T IN THUT NG THNG HIU Posted: www.saokim.com.

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Awareness (S nhn bit v thng hiu): Ch ra lng ngi hay th trng mc tiu c th nhn bit v s tn ti ca mt cng ty hay mt thng hiu c mt trn th trng. Thng thng ngi ta thng phn chia lm hai kiu nhn bit: kiu th nht l nhn bit t pht (top of mind), qua c th o lng phn trm s ngi cp n thng hiu mt cch ngu nhin ngay khi c ngh lit k ra mt s thng hiu trong mt loi sn phm no . Cn loi th hai l kiu nhn thc c gi kiu ny o lng t l phn trm s ngi c th nhn din c mt thng hiu ca mt loi sn phm no khi mt danh sch nhng thng hiu c a ra cho h c th chn la. Brand (Thng hiu): L mt hn hp cc c tnh c hu hnh ln v hnh c din t thng qua cc biu tng ca mt nhn hiu v nu c qun l mt cch ng n, nhn hiu ny c th to ra gi tr v s nh hng nht nh cho thng hiu . Thut ng gi tr thng hiu c rt nhiu cch din t v gii thch khc nhau: V d nh theo gii tip th v gii tiu dng th gi tr thng hiu chnh l nhng li ha v s chuyn giao cc tri nghim v mt thng hiu no ; i vi gii doanh nghip th gi tr ca mt thng hiu chnh l s m bo cc dng thu nhp trong tng lai ca thng hiu ; cn theo quan im php l th gi tr chnh l mt mng ring l cc ti sn tr tu. Cc thng hiu cung cp cho cc khch hng ca mnh mt phng tin la chn v kch thch s cng nhn trong nhng th trng tp trung. Brand Architecture ( Kin trc thng hiu): L cch m mt t chc sp xp v lit k danh sch cc thng hiu ca mnh trong mt danh mc nhiu thng hiu khc nhau. Trn thc t c ba loi h thng cu trc thng hiu bao gm: - Pure Master Brand (Thun thng hiu m): S dng duy nht mt tn thng hiu m cho tt c cc dch v v sn phm ca cng ty. - Th hai l kiu Thng hiu bo tr, trong tt c cc thung hiu ph u uc lin kt vi thung hiu m ca doanh nghip thng qua cc hnh tng qung co, cch t tn - V loi cui cng l kiu Thng hiu c lp, trong cc thung hiu ca mt doanh nghip n thun hot ng vi thng hiu m v mi sn phm hay dch v u uc qung b cc thung hiu ca mnh bng cc cch thc ring bit trong cc th trung mc tiu ca mnh. Brand Associations (S lin tng thng hiu): L nhng cm gic, nim tin, v cc hiu bit v thng hiu m khch hng hay ngi tiu dng bit ti. S lin tng thng hiu ny xut pht t nhng tri nghim ca khch hng vi thng hiu , ph hp cng nh thng nht vi vic nh v thng hiu v phi c thc hin trn c s d bit ha.

