12/Feb/14

Chng 7: TN DNG S LIN TNG THNG HIU TH CP XY DNG GI TR THNG HIU

Thnh vin Nhm 5: 1.Lng Th t 2.Trn Phan T My 3.Hong o Phng Tho 4.Nguy g yn Hu Ph Thin

B mn: Qun Tr Thng Hiu GVHD: TS. Bo Trung

MC TIU NGHIN CU

Tm tt

Xy dng ti sn thng hiu :

Hiu c tm quan trng ca s lin tng thng hiu th cp trong xy dng gi tr thng hiu. Hiu c khi nim s lin tng thng hiu th cp trong vic xy dng gi tr thng hiu. Hiu c tc ng ca s lin tng thng hiu th cp trong vic qun l chin lc thng hiu

Cc yu t thng hiu

4Ps

n by lin quan hoc s lin tng thng hiu th cp

Rt quan trng trong vic to ra s lin tng c o, a thch v mnh m hoc to ra nhng phn hi tch cc trong khi cc lin tng thng hiu hin ti v cc phn hi ang gim dn tnh hiu qu.

Leveraging Secondary Associations

V D
Salomon

Lin tng v thng hiu c mi lin h vi nhng yu t khc, to ra s lin tng th cp. Chng ta c th to ra kin thc thng hiu th cp bng cch lin kt thng hiu vi cc yu t sau: Cng ty (qua chin lc nh v thng hiu):Aquafina ca Pepsi Co Quc gia: sony ca nht Knh phn phi Cc thng hin khc(hp tc thng hiu) Trng hp c bit ca hp tc thng hiu l xy dng thng hiu thnh phn. Characters (through licensing) i din thng hiu hay ngi pht ngn ni ting(thng qua qung co) Accenture vTiger Woods Cc s kin(ti tr) Coke and FIFA 2010 Ngun ca bn th 3(thng qua cc gii thng v nh gi) 7.5 Lux Style Awards

12/Feb/14

Leveraging Secondary Associations

Vic lin kt thng hiu vi 1 s thc th khc: ngun gc ca sn phm; con ngi, ni chn, cc vt lin quan c th tao ra cc lin tng mi v thng hiu t cc thc th ny v cng c cng hng n s lin tng thng hiu hin ti. To ra s lin tng mi v thng hiu nh hng n cc lin tng v thng hiu hin ti: 1. S nhn bit v kin thc v thc th. 2. ngha ca kin thc. 3. Kh nng truyn ti kin thc . Ph bin v mang tnh b sung

Secondary Sources of Brand Knowledge

Leveraging Secondary Associations

Cc lin tng th cp truyn ti: Lin tng mang tnh phn hi nh gi(c bit l s tnh nhim) Cm nhn Lin tng mang tnh ngha Cht lng sn phm dch v Hnh nh v sn phm dch v

UnderstandingTransferofBrandKnowledge
7.9

1. Cng Ty
Chin lc xy dng thng hiu l mt yu t quyt nh quan trng v th mnh ca s lin tng t thng hiu n cng ty v bt k thng hiu khc hin c. Ba la chn xy dng thng hiu chnh mt sn phm mi 1. To ra thng hiu mi 2. Ty chnh thng hiu hin ti 3. Kt hp thng hiu hin ti v mi

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Sony

UnileversIcon

Sony

2. Nc xut x v cc v tr a l khc
Nc xut x hay v tr a l m sn phm c sn xut ra c th to ra mi lin kt v s lin tng th cp n thng hiu. C nhiu nc c bit n nh mt chuyn gia trong 1 lnh vc sn phm no .

2. Nc xut x v cc v tr a l khc

Ngoi ra, tn v tr a l hoc khu vc cng c kt hp trong tn thng hiu.

USA PARIS Khch hng da trn nim tin ca mnh v cht lng ca sn phm m c th chn nhng thng hiu xut x nhiu vng min hoc nhiu t nc khc nhau.

