Th\u01b0\u01a1ng hi\u1ec7u v\u00e0 X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u<\/p>\n\n\n\n
Jacqui Genow<\/p>\n\n\n\n
Chi\u1ebfn l\u01b0\u1ee3c kinh doanh&th\u01b0\u01a1ng hi\u1ec7u<\/p>\n\n\n\n
J.Genow Marketing<\/p>\n\n\n\n
T\u00f4i tham gia v\u00e0o v\u00e0i nh\u00f3m LinkedIn t\u1eadp trung v\u00e0o Marketing v\u00e0 t\u00f4i th\u1ef1c s\u1ef1 kinh ng\u1ea1c b\u1edfi nh\u1eefng cu\u1ed9c h\u1ed9i tho\u1ea1i xo\u1eafn qu\u1ea9y xung quanh Th\u01b0\u01a1ng hi\u1ec7u v\u00e0 X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u (Brand vs. Branding). <\/p>\n\n\n\n
Hi\u1ec3u c\u00e1ch d\u00f9ng c\u1ee7a t\u1eeb “th\u01b0\u01a1ng hi\u1ec7u” \u0111\u1ec3 ch\u1ec9 m\u1ed9t c\u00f4ng ty – nh\u01b0 trong c\u1ee5m “th\u01b0\u01a1ng hi\u1ec7u m\u1ee5c ti\u00eau” – ho\u1eb7c nh\u01b0 m\u1ed9t s\u1ea3n ph\u1ea9m – nh\u01b0 “Kleenex” l\u00e0 \u0111\u00e3 \u0111\u1ee7 kh\u00f3 r\u1ed3i, nh\u01b0ng c\u00f2n ph\u1ea3i hi\u1ec3u c\u1ea3 khi “th\u01b0\u01a1ng hi\u1ec7u” v\u00e0 “x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u” d\u01b0\u1eddng nh\u01b0 lu\u00f4n lu\u00f4n c\u00f3 th\u1ec3 d\u00f9ng thay th\u1ebf cho nhau m\u1edbi th\u1eadt s\u1ef1 l\u00e0 hoa m\u1eaft ch\u00f3ng m\u1eb7t. N\u1ebfu c\u1ea3 nh\u1eefng ng\u01b0\u1eddi \u0111\u01b0\u1ee3c cho l\u00e0 nh\u1eefng chuy\u00ean gia marketing nh\u01b0 c\u00e1c b\u1ea1n m\u00e0 c\u00f2n kh\u00f4ng th\u1ec3 \u0111i \u0111\u1ebfn m\u1ed9t th\u1ed1ng nh\u1ea5t v\u1ec1 vi\u1ec7c n\u00e0y, th\u00ec l\u00e0m sao nh\u1eefng ng\u01b0\u1eddi ch\u1ee7 doanh nghi\u1ec7p c\u00f3 th\u1ec3 hi\u1ec3u \u0111\u01b0\u1ee3c s\u1ef1 kh\u00e1c bi\u1ec7t?<\/p>\n\n\n\n
V\u00e0 \u0111\u00e2y l\u00e0 quan \u0111i\u1ec3m (two-cents) c\u1ee7a t\u00f4i khi ph\u00e2n bi\u1ec7t “th\u01b0\u01a1ng hi\u1ec7u” v\u00e0 “x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u” <\/p>\n\n\n\n
“M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t k\u1ebft qu\u1ea3, kh\u00f4ng ph\u1ea3i m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c” \u2013 Lucas Conley, Fast Company<\/p>\n\n\n\n
M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t l\u1eddi h\u1ee9a h\u1eb9n n\u1eb1m trong t\u00e2m tr\u00ed c\u1ee7a ng\u01b0\u1eddi d\u00f9ng. \u0110\u00f3 l\u00e0 \u0111i\u1ec1u m\u00e0 m\u1ecdi ng\u01b0\u1eddi ngh\u0129 v\u1ec1 c\u00f4ng ty c\u1ee7a b\u1ea1n – k\u1ebft qu\u1ea3 c\u1ee7a nh\u1eefng t\u01b0\u01a1ng t\u00e1c gi\u1eefa h\u1ecd v\u1edbi c\u00f4ng ty. \u0110\u00f3 l\u00e0 th\u1ee9 ch\u1ee7 quan, l\u00e0 c\u1ea3m x\u00fac, v\u00e0 n\u00f3 thay \u0111\u1ed5i, dao \u0111\u1ed9ng \u1edf m\u1ed7i kh\u00e1ch h\u00e0ng tu\u1ef3 thu\u1ed9c v\u00e0o tr\u1ea3i nghi\u1ec7m c\u00e1 nh\u00e2n c\u1ee7a h\u1ecd. B\u1ea1n ngh\u0129 l\u00e0 c\u00f4ng ty b\u1ea1n s\u1edf h\u1eefu th\u01b0\u01a1ng hi\u1ec7u? Ngh\u0129 l\u1ea1i xem nh\u00e9. Kh\u00e1ch h\u00e0ng t\u1ea1o ra th\u01b0\u01a1ng hi\u1ec7u. H\u1ecd s\u1edf h\u1eefu ch\u00fang v\u00e0 c\u00f3 th\u1ec3 h\u1ed7 tr\u1ee3 nhi\u1ec7t t\u00ecnh cho ch\u00fang. <\/p>\n\n\n\n
Khi Gap ra m\u1eaft logo m\u1edbi thi\u1ebft k\u1ebf v\u00e0o n\u0103m 2010, \u0111\u00e3 c\u00f3 m\u1ed9t c\u01a1n b\u00e3o nh\u1eefng l\u1eddi nh\u1eadn x\u00e9t ti\u00eau c\u1ef1c c\u00e0n qu\u00e9t tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i, v\u1edbi nhi\u1ec1u l\u1eddi \u0111e do\u1ea1 s\u1ebd kh\u00f4ng bao gi\u1edd mua s\u1eafm t\u1ea1i c\u1eeda h\u00e0ng n\u1eefa – v\u00e0 sau ch\u01b0a \u0111\u1ebfn 1 tu\u1ea7n, Gap \u0111\u00e3 ph\u1ea3i quay v\u1ec1 v\u1edbi logo ban \u0111\u1ea7u. C\u00f2n v\u1edbi th\u1ea3m ho\u1ea1 c\u1ee7a JC Penny? Khi CEO Ron Johnson thay \u0111\u1ed5i s\u1ef1 \u0111\u1ecbnh gi\u00e1 tr\u00ean n\u1ec1n t\u1ea3ng c\u1ee7a nh\u1eefng c\u1eeda h\u00e0ng, \u00f4ng \u1ea5y kh\u00f4ng ch\u1ec9 l\u1ea5y \u0111i nh\u1eefng m\u00e3 gi\u1ea3m gi\u00e1 c\u1ee7a kh\u00e1ch h\u00e0ng. \u00d4ng \u1ea5y \u0111\u00e3 thay \u0111\u1ed5i c\u1ea3 tr\u1ea3i nghi\u1ec7m v\u00e0 k\u00ec v\u1ecdng c\u1ee7a kh\u00e1ch h\u00e0ng khi t\u01b0\u01a1ng t\u00e1c v\u1edbi th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n\n\n\n
Kh\u00e1ch h\u00e0ng c\u0169ng c\u00f3 th\u1ec3 x\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n s\u1ef1 n\u1ed5i ti\u1ebfng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. Nh\u01b0 Jerry McLaughlin ch\u1ec9 ra trong \u201cWhat is a Brand, Anyway?\u201d, m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t c\u00e1i nickname \u0111\u01b0\u1ee3c \u0111\u1eb7t cho c\u00f4ng ty b\u1edfi kh\u00e1ch h\u00e0ng – “FedEx” v\u00e0 \u201cTar-j\u00e9\u201d l\u00e0 nh\u1eefng v\u00ed d\u1ee5 ho\u00e0n h\u1ea3o cho vi\u1ec7c \u0111\u00f3. (*note c\u1ee7a ng\u01b0\u1eddi d\u1ecbch l\u00e0 tui: Tr\u01b0\u1edbc n\u0103m 1997, FedEx c\u00f3 t\u00ean l\u00e0 Federal Express, t\u1eeb 1997 – 2000 l\u00e0 FDX, sau \u0111\u00f3 \u0111\u01b0\u1ee3c \u0111\u1ed5i t\u00ean FedEx theo c\u00e1ch g\u1ecdi c\u1ee7a kh\u00e1ch h\u00e0ng. C\u00f2n Tar-j\u00e9 hay Tar-zhay l\u00e0 m\u1ed9t c\u00e1ch n\u00f3i nh\u1ea1i theo ng\u1eef \u0111i\u1ec7u c\u1ee7a ti\u1ebfng Ph\u00e1p c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u Target, c\u00f3 m\u1ed9t s\u1ed1 ng\u01b0\u1eddi cho r\u1eb1ng fans c\u1ee7a Target s\u1eed d\u1ee5ng ng\u1eef \u0111i\u1ec7u n\u00e0y \u0111\u1ec3 khi\u1ebfn th\u01b0\u01a1ng hi\u1ec7u Target b\u00ecnh d\u00e2n tr\u1edf n\u00ean sang tr\u1ecdng v\u00e0 h\u1ee3p th\u1eddi h\u01a1n). <\/p>\n\n\n\n
