{"id":94326,"date":"2025-05-03T02:36:17","date_gmt":"2025-05-02T19:36:17","guid":{"rendered":"https:\/\/jobsgo.vn\/blog\/brand-equity-la-gi\/"},"modified":"2025-05-03T02:36:17","modified_gmt":"2025-05-02T19:36:17","slug":"brand-equity-la-gi","status":"publish","type":"post","link":"https:\/\/jobsgo.vn\/blog\/brand-equity-la-gi\/","title":{"rendered":"Brand Equity L\u00e0 G\u00ec? T\u00ecm Hi\u1ec3u 4 Th\u00e0nh Ph\u1ea7n C\u1ee7a Brand Equity"},"content":{"rendered":"\n
Brand Equity, hay t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u, l\u00e0 y\u1ebfu t\u1ed1 quy\u1ebft \u0111\u1ecbnh s\u1ef1 th\u00e0nh c\u00f4ng l\u00e2u d\u00e0i tr\u00ean th\u1ecb tr\u01b0\u1eddng. V\u1eady c\u1ee5 th\u1ec3 Brand Equity l\u00e0 g\u00ec<\/a>? Qua b\u00e0i vi\u1ebft n\u00e0y, ch\u00fang ta s\u1ebd c\u00f9ng kh\u00e1m ph\u00e1 to\u00e0n di\u1ec7n c\u00e1c th\u00e0nh ph\u1ea7n c\u1ea5u th\u00e0nh, l\u1ee3i \u00edch c\u0169ng nh\u01b0 nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c hi\u1ec7u qu\u1ea3 \u0111\u1ec3 x\u00e2y d\u1ef1ng Brand Equity v\u1eefng m\u1ea1nh.\n<\/p>\n\n\n M\u1ee5c l\u1ee5c<\/p> Brand Equity l\u00e0 g\u00ec? \u0110\u00e2y l\u00e0 t\u1eadp h\u1ee3p c\u00e1c gi\u00e1 tr\u1ecb v\u00f4 h\u00ecnh c\u1ed9ng h\u01b0\u1edfng v\u1edbi c\u1ea3m nh\u1eadn c\u1ee7a kh\u00e1ch h\u00e0ng khi li\u00ean h\u1ec7 v\u1edbi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u1ee5 th\u1ec3. T\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ch\u1ec9 l\u00e0 logo, slogan hay m\u00e0u s\u1eafc \u0111\u1eb7c tr\u01b0ng m\u00e0 c\u00f2n bao g\u1ed3m ni\u1ec1m tin, s\u1ef1 trung th\u00e0nh v\u00e0 tr\u1ea3i nghi\u1ec7m t\u00edch c\u1ef1c m\u00e0 kh\u00e1ch h\u00e0ng g\u1eafn li\u1ec1n v\u1edbi th\u01b0\u01a1ng hi\u1ec7u. N\u00f3i c\u00e1ch kh\u00e1c, khi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u00f3 Brand Equity t\u1ed1t, n\u00f3 s\u1ebd tr\u1edf th\u00e0nh bi\u1ec3u t\u01b0\u1ee3ng \u0111\u00e1ng tin c\u1eady, \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng c\u1ee7a kh\u00e1ch h\u00e0ng d\u1ef1a tr\u00ean c\u1ea3m x\u00fac v\u00e0 s\u1ef1 nh\u1eadn di\u1ec7n.\n<\/p>\n\n\n <\/p>\n\n\n\n Brand Equity (t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u) l\u00e0 g\u00ec?\n<\/i><\/p>\n\n\n Brand Equity c\u00f2n l\u00e0 t\u1ed5ng h\u00f2a c\u1ee7a nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u, s\u1ef1 li\u00ean k\u1ebft c\u1ea3m x\u00fac, ch\u1ea5t l\u01b0\u1ee3ng c\u1ea3m nh\u1eadn v\u00e0 l\u00f2ng trung th\u00e0nh m\u00e0 kh\u00e1ch h\u00e0ng c\u00f3 \u0111\u01b0\u1ee3c \u0111\u1ed1i v\u1edbi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u.\n<\/p>\n\n\n V\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh trong ng\u00e0nh c\u00f4ng nghi\u1ec7p th\u1eddi trang l\u00e0 khi kh\u00e1ch h\u00e0ng d\u1ec5 d\u00e0ng nh\u1eadn bi\u1ebft bi\u1ec3u t\u01b0\u1ee3ng c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng, h\u1ecd s\u1eb5n s\u00e0ng chi tr\u1ea3 nhi\u1ec1u h\u01a1n \u0111\u1ec3 s\u1edf h\u1eefu s\u1ea3n ph\u1ea9m ch\u00ednh h\u00e3ng thay v\u00ec l\u1ef1a ch\u1ecdn c\u00e1c m\u1eb7t h\u00e0ng thay th\u1ebf. M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u v\u1edbi Brand Equity cao kh\u00f4ng ch\u1ec9 gi\u00fap doanh nghi\u1ec7p duy tr\u00ec v\u1ecb th\u1ebf tr\u00ean th\u1ecb tr\u01b0\u1eddng m\u00e0 c\u00f2n t\u1ea1o ra m\u1ed9t \u201ch\u1ec7 sinh th\u00e1i\u201d gi\u00e1 tr\u1ecb n\u01a1i kh\u00e1ch h\u00e0ng c\u1ea3m th\u1ea5y g\u1eafn b\u00f3 v\u00e0 tin t\u01b0\u1edfng.