{"id":2825,"date":"2021-09-29T14:27:27","date_gmt":"2021-09-29T07:27:27","guid":{"rendered":"https:\/\/hedima.vn\/journey\/?p=2825"},"modified":"2021-09-29T14:27:27","modified_gmt":"2021-09-29T07:27:27","slug":"brand-health-la-gi","status":"publish","type":"post","link":"https:\/\/hedima.vn\/journey\/brand-health-la-gi\/","title":{"rendered":"Brand health l\u00e0 g\u00ec? Li\u1ec7u th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n c\u00f3 \u0111ang \u201ckh\u1ecfe m\u1ea1nh\u201d?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Hi\u1ec7n nay, m\u1ed7i nh\u00e3n h\u00e0ng c\u1ee7a m\u1ed9t doanh nghi\u1ec7p c\u00f3 r\u1ea5t nhi\u1ec1u \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh tr\u00ean c\u00f9ng m\u1ed9t ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng. Nh\u01b0 v\u1eady, v\u1ea5n \u0111\u1ec1 \u0111\u01b0\u1ee3c \u0111\u1eb7t ra \u0111\u1ed1i v\u1edbi nh\u1eefng ng\u01b0\u1eddi l\u00e0m brand l\u00e0 hi\u1ec3u r\u00f5 s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u (brand health) c\u1ee7a m\u00ecnh nh\u01b0 th\u1ebf n\u00e0o so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh hay th\u1eadm ch\u00ed l\u00e0 s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u1ed9t nh\u00e3n h\u00e0ng so v\u1edbi c\u00e1c nh\u00e3n h\u00e0ng kh\u00e1c trong c\u00f9ng m\u1ed9t c\u00f4ng ty. V\u1eady s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec? L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 \u0111o l\u01b0\u1eddng s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n?<\/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-health-la-gi\/#1_Brand_health_la_gi\" >1. Brand health l\u00e0 g\u00ec?<\/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-health-la-gi\/#2_Tai_sao_do_luong_va_kiem_soat_brand_health_lai_quan_trong\" >2. T\u1ea1i sao \u0111o l\u01b0\u1eddng v\u00e0 ki\u1ec3m so\u00e1t brand health l\u1ea1i quan tr\u1ecdng?<\/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-health-la-gi\/#3_Nhung_chi_so_nao_cho_thay_mot_thuong_hieu_dang_%E2%80%9Ckhoe_manh%E2%80%9D\" >3. Nh\u1eefng ch\u1ec9 s\u1ed1 n\u00e0o cho th\u1ea5y m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111ang \u201ckh\u1ecfe m\u1ea1nh\u201d?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/hedima.vn\/journey\/brand-health-la-gi\/#31_Brand_awareness\" >3.1. Brand awareness<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/hedima.vn\/journey\/brand-health-la-gi\/#32_Share_of_voice\" >3.2. Share of voice<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/hedima.vn\/journey\/brand-health-la-gi\/#33_Brand_reputation\" >3.3. Brand reputation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/hedima.vn\/journey\/brand-health-la-gi\/#34_Brand_positioning\" >3.4. Brand positioning<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/hedima.vn\/journey\/brand-health-la-gi\/#35_Employee_engagement\" >3.5. Employee engagement<\/a><\/li><\/ul><\/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-health-la-gi\/#4_Lam_the_nao_de_danh_gia_brand_health\" >4. L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 brand health?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/hedima.vn\/journey\/brand-health-la-gi\/#41_Social_listening_theo_doi_so_luot_de_cap_den_thuong_hieu_va_chi_so_cam_xuc_sentiment_score_tren_mang_xa_hoi\" >4.1. Social listening: theo d\u00f5i s\u1ed1 l\u01b0\u1ee3t \u0111\u1ec1 c\u1eadp \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u v\u00e0 ch\u1ec9 s\u1ed1 c\u1ea3m x\u00fac (sentiment score) tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/hedima.vn\/journey\/brand-health-la-gi\/#42_Focus_group_va_survey_thu_thap_du_lieu_dinh_tinh_chuyen_sau\" >4.2. Focus group v\u00e0 survey: thu th\u1eadp d\u1eef li\u1ec7u \u0111\u1ecbnh t\u00ednh chuy\u00ean s\u00e2u<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/hedima.vn\/journey\/brand-health-la-gi\/#43_Phan_tich_cac_phan_hoi_tu_khach_hang_xac_dinh_nhu_cau_de_xuat_va_giai_quyet_khieu_nai_cua_khach_hang\" >4.3. Ph\u00e2n t\u00edch c\u00e1c ph\u1ea3n h\u1ed3i t\u1eeb kh\u00e1ch h\u00e0ng: x\u00e1c \u0111\u1ecbnh nhu c\u1ea7u, \u0111\u1ec1 xu\u1ea5t v\u00e0 gi\u1ea3i quy\u1ebft khi\u1ebfu n\u1ea1i c\u1ee7a kh\u00e1ch h\u00e0ng<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"1_Brand_health_la_gi\"><\/span><span style=\"font-weight: 400; color: #017ab7;\">1. Brand health l\u00e0 g\u00ec?