{"id":4161,"date":"2024-04-04T09:42:49","date_gmt":"2024-04-04T09:42:49","guid":{"rendered":"https:\/\/cunghocvui.com\/book\/?p=4161"},"modified":"2024-04-04T09:42:53","modified_gmt":"2024-04-04T09:42:53","slug":"brand-strategy-aaker-ban-ve-thuong-hieu","status":"publish","type":"post","link":"https:\/\/cunghocvui.com\/book\/brand-strategy-aaker-ban-ve-thuong-hieu\/","title":{"rendered":"Brand Strategy: Aaker B\u00e0n V\u1ec1 Th\u01b0\u01a1ng Hi\u1ec7u"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\"><br>Gi\u1edbi thi\u1ec7u s\u00e1ch Brand Strategy: Aaker B\u00e0n V\u1ec1 Th\u01b0\u01a1ng Hi\u1ec7u<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Gi\u1edbi thi\u1ec7u: <strong>Brand Strategy: Aaker B\u00e0n V\u1ec1 Th\u01b0\u01a1ng Hi\u1ec7u<\/strong><\/h3>\n\n\n\n<p>&#8220;<strong>Brand Strategy: Aaker B\u00e0n V\u1ec1 Th\u01b0\u01a1ng Hi\u1ec7u<\/strong>&#8221; c\u1ee7a David Aaker l\u00e0 m\u1ed9t t\u00e1c ph\u1ea9m kinh \u0111i\u1ec3n trong l\u0129nh v\u1ef1c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u, cung c\u1ea5p m\u1ed9t khu\u00f4n kh\u1ed5 to\u00e0n di\u1ec7n v\u00e0 th\u1ef1c t\u1ebf \u0111\u1ec3 x\u00e2y d\u1ef1ng, qu\u1ea3n l\u00fd v\u00e0 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh.<\/p>\n\n\n\n<p>Cu\u1ed1n s\u00e1ch tr\u00ecnh b\u00e0y M\u00f4 h\u00ecnh 5 \u0111i\u1ec3m n\u1ed5i ti\u1ebfng c\u1ee7a Aaker, m\u1ed9t c\u00f4ng c\u1ee5 thi\u1ebft y\u1ebfu \u0111\u1ec3 ph\u00e2n t\u00edch v\u00e0 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u. N\u00f3 kh\u00e1m ph\u00e1 c\u00e1c kh\u00eda c\u1ea1nh quan tr\u1ecdng c\u1ee7a x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u, bao g\u1ed3m nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u, h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u, li\u00ean k\u1ebft th\u01b0\u01a1ng hi\u1ec7u v\u00e0 l\u00f2ng trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u. Aaker c\u0169ng th\u1ea3o lu\u1eadn v\u1ec1 t\u1ea7m quan tr\u1ecdng c\u1ee7a vi\u1ec7c \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u, s\u1ef1 kh\u00e1c bi\u1ec7t h\u00f3a th\u01b0\u01a1ng hi\u1ec7u v\u00e0 qu\u1ea3n l\u00fd danh m\u1ee5c th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n\n\n\n<p>V\u1edbi c\u00e1c v\u00ed d\u1ee5 v\u1ec1 th\u1ebf gi\u1edbi th\u1ef1c v\u00e0 c\u00e1c nghi\u00ean c\u1ee9u tr\u01b0\u1eddng h\u1ee3p, &#8220;<strong>Brand Strategy<\/strong>&#8221; cung c\u1ea5p m\u1ed9t h\u01b0\u1edbng d\u1eabn v\u00f4 gi\u00e1 cho c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb, nh\u00e0 qu\u1ea3n l\u00fd th\u01b0\u01a1ng hi\u1ec7u v\u00e0 b\u1ea5t k\u1ef3 ai quan t\u00e2m \u0111\u1ebfn vi\u1ec7c x\u00e2y d\u1ef1ng v\u00e0 duy tr\u00ec th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh c\u00f4ng. T\u00e1c ph\u1ea9m n\u00e0y l\u00e0 m\u1ed9t ngu\u1ed3n t\u00e0i nguy\u00ean kh\u00f4ng th\u1ec3 thi\u1ebfu cho c\u00e1c chuy\u00ean gia trong l\u0129nh v\u1ef1c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u, gi\u00fap h\u1ecd hi\u1ec3u \u0111\u01b0\u1ee3c c\u00e1c nguy\u00ean t\u1eafc c\u1ed1t l\u00f5i v\u00e0 xu h\u01b0\u1edbng m\u1edbi nh\u1ea5t trong l\u0129nh v\u1ef1c n\u00e0y.