Quan Tri Thuong Hieu.ttthap

8/12/2019 Quan Tri Thuong Hieu.ttthap

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HC VIN CNG NGH BU CHNH VIN THNG

BI GING MN

QUN TR THNG HIU

Ging vin: Th.S. Trn Th Thp

in thoi/E-mail: [email protected]

B mn: Qun tr - Khoa QTKD1

Hc k/Nm bin son: 5/2010


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GING VIN: TH.S. Trn Th ThpB MN: Qun tr - Khoa QTKD1 Trang 2

NI DUNG Chng 1: Mt s vn chung v thng hiu

Chng 2: Xy dng thng hiu

Chng 3: Xc nh h thng nhn din thng

hiu

Chng 4: Bo h thng hiu

Chng 5: Qun l thng hiu trong qu trnh

kinh doanh


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CHNG 1MT S VN CHUNG V THNG HIU


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NI DUNG

1.1. QUAN NIM V THNG HiU

1.2. VAI TR CA THNG HiU

1.3. THNG HiU TI SN CA DOANH

NGHIP


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(i) Di gc Marketing: Hip hiMarketing M:Thng hiu (brand) l tn

gi, biu tng, du hiu, kiudng hoc s phi hp tt ccc yu tny c th nhn bithngho hoc dch v ca mt ngibn cng nhphnbitn vihng ho hay dch v ca nhng ngibn khc .

Philip Kotler: Thng hiu(Brand) c th c hiunhl tn gi, thut ng, biu tng,hnh vhay s

phi hp gia chng cdng xc nhn sn

phm ca ngibn v phn bit vi sn phmca i th cnhtranh .


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(ii) Di gc ng dng trong i sng thngmi:

Thng hiu l s biu hin c th ca nhn hiuhngha, l ci phnnh hay biu tng vuy tn cadoanhnghip truc nguitiu dng.

L Trade Mark = Trade + Mark

Thng hiu thng c hiul nhn hiuhng ha c bo hv cphp lutcng nhn.

Thng hiuhon ton khng c g khc bitso vinhnhiu.

m thanh, mi v?Vn haViettel? Cm lng Vng?


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(iii) Di gc s hu tr tu: Thng hiu l thut ng ch chung cc i

tng s hutr tu thng c nhc nv cbo h nhnhn hiuhng ha, tn thng mi, chdn al hoctn gi xut xhng ha


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Lut S Hu tr tu 2005:

Nhn hiuhng ha: du hiu nhn thy c di dng chci, t ng, hnh v, hnh nh, k c hnh ba chiu hoc s kthp cc yu t , c th hin bng mt hoc nhiu mu sc;c kh nng phn bit hng ho, dch v ca ch s hu nhn

hiu vi hng ho, dch v ca ch th khc. Tn thng mi:tn gi ca t chc,c nhn dng trong hot

ngkinh doanh phn bit ch thkinh doanh mang tn gi vi ch thkinh doanh khc trong cng lnh vcv khu vckinh doanh.

Ch dn al:l du hiudng ch sn phmc ngun gctkhu vc, a phng,vng lnh thhay qucgia c th.


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(iv) Mt s quan im khc Thng hiuchnh l tn thng mi,n cdng

ch hoc/v c gn cho doanh nghip (Honda,Yamaha...). Honda l thng hiu cn Future v SuperDream l nhn hiuhng ho; Yamaha l thng hiu,cn

Sirius v Jupiter l nhn hiuhng ho... Thng hiul mt tp hpcc thuctnh cung cpcho

khch hng mctiu cc gi tr lich m htm kim.

Thng hiul tng hp tt ccc yu t vt cht, thmm, l lv cmxc ca mt sn phm, hoc mtdngsn phm,bao gm bnthn sn phm,tn gilogo, hnh

nhv mi s th hinhnh nh, dnqua thigian cto dngr rng trong tm tr khch hng nhm thit lpmt ch ng ti .


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Thng hiu l tng hp tt c cc yu tvt cht, thm m, l l v cm xc ca mtsn phm, hoc mt dng sn phm, baogm bn thn sn phm, tn gi logo, hnh

nh v mi s th hin hnh nh, dn quathi gian c to dng r rng trong tm trkhch hng nhm thit lp mt ch ng ti


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1.2. VAI TR CA THNG HiU

1.2.1 Vai tr ca thng hiu i vi ngitiu dng

1.3.2 Vai tr ca thng hiu i vidoanh nghip


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1.2.1. Vai tr ca thng hiu

Sn phm l ci m doanh nghip to ratrongsn xut,cn ci m khch hng chnmua li l thng hiu. Sn phm c th b

cci th cnhtranhbt chccnthnghiu l ti sn ring ca doanh nghip. Sn

phm nhanh chng b lc hu. Cn thnghiu (nuthnh cng) th cthcn mivi

thigian-Stephen King - Tp onWPP.


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D chomt ngn lacth hu dit htmi nh my trn th gii ca cng ty

chng ti, th chng tivncth hisinhli nhvo chnhthng hiu sn phm

Gim c hng Coca Cola...


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Nhn thc v vai tr quan trng cathng hiu lm thay i ng k

chin lc kinh doanh ca khng tdoanh nghip:

pht trin sn phm pht trin thng hiu


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1.2.1. Vai tr ca thng hiu i vi NTD

Thng hiu gip khch hng xc nhngun gc, xut x ca sn phm

Thng hiu gip bo hiu nhng c

im v thuc tnh ca sn phm tikhch hng

Thng hiu gip khch hng tit kimchi ph tm kim sn phm


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1.2.1. Vai tr ca thng hiu i vi NTD

Thng hiu lm gim ri ro khi quytnhmua v tiu dng mt sn phm (Riro chc nng; Riro vt cht; Riro ti

chnh; Riro x hi; Riro v thigian).Khch hng muntrnh cc riro bngcch tm mua cc thng hiu ni ting.

