


Báo cáo tốt nghiệp
Đề tài:


Phân tích, đánh giá tình hình xây dựng và định hướng
phát triển thương hiệu của công ty cổ phần Vĩnh Hoàn
GVHD: LÊ THÁI CƯỜNG
NHÓM 2 – QTKD08B Page 


 !" #$!"%
&'()*
+*
+,-./01(23*
4 !5667 89$!: 8%;7*
<;!= 8 4 >%; !: 8%;7**
+&?@
ABCDE(EFGH+(I
0J?@
&%K%!%;7!L 8M7N OP!#Q 86RN6S 8!T?@
U&
V.CD(VWU&
X!Y74 U&
GVHD: LÊ THÁI CƯỜNG
NHÓM 2 – QTKD08B Page &
PHẦN 1: MỞ ĐẦU
Cơ sở hình thành đề tài:
C"% Z[!\YP%#]T!  ^% !XC%;!N[6_ ` 8a:K6bc!!\%d 9:e!a46f

:N\N6c68%k%bcb ] 86NO8%c!\o!: 8%;76RN6S 8!T
1.3 Phạm vi nghiên cứu:
1.3.1 Phạm vi về không gian:
$!"%#:e6!}6%; !P%!" b=NO{ f!• ‚ 8cb
1.3.2 Phạm vi về thời gian:
p%8%N 6RN=Y%;7w>x 8!\O 8#$!"%!z Z[&@@*/&@@U
p%8%N !}6%; #$!"%#:e6!}6%; !z 8"T<~ƒ~&@@/<~„~&@@
1.3.3 Đối tượng nghiên cứu:
8%n 657!  |]T>} 89"bc!!\%d !: 8%;76S 8!T6Lbq Cy 
O" 
1.4 Phương pháp nghiên cứu:
1.4.1 Nghiên cứu khám phá:
[%d7!  |]T>} 89"bc!!\%d !: 8%;76RN6S 8!T!z Z[&@@*/
&@@U
1.4.2 Nghiên cứu chính thức:
1.4.2.1 Phương pháp chọn vùng nghiên cứu:
S 8!T6Lbq Cy O" bNO{ f!• ‚ 8cb
1.4.2.2 Phương pháp thu thập số liệu:
56ib!7!4b!z( !…\ …!fc6acO
1.4.2.3 Phương pháp xử lý, phân tích số liệu:
,w>x 8b: 8bcb!= 8^n[S!k!}6!\P 8|]T>} 89"bc!!\%d !: 8
%;76RN6S 8!T
,w>x 8b: 8bcb!= 8^n[S!k#db] !r6f#c 8%c!  |]T>} 8
9"bc!!\%d !: 8%;76RN6S 8!T
z9%;6[S!kb] !r6!\n w>x 8b: 8bcb!}Y74 #d#:N\N6c68%k%
bcb †[ ] 86NO6i!Y:e 8|]T>} 8!: 8%;76O6S 8!T
GVHD: LÊ THÁI CƯỜNG
NHÓM 2 – QTKD08B Page ?
1.4.3 Qui trình – tiến độ thực hiện nghiên cứu:
Stt Công việc

ˆ@Š‰
 @?~@*~&@
@
@?~@*~&@@ 
C"%6S 8!T v
!P%  :p 8  ƒf
NO  { f

ƒ
{_Nf 4b|w
Y‹=Y%;7
@<~@*~&@@ @ƒ~@*~&@@ & \:p 8
*
•   wN  ak 8
6]7v%
@*~@*~&@@ @*~@*~&@@  \:p 8
„
v 8  9i  6r 
!56
@„~@*~&@@ @„~@*~&@@ 
S 8  !T  6L
bq  Cy 
O"
U
ŒwY‹=Y%;7!Sf
[{_N
@U~@*~&@@ @~@*~&@@ &
@ 4bY%;7 ~@*~&@@ <~@*~&@ <