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><br>T\u00e1c gi\u1ea3 David Aaker<\/h2>\n\n\n\n<p>David Aaker l\u00e0 m\u1ed9t gi\u00e1o s\u01b0 n\u1ed5i ti\u1ebfng v\u1ec1 marketing t\u1ea1i \u0110\u1ea1i h\u1ecdc California, Berkeley. \u00d4ng \u0111\u01b0\u1ee3c c\u00f4ng nh\u1eadn r\u1ed9ng r\u00e3i l\u00e0 m\u1ed9t trong nh\u1eefng chuy\u00ean gia h\u00e0ng \u0111\u1ea7u th\u1ebf gi\u1edbi v\u1ec1 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u. Aaker \u0111\u00e3 vi\u1ebft h\u01a1n 100 b\u00e0i b\u00e1o v\u00e0 15 cu\u1ed1n s\u00e1ch v\u1ec1 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u, ti\u1ebfp th\u1ecb v\u00e0 nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng. \u00d4ng c\u0169ng l\u00e0 ng\u01b0\u1eddi ph\u00e1t tri\u1ec3n M\u00f4 h\u00ecnh 5 \u0111i\u1ec3m n\u1ed5i ti\u1ebfng v\u1ec1 nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u, m\u1ed9t c\u00f4ng c\u1ee5 thi\u1ebft y\u1ebfu \u0111\u1ec3 ph\u00e2n t\u00edch v\u00e0 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n\n\n\n<p>C\u00e1c t\u00e1c ph\u1ea9m c\u1ee7a Aaker \u0111\u00e3 c\u00f3 \u1ea3nh h\u01b0\u1edfng s\u00e2u s\u1eafc \u0111\u1ebfn l\u0129nh v\u1ef1c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u v\u00e0 ti\u1ebfp t\u1ee5c \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng r\u1ed9ng r\u00e3i b\u1edfi c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb, nh\u00e0 qu\u1ea3n l\u00fd th\u01b0\u01a1ng hi\u1ec7u v\u00e0 c\u00e1c h\u1ecdc gi\u1ea3 tr\u00ean to\u00e0n th\u1ebf gi\u1edbi.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><br>Th\u00f4ng tin s\u00e1ch Brand Strategy: Aaker B\u00e0n V\u1ec1 Th\u01b0\u01a1ng Hi\u1ec7u<\/h2>\n\n\n\n<figure class=\"wp-block-table\"><table><thead><tr><th><strong>Th\u00f4ng tin<\/strong><\/th><th><strong>N\u1ed9i dung<\/strong><\/th><\/tr><\/thead><tbody><tr><td>T\u00ean s\u00e1ch<\/td><td>Brand Strategy: Aaker B\u00e0n V\u1ec1 Th\u01b0\u01a1ng Hi\u1ec7u<\/td><\/tr><tr><td>T\u00e1c gi\u1ea3<\/td><td><a href=\"https:\/\/cunghocvui.com\/book\/tac-gia\/david-aaker\/\">David Aaker<\/a><\/td><\/tr><tr><td>Th\u1ec3 lo\u1ea1i<\/td><td>X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u, Marketing<\/td><\/tr><tr><td>S\u1ed1 trang<\/td><td>362<\/td><\/tr><tr><td>N\u0103m xu\u1ea5t b\u1ea3n<\/td><td>2019 (\u1ea5n b\u1ea3n th\u1ee9 3)<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><br>T\u00f3m t\u1eaft s\u00e1ch Brand Strategy: Aaker B\u00e0n V\u1ec1 Th\u01b0\u01a1ng