{"id":1165,"date":"2021-03-31T07:01:41","date_gmt":"2021-03-31T00:01:41","guid":{"rendered":"http:\/\/journey.hedima.vn\/?p=1165"},"modified":"2021-03-31T07:01:41","modified_gmt":"2021-03-31T00:01:41","slug":"brand-key-chia-khoa-dinh-vi-thuong-hieu","status":"publish","type":"post","link":"https:\/\/hedima.vn\/journey\/brand-key-chia-khoa-dinh-vi-thuong-hieu\/","title":{"rendered":"Brand key quan tr\u1ecdng nh\u01b0 th\u1ebf n\u00e0o \u0111\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Trong th\u1eddi k\u1ef3 n\u1ec1n kinh t\u1ebf to\u00e0n c\u1ea7u h\u00f3a v\u00e0 th\u1ecb tr\u01b0\u1eddng ng\u00e0y c\u00e0ng c\u1ea1nh tranh, \u0111i\u1ec1u quan tr\u1ecdng l\u00e0 ph\u1ea3i th\u1ef1c hi\u1ec7n \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u, chi\u1ebfm gi\u1eef trong tr\u00e1i tim v\u00e0 t\u00e2m tr\u00ed c\u1ee7a \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau. Brand Key l\u00e0 m\u1ed9t trong nh\u1eefng m\u00f4 h\u00ecnh \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng ph\u1ed5 bi\u1ebfn nh\u1ea5t \u0111\u01b0\u1ee3c \u0111\u01b0a ra b\u1edfi Unilever. M\u1eb7c d\u00f9 m\u00f4 h\u00ecnh n\u00e0y ch\u1ec9 l\u00e0 m\u1ed9t trong s\u1ed1 r\u1ea5t nhi\u1ec1u m\u00f4 h\u00ecnh, nh\u01b0ng \u0111\u00e2y l\u00e0 m\u00f4 h\u00ecnh ch\u1ee9a \u0111\u1ef1ng c\u00e1c y\u1ebfu t\u1ed1 quan tr\u1ecdng nh\u1ea5t c\u1ee7a qu\u00e1 tr\u00ecnh \u0111\u1ecbnh v\u1ecb, c\u00e1c th\u00e0nh ph\u1ea7n quan tr\u1ecdng c\u1ee7a \u0111\u1ecbnh v\u1ecb chi\u1ebfn l\u01b0\u1ee3c. <\/span><span style=\"font-weight: 400;\">V\u00ec v\u1eady, kh\u00f4ng c\u1ea7n gi\u1edbi thi\u1ec7u th\u00eam, h\u00e3y c\u00f9ng HEDIMA t\u00ecm hi\u1ec3u c\u00e1c th\u00e0nh ph\u1ea7n kh\u00e1c nhau c\u1ee7a Brand Key v\u00e0 \u00fd ngh\u0129a c\u1ee7a ch\u00fang.\u00a0<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-light-blue ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/hedima.vn\/journey\/brand-key-chia-khoa-dinh-vi-thuong-hieu\/#1_Root_Strength_%E2%80%93_Diem_manh_cot_loi\" >1. Root Strength &#8211; \u0110i\u1ec3m m\u1ea1nh c\u1ed1t l\u00f5i<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/hedima.vn\/journey\/brand-key-chia-khoa-dinh-vi-thuong-hieu\/#2_Competitive_Environment_%E2%80%93_Moi_truong_canh_tranh\" >2. Competitive Environment &#8211; M\u00f4i tr\u01b0\u1eddng c\u1ea1nh tranh<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/hedima.vn\/journey\/brand-key-chia-khoa-dinh-vi-thuong-hieu\/#3_Target_%E2%80%93_Muc_tieu\" >3. Target &#8211; M\u1ee5c ti\u00eau<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/hedima.vn\/journey\/brand-key-chia-khoa-dinh-vi-thuong-hieu\/#4_Insight_%E2%80%93_Su_that_ngam_hieu\" >4. Insight &#8211; S\u1ef1 th\u1eadt ng\u1ea7m hi\u1ec3u<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/hedima.vn\/journey\/brand-key-chia-khoa-dinh-vi-thuong-hieu\/#5_Benefit_%E2%80%93_Loi_ich_dem_den_cho_nguoi_dung\" >5. Benefit &#8211; L\u1ee3i \u00edch \u0111em \u0111\u1ebfn cho ng\u01b0\u1eddi d\u00f9ng<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/hedima.vn\/journey\/brand-key-chia-khoa-dinh-vi-thuong-hieu\/#6_Values_and_Personality_%E2%80%93_Gia_tri_va_tinh_cach\" >6. Values