Một số kiến nghị đối với việc xây dựng chiến lược bảo vệ thương hiệu cho cà phê có xuất xứ từ Buôn Ma Thuột khi tham gia thị trường quốc tế .

Bản thảo đề án môn học chuyên ngành
Một số kiến nghị đối với việc xây dựng chiến lược bảo vệ thương hiệu cho
cà phê có xuất xứ từ Buôn Ma Thuột khi tham gia thị trường quốc tế .
GVHD: Nguyễn Quang Dũng


!"#$%&''
Mục lục
Việc đánh mất thương hiệu của cà phê Buôn Ma Thuột tại thị trường
Trung Quốc là một sự nhắc nhở các thương hiệu Việt Nam, là bài học về
bảo vệ tài sản trí tuệ cho các doanh nghiệp Việt Nam. Vì vậy ngoài việc xây
dựng thương hiệu thì việc bảo vệ thương hiệu cũng là một vấn đề hết sức
quan trọng và cần thiết
Mỹ vẫn là thị trường xuất khẩu cà phê lớn nhất của VN
- Thứ nhất, Hiệp hội Cà phê Buôn Ma Thuột đã được thành lập 17
Thứ 3, Đã tổ chức 3 lần Lễ hội cà phê Buôn Ma Thuột: Cơ hội của cà phê
Việt18
I. Lời mở đầu :
Lí do chọn đề tài :
()*+,-.)/0.1203,4540
(678"9:;<080=+>46"/0?0=0*0<(
2@()*+1<(2A26!014
B0C6D0E0D<(2FBC1(GFBC0D20
<(26!H6*F"9I20=+C4540(@
AAF6B9(24J263FKDL@
MNO1<(0A2BF540"H204J
20P ,0=QMM6!B6MR6,0)3
$/0@D943>6.(C6,<(0=4J2
45)/0.1+$/0>45SF:>F0=4J2
T0.6.OUV@
Việc đánh mất thương hiệu của cà phê Buôn Ma Thuột tại thị trường

Trung Quốc là một sự nhắc nhở các thương hiệu Việt Nam, là bài học về bảo
vệ tài sản trí tuệ cho các doanh nghiệp Việt Nam. Vì vậy ngoài việc xây dựng
thương hiệu thì việc bảo vệ thương hiệu cũng là một vấn đề hết sức quan trọng
và cần thiết.
W0I>>I<(646>Một số kiến nghị đối với việc xây
dựng chiến lược bảo vệ thương hiệu cho cà phê có xuất xứ từ Buôn Ma Thuột
khi tham gia thị trường quốc tế .
Phạm vi, đối tượng nghiên cứu: - Đối tượng nghiên cứu:
+ A20SW<HB9(24J2
X#0DSFSYZP ,
[ Phạm vi nghiên cứu: 450(40)/0.
Mục tiêu nghiên cứu : 0J"3WI0H0C0=#P ,
6764,"/9*\0(20SW<HB9(24J20
0D]/0SFSYZP ,@
Kết cấu:
^@ 536_
^^@ ,`6
^^^@ a.>-
^A@ `80>29(
N
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Chương 1: Tổng quan về cà phê có xuất xứ Buôn Ma Thuột và môi trường
kinh doanh
1.1Tổng quan về cà phê có xuất xứ Buôn Ma Thuột
1.1.1 Lịch sử hình thành và phát triển của thương hiệu Cà phê có xuất xứ
Buôn Ma Thuột
#P ,>,(G4J2b.0=0
A264c0]0(P ,1,0(,0
dWA2@
#W0<-(A2*"TZM&eV),"/

>80Z"45f*16_>/00gT0(hhiB0V64c0
]j2C0*050*(3,"/QIBk0"6D
*7<_(W6B,140(6.109)
<.(3A20D0b.((
4016]5k,d6<(C40
P ,@A>c.>,d6F6lBmn10DG4.6o0
462H10(P ,G>J0W0
"43/10?C(C00F>4c0(14J*0B2"(
d6F*0@#I"H*0B26D>./).6>c.0C
0=0P ,J6W6!"3pW67p0=
0(dWD1A2D016o0B2>6/0
  /  T0(hh  (B"V@
1B0CG>c.H10E0_67>C./>0"j0=
0kk1B36W0E>W/D_><.0=0
P ,@Z>0M<?670:BSW0.W10*0
*7*(f*6!"-d6F0DG
."Y0)R*0D7*08080I)/0140.>6FZ
664c0-6>>(C6F/F.1FI0c0(2030*06]
6]0W02@:00gT0(hhB0V>G>(C0W
64c0  64  (  ]  j  2  6_    C  P    ,@
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0.B.186>C2Y5@#W0P ,@]
d6F/1I-I0c136,0(ZqOO[OOr6!0("9:2
5("H(6c0=0*00f*@#*0SCf*>0BF5
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t@A+.14B90=W0=f*).66_436]

