GIÁO TRÌNH QUẢN TRỊ THƯƠNG HIỆU PDF

 I TS. BUI VAN QUANG Giao trinh QUAN TRJ: TRUONG HitU TRUONG DAI HOC CONG NGHl~P TP.HCM THU' VIEN MA V~CH :................~............. NHA xuAr BAN BM HQC CONG NGHitP THANH...

 I TS. BUI VAN QUANG Giao trinh QUAN TRJ: TRUONG HitU TRUONG DAI HOC CONG NGHl~P TP.HCM THU' VIEN MA V~CH :................~............. NHA xuAr BAN BM HQC CONG NGHitP THANH PHO HO CHI MINH l.1'~l J ··.-.~:_·_:f>:;:.? -~??.?:~_;_:_:: ! ; t... , ' t.. _1.. ~:.~:.:_: :! '!' II, ,,-.!  Ml)C Ll)C CHVdNG 1 THVdNG HIBU VA cAc V A.N BE VE THVONG HIBU 1.1..Gi6ithi¢u v~ thuong hi¢u............................................................. 12 1.1.1. Khai ni¢m v~ tlmong hi¢u.................... ,................................ 12 1.1,.2. M6i quan M gifra thuong hi¢u va san ph§.m......................... 12 1.1.3. Sv khac nhau v~ thuong hi~u va nhan hi¢u........................... 13 1.1.4. Cac chuc nang cua tlmong hi¢u............................................ 17 1..1.5. Vai tro cua thuong hi¢u......................................................... 18 1.2. Cac lo~i thuong hi?u..................................................................... 20 1.3. Quan tri thuong hi~u.................................................................... 21 1.3.1. Khai ni¢m v~ quan tri thuong hi¢u........................................ 21 1.3.2. T~i sao cgn phai quan tri thuong hi¢u...................................22.1.3.3. Quy trinh quan tri thuong hi¢u.............................................. 23 1.4. Sv thay d6i nh~n thuc v~ thuong hi?u cua cac doanh nghi~p...... 24 1.4.1. Nh~n thuc v~ thuong hi~u tnr6'c day..................................... 24 1.4.2. Sv thay d6i uh~n thuc v~ thuong hi~u.................................. 25 CHVdNG 2 TAI SAN THVdNG HIED 2.1. Gi6'i thi~u v~ tai san thuong hi¢u................................................. 30 2.1.1. Khai ni~m tai san thuong hi¢u............................................... 30 2.1.2. Vai tro cua tai San thuong hi¢u ························· ·· ···················31 2.2. Cac thanh ph~n tai san tlmong hi¢u.............................................. 32 ? 2. 1. Nh"~n b.;.. ~. 1et thuong h."..,.., lyU.............................................................J.J 2.2.2. Ch~t lu9·ng cam nh~n............................................................. 35 2.2.3. Lien tuong thuong hi~u (Brand associa~ion)......................... 35 2.2.4. Trung thanh thuong hi~u (Brand loyalty).............................. 3 7 2.2.5. Tai san thuong hi?u khac....................................................... 38 2.3. Do luang tai san thuong hi?u (brand equity)................................ 39 3 CHU'ONG 3 TA.M NHIN THU'ONG HIED 3.1.. Gi&i thi~u ve tam nhin thuong hi~u..............................................48 3. 1.1. Khai ni~m v~ t~m nhin thuong hi~u.......................................48 3.1.2. Vai tro tb nhin thuong hi~u d6i v&i doanh nghi~p..............48 · 3.2. Xac dinh tb nhin thuong hi~u doanh nghi~p..............................48 3.2.1. Khi cong ty thiSu t~m nhin va chiSn luqc thuong hi~u..........49 3.2.2. Lam thS nao dS xay d-µng t~m nhin tlmong hi~u....................49 3.2.3. Vai tro cac phong ban lien quan t~m nhin thuong hi~u......... 50 3.3. Su m9-ilg thuong hi~u.................................................................... 52 3.4. Thanh cong cu.a Toyota- bai h9c vs xay d-µng thuong hi~u........ 54 CHU'ONG 4 B!NH VJ THU'ONG HJED VA cAc CHIEN. Ll10C B!NH VJ THllONG HIED 4.1. Gi6·i thi~u vS dinh vi tliuong hi~u......................... ,...................... 