QUANTR!-QUANLY
NGHIEN ClfU CAC YEU TO CAU THANH BAN SAC THlJdNG HIEU
TRlTOfNG DAI HOC TAI VIET NAM
• DUONG THANH HA - HOANG THj HUE
TOM TAT:
Hien nay, cac tru'dng dai hoc tai Viet Nam dang phai dd'i mat vdi sif kho khan trong cong tac tuyen sinh va ap life canh tranh ngay cang gia tang. Viec phai lam the nao de gay an tUOng, tao ra sd'e ha'p din, thu hiit ngu'di hpc luon dUdc cac trdtJng quan tam. Da den luc, cac tnTdng can phai xay diTng cho minh mot ban s5c thu'dng hieu rieng biet. Bang phu'dng phap nghidn cdu dinh tinh, tong hdp cac cong trinh da cong b6' cua cac nha khoa hgc, qua phong va'n y kie'n cua cac chuyen gia v& phan tich thi/c te, nhdm tac gia da xSy dUng cac yS'u t6' ca'u thanh bdn sac thu'dng hieu, nham cung ci'p cd sd ly thuye't, giup cac nha quan tri dai hpc co th6' tham khdo di tao lap ban sdc thu'dng hieu trifdng dai hpc.
Tiif khoa: Tru'dng dai hpc, thifong hieu, ban sic thifdng hieu, marketing.
1. Ban sac thu'dng hi$u
Khai nigm ve ban sac thu'dng hi6u da difdc nhieu nha nghifin ciJu de cap de'n. No difOc sijf dung chu ye'u trong linh vifc marketing va truyen thong.
Gan day, khai niem nay da du'dc hoan thien va difdc van dung nhieu hdn vao thifc tien.
Dau tien phai ke den Aaker, D (1996), trong tac pham Buildmg Strong Brands, ong diTa ra khai niem ve ban sac thu'dng hieu. "Ban sac cua mot thifdng hi6u cung ca'p dinh hu'dng, muc dich va y nghla cua thifdng hieu, no la trung tam cua tam nhin chien lu'dccua thifdng hieu. Do ia mot trong bo'n dinh hifdng chu yeu cua tai san thifdng hieu, do la trai tim va Hnh hon cua thifdng hieu". Aaker (1996) mo ta "ban sac thifdng hieu la nen tang cua chie'n lifdc thifdng hieu va xay difng thu'dng hieu" Do do, ban sSc thifdng hieu quan trong cho sif phat trien lau dai va ben vCfng ciia bS't ky thu'dng hieu nao.
De Chernatony (1999) cho rhng, qua trinh quan ly tif thu'dng hieu de'n ban sac thu'dng hifiu, dac biet can chii y de'n khia canh noi bp cua xay difng thifdng hieu, can phai nhan manh nhieu hdn vao ban sac thu'dng hieu. Ong difa ra khai nifim: "Ban sac thu'dng hieu bao gom cac dac tinh, muc tieu va gia tri the hien mot y thdc cua doanh nghiep; de phanbiet cac thu'dng hieu tiJf do'i thu canh tranh cua no". Ong quan niem ban s^c thifdng hieu ve mat tam nhin va van hoa, nd da thiic day dmh vi, cl tinh, va bat ky md'i quan he khac tie'p theo cua thu'dng hieu. Trong y nghla nay, tam nhin, van hda cua nhan vien va nhu'ng ngu'di lanh dao anh hu'dng de'n qua trinh xay difng thu'dng hieu. Dieu nay ngu y rang can tap trung hdn de'n cac khia canh noi bp cua thu'dng hieu, chSng han nhd vai trd nhan vien trong viec dmh hinh cac gia tri cua thifdng hieu;
nhan vien dong mot vai trd quan trong trong qua trinh dinh hinh cac gia tr; thifdng hieu.
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TAP CHi CflNG THIflfNG
Nam 2000, trong nghien ciJu chung cua David Aaker va Erich Joachimsthaler, khai niem du'dc difa ra la: "Ban sSc thifdng hieu la mot tap hdp duy nhat cac hen tu'dng thu'dng hieu ma cac nha chie'n Iddc thu'dng hieu mong muon tao ra hoac duy tri.