6  3  P    ,@
.M'%1b<2I003kkT-0=.3H0P
,V6!>6.N@%O6YY4(0940u(6DU<2I0>
00g1%%U0/10?>C>0I@A0*062Hd
c164c0]0M"D0/0F>4c00M>1I0
40C>10F>4c406-6F64c040,3*,"/40
#Wt@
15v<(B2Q"k*7C0W00g1>9
6*7M"F10*00=6]6f*>_>4c07"]>(C0
/T00g0Q0?(9U<2I0V1M"F0(10F>4cJ
(J@#I+-0/(B"164c00w>w0)-x16!3
0W00=>H03d6FP ,B39MI0
62H10F>4c2)9.0(0=D@SF:04
14)0(645<>01C0P ,6!6.64c0
)/0.45H0"H4n,0F>4c
4JJ(0=D@
9D1Qkk6!")W*7"9
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*0d0>c.6o04H<./0D0=D@
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k0=4J6_4]1W0,!(W<W1Z6DBk6_
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0.  &zU  <2  I0    &'U  "9  >4c  0    (  Q@
AB</I0>E2JeOM0=4?<W
]0J6W10P ,6!,6=0*0./BG
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T*"9:0M0.%U{`f&UbC0SF
:0=QV@"9:0/(B"6!3B74c>H

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1.1.2 Đặc điểm của Café Buôn Ma Thuột
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Bảng 1 : TÌNH HÌNH SẢN XUẤT VÀ XUẤT KHẨU CÀ PHÊ TRONG 5 VỤ
CÀ PHÊ 2005/06 ĐẾN 2009/10
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NOOe;O& @Oee@OO' N@O&e@OO'@Oe& @'%e1O
NOO&;O' @zO@eze @ee@'q&@ze @%O1O
NOO';O @e@N @zz%@Nz@qN @q%z1'
 ( Nguồn: Sở kế hoạch & đầu tư tỉnh Đắk Lắk)
Các yếu tố ảnh hưởng tới cây cà phê ở Buôn Ma Thuột
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0(dZ0=

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] 3     0(  zOO  €  N@OO  1  >4c  4 0_  %OO  €  @'OO  @
X#/4D:126,Nq€NzO#1I0*"*H0SC.145
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N@OO@
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.kG‚-0M"D0"ƒ0D>0W0}1"W
B219M"F_w10*0‚-0JB9
Q01C(*1(C0600(170w0*lC7
w1„y/014>0H0v)w1D).6M"F0+0
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1.1.3 Khách hàng ( thị trường ) hiện tại của cà phê xuất xứ Buôn Ma
Thuột
Bảng 2 : Nhập khẩu cà phê ở một số nước
(triệu bao, mỗi bao có trọng lượng 60kg)
$/0 8NOO';NOO 8NOO;NO
†•[Ne qqqN qzee
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i> NOO NOO
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8‚ &O 'OO
|$/0 ze eO
f> OO zOO
>" NO NO
Nguồn: USDA
[ Các khách hàng, thị trường chính:
Trị giá cà phê xuất khẩu 2 tháng năm 2012: 313685 tấn tương đương với
639568.139 nghìn USD.
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[ Mỹ vẫn là thị trường xuất khẩu cà phê lớn nhất của VN
‡F:00=A2(MNO406CY00(x>80N1ex•`
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,"/45*06!0(FY0M434J6/4PQTM'N1&U
>4cMFB*(MV|TMqz1qU"/>4c
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- Trung quốc: (GM_6W145$/060DS40(
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A<W"/x451$/0H0"H>,45M0(
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|2,0A2<HB*((4J>1$/0"ƒ>,(
G450=>H00(SF:0A2@
|2$/0[,(45450SF:0=A2
[ Thị trường tiềm năng:
|$/0>45M0(SF:0A2

|2A26GIY%(0*040SF:0"|
$/0T"Pm>#(>(BV10.xwq1U(bC0-
:00=|$/04ˆ>40#W‰<F("/O400D
C0SF:0>F(|$/0@|$/0>,45
M0(SF:00=A2@45|$/00I0
/0Y086!M(0*0M_6WTMNOO&M
q1&U1MNOOM%1U1O*6_MNOMe%1UV@
o0<d-4J20A2ˆ0464c045|$/0
B.6.+6_0-:ZA264c0"j<8>>2
0.B.0(0*0"9:04J2|$/0@#I+-1SW<H
,4J21+900=A2\M045SF:0
:A2(|$/0"ƒ>,(C6,)w0_
.2@
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1.2 Môi trường kinh doanh cuả cà phê có xuất xứ từ Buôn Ma Thuột
1.2.1 Môi trường vĩ mô
1.2.1.1 kinh tế:
45SF:0.B.6,Cr((450
(400D943@A2>,(G40"9SF0
>0=.40_<d0(40>C6*7@
f_>"9>4c"9SF0Q-67SF:@
450A2(GM)6!0DGB40*
74cB-0"9>4c"9SFSF:1*SF:1@@@M
0Du6DD("H*700=.0940@#W02
>WM.80*7(4"9SF(*808<d(
40SF:@
MNON1/>4cSF:0406C_12F*
JNx•`@D>GF0A2B9<H
B*(45"90=P,2*7Z64