Hi\u1ec7u<\/h2>\n\n\n\n<p>Cu\u1ed1n s\u00e1ch &#8220;<strong>Brand Strategy<\/strong>&#8221; c\u1ee7a David Aaker kh\u00e1m ph\u00e1 c\u00e1ch bi\u1ebfn th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh m\u1ed9t &#8220;t\u00e0i s\u1ea3n&#8221; qu\u00fd gi\u00e1 cho doanh nghi\u1ec7p. T\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ch\u1ec9 l\u00e0 nh\u1eefng gi\u00e1 tr\u1ecb v\u00f4 h\u00ecnh, m\u00e0 c\u00f2n l\u00e0 k\u1ebft qu\u1ea3 c\u1ee7a s\u1ef1 \u0111\u1ea7u t\u01b0 l\u00e2u d\u00e0i v\u00e0 c\u00f4ng phu. V\u00ec th\u1ebf, vi\u1ec7c \u0111\u1eb7t ra m\u1ee5c ti\u00eau c\u1ee5 th\u1ec3 v\u00e0 ph\u00e1t tri\u1ec3n k\u1ebf ho\u1ea1ch chi ti\u1ebft l\u00e0 r\u1ea5t quan tr\u1ecdng \u0111\u1ec3 gia t\u0103ng gi\u00e1 tr\u1ecb c\u1ee7a t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u theo th\u1eddi gian.<\/p>\n\n\n\n<p>S\u00e1ch \u0111\u1ec1 c\u1eadp \u0111\u1ebfn vi\u1ec7c thi\u1ebft l\u1eadp v\u00e0 ph\u00e2n b\u1ed5 ng\u00e2n s\u00e1ch x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u ph\u00f9 h\u1ee3p v\u1edbi t\u1eebng m\u00f4 h\u00ecnh kinh doanh c\u1ee5 th\u1ec3. N\u00f3 c\u0169ng tr\u00ecnh b\u00e0y c\u00e1ch \u0111o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c v\u00e0 s\u00e1ch l\u01b0\u1ee3c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n\n\n\n<p>Quan tr\u1ecdng h\u01a1n, cu\u1ed1n s\u00e1ch t\u1ea1o ra t\u1ea7m nh\u00ecn th\u01b0\u01a1ng hi\u1ec7u s\u00e1ng t\u1ea1o, m\u1ed9t t\u1ea7m nh\u00ecn m\u00e0 kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 \u0111\u1ed3ng \u00fd v\u00e0 nh\u1eadn bi\u1ebft b\u1ea1n l\u00e0 \u0111\u1ea1i di\u1ec7n cho m\u1ed9t gi\u00e1 tr\u1ecb \u0111\u1eb7c bi\u1ec7t. N\u00f3 c\u0169ng khuy\u1ebfn kh\u00edch doanh nghi\u1ec7p kh\u00f4ng ch\u1ec9 sao ch\u00e9p m\u00e0 c\u00f2n h\u1ecdc h\u1ecfi t\u1eeb c\u00e1c th\u00e0nh c\u00f4ng tr\u01b0\u1edbc \u0111\u00f3 v\u00e0 t\u1ea1o ra nh\u1eefng \u0111i\u1ec3m ch\u1ea1m \u0111\u1eb7c bi\u1ec7t \u0111\u1ec3 thu h\u00fat kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n<p>Cu\u1ed1n s\u00e1ch \u0111\u01b0a ra m\u00f4 h\u00ecnh Brand Equity, gi\u1ea3i th\u00edch r\u1eb1ng c\u00f3 n\u0103m th\u00e0nh ph\u1ea7n ch\u00ednh t\u1ea1o n\u00ean t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u: L\u00f2ng trung th\u00e0nh, Nh\u1eadn bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u, Ch\u1ea5t l\u01b0\u1ee3ng c\u1ea3m nh\u1eadn, Li\u00ean t\u01b0\u1edfng th\u01b0\u01a1ng hi\u1ec7u v\u00e0 c\u00e1c gi\u00e1 tr\u1ecb t\u00e0i s\u1ea3n kh\u00e1c.