Nhiing lien tifdng nay nhif la mot ldi hi?a vdi khach hang t& cac thanh vien cua to chu'c nhffng ngu'di dang xay difng thifdng hieu" (Aaker and Joachimsthaler, 2000). Ban sac diffdng higu se giup tao ra quan he giffa thifdng hieu va khach hang bhng each de xuat gia tn tiem nang gom cac ldi ich chffc nang va tinh cam. Dd chinh la nhffng dac diem nhan dang giiip phan biet mot thffdng hieu vdi cac thu'dng hieu khac.
2. Cac yeu to' c3'u thanh ban s^c thifdng hi$u Da CO nhieu nha khoa hpc nghien cffu tdi cac ye'u to' ca'u thanh ban sac thffdng hieu, moi ngffdi de cap tdi cac yeu to'khac nhau tao thanh ban sac thffdng hieu, nhdm tac gia da tien hanh nghien cffu dinh tinh va td'ng hdp, lffa chon ra cac yeu to' phu hdp cho linh vffc giao due dai hpc tai Viet Nam.
Aaker D.A va Joachimsthaler S (2000), da de cap tdi 4 ye'u to' cS'u thanh ban sac thffdng hieu do la: (1) Thifdng hieu nhff mot san pham; (2) Thu'dng hieu nhff mot to chffc va co 2 yeu to la (3) Quan he thffdng hi6u va (4) Tinh each thffdng hieu dffdc quan tam, vi chiing phu hdp trong ITnh vffc dich vu giao due dai hpc.
Kapferer, J.N. (2004, 2008) de xuat 6 ye'u to cau thanh ban sac thffdng hieu va cd ddng gdp tich cffctdibansac thffdng hieu, bao gom: (1) vat chat;
(2) van hda cua to ehffc; (3) phan anh (4) hinh anh tff phac; ed hai yeu to' trung vdi quan diem cua Aaker D.A va Joachimsthaler S (2000), do la 5) linh each thffdng hi$u va 6) quan he thffdng hieu.
Theo Stefania Saviolo (2010), cho rang, Ban sac thffdng hieu da dffdchinh thanh tff 3 yeu to': (1) lieh sff va nang life cd't loi cua thffdng hieu, (2) tinh each cua thffdng hi$u, (3) cac y6'u to' tac dpng tdi thi giac.
Tac gia Coop, W.F. (2004), da de xua't them cd 3 ye'u to' tao nen ban sSe thffdng hieu gom: (1) uy tin thffdng hieu, (2) phu hdp thffdng hi$u, (3) thffc hien thffdng hieu. Theo quan diem cua nhdm tae gia, day cung la nhffng yd'u to'phu hdp vdi ban sac thffdng hieu trong ITnh vffc giao due dai hpc.
Nhff vay, tren cd sd tap hdp cac ke't qua da cdng bo', qua eac phan tich, nhdm tac gia da lifa
chpn 5 yeu to' ca'u thanh ban sac thffdng hieu dffdc nhi^u nha nghien cffu hang tho'ng nha't xuEft qua cac cong trinh cua hp dd la; (1) uy tin thffdng hieu, (2) phia hdp, (3) tinh each thffdng hieu, (4) thifc hien thffdng hieu va (5) Quan he thffdng hieu (Coop, 2005; Ind, 2003; Perry & Wisnom, 2003;
Dowling, 2001; Aaker, 1997). Qua trinh tong hdp cGng cho tha'y cac ye'u to'nay cd ddng gdp thuan chieu tdi ban sac thffdng hieu. Luan giai them cho sff lffa chpn cac ye'u to' nay dffdc tnnh bay trong cac phan dudi day. (Hinh 1).
Hinh I: Cac yeu td' cau thanh ban sdc thifcfng hieu
r Quan h$ thifdng hi$u
Ngudn: Chuyen ddi td Coop, 2004 - Uy tin thuang hieu (Brand Reputation) Theo (Fombrun & Rindova, 1996): Uy tin thu'dng hieu dffdc dinh nghTa nhff la sff the hien khai quat cac hanh dpng va ke'l qua trong qua khff cua mot thffdng hieu, nd diln ta kha nang cung ca'p cac ke't qua cd gia tri cua thffdng hieu cho dd'i tac.
Uy tin thffdng hieu vSn dffdc nhin nhan chii yeu nhff la "tie'ng to't" va chinh nhd do ma ten tuoi cua to chffc mdi thffc sif tao ra mot dpng life ldi cuo'n do'i vdi khach hang. Uy tin a'y cd ban dffdc xay dffng difa tren cac yeu to': trong sang, rd rang, minh bach, nha't quan, dich thffc, chan chinh trong dffdng Id'i hanh xff vdi con ngffdi trong npi bd cung nhif ben ngoai doanh nghiep (Fombrun, 1996).
