


 !"
#$%&
''()#*
#+,$
'-.
/&&
012343526





 !"
#$%&'
'()#*#+
,$'-.
'789:7;8 </=>8?9=>8?9@A
''! <B5C53DC6
!/ <9'EF89@AEG8
'H <256
012343526



!"#$!%&'(%)
*+,-./0-12324

555556


2g1T11IK2PbmKXYZbc1Q2X220Y2R122x2a12y
YjEqYa2GzNEbrZfY12Fhi1Y2{HR22|EbrZfY12FEFTva2Y}Y2DN
jHRT1T~iYs]\G,1HI11RN12bK*YTbm2NW1Yis1YZ1QYZ01Q
sXYZV122Y,yZ~1GNJ1HR2f1EfyEx1QY2cz1QGR2Vh2•HR1Q20Yj
Y2OK1FKY.2R0HRS{K12TbmYZO101Ebc1QYbg1QG
je12`1Y2R12Q€Gc]Kg1Ei1
•Y2DNjh20]1G•j1Q1Q2J-Zbc1QE2X2h202R122x
2a12EqY,1YV12PNP‚yYZNF1EY12w1Qhi1Y2{yh121Q2JKHjd1Qs•
TX
2DNo12]0`1yY2DNEq2‚YZrHRQ4EƒYjYZ01QsXYZV122V12Y2R12EF
YRHRY2.2J1G,1HI1YY1Q2J
1Gq12E0Yv1Qj1QYNv2D1-br-bmQ]h2XYR„1
EV12HRT1TREqE*1QHO1yQ4EƒHFK…YY12Y2D1
…PdYjEqQ†1QEDYbZfY12FY2cQ1HRj1QS{y12b1Q2†2‡1G,1HI1
YY1Q2J1RNh2j1QY2WYZX12h2|12w1QY2iS•YHR12brEWKfYYZ`1YZ1Q
12w1QGcE•1QQ•HR2OTV12s•TX\s•Y2DNjHRK1Qbc
*YGD11wye12`1Y2R12XKg1
Tp.HCM, ngày 05 tháng 12 năm 2013
12HO1
/bg1Q32bg1Q2]0

+JK

Z01QEFhJ1h12Yi2*12,2J11NyY2bg1Q2Jh2j1Q2ˆEg1Y2D1GRPf
2J1EW2`1TJYS]12^K1RNHmS]12^Kh2Xy2a12HVH,NY2bg1Q2JE•1Q
K*YHYZ„s1YZ01QYZ1QsXYZV2XYYZW1\S]12^KK1QYO1Y2bg1Q2JE•
(JeXE[12Y2bg1Q2JS]12^KEPJ120EFQVZfYs1YZ1Qy1Q4
P0121Q2JYZW1Y2bg1Q2JS]12^KE•KRh2j1Q2]Y1sX12F22a20
YZNF1Y2j1Q

2&2<Q+2
+B/•:‘:%
>’%;@‘:%>
B'“%”>
?3•33(:3–(%%;—@>
l˜’+@™(š
3&3<&'Q*PD
>+B@›œ(‘•%)@(:%•(••%)@?
>>+B@›œ@ž%‰-‰/
>Ÿ@™3 (¡+//‰%
>?‰%-¢+B9‰%<
6&6<$33
%C%%)@(‘£7›£3¤%-¥@-:%"
>>
>%C%%)@%%3‰%+>¦
D&D<RS(')(/65
?3•333 (§
?>3¢u@ž%‰ ‰/•%)@%‰%‰‰
l
?3¢ u @ž% ‰ ‰/  •  %)@ % %
3‰%+?
??•(•%•%%3‰%+l?
T&T<PN%!%&
''(TB
l)˜™/%)•%)@%%3‰%+l<