and Personality &#8211; Gi\u00e1 tr\u1ecb v\u00e0 t\u00ednh c\u00e1ch<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/hedima.vn\/journey\/brand-key-chia-khoa-dinh-vi-thuong-hieu\/#7_Reason_to_Believe_RTB_%E2%80%93_Ly_do_de_tin_tuong\" >7. Reason to Believe (RTB) &#8211; L\u00fd do \u0111\u1ec3 tin t\u01b0\u1edfng\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/hedima.vn\/journey\/brand-key-chia-khoa-dinh-vi-thuong-hieu\/#8_Discriminator_%E2%80%93_Diem_khac_biet\" >8. Discriminator &#8211; \u0110i\u1ec3m kh\u00e1c bi\u1ec7t<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/hedima.vn\/journey\/brand-key-chia-khoa-dinh-vi-thuong-hieu\/#9_Essence_%E2%80%93_Ban_chat_thuong_hieu\" >9. Essence &#8211; B\u1ea3n ch\u1ea5t th\u01b0\u01a1ng hi\u1ec7u<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/hedima.vn\/journey\/brand-key-chia-khoa-dinh-vi-thuong-hieu\/#Tam_ket\" >T\u1ea1m k\u1ebft<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"1_Root_Strength_%E2%80%93_Diem_manh_cot_loi\"><\/span><span style=\"color: #017ab7;\">1. Root Strength &#8211; \u0110i\u1ec3m m\u1ea1nh c\u1ed1t l\u00f5i<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Y\u1ebfu t\u1ed1 \u0111\u1ea7u ti\u00ean c\u1ee7a Brand Key ch\u00ednh l\u00e0 Root Strength &#8211; \u0110i\u1ec3m m\u1ea1nh c\u1ed1t l\u00f5i. N\u00f3 xem x\u00e9t c\u00e1c gi\u00e1 tr\u1ecb v\u00e0 l\u1ee3i \u00edch l\u00e0m n\u1ec1n t\u1ea3ng cho th\u01b0\u01a1ng hi\u1ec7u. C\u00e1c thu\u1ed9c t\u00ednh n\u00e0y s\u1ebd kh\u00f4ng thay \u0111\u1ed5i ngay c\u1ea3 khi th\u01b0\u01a1ng hi\u1ec7u m\u1edf r\u1ed9ng sang c\u00e1c danh m\u1ee5c kh\u00e1c v\u1edbi danh m\u1ee5c m\u00e0 th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 tung ra. \u0110\u00e2y l\u00e0 s\u1ee9c m\u1ea1nh l\u1ecbch s\u1eed c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u v\u00e0 \u0111\u1ea1i di\u1ec7n cho qu\u00e1 kh\u1ee9 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u ho\u1eb7c ngu\u1ed3n g\u1ed1c c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. Ch\u00fang th\u01b0\u1eddng tr\u1edf th\u00e0nh y\u1ebfu t\u1ed1 h\u1ed7 tr\u1ee3 ch\u00ednh cho RTB (s\u1ebd \u0111\u01b0\u1ee3c gi\u1ea3i th\u00edch b\u00ean d\u01b0\u1edbi) v\u00e0 do \u0111\u00f3 \u0111\u00f3ng m\u1ed9t vai tr\u00f2 quan tr\u1ecdng trong s\u1ef1 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><em>V\u00ed d\u1ee5:<\/em> trong khi Dove chuy\u1ec3n t\u1eeb x\u00e0 ph\u00f2ng sang d\u1ea7u g\u1ed9i \u0111\u1ea7u. L\u1ee3i \u00edch d\u01b0\u1ee1ng \u1ea9m ti\u1ebfp t\u1ee5c \u1edf \u0111\u00f3 c\u00f9ng v\u1edbi c\u00e1c l\u1ee3i \u00edch kh\u00e1c. \u0110i\u1ec1u n\u00e0y c\u0169ng c\u00f3 th\u1ec3 nh\u00ecn th\u1ea5y trong su\u1ed1t qu\u00e1 tr\u00ecnh tr\u1ea3i nghi\u1ec7m s\u1ea3n ph\u1ea9m.