Xây dựng thương hiệu - Nghiên cứu tình huống tại Công ty Thép Thanh Bình

INTERNATIONAL EXECUTIVE MBA PROGRAM
(leMBA)
Chu'cng trinh Cao hoc Quan
trj
kinh
dcanh Qudc tl
BAN
KHOA
LUAN NAY
Ol/aC
NOP CHO
TRL/ONG
DAI HOC IRVINE (MY)
VA
KHOA QUAN
TRj
KINH DOANH HSB
(DAI HOC QU'OC
GIA
HA
NOI)
BAN KHOA LUAN LA
MOT
PHAN BAT BUOC
TRONG
CHU'aNG TRJNH
DAO TAO THAC SY QUAN
TRI
KINH DOANH QUOC
T£

THANG 10. 2006
Phi
duyet
cua
Chinmg trinh
Cao
hgc
quan tri kinh doanh
quoc
ti
Chu
nhi^m chirang
trinh
Toi \ac nhan
ring ban
khda luaii
nay da dap
ixng dugc
cac
yeu
cau cua
mpt
khoa
luan
tot nghiep
thupc chuang
trinh
dko
tao Thac sy Quan tri kinh doanh.
Chii

tich Hoi dbng
Chung
toi,
ky ten
dirdi
day xac nhan rang
chOng t6i
d3 doc loan bo khoa luan nay va cong nhan
ban
khda
luan hoan toan dap
img
c^
tieu chuan cua
mpt
khoa luan Thac
sf
quan tri kinh doanh.
Megh Shettyj
Ciao
vien hirdnK/dan
I
H^
Nguyen
Giio
vien
hudng din
2
Cdc
thanh vien Hoi dong

(Xep
thu tir
ten theo
bAng chij
cai)
M.Ui)£.'.Y /^.6Cc /iw/
hCQ.MM SM.a:)
m Mu£N
.'iM.M.'^.JMO.m
y.isfi.iify.jn
MUC LUC
PHAN 1:
MO
DAU
1.
Su can thiet vd y nghia
ciia
de tdi nghien eiru i
2.
Muc dieh nghien
eiai
de tai ii
3.
Mue lieu de tdi ii
4.
Phircmg
phdp nghien eiru iii
5.
Ket cau cua khda ludn iii
PHAN 2:

NOI
DUNG KHOA LUAN
CHI
ONG
1:
Ca
SO"
ly luan thuong hieu
1.1.
SIJ'CAN
THIET CUA THUONG HIEU 1
1.1.1
-
Vdi khach hdng. ngirdi tieu diing 1
1.1.2-
Vdi cac doanh nghiep 2
1.2.
KHAI NIEM VE THU'ONG HIEU 4
1.2.1
-
Quan diem ve khdi niem thuong hieu 4
1.2.2
- Cae yeu td cdu thdnh
eiia
thuang hieu
6
1.2.3
- Cac yeu edu eo bdn
eiia
mdt thuang hieu 7

1.3.
CAC CHU'C
NANG
CUA THU'ONG
HIEU "
'
8
1.3.1
- Phdn doan thi trudng 8
1.3.2
-
Tao nen su khde biet trong sudt qud trinh phdt trien
eiia
san phdm 8
1.3.3
- Dua sdn pham khac sdu vdo tdm tri khaeh hang 9
1.3.4
- Tao nen djnh hudng va y nghTa eho sdn phdm 9
1.3.5
-
La mdt cam ket
giir
nhd sdn
.xudt
vdi khdch bang 9
1.4.
CAC DAC TiNH CUA THUONG HiEU
" 1
()
1.4.1

-
Thuang hieu ~ nhu mdt sdn phdm
1
1
1.4.2
- Thuong hieu - nhu mdt td ehirc
]
2
1.4.3
-
Thuang hieu
-
nhu mot eon ngudi
12
1.4.4
-
Thuaiig
hieu
-
nhu mdt bieu tugng
13
1.5. GIA TR! THU'ONG HIEU,
SU'
CAN
THIET PHAI XAY
DUNG
VA PHAT TRIEN 14
THU'ONG
HIEU
1.6.

CACBU'OCXAY
DUNG VA
PHAT
TRIEN THUONG HIEU
16
CHUONG
2
Xay dung thirong hieu tai Cong ty thep Thanh Binh H.T.C
2.1.
TONG QUAN MOI
TRU'ONG
VI MO
2 1
2.1.1-
Mdi trudng kinh te. chinh trj, xa hdi Viet Nam (
2001-
2005) 21
2.1.2-
Mdi trirdng edng nghe 22
2.2.
TONGQILIAIN
VENGWIANIMTIHEP
'
o-).
23.
TONG
QUAN VE CONG TY THEP THANH
BJNH
H.T.C 24
2.3.1

- Dae diem va md hinh td ehirc cdng ly 24
2.3.2 - San phdm. ebdt lugng vd gia ed 25
2.3.3 - Tinh hinh eanh tranh
i^.,
2.3.4
-
Tinh hinh phdn phdi \d dich vu 27
2.4 KE HOACH MARKETING CONG TY THEP THANH
BJNH
H.T.C
[imu
2010).
29
2.4.1
- Sir menh eua Cong
t>
Thep Thanh Binh
11.
r.C 29
2.4.2 - Tdm
luae
\e ke hoaeh
markeiinu
^g
2.4.3 - Tom Urge eo hd'
^a
thaeh thire. diem
>eu va
diem
nianh

cua
2^)
Cdng
t\
Thep Thanh Binh H.T.C
2.4.4 - Cac \an de rut ra tir phan
tieh iren
eho ke hoaeh marketing cua 3
I
Cdng
t\
Thep
Thanh
Binh H.T.C
2.4.5 - Muc tieu
ehi^n
luge tir 2006 den 2010 eua Cdng ty Thep Thanh
31
Binh H.T.C
2.4.6 -
Khach
hang muc tieu cua Cdng ty Thep Thanh Binh H.T.C 32
2.5
THtJC
TRANG XAY
DU'NG
THUONG
Hl£U
TAI CONG TY THEP THANH
;^.

BINH H.T.C
2.5.1
-
Khai
quat chung tinh hinh xay dung thuong hieu tai Thanh Binh 33
2.5.2 - Danh gia
thu'c
trang \iec
xa.)'
dung thuong hieu tai Thanh Binh 33
2.5.3 - Chien luge xay dung thuong hieu eua Cdng ty Thep Thanh Binh 37
H.T.C
CHUONG
3:
Cac
gia!
phap thuc hien thanh cong chien
luoc
xay
dirng
thuong hieu
3.1.
CAC
GIAI
PHAP NHAM
XAY
DU'NG
THANH
CONG CHIEN LUOC THUONG
4]

