luận văn: ĐỔI mới GIÁ TRỊ THƯƠNG HIỆU BIA SAIGON SPECIAL – TỔNG CÔNG TY cổ PHẦN BIA rượu nước GIẢI KHÁT sài gòn

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PHẦN DÀNH CHO KHOA, BỘ MÔN:
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YZNF1Y2j1Q

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bmQ]h2XYR„1y2N„1QGR‰ye{1QP12GRY2bg1Q2JT0
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2J1RNHn12bEYEbrQXYZ[KRP0121Q2JK01QK1
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P0121Q2J12,1E[12YDKs1YZ1Q\QXYZ[S]12^KKR1QbcYOPd1Q]K
12,1YZ01QXhi20220YE*1QKZh_Y1Q
Z01QEFYRG,1HI11RNyS12HO1{1QPL1QXG•Y2NiYYZ01QHJe`NP.1Q2‚
_1S _1PEWYVKZQXYZ[d1QKRh2X22R1Q]K12,1EHmS]12,K2
12,1EbrY}P0121Q2J(RhŽY2,Y2|1QHf1GPP_Z1QEbrS€PL1QEW2‚YZr
YZ01QHJ2`1Ya22‚_1S _1P20S]12^KTQ01_G(RGRKYbg1Q
Y.HmT_1_h_1
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Ebr2bg1QX12d2r
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W89D22<7{Ebxd9H8?s;d9E89o0hghbH7d=\8?09}8?:~862
W89D23<7{Ebxd9H8?s;8?9•8?97c0hghbH7d=\8?09}8?:~863
W89D26<7{Ebxd9H8?s;b|dEr7hghbH7d=\8?09}8?:~863
W89D2D<7{Ebxd9H8?s;d9E89o0hghbH7d=\8?09}8?:~866
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@8?DV<•dvE@s7{ed‹[c?7gdmXhEH7h‚8?h€_^7_z78zsz8D6
@8?DC<ƒ9ˆ_hghd9E|hd‡89)s•dvE@)?7gdmXh€_^7_'_7?A8'0zh7_[D6

@8?D25<_dmo8[7;8vE_8h€_^7_'_7?A8'0zh7_[DU
@8?D22<‹[c?7gdmXhEH7h‚8?T6
@8?D23<•dvE@s7{ebX89d‹[c?7gdmXhEH7h‚8?^7_'_7?A8'0zh7_[^•8?09Y8
e;eT6
@8?D26<'AZg89?7w_h9En7ez_8Z…z8`h€_^7_z78zsz8:t^7_'_7?A8'0zh7_[
TD
@8?D2D<7;Eh9‡bg89?7g09=>8?g8TT
@8?D2T<7{e:tb7{ehˆdmŽ8?ZH•s7•8h€_h9El;8?7_TT
@8?T2U<7;Eh9‡bg89?7g09=>8?g8U5
@8?T2B<7{e:tb7{ehˆdmŽ8?ZH•s7•8h€_h9El;8?7_:•d9_lbr79cd9H8?
89o8`7c8d9=>8?97cEU2
@8?T2V<gh^=ihd9jh97c8h97•8`Xh9vEts9El•8eƒ7U3
@8?T2C<•9A]h9h9=>8?dmW89Zjs7c8?7i7d97cE?7gdmXei7UD
@8?T35<•9A]h9dmEl•8d9y8??7_7bA]83UB
@8?T32<7;Eh9‡bg89?7g9A]db|8?dmEl•8d9y8??7_7bA]82p?7_7bA]8?7i7
d97cEqUV
@8?T33<7{e:tb7{ehˆdmŽ8?ZH•s7•8h€_h9El;8?7_:•s•9A]h9dmEl•8
d9y8??7_7bA]82p?7_7bA]8?7i7d97cEqUC
@8?T36<7{e:tb7{ehˆdmŽ8?ZH•s7•8h€_h9El;8?7_:•9A]db|8?dmEl•8
d9y8?dmA8??7_7bA]83B5
@8?T3D</jdm‚s78909‡d97•ds•9cd9H8?89o8`7c8d9=>8?97cE<B2
@8?T3T</jdm‚s78909‡h€_dmEl•8d9y8??7gdmXei7p?7_7bA]82qB2

@8?T3U<gAhgA9A]db|8?dt7h9‡89s97h9=_g0`Œ8?`jg8BD
@8?T3B<9•ZHdt7h9‡89s97s9y8?d9jh97c8`j_g8BT
@8?T3V<gAhgA9A]db|8?dt7h9‡89s97d9_lbr7?7gdmXd9=>8?97cEp:i7Z@8
[=\8?d7;Ed9Œdf8?d9•2‘qBB
@8?T3C<9•ZHdt7h9‡89s97d9_lbr7?7gdmXd9=>8?97cEp:i7Z@8[=\8?d7;E
d9Œdf8?d9•2‘qBV
@8?T65<gAhgA9A]db|8?dt7h9‡89s97d9_lbr7?7gdmXd9=>8?97cEp:i7Z@8

