{"id":2460,"date":"2026-02-23T11:44:02","date_gmt":"2026-02-23T04:44:02","guid":{"rendered":"https:\/\/news.eloqasia.com\/?p=2460"},"modified":"2026-02-24T09:32:36","modified_gmt":"2026-02-24T02:32:36","slug":"dau-an-10-nam-brand-finance-dua-gia-tri-thuong-hieu-vao-bai-toan-chien-luoc-tai-viet-nam","status":"publish","type":"post","link":"https:\/\/news.eloqasia.com\/?p=2460","title":{"rendered":"D\u1ea5u \u1ea5n 10 n\u0103m Brand Finance \u0111\u01b0a gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u v\u00e0o b\u00e0i to\u00e1n chi\u1ebfn l\u01b0\u1ee3c t\u1ea1i Vi\u1ec7t Nam"},"content":{"rendered":"

Tr\u00f2n m\u1ed9t th\u1eadp k\u1ef7 hi\u1ec7n di\u1ec7n t\u1ea1i Vi\u1ec7t Nam, Brand Finance g\u00f3p ph\u1ea7n thay \u0111\u1ed5i c\u00e1ch doanh nghi\u1ec7p nh\u00ecn nh\u1eadn vi\u1ec7c \u201c\u0111\u1ecbnh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u\u201d – t\u1eeb m\u1ed9t kh\u00e1i ni\u1ec7m c\u00f2n m\u1edbi m\u1ebb \u0111\u1ebfn t\u01b0 duy qu\u1ea3n tr\u1ecb – bi\u1ebfn s\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh t\u00e0i s\u1ea3n chi\u1ebfn l\u01b0\u1ee3c gi\u00e1 tr\u1ecb.\u00a0<\/i><\/b><\/p>\n

Th\u01b0\u01a1ng hi\u1ec7u – t\u1eeb \u201cgi\u00e1 tr\u1ecb v\u00f4 h\u00ecnh\u201d \u0111\u1ebfn t\u00e0i s\u1ea3n c\u00f3 th\u1ec3 \u0111o l\u01b0\u1eddng<\/b><\/h3>\n

Th\u1eddi \u0111i\u1ec3m Brand Finance c\u00f4ng b\u1ed1 b\u00e1o c\u00e1o Vietnam 50 \u0111\u1ea7u ti\u00ean v\u00e0o n\u0103m 2015, kh\u00e1i ni\u1ec7m \u201c\u0111\u1ecbnh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u\u201d v\u1eabn c\u00f2n t\u01b0\u01a1ng \u0111\u1ed1i m\u1edbi v\u1edbi nhi\u1ec1u doanh nghi\u1ec7p trong n\u01b0\u1edbc.<\/span><\/p>\n

Trong su\u1ed1t m\u1ed9t th\u1eadp k\u1ef7, Brand Finance \u0111\u00e3 ch\u1ee9ng ki\u1ebfn s\u1ef1 tr\u01b0\u1edfng th\u00e0nh r\u00f5 n\u00e9t c\u1ee7a doanh nghi\u1ec7p Vi\u1ec7t – b\u01b0\u1edbc qua giai \u0111o\u1ea1n h\u1ed9i nh\u1eadp ban \u0111\u1ea7u \u0111\u1ebfn k\u1ef7 nguy\u00ean chuy\u1ec3n \u0111\u1ed5i s\u1ed1 – \u0111\u1ed3ng h\u00e0nh trong \u0111\u1ecbnh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u v\u00e0 g\u00f3p ph\u1ea7n thay \u0111\u1ed5i t\u01b0 duy qu\u1ea3n tr\u1ecb. Gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u tr\u1edf th\u00e0nh t\u00e0i s\u1ea3n chi\u1ebfn l\u01b0\u1ee3c c\u00f3 th\u1ec3 \u0111\u1ecbnh l\u01b0\u1ee3ng v\u00e0 l\u00e0 \u0111\u00f2n b\u1ea9y t\u00e0i ch\u00ednh th\u1ef1c th\u1ee5.<\/span><\/p>\n

Gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u ph\u1ea3n \u00e1nh n\u0103ng l\u1ef1c c\u1ea1nh tranh doanh nghi\u1ec7p<\/b><\/p>\n

M\u01b0\u1eddi n\u0103m sau, b\u00e1o c\u00e1o <\/span>Vietnam 100 2025<\/span><\/a> do Brand Finance c\u00f4ng b\u1ed1, t\u1ed5ng gi\u00e1 tr\u1ecb c\u1ee7a 100 th\u01b0\u01a1ng hi\u1ec7u h\u00e0ng \u0111\u1ea7u Vi\u1ec7t Nam \u0111\u1ea1t 38,4 t\u1ef7 USD. \u0110\u00e2y l\u00e0 m\u1ed9t trong h\u01a1n 100 b\u00e1o c\u00e1o \u0111\u00e1nh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u do Brand Finance th\u1ef1c hi\u1ec7n tr\u00ean to\u00e0n c\u1ea7u.<\/span><\/p>\n

Trong b\u1ea3ng x\u1ebfp h\u1ea1ng n\u0103m 2025, Viettel ti\u1ebfp t\u1ee5c gi\u1eef v\u1eefng ng\u00f4i v\u1ecb th\u01b0\u01a1ng hi\u1ec7u gi\u00e1 tr\u1ecb nh\u1ea5t Vi\u1ec7t Nam v\u1edbi 7,4 t\u1ef7 USD, th\u1ec3 hi\u1ec7n t\u1ea7m nh\u00ecn ti\u00ean phong qua chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng m\u1ea1ng l\u01b0\u1edbi 5G, ph\u1ee7 s\u00f3ng 99% d\u00e2n s\u1ed1 v\u00e0o n\u0103m 2030 v\u00e0 h\u1ee3p t\u00e1c chi\u1ebfn l\u01b0\u1ee3c c\u00f9ng Visa nh\u1eb1m th\u00fac \u0111\u1ea9y thanh to\u00e1n \u0111i\u1ec7n t\u1eed. Vinamilk \u0111\u1ee9ng th\u1ee9 hai v\u1edbi gi\u00e1 tr\u1ecb h\u01a1n 2,6 t\u1ef7 USD, trong khi Vietcombank v\u01b0\u01a1n l\u00ean v\u1ecb tr\u00ed th\u1ee9 ba v\u1edbi g\u1ea7n 2,4 t\u1ef7 USD, t\u0103ng 16% so v\u1edbi c\u00f9ng k\u1ef3 n\u0103m tr\u01b0\u1edbc.<\/span><\/p>\n

\u00d4ng Alex Haigh, Gi\u00e1m \u0111\u1ed1c \u0110i\u1ec1u h\u00e0nh khu v\u1ef1c Ch\u00e2u \u00c1 – Th\u00e1i B\u00ecnh D\u01b0\u01a1ng c\u1ee7a Brand Finance<\/i><\/b>, nh\u1eadn \u0111\u1ecbnh: \u201cC\u00e1c th\u01b0\u01a1ng hi\u1ec7u Vi\u1ec7t Nam \u0111ang th\u1ec3 hi\u1ec7n s\u1ef1 ki\u00ean c\u01b0\u1eddng d\u00f9 gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u to\u00e0n th\u1ecb tr\u01b0\u1eddng c\u00f3 xu h\u01b0\u1edbng gi\u1ea3m\u201d. T\u1eeb v\u1ecb th\u1ebf d\u1eabn \u0111\u1ea7u c\u00f4ng ngh\u1ec7 c\u1ee7a Viettel, t\u0103ng tr\u01b0\u1edfng s\u1ed1 v\u00e0 c\u00e1c s\u00e1ng ki\u1ebfn s\u1ed1 h\u00f3a th\u00e0nh c\u00f4ng c\u1ee7a MB v\u00e0 Techcombank, chi\u1ebfn l\u01b0\u1ee3c \u0111a d\u1ea1ng h\u00f3a ngu\u1ed3n doanh thu c\u1ee7a Vietjet Air \u0111\u1ebfn m\u1ee9c t\u0103ng tr\u01b0\u1edfng k\u1ef7 l\u1ee5c v\u1ec1 s\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a Vinpearl, t\u1ea5t c\u1ea3 kh\u1eafc ho\u1ea1 m\u1ed9t th\u1ebf h\u1ec7 doanh nghi\u1ec7p b\u1ea3n l\u0129nh, n\u0103ng \u0111\u1ed9ng v\u00e0 h\u01b0\u1edbng \u0111\u1ebfn t\u0103ng tr\u01b0\u1edfng b\u1ec1n v\u1eefng.<\/span><\/p>\n

