Nhung cau slogan hay nhat moi thoi dai

Tags: nguoi tieu dung, duoc coi la, khong phai la, san pham, khau hieu, dinh vi, thanh cong, thay doi, quang cao, ban, nam, cau, Winston, cang


Cac chuyen gia cho rang cach tot nhat de thanh cong trong mot thi truong gan nhu bao hoa hien nay la co gang dinh vi san pham va song voi dinh vi do cang lau cang tot. Va slogan duoc coi la chia khoa de mo canh cua thanh cong.

Duoi day la nhung cau slogan (khau hieu) duoc cho la hay nhat moi thoi dai:

- Be all you can be. US Army - Hay la tat ca nhung gi ban muon.

- Friend dont’t let friend drink and drive. US Department of transportation - Ban tot khong de ban minh say va phai cam lai.

- Good to the last drop! MaxWell House - Thom ngon den giot cuoi cung.

- Got Milk? American Dairy Association - Ban da uong sua chua?

- Tastes great...Less filling. Miller Brewing Company - Huong vi tuyet hao... Khong no hoi.

- Have it your way. Burger King - Thuong thuc theo cach cua ban.

- I LOVE NEW YORK. New York State Division of Tourism - Toi yeu New York.

- Imagination at work. General Electric Co. - Tri tuong tuong trong cong viec bay cao.

- It’s everywhere you want to be. Visa - Bat cu noi nao ban den.

- It takes a lickin’ and keeps on tickin! Timex - Cu deu dan tich tac dung gio.

- Just do it. Nike - Cu lam di

- Look ma, no cavities. Crest - Me oi nhin kia, khong sau rang.

- Raising the bar. Cingular - Cao va cao hon nua.

- They’re Gr-r-reat! Kellogg Frosted Flakes - Ngon tuyet.

- We deliver for you! United States Protal Service - Chung toi chuyen trach viec giao hang.

- We try harder. Avis - Chung toi luon co gang hon.

- What happens here, stay here. Las Vegas Convention & Visitors Authority - Den day, o lai day.

- When you care enough to send the very best. Hallmark - Khi ban that su quan tam gui di nhung dieu tot dep nhat.

- You can do it. We can help. Home Depot - Ban co the lam dieu do, va chung toi co the giup.

- You’re in good hands. Allstate - Ban dang chon dung nguoi phuc vu.

Mot trong nhung chieu quang cao an tuong. Anh minh hoa nghethuat.

Kinh nghiem cho thay cach tot nhat de thanh cong trong mot thi truong hang hoa gan nhu la bao hoa hien nay la co gang dinh vi san pham va song voi dinh vi do cang lau cang tot.

"De ngay cang thanh cong hon, ban phai tap trung vao mot nhom khach hang cu the. Neu tinh ve so luong, co the nhom khang hang muc tieu khong phai la tong the thi truong. Tuy nhien, truoc tien ban phai chac la thuong hieu cua minh thuc su dac biet doi voi nhom khach hang muc tieu do", theo loi cua Barry Crossland, Giam Doc Marketing cua Nestle.

Co the dinh vi mot san pham la rat kho, nhung thay doi mot dinh vi hien huu cung khong de dang chut nao, co the noi la rat kho khan de thay doi mot hinh anh tieu cuc ve san pham. Sear co gang thay doi hinh anh thuong hieu cung nhu gia tang loi nhuan nam 1974 bang cach tang gia hang may mac nu. Doanh thu giam han 28% va Sears phai tu bo du an nay.

Mot vi du khac ve Black & Decker. Mac du cong ty luon thanh cong voi nhung san pham moi tung ra thi truong, cong ty van phai doi mat voi van de ve hinh anh cong ty. Ban co the nghe phan hoi cua mot nguoi tieu dung dung cu may cam tay nhu "Cong ty nay da tung rat tot. Nhung bay gio no san xuat them ca may rang bap va may nuong banh mi", Ellen Foreman, Giam doc Quang Cao va Truyen Thong cua Black & Decker da chia se nhu vay.

Di nhien, thanh cong cua mot dinh vi doi khong phu thuoc vao van de thoi diem. Nam 1998, Procter & Gamber tung ra thi truong thanh cong loai ta giay Luvs danh cho be trai va be gai. That ra y tuong dinh vi ta giay dua vao gioi tinh truoc do da duoc thu nghiem boi Scott Paper vao nhung nam 1970 nhung chi danh duoc nhung thanh cong rat han che.

