{"id":3042,"date":"2014-10-01T09:50:27","date_gmt":"2014-10-01T02:50:27","guid":{"rendered":"http:\/\/yup.edu.vn\/?p=3042"},"modified":"2015-09-11T15:42:43","modified_gmt":"2015-09-11T08:42:43","slug":"man-dam-ve-nhan-hieu-brand","status":"publish","type":"post","link":"https:\/\/yup.edu.vn\/en\/man-dam-ve-nhan-hieu-brand\/","title":{"rendered":"A Conversation About Brands, Part 1"},"content":{"rendered":"

Before long, summer arrived at \u00d4 S\u00e8 hermitage. Here and there, heavy showers appeared between days of scorching sunshine. Tonight, too, was just past the full moon. The moon had disappeared, leaving a reddish sky and a faint veil of night mist just enough to soften the sultry air.<\/span>

On the doorstep, by candlelight, L\u01b0u L\u00e3ng S\u01b0 and L\u1ec7nh H\u1ed3 were still awake. The old man and the young man sat quietly listening to the little stream burble, contentedly breathing in the cool, fresh air and\u2026 Con M\u00e8o cigarette smoke.<\/span>

After quite a long while, L\u01b0u L\u00e3ng was heard speaking again to begin the story:<\/span>

\u2018Lately, there has been renewed talk in \u00d3 C\u1ed1c about brands and trademarks. What is your view, young hero?\u2019<\/span>

L\u1ec7nh H\u1ed3 interrupted his wandering thoughts and hurriedly replied:<\/span>

\u2018Ah, this... I see that we are discussing basic concepts, yet we still cannot seem to reach a consensus. First there is textbook theory, then real-life stories get thrown in, and everything becomes a muddle. Still, it reveals a real problem: a lack of consistency.\u2019<\/span>

\u201cYes\u2026 They may not disagree because of ego. The difficulty is that some need to understand \u2018why,\u2019 while others wonder \u2018how.\u2019 Their scope and thinking differ, so they sometimes emphasize issues the other side hardly cares about\u2026\u201d<\/span>

Sensing a hint of worry in L\u00e3ng S\u01b0's voice, L\u1ec7nh H\u1ed3 prompted:<\/span>

\u2018Since that is the case, Master, please summarize everything from beginning to end so that your student may gradually grasp it, first understand it himself, and then share it with others according to his abilities and circumstances.\u2019<\/span>

\u2018Ah...\u2019 The old monk smiled gently, then reached out and handed the young man an old, faded sheet of paper, as though he had been waiting for this moment all along.<\/span>

\u2018Young hero, take a look. These are the world's ten most valuable brands in 2002, measured in billions of US dollars. The figures are rather old, but you can still use them for reference.\u2019<\/span>

1 Coca-Cola ($69.6)<\/span>
2 Microsoft ($64.1)<\/span>
3 IBM ($51.2)<\/span>
4 GE ($41.3)<\/span>
5 Intel ($30.9)<\/span>
6 Nokia ($30.0)<\/span>
7 Disney ($29.3)<\/span>
8 McDonalds ($26.4)<\/span>
9 Marlboro ($24.2)<\/span>
10 Mercedes ($21.0)<\/span>

Source: Interbrand; JP Morgan Chase, 2002<\/span>

\u2018Young hero, have you ever wondered why brands such as Coca-Cola, Microsoft, IBM, or Disney seem to achieve global marketing success so easily while so many others must work tirelessly? Why do we, as customers, feel so loyal that the mere sight of a logo makes us devotedly reach into our pockets to buy?\u2019<\/span>

\u2018So what is the meaning of a brand, Master?\u2019<\/span>

\u201cYou must begin by asking \u2018Why.\u2019 A brand helps distinguish a company's products or services from those of its competitors. There is abundant evidence that customers will pay more for a strong brand and remain loyal to it. The key, therefore, is to understand what brands are and why they matter so much.\u201d<\/span>

\u201cMr. Mac Donald once summarized the importance of brands as follows:\u201d<\/span>

\u201c\u2026Factories do not generate profits; customer relationships do, and the company and its brand names sustain those relationships.\u201d<\/i>

\u201cCompanies that have invested in and protected leading brands are becoming increasingly prosperous, while others fall behind and fight over the meager profits left in commodity markets.\u201d<\/span><\/p>\n