[=\8?d7;Ed9Œdf8?d9;e3‘qV5
@8?T62<9•ZHdt7h9‡89s97d9_lbr7?7gdmXd9=>8?97cEp:i7Z@8[=\8?d7;E
d9Œdf8?d9;e3‘qV2
@8?T63<gAhgA9A]db|8?dt7h9‡89s97d9_lbr7?7gdmXd9=>8?97cEp:i7Z@8
[=\8?d7;Ed9Œdf8?d9;e6‘qV6
@8?T66<9•ZHdt7h9‡89s97d9_lbr7?7gdmXd9=>8?97cEp:i7Z@8[=\8?d7;E
d9Œdf8?d9;e6‘qVD
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h2XYR„1
 ( _ZZ2G(G_y]ExQXYZ[Y2{T,
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l  v1QQXKE
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Chương 1: Mở đầu
2 &2<Q+
2bg1Q1RNEF,YmgSŠ2V12Y2R12EFYRyKLYO\EFYR2bg1Q1RNz1Q
h2j1QsO1EF,YmXY2j1QY1D1Y2Y2,HRQm212KHY2.2J1EFYR
22 /M-L-
h20]1QY2cQ1Y2.Y,Y12RKXNR„1-QN©12a212yEbrYVK
2WHF20YE*1QS]1efYh12P012\P0121Q2JO11212w1QHf1EFEq
EbrEF,YTX0X0Y2.Y,YY1Q2JyYj12,1Y2fNXS]12^KK1QY2bg1Q
2J‰2`1TvŠ12F2`1h24YOPd1Qh2X12Y2_0KLEa2h12

P012\P0121Q2JyEITJYyS]12^KTQ01_GEbr1QfZY2[
YZbc1QGRG0TY2*P„1Q0fyEbrP0121Q2JEDYbEW12YZ12HmX
Y2bg1Q2JT1bm1Q0RyEW12V12GR_1_h_1
W8922<2[2D1S]1Gbr1QG0TPn1ED(JYK1IK>
(Nguồn: báo Vnexpress)
P0121Q2Jy•G0S]12^KKmEbrZEcE•GRQ01_G2
M===UyQ01_GG01M>Uy3Z_KKM>U/012S\G0T1RN
Y}1IK>Ei11IK>>
@8?22<]1Gbr1QG0TY}1IK>>Ei11IK>>MEg1H[GaYU
A]7^7_ 3525 3522 3523 khdf8?dm=“8?
3Z_KK yy =yy =yky =?
Q01_GG01 ly=y =yy =yky k
Q01_G2 <yy ¦yy ¦y>y 
(Nguồn: Báo cáo tài chính doanh nghiệp)

Chương 1: Mở đầu
•Y2W12,1Y2fNEi11IK>>K{YOY2L\G0S]12^K1RNGRT•1Q12y
K…Pd3Z_KKZEcHR01IK>y„1Q01_G2ZEcHR01IK
===yKqEi12g11IKSG0T1RNKmEYS]1Gbr1QT•1Q3Z_KK
WEbrKLEa2ZEc\TQ01_GGREW12YZ12HmY2bg1Q2J
_1_h_11IKK{S]1Gbr1QYOY2LylpYZO1Yv1QS]1Gbr1QYOY2L]
1bmyT_1_h_1GRky¦pQfGD1S0HmTQ01_G(,NS12HO1•
Y2WEX12QXG0TQ01_GEqh2j1QEYEbrK{YI1QYZbŠ1Q12bP012
1Q2JK01QK1
h212,1E[12Hf1EFYZO1yYj12,1Y2fND1•12w1QQ]2XEWTR„1
_G•Y2WEi1YN1QbcYOPd1QHmQXYZ[Y2.S.HmKLEa2KRP012
1Q2Je`NP.1QG01RN(VH,NyS12HO121EFYR”r7ei7d9=>8?97cE
^7_'_7?A8'0zh7_[•12•KEbZXTJ12Xh2†2LHf1EFEq1OYZO1
23 I–L-
FYREbrY2R12G,Hm12w1QKLYOLY2W12bS

