TI SN THNG HIU DA VO KHCH HNG

CUSTOMER-BASED BRAND EQUITY

Kevin Lane Keller
Amos Tuck School of Business Dartmouth College

Nhm 01: Nguyn Th Dung Nguyn Th Bch Duyn Nguyn Thnh Lc Phm Quc Trung Ng Anh Tun

Khi qut

Trnh by khi nim v Ti sn thng hiu (Brand equity); C th l cc khi nim v Ti sn thng hiu da trn khch hng (Customer-based Brand Equity CBBE); Xem xt cc ngun ca CBBE, kt qu hay li ch c c t nhng ngun ny; Trnh by chi tit m hnh CBBE v tho lun vic ng dng thc thi ca m hnh ny; Cch thc xy dng thng hiu mnh v nhng li ch ca thng hiu mnh.

Ti sn thng hiu (Brand Equity)

David Aaker nh ngha Ti sn thng hiu nh sau:

Ti sn thng hiu l mt tp hp nhng ti sn (hoc n) gn lin vi tn thng hiu v biu tng, lm tng (hoc gim) gi tr sn phm hoc dch v cung cp cho mt cng ty hoc khch hng ca cng ty.

M hnh Ti sn thng hiu ca Aaker (Aakers Brand Equity Model)

S gn b thng hiu Nhn thc thng hiu Ti sn thng hiu Cht lng cm nhn Lin tng thng hiu

em li gi tr cho khch hng bng vic nng cao: - Din gii/ x l thng tin; - S tin tng trong vic quyt nh mua sn phm; - Mc hi lng khi s dng sn phm; em li gi tr cho cng ty bng vic nng cao: - Tnh hu hiu v hiu qu ca cc chng trnh marketing; - S gn b thng hiu; - Gi/ li nhun; m rng thng hiu; - n by thng mi; - Li th cnh tranh;

Cc ti sn khc

Ti sn thng hiu da vo khch hng (Customer-based Brand Equity)

M hnh Ti sn thng hiu da vo khch hng (CBBE) tr li 2 cu hi: - iu g lm nn thng hiu mnh? - Xy dng thng hiu mnh nh th no? CBBE tip cn Ti sn thng hiu t kha cnh khch hng (c nhn hay t chc), cc nh tip th i mt vi 2 cu hi: - S khc bit thng hiu c ngha g vi khch hng? - Kin thc v thng hiu nh hng n phn ng ca khch hng n hot ng marketing nh th no?

Ti sn thng hiu da vo khch hng (tt.) (Customer-based Brand Equity)

Ti sn thng hiu da vo khch hng (CBBE): l hiu ng khc nhau ca kin thc thng hiu ln phn ng khch hng n nhng hot ng marketing ca thng hiu ; Hay ni cch khc, sc mnh ca thng hiu ph thuc vo nhng g c trong tr nh ca khch hng;

Ti sn thng hiu da vo khch hng (tt.) (Customer-based Brand Equity)

Tc ng khc nhau (differential effect):

Ti sn thng hiu xut pht t nhng phn ng khc nhau ca khch hng;

Kin thc thng hiu (brand knowledge):

Nhng phn ng khc nhau l kt qu ca kin thc ngi tiu dng v thng hiu;

Phn ng vi hot ng marketing (customer response to marketing):

Cc phn ng khc nhau ca khch hng to nn ti sn thng hiu, phn nh trong nhn thc, s a thch, hnh vi ng x i vi cc hot ng marketing;

Ti sn thng hiu da vo khch hng (tt.) (Customer-based Brand Equity)

Ti sn thng hiu nh l cu ni (Brand Equity as a Bridge)

Phn ng ca qu kh (as Reflection of the Past):

Ti sn thng hiu xut pht t nhng phn ng khc nhau ca khch hng;

Phng hng cho tng lai (as Direction for the Future):

Nhng phn ng khc nhau l kt qu ca kin thc ngi tiu dng v thng hiu;

To thng hiu mnh: Kin thc thng hiu (Making a Brand Strong: Brand Knowledge)

