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Thương Hiệu – Hơn Cả Một Dấu Hiệu

Thương Hiệu – Hơn cả một dấu hiệu

” Thương hiệu được sinh ra để trả lời cho câu hỏi ” Bạn là ai ? “. Giống như mỗi người chúng ta đều có tên riêng, nét ngoại hình, tính cách vô cùng đa dạng, không ai giống ai, thương hiệu cũng buộc phải khác biệt để giải quyết vấn  đề cạnh tranh với vô số nhãn hàng trong thị trường và gặp gỡ chính xác nhóm khách hàng mục tiêu. Cùng một sản phẩm dầu gội, nếu chỉ đơn thuần giải quyết vấn đề ” làm sạch tóc”, đâu sẽ là lợi thế khiến tôi nổi bât trên kệ hàng ? và đâu là lý do khách hàng nhớ đến tôi giữa muôn vàng cái tên khác “

Thương Hiệu - Hơn cả một dấu hiệu Thương Hiệu – Hơn cả một dấu hiệu

Thế nên mới có chuyện Enchanteur thì khơi gợi cảm giác quyến rũ, cuốn hút, còn Dove lại luôn nhấn mạnh vào vẻ nữ tính, mềm mại và nét đẹp giản dị đời thường của người phụ nữ. Bản thân chúng ta, cũng muốn mua hàng dựa  vào những giá trị cảm thấy như thế. Bạn chọn uống cafe Highland đâu chỉ vì chất lượng đồ uống tốt, mà cả vì cảm giác sang trọng, lịch sự, cao cấp ; có người lựa chọn đôi giày Adidas với sự điềm tĩnh, tự chủ, tinh thần vươn lên, tập trung thể hiện tính biểu tượng sâu sắc ; hay nhiều người trong chúng ta khao khát một chiếc điện thoại iphone bởi nó là biểu tượng của đẳng cấp, sự tinh tế và khác biệt.

Chính nhờ những ” nét tính cách ” thương hiệu định vị, khách hàng dễ dàng tìm đến một lựa chọn phù hợp cho bản thân. Cũng giống như nhu cầu tìm kiếm một người bạn đông hành, khách hàng luôn có xu hướng tìm đến một thương hiệu có nhiều nhất nét tính cách quen thuộc mà họ yêu mến hoặc con người mà họ muốn trở thành. Nhờ có thương hiệu, khách hàng và doanh nghiệp dễ dàng gặp nhau ở những giao điểm chung, và cũng nhờ có thương hiệu, doanh nghiệp thuyết phục được khách hàng rằng : ” Đây là sản phẩm thực sự dành cho bạn “.Đó là khởi đầu cho một mối quan hệ thực sự bền chặt, lâu dài.

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