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"color: #017ab7;\"><em><span style=\"font-weight: 400;\">Brand health, hay s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u, l\u00e0 th\u01b0\u1edbc \u0111o m\u1ee9c \u0111\u1ed9 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u, m\u1ee9c \u0111\u1ed9 nh\u1ea5t qu\u00e1n c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u v\u00e0 m\u1ee9c \u0111\u1ed9 k\u1ebft n\u1ed1i th\u01b0\u01a1ng hi\u1ec7u v\u1edbi kh\u00e1ch h\u00e0ng.\u00a0<\/span><\/em><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a 100 th\u01b0\u01a1ng hi\u1ec7u h\u00e0ng \u0111\u1ea7u trong danh s\u00e1ch The Most Valuable Brand c\u1ee7a Millward Brown Brandz \u0111\u00e3 t\u0103ng 14% ch\u1ec9 trong m\u1ed9t n\u0103m v\u00e0 126% trong 10 n\u0103m nghi\u00ean c\u1ee9u. Th\u1eadm ch\u00ed, danh ti\u1ebfng c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u quan tr\u1ecdng \u0111\u1ebfn m\u1ee9c n\u00f3 c\u00f3 th\u1ec3 chi\u1ebfm 50% quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng. H\u1ecd tuy\u00ean b\u1ed1 c\u00e1c quy\u1ebft \u0111\u1ecbnh c\u1ee7a h\u1ecd \u0111\u01b0\u1ee3c th\u00fac \u0111\u1ea9y b\u1edfi gi\u00e1 c\u1ea3, t\u00ednh s\u1eb5n c\u00f3 c\u1ee7a s\u1ea3n ph\u1ea9m v\u00e0 \u0111\u1ed9 tin c\u1eady c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. Ch\u00ednh v\u00ec v\u1eady, s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 coi l\u00e0 m\u1ed9t th\u01b0\u1edbc \u0111o quan tr\u1ecdng trong c\u00e1c chi\u1ebfn l\u01b0\u1ee3c x\u00e2y d\u1ef1ng v\u00e0 qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u, gi\u00fap doanh nghi\u1ec7p \u0111\u1ea9y m\u1ea1nh doanh thu v\u00e0 chi\u1ebfm th\u1ecb ph\u1ea7n cao tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Allan Dib, strategic planner v\u00e0 l\u00e0 t\u00e1c gi\u1ea3 c\u1ee7a quy\u1ec3n s\u00e1ch \u201cThe 1-page marketing plan\u201d n\u00f3i r\u1eb1ng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 \u201ct\u00ednh c\u00e1ch\u201d c\u1ee7a m\u1ed9t doanh nghi\u1ec7p. \u0110\u00f3 l\u00e0 \u0111i\u1ec1u \u0111\u1ea7u ti\u00ean b\u1ea1n ngh\u0129 \u0111\u1ebfn ho\u1eb7c c\u1ea3m nh\u1eadn \u0111\u1ea7u ti\u00ean c\u1ee7a b\u1ea1n khi nh\u00ecn th\u1ea5y logo ho\u1eb7c nghe th\u1ea5y t\u00ean c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3. Trong b\u1ed1i c\u1ea3nh th\u1ecb tr\u01b0\u1eddng \u0111ang c\u1ea1nh tranh b\u00f9ng n\u1ed5, c\u00e1c doanh nghi\u1ec7p c\u1ea7n th\u01b0\u1eddng xuy\u00ean ch\u0103m s\u00f3c s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c cho l\u00e0 kh\u1ecfe m\u1ea1nh khi th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3 mang l\u1ea1i tr\u1ea3i nghi\u1ec7m nh\u1ea5t qu\u00e1n, \u0111\u00e1ng nh\u1edb v\u00e0 kh\u00e1c bi\u1ec7t cho kh\u00e1ch h\u00e0ng. M\u1ed9t \u0111i\u1ec1u quan tr\u1ecdng m\u00e0 c\u00e1c marketer n\u00ean nh\u1edb: th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh b\u1edfi quy m\u00f4 c\u00f4ng ty c\u1ee7a n\u00f3 m\u00e0 l\u00e0 v\u1ecb tr\u00ed c\u1ee7a n\u00f3 trong l\u00f2ng kh\u00e1ch h\u00e0ng.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"2_Tai_sao_do_luong_va_kiem_soat_brand_health_lai_quan_trong\"><\/span><span style=\"font-weight: 400; color: #017ab7;\">2. T\u1ea1i sao \u0111o l\u01b0\u1eddng v\u00e0 ki\u1ec3m so\u00e1t brand health l\u1ea1i quan tr\u1ecdng?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<figure id=\"attachment_2827\" aria-describedby=\"caption-attachment-2827\" style=\"width: 768px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-2827\" src=\"https:\/\/hedima.vn\/journey\/wp-content\/uploads\/2021\/09\/This-is-why-you-need-to-measure-your-brand-health-now-cropped.jpg\" alt=\"\u0110o l\u01b0\u1eddng th\u01b0\u01a1ng hi\u1ec7u\" width=\"768\" height=\"384\" \/><figcaption id=\"caption-attachment-2827\" class=\"wp-caption-text\">\u0110o l\u01b0\u1eddng s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t vi\u1ec7c r\u1ea5t quan tr\u1ecdng.