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"2_Competitive_Environment_%E2%80%93_Moi_truong_canh_tranh\"><\/span><span style=\"color: #017ab7;\">2. Competitive Environment &#8211; M\u00f4i tr\u01b0\u1eddng c\u1ea1nh tranh<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Th\u1ecb tr\u01b0\u1eddng c\u1ee7a b\u1ea1n l\u00e0 g\u00ec? Kh\u00e1ch h\u00e0ng \u0111ang t\u00ecm ki\u1ebfm gi\u00e1 tr\u1ecb n\u00e0o t\u1eeb th\u1ecb tr\u01b0\u1eddng \u0111\u00f3? Nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u n\u00e0o cung c\u1ea5p gi\u00e1 tr\u1ecb \u0111\u00f3 cho h\u1ecd?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">M\u00f4 t\u1ea3 th\u1ecb tr\u01b0\u1eddng t\u1eeb \u0111\u1ed1i th\u1ee7 tr\u1ef1c ti\u1ebfp cho \u0111\u1ebfn nh\u1eefng ng\u00e0nh h\u00e0ng, s\u1ea3n ph\u1ea9m thay th\u1ebf, c\u1ea1nh tranh gi\u00e1n ti\u1ebfp \u0111\u1ec3 hi\u1ec3u to\u00e0n di\u1ec7n xu h\u01b0\u1edbng v\u1ec1 nhu c\u1ea7u v\u00e0 h\u00e0nh vi s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u1ee7a nh\u00f3m kh\u00e1ch h\u00e0ng. \u0110\u00e2y c\u00f2n l\u00e0 c\u01a1 s\u1edf c\u1ee7a ngu\u1ed3n t\u0103ng tr\u01b0\u1edfng trong ng\u1eafn, d\u00e0i h\u1ea1n v\u00e0 b\u01b0\u1edbc \u0111\u1ea7u x\u00e1c \u0111\u1ecbnh th\u1ecb tr\u01b0\u1eddng m\u00e0 doanh nghi\u1ec7p s\u1ebd kinh doanh.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">C\u00e1c c\u00f4ng ty ho\u1ea1t \u0111\u1ed9ng trong l\u0129nh v\u1ef1c d\u01b0\u1ee3c ph\u1ea9m kh\u00f4ng ch\u1ec9 c\u1ea1nh tranh v\u1ec1 m\u1eb7t th\u01b0\u01a1ng m\u1ea1i m\u00e0 c\u00f2n c\u1ea1nh tranh nhau r\u1ea5t quy\u1ebft li\u1ec7t v\u1ec1 vi\u1ec7c nghi\u00ean c\u1ee9u &#8211; ph\u00e1t tri\u1ec3n (R&amp;D) c\u00e1c s\u1ea3n ph\u1ea9m d\u01b0\u1ee3c ph\u1ea9m. Th\u1ef1c t\u1ebf, \u0111\u1ed1i v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m d\u01b0\u1ee3c ph\u1ea9m, c\u00e1c y\u1ebfu t\u1ed1 nh\u01b0 b\u1eb1ng s\u00e1ng ch\u1ebf, th\u01b0\u01a1ng hi\u1ec7u, R&amp;D, \u0111\u1ed5i m\u1edbi s\u1ea3n ph\u1ea9m \u0111\u00e1p \u1ee9ng nhu c\u1ea7u ng\u01b0\u1eddi s\u1eed d\u1ee5ng lu\u00f4n l\u00e0 y\u1ebfu t\u1ed1 c\u1ea1nh tranh h\u00e0ng \u0111\u1ea7u. V\u00e0 \u0111\u1ec3 th\u1ef1c hi\u1ec7n \u0111\u01b0\u1ee3c vi\u1ec7c \u0111\u00f3, c\u00f4ng vi\u1ec7c ti\u00ean quy\u1ebft tr\u01b0\u1edbc ti\u00ean l\u00e0 ph\u1ea3i ph\u00e2n t\u00edch th\u1ecb tr\u01b0\u1eddng c\u0169ng nh\u01b0 t\u1ea5t c\u1ea3 y\u1ebfu t\u1ed1 c\u1ee7a c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh l\u1edbn v\u00e0 ti\u1ec1m n\u0103ng tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"3_Target_%E2%80%93_Muc_tieu\"><\/span><span style=\"color: #017ab7;\">3. Target &#8211; M\u1ee5c ti\u00eau<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-1166 aligncenter\" src=\"http:\/\/journey.hedima.vn\/wp-content\/uploads\/2021\/03\/6059609a17b3d-600x375.jpg\" alt=\"Brand Key - Target\" width=\"600\" height=\"375\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau l\u00e0 ai? \u0110\u1ed9 tu\u1ed5i n\u00e0o? Th\u00f3i quen s\u1edf th\u00edch ra sao, nhu c\u1ea7u mong mu\u1ed1n c\u1ee7a h\u1ecd l\u00e0 g\u00ec? Y\u1ebfu t\u1ed1 n\u00e0o s\u1ebd \u1ea3nh h\u01b0\u1edfng t\u1edbi kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau c\u1ee7a b\u1ea1n?