{"id":94339,"date":"2025-05-03T03:14:22","date_gmt":"2025-05-02T20:14:22","guid":{"rendered":"https:\/\/jobsgo.vn\/blog\/brand-extension-la-gi\/"},"modified":"2025-05-03T10:14:24","modified_gmt":"2025-05-03T03:14:24","slug":"brand-extension-la-gi","status":"publish","type":"post","link":"https:\/\/jobsgo.vn\/blog\/brand-extension-la-gi\/","title":{"rendered":"Brand Extension L\u00e0 G\u00ec? 5 Chi\u1ebfn L\u01b0\u1ee3c M\u1edf R\u1ed9ng S\u1ea3n Ph\u1ea9m Th\u00e0nh C\u00f4ng"},"content":{"rendered":"\n
Hi\u1ec7n nay trong th\u1ecb tr\u01b0\u1eddng c\u1ea1nh tranh kh\u1ed1c li\u1ec7t, vi\u1ec7c ch\u1ec9 t\u1eadp trung v\u00e0o m\u1ed9t d\u00f2ng s\u1ea3n ph\u1ea9m \u0111\u00f4i khi kh\u00f4ng \u0111\u1ee7 \u0111\u1ec3 duy tr\u00ec s\u1ee9c h\u00fat v\u1edbi kh\u00e1ch h\u00e0ng. Khi t\u1eadn d\u1ee5ng uy t\u00edn t\u1eeb th\u01b0\u01a1ng hi\u1ec7u g\u1ed1c \u0111\u1ec3 ph\u00e1t tri\u1ec3n nh\u1eefng s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 m\u1edbi, t\u1eeb \u0111\u00f3 doanh nghi\u1ec7p kh\u00f4ng ch\u1ec9 ti\u1ebft ki\u1ec7m chi ph\u00ed marketing m\u00e0 c\u00f2n m\u1edf r\u1ed9ng th\u1ecb ph\u1ea7n nhanh ch\u00f3ng. H\u00e3y c\u00f9ng JobsGO kh\u00e1m ph\u00e1 chi ti\u1ebft h\u01a1n Brand Extension l\u00e0 g\u00ec<\/a>? c\u0169ng nh\u01b0 c\u00e1c chi\u1ebfn l\u01b0\u1ee3c th\u1ef1c hi\u1ec7n th\u00e0nh c\u00f4ng qua b\u00e0i vi\u1ebft d\u01b0\u1edbi \u0111\u00e2y!\n<\/p>\n\n\n M\u1ee5c l\u1ee5c<\/p> <\/p>\n\n\n\n Brand Extension L\u00e0 G\u00ec?\n<\/i><\/p>\n\n\n Brand Extension l\u00e0 g\u00ec? \u0110\u00e2y l\u00e0 chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u nh\u1eb1m t\u1eadn d\u1ee5ng uy t\u00edn v\u00e0 gi\u00e1 tr\u1ecb c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7n c\u00f3 \u0111\u1ec3 tung ra c\u00e1c s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 m\u1edbi. \u0110\u1ec3 hi\u1ec3u r\u00f5 v\u1ec1 m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u v\u00e0 s\u1ea3n ph\u1ea9m, \u0111i\u1ec1u c\u1ed1t l\u00f5i ch\u00ednh l\u00e0 kh\u1ea3 n\u0103ng bi\u1ebfn nh\u1eefng gi\u00e1 tr\u1ecb \u0111\u00e3 x\u00e2y d\u1ef1ng th\u00e0nh n\u1ec1n t\u1ea3ng cho c\u00e1c s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 m\u1edbi, t\u1eeb \u0111\u00f3 \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau t\u0103ng tr\u01b0\u1edfng b\u1ec1n v\u1eefng. \u000bTrong b\u1ed1i c\u1ea3nh c\u1ea1nh tranh kh\u1ed1c li\u1ec7t hi\u1ec7n nay, chi\u1ebfn l\u01b0\u1ee3c n\u00e0y c\u00e0ng tr\u1edf n\u00ean c\u1ea7n thi\u1ebft \u0111\u1ec3 gi\u00fap doanh nghi\u1ec7p duy tr\u00ec v\u00e0 ph\u00e1t tri\u1ec3n v\u1ecb th\u1ebf tr\u00ean th\u1ecb tr\u01b0\u1eddng. C\u00e1c doanh nghi\u1ec7p kh\u00f4ng ch\u1ec9 t\u0103ng tr\u01b0\u1edfng doanh s\u1ed1 m\u00e0 c\u00f2n gia t\u0103ng l\u00f2ng trung th\u00e0nh t\u1eeb kh\u00e1ch h\u00e0ng, m\u1edf r\u1ed9ng \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau c\u0169ng nh\u01b0 c\u1ea3i thi\u1ec7n hi\u1ec7u qu\u1ea3 Marketing.\n<\/p>\n\n\n >>> Xem Th\u00eam: <\/strong> Brand Identity l\u00e0 g\u00ec?<\/strong><\/a>\n<\/strong><\/p>\n\n\n Brand Extension c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c ph\u00e2n lo\u1ea1i d\u1ef1a tr\u00ean nhi\u1ec1u ti\u00eau ch\u00ed kh\u00e1c nhau, bao g\u1ed3m d\u00f2ng s\u1ea3n ph\u1ea9m, danh m\u1ee5c s\u1ea3n ph\u1ea9m v\u00e0 khu v\u1ef1c \u0111\u1ecba l\u00fd. C\u00e1c lo\u1ea1i h\u00ecnh Brand Extension ph\u1ed5 bi\u1ebfn bao g\u1ed3m m\u1edf r\u1ed9ng d\u00f2ng s\u1ea3n ph\u1ea9m, m\u1edf r\u1ed9ng danh m\u1ee5c s\u1ea3n ph\u1ea9m, m\u1edf r\u1ed9ng theo khu v\u1ef1c \u0111\u1ecba l\u00fd, m\u1edf r\u1ed9ng theo \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng v\u00e0 House of Brands.\n<\/p>\n\n\n <\/p>\n\n\n\n C\u00e1c Lo\u1ea1i H\u00ecnh Brand Extension Ph\u1ed5 Bi\u1ebfn L\u00e0 G\u00ec?