{"id":4083,"date":"2026-10-12T08:00:00","date_gmt":"2026-10-12T01:00:00","guid":{"rendered":"https:\/\/dykhoa.com\/blog\/?post_type=thuat_ngu&#038;p=4079"},"modified":"2026-10-14T07:51:13","modified_gmt":"2026-10-14T00:51:13","slug":"mo-rong-thuong-hieu-brand-extension","status":"publish","type":"thuat_ngu","link":"https:\/\/dykhoa.com\/blog\/thuat-ngu\/mo-rong-thuong-hieu-brand-extension\/","title":{"rendered":"M\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u (brand extension) l\u00e0 g\u00ec?"},"content":{"rendered":"<h2>M\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec?<\/h2>\n<p>M\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u (brand extension) gi\u00fap doanh nghi\u1ec7p t\u1eadn d\u1ee5ng c\u01a1 h\u1ed9i t\u0103ng tr\u01b0\u1edfng v\u00e0 khai th\u00e1c gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u t\u00edch c\u1ef1c s\u1eb5n c\u00f3; v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng, m\u1ed9t c\u00e1i t\u00ean quen thu\u1ed9c gi\u00fap gi\u1ea3m r\u1ee7i ro khi th\u1eed s\u1ea3n ph\u1ea9m m\u1edbi (Marin v\u00e0 cs., 2018). S\u1ef1 ph\u00f9 h\u1ee3p (fit) gi\u1eefa ng\u00e0nh h\u00e0ng m\u1edbi v\u00e0 th\u01b0\u01a1ng hi\u1ec7u m\u1eb9, c\u00f9ng th\u00e1i \u0111\u1ed9 t\u00edch c\u1ef1c v\u1edbi th\u01b0\u01a1ng hi\u1ec7u m\u1eb9, gi\u00fap s\u1ea3n ph\u1ea9m m\u1edf r\u1ed9ng \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 t\u1ed1t h\u01a1n. D\u00f9 v\u1eady, Marin v\u00e0 cs. (2018) l\u01b0u \u00fd t\u1ef7 l\u1ec7 th\u1ea5t b\u1ea1i c\u1ee7a s\u1ea3n ph\u1ea9m m\u1edf r\u1ed9ng \u1edf c\u00e1c n\u01b0\u1edbc ph\u01b0\u01a1ng T\u00e2y c\u00f3 th\u1ec3 l\u00ean t\u1edbi 80% \u0111\u1ebfn 90%.<\/p>\n<h2>Nguy c\u01a1 pha lo\u00e3ng th\u01b0\u01a1ng hi\u1ec7u (brand dilution)<\/h2>\n<p>S\u1ea3n ph\u1ea9m m\u1edf r\u1ed9ng c\u00f3 th\u1ec3 t\u00e1c \u0111\u1ed9ng ng\u01b0\u1ee3c l\u00ean th\u01b0\u01a1ng hi\u1ec7u m\u1eb9. Trong m\u1ed9t th\u00ed nghi\u1ec7m v\u1edbi 190 ng\u01b0\u1eddi v\u1ec1 \u0111\u1ed3ng h\u1ed3 \u0111eo tay, Thorbj\u00f8rnsen (2005) th\u1ea5y s\u1ea3n ph\u1ea9m m\u1edf r\u1ed9ng kh\u00f4ng nh\u1ea5t qu\u00e1n v\u1edbi kh\u00e1i ni\u1ec7m c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u m\u1eb9 (v\u00ed d\u1ee5 th\u01b0\u01a1ng hi\u1ec7u mang t\u00ednh ch\u1ee9c n\u0103ng m\u1edf r\u1ed9ng sang s\u1ea3n ph\u1ea9m mang t\u00ednh bi\u1ec3u t\u01b0\u1ee3ng) l\u00e0m th\u00e1i \u0111\u1ed9 v\u1edbi th\u01b0\u01a1ng hi\u1ec7u m\u1eb9 gi\u1ea3m, c\u00f2n s\u1ea3n ph\u1ea9m nh\u1ea5t qu\u00e1n l\u00e0m th\u00e1i \u0111\u1ed9 n\u00e0y t\u0103ng; v\u1edbi th\u01b0\u01a1ng hi\u1ec7u quen thu\u1ed9c, m\u1ee9c gi\u1ea3m do s\u1ea3n ph\u1ea9m kh\u00f4ng nh\u1ea5t qu\u00e1n c\u00f2n r\u00f5 h\u01a1n. T\u00e1c gi\u1ea3 l\u01b0u \u00fd r\u1eb1ng ngay c\u1ea3 khi b\u1ea3n th\u00e2n s\u1ea3n ph\u1ea9m m\u1edf r\u1ed9ng \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 t\u1ed1t, n\u00f3 v\u1eabn c\u00f3 th\u1ec3 chuy\u1ec3n th\u00e1i \u0111\u1ed9 ti\u00eau c\u1ef1c sang th\u01b0\u01a1ng hi\u1ec7u m\u1eb9.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>M\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u d\u00f9ng t\u00ean th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 th\u00e0nh danh cho ng\u00e0nh h\u00e0ng m\u1edbi. V\u00ec sao s\u1ef1 ph\u00f9 h\u1ee3p quan tr\u1ecdng v\u00e0 r\u1ee7i ro pha lo\u00e3ng l\u00e0 g\u00ec?<\/p>\n","protected":false},"author":1,"featured_media":0,"template":"","nhom_thuat_ngu":[477],"class_list":["post-4083","thuat_ngu","type-thuat_ngu","status-publish","hentry","nhom_thuat_ngu-marcom-imc"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>M\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u (brand extension) l\u00e0 g\u00ec? - Dy Khoa Blog<\/title>\n<meta name=\"description\" content=\"M\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u d\u00f9ng t\u00ean th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 th\u00e0nh danh cho ng\u00e0nh h\u00e0ng m\u1edbi. V\u00ec sao s\u1ef1 ph\u00f9 h\u1ee3p quan tr\u1ecdng v\u00e0 r\u1ee7i ro pha lo\u00e3ng l\u00e0 g\u00ec?\" \/>\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\/mo-rong-thuong-hieu-brand-extension\/\" \/>\n<meta property=\"og:locale\" content=\"vi_VN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"M\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u (brand extension) l\u00e0 g\u00ec? - Dy Khoa Blog\" \/>\n<meta property=\"og:description\" content=\"M\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u d\u00f9ng t\u00ean th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 th\u00e0nh danh cho ng\u00e0nh h\u00e0ng m\u1edbi. 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