Nhffng phat hien cua cac nha nghien cffu ffffdc dii trong bo'i canh cac doanh nghiep kinh doanh d cac nffdc phat trien, nhffng nd dffdc cho la diing trong bd'i canh giao due dai hpc tai Vi6t Nam. Bcli vi, uy tin thffdng hieu tru'dng dai hoc cung la sff the hien khai quat cac hanh ddng va ket qua trong qua khff cua nha trifdng va nd cung diln ta kha nang
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cung cap eac kd't qua co gia tri cua trifdng dai hpc, cho cac dd'i tac.
- Phii hgp thuang hieu (Brand relevance)
"Phu hdp thffdng hieu ed the dffdc xem nhff ia sff tffdng thich giffa thffdng hieu vdi mdi ca nhan khach hang. Cac ldi ich ma mdt thffdng hieu cung ca'p can phu hdp vdi nhu cau/yeu can cua khach hang, no khdng chi ddn thuan la sU khac biet"
(Perry & Wisnom, 2003, tr.9). Phu hdp thu'dng hiSu, do la nhffng gi the hi6n tr6n nhan hieu cua san pham, bang each dam bao rang c^c gia tri dinh hffdng cua mot thffdng hieu la tao sff dong thuan td't nha't vdi cae do'i tae, cae td chffc, dat nen mong tffdng lai cua chinh hp.
Theo Aaker (2011), "Mdt thifdng hieu phu hdp cho khach hang la ihffdng hieu tff lifa chpn mdt nhdm hang hoa muc tieu va nam trong tap hdp cac thu'dng hieu dffdc can nhac khi khach hang dffa ra quye't dinh mua s3 m ".
Theo quan diim cua nhdm tae gia, phu hdp diffdng hieu iru'dc he't giup san pha'm/thffdng hieu dffdc khach hang lffa chpn. Vi nd cd phii hdp vdi nhu cau/y6u cau cua khach hang, hp mdi mua chung. Thff hai, sff phd hpp thifdng hidu lam khach hang yeu thich thffdng hieu hdn va chinh sff phii hdp thffdng hieu giup san pham ed the phat huy he't nhffng Ipi ich ma ngffdi san xuat da thie't ke de cung cap cho khach hang. Do vay, nhffng phat hien ciia cac nha nghien cffu trffdc clang dung trong ITnh vuc giao due dai hoc lai Viet Nam. Bdi vi, trffdng dai hpc cung can cung cap dich vu, cung cap san pham giao due va chuyen giao cdng nghe phii hdp vdi nhu cau cua ngffdi hpc va cac dd'i tae. Dd la dieu kien can thie't giiip tru'dng dai hoc tang cffdng kha nang tie'p can dffdc vdi khach hang va difdc khach hang yeu thich hdn. Nhff vay, phii hdp thffdng hieu la ye'u td' ca'u thanh cua ban sac thffdng hieu cua trifdng dai hpc.
- Tinh cdch thuang hieu (Brandpersonality) Theo Aaker (1996), "Cac thffdng hieu thffdng cung ca'p mdt chffc nang bieu tifdng hoac tff bieu cam, bdi vi ngffdi tieu dimg tiep nhan thffdng hieu vdi dac diem nhff tinh each cua mot eon ngffdi.
Tinh each thffdng hieu dffdc xem nhff la tap hdp cac dac tinh cua con ngffdi gan vdi thu'dng hieu."
Nhu' vay, tinh each thffdng hieu the hien d chd, no cd nhffng dac tinh nhff mdt con ngffdi gan lien vdi gidi tinh, tudi, giai tang xa hdi hoac nhffng
dae tinh the hi^neaeeam xuc nhff mot con ngffdi nhff nhiet tinh, lo lang, da cam. Aaker dffa vao tinh each cua con ngffdi de hinh thanh 5 thanh phan cua tinh each thu'dng hieu la (1) sff chan thanh, (2) mffc dp hffng khdi, (3) nang lu'c, (4) tinh te', va (5) manh me.
Theo Keller (2003) thi linh each thffdng hieu la sff pha tron nhffng dac diem eua con ngffdi difdc gan cho mdt thffdng hidu cu the. NghTa la mot thffdng hieu ciing cd nhffng net tieu bieu ndng eua nd gid'ng nhff mdt con ngffdi cd nhffng net tinh each dac trffng, chang han nhff "dang tin cSy", "chan thanh", "nhan hau", "thang than" va "gdi cam".