<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">\u0110o l\u01b0\u1eddng s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 gi\u00fap th\u01b0\u01a1ng hi\u1ec7u x\u00e1c \u0111\u1ecbnh nh\u1eefng \u0111i\u1ec3m y\u1ebfu \u0111\u1ec3 c\u1ea3i thi\u1ec7n v\u00e0 thu h\u00fat kh\u00e1ch h\u00e0ng. Vi\u1ec7c n\u00e0y c\u0169ng c\u00f3 th\u1ec3 gi\u00fap b\u1ea1n x\u00e1c \u0111\u1ecbnh \u0111i\u1ec3m m\u1ea1nh m\u00e0 th\u01b0\u01a1ng hi\u1ec7u \u0111ang s\u1edf h\u1eefu, cung c\u1ea5p nh\u1eefng k\u1ebf ho\u1ea1ch chi ti\u1ebft \u0111\u1ec3 ph\u00e1t tri\u1ec3n chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">T\u00ecm hi\u1ec3u t\u00ecnh tr\u1ea1ng s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u l\u00e0 c\u01a1 h\u1ed9i \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c c\u00e1i nh\u00ecn s\u00e2u s\u1eafc v\u00e0 ch\u00ednh x\u00e1c v\u1ec1 k\u1ebft qu\u1ea3 c\u1ee7a c\u00e1c chi\u1ebfn l\u01b0\u1ee3c qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u n\u00f3i chung.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Th\u01b0\u01a1ng hi\u1ec7u kh\u1ecfe m\u1ea1nh l\u00e0 m\u1ed9t trong nh\u1eefng t\u00e0i s\u1ea3n quan tr\u1ecdng nh\u1ea5t c\u1ee7a doanh nghi\u1ec7p, khi\u1ebfn b\u1ea1n tr\u1edf n\u00ean n\u1ed5i b\u1eadt v\u00e0 ph\u00e2n bi\u1ec7t v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh tr\u00ean th\u1ecb tr\u01b0\u1eddng. C\u00e1c c\u00f4ng ty B2B c\u00f3 th\u01b0\u01a1ng hi\u1ec7u kh\u1ecfe m\u1ea1nh c\u00f3 m\u1ee9c t\u0103ng doanh thu trung b\u00ecnh m\u1ed7i n\u0103m l\u00e0 33%. B\u00ean c\u1ea1nh \u0111\u00f3, th\u01b0\u01a1ng hi\u1ec7u kh\u1ecfe m\u1ea1nh c\u00f2n c\u00f3 th\u1ec3 gi\u00fap b\u1ea1n \u0111\u1ea1t \u0111\u01b0\u1ee3c c\u00e1c m\u1ee5c ti\u00eau kinh doanh b\u1eb1ng c\u00e1ch cho ph\u00e9p ti\u1ebfp c\u1eadn v\u1edbi nh\u1eefng kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng m\u1edbi. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0110\u1ed1i v\u1edbi h\u01a1n 70% qu\u1ea3n l\u00fd th\u01b0\u01a1ng hi\u1ec7u (brand manager), vi\u1ec7c x\u00e2y d\u1ef1ng v\u00e0 c\u1ee7ng c\u1ed1 ni\u1ec1m tin trong l\u00f2ng kh\u00e1ch h\u00e0ng c\u00f3 gi\u00e1 tr\u1ecb h\u01a1n nhi\u1ec1u so v\u1edbi vi\u1ec7c b\u00e1n h\u00e0ng tr\u1ef1c ti\u1ebfp b\u1edfi ng\u00e0y nay, kh\u00e1ch h\u00e0ng c\u00f3 xu h\u01b0\u1edbng ch\u1ecdn m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u v\u00ec h\u1ecd c\u1ea3m th\u1ea5y tin t\u01b0\u1edfng.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"3_Nhung_chi_so_nao_cho_thay_mot_thuong_hieu_dang_%E2%80%9Ckhoe_manh%E2%80%9D\"><\/span><span style=\"font-weight: 400; color: #017ab7;\">3. Nh\u1eefng ch\u1ec9 s\u1ed1 n\u00e0o cho th\u1ea5y m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111ang \u201ckh\u1ecfe m\u1ea1nh\u201d?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Theo d\u00f5i s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u s\u1ebd gi\u00fap b\u1ea1n x\u00e1c \u0111\u1ecbnh th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh \u0111ang \u1edf \u0111\u00e2u tr\u00ean th\u1ecb tr\u01b0\u1eddng. V\u1eady b\u1ea1n c\u1ea7n \u0111o l\u01b0\u1eddng nh\u1eefng g\u00ec \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u?<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"31_Brand_awareness\"><\/span><span style=\"font-weight: 400; color: #017ab7;\">3.1. Brand awareness<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Brand awareness l\u00e0 m\u1ee9c \u0111\u1ed9 nh\u1eadn bi\u1ebft (quen thu\u1ed9c) c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1edbi th\u01b0\u01a1ng hi\u1ec7u ho\u1eb7c s\u1ea3n ph\u1ea9m c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3. C\u00f3 3 c\u1ea5p \u0111\u1ed9 ch\u1ee7 y\u1ebfu \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 m\u1ee9c \u0111\u1ed9 brand awareness, bao g\u1ed3m:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8211; <span style=\"color: #017ab7;\"><strong>Top of mind:<\/strong><\/span> th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c nh\u1eadn bi\u1ebft \u0111\u1ea7u ti\u00ean khi nh\u1eafc \u0111\u1ebfn m\u1ed9t ng\u00e0nh h\u00e0ng\/s\u1ea3n ph\u1ea9m n\u00e0o \u0111\u00f3.