HIEU
3.1.1-
Can xac dinh va nam
wung
dac
diem,
tinh hinh ddi thu eanh tranh 41
3.1.2
- Nam
virng
dac diem tarn ly khach hang va khach hang muc tieu 43
3.1.3
- Ludn dinh hudng dung muc tieu ehien
luge 46
3.1.4
- Xay dung va quang ba sau rdng hinh anh Thanh Binh H.T.C 47
3.1.5-
Thuong xuyen eung cap san pham dam bao chat
lugng
chuan 49
3.1.6
- Nang cao chat lugng dich vu va phuc vu khach hang
51
3.1.7 - Can tap trung thuc hien tdt mot sd ndi dung trong qui trinh
xa\
52
dung va phat trien chien luge thuong hieu
3.1.8
-
Thuang

xuyen kiem
tra,
giam sat qua trinh thuc hien muc tieu
\'t
53
ke hoach ehien luge xay dung phat trien thuang hieu
3.1.9
-
Thanh Binh can ed ke hoaeh hanh dong
phii
hgp 54
3.2.
NHIJNG
HAN
CHH
CUA KHOA LUAN VA HUONG NGHIEN CUU
IIEP
THEO
54
3.3.
KET
LUAN 55
Phani:
Mo dau
1
-
Su
can
thict
cua

nghien
cuu
dc
tai
Chu'a
huo
gid
Thuxmg
hieu
lai tro
thanh
mot ehu de
thai
sir
ma
dtrgc
cac
doanh nghiep.
cae
co-
quan quan
ly nha
nu'dc.
cae
hiep
hoi
quan
tam mot cac dac
biet
nhu

hien
na\.
Da la
doanh
nghiep
ihi
khdng
cd
nidt
doanh nghiep
nao
khdng
bd
edng
sue \a
lien
cua de xa\
dung
du\
iri
va phat trien thuang hieu (trir doanh nghiep chup giat. lira
dao).
Cae doanh nghiep tren
the
gidi
lir lau
da
nhan biet
sau sac
rang thuang hieu

la
phu'ong
lien
ghi
nhan
\a the
hien thanh
qua
c.ua
doanh nghiep.
.no nang .cao
Lgi.th£vcanh_tranh.
va
dem
lai su.phai
trien
ben
vung
eho
doanh nghiep. khdng nhung
the
thuang hieu
la
mgl
tai san
hel
sire
Lo
Ian.
Vi

du nhu
thuang hieu Coca-Cola dugc
djnh
gia 67 ty USD.
Mierosott
-
56.9t\.
IBM-
56
ty.
v\
(.)
Viet
Nam mot so
thuong
hieu cung
da
dugc dinh
gia va
chuyen nhugng. chang
ban
kern
danh rang
Da
Lan
duge hang Colgate
cua My mua lai vdi gia xap
xi
3
trieu

I'SI).*
Xep
hgn\i 10
thuang hieu
ndi
tieng nhdt
the
giai 2006
Xep
hang
2006.
2005
I I
2 2
3 3
4 4
5 5
6 6
7 9
8 7
9 8
10
II
Cdng
ty
Coca-Cola
Microsoft
IBM
GE
Intel

Nokia
Toyota
Disney
McDonald's
Mercedes-Benz
Tru sd
HoaKy
HoaKy
HoaKy
HoaKy
HoaKy
Phan
Lan
Nhat
Ban
Hoa
Ky
HoaKy
Due
Gia tri
thuang hieu (trieu
USD)
2006
67.000
56.926
56,201
48.907
32.319
30.131
27.941

27.848
27.501
21.795
2005
67.525
59.941
53.376
46.996
35.588
26.452
24.837
26.441
26.014
20.006
Ngiidn:
Business
Week/Interbrand
-
Nha
quan
ly sd 38.
8.2006
Mae
dii
vay. vdi
nhieu doanh nghiep trong nude.
\iec tao
dung
va
quan

tii
thuang
hieLi \an
cdn
la
nipt
van de
\a
la va mdi me.
Khdng
it
doanh nghiep
chi
cham
chul
san
xuai
ra
^an
pham
ma ehua khai thac. tham
chi
dc
lang
phi.
mat mat tai san
khdng
Id
\dn cd
da

khdng hoac
elura
xav dinig
duoi:
thu'ang
hieu.
Mot sd
doanh nghiep khae
cjuan
niem
don
giun.
ILSO
dung
thuong
'•' .\:^iidn
Le anh
Cmmg
2003
"Tao
dung va
c/ua/i
iri
finrovg
hieu
-
danh
tiew^
va
h/l

nhiuin ".\'.\'B
Lao
d(h}v udni
2003
hieu
ehi ihuan
tuy la dat eho san pham
mot
cai ten. khdng nhan
thirc
da\
du
du'ge
rang de ed
mot
ihuxrng
hieu ed gia tri thi do la ea mot
i.]Lia
irinh
hen
bi.
\di
nhCrng
no
lire
lien
Uic
\a can
dugc
trg giup bdi cac

phu'ong
phap va ky nang chuyen biet.
(^ua
thire
tien
ciia
nhieu doanh nghiep eho
tha\
\a
co the ndi
xa\
dung
thucTug
hieu tdt thi
kinii
dt)anh
tdt.
f<dt
cue. neu ehimg ta khdng ed thuong hieu
Idn.
thi
se khdng co danh
liong \a Igi
nhuan. khdng the eanh tranh va tham
chi
khdng the ton tai
Xciv
dung
Thu'ong
hieu \ ira ed y

nghia
khoa hoc vira ed y
nghia
thue tue tien rat cao eho doanh
nghiep ndi cluing \
a
cung
nhu'
ddi \di Cdng
t} 'I'hep
Thanh Binh
11.1'.C"
ehimg
idi.
XLUII
phat
lir
nhan thue iren. Tdi
lua
ehgn de lai
"
Xay dung thuong hien - nghien cuu tinh hudng fat Cdng
ty Thep Thanh
Binh HTC
lam khoa luan tdt nghiep chuang trinh cao hoe quan tri kinh doanh
qude
te
eho minh. Vdi mong mudn dugc ap dung nhung kien thue da tiep
ihu
dirge qua khoa

hoe.
ciing
vdi kien thue thu dugc qua thuc te de phan tich va danh gia de xuat
eac
giai phap
trong viee xay dung Thuang hieu eua Cdng tv Thep Thanh Binh H.T.C trong thai gian tai.
nham
giiip
Cdng ty nang cao kha nang eanh tranh trong mdi trudng kinh te hoi
nhiip.
2 - Muc dich nghien cuu de tai
Cung cd va nang cao nhan thue
\c
ly luan thuang hieu ndi chung. dac biet la
\an
dc \a\ dung
du\
Iri
va phat trien
thu'ong
hieu.
Van dung cd hieu qua ly luan vao thue tien. dac biet la ung dung cd hieu qua
\aa
qua trinh
\a\
dung, duy tri va phat trien thuang hieu eho Cdng
t\
Thep thanh Binh
11.
l.C.

