TAP CHI KHOA HQC BAI HQC V A N LANG Djag Thj Kim Chi
THirO*NG HIEU DU'OH GOC NHIN VAN HOA HQC
BRAND FROM A CULTURAL PERSPECTIVE
B4NG THi KIM CHIO TdM TAT: Truac ddy, thuang hieu vd xdy dyng thuang hieu chd yeu dugc nghiin ciru, nhin nhdn du&i gdc dp kinh ti: syphit hgp giira dinh hu&ng phdt trien kinh doanh vd xdy dung thuang hieu, dnh hu&ng cda thuang hiiu din hogt dgng eua cSng ty,.... Xem xet thuang hi$u du&i goc nhin van hda hpc Id huang di m&i vd ehua dugc quan tdm dung mice. Bdi viit chi ra nhirng chieu kich quan trpng cua thuang hiiu, khiin no tr& thdnh siec mgnh cda doanh nghiip vd dnh hu&ng den thdi quen tiiu dung. Cdc chiiu kich do Id:
thuang hieu Id mdt h$ thong biiu tugng vd thuang hiiu Id mgt nghi thicc thi tuc. Chinh vdn hda thuang hi^u m&i Id yiu to then chot mang lgi thdnh cong cho thuang hieu do, biin no thdnh biiu tugng eua mgt nin vdn hoa vd mang lgi mot nghi thuc, mgt kieu hdnh xie chung cho ngu&i tieu dimg v&i thuang hieu do.
Tie khoa: thuang hiiu, vdn hda thuang hieu, hi thSng biiu tugng, thuang hieu biiu tugng, van hda hpc, nghi thicc thi tuc.
ABSTRACT- In the past, brand and branding was mainly studied and considered from an economic point of view: The relevance between business development orientation and branding, the effect of brand to business's operations... Considering brand from a cultural perspective is a new approach which is put under improper interest. The paper has shown critical aspects of a brand, which makes ii becoming the power of business and affect to consumption habits. Those aspects are: brand is a symbol system and a temporal rite. It is the brand new culture that is the key to the success of such brand, making it a symbol of a culture and giving a ritual, common behavior to consumers with such brand
Key words: brand, brand culture, symbol system, logo, cultural study, temporal rite.
I . D A T V A N D E 1990, sy kien tap dodn Unilever mua lai Nam 1986, dat nude bude vao thdi ky thuang hidu P/S vdi gid 5,7 ttieu USD da ddi mdi, md ra mpt thdi dai mdi cho ndn thdc tinh cac doanh nghidp Viet Nam, phai kinh td Viet Nam; cdc doanh nghiep trong dau tu xay dyng va phat ttidn thuang hieu nude tung budc hdi nhgp vdi ndn kinh td ban niia, vi thucmg hieu khdng chi la cdi the gidi. Tren bude dudng hdi nhdp, hp hpc ten ma da trd thanh mpt phdn tdi san quy tap cdeh kinh doanh cua nude bgn. Thudt gia cda cdng ty.
ngfl Thuang hieu ddn dupe eae doanh Cac nha nghidn edu ttong nude cQng nghiep Viet Nam bidt ddn. Ddu nhung nam da nhanh chdng tidp cgn vd bdt kjp xu the
'' ThS. Trucmg D^i hoc Van Lang, Email [email protected] 96
TAP CHi KHOA HQC DAI HQC V A N LANG S6 03 / 2017 xdy dyng, phdt tridn thuong hidu. Di ddu
ttong ITnh vuc nghidn edu thucmg hidu phdi kd ddn cac tdn tudi nhu Tdn That Nguydn Thidm, Ly Qu^ Tmng. Bd ba tdc phdm Ddu dn thicang hi$u: Tdi sdn vd Gid tri cua Tdn Thdt Nguyin Thidm gdm cac tdp: Tap \ -Tie trong lyc den chiec ndng, Tap 2 - HSn, nhdn cdch, bdn sdc, Tdp 3 - Tie ngi edm din npi tu&ng vd khdi thi, dupe gidi nghien cdu ddnh gia cao d tinh khdi quat va tam huydt cda tac gid. Ly Qu;^
Tmng ed cac cdng ttinh ndi tidng nhu:
Franchise - Bi quyit thdnh cSng bdng mS hinh nhugng quyen kinh doanh, Mua franchise - Ca hgi m&i cho cdc doanh
nghiep Viet Nam, Xdy dung thuang hieu.
