{"id":7256,"date":"2023-02-11T09:02:12","date_gmt":"2023-02-11T02:02:12","guid":{"rendered":"https:\/\/webvocuc.com\/blog\/?p=7256"},"modified":"2023-02-11T09:02:12","modified_gmt":"2023-02-11T02:02:12","slug":"kien-truc-thuong-hieu-va-3-loai-hinh","status":"publish","type":"post","link":"https:\/\/webvocuc.com\/blog\/kien-truc-thuong-hieu-va-3-loai-hinh.html","title":{"rendered":"Ki\u1ebfn Tr\u00fac Th\u01b0\u01a1ng Hi\u1ec7u V\u00e0 3 Lo\u1ea1i H\u00ecnh \u0110\u1eb7c Tr\u01b0ng"},"content":{"rendered":"

Ki\u1ebfn Tr\u00fac Th\u01b0\u01a1ng Hi\u1ec7u<\/a> V\u00e0 3 Lo\u1ea1i H\u00ecnh \u0110\u1eb7c Tr\u01b0ng. B\u1ea1n \u0111\u00e3 t\u1eebng nghe v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u Pantene thu\u1ed9c s\u1edf h\u1eefu c\u1ee7a t\u1eadp \u0111o\u00e0n l\u1edbn P&G, BigC<\/strong> (Nay \u0111\u00e3 \u0111\u1ed5i t\u00ean th\u00e0nh Go!) kh\u00f4ng ph\u1ea3i thu\u1ed9c c\u00f4ng ty n\u00e0o c\u1ee7a Vi\u1ec7t Nam m\u00e0 tr\u1ef1c thu\u1ed9c t\u1eadp \u0111o\u00e0n Central Group c\u1ee7a Th\u00e1i Lan hay ch\u01b0a?\u00a0<\/span><\/p>\n

\u0110i\u1ec1u n\u00e0y li\u00ean quan ch\u1eb7t ch\u1ebd \u0111\u1ebfn ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u- m\u1ed9t thu\u1eadt ng\u1eef ch\u1eafc h\u1eb3n b\u1ea1n \u0111\u00e3 t\u1eebng nghe qua tr\u01b0\u1edbc \u0111\u00e2y. C\u00f9ng t\u00ecm hi\u1ec3u v\u1ec1 ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u v\u00e0 c\u00e1c lo\u1ea1i h\u00ecnh ti\u00eau bi\u1ec3u \u0111\u1eb7c tr\u01b0ng trong b\u00e0i vi\u1ebft d\u01b0\u1edbi \u0111\u00e2y nh\u00e9!\u00a0<\/span><\/p>\n

Ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec?<\/span><\/strong><\/h2>\n

\"Ki\u1ebfn<\/p>\n

Ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u<\/strong>\u00a0(Brand Architecture) l\u00e0 h\u1ec7 th\u1ed1ng t\u1ed5 ch\u1ee9c \u0111\u1eb1ng sau vi\u1ec7c x\u00e1c \u0111\u1ecbnh m\u1ed1i quan h\u1ec7 gi\u1eefa c\u00e1c doanh nghi\u1ec7p, s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 ho\u1eb7c t\u1ed5 ch\u1ee9c kh\u00e1c nhau.<\/strong><\/span><\/p>\n

Ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u gi\u00fap x\u00e1c \u0111\u1ecbnh m\u1ed9t danh m\u1ee5c \u0111\u1ea7u t\u01b0 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a c\u00f4ng ty, mang l\u1ea1i m\u1ed9t s\u1ef1 nh\u1ea5t qu\u00e1n, c\u00f3 tr\u1eadt t\u1ef1, tr\u1ef1c quan v\u00e0 \u0111\u1ec1 c\u1eadp \u0111\u1ebfn h\u1ec7 th\u1ed1ng ph\u00e2n c\u1ea5p c\u1ee7a c\u00e1c th\u01b0\u01a1ng hi\u1ec7u trong 1 c\u00f4ng ty, gi\u00fap c\u00f4ng ty ph\u00e1t tri\u1ec3n v\u00e0 th\u1ef1c hi\u1ec7n c\u00e1c chi\u1ebfn l\u01b0\u1ee3c Marketing hi\u1ec7u qu\u1ea3 h\u01a1n.<\/span><\/p>\n

Ba lo\u1ea1i h\u00ecnh ki\u1ebfn tr\u00fac th\u01b0\u01a1ng hi\u1ec7u ti\u00eau bi\u1ec3u<\/span><\/strong><\/h2>\n