l>œ–@›‘7%•C%k>
l£œ ¢  –!  %• (• •
%)@<
l?  %  A  %  %  ›  £%  %  •  &  %  %

W89D35<_dmo8d9k^oh)Th€_^7_z78zsz8D5
W89D32<_dmo8^ohhEH7h€_^7_z78zsz8D2
W89D33<_dmo8d9k^oh)2h€_^7_'_7?A8'0zh7_[DV
W89D36<_dmo8d9k^oh)3h€_^7_'_7?A8'0zh7_[DC
W89D3D<_dmo8d9k^oh)6h€_^7_'_7?A8'0zh7_[DC
W89D3T<_dmo8d9k^oh)Dh€_^7_'_7?A8'0zh7_[T5
W89D3U<_dmo8d9k^oh)Th€_^7_'_7?A8'0zh7_[T5
W89D3B<_dmo8d9k^oh)Uh€_^7_'_7?A8'0zh7_[T2
W89D3V<_dmo8d9k^oh)Bh€_^7_'_7?A8'0zh7_[T2
W89D3C<•dvE@e_dmo8^ohhEH7h‚8?h€_^7_'_7?A8'0zh7_[T3
W89T65<y9W89eaEd9‚8?bj8?Uh9_7TC
W89T62<Ets9El•8eƒ7dmA8?s•9A]h9dmEl•8d9y8?09Y82p2qUT
W89T63<Ets9El•8eƒ7dmA8?s•9A]h9dmEl•8d9y8?09Y82p3qUT
W89T66<y09}8?h97•hh„0b=\hdm_AZjs7c8dmEl•8d9y8?09Y83UU
W89T6D<xd9Xd9{97c8[\789Eo8mu8?d9odvE_hgh8fep3526…352VqVT
W89T6T<xd9Xd9{97c8[\789Eo8mu8?vE_hgh8fep3526…352Vqs97s9y8?br7
ei7?7gdmXVU
H
/'N
@8?22<'@8[=\8?6[A]7^7_d†8fe3523b•88fe3523pb>8:X<[‡dq2
@8?33<@8?dˆed‰dhghd9E|hd‡89)s•dvE@)?7gdmXh€_h9En7z_8Z…z8`
h€_^gAb7c8dŠ2U
@8?D6<ƒ9ˆ_hghd9E|hd‡89)s•dvE@)?7gdmXh€_^7_z78zsz86T
@8?DD<_dmo8[7;8vE_8h€_^7_z78zsz86B
@8?DT<‹[c?7gdmXhy8?hŒD3
@8?DU<•dvE@s7{ebX89d‹[c?7gdmXhy8?hŒh€_^7_z78zsz8^•8?09Y8
e•eD3
@8?DB<‹[c?7gdmXhEH7h‚8?D3
@8?DV<•dvE@s7{ed‹[c?7gdmXhEH7h‚8?h€_^7_z78zsz8D6
@8?DC<ƒ9ˆ_hghd9E|hd‡89)s•dvE@)?7gdmXh€_^7_'_7?A8'0zh7_[D6

[=\8?d7;Ed9Œdf8?d9;e3‘qV5
@8?T62<9•ZHdt7h9‡89s97d9_lbr7?7gdmXd9=>8?97cEp:i7Z@8[=\8?d7;E
d9Œdf8?d9;e3‘qV2
@8?T63<gAhgA9A]db|8?dt7h9‡89s97d9_lbr7?7gdmXd9=>8?97cEp:i7Z@8
[=\8?d7;Ed9Œdf8?d9;e6‘qV6
@8?T66<9•ZHdt7h9‡89s97d9_lbr7?7gdmXd9=>8?97cEp:i7Z@8[=\8?d7;E
d9Œdf8?d9;e6‘qVD
/'O!PK
' O!PK ’
  v1Qj1QYN
> ‰ v1Qj1QYNv2D1-br-bmQ]
h2XYR„1
 ( _ZZ2G(G_y]ExQXYZ[Y2{T,
? -(- YYZTY_S-01S_s_1_S (G_Sy2*Ya12
-iYs] XYZ[
l  v1QQXKE
k  *Ex1Qs]1YZ[
<  XKE
¦ + ]1G•
= (3 (I12„1Q

Chương 1: Mở đầu
2 &2<Q+
2bg1Q1RNEF,YmgSŠ2V12Y2R12EFYRyKLYO\EFYR2bg1Q1RNz1Q
h2j1QsO1EF,YmXY2j1QY1D1Y2Y2,HRQm212KHY2.2J1EFYR
22 /M-L-
h20]1QY2cQ1Y2.Y,Y12RKXNR„1-QN©12a212yEbrYVK
2WHF20YE*1QS]1efYh12P012\P0121Q2JO11212w1QHf1EFEq
EbrEF,YTX0X0Y2.Y,YY1Q2JyYj12,1Y2fNXS]12^KK1QY2bg1Q
2J‰2`1TvŠ12F2`1h24YOPd1Qh2X12Y2_0KLEa2h12