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8211; <span style=\"color: #017ab7;\"><strong>Spontaneous &#8211; kh\u00f4ng nh\u1eafc m\u00e0 nh\u1edb:<\/strong><\/span> nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c m\u00e0 kh\u00e1ch h\u00e0ng nh\u1edb th\u00eam khi nh\u1eafc \u0111\u1ebfn m\u1ed9t ng\u00e0nh h\u00e0ng\/s\u1ea3n ph\u1ea9m.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8211;<span style=\"color: #017ab7;\"><strong> Promt &#8211; nh\u1eafc \u0111\u1ec3 nh\u1edb:<\/strong> <\/span>nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u b\u1ea1n c\u1ea7n nh\u1eafc \u0111\u1ebfn \u0111\u1ec3 kh\u00e1ch h\u00e0ng nh\u1edb.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u kh\u1ecfe m\u1ea1nh khi m\u1ee9c \u0111\u1ed9 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u cao c\u00f9ng v\u1edbi nh\u1eefng \u0111\u00e1nh gi\u00e1 t\u00edch c\u1ef1c xung quanh th\u01b0\u01a1ng hi\u1ec7u.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">C\u00e1c c\u00f4ng c\u1ee5 tr\u00ean Internet c\u00f3 th\u1ec3 ph\u00e2n t\u00edch nh\u1eefng cu\u1ed9c tr\u00f2 chuy\u1ec7n \u0111\u1ec1 c\u1eadp \u0111\u1ebfn s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n c\u0169ng nh\u01b0 \u01b0\u1edbc t\u00ednh v\u1ec1 s\u1ed1 l\u01b0\u1ee3ng ng\u01b0\u1eddi d\u00f9ng m\u00e0 th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 ti\u1ebfp c\u1eadn th\u00f4ng qua c\u00e1c n\u1ec1n t\u1ea3ng social media nh\u01b0 google search console, social media reach, track mentions,&#8230;<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"32_Share_of_voice\"><\/span><span style=\"font-weight: 400; color: #017ab7;\">3.2. Share of voice<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">M\u1ed9t ch\u1ec9 s\u1ed1 \u0111o l\u01b0\u1eddng s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u quan tr\u1ecdng ch\u00ednh l\u00e0 share of voice (SOV). SOV \u0111o l\u01b0\u1eddng ph\u1ea7n tr\u0103m c\u00e1c cu\u1ed9c tr\u00f2 chuy\u1ec7n \u0111\u01b0\u1ee3c t\u1ea1o ra xoay quanh th\u01b0\u01a1ng hi\u1ec7u hay s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u (ph\u1ea7n tr\u0103m th\u1ecb tr\u01b0\u1eddng m\u00e0 th\u01b0\u01a1ng hi\u1ec7u s\u1edf h\u1eefu) tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng kh\u00e1c nhau so v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c trong c\u00f9ng m\u1ed9t ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng. V\u00ec v\u1eady, c\u00f3 th\u1ec3 n\u00f3i, SOV l\u00e0 m\u1ed9t ch\u1ec9 s\u1ed1 cho ph\u00e9p x\u00e1c \u0111\u1ecbnh v\u1ecb tr\u00ed c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u tr\u00ean th\u1ecb tr\u01b0\u1eddng, t\u1eeb \u0111\u00f3 gi\u00fap b\u1ea1n x\u00e1c \u0111\u1ecbnh s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u tr\u00ean c\u00e1c k\u00eanh marketing kh\u00e1c nhau so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0110\u1ec3 t\u00ednh to\u00e1n t\u1ef7 l\u1ec7 SOV, b\u1ea1n c\u1ea7n xem x\u00e9t c\u00e1c cu\u1ed9c tr\u00f2 chuy\u1ec7n tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng social media, trang tin t\u1ee9c, blog, trang \u0111\u00e1nh gi\u00e1, website v\u00e0 t\u00ednh to\u00e1n t\u1ef7 l\u1ec7 ph\u1ea7n tr\u0103m cu\u1ed9c tr\u00f2 chuy\u1ec7n v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n. B\u1ea1n c\u0169ng c\u00f3 th\u1ec3 t\u00ednh to\u00e1n ph\u1ea7n tr\u0103m cu\u1ed9c tr\u00f2 chuy\u1ec7n v\u1ec1 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh, t\u1eeb \u0111\u00f3 ph\u00e2n t\u00edch v\u00e0 h\u1ecdc h\u1ecfi c\u00e1ch nh\u1eefng \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh th\u00e0nh c\u00f4ng trong vi\u1ec7c qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"33_Brand_reputation\"><\/span><span style=\"font-weight: 400; color: #017ab7;\">3.3. Brand reputation<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<figure id=\"attachment_2826\" aria-describedby=\"caption-attachment-2826\" style=\"width: 512px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-2826\" src=\"https:\/\/hedima.vn\/journey\/wp-content\/uploads\/2021\/09\/unnamed-1.jpg\" alt=\"Danh ti\u1ebfng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 th\u01b0\u1edbc \u0111o \u0111\u00e1nh gi\u00e1 s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u \" width=\"512\" height=\"300\" \/><figcaption id=\"caption-attachment-2826\" class=\"wp-caption-text\">Danh ti\u1ebfng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 th\u01b0\u1edbc \u0111o \u0111\u00e1nh gi\u00e1 s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Kh\u00e1ch h\u00e0ng bi\u1ebft \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u (brand awareness) kh\u00f4ng c\u00f3 ngh\u0129a h\u1ecd th\u00edch hay quan t\u00e2m \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3. V\u00ec v\u1eady, \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 ho\u00e0n ch\u1ec9nh v\u1ec1 s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u, m\u1ed9t ch\u1ec9 s\u1ed1 kh\u00e1c c\u0169ng c\u1ea7n \u0111\u01b0\u1ee3c \u0111o l\u01b0\u1eddng, ch\u00ednh l\u00e0 brand reputation &#8211; danh ti\u1ebfng th\u01b0\u01a1ng hi\u1ec7u. Hi\u1ec3u \u0111\u01a1n gi\u1ea3n brand reputation l\u00e0 c\u00e1ch m\u1ecdi ng\u01b0\u1eddi nh\u00ecn nh\u1eadn v\u1ec1 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u. \u0110\u00f3 l\u00e0 m\u1ee9c \u0111\u1ed9 g\u1eafn k\u1ebft v\u00e0 tin t\u01b0\u1edfng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u khi h\u1ecd \u0111\u00e3 tr\u1ea3i nghi\u1ec7m trong qu\u00e1 tr\u00ecnh mua h\u00e0ng, s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ng\u00e0y nay, trong th\u1eddi k\u1ef3 b\u00f9ng n\u1ed5 th\u00f4ng tin do internet, c\u00e1c ph\u1ea3n h\u1ed3i v\u1ec1 s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng \u0111\u00e3 c\u00f3 th\u1ec3 hi\u1ec3n th\u1ecb v\u00e0 lan truy\u1ec1n tr\u00ean to\u00e0n th\u1ebf gi\u1edbi ch\u1ec9 trong v\u00e0i ph\u00fat. S\u1ef1 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng l\u00e0 ch\u00eca kh\u00f3a t\u1ea1o n\u00ean m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u kh\u1ecfe m\u1ea1nh, tr\u1ef1c ti\u1ebfp \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn danh ti\u1ebfng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. Do \u0111\u00f3, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u00ean th\u1eadn tr\u1ecdng h\u01a1n v\u1edbi m\u1ecdi h\u00e0nh \u0111\u1ed9ng c\u1ee7a h\u1ecd v\u00ec n\u00f3 \u1ea3nh h\u01b0\u1edfng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn uy t\u00edn\/danh ti\u1ebfng tr\u00ean th\u1ecb tr\u01b0\u1eddng v\u00e0 trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"34_Brand_positioning\"><\/span><span style=\"font-weight: 400; color: #017ab7;\">3.4. Brand positioning<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Gi\u00e1o s\u01b0 Philip Kotler \u0111\u00e3 \u0111\u1ecbnh ngh\u0129a brand positioning &#8211; \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 \u201ch\u00e0nh \u0111\u1ed9ng thi\u1ebft k\u1ebf h\u00ecnh \u1ea3nh v\u00e0 s\u1ea3n ph\u1ea9m c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 chi\u1ebfm v\u1ecb tr\u00ed \u0111\u1eb7c bi\u1ec7t trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng tr\u00ean th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau\u201d. N\u00f3i c\u00e1ch kh\u00e1c, \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u ch\u1ee9ng t\u1ecf s\u1ef1 kh\u00e1c bi\u1ec7t c\u1ee7a m\u00ecnh so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh v\u00e0 v\u1ecb tr\u00ed\/c\u00e1ch th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3 hi\u1ec7n di\u1ec7n trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng. S\u1ef1 kh\u00e1c bi\u1ec7t n\u00e0y l\u00e0m t\u0103ng nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u, gi\u00e1 tr\u1ecb truy\u1ec1n th\u00f4ng v\u00e0 m\u1ed9t l\u1ebd t\u1ea5t nhi\u00ean, t\u00e1c \u0111\u1ed9ng l\u1edbn \u0111\u1ebfn doanh thu.