QUY TRNH T TN THNG HIU 5 BC
Nhng thng hiu ln trn th gii thng s hu nhng ci
tn hay v thn thuc l k. iu c th khin bn ngh rng
vic to ra nhng ci tn nh mt php mu hoc mt s
ngu nhin trng hp. Tuy nhin, trong thc t qu trnh sng
to thng hiu s ch cho chng ta thy rng mt thng hiu
mnh c th c to ra t mt quy trnh t tn cht ch, khoa
hc.
Quy trnh t tn thng hiu m bo tn thng hiu c
to ra khng nhng p ng tiu ch hp dn m cn ph hp
vi chin lc khc bit ha, nh v thng hiu v cc mc
tiu khc.
Ti Sao Kim chng ti thc hin quy trnh ny qua 5 bc chnh.
Mi bc ny c th bao gm nhiu cc cng vic khc nhau
m mc phc tp ph thuc vo tng d n c th. Chng
ti lun c s iu chnh bn k hoch t tn trc mi d n
khc nhau m bo p ng cc mc tiu mt cch tt nht.
22

T TN THNG HIU CHUYN NGHIP

(Hnh 5: Quy trnh t tn thng hiu ca Sao Kim)

Bc 1: Phn tch cnh tranh

Mt trong nhng chc nng quan trng nht ca tn l phn
bit gia thng hiu ny vi thng hiu khc, cng ty ny vi
cng ty kia. V lm c iu , tn thng hiu cn phi
khc bit hon ton vi cc i th cnh tranh.
Chng ti bt u bng cch nghin cu ngnh m bn tham
gia: c trng chnh ca ngnh l g? Li th cnh tranh ca
bn v cc i th? Cch t tn v cc loi tn c s dng
trong ngnh? i th ca bn c t tn mang tnh m t khng?
H s dng ting Vit hay ting Anh? Thng ip c truyn
ti trong tn thng hiu ca cc i th ca bn l g? Cch
m cc i th ca bn m t thng hiu v tm nhn ca h
ra sao ?

K THUT T TN

23

Tt c cc nghin cu v phn tch ny lm ni bt nn bi cnh

thc t ca ngnh m thng hiu mi ca bn ang thm nhp,
nhng thch thc m n cn p ng tr nn khc bit v
ni bt.
Bc 2: nh hng sng to
bc ny chng ti thc hin vn bn ha nhng thng
tin c c t qu trnh thu thp d liu t khch hng v qu
trnh phn tch cnh tranh tm tt thnh bn nh hng sng
to. Bn nh hng ny c tnh cht hng dn ton b nhm
thc hin d n hiu c mt cch k lng v bi cnh, sn
phm dch v, nh v thng hiu, cc gii hn sng to
mt cch xuyn sut trong ton b qu trnh sng tc tn thng
hiu.

cng tt. Ti thiu mi ngi s phi c 10 phng n tin

ti bc Lc phng n.
Lc phng n (Short-list): Sau khi thc hin xong bc
Brain Storming, nhm thc hin d n s tp hp thnh mt
danh sch chnh (master list) bao gm tt c cc phng n
ngh ra c. Nhm s hp lc ra nhng phng n tt nht
da trn s ph hp vi nh hng sng to ban u. Sau bc
ny, chng ti c mt Danh sch cht (short-list) khong 10
phng n tn.
Bc 4: Kim tra kh nng ng k nhn hiu / ng k
doanh nghip

Bc 3: Sng tc tn thng hiu

(Hnh 6: Mt d n t tn thng hiu cn c nhiu phng n la chn)

ng no (Brain Storming): trong bc ny, nhm thc hin

d n nghin cu k v thu hiu bi. Nhim v ca h l
tm ra nhng phng n tn cho thng hiu mi. Yu cu ca
bc ny l nhng ngi tham gia phi c t do hon ton
a ra phng n. S lng phng n a ra cng nhiu
24

T TN THNG HIU CHUYN NGHIP

( Hnh 7: kim tra kh nng bo h nhn hiu hng ha vi tn mi)

Phng n tn thng hiu cn phi c kim tra kh nng

ng k nhn hiu mt cch k lng trnh nhng tranh chp
ng tic sau ny.
K THUT T TN

25

Cc phng n tn trong danh sch Short-list c kim tra kh

nng ng k tn doanh nghip (trong trng hp l tn cng
ty) hoc kh nng ng k bo h nhn hiu hng ha. bc
ny cn c s lm vic cht ch ca Lut s. Chng ti thc
hin tra cu trn c s d liu chuyn ngnh cng nh kim tra
trc tip thng qua cc mi quan h ngh nghip bit chc
bn c th ng k tn thng hiu ny vi kh nng thnh
cng cao nht.
Sau bc kim tra ny, danh sch tn thng hiu c rt gn
cn 4-5 phng n ti u.
Bc 5: Kim tra kh nng ng dng trong thc t

bc ny, tn thng hiu c minh ha bng mu thit k

logo hay nh km slogan / tagline. m bo tn thng hiu
tht s khc bit, ha s thit k ca chng ti s t tn thng
hiu vo cc bi cnh khc nhau: trong vn bn, trong bao b
nhn mc, trong n phm, trn website, trong mt qung co
ti tr m tn thng hiu ca bn s nm cng vi cc thng
hiu cnh tranh khc
Sau khi kim tra k lng, Copywriter s lp ti liu thuyt
trnh cho tng phng n tn, gi cu chuyn thng hiu v
a ra ch dn cho cc trng hp ng dng.
Khng c mt cch n gin no c mt thng hiu hp
dn. Mt quy trnh t tn nh trn khng t cc vic xy
dng thng hiu ca bn vo may ri m n m bo cho lun
la chn c mt tn thng hiu hp dn nhng vn ph hp
vi nh v thng hiu v to nn mng vng chc u tin cho
vic truyn thng thng hiu sau ny.