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0110\u00e2y l\u00e0 th\u00e0nh ph\u1ea7n th\u1ee9 3 c\u1ee7a Brand Key, \u0111\u00f3ng m\u1ed9t vai tr\u00f2 quan tr\u1ecdng trong to\u00e0n b\u1ed9 qu\u00e1 tr\u00ecnh \u0111\u1ecbnh v\u1ecb. \u0110\u1ea7u ti\u00ean v\u00e0 quan tr\u1ecdng nh\u1ea5t. T\u1ea5t nhi\u00ean, m\u1ee5c ti\u00eau n\u00e0y s\u1ebd ph\u1ee5 thu\u1ed9c v\u00e0o lo\u1ea1i h\u00ecnh ng\u00e0nh v\u00e0 l\u0129nh v\u1ef1c kinh doanh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">M\u1eb7c d\u00f9 kh\u00f4ng d\u1ec5 \u0111\u1ec3 tr\u1ea3 l\u1eddi c\u00e2u h\u1ecfi nh\u1eefng ai n\u00ean \u0111\u01b0\u1ee3c bao g\u1ed3m trong m\u1ee5c ti\u00eau (c\u1ee7a ch\u00ednh ch\u00fang ta so v\u1edbi kh\u00e1ch h\u00e0ng c\u1ee7a ch\u00fang ta, truy\u1ec1n th\u00f4ng so v\u1edbi ti\u00eau d\u00f9ng, ng\u01b0\u1eddi mua s\u1eafm so v\u1edbi ng\u01b0\u1eddi d\u00f9ng), m\u1ed9t c\u00e1ch ti\u1ebfp c\u1eadn h\u1eefu \u00edch l\u00e0 l\u1eadp b\u1ea3n \u0111\u1ed3 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, b\u1edfi v\u00ec n\u00f3 s\u1ebd gi\u00fap b\u1ea1n x\u00e1c \u0111\u1ecbnh n\u00ean l\u00e0m vi\u1ec7c v\u1edbi ai v\u00e0 \u1edf c\u1ea5p \u0111\u1ed9 n\u00e0o (v\u00ed d\u1ee5: giao ti\u1ebfp, ti\u00eau d\u00f9ng, ng\u01b0\u1eddi mua s\u1eafm, kh\u00e1ch h\u00e0ng c\u1ee7a kh\u00e1ch h\u00e0ng,\u2026)<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"4_Insight_%E2%80%93_Su_that_ngam_hieu\"><\/span><span style=\"color: #017ab7;\">4. Insight &#8211; S\u1ef1 th\u1eadt ng\u1ea7m hi\u1ec3u<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Th\u1ea5u hi\u1ec3u kh\u00e1ch h\u00e0ng c\u1ea7n g\u00ec, mu\u1ed1n g\u00ec ? S\u1ea3n ph\u1ea9m gi\u1ea3i quy\u1ebft \u0111\u01b0\u1ee3c g\u00ec cho h\u1ecd? H\u1ecd t\u01b0\u01a1ng t\u00e1c ra sao v\u1edbi s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p? Nhu c\u1ea7u c\u1ee7a th\u1ecb tr\u01b0\u1eddng hi\u1ec7n nay ra sao? <a href=\"http:\/\/journey.hedima.vn\/mot-so-khai-niem-trong-marketing\/\">Insight<\/a> l\u00e0 th\u00f4ng tin chi ti\u1ebft cung c\u1ea5p th\u00f4ng tin chi ti\u1ebft v\u1ec1 s\u1ef1 th\u1eadt c\u1ed1t l\u00f5i c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n v\u00e0 l\u00e0m n\u1ec1n t\u1ea3ng cho m\u1ecdi th\u1ee9 kh\u00e1c \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng. \u0110\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau, \u0111i\u1ec1u quan tr\u1ecdng l\u00e0 ph\u1ea3i kh\u00e1m ph\u00e1 ra nh\u1eefng th\u00e1ch th\u1ee9c v\u00e0 nguy\u1ec7n v\u1ecdng ch\u00ednh c\u1ee7a nh\u1eefng ng\u01b0\u1eddi c\u00f3 li\u00ean quan \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u, nh\u1eefng nhu c\u1ea7u \u0111\u01b0\u1ee3c \u0111\u00e1p \u1ee9ng v\u00e0 ch\u01b0a \u0111\u01b0\u1ee3c \u0111\u00e1p \u1ee9ng c\u1ee7a h\u1ecd (c\u1ea3 ch\u1ee9c n\u0103ng v\u00e0 c\u1ea3m x\u00fac), nh\u1eadn th\u1ee9c c\u1ee7a h\u1ecd v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u v\u00e0 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh v\u00e0 c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 ph\u00f9 h\u1ee3p nh\u1ea5t v\u00e0o nhu c\u1ea7u v\u00e0 nguy\u1ec7n v\u1ecdng c\u1ee7a h\u1ecd.