<\/i><\/p>\n\n\n M\u1edf r\u1ed9ng d\u00f2ng s\u1ea3n ph\u1ea9m l\u00e0 chi\u1ebfn l\u01b0\u1ee3c khi doanh nghi\u1ec7p ph\u00e1t tri\u1ec3n th\u00eam c\u00e1c phi\u00ean b\u1ea3n m\u1edbi c\u1ee7a s\u1ea3n ph\u1ea9m hi\u1ec7n t\u1ea1i nh\u1eb1m \u0111a d\u1ea1ng h\u00f3a l\u1ef1a ch\u1ecdn cho kh\u00e1ch h\u00e0ng. C\u00e1c phi\u00ean b\u1ea3n n\u00e0y c\u00f3 th\u1ec3 kh\u00e1c nhau v\u1ec1 h\u01b0\u01a1ng v\u1ecb, k\u00edch th\u01b0\u1edbc, t\u00ednh n\u0103ng ho\u1eb7c ki\u1ec3u d\u00e1ng, nh\u01b0ng v\u1eabn gi\u1eef nguy\u00ean th\u01b0\u01a1ng hi\u1ec7u g\u1ed1c. \n<\/p>\n\n\n Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y gi\u00fap doanh nghi\u1ec7p th\u1ecfa m\u00e3n nhu c\u1ea7u \u0111a d\u1ea1ng c\u1ee7a th\u1ecb tr\u01b0\u1eddng v\u00e0 t\u0103ng kh\u1ea3 n\u0103ng c\u1ea1nh tranh. Tuy nhi\u00ean, n\u1ebfu m\u1edf r\u1ed9ng thi\u1ebfu ki\u1ec3m so\u00e1t, doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u0111\u1ed1i m\u1eb7t v\u1edbi nguy c\u01a1 l\u00e0m lo\u00e3ng th\u01b0\u01a1ng hi\u1ec7u. V\u00ec v\u1eady, ch\u00fang ta c\u1ea7n nghi\u00ean c\u1ee9u k\u1ef9 th\u1ecb tr\u01b0\u1eddng v\u00e0 \u0111\u1ecbnh v\u1ecb s\u1ea3n ph\u1ea9m h\u1ee3p l\u00fd l\u00e0 y\u1ebfu t\u1ed1 then ch\u1ed1t khi th\u1ef1c hi\u1ec7n m\u1edf r\u1ed9ng d\u00f2ng s\u1ea3n ph\u1ea9m.<\/p>\n\n\n M\u1edf r\u1ed9ng danh m\u1ee5c s\u1ea3n ph\u1ea9m l\u00e0 chi\u1ebfn l\u01b0\u1ee3c khi doanh nghi\u1ec7p ph\u00e1t tri\u1ec3n th\u00eam c\u00e1c nh\u00f3m s\u1ea3n ph\u1ea9m m\u1edbi b\u00ean c\u1ea1nh s\u1ea3n ph\u1ea9m ch\u00ednh. \u0110i\u1ec1u n\u00e0y gi\u00fap th\u01b0\u01a1ng hi\u1ec7u khai th\u00e1c th\u00eam nhi\u1ec1u ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng v\u00e0 gia t\u0103ng gi\u00e1 tr\u1ecb v\u00f2ng \u0111\u1eddi kh\u00e1ch h\u00e0ng. Vi\u1ec7c \u0111a d\u1ea1ng h\u00f3a danh m\u1ee5c c\u0169ng gi\u00fap doanh nghi\u1ec7p gi\u1ea3m thi\u1ec3u r\u1ee7i ro kinh doanh. Tuy nhi\u00ean, doanh nghi\u1ec7p c\u1ea7n \u0111\u1ea3m b\u1ea3o m\u1ed7i s\u1ea3n ph\u1ea9m m\u1edbi v\u1eabn ph\u00f9 h\u1ee3p v\u1edbi \u0111\u1ecbnh h\u01b0\u1edbng th\u01b0\u01a1ng hi\u1ec7u t\u1ed5ng th\u1ec3. M\u1ed9t danh m\u1ee5c r\u1ed9ng nh\u01b0ng thi\u1ebfu g\u1eafn k\u1ebft s\u1ebd g\u00e2y kh\u00f3 kh\u0103n trong vi\u1ec7c qu\u1ea3n l\u00fd th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n\n\n M\u1edf r\u1ed9ng theo khu v\u1ef1c \u0111\u1ecba l\u00fd l\u00e0 qu\u00e1 tr\u00ecnh doanh nghi\u1ec7p \u0111\u01b0a s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u1ee7a m\u00ecnh \u0111\u1ebfn c\u00e1c th\u1ecb tr\u01b0\u1eddng m\u1edbi trong n\u01b0\u1edbc ho\u1eb7c qu\u1ed1c t\u1ebf. Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y gi\u00fap t\u0103ng tr\u01b0\u1edfng doanh thu, m\u1edf r\u1ed9ng \u0111\u1ed9 ph\u1ee7 th\u01b0\u01a1ng hi\u1ec7u v\u00e0 khai th\u00e1c nh\u1eefng ti\u1ec1m n\u0103ng ch\u01b0a \u0111\u01b0\u1ee3c khai th\u00e1c. Tuy nhi\u00ean, \u0111\u1ec3 th\u00e0nh c\u00f4ng, doanh nghi\u1ec7p c\u1ea7n nghi\u00ean c\u1ee9u k\u1ef9 h\u00e0nh vi ti\u00eau d\u00f9ng v\u00e0 v\u0103n h\u00f3a \u0111\u1ecba ph\u01b0\u01a1ng. Vi\u1ec7c \u0111i\u1ec1u ch\u1ec9nh s\u1ea3n ph\u1ea9m v\u00e0 th\u00f4ng \u0111i\u1ec7p ph\u00f9 h\u1ee3p v\u1edbi t\u1eebng khu v\u1ef1c l\u00e0 y\u1ebfu t\u1ed1 s\u1ed1ng c\u00f2n. Kh\u1ea3 n\u0103ng th\u00edch \u1ee9ng nhanh s\u1ebd quy\u1ebft \u0111\u1ecbnh t\u1ed1c \u0111\u1ed9 chi\u1ebfm l\u0129nh th\u1ecb tr\u01b0\u1eddng m\u1edbi.\n<\/p>\n\n\n M\u1edf r\u1ed9ng theo \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng ngh\u0129a l\u00e0 th\u01b0\u01a1ng hi\u1ec7u t\u00ecm c\u00e1ch ti\u1ebfp c\u1eadn th\u00eam nh\u1eefng nh\u00f3m kh\u00e1ch h\u00e0ng m\u1edbi b\u00ean ngo\u00e0i t\u1ec7p kh\u00e1ch h\u00e0ng truy\u1ec1n th\u1ed1ng. Doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u0111i\u1ec1u ch\u1ec9nh s\u1ea3n ph\u1ea9m, chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng ho\u1eb7c k\u00eanh ph\u00e2n ph\u1ed1i \u0111\u1ec3 ph\u00f9 h\u1ee3p h\u01a1n v\u1edbi \u0111\u1ed1i t\u01b0\u1ee3ng m\u1edbi. \n<\/p>\n\n\n Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y gi\u00fap m\u1edf r\u1ed9ng doanh thu v\u00e0 t\u0103ng s\u1ee9c s\u1ed1ng cho th\u01b0\u01a1ng hi\u1ec7u. Tuy nhi\u00ean, c\u1ea7n c\u1ea9n tr\u1ecdng \u0111\u1ec3 kh\u00f4ng l\u00e0m m\u1ea5t \u0111i s\u1ef1 g\u1eafn k\u1ebft v\u1edbi kh\u00e1ch h\u00e0ng c\u1ed1t l\u00f5i. Vi\u1ec7c c\u00e2n b\u1eb1ng gi\u1eefa kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i v\u00e0 kh\u00e1ch h\u00e0ng m\u1edbi lu\u00f4n l\u00e0 m\u1ed9t b\u00e0i to\u00e1n chi\u1ebfn l\u01b0\u1ee3c.