{"id":2870,"date":"2021-07-27T15:25:58","date_gmt":"2021-07-27T08:25:58","guid":{"rendered":"https:\/\/blog.youre.vn\/?p=2870"},"modified":"2026-01-06T10:28:44","modified_gmt":"2026-01-06T03:28:44","slug":"xay-dung-chien-luoc-thuong-hieu-can-biet-che-ngu-long-tham","status":"publish","type":"post","link":"https:\/\/blog.youre.org.vn\/en\/xay-dung-chien-luoc-thuong-hieu-can-biet-che-ngu-long-tham\/","title":{"rendered":"X\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n bi\u1ebft ch\u1ebf ng\u1ef1 l\u00f2ng tham"},"content":{"rendered":"

Cu\u1ed9c s\u1ed1ng n\u00e0y gi\u1ed1ng nh\u01b0 \u0111\u1ed3ng xu v\u1eady b\u1ea5t k\u00ec m\u1ed9t \u0111i\u1ec1u g\u00ec c\u0169ng c\u00f3 hai m\u1eb7t c\u1ee7a n\u00f3. V\u00e0 \u1edf \u0111\u00e2y, t\u00f4i mu\u1ed1n b\u00e0n \u0111\u1ebfn l\u00f2ng tham trong chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u c\u00e1 nh\u00e2n.<\/p>\n\n\n\n

V\u1eady l\u00f2ng tham x\u1ea5u hay kh\u00f4ng x\u1ea5u? S\u1ebd kh\u00f4ng c\u00f3 c\u00e2u tr\u1ea3 l\u1eddi c\u1ee5 th\u1ec3 cho m\u1ed7i ng\u01b0\u1eddi b\u1edfi l\u1ebd t\u00ednh ch\u1ea5t c\u1ee7a n\u00f3 \u0111\u01b0\u1ee3c ph\u1ea3n \u00e1nh th\u00f4ng qua vi\u1ec7c ch\u00fang ta l\u00e0m g\u00ec v\u00e0 l\u00e0m nh\u01b0 th\u1ebf n\u00e0o. T\u00f9y thu\u1ed9c v\u00e0o m\u1ee5c \u0111\u00edch s\u1eed d\u1ee5ng c\u1ee7a c\u00e1 nh\u00e2n m\u00e0 t\u1eeb \u0111\u00f3 \u0111\u01b0a ra nh\u1eadn \u0111\u1ecbnh t\u1ed1t hay x\u1ea5u.<\/p>\n\n\n\n

C\u00f3 m\u1ed9t c\u00e2u n\u00f3i c\u1ee7a Margaret Thatcher: \u201cNg\u01b0\u1eddi ta \u0111\u00e3 t\u1eebng coi tr\u1ecdng vi\u1ec7c c\u1ed1 g\u1eafng l\u00e0m \u0111i\u1ec1u g\u00ec \u0111\u00f3. Gi\u1edd \u0111\u00e2y c\u00e1i ng\u01b0\u1eddi ta coi tr\u1ecdng l\u00e0 c\u1ed1 tr\u1edf th\u00e0nh ai \u0111\u00f3\u201d. C\u00e2u n\u00f3i ph\u1ea3n \u00e1nh l\u00ean x\u00e3 h\u1ed9i hi\u1ec7n th\u1eddi \u0111\u1eb7c bi\u1ec7t l\u00e0 trong th\u1eddi \u0111\u1ea1i kinh t\u1ebf s\u1ed1. Tr\u1edf th\u00e0nh ai \u0111\u00f3 ch\u00ednh l\u00e0 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u00e1 nh\u00e2n<\/a> tr\u00ean th\u1ecb tr\u01b0\u1eddng chuy\u00ean m\u00f4n c\u1ee7a b\u1ea1n.<\/p>\n\n\n\n

Chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ec3 ki\u1ebfn t\u1ea1o n\u00ean th\u01b0\u01a1ng hi\u1ec7u c\u00e1 nh\u00e2n c\u00f3 hai giai \u0111o\u1ea1n ch\u00ednh: x\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n. <\/p>\n\n\n\n

