Thuong Hieu

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Ti liu ting Vit dch t The Brand Gap

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  • 1. L esson 02: NHNG IU CN BIT XY DNG THNG HIU MNH C NGHE v C THY trong th trng ng c ?
  • 2.
    • NH NGHA V THNG HIU
    • 5 QUY TC XY DNG THNG HIU
  • 3. ARE YOU READY ?
  • 4. BT U NHNG CU CHUYN THN THOI V THNG HIU
  • 5. TRC TIN THNG HIU KHNG PHI L LOGO
  • 6.
  • 7. TIP THEO THNG HIU KHNG PHI L IDENTITY
  • 8.
  • 9. CUI CNG THNG HIU KHNG PHI L SN PHM
  • 10.
  • 11. Vy ci g thc s l thng hiu ?
  • 12. Ging nh mt con ngi, thng hiu l nhng cm nhn bn trong v Sn phm, Dch v hay T chc.
  • 13. C y 28 tui, thn hnh nh nhn. C y c mt n ci rt ti vi chic rng khnh bn tri. Cng ging nh 1 thng hiu, khi bn quan tm, bn bt u tm hiu v c y
  • 14. C y thch nhng b sc s i khi, c y hi ng bng, hi iu . Tuy nhin, nu bn thch c y, bn s thch nhng iu . Ging nh thng hiu, s c nhng ngi thch c y, cng c nhng ngi khng thch. iu quan trng nht, bn phi la chn tnh cch cho thng hiu ca mnh. Tn c y l JULIE
  • 15. N l s cm nhn t tm tr Khch hng, bi Thng hiu GING NH 1 CON NGI ch khng phi cng ty, th trng hay cng ng. N l mt s cm nhn ring bi con ngi c cm xc v trc gic
  • 16. Trong cm nhn ca Khch hng
  • 17. Thng hiu khng bao gi phi gii thch mnh nh th no
  • 18. Bi v, chnh Khch hng mi chnh l ngi lm iu !
  • 19. TI SAO CN XY DNG THNG HIU ?
    • Con ngi c qu nhiu s la chn, v c qu t thi gian
    • Hu ht nhng li mi cho sn phm u c thuyt trnh v cht lng sn phm v nhng nt ring bit
    • Chng ta tr tin cho sn phm, dch v khi chng ta tin tng
  • 20. C 1,349 nhn hiu my nh trn th trng. C bao nhiu nhn hiu c la chn mua ?
  • 21. T = R + D TRUST RELIABILITY DELIGH TRUST (NIM TIN) TRUST: NIM TIN RELIABILITY: S TIN CY DELIGHT: S HAM MUN Nim tin bt ngun t s tin cy v ham mun ca khch hng
  • 22. $ Thc ra th thng hiu c gi tr nh th no ?
  • 23.
  • 24. NH GI COCA COLA BAO GM GI TR THNG HIU $120 billion NH GI COCA COLA CHA BAO GM GI TR THNG HIU $50 billion
  • 25. D BO Thng hiu l cng c quyn lc nht t nhng s liu thng k
  • 26. VN Trong hu ht cc doanh nghip, KINH DOANH v THNG HIU l 2 vn hon ton khc bit.
  • 27. T DUY KINH DOANH (no phi) Da vo phn tch Tnh hp l Khong cch thc S liu Giao c T DUY THNG HIU (no tri) Da vo trc gic Cm xc Khng gian Trc gic T nhin
  • 28. LIU NO PHI C BIT NO TRI ANG LM G ?
  • 29. Khi c hai cch t duy tm c im chung, bn mi c th xy dng mt CHARISMATIC BRAND (thng hiu li cun)
  • 30. Mt CHARISMATIC BRAND c th l 1 sn phm, 1 dch v, 1 t chc lm cho bt c Khch hng no cng tin rng n khng th thay th.
  • 31. QUIZ: C BAO NHIU CHARISMATIC BRAND trn th trng ?
  • 32.
  • 33. Bt k Thng hiu no cng c th tr thnh Charismatic (li cun)
  • 34. THM CH, L THNG HIU CA BN.
  • 35. nhng trc tin Bn phi lm ch c 5 NGUYN TC XY DNG THNG HIU .
  • 36. NGUYN TC TH 1: KHC BIT
  • 37. THC T: No con ngi khng th tip nhn qu nhiu thng tin.
  • 38. CHNG TA CH TIP NHN NHNG G KHC BIT.
  • 39. SOLUTION: TR THNH KHC BIT
  • 40. 1900 1925 1950 2000 FEATURES (C IM) What is it BENEFITS (QUYN LI) What it does EXPERIENCE (S CM NHN) What you feel IDENTIFICATION (S NHN BIT) Who are you
  • 41. Xy dng thng hiu l to ra s thay th: DRIVING VOLKSWAGEN READING AMAZON COMPUTING DELL SPORTS NIKE COOKING WILLIAMS-SONOMA BANKING CITIBANK TRAVEL ORBITZ MOTORBIKE HONDA
  • 42. H i trn nhng chic xe HARLEY to ln. Vi h, l tn ngng, v Cha ca h l ng cao tc.
  • 43. C 3 t QUAN TRNG NHT trong vic to ra s khc bit cho thng hiu ca bn:
  • 44. (1) FOCUS
  • 45. (2) FOCUS
  • 46. (3) FOCUS
  • 47. Khch hng nhn thy hnh nh ca bn nh th no ?
  • 48.
  • 49. Tr phi bn c cu tr li thuyt phc cho nhng cu hi trn, Bn cn tip tc FOCUS
  • 50. Hu ht l do cho vic mt tp trung l THIU CN NHC TRONG VIC M RNG NHN HIU (BRAND EXTENSION)
  • 51. V D: FOCUSED MERCEDES = BUSSINESS CAR UNFOCUS MERCEDES = BUSSINESS CAR + BNH PIZZA
  • 52. NHNG THNG HIU M RNG TI T ( BAD BRAND EXTENSIONS ) L NHNG THNG HIU THEO UI NHNG LI CH NGN HN M B QUA NHNG GI TR DI HN. NHNG THNG HIU M RNG TT ( BEST BRAND EXTENSIONS) L NHNG THNG HIU BIT CCH PHT TRIN NHNG GI TR BNG S TP TRUNG.
  • 53. Mt thng hiu dng cho ni tr pht trin mnh m hn c vi tt c cc thng hiu m rng V d:
  • 54. NGUYN TC TH 2: HP TC
  • 55. Ging nh xy dng mt thnh ng, xy dng thng hiu l mt qu trnh hp tc di hn
  • 56. C BA M HNH C BN CHO S PHI HP
  • 57. xy dng mt thng hiu tt cn s dng v phi hp cc ngun lc khc nhau
  • 58. Mt Brand Agency l gii php xy dng v pht trin thng hiu theo cch hp l
  • 59. Brand Agency s gip cc Cng ty xy dng, m rng thng hiu v phi hp cc hot ng mt cch bi bn
  • 60. TRONG THC T, hp tc khng phi l iu n gin
  • 61. Are you OK ?
  • 62. Hp tc khng phi l vn mi
  • 63. Mt m hnh thnh cng tn ti nhiu nm