<\/p>\n\n\n\n<p>V\u1edbi nh\u1eefng ki\u1ebfn th\u1ee9c n\u00e0y, m\u1ed9t doanh nghi\u1ec7p c\u00f3 th\u1ec3 v\u01b0\u01a1n l\u00ean tr\u1edf th\u00e0nh &#8220;Th\u01b0\u01a1ng hi\u1ec7u vua&#8221; trong ng\u00e0nh h\u00e0ng c\u1ee7a m\u00ecnh. Doanh nghi\u1ec7p n\u00e0o mu\u1ed1n t\u1eadn d\u1ee5ng s\u1ee9c m\u1ea1nh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u v\u00e0 qu\u1ea3n l\u00fd hi\u1ec7u qu\u1ea3 danh m\u1ee5c th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh \u0111\u1ec3 c\u00f3 \u1ea3nh h\u01b0\u1edfng s\u00e2u r\u1ed9ng v\u00e0 v\u01b0\u1ee3t tr\u1ed9i tr\u01b0\u1edbc c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u0169ng nh\u01b0 tr\u01b0\u1edbc nh\u1eefng bi\u1ebfn \u0111\u1ed9ng tr\u00ean th\u1ecb tr\u01b0\u1eddng, kh\u00f4ng th\u1ec3 b\u1ecf qua cu\u1ed1n s\u00e1ch Brand Strategy c\u1ee7a Aaker.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><br>\u0110\u1ecdc v\u00e0 t\u1ea3i s\u00e1ch Brand Strategy: Aaker B\u00e0n V\u1ec1 Th\u01b0\u01a1ng Hi\u1ec7u (PDF)<\/h2>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/cdn0.fahasa.com\/media\/flashmagazine\/images\/page_images\/brand_strategy_aaker_ban_ve_thuong_hieu\/2021_06_07_16_40_23_2-390x510.jpg\" alt=\"Brand Strategy: Aaker B\u00e0n V\u1ec1 Th\u01b0\u01a1ng Hi\u1ec7u\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/cdn0.fahasa.com\/media\/flashmagazine\/images\/page_images\/brand_strategy_aaker_ban_ve_thuong_hieu\/2021_06_07_16_40_23_3-390x510.jpg\" alt=\"Brand Strategy: Aaker B\u00e0n V\u1ec1 Th\u01b0\u01a1ng Hi\u1ec7u\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/cdn0.fahasa.com\/media\/flashmagazine\/images\/page_images\/brand_strategy_aaker_ban_ve_thuong_hieu\/2021_06_07_16_40_23_4-390x510.jpg\" alt=\"Brand Strategy: Aaker B\u00e0n V\u1ec1 Th\u01b0\u01a1ng Hi\u1ec7u\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/cdn0.fahasa.com\/media\/flashmagazine\/images\/page_images\/brand_strategy_aaker_ban_ve_thuong_hieu\/2021_06_07_16_40_23_5-390x510.jpg\" alt=\"Brand Strategy: Aaker B\u00e0n V\u1ec1 Th\u01b0\u01a1ng Hi\u1ec7u\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/cdn0.fahasa.com\/media\/flashmagazine\/images\/page_images\/brand_strategy_aaker_ban_ve_thuong_hieu\/2021_06_07_16_40_23_6-390x510.jpg\" alt=\"Brand Strategy: Aaker B\u00e0n V\u1ec1 Th\u01b0\u01a1ng Hi\u1ec7u\"\/><\/figure>\n\n\n\n<p><strong>\u0110\u1ecdc s\u00e1ch Brand Strategy: Aaker B\u00e0n V\u1ec1 Th\u01b0\u01a1ng Hi\u1ec7u online mi\u1ec5n ph\u00ed ho\u1eb7c t\u1ea3i v\u1ec1 d\u01b0\u1edbi d\u1ea1ng File PDF theo h\u01b0\u1edbng d\u1eabn<\/strong><\/p>\n\n\n\n<div class=\"wp-block-button has-custom-font-size has-medium-font-size\" style=\"text-align: center;\"><button class=\"wp-block-button__link has-background-color has-luminous-vivid-orange-background-color has-text-color has-background has-link-color wp-element-button\"><br>Download<br><\/button><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><br>Audio S\u00e1ch Brand Strategy: Aaker B\u00e0n V\u1ec1 Th\u01b0\u01a1ng Hi\u1ec7u<\/h2>\n\n\n\n<p>Nghe s\u00e1ch n\u00f3i <strong>Brand Strategy: Aaker B\u00e0n V\u1ec1 Th\u01b0\u01a1ng Hi\u1ec7u<\/strong> t\u1ea1i \u0111\u00e2y<\/p>\n\n\n\n<p><iframe loading=\"lazy\" title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/feBjSVFeoQE\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><br>(Review) \u0110\u00e1nh gi\u00e1 n\u1ed9i dung v\u00e0 H\u00ecnh th\u1ee9c<\/h2>\n\n\n\n<p>\u0110\u00e1nh gi\u00e1 tr\u00ean thang \u0111i\u1ec3m 10: <strong>9\/10<\/strong><\/p>\n\n\n\n<p><strong><em>\u0110i\u1ec3m m\u1ea1nh:<\/em><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Cung c\u1ea5p m\u1ed9t khu\u00f4n kh\u1ed5 to\u00e0n di\u1ec7n v\u00e0 th\u1ef1c t\u1ebf \u0111\u1ec3 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u<\/li>\n\n\n\n<li>Bao g\u1ed3m c\u00e1c v\u00ed d\u1ee5 v\u1ec1 th\u1ebf gi\u1edbi th\u1ef1c v\u00e0 c\u00e1c nghi\u00ean c\u1ee9u tr\u01b0\u1eddng h\u1ee3p<\/li>\n\n\n\n<li>Tr\u00ecnh b\u00e0y c\u00e1c c\u00f4ng c\u1ee5 v\u00e0 k\u1ef9 thu\u1eadt \u0111\u1ec3 gi\u00fap c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb qu\u1ea3n l\u00fd th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7u qu\u1ea3<\/li>\n\n\n\n<li>V\u0103n phong r\u00f5 r\u00e0ng, s\u00fac t\u00edch v\u00e0 d\u1ec5 hi\u1ec3u<\/li>\n\n\n\n<li>L\u00e0 m\u1ed9t ngu\u1ed3n t\u00e0i nguy\u00ean v\u00f4 gi\u00e1 cho c\u00e1c chuy\u00ean gia x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u<\/li>\n<\/ul>\n\n\n\n<p><strong><em>\u0110i\u1ec3m y\u1ebfu:<\/em><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>C\u00f3 th\u1ec3 h\u01a1i d\u00e0i v\u00e0 chi ti\u1ebft \u0111\u1ed1i v\u1edbi m\u1ed9t s\u1ed1 \u0111\u1ed9c gi\u1ea3<\/li>\n\n\n\n<li>M\u1ed9t s\u1ed1 v\u00ed d\u1ee5 c\u00f3 th\u1ec3 \u0111\u00e3 l\u1ed7i th\u1eddi<\/li>\n\n\n\n<li>C\u00f3 th\u1ec3 kh\u00f4ng ph\u00f9 h\u1ee3p v\u1edbi nh\u1eefng ng\u01b0\u1eddi m\u1edbi b\u1eaft \u0111\u1ea7u trong l\u0129nh v\u1ef1c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u<\/li>\n<\/ul>\n\n\n\n<p>Nh\u00ecn chung, &#8220;<strong>Brand Strategy: Aaker B\u00e0n V\u1ec1 Th\u01b0\u01a1ng Hi\u1ec7u<\/strong>&#8221; l\u00e0 m\u1ed9t t\u00e1c ph\u1ea9m xu\u1ea5t s\u1eafc v\u1ec1 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u, cung c\u1ea5p m\u1ed9t s\u1ef1 k\u1ebft h\u1ee3p tuy\u1ec7t v\u1eddi gi\u1eefa l\u00fd thuy\u1ebft, nghi\u00ean c\u1ee9u v\u00e0 c\u00e1c \u1ee9ng d\u1ee5ng th\u1ef1c t\u1ebf. T\u00e1c ph\u1ea9m n\u00e0y l\u00e0 m\u1ed9t ngu\u1ed3n t\u00e0i nguy\u00ean thi\u1ebft y\u1ebfu cho b\u1ea5t k\u1ef3 ai mu\u1ed1n x\u00e2y d\u1ef1ng v\u00e0 duy tr\u00ec th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh c\u00f4ng.