{"id":86174,"date":"2024-11-08T15:04:08","date_gmt":"2024-11-08T08:04:08","guid":{"rendered":"https:\/\/jobsgo.vn\/blog\/?p=86174"},"modified":"2024-11-18T15:34:36","modified_gmt":"2024-11-18T08:34:36","slug":"brand-architecture-la-gi","status":"publish","type":"post","link":"https:\/\/jobsgo.vn\/blog\/brand-architecture-la-gi\/","title":{"rendered":"Brand Architecture L\u00e0 G\u00ec? 5 B\u01b0\u1edbc X\u00e2y D\u1ef1ng Brand Architecture"},"content":{"rendered":"\n
Brand Architecture l\u00e0 g\u00ec? <\/em><\/strong>L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 x\u00e2y d\u1ef1ng m\u1ed9t ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7u qu\u1ea3? \u0110\u00e2y l\u00e0 nh\u1eefng c\u00e2u h\u1ecfi then ch\u1ed1t m\u00e0 b\u1ea5t k\u1ef3 doanh nghi\u1ec7p n\u00e0o c\u0169ng c\u1ea7n gi\u1ea3i \u0111\u00e1p khi mu\u1ed1n ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng trong th\u1ecb tr\u01b0\u1eddng c\u1ea1nh tranh ng\u00e0y nay. Kh\u00e1m ph\u00e1 ngay 5 m\u00f4 h\u00ecnh ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u ph\u1ed5 bi\u1ebfn v\u00e0 quy tr\u00ecnh tri\u1ec3n khai chi ti\u1ebft qua b\u00e0i vi\u1ebft d\u01b0\u1edbi \u0111\u00e2y c\u1ee7a JobsGO<\/strong><\/a>!<\/em><\/p>\n M\u1ee5c l\u1ee5c<\/p> Brand Architecture hay ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u l\u00e0 c\u1ea5u tr\u00fac t\u1ed5ng th\u1ec3 v\u1ec1 m\u1ed1i quan h\u1ec7 gi\u1eefa th\u01b0\u01a1ng hi\u1ec7u m\u1eb9 v\u00e0 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u con trong m\u1ed9t t\u1ed5 ch\u1ee9c. N\u00f3 ho\u1ea1t \u0111\u1ed9ng nh\u01b0 m\u1ed9t b\u1ea3n thi\u1ebft k\u1ebf chi ti\u1ebft, ph\u00e1c h\u1ecda c\u00e1ch th\u1ee9c c\u00e1c nh\u00e3n hi\u1ec7u kh\u00e1c nhau trong c\u00f4ng ty li\u00ean k\u1ebft v\u1edbi nhau.<\/p><\/blockquote>\n Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y gi\u00fap doanh nghi\u1ec7p t\u1ed1i \u01b0u h\u00f3a gi\u00e1 tr\u1ecb c\u1ee7a t\u1eebng th\u01b0\u01a1ng hi\u1ec7u ri\u00eang l\u1ebb, \u0111\u1ed3ng th\u1eddi t\u1ea1o n\u00ean s\u1ef1 g\u1eafn k\u1ebft, nh\u1ea5t qu\u00e1n trong to\u00e0n b\u1ed9 danh m\u1ee5c s\u1ea3n ph\u1ea9m. Vi\u1ec7c x\u00e2y d\u1ef1ng ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u \u0111\u00fang \u0111\u1eafn kh\u00f4ng ch\u1ec9 gi\u00fap kh\u00e1ch h\u00e0ng d\u1ec5 d\u00e0ng nh\u1eadn di\u1ec7n, ph\u00e2n bi\u1ec7t c\u00e1c s\u1ea3n ph\u1ea9m m\u00e0 c\u00f2n t\u1ea1o \u0111i\u1ec1u ki\u1ec7n thu\u1eadn l\u1ee3i cho vi\u1ec7c m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng v\u00e0 ph\u00e1t tri\u1ec3n d\u00f2ng s\u1ea3n ph\u1ea9m m\u1edbi.<\/p>\n V\u1eady t\u1ea7m quan tr\u1ecdng c\u1ee7a Brand Architecture l\u00e0 g\u00ec?<\/strong> C\u00f9ng JobsGO kh\u00e1m ph\u00e1 ngay d\u01b0\u1edbi \u0111\u00e2y!<\/p>\n M\u1ed9t ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf khoa h\u1ecdc gi\u00fap doanh nghi\u1ec7p ph\u00e2n b\u1ed5 ng\u00e2n s\u00e1ch marketing hi\u1ec7u qu\u1ea3 cho t\u1eebng nh\u00e3n hi\u1ec7u trong danh m\u1ee5c. N\u00f3 cho ph\u00e9p c\u00f4ng ty t\u1eadp trung \u0111\u1ea7u t\u01b0 v\u00e0o nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u m\u0169i nh\u1ecdn, \u0111\u1ed3ng th\u1eddi duy tr\u00ec s\u1ef1 ph\u00e1t tri\u1ec3n h\u00e0i h\u00f2a c\u1ee7a c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u00f2n l\u1ea1i. Th\u00f4ng qua vi\u1ec7c x\u00e1c \u0111\u1ecbnh r\u00f5 vai tr\u00f2, m\u1ee5c ti\u00eau c\u1ee7a t\u1eebng nh\u00e3n hi\u1ec7u, t\u1ed5 ch\u1ee9c c\u00f3 th\u1ec3 \u0111\u01b0a ra nh\u1eefng quy\u1ebft \u0111\u1ecbnh \u0111\u00fang \u0111\u1eafn v\u1ec1 ph\u00e2n b\u1ed5 ngu\u1ed3n l\u1ef1c nh\u00e2n s\u1ef1, t\u00e0i ch\u00ednh v\u00e0 c\u00f4ng ngh\u1ec7.