DOANH NGHIDP Vdl N G A N H A N G ^
Thanks for the pause tkat refreshes
V phat trien trong nhan thik ve thurnig hieu
va thirc tien viec giii nlian gia tri tiiiroiig liieu
Bdi viit ldng kit qud trinh phdt triin trong nhdn thuc cua con ngudi vS thuong hiiu di di xudt mdt khdi niim thuong hiiu mdi mang tfnh hodn thien han.
Ddng thdi, tdc gid di cdp viic ghi nhdn gid tri thuang hiiu trin bdng cdn ddi kitodn cua cdc doanh nghiip trong thye tiin, to dd di xudt ra yiu cdu mdi trong nghiin cuu di vi$e ghi nhdn thuong
hi$u trong gid trj doanh nghi$p dugc cdng bdng, chfnh xde vd ddy du hon.
1. Khai niem ve thuong hieu
"Thuang hieu" xuat hien tii rit liu ttong lich su nhung thuat ngii nay lien tuc dugc xem xet va dinh nghia lai ttong hem hai thip ky qua.
Giai doan trude 1980, nhan td chu yeu tao nen gia tri doanh nghiep vin dugc hieu la gia tri cua tai san hiiu hinh, tuy nhien, khi khoang cieh giiia gii tri thi trudng va gia tri sd sieh ngay cang lan, ngay cang cd nhieu dinb gii gia tri doanh nghiep d tai san vd hinh trong dd thucmg hieu - mdt tai san vd hinh die biet dugc coi la tai san quan ttgng nhit khi xic dinb gia tri doanh nghiep. Khai niem cd tinh chinh thdng diu tien phai ke den
ThS. Do Hoai Linh * quan diem cua P. Kotler "thuang hieu Id ten goi, Id mot phdn lien quan cua sdn phdm nhdm xde dinh ngudn gdc, tinh chdt sdn phdm do"
hay theo Hiep hdi Marketing Hoa Ky "thuang hieu Id edi ten. Id tu ngii. Id ky hieu, la bieu tuong. Id hinh ve. Id kieu thiet ke... hodc tap hap ciia cdc yeu td tren nhdm xde dinh hodc phdn biet hdng hod dich vu ciia mot ngudi bdn, hodc nhdm ngudi bdn vdi hdng hod vd dich vu ciia ddi thd canh tranh" Do dd, thuang hieu la mdt bd phin ciia san phim, cd chiic ning chii yeu la nhin dien dua tren khai thac hinh anh va kien true de cd dugc su nhin thuc ve chat lucmg vucrt trdi
* Oai hpc Kinh te Quoc dan
Tap chi Ogan hang sd 13 thang 1/2011 53
1^ DOANH NGHIEP Vdl N G A N H A N G ciing nhu hinh anh ve san pham hay nha san xuit (Aaker va Ja- chimstiialer, 2000)
Cac quan diem khoa bgc ciing nhu thuc tien ve thuemg hieu neu tren dugc duy tri trong mdt thdi gian dii, nhung den gid chung ta cd the khing dinh rang thuang hieu khdng dem gian nhu the. Kapferer (1997) tung ndi rang: Thip ky 80 la mdc danh diu quan ttgng cho sir thay ddi each tiep can quan diem ve thuang hieu "Trude nhiing ndm 1980, ma ude eda hdu hit cdc cdng ty la mua nhd sdn xudt sdcdla hodc my, nhung bdy gid mong mudn cua ho Id mua duac Kitkat hay Buitoni.
Ddy Id mot budc tien cd tinh budc ngoat, VI vdi vi ddu tiin cdc hdng ma ude mua mot Unh vuc hay ndng luc sdn xudt edn a ve thic hai ho mong mudn mua mot vi tri trong tdm tri khdeh hdng". Cd the ndi, da cd su dich chuyen quan trgng ve cac chiic ning cua thucmg hieu hay ban chit thuang hieu la gi. Ndi cieh khic, thucmg bieu da dugc hieu la mdt thu gi dd ldn lao hem chiic nang "nhin dien" rit nhieu.