Thng hiugip khch hng biu t v

tr x hi camnh


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1.2.2. Vai tr ca thng hiu i vi DN

To dng hnh nh doanh nghip v snphmtrong tm tr ngitiu dng

Thng hiu nh mt li cam kt giadoanh nghip v khch hng (Cam ktngm nh; Cam ktmang tnh php l)

Nhmphn on th trng

Tonn skhc bittrong qu trnh phttrin ca sn phm


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1.2.2. Vai tr ca thng hiu i vi DN

Thng hiumang li lich cho DN i vi DT v LN: l ti sn v hnh gp

phn thu c doanh li trong tng lai

bng nhng gi tr tng thm ca hngha

i vi th phn: duy tr lng khchhng truyn thng ng thi thu htthm nhiu khch hng mi, khch hngtim nng


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1.3. THNG HIU TI SN CA DOANH NGHIP

Mt s v mua li

- Unilever mua P/S

- Kem nh rng D lan- Kinh mua Wall

- Sa ti Nestle


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Thng hiuti sn ca DN

Ti sn thng hiu ca mtdoanh nghipc th cxem l phnchnh lch giagi tr th trng cadoanhnghipv gi tr ssch trn bng tng ktti sn can

Ti sn thng hiul gi tr ca mt thng hiudo t

c mc trung thnh cao cakhch hng, s nhnbit thng hiu, cht lng c cm nhncng cc linkt chc chn lin quan n thng hiuv cc ti snkhc na nh bngsng ch,nhn hiu c chngnhnv knh phn phi.


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Thng hiuti sn ca DN

Nhngthnh tchnh tonn ti sn thnghiu:

1. S trung thnh vi thng hiu (brand loyalty)

2. S nhn bit thng hiu (brand awareness)

3. Cht lng cm nhn (perceived quality)4. Thuc tnh thng hiu (brand associations)

5. Cc yu t s hu khc: bo h thng hiu,quan h vi knh phn phi


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Nhng thng hiu hng u th gii nm 2010

(Millward Brown)


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Gi tr ca thng hiu

Coca-cola

(113)

Johnson &

Johnson(104)

Procter

&Gamble(83)

Unilever

(90)

Amazon.c

om(22)

T -la M

0

20

40

60

80

100

120

Tng gi tr thng hiuTi sn v hnh v uy tn

Ti sn hu hnh thun


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Gi trthng

hiu ca vo ti

sn

ASIA BREWERY BALANCE SHEET

Group CompanyS$'000 S$'000

Latest year Previous year Latest year Previous year30/9/2002 30/9/2001 30/9/2002 30/9/2001

(restated)# (restated)#Fixed assets 477,369 484,550 2,418 2,300Subsidiary comapnies 0 0 692,063 772,160Joint venture companies 85,685 82,021 87,690 94,812 -

Associated companies 3,906 3,349 0 438

Other investments 45,487 41,580 - 5,973 11,618 18,809Goodwill 4,222 2,629 0- (179,581)Brands 5,546 0-Deferred tax assets 1,705 241,848 5,546-Current assets 155,172

- Cash 241,226 6,635- Others 191,077 -10,488 22,544Current liabilities -192,911- Borrowings -30,701 -6,018 -651- Others -196,720 -27,678 -83,578Deferred liabilities- Borrowings -1,113 0

- Others -22,135 0

Net assets 805,554 780,027 744,285 726,643Financed by:- 253,803 253,803

Share capital 1,990 1,990Share premium 467,408 488,492Reserves

723,201 679,87282,353 100,155

805,554 780,027 744,285 726,643

253,125 -

426,747

253,125 -

473,518

Outside shareholders 744,285 - 726,643 -


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S thng hiu to gi tr


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Thng hiu l ti sn qu gi nht ca cngty, n c gi tr hn tt c cc ti sn khc

cng li


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CHNG 2XY DNG THNG HIU


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NI DUNG

2.1. CC LOI THNG HIU V M HNH XY

DNG THNG HIU 2.2. QU TRNH XY DNG THNG HIU

2.3. LA CHN CHIN LC THNG HIU

2.4. L CHN CHNH SCH THNG HIU


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2.1. CC LOI THNG HIU V M HNH XY

DNG THNG HIU

Cc loi thng hiu

M hnh xy dng thng hiu


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Cc loi thng hiu:

Thng hiuc bit

Thng hiugia nh

Thng hiu tp th

Thng hiu qucgia


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Thng hiu c bit

L thng hiu ca tng chng loi hoc tngtn hngho, dch v c th. Mtcng ty sn xutv kinh doanhnhiu loihng ho khc nhau c thc nhiu thng hiukhc nhau

Thngmang nhngthng ip v nhnghng ho c th(tnh nng ni tri,tnh u vit, nhng tinch ch thc...)v c th hintrn bao b hocchnh l sc bit cabao b hng ho

Lun to cho ngi tiu dng mt c hi la chn caongay ctrong trng hp l nhng thng hiu thuc

s hu cacng mtcng ty


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Cc thng hiu c bit ca Unilever


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Thng hiu gia nh

Mihng ho thuccc chng loikhc nhau cadoanhnghip umang thng hiu nhnhau

Tnh khi qut rtcao v phic tnh i dincho tt ccc chng loihng ho cadoanh nghip

Thng c xy dng trn c s tn giao dch cadoanh nghip(Bitis, Vinalimex, Vinaconex, VNPT...) hoct phn phn bit trong tn thng mi ca doanhnghip (ngTm, HiH, Hu Ngh...) hoctn ngisng lp doanh nghip (Honda, Ford...). Trong nhiutrng hp, thng hiu gia nh c gi l thng

hiudoanh nghip.