Trong giai \u0111o\u1ea1n x\u00e2y d\u1ef1ng, l\u00f2ng tham s\u1ebd l\u00e0 con qu\u1ef7 d\u1eef l\u1ea5n \u00e1t s\u1ef1 t\u1ec9nh t\u00e1o c\u1ee7a doanh nh\u00e2n. M\u1ee5c ti\u00eau ch\u00ednh c\u1ee7a giai \u0111o\u1ea1n n\u00e0y ch\u00ednh l\u00e0 t\u00ecm ra \u0111\u01b0\u1ee3c Brand Essence<\/a> \u2013 Gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i th\u01b0\u01a1ng hi\u1ec7u hay l\u00fd do th\u01b0\u01a1ng hi\u1ec7u ra \u0111\u1eddi v\u00e0 t\u1ed3n t\u1ea1i. \u0110\u1ed1i v\u1edbi c\u00e1 nh\u00e2n, \u0111\u00e2y ch\u00ednh l\u00e0 \u0111i\u1ec3m m\u1ea1nh nh\u1ea5t, \u0111\u1ed9c \u0111\u00e1o nh\u1ea5t, kh\u00e1c bi\u1ec7t nh\u1ea5t so v\u1edbi \u0111\u1ed1i th\u1ee7. Brand Essence s\u1ebd l\u00e0 m\u1ea5u ch\u1ed1t v\u00e0 d\u00f2ng ch\u1ea3y xuy\u00ean su\u1ed1t s\u1ef1 t\u1ed3n t\u1ea1i c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.\u00a0<\/p>\n\n\n\n

\u0110\u1ec3 ch\u1ecdn \u0111\u01b0\u1ee3c gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t b\u00e0i to\u00e1n d\u1ec5. N\u00f3 \u0111\u00f2i h\u1ecfi, ng\u01b0\u1eddi ki\u1ebfn t\u1ea1o ph\u1ea3i nh\u1eadn th\u1ee9c r\u00f5 ti\u1ec1m l\u1ef1c c\u1ee7a b\u1ea3n th\u00e2n v\u00e0 tinh th\u1ea7n v\u00ec c\u1ed9ng \u0111\u1ed3ng cao. C\u00f3 r\u1ea5t nhi\u1ec1u ng\u01b0\u1eddi t\u00e0i gi\u1ecfi nh\u01b0ng v\u00ec kh\u00f4ng bi\u1ebft \u0111i\u1ec3m \u0111\u1eb7c bi\u1ec7t m\u1ea1nh nh\u1ea5t c\u1ee7a m\u00ecnh \u1edf \u0111\u00e2u n\u00ean kh\u00f4ng th\u1ec3 ph\u00e1t huy m\u1ed9t c\u00e1ch t\u1ed1t nh\u1ea5t. V\u00e0 khi \u0111\u1eb7t v\u1ea5n \u0111\u1ec1 b\u1eaft \u0111\u1ea7u t\u00ecm ki\u1ebfm nh\u1eefng Brand Essence kh\u00f4ng tr\u00e1nh kh\u1ecfi vi\u1ec7c ch\u00fang ta r\u01a1i v\u00e0o tr\u1ea1ng th\u00e1i m\u01a1 h\u1ed3, ch\u00f4ng ch\u00eanh b\u1edfi v\u00ec \u0111\u00e2y l\u00e0 l\u00fac c\u00e1i b\u1eaby c\u1ee7a l\u00f2ng tham \u0111\u01b0\u1ee3c gi\u0103ng ra. V\u1edbi t\u00e2m th\u1ebf mu\u1ed1n bi\u1ebft t\u1ea5t, gi\u1ecfi giang trong m\u1ecdi l\u0129nh v\u1ef1c khi\u1ebfn l\u00f2ng tham c\u1ee7a b\u1ea1n c\u00e0ng cao. B\u1ea1n kh\u00f4ng mu\u1ed1n d\u1eebng l\u1ea1i \u1edf m\u1ed9t gi\u1edbi h\u1ea1n n\u00e0o, l\u1ef1a ch\u1ecdn r\u1ea5t nhi\u1ec1u gi\u00e1 tr\u1ecb \u0111\u1ec3 theo \u0111u\u1ed5i nh\u01b0ng th\u1ef1c ch\u1ea5t b\u1ea1n s\u1ebd kh\u00f4ng l\u00e0m \u0111\u01b0\u1ee3c n\u00f3i \u0111\u00fang h\u01a1n l\u00e0 kh\u00f4ng \u0111\u1ea1t hi\u1ec7u qu\u1ea3 cao. Ng\u01b0\u1eddi th\u00f4ng minh s\u1ebd n\u00f3i kh\u00f4ng v\u1edbi c\u00e1i t\u1ed1t v\u00e0 n\u00f3i c\u00f3 v\u1edbi c\u00e1i t\u1ed1t h\u01a1n. H\u00e3y t\u1eadp trung kh\u00e1t v\u1ecdng c\u1ee7a m\u00ecnh v\u00e0o \u0111i\u1ec1u m\u00ecnh m\u1ea1nh nh\u1ea5t, \u0111\u1ed9c \u0111\u00e1o nh\u1ea5t \u0111\u1ec3 tham v\u1ecdng kh\u00f4ng th\u1ec3 x\u00e2m nh\u1eadp v\u00e0o b\u1ea3n th\u00e2n trong giai \u0111o\u1ea1n n\u00e0y.<\/p>\n\n\n\n

