{"id":2847,"date":"2021-07-26T10:57:24","date_gmt":"2021-07-26T03:57:24","guid":{"rendered":"https:\/\/blog.youre.vn\/?p=2847"},"modified":"2026-01-06T10:21:55","modified_gmt":"2026-01-06T03:21:55","slug":"lovemark-dau-an-cua-tinh-yeu-thuong-hieu","status":"publish","type":"post","link":"https:\/\/blog.youre.org.vn\/en\/lovemark-dau-an-cua-tinh-yeu-thuong-hieu\/","title":{"rendered":"“Lovemark” – D\u1ea5u \u1ea5n c\u1ee7a t\u00ecnh y\u00eau th\u01b0\u01a1ng hi\u1ec7u"},"content":{"rendered":"

\u201cLovemark\u201d t\u1ea1o ra s\u1ef1 trung th\u00e0nh m\u00e0 kh\u00f4ng c\u1ea7n l\u00fd do.<\/strong><\/p>\n\n\n\n

Khi b\u1ea1n b\u1eaft tay v\u00e0o x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u<\/a> ph\u1ea3i ch\u0103ng b\u1ea1n mong mu\u1ed1n \u201c\u0111\u1ee9a con y\u00eau\u201d c\u1ee7a m\u00ecnh tr\u1edf n\u00ean t\u1ecfa s\u00e1ng n\u1ed5i b\u1eadt \u0111\u00fang kh\u00f4ng? Kh\u00f4ng ch\u1ec9 m\u1ed7i b\u1ea1n, b\u1ea5t c\u1ee9 ai l\u00e0m kinh doanh c\u0169ng \u0111\u1ec1u ngh\u0129 v\u1ec1 \u0111i\u1ec1u \u0111\u00f3.  <\/p>\n\n\n\n

\u0110\u1ec3 g\u1ecdi t\u00ean cho m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c y\u00eau th\u00edch, Kevin Roberts<\/a> (CEO c\u1ee7a Saatchi & Saatchi – t\u1eadp \u0111o\u00e0n qu\u1ea3ng c\u00e1o h\u00e0ng \u0111\u1ea7u th\u1ebf gi\u1edbi) \u0111\u00e3 \u0111\u01b0a ra kh\u00e1i ni\u1ec7m \u201clovemark\u201d. T\u00f4i cho r\u1eb1ng \u0111\u00e2y l\u00e0 giai \u0111o\u1ea1n quan tr\u1ecdng \u0111\u1ec3 ch\u1ea1m \u0111\u1ebfn \u0111\u1ec9nh cao c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.\u00a0<\/p>\n\n\n\n

H\u1ea7u h\u1ebft, ch\u00fang ta s\u1ebd t\u1eadp trung cho trademark – nh\u00e3n hi\u1ec7u, brand – th\u01b0\u01a1ng hi\u1ec7u v\u00e0 trustmark – t\u00edn hi\u1ec7u nhi\u1ec1u h\u01a1n. Nhi\u1ec1u nh\u00e0 kinh doanh ch\u1ec9 li\u00ean t\u01b0\u1edfng \u0111\u1ebfn \u201clovemark\u201d khi h\u1ecd \u0111\u00e3 \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ed9t gi\u1edbi h\u1ea1n n\u00e0o \u0111\u00f3, m\u1ed9t v\u1ecb th\u1ebf \u1ed5n \u0111\u1ecbnh, h\u1ecd m\u1edbi suy t\u00ednh \u0111\u1ebfn vi\u1ec7c ph\u00e1t tri\u1ec3n l\u00e2u d\u00e0i. B\u1edfi l\u1ebd, c\u00f3 nhi\u1ec1u c\u00f4ng ty m\u1edbi ra \u0111\u1eddi kh\u00f4ng m\u1ea5y \u0111\u1ec3 \u00fd \u0111\u1ebfn vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u, l\u00e0m sao \u0111\u1ee7 \u0103n, s\u1ed1ng s\u00f3t v\u00e0 t\u1ed3n t\u1ea1i \u0111\u00e3 l\u00e0 m\u1ed9t b\u00e0i to\u00e1n kh\u00f3. Tuy nhi\u00ean, b\u00ean c\u1ea1nh \u0111\u00f3 v\u1eabn c\u00f3 c\u00e1c doanh nh\u00e2n t\u1eeb s\u1edbm \u0111\u00e3 ho\u1ea1ch \u0111\u1ecbnh ra chi\u1ebfn l\u01b0\u1ee3c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u \u0111i k\u00e8m v\u1edbi h\u00e0nh tr\u00ecnh ki\u1ebfn t\u1ea1o doanh nghi\u1ec7p. V\u00e0 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u tr\u1edf th\u00e0nh lovemark l\u00e0 xu h\u01b0\u1edbng \u0111ang \u0111\u01b0\u1ee3c nhi\u1ec1u doanh nghi\u1ec7p tri\u1ec3n khai.<\/p>\n\n\n\n