<\/p>\n C\u1ea5u tr\u00fac th\u01b0\u01a1ng hi\u1ec7u h\u1ee3p l\u00fd c\u00f2n gi\u00fap tinh g\u1ecdn b\u1ed9 m\u00e1y qu\u1ea3n l\u00fd v\u00e0 gi\u1ea3m thi\u1ec3u chi ph\u00ed v\u1eadn h\u00e0nh. Khi m\u1ed7i th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb r\u00f5 r\u00e0ng trong h\u1ec7 th\u1ed1ng, vi\u1ec7c theo d\u00f5i hi\u1ec7u su\u1ea5t, \u0111\u00e1nh gi\u00e1 th\u00e0nh c\u00f4ng tr\u1edf n\u00ean d\u1ec5 d\u00e0ng h\u01a1n. Doanh nghi\u1ec7p c\u00f3 th\u1ec3 nhanh ch\u00f3ng ph\u00e1t hi\u1ec7n, kh\u1eafc ph\u1ee5c nh\u1eefng \u0111i\u1ec3m y\u1ebfu, \u0111\u1ed3ng th\u1eddi nh\u00e2n r\u1ed9ng nh\u1eefng m\u00f4 h\u00ecnh th\u00e0nh c\u00f4ng, t\u1eeb \u0111\u00f3 t\u1ed1i \u01b0u h\u00f3a hi\u1ec7u qu\u1ea3 \u0111\u1ea7u t\u01b0 v\u00e0 t\u0103ng c\u01b0\u1eddng kh\u1ea3 n\u0103ng sinh l\u1eddi.<\/p>\n C\u1ea5u tr\u00fac th\u01b0\u01a1ng hi\u1ec7u m\u1ea1ch l\u1ea1c t\u1ea1o \u0111i\u1ec1u ki\u1ec7n \u0111\u1ec3 kh\u00e1ch h\u00e0ng d\u1ec5 d\u00e0ng nh\u1eadn bi\u1ebft, ghi nh\u1edb c\u00e1c s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p. Nh\u1edd thi\u1ebft l\u1eadp nh\u1eefng m\u1ed1i li\u00ean k\u1ebft logic gi\u1eefa th\u01b0\u01a1ng hi\u1ec7u m\u1eb9 v\u00e0 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u con, c\u00f4ng ty c\u00f3 th\u1ec3 truy\u1ec1n t\u1ea3i th\u00f4ng \u0111i\u1ec7p marketing m\u1ed9t c\u00e1ch nh\u1ea5t qu\u00e1n. \u0110i\u1ec1u n\u00e0y kh\u00f4ng ch\u1ec9 gi\u00fap gia t\u0103ng gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u m\u00e0 c\u00f2n t\u1ea1o ra l\u1ee3i th\u1ebf c\u1ea1nh tranh b\u1ec1n v\u1eefng tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n Brand Architecture c\u00f2n \u0111\u00f3ng vai tr\u00f2 quan tr\u1ecdng trong vi\u1ec7c x\u00e2y d\u1ef1ng h\u00ecnh \u1ea3nh chuy\u00ean nghi\u1ec7p cho doanh nghi\u1ec7p. M\u1ed9t h\u1ec7 th\u1ed1ng th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c t\u1ed5 ch\u1ee9c khoa h\u1ecdc ph\u1ea3n \u00e1nh n\u0103ng l\u1ef1c qu\u1ea3n tr\u1ecb, t\u1ea7m nh\u00ecn chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a c\u00f4ng ty. Kh\u00e1ch h\u00e0ng v\u00e0 \u0111\u1ed1i t\u00e1c s\u1ebd c\u00f3 c\u00e1i nh\u00ecn t\u00edch c\u1ef1c h\u01a1n v\u1ec1 t\u1ed5 ch\u1ee9c, t\u1eeb \u0111\u00f3 t\u0103ng c\u01b0\u1eddng ni\u1ec1m tin, s\u1ef1 g\u1eafn k\u1ebft v\u1edbi th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n Brand Architecture v\u1eefng m\u1ea1nh t\u1ea1o \u0111i\u1ec1u ki\u1ec7n thu\u1eadn l\u1ee3i cho doanh nghi\u1ec7p trong vi\u1ec7c ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m m\u1edbi v\u00e0 th\u00e2m nh\u1eadp th\u1ecb tr\u01b0\u1eddng m\u1edbi. Khi c\u00f3 m\u1ed9t c\u1ea5u tr\u00fac th\u01b0\u01a1ng hi\u1ec7u r\u00f5 r\u00e0ng, c\u00f4ng ty c\u00f3 th\u1ec3 d\u1ec5 d\u00e0ng \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh v\u1ec1 vi\u1ec7c li\u1ec7u n\u00ean ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u m\u1edbi hay m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7n c\u00f3. N\u00f3 gi\u00fap gi\u1ea3m thi\u1ec3u r\u1ee7i ro, t\u1ed1i \u01b0u h\u00f3a c\u01a1 h\u1ed9i th\u00e0nh c\u00f4ng khi tri\u1ec3n khai c\u00e1c chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n.