4. 10 KIU TN THNG HIU

* Kiu vit tt cc ch ci u tin

( Hnh 8: Kim tra kh nng ng dng ca cc tn mi )

Tn thng hiu cn c kim tra kh nng ng dng trong
thc t nh logo, n phm, bao b nhn mc, website
26

T TN THNG HIU CHUYN NGHIP

V d: BMW (Bavarian Motor Works), GM (Genaral Motors),

IBM (Internation Business Machine), UPS (United Parcel Service), ICP (Internation Consumer Products), TOEFL (Test Of
English as Foreign Langue), KFC (Kentucky Fried Chicken) ,
ACB (Asia Comercial Bank)
u im:
- Gip tn gi ngn gn, d nh hn so vi tn vit y .
K THUT T TN

27

Nhc im:
- Tn chung chung, khng c s khc bit.
- Tuy tn ngn nhng vn c nhiu m tit (v d IBM ch c 3
k t nhng ti 3 m tit).
- D b trng lp, kh c kh nng bo h nhn hiu, ng k
tn min.
- Loi tn ny ch hiu qu khi t tn cho cng ty vi mt chin
lc t tn ring cho sn phm ph hp.

* Kiu t tn m t / chc nng

V d: Toys Are Us, Computer Solution, Th gii di ng, Siu

th M B, Thi trang Made in Vietnam, Nam Dc, Qun n
Ngon
u im:
- Gip m t lnh vc hot ng ca cng ty mt cch nhanh
chng
- Tn c tc dng khi ng vai tr l tn thng hiu m rng
(V d: Windows Home Edition, Samsung Smart TV)
Nhc im:
- Nu l tn cng ty s bt li v khng c s khc bit.
- D b trng lp, kh c kh nng bo h nhn hiu, kh ng
k tn min.

* Kiu t tn kiu ghp t (Copycat)

V d: Fedex (Federal Express), Microsoft (Micro Software),

Vinaconex (Vietnam Constrution & import Export ), TechComBank (Technology Commerce Bank), Vietcombank (Vietnam
Commerce Bank)
28

T TN THNG HIU CHUYN NGHIP

u im:
- Tn gi ngn gn, d nh hn.
- S dng hiu qu trong mt s lnh vc v d: ngn hng, dch
v cng
Nhc im:
- D b trng lp vi cc tn thng hiu khc trong cng ngnh.
- Thng d ri vo trng thi m t lnh vc kinh doanh ch t
to ra s khc bit.
- Khng ph hp khi kinh doanh a ngnh ngh.

* Kiu t tn gi lin tng ti kinh nghim, cm xc

V d: Microsoft Explorer, Microsoft Windows, Hotmail,

Safari, Ford Escape, Six sense spa, Amora Caf, Lavie, Joy,
Good Day
u im:
- Gip to lin kt gia kinh nghim, cm xc ca khch hng
vi thng hiu nhanh chng.
- C th s dng t tn cho cng ty cng nh t tn cho
sn phm.
Nhc im:
- Tn theo gi lin tng n kinh nghim, cm xc c s
dng ph hp cho nhiu ngnh ngh nn khng mang tnh c
th ca sn phm.
- C nhiu tn m t cng mt kinh nghim v chng c th
c s dng trong cng ngnh hng (v d: Explorer, Safari,
Navigator, Magenllan u ni nn mt l khm ph nhng li
c dng cho cc trnh duyt web khc nhau).

K THUT T TN

29

* Kiu t tn mi hon ton

V d: Google, Intel, Pentium, Xerox, Mozilla, Alexa, Bing

u im:
- Khc bit hon ton vi tt c i th cnh tranh.
- D dng bo h s hu tr tu, ng k tn min.
Nhc im:
- Nhng tn ny thng rt kh tm thy.
- Tn c th kh c, kh nh do l t mi.
- Cn phi u t nhiu cho truyn thng nu bn mun gn tn
ny vi mt ngha no .

* t tn gi t

V d: Apple (my tnh), Blackberry (in thoi), Yahoo (cng

c tm kim), Virgin (hng hang khng), Neptune (du n)
u im:
- Tn c s khc bit hon ton.
- Gi ln cm xc.
Nhc im:
- Kh t c tn theo cch ny.
- V tn l mt t v ngha, khng c lin quan g n sn phm
nn rt kh thuyt phc Sp hoc cng ty chp nhn.

* t tn theo vn iu

* t tn theo tn c nhn

V d:Oreo, BlackBerry, Ho Ho, Google, Kleenex, Twitter,

Bebo, Kitchi-Kitchi, Tropicana

V d: Dell, HP (my tnh), Triump, Adidas ( thi trang), Nam

Cng (bt ng sn), Thu Hng, Nguyn Sn (tim bnh
ngt)

u im:
- D c, d nh.
- Gi ln cm xc (vui v) khi c.
- D ng k bo h nhn hiu hng ha, ng k tn min.
- D gn cho tn thng hiu mt ngha bt k v thng
thng nhng t vn iu c to ra khng lin tng n t
no trong t in.

u im:
- Gn vi hnh nh ngi i din doanh nghip (trong trng
hp l mt ngi xut chng, thng hiu s c nh vo
danh ting ).
- Thch hp cho cc cng ty t vn, lut, phng khm

Nhc im:
- Kh t tn c theo cch ny.
- V tn l mt t v ngha, khng c lin quan g n sn phm
nn rt kh thuyt phc Sp hoc cng ty chp nhn.

30

T TN THNG HIU CHUYN NGHIP

Nhc im:
- Gi ln cm gic cng ty gia nh.
- Tn ngi thng rt d b trng lp v khng gi ln ngha
no cho chng ta.

K THUT T TN

31

* t tn theo ngn ng nc ngoi (khng phi

ting Anh)

V d: Kodax, Akamoto, Heineken, Pitterburg, Nagakawa,

Chinsu
u im:
- Gi lin tng n ngun gc xut x ca sn phm ( v d
Nagakawa gi n Nht Bn, Chinsu gi n Hn Quc).
- Kh nng ng k nhn hiu cao.
Nhc im:
- Tn nc ngoi thng l v kh c.
- Hu ht ngi tiu dng thng khng hiu r ngha trong
tn ca bn.