\u201cLovemark\u201d v\u1edbi c\u00e1i t\u00ean th\u00e2n m\u1eadt \u201cth\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c y\u00eau\u201d ch\u1ec9 nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng y\u00eau m\u1ebfn, nh\u1eadn bi\u1ebft, ch\u1ecdn l\u1ef1a v\u00e0 ghi nh\u1edb th\u00f4ng qua c\u1ea3m x\u00fac, kh\u00e1c bi\u1ec7t so v\u1edbi trademark, brand hay trustmark ch\u1ee7 y\u1ebfu d\u1ef1a v\u00e0o l\u00fd tr\u00ed.<\/p>\n\n\n\n

V\u1eady t\u1ea1i sao l\u1ea1i c\u00f3 t\u00ecnh y\u00eau trong kinh doanh? C\u00f3 bao gi\u1edd b\u1ea1n qu\u00e1 cu\u1ed3ng m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u v\u00e0 ch\u1ec9 s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m \u0111\u1ebfn t\u1eeb th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3 \u0111\u1ed1i v\u1edbi m\u1ed9t ng\u00e0nh h\u00e0ng nh\u1ea5t \u0111\u1ecbnh kh\u00f4ng? Kh\u00f4ng bi\u1ebft c\u00e1c b\u1ea1n nh\u01b0 th\u1ebf n\u00e0o nh\u01b0ng t\u00f4i \u0111\u01b0\u1ee3c c\u00e1i t\u00ednh \u201ck\u1ef3\u201d, h\u1ec5 m\u00e0 th\u00edch th\u01b0\u01a1ng hi\u1ec7u n\u00e0o r\u1ed3i d\u00f9 n\u00f3 c\u00f3 \u0111\u1eaft, c\u00f3 kh\u00f3 mua \u0111\u1ebfn \u0111\u00e2u c\u0169ng nh\u1ea5t \u0111\u1ecbnh ph\u1ea3i s\u0103n cho b\u1eb1ng \u0111\u01b0\u1ee3c v\u00e0 d\u1ea7n d\u1ea7n tr\u1edf th\u00e0nh fan cu\u1ed3ng lu\u00f4n. B\u1edfi l\u1ebd, lovemark t\u1ea1o ra s\u1ef1 trung th\u00e0nh m\u00e0 kh\u00f4ng c\u1ea7n l\u00fd do. \u0110i\u1ec1u n\u00e0y r\u1ea5t d\u1ec5 th\u1ea5y, v\u1edbi d\u00f2ng \u0111i\u1ec7n tho\u1ea1i iPhone c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u Apple, m\u1ed7i khi ra phi\u00ean b\u1ea3n m\u1edbi d\u00f9 gi\u00e1 th\u00e0nh so v\u1edbi thu nh\u1eadp b\u00ecnh qu\u00e2n c\u1ee7a ng\u01b0\u1eddi d\u00e2n Vi\u1ec7t Nam l\u00e0 r\u1ea5t \u0111\u1eaft nh\u01b0ng nh\u1eefng t\u00edn \u0111\u1ed3 iPhone s\u1eb5n s\u00e0ng chi ngay \u0111\u1ec3 t\u1eadu cho m\u00ecnh. Hay h\u1ecfi b\u1ea3n th\u00e2n sao ch\u1ec9 \u0103n ph\u1edf H\u00e0 N\u1ed9i, ch\u1ecdn u\u1ed1ng s\u1eefa Vinamilk, d\u00f9ng bia S\u00e0i G\u00f2n, ch\u1ea1y xe c\u1ee7a Honda,… m\u00e0 kh\u00f4ng d\u00f9ng c\u1ee7a h\u00e3ng kh\u00e1c. T\u1ea5t c\u1ea3 kh\u00f3 c\u00f3 th\u1ec3 l\u00fd gi\u1ea3i \u0111\u01b0\u1ee3c b\u1eb1ng l\u00fd tr\u00ed. Khi ai \u0111\u00f3 h\u1ecfi t\u00f4i c\u00e2u v\u00ec sao t\u00f4i ch\u1ec9 tr\u1ea3 l\u1eddi hai t\u1eeb \u0111\u01a1n gi\u1ea3n: \u201cT\u00f4i th\u00edch\u201d. \u0110\u1ea5y ch\u00ednh l\u00e0 s\u1ee9c m\u1ea1nh c\u1ee7a lovemark. N\u00f3 c\u00f3 th\u1ec3 khi\u1ebfn nh\u1eefng ng\u01b0\u1eddi c\u1ea3m th\u1ea5y b\u1ef1c b\u1ed9i khi t\u1ed1n h\u01a1n m\u1ed9t ph\u00fat ch\u1edd \u0111\u00e8n giao th\u00f4ng \u1edf th\u00e0nh ph\u1ed1 l\u1ea1i ch\u1ea5p nh\u1eadn b\u1ecf h\u00e0ng gi\u1edd \u0111\u1ed3ng h\u1ed3 x\u1ebfp h\u00e0ng \u0111\u1ec3 mua s\u1ea3n ph\u1ea9m m\u00e0 kh\u00f4ng m\u1ed9t l\u1eddi than v\u00e3n th\u1eadm ch\u00ed c\u00f2n c\u1ea3m th\u1ea5y r\u1ea5t vui. <\/p>\n\n\n\n