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Vinamilk l mt thng hiu gia nh


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Thng hiu tp th

L thng hiu ca mtnhm hay mt s chngloihng ho no ,c thdo mt c s snxut hoc c th do cc c s sn xut khcnhau sn xutv kinh doanh

Thng c gn lin vicc chng loi hngho ca nhiudoanh nghipkhc nhau trong mtlin ktkinh t, k thutno (cng hip hi,cng khu vc al....)


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Thng hiu tp th ca Hip hi ch Vit Nam (VITAS)


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Thng hiu quc gia

L thng hiu gn chung cho cc sn phm,hng ho ca mt qucgia no .

Thngc tnh khi qut v tru tng rtcao.Khng bao gi ng c lp,lun phi gn linvi cc thng hiu c bit hay thng hiunhm, thng hiugia nh.

Lun cxc nh nhl mt ch dn al adng datrn uy tn ca nhiu chng loihng

ho vi nhng thng hiuring khc nhau theonhng nh vkhc nhau.


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Thng hiu quc gia ca Vit Nam c Th tng Chnhph ph duyt trong chng trnh Thng hiu quc gia VitNam ti nm 2010.


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M hnh xy dng thng hiu:

M hnh thng hiugia nh: vicxy dng thng hiu

cadoanh nghip ch tinhnh trn thng hiugia nh,

tc l doanh nghip ch c mt hoc hai thng hiu

tng ngcho nhng tphng ho khc nhau.

M hnh thng hiuc bit: l to ra cc thng hiu

ring cho tng chng loi hoc tngdng sn phm nht

nh, mang tnh c lp, t hoc khng c lin h vi

thng hiugia nhhay tn doanh nghip.

M hnh a thng hiu: to dng ng thi c thng

hiugia nhv thng hiuc bit, thmch c thng

hiunhm.


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2.2. QU TRNH XY DNG THNG HIU

Nghin cu th trng

Xy dng tmnhn thng hiu

Hoch nh chin lcpht trin thng hiu

nh v thng hiu

Xy dng h thng nhn din thng hiu

Truynthng qungb thng hiu o lngv hiu chnh k hoch truynthng


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1. Nghin cu th trng

Mc ch: Nm bt c sthay inhu cu

Nm btcc yu ttc ngv nh hng nnhu

cu hin tiv tnglai Pht hinnhu cu mi s xut hin

Cc bin i vmong cv nimtin v thng hiutrong tnglai


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1. Nghin cu th trng

Phn on th trng trc khi tin hnh nghincu: Theo tiu ch nhn khu (gii tnh, tui, mc thu

nhp...) Theo tiu ch x hi (ngh nghip, tn gio, xu hng

hnh vi vn ho...)

Theo tm l hc

Theo tiu ch a l

Theo xu hng v phong cch sng...


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1. Nghin cu th trng

Mt s phngphp nghin cu th trng: Quan st trc tip Th nghim

Thu thp v phn tch d liu mua hng Nghin cu kho st Cc nhm trng im Phng vn khch hng khng hi lng v b mt

quyn li


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2. Xy dng tm nhn thng hiu

Tmnhn thng hiul mtthng ip ngngnv xuyn sut, nh hng hot ng cadoanh nghip ng thi cng nh hngpht trin cho thng hiu sn phm qua

phn tch nh v gia hin tiv tnglai.Tmnhn thng hiu gira mt nh hngcho tnglai, mtkht vng ca mt thnghiu v nhng ium n mun t ti


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2. Xy dng tm nhn thng hiu

Vai tr ca tmnhn thng hiu:- Thng nht mc chpht trin cadoanh nghipv

to s nhtqun trong lnh o

- nh hng s dng ngun lc- Xy dng thc ocho spht trin thng hiuv

to tin cho vicxy dngcc mctiu pht trin

- ngvin nhn vin hng ti mc ch pht trinchung


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Tm nhn thng hiuphi ha ng vi tm nhn doanh nghip

Tm nhn thng hiu

Thng gn kt vicc bn tuyn b ca

doanh nghip Phi c th hintrong cc bo codi dng mc

thng lnh th trng,th phn, nh hngkhch hng...

Hng ti v cxc lp ring i vi

tng thng hiu to ra c tnh chothng hiu.

Hng ti tnh yu

thng, kht vnghoi bo hay cmnhn v s sngkhoi...

Tm nhn doanh nghip


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3. Hoch nhchin lc pht trin thng

hiuChin lc thng hiu l con ng mdoanh nghip vchra t c mctiuhot ng camnh.


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3. Hoch nhchin lc pht trin thng

hiuCc quyt nh v chin lc thng hiu c xy

dng trong di hn (trn 3 nm), bao gm: Mc tiu ca thng hiu trong tng nm

Mc chi tiu cho khuych trng thng hiu trongtng nm

K hoch tung sn phm mi ra th trng theo tngnm.


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M rng dng sn phm(Line Extentions)

M rng thng hiu(Brand Extentions)

Nhiu thng hiu(Multi Brands)

Cc thng hiu mi(New Brands)

Cc chin lc pht trin thng hiu

Hin ti MiChng loi sn phm

Tnthng

hiu

Hin ti

Mi


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4.nh v thng hiu

nh v thng hiul tp hpcc hot ng nhmtora cho t chc,doanh nghipv thng hiu cah mt vtr xc nhtrong tm tr khch hngso vii th cnhtranh; l n lc em licho t chc mthnh nhring ivo nhn thc cakhch hng.

nh v thng hiul xy dng ium khch hngc thlin tngngay khi i din vi thng hiuca t chc,doanh nghip


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5. Xy dng h thng nhn din thng hiu

H thng nhn din thng hiu l tp hplin tngmmtdoanh nghip mun ng litrong tm tng cakhchhng thng qua sn phm,cch s dng,cng ty, con ngiv biu tng...