“X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 ngh\u1ec7 thu\u1eadt c\u1ee7a vi\u1ec7c \u0111i\u1ec1u ch\u1ec9nh nh\u1eefng \u0111i\u1ec1u m\u00e0 b\u1ea1n mu\u1ed1n m\u1ecdi ng\u01b0\u1eddi ngh\u0129 v\u1edbi nh\u1eefng \u0111i\u1ec1u m\u00e0 h\u1ecd th\u1ef1c s\u1ef1 ngh\u0129 v\u1ec1 c\u00f4ng ty c\u1ee7a m\u00ecnh” \u2013 Jay Baer, Convince & Convert<\/p>\n\n\n\n
X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t qu\u00e1 tr\u00ecnh \u0111\u1ecbnh h\u00ecnh, ph\u00e1t tri\u1ec3n v\u00e0 b\u1ed5 sung cho chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 \u0111\u1ecbnh h\u01b0\u1edbng suy ngh\u0129 v\u00e0 ph\u1ea3n \u1ee9ng c\u1ee7a m\u1ecdi ng\u01b0\u1eddi v\u1ec1 c\u00f4ng ty c\u1ee7a b\u1ea1n. X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 nh\u1eadn ra r\u1eb1ng b\u1ea1n l\u00e0 ai, c\u00e2u chuy\u1ec7n c\u1ee7a b\u1ea1n l\u00e0 g\u00ec, v\u00e0 b\u1ea1n s\u1ebd k\u1ec3 c\u00e2u chuy\u1ec7n \u0111\u00f3 nh\u01b0 th\u1ebf n\u00e0o \u0111\u1ec3 \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng \u1ee7ng h\u1ed9 – v\u00e0 sau \u0111\u00f3 \u0111\u1ea3m b\u1ea3o r\u1eb1ng b\u1ea1n s\u1ebd lu\u00f4n \u0111\u1ed3ng h\u00e0nh v\u1edbi c\u00e2u chuy\u1ec7n \u0111\u00f3 tr\u00ean t\u1ea5t c\u1ea3 c\u00e1c n\u1ec1n t\u1ea3ng marketing.<\/p>\n\n\n\n
V\u00e0 s\u1ef1 th\u1eadt l\u00e0 vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u di\u1ec5n ra b\u1ea5t k\u1ec3 khi b\u1ea1n l\u00e0 m\u1ed9t ng\u01b0\u1eddi ch\u1ee7 \u0111\u1ed9ng trong qu\u00e1 tr\u00ecnh \u0111\u00f3 hay kh\u00f4ng.<\/p>\n\n\n\n
B\u1ea1n, v\u00e0 \u0111\u1ed3ng \u0111\u1ed9i, v\u00e0 c\u1ea3 kh\u00e1ch h\u00e0ng \u0111\u1ec1u \u0111ang ph\u00e1t tri\u1ec3n v\u00e0 k\u1ec3 c\u00e2u chuy\u1ec7n v\u1ec1 m\u00ecnh m\u1ed7i ng\u00e0y m\u00e0 kh\u00f4ng h\u1ec1 c\u00f3 \u00fd th\u1ee9c v\u1ec1 vi\u1ec7c \u0111ang l\u00e0m \u0111i\u1ec1u \u0111\u00f3. T\u1eeb vi\u1ec7c ph\u00e1t tri\u1ec3n logo, \u0111\u1ebfn c\u00e1ch trang tr\u00ed v\u0103n ph\u00f2ng, \u0111\u1ebfn c\u00e1ch l\u1ec5 t\u00e2n tr\u1ea3 l\u1eddi \u0111i\u1ec7n tho\u1ea1i, \u0111\u00f3 \u0111\u1ec1u l\u00e0 m\u1ed9t ph\u1ea7n c\u1ee7a vi\u1ec7c t\u1ea1o ra c\u00e2u chuy\u1ec7n c\u1ee7a ri\u00eang m\u00ecnh. \u0110\u01b0a ra nh\u1eefng quy\u1ebft \u0111\u1ecbnh c\u00f3 t\u00ednh to\u00e1n h\u01a1n nh\u01b0 vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u – gi\u00fap \u0111\u1ea3m b\u1ea3o r\u1eb1ng b\u1ea1n \u0111ang k\u1ec3 c\u00e2u chuy\u1ec7n m\u00ecnh mu\u1ed1n k\u1ec3, v\u00e0 b\u1eb1ng c\u00e1ch m\u00e0 b\u1ea1n mu\u1ed1n d\u00f9ng \u0111\u1ec3 k\u1ec3.<\/p>\n\n\n\n
