{"id":1200,"date":"2020-11-09T12:46:11","date_gmt":"2020-11-09T05:46:11","guid":{"rendered":"https:\/\/vareno.vn\/?p=1200"},"modified":"2020-11-15T22:00:50","modified_gmt":"2020-11-15T15:00:50","slug":"14-thuat-ngu-ve-thuong-hieu-brand-doanh-nghiep-ban-can-biet","status":"publish","type":"post","link":"https:\/\/vareno.vn\/en\/14-thuat-ngu-ve-thuong-hieu-brand-doanh-nghiep-ban-can-biet.html","title":{"rendered":"14 Thu\u1eadt ng\u1eef v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u (Brand) doanh nghi\u1ec7p b\u1ea1n c\u1ea7n bi\u1ebft"},"content":{"rendered":"<p><strong>14 thu\u1eadt ng\u1eef quan tr\u1ecdng v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u (brand)<\/strong> l\u00e0 thu\u1eadt ng\u1eef m\u00e0 doanh nghi\u1ec7p c\u1ea7n n\u1eafm \u0111\u1ec3 c\u00f3 nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c c\u0169ng nh\u01b0 x\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a doanh nghi\u1ec7p b\u1ec1n v\u1eefng.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_83 counter-hierarchy ez-toc-counter ez-toc-white ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">M\u1ee5c l\u1ee5c n\u1ed9i dung<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a07463aa8729\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a07463aa8729\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/vareno.vn\/en\/14-thuat-ngu-ve-thuong-hieu-brand-doanh-nghiep-ban-can-biet.html\/#1-thuong-hieu-brand-la-gi\" >1. Th\u01b0\u01a1ng hi\u1ec7u (Brand) l\u00e0 g\u00ec?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/vareno.vn\/en\/14-thuat-ngu-ve-thuong-hieu-brand-doanh-nghiep-ban-can-biet.html\/#2-cau-truc-thuong-hieu-brand-architecture\" >2. C\u1ea5u tr\u00fac th\u01b0\u01a1ng hi\u1ec7u (Brand Architecture)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/vareno.vn\/en\/14-thuat-ngu-ve-thuong-hieu-brand-doanh-nghiep-ban-can-biet.html\/#3-tai-san-thuong-hieu-brand-equity\" >3. T\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u (Brand Equity)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/vareno.vn\/en\/14-thuat-ngu-ve-thuong-hieu-brand-doanh-nghiep-ban-can-biet.html\/#4-trai-nghiem-thuong-hieu-brand-experience\" >4. Tr\u1ea3i nghi\u1ec7m th\u01b0\u01a1ng hi\u1ec7u (Brand Experience)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/vareno.vn\/en\/14-thuat-ngu-ve-thuong-hieu-brand-doanh-nghiep-ban-can-biet.html\/#5-chien-luoc-mo-rong-thuong-hieu-brand-extension\" >5. Chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u (Brand Extension)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/vareno.vn\/en\/14-thuat-ngu-ve-thuong-hieu-brand-doanh-nghiep-ban-can-biet.html\/#6-nhan-dien-thuong-hieu-brand-identity\" >6. Nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u (Brand Identity)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/vareno.vn\/en\/14-thuat-ngu-ve-thuong-hieu-brand-doanh-nghiep-ban-can-biet.html\/#7-hinh-anh-thuong-hieu-brand-image\" >7. H\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u (Brand Image)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/vareno.vn\/en\/14-thuat-ngu-ve-thuong-hieu-brand-doanh-nghiep-ban-can-biet.html\/#8-quyen-su-dung-thuong-hieu-brand-licensing\" >8. Quy\u1ec1n s\u1eed d\u1ee5ng th\u01b0\u01a1ng hi\u1ec7u (Brand Licensing)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/vareno.vn\/en\/14-thuat-ngu-ve-thuong-hieu-brand-doanh-nghiep-ban-can-biet.html\/#9-tinh-cach-thuong-hieu-brand-personality\" >9. T\u00ednh c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u (Brand