Nh\u1eefng con s\u1ed1 kh\u00f4ng ch\u1ec9 ph\u1ea3n \u00e1nh gi\u00e1 tr\u1ecb th\u01b0\u01a1ng m\u1ea1i, m\u00e0 c\u00f2n ghi d\u1ea5u m\u1ed9t h\u00e0nh tr\u00ecnh ph\u00e1t tri\u1ec3n b\u1ec1n b\u1ec9 khi doanh nghi\u1ec7p Vi\u1ec7t ng\u00e0y c\u00e0ng kh\u1eb3ng \u0111\u1ecbnh v\u1ecb th\u1ebf, \u0111\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1 minh b\u1ea1ch v\u00e0 c\u00f4ng nh\u1eadn tr\u00ean b\u1ea3n \u0111\u1ed3 kinh t\u1ebf to\u00e0n c\u1ea7u.<\/span><\/p>\n

C\u1ea7u n\u1ed1i gi\u1eefa marketing v\u00e0 t\u00e0i ch\u00ednh<\/b><\/h3>\n

M\u1ed9t trong nh\u1eefng \u0111i\u1ec3m c\u1ed1t l\u00f5i trong c\u00e1ch ti\u1ebfp c\u1eadn c\u1ee7a Brand Finance l\u00e0 thu h\u1eb9p kho\u1ea3ng c\u00e1ch gi\u1eefa marketing v\u00e0 t\u00e0i ch\u00ednh. Ph\u01b0\u01a1ng ph\u00e1p \u0111\u1ecbnh gi\u00e1 c\u1ee7a Brand Finance \u0111\u01b0\u1ee3c qu\u1ed1c t\u1ebf c\u00f4ng nh\u1eadn, tu\u00e2n th\u1ee7 \u0111\u1ea7y \u0111\u1ee7 c\u00e1c ti\u00eau chu\u1ea9n ISO 10668 v\u1ec1 \u0111\u1ecbnh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u v\u00e0 ISO 20671 v\u1ec1 \u0111\u00e1nh gi\u00e1 s\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u. Nh\u1edd h\u1ec7 th\u1ed1ng chu\u1ea9n h\u00f3a n\u00e0y, gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c ph\u1ea3n \u00e1nh m\u1ed9t c\u00e1ch r\u00f5 r\u00e0ng v\u00e0 th\u1ed1ng nh\u1ea5t, t\u1ea1o ra ng\u00f4n ng\u1eef chung gi\u1eefa c\u00e1c nh\u00e0 l\u00e3nh \u0111\u1ea1o marketing v\u00e0 t\u00e0i ch\u00ednh (CMO v\u00e0 CFO), gi\u00fap h\u1ecd \u0111\u01b0a ra c\u00e1c quy\u1ebft \u0111\u1ecbnh qu\u1ea3n tr\u1ecb mang t\u00ednh chi\u1ebfn l\u01b0\u1ee3c.<\/span><\/p>\n