Thnh t c bn ca h thng nhn din thng hiul cu

trc nnmng ca thng hiu, gm: Cc nhn bit c bn ca thng hiu (Brand Attributes)

Cc li ch thng hiu (Brand Benefits)

Nim tin thng hiu (Brand Beliefs)

Tnh cch thng hiu (Brand personalization)

Tnh cht/bn cht thng hiu (Brand Essence)


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6. Truyn thng qung b thnghiu

Sau khi chin lc thng hiu c cpcthm quynph duyt, ngi qunl thnghiu da trn ngn sch ca nm lp k

hoch truynthng cho c nm.K hoch ny ch r mc chi ph cho tng

thng, tngqu trong nm qungco thngip no, bngcc hnh thc no, trn knh

thng tin no....


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7.nh gi thng hiu

Thng qua mc nhn bit thng hiu,mc nhn thcgi tr sn phmv slintngr rng trong tm thc cakhch hng,

c bitl

mc trung thnh

vi thng hiuCn cvo mc tngdoanh sm thng

hiu ng gp vo kt hp vi nhngchiph bra


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7.nh gi thng hiu

Cc thng tin cn phi thu thp nh githng hiu bao gm: C bao nhiu % ngi bit thng hiu H nh c nhng yu t no ca thng hiu

H c mi lin h, nhn xt v thng hiu th no

C bao nhiu % ngi dng th thng hiu C bao nhiu % ngi tip tc dng sau ln

dng th

C bao nhiu % ngi gii thiu cho ngi khcv thng hiu

G G


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2.3. LA CHN CHIN LC THNG HIU

1. Chin lc m rngdng sn phm

2. Chin lc m rng thng hiu

3. Chin lc nhiu thng hiu/a thng hiu

4. Cc thng hiu mi


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1. Chin lc m rng dng snphm

Cng ty acc mthng bxung vo trongcng chng loi sn phm di cng tnthng hiu (hng v mi, hnh thc mi,mu sc mi,kch thc mi...)

Mc ch thamn nhu cu caNTD vtnh a dng, hoc c s dngkhi cng tycn p tr vic m rngdng sn phm cacc i th


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1. Chin lc m rng dng snphm

Cn ch trnh tnh trng thng hiu bpha long hocc sthn tnh lnnhau cacc thng hiutrong cng cng ty.


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2. Chin lc m rng thnghiu

Cng ty s dng mttn thng hiu hinc tung ra mt sn phm thuc chng loimi


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Cc lich: Mt tn thng hiu ni ting s lm cho sn

phm mi c tha nhn ngay v sm cNTD chp nhn

C th thu c li th kinh t theo quy mtrong vic qung co v xc tin thng hiu

C th chuyn nhng lin kt tch cc t loisn phm ny sang loi sn phm khc.


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Cnch : C th hn ch kh nng ca doanh nghip

trong vic nhm mc tiu vo cc on thtrng mong mun v nh v cc sn phm

thch hp ca h. Sn phm mi c th lm tht vng dn n

lin kt tiu cc i vi cc sn phm khc

Tn thng hiu chung c th khng thch hp

vi sn phm mi M rng thng hiu qu mc s lm lu m,

long thng hiu.


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3. Chin lc nhiu thng hiu

Mctiu: Thit lpcc tnh chtkhc nhau hoc gi m

cc ng cmua hng khc nhau

Cho php sn phm ca cng ty chim gic nhiu khng gian trng by ca nh phnphi hn.

C th bo v thng hiu ch yu ca mnhbng cch thit lp cc thng hiu bc mn

sn


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3. Chin lc nhiu thng hiu

Mctiu: San s ri ro trong trng hp c mt thng hiu tht

bi th c cc thng hiu khc thnh cng b p

Cho php cng ty gi c cc tp khch hng trung

thnh khc nhau trong trng hp cng ty mua lithng hiu ca cc i th cnh tranh.


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Cn trnh tnh trng cng ty s dng nhiu thnghiu nhng mi thng hiu ch dnh c mts th phn nh m khng c thng hiu nomang li nhiu li nhun v do vy ngun ti

chnh phi phung ph cho vic xy dng nhiuthng hiu thay v ch xy dng mt s tthng hiu c kh nng mang li li nhun


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4. Cc thng hiu mi

Cc vn cnxem xt: Cng ty ln mnh cha ?

Cng ty c tui th hp l cho cc thnghiu mi cha ?

Sn phm d kin mang thng hiu mi ccn sc mnh tr gip t tn cc thng hiuhin c khng?

Chi ph thit lp mt thng hiu mi c

b p bi vic tiu th v li nhun mng lihay khng ?

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Trang 69

2.4. LA CHN CHINH SCH THNG HIU

Bn sn phm di thng hiu cachnh nh sn

xut

Bn sn phm di thng hiu cacc nh phnphi

Bn sn phm ng thi di thng hiu ca c

nh sn xutv nh phnphi.

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Trang 70

CHNG 3XC NH H THNG NHN DIN THNG HIU

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Trang 71

3.1. TN THNG HIU

3.2. BIU TRNG (LOGO) THNG HIU

3.3. CU KHU HIU

3.4. BAO B 3.5. BIU TNG

3.6. CC DU HIU THNH GIC

3.7. CC DU HIU KHC 3.8. NHT TH HA H THNG TN HIU THNG

HIU

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Trang 72

3.1. TN THNG HIU

Cc loi thng hiu

M hnh xy dng thng hiu


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1. Tn thng hiu

Tn thng hiu l bphnkhng th thiu cathng hiu gip thnghiu c nhnra v giln c, gip thnghiupht huy ngha can i vi doanh nghipv i vikhch hng.

Philip Kotler


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1. Tn thng hiu

Tn thng hiu thng c chntrong giai on u pht trincng ty,trc khi tm ra mt tnh cch thnghiu hoc nh r th trng mc tiu.Nhng iu thtkhng may biv tn

thng hiu l s din t ngn ngquan trng nht i vi din mocng

ty. Richard Moore


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1. Tn thng hiu

Cc quyt nh chin lc v tn

thng hiu


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1. Tn thng hiu

Mt s hn ch thng gp khi t tnthng hiu: C gng tm mt t gn vi li ch m sn

phm mang n cho khch hng, mtheo thi gian, li ch khng cn my

gi tr na. Tn qu gn lin vi mt gi tr li ch no. T nc ty ra cc mnh Duckkem dng da Duck?

