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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.
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Tại giai đoạn này, công cụ hữu ích để xác định được điều này, như phân tích chuỗi
Means-end, đây cũng là công cụ được sinh viên áp dụng để tìm hiểu được thương hiệu
bia Saigon Special đại diện cho điều gì.
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Chương 2: Cơ sở lý thuyết
LEa2\QE01GRsử dụng tất cả các nghiên cứu marketing, thương hiệu,
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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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+•P0yđó 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.
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“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.”
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(Nguồn: www.anpad.org.br/bar)
36 ž Ÿ! //(
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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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