M\u1ed9t nh\u00e0 th\u1ea7n kinh h\u1ecdc n\u1ed5i ti\u1ebfng \u0111\u00e3 t\u1eebng cho r\u1eb1ng: \u201cCon ng\u01b0\u1eddi b\u1ecb th\u00fac \u0111\u1ea9y b\u1edfi t\u00ecnh c\u1ea3m ch\u1ee9 kh\u00f4ng b\u1edfi l\u00fd tr\u00ed. T\u00ecnh c\u1ea3m d\u1eabn t\u1edbi h\u00e0nh \u0111\u1ed9ng c\u00f2n l\u00fd tr\u00ed ch\u1ec9 d\u1eabn t\u1edbi k\u1ebft lu\u1eadn\u201d. Ng\u01b0\u1eddi Vi\u1ec7t ch\u00fang ta l\u1ea1i c\u00e0ng duy c\u1ea3m. <\/p>\n\n\n\n

Trong n\u1ec1n Marketing hi\u1ec7n \u0111\u1ea1i, b\u1ed1i c\u1ea3nh k\u1ef9 thu\u1eadt s\u1ed1 v\u00e0 th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed tr\u1edf n\u00ean ph\u1ed5 bi\u1ebfn, ph\u00f9 h\u1ee3p, hi\u1ec7u qu\u1ea3 nh\u01b0 th\u01b0\u1edbc \u0111o kho\u1ea3ng c\u00e1ch x\u00e3 h\u1ed9i gi\u1eefa c\u00e1c doanh nh\u00e2n, doanh nghi\u1ec7p. N\u1ebfu hai ho\u1eb7c nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u cung c\u1ea5p v\u1ec1 c\u01a1 b\u1ea3n c\u00f9ng m\u1ed9t s\u1ea3n ph\u1ea9m v\u00e0 \u0111\u00e1p \u1ee9ng c\u00f9ng m\u1ed9t nhu c\u1ea7u, t\u1ea1i sao m\u1ecdi ng\u01b0\u1eddi l\u1ea1i th\u00edch th\u01b0\u01a1ng hi\u1ec7u n\u00e0y h\u01a1n th\u01b0\u01a1ng hi\u1ec7u kia? M\u1eb7c d\u00f9 s\u1ea3n ph\u1ea9m t\u1ed1t l\u00e0 y\u1ebfu t\u1ed1 quan tr\u1ecdng h\u00e0ng \u0111\u1ea7u trong vi\u1ec7c t\u1ea1o ra s\u1ef1 kh\u00e1c bi\u1ec7t n\u00e0y, nh\u01b0ng c\u1ea3m x\u00fac v\u00e0 c\u1ea3m nh\u1eadn m\u1edbi l\u00e0 y\u1ebfu t\u1ed1 quy\u1ebft \u0111\u1ecbnh v\u00e0 \u0111\u00f3ng vai tr\u00f2 quan tr\u1ecdng trong s\u1ef1 l\u1ef1a ch\u1ecdn c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. V\u1edbi th\u1eddi \u0111\u1ea1i kinh t\u1ebf s\u1ed1, vi\u1ec7c t\u0103ng gi\u00e1 tr\u1ecb c\u1ea3m nh\u1eadn \u0111\u01b0\u1ee3c nh\u00e2n b\u1ea3n r\u1ed9ng khi s\u1eed d\u1ee5ng ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i. Sau \u0111\u00e2y l\u00e0 3 c\u00e1ch bi\u1ebfn th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh \u201clovemark\u201d th\u00f4ng qua m\u1ea1ng x\u00e3 h\u1ed9i:<\/p>\n\n\n\n

1. Nh\u1edd ng\u01b0\u1eddi n\u1ed5i ti\u1ebfng t\u1ea1o s\u1ee9c h\u00fat cho th\u01b0\u01a1ng hi\u1ec7u (Influencer Marketing)<\/strong><\/h2>\n\n\n\n