\n<\/p>\n\n\n >>> Xem th\u00eam: <\/strong> Brand Value l\u00e0 g\u00ec<\/strong><\/a>?\n<\/strong><\/p>\n\n\n T\u1ea7m quan tr\u1ecdng c\u1ee7a Brand Equity kh\u00f4ng ch\u1ec9 d\u1eebng l\u1ea1i \u1edf vi\u1ec7c t\u1ea1o d\u1ef1ng nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u m\u00e0 c\u00f2n \u1ea3nh h\u01b0\u1edfng s\u00e2u s\u1eafc \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng c\u1ee7a kh\u00e1ch h\u00e0ng. Khi th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng v\u1edbi s\u1ef1 nh\u1ea5t qu\u00e1n v\u00e0 minh b\u1ea1ch, ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd c\u1ea3m th\u1ea5y an t\u00e2m h\u01a1n khi ra quy\u1ebft \u0111\u1ecbnh mua s\u1eafm. H\u1ecd tin r\u1eb1ng ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m lu\u00f4n \u0111\u01b0\u1ee3c \u0111\u1ea3m b\u1ea3o, t\u1eeb \u0111\u00f3 h\u00ecnh th\u00e0nh l\u00f2ng trung th\u00e0nh v\u00e0 s\u1eb5n s\u00e0ng gi\u1edbi thi\u1ec7u cho ng\u01b0\u1eddi kh\u00e1c.\n<\/p>\n\n\n Ngo\u00e0i ra, Brand Equity c\u00f2n gi\u00fap doanh nghi\u1ec7p v\u01b0\u1ee3t qua \u0111\u01b0\u1ee3c kh\u1ee7ng ho\u1ea3ng th\u1ecb tr\u01b0\u1eddng, duy tr\u00ec l\u1ee3i th\u1ebf c\u1ea1nh tranh v\u00e0 ph\u00e1t tri\u1ec3n hi\u1ec7u qu\u1ea3 c\u00e1c chi\u1ebfn l\u01b0\u1ee3c Marketing d\u00e0i h\u1ea1n. C\u00e1c doanh nghi\u1ec7p \u0111\u1ea7u t\u01b0 v\u00e0o vi\u1ec7c x\u00e2y d\u1ef1ng v\u00e0 duy tr\u00ec t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u lu\u00f4n c\u00f3 kh\u1ea3 n\u0103ng th\u00edch \u1ee9ng t\u1ed1t v\u1edbi bi\u1ebfn \u0111\u1ed9ng c\u1ee7a th\u1ecb tr\u01b0\u1eddng v\u00e0 thu h\u00fat nhi\u1ec1u c\u01a1 h\u1ed9i h\u1ee3p t\u00e1c kinh doanh.\n<\/p>\n\n\n >>> Xem th\u00eam: <\/strong> Brand Associations l\u00e0 g\u00ec<\/strong><\/a>?\n<\/strong><\/p>\n\n\n Brand Equity \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng t\u1eeb nhi\u1ec1u th\u00e0nh ph\u1ea7n kh\u00e1c nhau, m\u1ed7i y\u1ebfu t\u1ed1 \u0111\u1ec1u \u0111\u00f3ng g\u00f3p v\u00e0o c\u1ea3m nh\u1eadn t\u1ed5ng th\u1ec3 c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u. Vi\u1ec7c ph\u00e2n chia v\u00e0 ph\u00e2n t\u00edch r\u00f5 r\u00e0ng c\u00e1c th\u00e0nh ph\u1ea7n n\u00e0y s\u1ebd gi\u00fap doanh nghi\u1ec7p c\u00f3 c\u00e1i nh\u00ecn t\u1ed5ng quan v\u00e0 chi\u1ebfn l\u01b0\u1ee3c c\u1ee5 th\u1ec3 nh\u1eb1m c\u1ea3i thi\u1ec7n \u0111i\u1ec3m m\u1ea1nh c\u0169ng nh\u01b0 kh\u1eafc ph\u1ee5c nh\u01b0\u1ee3c \u0111i\u1ec3m trong ho\u1ea1t \u0111\u1ed9ng Marketing.