{"id":3071,"date":"2026-10-12T08:00:00","date_gmt":"2026-10-12T01:00:00","guid":{"rendered":"https:\/\/dykhoa.com\/blog\/?post_type=thuat_ngu&p=3070"},"modified":"2026-10-12T08:00:00","modified_gmt":"2026-10-12T01:00:00","slug":"dinh-vi-thuong-hieu-brand-positioning","status":"publish","type":"thuat_ngu","link":"https:\/\/dykhoa.com\/blog\/thuat-ngu\/dinh-vi-thuong-hieu-brand-positioning\/","title":{"rendered":"\u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u (brand positioning) l\u00e0 g\u00ec?"},"content":{"rendered":"

Cu\u1ed1n s\u00e1ch kinh \u0111i\u1ec3n ‘Positioning: The Battle for Your Mind’ c\u1ee7a Al Ries v\u00e0 Jack Trout (1981) \u0111\u00e3 \u0111\u1ecbnh h\u00ecnh t\u01b0 duy chi\u1ebfn l\u01b0\u1ee3c marketing hi\u1ec7n \u0111\u1ea1i (Ries & Trout, 1981). \u0110\u1ecdc th\u00eam t\u1ea1i b\u00e0i Chi\u1ebfn l\u01b0\u1ee3c s\u00e1ng t\u1ea1o: insight, big idea, th\u00f4ng \u0111i\u1ec7p v\u00e0 tagline<\/a>.<\/p>\n

Tuy\u00ean ng\u00f4n \u0111\u1ecbnh v\u1ecb (Positioning Statement)<\/h2>\n

C\u1ea5u tr\u00fac chu\u1ea9n: D\u00e0nh cho [Kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau], [Th\u01b0\u01a1ng hi\u1ec7u] l\u00e0 [Ng\u00e0nh h\u00e0ng] mang l\u1ea1i [L\u1ee3i \u00edch \u0111\u1ed9c nh\u1ea5t c\u1ed1t l\u00f5i], b\u1edfi v\u00ec [L\u00fd do \u0111\u1ec3 tin].<\/p>\n

Kh\u00f4ng ph\u1ea3i l\u00e0 thay \u0111\u1ed5i s\u1ea3n ph\u1ea9m m\u00e0 l\u00e0 thay \u0111\u1ed5i t\u00e2m tr\u00ed<\/h2>\n

\u0110\u1ecbnh v\u1ecb b\u1eaft \u0111\u1ea7u t\u1eeb m\u1ed9t s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 ho\u1eb7c m\u1ed9t con ng\u01b0\u1eddi, nh\u01b0ng kh\u00f4ng ph\u1ea3i l\u00e0m g\u00ec v\u1edbi b\u1ea3n th\u00e2n s\u1ea3n ph\u1ea9m \u0111\u00f3, m\u00e0 l\u00e0 l\u00e0m \u0111i\u1ec1u g\u00ec \u0111\u00f3 v\u1edbi t\u00e2m tr\u00ed c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n","protected":false},"excerpt":{"rendered":"

\u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 h\u00e0nh \u0111\u1ed9ng thi\u1ebft k\u1ebf b\u1ea3n s\u1eafc v\u00e0 h\u00ecnh \u1ea3nh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u nh\u1eb1m chi\u1ebfm l\u0129nh m\u1ed9t v\u1ecb tr\u00ed kh\u00e1c bi\u1ec7t, c\u00f3 gi\u00e1 tr\u1ecb v\u00e0 \u0111\u1ed9c nh\u1ea5t trong t\u00e2m tr\u00ed c\u1ee7a kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau so v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/p>\n","protected":false},"author":1,"featured_media":0,"template":"","nhom_thuat_ngu":[477],"class_list":["post-3071","thuat_ngu","type-thuat_ngu","status-publish","hentry","nhom_thuat_ngu-marcom-imc"],"yoast_head":"\n\u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u (brand positioning) l\u00e0 g\u00ec? - Dy Khoa Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/dykhoa.com\/blog\/thuat-ngu\/dinh-vi-thuong-hieu-brand-positioning\/\" \/>\n<meta property=\"og:locale\" content=\"vi_VN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u (brand positioning) l\u00e0 g\u00ec? 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