Xây dựng thương hiệu sản phẩm tại các doanh nghiệp may Việt Nam trong quá trình hội nhập kinh tế quốc tế

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CHƯƠNG I : TỔNG QUAN VỀ THƯƠNG HIỆU VÀ XÂY DỰNG
THƯƠNG HIÊU
$$ Quan niệm, chức năng, vai trò của thương hiệu:
i=8V0R)FOWT`)+/\_-e)T=)FO7!+r
)FO/F]->!M-@)*,1!,!FG-<)V5g/F
*><1>)FO5W,1s-\>)*-J1!.7s)*,-T
1-<7sWd0a)E)B!)*,/YW[^,1E/=Ap)/.-e)W4
)+=8S)FO7!+r
$$$ Thương hiệu là gì?
6><?(-1>)FO5)*,/6-6<-,*j
)FO-Z7!J)FO3-;0,5)@-7!J!,(5
)M)FO35-Z0s/7o)Mg8:)8@t!*:)/F]-Wd
0a)*M-(-FO)/3-eFA(,/!5)*>+5-(-:`1!)3-K
u:)0=)3W,<!73/F]-gFYA9)/9>:)5ALv
FY?[p-/9")WT`0-1a!,/6-;0,)+FY
))FY/>-E/9-()M-;WT`&0-1a/6#)@-7!J)FO3
-;!,(/6C!1+1E8V0R)FO-Z )+*")-()MJ
2]-,WT`1!<TA(-,FY)M02A9)/967!/F]-
,)*M)R-)95-e)1s):*j>FY)M021s-6)=-g
-(-WT`50-1a!g?()V/g-/F]-)MWT`:5FY
<+0(5!Wp-5V)5A,6t!FY1s-g/F]-/eWT
`+ 1!VA)61GWT`0-1a-;0,?(-CK0a
F1--(-A(")*])*FG-/V?-T,-[0K-;(m?)=/g-
/F]--B!,)*MWT`"/RFY?FY-D
-g/F]-WT`)[)Yf))*,-;-T,/RO-)9)?9-61VN03f)7FG
?(-1GWT`-;!7!f))*,)*O7(Oi>!-,):)FO
?c-Z0l73L-()M!-\-(+O)9B
w
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)@-,*j)FO?c-Z7!-(-9)[)*,J
!-\-T-(-9)[?(-F?`5+0(5WR?(-A))*,A,A+5V
)F/h-; "U*?S) ,x
FO7!")-()M5"))lB5")0:5")A=)F]5")+14
)N]):)-T-(-9)[6)*Mj8(-/")WT`0-1a-;
")y")6zFYA(1!VA)-(-WT`0-1a/61G-(-/[);
-3)*
!-6>.)9)a-O6-6)=7!A:)-@-(+/F]-p
1GWT`,f-0-1aj7!-,-e/F]-E000!1!?(-A)
1GWT`-27,3S,<!1-)3,0R)FO7!7R-g1!
)9)?9-,WT`,f-0-1a"))Mg57,,5A=)F]5!Wp-5?=0(5
A,A+1!-(-9)[?(-/=VA)WT`-;0,!
?BeK--,1-<T-(,WT`!8X)1>f)(7E)5W4e
0,AT,1/F]--(-)!)[-:)!M)FOFL)*M/J/>-E
FL-lF/9/V-e)8(-//F]-)FO7!+rFW-,
-25)3)Y/=<9)/-;FY)M025?(-!)l?Tb
VA)/F]-/V7!WT`-;0,!,{F)3W,?(-!73-Z
-g"))FOB!7,3)-(-J-27,31G!Wp-5?=0(5
A,6t*n*!7!?(-1!?.7s//V/F]-CE)3W,FY)M
0273-68FG-g)FO/6?T-Z)*,"))Y/=!-T
>)Y/=?(-1!6.F7!:)<(F7!"))6<S)M02
U[7oT/>!-e)T)+=1><)*+<9)/-;?(-
!
+$()*+9)/-;?(-!