Ve sau, cdng trinh Qudn tri thuang hieu eua Le Dang Ldng di vao phan tich cdu true thuang hidu cda thuang hieu Viet tidu bieu; hay ludn van Thgc sT Vai tro cda Bdo chi trong viic xdy dyng vd qudng bd thuang hiiu doanh nghi$p hi$n nay cua Tran Thj Td Mai ban vd eae ydu td tac ddng den qua ttinh xay dyng thuang hidu.
Dudi gdc dp my thuat, tdc gia Nguydn Thi Ngpe Anh cGng dd cap ddn vdn dd ndy ttong lu|n van thgc sT NgSn ngie thiet ke do hga bieu trung thuang mgi tgi Thdnh pho HS Chi Minh hiin nay.
Lidn quan mat thidt nhat ddn bdi vidt nay phai kd ddn cdng trinh Hdnh trinh biin thuang hieu thdnh biiu tugng cda Douglas B. Holt [2] ma theo tde gid eua no, "Cudn sach dua ra md hinh xdy dung thuang hiiu m&i - xdy dyng thuang hi$u vdn hda - mdt mS hinh dugc ddc rut tie nhicng thuang hi^u hdng ddu thi gi&i, von da dit nen nhicng huyin thogi hdp ddn din dp tr& thdnh cde biiu tugng vdn hda ".
2. THU'ONG HI|;U DlTOfl GOC NHIN VAN HOA HQC
2.1. Thirong hi^u Id gi?
Brand - Thuang hieu xuat phdt tu brandr - mpt td cd trong ngdn ngfl Na Uy, cd nghia Id dot chdy. Ngay trade, cae dng chd thudng danh ddu len vdt nudi cda mbih bdng nhflng dau sdt dupe nung dd. Nhflng con ddu nay cd tde dyng phdn biet gia sdc eua dng chu nay vdi dng chd khae. Vd sau, nd la cdch de ngudi ta phan bi|t ndng ttai chat lupng tdt vd ndng ttgi chdt lupng kem.
Dinh nghTa don gidn va dd hinh dung nhdt ve thuang hidu cd the kd ddn dinh nghTa eda Al Ries: "Thuang hiiu Id mpt y hay mot khdi ni?m duy nhdt trong ddu khdch hdng cua bgn khi hp nghe ndi den cdng ty bgn" [3]. Dinh nghia nay cd nhidu diem tuang ddng vdi quan didm cda David F. D'Alessandro: "Thuang hiiu Id bdt ky thie gi md ngu&i tiiu diing nghi den khi nghe din tin eua cong ty bgn" [1], Cae dinh nghTa ndy tuy khdng ehi ra thdnh phdn cda thuang hi^u, nhung nd ndi ldn dupe ddc didm cdt loi cua thucmg hieu, dd la "tdn tai ttong tdm tti cda khdch hang". Chinh y nidm vd thuang hi^u hidn didn ttong tam tri cua khdch bang giup thuang hidu ton tgi, ben vflng.
Ly Quy Tmng, ngudi sang lap thuang hidu Phd 24, ttong cudn Xdy dung thuang hiiu cung dua ra dinh nghia nhu sau:
"Thuang hiiu Id nhan hiiu eo uy tin, co gid tri gi^ tdng dugc tgo ra b&i mpt sy tSng hgp eua nhiiu yiu to gdy dn tugng ddi v&i ngu&i tiiu dung nhu sdn phdm, nhan hieu, biiu tirgng (logo), hinh tugng (icon), khdu hieu (slogan), md hinh kinh doanh,... " [4].