Th\u01b0\u01a1ng hi\u1ec7u chu\u1ea9n<\/b><\/span><\/span><\/h3>\n

\"Ki\u1ebfn<\/p>\n

Th\u01b0\u01a1ng hi\u1ec7u chu\u1ea9n m\u00f4 t\u1ea3 c\u00e1c lo\u1ea1i v\u1edbi m\u1ed9t t\u00ean d\u00f9ng cho nhi\u1ec1u lo\u1ea1i s\u1ea3n ph\u1ea9m, tuy nhi\u00ean, h\u1ec7 th\u1ed1ng nh\u1eadn di\u1ec7n c\u00e1c th\u01b0\u01a1ng hi\u1ec7u con kh\u00e1c nhau, th\u1ef1c hi\u1ec7n c\u00e1c chi\u1ebfn l\u01b0\u1ee3c Marketing-Mix \u0111\u1ed9c l\u1eadp kh\u00e1c nhau.<\/span><\/div>\n

Logo ch\u00ednh th\u01b0\u1eddng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng trong c\u00e1c bi\u1ebfn th\u1ec3 m\u00e0u kh\u00e1c nhau v\u1edbi t\u00ean th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a c\u00f4ng ty con, th\u01b0\u01a1ng hi\u1ec7u con.<\/span><\/p>\n

M\u1ecdi th\u01b0\u01a1ng hi\u1ec7u ph\u1ee5 \u0111\u1ec1u s\u1eed d\u1ee5ng h\u00ecnh \u1ea3nh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u ch\u00ednh v\u00e0 b\u1ed5 sung th\u00eam nh\u1eefng chi ti\u1ebft ph\u1ee5 tr\u1ee3 \u0111\u1ec3 ph\u00e2n bi\u1ec7t v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u nh\u00e1nh. T\u1ea5t c\u1ea3 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u con \u0111\u1ec1u kh\u00f4ng l\u00e0m gi\u1ea3m s\u1ee9c m\u1ea1nh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u ch\u00ednh m\u00e0 ng\u01b0\u1ee3c l\u1ea1i. M\u00f4 h\u00ecnh n\u00e0y gi\u00fap x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u v\u00f4 c\u00f9ng b\u1ec1n v\u1eefng, \u0111\u1ed3ng th\u1eddi c\u00f3 l\u1ee3i th\u1ebf v\u1ec1 m\u1eb7t nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u h\u01a1n.<\/span><\/p>\n

\u0110i\u1ec3n h\u00ecnh l\u00e0 Vingroup v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u con n\u1ed5i ti\u1ebfng nh\u01b0: Vincom, Vinhome, Vinpearl, Vinmec, Vinschool.<\/strong><\/span><\/p>\n

Th\u01b0\u01a1ng hi\u1ec7u ngu\u1ed3n\/ m\u1eb9<\/b><\/span><\/span><\/h3>\n

Theo nh\u01b0 m\u00f4 h\u00ecnh n\u00e0y, th\u00ec c\u00e1c th\u01b0\u01a1ng hi\u1ec7u con l\u00e0 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c qu\u1ea3ng b\u00e1 ch\u00ednh thay v\u00ec th\u01b0\u01a1ng hi\u1ec7u l\u1edbn c\u1ee7a c\u1ea3 doanh nghi\u1ec7p.<\/span><\/p>\n

T\u00ean c\u00e1c th\u01b0\u01a1ng hi\u1ec7u con th\u01b0\u1eddng c\u00f3 t\u00ean ri\u00eang bi\u1ec7t, kh\u00f4ng li\u00ean quan t\u1edbi t\u00ean th\u01b0\u01a1ng hi\u1ec7u m\u1eb9 c\u1ee7a n\u00f3, c\u00f9ng v\u1edbi \u0111\u00f3 l\u00e0 c\u00e1c ho\u1ea1t \u0111\u1ed9ng nh\u1eadn di\u1ec7n ri\u00eang, chi\u1ebfn l\u01b0\u1ee3c Marketing-mix \u0111\u1ed9c l\u1eadp ph\u00f9 h\u1ee3p v\u1edbi t\u1eebng th\u01b0\u01a1ng hi\u1ec7u con.<\/span><\/p>\n

S\u1ee9c m\u1ea1nh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u ngu\u1ed3n l\u00e0 \u0111\u01b0\u1ee3c t\u1ed5ng h\u1ee3p t\u1eeb c\u00e1c th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh ph\u1ea7n. \u0110i\u1ec3n h\u00ecnh \u0111\u1eb7c tr\u01b0ng c\u1ee7a m\u00f4 h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u n\u00e0y l\u00e0 t\u1eadp \u0111o\u00e0n Nestle.<\/span><\/p>\n

Ki\u1ebfn tr\u00fac \u0111a th\u01b0\u01a1ng hi\u1ec7u<\/b><\/span><\/span><\/h3>\n