B\u1edfi v\u1eady, n\u1ebfu b\u1ea1n mu\u1ed1n t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 t\u1ea1o ra nh\u1eefng \u0111\u1ea1i s\u1ee9 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n – ch\u00ednh l\u00e0 nh\u1eefng kh\u00e1ch h\u00e0ng trung th\u00e0nh v\u00e0 l\u00e0 ng\u01b0\u1eddi s\u1ebd qu\u1ea3ng c\u00e1o th\u01b0\u01a1ng hi\u1ec7u y\u00eau th\u00edch \u0111\u1ebfn v\u1edbi b\u1ea1n b\u00e8 c\u1ee7a h\u1ecd – th\u00ec h\u00e3y ch\u1eafc ch\u1eafn r\u1eb1ng b\u1ea1n lu\u00f4n ch\u1ee7 \u0111\u1ed9ng x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a c\u00f4ng ty. Ph\u00e1t tri\u1ec3n m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng thi\u1ec7u ph\u1ea3n \u1ea3nh \u0111\u01b0\u1ee3c b\u1ea1n l\u00e0 ai v\u00e0 \u0111\u01b0\u1ee3c \u1ee7ng h\u1ed9 b\u1edfi ng\u01b0\u1eddi xem – v\u00e0 th\u1ef1c hi\u1ec7n \u0111i\u1ec1u \u0111\u00f3 \u1edf t\u1ea5t c\u1ea3 c\u00e1c c\u1ea5p \u0111\u1ed9 trong t\u1ed5 ch\u1ee9c c\u1ee7a m\u00ecnh.<\/p>\n\n\n\n
V\u00e0 bi\u1ebft \u0111\u00e2u \u0111\u1ea5y, b\u1ea1n c\u00f3 th\u1ec3 ph\u1ea5t l\u00ean v\u1edbi m\u1ed9t c\u00e1i nickname tuy\u1ec7t v\u1edbi \u0111\u1ea5y!<\/p>\n\n\n\n
Link: https:\/\/jgenowmarketing.com\/brand-vs-branding\/ <\/p>\n","protected":false},"excerpt":{"rendered":"
Th\u01b0\u01a1ng hi\u1ec7u v\u00e0 X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u Jacqui Genow Chi\u1ebfn l\u01b0\u1ee3c kinh doanh&th\u01b0\u01a1ng hi\u1ec7u J.Genow Marketing T\u00f4i tham gia v\u00e0o v\u00e0i nh\u00f3m LinkedIn t\u1eadp trung v\u00e0o Marketing v\u00e0 t\u00f4i th\u1ef1c s\u1ef1 kinh ng\u1ea1c b\u1edfi nh\u1eefng cu\u1ed9c h\u1ed9i tho\u1ea1i xo\u1eafn qu\u1ea9y xung quanh Th\u01b0\u01a1ng hi\u1ec7u v\u00e0 X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u (Brand vs. Branding). Hi\u1ec3u c\u00e1ch d\u00f9ng […]<\/p>\n","protected":false},"author":1,"featured_media":4350,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3],"tags":[],"class_list":["post-4349","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hoc"],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/hoangthilinhchi.com\/wp-content\/uploads\/2023\/03\/Orange-and-Black-Abstract-Visual-Arts-Class-Education-Video-Presentation-6.png?fit=3600%2C2025&ssl=1","jetpack-related-posts":[{"id":2547,"url":"https:\/\/hoangthilinhchi.com\/?p=2547","url_meta":{"origin":4349,"position":0},"title":"Social