Day la dinh nghTa mang tinh chdt liet ke
TAP CHI KHOA HQC DAI HQC VAN LANG BlngThiKimChi tiidnh phdn thuong hidu. Trong do, dinh
nghTa cda Ly Quy Tmng dd ehi ra mdt trong nhung tinh chdt quan trpng cda thuang hidu, dd la "ed uy tin".
Dinh nghia ndy cd nhidu didm tuong ddng vdi khdi nidm eua Hidp hpi Marketing Hoa K^: "Thuang hiiu Id mgt edi ten, tu ngic, ky hieu, biiu tugng, hind ve thiit ki,...
hogc tap hgp cdc yeu tS trin nhdm xdc dinh vd phdn bi4t hdng hda, dich vy cua mpt ngu&i hogc mgt nhdm ngir&i bdn v&i hdng hoa vd dich eu cua ddi thd egnh tranh " [3].
Tdm lgi, thuang hidu cd the dupe xem Id mpt khai nidm, mpt ddu hieu dung dd phan bi^t, mOt su giao keo, mot cam ket, Idi hda mdm deo the hien tinh than cda cdng ty, td chuc.
2.2. Thuong hipu Id mgt he thdng bieu tupng
Cd nhidu net tuong ddng ttong dinh nghTa bidu tupng vd dinh nghia thuang hieu.
Carl Gustav Jung dua ra dinh nghTa ve bieu tupng nhu sau: "Bieu tugng Id mpt tir, mpt cdi ten, mgt sy kien, mpt hinh dnh ndi len y nghia md ta quen thudc trong d&i sSng hdng ngdy. Tuy nhiin, ngodi nghia u&e dinh hiin nhiin, nd e&n ggi len nhimg nghia khdc nhimg lgi m& mit, xa Ig ddi vai nhieu ngu&r [5].
Tu cdu trdc eua thuang hidu, bao gdm ten gpi, bidu tupng thuong hidu, khdu hi^u, mau sdc vd djnh nghTa thuang hieu, cd thd dua ra nhgn dinh, thuang hidu cd ddy du dac diem eda mOt he thdng bieu tupng.
Dudi day, chdng tdi thu phdn tieh thuang hidu Ca phe Passio (thupc Cdng ty tideh nhiem hflu ban Passio - doanh nghidp Vipt Nam) dya trdn djnh nghia nay.
Cdi ten Ca phe Passio, bat ngudn tir tieng Y, cd nghia Id "dam md". Chuoi cua hdng ndy ra ddi vdo nam 2006, vd ttd thanh dem vi tien phong ttong ITnh vye cd phe tuoi, saeh, mang di ddu tidn cua Viet Nam. Hipn tai, nhac den Cd phd Passio, ngudi ta ed thd nhd ngay ddn chudi eda hang ea phe mang di tien ich, cd mat tai nhidu con dudng chinh ydu cua Thanh phd Hd Chi Minh.
Hinh anh cac "Terminal" dupe thidt kg nbu nhung ttgm dimg chdn vdi hinh vong cung dac trung cung vdi mau xanh Id tucri mdt da tgo ndn sy khde bidt vdi cac cda hang ca phe thudng dupe trang tri bdng mau nau. Logo Cd phd Passio dupe thiet kd tinh gian, hidn dai, ciing tao ndn sy khac bidt eua thuong hieu nay.
Chinh each thiet kd khdng mau me giup khdch hang ghi nhd tdi ed phd Passio Id mdt cda hang tien lpi, mua mang di, phuc vu nhanh chdng thdc udng ngon, sach, chu trpng tdi san phdm nhieu hon la nhiing tiang tri khdc, la bidu tupng cho loi sdng hien dai, thdnh thi: nhanh gpn, ti6n ich, san pham thdn thidn vdi ngudi diing, vdi mdi tradng.