()R^A;NO@4-1"(1N2F*N1ex•`0=SF
:0(MNO+>4c0SF:(MNON0=A2
"ƒFJOO@OOOF1(6D1C00E9(9eOO2
•`@
(6D1<(9430=5.BF>c>0("WB2M1"9
>4c"893,"/H0"9SF0b0Y00)/0.^#Š
<HB*(1b"9>4c0(0_(8NO;N9S/Y0
N&1z2B(+%%12B(0=8NOO[NO@
4-1b"9>4c0(0_(MNON"(MNO"ƒ0D
Y09%1qU1,x>24J6/0(0(,SF:"940

1.2.1.2 Luật pháp:
[|2(0*0MB9*>R0=A20D*2
4J2@(,0*06J9F14J20D7>BFv0*+64c0
k>"9:(o0<08\>0(064c0-B.<<
*0B20*0"9:0d>(C@D0D7B(]!2D1
4JC1SFSYD10Q<ˆ6>R@
[!2D><F2<d67WB2(*1<080=0*0b
0Y010*W*0Tq1-3GI2NOOV@
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&
[4JC>w0=b0Y010*W<d((C6,<(
67WB20=7<(w6D0=7<(*0(
0d>‹H0H0<(Tq1-3GI2NOOV@
[#Q<ˆ6>R><F2<d670Q"9:0D]/0ZH016
4J1d>!b)/0087Tq1-3GI2NOOV@
[‡FSYD>40(o0d>!bJ"9SF(B,
D(o0JH0206(C0.B.0JB90/0d6/D(
45c0D40(o0d>!b()*+"9SF6D
T%16&';NOOz;[#f%O;';NOOz!DV@

[=806MRB9(,4J2(40W(0*0)6C-3
GI2NOO0*0MB90D>)
[=806MR4J240(64c0H02(0*0640)/0
.0D>)A2>(o0@|2A26!
0IY030=(940 <<64 <<@`(
6D1<(2A20D76MR!2B9(,30*0406!>
0=(940(o064@
4J20QIK"/0?L6/}<(2
D0?>"90=)/0@|21#I=0DF<H*}c0*0
<(2SW<HB9(,4J2451\W0(I
0C0=0*0<(216]5*7.)/0@1
0*0<H*0=#I=0QI}c@769B9()>c0=+1
0?0*0(*0<(290=6,B\0*0.
6MRB9(,0(4J20=+@
1.2.1.3 Văn hóa: rMD045A2
|4J06-66!3),0("/}0=
45<WA2@H.0=0A2723rMD(0*0
43Y00*0>C0=45A2@#*6M6k16_6-B6_
>4n1d4JCW1d6F>lB*00.0(459
FW@@@0Y4.06(>?45A2,0*06\kŒ
@
45A20D(0*043Y00F1w0(0
>Y0/10D*0<80/B]=445 ‚43Y0
0h4,YMDW"43@]B*00h1ZF
Z8lZ6w0B*(1C01?020dBCBg10d6/*0>
M1]>2010?67"ˆ0,0"/10(451„
'
'
1.2.1.4 Công nghệ - kĩ thuật chế biến cà phê:
A2}MSF:T‡aV1[1N2F016YYN

.‡aT"Pm>V14H0.0(F1_."9:00=
40SF>0=.1Y00QB*3<CW@#I66!
.0(4500=40>8,0(GB.6,0=
45.1047*SF0EFF@~W0.B.1.
SF100Q64c0N@OOO•`;F14.0.B.0?1*
0D7>z@OOO•`;F@#*0<(2FB.614<(/6_
4>1>!"F0(04>64c0@.400D0J0.0I"*00(
/>!"Fc>R+0*0<(2"ƒ>564c0ZWL@
1.2.2 Các đối thủ cạnh tranh chính :
A266Y6_."9SF[SF:0/Y
F090*0>(C014I6D04H0"Hb6B3'&U>4c0
SF:6<4<C>210*00:(>(CB+
(0*00:0SF:.@(6D16/=0C
0=0A2>0*0045)/004Pm>1^<(""1
#(>(B0*0)/030W ‚>@
Bảng 3: Top 10 nước xuất khẩu cà phê lớn nhất thế giới (Nghìn bao)
a/>4c}B(zOTA8(C00Bk6_Z*OM
.0(*'M"145*(G*dg@V
$/0 8NOO';NOO 8NOO;NO
Pm> N'O&O %NOOO
A2 z&O z&qO
#(>(B e&O &eO
<(" eeN &OO
{> qOO %&O
f %O %'OO
|(<" %OO %zOO
•, %e %qOO
S0( Nez N&OO
•< Ne NeOO