Brand Essence l\u00e0 c\u00e2u th\u1ea7n ch\u00fa \u0111\u1ec3 marketer \u0111\u1ecbnh h\u01b0\u1edbng, tr\u00e1nh \u0111i qu\u00e1 xa c\u00e1c thu\u1ed9c t\u00ednh c\u1ed1t l\u00f5i c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. Brand essence c\u0169ng l\u00e0 linh h\u1ed3n xuy\u00ean su\u1ed1t nh\u1eefng th\u1ee9 tri\u1ec3n ra b\u00ean ngo\u00e0i c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. <\/p>\n\n\n\n

C\u00f2n v\u1ec1 qu\u00e1 tr\u00ecnh ph\u00e1t tri\u1ec3n th\u00ec sao?<\/p>\n\n\n\n

Jim Rohn c\u00f3 n\u00f3i: \u201cTham v\u1ecdng n\u1eb1m \u1edf t\u00e2m c\u1ee7a th\u00e0nh c\u00f4ng v\u00e0 th\u00e0nh t\u1ef1u phi th\u01b0\u1eddng. Kh\u00f4ng gi\u1ed1ng nh\u01b0 tham lam, n\u00f3 l\u00e0 ngu\u1ed3n l\u1ef1c m\u1ea1nh m\u1ebd, s\u00e1ng t\u1ea1o v\u00e0 t\u00edch c\u1ef1c\u201d. C\u00e2u n\u00f3i \u1ea5y r\u1ea5t \u0111\u00fang trong giai \u0111o\u1ea1n ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u c\u00e1 nh\u00e2n. Khi tham v\u1ecdng c\u00f3 m\u1ee5c \u0111\u00edch n\u00f3 s\u1ebd bi\u1ebfn th\u00e0nh nhi\u1ec7t huy\u1ebft th\u00fac \u0111\u1ea9y b\u1ea3n th\u00e2n s\u00e1ng t\u1ea1o v\u00e0 ph\u00e1t tri\u1ec3n. \u0110\u1eb7c bi\u1ec7t, khi \u0111\u00e3 h\u00ecnh th\u00e0nh th\u01b0\u01a1ng hi\u1ec7u c\u00e1 nh\u00e2n, b\u1ea1n ph\u1ea3i c\u00f3 chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ec3 gi\u1eef g\u00ecn v\u00e0 ph\u00e1t huy n\u00f3. B\u1ea1n c\u1ea7n c\u00f3 s\u1ef1 \u0111a d\u1ea1ng trong c\u00e1ch th\u1ec3 hi\u1ec7n b\u1ea3n th\u00e2n ra c\u1ed9ng \u0111\u1ed3ng th\u00f4ng qua h\u00ecnh \u1ea3nh, ng\u00f4n ng\u1eef, \u00e2m thanh, ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng hay h\u00ecnh th\u00e1i n\u1ed9i dung (content marketing). <\/p>\n\n\n\n