\n<\/p>\n\n\n Nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u l\u00e0 n\u1ec1n t\u1ea3ng \u0111\u1ea7u ti\u00ean \u0111\u1ec3 x\u00e2y d\u1ef1ng Brand Equity. Khi kh\u00e1ch h\u00e0ng d\u1ec5 d\u00e0ng nh\u1eadn di\u1ec7n m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u qua logo, slogan, m\u00e0u s\u1eafc \u0111\u1eb7c tr\u01b0ng hay c\u00e1c chi\u1ebfn d\u1ecbch Marketing, h\u1ecd s\u1ebd c\u00f3 xu h\u01b0\u1edbng ghi nh\u1edb v\u00e0 \u01b0u ti\u00ean l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3. H\u01a1n n\u1eefa, vi\u1ec7c nh\u1eadn di\u1ec7n m\u1ea1nh m\u1ebd s\u1ebd t\u1ea1o ra m\u1ed9t l\u1ef1c k\u00e9o m\u1ea1nh m\u1ebd khi kh\u00e1ch h\u00e0ng ra quy\u1ebft \u0111\u1ecbnh mua s\u1eafm.\n<\/p>\n\n\n S\u1ef1 li\u00ean k\u1ebft th\u01b0\u01a1ng hi\u1ec7u bao g\u1ed3m t\u1ea5t c\u1ea3 c\u00e1c gi\u00e1 tr\u1ecb c\u1ea3m x\u00fac v\u00e0 h\u00ecnh \u1ea3nh m\u00e0 kh\u00e1ch h\u00e0ng g\u1eafn li\u1ec1n khi ngh\u0129 \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u. V\u00ed d\u1ee5: khi gi\u1edbi tr\u1ebb li\u00ean h\u1ec7 v\u1edbi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u th\u1eddi trang n\u1ed5i ti\u1ebfng nh\u1edd h\u00ecnh \u1ea3nh n\u0103ng \u0111\u1ed9ng, s\u00e1ng t\u1ea1o v\u00e0 phong c\u00e1ch c\u00e1 t\u00ednh. Nh\u1eefng li\u00ean k\u1ebft n\u00e0y kh\u00f4ng ch\u1ec9 gi\u00fap n\u00e2ng cao gi\u00e1 tr\u1ecb c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u m\u00e0 c\u00f2n t\u1ea1o ra m\u1ed1i li\u00ean k\u1ebft c\u1ea3m x\u00fac l\u00e2u d\u00e0i. Khi kh\u00e1ch h\u00e0ng c\u1ea3m nh\u1eadn \u0111\u01b0\u1ee3c \u0111i\u1ec1u \u0111\u00f3, h\u1ecd s\u1ebd c\u00f3 xu h\u01b0\u1edbng \u0111\u1ed3ng h\u00e0nh c\u00f9ng th\u01b0\u01a1ng hi\u1ec7u qua t\u1eebng th\u1eddi k\u1ef3, d\u00f9 c\u00f3 s\u1ef1 thay \u0111\u1ed5i trong th\u1ecb tr\u01b0\u1eddng.\n<\/p>\n\n\n Ch\u1ea5t l\u01b0\u1ee3ng c\u1ea3m nh\u1eadn l\u00e0 \u0111\u00e1nh gi\u00e1 ch\u1ee7 quan v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, d\u1ef1a tr\u00ean tr\u1ea3i nghi\u1ec7m th\u1ef1c t\u1ebf c\u0169ng nh\u01b0 th\u00f4ng tin t\u1eeb b\u00ean ngo\u00e0i. C\u00e1c kh\u1ea3o s\u00e1t cho th\u1ea5y r\u1eb1ng, v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m cao c\u1ea5p, ch\u1ea5t l\u01b0\u1ee3ng c\u1ea3m nh\u1eadn c\u00f3 th\u1ec3 t\u1ea1o ra s\u1ef1 kh\u00e1c bi\u1ec7t l\u1edbn so v\u1edbi \u0111\u1ed1i th\u1ee7.\n<\/p>\n\n\n V\u00ed d\u1ee5, m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111i\u1ec7n t\u1eed h\u00e0ng \u0111\u1ea7u lu\u00f4n \u0111\u01b0\u1ee3c nh\u00ecn nh\u1eadn v\u1edbi ch\u1ea5t l\u01b0\u1ee3ng v\u01b0\u1ee3t tr\u1ed9i qua c\u00e1c ch\u1ec9 s\u1ed1 \u0111\u00e1nh gi\u00e1 \u0111\u1ed9c l\u1eadp t\u1eeb ng\u01b0\u1eddi d\u00f9ng, t\u1eeb \u0111\u00f3 kh\u1eb3ng \u0111\u1ecbnh v\u1ecb th\u1ebf c\u1ee7a m\u00ecnh tr\u00ean th\u1ecb tr\u01b0\u1eddng.\n<\/p>\n\n\n Trung th\u00e0nh th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ee9c \u0111\u1ed9 cam k\u1ebft c\u1ee7a kh\u00e1ch h\u00e0ng khi l\u1ef1a ch\u1ecdn mua s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u1ee5 th\u1ec3 li\u00ean t\u1ee5c theo th\u1eddi gian. L\u00f2ng trung th\u00e0nh kh\u00f4ng ch\u1ec9 \u0111\u1ebfn t\u1eeb ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m m\u00e0 c\u00f2n t\u1eeb tr\u1ea3i nghi\u1ec7m t\u00edch c\u1ef1c, d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng xu\u1ea5t s\u1eafc v\u00e0 kh\u1ea3 n\u0103ng t\u1ea1o ra gi\u00e1 tr\u1ecb c\u1ea3m x\u00fac \u0111\u1ed9c \u0111\u00e1o.