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><br>C\u1ea3m nh\u1eadn c\u00e1 nh\u00e2n<\/h2>\n\n\n\n<p>Cu\u1ed1n s\u00e1ch &#8220;<strong>Brand Strategy<\/strong>&#8221; c\u1ee7a David Aaker l\u00e0 m\u1ed9t t\u00e0i li\u1ec7u qu\u00fd gi\u00e1 v\u1ec1 vi\u1ec7c x\u00e2y d\u1ef1ng v\u00e0 qu\u1ea3n l\u00fd th\u01b0\u01a1ng hi\u1ec7u trong m\u00f4i tr\u01b0\u1eddng kinh doanh ng\u00e0y nay. \u0110\u1ecdc cu\u1ed1n s\u00e1ch n\u00e0y, t\u00f4i c\u1ea3m th\u1ea5y \u0111\u01b0\u1ee3c kh\u00edch l\u1ec7 v\u00e0 truy\u1ec1n c\u1ea3m h\u1ee9ng b\u1edfi s\u1ef1 s\u00e2u s\u1eafc v\u00e0 chi ti\u1ebft c\u1ee7a c\u00e1c ph\u00e2n t\u00edch v\u00e0 h\u01b0\u1edbng d\u1eabn.<\/p>\n\n\n\n<p>M\u1ed9t \u0111i\u1ec3m m\u1ea1nh c\u1ee7a cu\u1ed1n s\u00e1ch l\u00e0 c\u00e1ch Aaker \u0111\u1ec1 c\u1eadp \u0111\u1ebfn vi\u1ec7c bi\u1ebfn th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh m\u1ed9t &#8220;t\u00e0i s\u1ea3n&#8221; quan tr\u1ecdng c\u1ee7a doanh nghi\u1ec7p. \u00d4ng gi\u1ea3i th\u00edch r\u00f5 r\u00e0ng v\u00e0 logic v\u1ec1 vi\u1ec7c t\u1ea1o ra gi\u00e1 tr\u1ecb t\u1eeb th\u01b0\u01a1ng hi\u1ec7u v\u00e0 c\u00e1ch \u0111\u1eb7t ra c\u00e1c m\u1ee5c ti\u00eau c\u1ee5 th\u1ec3 \u0111\u1ec3 ph\u00e1t tri\u1ec3n t\u00e0i s\u1ea3n n\u00e0y theo th\u1eddi gian.<\/p>\n\n\n\n<p>Ngo\u00e0i ra, cu\u1ed1n s\u00e1ch c\u0169ng \u0111\u1ec1 c\u1eadp \u0111\u1ebfn c\u00e1c chi\u1ebfn l\u01b0\u1ee3c c\u1ee5 th\u1ec3 v\u00e0 c\u00e1ch \u0111o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 c\u1ee7a ch\u00fang. Vi\u1ec7c n\u00e0y gi\u00fap \u0111\u1ed9c gi\u1ea3 kh\u00f4ng ch\u1ec9 hi\u1ec3u \u0111\u01b0\u1ee3c l\u00fd thuy\u1ebft m\u00e0 c\u00f2n c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng n\u00f3 v\u00e0o th\u1ef1c ti\u1ec5n kinh doanh.<\/p>\n\n\n\n<p>Tuy nhi\u00ean, m\u1ed9t s\u1ed1 kh\u00eda c\u1ea1nh c\u1ee7a s\u00e1ch c\u00f3 th\u1ec3 tr\u1edf n\u00ean kh\u00f3 hi\u1ec3u \u0111\u1ed1i v\u1edbi ng\u01b0\u1eddi m\u1edbi b\u1eaft \u0111\u1ea7u trong l\u0129nh v\u1ef1c n\u00e0y, do \u0111\u00f3 c\u1ea7n c\u00f3 s\u1ef1 \u0111\u1ea7u t\u01b0 th\u00eam th\u1eddi gian v\u00e0 n\u1ed7 l\u1ef1c \u0111\u1ec3 hi\u1ec3u r\u00f5.<\/p>\n\n\n\n<p>T\u00f3m l\u1ea1i, cu\u1ed1n s\u00e1ch &#8220;<strong>Brand Strategy<\/strong>&#8221; c\u1ee7a Aaker l\u00e0 m\u1ed9t t\u00e0i li\u1ec7u quan tr\u1ecdng v\u00e0 h\u1eefu \u00edch cho nh\u1eefng ai quan t\u00e2m \u0111\u1ebfn vi\u1ec7c x\u00e2y d\u1ef1ng v\u00e0 qu\u1ea3n l\u00fd th\u01b0\u01a1ng hi\u1ec7u. \u0110\u1ed1i v\u1edbi t\u00f4i, n\u00f3 l\u00e0 m\u1ed9t ngu\u1ed3n c\u1ea3m h\u1ee9ng v\u00e0 ki\u1ebfn th\u1ee9c \u0111\u00e1ng gi\u00e1 \u0111\u1ec3 \u00e1p d\u1ee5ng trong c\u00f4ng vi\u1ec7c h\u00e0ng ng\u00e0y.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><br>B\u00e0i h\u1ecdc v\u00e0 c\u1ea3m h\u1ee9ng<\/h2>\n\n\n\n<p><strong>Nh\u1eefng c\u00e2u n\u00f3i hay trong cu\u1ed1n s\u00e1ch &#8220;Brand Strategy: Aaker B\u00e0n V\u1ec1 Th\u01b0\u01a1ng Hi\u1ec7u&#8221;:<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>&#8220;M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh l\u00e0 m\u1ed9t l\u1eddi h\u1ee9a, m\u1ed9t cam k\u1ebft.