60 4.1. l. Khai ni~m v~ dinh vi thuong hi~u......................................... 60 4.1.2. Nhung tieu chi c~n thiSt k.hi dinh vi thuong hi~u.................. 60 4.2. Quy trinh dinh vi thuong hi~u..................................................... 62 4.3. Cac chiSn lu9·c dinh vi thuong hi~u............................................. 71 4.3.1. ChiSn lu9·c dinh vi d\,l'.a vao d~c diSm ~a thu(k tinh.............. 71 4.3.2. ChiSn lu9·c dinh vi d\,l'.a vao lqi ich san phim.................. ·...... 71 4.3.3. ChiSn luqc dinh vi d\,l'.a vao qmh tranh·........................... ,..... 72 4.3.4. ChiSn lu9·c dinh vi d\]'.a vao khach hang mvc tieu................. 73 4.3.5. ChiSn lu9·c dinh vi d\]'.a vao giai quySt v§.n d~....................... 73 4.3.6. ChiSn luqc dinh vi d\,l'.a vao hanh vi khach hang:.................. 74 4.3.7. ChiSn luqc dinh vi d\,l'.a vao nguyen nhan-kSt qua.............. 74 4.3.8. ChiSn lu9·c dinh vi d\,l'.a vao hinh anh cu.a cong ty................. 74 4.3.9. Dinh vi theo tinh each khach hang........................................ 75 4.3.10. Ph6i hqp cac chi~n luqc dinh vi thuong hi~u..................... 75 4.4. Bai hQc vs chiSn lu9·c dinh vi thuong hi~u cu.a Apple va Nokia... 75 4.5. Tai dinh vi thuong hi~u................................................... :............ 78 4. 5.1. Khai ni~m tai dinh vi thuong hi~u........................................ 78 4.5.2. Khi nao d.n tai dinh vi thuong hi¢u...................................... 78 4  4.5.3. Nhfmg yeu c~u khi tai dinh vi thuong hi~u........................... 79 CHU'ONG 5 cAc MO HINH KIEN TRUC THU'ONG HIBU. '. t h." 5. 1. G101 lyU ve~ k.:.. ' thuong h." 1en true lyU............................................. 86 5.1.1. Khai ni~m v~ ki~n true thuong hi~u...................................... 86 5.1.2. T~m quan tr9ng cua kiSn true thuo11g hi~u doanh nghi~p......................................................................... 86 5.2. Cac mo hinh kiSn true thuong hi~u.............................................. 87 5.2.1. Mo hinh thuong hi~u bao tr9·................................................ 87 5.2.3. Mo hinh kiSn true thuong hi~u san phfim............................. 90 5.2.4. Mo hinh kiSn true thuong hi~u dong san phfim.................... 91 5.2.5. Mo hinh kiSn true thuong hi~u day san phfim....................... 92 5.2.6. Mo hinh kiSn true thuong hi~u cay du.................................. 92 5.2.7. Mo hinh ngoi nha thuong hi~u.............................................. 93 5.2.8. Mo hinh d6ng thuong hi~u............... ·..................................... 94 5.3. Mo hinh kiSn true thuong hi~u vinamilk...................................... 95 CHU'ONG 6 HB THONG NHAN DIBN THU'ONG HIBU 6.1. Gi6'i thi~u v~ M th6ng nh~n di~n thuong hi~u........................... 100 6.1.1. Khai ni~m v~ M th6ng nh~n di~n thuong hi~u·................... 100 6.1.2. T~m quan tr9ng cua M th6ng nh?n di~n thuong hi~u......................................................................... 100 6.1.3. Cac chuc nang cua h~ th6ng nh?n di~n thuong hi~u......................................................................... 101 6.2. C~u true h~ th6ng nh?n di~n thuong hi~u.................................. 102 6.2. l. Thuong hi~u th€ hi~n qua san ph§.m.................................... 104 6.2.2. Thuong hi~u th€ hi~n qua t6 chuc....................................... 104 6.2.3. Thuong hi~u th€ hi~n qua con nguo'i.................................. 105 6.2.4. Thuong hi~u th€ hi~n qua bi€u tuQTig (brand as sym.bol).... -............................................................................ 