Brand Commitment(S cam kt i vi mt thng hiu): L mc cam kt ca khch hng vi mt thng hiu no , m bo rng h s tip tc s dng hay mua sn phm ca thng hiu ny trong tng lai. Mc cam kt ch r an ton v vic khch hng ca mt doanh nghip s vn tip tc ng hnh vi n thay v i theo nhng i th cnh tranh trc tip khc. Brand Earnings(Thu nhp t thng hiu): chnh l nhng dng tin hay bt c ngun thu nhp no m ngi ta tin rng thng hiu em li cho bt k cng ty no s hu n. Brand Equity (Ti sn thng hiu): c nh ngha l tt c nhng c tnh hay cht lng ni bt nht ca mt thng hiu, c c t s tng tc gia cc nhm c li ch vi thng hiu, qua to ra c s cam kt t cc c nhn v to ra nhu cu tiu th cc sn phm mang thng hiu ny ca doanh nghip. Chnh nhng t duy v cm gic rt khc bit ny lm cho thng hiu c gi tr v to c s ch vi khch hng. Brand Equity Protection (Bo v ti sn thng hiu): L vic tin hnh cc chin lc gim thiu ri ro v cc trch nhim lin i v phng din php l do cc l do nh hng gi, s lch lc hay so trn v s nh cp thung hiu hay nhng yu t khc c lin quan n thong hiu, nhm duy tr cc suy ngh v cm gic tch cc t ngi tiu dng v khch hng, lm cho thung hiu tr nn c gi tr i vi h v lu v di. Brand Essence (Bn cht ni ti ca thng hiu): L nhng li ha hoc cam kt m thung hiu biu l theo nhng t ng n gin nht vi ch mt mc ch duy nht. Chng hn nh thng hiu Volvo thng c lin h vi s an ton, AA l dch v khn cp Tuy nhin nhng bn cht ni ti mnh m nht ca mt thng hiu li phi bt ngun t chnh cc nhu cu c bn nht ca khch hng. Brand Experience (Cc kinh nghim v thng hiu): L cch thc m mt thng hiu c to ra trong tm tr ca cc nhm li ch ca n. Mt s nhng kinh nghim ny c kim sot bi nhng nhn t v d nh mi trng bn l, qung co, dch v, sn phm hay cc tr ang web Mt s cc nhn t khc li khng th kim sot c v d nh cc li bnh lun t bo gii v nhng li gii thiu tin c t chnh cc khch hng. Nhng thng hiu mnh thng xut hin khi hi t y cc tri nghim thng nht, kt hp nhng yu t trn nhm to ra c mt thng hiu m khch hng c c nhng tri nghim r rng v phn bit c vi cc thng hiu khc. Brand Extension (M rng thng hiu): L vic pht trin cc gi tr khc ca mt thng hiu c th em thng hiu ra nhng th trng hon ton mi. Brand Harmonisation (S ha hp thng hiu): Khi nim ny l m bo rng tt c cc sn phm trong mt phm vi thng hiu nht nh phi c c mt ci tn, hnh nh thch hp v trn ht l phi c nh v ng trn nhiu th trng khc nhau ti cc khu vc a l khc nhau.

Brand Identity (Chn dung thng hiu): L s biu hin ra bn ngoi ca thng hiu, bao gm tn v cc hnh nh v n. Chan dung thng hiu l nhng cch c bn nht m ngi tiu dng c th nhn bit v phn bit c thng hiu ca mt doanh nghip so vi cc thng hiu khc ca cc i th cnh tranh. Brand Image (Hnh nh thng hiu): L tt c nhng g m khch hng rt ra c t mt thng hiu. i vi ngi s dng th hnh nh thng hiu ch yu c xc nh da vo cc kinh nghim thc t m mt sn phm hay dch v ca mt thng hiu mang li v cch m n p ng c nhng nhu cu v mong i ca khch hng; cn i vi nhng ngi khng s dng sn phm hay dch v th hnh nh v mt thng hiu ph thuc hon ton vo nhng n tng, thi v nim tin m cha c kim chng vi nhng thng tin y v xc thc. Brand Licensing (Nhng quyn thng hiu): Ch s ha ca mt thng hiu cho php vic s dng thng hiu m h ang s hu cho mt bn khc. Thng thng th i li cho quyn c s dng thng hiu th cc cng ty i thu phi tr cho cng ty cho thu mt khon ph ging nh tin bn quyn thng hiu. Brand Management (Qun tr thng hiu): Thc t qu trnh ny lin quan n vic qun l cc kha cnh c hu hnh ln v hnh ca mt thng hiu. i vi nhng thng hiu ca cc sn phm th phn hu hnh cng chnh l bn thn cc sn phm nh bao b, gi c Cn i vi cc thng hiu cho cc dch v th phn hu hnh c thc hin cng lc vi tri nghim ca chnh khch hng v mi trng bn l, vic giao tip trc tip vi cc nhn vin bn hng v mc hi lng chung ca h. Cn nhng nhn t v hnh u ging nhau, u l s lin kt vi khch hng v mt cm xc, yu t ny c c t cc kinh nghim, s tng tc vi tnh cch thng hiu v con ngi. Chnh v th m cc gi tr thng hiu v hnh ny phi c qun l thng qua s vn dng chnh cc c tnh ca thng hiu, cc k nng giao tip ca nhn vin v c yu t lin quan n con ngi. Brand Parity (S ngang bng gia cc thng hiu) : Mt php o lng v mc ging hay khc nhau gia nhng thng hiu khc nhau trong cng mt loi sn phm c xem xt. Mc ngang bng gia cc thng hiu thay i ty loi sn phm. i vi ngnh cng nghip xng du th n rt cao c n khong hn 80% s lng ngi c hi cho bit h khng thy c nhiu s khc bit gia cc thng hiu trong ngnh ny. Tri li th s ngang bng v mt thng hiu li c v rt thp trong ngnh cng nghip xe hi khi c n hn 75 % lng ngi c phng vn cho bit c rt nhiu khc bit gia cc thng hiu trong ngnh cng nghip ny. Brand Personality (Tnh cch thng hiu): Gn ging vi nhng nt c trng trong tnh cch ca con ngi nh tnh nghim tc, nng nhit, l mt s lin tng i vi mt thng hiu nh mt con ngi, nhn cch ha thng hiu t c s d bit ha. Thng thng th tnh cch ca mt thng hiu c tin hnh thng qua vic qung co di hn vi ngn sch cao, u t vo hnh nh cng nh bao b ph hp vi th hiu ca khch hng. V tnh cch thng hiu cn c truyn t thng qua cc hnh vi ca mt thng hiu nh c vic ng