Kh\u00f4ng th\u1ec3 ph\u1ee7 nh\u1eadn t\u1ed1c \u0111\u1ed9 ph\u00e1t tri\u1ec3n nhanh ch\u00f3ng c\u1ee7a m\u1ea1ng x\u00e3 h\u1ed9i, vi\u1ec7c \u0111\u00f3 \u0111\u1ed3ng ngh\u0129a c\u00e1c Influencer xu\u1ea5t hi\u1ec7n c\u00e0ng nhi\u1ec1u v\u00e0 \u0111\u1ed9 ph\u1ee7 s\u00f3ng cao tr\u00ean News feed. \u0110i\u1ec1u \u0111\u00f3 khi\u1ebfn h\u1ecd \u0111\u1ebfn g\u1ea7n h\u01a1n v\u1edbi c\u1ed9ng \u0111\u1ed3ng ng\u01b0\u1eddi h\u00e2m m\u1ed9. V\u1edbi m\u1ed9t ng\u00f4i sao ch\u1ec9 c\u1ea7n m\u1ed9t t\u1ea5m \u1ea3nh selfie hay th\u1eadm ch\u00ed m\u1ed9t d\u00f2ng status ng\u1eafn c\u0169ng nh\u1eadn \u0111\u01b0\u1ee3c s\u1ef1 quan t\u00e2m cao \u0111\u1ed9 t\u1eeb m\u1ecdi ng\u01b0\u1eddi hi\u1ec3n nhi\u00ean \u0111\u1ed9 t\u01b0\u01a1ng t\u00e1c c\u1ee7a h\u1ecd c\u0169ng t\u0103ng theo c\u1ea5p s\u1ed1. <\/p>\n\n\n\n

S\u1ef1 y\u00eau m\u1ebfn, h\u00e2m m\u1ed9 c\u1ee7a m\u1ecdi ng\u01b0\u1eddi \u0111\u1ed1i v\u1edbi nh\u1eefng c\u00e1 nh\u00e2n n\u00e0y c\u0169ng c\u00f3 th\u1ec3 t\u1ea1o ra s\u1ee9c h\u00fat \u0111\u1eb7c bi\u1ec7t cho th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n. \u0110\u00f3 l\u00e0 minh ch\u1ee9ng v\u00ec sao hi\u1ec7n nay c\u00e1c ng\u00f4i sao t\u1eeb ca s\u0129, di\u1ec5n vi\u00ean, ng\u01b0\u1eddi m\u1eabu, c\u1ea7u th\u1ee7 b\u00f3ng \u0111\u00e1,… \u0111\u1ec1u \u0111\u01b0\u1ee3c m\u1eddi \u0111\u00f3ng qu\u1ea3ng c\u00e1o s\u1ea3n ph\u1ea9m. M\u1ee9c \u0111\u1ed9 n\u1ed5i ti\u1ebfng, hot c\u1ee7a g\u01b0\u01a1ng m\u1eb7t \u0111\u1ea1i di\u1ec7n ngay th\u1eddi \u0111i\u1ec3m b\u1ea1n \u0111ang qu\u1ea3ng c\u00e1o s\u1ebd t\u1ec9 l\u1ec7 thu\u1eadn v\u1edbi m\u1ee9c \u0111\u1ed9 ti\u1ebfp c\u1eadn c\u1ee7a kh\u00e1ch h\u00e0ng. Ng\u01b0\u1eddi kinh doanh g\u1ecdi \u0111\u00e2y l\u00e0 chi\u1ebfn thu\u1eadt Influencer Marketing. Ng\u01b0\u1eddi n\u1ed5i ti\u1ebfng kh\u00f4ng ch\u1ec9 gi\u00fap lan t\u1ecfa h\u00ecnh \u1ea3nh t\u1edbi c\u00f4ng ch\u00fang, l\u00e0 \u201cqu\u00e2n c\u1edd\u201d t\u1ea1o n\u00ean s\u1ef1 kh\u00e1c bi\u1ec7t m\u00e0 c\u00f2n t\u0103ng ni\u1ec1m tin v\u00e0 s\u1ef1 \u1ee7ng h\u1ed9 c\u1ee7a kh\u00e1ch h\u00e0ng. <\/p>\n\n\n\n