VK2WQXYZ[Y2.S.\TQ01_GYZ01QY`KYZa1QbcYOPd1QS]1
2^K
FefYYXE[12H[QXYZ[Y2bg1Q2JS]12^KQ01_G
FefY•YbŠ1QY2iYhiKmS]12^KTQ01_GHRhi202YZNF1
Y2j1QQXYZ[Km
26 ’—˜
Q2O1{1RN2‚YZrj1QYN‰eXE[12EbrQXYZ[S€PL1QS]12^KT
Q01_G2j1QsE•EWj1QYNe`NP.1QGY2bg1Q2JS]12^KT
Q01_GY2_0E41QHmQXYZ[Y2.S.\1•12•KEFZX2i1Gbr
KZh_Y1Q2Js]
Q2O1{1RNQ4S12HO12WY2OKHF2R12HYOPd1Q\1QbcYOPd1QE
HmK*YG0S]12^KHm12FY2bg1Q2Jh2X12…TJYEHmY2[YZbc1QEx
1Q1•21QHRY2[YZbc1QT1•ZO1Q
2D &!-!–™
9=>8?09g08?97;8hkE<
FYR2ˆY,YZ1Q1Q2O1{HR0S]12^KTQ01_GK1QY2bg1Q2J
‰yEbrY2.2J1Y2j1Qs?Tbm2XYYZW112•K]Yi1Y2bg1Q2JT
Q01_G
>
Chương 1: Mở đầu
W8923<XTbmY2.2J11Q2O1{
9]e:78?97;8hkE<
Ybr1Q1Q2O1{h2X22R1QEqyE1QKHRS€PL1QTQ01_GyEG•
TX1S]12^KTQ01_G
2cQ11Q2O1{Y}6=6>Ei16>6>
2T I !"
+,1HI11RNEbr2GRKk2bg1Q
2bg1QŠED
2bg1Q>gSŠG•Y2NiY
2bg1Qv1Qs1HFP0121Q2J

2bg1Q?32`1Ya22‚_1S _1P
2bg1Qli202YZW1h2YXE[12H[Y2bg1Q2JTQ01_G
2bg1QkiYG,1HRhi11Q2[

32`1Ya22‚_1S-_1PT•1Q2bg1Q
2X2|1QHf1GPP_Z1Q
#`NP.1QQXYZ[Km20S]12^KP.Y2_0
QXYZ[]K12,1\h2X22R1QyhWKYZG
QXYZ[1RN•2d2rHmS]12^K
X12QX2V12]12S]12^K
#`NP.1Qhi202YZNF1Y2j1Q20S]1
2^K
+•Y2NiY2‚
_1S _1P
Chương 2: Cơ sở lý thuyết
3 &3<&'Q*P
*P1Q2a12\2bg1Q>GRYZV12TRNE[121Q2ªyG•Y2NiYHF
NYZV12YXE[12H[Y2bg1Q2J«
2‚_1S-_1PHRhŽY2,Y2|1QHf1+PP_Z1Q«
Zh_Y1Q-s12JQwY`KG•2HmZh_Y1Q
32 *P!L&!-%!M&
322 X898?9š_:•d9=>8?97cE
•12Fs1EWKHFY2bg1Q2Jy•Y2W2Y2R122s1EWK2a12
1EWKYZNF1Y21Q2_02J2*Zh_Y1Q0oY2VY2bg1Q2JGR
K*YXYO1yTWYbr1Qyh•2JyhWPX1Q2NK*YS.2`12r\XNiY
YZO112•KKLEa212,1P1QS]12^K2NP[2HL\12RS]1efYHR2`1
TJYY2bg1Q2JEbr2W12b12YZ12M_11_YYy==lU¬E`NyY2bg1Q2J
Ebr2W12bGRK*YY2R122D1\S]12^KHR2{1I1Q2a12\Y2bg1Q
2JEbrGRPd1QEW2`1TJYS]12^K\KV12HmS]12^K12YZ12
d1QG0

1EWKYv1Q2r2bg1Q2Jh2j1Q2ˆGRK*YXYO12NK*YTWYbg1Q
KR1•2{Y2g112FM/HSy>>U•GRK*YY,XY2*Ya121Qf
20h2X22R1QKLYOXQXYZ[KR2E„2|2bg1Q2JY2_0s1EWK
1RN20Z•1QyS]12^K2ˆGRK*Y2D1\Y2bg1Q2Jy2\Ni1QfGr
a22{1I1Q201QbcYOP1Q2bH,NyXY2R122D1YiY2[2‚12r
?3MS]12^KyQX]y2`12y2OY2[Uz1Q2ˆGRXY2R122D1\K*Y
Y2bg1Q2JMKT_Z8YNG_Sy==kU
323 7gdmXd9=>8?97cE
XYZ[Y2bg1Q2JE•1QHYZ„s1YZ1QYZ01QHJe`NP.1QHR2XYYZW1Y2bg1Q
2JyS.2V12Y2R12\K*YY2bg1Q2J2LY2*HR0K{E*QXYZ[KRh2X22R1Q
]K12,1EbrXYZ[Ea2Y2.\Y2bg1Q2JefY2XYY}1QbcYOPd1Q1i2
]K12,1YYY2VY2bg1Q2JKm•QXYZ[0
•12Fs1EWKHRX2EX12QXHFQXYZ[\Y2bg1Q2JyY2_0+SSZ8YQ
M==lU2Y2R12212•K2a12EX12QXY2_0s1EWKEDYb2NYR2a12HR
EX12QXY2_0s1EWK1QbcYOPd1QX12QXY2_0s1EWKYR2a12E•1QQ•
HRHJEX12QXYRS]1\K*Yj1QYNyYN12O1y1•h2j1QQ412F20X12R
s]1G•YZ01QHJH,1PL1QHR2XYYZW1QXYZ[\Y2bg1Q2Jg1Y2i1wyHFK…Y
YiY2[yQXYZ[YR2a12\K*YY2bg1Q2JGRhiYs]EX12QX\1QbcYOPd1Q
HFQXYZ[\Y2bg1Q2JE•(VH,Ny1Q2O1{1RNY,YZ1QHR0s1EWKY2{2
-EX12QXQXYZ[Y2bg1Q2JP.HR01QbcYOPd1QMSY0K_Z-TS_PTZ1P
_sYNU
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Chương 2: Cơ sở lý thuyết
X0Sư_GG_Z-/ZYK0Y2\ŽE[121Q2ªQXYZ[Y2bg1Q2JP.HR0
h2X22R1Q20Z•1QQXYZ[Y2bg1Q2JP.HR0h2X22R1QGR2J{1Qh2XTJYKR
hi1Y2{Y2bg1Q2J•EbrYZO12]12x\h2X22R1QEHmHJKZh_Y1Q
\Y2bg1Q2JE•
326 X898?9š_:•dg7bX89:Xd9=>8?97cE
XE[12H[Y2bg1Q2JGRD1Y2iYh2K*Y2N12FEFhJ1SE`NEbrY2|
Kq1