&#8221;<\/li>\n\n\n\n<li>&#8220;Nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u l\u00e0 n\u1ec1n t\u1ea3ng c\u1ee7a m\u1ecdi th\u1ee9 kh\u00e1c.&#8221;<\/li>\n\n\n\n<li>&#8220;S\u1ef1 kh\u00e1c bi\u1ec7t h\u00f3a th\u01b0\u01a1ng hi\u1ec7u l\u00e0 ch\u00eca kh\u00f3a \u0111\u1ec3 th\u00e0nh c\u00f4ng.&#8221;<\/li>\n\n\n\n<li>&#8220;L\u00f2ng trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u l\u00e0 ph\u1ea7n th\u01b0\u1edfng cu\u1ed1i c\u00f9ng.&#8221;<\/li>\n\n\n\n<li>&#8220;\u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 qu\u00e1 tr\u00ecnh t\u1ea1o ra m\u1ed9t v\u1ecb tr\u00ed \u0111\u1ed9c \u0111\u00e1o trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau.&#8221;<\/li>\n<\/ol>\n\n\n\n<p><strong>B\u00e0i h\u1ecdc r\u00fat ra t\u1eeb cu\u1ed1n s\u00e1ch:<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>T\u1ea7m quan tr\u1ecdng c\u1ee7a m\u1ed9t b\u1ea3n s\u1eafc th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh m\u1ebd:<\/strong> M\u1ed9t b\u1ea3n s\u1eafc th\u01b0\u01a1ng hi\u1ec7u r\u00f5 r\u00e0ng v\u00e0 nh\u1ea5t qu\u00e1n l\u00e0 n\u1ec1n t\u1ea3ng c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh c\u00f4ng. N\u00f3 gi\u00fap kh\u00e1ch h\u00e0ng nh\u1eadn ra, nh\u1edb v\u00e0 li\u00ean k\u1ebft v\u1edbi th\u01b0\u01a1ng hi\u1ec7u.<\/li>\n\n\n\n<li><strong>S\u1ee9c m\u1ea1nh c\u1ee7a s\u1ef1 kh\u00e1c bi\u1ec7t h\u00f3a th\u01b0\u01a1ng hi\u1ec7u:<\/strong> C\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n ph\u1ea3i kh\u00e1c bi\u1ec7t v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh \u0111\u1ec3 n\u1ed5i b\u1eadt v\u00e0 thu h\u00fat kh\u00e1ch h\u00e0ng. S\u1ef1 kh\u00e1c bi\u1ec7t h\u00f3a c\u00f3 th\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c th\u00f4ng qua c\u00e1c thu\u1ed9c t\u00ednh s\u1ea3n ph\u1ea9m, l\u1ee3i \u00edch ho\u1eb7c gi\u00e1 tr\u1ecb \u0111\u1ed9c \u0111\u00e1o.<\/li>\n\n\n\n<li><strong>Gi\u00e1 tr\u1ecb c\u1ee7a l\u00f2ng trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u:<\/strong> Kh\u00e1ch h\u00e0ng trung th\u00e0nh l\u00e0 t\u00e0i s\u1ea3n c\u00f3 gi\u00e1 tr\u1ecb \u0111\u1ed1i v\u1edbi b\u1ea5t k\u1ef3 doanh nghi\u1ec7p n\u00e0o. C\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 x\u00e2y d\u1ef1ng l\u00f2ng trung th\u00e0nh b\u1eb1ng c\u00e1ch cung c\u1ea5p c\u00e1c s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 ch\u1ea5t l\u01b0\u1ee3ng cao, x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 v\u1edbi kh\u00e1ch h\u00e0ng v\u00e0 t\u1ea1o ra c\u00e1c tr\u1ea3i nghi\u1ec7m t\u00edch c\u1ef1c.