Nh\u1eafc \u0111\u1ebfn \u0111\u1ea1i s\u1ee9 th\u01b0\u01a1ng hi\u1ec7u OPPO ch\u00fang ta li\u1ec1n ngh\u0129 ngay \u0111\u1ebfn S\u01a1n T\u00f9ng M-TP.\u00a0N\u0103m 2013-2015 l\u00e0 th\u1eddi \u0111i\u1ec3m S\u01a1n T\u00f9ng M-TP n\u1ed5i l\u00ean nh\u01b0 m\u1ed9t hi\u1ec7n t\u01b0\u1ee3ng c\u1ee7a th\u1ecb tr\u01b0\u1eddng \u00e2m nh\u1ea1c Vi\u1ec7t v\u00e0 ch\u00ednh l\u00fac \u0111\u00f3 OPPO \u0111\u00e3 \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh m\u1eddi anh qu\u1ea3ng c\u00e1o cho chi\u1ebfc \u0111i\u1ec7n tho\u1ea1i OPPO F1s ra m\u1eaft v\u00e0o th\u00e1ng 8\/2016. V\u00e0 s\u1ef1 th\u1eadt n\u0103m \u0111\u00f3 chi\u1ebfc \u0111i\u1ec7n tho\u1ea1i n\u00e0y b\u00f9ng n\u1ed5 nh\u01b0 m\u1ed9t con s\u1ed1t v\u00e0 lan t\u1ecfa nhanh ch\u00f3ng trong th\u1ecb tr\u01b0\u1eddng, \u0111i \u0111\u1ebfn \u0111\u00e2u c\u0169ng th\u1ea5y h\u00ecnh \u1ea3nh c\u1ee7a S\u01a1n T\u00f9ng M-TP g\u1eafn li\u1ec1n v\u1edbi chi\u1ebfc \u0111i\u1ec7n tho\u1ea1i OPPO t\u1eeb Internet, TV, banner ngo\u00e0i \u0111\u01b0\u1eddng,\u2026 Ch\u00ednh nh\u1edd \u0111\u1ea1i s\u1ee9 OPPO S\u01a1n T\u00f9ng M-TP \u0111\u00e3 \u0111\u01b0a chi\u1ebfc F1s l\u00ean top nh\u1eefng chi\u1ebfc smartphone b\u00e1n ch\u1ea1y nh\u1ea5t 2016, v\u01b0\u1ee3t c\u1ea3 m\u1eb7t \u00f4ng l\u1edbn Samsung.<\/p>\n\n\n\n

2. T\u1ef1 t\u1ea1o ra c\u1ea3m x\u00fac t\u1eeb ch\u00ednh th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh<\/strong><\/h2>\n\n\n\n

C\u00f3 r\u1ea5t nhi\u1ec1u doanh nghi\u1ec7p ch\u1ec9 s\u1eed d\u1ee5ng m\u1ea1ng x\u00e3 h\u1ed9i \u0111\u1ec3 \u0111\u0103ng nh\u1eefng th\u00f4ng tin s\u1ea3n ph\u1ea9m, ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u00e3i, c\u00e1c gi\u1ea3i th\u01b0\u1edfng m\u00e0 doanh nghi\u1ec7p \u0111\u1ea1t \u0111\u01b0\u1ee3c ho\u1eb7c \u0111\u1ed1i v\u1edbi c\u00e1 nh\u00e2n ch\u1ec9 \u0111\u0103ng t\u1ea3i v\u1ec1 nh\u1eefng s\u1edf th\u00edch, nh\u1eefng t\u1ea5m gi\u1ea5y khen m\u00e0 m\u00ecnh c\u00f3. \u0110i\u1ec1u n\u00e0y th\u1ef1c ra ch\u1ec9 c\u1ea7n thi\u1ebft \u0111\u1ec3 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u, ch\u1ee9 ch\u01b0a \u201c\u0111\u1ee7\u201d \u0111\u1ec3 ph\u00e1t tri\u1ec3n l\u00e2u d\u00e0i. B\u1edfi nh\u1eefng c\u00e1ch truy\u1ec1n t\u1ea3i n\u1ed9i dung nh\u01b0 v\u1eady kh\u00f4ng t\u1ea1o ra gi\u00e1 tr\u1ecb c\u1ea3m x\u00fac cho ng\u01b0\u1eddi ti\u1ebfp c\u1eadn. N\u00f3i c\u00e1ch kh\u00e1c, \u0111\u00f3 ch\u1ec9 m\u1edbi l\u00e0 trademark, l\u00e0 brand, l\u00e0 trustmark ch\u1ee9 ch\u01b0a th\u1ec3 l\u00e0 lovemark.<\/p>\n\n\n\n

C\u00e1c th\u01b0\u01a1ng hi\u1ec7u nu\u00f4i d\u01b0\u1ee1ng th\u00e0nh c\u00f4ng l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng kh\u00f4ng ch\u1ec9 t\u1eadp trung v\u00e0o vi\u1ec7c c\u00f3 m\u1ed9t s\u1ea3n ph\u1ea9m ch\u1ea5t l\u01b0\u1ee3ng. H\u1ecd \u0111\u00e3 ch\u1ecdn c\u00e1ch t\u1ea1o ra m\u1ed9t c\u00e2u chuy\u1ec7n (brand story) kh\u01a1i g\u1ee3i c\u1ea3m x\u00fac v\u00e0 in s\u00e2u trong nh\u1eadn th\u1ee9c kh\u00e1ch h\u00e0ng. \u0110\u00f3 ch\u00ednh l\u00e0 l\u00f2ng trung th\u00e0nh th\u01b0\u01a1ng hi\u1ec7u (brand loyalty). \u0110\u1ed1i v\u1edbi Apple, \u0111\u00f3 l\u00e0 1000 songs in your pocket (1.000 b\u00e0i h\u00e1t trong t\u00fai c\u1ee7a b\u1ea1n)<\/em>, \u0111\u1ed1i v\u1edbi Nike, \u0111\u00f3 l\u00e0 Just do it (C\u1ee9 l\u00e0m \u0111i)<\/em> v\u00e0 \u0111\u1ed1i v\u1edbi Red Bull, \u0111\u00f3 l\u00e0 Gives you wings (Cho b\u1ea1n \u0111\u00f4i c\u00e1nh)<\/em>.<\/p>\n\n\n\n