* t tn theo xu hng hin i

Xu hng web 2.0: Facebook, Twitter, Flickr, Friendster,

Napper, Technorati, Skype, Wiki .
u im: Mi l, c o.
Nhc im: kh kh c, thng t gi lin tng n lnh
vc kinh doanh.
5. CC CNG C H TR T TN
Dn gian c cu trm hay khng bng tay quen, v chng ta
c th hiu tay quen y l nhng k nng cng nh cng
c c s dng trong qu trnh lm vic chuyn nghip. i
vi vic t tn thng hiu, s dng cc cng c h tr cng
c bit quan trng. Trong phn ny ti s bt m cho bn bit
b ngh ca mt chuyn gia t tn gm nhng g.
32

T TN THNG HIU CHUYN NGHIP

A. T in
B quyt ca vic t tn thng hiu phn ln nm vic
bn s dng cun t in nh th no. Ring ti, khi thc hin
cng vic t tn thng hiu ti lun trang b cho mnh tt
c cc loi t in mnh cn: t in Anh Vit, Vit Anh,
Anh Anh, Hn Vit, T in ting Vit, t in cc loi hoa,
t in cc loi chim
Cch s dng t in cng rt quan trng. Khi bn mun chc
chn mt t no , hy gi t in tra cu xem n c nhng
ngha no, c trng hp no t c ngha tiu cc khng?
N c pht m d dng khng? Khi pht m c ging vi t no
khng?
Ngoi ra, khi gp kh khn trong vic tm tng th vic c
t in li tr thnh mt cch hu hiu kch hot t duy. Ti
thng chn nhng quyn t in c hnh v minh ha sinh
ng nh t in cc loi hoa, t im cc loi chim gi
ngun cm hng cho mnh.
B. Cc cng c t tn online
C rt nhiu cng c online dnh cho vic t tn thng hiu.
C nhng cng c c thit k dnh ring cho vic t tn, cc
cng c khc c th l nhng h tr tm tng. Tuy nhin,
ti s ch cho bn 5 cng c chnh nh lit k di y:
1.
2.
3.
4.
5.

www.wordlab.com
www.rhymer.com/naming.html
www.lingzini.com
www.wordoid.com
www.bustaname.com

K THUT T TN

33

C. Cng c kim tra tn min

Hu ht mi cng vic kinh doanh hin nay u cn xut hin
trn internet. V th, xy dng mt thng hiu mi i hi bn
phi c mt mt tin tng xng cho n trn internet
chnh l tn min thng hiu.
Ty theo mc nh hng ca internet n cng vic kinh
doanh ca bn m bn c th u tin kh nng ng k c tn
min cao n u trong qu trnh la chn thng hiu. Theo
ti, tn min lun nm trong top 3 tiu ch hng u la chn
mt thng hiu mi.
Nu bn l mt cng ty, bn c ngh n b 3 tn min gm
tencongty.com ; tencongty.vn ; tencongty.com.vn . V nu
chng cn tt c th xin chc mng bn. Bn c nhng th
m mnh cn.
Nu bn khng c kh nng ng k tn min tencongty.com,
bn c la chn th 2 vi tn min ting Vit (.vn, com.vn).
Nu nhng tn min ting Vit cng khng cn, bn c th la
chn mt tn min m t lnh vc kinh doanh ca mnh v d
saokimbranding.com ; saokimad.com (trong trng hp ny
chng ti may mn khi s hu tt c cc tn min mnh cn gm
saokim.com ; saokim.net; saokim.info; saokim.com.vn ).
-

-

34

kim tra kh nng ng k tn min ting Vit bn c

th truy cp website www.tenmien.vn
kim tra tn min Quc t, bn c th truy cp ti
www.godaddy.com hoc tm kim trn google vi t
kha domain register.

T TN THNG HIU CHUYN NGHIP

D. Cng c tra cu tn doanh nghip

Khc vi trc y tn doanh nghip ch cn phn bit trong
phm vi tnh thnh. Ngy nay, lut quy nh cc doanh nghip
trn ton quc phi ng k kinh doanh vi tn khc nhau. iu
ny khin cho vic la chn tn doanh nghip mi kh hn bao
gi ht. Cc s k hoch u t lun yu cu ch doanh nghip
phi chun b khng di 10 phng n tn ng k doanh
nghip mi phng trng hp b trng tn.
gii quyt bi ton trng tn, chng ti s gi cho bn mt
cng c hu ch. l website http://hieudinh.dangkykinhdoanh.gov.vn/tabid/63/default.aspx . Bn c th truy cp website
ny tra cu tn doanh nghip mnh nh ng k kinh doanh
trc khi np n ng k cp giy php kinh doanh ln s k
hoch u t.
E. Cng c tra cu kh nng bo h nhn hiu hng ha
kim tra kh nng ng k bo h nhn hiu hng ha i
vi phng n tn m bn la chn, tt nht bn nn hi
kin ca chuyn gia t vn v nhn hiu hng ha. Tuy nhin,
bn cng c th kim tra s b trc bng mt tin ch m Cc
SHTT cung cp trn website ca h.
kim tra tn bn nh ng k truy cp website www.noip.
gov.vn ca Cc SHTT Vit Nam v tm kim trong c s d liu
xem tn bn nh chn c b trng lp khng.
V c s d liu ny khng c cp nht thng xuyn lm,
nn kt qu m bn tm kim c cng ch phn nh phn no
kh nng ng k bo h cho nhn hiu mi thi. Bn ch nn
xc nh kh nng ng k bo h cao nht l 70% thng qua
cng c ny.
K THUT T TN

35

F. Lut s hu tr tu
Trong mt vi lnh vc kinh doanh, vic cnh tranh s hu
cc thng hiu hp dn tr thnh mt trn chin. V nu nh
bn khng mun trn chin ny gy tn tht nng n cho mnh
th hy phng b t trc. Xem xt hiu nhng kha cnh
khc nhau ca lut s hu tr tu va gip bn trnh khi nhng
rc ri php l khi trin khai mt thng hiu mi cng va
gip bn bit c nhng quyn li ca mnh khi b i th xm
hi quyn s hu nhn hiu hp php.
G. Google
V cui cng mt cng c khc m chng ta vn lun lun s
dng nhng khng chc s dng ng vo lc ny. chnh
l cng c tm kim Google. Hy n gip bn trong mi thi
im cn tm kim thng tin. y l nhng g ti thiu bn c
th lm vi Google:
-
-
-
-

-

-

36

Tm kim thng tin v ngnh hng.