Hinh 1. Logo C^ phe Passio Nguon: passiocoffee.com Tir sy phdn tich'ttdn, hoan toan eo the dung ly thuydt vd bidu tupng de phan tich thuang hieu. Ndi chinh xac hon, thuang
TAP CHI KHOA HQC DAI HQC VAN LANG hidu la mdt dang thdc cua bidu tupng. Vd do thuang hidu cd nhidu "cai bidu dat" vd eung bd sung, ldm rd cho "cdi dupe bidu dgt" theo mpt quy tdc nhat dinh, ndn thucmg hidu Id mpt hd thdng bidu tupng.
Xem thuong hieu Id mdt he thdng bidu tupng sd giup chung ta nhin nhgn vd thucmg hidu mdt each dd dang hem, ly giai dupe vi sao ngudi tieu dung lya chpn thuang hieu ndy chd khdng phdi Id thuang hidu kia. Ky hieu hgc vdn hoa cung ndu ro:
"Phuang phdp tiip can rd rdng, khuc chiet eua ky hieu hgc giup cho cdc nhd khoa hgc CO thi thich ung v&i tinh truu tugng, da nghia vd hiin thdi cua bieu tugng. Bin cgnh do, gdc do tiip cgn rgng lan cda ky hiiu hpc giup cho ky hiiu hge co the gidi quyit nhiiu vdn di md khoa hgc dan ngdnh khdng thi gidi quyit" [5].
Trong Hdnh trinh biin thuang hi$u thdnh bieu tugng, Douglas B. Holt da ehi ra cae tmdng hpp xay dyng thuong hieu thanh eong nhu Coca Cola, Nike, Apple ddu nhd vao yeu td bidu tupng, van hda ham chda ttong mdi thuang hieu. Ong vidt: "Theo thai gian, khi thuang hieu the hiin huyen thogi, khdn gid cuSi ciing se di den cam nhgn rdng, huyen thogi ndm trong cdc ddu dn thuang hiiu (vi d{i, tin thucmg hiiu, logo vd cdc chi tiit thiet ke). Thuang hiiu tr& thdnh biiu tugng, mgt hiin thdn hiru hinh cda huyin thogi" [2],
Thuang hieu la mpt he thdng bidu tupng, vd bdn thdn thucmg hidu cung ttd thanh mdt bidu tupng cda doanh nghiep, cda mpt ndn kinh td. Cd Ihdi gian, cai ten Honda, Konica, Toyota,... Id nhflng cai ten gpi nhd ddn dat nude Nhdt Bdn tiong tam tti ngudi tieu dung Vidt Nam. Cimg nhu hien
tai, nhung eai ten nhu Hyundai, Samsung,...
nhdc cdng ehung nhd ddn dat nude Han Qude. Tgi Vipt Nam, dd tim mdt thuong hidu cd thd dgi didn qude gia, dupe bgn be qude td nhd den, xem ra kha khd khan.
Nhdn thay tdm quan ttpng ttong viec xdy dyng thuong hidu qude gia dya vao cac thuang hieu kinh td, Chi'nh phd Vidt Nam, Bp Cdng thuang da ban hdnh (ngdy 06/03/2012) quydt djnh sd 984/QD-BCT Vi viec ban hdnh Quy chi xdy dung vd thyc hiin Chuang trinh Thuang hi?u Qude gia, gdm 4 chuang, 15 didu. Chuang trinh Thuang hidu Qude gia la mdt chuang ttinh xuc tidn thuang mai ddi ban nham xay dyng, qudng ba tdn thuang mai, chi dan dia ly va nhan hidu hdng hda, djch vy cda Vidt Nam tten thi tradng ttong va ngoai nude. Tgi khoan 4 didu 3 cua quy chd ndy xac dinh tam quan ttpng, myc tieu cda Thuang hidu Qude gia, dd la: "Xdy dung hinh dnh Viet Nam la quoc gia cd sdn phdm chdt lugng vd khd ndng cgnh tranh cao tren thi tru&ng trong nu&c vd quSc ti ".