3 -
Muc
tieu de tai
Nghien euu lam rd ea sa ly luan ve
ihuang
hieu. ndi dung
xa)
dtrng.
duv tri
pluii
trien
ilurong
hieu.
Nghien euu lam rd thire trang xay dung
thu'ong
hieu cua
C"dng
t\
ihep Ihanh Binli
H.
I
.('.
(
ae giai phap nham nang eao hieu qua
xa\
dung.
du>
iri \a
phal
trien

ihuoiig
hieu lai
(
on-
u
ihep
Ihanh Binh HTC ndi rieng cung
nhu
cae doanh nghiep \'iet Nam
IHM
chunu.
4 -
rhmrn*»pt!3p njiRT^n
cuu
4.1
Phuang phap
chu}
en gia.
tir
van.
lOe
khoa luan dat chat lugng mong mudn khoa luan
su'dung phuxnig
phap
ehu\en
gia
tir
\an
kei
hgp \di khao sat. thu

thap.
phan
tieh
thdng tin sa eiip
\a
thir cap.
4.2 Plurong phap nghien euu. thu thap
dil
lieu qua eac tai lieu.
Tai lieu nghien cuu la ngudn thdng tin \'d
ciing
quan trong.
giiip
eho ban than cd long hgp kien
thue da chieu ve ly luan. tren ea sd de so sanh \a rut ra cae van de trong tam phue vu eho ndi
dung khoa luan.
5 - Ket cuu noi dung khoa luan
Chuong
1:
Co'
so*
ly luan ve
ThuoTig
hieu
1.1
Su can thiol eua thuang hieu.
1.2
Khai niem ve thuang hieu.
1.3
Cac chire nang

tlurcrng
hieu.
1.4
Cae dac tinh
ihiroiig
hieu.
1.5
C/ia
trj thuang hieu.
1.6
Cae
birde
xay dung thuang hieu
Chuong
2:
Tinh
hudng Xay dung Thuong hieu cua Cong ty Thep Thanh
Binh
HTC
2.1 Tdng quan mdi
irudiig vi
md
2.2 Tdng quan nganh thep.
2.3 Tdng quan ve cdng ty thep Thanh Binh HTC
2.4 Ke hoach Marketing
C:dng
ty thep Thanh Binh
IITC
giai doan
2006-2010

2.5 Thue trang xay dung
thuong
hieu tai Cdng
l\
thep Thanh Binh HTC.
Chu'ong 3:
Giiii
phap thuc hien va
ket
luan
3.1
Cac giai phap nham thuc hien thanh cong chien luoc \ay dung thuong
hieu.
3.2
\hung
han
che ciia
khoa luan.
J>3 Ket
luan.
PHAN 2: NOI
1)1 NG
KHOA
LI
AN
•
*
cmoNc;
1:
CO'so

LV
LL
AN
Tni()\(,
UIVA
L
I'
Sir
cdn thief cua
thu'trnq
hieu.
Mot eau hoi that hien nhien. Tai sao thuang hieu lai quan
trgng'.'
Thuang hieu co vai tro gi ma
lam
eho
ehung cd gia
in Idn
nhu vay ddi vdi cac doanh nghiep? Vai trd quan trong cua thuang
hieu ddi vdi ea
khaehihang
lan ban
thdnicac
cdng ty dugc the
Ifiieoitreni nhic:u
khiaicanh.
1.1.
/- Vdi khach hdng,
ngitdi
tien dung

Thuong hieu giup ngudi mua tim kiem nhanh san pham (hang hda.
djeh
vu). giam chi phi thai
gian trong viec mua sam; Thda man ve tam ly trong hanh vi mua sam; Tranh
bj
lira ddi. gian lan
trong mua ban: Cd the dugc dam bao vdi eac dich vu cham sdc sau mua; Xae dinh dia ehi bao
ve quyen
Igi
chinh dang cua minh.
Mdi quan he giua thuang hieu vdi khach hang cd the dugc xem nhu mot kieu cam ket hay giao
keo.
Khach hang dat niem tin va su trung thanh
ciia
minh vao thuang hieu va ngam hieu rang
bang each nao dd thuang hieu se dap lai va mang lai
Igi
ich eho hg. thuc
chat,
cae
Igi
ieh nay
dugc khaeh hang cam nhan mot each rat da dang va phong phu. Cae
thirang
hieu ed the xem
nlur mgl edng eu bieu tugng de khach hang tu khang dinh gia tri ban than. Vi du: Vdi mot sd
ngudi lai mong mudn hinh anh mot thuang nhan nang dong va thanh dat vdi ehiee xe Mercedes
ddi mdi.
Thirang hieu ed the lam giam rui ro khi quyet dinh mua va tieu dimg mot san pham. Cd nhieu
kieu

riii
ro ma khach hang cd the gap phai:
1.
Rui ro
chifc
nang'.
San pham khdng dugc nhu mong mudn.
2.
Rui ro va!
chdl:
San pham de dga
sue
khoe hoae the luc cua
ngLrdi sir
dung hoae nhung
imudi
khac.
3.
Rui ro lai
chinlr.
San pham khdng
nrong xi'rng
\di gia dii
Ira.
4.
Rui ro
xd
hoi:
San pham khdng
phii

hgp vdi van hoa.
tin
ngudng hoae chuan
nurc
dao
dixc
xa hoi.
5.
Rui ro
ic'im
ly:
San pham anh
huong
den sue khoe tinh than eua ngudi su dung.
6. Rui ro
th(ri
gian: San pham khdng nhu mong mudn dan den mat chi phi ca hoi dc
lim
san pham khac.
Mac
dii
khach hang cd nhung
each
khac nhau de
xir
ly
nhCrng
rui ro nay. nhung chae ehan ed
mgl each ma hg se
chgn,

dd la chi mua nhung thuang hieu ndi tieng. nhat la nhung thuang hieu
ma hg da cd
nhCrng
kinh nghiem tdt trong qua
khu.
Vi vay. thuang hieu ed the la mot edng eu
xu ly rui ro rat quan trong.
Tdm lai. vdi khach
hang,
y nghia dae biet cua thuang hieu la cd the lam thay ddi nhan thue va
kinh nghiem cua hg ve eac san pham. San pham gidng het nhau cd the dugc khaeh hang danh
gia khae nhau
tiiy
thude vao
sir
khac biet va uy tin
ciia
thuang hieu hoae cae thude
tinh
eua san
pham. Thuang hieu gdp phan tao ra mot gia trj ca nhan, mot cam giac sang trgng va
dugc
tdn
vinh eho ngudi tieu dung. Thuc te. mot thuang hieu ndi tieng se mang den
eho
khaeh hang mot
gia tri ea nhan nao dd trong edng dong. lam eho ngudi lieu dimg cd cam giac duge sang trgng
hon.
ndi.bat han.,ed danjj.cap-hon.va dirac tdn.vinh.hon.khi
tieu

dunjj.hane,.hoa.manii.thuonL'
hieu da.
1.1.2
Vdi Cdc doanh nghiep
Ddi vdi eac doanh nghiep. thuang hieu ed rat nhieu vai trd quan trgng
nhir:
Cdng tv cd dieu
kien tao dung dugc nhdm khach hang chung
thiiy:
Thuan
Igi
han trong viec ma rdng thi trudng.
md rdng va phat trien eac tuyen san pham. da dang hda eae
loai
hinh san xuat - kinh doanh -
dich
vu.
Ddi vdi doanh nghiep thuang hieu cdn cd mot sd vai trd quan
iigng
sau:
- Tao dung hinh anh doanh nghiep.
dira
san pham vao trong tam tri ngudi lieu dung \a
ihdng
qua da khaeh hang lua ehgn hang hoa bang su cam nhan cua minh:
- Phan doan
thj
trudng. tao su khac biet trong qua trinh phat trien san pham.
- Cam
kt^t