\n<\/p>\n\n\n V\u00ed d\u1ee5: trong ng\u00e0nh c\u00f4ng ngh\u1ec7, nh\u1eefng s\u1ea3n ph\u1ea9m v\u1edbi thi\u1ebft k\u1ebf ti\u00ean ti\u1ebfn v\u00e0 d\u1ecbch v\u1ee5 h\u1eadu m\u00e3i chu \u0111\u00e1o th\u01b0\u1eddng c\u00f3 t\u1ef7 l\u1ec7 kh\u00e1ch h\u00e0ng trung th\u00e0nh cao, gi\u00fap doanh nghi\u1ec7p gi\u1ea3m thi\u1ec3u chi ph\u00ed thu h\u00fat kh\u00e1ch h\u00e0ng m\u1edbi v\u00e0 \u0111\u1ea3m b\u1ea3o doanh s\u1ed1 \u1ed5n \u0111\u1ecbnh.\n<\/p>\n\n\n Brand Equity mang l\u1ea1i l\u1ee3i \u00edch kinh t\u1ebf v\u00e0 n\u00e2ng cao tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng<\/i><\/p>\n\n\n Brand Equity mang l\u1ea1i v\u00f4 s\u1ed1 l\u1ee3i \u00edch cho c\u1ea3 doanh nghi\u1ec7p v\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng, t\u1eeb t\u0103ng tr\u01b0\u1edfng doanh thu \u0111\u1ebfn tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c n\u00e2ng cao. Vi\u1ec7c x\u00e2y d\u1ef1ng Brand Equity kh\u00f4ng ch\u1ec9 mang l\u1ea1i nh\u1eefng l\u1ee3i \u00edch thi\u1ebft th\u1ef1c cho doanh nghi\u1ec7p m\u00e0 c\u00f2n \u1ea3nh h\u01b0\u1edfng t\u00edch c\u1ef1c t\u1edbi tr\u1ea3i nghi\u1ec7m c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Khi th\u01b0\u01a1ng hi\u1ec7u c\u00f3 gi\u00e1 tr\u1ecb m\u1ea1nh m\u1ebd, n\u00f3 s\u1ebd t\u1ea1o ra m\u1ed9t chu tr\u00ecnh t\u00edch c\u1ef1c gi\u00fap doanh nghi\u1ec7p ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng, \u0111\u1ed3ng th\u1eddi mang l\u1ea1i gi\u00e1 tr\u1ecb c\u1ea3m x\u00fac v\u00e0 tr\u1ea3i nghi\u1ec7m mua s\u1eafm t\u1ed1t nh\u1ea5t cho kh\u00e1ch h\u00e0ng.\n<\/p>\n\n\n M\u1ed9t trong nh\u1eefng l\u1ee3i \u00edch r\u00f5 r\u00e0ng nh\u1ea5t c\u1ee7a Brand Equity l\u00e0 t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn k\u1ebft qu\u1ea3 kinh t\u1ebf c\u1ee7a doanh nghi\u1ec7p. Khi kh\u00e1ch h\u00e0ng c\u1ea3m nh\u1eadn \u0111\u01b0\u1ee3c gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u cao, h\u1ecd s\u1ebd s\u1eb5n s\u00e0ng chi tr\u1ea3 v\u1edbi m\u1ee9c gi\u00e1 Premium cho s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5. \u0110i\u1ec1u n\u00e0y d\u1eabn \u0111\u1ebfn vi\u1ec7c n\u00e2ng cao doanh thu v\u00e0 l\u1ee3i nhu\u1eadn, \u0111\u1ed3ng th\u1eddi gi\u1ea3m chi ph\u00ed qu\u1ea3ng c\u00e1o khi th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng ghi nh\u1edb.\n<\/p>\n\n\n Brand Equity kh\u00f4ng ch\u1ec9 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn l\u1ee3i \u00edch kinh t\u1ebf m\u00e0 c\u00f2n t\u00e1c \u0111\u1ed9ng m\u1ea1nh m\u1ebd \u0111\u1ebfn tr\u1ea3i nghi\u1ec7m c\u00e1 nh\u00e2n c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Khi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u00f3 gi\u00e1 tr\u1ecb \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng th\u00f4ng qua d\u1ecbch v\u1ee5 ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng xu\u1ea5t s\u1eafc, ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m \u0111\u1ea3m b\u1ea3o v\u00e0 chi\u1ebfn d\u1ecbch marketing \u0111\u1ed9c \u0111\u00e1o, kh\u00e1ch h\u00e0ng s\u1ebd c\u1ea3m nh\u1eadn \u0111\u01b0\u1ee3c s\u1ef1 quan t\u00e2m v\u00e0 tr\u00e2n tr\u1ecdng.