<\/p>\n\n\n House of Brands l\u00e0 m\u00f4 h\u00ecnh m\u00e0 m\u1ed9t c\u00f4ng ty s\u1edf h\u1eefu nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ed9c l\u1eadp, m\u1ed7i th\u01b0\u01a1ng hi\u1ec7u c\u00f3 chi\u1ebfn l\u01b0\u1ee3c v\u00e0 h\u00ecnh \u1ea3nh ri\u00eang bi\u1ec7t. Tuy nhi\u00ean, chi ph\u00ed x\u00e2y d\u1ef1ng v\u00e0 v\u1eadn h\u00e0nh m\u1ed7i th\u01b0\u01a1ng hi\u1ec7u ri\u00eang bi\u1ec7t c\u0169ng cao h\u01a1n. Th\u00e0nh c\u00f4ng c\u1ee7a m\u00f4 h\u00ecnh n\u00e0y \u0111\u00f2i h\u1ecfi chi\u1ebfn l\u01b0\u1ee3c qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ef1c k\u1ef3 b\u00e0i b\u1ea3n v\u00e0 tinh t\u1ebf.\n<\/p>\n\n\n Brand Extension Mang L\u1ea1i L\u1ee3i \u00cdch V\u00e0 C\u00f3 Nh\u1eefng R\u1ee7i Ro G\u00ec?\n<\/i><\/p>\n\n\n Trong n\u1ed7 l\u1ef1c m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng v\u00e0 gia t\u0103ng s\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u, nhi\u1ec1u doanh nghi\u1ec7p l\u1ef1a ch\u1ecdn chi\u1ebfn l\u01b0\u1ee3c Brand Extension. \u0110\u00e2y \u0111\u01b0\u1ee3c xem l\u00e0 con \u0111\u01b0\u1eddng nhanh ch\u00f3ng \u0111\u1ec3 t\u1eadn d\u1ee5ng uy t\u00edn s\u1eb5n c\u00f3, ti\u1ebft ki\u1ec7m chi ph\u00ed Marketing v\u00e0 ti\u1ebfp c\u1eadn th\u00eam nhi\u1ec1u ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng.<\/p>\n\n\n Brand Extension mang l\u1ea1i nhi\u1ec1u l\u1ee3i \u00edch \u0111\u00e1ng k\u1ec3 cho doanh nghi\u1ec7p. N\u00f3 cho ph\u00e9p doanh nghi\u1ec7p t\u1eadn d\u1ee5ng t\u1ed1i \u0111a uy t\u00edn v\u00e0 s\u1ef1 nh\u1eadn bi\u1ebft s\u1eb5n c\u00f3 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u m\u1eb9 tr\u00ean th\u1ecb tr\u01b0\u1eddng. \u0110i\u1ec1u n\u00e0y gi\u00fap s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 m\u1edbi d\u1ec5 d\u00e0ng \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng ch\u1ea5p nh\u1eadn v\u00e0 tin t\u01b0\u1edfng ngay t\u1eeb khi ra m\u1eaft, do h\u1ecd \u0111\u00e3 c\u00f3 kinh nghi\u1ec7m ho\u1eb7c \u1ea5n t\u01b0\u1ee3ng t\u00edch c\u1ef1c v\u1edbi th\u01b0\u01a1ng hi\u1ec7u g\u1ed1c. Vi\u1ec7c n\u00e0y c\u0169ng g\u00f3p ph\u1ea7n l\u00e0m gi\u1ea3m \u0111\u00e1ng k\u1ec3 chi ph\u00ed v\u00e0 th\u1eddi gian d\u00e0nh cho c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing v\u00e0 qu\u1ea3ng b\u00e1 so v\u1edbi vi\u1ec7c x\u00e2y d\u1ef1ng m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u ho\u00e0n to\u00e0n m\u1edbi t\u1eeb \u0111\u1ea7u.\n<\/p>\n\n\n Brand Extension cho ph\u00e9p doanh nghi\u1ec7p t\u1eadn d\u1ee5ng danh ti\u1ebfng, \u0111\u1ed9 tin c\u1eady v\u00e0 l\u00f2ng trung th\u00e0nh m\u00e0 th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 x\u00e2y d\u1ef1ng trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng. Khi m\u1ed9t s\u1ea3n ph\u1ea9m m\u1edbi mang t\u00ean th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 \u0111\u01b0\u1ee3c y\u00eau th\u00edch, kh\u00e1ch h\u00e0ng s\u1ebd d\u1ec5 d\u00e0ng \u0111\u00f3n nh\u1eadn v\u00e0 th\u1eed nghi\u1ec7m s\u1ea3n ph\u1ea9m \u0111\u00f3 h\u01a1n, gi\u1ea3m b\u1edbt r\u00e0o c\u1ea3n t\u00e2m l\u00fd so v\u1edbi vi\u1ec7c ra m\u1eaft m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u ho\u00e0n to\u00e0n m\u1edbi.\n<\/p>\n\n\n Vi\u1ec7c ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m m\u1edbi d\u01b0\u1edbi t\u00ean th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7n t\u1ea1i gi\u00fap doanh nghi\u1ec7p ti\u1ebft ki\u1ec7m \u0111\u00e1ng k\u1ec3 chi ph\u00ed qu\u1ea3ng c\u00e1o, khuy\u1ebfn m\u00e3i v\u00e0 c\u00e1c ho\u1ea1t \u0111\u1ed9ng x\u00e2y d\u1ef1ng nh\u1eadn di\u1ec7n. Nh\u1edd v\u00e0o \u0111\u1ed9 ph\u1ee7 th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 c\u00f3, chi\u1ebfn d\u1ecbch marketing cho s\u1ea3n ph\u1ea9m m\u1edbi d\u1ec5 d\u00e0ng \u0111\u1ea1t hi\u1ec7u qu\u1ea3 cao v\u1edbi chi ph\u00ed th\u1ea5p h\u01a1n.