<\/p>\n Ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf t\u1ed1t c\u00f2n t\u1ea1o ra hi\u1ec7u \u1ee9ng c\u1ed9ng h\u01b0\u1edfng t\u00edch c\u1ef1c gi\u1eefa c\u00e1c th\u01b0\u01a1ng hi\u1ec7u trong danh m\u1ee5c. Khi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh c\u00f4ng, n\u00f3 c\u00f3 th\u1ec3 t\u1ea1o \u0111\u1ed9ng l\u1ef1c cho s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a c\u00e1c th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c trong h\u1ec7 th\u1ed1ng. S\u1ef1 li\u00ean k\u1ebft ch\u1eb7t ch\u1ebd gi\u1eefa c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u0169ng gi\u00fap doanh nghi\u1ec7p t\u1eadn d\u1ee5ng \u0111\u01b0\u1ee3c l\u1ee3i th\u1ebf v\u1ec1 quy m\u00f4, t\u1eeb \u0111\u00f3 t\u0103ng c\u01b0\u1eddng kh\u1ea3 n\u0103ng c\u1ea1nh tranh v\u00e0 m\u1edf r\u1ed9ng th\u1ecb ph\u1ea7n m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3.<\/p>\n D\u01b0\u1edbi \u0111\u00e2y l\u00e0 5 m\u00f4 h\u00ecnh c\u1ea5u tr\u00fac Brand Architecture ph\u1ed5 bi\u1ebfn nh\u1ea5t hi\u1ec7n nay:<\/p>\n Branded House l\u00e0 m\u00f4 h\u00ecnh ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u trong \u0111\u00f3 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u ch\u1ee7 \u0111\u1ea1o \u0111\u00f3ng vai tr\u00f2 \u0111\u1ecbnh h\u01b0\u1edbng, d\u1eabn d\u1eaft to\u00e0n b\u1ed9 danh m\u1ee5c s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p. Trong c\u1ea5u tr\u00fac n\u00e0y, th\u01b0\u01a1ng hi\u1ec7u m\u1eb9 \u0111\u00f3ng vai tr\u00f2 ch\u1ee7 \u0111\u1ea1o v\u00e0 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng xuy\u00ean su\u1ed1t tr\u00ean m\u1ecdi s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u1ee7a c\u00f4ng ty. C\u00e1c th\u01b0\u01a1ng hi\u1ec7u con \u0111\u01b0\u1ee3c ph\u00e1t tri\u1ec3n d\u1ef1a tr\u00ean DNA v\u00e0 gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u m\u1eb9, t\u1ea1o n\u00ean m\u1ed9t h\u1ec7 sinh th\u00e1i th\u01b0\u01a1ng hi\u1ec7u nh\u1ea5t qu\u00e1n.<\/p>\n V\u1ec1 c\u00e1ch t\u1ed5 ch\u1ee9c nh\u1eadn di\u1ec7n, c\u00f4ng ty m\u00f4 h\u00ecnh ki\u1ebfn tr\u00fac <\/strong>Branded House c\u00f3 th\u1ec3 tri\u1ec3n khai theo 2 h\u01b0\u1edbng linh ho\u1ea1t: C\u00f9ng nh\u1eadn di\u1ec7n (Same identity) v\u00e0 kh\u00e1c nh\u1eadn di\u1ec7n (Different identity)<\/p>\n \u01afu \u0111i\u1ec3m n\u1ed5i b\u1eadt c\u1ee7a m\u00f4 h\u00ecnh n\u00e0y l\u00e0 kh\u1ea3 n\u0103ng t\u1eadn d\u1ee5ng t\u1ed1i \u0111a uy t\u00edn c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u ch\u1ee7 \u0111\u1ea1o, gi\u00fap ti\u1ebft ki\u1ec7m chi ph\u00ed marketing v\u00e0 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u cho c\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi. S\u1ef1 nh\u1ea5t qu\u00e1n trong truy\u1ec1n th\u00f4ng c\u0169ng gi\u00fap doanh nghi\u1ec7p d\u1ec5 d\u00e0ng chi\u1ebfm l\u0129nh t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng v\u00e0 t\u1ea1o \u0111\u01b0\u1ee3c l\u1ee3i th\u1ebf c\u1ea1nh tranh b\u1ec1n v\u1eefng tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n Tuy nhi\u00ean, m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u