Th\u00f4ng qua vi\u1ec7c ph\u00e2n t\u00edch Ch\u1ec9 s\u1ed1 S\u1ee9c m\u1ea1nh Th\u01b0\u01a1ng hi\u1ec7u (Brand Strength Index – BSI score) v\u00e0 Gi\u00e1 tr\u1ecb Nh\u1eadn th\u1ee9c B\u1ec1n v\u1eefng (Sustainability Perceptions Value – SPV), Brand Finance gi\u00fap doanh nghi\u1ec7p nh\u1eadn di\u1ec7n \u0111\u1ed9ng l\u1ef1c th\u00fac \u0111\u1ea9y gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u v\u00e0 nh\u1eefng r\u1ee7i ro \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn c\u00e1ch c\u00f4ng ch\u00fang nh\u00ecn nh\u1eadn doanh nghi\u1ec7p. \u0110\u00e2y l\u00e0 n\u1ec1n t\u1ea3ng d\u1eef li\u1ec7u quan tr\u1ecdng gi\u00fap doanh nghi\u1ec7p x\u00e2y d\u1ef1ng v\u00e0 t\u1ed1i \u01b0u chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ea7u t\u01b0 th\u01b0\u01a1ng hi\u1ec7u m\u1ed9t c\u00e1ch c\u00f3 c\u01a1 s\u1edf v\u00e0 b\u1ec1n v\u1eefng.<\/span><\/p>\n

T\u1eeb gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p \u0111\u1ebfn t\u1ea7m nh\u00ecn qu\u1ed1c gia<\/b><\/h3>\n

Kh\u00f4ng ch\u1ec9 d\u1eebng l\u1ea1i \u1edf c\u1ea5p \u0111\u1ed9 doanh nghi\u1ec7p, Brand Finance c\u00f2n m\u1edf r\u1ed9ng t\u1ea7m nh\u00ecn sang s\u1ee9c \u1ea3nh h\u01b0\u1edfng qu\u1ed1c gia th\u00f4ng qua c\u00e1c nghi\u00ean c\u1ee9u to\u00e0n c\u1ea7u nh\u01b0 Global Soft Power Index – ph\u1ea3n \u00e1nh v\u1ecb th\u1ebf v\u00e0 m\u1ee9c \u0111\u1ed9 \u1ea3nh h\u01b0\u1edfng c\u1ee7a c\u00e1c qu\u1ed1c gia tr\u00ean tr\u01b0\u1eddng qu\u1ed1c t\u1ebf.<\/span><\/p>\n

Theo b\u00e1o c\u00e1o c\u1ee7a Brand Finance v\u1ec1 ch\u1ec9 s\u1ed1 s\u1ee9c m\u1ea1nh m\u1ec1m to\u00e0n c\u1ea7u n\u0103m 2025 (Brand Finance Global Soft Power Index 2025), Vi\u1ec7t Nam x\u1ebfp h\u1ea1ng 52\/193 qu\u1ed1c gia v\u1edbi \u0111i\u1ec3m s\u1ed1 39,9\/100, cho th\u1ea5y s\u1ee9c \u1ea3nh h\u01b0\u1edfng ng\u00e0y c\u00e0ng l\u1edbn c\u1ee7a qu\u1ed1c gia trong m\u1eaft b\u1ea1n b\u00e8 qu\u1ed1c t\u1ebf. Vi\u1ec7t Nam gi\u1eef v\u1ecb tr\u00ed 42 v\u1ec1 m\u1ee9c \u0111\u1ed9 quen thu\u1ed9c, t\u0103ng l\u00ean h\u1ea1ng 67 v\u1ec1 uy t\u00edn, kh\u1eb3ng \u0111\u1ecbnh h\u00ecnh \u1ea3nh m\u1ed9t \u0111\u1ea5t n\u01b0\u1edbc n\u0103ng \u0111\u1ed9ng, \u0111\u00e1ng tin c\u1eady v\u00e0 tr\u00e0n \u0111\u1ea7y ti\u1ec1m n\u0103ng.<\/span><\/p>\n

