{"id":2557,"date":"2019-08-12T14:08:14","date_gmt":"2019-08-12T07:08:14","guid":{"rendered":"https:\/\/bizuni.vn\/kien-thuc-quan-tri\/?p=2557"},"modified":"2022-10-15T22:47:58","modified_gmt":"2022-10-15T15:47:58","slug":"ban-da-co-brand-key-cho-doanh-nghiep-cua-minh-chua","status":"publish","type":"post","link":"https:\/\/bizuni.vn\/kien-thuc-quan-tri\/ban-da-co-brand-key-cho-doanh-nghiep-cua-minh-chua\/","title":{"rendered":"B\u1ea1n \u0111\u00e3 c\u00f3 Brand-key cho doanh nghi\u1ec7p c\u1ee7a m\u00ecnh ch\u01b0a?"},"content":{"rendered":"

M\u00f4 h\u00ecnh Brandkey<\/strong> l\u00e0 m\u00f4 h\u00ecnh \u0111\u01b0\u1ee3c \u0111\u01b0a ra b\u1edfi Unilever, gi\u00fap b\u1ea1n thi\u1ebft l\u1eadp v\u00e0 gi\u1ea3i quy\u1ebft c\u00e1c v\u1ea5n \u0111\u1ec1 quan tr\u1ecdng nh\u1ea5t cho th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n m\u1ed9t c\u00e1ch nh\u1ea5t qu\u00e1n. M\u00f4 h\u00ecnh Brand-key \u0111\u01b0\u1ee3c coi l\u00e0 ch\u00eca kh\u00f3a gi\u1ea3i quy\u1ebft b\u00e0i to\u00e1n \u0111\u1ecbnh v\u1ecb v\u00e0 t\u1ea1o l\u1ee3i th\u1ebf c\u1ea1nh tranh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/h3>\n<\/span>\n

T\u1ea1i JD ASIA Agency c\u1ee7a t\u00f4i, BrandKey l\u00e0 m\u00f4 h\u00ecnh \u0111\u01b0\u1ee3c d\u00f9ng \u0111\u1ec3 khai th\u00e1c, kh\u00e1m ph\u00e1 c\u00e1c th\u00f4ng tin v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a kh\u00e1ch h\u00e0ng, t\u1eeb \u0111\u00f3 d\u1ef1a tr\u00ean c\u00e1c th\u00f4ng tin then\u00a0ch\u1ed1t n\u00e0y \u0111\u1ec1 xu\u1ea5t chi\u1ebfn l\u01b0\u1ee3c l\u00e0m th\u01b0\u01a1ng hi\u1ec7u ph\u00f9 h\u1ee3p v\u00e0 hi\u1ec7u qu\u1ea3. Kh\u00f4ng \u00edt kh\u00e1ch h\u00e0ng SME t\u00f4i \u0111\u00e3 t\u1eebng trao \u0111\u1ed5i c\u1ea3m th\u1ea5y b\u1ed1i r\u1ed1i v\u00e0 b\u1eebng t\u1ec9nh khi ph\u1ea3i \u0111\u01b0a ra th\u00f4ng tin v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh.<\/span><\/p>\n<\/span>\n

\n

Trong m\u00f4 h\u00ecnh Brand-Key, ch\u00fang ta c\u00f3 c\u00e1c y\u1ebfu t\u1ed1 sau:<\/em><\/strong><\/p>\n<\/span>\n

1. Root Strength (th\u1ebf m\u1ea1nh c\u1ed1t l\u00f5i):<\/strong><\/p>\n

S\u1ea3n ph\u1ea9m, gi\u00e1 tr\u1ecb v\u00e0 l\u1ee3i \u00edch m\u00e0 t\u1eeb \u0111\u1ea7u \u0111\u00e3 t\u1ea1o n\u00ean s\u1ef1 tuy\u1ec7t v\u1eddi c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u v\u00e0 ch\u00fang ta mu\u1ed1n ti\u1ebfp t\u1ee5c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u d\u1ef1a tr\u00ean nh\u1eefng th\u1ebf n\u00e0y c\u1ed1t l\u00f5i n\u00e0y.<\/p>\n<\/span>\n<\/div>\n

\"\"<\/p>\n<\/span>\n

\n

2. Competitive environment (M\u00f4i tr\u01b0\u1eddng c\u1ea1nh tranh):<\/strong><\/p>\n

Hi\u1ec3u v\u1ec1 th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau v\u00e0 nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u n\u00e0o cung c\u1ea5p gi\u00e1 tr\u1ecb v\u00e0 l\u1ef1a ch\u1ecdn t\u01b0\u01a1ng \u0111\u01b0\u01a1ng cho kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n?<\/p>\n<\/span>\n