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tr\u00ean th\u1ef1c t\u1ebf, ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 v\u00f4 s\u1ed1 Insight c\u1ea7n khai th\u00e1c. Vai tr\u00f2 c\u1ee7a c\u00e1c nh\u00e0 chi\u1ebfn l\u01b0\u1ee3c l\u00e0 t\u00ecm ra c\u00e1i n\u00e0o l\u00e0 quan tr\u1ecdng nh\u1ea5t \u0111\u1ed1i v\u1edbi b\u1ea3n th\u00e2n th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh v\u00e0 \u0111\u1ed3ng th\u1eddi t\u1ea1o \u0111\u01b0\u1ee3c ti\u1ebfng vang.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"5_Benefit_%E2%80%93_Loi_ich_dem_den_cho_nguoi_dung\"><\/span><span style=\"color: #017ab7;\">5. Benefit &#8211; L\u1ee3i \u00edch \u0111em \u0111\u1ebfn cho ng\u01b0\u1eddi d\u00f9ng<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-1167 aligncenter\" src=\"http:\/\/journey.hedima.vn\/wp-content\/uploads\/2021\/03\/605963cde40f9-600x400.jpg\" alt=\"Brand Key \" width=\"600\" height=\"400\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Trong m\u00f4 h\u00ecnh Brand Key, benefit th\u1ef1c s\u1ef1 l\u00e0 m\u1ed9t trong nh\u1eefng th\u00e1ch th\u1ee9c l\u1edbn nh\u1ea5t c\u1ee7a vi\u1ec7c \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u b\u1edfi v\u00ec l\u1ee3i \u00edch th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ph\u1ea3i l\u00e0 l\u1ee3i \u00edch s\u1ea3n ph\u1ea9m v\u00e0 ch\u00fang th\u01b0\u1eddng b\u1ecb nh\u1ea7m l\u1eabn. V\u00e0 \u0111i\u1ec1u n\u00e0y \u0111\u1eb7c bi\u1ec7t \u0111\u00fang khi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u tr\u1ea3i d\u00e0i nhi\u1ec1u danh m\u1ee5c v\u00e0 nhi\u1ec1u h\u00ecnh th\u1ee9c mang l\u1ea1i nh\u1eefng l\u1ee3i \u00edch ch\u1ee9c n\u0103ng kh\u00e1c nhau.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0110\u1ec3 hi\u1ec3u r\u00f5 h\u01a1n, ch\u00fang t\u00f4i \u0111\u00e3 \u0111\u01b0a ra quan \u0111i\u1ec3m m\u00e0 ch\u00fang t\u00f4i coi l\u00e0 thang ba c\u1ea5p \u0111\u1ed9 c\u1ee7a l\u1ee3i \u00edch:\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8211; C\u00e1c l\u1ee3i \u00edch ch\u1ee9c n\u0103ng (functional benefit) m\u00f4 t\u1ea3 nh\u1eefng g\u00ec s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a b\u1ea1n mang l\u1ea1i cho kh\u00e1ch h\u00e0ng. \u0110\u00e2y l\u00e0 c\u00e1c thu\u1ed9c t\u00ednh c\u1ee7a s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n, ho\u1eb7c &#8220;c\u00f4ng vi\u1ec7c ph\u1ea3i ho\u00e0n th\u00e0nh&#8221;.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8211; L\u1ee3i \u00edch kinh t\u1ebf (economic benefit) m\u00f4 t\u1ea3 \u00fd ngh\u0129a c\u1ee7a s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a b\u1ea1n \u0111\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng v\u1ec1 m\u1eb7t th\u1eddi gian ho\u1eb7c ti\u1ec1n b\u1ea1c. L\u1ee3i \u00edch kinh t\u1ebf thu h\u00fat kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n, ph\u1ea7n l\u00fd tr\u00ed c\u1ee7a h\u1ecd.