Tm kim v lit k tn cc i th cnh tranh.
Tm kim thng tin h tr cho qu trnh t tn.
Tm kim cc thng hiu ca th gii hot ng trong
lnh vc ca bn.
Kim tra xem tn bn a ra c s dng trn

internet hay cha.
V tt nhin cn nhiu vic na m bn c th t a
thm vo danh sch ny.

T TN THNG HIU CHUYN NGHIP

CHNG 3.

S DUNG
DCH VU AT
TEN CHUYEN
NGHIEP
S DNG DCH V T TN CHUYN NGHIP

37

1. KHI NO CN S DNG DCH V T TN

T trc n nay cc doanh nghip ca chng ta thng t t
tn v c l bn cng t khi nghe ni n dch v t tn chuyn
nghip. Nu trc y khi chng ti ni Sao Kim cung cp dch
v t tn chuyn nghip v tnh chi ph cho dch v , khng
t bn b ti ngc nhin v iu ny!
Thnh tht m ni, dch v t tn chuyn nghip th chi ph
khng h r cht no. V th, nu khng c mt l do mnh,
chc chn bn s khng s dng dch v ny. Di y l nhng
l do thch hp s dng dch v t tn.
Doanh nghip bn l doanh nghip ln ang cn a ra
mt mt thng hiu mi.
Doanh nghip bn l doanh nghip c va mong mun
khc bit ha thng qua xy dng thng hiu.
Cc tp on hp nht t nhiu n v thnh vin hoc
cc cng ty c chia tch t cc cng ty m cn c
nhng ci tn mi.
Doanh nghip mi thnh lp ch trng n vic xy dng
thng hiu nh mt li th cnh tranh.
Doanh nghip kinh doanh trong lnh vc hng tiu dng
hoc lnh vc c qu nhiu i th tham gia v bn cn
khc bit ha mnh ngay t ci tn.
Bn trn tr vi vic t tn qu lu m vn khng tm
ra phng n ng .
Bn gp kh khn trong vic bo h mt phng n tn
b trng lp.
Cc thng vin sng lp doanh nghip khng th thng
nht vi nhau v phng n tn cng ty mi (khi mt
chuyn gia s gip mi ngi nhn v cng mt hng).
38

T TN THNG HIU CHUYN NGHIP

Nh trnh by, mt ci tn tt l mt cng c tip th

mnh m, t ng cho thng hiu. Do vy khi bn cm
thy rng t tn l mt c hi to nn sc mnh cho
thng hiu mi ca mnh, hy nh n mt nh t vn
chuyn nghip gip bn thc hin t tn thng hiu.
2. BN NN TRNG I NHNG G DCH V T TN
Vit Nam, chng ta khng c nhiu dch v t tn chuyn
nghip. Khi chng ti bt u cung cp dch v ny, chng ti
cha thy c ai lm tng t. Tuy nhin, mt th trng cn c
nhiu s la chn. V nh gi cc dch v mi ny, bn cn
c mt tp hp cc tiu ch. Khi tip xc vi mt n v t vn,
bn c th cn nhng thng tin sau:
n v t vn c chuyn su v lnh vc t tn khng? Ch
mt cu hi ny bn s sng lc c hu ht cc cng ty
ang cho dch v.
H c mt quy trnh t tn khoa hc v hiu qu khng?
Lm th no h c th gip bn chn mt tn ng?
H c i ng chuyn gia ngn ng khng? H c chuyn
gia t vn v cc vn lin quan n s hu khng?
H cung cp dch v cho nhng khch hng no?
Tham kho danh sch cc d n ca h thc hin. Hy
c k thng tin v nhng d n ny.
Sn phm bn nhn c l nhng g? C phi ch mt danh
sch tn n thun hay h cn cung cp cho bn them nhng
g khc khin bn b thuyt phc?
Mt qu trnh sng lc nh trn chc chn s gip bn la
chn c nh t vn tt nht cho n v mnh. V thng
hiu ca bn l quan trng, hy dnh s la chn i tc tin
cy ng hnh cng bn.
S DNG DCH V T TN CHUYN NGHIP

39

3. NHNG AI NN THAM GIA V QU TRNH T TN

t tn thng hiu l mt cng vic kh khn. nh gi cc
phng n t tn cng l cng vic kh khn khng km. Khi
thc hin mi d n t tn thng hiu chng ti thng
ngh thnh lp mt nhm tham gia vo qu trnh ny. Nhm ny
bao gm nhng ngi c lin quan mt thit n cng vic t
tn v phi c vai tr quyt nh. Cc thnh vin trong nhm
ny thng thng gm:
Ch doanh nghip hoc gim c iu hnh.
Gim c marketing hoc gim c thng hiu.
Nhm thnh vin ca hi ng qun tr nhng ti a khng
qu 4 ngi.
Trong qu trnh t tn, bn c th tham kho kin ca
nhiu ngi khc nhau tuy nhin bn cn lu nhng vn
sau:
Bn nn nh gi theo nhng tiu ch c th. Nu c nhiu
ngi gp , hy lm mt bn tng kt nh gi kt qu
(v nh phi bng im s v s ngi tham gia).
Bn c th hi kin ca ngi thn nh v/chng, con bn,
ng nghip nhng bn nn bit rng nhng ngi
chu nh hng ca bn thn mnh. Vic a ra kin ca
h rt thiu khch quan v chnh xc.

40

T TN THNG HIU CHUYN NGHIP

CHNG 4.

GII THIEU
TEN THNG
HIEU MI
GII THIU TN THNG HIU MI

41

1. NG K BO H NHN HIU HNG HA

- T khai ng k nhn hiu hng ha

- 08 mu nhn (logo) c kch thc nh hn 8x8cm;
- Danh mc sn phm mang nhn hiu;

Bo h nhn hiu hng ha l xc lp quyn s hu tr tu gn

vi nhn hiu ca bn. Khi th trng tr nn cnh tranh v
a dng nh ngy nay th vic bo h nhn hiu l mt yu t
mang tnh quyt nh a mt sn phm mi ra th trng.

Do tnh cht hnh chnh ca vic xt duyt h s ng k,

bn cn m bo mnh thc hin mt cch chnh cc thng tin
trn t khai ng k. Bn c th vo trang web ca Cc SHTT
(http://NoIP.gov.vn) ti mu t khai ny.