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O
 Nguồn: Bộ Nông nghiệp Mỹ
1.2.2.1Braxin
‡F:0Pm>MNO6C&1eQ•`
(|,6]0*0SF:0CT#0hV1SF:0C104
0=Pm>(*N;NO€40"9SF06Y6_.€6C
N1z2B( TB(ŽzOV19"(%12 B(6C 64c0(*
N;NOO@
b>4c0SF:0=Pm>(MNO6C%O12B(1M"(
N'1e2B(MNOO64C0SF:0>&1eQ•`M"(
1eQ•`MNOO@
1.2.2.2 Indonesia
.9("*6/e"9SFSF:0
6_0=^6S1!P>((B<H.(MNON"9>4c0
0=p)/0C69(p0D76CO2B(T>(CzO;B(V1Y00(F(
%M0(J<HB*('12B(0=A(>0h1,6J0=†`•• 
|(><"<@406D1(MNO1"9>4c00=^6S6C&1%
2B(@
1.2.2.3 Thương hiệu cà phê Colombia
#(>(B2>"9SF0B0>Y."PS1
46Y"/"9>4c0B0"C0@
(A^i†9>4c00=#(>(B6!9S/e1&2B(
TzO;B(V(MNO19NU"(MNOO>M]2F(
J%-x@‡F:0C0=#(>(B9U(MNOS/
Y0e1e%2B("(MNOO@6(<H.b"9>4c>&16.
'12B((MNON"(.80B9430=4@

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Chương 2: Thực trạng xây dựng chiến lược bảo vệ thương hiệu

2.1 Đặc điểm thương hiệu café xuất xứ từ Buôn Ma Thuột
2.1.1 Các nhân tố nền tảng :
)/01d>!b.6"j<8G"9:0D
SFSYZA24_4004SW<H64c0G4J
2s6B9"k0.A2
N@@@o0I4J20=#hrP ,
A0*062Hdc164c0]0M"D0/0F>4c0
0M>1I040C>10F>4c406-6F64c04
0,3*,"/40#Wt@
JOM0DoCA216.06!3oSF
:0D*Y">C(@b.10F>4c1C0P ,
6!08064c045"623J&O)/0@
[as64J2AB</2I0>E
J,.x10P ,6!,80*0./BG0
s6IG0k0(>?450k.@9
:0(B"6!3B74c>H(0=QkkD
016<P ,D(B/09,-.)/0.@
[|+94J2P ,>==00=A2@
0SFSYP ,>4J20(0Q<ˆ6>I>F
(094016C<20(0A21k06.#A2>45
k06.0SFSYP ,@
aD6.0W0A2976.Gd>2CW
4k >TkV1k|Ta(V1#4T{V„6o0
B2>P ,[kM1KHL0~(B"SF:6Y6_.
@
A6o067b4n6F6lBm136,0((9OO[zOO"(
oB70dI-*‘41WFdc0W0
~(B")MM10~(B"36W6!3<.@I
0F00=0W0D>4c0hhC16-1I0
"(}d6F>C6.}*0@#D6D>-0=BJ1<_

(o0    0=  01  0E  0D    >    0=  k1  D  0(  „@
#0DoCP ,(9qOM6<30.0
0=]0CA2@k06.0P ,145
N
N
k06."D"*0**6-4JFWJ>Z@#
3P ,_40F10D(o00DFIBkE
0/067C(@A+.>03P ,450D6
6o0@40(0Z45)/0D7BK"L+>4c
0hh0(J"(0*0d*0@
2.1.1.2Giá trị cốt lõi và niềm tin:
’.0F>4c4J6o046!C(<.0P
,["9:"9SF:0=>H00=Q`0E40=
A2@Y0CHW6DD_644J2#P ,
3"9)/0G*6o0B2@
#[P ,08000<d(0_B\
4J6,06*(0F>4c29(@46Dˆ>_1)/0
*00E0D7>64c01-0I/J@{*M(*_0[
64c06DD*7BI).4JH0"HC(*0B2@#[
A2().E@D0*0*01B*-6!64c0
wEW0(*5>(6,.*M(*6o0d0=k
k@
.C0[P ,>67Bk6_->c0(+
*7S0D7Z2/0*010.B.SF:
20D@#I6_40D0J,9B59C_"“0D@a.Y0
I0>‚Z2"9SF0[M9M00=+ˆ
.@Z6D1W72?0.>4c0(6*Y0_
YD0FB*0B.6bI-0=d6,>H0."*B
G@
 9:0/>…aJ]"*C(TJ<-]M>4c1