\u2018So what is a brand?\u2019<\/b><\/h2>\n

\u2018There is a definition as follows:\u2019<\/p>\n


\u201cA name, term, sign, symbol, design, or some combination of these, intended to identify the products or services of 1 company or 1 group of companies and differentiate them from those of competitors.\u201d<\/i>

\u201cInterBrand, 1 leading brand consultancy, offers the following definition:\u201d<\/span>

\u201cA blend of intangible and tangible attributes embodied in a brand which, when properly managed, creates influence and value.\u201d<\/i>

\u2018At this point, I think we should also discuss three important terms related to brands, so that you, young hero, can understand them as follows:\u2019<\/span><\/p>\n


\u2018Brand Equity:\u2019<\/b><\/h2>\n

\u2018Brand equity refers to the value of a brand based on the extent to which it commands strong loyalty, name recognition, perceived quality, and powerful product associations. Brand equity also includes intangible assets such as copyrights, trademarks, and relationships with distribution channels.\u2019<\/span><\/p>\n


\u201cBrand image:\u201d<\/b><\/h2>\n

\u201cBrand image refers to the system of beliefs customers hold about a particular brand. Developing a strong one is essential, because a poor brand image makes success extremely difficult.\u201d<\/span><\/p>\n


\u201cBrand extension:\u201d<\/b><\/h2>\n

\u201cBrand extension refers to using an existing brand name to launch a new or improved product in a new market segment.\u201d<\/span><\/p>\n


\u201cBrands and products:\u201d<\/b><\/h2>\n

\u201cA brand can rarely be developed in isolation. It generally needs to belong to a product line or product group within 1 company.\u201d<\/span>

\u2018A product line is a group of brands closely related in the functions and benefits they provide. For example, the collection of desktop and laptop computers produced by Dell.\u2019<\/span>

\u2018A product mix refers to a collection of brands marketed by a business. Thus, a product mix may contain several or many product lines. Its width can be measured by the number of product lines a business offers. For an interesting example, young hero, visit Hewlett-Packard's (\u201cHP\u201d) website. HP has a broad product mix covering many segments of the consumer and business computer markets.\u2019<\/span>

\u201cBrand management is an important part of any company's product strategy, especially for businesses operating in fiercely competitive consumer markets.\u201d<\/span>

\u2026to be continued\u2026<\/i><\/p>\n

Source: OpenShare<\/p>","protected":false},"excerpt":{"rendered":"

Tho\u00e1ng ch\u1ed1c, \u00d4 S\u00e8 c\u1ed1c v\u00e0o tr\u1eddi h\u1ea1. \u0110\u00f3 \u0111\u00e2y th\u1ea5p tho\u00e1ng v\u00e0i c\u01a1n m\u01b0a tr\u0129u h\u1ea1t, xen v\u00e0o gi\u1eefa nh\u1eefng bu\u1ed5i n\u1eafng ch\u00e1y da ng\u01b0\u1eddi. \u0110\u00eam nay c\u0169ng v\u1eeba qu\u00e1 tu\u1ea7n tr\u0103ng tr\u00f2n. Tr\u0103ng \u0111\u00e3 khu\u1ea5t d\u1ea1ng, \u0111\u1ec3 l\u1ea1i v\u00f2m tr\u1eddi \u0111\u1ecf \u1eedng v\u00e0 m\u1ed9t tho\u00e1ng nh\u00e8 nh\u1eb9 s\u01b0\u01a1ng \u0111\u00eam v\u1eeba \u0111\u1ee7 pha lo\u00e3ng […]<\/p>\n","protected":false},"author":1,"featured_media":5280,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[134,16,61,10,70,119],"tags":[],"class_list":["post-3042","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-article","category-bao-chi","category-kinh-nghiem-khoi-nghiep","category-nhung-ky-nang-ho-tro-khoi-nghiep","category-blog","category-top-ten"],"_links":{"self":[{"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/posts\/3042","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/comments?post=3042"}],"version-history":[{"count":3,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/posts\/3042\/revisions"}],"predecessor-version":[{"id":3045,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/posts\/3042\/revisions\/3045"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/media\/5280"}],"wp:attachment":[{"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/media?parent=3042"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/categories?post=3042"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/tags?post=3042"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}