<\/li>\n\n\n\n<li><strong>Vai tr\u00f2 quan tr\u1ecdng c\u1ee7a \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u:<\/strong> \u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 m\u1ea1nh m\u1ebd \u0111\u1ec3 t\u1ea1o ra m\u1ed9t h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u c\u1ee5 th\u1ec3 trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau. C\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 \u0111\u1ecbnh v\u1ecb m\u00ecnh theo c\u00e1c thu\u1ed9c t\u00ednh, l\u1ee3i \u00edch, gi\u00e1 tr\u1ecb ho\u1eb7c \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau c\u1ee5 th\u1ec3.<\/li>\n\n\n\n<li><strong>S\u1ef1 c\u1ea7n thi\u1ebft c\u1ee7a vi\u1ec7c \u0111o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 th\u01b0\u01a1ng hi\u1ec7u:<\/strong> \u0110o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 th\u01b0\u01a1ng hi\u1ec7u l\u00e0 \u0111i\u1ec1u c\u1ea7n thi\u1ebft \u0111\u1ec3 theo d\u00f5i ti\u1ebfn \u0111\u1ed9 v\u00e0 th\u1ef1c hi\u1ec7n c\u00e1c \u0111i\u1ec1u ch\u1ec9nh khi c\u1ea7n thi\u1ebft. C\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng nhi\u1ec1u ch\u1ec9 s\u1ed1 kh\u00e1c nhau \u0111\u1ec3 \u0111o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3, ch\u1eb3ng h\u1ea1n nh\u01b0 nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u, h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u, l\u00f2ng trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u v\u00e0 doanh s\u1ed1 b\u00e1n h\u00e0ng.<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"<p>Gi\u1edbi thi\u1ec7u s\u00e1ch Brand Strategy: Aaker B\u00e0n V\u1ec1 Th\u01b0\u01a1ng Hi\u1ec7u Gi\u1edbi thi\u1ec7u: Brand Strategy: Aaker B\u00e0n V\u1ec1 Th\u01b0\u01a1ng Hi\u1ec7u &#8220;Brand Strategy: Aaker B\u00e0n V\u1ec1 Th\u01b0\u01a1ng Hi\u1ec7u&#8221; c\u1ee7a David Aaker l\u00e0 m\u1ed9t t\u00e1c ph\u1ea9m kinh \u0111i\u1ec3n trong l\u0129nh v\u1ef1c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u, cung c\u1ea5p m\u1ed9t khu\u00f4n kh\u1ed5 to\u00e0n di\u1ec7n v\u00e0 th\u1ef1c t\u1ebf \u0111\u1ec3 x\u00e2y d\u1ef1ng,&#8230;<\/p>\n","protected":false},"author":2,"featured_media":4160,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[549,333,469],"tags":[],"class_list":["post-4161","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-david-aaker","category-kinh-te","category-marketing-ban-hang"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Brand Strategy: Aaker B\u00e0n V\u1ec1 Th\u01b0\u01a1ng Hi\u1ec7u - \u0110\u1ecdc online &amp; Pdf<\/title>\n<meta name=\"description\" content=\"&quot;Brand Strategy: Aaker B\u00e0n V\u1ec1 Th\u01b0\u01a1ng Hi\u1ec7u&quot; l\u00e0 m\u1ed9t t\u00e1c ph\u1ea9m xu\u1ea5t s\u1eafc v\u1ec1 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u, s\u1ef1 k\u1ebft h\u1ee3p tuy\u1ec7t v\u1eddi gi\u1eefa l\u00fd thuy\u1ebft, nghi\u00ean c\u1ee9u\" \/>\n<meta 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