Khi bn la chn c phng n tn, bn c th bo h n

nh mt nhn hiu hng ha. thc hin vic ny, tn ca
bn cn c thit k bng mt kiu ch c trng hoc trong
trng hp tt nht l mt mu thit k logo.
Cc bc ng k bo h nhn hiu hng ha

Thi gian ng k nhn hiu hng ha

n xin np n ng k nhn hiu hng ho ti Vit Nam s
tri qua 2 giai on xt nghim nh sau:

Tra cu kh nng ng k
Theo kinh nghim ca chng ti, bn nn tin hnh tra cu
trc khi chnh thc np n nh gi kh nng ng k ca
cc nhn hiu. Kt qu tra cu s cho thy nhn hiu ca bn c
trng hoc tng t vi nhn hiu ca ngi khc ng k
ti Vit Nam cho cng loi sn phm hay cc sn phm tng t
hay khng. Hn na, kt qu tra cu cn gip bn khng nh
vic s dng nhn hiu cho ti thi im tra cu l c vi phm
quyn SHTT ca mt bn no khc hay khng.
tin hnh tra cu kh nng ng k nhn hiu, cch tt nht
l bn nn nh mt chuyn gia v t vn SHTT h tr. Cng
vic ny c th mt thi gian t 3 ngy n 1 tun ty theo
trng hp c th.
ng k nhn hiu
ng k nhn hiu hng ha bn cn chun b mt b h s
ng k np ln Cc SHTT bao gm:
42

T TN THNG HIU CHUYN NGHIP

* Thi gian
* Ni dung xt nghim

Xt nghim hnh thc

Xt nghim ni dung

Xt nghim tnh hp l
ca n ng k nhn
01 thng k t ngy np
hiu hng ho v cc ti
n
liu km theo.
Xt nghim kh nng
10 thng k t ngy cng p ng cc tiu chun
b hoc t ngy c yu bo h nhn hiu hng
cu.
ho.

Trong thc t, do s lng n ng k nhn hiu hng ha rt

nhiu, vic th l n ca bn c th mt nhiu thi gian hn.
Bn nn xc nh khong thi gian trung bnh t 12 18 thng
c th bo h c thng hiu ca mnh.

GII THIU TN THNG HIU MI

43

2. THIT K THNG HIU

Slogan/tagline
Chng ta thng gi gm rt nhiu mong mun vo mt ci tn.
Nhng lm sao mt ci tn c th truyn ti c nhng thng
ip mt tiu ca thng hiu ch trong 1 t duy nht? Ngay c
nhng ci tn tt nht iu ny cng l kh khn. Khi , mt
slogan hay tagline s l mt gii php tt.
Slogan gip bn truyn ti thng ip ca thng hiu mt cch
trc tip, hp dn v khc su vo tm tr khch hng mc tiu
nhng iu m thng hiu cn truyn ti. Thng thng slogan hay i km vi logo hoc tn thng hiu trong mt chin
dch truyn thng tip th.
Mt slogan c th thc hin mt trong cc nhim v sau:
Mt li ku gi hnh ng: C lm i (Nike)
Phn nh bn sc ca thng hiu: C my di ng thng
hng Mercedes
Mt li ch chnh: Gi r cho mi nh BigC
Lm nn tng cho mt chin dch truyn thng: Lm con
gi tht tuyt Diana.
Thc t, sng tc slogan v t tn c th l 2 bc ring bit.
Mt khi bn chn c tn thng hiu, bn mi nn tm kim
mt slogan thch hp song hnh cng n. Trong qu trnh
sng tc thng hiu chng ti thng kt hp mt tn thng
hiu mang tnh gi t (v d Family First) vi mt slogan mang
tnh m t Family First Gi yu thng trong tng mn
ngon. Cch kt hp nh vy khin bn c mt tn thng hiu
hp dn v khng ch ni v sn phm hay dch v trong khi vn
gip ngi tiu dng nhn thc c thng hiu ca bn l g.
44

T TN THNG HIU CHUYN NGHIP

Thit k logo
Cng vi tn thng hiu, logo l thnh phn quan trng v
c khch hng tip xc nhiu nht. N c th xut hin mi
ni, mi lc. Nu bn mun thng hiu ca mnh c ghi
nh, bn cn c mt logo n tng v thu ht.
Trong qu trnh t tn thng hiu, cc phng n tn c
la chn cn c m phng bng cc mu logo. Tr khi bn
qung co trn i pht thanh, cn li hu ht cc trng hp
khc bn khng nhn thy tn thng hiu ng ring r m n
lun nm trong mt logo.
Thit k logo khng ch l cng vic ha n thun. N phi
l s kt hp ca c t duy sng to ln t duy chin lc. C
th logo cn phi p nhng quan trng nht logo cn phi
hiu qu trong vic ni cho th gii bit thng hiu ca bn l
g v khc bit nh th no. Logo cn din t nhng thng ip
ca tn thng hiu bng hnh nh v hn th na to ra mt n
tng tip xc vi khch hng.

3. CC HOT NG TRUYN THNG THNG HIU

* Truyn thng ni b
y l c hi tt bn khin cho t chc ca mnh sng cng
thng hiu khi gii thiu mt thng hiu mi. Bn cn m
bo rng thng hiu ca mnh c gii thiu mt cch y
trc ton b nhn vin trc khi n c truyn thng rng ri
bn ngoi. Cch thc gii thiu mt thng hiu mi vi
ni b c th l:

GII THIU TN THNG HIU MI

45

 Hi tng v vic gii thiu thng hiu i vi nhng

ngi c kh nng lm tt nht vic ny bao gm: gim c
nhn s, gim c marketing, Gim c PR
Bn c th gii thiu thng hiu mi ca mnh thng qua
mt bui hp ton th cng ty, mt ba tic ra mt thng
hiu, mt bi pht biu ca tng gim c, mt bi gii thiu
trn blog ca cng ty hay d n.
Thay i nhng g gn vi thng hiu c trc y: thu hi
namecard c thay bng namecard mi (nu bn i tn),
cung cp cc vt phm qung b thng hiu (m li trai,
o phng, bt, qu tng qung co .). Hy vn phng
bn trn ngp mu sc ca thng hiu mi.
Mt email thng bo cho mi thnh vin ca cng ty bit v
hiu r v thng hiu mi ca bn.

