{"id":7461,"date":"2018-12-18T10:15:50","date_gmt":"2018-12-18T03:15:50","guid":{"rendered":"https:\/\/vietbrands.vn\/?p=7461"},"modified":"2018-12-18T10:15:53","modified_gmt":"2018-12-18T03:15:53","slug":"3-phuong-phap-doi-thuong-hieu","status":"publish","type":"post","link":"https:\/\/vietbrands.vn\/?p=7461","title":{"rendered":"3 Ph\u01b0\u01a1ng ph\u00e1p \u0111\u1ed5i th\u01b0\u01a1ng hi\u1ec7u !!!!"},"content":{"rendered":"

C\u00e1c c\u00f4ng ty d\u1ecbch v\u1ee5 chuy\u00ean nghi\u1ec7p v\u00e0 c\u00e1c doanh nghi\u1ec7p kh\u00e1c ch\u1ecdn \u0111\u1ed5i th\u01b0\u01a1ng hi\u1ec7u <\/a>v\u00ec nhi\u1ec1u l\u00fd do. \u0110\u00f4i khi \u0111\u00f3 l\u00e0 h\u1ee3p nh\u1ea5t ho\u1eb7c mua l\u1ea1i c\u00f4ng ty kh\u00e1c. \u0110\u00f4i khi \u0111\u00f3 l\u00e0 m\u1ed9t s\u1ef1 thay \u0111\u1ed5i trong c\u00e1ch ti\u1ebfp c\u1eadn ho\u1eb7c m\u00f4 h\u00ecnh kinh doanh c\u1ee7a h\u1ecd. \u0110\u00f4i khi c\u00e1c c\u00f4ng ty \u0111\u1ed5i th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 gi\u1ea3m b\u1edbt h\u00e0nh l\u00fd ho\u1eb7c PR kh\u00f4ng t\u1ed1t. V\u00e0 \u0111\u00f4i khi \u0111\u00f3 ch\u1ec9 l\u00e0 th\u1eddi gian \u0111\u1ec3 lo\u1ea1i b\u1ecf m\u1ed9t c\u00e1i nh\u00ecn ng\u00e0y th\u00e1ng v\u00e0 l\u00e0m m\u1edbi v\u1ecb tr\u00ed c\u1ee7a h\u1ecd tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/span><\/p>\n

C\u00e1c n\u1ed7 l\u1ef1c \u0111\u1ed5i th\u01b0\u01a1ng hi\u1ec7u th\u01b0\u1eddng n\u1eb1m d\u01b0\u1edbi m\u1ed9t trong ba c\u00e1ch ti\u1ebfp c\u1eadn. Ch\u00fang ta c\u00f3 th\u1ec3 kh\u00e1m ph\u00e1 c\u00e1c c\u00e1ch ti\u1ebfp c\u1eadn kh\u00e1c, nh\u01b0ng cu\u1ed1i c\u00f9ng, nh\u1eefng ng\u01b0\u1eddi c\u00f3 th\u1ec3 c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c ph\u00e2n lo\u1ea1i nh\u01b0 l\u00e0 m\u1ed9t bi\u1ebfn th\u1ec3 c\u1ee7a m\u1ed9t trong nh\u1eefng \u0111i\u1ec1u sau \u0111\u00e2y:<\/p>\n

