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7/31/2019 VanLuong.blogspot.com_Nike - Cau Truc Thuong Hieu
1/19
GVHD:TS. L Tn Bu
SVTH:1.Nguyn Ngc ip2.Trn L My3.Hunh Thin Kim
4.Hong Hu Li5.ng Kim Quyn6.Hunh Thanh Tho7. Th Trc
Apr, 2012
7/31/2019 VanLuong.blogspot.com_Nike - Cau Truc Thuong Hieu
2/19
Qu trnh c bn xy dngthng hiu.
1. Xc nh cu trc nn mng thng hiu
2. nh v thng hiu
3. Xy dng chin lc thng hiu
4. Xy dng chin lc truyn thng
5. o lng v hiu chnh
7/31/2019 VanLuong.blogspot.com_Nike - Cau Truc Thuong Hieu
3/19
Qu trnh c bn xy dngthng hiu.
1. Xc nh cu trc nn mng thng hiu
2. nh v thng hiu
3. Xy dng chin lc thng hiu
4. Xy dng chin lc truyn thng
5. o lng v hiu chnh
7/31/2019 VanLuong.blogspot.com_Nike - Cau Truc Thuong Hieu
4/19
3 cu trc thng hiu chnh
1. Mt thng hiu cho ton cu trc
2. Thng hiu m lm nn tng cho cc
thng hiu con3. Gia nh thng hiu
7/31/2019 VanLuong.blogspot.com_Nike - Cau Truc Thuong Hieu
5/19
3 cu trc thng hiu chnh
Mt thng hiu cho ton cu trc
7/31/2019 VanLuong.blogspot.com_Nike - Cau Truc Thuong Hieu
6/19
3 cu trc thng hiu chnh
Thng hiu m lm nn tng cho cc thnghiu con
7/31/2019 VanLuong.blogspot.com_Nike - Cau Truc Thuong Hieu
7/19
3 cu trc thng hiu chnh
Gia nh thng hiu
7/31/2019 VanLuong.blogspot.com_Nike - Cau Truc Thuong Hieu
8/19
Cu trc thng hiu Nike
Mt thng hiu cho ton cu trc
Nike
NikeGolf
NikePro
Nike
Skateboarding
Flyknit Etc...
7/31/2019 VanLuong.blogspot.com_Nike - Cau Truc Thuong Hieu
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1. Nn tng thng hiu
2.Cc nhn bit c bn ca thng hiu
3.Cc li ch/nim tin thng hiu
5.Tnh cht thng hiu
4.Li ha
6.Gi tr, im khc bit
Cu trc thng hiu Nike
7/31/2019 VanLuong.blogspot.com_Nike - Cau Truc Thuong Hieu
10/19
Nn tng thng hiu (Brand Platform)
Tm nhn:"Chng ti mun Nike tr thnh mt cng ty cungcp trang phc th thao tt nht v vng mnhnht". (Philip H Knight )S mnh:Mang n ngun cm hng v s sng to cho
mi vn ng vin trn th gii
7/31/2019 VanLuong.blogspot.com_Nike - Cau Truc Thuong Hieu
11/19
Cc nhn bit c bn
Logo ca Nike qua cc thi k
Biu tng du phy: n gin, uyn chuyn, tc Xut hin song hnh vi cc tn tui ni ting Kch c t do Mu sc khng quan trng ngha: kht khao chin thng n nh theo thi gian
7/31/2019 VanLuong.blogspot.com_Nike - Cau Truc Thuong Hieu
12/19
Cc li ch/nim tin thng hiu
Li ch tinh thn:
Nike thc s mang cmhng vsimi cho mivnng vin trnthgii.
Li ch chm scsckhe"L thng hiu ththao ln nht v cnhiu i mi nht th
gii, chng ti sn sngcnh tranh vi bt kthng hiu no".(Derek Kent- pht ngn vin Nike
7/31/2019 VanLuong.blogspot.com_Nike - Cau Truc Thuong Hieu
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Li ha Sng toda trn sckhoca khch hng
Gip cucsngca con ngitthn Cam kt loi b cht nonylphenol polyoxyethylene ether(NPE) n 2020
V mt mi trng xanh: cam ktcami thnh vin NikeVit Nam v cc nh my i tc.
7/31/2019 VanLuong.blogspot.com_Nike - Cau Truc Thuong Hieu
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Tnh cht thng hiuSnphm: snphmth thao cao cp,hini
inhv theo nhm Khch hng mc tiu
7/31/2019 VanLuong.blogspot.com_Nike - Cau Truc Thuong Hieu
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Thit k sng to v c chc nng cao h tr cc vnng vin th hin tt
7/31/2019 VanLuong.blogspot.com_Nike - Cau Truc Thuong Hieu
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Gi tr, im khc bit
Nike to nn st ph trong kinh doanh trang phc
th thao Gn logo ca Nike vo tn canhngngichinthng
v trn tivi, mtchinlcto ra sgn b cm tnh vtm l gia ngi tiu th vi thng hiu Nike thng
qua sgn b vi cc siu sao th thao.
7/31/2019 VanLuong.blogspot.com_Nike - Cau Truc Thuong Hieu
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Thnh cng ln nht trongchin dch marketing caNike l tm ra c nhn vtMichael Jordan
7/31/2019 VanLuong.blogspot.com_Nike - Cau Truc Thuong Hieu
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KT LUN
S nht qun ca thng hiu gip cho khch hng dhiu v nm c gi tr v tm nhn ca thng hiu.
Mi hot ng u c gp phn lm tng gi tr thng
hiu
7/31/2019 VanLuong.blogspot.com_Nike - Cau Truc Thuong Hieu
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