\n<\/p>\n\n\n Brand Extension gi\u00fap th\u01b0\u01a1ng hi\u1ec7u ti\u1ebfp c\u1eadn nhi\u1ec1u ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng h\u01a1n, t\u1eeb \u0111\u00f3 m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng v\u00e0 gia t\u0103ng doanh thu. Khi danh m\u1ee5c s\u1ea3n ph\u1ea9m \u0111a d\u1ea1ng h\u01a1n, doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c nhi\u1ec1u nhu c\u1ea7u kh\u00e1c nhau c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng, t\u0103ng c\u01a1 h\u1ed9i b\u00e1n ch\u00e9o (Cross-Selling) v\u00e0 b\u00e1n th\u00eam (Up-Selling).\n<\/p>\n\n\n Vi\u1ec7c m\u1edf r\u1ed9ng th\u00e0nh c\u00f4ng gi\u00fap c\u1ee7ng c\u1ed1 v\u1ecb th\u1ebf c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u tr\u00ean th\u1ecb tr\u01b0\u1eddng, l\u00e0m t\u0103ng gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u (Brand Equity). M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh v\u1edbi nhi\u1ec1u d\u00f2ng s\u1ea3n ph\u1ea9m th\u00e0nh c\u00f4ng s\u1ebd \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng nh\u00ecn nh\u1eadn l\u00e0 \u0111\u00e1ng tin c\u1eady, \u0111a d\u1ea1ng v\u00e0 s\u00e1ng t\u1ea1o.\n<\/p>\n\n\n Brand Extension c\u0169ng \u0111i k\u00e8m v\u1edbi nh\u1eefng r\u1ee7i ro ti\u1ec1m \u1ea9n m\u00e0 doanh nghi\u1ec7p c\u1ea7n l\u01b0u \u00fd. R\u1ee7i ro l\u1edbn nh\u1ea5t l\u00e0 kh\u1ea3 n\u0103ng s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 m\u1edbi kh\u00f4ng th\u00e0nh c\u00f4ng ho\u1eb7c kh\u00f4ng \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c k\u1ef3 v\u1ecdng c\u1ee7a kh\u00e1ch h\u00e0ng, \u0111i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 l\u00e0m \u1ea3nh h\u01b0\u1edfng ti\u00eau c\u1ef1c v\u00e0 th\u1eadm ch\u00ed l\u00e0m suy y\u1ebfu h\u00ecnh \u1ea3nh, uy t\u00edn c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u m\u1eb9 \u0111\u00e3 \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng b\u1ea5y l\u00e2u.\n<\/p>\n\n\n N\u1ebfu s\u1ea3n ph\u1ea9m m\u1edbi qu\u00e1 kh\u00e1c bi\u1ec7t ho\u1eb7c kh\u00f4ng ph\u00f9 h\u1ee3p v\u1edbi h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7n t\u1ea1i, kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 c\u1ea3m th\u1ea5y b\u1ed1i r\u1ed1i v\u00e0 m\u1ea5t ni\u1ec1m tin. \u0110i\u1ec1u n\u00e0y d\u1eabn \u0111\u1ebfn vi\u1ec7c l\u00e0m lo\u00e3ng (Dilution) ho\u1eb7c th\u1eadm ch\u00ed suy gi\u1ea3m gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u g\u1ed1c.\n<\/p>\n\n\n M\u1ed9t s\u1ea3n ph\u1ea9m m\u1edf r\u1ed9ng kh\u00f4ng \u0111\u1ea1t k\u1ef3 v\u1ecdng v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng ho\u1eb7c g\u00e2y th\u1ea5t v\u1ecdng cho kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 t\u00e1c \u0111\u1ed9ng ti\u00eau c\u1ef1c \u0111\u1ebfn to\u00e0n b\u1ed9 h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u. Thay v\u00ec ch\u1ec9 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn s\u1ea3n ph\u1ea9m \u0111\u00f3, ni\u1ec1m tin v\u00e0o t\u1ea5t c\u1ea3 s\u1ea3n ph\u1ea9m mang th\u01b0\u01a1ng hi\u1ec7u chung c\u0169ng c\u00f3 th\u1ec3 b\u1ecb suy gi\u1ea3m.\n<\/p>\n\n\n Vi\u1ec7c ph\u00e1t tri\u1ec3n v\u00e0 qu\u1ea3n l\u00fd nhi\u1ec1u s\u1ea3n ph\u1ea9m c\u00f9ng l\u00fac \u0111\u00f2i h\u1ecfi doanh nghi\u1ec7p ph\u1ea3i \u0111\u1ea7u t\u01b0 th\u00eam th\u1eddi gian, ng\u00e2n s\u00e1ch v\u00e0 ngu\u1ed3n nh\u00e2n l\u1ef1c. N\u1ebfu kh\u00f4ng c\u00f3 chi\u1ebfn l\u01b0\u1ee3c r\u00f5 r\u00e0ng v\u00e0 s\u1ef1 chu\u1ea9n b\u1ecb k\u1ef9 l\u01b0\u1ee1ng, doanh nghi\u1ec7p d\u1ec5 b\u1ecb ph\u00e2n t\u00e1n ngu\u1ed3n l\u1ef1c, \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn c\u1ea3 s\u1ea3n ph\u1ea9m c\u0169 l\u1eabn m\u1edbi.\n<\/p>\n\n\n Khi s\u1ea3n ph\u1ea9m m\u1edf r\u1ed9ng kh\u00e1c bi\u1ec7t qu\u00e1 nhi\u1ec1u v\u1ec1 gi\u00e1 th\u00e0nh, ch\u1ea5t l\u01b0\u1ee3ng ho\u1eb7c \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng so v\u1edbi s\u1ea3n ph\u1ea9m g\u1ed1c, doanh nghi\u1ec7p c\u00f3 th\u1ec3 g\u1eb7p kh\u00f3 kh\u0103n trong vi\u1ec7c qu\u1ea3n l\u00fd h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i v\u00e0 th\u00f4ng \u0111i\u1ec7p truy\u1ec1n th\u00f4ng. Xung \u0111\u1ed9t n\u00e0y n\u1ebfu kh\u00f4ng \u0111\u01b0\u1ee3c x\u1eed l\u00fd t\u1ed1t s\u1ebd l\u00e0m gi\u1ea3m hi\u1ec7u qu\u1ea3 kinh doanh t\u1ed5ng th\u1ec3.