mot tieu chuan hay dang cap chat lugng
eiia
mgl san pham va dap img mong
nuidn
cua khaeh
hang,
giup hg tim
ki^m.
lira ehgn
san pham mot
each
de
dang,
thuan tien.
- Ldng trung thanh vdi thuang hieu cua khach hang eho phep edng ly du bao
va
kiem
soai
thi
trudng.
- Cho phep edng ty bao ve hgp phap nhung dae diem, hinh thue dae trung. rieng ed eua san
pham. ed the
dirge
bao hd doc quyen sd
hiTai iri
tue. dem lai tu
each
hgp phap eho
ngirai
sa huu

thuang hieu. Hon nua. nd tao nen mot rao can, gay khd khan eho cac cdng ly khae mudn xam
nhap thj trudng. ve khia eanh nay, thuong hieu cd the duge coi nhu mot
each
thuc huu hieu de
dam bao
Igi
the eanh tranh.
Trong phan binh
ehgn
thudng nien "Cac cdng ty dugc ngudng md nhat
nude
My" eua minh, tap
ehi
Fortune nam
1996
da tuyen bd rang:
*'Cd
mot ten
tiidi l&n
duae xem
nhit vtl
khi ca ban
trong eanh tranh
*\
Ddi vdi thi
tritang
va
lioat
dong quan ly thi trudng.
Tao mdi trudng canh tranh

lanh
manh. on dinh: Giam thieu \a loai bo nhung hanh vi phi \an
hda trong kinh doanh; Tao thuan
Igi
eho edng lac
id
ehue quan ly thi trudng. xu ly
ihoa
dang
nhung hanh vi eanh tranh khdng lanh manh va gian lan thuang mai: Tao can
cir
eho viec
xav
dung chinh sach
hiru
hieu bao ve quyen
Igi
chinh dang
ciia
cac ben tham gia thj trudng.
Bang
I. I-
I'ai
(ro cua
ihmrng hieu
ddi
vm f<hacli
hang va doanh
ni^hicp
Khach hang

• Xac dinh
nguon goc
xuat
\u
cua san
pham
• Quy
trach nhieni
cho nha san
\uat
san pham
• Giam
ihieu
rui ro trong tieu dimg;
Tiet
kiem chi phi tim kiem
• Khang dinh gia tri ban
than:Yen
tam ve chat lugng
Doanh nghiep
• Cong cu de nhan dien va khac biet hoa san pham
• La phuong tien bao ve
hgp
phap cac
Igi
the va dac diem rieng co cua san
pham
• Khang djnh dang cap chat lugng
truac
khach hang

•
Dira
san pham an sau vao tam tri khach hang
• Nguon goc cua Igi the canh tranh. goc cua Igi nhuan
• Phan doan thj
truang.
tao
su
khac biet trong qua trinh phat trien san pham.
Ngudn: Le Anh Cudng" Tao dung vd quan tri
Thmyng
hieu - danh tieng va
hri
nhuan
NXB Lao dong 2003
1.2
- Khai
niem
ve
tliirong
hieu
1.2.1
- Ouan diem ve khai niem
fhuoti^
hieu
Thuang hieu da xuat hien each day hang the ky vdi y nghia de phan biet hang hda cua
nhii
san
xuat nay vdi hang hda eua nha san xuat khae. Tren cae phuang lien thdng tin dai chung. lai eae
dien dan

eiia
mot sd hdi thao va nhieu tai lieu tham khao khac, chung ta da bat gap nhieu dinh
nghia ve thuat
ngir
" thuang
hieu".
Theo Hiep hdi Marketing Hoa Ky* :
Thuong hieu
la *'nidt
cai
ten,
td
ngCi;
ky
hieu,
bieu
tugng,
hinh ve thief ke, hoac tap hop
cdc
yen td tren nhdm xac dinh
vd
phan biet hdng hda, dich vu
ciia
mot ngudi hoac mdf
nhdm
ngudi ban vdi hdng hda vd dich
vij
cua cdc ddi thu canh tranh
".
Theo chit giai thuat ngu ihuxrng hieu eua Richard

Moore^^^^^
:
'"Thuong
hieu la tdng hap tdt
cd
cue yeu td vat
chat,
tham
my,
ty le vd cam
xuc
cua mot san
pham,
Iwac
mdf dong san pham, bao gdm ban than san pham, ten
ggi,
logo, hinh anh vd mgi
siv
the hien
liinh
anh, dan qua thai gian
duac
tao
divng
rd rdng trong tdm tri khach hdng
nhdm thief lap mot chd dung tai
dd'\
Trong eae van ban phap quy
eiia
Viet nam

ehi
thay tdn tai thuat ngu ' nhan hieu hang hda'.
Trong pham vi de tai khoa luan nay. Tdi quan niem:
Thuang hieu chinh
Id
uv tin cua san
phdnt
dich vu do doanh nghiep cung cap den ngudi lien
dimg vd
Ivnh
anh
vx^
san
plidm.
dich vu hoac doanh nghiep duac
luu
lai trong
ton?
tri ngudi lieu
dimg
thdng qua nhan hieu hdng hod, kieu dang cdng
nghiep,
(en ihuang mai. chi dan dia ly. ten
goi xuat
xii\
hoac cdc yeu
Id
khac nhu doan nhqc. cdu khdu hieu
Xet ve
ban-ehat.

ehucnang:
thuanghreu ctugcxay
dung ehu yeu
nham'giiip'khaehmhang
de'
dang nhan biet duge san pham, qua dd giiip cho doanh nghiep nhan lai duge gia tri edng sue
eiia
minh nhd nd
luc
dap ling nhu cau khach hang.
Ngay nay. khi the gidi tran ngap cae hang hoa va
djch
vu, ngudi lieu dimg tir sang den tdi
khdng biet phai sao chup bao
nliieu
eae thuong hieu vao bd nao lir bao ehi. ti vi. pa nd. ap
phich. td
ro'i
tren dudng. lai ea quan hay a nha. Do
va>.
khi tao dung mat thuong hieu. eae edng
ty can lua ehgn va ket hgp cae yeu td thuang hieu sao eho san pham ed dirge su khae biet. an
tironu.
Idi
eudn va di sau vao tam tri khach
han".
'•'
Le Anh
Cuang'Tao dinig
vu quan tri

ihu-aiig hieu
-
tlanh lieug
vd
h/i
nhuan"
\\B
l.tio
iloirz ndt/i 2l)(l3
'•'*
Richard Moore "
Thmnig
hieu
cidnh
cho
Idnii
duo
". \hd xudl
han
ire -
Tdi han Idn thu L
L2.2
Cdc
yeu
td cdu
thduh
cua
thmrng
hieu
.

