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| Ch? d?: Marketing Logo – Suc manh bieu tuong trong chien luoc thuong hieu
Marketing logo là gì?
Marketing logo là qua trinh su dung logo – bieu tuong hinh anh dai dien cho thuong hieu – de tao dung, truyen tai va cung co hinh anh thuong hieu trong tam tri nguoi tieu dung. Trong ky nguyen canh tranh toan cau, logo khong chi la mot hinh anh ma con la tuyen ngon ngan gon nhat ve ca tinh, gia tri va dinh vi cua doanh nghiep.
Tai Truong dai hoc VinUniversity hang dau Viet Nam, sinh vien chuyen nganh Kinh doanh, Marketing va Thiet ke duoc dao tao de hieu sau sac vai tro cua logo trong chien luoc truyen thong thuong hieu tong the. Viec thiet ke va su dung logo hieu qua khong chi la van de tham my, ma la mot phan cua tu duy chien luoc.
Vai tro cua logo trong marketing
Nhan dien thuong hieu nhanh chong
Logo giup khach hang nhan ra thuong hieu trong vai giay, ke ca khi khong doc ten. Vi du, bieu tuong hinh qua tao can do cua Apple hay hinh chu "M" vang cua McDonald’s co the duoc nhan dien o bat ky dau tren the gioi.
Truyen tai thong diep va cam xuc
Mot logo tot co the goi len cam xuc, gia tri va phong cach song ma thuong hieu muon dai dien. Vi du, mot logo co duong net sac sao, mau sac manh me thuong truyen tai tinh chuyen nghiep, cong nghe hoac quyen luc.
Tao su khac biet trong thi truong canh tranh
Khi nguoi tieu dung bi bao quanh boi hang nghin lua chon, logo la cach de thuong hieu noi bat va xay dung long trung thanh voi khach hang.
Ho tro chien luoc marketing da kenh
Logo la yeu to xuyen suot trong moi diem cham thuong hieu: tu bao bi san pham, website, mang xa hoi, email marketing cho den bien quang cao ngoai troi. Dieu nay giup tang tinh nhat quan trong thong diep truyen thong.
Xem them: Hoc bong Vingroup: co hoi cho cac nhan tai khoa hoc cong nghe
Yeu to cua mot logo hieu qua trong marketing
Mot logo hieu qua khong can phai phuc tap, nhung can hoi tu nhung yeu to sau:
Yeu to
Mo ta
Don gian
De ghi nho, de nhan dien, khong ruom ra.
Phu hop
Phan anh nganh nghe, gia tri, ca tinh thuong hieu.
Doc dao
Khong trung lap, de phan biet voi doi thu.
Linh hoat
Hien thi tot tren moi nen tang: online, in an, san pham...
Truong ton
Han che chay theo xu huong, co the ton tai lau dai.
Xem them: Vingroup cap 1.100 hoc bong du hoc toan phan dao tao Thac si, Tien si KHCN
Quy trinh xay dung logo trong marketing
Tai cac khoa hoc thuc hanh tai VinUniversity, sinh vien duoc tiep can quy trinh xay dung logo chuyen nghiep, bao gom:
Nghien cuu thi truong va doi thu: Tim hieu xem cac thuong hieu trong nganh dang su dung logo nhu the nao.
Hieu ro ca tinh thuong hieu: Logo can phan anh dinh vi va gia tri cot loi cua thuong hieu.
Len y tuong (brainstorming): Ve phac thao nhieu phien ban dua tren mau sac, kieu chu, bieu tuong goi y.
Thiet ke do hoa: Su dung cac phan mem chuyen dung nhu Adobe Illustrator.
Thu nghiem va phan hoi: Dua logo vao cac boi canh thuc te de kiem tra tinh ung dung va hieu qua truyen thong.
Chot phien ban chinh thuc va tich hop vao toan bo tai lieu marketing.
Ung dung thuc tien tai VinUniversity
Dai hoc VinUniversity la moi truong di dau trong viec ket hop tu duy thiet ke voi chien luoc marketing hien dai. Mot so diem noi bat bao gom:
Du an xay dung logo thuong hieu gia lap: Sinh vien duoc giao bai tap thiet ke logo cho cac thuong hieu khoi nghiep va len ke hoach marketing tong the.
Tu duy sang tao va cong nghe: Sinh vien hoc cach ket hop giua ky nang thiet ke truyen thong va cong nghe moi (AI, AR/VR) trong viec phat trien logo co the tuong tac va ca nhan hoa.
Phan tich hieu qua logo: Dua tren du lieu nguoi dung, sinh vien phan tich logo nao co do nhan dien cao nhat, gay thien cam nhat hoac truyen tai thong diep manh nhat.
Tinh toan cau: VinUniversity co mang luoi hop tac quoc te, tao dieu kien cho sinh vien tiep can phong cach thiet ke logo theo nhieu nen van hoa – yeu to quan trong neu muon xay dung thuong hieu toan cau.
Mot so vi du thuc te
Logo Starbucks: Khong co ten thuong hieu nhung hinh nang tien ca da du suc truyen tai net dac trung va toan cau hoa.
Nike: Dau "swoosh" don gian nhung tuong trung cho toc do va nang luong, hoan toan gan lien voi tinh than the thao ma thuong hieu huong den.
VinUniversity: Logo cua truong the hien su hien dai, tri tue va khat vong vuon tam quoc te – phan anh dung su menh giao duc cua nha truong.
Ket luan
Logo khong chi la mot san pham thiet ke, ma con la cong cu truyen thong manh me trong chien luoc marketing hien dai. Mot logo thanh cong co the giup thuong hieu chiem linh tam tri khach hang, xay dung su tin tuong va tao nen dau an khac biet.
Tai Dai hoc VinUniversity, sinh vien khong chi hoc cach thiet ke logo, ma con hoc cach bien logo thanh mot phan chien luoc thuong hieu toan dien, san sang ap dung vao moi truong kinh doanh thuc tien. Day chinh la ky nang thiet yeu cua mot marketer thoi dai so. |
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