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n nh\u1eb1m g\u1eafn k\u1ebft s\u00e2u s\u1eafc v\u1edbi kh\u00e1ch h\u00e0ng b\u1eb1ng nh\u1eefng gi\u00e1 tr\u1ecb m\u00e0 th\u01b0\u01a1ng hi\u1ec7u t\u1ea1o ra. \u0110\u1ecbnh v\u1ecb th\u01b0\u1eddng l\u00e0 l\u00fd do t\u1ea1i sao kh\u00e1ch h\u00e0ng mua m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u1ee5 th\u1ec3 m\u00e0 s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd kh\u00f4ng nh\u1ea5t thi\u1ebft ph\u1ea3i kh\u00e1c bi\u1ec7t so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0110i\u1ec1u g\u00ec l\u00e0m b\u1ea1n kh\u00e1c bi\u1ec7t so v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh? Apple, Tesla v\u00e0 Nike l\u00e0 nh\u1eefng c\u00f4ng ty c\u00f3 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u r\u00f5 r\u00e0ng v\u00e0 truy\u1ec1n t\u1ea3i th\u00f4ng \u0111i\u1ec7p m\u1ed9t c\u00e1ch nh\u1ea5t qu\u00e1n v\u00e0 m\u1ea1nh m\u1ebd. K\u1ebft qu\u1ea3 l\u00e0 kh\u00e1ch h\u00e0ng c\u1ee7a h\u1ecd coi m\u00ecnh nh\u01b0 m\u1ed9t ph\u1ea7n c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. V\u00ed d\u1ee5, ng\u01b0\u1eddi d\u00f9ng Apple tin r\u1eb1ng h\u1ecd lu\u00f4n \u0111\u1ed5i m\u1edbi v\u00e0 \u0111\u1ea7y s\u00e1ng t\u1ea1o, kh\u00e1ch h\u00e0ng c\u1ee7a Tesla \u01b0a chu\u1ed9ng nh\u1eefng s\u1ea3n ph\u1ea9m th\u00e2n thi\u1ec7n v\u1edbi m\u00f4i tr\u01b0\u1eddng v\u00e0 nh\u1eefng ng\u01b0\u1eddi y\u00eau th\u00edch s\u1ea3n ph\u1ea9m c\u1ee7a Nike lu\u00f4n tr\u00e0n \u0111\u1ea7y n\u0103ng l\u01b0\u1ee3ng \u0111\u1ec3 chinh ph\u1ee5c v\u00e0 chi\u1ebfn th\u1eafng m\u1ecdi th\u1eed th\u00e1ch.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"35_Employee_engagement\"><\/span><span style=\"font-weight: 400; color: #017ab7;\">3.5. Employee engagement<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">\u0110\u00e2y c\u00f3 th\u1ec3 l\u00e0 kh\u00eda c\u1ea1nh th\u00e1ch th\u1ee9c nh\u1ea5t m\u00e0 s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n \u0111\u1ed1i m\u1eb7t v\u00e0 \u0111\u00e1nh gi\u00e1. Nh\u00e2n vi\u00ean c\u00e0ng g\u1eafn b\u00f3, th\u01b0\u01a1ng hi\u1ec7u c\u00f3 kh\u1ea3 n\u0103ng c\u00e0ng c\u00f3 nhi\u1ec1u ng\u01b0\u1eddi \u1ee7ng h\u1ed9. Nh\u1eefng ng\u01b0\u1eddi y\u00eau th\u00edch c\u00f4ng vi\u1ec7c c\u1ee7a h\u1ecd th\u01b0\u1eddng c\u00f3 xu h\u01b0\u1edbng chia s\u1ebb \u00fd ki\u1ebfn, s\u1ef1 ki\u1ec7n v\u00e0 c\u1eadp nh\u1eadt c\u1ee7a c\u00f4ng ty n\u01a1i h\u1ecd l\u00e0m vi\u1ec7c l\u00ean c\u00e1c n\u1ec1n t\u1ea3ng social media (\u0111\u1eb7c bi\u1ec7t l\u00e0 LinkedIn).\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"4_Lam_the_nao_de_danh_gia_brand_health\"><\/span><span style=\"font-weight: 400; color: #017ab7;\">4. L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 brand health?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"41_Social_listening_theo_doi_so_luot_de_cap_den_thuong_hieu_va_chi_so_cam_xuc_sentiment_score_tren_mang_xa_hoi\"><\/span><span style=\"font-weight: 400; color: #017ab7;\">4.1. Social listening: theo d\u00f5i s\u1ed1 l\u01b0\u1ee3t \u0111\u1ec1 c\u1eadp \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u v\u00e0 ch\u1ec9 s\u1ed1 c\u1ea3m x\u00fac (sentiment score) tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/hedima.vn\/journey\/social-listening-co-y-nghia-nhu-the-nao\/\">Social listening<\/a> th\u1ec3 hi\u1ec7n m\u1ee9c \u0111\u1ed9 brand awareness, brand reputation v\u00e0 share of voice &#8211; c\u00e1c ch\u1ec9 s\u1ed1 \u0111\u00e1nh gi\u00e1 s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u. T\u1ea5t c\u1ea3 c\u00e1c s\u1ed1 li\u1ec7u n\u00e0y \u0111\u1ec1u \u0111\u01b0\u1ee3c \u0111o l\u01b0\u1eddng tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i (m\u1ea1ng x\u00e3 h\u1ed9i, trang tin t\u1ee9c, blog,&#8230;).