3. Target (\u0110\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau):<\/strong><\/p>\n

Kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau l\u00e0 ai? Trong t\u00ecnh hu\u1ed1ng n\u00e0o h\u1ecd s\u1ebd ph\u1ea3i l\u1ef1a ch\u1ecdn gi\u00e1 tr\u1ecb\/s\u1ea3n ph\u1ea9m m\u00e0 b\u1ea1n cung c\u1ea5p v\u00e0 c\u00e1c th\u00f4ng tin nh\u00e2n kh\u1ea9u h\u1ecdc c\u1ea7n thi\u1ebft<\/p>\n<\/span>\n<\/div>\n

\"\"<\/p>\n<\/span>\n

\n

4. Insight:<\/strong><\/p>\n

T\u1ea5t c\u1ea3 c\u00e1c y\u1ebfu t\u1ed1 li\u00ean quan \u0111\u1ebfn kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau v\u00e0 nhu c\u1ea7u c\u1ee7a h\u1ecd m\u00e0 d\u1ef1a tr\u00ean y\u1ebfu t\u1ed1 \u0111\u00f3 b\u1ea1n \u0111\u01b0a ra\/ quy\u1ebft \u0111\u1ecbnh cung c\u1ea5p gi\u00e1 tr\u1ecb trong s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n.<\/p>\n<\/span>\n<\/div>\n

\"\"<\/p>\n<\/span>\n

\n

5. Benefits (l\u1ee3i \u00edch mang l\u1ea1i):<\/strong><\/p>\n

L\u1ee3i \u00edch c\u1ee7a kh\u00e1ch h\u00e0ng khi s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 khi\u1ebfn cho h\u1ecd quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng, bao g\u1ed3m c\u1ea3 l\u1ee3i \u00edch v\u1ec1 m\u1eb7t c\u1ea3m t\u00ednh v\u00e0 l\u00fd t\u00ednh.<\/p>\n<\/span>\n

6. Value, Personality (gi\u00e1 tr\u1ecb, ni\u1ec1m tin, c\u00e1 t\u00ednh th\u01b0\u01a1ng hi\u1ec7u):<\/strong><\/p>\n

Gi\u00e1 tr\u1ecb v\u00e0 c\u00e1 t\u00ednh m\u00e0 kh\u00e1ch h\u00e0ng li\u00ean t\u01b0\u1edfng t\u1edbi khi nh\u1eafc t\u1edbi th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<\/span>\n

7. Reason to Believe (L\u00fd do tin t\u01b0\u1edfng):<\/strong><\/p>\n

Nh\u1eefng b\u1eb1ng ch\u1ee9ng \u0111\u01b0\u1ee3c \u0111\u01b0a ra \u0111\u1ec3 thuy\u1ebft ph\u1ee5c kh\u00e1ch h\u00e0ng tin t\u01b0\u1edfng v\u00e0o l\u1ee3i \u00edch, gi\u00e1 tr\u1ecb\u2026c\u1ee7a s\u1ea3n ph\u1ea9m\/ th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<\/span>\n<\/div>\n

\"\"<\/p>\n<\/span>\n

\n

8. Discriminator ( \u0110i\u1ec3m kh\u00e1c bi\u1ec7t – USP):<\/strong><\/p>\n

\u0110i\u1ec3m kh\u00e1c bi\u1ec7t khi\u1ebfn th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n l\u00e0 duy nh\u1ea5t, l\u00e0 y\u1ebfu t\u1ed1 c\u1ea1nh tranh m\u1ea1nh m\u1ebd c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<\/span>\n

9. Core Value (Gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i):<\/strong><\/p>\n

L\u1eddi h\u1ee9a, cam k\u1ebft c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng.<\/p>\n<\/span>\n<\/div>\n

\"\"<\/span><\/p>\n

Gi\u1edd th\u00ec h\u00e3y ng\u1ed3i xu\u1ed1ng, x\u00e1c \u0111\u1ecbnh Brand-Key cho th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n. T\u1eeb Brand-Key n\u00e0y, b\u1ea1n s\u1ebd th\u1ea5y \u0111\u01b0\u1ee3c b\u1ee9c tranh to\u00e0n c\u1ea3nh v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u v\u00e0 \u0111\u00f3 ch\u00ednh l\u00e0 n\u1ec1n t\u1ea3ng \u0111\u1ec3 l\u00e0m chi\u1ebfn l\u01b0\u1ee3c v\u00e0 qu\u1ea3n tr\u1ecb cho t\u1ea5t c\u1ea3 c\u00e1c ho\u1ea1t \u0111\u1ed9ng Marketing c\u1ee7a b\u1ea1n v\u1ec1 sau.<\/p>\n

Theo Nguy\u1ec5n Th\u1ee5c \u0110oan, Group QTvKN<\/em><\/p>\n

C\u00e1c kh\u00f3a h\u1ecdc c\u00f9ng ch\u1ee7 \u0111\u1ec1:<\/em><\/strong><\/p>\n