\n<\/p>\n\n\n V\u00ed d\u1ee5: c\u00e1c kh\u1ea3o s\u00e1t ch\u1ec9 ra r\u1eb1ng, nh\u1eefng kh\u00e1ch h\u00e0ng c\u00f3 tr\u1ea3i nghi\u1ec7m t\u00edch c\u1ef1c v\u1edbi th\u01b0\u01a1ng hi\u1ec7u th\u01b0\u1eddng c\u00f3 ni\u1ec1m tin v\u00e0 l\u00f2ng trung th\u00e0nh cao h\u01a1n, t\u1eeb \u0111\u00f3 gi\u00fap t\u1ea1o m\u1ed1i quan h\u1ec7 b\u1ec1n v\u1eefng gi\u1eefa th\u01b0\u01a1ng hi\u1ec7u v\u00e0 kh\u00e1ch h\u00e0ng. H\u01a1n n\u1eefa, tr\u1ea3i nghi\u1ec7m t\u00edch c\u1ef1c c\u00f2n k\u00edch th\u00edch kh\u00e1ch h\u00e0ng gi\u1edbi thi\u1ec7u s\u1ea3n ph\u1ea9m cho b\u1ea1n b\u00e8 v\u00e0 ng\u01b0\u1eddi th\u00e2n, t\u1ea1o ra hi\u1ec7u \u1ee9ng truy\u1ec1n mi\u1ec7ng m\u1ea1nh m\u1ebd v\u00e0 m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng kinh doanh m\u1ed9t c\u00e1ch t\u1ef1 nhi\u00ean.\n<\/p>\n\n\n \u0110\u1ec3 x\u00e2y d\u1ef1ng v\u00e0 duy tr\u00ec Brand Equity, doanh nghi\u1ec7p c\u1ea7n c\u00f3 c\u00e1c chi\u1ebfn l\u01b0\u1ee3c marketing c\u1ee5 th\u1ec3 nh\u1eb1m t\u1ea1o ra h\u00ecnh \u1ea3nh nh\u1ea5t qu\u00e1n, x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 s\u00e2u s\u1eafc v\u1edbi kh\u00e1ch h\u00e0ng v\u00e0 li\u00ean t\u1ee5c l\u1eafng nghe ph\u1ea3n h\u1ed3i t\u1eeb th\u1ecb tr\u01b0\u1eddng. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 chi\u1ebfn l\u01b0\u1ee3c h\u1eefu hi\u1ec7u gi\u00fap th\u00fac \u0111\u1ea9y t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u v\u00e0 \u0111\u1ea3m b\u1ea3o s\u1ef1 ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng.\n<\/p>\n\n\n Th\u00f4ng \u0111i\u1ec7p th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n \u0111\u01b0\u1ee3c truy\u1ec1n \u0111\u1ea1t m\u1ed9t c\u00e1ch r\u00f5 r\u00e0ng v\u00e0 nh\u1ea5t qu\u00e1n qua t\u1ea5t c\u1ea3 c\u00e1c k\u00eanh truy\u1ec1n th\u00f4ng. C\u00e1c chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o, truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i, website v\u00e0 c\u00e1c ho\u1ea1t \u0111\u1ed9ng PR c\u1ea7n ph\u1ed1i h\u1ee3p nh\u1ecbp nh\u00e0ng, gi\u00fap kh\u00e1ch h\u00e0ng d\u1ec5 d\u00e0ng ghi nh\u1edb nh\u1eefng gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i v\u00e0 c\u00e1 t\u00ednh \u0111\u1eb7c tr\u01b0ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.\n<\/p>\n\n\n V\u00ed d\u1ee5, m\u1ed9t th\u00f4ng \u0111i\u1ec7p \u0111\u01b0\u1ee3c g\u1eedi \u0111i m\u1ed9t c\u00e1ch \u0111\u1ed3ng b\u1ed9 kh\u00f4ng nh\u1eefng kh\u1eb3ng \u0111\u1ecbnh h\u00ecnh \u1ea3nh c\u1ee7a doanh nghi\u1ec7p m\u00e0 c\u00f2n t\u1ea1o ra s\u1ef1 \u0111\u1ed3ng t\u00ecnh t\u1eeb ph\u00eda kh\u00e1ch h\u00e0ng. Vi\u1ec7c x\u00e2y d\u1ef1ng th\u00f4ng \u0111i\u1ec7p nh\u1ea5t qu\u00e1n c\u00f2n gi\u00fap doanh nghi\u1ec7p d\u1ec5 d\u00e0ng \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c marketing d\u1ef1a tr\u00ean ph\u1ea3n h\u1ed3i t\u1eeb kh\u00e1ch h\u00e0ng v\u00e0 xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng.\n<\/p>\n\n\n M\u1ed9t trong nh\u1eefng y\u1ebfu t\u1ed1 then ch\u1ed1t trong vi\u1ec7c duy tr\u00ec Brand Equity l\u00e0 kh\u1ea3 n\u0103ng l\u1eafng nghe v\u00e0 ti\u1ebfp nh\u1eadn ph\u1ea3n h\u1ed3i t\u1eeb kh\u00e1ch h\u00e0ng. Th\u00f4ng qua c\u00e1c kh\u1ea3o s\u00e1t, \u0111\u00e1nh gi\u00e1 tr\u1ef1c tuy\u1ebfn v\u00e0 ho\u1ea1t \u0111\u1ed9ng t\u01b0\u01a1ng t\u00e1c tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i, doanh nghi\u1ec7p c\u00f3 th\u1ec3 n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c nh\u1eefng mong mu\u1ed1n, nhu c\u1ea7u c\u0169ng nh\u01b0 nh\u1eefng h\u1ea1n ch\u1ebf c\u1ee7a s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 hi\u1ec7n t\u1ea1i.\n<\/p>\n\n\n D\u1eef li\u1ec7u thu th\u1eadp \u0111\u01b0\u1ee3c s\u1ebd l\u00e0 c\u01a1 s\u1edf cho vi\u1ec7c c\u1ea3i thi\u1ec7n ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m, \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng v\u00e0 t\u1ea1o ra c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u00e3i h\u01b0\u1edbng t\u1edbi s\u1ef1 h\u00e0i l\u00f2ng cao nh\u1ea5t c\u1ee7a kh\u00e1ch h\u00e0ng. \u0110i\u1ec1u n\u00e0y kh\u00f4ng ch\u1ec9 gi\u00fap c\u1ee7ng c\u1ed1 l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng m\u00e0 c\u00f2n t\u1ea1o n\u00ean m\u1ed9t m\u1ed1i quan h\u1ec7 \u0111\u1ed1i t\u00e1c b\u1ec1n ch\u1eb7t gi\u1eefa doanh nghi\u1ec7p v\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng.\n<\/p>\n\n\n Vi\u1ec7c duy tr\u00ec m\u1ed1i quan h\u1ec7 l\u00e2u d\u00e0i v\u1edbi kh\u00e1ch h\u00e0ng l\u00e0 y\u1ebfu t\u1ed1 kh\u00f4ng th\u1ec3 thi\u1ebfu trong chi\u1ebfn l\u01b0\u1ee3c x\u00e2y d\u1ef1ng Brand Equity. C\u00e1c doanh nghi\u1ec7p c\u1ea7n th\u01b0\u1eddng xuy\u00ean t\u01b0\u01a1ng t\u00e1c qua email marketing, ch\u01b0\u01a1ng tr\u00ecnh kh\u00e1ch h\u00e0ng th\u00e2n thi\u1ebft, s\u1ef1 ki\u1ec7n tr\u1ef1c tuy\u1ebfn hay ngo\u1ea1i tuy\u1ebfn nh\u1eb1m t\u1ea1o ra m\u1ed9t c\u1ed9ng \u0111\u1ed3ng ng\u01b0\u1eddi ti\u00eau d\u00f9ng trung th\u00e0nh.\n<\/p>\n\n\n V\u00ed d\u1ee5: khi kh\u00e1ch h\u00e0ng c\u1ea3m nh\u1eadn \u0111\u01b0\u1ee3c s\u1ef1 quan t\u00e2m v\u00e0 tr\u00e2n tr\u1ecdng t\u1eeb doanh nghi\u1ec7p, h\u1ecd s\u1ebd tr\u1edf th\u00e0nh nh\u1eefng \u0111\u1ea1i s\u1ee9 th\u01b0\u01a1ng hi\u1ec7u, gi\u00fap lan t\u1ecfa h\u00ecnh \u1ea3nh t\u00edch c\u1ef1c v\u00e0 gia t\u0103ng gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u tr\u00ean th\u1ecb tr\u01b0\u1eddng.\n<\/p>\n\n\n <\/p>\n\n\n\n Brand Equity t\u1ea1o n\u00ean s\u1ef1 g\u1eafn k\u1ebft v\u00e0 trung th\u00e0nh t\u1eeb tr\u1ea3i nghi\u1ec7m th\u1ef1c t\u1ebf<\/i><\/p>\n\n\n Nh\u1eefng c\u00e2u chuy\u1ec7n th\u00e0nh c\u00f4ng t\u1eeb c\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng ch\u1ee9ng minh r\u00f5 r\u00e0ng t\u1ea7m quan tr\u1ecdng c\u1ee7a Brand Equity trong vi\u1ec7c t\u1ea1o n\u00ean s\u1ef1 kh\u00e1c bi\u1ec7t tr\u00ean th\u1ecb tr\u01b0\u1eddng. C\u00e1c chi\u1ebfn l\u01b0\u1ee3c v\u00e0 chi\u1ebfn d\u1ecbch marketing \u0111\u1ed9c \u0111\u00e1o kh\u00f4ng ch\u1ec9 x\u00e2y d\u1ef1ng \u0111\u01b0\u1ee3c l\u00f2ng trung th\u00e0nh m\u00e0 c\u00f2n t\u1ea1o n\u00ean s\u1ee9c lan t\u1ecfa m\u1ea1nh m\u1ebd, gi\u00fap th\u01b0\u01a1ng hi\u1ec7u v\u01b0\u1ee3t qua nh\u1eefng th\u00e1ch th\u1ee9c c\u1ea1nh tranh kh\u1ed1c li\u1ec7t.