Personality)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/vareno.vn\/en\/14-thuat-ngu-ve-thuong-hieu-brand-doanh-nghiep-ban-can-biet.html\/#10-chien-luoc-thuong-hieu-brand-strategy\" >10. Chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u (Brand Strategy)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/vareno.vn\/en\/14-thuat-ngu-ve-thuong-hieu-brand-doanh-nghiep-ban-can-biet.html\/#11-co-branding\" >11. Co-branding<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/vareno.vn\/en\/14-thuat-ngu-ve-thuong-hieu-brand-doanh-nghiep-ban-can-biet.html\/#12-rebranding\" >12. Rebranding<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/vareno.vn\/en\/14-thuat-ngu-ve-thuong-hieu-brand-doanh-nghiep-ban-can-biet.html\/#13-tai-dinh-vi-thuong-hieu-repositioning\" >13. T\u00e1i \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u (Repositioning)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/vareno.vn\/en\/14-thuat-ngu-ve-thuong-hieu-brand-doanh-nghiep-ban-can-biet.html\/#14-bo-nhan-dien-thuong-hieu-visual-identity\" >14. B\u1ed9 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u (Visual Identity)<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"1-thuong-hieu-brand-la-gi\"><\/span>1. Th\u01b0\u01a1ng hi\u1ec7u (Brand) l\u00e0 g\u00ec?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u g\u1ed3m 3 th\u00e0nh t\u1ed1 quan tr\u1ecdng c\u1ea5u t\u1ea1o n\u00ean th\u01b0\u01a1ng hi\u1ec7u l\u00e0: \u0110\u1eb7c t\u00ednh (nh\u1eefng thu\u1ed9c t\u00ednh m\u00e0 ch\u1ec9 c\u00f3 \u1edf th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n), gi\u00e1 tr\u1ecb h\u1eefu h\u00ecnh v\u00e0 gi\u00e1 tr\u1ecb v\u00f4 h\u00ecnh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. C\u00e1c y\u1ebfu t\u1ed1 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u t\u1ea1o n\u00ean gi\u00e1 tr\u1ecb v\u00e0 t\u1ea7m \u1ea3nh h\u01b0\u1edfng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u t\u1edbi kh\u00e1ch h\u00e0ng.<\/p>\n<p>Th\u01b0\u01a1ng hi\u1ec7u l\u00e0 t\u1eadp h\u1ee3p nh\u1eefng bi\u1ec3u t\u01b0\u1ee3ng, h\u00ecnh \u1ea3nh, t\u00ean g\u1ecdi, t\u1eeb ng\u1eef, \u0111\u1eb7c t\u00ednh gi\u00fap ph\u00e2n bi\u1ec7t s\u1ea3n ph\u1ea9m c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u n\u00e0y v\u1edbi s\u1ea3n ph\u1ea9m c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c, ph\u00e2n bi\u1ec7t c\u00e1c doanh nghi\u1ec7p v\u1edbi nhau.<\/p>\n<p>&gt; T\u00ecm hi\u1ec3u th\u00eam: <a href=\"https:\/\/vareno.vn\/thuong-hieu-brand-la-gi-dinh-nghia-de-hieu-ve-thuong-hieu.html\">\u0110\u1ecbnh ngh\u0129a d\u1ec5 hi\u1ec3u kh\u00e1c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"2-cau-truc-thuong-hieu-brand-architecture\"><\/span>2. C\u1ea5u tr\u00fac th\u01b0\u01a1ng hi\u1ec7u (Brand Architecture)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>C\u1ea5u tr\u00fac th\u01b0\u01a1ng hi\u1ec7u (Brand Architecture) l\u00e0 c\u00e1ch doanh nghi\u1ec7p ph\u00e2n b\u1ed5 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u con (sub-brand) c\u1ee7a m\u00ecnh. Group bao g\u1ed3m c\u00f4ng ty m\u1eb9 v\u00e0 h\u00e0ng lo\u1ea1t c\u00e1c th\u01b0\u01a1ng hi\u1ec7u con. N\u1ebfu b\u1ea1n coi th\u01b0\u01a1ng hi\u1ec7u m\u1eb9 c\u1ee7a doanh nghi\u1ec7p l\u00e0 m\u1ed9t c\u00e1i c\u00e2y, th\u00ec c\u00e1c sub-brand c\u1ee7a doanh nghi\u1ec7p ch\u00ednh l\u00e0 c\u00e1c nh\u00e1nh c\u00e2y, c\u00e0nh c\u00e2y.