ŒwYr=Y%;7f6PT

: 8&] !r69"#c 8%c!}6!\P 86RN!: 8%;76S 8!T
&%K%!%;7!L 8M7N OP!#Q 86RN6S 8!T
&&] !r6!}6!\P 8f%;7M7k6RN9Ž 8 8%n 657
: 8o :K 86%X Y:e6|]T>} 89"bc!!\%d !: 8%;76S 8!T
%X Y:e6^% >ON 
&%X Y:e6!: 8%;7
7l _NYP%;!= 8^%X !\€6!: 8%;76S 8!T
?$|7i!6%X Y:e6!\7T$ !S 86O6S 8!T
<S 8!c6M7k !\o!: 8%;7
GVHD: LÊ THÁI CƯỜNG
NHÓM 2 – QTKD08B Page ƒ
PHẦN 2: NỘI DUNG
CHƯƠNG 1:
CƠ SỞ LÝ LUẬN – MÔ HÌNH NGHIÊN CỨU
4 !5667 89$!: 8%;7
%;  NTf!74! 8`!: 8%;7#N 8#:e6w>x 8\i!\Q 8\{%C%;!N[P%
\i! %$7>%h #" 6g 8 :!\n q7 :!i!6k6c6b: 8!%; !S 8!% #P%
6€ 8#$7 _%#X !: 8%;77T %n 9• 6t !‚ !P% %$76c68%k%!r6
^c6 N7|ONTM7N !74! 8` "Td%d7\•[u%^c% %;[9$!: 8%;7f
6q 6€‹#X 6c6!%Xb64 9"6c68%k#o 6RN9%;6#:N\N#o  8yN9$!: 8
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1.1.1 Các quan niệm về thương hiệu:
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[Q!6c6!: 8#=% :N7
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GVHD: LÊ THÁI CƯỜNG
NHÓM 2 – QTKD08B Page „
8‚[6c6!%$ !=9"47!= 8…6_9”^ONm6f!} %n fOj6M7r8%c%= 8 :
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1.1.2 Các yếu tố thương hiệu:
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GVHD: LÊ THÁI CƯỜNG
NHÓM 2 – QTKD08B Page @
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Thương hiệu - như một tổ chức:
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Thương hiệu - như một con người: Cá tính thương hiệu

[Q!M7=68%N
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!zbrN 8:p%8w%!S 8#%;bfbrN6S 8!T%;[9x6RN 8:p%8w%!S 8#%;bY"
bk%6x!d_N‹ 8yNf#o :K 89"[x6#r66RN!: 8%;7)O94Tf 
k !: 8%;7Y"^X!M7k6RN9%;68%k%[{!S 8#%;b 4 #:e6z8_6#Q
M7k !\o!: 8%;7f#j6!r !: 8%;7bk%#:e6|c6#o !\:K69"!S 8M7N
!\7T$ !S 8!PO n  k !: 8%;7
j6!r !: 8%;7!:p 8bk%!\k%M7N[Q!!p%8%N  i!#o [K%6_!d!\
n ‹ 8yN9"6_[Q!9o!\r i!#o !\O 8!][!\r^c6" 8
1.1.3.4 Định vị thương hiệu:
S 8!:p 86c6!: 8%;7#:e6b] !r6!…O}#o 9o6RN6€ 8!\n !o
!\:p 8C%;6b] !r6!4b!\7 8Y"[\• ` 8!7Q6!r ^c6a%;!9"Ye%!X6RN
!: 8%;7!\O 8a=%6k 6P !\N 6x!do 9o!: 8%;7Y"9%;6!\kYp%
GVHD: LÊ THÁI CƯỜNG
NHÓM 2 – QTKD08B Page &
6c66]7v%] #OP k bl[!o!\:p 8 "O["!: 8%;7:K 8#X —C"
}^c6a%;! L%!\Q%6RN _Y"8—
)O#_f9%;6#o 9o6q >}N!\n }b] !r6^œY:“ 86c66]7v%N7
− CNO^c6" 8[7N—7N6c%8—e%r66x!d6RN^c6" 89"
!7Q6!r  L%!\Q%!d%; !\O 8!: 8%;7Y"8—
− =%!:e 8[x6!%n76RN!: 8%;7Y"N%—
− c6" 8w>x 8k bl[^% "O—56Y"6q !%X!bk%a%X!^c6
" 8!:p 8[7Ns[k bl[ "Of9"O>ob "O—
− =%!R6P !\N Y"N%—
o 9oY"[Q!^c% %;[M7N !\m 89"`7r6!\O 8^% >ON d6_!dY}N
6m [Q!6%X Y:e6#o 9o#€ 8#s f6S 8!T6q b] !r6„!%n76rN7
−  !566RNk bl[ˆ^%d7>c 8!%X!^XfaNOaf["7s6‰6_!r6