106 6.3. ThiSt kS thuong hi~u.................................................................. 106 6.3.1. Tieu chu§.~ thiSt k~ cac ySu.t6 thuong hi~u......................... 107 5  6.3.2. D~t ten thuong hi~u............................................................. 108 6.3.3. Logo va bi~u tu9ng d~c tnmg............................................. 111 6.3.4. Tinh each thuo11g hi~u......................................................... 113 6.3.5. Caukh§.uhi~u...................................................................... 114 6.3. 6. Nh~c hi~u........................·.................................................... 115 6.3.7. Bao bi.................................................................................. 115 6.4. Dang ky nhan hi~u...................................................................... 116 CHU'ONG 7 TRUYEN THONG THlfONG HIBU 7.1. Gi6-i thi~u v~ truySn thong thuong hi~u................................... :.. 122 7.1.1. Khai nj~m v~ truy~n thong thuong hi~u ··········:··················· 122 7.1.2. Vai tro cua truy~n thong thuong hi~u.................................. 122 7.2. Thong di~p truy~n thong thuong hi~u......................................... 124 7.2.1. Xac dinh khan gia mµc tieu.................................................. 124 7.2.2. Xac dinh thong di~p truy~n thong tlmong hi~~................... 124 7.2.3. Cac plmong phap t~o ra truy~n thong hi~u qua................... 125 7.3. Cac phuong ti~n truy~n thong.................................................... 129 7.3.1. Cac hinh thCrc quang cao...................................................... 129 7.3.2. Cac ho~t d9ng xuc ti~n ban hang...... ,...................................130 7.3.3. T6 chuc cac sv ki~nva tai tr9·.............................................. 131 7.3.4. Quan M cong chung.............................................................. 131 7.3.5. Hinh thuc ban hang ca nhan................................................. 13 l 7.4. Tang cuong marketing online.·.................................................... 13 2 7.4.1. Sv thay d6i cua moi trnong marketing trvc tuy~n............... 132 7.4.2. Nhfrng l9·i th~ cua marketing trvc tuy~n ··················'.·····----·· 133 7.4.3. Cac cong cv marketing trµc tuyfo.............................. ,......-.. 134 CHU'ONG 8 QUAN LY THlfONG HIBU 8.1. Gi6-i thi~u vs quan ly thuong hi~u doanh nghi~p...................... 144 8.1.1. Cac nguyen tic quan lytlmong hi~u............... :.................... 144 8.1.2. Tclm quan tr9ng cua quan ly thuong hi~u............................ 145 8.2. Quan ly thuong hi~u qua tho·i gian.............................................. 145 6  8.3. Thu th~p thong tin v~ thuong hi~u.............................................. 147 8.4. Cac hinh thuc danh gia thuong hi~u........................................... 148 8.5. Hoan thi~n va d6i m6'i thuong hi~u............................................ 149 8.5.1. Quan ly thuong hi~u n9i bQ................................................. 149 8.5.1. Xac dinh M th6ng nh~n di~n thuong hi~u d6ng b(:>............. 