VK2WQXYZ[Y2.S.\TQ01_GYZ01QY`KYZa1QbcYOPd1QS]1
2^K
FefYYXE[12H[QXYZ[Y2bg1Q2JS]12^KQ01_G
FefY•YbŠ1QY2iYhiKmS]12^KTQ01_GHRhi202YZNF1
Y2j1QQXYZ[Km
26 ’—˜
Q2O1{1RN2‚YZrj1QYN‰eXE[12EbrQXYZ[S€PL1QS]12^KT
Q01_G2j1QsE•EWj1QYNe`NP.1QGY2bg1Q2JS]12^KT
Q01_GY2_0E41QHmQXYZ[Y2.S.\1•12•KEFZX2i1Gbr
KZh_Y1Q2Js]
Q2O1{1RNQ4S12HO12WY2OKHF2R12HYOPd1Q\1QbcYOPd1QE
HmK*YG0S]12^KHm12FY2bg1Q2Jh2X12…TJYEHmY2[YZbc1QEx
1Q1•21QHRY2[YZbc1QT1•ZO1Q
2D &!-!–™
9=>8?09g08?97;8hkE<
FYR2ˆY,YZ1Q1Q2O1{HR0S]12^KTQ01_GK1QY2bg1Q2J
‰yEbrY2.2J1Y2j1Qs?Tbm2XYYZW112•K]Yi1Y2bg1Q2JT
Q01_G
>
Chương 1: Mở đầu
W8923<XTbmY2.2J11Q2O1{
9]e:78?97;8hkE<
Ybr1Q1Q2O1{h2X22R1QEqyE1QKHRS€PL1QTQ01_GyEG•
TX1S]12^KTQ01_G
2cQ11Q2O1{Y}6=6>Ei16>6>
2T I !"
+,1HI11RNEbr2GRKk2bg1Q
2bg1QŠED
2bg1Q>gSŠG•Y2NiY
2bg1Qv1Qs1HFP0121Q2J

1EWKYv1Q2r2bg1Q2Jh2j1Q2ˆGRK*YXYO12NK*YTWYbg1Q
KR1•2{Y2g112FM/HSy>>U•GRK*YY,XY2*Ya121Qf
20h2X22R1QKLYOXQXYZ[KR2E„2|2bg1Q2JY2_0s1EWK
1RN20Z•1QyS]12^K2ˆGRK*Y2D1\Y2bg1Q2Jy2\Ni1QfGr
a22{1I1Q201QbcYOP1Q2bH,NyXY2R122D1YiY2[2‚12r
?3MS]12^KyQX]y2`12y2OY2[Uz1Q2ˆGRXY2R122D1\K*Y
Y2bg1Q2JMKT_Z8YNG_Sy==kU
323 7gdmXd9=>8?97cE
XYZ[Y2bg1Q2JE•1QHYZ„s1YZ1QYZ01QHJe`NP.1QHR2XYYZW1Y2bg1Q
2JyS.2V12Y2R12\K*YY2bg1Q2J2LY2*HR0K{E*QXYZ[KRh2X22R1Q
]K12,1EbrXYZ[Ea2Y2.\Y2bg1Q2JefY2XYY}1QbcYOPd1Q1i2
]K12,1YYY2VY2bg1Q2JKm•QXYZ[0
•12Fs1EWKHRX2EX12QXHFQXYZ[\Y2bg1Q2JyY2_0+SSZ8YQ
M==lU2Y2R12212•K2a12EX12QXY2_0s1EWKEDYb2NYR2a12HR
EX12QXY2_0s1EWK1QbcYOPd1QX12QXY2_0s1EWKYR2a12E•1QQ•
HRHJEX12QXYRS]1\K*Yj1QYNyYN12O1y1•h2j1QQ412F20X12R
s]1G•YZ01QHJH,1PL1QHR2XYYZW1QXYZ[\Y2bg1Q2Jg1Y2i1wyHFK…Y
YiY2[yQXYZ[YR2a12\K*YY2bg1Q2JGRhiYs]EX12QX\1QbcYOPd1Q
HFQXYZ[\Y2bg1Q2JE•(VH,Ny1Q2O1{1RNY,YZ1QHR0s1EWKY2{2
-EX12QXQXYZ[Y2bg1Q2JP.HR01QbcYOPd1QMSY0K_Z-TS_PTZ1P
_sYNU
?
Chương 2: Cơ sở lý thuyết
X0Sư_GG_Z-/ZYK0Y2\ŽE[121Q2ªQXYZ[Y2bg1Q2JP.HR0
h2X22R1Q20Z•1QQXYZ[Y2bg1Q2JP.HR0h2X22R1QGR2J{1Qh2XTJYKR
hi1Y2{Y2bg1Q2J•EbrYZO12]12x\h2X22R1QEHmHJKZh_Y1Q
\Y2bg1Q2JE•
326 X898?9š_:•dg7bX89:Xd9=>8?97cE
XE[12H[Y2bg1Q2JGRD1Y2iYh2K*Y2N12FEFhJ1SE`NEbrY2|
Kq1