Luon phai khon ngoan de khong dinh vi san pham theo phong trao hay nhung su yeu thich nhat thoi. Nam 1988, nhung san pham trong suot nhu bia, lan khu mui, dau goi dau, nuoc rua chen va nuoc ngot da tran vao thi truong nhu vu bao. Nguoi tieu dung luc bay gio so sanh chat luong san pham voi chuan tinh khiet, trong suot, diu nhe, hay than thien voi moi truong. Bon nam sau do, su yeu thich cac san pham trong suot bat dau het thoi. Nguoi tieu dung bat dau ngai tra tien cao hon chi de co san pham it thanh phan, nguyen lieu san pham hon. Theo bao cao cua Kathleen Deveny cua to Wall Street Journal. San pham trong suot da chet.

Neu ban quyet dinh thay doi dinh vi san pham, hay tien hanh than trong tung buoc. Va bat dau bang viec thay doi bao bi san pham.

Chuoi cua hang Tim Hortons doi mat voi mot van de ve dinh vi vai nam truoc. Nguoi tieu dung cho rang cua hang chi ban banh ran (trong khi cua hang co ban ca sup va banh mi). De giai quyet van de, tu "banh ran" da duoc lay ra khoi ten cua hang de moi nguoi nhan thuc ve cac san pham khac o cua hang.

De tim hieu sau them ve chu de dinh vi, khuyen khich ban tim doc cuon Dinh vi, tran dau tri nao (Positioning: The battle for your mind), tac gia AI Ries va Jack Trout.

Khau hieu san pham la yeu to thu nam cua dinh vi thanh cong. Nhu Andre Gide tung noi "Khau hieu la nhung cuoc chien khoc liet nham mang moi nguoi den gan nhau hon". Mot khau hieu tot co kha nang khuyen khich moi nguoi hanh dong.

Rat nhieu khau hieu that bai vi no qua chung chung, khong du kha nang dinh vi mot san pham. Sau day la nhung vi du:

- Khong gi co the di chuyen ban nhu Mercury Mercury - Nothing moves you like a Mercury.

- Thinh thoang cung nen pha le mot chut Burger King - Somtimes you’ve gotta break the rules.

- Toi yeu nhung gi ban lam cho toi, Toyota Toyota - I love what you do for me Toyota.

- Tinh than moi cua Dodge Dodge - The new spirit of Dodge.

- Duoc tao ra cho cuoc dua cua loai nguoi Nissan - Built for the human race.

- Biet them ve GeoGeo - Get to know Geo.

Don thuan la cam thay tuyet voi Marda - It just feels right.

- Nghe thuat cua du lich Louis Vuitton - The art of travel.

- Nghe thuat cua viet lach Mont Blanc - The art of writting.

- Nghe thuat cua su doc dao Cartier - The art of being unique.

- Nghe thuat cua thoi gian chinh xac Ballantine’s scotch - The art of perfect timing.

- Nghe thuat cua khoa hoc ky thuat Audi - The art of engineering.

- Mang tuong lai den gan ban Ameritrust - Bringing the future to you.

- Van de ve hieu suat Kodak - Performance that counts.

- Dam me su hoan hao Lufthansa - A passion to perfection.

- Noi y tuong thanh hien thuc Ricoh - Where imagination becomes reality.

- Vi hom nay khong phai la hom qua Bankers Trust Co - Because today isn’t yesterday.

- Hinh anh cua tuong lai Anacomp - The image of the future.

Khau hieu giup ban tot hon nhung san pham khong dat tien, co chut it yeu to rui ro va duoc mua theo kieu boc dong. Khau hieu tom tat su menh cua cong ty trong vai tu co dong va khac vao tam tri khach hang mot y niem don gian ve san pham. Khau hieu cung mang lai su thong nhat khi su dung nhieu phuong tien truyen thong khac nhau. Khau hieu mang tinh song con trong phuong dien chinh tri.

Nhung khau hieu tot thuong de duoc thuoc long, nghia la no phai ngan gon, de nho, de thuoc. Nhu loi cua Kevin Clancy, Chu tich kiem Tong giam doc dieu hanh cua cong ty tu van Marketing Copernicus "Tao ra mot khau hieu nghia la tim ra hai hay ba tu hoac cum tu va ghi khac no vao tam tri nguoi tieu dung. Neu ban thanh cong, moi nguoi se quyet dinh mua san pham cua ban mot cach vo thuc va luon ban ve san pham voi nhung nguoi tieu dung khac".