8:p%!%n7>Ž 8f!r  ] ^l7m6ˆ!7 4bf!7L%!c6f8%K%!r f6R 8
!Q6f ] ^l7‰fTX7!=!][Y‹ˆ!c%#Qf6r ^%X 9"8%c!\o9$67Q6= 8f
` 8% OP!9"67Q6= 8#K%!:p 8‰9"TX7!=#oNY‹
− ] #OP !o!\:p 8!…O^c6" 8Y"!L6566Z 65!…Oak 6i!6RN
" 8_Nf#%$7^%; [7Ns[f!S 8!% 9$!L656 ˆYy 9}6^% >ON f=
Y:e 8 ] 6S 8f=Y:e 8 ] 9%n f>ON !7" 8 Z[f=Y:e 86%
c ‰
Q!!%n76r[N 8!r :K 8>• ^%M7TX!#o b] #OP 9"Y}N6m !o
!\:p 8[x6!%n7Y">h|c6#o fM7%[SˆY:e 8ac " 8!%$[ Z 8‰f>h!%Xb64
9"^k Z 8bk 5 86RN6c66: 8!\ !%Xb!o
1.1.3.6 Bối cảnh cạnh tranh:
c66S 8!T6g 86q a%X!\† 8^S 8!d!c6\p% ` 8M7TX!#o 9$!o!\:p 8
[x6!%n79K% ` 8M7TX!#o 9$!  6P !\N a%N%YOP%M7TX!#o  "T
6_[=%M7N ;6j!6•9K% N7_%^c6#%f^%M7TX!#o Y}N6m [Q!b]
#OP ^c6" 8 "O#_fr! i!6S 8!T6g 8bk%|c6#o #:e6[Q!6c6\•\" 8
!  6P !\N !\O 8b] #OP  "Ta“%Y•O" !O" 6_!d6_ ` 86S 8!T
6g 8#{Oj6#N 8>}#o 6%X[Yy b] #OP  "TS 8 ` 8!Xf6S 8!T
6q bk%|c6#o 9" 4 >%;  ` 8#=%!R6P !\N Y" ` 8k bl[6_
^k Z 8!NT!X^c6
GVHD: LÊ THÁI CƯỜNG
NHÓM 2 – QTKD08B Page ?
 Năm tiêu chí thường dùng để lựa chọn thành tố nhãn hiệu:
)h K• 8%k f>hbc!][f>h#c 9q 
&_‹ 8yN8q 8g%f6_‹ 8yNf6_^k Z 8Y%n !: 8
)h67Td #L%!n  { %;76_!d>Ž 86O %$7k bl[!\O 86Ž 8[Q!
6R 8YOP%‘>h6ib 4 8%`N6c6Y{ !L9" $ 9Z Oc^c6 N7
?)h!r6 8%>h>" 8!\”Ocf%; #P%Oc
<•cb5 8Tn76q7akOQ6_^k Z 8b] a%;!f^S 8!\Ž 8f^S 8!: 8!}
9K% { %;76RN 8:p%^c6#{ Qb# Oj6akOQ
q Y:7‹\† 86_\i!r!!n  { %;7#cb5 8#R6c6!%n76r!\n [Q!6c6!7T;!