Nhu vdy, vide xdy dyng Thuang hieu Qude gia thanh cdng cd the giup cai thien hinh anh cua qude gia dd ddi vdi bgn be qude te. Viec xay dyng tdt hinh dnh eua mdt thuang hieu hang hoa nao do, se giup edng chdng nhd den quoc gia ldm ra nd vdi day dd tinh cam da danh cho san pham va thucmg hieu. Cdc sdn pham eua Nhgt Bdn ndi tieng bdn vd tdt khidn hinh anh Nhgt Ban ttong mdt ngudi tidu dung la qude gia ttpng chii tin, dang tin eay.
2.3. Thuong hidu Id m$t nghi thuc thd tiic Trong mdi lidn hd vdi van hda hpe, thuang hidu edn dupe cdc hpe gid Kellogg nhin nhdn nhu la mpt nghi thdc thd tyc. Hp
TAP CHI KHOA HQC DAI HOC VAN LANG B jng Thi Kim Chi eho rdng: "Nhung hdnh vi dya tren thicang
hi4u Id nhicng dgng chinh cua nghi thicc thi tifc trong d&i sSng xd hdi hi$n dgi d mgt chimg myc ndo dd, thuang hiiu la ca s&
nghi thuc cda hdnh vi ngu&i tieu dung tie ngdnxua" [6],
Vai ttd cua thuang hieu dupe cac hpc gid xac dinh la "mOt vdt td" ttong tdc pham Kellogg bdn vi thicang hiiu. Theo dd,
"Thuang hl$u thye hi?n chuc nang xd hpi chu yeu eda sy phdn loai biiu tugng. Nd dong vai trd nhu mgt den hiiu vd mgt ddu hi$u, mdt bdng dSng hS bdo hi?u vd bdng qudng cdo" [6]. Chinh vi vai ttd vdt td, mang tinh bidu tupng, ndn thuong hieu cdn ed chdc nang phdn loai nhiing ngudi ed chung sd thich vd mdt nhdm. Co nhiing nhdm ydu thieh thuang hidu Adidas, nhung eiing ed nhflng ngudi ehi cd thd sd dung thuang hidu Nike. Chinh vi vdy, "thuang hi?u day mgnh vd tuyin bS ve sy sdp nhgp nhom. Nhiing nhdm ndy co the la nhicng nhdm thu&ng ddn, edc cgng dong thuang hiiu theo chu nghia ddn tuy phdt triin trong nhirng cdng ddng do, hay la nhirng nhdm vdn hda tu tri ve tiiu diing gdn gui v&i nhau trong cugc sdng thuc,... " [6]. Cde cau lac bd xe vespa, motor bike, nhihig ttang Fanpage Facebook "Hpi nhiing ngudi yeu thieh Coca Cola/Pepsi,..." Id nhflng bieu hidn eua ede nhdm dupe hinh thanh dya tidn cde "vat td" thuong hieu. Cac doanh nghipp Viet Nam eung tan dung d^c tinh ndy dd tao cho minh nhiing "tin dd"
ridng. Phd bidn nhdt Id bidn khdch hdng thdnh thdnh vien cda trang web cua doanh nghidp, thudng xuyen nb^n email thdng tin san phdm, gidm gid, edc uu ddi kem theo,...