\n<\/p>\n\n\n <\/p>\n\n\n\n C\u1ea7n Ph\u1ea3i L\u00e0m G\u00ec \u0110\u1ec3 Chi\u1ebfn L\u01b0\u1ee3c Brand Extension Th\u00e0nh C\u00f4ng?\n<\/i><\/p>\n\n\n M\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ch\u1ec9 \u0111\u01a1n gi\u1ea3n l\u00e0 g\u1eafn t\u00ean tu\u1ed5i quen thu\u1ed9c l\u00ean m\u1ed9t s\u1ea3n ph\u1ea9m m\u1edbi. \u0110\u1ec3 Brand Extension th\u1ef1c s\u1ef1 th\u00e0nh c\u00f4ng, doanh nghi\u1ec7p c\u1ea7n v\u1eadn d\u1ee5ng nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c b\u00e0i b\u1ea3n, t\u1eeb l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m ph\u00f9 h\u1ee3p, nghi\u00ean c\u1ee9u h\u00e0nh vi kh\u00e1ch h\u00e0ng cho \u0111\u1ebfn qu\u1ea3n l\u00fd h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u m\u1ed9t c\u00e1ch nh\u1ea5t qu\u00e1n. M\u1ed9t b\u01b0\u1edbc \u0111i kh\u00f4n ngoan c\u00f3 th\u1ec3 m\u1edf ra c\u01a1 h\u1ed9i t\u0103ng tr\u01b0\u1edfng v\u01b0\u1ee3t b\u1eadc, trong khi m\u1ed9t quy\u1ebft \u0111\u1ecbnh v\u1ed9i v\u00e0ng l\u1ea1i ti\u1ec1m \u1ea9n nguy c\u01a1 g\u00e2y t\u1ed5n h\u1ea1i \u0111\u1ebfn gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u. V\u1eady \u0111\u00e2u l\u00e0 nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c v\u00e0ng gi\u00fap doanh nghi\u1ec7p m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7u qu\u1ea3 v\u00e0 b\u1ec1n v\u1eefng?\n<\/p>\n\n\n Tr\u01b0\u1edbc khi m\u1edf r\u1ed9ng, vi\u1ec7c nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng l\u00e0 b\u01b0\u1edbc kh\u00f4ng th\u1ec3 thi\u1ebfu. Doanh nghi\u1ec7p c\u1ea7n th\u1ef1c hi\u1ec7n c\u00e1c kh\u1ea3o s\u00e1t, ph\u1ecfng v\u1ea5n ho\u1eb7c s\u1eed d\u1ee5ng c\u00f4ng c\u1ee5 ph\u00e2n t\u00edch d\u1eef li\u1ec7u \u0111\u1ec3 thu th\u1eadp th\u00f4ng tin chi ti\u1ebft t\u1eeb kh\u00e1ch h\u00e0ng. B\u00ean c\u1ea1nh \u0111\u00f3, doanh nghi\u1ec7p c\u00f3 th\u1ec3 n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c nh\u1eefng mong mu\u1ed1n ch\u01b0a \u0111\u01b0\u1ee3c \u0111\u00e1p \u1ee9ng v\u00e0 x\u00e2y d\u1ef1ng s\u1ea3n ph\u1ea9m m\u1edbi ph\u00f9 h\u1ee3p v\u1edbi nhu c\u1ea7u th\u1ef1c t\u1ebf c\u1ee7a th\u1ecb tr\u01b0\u1eddng.\n<\/p>\n\n\n M\u1ed9t y\u1ebfu t\u1ed1 quan tr\u1ecdng kh\u00e1c l\u00e0 duy tr\u00ec gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i m\u00e0 th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 x\u00e2y d\u1ef1ng. Ngay c\u1ea3 khi ra m\u1eaft s\u1ea3n ph\u1ea9m m\u1edbi, th\u00f4ng \u0111i\u1ec7p v\u00e0 gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u v\u1eabn c\u1ea7n \u0111\u01b0\u1ee3c duy tr\u00ec \u0111\u1ec3 t\u1ea1o n\u00ean s\u1ef1 nh\u1ea5t qu\u00e1n trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng. \u0110i\u1ec1u n\u00e0y gi\u00fap c\u1ee7ng c\u1ed1 l\u00f2ng tin v\u00e0 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u, \u0111\u1ed3ng th\u1eddi tr\u00e1nh \u0111\u01b0\u1ee3c vi\u1ec7c g\u00e2y nh\u1ea7m l\u1eabn cho kh\u00e1ch h\u00e0ng.\n<\/p>\n\n\n Vi\u1ec7c th\u1eed nghi\u1ec7m s\u1ea3n ph\u1ea9m tr\u00ean quy m\u00f4 nh\u1ecf l\u00e0 c\u00e1ch t\u1ed1t nh\u1ea5t \u0111\u1ec3 thu th\u1eadp ph\u1ea3n h\u1ed3i t\u1eeb th\u1ecb tr\u01b0\u1eddng. Ph\u1ea3n h\u1ed3i c\u1ee7a kh\u00e1ch h\u00e0ng trong giai \u0111o\u1ea1n n\u00e0y r\u1ea5t quan tr\u1ecdng \u0111\u1ec3 \u0111i\u1ec1u ch\u1ec9nh v\u00e0 ho\u00e0n thi\u1ec7n s\u1ea3n ph\u1ea9m tr\u01b0\u1edbc khi tung ra \u0111\u1ea1i tr\u00e0. Ngo\u00e0i ra, doanh nghi\u1ec7p s\u1ebd gi\u1ea3m thi\u1ec3u r\u1ee7i ro v\u00e0 t\u0103ng kh\u1ea3 n\u0103ng th\u00e0nh c\u00f4ng khi ra m\u1eaft s\u1ea3n ph\u1ea9m ch\u00ednh th\u1ee9c.