G\u1ea7n h\u01a1n v\u1edbi th\u01b0\u01a1ng hi\u1ec7u Vi\u1ec7t C\u00e0 ph\u00ea Trung Nguy\u00ean, c\u00f3 th\u1ec3 nh\u1eadn th\u1ea5y t\u1eadp \u0111o\u00e0n n\u00e0y ch\u1ec9 \u0111\u0103ng t\u1ea3i 2-3 b\u00e0i\/ng\u00e0y nh\u01b0ng s\u1ef1 th\u1eadt v\u1eabn thu h\u00fat l\u01b0\u1ee3t ti\u1ebfp c\u1eadn t\u1eeb ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 \u0111\u01b0\u1ee3c tin c\u1eady cao. \u0110\u1eb7ng L\u00ea Nguy\u00ean V\u0169 x\u00e2y d\u1ef1ng h\u00ecnh \u1ea3nh Trung Nguy\u00ean mang \u0111\u1eadm n\u00e9t v\u0103n h\u00f3a d\u00e2n t\u1ed9c, t\u1eeb ly t\u00e1ch, b\u00e0n gh\u1ebf, m\u00e0u s\u1eafc b\u1ea3ng hi\u1ec7u \u0111\u1ebfn \u0111\u1ed3ng ph\u1ee5c, cung c\u00e1ch ph\u1ee5c v\u1ee5,\u2026 T\u1eeb \u0111\u00f3 tr\u1edf th\u00e0nh ni\u1ec1m t\u1ef1 h\u00e0o c\u1ee7a ng\u01b0\u1eddi d\u00e2n Vi\u1ec7t Nam v\u1ec1 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c th\u1ed5i h\u1ed3n d\u00e2n t\u1ed9c v\u00e0o t\u1eebng chi ti\u1ebft nh\u1ecf. B\u00ean c\u1ea1nh \u0111\u00f3, Trung Nguy\u00ean \u0111\u01b0a v\u00e0o th\u01b0\u01a1ng hi\u1ec7u nh\u1eefng c\u1ea3m x\u00fac tr\u00e1ch nhi\u1ec7m x\u00e3 h\u1ed9i, tr\u00e1ch nhi\u1ec7m c\u1ed9ng \u0111\u1ed3ng, tr\u00e1ch nhi\u1ec7m qu\u1ed1c gia v\u1edbi h\u00e0ng lo\u1ea1t c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh trong \u0111\u00f3 c\u00f3 th\u1ec3 k\u1ec3 \u0111\u1ebfn c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh d\u00e0nh cho th\u1ebf h\u1ec7 thanh ni\u00ean – th\u1ebf h\u1ec7 ch\u1ee7 l\u1ef1c ki\u1ebfn t\u1ea1o t\u01b0\u01a1ng lai Vi\u1ec7t Nam nh\u01b0 qu\u1ef9 \u201cKh\u01a1i ngu\u1ed3n s\u00e1ng t\u1ea1o\u201d, kh\u1edfi \u0111\u1ed9ng Di\u1ec5n \u0111\u00e0n \u201cN\u01b0\u1edbc Vi\u1ec7t ta nh\u1ecf hay kh\u00f4ng nh\u1ecf\u201d,…<\/p>\n\n\n\n

Kh\u00e1ch h\u00e0ng l\u1ef1a ch\u1ecdn C\u00e0 ph\u00ea Trung Nguy\u00ean kh\u00f4ng \u0111\u01a1n thu\u1ea7n ch\u1ec9 l\u00e0 ch\u1ea5t l\u01b0\u1ee3ng ngon m\u00e0 \u1edf \u0111\u00f3 c\u00f2n c\u00f3 ni\u1ec1m t\u1ef1 h\u00e0o d\u00e2n t\u1ed9c k\u00e8m theo nh\u1eefng c\u00e2u chuy\u1ec7n c\u1ea3m x\u00fac, nh\u1eefng gi\u00e1 tr\u1ecb m\u00e0 th\u01b0\u01a1ng hi\u1ec7u n\u00e0y mang l\u1ea1i. N\u1eef thi s\u0129 ng\u01b0\u1eddi M\u1ef9, Maya Angelou n\u00f3i: \u201cNg\u01b0\u1eddi ta c\u00f3 th\u1ec3 qu\u00ean t\u1ea5t c\u1ea3 nh\u1eefng g\u00ec b\u1ea1n n\u00f3i, ng\u01b0\u1eddi ta c\u00f3 th\u1ec3 qu\u00ean t\u1ea5t c\u1ea3 nh\u1eefng g\u00ec b\u1ea1n l\u00e0m nh\u01b0ng \u0111i\u1ec1u b\u1ea1n l\u00e0m cho ng\u01b0\u1eddi ta x\u00fac c\u1ea3m th\u00ec ng\u01b0\u1eddi ta s\u1ebd kh\u00f4ng bao gi\u1edd qu\u00ean\u201d.<\/p>\n\n\n\n