Tham v\u1ecdng kh\u00f4ng h\u1eb3n l\u00e0 x\u1ea5u, n\u1ebfu nh\u00ecn theo m\u1eb7t t\u00edch c\u1ef1c n\u00f3 ch\u00ednh l\u00e0 \u0111\u1ed9ng l\u1ef1c th\u00fac \u0111\u1ea9y b\u1ea3n th\u00e2n h\u00e0nh \u0111\u1ed9ng \u0111\u1ec3 mang l\u1ea1i k\u1ebft qu\u1ea3 t\u1ed1t. N\u00f3i nh\u01b0 th\u1ebf nh\u01b0ng b\u1ea3n th\u00e2n c\u1ea7n ph\u1ea3i bi\u1ebft ch\u1ebf ng\u1ef1 tham v\u1ecdng, b\u1ea1n ph\u1ea3i bi\u1ebfn n\u00f3 th\u00e0nh c\u00f4ng c\u1ee5 cho m\u00ecnh ch\u1ee9 kh\u00f4ng ph\u1ea3i m\u00ecnh tr\u1edf th\u00e0nh n\u00f4 l\u1ec7 c\u1ee7a n\u00f3. Khi ta s\u1edf h\u1eefu m\u1ed9t th\u1ee9 g\u00ec \u0111\u00f3 ta s\u1ebd c\u00f3 t\u00e2m l\u00fd mu\u1ed1n c\u00e1i t\u1ed1t h\u01a1n. V\u00e0 l\u00fac n\u00e0y c\u00e1i b\u1eaby c\u1ee7a tham v\u1ecdng m\u1ed9t l\u1ea7n n\u1eefa l\u1ea1i gi\u0103ng ra. B\u1ea1n c\u1ea7n t\u1ec9nh t\u00e1o, ti\u1ebfp t\u1ee5c nu\u00f4i d\u01b0\u1ee1ng v\u00e0 ph\u00e1t huy gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i m\u00e0 b\u1ea1n kh\u00f3 kh\u0103n x\u00e2y d\u1ef1ng \u0111\u1eebng \u0111\u1ec3 m\u1ed9t ph\u00fat b\u1ea9n c\u1ea9n n\u00e0o \u0111\u00f3 m\u00e0 \u0111\u00e1nh m\u1ea5t b\u1ea3n th\u00e2n, ph\u00e1 ho\u1ea1i th\u01b0\u01a1ng hi\u1ec7u c\u00e1 nh\u00e2n. \u0110\u1ed1i di\u1ec7n v\u1edbi v\u00f4 v\u00e0n \u00e1p l\u1ef1c t\u1eeb kh\u00e1ch h\u00e0ng, \u0111\u1ed1i t\u00e1c, \u00e1p l\u1ef1c v\u00ec c\u00e1i t\u00f4i qu\u00e1 cao v\u00e0 \u00e1p l\u1ef1c khi mu\u1ed1n chi\u1ebfm gi\u1eef c\u00e0ng nhi\u1ec1u th\u1ee9 c\u00e0ng t\u1ed1t, b\u1ea1n r\u1ea5t d\u1ec5 r\u01a1i v\u00e0o c\u00e1i l\u01b0\u1edbi \u0111\u00e3 gi\u0103ng s\u1eb5n c\u1ee7a c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh. B\u1ea1n s\u1ebd \u0111\u00e1nh b\u1ea1i n\u00f3 ch\u1ee9?<\/p>\n\n\n\n