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Website: http://www.docs.vn Email : lienhe@docs.vn Tel : 0918.775.368
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7!FO(-,:)Uf)?(-)*,<9)/)+)FO-6>FY
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1>)FO/6CEL/V/=8V0R)FO,!1-)9)?9-(-9)[
-:)!"0)FO-\ T)3,7E>)-;?(-!1GWT
`/eO7!)3,7E7}-,)FOWT`-;0,
CG<!)FO?-Z7!?TbEA9)5VA)WT`
!-\)3,0R")+)F])[)/‚1>WT`-;0,)*,)V)*K
-;FY)M02 +)F]/6")./F]-)3,)!)l-(-9)[B+1!
-6?TbEA9)F)Mg57,,5A=)F]5?`5!Wp-?=0(5
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/,33-t.)@5<)*gO-;+)F]57`/jWB0:
+):/F]-1!7!-,0:/6/WV1!,)V)*K?(-!5-K7!-:)
7F]!,(0-1a5B<T1!)K-)b!WT`0-1a/6
73tiV7!B9)[7!-,FY)M02))FLpA61G0,
1!)3,M+)F]1b,(0,9B0:B+7!
-b-@/=(7E)AT,1<>7]-K/(-;0,-[73-3)*
?7!35)+>)-;?(-!1!,WT`W47!-([-1B-p-!
0,?T7,W])*FG--TBWR-3)*8:-O:)
€Lv!M-@73/@)*M")</=a-/K-M-@?(-
1GBFO(M-@?(-)+1--6B<?(-
1>")1:/>7!/>?)=)*(?_^,1E1Ga-/K-/=8V0R
)FO-,WT`)8/F*<)S,</=)@1>)FO
/=/F]-=.O1!eK->O-,1-8V0R)FOWT
`FW
FO7!)E]-(-0:/=VA)WT`-;0,!
1GWT`-27,3-;0,?(-,f-/=VA)0,!1!
0,?(-{f)?(-)FO-\7!0::+)F]1>")7,3WT
`")0\WT`/F]-/1)[)/‚)*,)V)*K?(-!
$$% Chức năng của thương hiệu:
l<)*M-e)/J8(-//F]-.!,-@-b-;)FO
FO74/O).-Z7!0:/=E031!VA)!,( -;
0,!1G0,?(-!-\)=)*M>?K-3?(-
B^2-)-68V0R-97RO-)R-F)9!,5())*=6/9/V/
B)+)FOT)R-/F]--(--@-b-OATW
a) Chức năng nhận biết và phân biệt.
F/J/>-E5)FO-6-@-bEA9)1!VA)6)=6/V7!
-@-b[-1!/f-)*F<)*g-;)FOB9)[EA9)!-6
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)=7!)MJ5-V?`5A=)F]5!Wp-5?=0(V)!
?-Z p-)GFY)M02-6)=7M)FL/9CK0aF6/9
,-,77!FY02A9)/V7!")7,3FG-T?()-6WN)951!
?6/9,S-)S,7S)+h/9Qq1!!/_-;,-,75
!8A=7!SW51GV)F SS?S„S77S…S,…77AS
S5)S77S…,0S*…,0S*1!S†W-‡S„,S,S1!)E-K-T
2)O-D-6)=7!)b?TbEA9)-;?(-!/[1GWT`
mFo*jWREA9)!?-Z)lK?(-!/[1GWT`-;
0,!-K-@-b!-T!WT8:)-DEA9)/F]-WT`
-;+W,1G/[);-3)*FOe0,)*,,3)/"
<T)*1!/>!,3)/"-;0,CG)FO50,A9)
/F]-/c-:51)9-;WT`-;+7!L/V5/=)l/:-6B/FY/
/e/p)*,-(-<9)/<T)*FO-\/61)*\)K--R-)*,
-97F]-V/,3))*FYF-e)/JA9)?(-!78V0R>
)1!,)FO51!-(->)!-6)=)3,0R/F]-5)/NAj-(-v7R-
U*?S)j/(@WR,/]-;FY)M02?g1!Wd0aWT
`F1E5v)FOW4dp"))/>))G?(-!