\n<\/p>\n\n\n M\u1ed7i chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng \u0111\u1ec1u \u0111\u00f2i h\u1ecfi m\u1ed9t s\u1ef1 chu\u1ea9n b\u1ecb k\u1ef9 l\u01b0\u1ee1ng v\u1ec1 m\u1eb7t t\u00e0i ch\u00ednh, nh\u00e2n s\u1ef1 v\u00e0 c\u00f4ng ngh\u1ec7. Doanh nghi\u1ec7p c\u1ea7n c\u00f3 s\u1eb5n ngu\u1ed3n l\u1ef1c \u0111\u1ec3 \u0111\u00e1p \u1ee9ng ngay nh\u1eefng thay \u0111\u1ed5i \u0111\u1ed9t ng\u1ed9t c\u1ee7a th\u1ecb tr\u01b0\u1eddng. V\u00ed d\u1ee5 v\u1ec1 m\u1edf r\u1ed9ng d\u00f2ng s\u1ea3n ph\u1ea9m, vi\u1ec7c th\u00e0nh l\u1eadp c\u00e1c ph\u00f2ng ban chuy\u00ean b\u1ed9 ph\u1eadn nghi\u00ean c\u1ee9u v\u00e0 ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m m\u1edbi gi\u00fap doanh nghi\u1ec7p \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh d\u1ef1a tr\u00ean th\u00f4ng tin th\u1ecb tr\u01b0\u1eddng m\u1ed9t c\u00e1ch nhanh ch\u00f3ng v\u00e0 hi\u1ec7u qu\u1ea3.\n<\/p>\n\n\n M\u1ed9t chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng th\u00e0nh c\u00f4ng kh\u00f4ng th\u1ec3 thi\u1ebfu s\u1ef1 h\u1ee3p t\u00e1c v\u1edbi c\u00e1c \u0111\u1ed1i t\u00e1c chi\u1ebfn l\u01b0\u1ee3c. Khi doanh nghi\u1ec7p ch\u1ecdn \u0111\u00fang \u0111\u1ed1i t\u00e1c, h\u1ecd c\u00f3 th\u1ec3 t\u1eadn d\u1ee5ng \u0111\u01b0\u1ee3c chuy\u00ean m\u00f4n v\u00e0 ngu\u1ed3n l\u1ef1c c\u1ee7a nhau \u0111\u1ec3 c\u00f9ng ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u. H\u01a1n n\u1eefa, s\u1ef1 b\u1ed5 tr\u1ee3 l\u1eabn nhau trong vi\u1ec7c chia s\u1ebb r\u1ee7i ro v\u00e0 t\u0103ng c\u01b0\u1eddng gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u s\u1ebd gi\u00fap chi\u1ebfn l\u01b0\u1ee3c Brand Extension tr\u1edf n\u00ean b\u1ec1n v\u1eefng h\u01a1n.\n<\/p>\n\n\n \u00c1p D\u1ee5ng Brand Extension V\u00e0o Th\u1ef1c Ti\u1ec5n Nh\u01b0 Th\u1ebf N\u00e0o?<\/i><\/p>\n\n\n M\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 chi\u1ebfn l\u01b0\u1ee3c quan tr\u1ecdng gi\u00fap doanh nghi\u1ec7p t\u1eadn d\u1ee5ng s\u1ee9c m\u1ea1nh s\u1eb5n c\u00f3 \u0111\u1ec3 th\u00e2m nh\u1eadp v\u00e0o th\u1ecb tr\u01b0\u1eddng m\u1edbi, gia t\u0103ng doanh thu v\u00e0 c\u1ee7ng c\u1ed1 v\u1ecb th\u1ebf c\u1ea1nh tranh. Nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u l\u1edbn nh\u01b0 Apple \u0111\u00e3 kh\u00e9o l\u00e9o m\u1edf r\u1ed9ng s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 c\u1ee7a m\u00ecnh, t\u1ea1o n\u00ean h\u1ec7 sinh th\u00e1i \u0111a d\u1ea1ng m\u00e0 v\u1eabn gi\u1eef \u0111\u01b0\u1ee3c b\u1ea3n s\u1eafc ri\u00eang. Qua v\u00ed d\u1ee5 n\u00e0y, ch\u00fang ta c\u00f3 th\u1ec3 th\u1ea5y r\u1eb1ng m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7u qu\u1ea3 \u0111\u00f2i h\u1ecfi s\u1ef1 th\u1ea5u hi\u1ec3u s\u00e2u s\u1eafc v\u1ec1 kh\u00e1ch h\u00e0ng, t\u00ednh nh\u1ea5t qu\u00e1n trong h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u v\u00e0 kh\u1ea3 n\u0103ng s\u00e1ng t\u1ea1o kh\u00f4ng ng\u1eebng. V\u1eady c\u1ee5 th\u1ec3 Apple \u0111\u00e3 th\u1ef1c hi\u1ec7n nh\u01b0 th\u1ebf n\u00e0o?\n<\/p>\n\n\n Apple Inc. l\u00e0 m\u1ed9t trong nh\u1eefng t\u1eadp \u0111o\u00e0n c\u00f4ng ngh\u1ec7 h\u00e0ng \u0111\u1ea7u th\u1ebf gi\u1edbi, n\u1ed5i ti\u1ebfng v\u1edbi nh\u1eefng s\u1ea3n ph\u1ea9m \u0111\u1ed9t ph\u00e1 v\u00e0 thi\u1ebft k\u1ebf tinh t\u1ebf. \u0110\u01b0\u1ee3c th\u00e0nh l\u1eadp v\u00e0o n\u0103m 1976 b\u1edfi Steve Jobs, Steve Wozniak v\u00e0 Ronald Wayne, Apple kh\u1edfi \u0111\u1ea7u v\u1edbi d\u00f2ng m\u00e1y t\u00ednh c\u00e1 nh\u00e2n Apple I, m\u1edf ra cu\u1ed9c c\u00e1ch m\u1ea1ng c\u00f4ng ngh\u1ec7 cho ng\u01b0\u1eddi d\u00f9ng c\u00e1 nh\u00e2n.\n<\/p>\n\n\n Tr\u1ea3i qua nhi\u1ec1u th\u1eadp k\u1ef7 ph\u00e1t tri\u1ec3n, Apple \u0111\u00e3 x\u00e2y d\u1ef1ng m\u1ed9t h\u1ec7 sinh th\u00e1i s\u1ea3n ph\u1ea9m \u0111a d\u1ea1ng, n\u1ed5i b\u1eadt nh\u01b0 Macbook, iPhone, iPad, Apple Watch, c\u00f9ng v\u1edbi c\u00e1c d\u1ecbch v\u1ee5 s\u1ed1 nh\u01b0 App Store, Apple Music, iCloud v\u00e0 Apple TV. V\u1edbi tri\u1ebft l\u00fd t\u1eadp trung v\u00e0o tr\u1ea3i nghi\u1ec7m ng\u01b0\u1eddi d\u00f9ng, t\u00ednh b\u1ea3o m\u1eadt v\u00e0 s\u1ef1 s\u00e1ng t\u1ea1o kh\u00f4ng ng\u1eebng, Apple \u0111\u00e3 thi\u1ebft l\u1eadp chu\u1ea9n m\u1ef1c m\u1edbi cho nhi\u1ec1u ng\u00e0nh c\u00f4ng nghi\u1ec7p.\n<\/p>\n\n\n Ban \u0111\u1ea7u, Apple \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn v\u1edbi d\u00f2ng s\u1ea3n ph\u1ea9m m\u00e1y t\u00ednh c\u00e1 nh\u00e2n Macintosh, n\u1ed5i b\u1eadt nh\u1edd thi\u1ebft k\u1ebf s\u00e1ng t\u1ea1o, giao di\u1ec7n th\u00e2n thi\u1ec7n v\u00e0 tr\u1ea3i nghi\u1ec7m ng\u01b0\u1eddi d\u00f9ng m\u01b0\u1ee3t m\u00e0. Apple \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 “c\u00f4ng ngh\u1ec7 cho ng\u01b0\u1eddi s\u00e1ng t\u1ea1o v\u00e0 c\u00e1 nh\u00e2n h\u00f3a”.