Mt ci tn cc i th cnh tranh d btchc hay da vo c thng hiu

v sn phm khc hay hn.


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1. Tn thng hiu

Cc vn chin lc cn xem xt: t tn cho sn phm mi hay ci tn cho sn phm?

Sn phm c gn thng hiu c nh hng kinh doanhton cu khng?

Thng hiu c phi l kt qu ca chin lc m rng dngsn phm, l mt phn ca dng sn phm no hay m rnggii hn s dng thng hiu khng?

Bn thn sn phm v th trng c cho php thng hiu cbo h hay khng?


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Qui trnh v cch t tn thng hiu

Xc nh phng n v mc tiu t tn thnghiu

Khai thc cc ngun sng to

Xem xt v la chn cc phng n t tn

Tra cu v sng lc trnh trng lp, gy nhm ln

Thm d phn ng ca ngi tiu dng

La chn phng n cui cng v tn chnh thc


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Xc nhxem ngha ni bt catn thnghiu(tnh cch)

Vai tr ca thng hiu mi trong tng thchin lcv c cu thng hiu cacng ty

Miquan h giatn mi vicc tn c cacng ty. (K tha/khng k tha vi ccthng hiu c)

Nestcafe Nesttea

Nestcream Nest...

Xc nh phng n v mc tiu t tn


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T i ngnhn strong doanh nghip: Tn dng sc sng tobn trong doanh nghip, m

botnh ph hp vi sn phm Kh nng bo hv kh nng cnhtranh c th thp

Thu t vn:

Tnh chuyn nghipcao, tn c th rt n tng,thchhpv ph hpkhi xut khu(Bino, Plano, Nutifood,Vinasoy)

Chi ph thu t vncao, c nhiutnh hungtn khngph hp vi sthch ca chdoanh nghip

Phi hp: hiu qu cao nhng c th tn nhiu thi gian Hnh thckhc: thi sng tc, t khch hng, t i tc...

Cc ngun sng to tn thng hiu


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2. Biu trng

Biu trngl nhngk hiu,hnh nh,mu sc, ch vit, ng nt... mangtnh c ngv khi qut nht c chcnngthng tin, truyn tthng ipquaknh thgic biu th mt nimhayvn no trong i sngx hi.


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Biu trng kinh doanh v biu trng phi kinh doanh


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2. Biu trng

Qui trnh thit k biu trng:

Nghin cu

tin thit k: Nghin cutrc tip itng

Nghin cut liu biutrng

Sng to:

Chuyn ti nim thnh khiu, hnh nhc th

Phng phpsng to:

N l ci g? Ci g l n?

Ngun gc? Gi tr?

Chun hathit k:

Bn thit kk thutchun mc:

T l chi tit

M muchun

T l phngto thu nh


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2. Biu trng

Mt s dng thc ca biu trng: Biu trng dng ch:

Cutrc bngtn doanh nghip

Cutrc bng ch vit tt

Cutrc bng mt chci

Biu trng s dng hnh nh gii thiulnh vc kinh doanh ca cng ty

Biu trng ho tru tng

Biu trng cu trc bng hnh tng n

d


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Biu trng lm ni bt hn cc yu t thng hiu

Phn hnh (graphic logo) l cch iu ca vt qu o v tinh xoay quanh qu a cu v ln ch V, biu hin spht trin theo mch vn ng khng ngng. Phn text: VNPT vit tt ca Vietnam Posts &

Telecommunications

Ch P kt hp vi git du hnh nh n gin, c ng

Biu trng ca Tp on Bu chnh Vin thng Vit Nam

Biu trng ca Tng cng ty Xng du Vit Nam


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Biu trng lm ni bt hn cc yu t thng hiu

Chin lc ca hng l an ton v cht lng trn ba phng din: ng b, ng hng khng v ng

bin

Biu trng ca hng Shell

Hnh nh con s, gi cho chng ta lin tng n quy trnh phn hu a tng tri t ni con ngi khai thc du

Biu trng ca hng xe hi Mercedes

3 C kh hi ( l )


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3. Cu khu hiu (slogan)

L mt on vn ngn, cha ngv truynt cc thng tin mang tnh m t v thuytphc v thng hiu. Cu khu hiul mt bphn cu thnh ca thng hiu, n chimmt v tr khng km phn quan trng trong

thng hiu. Cu khu hiu phic tnh hm sc, khi qut

cao, c gi tr ph bin rngri, bsung toiu kin khch hng v cng chng c thtip cnnhanh hn, d hn, d bo lutrong

tm tr.

3 C kh hi ( l )


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Khu hiuc th cthay i iu chnh tutheo chin lcmarketing cadoanh nghip,theo on th trng m doanh nghip khaithc.

Nhngthng tin m cu khu hiumang nc thl tru tngv cngc th ht sc cth, cn phi la chnph hp vi tng tpkhch hng.

3 C kh hi ( l )


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Cc yu cu c bn i vi mt khu hiu D nh

Th hin r nhng ch li ch yu (Nh Tide mi ltrng)

Lm cho thng hiu ca doanh nghip tr nn

khc bit Khu hiu thnh cng cn gi nh n tn thng

hiu (Sn Nippon Sn u cng p)

Khu hiu tt s khng i th cnh tranh cth s dng d dng (Simply, Bn ca mi nh...)

4 B b


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4. Bao b

Trong khi cc n lc vmarketing v qungco ngvai tr tm kimnhu cuv mong mun ca ngitiudng th chc bao b sn phm l thduy nht huhnh mang sn phmv thng hiu ti ngitiudng mtcch r rng nht.