E PJ1 20
EFQV°
32XYYZW11F1
Y]1Q20E[12
H[ Y2bg1Q
2J
R1Q G E[12 H[
Y2bg1Q 2J HR
s]1 G• YZNF1
Y2j1Q
Chương 2: Cơ sở lý thuyết
s1YZ1QGR1QRN1Nj1QYNHR12q12JEPJ120EFQV°2w1Q`2|
2a12D12|HRYZ]Gc
j1QYNHRY2bg1Q2J\241QYHmEY2\12YZ12•QVh2XTJY
2w12NiY2rG•\j1QYNHRY2bg1Q2JGRQV°
2w1QX2Y2{YZNF1EYys]1QTXY2bg1Q2JK*YX22rG••Ya122fY
Ybg1QY.12YZ01QG[2S€GRQV°
2241QYES`HR0YV12YZ1Q2J1Y\j1QYNHRY2bg1Q2J241QYz1Q
2]YVK2W2a12eXHFY2bg1Q2JHRj1QYNyT0QxKe_KGh2X22R1Q2J1
Y\Y2bg1Q2J2w1Q`2|2a12D12|HRYZ]Gc
2X22R1QKLYOGR°
…EWK12,1P1Q\h2X22R1QKLYO°
+•P0KS†KGRQV°
…Ya12\S]12^KGRQV°
+ra220h2X22R1QGRQV°
DYO1241QY2]2WYY2g1HFh2X22R1Q2J1Yx241QYKm•Y2W
e_KGj1QHJTX12R1Q\j1QYNHRY2bg1Q2JyT0QxKYv1QY212,yS.
2XYYZW1ysNKjY2[YZbc1Q1Q2R12HR2`1h24Y2[YZbc1Q*YEFz1Qs1
YZ1QE•GRD1e_Ke±YXS]12^KHRP[2HL2\2YE1QEbr2R0TX1
(Je_Ke±YG•Y2WT0QxKe_KG2i1GbrS]12^K2J1YHRS.2d2r

1R02d2rY2,1GrEW•Ebr1Qx1H112q12J
2w1QKLYOZ•ZR1QGREW´
WEbrS.12,1Y2{2J1Y2c\h2X22R1QYOPd1QHR12D\
12q12J
#XE[12Z•HJYi1YZW1\12q12JKRh2j1QD1Y|ZH²Y2XE*Y2cg
Hmh2X22R1QHRG„1QY1,N\1QbcYOPd1Q
2,1E[1212bY2i1R0EWH2Z•H[YZa\12q12JEWY224Yh2X22R1QHR
d1QGRY01O11FKY1,NYZ1QY2R12\1QbcYOPd1Q
32D1EDYO1\sXYZV12E[12H[GY2bg1Q2JGRY2iYG,12•KYRS]1Y2bg1Q
2Jy12•K1RNS¯YZ.YiYY2Kh2]0•hi1h2X2HF12w1QHf1EF2a12\Y2bg1Q
2JE•GR‹S02G.2112q12J\T1°ŒHR‹12w1QNiYYXE*1QEi1
HJZsNiYE[12\2GRQV°Œ
Q0R12w1QHf1EF21Qy12•Ks]1YZ[Y2bg1Q2JD11‚G.EW2WEbrG•P0
KS†K\h2X22R1QyeXE[12Z•S.2`1fYZ01QK01QK1\2yHR2J1
YY2bg1Q2JE1Q1QfEi12XQV
g1Y2i1wyK*YYZ01Q12w1Q2{1I1Qs1YZ1Q12fY\12•Ks]1YZ[Y2bg1Q
2JGR12,1P1QX12•Kh2X22R1Qy•XKs12JYbg1QY.12yX2S1Q
HR2R12H\2yY}E••Y2W2WYY2g1HFh2X22R1Q
2j1QsYi1YZV121RNyT1S¯12,1TiYEbr12w1Q12DgT]1yQxK]12w1Q
12Dh2j1QEbrY2|Kq1HRY2|Kq1YZ01Q1QR12HRYZ01QGª12H.20YE*1Q
\j1QYNyeXE[12Z•12w1QEFY2a2Y24HRh2j1QT•1QG„1QHFY2bg1Q2J\
T1yz1Q12beXE[12Z•HFGra2Y2bg1Q2JF1RNS¯1Qf20T1K*Y
Y2bmE0QXYZ[Y2bg1Q2JYm12w1Qh2X22R1Qd1Q
LEa2d1QGR12,1P1Q12w1Qg2*T0QxKe_Ke±YXh2H.2XY
YZW12012q12Jz1Q12b12w1Q12DgT]1\h2X22R1Q2bEbrY2|
Kq1
2241QYEq•12w1Q2WTiYZ•ZR1QHR2a12eXHFH[YZa\j1QYNyj1Q
HJh12P012yY2bg1Q2JYZO1h2H.Y2[YZbc1QE•yz1Q12b12w1Q2WTiY
2a12eXHFQXYZ[\1•K1QG20h2X22R1QbmYiY2_0GReXE[12e_K
Y2bg1Q2J•Y2WKŠZ*1Qyh2Ni2YZbg1QyYZNF1Y2j1QT0e