\n<\/p>\n\n\n Chi\u1ebfn d\u1ecbch m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a Apple t\u1eeb m\u00e1y t\u00ednh sang h\u1ec7 sinh th\u00e1i c\u00f4ng ngh\u1ec7 \u0111\u00e3 tr\u1edf th\u00e0nh m\u1ed9t trong nh\u1eefng v\u00ed d\u1ee5 kinh \u0111i\u1ec3n nh\u1ea5t v\u1ec1 Brand Extension th\u00e0nh c\u00f4ng. B\u1eb1ng c\u00e1ch gi\u1eef v\u1eefng gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i v\u1ec1 tr\u1ea3i nghi\u1ec7m ng\u01b0\u1eddi d\u00f9ng, s\u00e1ng t\u1ea1o v\u00e0 thi\u1ebft k\u1ebf tinh t\u1ebf, Apple \u0111\u00e3 t\u1eebng b\u01b0\u1edbc x\u00e2y d\u1ef1ng n\u00ean m\u1ed9t m\u1ea1ng l\u01b0\u1edbi s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 li\u00ean k\u1ebft ch\u1eb7t ch\u1ebd, mang l\u1ea1i gi\u00e1 tr\u1ecb v\u01b0\u1ee3t tr\u1ed9i cho kh\u00e1ch h\u00e0ng. Kh\u00f4ng ch\u1ec9 m\u1edf r\u1ed9ng th\u1ecb ph\u1ea7n v\u00e0 t\u0103ng tr\u01b0\u1edfng doanh thu \u1ea5n t\u01b0\u1ee3ng, Apple c\u00f2n c\u1ee7ng c\u1ed1 v\u1eefng ch\u1eafc v\u1ecb th\u1ebf th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u c\u1ee7a m\u00ecnh. \n<\/p>\n\n\n T\u00f3m l\u1ea1i, Brand Extension l\u00e0 g\u00ec? Brand Extension l\u00e0 l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c marketing m\u00e0 doanh nghi\u1ec7p s\u1eed d\u1ee5ng t\u00ean v\u00e0 uy t\u00edn c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 c\u00f3 s\u1eb5n, \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng tin t\u01b0\u1edfng v\u00e0 y\u00eau th\u00edch, \u0111\u1ec3 tung ra m\u1ed9t s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 m\u1edbi. Vi\u1ec7c \u00e1p d\u1ee5ng th\u00e0nh c\u00f4ng chi\u1ebfn l\u01b0\u1ee3c n\u00e0y \u0111\u00f2i h\u1ecfi s\u1ef1 nghi\u00ean c\u1ee9u k\u1ef9 l\u01b0\u1ee1ng, chu\u1ea9n b\u1ecb ngu\u1ed3n l\u1ef1c \u0111\u1ea7y \u0111\u1ee7 v\u00e0 m\u1ed9t k\u1ebf ho\u1ea1ch chi\u1ebfn l\u01b0\u1ee3c b\u00e0i b\u1ea3n nh\u1eb1m duy tr\u00ec gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. Truy c\u1eadp JobsGO<\/a> \u0111\u1ec3 tham kh\u1ea3o nh\u1eefng c\u00f4ng vi\u1ec7c ph\u00f9 h\u1ee3p v\u1edbi b\u1ea3n th\u00e2n nh\u00e9!\n<\/p>","protected":false},"excerpt":{"rendered":" \u0110\u00e1nh gi\u00e1 post Hi\u1ec7n nay trong th\u1ecb tr\u01b0\u1eddng c\u1ea1nh tranh kh\u1ed1c li\u1ec7t, vi\u1ec7c ch\u1ec9 t\u1eadp trung v\u00e0o m\u1ed9t d\u00f2ng s\u1ea3n ph\u1ea9m \u0111\u00f4i khi kh\u00f4ng \u0111\u1ee7 \u0111\u1ec3 duy tr\u00ec s\u1ee9c h\u00fat v\u1edbi kh\u00e1ch h\u00e0ng. Khi t\u1eadn d\u1ee5ng uy t\u00edn t\u1eeb th\u01b0\u01a1ng…<\/p>\n","protected":false},"author":75026,"featured_media":94340,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_yoast_wpseo_focuskw":"Brand Extension l\u00e0 g\u00ec","_yoast_wpseo_title":"Brand Extension L\u00e0 G\u00ec? 4 L\u1ee3i \u00cdch Quan Tr\u1ecdng C\u1ee7a Brand Extension %%sep%% %%sitename%%","_yoast_wpseo_metadesc":"Brand Extension l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c marketing m\u00e0 doanh nghi\u1ec7p s\u1eed d\u1ee5ng uy t\u00edn c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 c\u00f3 s\u1eb5n. C\u00f9ng t\u00ecm hi\u1ec3u 5 chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng s\u1ea3n ph\u1ea9m th\u00e0nh c...","_yoast_wpseo_focus_keyphrase":"Brand Extension l\u00e0 g\u00ec","faq":"1. Brand Extension C\u00f3 Ph\u00f9 H\u1ee3p V\u1edbi M\u1ecdi Lo\u1ea1i H\u00ecnh Doanh Nghi\u1ec7p Kh\u00f4ng? \n\nC\u00e2u tr\u1ea3 l\u1eddi l\u00e0 Kh\u00f4ng, b\u1edfi v\u00ec chi\u1ebfn l\u01b0\u1ee3c n\u00e0y ph\u00f9 h\u1ee3p v\u1edbi nh\u1eefng doanh nghi\u1ec7p \u0111\u00e3 c\u00f3 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u v\u1eefng ch\u1eafc v\u00e0 \u0111\u1ee7 ngu\u1ed3n l\u1ef1c \u0111\u1ec3 m\u1edf r\u1ed9ng.\n\n2. Derived Brand L\u00e0 G\u00ec?