<\/p>\n<figure id=\"attachment_27250\" class=\"wp-caption aligncenter\" aria-describedby=\"caption-attachment-27250\"><\/figure>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1201 size-full\" src=\"https:\/\/vareno.vn\/wp-content\/uploads\/2020\/11\/brand-architecture-creating-clarity-from-chaos-branding-google-nest-verily-alphabet-calico-ventures-hybrid-house-ignyte-8b-1024x706-1.jpg\" alt=\"Brand Architecture\" width=\"1024\" height=\"706\" title=\"\" srcset=\"https:\/\/vareno.vn\/wp-content\/uploads\/2020\/11\/brand-architecture-creating-clarity-from-chaos-branding-google-nest-verily-alphabet-calico-ventures-hybrid-house-ignyte-8b-1024x706-1.jpg 1024w, https:\/\/vareno.vn\/wp-content\/uploads\/2020\/11\/brand-architecture-creating-clarity-from-chaos-branding-google-nest-verily-alphabet-calico-ventures-hybrid-house-ignyte-8b-1024x706-1-300x207.jpg 300w, https:\/\/vareno.vn\/wp-content\/uploads\/2020\/11\/brand-architecture-creating-clarity-from-chaos-branding-google-nest-verily-alphabet-calico-ventures-hybrid-house-ignyte-8b-1024x706-1-768x530.jpg 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>Doanh nghi\u1ec7p c\u00f3 th\u1ec3 ch\u1ecdn 1 trong 2 c\u00e1ch \u0111\u1ec3 x\u00e2y d\u1ef1ng c\u1ea5u tr\u00fac cho th\u01b0\u01a1ng hi\u1ec7u:<\/p>\n<ul>\n<li><strong>Branded House:<\/strong> T\u00ean th\u01b0\u01a1ng hi\u1ec7u c\u00f3 c\u1ea5u tr\u00fac l\u00e0 T\u00ean th\u01b0\u01a1ng hi\u1ec7u m\u1eb9 + t\u00ean th\u01b0\u01a1ng hi\u1ec7u con (nh\u01b0 Google v\u1edbi Google Drive, Google Map, Google Translate,\u2026).<\/li>\n<li><strong>House of Brands:<\/strong>\u00a0Th\u01b0\u01a1ng hi\u1ec7u con c\u00f3 v\u1ecb tr\u00ed ho\u00e0n to\u00e0n \u0111\u1ed9c l\u1eadp v\u1edbi th\u01b0\u01a1ng hi\u1ec7u m\u1eb9 (nh\u01b0 Unilever v\u1edbi Clear, OMO, Sunlight, P\/S,\u2026).<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"3-tai-san-thuong-hieu-brand-equity\"><\/span>3. T\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u (Brand Equity)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>T\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u l\u00e0 s\u1ee9c m\u1ea1nh n\u1eb1m \u1edf h\u00ecnh \u1ea3nh m\u00e0 th\u01b0\u01a1ng hi\u1ec7u th\u1ec3 hi\u1ec7n v\u1edbi kh\u00e1ch h\u00e0ng\u00a0 \u0111\u00f3 l\u00e0 s\u1ef1 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u v\u00e0 s\u1ef1 quen thu\u1ed9c trong t\u00ean g\u1ecdi c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. C\u00f3 \u0111\u01b0\u1ee3c 2 \u0111i\u1ec1u n\u00e0y, doanh nghi\u1ec7p s\u1ebd c\u00f3 \u0111\u01b0\u1ee3c ti\u1ebfng n\u00f3i v\u00e0 \u0111\u1ed9 uy t\u00edn so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/p>\n<p>Nh\u1eefng y\u1ebfu t\u1ed1 n\u00e0y ch\u00ednh l\u00e0 t\u00e0i s\u1ea3n qu\u00fd gi\u00e1 nh\u1ea5t c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-1203 size-full\" src=\"https:\/\/vareno.vn\/wp-content\/uploads\/2020\/11\/brand-equity-la-gi.jpg\" alt=\"Brand Equity\" width=\"600\" height=\"404\" title=\"\" srcset=\"https:\/\/vareno.vn\/wp-content\/uploads\/2020\/11\/brand-equity-la-gi.jpg 600w, https:\/\/vareno.vn\/wp-content\/uploads\/2020\/11\/brand-equity-la-gi-300x202.jpg 300w, https:\/\/vareno.vn\/wp-content\/uploads\/2020\/11\/brand-equity-la-gi-400x269.jpg 400w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/p>\n<p>N\u00f3i c\u00e1ch kh\u00e1c, \u0111\u1ec3 x\u00e2y d\u1ef1ng t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u v\u1eefng m\u1ea1nh, doanh nghi\u1ec7p c\u1ea7n ph\u1ea3i khi\u1ebfn th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh d\u1ec5 nh\u1eadn bi\u1ebft, d\u1ec5 nh\u1edb v\u00e0 g\u1eafn li\u1ec1n v\u1edbi h\u00ecnh \u1ea3nh \u201cdoanh nghi\u1ec7p cung c\u1ea5p cho kh\u00e1ch h\u00e0ng nh\u1eefng s\u1ea3n ph\u1ea9m ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 \u0111\u00e1ng tin c\u1eady nh\u1ea5t\u201d.