Cac
\iw
to thuang hieu eua mot san pham hoae dich vu ed the dugc phap
luat
bao ho
dirdi
dang
la eac ddi lugng
eiia
sd
hiru
tri tue nhu: nhan hieu hang hoa. ten thuang mai. ten ggi xuat xir
hang
hoai chi
dan dia.ly., kieu dang edng nghiep va.ban quyen. Nhu vay nhin chung thuang hieu
bao gdm eae yeu
Id:
Ten thuang hieu.
Bieu tugng.
Kieu dang bao bi nhan mac.
Cae khau hieu triet ly kinh doanh.
Mgl sd yeu
id
khae.
Ten thuong hieu:
Ten ggi san pham / djeh vu eua eae ca nhan va
id
ehire dimg trong boat dong kinh doanh. bao
gdm mot tap hgp cac chu cai. eae ehu sd. ed the phat am duge va ed kha nang phan biet san
pham cua ehu the kinh doanh nay vdi ehu the kinh doanh khae trong ciing

ITnh
vue. Dong thai
ten thuong hieu eung la su djnh danh san pham. hang hda cua edng ly duge the hien tren bao bi.
bien hieu quang cao va truyen thdng trong mgi quan he giao dich thuang mai. Trong mot sd
trudng hgp, ten edng ty dugc
diing ehii
yeu cho toan bd san pham (Vi du: General Electric (GE)
va Hewlett-Packard). Trudng hgp khae. cae nha san xuat dat thuong hieu rieng cho eae san
pham mdi ma khdng lien quan den ten cdng ly (Vi du:
Dulux
eua
ICI:
Clear hay Sunsilk cua
Unilever). Ngoai eae yeu td phat am dirge
nhir
ten san pham. ten cdng
i>
eae yeu
id
khae
nhu
logo,
bieu tugng, kieu dang, mau sac cung se dugc su dung ket hgp tao nen su khae biet
vdi eac san pham
eiing
loai. Vi du: Con hd
viing
ciing vdi nhan hieu bia
liger.
miui

da sdi dong
eua Coca-Cola hav
bdmi
sen
vanu
eua
Hanu
khdng Viet Nam.
Bieu
tmvng:
Bao gdm eac dau hieu. hinh ve
eimg
cac to hgp
miiu
sac. khdng phat am nhung
co
kha niing phan biet. tugng trung cho hinh anh san pham dich
v u
cua cdng
[\.
Kieu dang bao bi:
Sir
ma rdng
chii'e
nang eua bao bi trong kinh doanh hien dai ( nhu quang
eao.
tao dung hinh anh va tinh each
eiia
san pham ) da bien bao bi eua san pham ira ihanh mot
edng cu

hiTu
hieu trong viec ho trg nhan dien va phan biet san pham cua cae edng ly kinh
doanh. Thdng qua kieu dang bao bi ed the giiip khaeh hang hinh dung eae yeu to khdng nhin
thay/ hoae khd nhin thay bang eae yeu td
nhhi
thay eua san pham. earn nhan rd net hon mot
phan phong
each,
ea tinh san pham.
Khau hieu kinh doanh: Bao gdm mgl tap hgp tir. hoac mot doan van ngan
siic
tieh chira dung
va truyen lai nhung thdng tin mang tinh md ta va thuyet phue ve thuang hieu. Cau khau hieu
thudng duge
sir
dung kem ten thirang hieu va bieu tugng trong quang cao.
Xay dung dugc mot khau hieu tdt cd the gia tang sire thuyet phue ddi vdi khach hang
vii
ve lau
dai cd the giiip khaeh hang djnh
vj
triet ly kinh doanh
eiia
cdng ty.
Cac yeu to khac
nhir
nhac hieu. hoac su ket hgp tinh te vdi cae thanh phan khae
ciia
nhan hieu
/ nhan hieu hang hda.

1.2.3
Cdc
yen can ca ban cua mot thuang hieu
Mot thirang hieu san pham thanh edng phai la thuang hieu ed nang
lue
truyen thdng
Idn
va hieu
qua. dieu dd ed nghia thuang hieu can dat mgl sd yeu eau ca ban sau:
1.
De nhd.
2.
Cd y nghTa va ggi cam. *
3.
De giao tiep va chuyen ddi.
4.
De
ihieh
img.
5.
Cd kha
nanu
tu ve.
/ ?
- Cdc
chu'c ndiig
cua thuong hieu
Thucmg hieu ed eae ehirc nang co ban sau
day^'^:
1.3.1- Phan doan thj trudng

Thuang hieu cd mgl vai trd tieh
eire
trong ehien luge phan doan thi truang. Cae edng
t\
dua ra
mot td hgp nhung
thude
tinh ly
Urdng
ve eac the manh.
Igi leh
va dae trung
eiia
san pham hoac
djeh vu sao eho ehimg
phii
hgp vdi nhu eau
ciia
tirng nhdm khaeh hang cu the. Do
da.
edng tv
se phai tao ra nhung dau hieu va
sir
khae biet nhat djnh tren san pham
eiia
minh de thu
hiit sir
ehii
y cua nhung khach hang tiem nang. Mudn dat duge yeu eau dd thuang hieu phai tra
Idi

dugc cac cau hdi sau:
• San pham hoac djeh vu cd nhung thude tinh gi?
• San pham hoae dich vu ed
nhij'ng
the manh gi?
• San pham hoae dieh vu dem lai nhung
Igi
ieh gi?
• San pham hoac dieh vu tugng trung cho cai gi?
1.3.2 Tao nen
su'
khac biet trong
sudt
qua trinh phat trien
ciia
san pham
Mot sd ngudi eho rang eae san pham trong eimg mot loai la gidng nhau. ehimg
ehi
khae nhau
ve
thuang hieu ma thdi. Thuang hieu khdng the ehi dan thuan nhu mot ten ggi hay mot bieu
tugng. hinh anh minh hoa tren san pham ma eon bieu hien cho
sir
nang dong, sang tao.
khdng ngirng ddi mdi. Hdm nay
la
san pham A, mai la san pham B, ngay kia la san pham C.
va eir the lien tue ddi mdi edng hien eho ngudi tieu
diing.
Vi vay. tao dung mot thuang hieu

ddi hoi phai ed thdi gian va mot su khae biet. San pham cd the tiep luc tdn tai hay
mdi
di
nhinig
thuang hieu thi van cdn sdng mdi vdi thdi gian.
* Le anh (
irdng
"Tao
ilirng
vd
qua)!
trj
fhuovg
hieu - danh tieng vd
h/i
nhuan
".\.\B
Lao
don^^
nam 20(13
8 I
1.3.3
Dua san pham khac sau vao tam tri khach hang
Thuang hieu
ehi
ed the cam nhan duge qua phan hdn
eiia
san pham va cac chuang trinh quang
eao ve nd. Ndi dung eua mot san pham se dugc khach hang' biet va cam
mihani thdng'qua

cac
boat dong
nav'
vdi dieu kien no phai duge
iruven
tai mot each nhat quan vdi ciing mot thdng
diep.
Cam nhan duge ve mot san pham trong
sir
hinh thanh nhan thire ve mgl thuang hieu va nd giai
thieh lai sao hinh anh ve mgl thuang hieu ed the ton tai tir the he nay sang the he khae. Do do.
viec nhan biet mot thuang hieu ngay hdm nay se van tiep tue anh hudng tdi nhan thirc
ciia
ehimg
ta ve nhirng san pham trong tuang lai. Vi du nhu nhung ngudi tirng sir dung
loai
dao eao
mau xanh ndi tieng Gillette tir nam
mirai
nam trude ehae chan se ed ciing mot nhan thirc ve
Gillette vdi nhung ngudi tre tudi thieh loai dao eao Gillette dimg
mgl
lan bay gid.
i.3.4 Tao nen djnh
hu-ang
va y nghia cho san pham
Thirang hieu phai chira dung trong nd nhung thdng tin ve san pham. Mgl thuang hieu
Idn
ngoai
viec thiet lap mot thdng diep

