CHUONG2 TAI SAN THUONG HIEU •
2.3. DO LUONG TAI SAN TRUONG HitU (BRAND EQUITY)
Vi~c thftu hiSu ~Y du nhu c~u va mong mu6n khac nhau cua khach hang la ySu t6 s6ng con dS xay dàng va quan ly tai san thuang hi~u. Thong qua ung d\,lng cac phuang phap nghien cuu se thu th~p ngu6n thong tin vS thuang hi~u, la ca sa cho doanh nghi~p v~ch ra cac chiSn luge thuang hi~u ngiln va dai h~n. N gu6n thong tin phai dam bao d~y du, c~p nh~t, trong d6 c6 so sanh tinh hinh d6i thu c~nh tranh. Phat triSn thuang hi~u la m9t cong vi~c doi hoi nhiSu n6 làc, cong sue va tiSn b~c cua doanh nghi~p. Thanh qua cua nhfrng n6 làc d6 c~n phai dugc kiSm tra, danh gia nhim diSu chinh chi Sn luge thuang hi~u ho~c dua ra nhfrng m\lc tieu va chiSn luge thuang hi~u m6i phu hqp han so v6i chiSn luge d6i thu va khach hang m\lc tieu. Lam dugc diSu nay se kiSm soat dugc sà phat triSn thuang hi~u bSn vung va lau dai tren thi truang, sau d6 dua ra cac giai phap dn thiSt nh~m tang cuang tai san thuang hi~u.
DS danh gia sue khoe thuang hi~u c6 thS thong qua cac ySu t6 sau (Bui Van Quang, 2008; Ralf Matthaes & Edwln tan, 2003; NguySn Van HiSn & NguySn Thi H6ng Nguy~t, 2021):
V i~c danh gia qua tai san thuang hi~u qua cac tieu chi nhu nh~n bi St khach hang, lien tuang thuang hi~u, nh~n bi St quang cao. N goai ra, hinh anh thuang hi~u d6 tac d9ng nhu thS nao dSn hanh vi cua khach hang nhu mua thu, mua l~p l~i, nhfrng cam nh~n vS chftt luqng hay muc d9 thoa man cua khach hang vS thuang hi~u cung dugc khao sat va phan tich.
Do hrimg nh~n bi~t thtrong hi~ u
Do luang nh?n biSt thuang hi~u nh~m xac dinh muc d(> nh?n ra thuang hi~u trong suy nghI cua nguai tieu dung du6i nhung tinh hu6ng khac nhau va lien quan dSn nh?n di~n cac ySu t6 thuang hi~u. Vi dl,l, khi nghI vS thuang hi~u cua m(H chung lo~i san ph&m b(>t gi~t, nguai tieu dung cho r~ng OMO la thuang hi~u -nghI dSrt dfru tien- T.O.M (Top of mind). Day la chi s6 càc ky quan tr9ng, anh hu6ng tràc tiSp dSn vi~c ban san ph&m, th~ hi~n sue m~nh cua nhan hang so v6i cac nhan hang khac trong cung nganh. Nguqc l~i, nhung thuang hi~u ma khach hang nghI dSn dfru tien chiSm ti 1~ thftp th~ hi~n thuang hi~u dang ySu so v6i cac thuang hi~u khac ding nganh (Bui Van Quang, 2008 ; Ralf Matthaes & Edwln Tan, 2003).
Nh~n bi~t thU'O'ng hi~u mi an li~n dAu tien (TOM) Cac thuang
hi~u nghI dSn
dfru tien cao l.oai kh,ir
nhftt la Vifon- Khong hifl
Acecook Yi lllf<!ng 12%
(29%), kS dSn
la Vifon Knorr
(21 % ), Miliket llnif
Yiliin-/1,mx,k
(15%), Aone Colusa
(13%). So v6i /\-One
nam 1998, cac Yifon thuang hi~u c6 Milikct
von nu6c ()7, 107,- ~07,- 10',f 40',f 50'/r 601/r ngoai dSu
tang dang kS nhu Vifon-Acecook tu vi tri thu 5 (5%) nam 1998 len vi tri thu nhftt (29%) vao nam 2004. Thuang hi~u Unif m6i dfru tu dfru nam 2002 da chiSm vi tri thu 5 v6i 9% (nam 2004). Nguqc l~i, cac thuang hi~u trong nu6c duqc nghI dSn dfru tien (TOM) giam sut dang k~ nhu Miliket tu vi tri thu 1 (35% nam 1998) giam xu6ng vi tri thu 3 (15% nam 2004 ). Cac thuang hi~u khac c6 chi s6 TOM rftt thftp.
Thll'O'ng hi~u nh~n bi~t cin S\f h6 tr(}' (Aided awareness)
Nh~n biSt c6 S\1' h6 trg la chi s6 ma thuong hi~u phai c6 S\J trg giup thi khach hang m6i nh6 ra. Vi d\l, sau khi khach hang li~t ke nhfrng nhan hang ma h9 biSt, sau d6 li~t ke them nhfrng nhan hang khac khach hang m6i nh6 ra.
Nh~n bi~t q ming cao dU'Q'C U'U thich
Do lucmg nh~n biSt quang cao nhim xac dinh muc d9 nh~n biSt va uu thich quang cao. Vi~c do lucmg cfing giup khach hang nh~n biSt vS thuong hi~u so v6i cac nhan hang khac dS c6 giai phap trnySn thong hi~u qua hon.
M9t cong ty bo nhiSu tiSn vao truySn thong nhung doi khi khach hang khong nh~n bi St ho~c khong uu thich. DiSu nay c6 nhiSu nguyen nhan nhu:
• Chftt lugng san phfrm;
• Ch~t lugng dich V\l;
• Thong di~p quang cao;
• Y tu&ng sang t~o;
• Lva ch9n kenh truySn thong
Nhfrng ly do tren lien quan dSn sue khoe thuong hi~u va canh bao cong ty c~n diSu chinh.
H6i tmrng thll'O'ng hi~u
H6i tu&ng thuong hi~u lien quan dSn kha nang nguai tieu dung nh6 vS thuong hi~u. N guai tieu dung c6 thS h6i tu&ng vs thuong hi~u Clear khi nh6 Ronaldo trong quang cao. Phuang phap do luang muc d9 h6i tu&ng c6 th~ thong qua sv trg giup (tnmg bay ten, logo, bao bi, dftu hi~u thuong hi~u) ho~c khong dugc trg gi11p.
Do lll'img hinh anh thll'O'ng hi~u
Do luang hinh anh nhim xac dinh nhfrng tinh each va lgi ich lien quan dSn thuong hi~u va d6i thu c~nh tranh. Vi~c do luang nay xac dinh nhfrng lien tu&ng m~mh nhftt vS cac thu(>c tinh, d~c di~m thuong hi~u, ho~c nhfrng gi thich ho~c khong thich. Vi~c do luang cfing xac dinh hanh viva thai d(> cua nguai tieu dung d6i v6i thuong hi~u. Khi dS c~p dSn ki8u dang
~e Future, nguai tieu dung c6 th~ thich, ghet, ho~c do lucmg hinh anh cong ty trong tam tri khach hang a tr~ng thai nhu thS nao.