gi ln vic giao tip khch khng ca nhn vin nhng ngi s i din cho thng hiu ca mt doanh nghip trc khch hng. Brand Platform (Nn thng hiu): Bao gm nhng nhn t chnh yu sau y: Brand Vision (Tm nhn thng hiu): Nhng hiu bit mang tnh dn dt khch hng vo th gii ca thng hiu. Brand Mission (S mnh thng hiu): L cch m mt thng hiu s hnh ng da trn tm hoch nh. Brand Values (Gi tr thng hiu): Nhng iu m mt thng hiu ph thuc vo tn ti. Cc gi tr ny nh mt chun mc o lng cc hnh vi cng nh vic thc hin. Brand Personality (Bn cht thng hiu- cc c im c mt c tnh thng hiu. Brand Tone of Voice (Ting ni thng hiu): Cch thc m thng hiu truyn t ti ng i nghe nh th no. Brand Positioning (nh v thng hiu): Vic xc nh mt v tr ring bit m mt thng hiu nhn ly v mnh trong mi trng kinh doanh y cnh tranh, m bo rng cc khch hng c th phn bit thng hiu ca n vi cc thng hiu khc. Vic nh v thng hiu lin quan n vic vn dng k cng tt c mi nhn t trong Marketing Mix t c hiu qu trong vic khc bit ha thng hiu trong tm tr khch hng. Brand Strategy (Chin lc thng hiu): Mt k hoch nhm pht trin c tnh h thng mt thng hiu c th p ng c cc mc tiu tha thun. Cc chin lc thng hiu ny phi xut pht t s mnh ca thng hiu v phi c lo li bi nguyn tc d bit ha v kh nng thu ht khch hng lu di. Chin lc thng hiu phi to c nh hng ln cc hot ng ca mt doanh nghip, nhm m bo c cc hnh vi v tri nghim thng nht trong khch hng vi mt thng hiu. Brand Valuation (nh gi thng hiu): L qu trnh xc nh v o lng cc li ch kinh t ca gi tr thng hiu xut pht t quyn s hu thng hiu . Branding (Xy dng thng hiu): La chn v pha trn nhng c tnh c hu hnh ln v hnh lm d bit ha cc sn phm, dch v; hay s phi hp tt c cc hot ng, mang tnh thc y v hp dn i vi khch hng.