Bao b khng chc tc dng bo v,m tv gii thiusn phmm n cn cha ng rt nhiunhn ttcng nkhch hng v vic quyt nh la chnmuahng ca h.

4 B b


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4. Bao b

Mt s yu t c bn ca mt thit k bao bthnh cng:

Phi hp nht qun

n tng

Ni bt

Hp dn

a dng

Chc nng bo v

Hon chnh

S cm nhn qua cc gic quan

5 Bi t


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5. Biu tng

C th s dng hnh nh ca nhn vt ctht hoc nhn vt khng c tht lm biutng thng hiu

6 h hi


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6. on nhc hiu

Nhc hiu l mt on nhc hoc mt bi ht ngn dnh, d lp li, c sng tc da trn gi tr ct li canhn hiu v sn phm. Nhc hiu vi c trng c bnl lm cho ngi tiu dng nhn ra ngay sn phm, dchv ngay c khi khng nhn tht bt k hnh nh no casn phm, hng ha

Nhc hiu thngin su vo tr nh cakhch hng rtlu nu cnghe thngxuyn. Thngkh i hncc yu tkhc trong thng hiunn cn phi chnla kcng

7 Cc du hiu khc


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7. Cc du hiu khc

Kiu ch chun mc Ch chuyn dng

Mu chun mc

H thng cc yu t ng dng Thit kcc dng vnphng

Thit k ngoi cnh cadoanh nghip (bin hiu,pan,ct qungco, biu ng,tn hiutrn ng i...)

Thit khon cnhbn trong cadoanh nghip Thit ktrang tr phng tingiao thng Thit k chng ch dch v

Thit kcc hnh thctuyn truyn trc tip Mu t hp

Cc huyn thoi

8 Nht th ha


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8. Nht th hacc tn hiu nhn bit thng

hiuTritl kinh doanh

Hot ng cadoanh nghip

Knh truynthng thgic

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Trang 96

CHNG 4BO V THNG HIU

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QUN TR THNG HIU



Trang 97

4.1. NG K BO H THNG HIU

4.2. BO V TI SN THNG HIU KHI B XM

PHM

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QUN TR THNG HIU



Trang 98

4.1. NG K BO H THNG HIU

4.1.1. Nhng vn chung

4.1.2. Quy trnh ng k bo h

4.1.3. Ni dung ng k bo h

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QUN TR THNG HIU



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4.1.1. Nhng vn chung:

ngk bo h thng hiu sxc nhn quyn

s hu i viti sn cadoanh nghip

Mc ch ca vic ngk bo h thng hiu

ngk bo h thng hiu VitNam v quc t

Mt squi nhphp lut c bn v ngk bo h

thng hiu VitNam

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QUN TR THNG HIU

www.ptit.edu.vn GING VIN: TH.S. Trn Th ThpB MN: Qun tr - Khoa QTKD1

Trang 100

ng k bo h thng hiu s xc nhn quyn

s hu i vi ti sn ca doanh nghip

ngk bo hcc yu t thng hiul vicxc lp quync php lut bo h khi b xm phm i vi cc yu tthng hiu.

Vi rt nhiuchi ph bra xy dng c mt thng hiumnh, cng vi khon li nhun phong ph do thng hiumnhmang lith doanh nghip cn phixc nh thng hiul ti snv l ti sn ln nht camnh.

xc nhn quyn s hu i viti sn thng hiu,doanhnghip cn ngk bo h thng hiu trnh nhnghnh vivi phm quyn s hu i vi thng hiu.

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Mc ch ng k bo h thng hiu

Khuyn khch u t v chuyn giao cng nghnc ngoi vo trong nc

Bo v quyn li hp php, chnh ng cho ch shu thng hiu

Bo h li ch quc gia Thc y sng to, i mi k thut sn xut,

khuyn khch cnh tranh lnh mnh

Gp phn bo v quyn li chnh ng ca ngi

tiu dng:

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ng k bo h thng hiu Vit Nam v quc t

ng k bo h thng hiu Vit Nam - nguyntc dnh u tin cho ngi np n trc (first tofile)

ng k bo h thng hiu nc ngoi:

ng k trc tip vi tng nc ng k theo Tha c Madrid (Madrid

Agreement)

ng k theo Ngh nh th Madrid (Madrid

Protocol) ng k ti cc nc thuc EU

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Trang 103

Mt s qui nh php lut c bn v ng k bo hthng hiu Vit Nam

Khung php lut S hu tr tu:

Lut SHTT v cc qui nh chung lin quan n

thng hiu Mt s iu c quc t a phng lin quan

n thng hiu m Vit Nam tham gia


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LUT S HUTR TU

2005

Phn th nht: Nhng qui nh chung

Phn th hai: Quyn tc gi v quyn lin quan

Phn th ba: Quyn s hu cng nghip

Phn th t: Quyn i vi ging cy trng

Phn th nm: Bo v quyn SHTT

Phn th su: iu khon thi hnh


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LUT S HUTR TU

2005(Cc nh ngha c bn)

Quyn SHTT

Quyn SH cng nghip

Nhn hiu

Nhn hiu tp th

Nhn hiu chng nhn

Nhn hiu tp th

Nhn hiu ni ting


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nh ngha quyn SHCN: l quyn ca t chc, cnhn i vi sng ch, kiu dng cng nghip, thitk b tr mch tch hp bn dn, nhn hiu, tnthng mi, ch dn a l, b mt kinh doanh domnh sng to ra hoc s hu v quyn chng

cnh tranh khng lnh mnh.Cc yu t ca thng hiu c bo h theoPhp lut Vit Nam (kiu dng cng nghip, nhnhiu, tn thng mi, ch dn a l) khi ng kbo h s c xc nh l cc i tng caquyn SHCN


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(Khung php lut S hu tr tu)...