eiia
san pham tdi cac khaeh hang cdn phai cd kha nang thieh irng
vdi thdi dai va thay ddi
linh
boat theo thi hieu khaeh hang eung nhu tien bd edng nghe.
Thuang hieu nay cd the quan tam tdi viee nang cao do ben
eiia
san pham trong khi thuang hieu
khac lai mudn phat huy tinh huu dung hay cai tien mau ma san pham. Vi du. trong
ITnh
vue
hang gia
dung,
thuang hieu Siemen ed nghia la ben va dang tin cay, gan lien
v
di hinh anh ngudi
Dire eiin
eii lao
dong: cdn thuang hieu Philips lai ndi tieng vi lien tue nghien eiru. ddi mdi va
nhung no luc khac de dua edng nghe gia dung vao phuc vu eon ngudi.
1.3.5 La mot cam ket
giira
nha san xuat vdi
khiich
hang
Ciing v(Vi thdi gian va nhirng nd
lire
khdng ngirng.
thirong
hieu

nga>
cang tra nen cd
LI\
tin tren
thi trudng. Nhung chuang trinh quang ba thuang hieu thue
sir
dirge xem
nhir
mgl cam ket trudc
khaeh hang. Neu edng
tv
thirc hien diing nlur nhung gi da earn ket va dem den cho khach hang
su thoa man khi tieu diing san pham thi ehae chan thuong hieu se nhan dugc nhung cam nhan
tdt dep va
sir
trung thanh
tii'
phia khaeh
.hang.
Cam ket ma mgl thuang hieu dua ra mang
tinh
dinh tinh, nd
Ihoa
man nhung
irdc
mudn va
kv
vgng eua khaeh hang va chi cd khach hang la ngudi cam nhan va danh gia. Nhung cam ket ed
the la mang den eho khach hang nhu
sir

sang khoai cua
(Coca-Cola),
sang trgng va thanh dat
eua (Mercedes).
Tuy nhien. nhung cam ket nay lai khdng mang linh rang budc trude edng ehimg ve mat phap ly.
Do dd.
chiing
ta can phan biet giua thuang hieu va cae dau hieu khac ve quan ly chat lugng nhu
nhan hang hoa (label) hay tem dam bao hoac dau chirng nhan chat lugng. Nhan hang hoa hoae
dau chirng nhan chat lugng la mot cdng eu edng bd va cam ket chinh thire rang san pham thoa
man tat ca cac thanh phan, tinh chat ma eae ea quan quan ly Nha nude hoac nha san xuat dat
ra theo mot bang chi tieu chat lugng san pham.
L4-
Cdc
dijc
tinh
ciia thutrng
hieu
De ed the nghien
eim
va phan tich dae tinh thuang hieu mgl each sau sac. cd he thdng. edng ty
can xem xet va can nhac thuong hieu cua minh dudi eae
khia
eanh:
(1)
mgl san pham.
(2l mdi
td ehire. (3) mot eon ngudi va (4) mot bieu tugng. Muc dich
ciia
viee xem xet nay nham giiip

eae nha chien
luge
cd the can nhac va
lira
ehgn eac yeu td va hinh mau thuong hieu de ed the
lam khae biet hoa va ndi bat mgl dac tinh nao dd
ciia
thuang hieu.
Mgl thuang hieu khdng nhat thiet phai hdi
dii
tat ca cac
khia
canh neu tren. Ddi vdi mgl sd
thuang hieu. tham ehi chi can tap trung vao mot khia eanh thieh hgp.
lain
eho nd ndi bat va
khae biet la da cd the dat dugc thanh cdng
Idn.
Tiiv
nhien. viec xem xet dae tinh
thircTug
hieu
tren tat ea eac giae do se giiip edng ly phat huy duge tdi da tiem nang
ciia
minh.
lira
ehgn mot
each hgp
ly
thuong hieu nen la cai gi trong tam

tri
khaeh hang.
10
I
1.4.1 Thuong hieu - nhu' mot san pham
Cae thude tinh cua san pham ludn la mot bo phan quan trgng eau thanh nen dae
linh
cua mgl
thuang hieu. Ndi ve san pham ta xem
xel
tren eae
khia
eanh sau:
Pham vi san pham:
Yeu
id
cot loi ddi vdi dae tinh
ciia
mot thuang hieu chinh la ehung loai san pham - tire la de tra
Idi eau hdi: Nd la ai hoae la cai gi? Vi du: Ddi vdi Visa dd la the tin
dung,
ddi vcVi Toyota do la
d
id.
va ddi vdi Compaq dd la may linh ea nhan. Tao dung dirge mot mdi lien he chat che giua
khaeh hang vdi loai san pham nhat djnh. ed nghia la thuang hieu eua san pham se xuat hien dau
tien trong tam tri khaeh hang khi cd nhu eau ve loai san pham dd.
Thude
linh cua san pham
Thude linh la gia trj cdt Idi eua mot san pham va cd mdi quan he true tiep vdi hanh vi mua sam

va tieu dimg
ciia
khach hang. Nd khdng chi mang lai cho khaeh hang nhirng
Igi ich
ve mat vat
chat ma edn ca nhung
Igi
ich ve mat tinh than. Cac thude linh nay, trong nhieu truang hgp ed
the dugc lam tang gia tri bdi nhirng dac diem khae biet so vdi eae san pham eimg loai. Mae
dii
vay, can phai
chii
y rang khdng nen eoi thude tinh
eiia
san pham la lieu diem
eiia
viee khae biet hoa.
trong khi eae khia eanh cd the tang them gia tri va tinh dac dao eua san pham lai bi gat ra ngoai le.
Chat
lirang/gid
tri
Chat lugng la mot trong nhung yeu td quan trgng tao nen thude tinh eua san pham va nd can
phai dugc phan
li'eh
va danh gia mot each rieng biet.
Sir
khae nhau ve chat lugng giira
mgi
ehiee xe Mercedes hoae Ford va Toyota la gi?. Rat nhieu hang da sir dung chat lugng nhu la
mot dae linh ca ban

ciia
san pham trong canh tranh.
Vi
du. Gillette djnh vi san pham eua minh
vdi eau khau hieu dugc quang ba rdng rai "San pham tdt nhdt md ngudi dan dng cd the
ed"
v a
(jilielte
Good News la san pham dao cao diing mgl lan lot nhat.
(jia
trj cd mdi quan he rat gan
vdi chat
luane.
nd
khantz
dinh va
eunii
ed cho veu
id
chat
krana
bam:
each tham
uia \
ao ca cau
sjia
11 j
San
plidm vdri
Jul nude hay khu vue