]M>4c36,I!(1I0I09M4<"*C(6
6.G00(B9W16+1S!,@@@V
Đặc điểm sản phẩm
[#F>4c"9:0P ,ˆ>64c06**>0D0F
>4c0(F0D4J6o04F64c0W,0*0
S  0    6*  *  0(@
[o0I"9:(0J0F0W]3P ,10D6=0*0>(0
%
%
400g10/10I464c0],!F>0
/@
+ #0g>w(.A20=>(00DT(w0>
0(hhB0V<(>(00D>*l10W4567F/0W0g,
>(0W02bB.3A2@W>>(0D*.F(
"/0*0>(0W0@#0g0.zU0*0"9:0(.@
P">#(>(B>40SF:0I>(C010F>4c0
0=w0E64c06**0(F@#*040SF:*0]0D†(1
S0(1{>1|(<"1f1•,@
4500g64c06**0(J0/T0(hh0(
0(hh(B"V+0D4JJ(0YI>4c0hhJ@ ,
B(00gTzOV450D*0(FN>_,B(0/@A2>
40SF:0>Y.40=.>0/@
X#/T<*_Coffea canephora(o0Coffea robustaV>
0W)wY(0*0>(0@a(9%'U0*0"9:0
64c0"9SFZ>(C0@40SF:0/>F.
>A2@#/0Y>4c0hh0(J0D4J
.B\00g1<(-64c06**FJ@{*,B(0/
450QB\,j"(00g@
X#I45c0=450Wt10*0>(C0?
(0Wt450DQ>20I450D06o0

4@
[   fW  >(C  "9  :    #    >      <8  (  6D
X|<86/*00D0_<d045S@#
  4  ,  Y0  /    7  .    @
X|dY6/*045S/010_
/045BF0c@
[a*w>0=0P ,
+ _)/01_)/0.@
+ aZ"*C(16,*@
+ C(**7BG@
q
q
Giá trị niềm tin:- #>0(./6ŒJ@
- #>M>4c0(.Y0@
[#6>C"H"*C(1?*7BG0(W>(C@
2.1.2 : Chiến lược định vị của cà phê xuất xứ Buôn Ma Thuột trên thị
trường:
p$>H0p0[A2"ƒ64c0W>>_"9:0[
.09.>R*7("*B9"k0<W,0
80 C(<H4J2106:*7BG*
.*MD; 4o03,("9:0=
)/0,-"WJ45)/0.1s6I)w
0=0A2(0.@
7"9:03B74c>H(0=Qkk
D01d6<P ,D(B/09,-.
)/0.„|2Q`0D)67"9SF09(0I
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>4cu*70k*7.[S!,1<>0[B9(2
45u$(C09<2I006.MNO1(Qb6ZqO
6.O16:CW0MM"FB+)_6C%OC;u6

"9>4c6CqOO@OOOFua.I045]0(4BGu
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0*0]S0u0.B.1B9()918"9:6:C20*
<802u0E0/3,451BC1W0(*
B*6/*0>W<uM045*+>.GLB/L
40[(w0[<(2L„
ZG)676D0,B</I0>E
2_.x0=4?<W]0J6W10P ,
6!16"ƒ,86=0*0./BG0s6IG
0k0("9SF(*0=Qkk10E44J2K0
P ,L4JB.>@
2.2: Thực trạng xây dựng chiến lược bảo vệ thương hiệu cà phê xuất xứ Buôn
Ma Thuột
2.2.1 Bảo vệ thông qua rào cản pháp lí( bảo hộ ):
#Q<ˆ6>R0P ,6!64c0#803GI2TP,a|[
#V0F6MBCB9(,CA20(Qk0k0(MNOO146.
D64c06MR!2D,R0(.@


#I"H>…>0=Q”k0k0•!C(0J,0(<(2$/0
SWC4J2BW59/0"Y06?>C4J2@
ZMNOO1•P`Qkk6!0(rSW<H]"JB9(,
wSFSY0P ,64c0#803GI2A2$.
6"/&Ozq;O;NOO10F0Y-6MBC"/OOOq10-B9(,
)/00Q<ˆ6>R0P ,6/"9:0W
(B"6B@
2.2.2 Bảo vệ thông qua rào cản kĩ thuật:
+ Tên thương hiệu: |21+CC(<0P ,<
>1F>(>‹H0"9SF10.B.0B,30*064J(
Qk0k0@9:64c0,<<64(45k0k0