Cc thc np n ng k xc lp quyn s hui vi cc yu t thng hiu (quyn s hu cngnghip)-iu 89.

Nguyn tc np n -iu 90. Nguyn tc u tin -iu 91.

Hiu lc ca vn bng bo h -iu 92.

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4.1.2. Qui trnh ng k bo h thng hiu:

Quy trnh ngk thng hiu ti VitNam

Quy trnh ngk thng hiutheo th thc quc

t ca Hip nhMadrid

Quy trnh ngk thng hiu tiHoa K


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khng

p ng

p ng

khng

hp l

Hp l

n ng k

CC S HU TR TU

Thm nh hnh thc

Thng bo chp nhn n hp l

Thng bo t chi n

Cng b n hp l

Thm nh ni dung Thng bo t chi ng k

Quyt nh cp Giy chng nhn

Ngi np n


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Quy trnh ng k bo h theo th thc quc t

ca Hip nh Madrid

n ng k bo h thnghiu quc t

CC S HU TR TU

Vn phng v tiu chuns hu tr tu th gii

A B C D

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Trang 112

4.1.3. Ni dung ng k bo h thng hiu

Nhn dng yu t thng hiu cn ngk bo h

Lm nxin ngk bo hcc yu t thng hiuv

np lph

Cc yu cu i vi n ng k bo h cc yu tthng hiu

Gii quytcc cng vickhi ngk bo hcc yu t

thng hiuc vn vng mc

Nhn giy chng nhn ngk bo hcc yu t thnghiuv t chccc hot ng nhmkhai thc v bo v

thng hiu c ngk

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Trang 113

4.2. BO V TI SN THNG HIU KHI B VI

PHM

Quyn v ngha v ca ch s hu thng hiu

Bo v quyn i vi thng hiu ti Vit Nam


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QUYN CA CH S HU THNG HIU

Quyn S dng thng hiu Quyn nh ot thng hiu

+ T mnh s dng

+ Cho php ngi khc s dng

+ Ngn cm ngi khc s dng

Chuyn quyn s dngthng hiu

(hp ng lixng)

Chuynnhngthng

hiu

Hpngc

quyn

Hpng

khngc

quyn

Hp ng th cp


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CC HNH VI XM PHM QUYN I VI NHN HIU

S dng du hiu trng lp vi nhn hiu cbo h cho cng loi sn phm (1)

S dng nhn hiu trng lp vi nhn hiu cbo h cho sp tng t / sp c lin quan (2)

S dng nhn hiu tng tvi nhn hiu c

bo h cho cng loi sn phm (3)

S dng nhn hiu tng tvi nhn hiu c boh cho sp tng t / sp c lin quan (4)

S dng du hiu trng hoc tng tvi nhn

hiu ni ting cho sn phm bt k (5)

HNGGI

MONHNHIU

Nu ckh nng

gy

nhm ln

v ngungc ca

sp

Nu c kh nng gy nhmln v ngun gc ca sp hay

gy n tng sai lch v mqhgia ngi s dng vi ch s

hu nhn hiu ni ting


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CC NHM BIN PHP X L

HNH VI XM PHM QUYN I VI NHN HIU

Bin php hnh chnh Bin php dn s Bin php hnh s

C quan c thm quyn:-Thanh tra

-Cng an-Qun l th trng

-Hi quan-UBND cc cp

C quan cthm quyn:

TAND cc cp

- T chcgim nh

SHTT- Gim nhvin SHTT

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Trang 117

CHNG 5: QUN L THNG HIU

TRONG QU TRNH KINHH DOANH

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Trang 118

5.1. QUN L GI TR TI SN THNG HIU

5.2. PHNG PHP QUN TR A THNG HIU

5.3. CC VN C TNH QUYT NH KHC I

VI THNG HIU

VAI TR QLNN TRONG XY DNG V PHT

TRIN THNG HIU

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Trang 119

5.1. QUN L GI TR TI SN THNG HIU

5.1.1.nh gi thng xuyn gi tr ti sn thng

hiu ca doanh nghip

5.1.2.o lng gi tr ti sn thng hiu (nh gi

thng hiu)

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Trang 120

5.1.1.nh gi thng xuyn gi tr ti sn thng

hiu ca doanh nghip

Gi trti sn thng hiu i vi t chc(Organization

Brand Equity OBE) v gi trti sn thng hiu i vi

khch hng (Customer Brand Equity CBE)

Thngxuyn nhgi thng hiu

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Trang 121

Gi trti sn thng hiul mt tp hpcc gi trti

snc v ti sn n,lin quan n thng hiu ca mt

sn phm/dch v, n to ra gi tr cho doanh nghip

v/hoc cho cc khch hng ca doanh nghip .

Thng cphn chia thnh 5 loi:

S nhn bit v thng hiu(brand loyalty)

Strung thnh vi thng hiu(brand awareness)

Cht lng uc cm nhn(perceived quality)

Cc lin kt ca thng hiu(brand associations)

Cc ti snc khc thuc s hu c quyn cadoanh

nghip nh bng sng ch, nhn hiu thng mi

(trademarks), v cc miquan hknh phnphi.

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Trang 122

Gi trti sn thng hiu i vi t chc(OBE): lin

quan n kh nngthu ht khch hng ca thng hiu

trong hin tiv trong tng lai, nh doanh nghip

nhn c mt chuicc dng gi trc thqui thnh

tin t.

Gi trti sn thng hiu i vikhch hng (CBE): l

gi trm tngkhch hng nhn c t mt sn phm

hay dch vc thng hiu,ngoi gi tr nhn c t

mt sn phmhay dch vkhng c thng hiu. Gi tr

ny c th ln hn chnh lch gi gia sn phm c

thng hiuv sn phmkhng c thng hiu biv

khch hng c th sn lng chi tr cho sn phm c

thng hiu nhiu hngi bn.