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"4-trai-nghiem-thuong-hieu-brand-experience\"><\/span>4. Tr\u1ea3i nghi\u1ec7m th\u01b0\u01a1ng hi\u1ec7u (Brand Experience)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Tr\u1ea3i nghi\u1ec7m th\u01b0\u01a1ng hi\u1ec7u l\u00e0 nh\u1eefng tr\u1ea3i nghi\u1ec7m t\u1ed1t ho\u1eb7c kh\u00f4ng t\u1ed1t c\u1ee7a kh\u00e1ch h\u00e0ng li\u00ean quan t\u1edbi s\u1ea3n ph\u1ea9m \/ d\u1ecbch v\u1ee5 c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<p>N\u00f3i c\u00e1ch kh\u00e1c, nh\u1eefng t\u01b0\u01a1ng t\u00e1c c\u1ee7a kh\u00e1ch h\u00e0ng v\u1edbi s\u1ea3n ph\u1ea9m \/ d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p (k\u1ec3 c\u1ea3 tr\u1ea3i nghi\u1ec7m h\u1eefu h\u00ecnh, c\u00f3 th\u1ec3 c\u1ea7m n\u1eafm s\u1edd ch\u1ea1m; nh\u1eefng tr\u1ea3i nghi\u1ec7m v\u00f4 h\u00ecnh li\u00ean quan nhi\u1ec1u t\u1edbi c\u1ea3m x\u00fac c\u1ee7a kh\u00e1ch h\u00e0ng) \u0111\u1ec1u \u0111\u01b0\u1ee3c coi l\u00e0 nh\u1eefng tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng li\u00ean quan t\u1edbi th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<p>\u0110\u1ec3 gi\u00fap kh\u00e1ch h\u00e0ng n\u00e2ng cao tr\u1ea3i nghi\u1ec7m th\u01b0\u01a1ng hi\u1ec7u, doanh nghi\u1ec7p c\u1ea7n c\u00f3 nhi\u1ec1u y\u1ebfu t\u1ed1 nh\u01b0: Nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u, bao b\u00ec s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 h\u1eadu m\u00e3i, h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u,\u2026<\/p>\n<h2><span class=\"ez-toc-section\" id=\"5-chien-luoc-mo-rong-thuong-hieu-brand-extension\"><\/span>5. Chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u (Brand Extension)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a doanh nghi\u1ec7p l\u00e0 s\u1eed d\u1ee5ng t\u00ean th\u01b0\u01a1ng hi\u1ec7u c\u0169 \u00e1p v\u00e0o d\u00f2ng s\u1ea3n ph\u1ea9m ho\u00e0n to\u00e0n m\u1edbi tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n<p>C\u00e1c doanh nghi\u1ec7p s\u1eed d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c n\u00e0y t\u1eadn d\u1ee5ng l\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng trung th\u00e0nh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u c\u0169 \u0111\u1ec3 t\u1ed1i \u01b0u h\u00f3a doanh thu trong th\u1eddi gian \u0111\u1ea7u \u0111\u1ed1i v\u1edbi d\u00f2ng s\u1ea3n ph\u1ea9m m\u1edbi.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1207 size-full\" src=\"https:\/\/vareno.vn\/wp-content\/uploads\/2020\/11\/nike-brand-extension.jpg\" alt=\"Brand Extension\" width=\"807\" height=\"454\" title=\"\" srcset=\"https:\/\/vareno.vn\/wp-content\/uploads\/2020\/11\/nike-brand-extension.jpg 807w, https:\/\/vareno.vn\/wp-content\/uploads\/2020\/11\/nike-brand-extension-300x169.jpg 300w, https:\/\/vareno.vn\/wp-content\/uploads\/2020\/11\/nike-brand-extension-768x432.jpg 768w\" sizes=\"auto, (max-width: 807px) 100vw, 807px\" \/><\/p>\n<p>R\u1ea5t nhi\u1ec1u c\u00e1c doanh nghi\u1ec7p tr\u00ean th\u1ebf gi\u1edbi \u0111ang \u00e1p d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c n\u00e0y nh\u01b0 Nike ngo\u00e0i s\u1ea3n ph\u1ea9m c\u1ed1t l\u00f5i c\u1ee7a h\u00e3ng l\u00e0 gi\u00e0y c\u00f2n c\u00f3 c\u00e1c d\u00f2ng s\u1ea3n ph\u1ea9m kh\u00e1c nh\u01b0 qu\u1ea7n \u00e1o th\u1ec3 thao, d\u1ee5ng c\u1ee5 th\u1ec3 thao; Bitis v\u1edbi d\u00f2ng s\u1ea3n ph\u1ea9m truy\u1ec1n th\u1ed1ng v\u00e0 d\u00f2ng s\u1ea3n ph\u1ea9m d\u00e0nh ri\u00eang cho gi\u1edbi tr\u1ebb (Bitis\u2019 Hunter).