Kin thc thng hiu l yu t quan trng ti nn ti sn thng hiu; do n to nn nhng hiu ng khc nhau to nn ti sn thng hiu; Kin thc thng hiu bao gm 02 thnh phn:

Nhn thc thng hiu (Brand awareness); Hnh nh thng hiu (Brand image);

To thng hiu mnh: Kin thc thng hiu (tt.) (Making a Brand Strong: Brand Knowledge)

Nhn thc thng hiu: sc mnh ca nhng im nt hay du n thng hiu trong tr nh khch hng h c th nhn dng c thng hiu trong nhng iu kin khch nhau; Hnh nh thng hiu: l s cm nhn ca khch hng v thng hiu, hay l s phn nh nhng lin tng v thng hiu trong tr nh ca khch hng.

Nhng lin tng ny n t hnh thc hay nhng c tnh ca sn phm hay nhng kha cnh c lp ca sn phm.

To thng hiu mnh: Kin thc thng hiu (tt.) (Making a Brand Strong: Brand Knowledge)

Li th marketing ca Thng hiu mnh (The Marketing Advantages of Strong Brands)

Nhn thc ci thin ca tnh nng sn phm; To s gn kt ln hn; Gim nhng tn tht do cc hot ng marketing cnh tranh; Gim nhng tn tht do khng hong marketing; Gi tr gia tng ln hn; Khch hng t phn ng hn i vi s tng gi, hoc nhiu hn i vi s gim gi; Hp tc v h tr thng mi ln hn; Tng tnh hiu qu ca truyn thng marketing; C hi c cp php v m rng thng hiu.

Ngun gc ca Ti sn thng hiu (Sources of Brand Equity)

Nhn thc thng hiu (Brand Awareness):

Nhn bit thng hiu (Brand Recognition): l kh nng ca khch hng nhn bit c khi tip xc c tn hiu t thng hiu (c im sn phm hoc cc thng ip t qung co).
Gi nh thng hiu (Brand Recall): l kh nng ca khch hng nh li thng hiu khi nhn c danh mc cc loi sn phm; thng hiu c nh n u tin s c li th cnh tranh hn so vi i th v c khch hng u tin la chn;

Ngun gc ca Ti sn thng hiu (Sources of Brand Equity)

Li ch ca Nhn thc thng hiu (Advantages of Brand Awareness):

Li ch nhn bit (Learning Advantages): ng k thng hiu trong tr nh ca khch hng. Li ch quan tm (Consideration Advantages): tng nhn thc lm tng kh nng quan tm thng hiu ca khch hng;

Li ch la chn (Choice Advantages): tng nhn thc l tng kh nng la chn ca khch hng v thng hiu so vi i th cnh tranh;

Ngun gc ca Ti sn thng hiu (Sources of Brand Equity)

Xy dng Nhn thc thng hiu (Establishing Brand Awareness):

Thng qua tip xc sn phm lin tc, lp i lp li gip khch hng quen dn vi thng hiu, cng nhiu kinh nghim vi thng hiu s gip cho vic thit lp thng hiu trong tr nh ngi tiu dng cng mnh (hiu qu hn i vi yu t nhn bit thng hiu). Gi nhng im mnh ca sn phm hoc nhng gi nhng im c lin quan khc gip khch hng nhn ra/nh v thng hiu (hiu qu i vi yu t gi nh thng hiu);

Ngun gc ca Ti sn thng hiu (Sources of Brand Equity)

Hnh nh thng hiu (Brand Image):

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 tr nh ca khch hng. The Body Shop to hnh nh thng hiu ton cu qua:

Khng s dng nhng qung co truyn thng; Lin tng mnh m n chm sc c nhn v quan tm n mi trng; ng gi; bn hng; nhn vin; Chnh sch tm ngun cung ng; chng trnh hot ng x hi; Chng trnh v hot ng quan h cng chng.