Mot
sir lira
ehgn khae la lien he thuang hieu vdi mot dat nude hay khu
vue
ma cd the
iiun
tang
sire
hdp
dan va uy tin cho san pham. Vi du. nude hoa Chanel duge lien he \di nuoc Phap - kinh
dd eua thdi trang va my pham. ddng hd Swatch dugc eoi la Thuv
ST vii
bia Beck dugc eoi nlur
la nude Dire Trong cac trudng hgp tren. mdi lien he eua thuong hieu vdi dat nude hoac khu
vue ngu y rang thuang hieu nay ed the eung cap cac san pham ed chat lugng eao ban.
boi
vi dat
nude hay khu vue dd
cd-truyen
thdng
san-xuat
ra
nhirng san-pham
lot nhat.
1.4.2 -Thuong hieu - nhu' mot to chuc
Dac linh thuang hieu nhu mot td chirc cd the gdp phan' tad nen mot hinh anh' lot dep trudc
khaeh hang va edng ehimg. Vdi tu each nhu la mot td chirc thuang hieu tap trung vao dae tinh
eiia
td
ehire

hon la vao san pham hay djeh vu
eiia
hg. Cae dac linh
eiia
mot td ehire ed the la:
su ddi mdi. dan dau ve chat lugng. hoac la bao ve mdi trudng. Nhirng dae linh nay ed the duge
lam
ndi bat thdng qua cac nhan vien, van hoa kinh doanh va cac chuang trinh truyen thdng eua
edng ly.
Dae
linh
thuang hieu. xet ve mat td ehire. td ra ben vung trudc bat ky su eanh tranh nao va han
la ctae tinh eua eae san pham rieng le. Bdi vi. (1) se de dang sao ehep mot
siin
phiim
\\an
la sao
chep mgl td chirc vdi tat ea
sir
rieng biet
ciia
nd nhu van hoa, truyen thdng, ddi ngu. cae gia trj
va eae boat ddng
eiia
nd.(2) dac tinh
ciia
td ehirc
thirdng
duge the hien ddi vdi mot nhdm
eiie

san pham nhat djnh. do dd eae ddi
thii
se rat khd canh tranh trong tirng san pham rieng le. (3)
dae tinh
ciia
td ehirc. vi nhu tinh sang tao chang ban. rat khd de danh gia va tiep can mgl each
day du. do dd cac ddi thu eanh
tranli
khdng de dang \ugl qua rao can uy tin vd hinh nav bang
each
tuven
bd edng
tv
tdi ed tinh sang tao hon.
1.4.3 Thuong hieu - nhu' mot con
nguoi:
Iren
khia eanh nav. dac linh eua mgl thuang hieu dirge xem xel
a
giac da
nhu
mot con
iigirivi.
Cung gidng nhu mot con ngudi. thuang hieu eung cd the dugc cam nhan voi eac ea
iinh
nlur
12
I
linh
V

ugt trgi. tinh eanh tranh. dac dao
-
an tugng. tin
ea>.
hai
hirde.
hdm
hinh.
nang ddng. cau
ky hay tre trung. hoae tri tue. Nhung ca linh nav cd the tao
nen
mot tlurcrng hieu manh qua eac
each khac nhau.
Cung nhu ea tinh eua con ngudi ed the anh hudng den mdi quan he
eiia
hg trong xa hdi. cdn ca
tinh eua thuong hieu eung cd the la co sa cho mdi quan he giira thuong hieu
va
khaeh hang.
Tuang
lu.
Mercedes Benz la mgl ngudi ed uy tin va duge trgng vgng.
1.4.4 Thuong hieu -
nhu*
mot bieu
tumg
Mgl bieu lugng an tugng va sau sac ed the lam eho nd de dang dugc ggi nhd va chap nhan.
Sir
thieu vang mot bieu lugng trong mot thuong hieu se la mot bat Igi rat ea ban va ngugc lai. su
hien dien

eiia
nd nhieu khi ddng vai trd then chdl ddi vdi su phat trien thuang hieu.
Bat ky eai gi dai dien eho mot thuang hieu deu ed the la mot bieu tugng. Tuy nhien, ed ba kieu
bieu tugng ed the dugc quan tam han ea dd la: bieu tugng
hiju
hinh.
bidu
tugng an du va
sir
thira
ke
eiia
thuang hieu.
Loai bieu tugng huu hinh dugc xem la cd an tugng va de nhd nhat. Vi du: bieu tugng hinh vdng
eung eua
McDonald,
mau vang
eiia
Kodak, kieu chu Coke theo
Idi
ed dien tren ehai hoae
Ion
Coea-Cola.
VIdi
hinh anh an tugng se thu bin dugc nhieu han su tin cay va tdn trgng cua
khiieh
hang ddi vdi thuong hieu. Ket qua
la,
ehi
vdi mot eai

liee
nhin cung cd the ggi nen
sir
lien
iirdn<z
ve mot thuang hieu nao dd.
Tdm lai. dac tinh thuang hieu thudng phai trai qua mot thdi gian nhdt dinh mdi ed
lh6
trir
nen
ed y nghTa va cd mot vi tri nhat dinh trong tam tri khach hang. Thuang hieu khdng phai
ehi
la
vat de trung bay tren gia ban ma nd phai di vao tam tri cdng ehimg. Tuv nhien.
nhCniLi
lien
tuang ve hinh anh thuang hieu
eiia
khaeh hang thudng bj gidi han tap trung vao eae
vdu
to ben
ngocii
nhieu
ht^n
ban chat thuc
sir
ben trong
ciia
thuong hieu. Da
vav.

boat
ddiui quanu
cao.
13
Iruven thdng eho thuang hieu can phai the hien rd rang muc
dieh.
>
nghTa \a chuan muc ma na
earn ket edng hien.
1.5
- Gid tri
fhuv'ng
hieu,
stc
cdn thiet phai
\dy
dung vd phat trien
thairng hieu
rhirang
hieu ed mot gia trj eua
thutrng
mai va nhung
Igi
ieh dem lai eho tat ea eac ben tham gia
trao ddi. viec thiet ke thuang hieu khdng phai don gian
chi
de trang tri eho doanh nghiep ma ea
ban la de tao ra gia tri cho doanh nghiep va khaeh
hang,
chiing ed the dugc eoi la mot bd phan

cau thanh ben tai san Cd
eiia
bang tdng ket tai san
eiia doaruhnngh-Jepii Nihung
de
danh.giia mditi
each
day du ve gia trj nhan hieu lai khdng phai viec lam dan gian. de lam. Gia trj eua tlurong
hieu dugc biet den thdng qua nam hinh thire.
-
Sir
nhan biet thuang hieu
ciia
khach hang.
- Su trung thanh
ciia
khaeh hang vdi thuang hieu eua cdng ty.
- Su cam nhan gia trj/ chat lugng eua san pham thdng qua thuong hieu
- Su cdng huong uy tin trong tap hgp thuang hieu.
- Cac gia trj gia tang khac nhau
eiia
thuang hieu.
Tuy nhien ly do quan trgng nhat - va eung la ly do ma doanh nghiep quan tam nhat trong vai trd
lanh dao - la yeu td kinh te. Nd
lire
ma doanh nghiep dau tu de xay dung mot thuang hieu tdt se
dirge den dap mgl
each
xirng dang bang
giii

tri cao hon
ciia
eac san pham
va
djch \ u
\a
nga\ ca
gia tri tai chinh
ciia
doanh nghiep. Ndi mot each ndm na. xay dung thuang hieu lot thi kinh
doanh tdt.
Khi cd dugc thuang hieu manh. nhung doanh nghiep khdng biet hoae khdng quan tam duv
iri
phat trien nd thi khdng khac gi doanh nghiep da khdng biet su dung
va
dao
lao
nhan
liii mii
doanh nghiep dang ed.
14 {
Hinh 1-2 Md hinh tdng quat gia trj cua ihuang hieu
"^ Xir
ly thdng tin nhanh.
• Tin
tirdng
vac
mua sam.
• Thoa man vdi
nhan hieu.