 Tính cách nhãn hiệu:
r 6c6 { %;7Y"[Q!!" !=#j6a%;!6RN { %;7!d%; #j6#%d[
6O  8:p%8s 9K% { %;7r 6c6 { %;7!:p 8[N 8#4[‹ 8yN9Z
Oc9"8%"7 !:e 8 n !r 6c6 { %;7Y"b: 8!%; `7%;7!\O 8M7c
!\ |]T>} 8 4 !56 { %;7Cr>xN 6" 86O–aOT6RNNaOYY\O‘S 8
m`N#j66_#:p 86RNC((
 Khẩu hiệu:
l7%;7Y"#OP 9Z  8s !\7T$ #P!!S 8!% [S!kOj6!7TX!bx69$ {
%;7!…O[Q!6c6 "O#_Q!=^l7%;76t Y"[!Z 8 4 !56 { %;7
[Q!6c6\•\;! 9!PO n [=%Y%n ;[P 8%`N { %;79"6R 8YOP%k
bl[9#:N6kN%9"O!\O 8^l7%;7¡7N !\m 8 i!Y"^l7%;78%€b6R 8
6=f#o 9o { %;79"#%d[^c6a%;!•=%9K%6c6 { %;7" 8#q7f^l7
%;76t Y" ` 8!7Tn a=9$!r >• #q7~#Q6#cO6RN[ Cr>x¢a%!%£
] 8 %7a" 6] C%;!¢‘¢\7 887Tn % 87‚ c 8!PO¢‘¢(
, #]76g 8#˜b¢‘¢Yb… Y%…a…8m! 8"O :9t 8!NT]7TX[¢
 Ðoạn nhạc:
•OP  P6#:e69%X!\%n 86O { %;7!:p 8>O ` 8OP 8%k L%!%X 8!}6
%; ` 8#OP  P6!€9o8s 6j!9"O#q7_6 8:p%!%n7>Ž 8f>Žm6_
[7= NT^S 8g 88%= 8 :^l7%;7f#OP  P6!:p 8[N 8‹ 8yN
!\z7  !:e 8  9"  6_  !c6  >x 8  #j6  a%;!  !\O 8  4  !56  {  %;7  Cr  >x
¢Ÿ(Ÿ    …YY  […  –…  TO7  –%YY  a…  [% …f  !…YY  […  –O >…\  –O >…\
–O >…\¢‘¢•6N¤…Ob… 7bOb… 7b¢
 Bao bì:
GVHD: LÊ THÁI CƯỜNG
NHÓM 2 – QTKD08B Page ƒ
‡NOa#:e66O%Y"[Q!!\O 8 ` 8Y%n ;[P  i!6RN { %;7!\O 8#_f
 !566RNaNOa6_!r M7TX!#o JX7!=!%Xb!…OY"["7s6f^r6!:K6f
6S 8>x 8#j6a%;!6RNaNOaf9r>x!7=6#c \Z 8YO…7b#} 8!\O 8Qb6_
!da[\Nˆ65^S 8bk%a_b‰!PO}!%; Ye%f!%X!^%;[f^S 8Y"[ Z  €[
Qb