3. T\u0103ng s\u1ef1 \u0103n \u00fd c\u1ee7a kh\u00e1ch h\u00e0ng – s\u1ee9c m\u1ea1nh \u0111\u00e1nh gi\u00e1 t\u1eeb ng\u01b0\u1eddi d\u00f9ng<\/strong><\/h2>\n\n\n\n

V\u1edbi t\u00e2m l\u00fd chung c\u1ee7a con ng\u01b0\u1eddi, tr\u01b0\u1edbc khi \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh c\u00f3 mua s\u1ea3n ph\u1ea9m \u0111\u00f3 hay kh\u00f4ng th\u00ec ph\u1ea3i t\u1ed1n r\u1ea5t nhi\u1ec1u th\u1eddi gian \u0111\u1ec3 nghi\u00ean c\u1ee9u v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m, nh\u1eefng feedback t\u1eeb kh\u00e1ch h\u00e0ng \u0111\u00e3 t\u1eebng s\u1eed d\u1ee5ng. V\u1edbi t\u00f4i, n\u1ebfu m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u qu\u00e1 \u00edt \u0111\u00e1nh gi\u00e1, nh\u1eadn x\u00e9t ho\u1eb7c c\u00f3 b\u00ecnh lu\u1eadn kh\u00f4ng t\u00edch c\u1ef1c t\u00f4i s\u1ebd \u0111\u1eafn \u0111o r\u1ea5t nhi\u1ec1u v\u00e0 c\u00f3 th\u1ec3 t\u00f4i s\u1ebd kh\u00f4ng ch\u1ecdn th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3. <\/p>\n\n\n\n

V\u00ec th\u1ebf, c\u1ea7n k\u1ebft h\u1ee3p ph\u1ea7n \u0111\u00e1nh gi\u00e1 v\u00e0o c\u00e1c ph\u01b0\u01a1ng di\u1ec7n truy\u1ec1n th\u00f4ng c\u1ee7a b\u1ea1n. B\u1edfi, t\u1ea1i \u0111\u00e2y, ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 th\u1ec3 th\u1ea5y \u00fd ki\u1ebfn \u200b\u200bth\u1ef1c s\u1ef1 c\u1ee7a ai \u0111\u00f3 \u0111\u00e3 mua s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a b\u1ea1n v\u00e0 \u0111i\u1ec1u \u0111\u00f3 c\u00f3 th\u1ec3 gi\u00fap h\u1ecd c\u1ea3m th\u1ea5y tin t\u01b0\u1edfng h\u01a1n khi c\u00e2n nh\u1eafc mua h\u00e0ng c\u1ee7a m\u00ecnh.<\/p>\n\n\n\n

M\u1eb7c d\u00f9 \u0111\u00f4i khi nh\u1eefng \u0111\u00e1nh gi\u00e1 n\u00e0y c\u00f3 th\u1ec3 kh\u00f4ng ph\u1ea3i l\u00e0 nh\u1eefng g\u00ec b\u1ea1n mong \u0111\u1ee3i, nh\u01b0ng ph\u1ea3n h\u1ed3i t\u1eeb ch\u00fang s\u1ebd mang l\u1ea1i cho doanh nghi\u1ec7p c\u1ee7a b\u1ea1n m\u1ed9t h\u00ecnh \u1ea3nh t\u1ed1t. Kh\u00f4ng ph\u1ea3i m\u1ecdi th\u1ee9 \u0111\u1ec1u s\u1ebd tr\u1edf th\u00e0nh m\u1eadt ng\u1ecdt, nh\u01b0ng h\u00e3y nh\u1edb r\u1eb1ng m\u1ed9t trong nh\u1eefng \u0111i\u1ec1u m\u00e0 m\u1ecdi ng\u01b0\u1eddi \u0111\u00e1nh gi\u00e1 cao nh\u1ea5t l\u00e0 s\u1ef1 trung th\u1ef1c v\u00e0 \u0111\u1ed1i x\u1eed t\u1ed1t. V\u00ec v\u1eady, h\u00e3y c\u1ea3m \u01a1n h\u1ecd trong c\u00e1c b\u00ecnh lu\u1eadn v\u00e0 lu\u00f4n ph\u1ea3n h\u1ed3i m\u1ed9t c\u00e1ch th\u00edch h\u1ee3p (ngay c\u1ea3 v\u1edbi nh\u1eefng b\u00ecnh lu\u1eadn kh\u00f4ng qu\u00e1 t\u00edch c\u1ef1c). \u0110i\u1ec1u n\u00e0y s\u1ebd cho kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n th\u1ea5y r\u1eb1ng b\u1ea1n l\u1eafng nghe h\u1ecd, b\u1ea1n coi tr\u1ecdng nh\u1eadn x\u00e9t c\u1ee7a h\u1ecd v\u00e0 b\u1ea1n c\u00e2n nh\u1eafc ch\u00fang \u0111\u1ec3 c\u1ea3i thi\u1ec7n ho\u1ea1t \u0111\u1ed9ng kinh doanh c\u1ee7a m\u00ecnh. <\/p>\n\n\n\n