\n<\/p>\n\n\n Nike l\u00e0 m\u1ed9t v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 th\u00e0nh c\u00f4ng trong vi\u1ec7c x\u00e2y d\u1ef1ng l\u00f2ng trung th\u00e0nh v\u00e0 s\u1ef1 g\u1eafn k\u1ebft c\u1ea3m x\u00fac v\u1edbi kh\u00e1ch h\u00e0ng. V\u00ed d\u1ee5: th\u00f4ng qua nh\u1eefng chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng s\u00e1ng t\u1ea1o nh\u01b0 “Just Do It,” Nike \u0111\u00e3 truy\u1ec1n t\u1ea3i th\u00f4ng \u0111i\u1ec7p v\u1ec1 s\u1ee9c m\u1ea1nh v\u00e0 s\u1ef1 v\u01b0\u1ee3t qua gi\u1edbi h\u1ea1n.\n<\/p>\n\n\n C\u00e1c chi\u1ebfn d\u1ecbch c\u1ee7a h\u1ecd kh\u00f4ng ch\u1ec9 t\u1eadp trung v\u00e0o ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m m\u00e0 c\u00f2n t\u1ea1o ra m\u1ed1i li\u00ean k\u1ebft c\u1ea3m x\u00fac m\u1ea1nh m\u1ebd th\u00f4ng qua h\u00ecnh \u1ea3nh c\u1ee7a c\u00e1c v\u1eadn \u0111\u1ed9ng vi\u00ean v\u00e0 c\u00e2u chuy\u1ec7n truy\u1ec1n c\u1ea3m h\u1ee9ng. Nh\u1edd chi\u1ebfn l\u01b0\u1ee3c marketing nh\u1ea5t qu\u00e1n v\u00e0 li\u00ean t\u1ee5c t\u1ea1o d\u1ef1ng h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u, Nike \u0111\u00e3 tr\u1edf th\u00e0nh bi\u1ec3u t\u01b0\u1ee3ng c\u1ee7a s\u1ef1 \u0111\u1ed5i m\u1edbi v\u00e0 tinh th\u1ea7n chi\u1ebfn \u0111\u1ea5u, d\u1eabn d\u1eaft xu h\u01b0\u1edbng ti\u00eau d\u00f9ng tr\u00ean to\u00e0n c\u1ea7u.\n<\/p>\n\n\n Apple lu\u00f4n \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn l\u00e0 th\u01b0\u01a1ng hi\u1ec7u ti\u00ean phong v\u1ec1 \u0111\u1ed5i m\u1edbi s\u00e1ng t\u1ea1o. Chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a Apple xoay quanh vi\u1ec7c t\u1ea1o ra s\u1ea3n ph\u1ea9m v\u1edbi thi\u1ebft k\u1ebf tinh t\u1ebf, giao di\u1ec7n th\u00e2n thi\u1ec7n v\u00e0 h\u1ec7 sinh th\u00e1i t\u00edch h\u1ee3p li\u1ec1n m\u1ea1ch.\n<\/p>\n\n\n V\u00ed d\u1ee5: v\u1edbi s\u1ef1 kh\u00e1c bi\u1ec7t trong ch\u1ea5t l\u01b0\u1ee3ng c\u1ea3m nh\u1eadn, kh\u00e1ch h\u00e0ng lu\u00f4n tr\u00f4ng \u0111\u1ee3i v\u00e0o nh\u1eefng s\u1ea3n ph\u1ea9m m\u1edbi c\u1ee7a Apple. C\u00e1c chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o c\u1ee7a Apple th\u01b0\u1eddng nh\u1ea5n m\u1ea1nh \u0111\u1ebfn c\u1ea3m gi\u00e1c sang tr\u1ecdng, hi\u1ec7n \u0111\u1ea1i v\u00e0 t\u1ed1i gi\u1ea3n, t\u1eeb \u0111\u00f3 t\u1ea1o n\u00ean m\u1ed9t m\u1ed1i quan h\u1ec7 l\u00f2ng tin s\u00e2u s\u1eafc v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng, gi\u00fap n\u00e2ng cao gi\u00e1 tr\u1ecb Brand Equity theo th\u1eddi gian.\n<\/p>\n\n\n Coca Cola l\u00e0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng d\u1ef1a tr\u00ean m\u1ed9t gi\u00e1 tr\u1ecb l\u00e2u \u0111\u1eddi c\u1ee7a s\u1ef1 vui v\u1ebb, g\u1eafn k\u1ebft v\u00e0 truy\u1ec1n c\u1ea3m h\u1ee9ng s\u1ed1ng t\u00edch c\u1ef1c. C\u00e1c chi\u1ebfn d\u1ecbch marketing c\u1ee7a Coca Cola th\u01b0\u1eddng xoay quanh nh\u1eefng th\u00f4ng \u0111i\u1ec7p c\u1ea3m x\u00fac m\u1ea1nh m\u1ebd, k\u1ebft n\u1ed1i con ng\u01b0\u1eddi trong c\u00e1c kho\u1ea3nh kh\u1eafc sum v\u1ea7y v\u00e0 chia s\u1ebb.