Mot khau hieu tot phai co kha nang day san pham gan hon den thanh cong. Khi nha san xuat nuoc giat quan ao Wisk gioi thieu cau khau hieu "Tay sach vet do quanh co" (ring around the collar) lan dau tien, doanh so san pham gap ba lan ngay sau su tro luc dang ke ve mat quang cao san pham.

Intel tao ra mot cuoc cach mang trong nganh cong nghe thong tin bang viec dau tu 6% doanh thu cho quy phat trien khau hieu Intel. Chien luoc quang cao bat nguon tu san pham X386. Ke tu do Intel bat dau dung cau khau hieu "Intel. The Computer inside" (sau nay tro thanh "Intel inside"). Gan nhu cung thoi gian nay, IBM la nha san xuat may vi tinh dau tien dung logo Intel tren san pham cua minh. Tinh tu luc bat dau tung ra chien dich, Intel huong loi khoang 11 ty do la tu chien dich quang cao va cau khau hieu noi tieng cua minh.

Can phai nhan manh rang mot chien dich quang cao thanh cong duy tri cung mot khau hieu, hinh anh va ca tinh thuong hieu mot cach thong nhat qua nhieu nam, tham chi nhieu thap ky. Nhu Ron Kovas, Chu tich cong ty quang cao J. Walter Thompson tung noi: "Mot chien luoc quang cao dang gia la chien luoc khong co thay doi dang ke, ma chu yeu xay dung va cung co gia tri va hinh anh thuong hieu nam nay qua nam khac". Y tuong "nhung thu tot hon cho cuoc song dep hon" (better things for better living) cua chien dich DuPont ton tai sau 55 nam. "Su lua chon cua the he moi" (Pepsi generation) cua Pepsi tung ra nam 1963 va van duoc dung cho toi hom nay. Khau hieu cua Hallmark "Khi ban that su quan tam gui di nhung dieu tot dep nhat" (When you care enough to send the very best) da duoc dung ke tu nam 1956.

Nhung chuyen gia cho den nay van phai thua nhan nguyen nhan Winston mat thi phan ve tay Marlboro la su thay doi lien tuc hinh thuc quang cao cua minh. Winson thay doi 5 cau khau hieu trong vong 10 nam, trong khi Marlboro tap trung vao doi tuong muc tieu cua minh, may rau, va dinh cau khau hieu theo huong "vung dat Marlboro" (Marlboro country).

1954: Vi Winston tuyet hao cua thuoc la (Winston takes good like a cigarette should).

1971: Winston va toi (Winston and me).

1971: Ngon ghe chua (how good is it).

1974: Neu khong phai la Winston thi chang nen hut nua (if it wasn’t for Winston, I wouldn’t smoke).

1974: Co nhieu ly do de hut Winston (There’s a lot of good...between Winston and shoudl).

1974: Toi hut vi ngon (I smoke for taste).

1979: Mau do lon (Big red).

1979: Tot nhat My (America’s best).

1985: Dan ong My (Men on America).

1985: Vi dich thuc. Dan ong dich thuc (Real Taste. Real People).

1989: Vi chien thang (Winning taste).

Marlboro hien van la thuong hieu thuoc la ban chay nhat toan cau. Trong khi Winston ngay cang mat dan thi phan cua minh.

Larry Light, Pho chu tich Tap doan McDonald tung noi "Sai lam dang so nhat la thuong hieu bi thay doi ca tinh hang nam. Dieu nay se dan den mot ca tinh thuong hieu di thuong hoac chang co ca tinh nao ca".

(Trich cuon sach "1.001 y tuong dot pha trong quang cao" do Cong ty First News phat hanh)

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Xem Bản Tiếng Việt Có Dấu: Những câu slogan hay nhất mọi thời đại

Ban co the doc ban tieng Viet co dau cua bai viet Những câu slogan hay nhất mọi thời đại bang cach nhan chuot vao duong dan tren.

Lien he ve tin Nhung cau slogan hay nhat moi thoi dai

Nhan xet, hay lien he ve tin Nhung cau slogan hay nhat moi thoi dai co the gui bang duong dan o duoi. Ban nen gui kem tieu de bai viet Nhung cau slogan hay nhat moi thoi dai de lam tham khao. Bai viet nay thuoc chuyen de Kinh nghiem trong chuyen muc Kinh te.

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