Co-branding Hp tc thng hiu: Vic kt hp hai hay nhiu tn thng hiu cng lc h tr trong vic gii thiu v tung ra mt sn phm, mt dch v hay mt lin doanh mi. Consumer Product Sn phm tiu dng: c nh ngha l cc sn phm hay dch v vi mc ch tiu dng, s dng ca cc c nhn hay p ng nhu cu ca cc thnh vin trong h gia nh.

Core Competencies Kh nng cnh tranh ct li: L khi nim lin quan n nhng k nng v kh nng ca mt cng ty trong cc lnh vc, m qua gp phn to nn kh nng cnh tranh tt nht cho cng ty trc nhng i th khc. Corporate Identity Chn dung/bn sc ca t chc: Ti mt mc no th chn dung ca mt t chc thng c lin tng n cc c tnh hnh tng ca mt cng ty nh logo hay bt k nhng cng li thng c dng lin tng n cch th hin ca mt cng ty n cc nhm li ch ca mnh hoc cn c xem l mt phng tin nhm to ra s khc bit gia n vi cc cng ty cn li trong nhn thc ca khch hng. Counterfeiting Hng gi, hng nhi: Khi mt t chc hay mt c nhn bt k no sn xut ra mt sn phm trng ging nh mt sn phm c thng hiu trc , c ng gi v trnh by vi mt phng thc nhm nh la khch hng. Country of Origin Quc gia xut s ca sn phm: L quc gia m sn phm c sn xut . Thi v mc ng h ca khch hng i vi mt sn phm no thng b tc ng mnh m bi chnh cc yu t nh a im m hng ha c thit k v sn xut ra. Customer Characteristics c im khch hng: Bao gm tt c cc c im c tnh cht c bit, c trng, d phn bit v ni tri, v nhng c tnh khc c s dng trong vic phn khc th trng phn bit gia cc nhm khc hng vi nhau. Customer Relationship Management (CRM) Qun l cc mi quan h khch hng: L vic theo di k cc hnh vi ca khch hng pht trin cc qu trnh xy dng mi quan h v cc chng trnh tip th nhm gn b khch hng vi thng hiu ca mt cng ty. Qun l khch hng cn quan tm n vic pht trin cc phn mm hay cc h thng nhm a ra cc mi lin h c tnh cht c nhn v cc dch v ch dnh ring cho tng khch hng. Customer Service Dch v khch hng: L cch thc m mt thng hiu p ng nhu cu cc khch hng ca mnh qua nhiu knh khc nhau chng hn nh qua in thoi, hay dch v Internet trong trng hp ca nhng dch v ngn hng t xa, hoc nh vic s dng cc nhn vin trong trng hp ca ngnh bn l v gii tr nhm tha mn khch hng ca mnh. Demographics Nhn khu hc: Vic m t nhng c im bn ngoi ca mt nhm ngi nh tui tc, gii tnh, quc tch, tnh trng hn nhn, trnh hc vn, ngh nghip hoc thu nhp. Da trn nhng m t trn, ngi ta thng a ra cc quyt nh trong vic phn khc th trng da trn cc d liu v nhn khu hc. Differential Product Advantage Li th khc bit sn phm: l mt sn phm s hu mt c tnh c gi tr cao i vi khch hng m nhng sn phm cng loi khc khng c. Differentiation D bit ha: L vic cng ty to ra v chng minh c nhng c im c nht trong mt sn phm, dch v hay thng hiu ca mnh so vi nhng sn phm, dch v hay thng hiu khc.