8w0P ,@
+ Chưa thiết lập được hệ thống thông tin phản hồi và cảnh báo xâm phạm thương
hiệu: +C9*ˆ>45D*21Sj
>I1 6o0B2>6!67,b0Y00=$/06MI0Q<ˆ6>I
45$/0@
+ Công nghệ và dây chuyền sản xuất chưa có sự khác biệt vẫn còn rất lạc hậu: 2
C0SF:0=.ˆ<4<C104-<8*7(
<264c0"9:
2.2.3 Bảo vệ thông qua rào cản kinh tế và tâm lí:
+ Mở rộng hệ thống phân phối và bán lẻ: 20SFSYZP 
,6!SF:"J&O)/0.60D0.>4c0"ƒ*
713,C(0_@
+ Tăng cường quan hệ khách hàng, cung cấp thông tin đầy đủ về hàng hóa và
doanh nghiệp, tạo sự thân thiện với khách hàng: 2C0SFSYP 
,ˆ040D6_6="9:0(*01*0ˆ
6(+C.1W+C_>ˆ!214J
21+C9*ˆD*21„@
+ Duy trì và nâng cao chất lượng hàng hóa chất lượng phục vụ: o0<d0F>4c
0264c06**(>(C/F.4<(W
(C00.B.04W=(0:0F>4c0SFSY
P ,45ˆ0464c06**0(1044JSY
M0=D@A0SF:0=.ˆ<4<C0>
>26_(0(0*0!0b.*0@
z
z
+ Rà soát thị trường để phát hiện hàng giả, hàng nhái: 2C2/71
)9>I45040D"HCBr0IS*0(20*29
*1+C91*1r0F>4c,
45(40!2>0P ,ˆ45SS9
@

2.3 : Đánh giá hoạt động xây dựng và bảo vệ thương hiệu của Café Buôn Ma
Thuột
2.3.1 : Những điểm đã đạt được trong việc xây dựng và bảo vệ thương hiệu:
[YF1 Hiệp hội Cà phê Buôn Ma Thuột6!64c0>-
806I0w6,0=|2,>B9(2)>c0=,(0*0)2
)9>R200F)"j<8{F0Y-)"j<80Q<ˆ6
>R0P ,@ |2,#P ,>b0Y0S!,
21>c-1-c6C<20(0*0*W7W"9SF1
0.B.1<(0W"j<80W0Q<ˆ6>RP
,@4c0>-0J"3H2\/c0D2)90*0
(C6,)9>R1"9SF1<(0W~(B"1*70Q<ˆ6
>R#P ,45(40(40@
|2,>0_/G0*0b0Y010*W1,40u9*W
412w0=,10d0J)40(20)9
>R1*70Q<ˆ6>R#P ,1640*00=4J0I
"*010*0MB9*),>6/4c@
(+C,>_YF6!B_P0D28720
H02)0.)9>R#Q<ˆ6>R0P ,16]57
0F>4c"9:04J20P ,@
[Y1W(<00P ,65\.>-
,45(<06F*-100(0*0b0Y0"9SF1
<(10.B.180(40)/0.@0J"36DM045"H
)9>R0=401SW<H4J20(0A1k."9SF
451k080GC0.((C6,<(SF:
/@
{`0P ,>45(<0B*(
B*("(vC@ B*(>(<0B*45
(>2K(0*(0L120(<01R.H02c6]
<,0*0>80(,(95k1I(@#?6/
45B*("1c6]B*64c0R.14

20(964c0H02"6D(0*0vC@
e
e
{`0P ,Z>45"J0F1Z>45Y
0F@–45"J0F1G(<0B*"9:0=45"9SF>_
6_64c064((<01+c6]=@/
45Y0FT<0((<0vCV1G(<00D7B*
>C)Zc6]=TBB*>Cc6]0(45
*0V@‹>{`0P ,8080(0945"9SF
45<(18@
[ Y%1!b0Y0%>_,0P ,#J,0=0
A2
,0P ,>_%64c0b0Y0ZN6.;%;NOCfP
,1QMM806I0)9B*"W,SFSY6>R14J
20P ,1)9B*+9,d6F(C1
B9"k0MD<W,01d6F3]0=R43>JSW<HK=
=0(0_L@
,048064o03,("9
:0=)/0s6I)w0=0A2(
0.@
2.3.2 Hạn chế, tồn tại trong việc thực hiện các hoạt động xây dựng và bảo
vệ thương hiệu của Café Buôn Ma Thuột
[(GM)1SF:00=k0k0D40
D0>Br*+"9:0.0Y0Q0Q<ˆ6>R@
MNOO1#803GI2TH0,0P,a(w0#2V6!0
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|J&OM406W1G0W06_6!64c0]0(
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#`P ,@`H*0E"ƒ-0Y451
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w0P ,@
($/0 T3a(w0#2k0k0V16!6.>0