# 1: Thay \u0111\u1ed5i c\u1eeda s\u1ed5<\/span><\/p>\n

N\u00f3 kh\u00f4ng ph\u1ea3i l\u00e0 kh\u00f4ng ph\u1ed5 bi\u1ebfn \u0111\u1ed1i v\u1edbi c\u00e1c t\u1ed5 ch\u1ee9c \u0111ang \u0111\u1ed1i ph\u00f3 v\u1edbi c\u00e1c v\u1ea5n \u0111\u1ec1 n\u1ed9i b\u1ed9 \u0111\u1ec3 ngh\u0129 r\u1eb1ng “c\u1eadp nh\u1eadt c\u00e1i nh\u00ecn c\u1ee7a h\u1ecd” c\u00f3 th\u1ec3 gi\u00fap c\u1ea3i thi\u1ec7n nh\u1eadn th\u1ee9c c\u1ee7a c\u00f4ng ch\u00fang, v\u00e0 \u0111i\u1ec3m m\u1ea5u ch\u1ed1t c\u1ee7a h\u1ecd. Tuy nhi\u00ean, n\u1ebfu “thay \u0111\u1ed5i c\u00e1ch nh\u00ecn ” kh\u00f4ng \u0111i k\u00e8m v\u1edbi thay \u0111\u1ed5i th\u1ef1c s\u1ef1 trong t\u1ed5 ch\u1ee9c, n\u1ed7 l\u1ef1c \u0111\u1ed5i th\u01b0\u01a1ng hi\u1ec7u t\u1ed1t nh\u1ea5t s\u1ebd th\u1ea5t b\u1ea1i v\u00e0 t\u1ed3i t\u1ec7 nh\u1ea5t, ho\u00e0n to\u00e0n b\u1ecb ph\u1ea3n \u0111\u1ed1i.<\/span><\/p>\n

\n

“Ch\u00fang t\u00f4i c\u00f3 m\u1ed1i quan t\u00e2m v\u1edbi danh ti\u1ebfng v\u00e0 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a ch\u00fang t\u00f4i. M\u1eb7c d\u00f9 nhi\u1ec1u v\u1ea5n \u0111\u1ec1 c\u1ee7a ch\u00fang t\u00f4i c\u00f3 li\u00ean quan tr\u1ef1c ti\u1ebfp \u0111\u1ebfn ho\u1ea1t \u0111\u1ed9ng n\u1ed9i b\u1ed9, t\u1ed5 ch\u1ee9c v\u00e0 d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng c\u1ee7a ch\u00fang t\u00f4i, nh\u01b0ng c\u00e1ch nh\u00ecn m\u1edbi c\u1ee7a ch\u00fang t\u00f4i s\u1ebd gi\u00fap n\u00e2ng cao danh ti\u1ebfng c\u1ee7a ch\u00fang t\u00f4i tr\u00ean th\u1ecb tr\u01b0\u1eddng. “- Bold Brand<\/span><\/p>\n