\n<\/p>\n\n\n V\u00ed d\u1ee5: chi\u1ebfn d\u1ecbch \u201cShare a Coke\u201d \u0111\u00e3 gi\u00fap Coca Cola t\u1ea1o ra m\u1ed1i quan h\u1ec7 g\u1ea7n g\u0169i h\u01a1n v\u1edbi kh\u00e1ch h\u00e0ng, khi\u1ebfn m\u1ed7i chai Coca Cola kh\u00f4ng ch\u1ec9 l\u00e0 m\u1ed9t s\u1ea3n ph\u1ea9m m\u00e0 c\u00f2n l\u00e0 m\u1ed9t tr\u1ea3i nghi\u1ec7m nhu m\u00ec v\u00e0 \u00fd ngh\u0129a. S\u1ef1 k\u1ebft h\u1ee3p gi\u1eefa marketing c\u1ea3m x\u00fac v\u00e0 ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m \u1ed5n \u0111\u1ecbnh \u0111\u00e3 gi\u00fap Coca Cola duy tr\u00ec v\u1ecb th\u1ebf h\u00e0ng \u0111\u1ea7u, minh ch\u1ee9ng cho t\u1ea7m quan tr\u1ecdng c\u1ee7a Brand Equity trong vi\u1ec7c x\u00e2y d\u1ef1ng v\u00e0 duy tr\u00ec l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng.\n<\/p>\n\n\n D\u00f9 \u0111\u1ec1u li\u00ean quan \u0111\u1ebfn gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u, nh\u01b0ng Brand Equity v\u00e0 Brand Value (gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u) l\u1ea1i mang nh\u1eefng \u00fd ngh\u0129a v\u00e0 c\u00e1ch \u0111o l\u01b0\u1eddng ho\u00e0n to\u00e0n kh\u00e1c nhau.\n<\/p>\n\n\n1. Brand Equity L\u00e0 G\u00ec?\n<\/strong><\/span><\/h2>\n\n\n
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2. T\u1ea7m Quan Tr\u1ecdng C\u1ee7a Brand Equity\n<\/strong><\/span><\/h2>\n\n\n
3. C\u00e1c Th\u00e0nh Ph\u1ea7n C\u1ee7a Brand Equity\n<\/strong><\/span><\/h2>\n\n\n
3.1. Nh\u1eadn Th\u1ee9c Th\u01b0\u01a1ng Hi\u1ec7u (Brand Awareness)\n<\/strong><\/span><\/h3>\n\n\n
3.2. S\u1ef1 Li\u00ean K\u1ebft Th\u01b0\u01a1ng Hi\u1ec7u (Brand Associations)\n<\/strong><\/span><\/h3>\n\n\n
3.3. Ch\u1ea5t L\u01b0\u1ee3ng C\u1ea3m Nh\u1eadn (Perceived Quality)\n<\/strong><\/span><\/h3>\n\n\n
3.4. Trung Th\u00e0nh Th\u01b0\u01a1ng Hi\u1ec7u (Brand Loyalty)\n<\/strong><\/span><\/h3>\n\n\n
4. L\u1ee3i \u00cdch C\u1ee7a Brand Equity V\u1edbi Doanh Nghi\u1ec7p V\u00e0 Ng\u01b0\u1eddi Ti\u00eau D\u00f9ng<\/strong><\/span><\/h2>\n\n\n\n
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4.1. L\u1ee3i \u00cdch Kinh T\u1ebf T\u1eeb Brand Equity\n<\/strong><\/span><\/h3>\n\n\n
4.2. T\u00e1c \u0110\u1ed9ng \u0110\u1ebfn Tr\u1ea3i Nghi\u1ec7m Kh\u00e1ch H\u00e0ng\n<\/strong><\/span><\/h3>\n\n\n
5. Chi\u1ebfn L\u01b0\u1ee3c X\u00e2y D\u1ef1ng V\u00e0 Duy Tr\u00ec Brand Equity Hi\u1ec7u Qu\u1ea3\n<\/strong><\/span><\/h2>\n\n\n
5.1. X\u00e2y D\u1ef1ng Th\u00f4ng \u0110i\u1ec7p Th\u01b0\u01a1ng Hi\u1ec7u Nh\u1ea5t Qu\u00e1n\n<\/strong><\/span><\/h3>\n\n\n
5.2. L\u1eafng Nghe Kh\u00e1ch H\u00e0ng\n<\/strong><\/span><\/h3>\n\n\n
5.3. X\u00e2y D\u1ef1ng M\u1ed1i Quan H\u1ec7 V\u1edbi Kh\u00e1ch H\u00e0ng\n<\/strong><\/span><\/h3>\n\n\n
6. V\u00ed D\u1ee5 Th\u1ef1c Ti\u1ec5n V\u1ec1 Brand Equity T\u1eeb C\u00e1c Th\u01b0\u01a1ng Hi\u1ec7u Th\u00e0nh C\u00f4ng\n<\/strong><\/span><\/h2>\n\n\n
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6.1. Nike\n<\/strong><\/span><\/h3>\n\n\n
6.2. Apple\n<\/strong><\/span><\/h3>\n\n\n
6.3. Coca Cola\n<\/strong><\/span><\/h3>\n\n\n
7. Ph\u00e2n Bi\u1ec7t Brand Equity V\u00e0 Brand Value\n<\/strong><\/span><\/h2>\n\n\n