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sau khi thu th\u1eadp c\u00e1c cu\u1ed9c tr\u00f2 chuy\u1ec7n \u0111\u1ec1 c\u1eadp \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u, s\u1ea3n ph\u1ea9m, ban l\u00e3nh \u0111\u1ea1o ho\u1eb7c b\u1ea5t k\u1ef3 hashtag c\u00f3 li\u00ean quan, s\u1eed d\u1ee5ng c\u00e1c c\u00f4ng c\u1ee5 ph\u00e2n t\u00edch social listening, cho th\u1ea5y ng\u01b0\u1eddi d\u00f9ng \u0111ang n\u00f3i g\u00ec v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u (t\u00edch c\u1ef1c v\u00e0 ti\u00eau c\u1ef1c), bao g\u1ed3m c\u1ea3 ph\u00e2n t\u00edch ch\u1ec9 s\u1ed1 c\u1ea3m x\u00fac (sentiment score). T\u1eeb \u0111\u00f3, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 \u0111i\u1ec1u ch\u1ec9nh c\u00e1c chi\u1ebfn l\u01b0\u1ee3c qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u ph\u00f9 h\u1ee3p v\u1edbi kh\u00e1ch h\u00e0ng, \u0111\u1ed3ng th\u1eddi, gi\u1ea3i quy\u1ebft k\u1ecbp th\u1eddi c\u00e1c s\u1ef1 c\u1ed1 hay kh\u1ee7ng ho\u1ea3ng truy\u1ec1n th\u00f4ng li\u00ean quan \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"42_Focus_group_va_survey_thu_thap_du_lieu_dinh_tinh_chuyen_sau\"><\/span><span style=\"font-weight: 400; color: #017ab7;\">4.2. Focus group v\u00e0 survey: thu th\u1eadp d\u1eef li\u1ec7u \u0111\u1ecbnh t\u00ednh chuy\u00ean s\u00e2u<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Focus group (nh\u00f3m t\u1eadp trung) v\u00e0 survey l\u00e0 nh\u1eefng ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u \u0111\u1ecbnh t\u00ednh b\u1eb1ng c\u00e1ch t\u1eadp h\u1ee3p m\u1ed9t nh\u00f3m kho\u1ea3ng 8 &#8211; 10 ng\u01b0\u1eddi \u0111\u1ec3 th\u1ea3o lu\u1eadn v\u1ec1 m\u1ed9t ch\u1ee7 \u0111\u1ec1 n\u00e0o \u0111\u00f3.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">B\u1eb1ng vi\u1ec7c thu th\u1eadp d\u1eef li\u1ec7u t\u1eeb 2 ph\u01b0\u01a1ng ph\u00e1p tr\u00ean, b\u1ea1n c\u00f3 th\u1ec3 hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 c\u00e1ch m\u1ecdi ng\u01b0\u1eddi nh\u00ecn nh\u1eadn v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u m\u1ed9t c\u00e1ch ch\u00ednh x\u00e1c. Nh\u1eefng ph\u01b0\u01a1ng ph\u00e1p n\u00e0y c\u0169ng s\u1ebd gi\u00fap b\u1ea1n x\u00e1c \u0111\u1ecbnh s\u1ef1 g\u1eafn b\u00f3 c\u1ee7a nh\u00e2n vi\u00ean (employee engagement) v\u00e0 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u (brand positioning).<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"43_Phan_tich_cac_phan_hoi_tu_khach_hang_xac_dinh_nhu_cau_de_xuat_va_giai_quyet_khieu_nai_cua_khach_hang\"><\/span><span style=\"font-weight: 400; color: #017ab7;\">4.3. Ph\u00e2n t\u00edch c\u00e1c ph\u1ea3n h\u1ed3i t\u1eeb kh\u00e1ch h\u00e0ng: x\u00e1c \u0111\u1ecbnh nhu c\u1ea7u, \u0111\u1ec1 xu\u1ea5t v\u00e0 gi\u1ea3i quy\u1ebft khi\u1ebfu n\u1ea1i c\u1ee7a kh\u00e1ch h\u00e0ng<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Brand reputation (danh ti\u1ebfng th\u01b0\u01a1ng hi\u1ec7u) v\u00e0 brand awareness (m\u1ee9c \u0111\u1ed9 nh\u1eadn bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u) \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng b\u1edfi kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau b\u1eb1ng c\u00e1ch chia s\u1ebb nh\u1eefng c\u1ea3m nh\u1eadn c\u1ee7a h\u1ecd v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0110\u1ec3 thu th\u1eadp ph\u1ea3n h\u1ed3i c\u1ee7a kh\u00e1ch h\u00e0ng, h\u1ea7u h\u1ebft c\u00e1c c\u00f4ng ty th\u1ef1c hi\u1ec7n ph\u1ecfng v\u1ea5n ng\u01b0\u1eddi d\u00f9ng. Vi\u1ec7c n\u00e0y cung c\u1ea5p cho c\u00e1c marketer nh\u1eefng hi\u1ec3u bi\u1ebft chi ti\u1ebft v\u1ec1 s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u. B\u1ea1n c\u00f3 th\u1ec3 nh\u1eadn \u0111\u01b0\u1ee3c th\u00f4ng tin v\u1ec1 nh\u1eefng g\u00ec kh\u00e1ch h\u00e0ng th\u00edch v\u00e0 kh\u00f4ng th\u00edch v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u, nh\u1eadn th\u1ee9c c\u1ee7a h\u1ecd v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 