V\u00ed d\u1ee5<\/span><\/p>\n

\u00a0\"Thay<\/a><\/pre>\n
H\u00e3y nh\u1edb Yugo? \u0110\u01b0\u1ee3c coi l\u00e0 m\u1ed9t trong nh\u1eefng chi\u1ebfc xe t\u1ed3i t\u1ec7 nh\u1ea5t trong l\u1ecbch s\u1eed, th\u01b0\u01a1ng hi\u1ec7u Yugo \u0111\u00e3 tr\u1edf th\u00e0nh m\u1ed9t n\u00e9t v\u1ebd n\u1ed5i b\u1eadt v\u00e0o \u0111\u00eam cu\u1ed1i c\u00f9ng c\u1ee7a ch\u01b0\u01a1ng tr\u00ecnh truy\u1ec1n h\u00ecnh v\u00e0o cu\u1ed1i nh\u1eefng n\u0103m 80.\u00a0<\/span><\/p>\n
# 2: M\u1ed9t khu\u00f4n m\u1eb7t m\u1edbi tr\u00ean m\u1ed9t n\u1ec1n t\u1ea3ng tuy\u1ec7t v\u1eddi
\n<\/span><\/h3>\n
\u0110\u01b0a m\u1ed9t “\u0111\u1eb7c tr\u01b0ng m\u1edbi” v\u00e0o c\u00f4ng ty c\u1ee7a b\u1ea1n c\u00f3 th\u1ec3 gi\u1ed1ng nh\u01b0 m\u1ed9t c\u00e1ch ti\u1ebfp c\u1eadn t\u01b0\u01a1ng t\u1ef1 nh\u01b0 v\u00ed d\u1ee5 #1. S\u1ef1 kh\u00e1c bi\u1ec7t quan tr\u1ecdng \u1edf \u0111\u00e2y l\u00e0 c\u00f4ng ty \u0111\u00e3 \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn v\u00e0 \u0111\u01b0\u1ee3c c\u00e1c kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i c\u1ee7a n\u00f3 bi\u1ebft \u0111\u1ebfn. C\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng l\u00e0 s\u1ef1 nh\u1eadn d\u1ea1ng th\u1ecb gi\u00e1c c\u1ee7a c\u00f4ng ty v\u00e0 s\u1ef1 xu\u1ea5t hi\u1ec7n c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 l\u00e0 y\u1ebfu t\u1ed1 quy\u1ebft \u0111\u1ecbnh khi nh\u1eefng kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng m\u1edbi so s\u00e1nh ch\u00fang v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/p>\n
V\u00ed d\u1ee5<\/p>\n
\n
Xem x\u00e9t c\u1eadp nh\u1eadt th\u01b0\u01a1ng hi\u1ec7u UPS n\u0103m 2003. D\u1ecbch v\u1ee5 ch\u00ednh c\u1ee7a h\u1ecd \u0111\u00e3 kh\u00f4ng thay \u0111\u1ed5i trong th\u1ef1c t\u1ebf. H\u1ecd v\u1eabn l\u00e0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u00a0qu\u1ed1c t\u1ebf trong ng\u00e0nh kinh doanh v\u1eadn t\u1ea3i bi\u1ec3n. H\u1ecd \u0111\u00e3 \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn v\u1edbi c\u00e1c tay l\u00e1i gi\u1ecfi v\u1edbi c\u00e1ch\u00a0ti\u1ebfp c\u1eadn t\u1ed1t v\u00e0 l\u1ecbch thi\u1ec7p (v\u00e0 c\u00e1c t\u00e0i x\u1ebf nam gi\u1edbi c\u1ee7a h\u1ecd n\u1ed5i ti\u1ebfng v\u1edbi qu\u1ea7n short c\u1ee7a h\u1ecd). Th\u1eadt kh\u00f4ng may, logo c\u0169 c\u1ee7a h\u1ecd (\u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf n\u0103m 1961 theo thi\u1ebft k\u1ebf Paul Rand).<\/span><\/p>\n
\u00a0\"Thay<\/a><\/p>\n
# 3: T\u1ed5ng \u0111\u1ea1i tu th\u01b0\u01a1ng hi\u1ec7u, trong l\u1eabn ngo\u00e0i.<\/span><\/h3>\n
C\u00e1c c\u00f4ng ty s\u1eeda ch\u1eefa th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd ph\u1ea3i cam k\u1ebft thay \u0111\u1ed5i, c\u1ea3 trong t\u1ed5 ch\u1ee9c v\u00e0 c\u00e1ch th\u1ee9c h\u1ecd nh\u00ecn nh\u1eadn t\u1eeb b\u00ean ngo\u00e0i. Khi m\u1ed9t cu\u1ed9c c\u1ea3i t\u1ed5 \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n t\u1ed1t, m\u1ecdi \u0111i\u1ec3m ti\u1ebfp x\u00fac th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c ki\u1ec3m tra k\u1ef9 l\u01b0\u1ee1ng, h\u1ecfi “l\u00e0m th\u1ebf n\u00e0o ch\u00fang ta c\u00f3 th\u1ec3 l\u00e0m cho \u0111i\u1ec3m ti\u1ebfp x\u00fac n\u00e0y t\u1ed1t h\u01a1n?”<\/p>\n