M\u1eddi b\u1ea1n tham kh\u1ea3o<\/p>\n

QUI TR\u00ccNH X\u00c2Y D\u1ef0NG TH\u01af\u01a0NG HI\u1ec6U<\/strong><\/span><\/a> (GV: \u0110\u1eb7ng Thanh V\u00e2n<\/strong><\/a>)
\nCung c\u1ea5p qui tr\u00ecnh 10 b\u01b0\u1edbc c\u1ea5t c\u00e1nh th\u01b0\u01a1ng hi\u1ec7u, h\u1ecdc c\u00e1ch ph\u00e2n t\u00edch m\u00f4 h\u00ecnh \u0111\u00e1nh gi\u00e1 t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u, c\u00e1 nh\u00e2n h\u00f3a th\u01b0\u01a1ng hi\u1ec7u, hi\u1ec3u r\u00f5 v\u1ec1 vai tr\u00f2 d\u1eabn \u0111\u01b0\u1eddng c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c b\u1ec1n v\u1eefng.<\/span>
\nTRUY\u1ec0N TH\u00d4NG MARKETING CHI PH\u00cd TH\u1ea4P<\/strong><\/span><\/a> (GV: L\u00ea Qu\u1ed1c Vinh<\/strong><\/a>)
\nGi\u1edbi thi\u1ec7u v\u1edbi h\u1ecdc vi\u00ean c\u00e1c m\u00f4 h\u00ecnh truy\u1ec1n th\u00f4ng, nguy\u00ean t\u1eafc truy\u1ec1n th\u00f4ng chi ph\u00ed th\u1ea5p, c\u00e1c m\u00f4 h\u00ecnh chuy\u1ec3n \u0111\u1ed5i hi\u1ec7n \u0111\u1ea1i \u0111\u1ed3ng th\u1eddi ch\u1ec9 ra con \u0111\u01b0\u1eddng th\u01b0\u01a1ng hi\u1ec7u v\u00e0 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng ki\u1ec3u m\u1edbi.<\/span>
\nDIGITAL MARKETING D\u00c0NH CHO CH\u1ee6 DOANH NGHI\u1ec6P, CEO, STARTUP<\/strong><\/span><\/a> (GV: Greg Gottfried<\/strong><\/a>)
\nHi\u1ec3u r\u00f5 v\u1ec1 Digital Marketing v\u1edbi t\u1ea5t c\u1ea3 c\u00e1c c\u00f4ng c\u1ee5, c\u00f3 n\u0103ng l\u1ef1c l\u00ean k\u1ebf ho\u1ea1ch v\u00e0 th\u1ef1c hi\u1ec7n c\u00e1c chi\u1ebfn d\u1ecbch Digital Marketing v\u00e0 Social Media hi\u1ec7u qu\u1ea3, c\u01a1 h\u1ed9i ph\u00e1t tri\u1ec3n doanh nghi\u1ec7p trong th\u1eddi \u0111\u1ea1i k\u1ef9 thu\u1eadt s\u1ed1.<\/p>\n","protected":false},"excerpt":{"rendered":"

M\u00f4 h\u00ecnh Brandkey l\u00e0 m\u00f4 h\u00ecnh \u0111\u01b0\u1ee3c \u0111\u01b0a ra b\u1edfi Unilever, gi\u00fap b\u1ea1n thi\u1ebft l\u1eadp v\u00e0 gi\u1ea3i quy\u1ebft c\u00e1c v\u1ea5n \u0111\u1ec1 quan tr\u1ecdng nh\u1ea5t cho th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n m\u1ed9t…<\/p>\n","protected":false},"author":1,"featured_media":1401,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[22],"tags":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/bizuni.vn\/kien-thuc-quan-tri\/wp-content\/uploads\/2018\/12\/target-1955257_1280.jpg?fit=1280%2C852&ssl=1","_links":{"self":[{"href":"https:\/\/bizuni.vn\/kien-thuc-quan-tri\/wp-json\/wp\/v2\/posts\/2557"}],"collection":[{"href":"https:\/\/bizuni.vn\/kien-thuc-quan-tri\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bizuni.vn\/kien-thuc-quan-tri\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bizuni.vn\/kien-thuc-quan-tri\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bizuni.vn\/kien-thuc-quan-tri\/wp-json\/wp\/v2\/comments?post=2557"}],"version-history":[{"count":0,"href":"https:\/\/bizuni.vn\/kien-thuc-quan-tri\/wp-json\/wp\/v2\/posts\/2557\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/bizuni.vn\/kien-thuc-quan-tri\/wp-json\/wp\/v2\/media\/1401"}],"wp:attachment":[{"href":"https:\/\/bizuni.vn\/kien-thuc-quan-tri\/wp-json\/wp\/v2\/media?parent=2557"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bizuni.vn\/kien-thuc-quan-tri\/wp-json\/wp\/v2\/categories?post=2557"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bizuni.vn\/kien-thuc-quan-tri\/wp-json\/wp\/v2\/tags?post=2557"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}