Ngun gc ca Ti sn thng hiu (Sources of Brand Equity)

Hnh nh thng hiu (Brand Image):

Sc mnh ca s lin tng thng hiu: s tri nghim s to ra s lin tng mnh m n c trng v li ch ca thng hiu; S thun li ca s lin tng thng hiu:

S c o ca s lin tng thng hiu:

Xy dng Thng hiu mnh (Building a Strong Brand)

Bc 1. nh v thng hiu i vi khch hng, to ra s lin tng thng hiu trong tr nh khch hng vi mt sn phm c th hoc nhu cu khch hng. Bc 2. Thit lp ngha ca thng hiu trong tr nh ca khch hng bng chin lc lin kt nhng lin tng thng hiu v hnh & hu hnh vi nhng c tnh nht nh. Bc 3. Gi ra nhng phn ng ca khch hng i vi nhn din thng hiu v ngha thng hiu. Bc 4. Lm thay i phn ng ca khch hng nhm to ra s gn kt ch ng, su sc gia ngi tiu dng v thng hiu

Xy dng Thng hiu mnh (Building a Strong Brand)

Thp Ti sn thng hiu da vo khch hng

Cc tiu thc ca thp CBBE

Xy dng Thng hiu mnh (Building a Strong Brand)

S ni tri ca thng hiu (Brand Salience):

S ni tri ca thng hiu o lng mc nhn thc v thng hiu; v d nh mc thng xuyn v cch no thng hiu gi ln trong nhng tnh hung v trng hp khc nhau; Chiu rng v chiu su ca nhn thc (Breadth and Depth of Awareness)

C cu danh mc sn phm (Product Category Structure) Cc chin lc thc thi (Strategic Implications)

Xy dng Thng hiu mnh (Building a Strong Brand)

S ni tri ca thng hiu (Brand Salience):

Chiu su nhn thc thng hiu o lng kh nng yu t thng hiu trong
C cu danh mc sn phm:

C cu danh mc sn phm (Product Category Structure)

Cc chin lc thc thi (Strategic Implications)

Xy dng Thng hiu mnh (Building a Strong Brand)

Hiu nng thng hiu (Brand Performance):

Hiu nng thng hiu (Brand Performance): m t cch thc sn phm hay dch v p ng nhu cu ca khch hng;
05 c trng quan trng ca hiu nng thng hiu:

Thnh phn chnh v nhng c im b sung;

S tin cy, bn v tnh tin li ca sn phm; Tnh hiu qu, hu hiu ca dch v v s ng cm; Kiu dng v thit k; Gi sn phm/ dch v.

Xy dng Thng hiu mnh (Building a Strong Brand)

Hnh tng thng hiu (Brand Imagery):

Hnh tng thng hiu: ph thuc vo nhng c tnh bn ngoi ca sn phm/ dch v; l cch m ngi tiu dng ngh v thng hiu mt cch tru tng hn l nhng g h ngh v thng hiu thc ti c c; Lin quan n cc kha cnh v hnh ca thng hiu, 04 yu t:

c im ca ngi s dng; Tnh hung mua v s dng; C tnh v gi tr; Lch s, tha k v kinh nghim tiu dng.

Xy dng Thng hiu mnh (Building a Strong Brand)

nh gi thng hiu (Brand Judgments):

nh gi thng hiu: l nhng kin, nh gi ca c nhn ngi tiu dng v thng hiu; hnh thnh t nhng hiu nng v lin tng v thng hiu ca ngi tiu dng. 04 yu t:

Cht lng thng hiu: gi tr v s tha mn ca khch hng; S tn nhim thng hiu: nhn thc chuyn mn, ng tin cy v s a thch;

S quan tm n thng hiu;

Tnh u vit ca thng hiu: tnh khc bit/ c o so vi cc thng hiu khc.