<\/p>\n<h2><span class=\"ez-toc-section\" id=\"6-nhan-dien-thuong-hieu-brand-identity\"><\/span>6. Nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u (Brand Identity)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><a href=\"https:\/\/vareno.vn\/dich-vu\/thiet-ke-bo-nhan-dien-thuong-hieu\"><strong>Nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/a> ch\u00ednh l\u00e0 c\u00e1ch m\u00e0 doanh nghi\u1ec7p mu\u1ed1n kh\u00e1ch h\u00e0ng c\u1ee7a m\u00ecnh ph\u00e2n bi\u1ec7t h\u1ecd v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh th\u00f4ng qua c\u00e1c kh\u00eda c\u1ea1nh h\u1eefu h\u00ecnh.<\/p>\n<p><strong><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1211 size-full\" src=\"https:\/\/vareno.vn\/wp-content\/uploads\/2020\/11\/firefox-brand-identity.jpg\" alt=\"Brand Identity\" width=\"1100\" height=\"548\" title=\"\" srcset=\"https:\/\/vareno.vn\/wp-content\/uploads\/2020\/11\/firefox-brand-identity.jpg 1100w, https:\/\/vareno.vn\/wp-content\/uploads\/2020\/11\/firefox-brand-identity-300x149.jpg 300w, https:\/\/vareno.vn\/wp-content\/uploads\/2020\/11\/firefox-brand-identity-1024x510.jpg 1024w, https:\/\/vareno.vn\/wp-content\/uploads\/2020\/11\/firefox-brand-identity-768x383.jpg 768w, https:\/\/vareno.vn\/wp-content\/uploads\/2020\/11\/firefox-brand-identity-670x335.jpg 670w\" sizes=\"auto, (max-width: 1100px) 100vw, 1100px\" \/><\/strong><\/p>\n<p><strong>Brand Identity<\/strong> kh\u00e1c v\u1edbi Brand Image (H\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u) \u1edf ch\u1ed7: Nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u l\u00e0 nh\u1eefng th\u00e0nh t\u1ed1 do ch\u00ednh doanh nghi\u1ec7p x\u00e2y d\u1ef1ng l\u00ean, kh\u00f4ng ph\u1ea3i nh\u1eefng h\u00ecnh \u1ea3nh do kh\u00e1ch h\u00e0ng h\u00ecnh dung theo suy ngh\u0129 c\u1ee7a ri\u00eang h\u1ecd.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"7-hinh-anh-thuong-hieu-brand-image\"><\/span>7. H\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u (Brand Image)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Kh\u00e1c v\u1edbi nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u, h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u (brand image) l\u00e0 nh\u1eefng h\u00ecnh dung ri\u00eang c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u. N\u00f3i c\u00e1ch kh\u00e1c, h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u l\u00e0 quan \u0111i\u1ec3m c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 ch\u00ednh th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3.<\/p>\n<p>V\u00ed d\u1ee5: Nh\u1eafc \u0111\u1ebfn Apple, quan \u0111i\u1ec3m c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1ec1 c\u00e1c s\u1ea3n ph\u1ea9m thu\u1ed9c th\u01b0\u01a1ng hi\u1ec7u n\u00e0y l\u00e0 sang tr\u1ecdng, cao c\u1ea5p, hi\u1ec7n \u0111\u1ea1i v\u00e0 kh\u00e1c bi\u1ec7t.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"8-quyen-su-dung-thuong-hieu-brand-licensing\"><\/span>8. Quy\u1ec1n s\u1eed d\u1ee5ng th\u01b0\u01a1ng hi\u1ec7u (Brand Licensing)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Khi m\u1ed9t doanh nghi\u1ec7p cho ph\u00e9p doanh nghi\u1ec7p kh\u00e1c quy\u1ec1n \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh \u0111\u1ec3 s\u1ea3n xu\u1ea5t v\u00e0 qu\u1ea3ng b\u00e1 cho s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh, \u0111\u00f3 \u0111\u01b0\u1ee3c coi l\u00e0 quy\u1ec1n s\u1eed d\u1ee5ng th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<p>V\u00ed d\u1ee5 l\u00e0 h\u00e3ng truy\u1ec1n th\u00f4ng FOX Corporation. H\u00e3ng truy\u1ec1n th\u00f4ng n\u1ed5i ti\u1ebfng n\u00e0y sau khi b\u00e1n h\u00e3ng phim 20th Century FOX cho Disney v\u1eabn cho ph\u00e9p th\u01b0\u01a1ng hi\u1ec7u \u201cnh\u00e0 chu\u1ed9t\u201d s\u1eed d\u1ee5ng t\u00ean g\u1ecdi \u201c20th Century FOX\u201d trong c\u00e1c t\u00e1c ph\u1ea9m \u0111i\u1ec7n \u1ea3nh c\u1ee7a m\u00ecnh trong n\u0103m 2019.