6MRB9(,#`0(090S0B,P ,67
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6,6_0J>B.<C45WGB.6,FF45
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P ,C(0_(|2/ <<[2/6MR)/0
.!264c0C(B3640)/0.>l40 <<6M
R)/0.!2D64 <<>)6.l40
<<T64c0)M'&'0D2>H0Z[N[''%V@
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()*Y1,"/<(2A26!BF"9I20=
+C4540(1+6D0E0Q>"9I20=<(
2@a*0G>_40()*Y1>_6/#Q<ˆ6>R
P ,0(0W+9>"9I20=<(
2(G16W>"9I2<(40>0="3G10=K0L@
4*02087,0b0Y06!64c040())9>R
#Q<ˆ6>RP ,0("9:0W@@
H209430H0"(6/I0=0P 
,45.1.0<>C64c0)"3G6/
!2pP•Š i|•Š•0G$/0ppP•Š i|•Š
#Š••††&'z•>((p<({m(P( (#(hh#(@1<@6!6MR
B9(,6,0)C$/01+
1. Hậu quả chắc chắn:#7SF:0#Q<ˆ6>R
P ,"45$/0@(OM[,(45
450SF:0=A2

2. Hậu quả có thể: D>1.{m(P( (#(hh#(@1<@"j
<8)4z*6/!2()60=#40f"67
*7!2"450=0*0)/0>0=
#40f"T"/>4c0*0)/0F>1(6D976.|(av
400WtV@ o*01{m(P( (#(hh#(@1<@0E
0D76!"j<8l40 <<6MR)/0.!2D
64>)6.l40 <<67*7!2
4540(@
o*01.#0=$/0043,6MI4J2
P ,"0*040*0+ˆ.0P ,A2
oDM+F<B_>ˆ0P ,p<3p3
$/0@a6D00="ƒBF*0++C_>ˆ@.#
0=$/06MIB9(,!2P ,(0_+S9
+C4JW$/000*0"9SF:
*00=1A23J00F0>20(wSF:
0I0Q<ˆ6>I0=A2@
NO
NO
Chương 3: Một số kiến nghị cho việc xây dựng chiến lược bảo vệ thương hiệu
café Buôn Ma Thuột
’."9:#P ,6!64c0S*06…0Q3
0F>4c6_4J6o04"(064c0]3d
*010?3206!64c00-wSFSYB9(,()/0@
P9(2"9"3GI264c00(>B406_()*+
<(1SF:1W-4540(@
3.1Xây dựng hệ thống các yếu tố nhằm gia tăng giá trị, hình ảnh cho thương
hiệu Café Buôn Ma Thuột.
[ 4J2
\B9(,)>c0I6*0(45"9SF45<d1C(
*M0("9:45(400E445

.1ZMNOO1Q6!6MRB9(,0Q<ˆ6>RT#`VP 
,0("9:0W6!64c0P,a(w0[#26MBC
SFSY1-wSFSYP ,>"9)/0164c0
40B9(,5C(>!b@
‡W<H*70Q<ˆ6>RT#`V0("9:"964c0
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A2@6!S*0>-64c0)B9(,#`0("9:128
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B9(69)"j<8c*0=0*0b0Y010*W0D6=62"j
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[ #,6]"9SF1<(0D"Y0)9>R1*7#`
4c0"H}c0=K#4J+|}c"9I2$/0L1`6!
7H02`H*K|}c*7#`#P ,L@
W><H*67136_0(2064-|(H0@`4"H0=+
0=3a(w0[#21`H*6!.0*0B40.>-2/b
0Y0)9>R0F>4c4JC\*71)9B*#`1C(*
M0("9:0#`P ,@ ,(G,
<6_>>-b0Y0-70*0"9SF<("9:
 #` [ 6D  >  |2 , #   P , TP((#(hh
i""(0(V[\64#`#P ,H0"H3,
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6D0D<(206_0=Q1|2,6b0Y01/
c0D2)90*0(C6,)9>R1"9SF1<(0W~(B"1
*7#`#P ,45((40u
0d0J)40(20)9>R1*7#`#P 
,@W0I>0J,670,6]"9SF1<(T‡a`V0D
.D0*7"9I264J0d43>cZ"9