 2bg1Q2J\T1•K*Y2V12]12efyZZ†Ky2Nh2j1Q2J1Y2.
> +rY2i2a12KRY2bg1Q2J\T1-SŠ2w®GRP0Yi12•Y}GrY2ih2X
TJY2•GO1GrY2i22aY2`K12,
 /0121Q2J\T1Y2NEvK*YX2gT]1HF2i1Gbr
? /0121Q2J\T1Y2`K12,HR01QR12h12P012KmHRE[12H[2J1Y
h2j1Q„12d2r
l *YEY2\12YZ12KmHmbY2iHbrYYZ*Y2KQHR0Y2[YZbc1Q
k 12YZ12EqGRKY2bg1Q2J\T1T[GKc20…KfY2Js]
< vKmHI12•P0121Q2JE„2|ZRS0XYGYa12X2Y2bg1Q2J
¦ /0121Q2J\T1E1QKŠZ*1QY2bg1Q2JEWY224Yh2X22R1QKm
20…D1X2`1h24KmKRE[12H[Y2bg1Q2J2J1Yh2j1Q2Js]
N12O1yHJ1RN2]ZfY^1Y2,1P01••Y2W-2G0q1Q®•1Q2ª\Y2bg1Q
2JyGRKY2bg1Q2JQ]KYa122fPn1EHmh2X22R1Q2J1YyY2,K2aGRKKfY
h2X22R1Q2J1Y
32D EldmW89d9jh97c8dg7bX89:Xd9=>8?97cE
W8936<NYZV12YXE[12H[Y2bg1Q2J
(Nguồn: Theo LantaBrand)
7_7bA]82…›ghbX89dW89dm]8?97c8d]7h€_d9=>8?97cE
LEa2\QE011RNGRYVK2WZ•j1QYNHRY2bg1Q2JyT0QxKY2IKP„
X12`1Y2a12yXg2*HR12w1QY2X2Y2{2•K1†KEbrY2.YZ1Q\
j1QYNHRY2bg1Q2JYZ01QXEFhJ12J1YF1RNS¯1QfX12V1
Y2j1QSYXg2*HR2R12E*1Q
WY2j1QSY12q12JT0QxKHJe_KGY0R1T*G[2S€\j1QYNHR12q1
2JyE[12H[2J1Y\Y2bg1Q2OyE[12H[EDYO1y1•EbrY0Z12bY2i1R0HR
l
#XE[12YV12
YZ1Q Y2bg1Q
2J
J1 Y
Y2bg1Q 2J

E PJ1 20
EFQV°
32XYYZW11F1
Y]1Q20E[12
H[ Y2bg1Q
2J
R1Q G E[12 H[
Y2bg1Q 2J HR
s]1 G• YZNF1
Y2j1Q
Chương 2: Cơ sở lý thuyết
s1YZ1QGR1QRN1Nj1QYNHR12q12JEPJ120EFQV°2w1Q`2|
2a12D12|HRYZ]Gc
j1QYNHRY2bg1Q2J\241QYHmEY2\12YZ12•QVh2XTJY
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Ybg1QY.12YZ01QG[2S€GRQV°
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2]YVK2W2a12eXHFY2bg1Q2JHRj1QYNyT0QxKe_KGh2X22R1Q2J1
Y\Y2bg1Q2J2w1Q`2|2a12D12|HRYZ]Gc
2X22R1QKLYOGR°
…EWK12,1P1Q\h2X22R1QKLYO°
+•P0KS†KGRQV°
…Ya12\S]12^KGRQV°
+ra220h2X22R1QGRQV°
DYO1241QY2]2WYY2g1HFh2X22R1Q2J1Yx241QYKm•Y2W
e_KGj1QHJTX12R1Q\j1QYNHRY2bg1Q2JyT0QxKYv1QY212,yS.
2XYYZW1ysNKjY2[YZbc1Q1Q2R12HR2`1h24Y2[YZbc1Q*YEFz1Qs1
YZ1QE•GRD1e_Ke±YXS]12^KHRP[2HL2\2YE1QEbr2R0TX1
(Je_Ke±YG•Y2WT0QxKe_KG2i1GbrS]12^K2J1YHRS.2d2r