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1217 size-full\" src=\"https:\/\/vareno.vn\/wp-content\/uploads\/2020\/11\/20th-Century-Fox-min.png\" alt=\"20th Century FOX\" width=\"1280\" height=\"532\" title=\"\" srcset=\"https:\/\/vareno.vn\/wp-content\/uploads\/2020\/11\/20th-Century-Fox-min.png 1280w, https:\/\/vareno.vn\/wp-content\/uploads\/2020\/11\/20th-Century-Fox-min-300x125.png 300w, https:\/\/vareno.vn\/wp-content\/uploads\/2020\/11\/20th-Century-Fox-min-1024x426.png 1024w, https:\/\/vareno.vn\/wp-content\/uploads\/2020\/11\/20th-Century-Fox-min-768x319.png 768w\" sizes=\"auto, (max-width: 1280px) 100vw, 1280px\" \/><\/p>\n<p>T\u1ea5t nhi\u00ean, \u0111\u1ec3 \u0111\u01b0\u1ee3c ti\u1ebfp t\u1ee5c s\u1eed d\u1ee5ng th\u01b0\u01a1ng hi\u1ec7u \u201cFOX\u201d, Disney \u0111\u00e3 ph\u1ea3i tr\u1ea3 cho FOX Corporation m\u1ed9t kho\u1ea3n ph\u00ed t\u01b0\u01a1ng \u0111\u1ed1i l\u1edbn.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"9-tinh-cach-thuong-hieu-brand-personality\"><\/span>9. T\u00ednh c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u (Brand Personality)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Hi\u1ec3u m\u1ed9t c\u00e1ch \u0111\u01a1n gi\u1ea3n, c\u00e1c doanh nghi\u1ec7p v\u00ed th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh nh\u01b0 m\u1ed9t con ng\u01b0\u1eddi c\u00f3 nh\u1eefng \u0111\u1eb7c t\u00ednh, c\u1ea3m x\u00fac kh\u00e1c nhau. \u0110i\u1ec1u n\u00e0y gi\u00fap th\u01b0\u01a1ng hi\u1ec7u tr\u1edf n\u00ean g\u1ea7n g\u0169i v\u00e0 d\u1ec5 \u0111i v\u00e0o l\u00f2ng ng\u01b0\u1eddi h\u01a1n.<\/p>\n<p>M\u1ed9t s\u1ed1 v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh b\u1ea1n c\u00f3 th\u1ec3 t\u00ecm th\u1ea5y \u1edf c\u00e1c doanh nghi\u1ec7p l\u1edbn tr\u00ean th\u1ebf gi\u1edbi bao g\u1ed3m: Mercedes n\u1ed5i ti\u1ebfng v\u1edbi h\u00ecnh \u1ea3nh m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u v\u1edbi nh\u1eefng chi\u1ebfc xe ch\u1eafc ch\u1eafn v\u00e0 an to\u00e0n.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1205 size-full\" src=\"https:\/\/vareno.vn\/wp-content\/uploads\/2020\/11\/dinh-hinh-tinh-cach-cua-thuong-hieu.jpg\" alt=\"Brand Personality\" width=\"807\" height=\"335\" title=\"\" srcset=\"https:\/\/vareno.vn\/wp-content\/uploads\/2020\/11\/dinh-hinh-tinh-cach-cua-thuong-hieu.jpg 807w, https:\/\/vareno.vn\/wp-content\/uploads\/2020\/11\/dinh-hinh-tinh-cach-cua-thuong-hieu-300x125.jpg 300w, https:\/\/vareno.vn\/wp-content\/uploads\/2020\/11\/dinh-hinh-tinh-cach-cua-thuong-hieu-768x319.jpg 768w\" sizes=\"auto, (max-width: 807px) 100vw, 807px\" \/><\/p>\n<p>Trong khi \u0111\u00f3, BMW l\u1ea1i thu h\u00fat ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1edbi h\u00ecnh \u1ea3nh nh\u1eefng chi\u1ebfc \u201cx\u1ebf h\u1ed9p\u201d v\u1edbi v\u1ebb ngo\u00e0i thu h\u00fat v\u00e0 \u201csexy\u201d.<\/p>\n<p>T\u00ednh c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ch\u1ec9 gi\u00fap thu h\u00fat s\u1ef1 ch\u00fa \u00fd c\u1ee7a kh\u00e1ch h\u00e0ng, m\u00e0 c\u00f2n khi\u1ebfn n\u00f3 tr\u1edf n\u00ean kh\u00e1c bi\u1ec7t v\u00e0 \u0111\u1eb7c s\u1eafc h\u01a1n so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"10-chien-luoc-thuong-hieu-brand-strategy\"><\/span>10. Chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u (Brand Strategy)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u (Brand Strategy) l\u00e0 m\u1ed9t k\u1ebf ho\u1ea1ch gi\u00fap nh\u00e0 qu\u1ea3n tr\u1ecb \u0111\u00e1p \u1ee9ng nh\u1eefng m\u1ee5c ti\u00eau chi\u1ebfn d\u1ecbch, y\u00eau c\u1ea7u m\u00e0 doanh nghi\u1ec7p \u0111\u00e3 \u0111\u1eb7t ra t\u1eeb tr\u01b0\u1edbc.