Thuang bieu dugc phat hien cd 8 chiic nang la: nhin dien, thuc dung, bao dam, nhit quin, dan nhit, lien kit, bieu tugng va dao due. Hai chiic nang diu la hai chiic nang nin tang la nhung bieu tugng nhin biet de bao dam sir khic biet vdi ddi thu canh tranh, ba chiic ning tiep theo giup doanh nghiep giam thieu rui ro cd the phai ddi mat gdm ca he thdng va phi be thdng, ba chiic ning cudi giiip khing dinb hinh anh doanh nghiep ttong tam tri khich hang. Luc niy thucmg hieu dugc khii niem thdng qua thuat ngii "gii tri thuang hieu"
"la ddu dn vd hinh dnh tao duac vi tri mang tinh ddc quyin trong tdm tri ngudi tiiu dUng" (Kapferer).
Gii tri thuang hieu dugc hinh thanh bdi bdn ylu td: (1) Su nhin thiic thuang hieu; (2) Quan dilm
ve chit lugng vugt ttdi khi so sinh vdi ddi thii canh tranh; (3) Su tin tudng, nhirng cam xiic, nhiing kit ndi, nhiing dinh gii coi la quan ttgng; (4) Su ldi cudn, hip din cua nhiing binh anh dugc ggi nen hai thuang hieu. Nhu vay, thucmg hieu la tai san vd binh nhung khi gii tri cua gii nd ude lugng dugc bing tiln thi gii tri thucmg hieu dugc chuyen hda thanh gii tri tai chinh thucmg hieu Vdn thuang hieu (Brand Equity). Vdn thucmg hieu dugc the bien qua hai khia canh:
Gia tri cam nhin - nhiing cam xiic, tinh cam cua ngudi tieu diing ddi vdi thucmg hieu va gii tri tai chinh - nhiing gii tri bing tien cd dugc cua doanh nghiep nhd viec cie san phim ciing nhu eic yeu td khic dugc gin thuang hieu.
Do vay, "thuong hieu Id nhdn thiic, tinh cdm vd niem tin cua khdeh hdng ve tdt cd cdc yeu to ciia doanh nghiep".
2. Ljch su phat trien va tam quan trpng cua thuong hieu
Thi tnrdng da nhin thiic dugc sir hien dien ciing nhu tim quan ttgng cua thucmg hieu khi lan sdng mua lai thuang bieu vao cudi nhung nim 1980 la ket qua ciia viec phin ldn he thdng ke toan hien hanh khdng ghi nhan dugc gia tri ciia thucmg bieu theo khia canh kinh te.
Nhiing tranh luin diu tien xung quanh viec ghi nhin nay bao gdm viec Nestle mua lai Rownttee - nha san xuit ldn thu 4 the gidi ve cho- colate va miit keo, vdi cie nhin bieu ndi tieng nhu Kit Kat, After Eight, Smarties va Rolo. Vu mua bin nay thu hut su quan tam do trude dd di cd vai cdng ty de nghi mua lai Rownttee nhung bi tii ehdi.
Rowntree cho ring cie nha diu tu da dinh gii qui thap gii tri va sir ndi tieng cua Rownttee, Nestle da tta gia 2,5 ty bang Anh, gip 2,5 lln gia dua ra cua cie nha diu tu khac.
gip 8 lln gii tri tai san cd dinh cua Rownttee. Cie nha phin tich kinh tl cho ring Nestle da tra 2,5 ty bang Anh cho nhin bieu Rownttee, chu khdng phai cho kha nang tai chinh vdn cd cua Cdng ty nay nhu cie nha diu tu khac. Tuy nhien, chi do ke toin hien hanh khdng c6 khoan muc thucmg hieu. Ket qua Nestle bi phat khi bach toin gia mua Rownttee vao chi phi khi tinh thue thu nhip, hg phai chiu dung mit di nhirng khoan khau trii rit ldn true tiep tii Igi nhuan hoac cac quy du trir. Tai Anh, Phip, Uc, New Zealand viec ghi nhin gii tri ciia thuang hieu nhu la tai san vo binh vao bang cin ddi ke toin cua mdt sd thucmg hieu dugc mua lai d i thuc tu trude giai doan 1980.