F&7!-p-*b57,WS7!)*pA61!)O()-\,7)S7!lWV*b
un*!-(-)/!6.*:)7G)*,/1))*FYCGv 
L)l7@)N-,)-(-V/,3))*FY*M
b) Chức năng thông tin và chỉ dẫn:
@b))1!-Z0s-;)FO/F]-=7!WR)*>)T1>()*
Wd0a5-0a/K-)R-!!,(/673-,FY)M02)<
+T5B5?`,f--(-0:?(--;)FOB)
)1>OWT8:)5/c-:-;!,(5/>?)M02-6)=.!,/F]-
)=)<)FOCK0aFG-,~-)S*7!WR<9*D5W7,
-;~7S-)*,7-1GO%'b1s-3)[)-\O-T")-@-Z/TAT,1>
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-.)7F]{1!/=6)G-(-)@-Wd0a)+BU??-!7p--!,/J)3,
WRW/"1!)K9?x)</")l7p-7MD*}8[-N-;
,7, /f-A)-e)*g)G1-7R-gFO()*>)5--a
)*>)1!"0-a)=-;-(-)/)*>)€LLB?1R-?(-
1G/[)F]?(-W4-6B-TE?(-1>)/Uf)
?(-5?0/=)=))*n*!<)FOM59)FO
)=/F]-*n-@-b!)+W47!-O")E7]/=FY)M02)+
=1!//9-:E)FO
c) Chức năng tạo sự cảm nhận và tin cậy:
iV7!-@-b!"))FOG8:)?)=-6/F]-€L6/\
_T-6WR-TE1!)*T1>!,(1!0-1a-;"))FO
!,/6?(-!)M02WT`gW4-6-(-)*T1>-(-)Kb5
-0a5-:)7F]!)FO/6/S73l/6?(-!W48V0R
B>)1!,)FO1!6?(-!!)*L)!?(-!)*
)!1G)FO>)!)(-/"34)GFY)M02/9vg
.3)d1G-(-)FOG-[B-,*j)FO:7!
)[):)1!?-6+7!))9/F]-CK0aF)K2/[1GFG-T
?(),-,7-c3F?T-:)7F]WT`G)3,/F]--T
E1!>)/[1Y?(-!5!7!),!A"-(-9)[-:)!M)FO
/J6.*:)7G-,-1-!€L9-Z[A SS?S)+?
FY)M02!,-6)=7M)FL)G")7,3AW)*g1!<o)"-9F
SS?S?-6!8/f-)*F5?=0(-/R-DF-[-[W
)*g5-(--FO)*+)!)*]-,-(-)=),<o)"-F,705<.1])
un*!-K)FO7!/R,-/>/6
d) Chức năng kinh tế:
FOAT)V6/J()*1>f)?)951!O)9B6-\)3,
*()*@:)5)FO/F]--,7!)!WT1+1!*:)-6()*-;0,
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:)7!./V5/J-6B/((1!/,7F\()*)FO{-6
B)FO/F]-/(OH')ˆ^F,-,7i})Y5)S,/(
(-;)3-K€WSSWPSS?)+.9)-(-)FON)9/>-6()*
)FO7G:>7.()*)!WTB+!0,-6@5
)FO7!)b0,)1!7]E-;0,Y7])91>)FO
N)973 !,(W4A(/F]->O5)E-K1G(-T-,O5
0)VE))*FYO^,1E7]E)31!)>b!0,-6
/F]-)b7M5)9/6673</()*)FO)b()*-;)FO
)b)@-)FO-!N)9)l/6736./`7]E1!)>b
)!-K)b7My.!)FO)3,*)bz[F")-"FL
-2->5)FO-!3)+()*)3,*)l)FO-!7G
$$ Vai trò của thương hiệu:
FO-61)*\9)W@-<)*g/[1G-T0,1!?(-!
F/J6L)*M)FO6.7!)b?TbEA9)-;?(-!
/[1GWT`!,(0,0,WT8:)Uf)?(-)FO-\.
!,/*")()*-(V-,FY)M025<-(-)M02-(-)FO
!FY)M02?c/1!-@)_/F]-1)9-;+ OB)FO
-\)3,*"))V7oM)V1>-:)7F]5T)=*;*,)*,)M02-,
?(-!^):1)*\-;)FO7!*:)7GW,)*,31M-@
-;/>)!7!8V0R)FO-,WT`-;0,MA!19)-Z8S
8X)1)*\-;)FO/[1G0,/=):*n1- 8V0R")
)FO-,0,-@?8X))G1)*\-;)FO/[1G?(-
!/V7!-(-1)*\-;)FO/[1G0,
a) Tăng sức canh tranh của sản phẩn cũng như của doanh nghiệp.