con g\u1eb7p v\u1ea5n \u0111\u1ec1 v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng hay kh\u1ee7ng ho\u1ea3ng truy\u1ec1n th\u00f4ng s\u1ebd c\u00f3 th\u1ec3 \u1ea3nh h\u01b0\u1edfng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn uy t\u00edn c\u1ee7a c\u1ea3 h\u1ec7 th\u1ed1ng th\u01b0\u01a1ng hi\u1ec7u. Vi\u1ec7c ph\u00e1t tri\u1ec3n sang c\u00e1c ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng m\u1edbi ho\u1eb7c ng\u00e0nh ngh\u1ec1 kh\u00e1c c\u0169ng g\u1eb7p nhi\u1ec1u th\u00e1ch th\u1ee9c do b\u1ecb gi\u1edbi h\u1ea1n b\u1edfi \u0111\u1ecbnh v\u1ecb v\u00e0 gi\u00e1 tr\u1ecb c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u ch\u1ee7 \u0111\u1ea1o.<\/p>\n M\u00f4 h\u00ecnh House of Brands th\u1ec3 hi\u1ec7n m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c qu\u1ea3n l\u00fd th\u01b0\u01a1ng hi\u1ec7u \u0111\u1eb7c bi\u1ec7t, trong \u0111\u00f3 c\u00f4ng ty m\u00f4 h\u00ecnh ki\u1ebfn tr\u00fac cho ph\u00e9p c\u00e1c th\u01b0\u01a1ng hi\u1ec7u con ho\u1ea1t \u0111\u1ed9ng nh\u01b0 nh\u1eefng th\u1ef1c th\u1ec3 \u0111\u1ed9c l\u1eadp v\u1edbi b\u1ea3n s\u1eafc v\u00e0 \u0111\u1ecbnh v\u1ecb ri\u00eang bi\u1ec7t tr\u00ean th\u1ecb tr\u01b0\u1eddng. Th\u01b0\u01a1ng hi\u1ec7u m\u1eb9 th\u01b0\u1eddng \u0111\u00f3ng vai tr\u00f2 h\u1eadu tr\u01b0\u1eddng, \u0111i\u1ec1u h\u00e0nh, qu\u1ea3n l\u00fd danh m\u1ee5c \u0111\u1ea7u t\u01b0, trong khi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u con \u0111\u01b0\u1ee3c trao quy\u1ec1n t\u1ef1 ch\u1ee7 cao trong vi\u1ec7c x\u00e2y d\u1ef1ng h\u00ecnh \u1ea3nh v\u00e0 ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng.<\/p>\n C\u1ea5u tr\u00fac n\u00e0y th\u01b0\u1eddng \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng theo 2 h\u00ecnh th\u1ee9c:<\/p>\n M\u00f4 h\u00ecnh House of Brands mang l\u1ea1i nhi\u1ec1u l\u1ee3i th\u1ebf \u0111\u00e1ng k\u1ec3 trong vi\u1ec7c th\u00e2m nh\u1eadp \u0111a d\u1ea1ng c\u00e1c ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng v\u00e0 nh\u00f3m kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau. C\u00e1c th\u01b0\u01a1ng hi\u1ec7u con c\u00f3 th\u1ec3 ph\u00e1t tri\u1ec3n \u0111\u1ecbnh v\u1ecb ri\u00eang bi\u1ec7t, tr\u00e1nh xung \u0111\u1ed9t v\u1ec1 h\u00ecnh \u1ea3nh ngay c\u1ea3 khi ho\u1ea1t \u0111\u1ed9ng trong c\u00f9ng m\u1ed9t ng\u00e0nh h\u00e0ng.<\/p>\n Song, th\u00e1ch th\u1ee9c l\u1edbn nh\u1ea5t c\u1ee7a m\u00f4 h\u00ecnh n\u00e0y l\u00e0 chi ph\u00ed marketing cao do ph\u1ea3i \u0111\u1ea7u t\u01b0 ri\u00eang bi\u1ec7t cho t\u1eebng th\u01b0\u01a1ng hi\u1ec7u, c\u00f9ng v\u1edbi \u0111\u00f3 l\u00e0 s\u1ef1 ph\u1ee9c t\u1ea1p trong qu\u1ea3n l\u00fd v\u00e0 duy tr\u00ec t\u00ednh nh\u1ea5t qu\u00e1n c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c t\u1ed5ng th\u1ec3.<\/p>\n M\u00f4 h\u00ecnh Hybrid th\u1ec3 hi\u1ec7n s\u1ef1 k\u1ebft h\u1ee3p tinh t\u1ebf gi\u1eefa hai c\u00e1ch ti\u1ebfp c\u1eadn truy\u1ec1n th\u1ed1ng trong qu\u1ea3n l\u00fd th\u01b0\u01a1ng hi\u1ec7u. \u0110\u00e2y l\u00e0 gi\u1ea3i ph\u00e1p m\u00e0 nhi\u1ec1u c\u00f4ng ty m\u00f4 h\u00ecnh ki\u1ebfn tr\u00fac l\u1ef1a ch\u1ecdn khi mu\u1ed1n t\u1eadn d\u1ee5ng \u01b0u \u0111i\u1ec3m c\u1ee7a c\u1ea3 Branded House v\u00e0 House of Brands. Doanh nghi\u1ec7p duy tr\u00ec m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u