SX1QY0-•Y2WGO1s1Ei1>1*P1Q
*P1QEDYO1•Y2WGR‹32XYYZW1YDK12V1Y2bg1Q2JŒT0QxKeXE[12e_K
H[YZaY2a22r\1•HR12w1QQV1••Y2WYZŠY2R12YZ01QYbg1QGyz1Q12beX
E[12KLYOe`NP.1QY2bg1Q2JYZ01Q1Q†121HRPR21
*P1QY2{2•Y2WGR‹2Ni2YZbg1QY2bg1Q2JŒ(FK…YgT]1y241QY
D1H,1PL1QYfY]12w1QQV241QYEq1Q2_yEq2HRe_KG12w1Q12,1Y2{HF
h2X22R1QHmKLYOe`NP.1QY2bg1Q2J-gE`Y2bg1Q2J•Y2WEN
YZV121RNT0QxK12w1QTR2HFh2Ni2YZbg1QY2bg1Q2JYZ01QYbg1QG
(aPLyT1•Y2We`NP.1Q12w1Q1F1Y]1QE[12H[20X2bg1QYZV12KZh_Y1Q
h2X12yEF1RN•Y2WKŠZ*1QYZ01Q2KHY2_0h2]1I1Q•Y2W20K*YK•1
Ex2g20…Y2bg1Q2J2R1QYOPd1Qy1••Y2WT0QxK12w1QY2j1QS12b1FK
HY2a2yEFTa^1y1FKh2XYh20yS.Y,12bŠ1QyX2Y2{S€PL1QN12O1yYi1
YZV121RNY2,YS.Y,YZ1QHR012w1QEFKRh2X22R1Q1Q2ª241QY1O1h2]0SXY
2bK*YhiYs]yj1QHJE[12H[Y2bg1Q2J•Y2WeXE[12?YmlGra22a12HR
12w1QNiY1F1Y]1Q20E[12H[YFK1I1QEbrY0R1T*X12•Kh2X\Y2bg1Q
2JYX1Y2R12x12w1QNiY1F1Y]1Q20E[12H[Y2bg1Q2J1RNS¯EbrYZNF1
EYYmYfY]Y2R12HO1\12•KEWSR1QGHRY2j1Qs2•KY2.2J1HJE[12
H[Y2bg1Q2JD1e_KGYfY]12w1QY2j1QY11Q2O1{Y2[YZbc1QHR12w1Qs1
¦
Chương 2: Cơ sở lý thuyết
EWK2a12\h2X22R1Qys1YZ1Q12fYGRe2bm1QKS†K2J1YLYO
Yv1QsXYGReXE[12h2H.Y2[YZbc1QHRNiY1F1Y]1Q20E[12H[1R0S¯Ebr
Y2_0EvyS€PL1Qy2XYYZW1
iYs]d1Q\j1QHJE[12H[Y2bg1Q2JGR‹32XYYZW1YDK12V1Y2bg1Q
2JŒ«‹32XYYZW112w1QNiY\Y2bg1Q2J20HJE[12H[YZ01QYbg1QGŒHR
‹32XYYZW112w1QG.21Y2NY2iŒ
`NQcy241QYEq2XYYZW1Ebr12w1QNiY1F1Y]1QKm20YNO11Qj1E[12
H[y241QYD1hWKYZHRGRK201•2d2rHm1QbcYOPd1Qz1Q12b12w1Q
h2X22R1Q2a12LEa2d1QGRSR1QG12w1QNiY1F1Y]1Q20E[12H[
Y2bg1Q2J