Dieu nay giiip giai quyet phin nao nhung vin dl cie hing "cd hay khdng?" trdn thue khi bach toan eic thucmg hieu mua lai nhu mot tai san tai chinh tten bang can ddi ke toin. Tuy nhien, viec ghi nhan nay mac dii khdng bi ban che nhung cung khdng dugc khuyen khich.
Cudi nhiing nam 1980, viec ghi nhin gii tri cua thucmg hieu khdng chi ip dung vdi nhiing thuang hieu dugc mua lai ma cdn tien tdi viec ghi nhin gii tri tu tich liiy ciia thuang hieu nhu la mdt tai san tM chinh cua tit ca doanh nghiep.
Nim 1988, Rank Hovis McDou- gall (RHM) mdt tip doan boat ddng trong linh vuc thuc pham la doanh nghiep tien phong ttong viec tu dinh gii thucmg hieu cua minh. RHM chung minh rang thucmg hieu khdng chi dugc dinh gii khi bi mua lai ma cdn cd tiie dugc dinb gii ttong ndi bd edng ty.
Sau thanh cdng nay, nim 1988, RHM ghi nhin gii tri thuang hi?u ciia minh dudi hai dang la gid tri thuang hiiu duac mua lai (Acqui- red brands) va gid tri thuang hiiu tu tich Idy (internally generated
54 Tap chi Ogan hang sdl3 thang 1/2011
DOANH NGHIDP Vdl N G A N H A N G ^ brands) dudi khoan muc la tai san
vd hinh ttong bang cin ddi ke toin.
Nim 1989, thi trudng chiing khoan London cdng nhin viec dinh gii thuang hieu da dugc su dung bdi RHM bing cieh cho phep viec ghi nhin gii tri tai san vd hinh de xin y kien chap thuan cua cd ddng - gii tri thucmg hieu tu tich luy - gii tri thucmg hieu do chinh cdng ty tao ra. Viec niy tao nen mdt budc ngoat cho cie doanh nghiep dugc ghi nhin gia tri thuang hieu cua minh nhu la tai san vd hinh tren bang cin ddi ke toin ma khdng cin din cie thuang vu sat nhip hay mua lai mdi dugc ghi nhin.
v l khia canh chuan muc ke toin vl thucmg hieu, Anh, Uc, New Ze- aland la nhiing qudc gia tien phong trong viec cho phep thuang hieu dugc xuit hien tren bang cin ddi kl toan vi cung cip chi tiet cieh ghi nhin cho thucmg hieu ttong tai khoan "Igi thi thuang mai". Nim 1999, Hdi ddng tieu chuan kl toan Anh dua ra Dao luit FRS 10 va 11 hudng din chi tilt viec ghi nhin tai khoan "Igi thi thuang mai" tren bang can ddi kl toin. Hdi ddng tieu chuan kl toin qudc te theo sau vdi Dao luit IAS 38. Nim 2002, Hdi ddng tieu chuan kl toin My gidi thieu Dao luit FASB 141 va 142, bai bd mdt sd quy dinh khdng phii hgp trude diy va dua ra dao luit hudng din chi tilt vl viec ghi nhan tai khoan "Igi tbi thuang mai" vao bang cin ddi kl toin, tii diy hiu hit cie chuan muc ke toin tten till gidi (gdm ca chuan muc kl toin Anh va qudc tl) chuyen sang chuin muc My dilu nay rit hgp ly vi da sd doanh nghiep mong mudn dugc boat ddng tai My.