Differentiator im to s khc bit: chnh l bt k mt c im v hnh hay hu hnh no c th c s dng phn bit c mt sn phm hay mt cng ty vi nhng sn phm hay cc cng ty khc. Diversion S lch thng: Vic ny xy ra khi mt sn phm chnh thng c bn n mt ngi mua trong mt th trng hay mt knh phn phi, ri sau sn phm ny li c em bn n mt th trng hay knh phn phi khc li dng s tnh hung chnh lch v gi m khng c s ng thun ca cc ngi gi thm quyn nh ch thng hiu. Bn cnh nh ngha ny cn c p dng n song thng, th trng xm v cc hot ng din ra trong th trng xm. Endorsed brand- Thng hiu bo chng (Xem phn Brand Architecture): Thng thng th tn thng hiu ca mt sn phm hay mt dch v c h tr bi mt thng hiu m khc, c th to ra s ni tri nh trong trng hp ca thng hiu Tesco Metro hay ch to ra nh hng tng i nh nh trong thng hiu ca sn phm Nestle Kit -Kat. FMCG (Fast moving consumer goods) Hng ha tiu dng nhanh: Mt thut ng dng m t nhng sn phm hng tiu dng c s a dng v c mua sm thng xuyn nh: thc phm, cc sn phm ty ra hay cc vt dng dng trong nh tm. Focus Group Nhm tp trung: Mt phng php nghin cu nh tnh trong mt nhm khong tm ngi c mi n mt a im tho lun cc ch c cho sn, v d nh mt ch v cc cng c thit b cm tay y tnh nng. S dng phng php nhm tp trung ny l s gip cho cuc tho lun tr nn sng ng hn v c phm vi bao ph rng hn. Nhng nhm nh tnh s gip cho cc nh nghin cu c th xem xt tm hiu su hn v cc lnh vc quan tm (v d nh v bn cht ca s cam kt ca mt thng hiu). V kt qu ca phng php nghin cu trn cho ra nhng kt cu mi phong ph hn ca mt c s d liu, v qua c th v nn c mt xu hng hay nhng quan st tng qut hn. i khi ngi ta cn gi phng php ny l tho lun nhm. Freestanding Brand Thng hiu c lp (Xem phn Brand Architecture): Tn mt thng hiu v cc c tnh ca n c s dng cho duy nht mt sn phm hay dch v ring l trong danh mc cc sn phm m khng h c lin quan g n tn thng hiu cng nh cc c tnh ca cc sn phm khc. Functionality Chc nng sn phm: L nhng g m mt sn phm c th em li nhng tin ch v cng dng cho ngi s dng v nhng g m khch hng c th thao tc vi sn phm

Goods Hng ha: Ch mt sn phm, bao gm nhng gi tr hu hnh ni tri. Tuy nhin i vi hu ht tt c cc loi hng ha n cng tn ti song song cc gi tr v hnh vi mt mc nhiu hn hay t hn ty trng hp. Group Discussion : xem Focus Group.

High Technology (high tech) cng ngh cao:L mt thut ng dng vi nhng ngha chung chung v c th p dng rng ri trong nhiu lnh vc, nh in t, cng ngh d liu, thng tin lin lc, cng ngh y khoa v ha sinh c phn loi nh mt cng ty sn xut hng cng ngh cao th c mt nh ngha r rng v cc tiu chun c p dng nh l: cng ty phi c t nht 35% nhn vin c bng cp v k thut v phi dng t nht 15% doanh thu u t vo cc hot ng nghin cu v pht trin R&D. Mt nh ngha khc cng c p dng l mt cng ty phi thu nhiu gp i s lng cc nh khoa hc v k s v u t nhiu gp i vo cc hot ng ngi cu v pht trin so vi mt bng chung ca tt c nhng cng ty sn xut khc trong nc. Intangibles Intangible V hnh: Tc l khng c kh nng chm vo c (1) Intangible assets: Nhng ti sn hu hnh nh: Nhn hiu, bn quyn hay tc quyn, bng sng ch, quyn bo tn cc thit k mu, cc kin thc kinh doanh c quyn s hu, c s d liu (2) Intangible brand attributes: Cc thuc tnh v hnh ca thng hiu nh: tn thng hiu, biu tng- logo, cc hnh nh, mu sc, hnh dng v mi v. (Xem phn Service Brand.) Packaging Design: Thit k bao b, nhng nh dng thit k cng nh h thng hnh nh nhn bit cho thng hiu. Parent Brand -Thng hiu m: Mt thng hiu c th h tr mt hoc nhiu thng hiu con trong cng mt ngnh hng. Passing Off Cc hot ng bo v quyn s hu tr tu: Nhng hot ng mang tnh cht php l nhm bo v nhng quyn li ca mt thng hiu kinh doanh, nhn hng c th. Ni r hn l nhng hnh ng nhm chng li vic li dng lng tin, s tn nhim ca khch hng vo nhng thng hiu hin hu. Hot ng ny ch c ti cc nc c nhng qui nh lut php v vic bo v nhng Perceptual Mapping Grapphic Biu phn tch cnh tranh: Dng phn tch v din gii v vic khch hng tim nng ca bn nh gi sn phm, dch v bn cung cp so vi nhng i th cnh tranh khc. Hu ht cc biu nh gi thng th hin 2 kha cnh trong cng 1 thi im,v d mt trc th hin gi, mt trc th hin cht lng. Cng c mt s biu c th th hin nhiu kha cnh trn nhiu trc khc nhau.