Marketers Guide: Understanding Human Psychology – Part 2","author":"alittlebeasty","date":"13\/03\/2021","format":false,"excerpt":"C\u00f3 3 b\u01b0\u1edbc ki\u1ec3u m\u1eabu \u0111\u1ec3 t\u1ea1o n\u00ean m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u x\u00e3 h\u1ed9i quy\u1ec1n l\u1ef1c Ki\u1ebfn t\u1ea1o \u0110\u1ecbnh h\u00ecnh K\u00edch ho\u1ea1t #1 Ki\u1ebfn t\u1ea1o \u0110\u1ec3 t\u1ea1o ra m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u g\u1ee3i m\u1edf c\u1ea3m x\u00fac m\u00e3nh m\u1ebd th\u00ec \u0111i\u1ec1u b\u1eaft bu\u1ed9c l\u00e0 b\u1ea1n ph\u1ea3i g\u1eafn k\u1ebft v\u1edbi nh\u1eefng g\u00ec quan tr\u1ecdng\u2026","rel":"","context":"In "h\u1ecdc"","block_context":{"text":"h\u1ecdc","link":"https:\/\/hoangthilinhchi.com\/?cat=3"},"img":{"alt_text":"by alittlebeasty","src":"https:\/\/i0.wp.com\/hoangthilinhchi.com\/wp-content\/uploads\/2021\/03\/Neutral-Minimal-Portfolio-Presentation-4.png?fit=1200%2C675&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/hoangthilinhchi.com\/wp-content\/uploads\/2021\/03\/Neutral-Minimal-Portfolio-Presentation-4.png?fit=1200%2C675&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/hoangthilinhchi.com\/wp-content\/uploads\/2021\/03\/Neutral-Minimal-Portfolio-Presentation-4.png?fit=1200%2C675&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/hoangthilinhchi.com\/wp-content\/uploads\/2021\/03\/Neutral-Minimal-Portfolio-Presentation-4.png?fit=1200%2C675&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/hoangthilinhchi.com\/wp-content\/uploads\/2021\/03\/Neutral-Minimal-Portfolio-Presentation-4.png?fit=1200%2C675&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":2480,"url":"https:\/\/hoangthilinhchi.com\/?p=2480","url_meta":{"origin":4349,"position":1},"title":"Social Marketers Guide: Understanding Human Psychology \u2013 Part 1","author":"alittlebeasty","date":"25\/02\/2021","format":false,"excerpt":"Sau m\u1ed9t bu\u1ed5i coaching m\u00ecnh \u0111\u00e3 nh\u1eadn ra r\u1eb1ng c\u00f3 2 k\u1ef9 n\u0103ng si\u00eau c\u1ea7n thi\u1ebft \u0111\u1ed1i v\u1edbi b\u1ea5t k\u1ef3 ng\u00e0nh ngh\u1ec1 n\u00e0o \u0111\u00f3 ch\u00ednh l\u00e0 k\u1ef9 n\u0103ng b\u00e1n h\u00e0ng (Sales Skills) v\u00e0 k\u1ef9 n\u0103ng ti\u1ebfp th\u1ecb (Marketing Skills). 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