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8211; L\u1ee3i \u00edch v\u1ec1 m\u1eb7t c\u1ea3m x\u00fac (emotional benefit) m\u00f4 t\u1ea3 c\u00e1ch s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a b\u1ea1n t\u1ea1o ra cho kh\u00e1ch h\u00e0ng c\u1ea3m nh\u1eadn. Nh\u1eefng l\u1ee3i \u00edch v\u1ec1 c\u1ea3m x\u00fac thu h\u00fat tr\u00e1i tim kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n, \u0111\u00f3 l\u00e0 l\u00fd do t\u1ea1i sao ch\u00fang l\u00e0 nh\u1eefng l\u1ee3i \u00edch m\u1ea1nh m\u1ebd nh\u1ea5t.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"6_Values_and_Personality_%E2%80%93_Gia_tri_va_tinh_cach\"><\/span><span style=\"color: #017ab7;\">6. Values and Personality &#8211; Gi\u00e1 tr\u1ecb v\u00e0 t\u00ednh c\u00e1ch<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">M\u1ed9t m\u1ed1i quan h\u1ec7 b\u1ec1n v\u1eefng v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng ch\u1ec9 c\u00f3 th\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c b\u1edfi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ea1i di\u1ec7n r\u00f5 r\u00e0ng cho \u0111i\u1ec1u g\u00ec \u0111\u00f3. \u0110\u00e2y l\u00e0 l\u00fd do t\u1ea1i sao th\u00e0nh ph\u1ea7n n\u00e0y trong Brand key r\u1ea5t quan tr\u1ecdng trong m\u00f4 h\u00ecnh, m\u1eb7c d\u00f9 r\u1ea5t th\u00e1ch th\u1ee9c \u0111\u1ed1i v\u1edbi nh\u1eefng newbie c\u0169ng nh\u01b0 c\u00e1c chuy\u00ean gia. N\u00f3 \u0111\u00f2i h\u1ecfi vi\u1ec7c xem x\u00e9t th\u01b0\u01a1ng hi\u1ec7u nh\u01b0 m\u1ed9t con ng\u01b0\u1eddi, v\u1edbi c\u00e1c gi\u00e1 tr\u1ecb v\u00e0 t\u00ednh c\u00e1ch. B\u1ea5t k\u1ef3 m\u1ed9t c\u00f4ng ty\/doanh nghi\u1ec7p D\u01b0\u1ee3c ph\u1ea9m n\u00e0o c\u0169ng c\u1ea7n th\u1ec3 hi\u1ec7n \u0111\u01b0\u1ee3c gi\u00e1 tr\u1ecb m\u00e0 h\u1ecd \u0111em \u0111\u1ebfn cho kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau, hi\u1ec3u \u0111\u01b0\u1ee3c h\u1ecd mu\u1ed1n g\u00ec v\u00e0 li\u1ec7u gi\u00e1 tr\u1ecb m\u00e0 b\u1ea1n mang l\u1ea1i c\u00f3 ph\u00f9 h\u1ee3p v\u1edbi mong mu\u1ed1n c\u1ee7a h\u1ecd. Gi\u00e1 tr\u1ecb v\u00e0 t\u00ednh c\u00e1ch l\u00e0 nh\u1eefng y\u1ebfu t\u1ed1 x\u00e1c \u0111\u1ecbnh \u201cgiao di\u1ec7n v\u00e0 c\u1ea3m nh\u1eadn\u201d c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u v\u00e0 \u201cgi\u1ecdng n\u00f3i\u201d c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"7_Reason_to_Believe_RTB_%E2%80%93_Ly_do_de_tin_tuong\"><\/span><span style=\"color: #017ab7;\">7. Reason to Believe (RTB) &#8211; L\u00fd do \u0111\u1ec3 tin t\u01b0\u1edfng\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">T\u1ea1i sao ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u1ea1i ph\u1ea3i tin t\u01b0\u1edfng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Trong khi benefit th\u1ec3 hi\u1ec7n l\u1eddi h\u1ee9a c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u, RTB l\u00e0 th\u00e0nh ph\u1ea7n \u0111\u1ea3m b\u1ea3o r\u1eb1ng ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 \u0111\u1ed1i t\u00e1c th\u1ea5y r\u1eb1ng l\u1eddi h\u1ee9a \u0111\u00f3 \u0111\u00e1ng tin c\u1eady. Ch\u1ec9 c\u1ea7n \u201cx\u00e2y d\u1ef1ng\u201d v\u00e0 hy v\u1ecdng r\u1eb1ng ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u201cs\u1ebd \u0111\u1ebfn\u201d v\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n