* Cc cng vic khc cn thc hin

Giao b phn IT ng k ngay lp tc tn min mi gn vi
thng hiu.
Tr a ch tn min mi vo website ca bn v cp nht a
ch email tng ng (nu y l thay i tn doanh nghip).
Thay i ni dung website ca bn (nu cn thit).
a ch email c forward v email mi.
Thay i thng tin trn ch k email.

* Trin khai cc chng trnh truyn thng kch hot thng

hiu
Xy dng mt k hoch truyn thng thng hiu bi bn. Bn
c th t ln k hoch hoc tt hn thu mt n v t vn
chuyn nghip thc hin vic ny.
Gi mt email n cc khch hng tim nng thng bo
v tn thng hiu mi.
Hy chc chn rng cc i l, nh phn phi hoc cc i
tc ca bn u bit v thng hiu mi.
Gi thng co bo ch v s ra i ca thng hiu mi ti
cc phng vin.
Cp nht bi vit gii thiu v s kin ra mt thng hiu
mi trn trang ch website ca cng ty bn. m bo n ni
bt v thu ht ngi xem.

46

T TN THNG HIU CHUYN NGHIP

CC D N T TN THAM KHO

47

REAL LEAF - LOC THAO

CHNG 5.

CAC D AN
AT TEN
THAM KHAO

rong chng ny chng ti gii thiu cc n sng tc

tn thng hiu m chng ti thc hin. Nhng kinh
nghim thc t t nhng d n ny c th gip bn hnh
dung r nt hn v vic qu trnh t tn thng hiu v vai tr
ca vic t tn ra sao trong vic gii quyt cc thch thc m
thng hiu phi ng u.

48

T TN THNG HIU CHUYN NGHIP

Thach thc:

San pham tra xanh Real Leaf cua Coca-cola la mot san pham o
uong khong ga mi ra mat tai Viet Nam. Real Leaf hy vong se chia
se th phan vi cac nhan dan au gom Tra xanh khong o & Tra xanh
C2. Van e gap phai la ngi tieu dung Viet Nam khong the phat
am ro rang va chnh xac c t Real Leaf. Do vay, qua nhieu cuoc
khao sat Coca-cola mong muon phat trien mot ten Viet hoa dung bo
tr cho ten Real Leaf.

Giai phap:

Chung toi a ra danh sach dai cac la chon ten tieng Viet vi yeu
cau ac biet khat khe. Ten ch s dung khong qua 02 t, khong
mang tnh mo ta, khong mang y ngha tieu cc va co kha nang bao
ho nhan hieu. Real Leaf Loc Thao la ng c vien sau cung c
la chon. Cai ten va tao c s ket noi gia san pham ( tra xanh
thien nhien bo sung them hoa cuc va la han qua) va li ch ( Loc Thao
tra t thao moc co li cho sc khoe).

CC D N T TN THAM KHO

49

COSIANA HOTEL

NEMO BAY

Thach thc:

Thach thc:

Khach san 3* Prince can mot cai ten mi e tranh khoi nhng thiet
hai do nham lan v trung ten vi mot so khach san 2* khac ngay gan
a iem cua mnh. Mat khac ay cung la c hoi e khach san lam
mi mnh thong qua mot hnh anh thng hieu chuyen nghiep.

Giai phap:

Sau khi phan tch canh tranh, chung toi quyet nh s dung thong
iep s am ap than thien va am net A ong e tien hanh
viec at ten. Cosiana c chon v truyen tai xuat sac thong iep
nay. Xuat phat t Cosy - am cung, than mat va Asia A chau.
Cosiana tao ra mot t mi hoan toan de nh, giau am ieu, co kha
nang bao ho nhan hieu va ac biet giau y ngha e truyen thong.

Mo hnh kinh doanh nha am thc trong cac toa nha cao tang, trung
tam thng mai gan ay phat trien mot cach manh me trong o co
loai hnh Food Court loai hnh cung cap tien ch san va cho ngoi
chung cho nhieu chu quay hang cung ban. Cong ty TNHH Hai Loc
muon a vao khai thac lan au tien quay hang hai san tai cac Food
Court trong TP.HCM va do vay can phai sang tao mot thng hieu
mi cho mo hnh kinh doanh nay.

Giai phap

Thanh cong cua d an nay dan en s ra i cua thng hieu Nemo

Bay. Lay cam hng t bo phim Finding Nemo noi tieng. Nemo
Bay (Vnh Nemo) la ni tap trung ca ai dng cac loai ca, va sinh
vat bien.
Nemo Bay va co s oc ao, khac biet va gi len cam giac than
thuoc va yeu men, ac biet oi vi tre em.

50

T TN THNG HIU CHUYN NGHIP

CC D N T TN THAM KHO

51

NAFACO

COOGIN
Thach thc:

Thach thc:

Khi thc hien chien dch truyen thong thng hieu, khach hang cua
chung toi Cong ty CP Dc Pham Quoc Gia gap kho khan trong
viec s dung cai ten von la mot ten mo ta chung chung va khong
the tr thanh nhan hieu hang hoa c bao ho. Chung toi nhan
trach nhiem tai nh v thng hieu, thay oi ten cong ty, ten thng
hieu phu hp vi chien lc kinh doanh cua khach hang.

Giai phap

Chung toi thanh cong trong viec sang tao phng an ten thng
hieu NAFACO cho Cong ty CP Dc pham Quoc Gia. Thanh cong
cua d an mot mat giup khach hang khong phai thay oi ten thng
mai san co, mat khac tao ra mot thng hieu hap dan va hieu qua
s dung trong truyen thong.
NAFACO c sang tao t ten cong ty trong tieng Anh National
Pharmacy Corporation, trong o ch PH c thay the bang ch F
va ngan gon va tao ra s khac biet oc ao.

52

T TN THNG HIU CHUYN NGHIP

Tra xanh ong chai a tr thanh mot

san pham pho bien c a chuong
tai Viet Nam. Cac thng hieu dan
au hien ang chiem th phan ln
trong th trng nay. Tuy nhien,
tai th trng a phng, san
pham tra xanh ong chai b han
che do kenh phan phoi. o la ly
do e Viger tung ra th trng san
pham tra xanh ong chai mi va
chung toi c mi tham gia sang
tao thng hieu cho san pham nay.