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Trang 123

Thngxuyn nhgi thng hiu

Loi thc o Thc o Ni dung

Vic mua sm

Th phn Doanh s ca thng hiu ny so vi ton b doanh s trn th trng(tnh bng n v v tin)

Chiu rng th trng S lng khch hng mua thng hiu ny

Chiu su th trng Mc mua lp li

Cm nhn

Nhn bit Mc nhn bit thng hiu ny

Tnh c o Thng hiu ny c c phn bit so vi cc thng hiu cnh tranh

Cht lng Cm nhn v cht lng thng hiu (cht lng thc s trong trcnghim mblind test cng l mt thc o hu ch)

Gi tr Thng hiu ny c mang li gi tr cao so vi chi ph ca khch hngkhng

H tr Marketing

Qung co - Th phn/T phn qung co- Qung co/Tng chi tiu Marketing

Phn phi Mc bao ph phn phi ti cc ca hng mc tiu. i vi hng bn

l, cht lng ca im trng by, c bit l ca cc khch hngquan trng

Gi tng i Gi so vi thng hiu cnh tranh

Kh nng sinh liLi nhun - Li nhun bin thu c t thng hiu ny

- Gi tr kinh t gia tng (EVA) ca thng hiu ny

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Trang 124

5.1.2.o lng gi tr ti sn thng hiu

Mc ch o lnggi trti sn thng hiu

Cc phngphp o lnggi trti sn thng

hiu:

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Trang 125

Mc ch o lnggi trti sn thng hiu: i vi cc v mua li, loi b hay c phn ho cng ty th

gi tr bng con s ca ti sn thng hiu l rt quantrng xc nh gi tr ca doanh nghip.

Cc doanh nghip xy dng chin lc qun l cc danhmc thng hiu ca h v ci thin OBE cn cc phng

php o lng theo di thnh qu hot ng qua thigian.

Cc t chc qung co mun chng minh rng ct gimchi tiu qung co lm gim gi tr ti sn thng hiu.

Vic cng nhn gi tr ti sn thng hiu c ngha quan

trng i vi cc k ton vin khi nh gi gi tr v hnhca doanh nghip.

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Trang 126

Ccphngphp o lnggi thng hiu: (1) Phng php da vo gi tr khc bit do thng hiu

to ra (hi khch hng xem h sn sng tr bao nhiu chosn phm tng t m c thng hiu, hoc t so snhgi bn vi sn phm cng loi)

(2) Phng php da vo chi ph: (3) Phng php da vo gi tr vn ha trn th trng

(ch dng i vi cng ty nim yt)

(4) Phng php ca InterBrand (da vo gi tr kinh t cath trng)

(5) Phng php da trn t s gi tr trn doanh s(phng php ca gio s Aswath Damodaran )

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Trang 127

5.2. PHNG PHP QUN TR A THNG HIU

Cc mc tiu chnh trong vic qun tr a thng hiu

Phng php qun tr a thng hiu

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Trang 128

Cc mc tiu chnh trong vic qun tr a thng hiu: To ra nhng thng hiu mnh, c hiu qu. Phn phi ngun lc hp l trong vic xy dng cc

thng hiu khc nhau (v d chi nhiu tin qung co hncho cc thng hiu chin lc).

To sc cng lc, trnh gy cc n tng thng hiu hnlon trong u khch hng.

Cung ng sn phm/dch v c chn dung thng hiu rrng, gip cc cng ty bn l, cng ty qung co, phng

php trng by trong ca hng, hiu r cc mi quan hgia cc thng hiu ca cng mt cng ty, do c thto ra chin lc kinh doanh ph hp.

Nng cao gi tr ca thng hiu

To ra ngun lc cho s pht trin trong tng lai (thmnhp vo cc th trng mi/pht trin kp thi cc sn

phm mi).

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Trang 129

Cc yu t cn quan tm trong qun tr a thng hiu:

Danh mc thng hiu

Vai tr c th ca cc thng hiu trong danh mc

Vai tr ca cc thng hiu trong bi cnh th trng - snphm

Cu trc danh mc thng hiu

Chin lc m rng thng hiu.

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Phng php qun tr a thng hiu:

1. Xp thng hiu theo nhm: Xp cc thng hiu chungvo mt nhm sao cho quan h gia chng to ra mttnh cch nht qun, hp l. C th xp cc thng hiuthnh nhm cn c theo khc th trng, chng loi sn

phm, cht lng, hay thit k.

2. Lp bn cho thy mi quan h tn ti trt t gia ccthng hiu

3. Xc nh phm vi ca thng hiu: xc nh mc phttrin ca cc thng hiu trong danh mc, c bit l ivi cc thng hiu bo tr v cc thng hiu ng

lc.

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Trang 131

5.3. CC VN C TNH QUYT NH KHC I

VI THNG HiU

M rng, loi b, lin kt thng hiu

Hi sinh thng hiu

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Trang 132

Hi sinh thng hiu:

1. Ti nh v thng hiu

2. Tng cng vic s dng thng hiu ca ngi sdng

3. To ra nhng cng dng mi cho thng hiu snphm

4. Xm nhp th trng mi

5. M rng thng hiu

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Trang 133

M rng, loi b, lin kt thng hiu:

Qu trnh loi b thng hiu:

1. Ln danh mc thng hiu

2. Lc bt danh mc thng hiu

3. Thanh l thng hiu

4. Pht trin nhng thng hiu ch cht

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Trang 134

5.4. VAI TR CA NH NC TRONG XY DNG

V PHT TRIN THNG HIU To iu kin cung cp thng tin th trng y

cho cc doanh nghip, nht l thng tin v th trngquc t.

To mi trng kinh doanh, trong c mi trngphp l thun li v minh bch cho cc doanh nghip.

H tr hot ng truyn thng trn th trng, cbit l trn th trng th gii.

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Tho lun, gii p cui mn hc

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