\n\nDerived brand l\u00e0 kh\u00e1i ni\u1ec7m ch\u1ec9 th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c h\u00ecnh th\u00e0nh d\u1ef1a tr\u00ean s\u1ef1 uy t\u00edn v\u00e0 s\u1ee9c m\u1ea1nh c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c, th\u01b0\u1eddng l\u00e0 th\u01b0\u01a1ng hi\u1ec7u \"g\u1ed1c\" \u0111\u00e3 r\u1ea5t n\u1ed5i ti\u1ebfng.\n\n3. Line Extension L\u00e0 G\u00ec?\n\nLine extension l\u00e0 chi\u1ebfn l\u01b0\u1ee3c khi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u gi\u1edbi thi\u1ec7u th\u00eam c\u00e1c bi\u1ebfn th\u1ec3 m\u1edbi c\u1ee7a s\u1ea3n ph\u1ea9m trong c\u00f9ng m\u1ed9t d\u00f2ng s\u1ea3n ph\u1ea9m hi\u1ec7n c\u00f3, nh\u1eb1m \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng.\n","nganh_nghe_chuc_vu_lien_quan":["Nh\u00e2n Vi\u00ean Kinh Doanh","Chuy\u00ean Vi\u00ean Digital Marketing"]},"categories":[25,24],"tags":[4323,4324],"yoast_head":"\n1. Brand Extension L\u00e0 G\u00ec?<\/strong><\/span><\/h2>\n\n\n
<\/figure>\n\n
2. C\u00e1c Lo\u1ea1i Brand Extension\n<\/strong><\/span><\/h2>\n\n\n
<\/figure>\n\n
2.1. M\u1edf R\u1ed9ng D\u00f2ng S\u1ea3n Ph\u1ea9m\n<\/strong><\/span><\/h3>\n\n\n
2.2. M\u1edf R\u1ed9ng Danh M\u1ee5c S\u1ea3n Ph\u1ea9m\n<\/strong><\/span><\/h3>\n\n\n
2.3. M\u1edf R\u1ed9ng Theo Khu V\u1ef1c \u0110\u1ecba L\u00fd\n<\/strong><\/span><\/h3>\n\n\n
2.4. M\u1edf R\u1ed9ng Theo \u0110\u1ed1i T\u01b0\u1ee3ng Kh\u00e1ch H\u00e0ng\n<\/strong><\/span><\/h3>\n\n\n
2.5. Xu H\u01b0\u1edbng Ph\u00e1t Tri\u1ec3n Theo H\u01b0\u1edbng House Of Brands\n<\/strong><\/span><\/h3>\n\n\n
3. L\u1ee3i \u00cdch V\u00e0 R\u1ee7i Ro C\u1ee7a Brand Extension<\/strong><\/span><\/h2>\n\n\n\n
<\/figure>\n\n
3.1. L\u1ee3i \u00cdch C\u1ee7a Brand Extension\n<\/strong><\/span><\/h3>\n\n\n
3.1.1. T\u1eadn D\u1ee5ng Uy T\u00edn Th\u01b0\u01a1ng Hi\u1ec7u S\u1eb5n C\u00f3\n<\/strong><\/span><\/h4>\n\n\n
3.1.2. Ti\u1ebft Ki\u1ec7m Chi Ph\u00ed Marketing V\u00e0 Qu\u1ea3ng B\u00e1\n<\/strong><\/span><\/h4>\n\n\n
3.1.3. M\u1edf R\u1ed9ng Th\u1ecb Ph\u1ea7n V\u00e0 T\u0103ng Doanh Thu\n<\/strong><\/span><\/h4>\n\n\n
3.1.4. Gia T\u0103ng Gi\u00e1 Tr\u1ecb Th\u01b0\u01a1ng Hi\u1ec7u\n<\/strong><\/span><\/h4>\n\n\n
3.2. R\u1ee7i Ro C\u1ee7a Brand Extension\n<\/strong><\/span><\/h3>\n\n\n
3.2.1. Nguy C\u01a1 L\u00e0m Lo\u00e3ng Th\u01b0\u01a1ng Hi\u1ec7u\n<\/strong><\/span><\/h4>\n\n\n
3.2.2. S\u1ea3n Ph\u1ea9m M\u1edf R\u1ed9ng Th\u1ea5t B\u1ea1i \u1ea2nh H\u01b0\u1edfng \u0110\u1ebfn Uy T\u00edn Chung\n<\/strong><\/span><\/h4>\n\n\n
3.2.3. Ph\u00e2n T\u00e1n Ngu\u1ed3n L\u1ef1c\n<\/strong><\/span><\/h4>\n\n\n
3.2.4. Xung \u0110\u1ed9t Trong H\u1ec7 Th\u1ed1ng Ph\u00e2n Ph\u1ed1i V\u00e0 \u0110\u1ecbnh V\u1ecb\n<\/strong><\/span><\/h4>\n\n\n
4. C\u00e1c Chi\u1ebfn L\u01b0\u1ee3c Th\u1ef1c Hi\u1ec7n Brand Extension Th\u00e0nh C\u00f4ng\n<\/strong><\/span><\/h2>\n\n\n
<\/figure>\n\n
4.1. Hi\u1ec3u R\u00f5 Nhu C\u1ea7u Kh\u00e1ch H\u00e0ng Tr\u01b0\u1edbc Khi M\u1edf r\u1ed9ng Th\u01b0\u01a1ng Hi\u1ec7u\n<\/strong><\/span><\/h3>\n\n\n
4.2. Gi\u1eef Nguy\u00ean Th\u00f4ng \u0110i\u1ec7p Th\u01b0\u01a1ng Hi\u1ec7u Khi M\u1edf R\u1ed9ng\n<\/strong><\/span><\/h3>\n\n\n
4.3. Th\u1eed Nghi\u1ec7m S\u1ea3n Ph\u1ea9m Tr\u01b0\u1edbc Khi Ra M\u1eaft \u0110\u1ea1i Tr\u00e0\n<\/strong><\/span><\/h3>\n\n\n
4.4. Chu\u1ea9n B\u1ecb Ngu\u1ed3n L\u1ef1c \u0110\u1ea7y \u0110\u1ee7 Cho Brand Extension\n<\/strong><\/span><\/h3>\n\n\n
4.5. \u0110\u1ed1i T\u00e1c H\u1ee3p T\u00e1c Ph\u00f9 H\u1ee3p Trong Qu\u00e1 Tr\u00ecnh M\u1edf R\u1ed9ng Th\u01b0\u01a1ng Hi\u1ec7u\n<\/strong><\/span><\/h3>\n\n\n
5. V\u00ed D\u1ee5 V\u1ec1 M\u1edf R\u1ed9ng Th\u01b0\u01a1ng Hi\u1ec7u Apple<\/strong><\/span><\/h2>\n\n\n\n
<\/figure>\n\n
5.1 T\u1ed5ng Quan V\u1ec1 Apple\n<\/strong><\/span><\/h3>\n\n\n
5.2 Apple \u2013 M\u1edf R\u1ed9ng Th\u01b0\u01a1ng Hi\u1ec7u T\u1eeb M\u00e1y T\u00ednh Sang H\u1ec7 Sinh Th\u00e1i C\u00f4ng Ngh\u1ec7\n<\/strong><\/span><\/h3>\n\n\n
5.2.1 S\u1ea3n Ph\u1ea9m M\u1edf R\u1ed9ng\n<\/strong><\/span><\/h4>\n\n\n
\n
5.2.2 Chi\u1ebfn L\u01b0\u1ee3c Th\u1ef1c Hi\u1ec7n Brand Extension\n<\/strong><\/span><\/h4>\n\n\n
\n
5.2.3 L\u1ee3i \u00cdch \u0110\u1ea1t \u0110\u01b0\u1ee3c\n<\/strong><\/span><\/h4>\n\n\n
\n
5.2.4 R\u1ee7i Ro V\u00e0 C\u00e1ch Apple H\u1ea1n Ch\u1ebf\n<\/strong><\/span><\/h4>\n\n\n
\n