Positioning Statement Tuyn ngn nh v: Nhng m t c im nh v mong mun ca sn phm, thng hiu m doanh nghip mun khch hng mc tiu ca mnh nhn bit v c th phn bit c. Power Brand Thng hiu mnh: Chin lc nhm to cho tng sn phm trong ngnh hng ca doanh nghip c nhng li th v sc mnh ring m khng cn s h tr t nhng thng hiu m hoc nhng thng hiu khc. Chin lc thng hiu mnh l mt chin lc khai thc ngun lc ni ti thng hiu, sn phm c th tn ti v c bo v mt cch hp php. Chin lc ny ch yu c s dng trong ngnh hng tiu dng. Unilever v Procter&Gambles l nhng chuyn gia trong vic pht trin cc thng hiu mnh. Product Brand Nhn hng : Tn gi gn lin vi mt thng hiu cng vi nhng cng dng c th. V d, nc x vi Comfort. Rebrand i tn thng hiu: Khi doanh nghip mun mang thng hiu, sn phm quay tr li th trng em li s mi m cho sn phm, thng hiu da trn nhng yu t ni ti v ngoi ti mi. Vic ti xc tin c thc hin sau nhng chun b cn thn v nhn din v th trng c th mang ngun sinh kh mi cho sn phm, thng hiu . Relative market share Tng quan th phn: S chnh lch v th phn gia doanh nghip v cc i th cnh tranh. Th phn ln s tn dng c nhng li th v qui m trong vic pht trin sn phm, sn xut cng nh cc hot ng marketing. N cng gip bn khc su hnh nh ca thng hiu trong tm tr khch hng, ngoi ra cn c li th khi chng ta thc hin cc chin lc gi. Relaunch Ti xc tin: a sn phm quay tr li nhng th trng c th. Hot ng ny l do doanh nghip tng qung b, kinh doanh sn phm nhng dng li trong thi gian trc y, v nay n li xut hin tr li. Vic ti xc tin sn phm thng khng c nhiu thay i v sn phm. V d nh s c mt s iu chnh v mt k thut, ti nh v cng nh sn phm s c phn phi sang nhng knh khc hoc ti nh v. Repositioning Ti nh v: Nhng hot ng truyn thng gip mang li v th mi cho sn phm hin hu trong tm tr ca khch hng v chim c nhng th trng tim nng. Rt nhiu sn phm tim nng nhng vn gi vai tr dn u mt cch m nht do n cha c nh v mt cch xng ng vi tim lc ca mnh. V vic ti nh v l hon ton hp l nu nh doanh nghip mun khng nh gi tr ct li ca thng hiu. Rollout M rng th trng: Qu trnh cng ty gii thiu nhng sn phm, dch v mi sang nhng th trng khc nhau hoc nhng phn khc khch hng khc nhau. Selective Media Truyn thng c chn lc: Khc vi Mass Media, Truyn thng c chn lc ch nhm ti mt nhm i tng nh v ring bit, nhng nhm khch hng c bit c phn chia theo yu t a l, nhn khu hc, thng tin tm l (hay cn gi l truyn thng mc