Quy dinh chung cua chuin muc kl toin ddi vdi tai san hihi hinh la gii trj se dugc ghi ting hoac ghi giam can cii vao chu ky sdng ciia nd. Tuy nhien, thuang hi?u cd chu ky sdng vd dinh nen khdng die ghi
giam nhu cieh ghi khiu hao tM san huu hinh. Thay vao dd, doanh nghiep se tien hanh dinh gii lai thuang hieu bang nam va ghi nhin gii tri cua thuang hieu vao bang ein ddi ke toin cin cii vao ket qua dinb gii. Viec ghi nhan gii tri cua Igi thi thuang mai trong cac vu mua bin cdng ty la mdt budc tien quan trgng trong viec ghi chep gii tri cua thuang hieu vao cie bio eio tM chinh. Tuy nhien, cieh ghi nhin hien nay mdi chi la ghi chii ttong tai khoan phin gii tri thuang hieu dugc mua lai, dieu nay din den sir hien dien khdng diy dii cua gii tri thuang hieu trong tdng tai san doanh nghiep, vi du nhu nim 2010, tdng tai san cua Coca Cola la 73 ty USD, Interbrand dinh gii gia tri thuang hieu Coca Cola la 70,4 ty USD, nhu vay cd sir bdp meo ttong tdng gii tri tai san cua Coca Cola khi thucmg hieu cua Hang nay tren thuc tl vin khdng dugc ghi dly du vao bang cin ddi ke toin cho dii chilm din gin 50% gii tri thi trua- ng ciia edng ty. Sd di viec cd mdt sd vin dl tren la do chit lugng dinh gii thuang hieu, khdng phai doanh nghiep nao cung cd the tiep can va su dung phucmg phap dinh gii thuang hieu ding tin cay.
Khdng gidng nhirng tai san khic nhu hang hda, miy mdc thiet bi, bit ddng san, cd phiiu, ttii phieu...
hien tai chua cd thi tnrdng giao dich thuong hieu nen viec dua ra muc gii so sinh li rit khd. Cudi nhiing nam 1980, mdt sd md binh lln diu tien dugc xuit bien tiep can viec dinh gii dugc thuang hieu, tinh din tiidi diem nay da cd rit nhilu md hinh hay phuang phip dugc gidi thieu va phit tiien, hiu hit cie md hinh dugc xuit phit tu 2 ly thuylt ca ban:
Dinh gii gii tii vdn thuang hieu dua tten nghien ciiu;
Dinh gii gii tri vdn thuang
hieu dua tten cieh tilp can thuIn tuy tai chinh.
Day la 2 trudng phai ly thuylt nin tang cho eic md hinh dinh gii thucmg hieu dugc hinh thinh, mdi trudng phii cd nhiing Igi the rieng biet va hien tai chua cd mdt thude do chuan muc nao de danh gii tinh su chinh xic v i hgp ly cua mdi md hinh trong tung trua- ng phai. Nhiing trao ddi vl viec lam thi nao de dua gii tri dai ban thuc sir ciia doanh nghiep gin hem vdi gii tri ghi tren sd sach vin cdn tdn tai.
Nhu vay, thuang hieu khdng cdn la mdt phin cua marketing ma dugc xem xet nhu mdt "ngudn vdn" quy gii la ddn biy quan trgng trong mgi boat ddng kinh doanh va diu tu. Tuy nhien, gii tri dinb lugng cua thucmg bieu dugc tinh toin nhu the nio? Cd dem gian, dl hilu, dl su dung, chinh xic va chit lugng khdng? la ciu hdi nghien ciiu ddi hdi cin dugc tra ldi sdm de bio eio tai chinh dugc cai thien tren khia canh gii tri thucmg hieu, de gia tri tii san doanh nghiep dugc nhin nhan diy du hem. Phin tra ldi cho eic ciu hdi nay, tic gia se xin dugc trao ddi d cie bai viet tiep theo. •
TAI LIEU THAM KHAO Aaker, David A. (2004a), Brand Portfolio strategy. Creat- ing Relevance, Differentiation, Energy, Leverage and Clarity.
New York, Free Press
Kapferer, Jean-noel (1997), Strategic Brand Management, Great Britain, Kogan Page
- Interbrand, Brand valuation - a chapter from Brands and Branding an economist book.
David Haigh (2000), Brand valuation: Measuring and Lever- aging your brand. Brand finance Report.
Tap chi Ogan hang sd 13 thang 1/2011 55