HmYDKs1YZ1QE…TJYYZO12i1GbrS]12^K@2J1Yy1iT1GRK*Y
j1QYNHRZ•ZR1QGRK*Y12RS]1efYij1QHJh12P012\T1GRKTX1
P[2HLy20…Gª12H.YbHf12NO11Q2JY2VHJe_KGT0QxKY0R1T*XP[2
HLE1QY2.2J1HRX2bg1QYZV12EqY2.2J1
*Y`2|2a122]2|HRYZ]Gc‹fY]XS]12^KS1QPbmd1QK*Y2i1
GbrY2bg1Q2J2N•12w1Q2i1GbrS]12^Kh2X12S1Q21QPbmK*Y
2i1GbrY2bg1Q2J°ŒŠE`NT1S¯D1`112†e_Kj1QHJh12P012\
T1•2]GRY2bg1Q2JPn1EDYZ01QX12q12JT1E1Qh12P0122N2ˆ
GRK*YY2bg1Q2JY2{Ni
E011RNz1QT0QxKHJGb•Ym1I1QG.S]1efYyS.Y24±HFK…Yh12
P012yh2]1I1Q2`12HR2i1GbrTj1TX1yXEWKTX12R1Q2a12yS01Q
S01QHmE•D1e_KG^1Y2,1YfY]X1QNO1GJe4Yi1yYiY2[HRTX12R1Q
d1Qye_KGY0R1]1212YZ12SGbr1QXEY2\12YZ12y2Vh2•E
Ei1Y2R12j1QyEFQV2E1QGRKE41QHRK*YHRYNO1T\22w1QHf1EF
2a12EWe_Ke±YGR2`1h24Y2[YZbc1QysNKj1QR12y12,1PJ1h2X22R1Qye
2bm1QKS†K\h2X22R1Qye_KG1QR12ye2bm1QHRP.E0X1
Ở đây, công cụ được các doanh nghiệp ứng dụng chủ yếu là phân tích SWOT hay
đánh giá theo mức tiêu thụ sản phẩm so với sản phẩm cạnh tranh.
7_7bA]83)7c8d]7d9=>8?97cEb]7`7c8h9Ab7•E?Wœ
(mS.2WTiYS`S†\j1QYNHR12q12JyT`NQc241QYD12]2W
h2X2YOPd1Q]KY2fN12bY2i1R0HFj1QYNHR12q12J\T11QRN2jK1N
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Chương 2: Cơ sở lý thuyết
Z01QY2iQmYOPd1Q2R1Q2•yEF1RN•1Q2ª2]Yie4Hm12w1QE{YZ²y
12w1QTRK³HRX12•Kh2XEWeXE[12Y2bg1Q2JEPJ120EFQV
•EbrS.K2WHF2bg1QY2{KRh2X2YOPd1Q]K12,1HRGO1s1Ym
j1QYNHR12q12JS¯K1QEi1EWKh2ŠED20HJeXE[12Gj1QHJ(J
EDYO1241QY1O1GRKGR•E.g12w1QQm212^1K.T0QxKXTbmS
E`N12,1E[12EbrYDKs1YZ1Q\HJ2XYYZW12012q12JyY2[YZbc1QyX
Y2iK12\1F1j1Q1Q2JyYF1H12J1Y2c\12q12JHRE[12Z•12w1Q1g