\"Ki\u1ebfn<\/p>\n

M\u00f4 h\u00ecnh n\u00e0y bao g\u1ed3m m\u1ed9t lo\u1ea1t c\u00e1c th\u01b0\u01a1ng hi\u1ec7u ti\u00eau d\u00f9ng. T\u00ean th\u01b0\u01a1ng hi\u1ec7u ngu\u1ed3n kh\u00f4ng li\u00ean quan g\u00ec \u0111\u1ebfn t\u00ean c\u00e1c th\u01b0\u01a1ng hi\u1ec7u con n\u1eefa m\u00e0 th\u01b0\u1eddng d\u00f9ng cho c\u00e1c m\u1ee5c \u0111\u00edch \u0111\u1ea7u t\u01b0 kh\u00e1c.<\/span><\/p>\n

C\u00e1c th\u01b0\u01a1ng hi\u1ec7u con c\u00f3 th\u1ec3 ho\u00e0n to\u00e0n kh\u00e1c nhau, kh\u00f4ng c\u00f3 b\u1ea5t c\u1ee9 \u0111\u1eb7c \u0111i\u1ec3m chung n\u00e0o (thi\u1ebft k\u1ebf, h\u00ecnh \u1ea3nh, ch\u1ee7ng lo\u1ea1i, t\u1eadp kh\u00e1ch h\u00e0ng) hay c\u00f3 s\u1ef1 t\u01b0\u01a1ng \u0111\u1ed3ng nh\u1ea5t \u0111\u1ecbnh v\u1ec1 t\u1eadp kh\u00e1ch h\u00e0ng.<\/span><\/p>\n

V\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh ch\u00ednh l\u00e0 Unilever<\/a> \u2013 th\u01b0\u01a1ng hi\u1ec7u \u0111ang s\u1edf h\u1eefu \u0111a d\u1ea1ng c\u00e1c s\u1ea3n ph\u1ea9m t\u1eeb th\u1ef1c ph\u1ea9m \u0111\u1ebfn v\u1ec7 sinh. B\u1ea1n c\u00f3 th\u1ec3 c\u00f3 c\u00e1c g\u00f3i th\u01a1m ngon tuy\u1ec7t v\u1eddi t\u1eeb Lipton trong ph\u00f2ng kh\u00e1ch, ph\u00f2ng b\u1ebfp hay d\u1ea7u g\u1ed9i \u0111\u1ea7u c\u1ee7a Dove trong nh\u00e0 t\u1eafm. T\u1ea5t c\u1ea3 \u0111\u1ec1u thu\u1ed9c quy\u1ec1n s\u1edf h\u1eefu c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u Unilever. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u01b0\u1eddng quen thu\u1ed9c v\u1edbi nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u con nh\u01b0 Dove, Sunsilk, Omo\u2026 h\u01a1n l\u00e0 c\u00e1i t\u00ean Unilever.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Ki\u1ebfn Tr\u00fac Th\u01b0\u01a1ng Hi\u1ec7u V\u00e0 3 Lo\u1ea1i H\u00ecnh \u0110\u1eb7c Tr\u01b0ng. B\u1ea1n \u0111\u00e3 t\u1eebng nghe v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u Pantene thu\u1ed9c s\u1edf h\u1eefu c\u1ee7a t\u1eadp \u0111o\u00e0n l\u1edbn P&G, BigC (Nay \u0111\u00e3 \u0111\u1ed5i t\u00ean th\u00e0nh Go!) kh\u00f4ng ph\u1ea3i thu\u1ed9c c\u00f4ng ty n\u00e0o c\u1ee7a Vi\u1ec7t Nam m\u00e0 tr\u1ef1c thu\u1ed9c t\u1eadp \u0111o\u00e0n Central Group c\u1ee7a Th\u00e1i Lan hay ch\u01b0a?\u00a0 \u0110i\u1ec1u […]<\/p>\n","protected":false},"author":3,"featured_media":7371,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[587],"class_list":["post-7256","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ban-tin-webvocuc-com","tag-kien-truc-thuong-hieu"],"jetpack_featured_media_url":"https:\/\/webvocuc.com\/blog\/wp-content\/uploads\/2022\/10\/Kien-Truc-Thuong-Hieu-Brand-Architect-La-Gi-e1665711558731.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/webvocuc.com\/blog\/wp-json\/wp\/v2\/posts\/7256","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/webvocuc.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/webvocuc.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/webvocuc.com\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/webvocuc.com\/blog\/wp-json\/wp\/v2\/comments?post=7256"}],"version-history":[{"count":6,"href":"https:\/\/webvocuc.com\/blog\/wp-json\/wp\/v2\/posts\/7256\/revisions"}],"predecessor-version":[{"id":7878,"href":"https:\/\/webvocuc.com\/blog\/wp-json\/wp\/v2\/posts\/7256\/revisions\/7878"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/webvocuc.com\/blog\/wp-json\/wp\/v2\/media\/7371"}],"wp:attachment":[{"href":"https:\/\/webvocuc.com\/blog\/wp-json\/wp\/v2\/media?parent=7256"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/webvocuc.com\/blog\/wp-json\/wp\/v2\/categories?post=7256"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/webvocuc.com\/blog\/wp-json\/wp\/v2\/tags?post=7256"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}