Ngoai ra, vai tid "vgt td" edn dupe bieu hidn thdng qua tinh cdch thuang hi^
- mpt ttong cac ydu td cua cau true thuong hidu, gdp phdn cy tbd hda nhflng nghi thuc the tyc eua thuang hidu. Tinh cdch thuang hi$u, hidu dan gian la neu thuang hieu dd Id mdt con ngudi, thi eon ngudi ndy c6 tinh each, phdm chdt nhu the nao. "Gia trj cam nhgn" cua thuong hidu cho ngudi tieu dung cam gidc cd dupe net "tinh each thuong hipu" cua sdn phdm minh dang ddng. Dd la ly do hang thdi ttang Calvin Klein (CK) lya chpn cho thuang hieu cua minh nhflng tinh each nhu: gpi cam, gpi dye, ndng bdng, quydn rii. Ndm 1980, hdng ndy khdi dOng chidn dich qudng edo ram rp cho bd suu t | p quan jean bd cua minh bang hinh dnh cd ngudi mdu 15 tudi Brooke Shields trong tu thd thach thde day gpi edm. Chien dich ndy thdnh edng tdt dep. Ddn nam 1982, Calvin Klein lgi tidp tyc gidi thieu ddng qudn ldt nam vdi chidn dich quang cdo mao hidm: nhflng ngudi mdu nam chi mdc d$c m$t chide qudn ldt nhdn hidu CK. "Qudng cdo ndy ldm ddo ngugc quan diem xua nay ve do lot: khdng chi Id mpt sdn phdm de diing, nd con Id mpt biiu tugng nam tinh vd trdn tre nh^c cam,... nhirng quy dng chgn dS lot CK vdi hy vgng thdm kin rdng minh co thi ggi edm han, quyen rii han, gidng nhu nhung mdu qudng cdo, khi hg xdi thie do " [7].
Khdng chi diing lgi d dd, hp cdn mudn sdng cupe sdng vdi nhiing ndt tinh each nhu edc sdn phdm hp yeu thich, tin dung.
Philip Kotler chi ra, thuong hipu ed anh hudng ddn ldi sdng cua cae khach hang.
Ong cho rdng: "Nhflng ngudi thupc tdng ldp cdng mdc thu nhdp nhu nhau nhung c6
TAP CHl KHOA HQC DAI HQC V A N LANG Sd 03/2017 the theo dudi ldi sdng khac nhau" [8].
Trong qud trinh xdy dyng thuang hieu, edc doanh nghidp tdp trung vao phan khde thi tradng mye tieu eua minh, vd tinh cae thdng didp da tgo ndn nhiing ldi sdng khae nhau. Hdng Nike dua ra edu slogan "Just do it" (tam dieh: "Cd Idm thdi!") khidn cho tdng ldp thanh nien thich thd trade tuyen bd nay. Slogan ddnh trung tdm l^y cua ngudi tie: mudn ttdi nghiem, mudn Idm, sdng het minh! Cdc san phdm the thao cda Nike nhanh chdng ehidm dupe tinh edm cua gidi tte vi dd gdp phin tgo eho hp "gid tri edng thdm": tuydn ngdn vd mOt Idi sdng, phong cdch sdng. Tgi Viet Nam, nhdn hdng Sunsilk ciing tgo nen khdng it ttanh cai khi dua ra slogan: "Sdng la khdng ehd dpi", nhu mOt ldi tuydn ngdn vd ldi sdng nhanh, vpi, "bdt chdp" cua ldp tie thi thanh. Tuy nhidn, slogan nay khdng dgt dupe hieu qua anh hudng ldi sdng ldn khdch hdng nhu mong mudn. Vi ddng Sunsilk (dudng nhu da gdn lidn vdi Sunsilk bd kdt) chi thich hpp vdi ddi tupng phy nfl d ndng thdn. Khau hipu "Sdng Id khdng chd dpi" hoan toan xa Ig vdi ndp sdng tgi cdc viing ndng thdn. Tai thdnh thi, dd td ra hudng dng vdi khdu hidu "Sdng Id khdng chd dpi", nhung phu nfl ttd tgi ddy td lau da xem Sunsilk Id ddng san phdm
"cdp thdp", khdng danh eho minh.