0fHR12•KY2bg1Q2J
=
Chương 2: Cơ sở lý thuyết
2KRY0R1T*XGq12E00fEqEx1Q•HReX12,1E[12H[Y2bg1Q2JKmy
Hn1•ZfY12FEF2]GRK(f1EF2a12T`NQcGR2NW112w1Q1Q2O1{
Y2R1212w1Q2R12E*1QLY2WT0QxKYiY2[yYZNF1Y2j1Q´
(VH,Ny241QYD1e`NP.1QK*Y‹vYN12,1P1QY2bg1Q2JŒ1QfY0R1T*
12w1Q2bm1QPn1Z•ZR1QHFE[12H[Y2bg1Q2JKm1YZ1Q12fYy1•KjY]HJ
E[12H[Y2bg1Q2JKmS¯E_KGS.2XYYZW120j1QHJh12P01212bY2i
1R0‹vYN12,1P1QY2bg1Q2JŒ20Y2fNGª12H.h12P012ye2bm1Q12
YZ12ys1EWKh2X2R1Q-12w1QY2j1QY1Q42V12Y2R12GO1E[12H[Y2bg1Q2J
Km
LEa2\‹vYN12,1P1QY2bg1Q2JŒGRYZNF1EYYfY]X1Q2O1{
KZh_Y1Qy12w1QG,G,120E[12H[Y2bg1Q2JKmyz1Q12b2NW1Q0Y0R1T*
12w1QY2j1QEJ20X2„1QT1yh2H.GO1s1yXEG•yX12•K2‚YZr
Y2bg1Q2JHH´iYs]y‹vYN12,1P1QY2bg1Q2JŒS¯E]KT]0E[12H[Y2bg1Q
2JKmS¯Ebr2NF1Y]Ei1Y0R1T*j1QYNHR12w1Q12•K•2{1I1Q2‚YZr
iYs]d1Q\QE01Y2{?GRS.S]1efY‹Z1PS_ŒiYs]1RNT0
QxK12w1Q2V12]12HR`KY212EbrhiY2r12•KK1QY2bg1Q2JYm*S1Q
•Y•KGy2V12]12HRY2j1QEJHJE[12H[GY2bg1Q2JKmS¯EbrYZNF1Y]
2a12eXEi11QbcYOPd1QHRhW]12w1QY2R12HO1YZ01QP0121Q2J
+•P0yđó là Brandscape có thể được sử dụng bởi tất cả các phòng thương hiệu sau
này như “Brand Communication Guidelines” bao gồm đóng gói, tiếp thị, bán hàng,
truyền thông Mục đích cuối cùng là đẩm bảo sự phù hợp trong việc truyền thông tài
sản thương hiệu thông qua các phương tiện trung gian và các thành viên.
33 *PS(')(/
2‚_1S _1PEbrS€PL1QY2bg1Q?\G,1HI1EWeXE[12XY2*Ya12y
hiYs]HRQXYZ[KRS]12^KTQ01_GE1QEbr]K12,1TŠ1QbcYO
Pd1Q}E•y2‚_1S _1P2‚YZrS12HO1eXE[12XHf1EFYZ01QXQE01
>HRGRYF1EFEWS12HO1EbZsNiYE[122d2r20Q1E01\sNYZV12YX