8:p%!%n7>Ž 8[Q!6Q%Y}N6m 6k!\O 8!\:p 8eb#_Y"!: 8%;7!7Q6
`76RN6Ž 8[Q!6S 8!TˆCr>xf>q78Q%7 % Y^fY…N\f>O9…fY%¤…a7OT#$7
6RN6S 8!T %Y…9…\‰
 Những biểu hiện:
7S 8s Y%$ 9K%!z 8YOP%" 8_Nf>o69x6x!d9"6_!d!‚ !P%[Q!6c6
#Q6Y4b!\n " 8_Nf6g 86_!d8s Y%$ 9K%6c6YOP%!: 8%;7^c6ˆ :
!: 8%;78%N# f!: 8%;7!4b!df!: 8%;7M7=68%c‰
VDO >N 7!7\…fJN[NN%\%7f%>%…YN66RNC% N[%Y^
Ưu điểm>h 4 a%X!f>h K>O6_6c!r \%n 8a%;!fY7S !PO6Q%6O 8:p%
!%n7>Ž 8[Q!6Q%Y}N6m 6NO 8NT!\O 8!\:p 8eb#_Y" ` 8!: 8%;7
!7Q6`76RN6Ž 8[Q!6S 8!T
VD>q78Q%7 %Y^f6Y…N\f>O9…f#$76RN %Y…9…\ : 8#{!PO\N6Q%Y}N
6m \i!6NO6O 8:p%!%n7>Ž 8 p ` 8!7Q6!r ^c6a%;!#:e6#o 9o
\%n 86O!z 8!4b^c6" 8
Nhược điểmS 8 4 a%X!#:e6k bl[6RN6S 8!T "Of6%br!}6%;
6NO
VD!:p 8 8:p%!%n7>Ž 86•a%X!#X 7 %Y^f6Y…N\f : 8YP%^S 8a%X!\•
_Y"k bl[6RN6S 8!T "Ofmw>x 8k bl[#_Y"" !O" >}N9"O
!: 8%;7\%n 86RNak !]  _
1.1.5.2 Thương hiệu gia đình:
 Khái niệm:
"!: 8%;767 86O!i!6k6c6" 8_N9">o69x6RN[Q!>ON  8%;b
VDC% N[%Y^ˆ8c 6O!i!6k6c6k bl[6RN9% N[%Y^‰
 Đặc điểm:
r ^c%M7c!\i!6NO
_!r #P%>%; 6O!i!6k6c66R 8YOP%" 8_N6RN>ON  8%;b
GVHD: LÊ THÁI CƯỜNG
NHÓM 2 – QTKD08B Page „
VD‡%!%§Y"!: 8%;78%N# 9"#{!PO\N6O[Q!!4b^c6[Q! k 9$
` 86R 8YOP%8%"T>•b^c6 N7f : 8^%>ON  8%;b "T6_‹#‚^% 

9% N6O …|‰!zbq b] a%;!!\O 8!n !: 8[P%6RN>ON  8%;bˆ‚ 8
][fk%"f‰!n  8:p%c 8Y4b>ON  8%;bˆO >Nf¤O\>‰
1.1.5.3 Thương hiệu tập thể:
 Khái niệm:
: 8%;7!4b!dY"!: 8%;76RN[Q! _[NT[Q!=6R 8YOP%" 8_N
"O#_f6_!d>O[Q!6k |7i!Oj6>O6c66^c6 N7k |7i!9"^% 
>ON 
VD{ Yt 8: 8Jn fCk%%$7N "f:K6[s €¡7=6fCN 8
‡O\>…N7|f
: 8%;7!4b!d6g 86_!dY"!: 8%;767 86O" 8_N6RN6c6
>ON  8%;b^c6 N7!\O 86Ž 8[Q!Y%n ^X! "O#iTˆ%;bQ% 8" " 8f
^79}6#oNY‹f!4b#O" ^% !X‰
VD:‡:%€6\P6fs[]7=6Y" ` 8!: 8%;7!4b!d>O %$7
6k |7i!^c6 N7#‚ 8`7
CK%[Q!6S 8!T6g 86_!d !" !: 8%;7 _[ :!\:p 8eb
C% N6N¤…Y"!: 8%;7 _[6O6c6k bl[ 6N¤…6RN6S 8!T6L bq
C% N6N¤…‡%n tN
 Đặc điểm nhận dạng:
):K%8=6#Q :6•>• #oNY‹NT!n 8m%|7i!|5f9%;6w>x 8!: 8%;7!4b
!d6g 8Y"[Q!9i #$b56!Pb9"6_ %$7#%$7^%; ˆ^S 8bk%>ON  8%;b
"O6g 86_M7T$ #:e6w>x 89"`7‰
VDQ!Ym :K6[s #:e6k |7i!!P%\7 8¡7=6Oj6#:e6k |7i!!P%"
Q%!^S 8!d#:e6[N 8!: 8%;7€¡7=6‘[Q!YOP%CN 8#:e6k |7i!
!P%C%;!N[9K% O!\‚ 8 !P%^c  tN!^S 8!d[N 8!: 8 %;7
‡O\>…N7|
%w>x 8!: 8%n7!4b!d•9ibbk%[Q!9i #$Y"[m%!" 9%n #$76_
!dw>x 8!n 8m%9"|7i!|5f6•>• #oNY‹#d6_!d6i7!" !: 8%;76O
" 8_N6RN[ f^S 8N%6_M7T$ #:e6#Q66%X[9$!n 8m%|7i!5Oj66•
>• #oNY‹
GVHD: LÊ THÁI CƯỜNG