ch\u1ee7 \u0111\u1ea1o m\u1ea1nh m\u1ebd \u0111\u1ed3ng th\u1eddi cho ph\u00e9p m\u1ed9t s\u1ed1 th\u01b0\u01a1ng hi\u1ec7u con ph\u00e1t tri\u1ec3n b\u1ea3n s\u1eafc ri\u00eang. \u0110i\u1ec1u n\u00e0y t\u1ea1o ra s\u1ef1 c\u00e2n b\u1eb1ng gi\u1eefa vi\u1ec7c khai th\u00e1c s\u1ee9c m\u1ea1nh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u m\u1eb9 v\u00e0 kh\u1ea3 n\u0103ng th\u00e2m nh\u1eadp c\u00e1c ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng m\u1edbi m\u1ed9t c\u00e1ch linh ho\u1ea1t th\u00f4ng qua c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ed9c l\u1eadp.<\/p>\n M\u00f4 h\u00ecnh Hybrid mang l\u1ea1i nhi\u1ec1u l\u1ee3i th\u1ebf c\u1ea1nh tranh \u0111\u00e1ng k\u1ec3. Doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u1eadn d\u1ee5ng uy t\u00edn c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u ch\u00ednh \u0111\u1ec3 h\u1ed7 tr\u1ee3 c\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi, \u0111\u1ed3ng th\u1eddi v\u1eabn duy tr\u00ec kh\u1ea3 n\u0103ng ph\u00e1t tri\u1ec3n c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ed9c l\u1eadp nh\u1eb1m \u0111\u00e1p \u1ee9ng nhu c\u1ea7u \u0111\u1eb7c th\u00f9 c\u1ee7a t\u1eebng ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng.<\/p>\n Tuy nhi\u00ean, nh\u01b0\u1ee3c \u0111i\u1ec3m c\u1ee7a m\u00f4 h\u00ecnh n\u00e0y l\u00e0 s\u1ef1 ph\u1ee9c t\u1ea1p trong qu\u1ea3n l\u00fd v\u00e0 duy tr\u00ec s\u1ef1 c\u00e2n b\u1eb1ng gi\u1eefa c\u00e1c th\u01b0\u01a1ng hi\u1ec7u, \u0111\u00f2i h\u1ecfi ngu\u1ed3n l\u1ef1c, chi\u1ebfn l\u01b0\u1ee3c truy\u1ec1n th\u00f4ng hi\u1ec7u qu\u1ea3.<\/p>\n Endorsed Brand th\u1ec3 hi\u1ec7n m\u1ed9t ph\u01b0\u01a1ng th\u1ee9c t\u1ed5 ch\u1ee9c th\u01b0\u01a1ng hi\u1ec7u tinh t\u1ebf, trong \u0111\u00f3 th\u01b0\u01a1ng hi\u1ec7u m\u1eb9 \u0111\u00f3ng vai tr\u00f2 b\u1ea3o ch\u1ee9ng cho s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a c\u00e1c th\u01b0\u01a1ng hi\u1ec7u con. M\u00f4 h\u00ecnh \u0111\u01b0\u1ee3c chia th\u00e0nh ba c\u1ea5p \u0111\u1ed9 kh\u00e1c nhau:<\/p>\n M\u00f4 h\u00ecnh n\u00e0y \u0111\u1eb7c bi\u1ec7t ph\u00f9 h\u1ee3p cho c\u00e1c th\u01b0\u01a1ng hi\u1ec7u con \u0111ang trong giai \u0111o\u1ea1n ph\u00e1t tri\u1ec3n ban \u0111\u1ea7u, c\u1ea7n t\u1eadn d\u1ee5ng uy t\u00edn v\u00e0 s\u1ee9c m\u1ea1nh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u m\u1eb9 \u0111\u1ec3 t\u1ea1o d\u1ef1ng v\u1ecb th\u1ebf tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n M\u00f4 h\u00ecnh Endorsed Brand mang l\u1ea1i nhi\u1ec1u l\u1ee3i th\u1ebf chi\u1ebfn l\u01b0\u1ee3c cho doanh nghi\u1ec7p. Th\u01b0\u01a1ng hi\u1ec7u con \u0111\u01b0\u1ee3c h\u01b0\u1edfng l\u1ee3i t\u1eeb uy t\u00edn c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u m\u1eb9, \u0111\u1ed3ng th\u1eddi v\u1eabn c\u00f3 kh\u00f4ng gian \u0111\u1ec3 ph\u00e1t tri\u1ec3n b\u1ea3n s\u1eafc ri\u00eang v\u00e0 ti\u1ebfp c\u1eadn ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3.