Lovemark ch\u00ednh l\u00e0 m\u1ee9c cao nh\u1ea5t m\u00e0 th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ea1t t\u1edbi v\u00ec khi \u201ct\u00ecnh y\u00eau\u201d t\u1ed3n t\u1ea1i th\u00ec th\u01b0\u01a1ng hi\u1ec7u b\u1ecb b\u1ecf r\u01a1i. Khi th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 tr\u1edf th\u00e0nh quen thu\u1ed9c, \u0111i v\u00e0o \u201ct\u00e2m\u201d c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng, mang t\u00ednh ri\u00eang t\u01b0 c\u1ee7a m\u1ed7i ng\u01b0\u1eddi th\u00ec n\u00f3 tr\u1edf th\u00e0nh lovemark. Th\u01b0\u01a1ng hi\u1ec7u tr\u1edf th\u00e0nh \u201clovemark\u201d s\u1ebd t\u1ea1o \u0111\u01b0\u1ee3c m\u1ed1i li\u00ean h\u1ec7 t\u00ecnh c\u1ea3m s\u00e2u \u0111\u1eadm v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Lovemark thay \u0111\u1ed5i theo \u00fd t\u01b0\u1edfng v\u00e0 c\u1ea3m nh\u1eadn c\u1ee7a t\u1eebng ng\u01b0\u1eddi. Tr\u1edf th\u00e0nh lovemark c\u1ee7a nhi\u1ec1u ng\u01b0\u1eddi, th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 th\u1ef1c s\u1ef1 \u0111\u1ee9ng tr\u00ean \u0111\u1ec9nh cao c\u1ee7a s\u1ef1 th\u00e0nh c\u00f4ng.<\/p>\n\n\n\n

Qu\u1ef3nh Nh\u01b0<\/h2>\n\n\n\n

<\/h5>","protected":false},"excerpt":{"rendered":"

\u201cLovemark\u201d t\u1ea1o ra s\u1ef1 trung th\u00e0nh m\u00e0 kh\u00f4ng c\u1ea7n l\u00fd do. Khi b\u1ea1n b\u1eaft tay v\u00e0o x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u ph\u1ea3i ch\u0103ng b\u1ea1n mong mu\u1ed1n \u201c\u0111\u1ee9a con y\u00eau\u201d c\u1ee7a m\u00ecnh tr\u1edf n\u00ean t\u1ecfa s\u00e1ng n\u1ed5i b\u1eadt \u0111\u00fang kh\u00f4ng? Kh\u00f4ng ch\u1ec9 m\u1ed7i b\u1ea1n, b\u1ea5t c\u1ee9 ai l\u00e0m kinh doanh c\u0169ng \u0111\u1ec1u ngh\u0129 v\u1ec1 \u0111i\u1ec1u \u0111\u00f3.   \u0110\u1ec3… \u0110\u1ecdc th\u00eam \u00bb“Lovemark” – D\u1ea5u \u1ea5n c\u1ee7a t\u00ecnh y\u00eau th\u01b0\u01a1ng hi\u1ec7u<\/span><\/a><\/p>","protected":false},"author":4,"featured_media":2861,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"neve_meta_sidebar":"","neve_meta_container":"","neve_meta_enable_content_width":"","neve_meta_content_width":0,"neve_meta_title_alignment":"","neve_meta_author_avatar":"","neve_post_elements_order":"","neve_meta_disable_header":"","neve_meta_disable_footer":"","neve_meta_disable_title":"","neve_meta_reading_time":"","_ti_tpc_template_sync":false,"_ti_tpc_template_id":"","footnotes":""},"categories":[82],"tags":[279],"class_list":["post-2847","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-scholarship-secrets","tag-thuong-hieu-ca-nhan"],"yoast_head":"\n"Lovemark" - D\u1ea5u \u1ea5n c\u1ee7a t\u00ecnh y\u00eau th\u01b0\u01a1ng hi\u1ec7u - YOUREORG Blog<\/title>\n<meta name=\"description\" content=\"\u201cLovemark\u201d t\u1ea1o ra s\u1ef1 trung th\u00e0nh m\u00e0 kh\u00f4ng c\u1ea7n l\u00fd do. 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