\u0110\u1eb7t l\u1ea1i th\u01b0\u01a1ng hi\u1ec7u \u1edf m\u1ee9c n\u00e0y c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t cam k\u1ebft l\u00e2u d\u00e0i, t\u1ed1n k\u00e9m v\u00e0 \u0111\u1ea7y th\u1eed th\u00e1ch, nh\u01b0ng khi \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n t\u1ed1t, th\u00ec \u0111\u00e1ng \u0111\u1ea7u t\u01b0.<\/span><\/p>\n
V\u00ed d\u1ee5<\/p>\n
B\u1ea5t k\u1ec3 n\u00f3 c\u00f3 \u0111\u00fang hay kh\u00f4ng, c\u00e2u chuy\u1ec7n “ng\u00f3n tay c\u00e1i trong \u1edbt” c\u1ee7a Wendy \u0111\u00e3 l\u00e0m rung chuy\u1ec3n nh\u1eefng ng\u01b0\u1eddi b\u1ea3o tr\u1ee3 tr\u00ean to\u00e0n qu\u1ed1c. Wendy’s kh\u00f4ng ph\u1ea3i l\u00e0 th\u01b0\u01a1ng hi\u1ec7u\u00a0th\u1ee9c \u0103n nhanh l\u1edbn duy nh\u1ea5t ch\u1ecbu \u0111\u1ef1ng nh\u1eefng lo ng\u1ea1i v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng th\u1ef1c ph\u1ea9m. Th\u00f4ng th\u01b0\u1eddng, lo\u1ea1i ph\u1ea3n \u1ee9ng nhanh nh\u1ea5t \u0111\u1ed1i v\u1edbi nh\u1eefng v\u1ea5n \u0111\u1ec1 n\u00e0y l\u00e0 m\u1ed9t chi\u1ebfn d\u1ecbch nh\u1eb1m kh\u1eb3ng \u0111\u1ecbnh cam k\u1ebft c\u1ee7a c\u00f4ng ty \u0111\u1ed1i v\u1edbi c\u00e1c th\u00e0nh ph\u1ea7n t\u01b0\u01a1i.<\/span><\/p>\n
\"Thay<\/a><\/p>\n
B\u1ea1n s\u1ebd ti\u1ebfp c\u1eadn theo c\u00e1ch n\u00e0o?<\/span><\/h1>\n
\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"
C\u00e1c c\u00f4ng ty d\u1ecbch v\u1ee5 chuy\u00ean nghi\u1ec7p v\u00e0 c\u00e1c doanh nghi\u1ec7p kh\u00e1c ch\u1ecdn \u0111\u1ed5i th\u01b0\u01a1ng hi\u1ec7u v\u00ec nhi\u1ec1u l\u00fd do. \u0110\u00f4i khi \u0111\u00f3 l\u00e0 h\u1ee3p nh\u1ea5t ho\u1eb7c mua l\u1ea1i c\u00f4ng ty kh\u00e1c. \u0110\u00f4i khi \u0111\u00f3 l\u00e0 m\u1ed9t s\u1ef1 thay \u0111\u1ed5i trong c\u00e1ch ti\u1ebfp c\u1eadn ho\u1eb7c m\u00f4 h\u00ecnh kinh doanh c\u1ee7a h\u1ecd. \u0110\u00f4i khi c\u00e1c c\u00f4ng…<\/p>\n","protected":false},"author":5,"featured_media":9861,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[815,140,321],"class_list":["post-7461","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brands","tag-doi-thuong-hieu","tag-phat-trien-thuong-hieu","tag-xay-dung-thuong-hieu"],"_links":{"self":[{"href":"https:\/\/vietbrands.vn\/index.php?rest_route=\/wp\/v2\/posts\/7461","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/vietbrands.vn\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/vietbrands.vn\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/vietbrands.vn\/index.php?rest_route=\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/vietbrands.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=7461"}],"version-history":[{"count":0,"href":"https:\/\/vietbrands.vn\/index.php?rest_route=\/wp\/v2\/posts\/7461\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/vietbrands.vn\/index.php?rest_route=\/wp\/v2\/media\/9861"}],"wp:attachment":[{"href":"https:\/\/vietbrands.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=7461"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/vietbrands.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=7461"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/vietbrands.vn\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=7461"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}