Xy dng Thng hiu mnh (Building a Strong Brand)

Cm nhn thng hiu (Brand Feelings):

Cm nhn thng hiu: l nhng phn ng/ cm xc ca khch hng v thng hiu. 06 yu t cm xc trong xy dng thng hiu:

m p (Warmth); Hi hc (Fun); Ho hng (Excitement); An ton (Security);

Chp nhn ca x hi (Social Approval);

T trng (Self-respect);

Xy dng Thng hiu mnh (Building a Strong Brand)

S cng hng thng hiu (Brand Resonance):

S cng hng thng hiu: m t bn cht ca mi quan h v mc ng iu m ngi tiu dng cm thy c i vi thng hiu. 04 thnh phn:

S gn b hnh vi: lin quan n tn sut v s lng mua li sn phm; Thi gn b: yu thch thng hiu/ sn sang hoc t ho v thng hiu; thc cng ng: khch hng cm thy c s lin kt vi nhng ngi khc khi cng lin tng hoc s dng cng mt thng hiu; Tham gia tch cc: mc sn sng b thi gian, tin bc dnh cho thng hiu ngoi vic mua v s dng sn phm;

Xy dng Thng hiu mnh (Building a Strong Brand)

S cng hng thng hiu (Brand Resonance):

Xy dng gi tr khch hng (Creating Customer Value)

Mi quan h gia khch hng thng hiu l nn tng ca s ng cm thng hiu v xy dng thng hiu mnh. M hnh CBBE hnh thnh quan im v lm r sc mnh ca thng hiu trong tr nh ca ngi tiu dng v khch hng.

Xy dng gi tr khch hng (Creating Customer Value)

Qun l quan h khch hng (Customer Relationship Management).

Qun l quan h khch hng (CRM) l vic s dng h thng d liu v ng dng giao dch v qun l tng tc gia khch hng v cng ty; Ti sn khch hng c nh ngha l tng gi tr ca tt c cc khch hng; the sum of lifetime values of all customer.

Ti sn khch hng (Customer Equity).

Xy dng gi tr khch hng (Creating Customer Value)

Ti sn khch hng (Customer Equity - CE).

Blattberg and Colleagues (1996) nh ngha CE l vic cn bng gia khon chi khch hng mua li sn phm v khon chi gi khch hng;
08 hng dn ti a ha CE:

Trc ht l u t cao nht vo gi tr ca khch hng; Chuyn t qun l sn phm sang qun l khch hng; Xem xt cch thc bn hng lm tng ti sn khch hng; Tm cch gim chi ph mua li; Theo di vic tng gim CE v cc chng trnh marketing; Quan h gia xy dng thng hiu v CE; Gim st gi tr gi li ca khch hng; Thc hin cc chng trnh marketing ring bit;

Xy dng gi tr khch hng (Creating Customer Value)

Ti sn khch hng (Customer Equity - CE).

Rust, Zeithaml, Lemon nh ngha CE l gi tr chit khu trn i ca da trn khch hng ca cng ty. 03 thnh phn:

Value equity: lin quan n cht lng, gi v s tin li; Brand equity: nhn thc thng hiu ca khch hng; thi v kha cnh o c ca thng hiu; Relationship equity: hot ng lin quan n s gn b, s nhn bit, xy dng truyn thng v xy dng nhn thc;

Xy dng gi tr khch hng (Creating Customer Value)

Mi quan h gia BE v CE

(Relationship of Brand Equity to Customer Equity).

Khch hng to nn thnh cng ca thng hiu nhng thng hiu l touchpoint cn thit cng ty kt ni vi khch hng. CBBE cho rng thng hiu to ra gi tr bng vic gi ra nhng phn ng khc nhau ca khch hng i vi cc hot ng marketing;

Xy dng gi tr khch hng (Creating Customer Value)

Ti sn khch hng (Customer Equity - CE).

Rust, Zeithaml, Lemon nh ngha CE l gi tr chit khu trn i ca da trn khch hng ca cng ty. 07 kt lun:

Quyt nh thng hiu da trn quyt nh v mi quan h khch hng; Xy dng thng hiu quanh mt phn khc khch hng; To thng hiu hp nht c th; Pht trin kh nng ???? M rng thng hiu da trn nhu cu ca khch hng; Khng c gng gi li nhng thng hiu khng hiu qu; Thay i cch o lng ti sn thng hiu;

Questions and Answers