<\/p>\n<p>M\u1ee5c ti\u00eau c\u1ee7a doanh nghi\u1ec7p v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u \u1edf \u0111\u00e2y c\u00f3 th\u1ec3 l\u00e0: N\u00e2ng cao nh\u1eadn th\u1ee9c c\u1ee7a kh\u00e1ch h\u00e0ng; t\u0103ng doanh thu, doanh s\u1ed1; n\u00e2ng cao th\u1ecb ph\u1ea7n;\u2026<\/p>\n<p>Chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u g\u1eafn li\u1ec1n v\u1edbi c\u00e1c c\u00e2u h\u1ecfi m\u00e0 nh\u00e0 qu\u1ea3n tr\u1ecb ph\u1ea3i tr\u1ea3 l\u1eddi nh\u01b0: Chi\u1ebfn d\u1ecbch \u0111\u00f3 l\u00e0 g\u00ec? Th\u1ef1c hi\u1ec7n ra sao? Ng\u01b0\u1eddi n\u00e0o th\u1ef1c hi\u1ec7n chi\u1ebfn d\u1ecbch ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u? Khi n\u00e0o tri\u1ec3n khai k\u1ebf ho\u1ea1ch?<\/p>\n<h2><span class=\"ez-toc-section\" id=\"11-co-branding\"><\/span>11. Co-branding<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Co-branding ch\u00ednh l\u00e0 m\u1ed9t chi\u1ebfn d\u1ecbch kinh doanh v\u1edbi s\u1ef1 h\u1ee3p t\u00e1c c\u1ee7a \u00edt nh\u1ea5t 2 doanh nghi\u1ec7p.<\/p>\n<p>Th\u00f4ng th\u01b0\u1eddng, c\u00e1c doanh nghi\u1ec7p th\u1ef1c hi\u1ec7n co-branding s\u1ebd \u0111\u00f3ng g\u00f3p nh\u1eefng kh\u00eda c\u1ea1nh t\u1ed1t nh\u1ea5t c\u1ee7a b\u1ea3n th\u00e2n \u0111\u1ec3 cho ra m\u1eaft s\u1ea3n ph\u1ea9m \/ d\u1ecbch v\u1ee5 t\u1ed1t nh\u1ea5t.<\/p>\n<p>C\u00f3 r\u1ea5t nhi\u1ec1u nh\u1eefng v\u00ed d\u1ee5 v\u1ec1 Co-branding m\u00e0 b\u1ea1n c\u00f3 th\u1ec3 t\u00ecm \u0111\u01b0\u1ee3c t\u1eeb c\u00e1c doanh nghi\u1ec7p l\u1edbn nh\u01b0 Starbucks v\u1edbi Spotify cho ra m\u1eaft tr\u1ea3i nghi\u1ec7m nghe nh\u1ea1c c\u00f3 m\u1ed9t kh\u00f4ng hai \u1edf c\u00e1c c\u1eeda h\u00e0ng c\u00e0 ph\u00ea c\u1ee7a Starbucks, Apple v\u00e0 MasterCard v\u1edbi \u1ee9ng d\u1ee5ng Apple Pay, Airbnb v\u00e0 Flipboard v\u1edbi n\u1ec1n t\u1ea3ng \u1ee9ng d\u1ee5ng Experiences,\u2026<\/p>\n<h2><span class=\"ez-toc-section\" id=\"12-rebranding\"><\/span>12. Rebranding<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Rebranding x\u1ea3y ra khi c\u00e1c doanh nghi\u1ec7p c\u00f3 nh\u1eefng s\u1ef1 thay \u0111\u1ed5i l\u1edbn v\u1ec1 m\u1eb7t th\u01b0\u01a1ng hi\u1ec7u. Rebranding l\u00e0 s\u1ef1 thay \u0111\u1ed5i l\u1edbn v\u1ec1 b\u1ed9 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u, thay \u0111\u1ed5i slogan ho\u1eb7c th\u1eadm ch\u00ed l\u00e0 \u0111\u1ed5i lu\u00f4n t\u00ean th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1209 size-full\" src=\"https:\/\/vareno.vn\/wp-content\/uploads\/2020\/11\/xay-dung-chien-luoc-rebrand-phu-hop-voi-thuong-hieu.jpg\" alt=\"Rebranding Pepsi\" width=\"807\" height=\"314\" title=\"\" srcset=\"https:\/\/vareno.vn\/wp-content\/uploads\/2020\/11\/xay-dung-chien-luoc-rebrand-phu-hop-voi-thuong-hieu.jpg 807w, https:\/\/vareno.vn\/wp-content\/uploads\/2020\/11\/xay-dung-chien-luoc-rebrand-phu-hop-voi-thuong-hieu-300x117.jpg 300w, https:\/\/vareno.vn\/wp-content\/uploads\/2020\/11\/xay-dung-chien-luoc-rebrand-phu-hop-voi-thuong-hieu-768x299.jpg 768w\" sizes=\"auto, (max-width: 807px) 100vw, 807px\" \/><\/p>\n<p>M\u1ee5c ti\u00eau c\u1ee7a rebranding l\u00e0 thay \u0111\u1ed5i nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u v\u00e0 truy\u1ec1n t\u1ea3i t\u1ed1t h\u01a1n nh\u1eefng gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i m\u00e0 doanh nghi\u1ec7p mong mu\u1ed1n kh\u00e1ch h\u00e0ng c\u1ea3m nh\u1eadn \u0111\u01b0\u1ee3c.