2{Yby1QbcYOPd1QYVK2WEWhiY2rK*YhiYs]LY2WHm2R12E*1Q
Ybg1Q{1Q
QNO1Y†gT]1\G•Y2NiY1RNGRXE…Ya12s1YZ1Q\S]12^KyP[2HL
20…2R12HEbrfYZ4PbmP1QK*Y2‚Y2{T,\XNiY•GO1s1
Hm12JY21QfT,EbrQ]E[12T†YEDY}12w1Q•1Q2ªLY2WGO1hiYEi1
12w1Q•1Q2ªYZ}Ybr1Q2g1YZ01QK*YYZV12Y.Yi1YZW1Y}2bg1QYJ1Ei1QXYZ[
d1QMK_1SY0_1PSU
Z01Q2‚_1S _1Py•fT,2WTiYX2WTiYLY2WHFS]12^KMHa
PL12bXE…Ya12H,YGaUEbrhiY1HmX•YbŠ1QYZ}Ybr1Q2g1HFhiYs]Y`K
Gayeq2*HRXhiYs]1RNyK*YGD11wyhiY1HmXQXYZ[YZ}Ybr1Q2g1
M_N10GPS8YK1y=¦¦UGRQXYZ[
*YHaPLLY2Wy2‚K_1S _1P20Kj1YZbrYYNiY12bS•P[2HLYZbrY
YNiYYiYhJKYF1YZbrYYNiY12F2g1HH²HRY2a2Y242„12,eq
2*MG_10ShNy_1QG_Z8GH_Ny==U2‚K_1S _1PP0E•2V12Y2R12K*Yf
YZ4GO1hiYY}12,1TiYHFS]12^K\1QbcYOPd1QEi1XQXYZ[T]1Y2`1\
2Y}XhiYs]HRQXYZ[12fYE[12
333 ghd9t8909Y8h€_ey9W89h9En7z_8Z…z8`
+•Y2NiY2‚K_1S _1P20Z•1Q12,1TiYHFS]12^K\1QbcYOPd1QEbr
2`1fY2_0K{E*YZ}Ybr1Q{E*YZ}Ybr1Q02g1y•YXE*1QK122g1
HRYZ.Yi2g1YZ01QKs12JHmX12`1MGS018_N10GPSy=¦U*YY2*
Ya12\S]12^Kh2j1Q2]GRs1YZ1QHV2a12Gra2\1•y1•2ˆYZŠY2R12
s1YZ1QT†YEDY}Y2cEWK1•EPJ120K*YhiYs]K01QK120…h2j1Q
K01QK1ySE•Ebr2NW1EvY2R12XQXYZ[X12`1
j2V121RNP.HR0YZV12Y.Y2*Ya12-hiYs] QXYZ[M--(U\2‚
_1S _1PM_1QG_ZyGH_Ny1PQG_Y20Z_y===«+_01P_GG0y>y>y
>«3ZhS2y=¦k«(G_YY_-µG0Z_1_1P2y==«(Z_1S1P0¶SY_P_y
>U

Chương 2: Cơ sở lý thuyết
j2V12--(•Y2WKŠZ*1QY2R12k2D1y12bS

iYs]Y`KG•eq2*M01_s_1_S1SN20G0QGy3UEbr2V12Y2R12TŠ
hiYs]2{1I1Qy2‡1Q2112bh2S€PL1QS]12^KS¯Y0ZK*Y2V12]12
Qr12m20…YZ1QY2X12fYE[12M(G_YY_ µG0Z_1_82U
7gdmXhy8?hŒ:t?7gdmXhEH7h‚8?
XYZ[X12`11QfE…EWK21QM(G_YY_ µG0Z_1_82y==UHRGR
K*Y2D1\*S1Q\011QbcXYZ[Q4eXE[12yEF2ˆ12HRS€EvX
Ks12JQwXX12`1yYv2{yHReq2*M/TG_N8h_Zy>U
>
Chương 2: Cơ sở lý thuyết
XYZ[X12`1Y2bc1QEbrE[121Q2ªGR1FKY1HR12,1Y2{Ybg1QEv1E[12y•
YXE*1QK12Ym]Ke4(aPL12b1Y0R1y21224yHH²yHR2bŠ1QY2L
M(Z_1S80¶SY_P_y>U
XYZ[•K{E*YZ}Ybr1Q012fYYZ01Q2‚yY2_00h_2M=<UyQXYZ[Ebr
2Y2R12XQXYZ[j1QLHRQXYZ[d1Q
XYZ[j1QLMHG_11SYZK_1YGy%(UGR12w1Q2R12E*1Q6E…Ya12Pn1Ei1QXYZ[
d1Qy2‡1Q2112bY2KH1QHR12NT±1•Y2WGRD1Y2iYEWEYEbrS.
Y2[12Hbr1QXYZ[j1QLGR12w1QKLYO2H,YY2WGO1s1Ei1XhO12
2R12HKRsE•QXYZ[d1Q•Y2WEbr2RG„1Q
XYZ[d1QMHG_1Y_ZK1Gy(UEPJ120YZ1QY2Xd1Q\S.Yx1
YyE•GR12w1QKLYO011QbcYVKhiKYZ01Q*S1Qy2‡1Q2112b2„
TV12yY2R12Ya2yHRY2[12Hbr1Q
W893D<2‚QXYZ[Y2{T,M--(U
(Nguồn: www.anpad.org.br/bar)
36 ž Ÿ! //(
32|1QHf1Y2_0+PP_Z1QGRj1QL2wa212fYEWS12HJ1Y2.2J12`1Ya2
2‚_1S _1PY2bg1Q?\G,1HI11RN
362 X898?9š_
+PP_Z1QGRK*YhŽY2,Y2wa2YZ01Q1Q2O1{E[12Ya12HFYVK2W2R12H
1QbcYOPd1QŽY2,Y1RNEbrE…TJYS€PL1QYZ01QHJYiY2[EWY2IKP„•
hi1X12`1yY2XE*HR1FKY1(RhŽY2,Y1RNEbrh2Ni1h2a2S€PL1QYZ01Q