*,B7])9!)FO73-,0,5/.)MT?=
/9WRAT,"-;(7E)/[1G-(-WLB)*K)-;)FO)*FG-/[);
-3)*5)*FG--O/(-p5T3,)K)FO{)l/6)FOe
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Website: http://www.docs.vn Email : lienhe@docs.vn Tel : 0918.775.368
0,0)*+/F]-WR?(-A)1>WT`)*,)V)*K?(-!m])9
)@7!>)-;?(-!1!,)FO-;0,5W47!B*!,
-T/[1GB/[);-3)*c3?FY)M02h/9F
-9-8S/+),!5C,71,W47!)FO/.)M8:))*,gi1
-;C,71,)*,)V)*K?(-!7!8SO),!0!-,/+C!W47!")
)(-)@-*:)7G9")J8SO!,/6[-3)*1G)FO8SO
-;ai=!)*M7J/-;g
b) Tăng giá trị của doanh nghiệp.
FO7!"))!WT1+!)*,>0,/F]--,7!)!WT
<)*g:)i>!7!]7oAL1+B)(-/"?)9!)FO-6
)=73FOTFL/9WR7R-g-;FY)M025-;V
1M5!/.)F1!-T-(--O<-<>*,"))9G-6>WR7R
-g5)+7R-g!7!)[<)*g-,)!-)*,?0,1!)3,*>
()*-,-(--N/U")M-@-;q)S*A*0?9)]1G‰U,*/J?9)
7E*j)FO/66$&()*-,-N/FOTFL)G
FY)M025?9g7R-gWT`-;0,1!)l/60,W[-;
0,)b{)FO)3,/"7R--,FY7,/"51!)e))M
}V7R--:)7RO-,-,0,{OB)FO7!9)[)S
-[))*,1-)+?91[)!)*])l-(-!/.)F{)FO-\7!0:-@
E)[)/[1G-(--O<!FG-i>-!T)K-*nO1>)(-0a7!
)b()*-,0,-;)FO
c) Giảm thiểu rủi ro tối đa cho doanh nghiệp.
U"))FO37!WRAT,=)[):)-,v0,€L)*,
?0,78:)-(-A9-[1!VA:)7]-,0,5?")
0,!,)*(/F]--(-*;*,!{02/67!"))E/,!<[-)9")
8FLWT8:)/FOu;*,!-6)=8:)3))l")A9-[-;)*FY
?0,5,f-0,BW7.?7FY)*FG-/F]--;0,CK0a
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BFY,-,7s"?FY)-,)M1g)1!,FG-T
?()!1!/N)M)!S…-,?S 1-mS1†WA??Wd0aV-7!
7,/")*ŒSBWR-[F)9/F]-7)*>?pO7!TFL)G
0,W[1!-@?,(M5B)FO/F]-a-}73)*,
)Y)FO/[p5.7G1+g)9)7E/F]-+T)FO3/[
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$% Xây dựng thương hiệu, quy trình xây dựng thương hiệu:
1.2.1 Quan niệm về xây dựng thương hiệu:
l<1>)FOL)*M5)-6)=8(-//F]-1-8V0R)FO
A,})3,7E1!)9)?9*"))Mg5")+T")0:!,/6
/=8(-/!,(50-1a-;0,{)@)3,0R7!WR)*)!-;
?(-!/[1G)FO,7!)9!,/=<()*+!,!]1!
)[:)-1G/})Y1-8V0R)FO2]1G/>?
-;0,1!/3)<T-,5/\_ T-6")<)*+8V0R
)FO)K-97F]-{/=8(-//F]-a-)M-;)FO1!-(-
)@-/3)/F]-a-)M/6*,)R-)958V0R)FO1!AT,1)FO
)FO7/-21!/8S6/98V/R)FO-D-6
h7!1lT)3,7E)FO1lT/b?o/=AT,")FOl/6)
-6<1>8V0R)FOFWkV0R)FO7!-97F]-
1!B!/"-60R)KjA9")WT`,f-0-1a)!)FO
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