Giai phap:

Phng an ten c la chon cho d an nay la Coogin. Coogin

truyen tai thong iep mat lanh va xanh ti. Gii thieu c li
ch chnh cua san pham tra xanh ong thi bo sung them ac trng
khac biet cho dong san pham nay.

CC D N T TN THAM KHO

53

OGINA

ZAP

Thach thc

Thach thc:

San pham tiep theo ma Viger ra mat trong nam 2012 la cac san
pham nc trai cay. Khach hang cua chung toi can mot cai ten truyen
tai tot thong iep nc trai cay thien nhien. Cong viec sang tao
thng hieu c khi ong.

Giai phap

Ogina xuat phat t Orgin (nguon goc) va

Nature (thien nhien) nham truyen tai thong
iep san pham co nguon goc hoan toan t
nhien. Viec loai bo ky t r trong Orgin nham
giup cho ten de oc va tron tra hn. Ogina xuat hien vi dien mao cang tron mong
nc va khi phat am gi en s sang khoai
mat lanh tao nen nhng lien tng manh
me cho san pham ma no ai dien.

54

T TN THNG HIU CHUYN NGHIP

Tiep tuc ra mat cac san pham mi, Viger can ten goi cho san pham
nc tang lc. Yeu cau cua ten goi phai oc ao, dien mao mi la
phu hp vi oi tng khach hang muc tieu la gii tre.

Giai phap:

Chung toi ac biet chu trong en nhom

khach hang muc tieu cua san pham la gii
tre va tm mot cai ten oc ao danh rieng
cho ho. ZAP dng nh ap ng yeu cau
nay rat tot. T ch Z khong co trong bang
ch cai Viet nhng lai hay c dung trong
giao tiep cua gii tre, cho en cac phat am
ZAP co phan tng ong vi RAP the hien
s phan khch, soi ong.
Ve ng ngha, Zap trong tieng Anh co ngha
la s phan khi dat dao. Thc s phu hp
cho mot san pham nc tang lc.

CC D N T TN THAM KHO

55

NAPU

FAMILY FIRST

Thach thc:

Cong ty CP tap oan ong Hai can phat trien mot cai ten mi cho
san pham nc tinh khiet phuc vu th trng tai Quang Ninh va cac
tnh ong Bac. Ten san pham mi phai phan anh cac yeu to t
nhien, tinh khiet, ten de phat am nhng van mang tnh quoc te
va oi hoi khong c gi nh en cai ten nao trong nhng thng
hieu dan au: Aquafina, Lavie

Giai phap

ap ng mot danh sach kha dai cac yeu cau can at, chung toi co xu
hng nh ngha lai ten thng hieu can sang tao. Chung toi mo ta
loai nc tinh khiet nay la mot san pham t nhien thuan khiet danh
cho rieng ngi dan a phng. Cac phng an eu hng ve
nh ngha nay va am bao ngi dan a phng co the oc c
cac phng an ten.
NAPU ra i nh vay. NAPU la t ghep cua Natural (t nhien) va Pure
(tinh khiet) va de dang phat am va ang ng chnh xac thong iep
cua thng hieu. Mot la chon hoan hao.

Thach thc:

Ngay nay phu n do cung phai i lam tai cong s nen khong co
nhieu thi gian danh cho cong viec bep nuc tai gia nh. Tuy nhien,
e hanh phuc ngi phu n khong nhng can at thanh cong trong
cong viec ma con phai luon biet cach gi la trong gia nh, biet
cach cham soc chong con. Viec ap ng ca 2 tieu ch gioi va am
la mot ap lc ln oi vi ch em.
Chnh v ly do o, thc pham s che ra i. ay la san pham c
s che, tam p, ong goi san giup ch em giam bt thi gian i ch,
can nhac la chon o an, che bien mon an trong khi o lai an tam
hn ve chat lng thc pham (v a c la chon, kiem tra au vao
ky lng). Thng hieu thc pham s che ra i vi mong muon se
chia nh mot ngi ban vi ch em, giup ch em tiet kiem thi gian
nau nng ma lai cham soc gia nh tot hn. T o co cuoc song
hanh phuc hn.
Thach thc cua d an nay chnh la sang tao thng hieu mi cho
cong viec kinh doanh thc pham s che tren.

Giai phap:

Ten thng hieu Family First c la chon e ai dien cho nhng

thong iep sau sac nhat cua thng hieu. Family First nh mot triet
ly song mi cho ngi phu n hien ai. Nhac nh ngi phu n ve
thien chc cua mnh. Va e cham soc gia nh, ngi phu n luon co
Family First - mot ngi ban ong hanh giup ho thc hien thien chc
cua mnh mot cach de dang nhat.
56

T TN THNG HIU CHUYN NGHIP

CC D N T TN THAM KHO

57

KHANG MY YEN

ROSALIA

Thach thc:

Khach hang cua chung toi can sang tao mot thng hieu mi cho
san pham yen sao. ay la mot san pham cao cap, co nguon goc t
yen nguyen thuy (ch qua s che) nen gi nguyen c chat lng,
tot cho viec boi bo sc khoe va cham soc sac ep. Ten thng hieu
mi can phai khang nh nhng ac tnh tren mot cach trc tiep
nhng van am bao tnh hap dan va sang trong.

Thach thc:

Th trng giay a nang hien nay a co rat nhieu thng hieu tham
gia, lam cho viec ra mat mot thng hieu mi tr nen kho khan hn
nhieu. Chnh v le o, Cong ty Ngoc Dung khi chuan b ra mat san
pham mi a nh en chung toi sang tao thng hieu e tao c
li the tham nhap th trng. Ten thng hieu c ap dung cho
dong san pham giay a nang cao cap phai phan anh c nhng
net ac trng nh mem mai, tinh khiet, co nguon goc ngoai nhap.

Giai phap:
Giai phap:

Phng an c la chon la Khang My Yen cai ten ap ng ay

u nhng tieu ch at ra cua khach hang. Va truyen tai c nhng
li ch chnh yeu cua san pham, va ch ra ch ra nganh hang nhng
van am bao tnh oc ao va sang trong. Hn the na ten goi nay
co kha nang bao ho nhan hieu cao.

