Xây dựng thương hiệu nghiên cứu tình huống tại công ty thép thanh bình htc

INTERNATIONAL EXECUTIVE MBA PROGRAM (leMBA)
Chu'cng trinh Cao hoc Quan trj kinh dcanh Qudc t l

BAN KHOA LUAN NAY O l / a C NOP CHO
TRL/ONG DAI HOC IRVINE (MY)

VA

KHOA QUAN TRj KINH DOANH HSB
(DAI HOC QU'OC GIA H A NOI)

BAN KHOA LUAN
TRONG CHU'aNG TRJNH D A O

LA

MOT

PHAN BAT BUOC

TAO THAC SY QUAN TRI

THANG 10. 2006

KINH DOANH QUOC T£


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

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

H^ Nguyen
Giio vien hudng din 2


MUC LUC

PHAN 1: MO DAU
1. Su can thiet vd y nghia ciia de tdi nghien eiru

2. Muc dieh nghien eiai de tai
3. Mue lieu de tdi
4. Phircmg phdp nghien eiru
5. Ket cau cua khda ludn

i
ii
ii
iii
iii

PHAN 2: NOI DUNG KHOA LUAN
CHI ONG 1: Ca SO" ly luan thuong hieu
1.1.

1.2.

1.3.

1.4.

SIJ'CAN THIET CUA THUONG HIEU

1

1.1.1 - Vdi khach hdng. ngirdi tieu diing
1.1.2- Vdi cac doanh nghiep

1
2

KHAI NIEM VE THU'ONG HIEU

4

1.2.1 - Quan diem ve khdi niem thuong hieu
1.2.2 - Cae yeu td cdu thdnh eiia thuang hieu
1.2.3 - Cac yeu edu eo bdn eiia mdt thuang hieu

4
6
7

CAC CHU'C NANG CUA THU'ONG HIEU

8

1.6.

CHUONG

'

1.3.1 - Phdn doan thi trudng
1.3.2 - Tao nen su khde biet trong sudt qud trinh phdt trien eiia san phdm
1.3.3 - Dua sdn pham khac sdu vdo tdm tri khaeh hang
1.3.4 - Tao nen djnh hudng va y nghTa eho sdn phdm
1.3.5 - La mdt cam ket giir nhd sdn .xudt vdi khdch bang

8

8
9
9
9

CAC DAC TiNH CUA THUONG HiEU

1 ()

1.4.1 1.4.2 1.4.3 1.4.4 1.5.

"

"

Thuang hieu ~ nhu mdt sdn phdm
Thuong hieu - nhu mdt td ehirc
Thuang hieu - nhu mot eon ngudi
Thuaiig hieu - nhu mdt bieu tugng

11
]2
12
13

GIA TR! THU'ONG HIEU, SU' C A N THIET PHAI XAY DUNG VA PHAT TRIEN
THU'ONG HIEU
CACBU'OCXAY DUNG VA P H A T TRIEN THUONG HIEU

14

16

2 Xay dung thirong hieu tai Cong ty thep Thanh Binh H.T.C
2.1.

2.2.
23.

2.4

TONG QUAN MOI TRU'ONG VI MO

21

2.1.1- Mdi trudng kinh te. chinh trj, xa hdi Viet Nam ( 2001- 2005)
2.1.2- Mdi trirdng edng nghe

21
22

TONGQILIAIN VENGWIANIMTIHEP '
TONG QUAN VE CONG TY THEP THANH BJNH H.T.C

o-).
24

2.3.1 - Dae diem va md hinh td ehirc cdng ly
2.3.2 - San phdm. ebdt lugng vd gia ed
2.3.3 - Tinh hinh eanh tranh
2.3.4 - Tinh hinh phdn phdi \d dich vu

24
25
i^.,
27

KE HOACH MARKETING CONG TY THEP THANH BJNH H.T.C [imu

2.4.1 - Sir menh eua Cong t> Thep Thanh Binh 11. r.C
2.4.2 - Tdm luae \e ke hoaeh markeiinu

2010).

29

29
^g


2.5

2.4.3 - Tom Urge eo hd' ^a thaeh thire. diem >eu va diem nianh cua
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
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
Binh H.T.C
2.4.6 - Khach hang muc tieu cua Cdng ty Thep Thanh Binh H.T.C

2^)

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
2.5.2 - Danh gia thu'c trang \iec xa.)' dung thuong hieu tai Thanh Binh
2.5.3 - Chien luge xay dung thuong hieu eua Cdng ty Thep Thanh Binh
H.T.C

33
33
37

3I
31
32

CHUONG 3:

Cac gia! phap thuc hien thanh cong chien luoc xay dirng thuong hieu
3.1.

CAC GIAI PHAP
HIEU

N H A M XAY

DU'NG

THANH

CONG CHIEN LUOC THUONG

4]

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\
dung va phat trien chien luge thuong hieu

52

3.1.8 - Thuang xuyen kiem tra, giam sat qua trinh thuc hien muc tieu \'t
ke hoach ehien luge xay dung phat trien thuang hieu

53

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 coquan 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
Tru sd
Cdng ty
Gia tri thuang hieu (trieu USD)
Xep hang
2006. 2005
2006
2005
Coca-Cola
HoaKy
I
I
67.000
67.525
2
2
Microsoft
HoaKy
56.926
59.941
HoaKy

3
3
IBM
53.376
56,201
4
4
GE
HoaKy
48.907
46.996
Intel
HoaKy
5
5
32.319
35.588
6
6
Nokia
Phan Lan
30.131
26.452
7
9
Toyota
Nhat Ban
27.941
24.837
8

7
Disney
Hoa Ky
27.848
26.441
9
8
McDonald's
HoaKy
27.501
26.014
10
II
Mercedes-Benz
Due
21.795
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

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 \ a a 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 \ h u n g 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
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"
NXB Lao dong 2003

1.2 - Khai niem ve tliirong

Tao dung vd quan tri Thmyng hieu - danh tieng va hri

nhuan

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 ho
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 v a 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 iirdnve 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 quyet djnh
mua sam.
• Thoa man vdi dang cap cua
nhan hieu.

•
•
•
•
•
•

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:

16

"Nhd quan ly" - sd 24 .6

2005

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