VanLuong.blogspot.com_Nike - Cau Truc Thuong Hieu

7/31/2019 VanLuong.blogspot.com_Nike - Cau Truc Thuong Hieu

1/19

GVHD:TS. L Tn Bu

SVTH:1.Nguyn Ngc ip2.Trn L My3.Hunh Thin Kim

4.Hong Hu Li5.ng Kim Quyn6.Hunh Thanh Tho7. Th Trc

Apr, 2012


2/19

Qu trnh c bn xy dngthng hiu.

1. Xc nh cu trc nn mng thng hiu

2. nh v thng hiu

3. Xy dng chin lc thng hiu

4. Xy dng chin lc truyn thng

5. o lng v hiu chnh


3/19

Qu trnh c bn xy dngthng hiu.

1. Xc nh cu trc nn mng thng hiu

2. nh v thng hiu

3. Xy dng chin lc thng hiu

4. Xy dng chin lc truyn thng

5. o lng v hiu chnh


4/19

3 cu trc thng hiu chnh

1. Mt thng hiu cho ton cu trc

2. Thng hiu m lm nn tng cho cc

thng hiu con3. Gia nh thng hiu


5/19


Mt thng hiu cho ton cu trc


6/19


Thng hiu m lm nn tng cho cc thnghiu con


7/19


Gia nh thng hiu


8/19

Cu trc thng hiu Nike

Mt thng hiu cho ton cu trc

Nike

NikeGolf

NikePro

Nike

Skateboarding

Flyknit Etc...


9/19

1. Nn tng thng hiu

2.Cc nhn bit c bn ca thng hiu

3.Cc li ch/nim tin thng hiu

5.Tnh cht thng hiu

4.Li ha

6.Gi tr, im khc bit

Cu trc thng hiu Nike


10/19

Nn tng thng hiu (Brand Platform)

Tm nhn:"Chng ti mun Nike tr thnh mt cng ty cungcp trang phc th thao tt nht v vng mnhnht". (Philip H Knight )S mnh:Mang n ngun cm hng v s sng to cho

mi vn ng vin trn th gii


11/19

Cc nhn bit c bn

Logo ca Nike qua cc thi k

Biu tng du phy: n gin, uyn chuyn, tc Xut hin song hnh vi cc tn tui ni ting Kch c t do Mu sc khng quan trng ngha: kht khao chin thng n nh theo thi gian


12/19

Cc li ch/nim tin thng hiu

Li ch tinh thn:

Nike thc s mang cmhng vsimi cho mivnng vin trnthgii.

Li ch chm scsckhe"L thng hiu ththao ln nht v cnhiu i mi nht th

gii, chng ti sn sngcnh tranh vi bt kthng hiu no".(Derek Kent- pht ngn vin Nike


13/19

Li ha Sng toda trn sckhoca khch hng

Gip cucsngca con ngitthn Cam kt loi b cht nonylphenol polyoxyethylene ether(NPE) n 2020

V mt mi trng xanh: cam ktcami thnh vin NikeVit Nam v cc nh my i tc.


14/19

Tnh cht thng hiuSnphm: snphmth thao cao cp,hini

inhv theo nhm Khch hng mc tiu


15/19

Thit k sng to v c chc nng cao h tr cc vnng vin th hin tt


16/19

Gi tr, im khc bit

Nike to nn st ph trong kinh doanh trang phc

th thao Gn logo ca Nike vo tn canhngngichinthng

v trn tivi, mtchinlcto ra sgn b cm tnh vtm l gia ngi tiu th vi thng hiu Nike thng

qua sgn b vi cc siu sao th thao.


17/19

Thnh cng ln nht trongchin dch marketing caNike l tm ra c nhn vtMichael Jordan


18/19

KT LUN

S nht qun ca thng hiu gip cho khch hng dhiu v nm c gi tr v tm nhn ca thng hiu.

Mi hot ng u c gp phn lm tng gi tr thng

hiu


19/19

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