JAPAN

12/Feb/14

3. Knh phn phi

Knh phn phi nh hng trc tip n gi tr thng hiu v khch hng mua sn phm ti cc ca hng bn l, nn s sp xp sn phm, gi c, cc chnh sch tn dng, cht lng dch h v v nhn h vin i bn b hng h cng to nn hnh h h nh h thng hiu trong tm tr khch hng.

HONDAMOTORDISTRIBUTOR

TheCoffeebean

4. Cp php
Lin quan n vic hp ng tha thun, theo cc cng
ty c th s dng tn, biu tng, k t, vi mt s khon ph c nh V d: Gii tr (Harry Potter, Star Wars, Spider-Man, etc.) Truyn hnh v phim hot hnh nhn vt (The Simpsons) May mc v ph kin (Calvin Klein, Pierre Cardin, etc.) Cho thu thng hiu khc ng gp vo vn ch s hu thng hiu sn phm ring ca mnh.
7.23

Bn quyn thng hiu cng ty

Cp giy php cho vic s dng tn cng ty, biu tng hoc nhn hiu khc nhau s dng trn cc sn phm khc nhau

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Bn quyn thng hiu cng ty

To ra doanh thu v li nhun Bo v thng hiu Tng tip xc vi thng hiu Nng cao hnh nh thng hiu Ri ro: chu k sng ca sn phm ngn s lm nh hng v lm gim ngha thng hiu

5. Hp Tc Thng Hiu
Hai hay nhiu thng hiu hin c kt hp thnh mt sn
phm chung hoc c bn trn th trng cng vi nhau.

V d: Sony Ericsson

7.26

Hp Tc Thng Hiu

Thun Li

Mn nhng k thut, cng ngh, chuyn gia cn thit Tn dng c vn Gim c chi ph gii thiu sn phm M rng ngha thng hiu n cc bn c lin quan Ngun thu thm

7.28

Bt Li

Mt kim sot Ri ro lm gim bt i gi tr thng hiu Hiu ng phn hi tiu cc Thiu tp trung g v s r rng g v thng g hiu Phin nhiu, xao lng t chc

Xy dng thng hiu thnh phn

Hnh thc to ra gi tr thng hiu cho nguyn vt liu, cc
thnh phn cha trong cc sn phm khc.

V d: Intel inside

7.29

7.30

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6. Chng thc bi ngi ni ting

Vn tim n

To ra s ch cho thng hiu Hnh thnh nn nhn thc v thng hiu Ngi ni ting nn c tm nhn cao v phong ph v s lin
tng, phn xt, v cm nhn

Q-Ratings Q R ti nh h gi i s ni ting

C th b lm dng qung b qu nhiu sn phm khc nhau. Phi c s ph hp gia sn phm v ngi ni ting C th gp kh khn hoc mt i s ph bin, ni ting. Nhiu ngi tiu dng s cm thy rng ngi ni ting ang c lm l v tin v khng kh tin ti t ng vo thng hiu ang qung co. Ngi ni ting c th nh lc hng s ch cc thng hiu.

7.31

7.32

7. Th Thao, Vn Ha v Cc S Kin Khc

Chng trnh t thin c th gp phn to nn gi tr thng hiu bng cch to nn s lin tng n thng hiu v pht trin nhn bit thng hiu (brand awareness), thm vo s lin tng mi, hoc pht trin sc mnh, yu thch, v c o cho s lin tng g hin ti. Mi s kin c th chuyn ti s lin tng l ng tin cy.

7.34

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8.Ngun bn th 3
Marketers c th to ra s lin tng th cp bng 1 s cch nh kt ni thng hiu vi ngun th 3 khc. Ngun th 3 c th l ngun tin cy c bit Marketers thng lm ni chng bng cc chin dch qung co v cc n lc bn b hng. h Example: Grey Goos volka

7.38