quyet djnh
dang cap cua
• Tang sire ban va de ma
rdng thi phan.
• Tang gia ban va ti le
Igi
nhuan.
• Tang
sir
trung thanh cua
khaeh.
• Tang hieu qua trong chuang
trinh truyen thdng.
• Tang kha nang anh hudng ddi
vdi kenh phan phdi.
•
Tan^
lai the eanh tranh.
Ngudn: Le Anh
Cu-d7ig"Tqo dimg
vd
quan
tri
thmwg
hieu - danh tieng vd loi
nlnidn'NXB
Lao ddng
ndm 2003
Vdi ly do tren, viec xay
dimg

thuang hieu la rat can thiet
ciia
doanh nghiep. xong hoan toan
khdng phai la viec chi tao ra mot thuang hieu. tien hanh dang ky bao hd thuang hieu dd va rdi
ed the yen tam khai thac
Igi
ieh ma ehimg mang lai eho doanh nghiep. Mot thuong hieu se
khdng phat
trien.ithainu chi ikho
tdn
taiiineuiehiiisd
huri:
no
khdng'the phati trien.ithaoi
ehi khd ton
lai neu chu sa hun nd khdng cd eae ehien luge hgp ly de
duv
tri
vii
phat trien no
theo
djnh
hudng thj truang va theo
sir
phat trien ehung cua doanh nghiep. Qua trinh duv
tri
\ a phat trien
15
thuong hieu ed the bao gdm nhieu boat ddng nham nudi
dirdng

va ed dinh hinh anh
tiui^mg
hieu
trong lam tri khaeh
hang,
tao ea hdi de thu
hiil ngav
cang nhieu khaeh hang biet den. ghi nha
dugc nd va cd thai do tich cue (la mua hang) ddi vdi thuang hieu cua doanh nghiep. Thuc te
chi
ra
rang,
qua trinh phat trien
va
duy
iri va
lai phat trien thuang hieu la mgl qua trinh ben
bi
\a
lien tue ddi hoi
sir
nd
lire
khdng ngirng eua doanh nghiep. Thanh edng
chi
den vdi nhCrng doanh
nghiep biet tu khang dinh
minli
va tan
diing

nhung ea hdi
ciia
thj trudng bang viee thuc hien
tdi
viee xay
dung,
duy tri va phat trien thuang hieu.
1.6 - Cdc
bu'&c
xay
dimg
vd phat trien thuong hieu
Xav
dung thuang hieu hay quan tri thuang hieu la viee quan ly mgl
each
hieu qua
nhcm ihdc
cua khaeh hang va nhung ngudi cd lien quan nham tdi da boa gia tri boat ddng kinh doanh cua
cdng ty. Tren thue te, de cho khach hang nhan
biet'dugc
ve san pham.
diCh
vu ma
dodiih
nghiep
eung cap va
luu
lai duge hinh anh san pham. djch vu dd trong hg khdng phai la chuyen dan
gian trong ngay mot ngay hai se cd dugc. ma nd ddi hdi doanh nghiep phai lien
tue

phan dau.
giu vung chat lugng. gia thanh hgp
ly.
td ehirc djch vu hau mai that tdt Do vay Doanh nghiep
phai ed ehien
luge
va ke hoaeh xay
dimg
va phat trien thuang hieu mot each khoa
bgc.
Ke
hoaeh xay dung thuang hieu can dua vao cae budc ca ban
sau*:
Bu-oc
thu-
nhat: Thanh lap y
tu'o'ng,
xac djnh thj
truong
va khach hang muc ti eu
Thanh lap y tuang d day la viee xae djnh nhirng dac tinh rieng cd
eiia
san pham. dich vu cd the
la dua den eho ngudi tieu diing san pham. djch vu chat lugng eao ban hoae la su khae biet. theo
ctd dat cho san pham dich vu mot cai ten. xae djnh kieu
dang,
mau ma. nhan
nuie,
hav mot dau
hieu nao dd ma that la de nhd. de ggi nham thu

hiit
dugc ngudi tieu dimg.
Khi thiet lap y tirdng cho thuang hieu. doanh nghiep can luu y den ddi tugng khaeh hang cua
minh la ai. phan khuc thi trudng nhu the nao va thdng diep gi cua doanh nghiep mong mudn
dira ctira
den ngudi tieu diing v.v Vi du nlur san pham
nui
ddi tugng tieu diing la
ire
em
ihi
can
'"
\giidn:
"Nhd quan
ly"
- sd 24
.6
2005
16
nhung cai ten con gidng. ten cua nhan vat boat hinh ma tre em veu
thieh \a
kem theo da la
nhung hinh anh ngd nghTnh danh eho tre se mang lai ket qua tdt.
Bao'c
thu*
hai: Tim kiem thdng tin, phan tich ddi
thii,
\ac djnh vi tri va muc tieu
ciia

cdng
ty-
Tren ea so y tirdng kinh doanh. doanh nghiep can tim kiem cac thdng tin lien quan de xae dinh
eho y tirdng
ciia
minh. De dam bao thdng tin ed hieu qua cho viee xay dung phat trien thuang
hieu. doanh nghiep can tap trung vao cae thdng tin sau:
Thdng tin ddi vdi cae san pham ciing loai da cd tren thj trudng. trong dd tap trung thdng
tin ve gia. ve thi phan. thdng tin ve don vj san xuat mat hang dd nhu the nao
Thdng tin ve eae san pham ed the thay the
Thdng tin ve nhung thuang hieu ma ddi thu da dua ra thj trudng va
each
xay
dung,
quang ba thuang hieu
ciia
hg.
Sau khi cd thdng tin can thiet. neu ed nhung dau hieu nao trimg hoac tuang tu vdi thuang hieu
da cd
eiia
doanh nghiep khac thi phai duge xem xet thay ddi ngay.
Buo'c
thir ba: Thiet ke nhan hieu hang hoa va cac doi tu'o'ng SHCN khac
Tren co sd y tuang va cac thdng tin da ed, doanh nghiep se thiet ke nhan hieu eho san pham eua
minh. Khi thiet ke. nen cd nhieu phuang an khac nhau de cd the lua ehgn. Cae lieu
chi
de
doanh nghiep cd the dua ra mot thuuong hieu tdt:
- De dgc, de phat am, de danh van
Doc dao. an tugng. de nhd

- Truyen tai dugc nhung thdng tin can thiet ve san pham. hoac djch vu.
- Tao dung hinh anh
thieh
hgp cho khach hang.
De dugc phap luat bao hd
17