th\u00ec ch\u01b0a bao gi\u1edd l\u00e0 \u0111\u1ee7. Nh\u01b0ng ph\u1ea7n l\u1edbn s\u1ebd ch\u1ec9 \u0111\u01a1n gi\u1ea3n l\u00e0 chuy\u1ec3n sang t\u00ecm th\u01b0\u01a1ng hi\u1ec7u ti\u1ebfp theo trong l\u0129nh v\u1ef1c ho\u1eb7c ng\u00e0nh c\u1ee7a b\u1ea1n m\u00e0 mang l\u1ea1i cho h\u1ecd nhi\u1ec1u l\u00fd do nh\u1ea5t \u0111\u1ec3 tin t\u01b0\u1edfng \u2014 \u0111\u1eb7c bi\u1ec7t l\u00e0 ng\u00e0y nay, vi\u1ec7c chuy\u1ec3n sang th\u01b0\u01a1ng hi\u1ec7u ti\u1ebfp theo c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n ch\u1ec9 b\u1eb1ng m\u1ed9t c\u00fa nh\u1ea5p chu\u1ed9t tr\u00ean m\u00e0n h\u00ecnh. <\/span><span style=\"font-size: 14.4px;\">Ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng d\u1ef1a tr\u00ean m\u1ed9t s\u1ed1 y\u1ebfu t\u1ed1. Nh\u1eefng c\u00f4ng ty\/ doanh nghi\u1ec7p ph\u1ea3i hi\u1ec3u nh\u1eefng y\u1ebfu t\u1ed1 n\u00e0y \u0111\u1ec3 t\u1ea1o ra l\u00fd do \u0111\u1ec3 tin t\u01b0\u1edfng (RTB) v\u00e0o th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd. \u0110\u00e2y l\u00e0 m\u1ed9t h\u00ecnh th\u1ee9c trong Brand Key ch\u1ee9ng minh l\u1ee3i \u00edch b\u1ea1n cung c\u1ea5p l\u00e0 c\u00f3 th\u1eadt v\u00e0 gi\u00e1 c\u1ea3 l\u00e0 h\u1ee3p l\u00fd.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"8_Discriminator_%E2%80%93_Diem_khac_biet\"><\/span><span style=\"color: #017ab7;\">8. Discriminator &#8211; \u0110i\u1ec3m kh\u00e1c bi\u1ec7t<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Discriminator c\u00f3 th\u1ec3 xu\u1ea5t ph\u00e1t t\u1eeb Benefit ho\u1eb7c RTB. \u0110\u00f3 c\u00f3 l\u1ebd l\u00e0 m\u1ed9t thu\u1ed9c t\u00ednh c\u1ee7a Brand Key l\u00e0m cho th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i b\u1eadt so v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh. <\/span><span style=\"font-weight: 400;\">\u0110\u00f4i khi tr\u00ean m\u1ed9t th\u1ecb tr\u01b0\u1eddng c\u00f3 v\u00f4 v\u00e0ng s\u1ea3n ph\u1ea9m v\u1edbi t\u00ednh c\u1ea1nh tranh kh\u1ed1c li\u1ec7t. Do \u0111\u00f3, \u0111\u00e2y l\u00e0 y\u1ebfu t\u1ed1 gi\u00fap ph\u00e2n bi\u1ec7t th\u01b0\u01a1ng hi\u1ec7u v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh. \u0110i\u1ec3m kh\u00e1c bi\u1ec7t khi\u1ebfn th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n l\u00e0 duy nh\u1ea5t, l\u00e0 y\u1ebfu t\u1ed1 c\u1ea1nh tranh m\u1ea1nh m\u1ebd c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"9_Essence_%E2%80%93_Ban_chat_thuong_hieu\"><\/span><span style=\"color: #017ab7;\">9. Essence &#8211; B\u1ea3n ch\u1ea5t th\u01b0\u01a1ng hi\u1ec7u<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-1168 aligncenter\" src=\"http:\/\/journey.hedima.vn\/wp-content\/uploads\/2021\/03\/6059678e5d67b-600x400.jpg\" alt=\"brand key\" width=\"600\" height=\"400\" \/><\/p>\n<p>B\u1ea3n ch\u1ea5t th\u01b0\u01a1ng hi\u1ec7u l\u00e0 s\u1ef1 kh\u1edbp n\u1ed1i gi\u1eefa s\u1ef1 k\u1ebft n\u1ed1i t\u00ecnh c\u1ea3m v\u00e0 \u1ea5n t\u01b0\u1ee3ng k\u00e9o d\u00e0i &#8211; th\u00f4ng th\u01b0\u1eddng \u0111\u01b0\u1ee3c t\u00f3m t\u1eaft v\u1edbi m\u1ed9t tuy\u00ean b\u1ed1 ho\u1eb7c