thay \u0111\u1ed5i nh\u01b0 th\u1ebf n\u00e0o theo th\u1eddi gian, l\u00fd do t\u1ea1i sao h\u1ecd ch\u1ecdn th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n ch\u1ee9 kh\u00f4ng ph\u1ea3i th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh,&#8230;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0110\u1ec3 thu th\u1eadp ph\u1ea3n h\u1ed3i c\u1ee7a kh\u00e1ch h\u00e0ng, b\u1ea1n c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng c\u00e1c bi\u1ec3u m\u1eabu ph\u1ea3n h\u1ed3i \u0111\u01a1n gi\u1ea3n ho\u1eb7c th\u1ef1c hi\u1ec7n c\u00e1c cu\u1ed9c ph\u1ecfng v\u1ea5n chuy\u00ean s\u00e2u. T\u1ed1t nh\u1ea5t, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u00ean th\u1ef1c hi\u1ec7n c\u1ea3 hai ph\u01b0\u01a1ng ph\u00e1p v\u00e0 duy tr\u00ec m\u1ed9t c\u00e1ch th\u01b0\u1eddng xuy\u00ean, tuy nhi\u00ean, m\u1ed9t khuy\u1ebft \u0111i\u1ec3m c\u1ee7a h\u00ecnh th\u1ee9c n\u00e0y ch\u00ednh l\u00e0 \u0111\u00f2i h\u1ecfi c\u1ea7n r\u1ea5t nhi\u1ec1u ngu\u1ed3n l\u1ef1c.<\/span><\/p>\n<div class=\"bg-margin-for-link\"><input type='hidden' bg_collapse_expand='6a2a03cf1cfdc7026705346' value='6a2a03cf1cfdc7026705346'><input type='hidden' id='bg-show-more-text-6a2a03cf1cfdc7026705346' value='T\u00e0i li\u1ec7u tham kh\u1ea3o'><input type='hidden' id='bg-show-less-text-6a2a03cf1cfdc7026705346' value='Show Less'><a id='bg-showmore-action-6a2a03cf1cfdc7026705346' class='bg-showmore-plg-link bg-arrow '  style=\" color:#017ab7;;\" href='#'>T\u00e0i li\u1ec7u tham kh\u1ea3o<\/a><div id='bg-showmore-hidden-6a2a03cf1cfdc7026705346' >\n<ol>\n<li><a href=\"https:\/\/www.searchenginewatch.com\/2020\/07\/24\/seven-brand-health-metrics-and-how-to-measure-them\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">https:\/\/www.searchenginewatch.com\/2020\/07\/24\/seven-brand-health-metrics-and-how-to-measure-them\/<\/span><\/a><\/li>\n<li><a href=\"https:\/\/www.crowdspring.com\/blog\/brand-health\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">https:\/\/www.crowdspring.com\/blog\/brand-health\/<\/span><\/a><\/li>\n<li><a href=\"https:\/\/awario.com\/blog\/brand-health\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">https:\/\/awario.com\/blog\/brand-health\/<\/span><\/a><\/li>\n<li><a href=\"https:\/\/www.customermonitor.com\/how-to-track-measure-and-improve-your-brand-health\" rel=\"nofollow noopener\" target=\"_blank\"><span style=\"font-weight: 400\">https:\/\/www.customermonitor.com\/how-to-track-measure-and-improve-your-brand-health<\/span><\/a><\/li>\n<\/ol>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>V\u1ea5n \u0111\u1ec1 \u0111\u01b0\u1ee3c \u0111\u1eb7t ra \u0111\u1ed1i v\u1edbi nh\u1eefng ng\u01b0\u1eddi l\u00e0m brand l\u00e0 hi\u1ec3u r\u00f5 s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u (brand health) c\u1ee7a m\u00ecnh nh\u01b0 th\u1ebf n\u00e0o so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh hay th\u1eadm ch\u00ed l\u00e0 s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u1ed9t nh\u00e3n h\u00e0ng so v\u1edbi c\u00e1c nh\u00e3n h\u00e0ng kh\u00e1c trong c\u00f9ng m\u1ed9t c\u00f4ng ty.<\/p>\n","protected":false},"author":13,"featured_media":2828,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6],"tags":[27,34],"class_list":["post-2825","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-all-about-marketing","tag-branding-marketing","tag-chien-luoc-marketing"],"acf":[],"_links":{"self":[{"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/posts\/2825","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=2825"}],"version-history":[{"count":0,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/posts\/2825\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/media\/2828"}],"wp:attachment":[{"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/media?parent=2825"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/categories?post=2825"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/tags?post=2825"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}