150 8.5.2. Cai ti§n hong cua cong ty d6i v6i khach hang. Su me;1ng cong ty dn dµa tren n6n tang la khung hinh 3 chiSu vs tr9ng tam cua hoe;1t d(>ng kinh doanh. 06 la 9 nhan t6 cfru thanh chu ySu cua. m(>t ban tu yen b6 vs SU me;1ng (Rik Riezebos, 2002). 1. Khach hang: Ai la nguai tieu th\! san ph&m cua cong ty? Johnson & Johnson "Chung toi tin r~ng trach nhi~m hang dftu cua minh la d6i v6i cac bac sI, y ta, b~nh nhan, cac ba mv va tfrt ca nhfrng nguai khac, hQ SU dl;lng san ph&m va dich Vl;l cua chung toi". 52 2. San phfim hay dich v1;1: dich v1;1 hay san phfim chinh cua cong ty la gi? Su m?ng cua Standard Oil Company "Standard Oil tiSn hanh san xufit va kinh doanh dfru tho, khi d6t tµ nhien va khi d6t tµ nhien h6a long, san xufit san phfim chfit luqng cao cho xa h9i tu cac nguyen V?t li~u nay, phan ph6i va tieu th1;1 cac san phfrm, cung cfip cac dich Vl;l lien M dang tin C?Y v6i muc gia hqp ly cho nguai tieu th1;1". 3. Thi truang: Cong ty C?nh tranh 6 dau? Su m?ng cua Corning Glass works "Chung toi c6ng hi Sn cho S\f thanh cong hoan toan cua cong ty Corning Glass Works nhu la m9t cong ty C?nh tranh toan cfru". 4. Cong ngh~: Cong ngh~ c6 phai la m6i quan tam hang dfru cua cong ty hay khong? Su m?ng cua Control Data "Control Data kinh doanh cong ngh~ di~n t6an va vi di~n tu (mg d1;1ng trong 2 linh V\fC t6ng quat. Phfrn cung lien h~ dSn di~n t6an, cac dich v1;1 h6 trq trong nganh di~n t6an bao g6m vi~c xu ly b~ng may vi tinh, thong tin, giao d1;1c va tai chinh". 5. Quan tam dSn S\f s6ng con, phat triSn va kha nang sinh lai: Cong ty c6 rang buc;,c v6i cac m1;1c tieu kinh tS hay khong? Su m?ng cua Nha xufit ban Mc Grawhill "Ph1;1c v1;1 nhu du toan du d6i v6i S\f hiSu biSt (J muc lqi nhu?n hqp ly b~ng each thu th?p, danh gia, san xufit va phan ph6i cac thong tin c6 gia tri dS lam lqi cho dc;,c gia, nhan vien, tac gia, nha dfru tu va xa h9i". 6. TriSt ly: Dau la niSm tin CO' ban, gia tri, nguy~n v9ng va cac triSt ly cua cong ty? Su m?ng Mary Kay Comestics "Tfit ca triSt ly cua Mary Kay dµa tren qui lu?t vang: Tinh thfrn chia se va quan tam, nai d6 con nguai sin sang biSu t?ng thai gian, kiSn thuc va kinh nghi~m cua h9". 7. Tµ danh gia: nang lµc d?C bi~t hO?C uu thS C?llh tranh chu ySu cua cong ty la gi? Su m?ng cua Crown Zellerbach "Crown Zellerbach vuqt d6i thu C?nh tranh b~ng each giai ph6ng nhfrng kha nang hfru ich va sang t?o cung v6i nang lµc tiSm tang cua m6i nhan vien". 53  8. Hinh anh c Van h6a kinh doanh trong t~p doan cung la mt cau khfru hi~u tuy~t vcri khiSn m9i nguoi lien tu6ng ngay dSn nhan hi~u), c6 ging to diSm them cho eac thong di~p nhung chi tiSt d~c sic. Vi d\l, c6 thS neu cau chuy~n ly giai t?i sao khach hang yeu thich san phfim cua cong ty va h9 da thS hi~n diSu d6 ra sao. Vi~e khong nghien euu va tim hiSu ho~e bo s6t m(>t trong eae n(>i dung CO' ban tren e6 thS lam khaeh hang khong biSt quang eao, khong ehu ·y do quang eao te nh?t, ho~e each thue quang eao khong phu hqp v6i kiSn thue chuyen mon, gay phan ung tieu C\fC. 7.2.3. Cac phmmg phap t~o ra truy~n thong hi~u qua Chuang trinh giao tiSp marketing phai e6 tinh h6 trg nhau nh~m truySn tai thong di~p thuang hi~u dSn khach hang thanh eong. Vi~c gin kSt cac phuang ti~n quang cao v6i san phfim va hinh anh thuang hi~u giup nguoi tieu dung tai hi~n cac hinh anh thuang hi~u, t?o d~u fin sau d~m trong tam tri h9. Cac dfiu fin cho thuang hi~u e6 thS la hinh anh, mau sic ehu d?o, cau khfiu hi~u d~ nh6 hay eac' quang cao d~c trung. Cac dfiu fin nay thS hi~n qua bao bi, phim anh, nai trung bay, thiSt kS quang eao