<\/p>\n H\u1ea1n ch\u1ebf c\u1ee7a m\u00f4 h\u00ecnh n\u00e0y n\u1eb1m \u1edf vi\u1ec7c duy tr\u00ec s\u1ef1 c\u00e2n b\u1eb1ng gi\u1eefa m\u1ee9c \u0111\u1ed9 b\u1ea3o tr\u1ee3,, t\u00ednh \u0111\u1ed9c l\u1eadp c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u con, c\u0169ng nh\u01b0 \u0111\u1ea3m b\u1ea3o t\u00ednh nh\u1ea5t qu\u00e1n trong truy\u1ec1n th\u00f4ng v\u00e0 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n M\u00f4 h\u00ecnh c\u1ea5u tr\u00fac h\u1ed7n h\u1ee3p ph\u1ea3n \u00e1nh s\u1ef1 linh ho\u1ea1t trong vi\u1ec7c t\u1ed5 ch\u1ee9c v\u00e0 qu\u1ea3n l\u00fd danh m\u1ee5c th\u01b0\u01a1ng hi\u1ec7u, cho ph\u00e9p doanh nghi\u1ec7p v\u1eadn d\u1ee5ng \u0111\u1ed3ng th\u1eddi nhi\u1ec1u ph\u01b0\u01a1ng th\u1ee9c ki\u1ebfn tr\u00fac kh\u00e1c nhau, ti\u00eau bi\u1ec3u nh\u01b0 BIDV.<\/p>\n BIDV \u1edf c\u1ea5p cao nh\u1ea5t, d\u01b0\u1edbi l\u00e0 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u con ph\u1ee5c v\u1ee5 cho c\u00e1c d\u1ecbch v\u1ee5 kh\u00e1c nhau, g\u1ed3m:<\/p>\n M\u1ed7i th\u01b0\u01a1ng hi\u1ec7u con \u0111\u1ec1u mang logo BIDV, t\u1ea1o s\u1ef1 li\u00ean k\u1ebft ch\u1eb7t ch\u1ebd v\u00e0 nh\u1eadn di\u1ec7n \u0111\u1ed3ng b\u1ed9 trong h\u1ec7 sinh th\u00e1i th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a BIDV.<\/p>\n M\u1ed9t s\u1ed1 \u0111\u01a1n v\u1ecb con \u0111\u01b0\u1ee3c ph\u00e9p ph\u00e1t tri\u1ec3n \u0111\u1ed9c l\u1eadp, trong khi c\u00e1c \u0111\u01a1n v\u1ecb kh\u00e1c v\u1eabn duy tr\u00ec m\u1ed1i li\u00ean k\u1ebft ch\u1eb7t ch\u1ebd v\u1edbi th\u01b0\u01a1ng hi\u1ec7u m\u1eb9. \u0110\u1eb7c bi\u1ec7t, m\u00f4 h\u00ecnh n\u00e0y th\u01b0\u1eddng xu\u1ea5t hi\u1ec7n trong qu\u00e1 tr\u00ecnh chuy\u1ec3n \u0111\u1ed5i c\u01a1 c\u1ea5u t\u1ed5 ch\u1ee9c, mua b\u00e1n s\u00e1p nh\u1eadp ho\u1eb7c khi doanh nghi\u1ec7p mu\u1ed1n th\u00e2m nh\u1eadp v\u00e0o c\u00e1c ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng m\u1edbi c\u00f3 t\u00ednh \u0111\u1eb7c th\u00f9 cao.<\/p>\n \u01afu \u0111i\u1ec3m n\u1ed5i b\u1eadt c\u1ee7a m\u00f4 h\u00ecnh n\u00e0y l\u00e0 t\u00ednh linh ho\u1ea1t cao, cho ph\u00e9p t\u1ed1i \u01b0u h\u00f3a l\u1ee3i th\u1ebf c\u1ee7a t\u1eebng ph\u01b0\u01a1ng th\u1ee9c qu\u1ea3n l\u00fd th\u01b0\u01a1ng hi\u1ec7u ph\u00f9 h\u1ee3p v\u1edbi t\u1eebng \u0111\u01a1n v\u1ecb kinh doanh c\u1ee5 th\u1ec3.<\/p>\n Song, m\u00f4 h\u00ecnh n\u00e0y \u0111\u00f2i h\u1ecfi m\u1ed9t h\u1ec7 th\u1ed1ng v\u1eadn h\u00e0nh ph\u1ee9c t\u1ea1p, kh\u1ea3 n\u0103ng \u0111i\u1ec1u ph\u1ed1i xu\u1ea5t s\u1eafc v\u00e0 chi ph\u00ed \u0111\u1ea7u t\u01b0 l\u1edbn \u0111\u1ec3 duy tr\u00ec s\u1ef1 nh\u1ea5t qu\u00e1n trong to\u00e0n b\u1ed9 h\u1ec7 th\u1ed1ng th\u01b0\u01a1ng hi\u1ec7u \u0111a d\u1ea1ng.<\/p>\n X\u00e2y d\u1ef1ng ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t qu\u00e1 tr\u00ecnh ph\u1ee9c t\u1ea1p \u0111\u00f2i h\u1ecfi s\u1ef1 c\u00e2n nh\u1eafc k\u1ef9 l\u01b0\u1ee1ng nhi\u1ec1u y\u1ebfu t\u1ed1 kh\u00e1c nhau nh\u01b0:<\/p>\n M\u1ee5c ti\u00eau kinh doanh \u0111\u00f3ng vai tr\u00f2 n\u1ec1n t\u1ea3ng trong vi\u1ec7c \u0111\u1ecbnh h\u00ecnh ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a doanh nghi\u1ec7p. Brand Architecture c\u1ea7n ph\u1ea3n \u00e1nh ch\u00ednh x\u00e1c t\u1ea7m nh\u00ecn d\u00e0i h\u1ea1n v\u00e0 chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n c\u1ee7a t\u1ed5 ch\u1ee9c, t\u1eeb k\u1ebf ho\u1ea1ch m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng \u0111\u1ebfn vi\u1ec7c th\u00e2m nh\u1eadp c\u00e1c ph\u00e2n kh\u00fac m\u1edbi.<\/p>\n M\u1ed9t doanh nghi\u1ec7p c\u00f3 tham v\u1ecdng ph\u00e1t tri\u1ec3n \u0111a ng\u00e0nh ngh\u1ec1 c\u00f3 th\u1ec3 c\u1ea7n m\u1ed9t c\u1ea5u tr\u00fac linh ho\u1ea1t h\u01a1n so v\u1edbi doanh nghi\u1ec7p t\u1eadp trung v\u00e0o m\u1ed9t l\u0129nh v\u1ef1c c\u1ed1t l\u00f5i. Ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u ph\u1ea3i h\u1ed7 tr\u1ee3 c\u00e1c m\u1ee5c ti\u00eau t\u00e0i ch\u00ednh, t\u1eeb vi\u1ec7c t\u1ed1i \u01b0u h\u00f3a chi ph\u00ed marketing \u0111\u1ebfn vi\u1ec7c t\u1ea1o ra c\u00e1c ngu\u1ed3n doanh thu m\u1edbi th\u00f4ng qua vi\u1ec7c ph\u00e1t tri\u1ec3n c\u00e1c th\u01b0\u01a1ng hi\u1ec7u con.<\/p>\n Hi\u1ec3u r\u00f5 v\u00e0 ph\u00e2n t\u00edch k\u1ef9 \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng l\u00e0 y\u1ebfu t\u1ed1 quy\u1ebft \u0111\u1ecbnh trong vi\u1ec7c thi\u1ebft k\u1ebf ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7u qu\u1ea3. M\u1ed7i ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng c\u00f3 nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m nh\u00e2n kh\u1ea9u h\u1ecdc, h\u00e0nh vi ti\u00eau d\u00f9ng v\u00e0 nhu c\u1ea7u ri\u00eang bi\u1ec7t c\u1ea7n \u0111\u01b0\u1ee3c \u0111\u00e1p \u1ee9ng. Ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u ph\u1ea3i \u0111\u1ea3m b\u1ea3o m\u1ed7i th\u01b0\u01a1ng hi\u1ec7u trong danh m\u1ee5c c\u00f3 th\u1ec3 ti\u1ebfp c\u1eadn v\u00e0 ph\u1ee5c v\u1ee5 hi\u1ec7u qu\u1ea3 nh\u00f3m kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau c\u1ee7a m\u00ecnh, tr\u00e1nh t\u00ecnh tr\u1ea1ng c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ea1nh tranh l\u1eabn nhau trong c\u00f9ng m\u1ed9t ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng.<\/p>\n C\u1ea5u tr\u00fac t\u1ed5 ch\u1ee9c c\u1ee7a doanh nghi\u1ec7p c\u1ea7n \u0111\u01b0\u1ee3c ph\u1ea3n \u00e1nh m\u1ed9t c\u00e1ch h\u1ee3p l\u00fd trong ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u. Vi\u1ec7c n\u00e0y \u0111\u00f2i h\u1ecfi s\u1ef1 li\u00ean k\u1ebft ch\u1eb7t ch\u1ebd gi\u1eefa c\u00e1ch th\u1ee9c qu\u1ea3n l\u00fd, ph\u00e2n b\u1ed5 ngu\u1ed3n l\u1ef1c, quy tr\u00ecnh ra quy\u1ebft \u0111\u1ecbnh trong t\u1ed5 ch\u1ee9c v\u1edbi c\u00e1ch th\u1ee9c c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c t\u1ed5 ch\u1ee9c v\u00e0 v\u1eadn h\u00e0nh. M\u1ed9t c\u1ea5u tr\u00fac t\u1ed5 ch\u1ee9c ph\u00e2n quy\u1ec1n c\u00f3 th\u1ec3 ph\u00f9 h\u1ee3p h\u01a1n v\u1edbi m\u00f4 h\u00ecnh House of Brands, trong khi m\u1ed9t t\u1ed5 ch\u1ee9c t\u1eadp trung c\u00f3 th\u1ec3 ph\u00e1t huy hi\u1ec7u qu\u1ea3 t\u1ed1t h\u01a1n v\u1edbi m\u00f4 h\u00ecnh Branded House.<\/p>\n Ngo\u00e0i nh\u1eefng y\u1ebfu t\u1ed1 c\u01a1 b\u1ea3n, doanh nghi\u1ec7p ph\u1ea3i xem x\u00e9t th\u00eam nhi\u1ec1u kh\u00eda c\u1ea1nh quan tr\u1ecdng kh\u00e1c trong qu\u00e1 tr\u00ecnh x\u00e2y d\u1ef1ng ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u. N\u00f3 bao g\u1ed3m xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng, s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a c\u00f4ng ngh\u1ec7, c\u00e1c quy \u0111\u1ecbnh ph\u00e1p l\u00fd v\u00e0 kh\u1ea3 n\u0103ng th\u00edch \u1ee9ng v\u1edbi nh\u1eefng thay \u0111\u1ed5i trong t\u01b0\u01a1ng lai.