)R*@—_w0f401){*6/0##|| A
#*O0(B.KA?>,6J"9SF1>0=
|2,#P ,0E>,(G6J64c0•P`
Q0F{F0Y-)"j<8#`P ,0("9:0
W(B"16J"ƒH02/?10Y0M1280E4
*021*020,6]‡a`067D_SW
<H1B9(2*74J2#P ,@G}>H00=
6J(20"9SF00D0Y-7(0:•˜0E
0I>20>087I00H0F67D_ZW0(:
0F#P ,@L
(@+ 1fD{*6/03a|[#1fD#=0|2
,#P ,1#=2`H*K|}c*7#`#
P ,L20)9>R*7#`>,F6‘1
Y0C16?l"H6_4>0"Y01I2151I0E4
"H/c0=B>)@7B9(69I(
2)9()*+H021<H*0Q.ZB40)I
67*<80(,H0l,0d#`@Ad6<,J
OO147I673)l1"6D0J"36*
*b."ƒ3,<_)*<8(d@a`H*
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0I[S!,C64J@-1H0._M>*0=
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N%
N%
0Y-)"j<8#`P ,0("9:0W
~(B"T2>H0%MV1b<2I0&@&Nb"9>4c0
6CNz@OqeF;M@W>G<(206*Y0*00I
"9SF00D*0210D2/)9>R0F>4c6C0:)/0.1
0DI(SF:0@9:00D0Y0Q0F>4c)/0
.0=0*0<(24##kc1##f40
i1#|| A‡aN['„64c000FH0.6.S
6_*0(_F6*45@
[ ôn trọng tiêu chuẩn chất lượng tại mỗi công đoạn làm nên món hàng đó
PFv(T010("1B91]1I645„V120
0.>‹64c045>F6)wF@7>64c066D16?
l"H}>H0ZI@
AI45<W1F><W>0210D45
0(D0=+>0_.14)wJ>20G>F
45@<W9<_>(CBl-)*"9SF<<!67.->
)-)*H*0\G0:0F>4cD(0_
0=*0  ˆ  !10F >4c >21  2 "  45@

H0C6</0>2@|0=6C+wJ
*01,>_FI*0>,>_F45@•I0=
,o>bc0="Hw0:0F>4cC}0

6(C>D6D@Ao)9>R40(207:
9."Y041F6F670DD0F>4c0(1
49>"(670I"9SFCFF€6D0I>F60w
>210w‚-1)+02c>RF@A"0d>9
B.b0Y0"9SF"(0(D64c0(C064c0(0(6/*0
65C160F>4c@#Q0_,W1,H02
6]B,>6=67*.(C08D12,>H0*0@
[ #F>4c450"ƒD_6k0>H00("H*70=4J
2#P ,
7D_C(<H4J2#P ,+RY00,6]
*02F)w1.H0F0I>*<84JY0"9SF
00267W0(0F>4c"9:@P|]>,(
G64J\(d6<#P ,(
M)6!64c040)W0*004J+07((
Nq
Nq
w0021"9SF0"C010BG100D0Y-
45]0.0-.Y0‚-BbI01ZB406b
4JY00*01W0(0F>4c0@|2C1(450W
0=6+1(9z"(00D:0F/10(M"F"9>4c0(1
C(664c00*04J0W/6.@
W0I>.)90=)*+*<8(w0‚-(09C(45
0W(4<ˆ0=0*B,.0E4W0=<H*0
BG@1<Wˆ(l<(2140)W
J6.20F6*094JSY0F>4c"9:1B9(69
d"9SF6745<WH0"HWH02(6)+"9SF1
W0(0F>4c"9:0@
[ a<(2<W-"H>.W0(0F>4c1*
0=0
H0.0=0`20(F040D"Hk.G<(

245<W@45"9SF,B*64c0"9:0=+
6.      SF  :  >  S(1    0?  )  2  +  G@
`(20E-164c0]0Q>(645SF:67+.
>c-@D>,(GW0JB9>9*0=0
`2@j+>C20b0Y0"9SF180=1
F0?BF0-0_)W*(n@
AI45<W1>45H0.>C0>W/
6_).60F>4c0="9:14]I<8w.
0-64c00*0W4JC676_40("9SF9>0(
0E<<1->c@(/0=21("/J
'O@OOO06BQ2,0"3G0=J&O@OO
,@
`2I000=},Z%"(6."(0.JzOU1Zz"(6.
0.J%OU10?ZN3>0Q(9eU@~…162"9SF
lBr14.+45<W<+]>H067*
7"9SF@
|_.w9KM6(LZ810DI0>E676_4"WJ1
(12/41Y<8(w0[‚-("9SF@#D7D1G
DM6D>W.0F>4c0B9(691<ˆ6.*
.0=.b6@
PF0-90*0<(2TH0.>0*0SF:V
-14C"(w0"‘šW><("‹
0_6_41SW<Hd>21wˆ0DD67<(1SF
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