C\u00e1c chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n m\u1ee5c \u0111\u00edch l\u00e0 \u0111\u1ecbnh h\u00ecnh, duy tr\u00ec v\u00e0 ph\u00e1t tri\u1ec3n Brand Essence c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u c\u00e1 nh\u00e2n. T\u1ea5t c\u1ea3 tham v\u1ecdng c\u1ee7a b\u1ea1n hay n\u00f3i \u0111\u00fang h\u01a1n l\u00e0 s\u1ef1 \u0111a d\u1ea1ng h\u00f3a trong c\u00e1c ph\u01b0\u01a1ng th\u1ee9c PR th\u01b0\u01a1ng hi\u1ec7u b\u1eaft bu\u1ed9c ph\u1ea3i mang \u00e2m h\u01b0\u1edfng c\u1ee7a Brand Essence. Ri\u00eang v\u1ec1 truy\u1ec1n th\u00f4ng th\u00ec m\u1ed7i th\u01b0\u01a1ng hi\u1ec7u ph\u1ea3i x\u00e2y d\u1ef1ng m\u1ed9t \u00fd t\u01b0\u1edfng truy\u1ec1n th\u00f4ng ch\u1ee7 \u0111\u1ea1o. G\u1ecdi l\u00e0 Brand communications idea (BCI). D\u00f9 m\u1ed7i chi\u1ebfn d\u1ecbch c\u00f3 th\u00f4ng \u0111i\u1ec7p kh\u00e1c nhau \u0111\u1ec3 t\u1ea1o c\u1ea3m gi\u00e1c m\u1edbi m\u1ebb cho kh\u00e1ch h\u00e0ng nh\u01b0ng v\u1eabn mang \u00e2m h\u01b0\u1edfng c\u1ee7a BCI. \u1ede g\u00f3c \u0111\u1ed9 t\u00e2m l\u00fd con ng\u01b0\u1eddi th\u00ec nghe hay nh\u00ecn m\u1ed9t c\u00e1i g\u00ec \u0111\u00f3 nh\u1ea5t qu\u00e1n s\u1ebd \u0111\u1ecbnh h\u00ecnh l\u00e2u h\u01a1n trong ti\u1ec1m th\u1ee9c c\u1ee7a h\u1ecd.<\/p>\n\n\n\n

\u0110\u1ec3 x\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u c\u00e1 nh\u00e2n, b\u1ea1n ph\u1ea3i bi\u1ebft ch\u1ebf ng\u1ef1 l\u00f2ng tham c\u1ee7a m\u00ecnh. H\u00e3y x\u00e1c \u0111\u1ecbnh ch\u00ednh x\u00e1c m\u1ed9t gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i \u1edf b\u1ea3n th\u00e2n \u0111\u1ec3 ph\u00e1t huy n\u00f3 m\u1ed9t c\u00e1ch t\u1ed1t nh\u1ea5t. B\u1edfi l\u1ebd, \u201cTham v\u1ecdng m\u00e3nh li\u1ec7t kh\u00f4ng h\u1eefu d\u1ee5ng m\u1ea5y n\u1ebfu b\u1ea1n \u0111i nh\u1ea7m \u0111\u01b0\u1eddng\u201d – Frank Tyger.<\/p>\n\n\n\n

Qu\u1ef3nh Nh\u01b0<\/h2>\n\n\n\n
<\/h5>","protected":false},"excerpt":{"rendered":"

Cu\u1ed9c s\u1ed1ng n\u00e0y gi\u1ed1ng nh\u01b0 \u0111\u1ed3ng xu v\u1eady b\u1ea5t k\u00ec m\u1ed9t \u0111i\u1ec1u g\u00ec c\u0169ng c\u00f3 hai m\u1eb7t c\u1ee7a n\u00f3. V\u00e0 \u1edf \u0111\u00e2y, t\u00f4i mu\u1ed1n b\u00e0n \u0111\u1ebfn l\u00f2ng tham trong chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u c\u00e1 nh\u00e2n. V\u1eady l\u00f2ng tham x\u1ea5u hay kh\u00f4ng x\u1ea5u? S\u1ebd kh\u00f4ng c\u00f3 c\u00e2u tr\u1ea3 l\u1eddi c\u1ee5 th\u1ec3 cho m\u1ed7i ng\u01b0\u1eddi b\u1edfi l\u1ebd… \u0110\u1ecdc th\u00eam \u00bbX\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n bi\u1ebft ch\u1ebf ng\u1ef1 l\u00f2ng tham<\/span><\/a><\/p>","protected":false},"author":4,"featured_media":2999,"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-2870","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-scholarship-secrets","tag-thuong-hieu-ca-nhan"],"yoast_head":"\nX\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n bi\u1ebft ch\u1ebf ng\u1ef1 l\u00f2ng tham - YOUREORG Blog<\/title>\n<meta name=\"description\" content=\"Cu\u1ed9c s\u1ed1ng n\u00e0y gi\u1ed1ng nh\u01b0 \u0111\u1ed3ng xu v\u1eady b\u1ea5t k\u00ec m\u1ed9t \u0111i\u1ec1u g\u00ec c\u0169ng c\u00f3 hai m\u1eb7t. 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