1R02d2rY2,1GrEW•Ebr1Qx1H112q12J
2w1QKLYOZ•ZR1QGREW´
WEbrS.12,1Y2{2J1Y2c\h2X22R1QYOPd1QHR12D\
12q12J
#XE[12Z•HJYi1YZW1\12q12JKRh2j1QD1Y|ZH²Y2XE*Y2cg
Hmh2X22R1QHRG„1QY1,N\1QbcYOPd1Q
2,1E[1212bY2i1R0EWH2Z•H[YZa\12q12JEWY224Yh2X22R1QHR
d1QGRY01O11FKY1,NYZ1QY2R12\1QbcYOPd1Q
32D1EDYO1\sXYZV12E[12H[GY2bg1Q2JGRY2iYG,12•KYRS]1Y2bg1Q
2Jy12•K1RNS¯YZ.YiYY2Kh2]0•hi1h2X2HF12w1QHf1EF2a12\Y2bg1Q
2JE•GR‹S02G.2112q12J\T1°ŒHR‹12w1QNiYYXE*1QEi1
HJZsNiYE[12\2GRQV°Œ
Q0R12w1QHf1EF21Qy12•Ks]1YZ[Y2bg1Q2JD11‚G.EW2WEbrG•P0
KS†K\h2X22R1QyeXE[12Z•S.2`1fYZ01QK01QK1\2yHR2J1
YY2bg1Q2JE1Q1QfEi12XQV
g1Y2i1wyK*YYZ01Q12w1Q2{1I1Qs1YZ1Q12fY\12•Ks]1YZ[Y2bg1Q
2JGR12,1P1QX12•Kh2X22R1Qy•XKs12JYbg1QY.12yX2S1Q
HR2R12H\2yY}E••Y2W2WYY2g1HFh2X22R1Q
2j1QsYi1YZV121RNyT1S¯12,1TiYEbr12w1Q12DgT]1yQxK]12w1Q
12Dh2j1QEbrY2|Kq1HRY2|Kq1YZ01Q1QR12HRYZ01QGª12H.20YE*1Q
\j1QYNyeXE[12Z•12w1QEFY2a2Y24HRh2j1QT•1QG„1QHFY2bg1Q2J\
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Chương 2: Cơ sở lý thuyết
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ngành, thông tin khách hàng cho việc định vị - những gì mà thương hiệu của bạn đại
diện. Lý do chính đó là xác định định vị thương hiệu thành công và hiệu quả giúp giữ
chân những khách hàng hiện tại và phát triển các khách hàng mới. Khi chúng ta xem
xét để bắt đầu định vị lại thương hiệu, chúng ta cần nhớ một điều đó là nó cần thể
hiện được “Chúng ta muốn khách hàng nghĩ và cảm nhận về thương hiệu của bạn như
thế nào”
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Chương 2: Cơ sở lý thuyết
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iYs]d1Q\QE0R1Y2{1RNQxKS.2WTiYZ•ZR1QHR2a12eXHF
KQ•E*GO1s1Ei1h2X22R1QYZO112w1QNiY1F1Y]1Q\E[12H[Y2bg1Q
2Jz1Q12bE[12H[Y2bg1Q2Jd1QF1RN1QfHREbY0R1T*
12w1Qs1EWKHFh2X22R1QHR0YZ01QE[12H[Y2bg1Q2JKmyHmEWKYZ1Q
Y`KGRQw2`1h2X22R1Q2J1YHRYVKhiKh2X22R1QKm
2OK1w1•z1QS¯GRKefY2J1‹NO11Qj1E[12H[Y2bg1Q2JKmŒQ]Y2a2
2YiY12w1QG,G,1HFE[12H[Y2bg1Q2JKm
7_7bA]8D)'t8?[ŽhbX89:Xd9=>8?97cE:tvE@8[•dmEl•8d9y8?
2241QYEq•K*Yh2ŠEDYYE³yK*YSN1Q2ªKmyHRs1YZ1Q12fYGR
12w1Qh2ŠED20E[12H[Y2bg1Q2JKm\j1QYNLYOG41RNGRe_Ke±Y
Gy2ˆ12S€E[12H[Y2bg1Q2JKmHRYZNF1EYG20YfY]X2„1Q2{1I1Q
YZ01QP0121Q2J
F1RNZfYs1YZ1QyTŠHV1•Q4YfY]K1QbcYZ01Qj1QYN2Wy2‚YZrE[12
H[Y2bg1Q2JKm(FT]12`YyEF1RNS¯YZŠY2R122i1Gbr2_YZŠ2012•K
e`NP.1QY2bg1Q2Jj1QTXSX2GbrHR2bg1QYZV12KZh_Y1Q
+RQE01d1QHRZfYs1YZ1QYZ01QE[12H[Y2bg1Q2Jy241QYD12ˆ12
S€E[12H[K*YX2^1Y2,1j1QHJ1RNT0QxKHJY2j1QsE[12H[GD1
T•1QX2Y,2rYfY]XY2j1QY12]12xY}1QbcYOPd1QyXEG•yz1Q
12b12•KY2bg1Q2Jy12•KE]KT]0Z•1Q•Y2WY2.2J1E[12H[yG0T|HJE[12
H[sXY2KH1Q
*YYZ01Q12w1Qj1QHJ\QE01YZ01QHJe`NP.1QK*YE*1QzK12y
12•KK1QY2j1QEJEi112w1Q12Rs]1G•0fy1QbcE{1QEDj1QYNj1Q
HJ1RNT0QxK2XYYZW1HRYZV12TRNE[12H[Y2bg1Q2JKmYZbmXs]1G•