Quan ttpng ban cd cda cdc nghi thde did tyc nay la hanh vi mua hang eda edng chiing. Douglas B. Holt nhgn dinh vd ldng trung thdnh cua khach hdng vdi thuang hipu nhu sau: "Khi khdch hdng udng bia, di xe hay diing san pham, tuc la hp dang ttai nghidm phdn nao huyen thogi. Ddy Id mOt vi dy ttdn tuc cua thdi dgi vd nhiing
nghi thuc md cdc nha nhdn chung hpc da chdng minh la cd tdn tai ttong mpi xa hpi lodi ngudi" [2], Mdt khdch hang mua bia dd udng, hp khdng chi mudn thu chat ldng ddng dang, ndng ndng hai men, hp cdn mudn ed them nhiing gid tti vd hinh td chdt bia ay. Dd ed thd la cau chuydn vd ngudi d bia dd ddng sde mgnh y chi cda minh de vugt Idn nghich canh de tao ndn logi bia ngon nhdt thd gidi, dd bao vp ngudi phu nfl minh ydu [9]. Khi mOt khdch hang nam udng logi bia ndy, hp thdy minh mgnh me ban, sdc mgnh y chi gidp hp vuat qua mpi thu thdch. Vd khdch hdng ed mudn lap di Idp Igi cdi nghi thde the tyc nay, dd san phdm bia kia tham dim vdo ca thd minh, dd sdc mgnh eua huyen thogi kia tudn chdy ttong minh, dd minh Id mdt phdn cda huydn thoai.
3. KET LUAN
Nhu vdy, dudi gde dp van hda, thucmg hieu la mpt he thdng bidu tupng vdi ddy dd cac dge didm, tinh chdt cda bidu tupng va ddng thdi la mdt nghi tiidc the tyc, anh hudng den hdnh vi tidu diing eda khdch hang. Nhin iih|n thuong hidu nhu mpt nghi thuc thd tuc va mOt he thdng bidu tupng sd tao didu kien thugn lpi cho nhflng ngudi Idm tiiucmg hidu cd edi nhin mdi ban ve tiiuong hieu, dp dung nhflng tinh ehdt cda bidu tupng de cd con dudng ngan hon tiong vipc chinh phye tam tri, hanh vi mua sdm cda khdch hdng. Ngodi ra, cdn quan tam hon niia tdi ydu td vdn hda ttong thuong hipu vd vdn hda khi qudng bd cho thuang hidu dd. Day la ca sd dd ndng cao gia tri thuang hi$u, chinh phye trai tim ngudi dung, tdng doanh sd ban hang vd mang vd lpi nhudn ngay cdng nhieu cho doanh nghiep.
TAP CHi KHOA HQC BAI HOC V A N LANG p a n g Thj Kim Chi T A I L I f U THAM K H A O
1. David F. D'Alessandro (2007), Cugc chiin thucmg hiiu - 10 quy tdc di xdy dyng thuang hiiu bdt diet, Nxb. Lao dpng Xd hOi.
2. Douglas B. Holt, Huydn Trang (2015), Hdnh irinh biin thuang hi$u thdnh bieu tugng, Nxb. Dai hpe Kinh te Qude ddn.
3. Le Ddng Lang (2010), Qudn tri thuang hieu, Nxb. Dai hpc Qude gia Thanh phd Hd Chi Minh.
4. Ly Quy Tmng (2007), Xdy dyng thuang hiiu, Nxb. Trd.
5. Nguydn Tri Nguydn (Chd bidn, 2015), Ky hieu hpc vdn hda, Nxb. Thdng tin va Tmydn thdng.
6. Nguyen Phd Son (2009), Kellogg bdn vi thuang hiiu, Nxb. Van hda Sai Gdn.
7. Nhidu tdc gia (2013), Vdn hda truyen thdng trong th&i ky hoi nhdp, Nxb. Thdng tin va Traydn thdng.
8. Philip Kotler (2007), Kotler bdn vi tiip tM, Nxb. Tre.
9. Cdu ehuyen cda m^t logi bia Tipp huyen thoai, link: http://sabmillervn.com/news- events-detail.aspx?ai=68, tray cdp ngdy 01/04/2017.
Ngay nhgn bai: 20/02/2017. Ngdy bidn tdp xong: 20/5/2017. Duydt dang: 02/6/2017