Nhffng tinh each nay giup thffdng hieu trd nen dpc dao va khac biet vdi nhffng ca i khac. Nhff vay, tinh each thffdng hieu cd anh hu'dng den long tin va sff ga'n bd cua ngu'di tieu dung vdi san pham. Ne'u cang ed nhieu ngu'di tieu diing nhan thffc du'dc Ihffdng hieu la "chan thanh" va "cd cha't Iffdng", thi cang cd nhieu ngu'di tin tffdng va mud'n gSn bd vdi san pham.
Cac tru'dng dai hpc da cung ca'p ehffc nang bieu tffdng hoac tff bieu cam, khach hang tid'p nhan thffdng hieu trffdng dai hpc vdi cae dac diem nhif tinh each ciia mdt con ngu'di. Nhffng dac diem tinh each do se tao ra sff khac biet, hinh thanh sff lien tffdng ve trffdng dai hpc va dinh hinh mot ban sac thu'dng hidu trong lam tri khach hang muc tieu.
- Thuc hien thuang hieu (Brandperformance) Theo Keller (2003), Thffc hien thffdng hieu Hen quan trffc lie'p de'n mffc do ma ngffdi tieu diang nhan tha'y rang eac dae diem chinh va thifc td' cua mot thifdng hidu se dffdc dam bao. Thffc hien thffdng hieu chffa dffng mdt ph^n ciia chd't Iffdng cam nhan cua san pha'm vu hoac thifdng hieu. Nhff vay, thffc hidn thffdng hieu dat dffdc thdng qua vide thifdng hidu dd cung ca'p eac ldi ich vifdt sff mong ddi eua khach hang, dam bao ldi hffa vdi khach hang, mang lai nhffng ldi ich hffu hinh va mang lai gia tri bang tien cho ca doanh nghiep va khach hang.
Cd the tha'y, khi ngffdi san xua't thie't ke mdt san pham/thffdng hidu ho da dff kie'n nhffng ldi ieh se mang de'n eho khdch hang muc tidu, khi ma sdn pham dffdc eung cap tdi tay khdch hang thi nhffng ldi ich thffc te va cd ban nay cd dffdc bao dam so vdi thid't kd' ban dau da cdng bd' hay khdng. Nhffng
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phdt hien nay cung dffdc eho la phu hdp vdi linh vffc gido due dai hpc vi nhffng dac diem ldi ich ma dich vu gido due dai hpc cdng bd' va dffdc cung ca'p dung cam kd't se gdp phan thd' hien bdn sac thffdng hieu cua mot trffdng dai hpc.
- Quan he thuang hieu (Brand relationship) Theo Jokanovic (2005), Quan he thffdng hidu dffdc quan nidm la quan he giffa khdch hang va thffdng hieu va nd la lien quan dd'n dac diem nhan dang ca nhan cua khdch hang vdi thffdng hidu.
Fournier (1998, tr.344) cho rdng "Quan he thffdng hidu giup cho thffdng hidu cd the' trd thanh mdt dd'i tac quan he lich cffc vdi ngffdi tieu diang va nd cd y nghTa trong mdt bd'i ednh tam ly - xa hdi - van hda cu the". Thdng qua sff tffdng tac cua bid'n Quan he thffdng hidu va Tinh each thffdng hidu, qua dpi ngii nhan vien ciia cdng ty no tao ra ddng ke dd'n ban sdc thffdng hieu cua mot cdng ty.
Trdn cd sd tham khao eac nha nghien cffu, nhom tac gia dffa khdi niem: Quan he thffdng hieu la sff tffdng tac lap di lap lai giffa khach hang va thifdng hidu, nd phdn dnh nhiJng dac diem tu'dng tff nhff cac md'i quan he giffa con ngffdi, chdng han nhff tinh ydu, kd't nd'i, phu thudc lan nhau, gangui, va cam ke't.
Nhffng phat hidn trdn cung dffdc cho la phii hdp trong ITnh vffc giao due dai hpc vi quan he thffdng hieu eung the hien quan he giffa mot trffdng dai hpc vdi ngffdi hoc va cde do'i tac, nd giiip duy tii mdi quan he lau dai, gdn kd't nha ti:ffdng vdi ngffdi hoc va cdc dd'i tac; Quan he thffdng hieu la mot ye'u td' ca'u thanh ban sdc ihffdng va cd ddng gdp tich cifc.