0fHR12•KY2bg1Q2J
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Chương 2: Cơ sở lý thuyết
2KRY0R1T*XGq12E00fEqEx1Q•HReX12,1E[12H[Y2bg1Q2JKmy
Hn1•ZfY12FEF2]GRK(f1EF2a12T`NQcGR2NW112w1Q1Q2O1{
Y2R1212w1Q2R12E*1QLY2WT0QxKYiY2[yYZNF1Y2j1Q´
(VH,Ny241QYD1e`NP.1QK*Y‹vYN12,1P1QY2bg1Q2JŒ1QfY0R1T*
12w1Q2bm1QPn1Z•ZR1QHFE[12H[Y2bg1Q2JKm1YZ1Q12fYy1•KjY]HJ
E[12H[Y2bg1Q2JKmS¯E_KGS.2XYYZW120j1QHJh12P01212bY2i
1R0‹vYN12,1P1QY2bg1Q2JŒ20Y2fNGª12H.h12P012ye2bm1Q12
YZ12ys1EWKh2X2R1Q-12w1QY2j1QY1Q42V12Y2R12GO1E[12H[Y2bg1Q2J
Km
LEa2\‹vYN12,1P1QY2bg1Q2JŒGRYZNF1EYYfY]X1Q2O1{
KZh_Y1Qy12w1QG,G,120E[12H[Y2bg1Q2JKmyz1Q12b2NW1Q0Y0R1T*
12w1QY2j1QEJ20X2„1QT1yh2H.GO1s1yXEG•yX12•K2‚YZr
Y2bg1Q2JHH´iYs]y‹vYN12,1P1QY2bg1Q2JŒS¯E]KT]0E[12H[Y2bg1Q
2JKmS¯Ebr2NF1Y]Ei1Y0R1T*j1QYNHR12w1Q12•K•2{1I1Q2‚YZr
iYs]d1Q\QE01Y2{?GRS.S]1efY‹Z1PS_ŒiYs]1RNT0
QxK12w1Q2V12]12HR`KY212EbrhiY2r12•KK1QY2bg1Q2JYm*S1Q
•Y•KGy2V12]12HRY2j1QEJHJE[12H[GY2bg1Q2JKmS¯EbrYZNF1Y]
2a12eXEi11QbcYOPd1QHRhW]12w1QY2R12HO1YZ01QP0121Q2J
+•P0yđó là Brandscape có thể được sử dụng bởi tất cả các phòng thương hiệu sau
này như “Brand Communication Guidelines” bao gồm đóng gói, tiếp thị, bán hàng,
truyền thông Mục đích cuối cùng là đẩm bảo sự phù hợp trong việc truyền thông tài
sản thương hiệu thông qua các phương tiện trung gian và các thành viên.
33 *PS(')(/
2‚_1S _1PEbrS€PL1QY2bg1Q?\G,1HI1EWeXE[12XY2*Ya12y
hiYs]HRQXYZ[KRS]12^KTQ01_GE1QEbr]K12,1TŠ1QbcYO
Pd1Q}E•y2‚_1S _1P2‚YZrS12HO1eXE[12XHf1EFYZ01QXQE01
>HRGRYF1EFEWS12HO1EbZsNiYE[122d2r20Q1E01\sNYZV12YX

E[12Y2bg1Q2J
332 X898?9š_:t?7@bX89
X1QNO1G• gT]1\  G•Y2NiY2‚ _1S _1P Ebr Eb ZTŠ  0GK1
3SN201GNSYSM=>UyKY2M=?UyX12Rh12YiTT0YM=llUHR0ZZSM=?U
2b1QYK1M=¦>UGR1QbcQmY2JX2Yi,11RNHR0Gª12H.YiY2[HR
1Q2O1{1QbcYOPd1Q
2_0E•yG•Y2NiY2‚_1S _1PEbr2XYYZW1EWe`NP.1QKGO12JQw2W
TiYHF S]12^K HmQX YZ[X 12`1\ h2X22R1QMYK1y=¦>« GS018
_N10GPSy=¦UYK1M=¦>UE[121Q2ª2‚_1S _1P12bS
“Phương tiện (Means) là một sản phẩm, sự vật hoặc hoạt động mà con người tham
gia vào (ví dụ: chạy bộ, đọc sách,…). Giá trị cuối cùng (ends) là giá trị của những
trạng thái như hạnh phúc, an toàn, và tự hào. Một chuỗi Means-end là mô hình cho
phép giải thích cách thức một sản phẩm hay dịch vụ được lựa chọn để đạt được các
trạng thái mong muốn cuối cùng.”