EWY2Y2,Y2j1QY1SgfY2_0P1Q`2|‹S0ŒEW2bm1Q1QbcYZ]GcYmX
QXYZ[d1Q\2‚
DYO1y1QbcYZ]GcEbr2|HFXE…Ya12EbrS€PL1QEWKOY]20…2`1
TJYXS]12^KLYOXTbmEDYO11RNGREW2|1QbcYZ]GcHFXE…
Ya122a12\S]12^K(aPL12bYZ01QK*YP[2HLQX0PLy1Qbc2|1QHf1•
`2|‹2_0•hi1\T1yEWKh2XTJY2a12QwK*YYZbc1Q1I1Qh2iHR
K*YYZbc1Q2TV12Y2bc1QGRQV°Œy1QbcEbr2|1QHf1YZ]Gc‹X0HO1YZbc1Q
1I1Qh2i•2NO1Kj1PN2YY2g1Œ(,Ny2NO1Kj1GRK*YY2*Ya12\
P[2HL1RNFE•20Y2fNZ•1Q•Y2WQ212,1Y2OKK*YSY2*Ya12Y}`2|
EDYO1ZxY}E•GO12JEi1hiYs]HRQXYZ[X12`1
2_0_N10GPSHRYK1M=¦¦U12w1QY2j1QY1EDYO11RN•Y2WY2EbrY2_0
TX2
ŽY2,Y‹32`1G0TS]12^KŒ-‹20_0¶Y2Z__ŒhŽY2,Y1RNTY2bg1Q
2J6S]12^KZO1QTJYEbr1Qbc2|1QHf1EbZHR1QbcYZ]GcEbr
NOD2ˆZS.Q1Q12HRh2X12KR2YZ01QSE••GO1s1Ei1
T
ŽY2,Y‹.bYO1YOY2LŒ-‹/¶¶_Z_1_0P01SKY01Z_¶_Z_1_ŒYZ01Q
hŽY2,Y1RNy1Qbc2|1QHf1EbZK*YY2bg1Q2J6S]12^KHR1QbcYZ]
GcEbrNOD2ˆZ12w1QE…Ya122Y2a22g1Hm12w1QE…Ya12h2X
\S]12^K
ŽY2,Y‹.h2XTJYY2_0S.hJ1620R1]12Œ-‹/¶¶_Z_1_S0P0S01Œ
1gKR1QbcYZ]GcEbrY2KQ6Qr12mK*YT]12YOPd1QHREbr
NODKjY]GXYa121I1QGO1s1Ei1HJYOY2L1RN
QE01EDYO1yP„1QE…Y`2|EbrYi12R12Y}XY2*Ya12\S]12^K
YmE…EWK1QbcPd1QM/ZQ__y=¦kUyhiY1Ei1fE*Y2{2\YZV12Y.Y2*
Ya12-hiYs]-QXYZ[M--(U(aPLh2j1Qh2aY2bQq1EbrKjY]12bGRK*Y
Ya121I1Q\Y021Q12fYYZ01QP[2HL2R1Qh2j1Qy1Qbc2|1QHf1•Y2i2|G•
P0YS01•GRK*YE…EWKs1YZ1Q\G02V12P[2HL1RN`YZ]Gc\
1QbcEbr2|1QHf1•Y2WGR‹ŠHVYj]KY2fNY20]KX2g1HRaYKJYK|h2
YjS€PL1Q1•Œ2bH,NyKJYK|aY2g1•Y2WEbr012bGRK*YhiYs]\HJ