9%;6|]T>} 8!: 8%;76OM7=68%N[ 
GVHD: LÊ THÁI CƯỜNG
NHÓM 2 – QTKD08B Page &
VD!: 8%;7M7=68%N6RN…–«…NYN >Y">t 86`’…–«…NYN >•an >:K%
 6RN[Q!6%X6Yc>: 8|•f6RN7!\NY%NY" 6O ^N 87\7Y‚ 8!\O 89t 8
!\t ["7#vf
• Đôi nét về biểu tượng, ý nghĩa thương hiệu quốc gia Việt Nam
- Biểu tượng:
‡%d7!\: 8: 8!\ ¡aNO8‚[bq  9"bq 6`q  !d
%; }6c6#%;76RN ?6O 6%[|Xb!" [Q!9t 8!\t #‚ 8!][#=%
|5 8q 6`Y">t 86`a† 8!%X 8 ’C%…! N[CNY7…•:p 8 ` 8
 k #_Y"a%d7!\: 86RN6c6!: 8%;7M7=68%N : 8 _^S 8bk c 
X!#:e6‹ 8yN6RN!: 8%;7M7=68%N
 Ý nghĩa của biểu tượng:
C$[j! k fa%d7!\: 8!d%; 6c6#%;7? 6%[P66Ž 8:K 8!K%
6c68%c!\o6i!Y:e 8f#L%[K%fc 8!PO9" Z 8Y}6Y{ #POY" ` 8TX7!=M7N
!\m 8#=%9K%}bc!!\%d a$ 9` 8!\O 8!p%^™Q% 4b^% !XM7=6!X 8"T
6" 8]7\Q 8%[P69zN!d%; }^X!zNM7c^56RN>] !Q69zN!d%;
}!= 8 i!!\O 8‹6r9"M7TX!!][#:Nk bl[ˆ" 8_N9">o69x‰6RN
C%;!N[\N^sb!X8%K%
‡=  6%[P6#:e6sb|Xb!…O6%$7M7NT6RN#‚ 8‚!d%; }bc!
!\%d ^S 8 8z 86RN#i! :K6 _%67 89" $ ^% !X _%\%n 8>}N!\n 9%;6
] 86NO6i!Y:e 8f ] 86NO Z 8Y}6#L%[K%f^k Z 8c 8!PO9" ] 86NO
Z 8Y}6Y{ #PO!…O#o :K 8Œ["k 89"" :K6!N9P6\N
 Giới thiệu chương trình:
Œ]T>} 8 k 9$C%;!N[Y"[Q!M7=68%N6_7T!r 9$" 8Oc9">o6
9x#N>P 8bO 8b€9K%6i!Y:e 86NO
&] 86NO566P !\N 6O6c6!: 8%;7k bl[C%;!N[!\n !o
!\:p 8!\O 8 :K69"M7=6!X!\O 8M7c!\ Q% 4b
Z 86:p 8} 4 a%X!6RN6c6 "b] b=%9" 8:p%!%n7>Ž 8!\O 89"

!PO\N[Q! 87‚  ] Y}66_6i!Y:e 8#…[YP% Z 87i!6NO6Ok |7i! n
C%;!N[6q #q7!: %$76O8%cO>x6Y"[ Z 86NO!\r!7;9"!"% Z 86RNm
9!O" !d 8:p%>] 9" Z 8Y}6YNO#Q 86RN!O" >] [Q!M7=68%N!\O 8!: 8
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GVHD: LÊ THÁI CƯỜNG
NHÓM 2 – QTKD08B Page &
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1.1.6 Chức năng thương hiệu:
1.1.6.1 Chức năng nhận biết và phân biệt:
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GVHD: LÊ THÁI CƯỜNG
NHÓM 2 – QTKD08B Page &<

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