va kSt hgp ho?t d(>ng phong ban lien quan. DS t?o sv khae bi~t thuang hi~u dn thvc hi~n (Bui Van Quang, 2018): Th~ hi~n tinh sang t;w khi truy~n thong thtrong hi~u Khong phai t?O ra tfit ca S\f khac bi~t cho nhan hi~u dSu dugc dang gia t6t. M6i sv khac bi~t c6 tiSm nang t?o ra nhung phi t6n cung nhu lgi kh cho cong ty. Tuy nhien, S\f khac bi~t. cua quang cao khong c6 nghfa la quang cao hai qua so v6i nhfrng gi khach hang nh~n tu san phfim, dieh V\l. Giam d6c thuang hi~u phai xac dinh eung v6i lanh d?o va eac b9 ph~n khac trong cong ty la phai lam gi dS t?o ra c6t loi thuang hi~u da hua v6i khach hang. Doanh nghi~p phai Iva ch9n m(>t each dn th~n cae each thuc ma qua d6 se tv phan bi~t e6t l5i thuang hi~u v6i die d6i thu e?nh tranh. Sv khae bi~t thoa man eac tieu chi sau: Quan tr9ng: S 1J khac bi~t d6 mang l?i m(>t lgi ich c6 gia tri cao han cho nhung nguoi mua tiSm nang. 125  Rieng bi~t: T~o ra khac bi~t c6 nhi~u each nhung lam sao khac bi~t d6 khong gi6ng d6i thu qmh tranh hay cong ty c6 thS cung cfrp sµ khac bi~t d6 theo m9t each thuc rieng bi~t hon nhu mau s~c, dich V\l, lqi ich san phAm. Dfru g9i X Men v6i huong thom nam tinh, bao bi mau xanh d~m, kiSu dang m~nh me t~o nen "Ban ong dich thµc". T6t han: Sµ khac bi~t nay la t6t han so v6i cac each thuc khac ma khach hang c6 thS c6 duqc cung lgi ich nay. C6 thS chuySn tai dugc: S \I khac bi~t nay la c6 thS chuySn tai dugc va thfty dugc d6i v6i nguai mua. Sµ khac bi~t cua di~n tho~i BlackBery m9t thai theo hu6ng may b~n, thai gian pin, ban phim nhung khong phu hgp voi khuynh huang khach hang trong tiSp c~n cong ngh~ internet trong qua trinh su dvng. Bi tru6c: Cac d6i thu c~nh tranh khong thS d~ dang b~t chu6c sµ khac bi~t nay. Nhung thuong nf>i tiSng nhu di~n tho~i Iphone cua Apple di dfru trong vi~c t~o ra nhfrng dong san phAm ftn tugng, thu hut m9i nguai kh~p thS gi6i. C6 kha nang mua dugc: Nguai mua c6 thS chi tra cho khac bi~t d6. M9t nha hang v6i m6n an dugc trang tri hftp d~n, cong phu c6 thS quan tr9ng vai khach thu nh~p cao nhung khong quan tr9ng v6i nguai thu nh~p thftp do lgi ich c6t loi c6 sµ khac nhau. C6 kha nang sinh lgi: Doanh nghi~p c6 thS ap dvng sµ khac bi~t d6 nhung dam bao c6 lai. Nang cao nh~n bi~t thtrO'ng hi~u V&i cung ngan sach marketing va phuong ti~n quang cao nhung hi~u qua xay dµng thuong hi~u phv thu9c vao muc nh~n biSt, quan tam cua khach hang. BS xay dµng chuong trinh giao tiSp marketing hi~u qua phai trai qua 6 bu6c: Khach hang nhin va nghe dugc thong tin; khach hang chu y; khach hang hiSu dugc thong tin; c6 thi~n cam voi thong tin; ung h◊ va quySt dinh hanh vi cua h9. Vi~c khong nghien cuu va tim hiSu ho~c b6 s6t m9t trong cac buoc ca ban tren c6 thS lam khach hang khong biSt quang cao, khong chu y do quang cao te nh~t, ho~c each thuc quang cao khong phu hgp v6i kiSn thuc chuyen mon, gay phan ung tieu C\fC. Do ngan sach 126 h~n chS, m9i ho~t d(mg giao tiSp marketing dSu phai chu y dSn y tuong, · sµ loi cu6n, thu viva t~o quan tam tu khach hang. Khi xay dµng quang cao qua truySn hinh, bao, t~p chi, truySn thanh, doanh nghi~p cfrn lam vi~c v6i cac d~i ly quang cao dS thiSt kS sao cho c6 y tuong sang t~o, t~o SlJ chu y, nh6 lau, dS hiSu, loi cu6n d6i v6i nguai tieu dung. Hinh anh thuong hi~u, san phftm, lqi ich c6t loi, lqi ich cam xuc va cac ySu t6 cua thuong hi~u phai ro rang. 06i v6i phim quang cao, cac ySu t6 thmmg hi~u nhu ten, logo, bao bi, phat am, hinh anh d~c trung... cfrn xuftt hi~n nhiSu, nhftt la san phftm rn6i. N