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"13-tai-dinh-vi-thuong-hieu-repositioning\"><\/span>13. T\u00e1i \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u (Repositioning)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>T\u00e1i \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u (Repositioning) l\u00e0 h\u00e0nh vi m\u00e0 trong \u0111\u00f3 doanh nghi\u1ec7p \u0111\u1ecbnh v\u1ecb l\u1ea1i h\u00ecnh \u1ea3nh c\u1ee7a m\u00ecnh trong m\u1eaft kh\u00e1ch h\u00e0ng.<\/p>\n<p>M\u1ee5c ti\u00eau c\u1ee7a doanh nghi\u1ec7p khi t\u00e1i \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 \u0111\u1ec3 m\u1edf r\u1ed9ng th\u1ecb ph\u1ea7n, ho\u1eb7c ti\u1ebfp c\u1eadn t\u1edbi \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng m\u1edbi ti\u1ec1m n\u0103ng h\u01a1n.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"14-bo-nhan-dien-thuong-hieu-visual-identity\"><\/span>14. B\u1ed9 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u (Visual Identity)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Nh\u1eefng kh\u00eda c\u1ea1nh h\u1eefu h\u00ecnh c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u (bao g\u1ed3m: logo, bao b\u00ec,\u2026) ch\u00ednh l\u00e0 nh\u1eefng th\u00e0nh t\u1ed1 c\u1ea5u th\u00e0nh n\u00ean b\u1ed9 nh\u1eadn di\u1ec7n gi\u00fap ph\u00e2n bi\u1ec7t th\u01b0\u01a1ng hi\u1ec7u n\u00e0y v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh kh\u00e1c tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n<p>D\u1ecbch v\u1ee5 <a href=\"https:\/\/vareno.vn\/dich-vu\/thiet-ke-bo-nhan-dien-thuong-hieu\"><strong>thi\u1ebft k\u1ebf b\u1ed9 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u chuy\u00ean nghi\u1ec7p<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>14 thu\u1eadt ng\u1eef quan tr\u1ecdng v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u (brand) l\u00e0 thu\u1eadt ng\u1eef m\u00e0 doanh nghi\u1ec7p c\u1ea7n n\u1eafm \u0111\u1ec3 c\u00f3 nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c c\u0169ng nh\u01b0 x\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng&#8230;<\/p>\n","protected":false},"author":1,"featured_media":1211,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[93],"tags":[98,19,18],"class_list":{"0":"post-1200","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-brand-en","8":"tag-brand-en","9":"tag-nhan-dien-thuong-hieu","10":"tag-thuong-hieu"},"_links":{"self":[{"href":"https:\/\/vareno.vn\/en\/wp-json\/wp\/v2\/posts\/1200","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/vareno.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/vareno.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/vareno.vn\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/vareno.vn\/en\/wp-json\/wp\/v2\/comments?post=1200"}],"version-history":[{"count":8,"href":"https:\/\/vareno.vn\/en\/wp-json\/wp\/v2\/posts\/1200\/revisions"}],"predecessor-version":[{"id":1222,"href":"https:\/\/vareno.vn\/en\/wp-json\/wp\/v2\/posts\/1200\/revisions\/1222"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/vareno.vn\/en\/wp-json\/wp\/v2\/media\/1211"}],"wp:attachment":[{"href":"https:\/\/vareno.vn\/en\/wp-json\/wp\/v2\/media?parent=1200"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/vareno.vn\/en\/wp-json\/wp\/v2\/categories?post=1200"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/vareno.vn\/en\/wp-json\/wp\/v2\/tags?post=1200"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}