3. Ke't lu^n
Kd't qua nghien cffu cho tha'y, ban sac thffdng hieu la mot tap hdp duy nha't cdc lidn tffdng thffdng hieu ma cac nha chie'n ludc thffdng hieu mong muon tao ra hoac duy tri. Nhffng lidn tffdng nay nhff la mot ldi hffa vdi khdch hang eua td chffc nhffng ngifdi dang xay difng thffdng hidu. Trffdc bd'i canh hoi nhap va canh tranh ngay mdt tang cao, da dd'n luc cac tnfdng dai hpc Vidt Nam, can xay dffng ban sac ihffdng hieu de cd the ghi dd'u a'n va tao ra sffc ha'p dan do'i vdi khach hang muc tieu. De lam dffdc dieu nay, trdng qud trinh phdt trien, cac trffdng dai hoc can cd chie'n Iffdc hffdng tdi xay dffng: Uy tin thffdng hieu; Sff phu hdp thffdng hieu hay ddo tao theo nhu cau xa hdi thu'c sff; xay difng tinh each thu'dng hieu;
Dam bdo thffc hien thffdng hieu dung cam ke't va xdy dffng Quan hd thffdng hidu td't •
TAI LIEU THAM KHAO:
/. Aaker. D.A. (1996), Building strong brands. New York: Free Press 2. Aaker. D.A. & Joachimstheler, E (2000). Brand leadership, UK. Free Press.
3. Coop, W.F. 2004, Brand idendry as a driver of brand commitment, Unpublished doctoral thesis, Cape Technikon, Cape Town.
4. De Chernatony, L. (1999), "Brand management through narrowing the gap between brand identity and brand reputation". Journal of Marketing Management, So 15. ir 157-179.
5. Fombrun, C. (1996). Reputation: Realizing Value from Ihe Corporate Image, Harvard Bussmess School Press.
6. Fombrun, C & Rindova, V. (1996), "Who's tops and who decides? The social construction of corporate reputations". Working paper, New York: Stern Business School. New York University.
7 Fournier, S. (1998). "Consumers and their brands: Developing relationship theoiy in consumer research".
Journal of Consumer Research, Sd'24 lr347 -373.
8. Jokanovic, J. (2005). Corporate Brand Equity Valuation in the Food and Beverage Industry in Slovenia, University of Ljubljana - Faculty of Economics.
9. Ind. N. (2003), Beyond branding, London: Kogan Page.
10. Kapferer. J.N. (2008). The new strategic brand management- Creadng and sustaining brand equity long term, London: Kogan Page
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11. Keller, K.L. (2003). Strategic brand management budding, measuring, and managing brand equity. New Jersey:
Prentice-Hall.
12. Perry. A. & Wisnom, D. III. (2003), Before Ihe brand: Creating the unique DNA of an enduring brand identity.
New York: McGraw-Hill
13. Stefania saviolo (2010), Brand and identity management infashition company. Luan dn Tien sy kinh te, Bocconi University School of Management.
Ngay nh^n bai: 8/4/2019
Ngay phan bi^n danh gia va sijfa chu'a: 18/4/2019 Ngay cha'p nh|in dang bai: 28/4/2019
Thong tin tdc gid:
1. TS. DUONG THANH HA Khoa Marketing - Thffdng mai - Du lich
Trffdng Dai hoc Kinh td'va Quan tri kinh doanh, Dai hpc Thai Nguyen 2. ThS. HOANG THI HUE
Phdng Kd'hoach - Tai chinh
Trrf&ng D^i hpc Kinh td' va Quan tri kinh doanh, Dai hoc Thai Nguydn
STUDYING COMPONENTS OF IDENTITY BRAND FOR UNIVERSITIES IN VIETNAM
• Ph.D DUONG THANH HA Faculty of Marketing, Commerce and Toursim University of Economics & Business Administration,
Thai Nguyen University
• Master. HOANG THI HUE Deporment of Finance and Planning University of Economics & Business Administration,
Thai Nguyen University
ABSTRACT:
Currently, universities in Vietnam are facing difficulties and mcreasing competition pressure in attracting students. Universities always pay attention to how to impress, create attractiveness and attract learners. It is necessary for universities to build their own brand identity. By using the quahtative research mediod, reviewing published works, interviewing experts and performing practical analyses, this study presents the components of identity brand to provide a theoretical basis which would help university administrators create then: university brand identity.
Keywords: University, brand, brand identity, marketing.
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