Chương 2: Cơ sở lý thuyết
+•Y2NiY2‚_1S _1PQ]E[12K1QbcZsNiYE[12Kh2j1QP.YZO1
2a12T]1Y2`1S]12^KKRP.YZO1Gra2EbrQYI1QY}HJYOPd1Q\2
NiYE[12K2R1QY2.2^K•e2bm1QT[]122bŠ1QTŠXNiYTWYbr1Q
HRYV12]K(RG•Y2NiY2‚_1S _1P•Y2WGRKSX1QY|X2Y2{sNiYE[12
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Chương 2: Cơ sở lý thuyết
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Chương 2: Cơ sở lý thuyết
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M(Z_1S80¶SY_P_y>U
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Y2[12Hbr1QXYZ[j1QLGR12w1QKLYO2H,YY2WGO1s1Ei1XhO12
2R12HKRsE•QXYZ[d1Q•Y2WEbr2RG„1Q
XYZ[d1QMHG_1Y_ZK1Gy(UEPJ120YZ1QY2Xd1Q\S.Yx1
YyE•GR12w1QKLYO011QbcYVKhiKYZ01Q*S1Qy2‡1Q2112b2„
TV12yY2R12Ya2yHRY2[12Hbr1Q
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36 ž Ÿ! //(
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2‚_1S _1PY2bg1Q?\G,1HI11RN
362 X898?9š_
+PP_Z1QGRK*YhŽY2,Y2wa2YZ01Q1Q2O1{E[12Ya12HFYVK2W2R12H
1QbcYOPd1QŽY2,Y1RNEbrE…TJYS€PL1QYZ01QHJYiY2[EWY2IKP„•
hi1X12`1yY2XE*HR1FKY1(RhŽY2,Y1RNEbrh2Ni1h2a2S€PL1QYZ01Q

X1Q2O1{QXYZ[h2X22R1QYi,1Y2_0Kj2V12\G•Y2NiY2‚_1S
_1P  M_1QG_Zy  ===«  _1QG_Z  HR  _N10GPSy  ==l«  +SY0Hhy  ==l«  +1y  >>«
_N10GPSy  ==«  (Z_11P  0¶SY_P_y  >«  ¸1S1hy  > >«  ¸00PZ¶¶  HR
ZPGy==kUŽY2,Y+PP_Z1QEbrT†YEDTŠ_GGNM=llUyK*Y12R1Q2O1
{Y`KG•YZ[GJ
_GGNEq2XYYZW1K*YG•Y2NiY21QEWQ]Y2a2HRP.E0X1YZ]1Q2JKX12`1
+•Y2NiY1RNEqE•1QQ•20S.Yi1T*HFQ]Y2a212,1Y2{HR1FKY1yHm
2{1QK12Z•1QK*YY,2rXsNYZV121*T*12b12w1Q•1Q2ªy2V12]12HRf
YZ42[YZX212JKEFh2W12R12H
1hG_M=klUEq2XYYZW1hŽY2,YGPP_Z1Q12bK*Y2bg1QYJ1EWYZN,2J
Y21QQXYZ[X12`1\Y}1QX12`1Z01QYiY2[YO1KF1HRE…TJYGRYZ01QGª12
H.HF2R12H\1QbcYOPd1QyYK1M=¦>U2XYYZW12bg1Q2X2WTiY
HF  12,1  Y2{  Q GR  G•  Y2NiY  2‚  _1S _1P  d1Q  2XY  YZW1  Hm  _N10GPS
M_N10GPSHRYK1y=¦¦Uy2vTi1•YbŠ1Q{1QPL1QGPP_Z1QYZ01QYiY2[2_0
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Chương 2: Cơ sở lý thuyết
s11JK\2yXS]12^KEbrKHRYOY2LTŠHV1•EPJ1K*YEFQV
E•20K1Qbc
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Laddering là một phương pháp phỏng vấn sâu, hình thức kỹ thuật phỏng vấn 1-1,
được sử dụng để xây dựng hiểu biết làm thế nào người tiêu dùng chuyển đổi các thuộc
tính của sản phẩm vào các kết nối đến cá nhân người dùng theo lý thuyết chuỗi
Means-end.
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2N2`1TJYY2bg1Q2J6S]12^K}E•y+PP_Z1QS€PL1QK*Y2‚X`2|

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TJYXS]12^KLYOXTbmEDYO11RNGREW2|1QbcYZ]GcHFXE…
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K*YYZbc1Q2TV12Y2bc1QGRQV°Œy1QbcEbr2|1QHf1YZ]Gc‹X0HO1YZbc1Q
1I1Qh2i•2NO1Kj1PN2YY2g1Œ(,Ny2NO1Kj1GRK*YY2*Ya12\
P[2HL1RNFE•20Y2fNZ•1Q•Y2WQ212,1Y2OKK*YSY2*Ya12Y}`2|
EDYO1ZxY}E•GO12JEi1hiYs]HRQXYZ[X12`1
2_0_N10GPSHRYK1M=¦¦U12w1QY2j1QY1EDYO11RN•Y2WY2EbrY2_0
TX2
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2J6S]12^KZO1QTJYEbr1Qbc2|1QHf1EbZHR1QbcYZ]GcEbr
NOD2ˆZS.Q1Q12HRh2X12KR2YZ01QSE••GO1s1Ei1
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hŽY2,Y1RNy1Qbc2|1QHf1EbZK*YY2bg1Q2J6S]12^KHR1QbcYZ]
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