<\/p>\n \u0110\u1eb7c bi\u1ec7t, vi\u1ec7c \u0111\u00e1nh gi\u00e1 ngu\u1ed3n l\u1ef1c t\u00e0i ch\u00ednh, n\u0103ng l\u1ef1c qu\u1ea3n l\u00fd th\u01b0\u01a1ng hi\u1ec7u v\u00e0 kh\u1ea3 n\u0103ng duy tr\u00ec t\u00ednh nh\u1ea5t qu\u00e1n trong truy\u1ec1n th\u00f4ng c\u0169ng \u0111\u00f3ng vai tr\u00f2 quan tr\u1ecdng trong vi\u1ec7c \u0111\u1ea3m b\u1ea3o s\u1ef1 th\u00e0nh c\u00f4ng l\u00e2u d\u00e0i c\u1ee7a ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n Quy tr\u00ecnh x\u00e2y d\u1ef1ng Brand Architecture \u0111\u00f2i h\u1ecfi s\u1ef1 ph\u1ed1i h\u1ee3p ch\u1eb7t ch\u1ebd gi\u1eefa nhi\u1ec1u b\u1ed9 ph\u1eadn v\u00e0 c\u1ea7n \u0111\u01b0\u1ee3c tri\u1ec3n khai m\u1ed9t c\u00e1ch c\u00f3 h\u1ec7 th\u1ed1ng. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 5 b\u01b0\u1edbc quan tr\u1ecdng m\u00e0 doanh nghi\u1ec7p c\u1ea7n th\u1ef1c hi\u1ec7n:<\/p>\n1. Brand Architecture L\u00e0 G\u00ec?<\/strong><\/span><\/h2>\n
2. T\u1ea7m Quan Tr\u1ecdng C\u1ee7a Brand Architecture<\/strong><\/span><\/h2>\n
2.1 T\u1ed1i \u01afu H\u00f3a Ngu\u1ed3n L\u1ef1c V\u00e0 Chi Ph\u00ed Qu\u1ea3n L\u00fd<\/strong><\/span><\/h3>\n
2.2 T\u0103ng C\u01b0\u1eddng Nh\u1eadn Di\u1ec7n V\u00e0 \u0110\u1ecbnh V\u1ecb Th\u01b0\u01a1ng Hi\u1ec7u<\/strong><\/span><\/h3>\n
2.3 T\u1ea1o N\u1ec1n T\u1ea3ng Cho T\u0103ng Tr\u01b0\u1edfng V\u00e0 M\u1edf R\u1ed9ng<\/strong><\/span><\/h3>\n
3. C\u00e1c M\u00f4 H\u00ecnh Brand Architecture Ph\u1ed5 Bi\u1ebfn<\/strong><\/span><\/h2>\n
3.1 M\u00f4 H\u00ecnh C\u1ea5u Tr\u00fac Branded House<\/strong><\/span><\/h3>\n
3.1.1 \u0110\u1eb7c \u0110i\u1ec3m C\u1ee7a M\u00f4 H\u00ecnh Branded House<\/strong><\/span><\/h4>\n
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3.1.2 \u01afu – Nh\u01b0\u1ee3c \u0110i\u1ec3m C\u1ee7a M\u00f4 H\u00ecnh Branded House<\/strong><\/span><\/h4>\n
3.2 M\u00f4 H\u00ecnh C\u1ea5u Tr\u00fac House Of Brands<\/strong><\/span><\/h3>\n
3.2.1 \u0110\u1eb7c \u0110i\u1ec3m C\u1ee7a M\u00f4 H\u00ecnh House Of Brands<\/strong><\/span><\/h4>\n
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3.2.2 \u01afu – Nh\u01b0\u1ee3c \u0111i\u1ec3m c\u1ee7a M\u00f4 H\u00ecnh House Of Brands<\/strong><\/span><\/h4>\n
3.3 M\u00f4 H\u00ecnh C\u1ea5u Tr\u00fac Hybrid<\/strong><\/span><\/h3>\n
3.3.1 \u0110\u1eb7c \u0110i\u1ec3m C\u1ee7a M\u00f4 H\u00ecnh Hybrid<\/strong><\/span><\/h4>\n
3.3.1 \u01afu – Nh\u01b0\u1ee3c \u0110i\u1ec3m C\u1ee7a M\u00f4 H\u00ecnh Hybrid<\/strong><\/span><\/h4>\n
3.4 M\u00f4 H\u00ecnh C\u1ea5u Tr\u00fac Endorsed Brand<\/strong><\/span><\/h3>\n
3.4.1 \u0110\u1eb7c \u0110i\u1ec3m C\u1ee7a M\u00f4 H\u00ecnh Endorsed Brand<\/strong><\/span><\/h4>\n
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3.4.2 \u01afu – Nh\u01b0\u1ee3c \u0110i\u1ec3m C\u1ee7a M\u00f4 H\u00ecnh Endorsed Brand<\/strong><\/span><\/h4>\n
3.5 M\u00f4 H\u00ecnh C\u1ea5u Tr\u00fac H\u1ed7n H\u1ee3p<\/strong><\/span><\/h3>\n
3.5.1 \u0110\u1eb7c \u0110i\u1ec3m C\u1ee7a M\u00f4 H\u00ecnh H\u1ed7n H\u1ee3p<\/strong><\/span><\/h4>\n
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3.5.2 \u01afu – Nh\u01b0\u1ee3c \u0110i\u1ec3m C\u1ee7a M\u00f4 H\u00ecnh H\u1ed7n H\u1ee3p<\/strong><\/span><\/h4>\n
4. Nh\u1eefng Y\u1ebfu T\u1ed1 C\u1ea7n Xem X\u00e9t Khi X\u00e2y D\u1ef1ng Brand Architecture<\/strong><\/span><\/h2>\n
4.1 M\u1ee5c Ti\u00eau Kinh Doanh<\/strong><\/span><\/h3>\n
4.2 \u0110\u1ed1i T\u01b0\u1ee3ng Kh\u00e1ch H\u00e0ng<\/strong><\/span><\/h3>\n
4.3 C\u1ea5u Tr\u00fac T\u1ed5 Ch\u1ee9c<\/strong><\/span><\/h3>\n
4.4 C\u00e1c Y\u1ebfu T\u1ed1 Kh\u00e1c<\/strong><\/span><\/h3>\n
5. Quy Tr\u00ecnh X\u00e2y D\u1ef1ng Brand Architecture<\/strong><\/span><\/h2>\n