tiu), v d nh cc phng thc truyn thng p dng ring cho cc c nhn c thu nhp 10.000USD/ thng tr ln. Service Brand Thng hiu dch v: Mt sn phm cha ng nhng gi tr v hnh. Dch v l ci bn mua bn nhng li khng th chm vo c (Theo tp ch The Economist). V kha cnh ny th, dch v l ci bn lm cho mt ai hay mt li cam kt bn s mang n n cho h. Share of Mind Mc nhn bit: Hin nay c rt nhiu nh ngha v khi nim ny, nhng tt c u c im chung l: Ch s Share of Mind dng o mc thng xuyn khch hng ngh v mt thng hiu nht nh vi n v phn trm ca tng s cc thng hiu trong cng mt ngnh, nhnh sn phm. Ni d hiu hn th Share of Mind c c do nhng nghin cu th trng thc hin cho thng hiu. Nu th phn o lng ph, qui m ca thng hiu trn th trng th Share of Mind l ch tiu o lng su ca thng hiu trong tm tr khch hng. Share of Voice Tng quan truyn thng: Th hin tng quan gia nhng khon chi tiu dnh cho truyn thng ca doanh nghip so vi cc i th cnh tranh trong ngnh. Sub-brand Thng hiu con: Sn phm,dch v c tn tui, cc c trng bn sc thng hiu ring c th phn bit c so vi nhng thng hiu cng chng loi ca cng 1 cng ty, v d nh Clear v Sunsil ca Unilever. Tangibles Cc yu t hu hnh: Ti sn hu hnh l nhng ti sn nh nh my sn xut, my mc thit b, tin mt Cc yu t hu hnh ca thng hiu bao gm sn phm v c ng gi. Gi tr hu hnh ca sn phm l nhng cng dng ca sn phm c ngi s dng tri nghim v nhn bit. Target Market Th trng mc tiu: Phn khc th trng hay nhm khch hng m cng ty nhm n phc v, l nh hng ca cc hot ng maketing. Top of Mind: Trong mt th trng nhiu sn phm nh hin nay, sn phm v thng hiu ca bn c l ci m khch hng lun lun ngh ti u tin hay khng. Trong cc bng nghin cu th trng th Top-of-Mind l tn gi u tin khi c hi v nhng thng hiu m p vin bit n v mt chng loi nht nh. Top-of-Mind l mc cao nht ca Share of Mind. t c v tr Top-of-Mind, doanh nghip thng phi c mt ph v mt truyn thng ln trong ngnh kinh doanh ca mnh. Trademark Bn quyn thng mi: Nhng du hiu ng k dng nhn bit v phn bit sn phm, dch v so vi nhng sn phm cng loi v c lut php bo v. Trademark Infringement nh cp bn quyn: Vic mt doanh nghip s dng mt cch bt hp php nhng bn quyn thng mi c ng k, hoc c nhng im tng ng vi bn quyn ng k. Trendsetter Ngi to nn xu th: Nhn vt hoc s kin khng i theo nhng cch thc

thng thng v t c nhng thnh cng mang tnh t ph. iMac l mt v d cho vic hnh thnh xu th trong thit k khi m cc nh cung ng cho vn phng ngy nay u dng chung nhng mu sc, thit k mang tnh thng dng ca mt iMac. User Segmentation Phn khc khch hng: Vic phn chia nhng nhm khch hng tim nng da vo cch thc v mc ch tiu dng sn phm ca h. V d nh bt lm bnh va c th dng nu nng va c th lm sch rng, du n c th lm mt tc hay chin thc n, vy khch hng s dng li ch no ca sn phm. Visual Identity: Hnh nh thng hiu, bao gm c nhng phn nh logo, cch s dng v sp xp ngn t, bao b, ng gi.

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