58

T TN THNG HIU CHUYN NGHIP

Lay cam hng t ve ep tinh khiet, s mem mai, du dang cua hoa
hong, Sao Kim e xuat ten thng hieu mi la Rosalia. Phng an
nay ap ng ay u tat ca cac yeu cau a at ra, ong thi khac
biet hoa thng hieu vi tat ca cac thng hieu hien ang co tren
th trng.

CC D N T TN THAM KHO

59

CASANOVA

CALLA

Thach thc:

Chuoi showroom thi trang nam mi vi phong cach hien ai, sang
trong, lch lam danh cho gii cong s thanh th ang can tm kiem
mot ten thng hieu the hien net nam tnh, quyen ru va phang phat
net co ien. Va o cung la thach thc chung toi can giai quyet trong
d an nay.

Giai phap:

Chung toi e xuat phng an Casanova. Ten goi Casanova lay cam
hng t ten mot nha phieu lu noi tieng hao hoa ngi goc Y, ngi
danh ca cuoc i e theo uoi am me cua mnh danh lay tnh
yeu cua phu n. Ong co tong cong 122 ngi tnh trong suot quang
thi gian 50 nam yeu cua mnh. Moi ngi tnh cua ong eu biet
n chang Casanova ngi a day cho ho biet cach yeu ng say
am, biet cach chiem oat ho mot cach nhiet thanh va cung a biet
cach ri bo ho mot cach lch lam. Casanova chnh la ai ien ien
hnh nhat cua nam tnh am me va chinh phuc.
60

T TN THNG HIU CHUYN NGHIP

Thach thc:

Von thanh cong vi viec phan phoi cac thng hieu thi trang o lot
va thi trang mac nha cua n gii, khach hang cua chung toi at tam
huyet trong viec xay dng mot thng hieu thi trang mac nha ton
vinh ve ep cua phu n Viet Nam. Mot th trng von ay tiem nang
ma cha c khai pha het. Thach thc cua d an nay la tao ra mot
ten thng hieu hap dan, ay n tnh nhng van gi net sang trong,
ang cap cua mot thng hieu thi trang cao cap.

Giai phap

Chung toi a ra ten goi cho thng hieu mi la Calla ten goi cua
mot loai hoa von la bieu tng cho sac ep long lay, thng hien
dien trong bo hoa cam tay cua co dau.
Calla la ten goi de oc, de nh, am ieu bang, phu hp vi san
pham thi trang danh cho n gii, gi en s thanh thoat, du dang,
tinh te.

CC D N T TN THAM KHO

61

WAMMI

FLARA

Thach thc:

Thach thc:

B&P Vina can mot cai ten e co the ra mat san pham chan ga goi
em tai th trng Viet Nam. Thc te th trng cho thay, mot san
pham chan ga goi em c coi la chat lng khi no c san xuat
tai Han Quoc hoac Canada. Khach hang cua chung toi muon am
bao ten thng hieu cua mnh phai gi nhac en san pham cao cap
en t Han Quoc.

Giai phap

Mot cai ten phat am giong tieng Han qua la mot thach thc vi
chung toi nhng ngi ch biet Han Quoc qua phim anh. Sau cung,
Wammi c chon. Wammi c ac biet chu y bi phat am giong
nh Warm Me (lam am toi). Am mi cuoi cung lam cho t nay co
hi gong ten cua mot thng hieu en t x s Kim Chi.

62

T TN THNG HIU CHUYN NGHIP

D an nay oi hoi chung toi sang tao mot phng an ten thng hieu
phu hp cho doanh nghiep san xuat va xuat khau cac san pham gom
s xay dng, trang tr. Do cac san pham ve gom s cao cap rat de
b nham lan vi hang trung bnh va hang kem chat lng, ngi tieu
dung kho phan biet c ieu nay nen vai tro cua ten thng hieu
tren tem nhan san pham chnh la mot am bao cho nguon goc va
chat lng hang hoa.

Giai phap

Thanh cong cua d an a mang en thng hieu FLARA cho nganh

gom s xay dng. Flara c gi cam hng t Flower (oa hoa),
Flare (anh sang rc r) va Aurora (bnh minh). Ten thng hieu mang
ham y ve mot san pham ep e, mot tng lai ti sang, mot s khai
n. Flara rat phu hp vi mot san pham sang trong, tinh te.

CC D N T TN THAM KHO

63

64

T TN THNG HIU CHUYN NGHIP

T TN THNG HIU CHUYN NGHIP

65

N V BAO TR

THNG TIN TC GI
Nguyn Tun Hng
Mobile: 0944.472.532
Email: hung@saokim.com
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ti Cng ty T vn v Sng to thng hiu Sao Kim. Ti v tr ny anh
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mt chin lc thng hiu hp l, sng to tn thng hiu, h thng
nhn din v thc hin cc chin dch truyn thng hiu qu.

Sao Kim cung cap cac dch vu sang tao chuyen nghiep tai Viet Nam.
Chung toi giup khach hang xay dng hnh anh thng hieu nhat
quan bang mot dch vu toan dien t t van chien lc, sang tao
thng hieu en lap ke hoach truyen thong va quan tr thng hieu.
Chung toi t hao ang moi ngay tao ra s khac biet oc ao cho
hang tram thng hieu khach hang qua o no lc gop sc mnh vao
s menh v s phat trien cua thng hieu Viet.
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Bo Quoc Phong, Bo Cong thng, Ban c yeu chnh phu, Tong
cuc Lam nghiep, Tong cuc thong ke, Quy tn dung trung ng, ai
hoc Kinh te, ai hoc Quoc Gia, ai hoc Quoc te, Benh vien Bach
Mai, Chng trnh phat trien vung Lien hiep quoc, Maritime Bank,
BIDV Bank, Viettinbank, PV, Petro Sercurities, Petro Insurance, Petro
Hong Ha, PVI Invest, Melia Hotel, Vinashin, Song a Simco, Song
a Thang Long, Khu cong nghiep Ninh Bac, Constrexim Hong Ha,
Than Khoang San, Song Gianh, Che Thai Nguyen, Vinaconex, at
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