m\u1ed9t c\u1ee5m t\u1eeb \u0111\u01a1n gi\u1ea3n \u2013 nh\u1eb1m th\u1ec3 hi\u1ec7n nh\u1eefng ph\u1ea9m ch\u1ea5t, c\u00e1 t\u00ednh v\u00e0 \u0111\u1ed9c \u0111\u00e1o c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. H\u00e3y coi b\u1ea3n ch\u1ea5t th\u01b0\u01a1ng hi\u1ec7u l\u00e0 \u201clinh h\u1ed3n\u201d c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, m\u1ed9t \u0111\u1ebfn ba t\u1eeb m\u00f4 t\u1ea3 b\u1ea3n ch\u1ea5t c\u01a1 b\u1ea3n c\u1ee7a n\u00f3<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Tam_ket\"><\/span><span style=\"color: #017ab7;\">T\u1ea1m k\u1ebft<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Anita Roddick, ng\u01b0\u1eddi s\u00e1ng l\u1eadp c\u1ee7a Body Shop, \u0111\u00e3 n\u00f3i: \u201cBrand is the space we occupy in someone\u2019s mind\u201d. \u0110i\u1ec1u n\u00e0y ho\u00e0n to\u00e0n t\u00f3m g\u1ecdn &#8220;\u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u&#8221;, th\u01b0\u1eddng \u0111\u01b0\u1ee3c \u0111\u1ecbnh ngh\u0129a l\u00e0 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n trong tr\u00e1i tim v\u00e0 t\u00e2m tr\u00ed c\u1ee7a kh\u00e1ch h\u00e0ng. B\u1ea1n mu\u1ed1n h\u1ecd ngh\u0129 g\u00ec &#8211; v\u00e0 c\u1ea3m nh\u1eadn &#8211; khi h\u1ecd ngh\u0129 v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n. V\u00e0 m\u00f4 h\u00ecnh Brand Key l\u00e0 m\u1ed9t trong nh\u1eefng c\u00f4ng c\u1ee5 \u0111\u1eafc l\u1ef1c nh\u1ea5t gi\u00fap c\u00e1c th\u01b0\u01a1ng hi\u1ec7u th\u1ef1c hi\u1ec7n \u0111\u01b0\u1ee3c \u0111i\u1ec1u \u0111\u00f3.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Trong th\u1eddi k\u1ef3 n\u1ec1n kinh t\u1ebf to\u00e0n c\u1ea7u h\u00f3a v\u00e0 th\u1ecb tr\u01b0\u1eddng ng\u00e0y c\u00e0ng c\u1ea1nh tranh, \u0111i\u1ec1u quan tr\u1ecdng l\u00e0 ph\u1ea3i th\u1ef1c hi\u1ec7n \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u, chi\u1ebfm gi\u1eef trong tr\u00e1i tim v\u00e0 t\u00e2m tr\u00ed c\u1ee7a \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau. Brand Key l\u00e0 m\u1ed9t trong nh\u1eefng m\u00f4 h\u00ecnh \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng [&#8230;]\n","protected":false},"author":13,"featured_media":2105,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[9],"tags":[27],"class_list":["post-1165","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pharma-marketing","tag-branding-marketing"],"acf":[],"_links":{"self":[{"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/posts\/1165","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/users\/13"}],"replies":[{"embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/comments?post=1165"}],"version-history":[{"count":0,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/posts\/1165\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/media\/2105"}],"wp:attachment":[{"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/media?parent=1165"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/categories?post=1165"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/tags?post=1165"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}