Ba tr\u1ee5 c\u1ed9t – s\u1ee9c m\u1ea1nh kinh t\u1ebf, b\u1ea3n s\u1eafc v\u0103n h\u00f3a v\u00e0 n\u0103ng l\u1ef1c \u0111\u1ed5i m\u1edbi s\u00e1ng t\u1ea1o – \u0111ang th\u00fac \u0111\u1ea9y Vi\u1ec7t Nam tr\u1edf th\u00e0nh m\u1ed9t trong nh\u1eefng \u0111i\u1ec3m s\u00e1ng m\u1edbi c\u1ee7a khu v\u1ef1c, v\u1edbi doanh nghi\u1ec7p Vi\u1ec7t \u0111\u00f3ng vai tr\u00f2 trung t\u00e2m c\u1ee7a l\u00e0n s\u00f3ng v\u01b0\u01a1n m\u00ecnh. <\/span>\u00d4ng Alex Haigh,<\/i><\/b> nh\u1eadn x\u00e9t: \u201cS\u1ef1 k\u1ebft h\u1ee3p h\u00e0i h\u00f2a gi\u1eefa b\u1ea3n s\u1eafc v\u0103n h\u00f3a s\u00f4i \u0111\u1ed9ng, s\u1ee9c h\u00fat kinh doanh v\u00e0 tinh th\u1ea7n \u0111\u1ed5i m\u1edbi kh\u00f4ng ng\u1eebng gi\u00fap Vi\u1ec7t Nam lan t\u1ecfa m\u1ea1nh m\u1ebd s\u1ee9c m\u1ea1nh c\u1ee7a m\u00ecnh tr\u00ean tr\u01b0\u1eddng qu\u1ed1c t\u1ebf. Vi\u1ec7c \u0111\u1ea5t n\u01b0\u1edbc c\u00f3 th\u1ec3 chinh ph\u1ee5c s\u1ef1 quan t\u00e2m to\u00e0n c\u1ea7u m\u00e0 v\u1eabn gi\u1eef v\u1eefng b\u1ea3n s\u1eafc d\u00e2n t\u1ed9c l\u00e0 minh ch\u1ee9ng cho kh\u1ea3 n\u0103ng th\u00edch \u1ee9ng v\u00e0 kh\u00e1t v\u1ecdng v\u01b0\u01a1n l\u00ean c\u1ee7a ng\u01b0\u1eddi Vi\u1ec7t\u201d.<\/span><\/p>\n

Th\u1ebf n\u00ean, trong k\u1ef7 nguy\u00ean h\u1ed9i nh\u1eadp, \u0111\u1ecbnh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 tr\u1edf th\u00e0nh n\u1ec1n t\u1ea3ng t\u00e0i ch\u00ednh c\u1ee7a ti\u1ebfp th\u1ecb hi\u1ec7n \u0111\u1ea1i, n\u01a1i d\u1eef li\u1ec7u, chi\u1ebfn l\u01b0\u1ee3c v\u00e0 ni\u1ec1m tin h\u00f2a quy\u1ec7n, ti\u1ebfp s\u1ee9c cho h\u00e0nh tr\u00ecnh n\u00e2ng t\u1ea7m c\u1ee7a doanh nghi\u1ec7p Vi\u1ec7t.<\/span><\/p>\n

V\u1edbi vai tr\u00f2 ti\u00ean phong, Brand Finance ti\u1ebfp t\u1ee5c \u0111\u1ed3ng h\u00e0nh c\u00f9ng Vi\u1ec7t Nam trong n\u1ed7 l\u1ef1c kh\u1eb3ng \u0111\u1ecbnh v\u1ecb th\u1ebf qu\u1ed1c gia, h\u01b0\u1edbng t\u1edbi m\u1ed9t th\u1eadp k\u1ef7 m\u1edbi c\u1ee7a doanh nghi\u1ec7p Vi\u1ec7t tr\u00ean b\u1ea3n \u0111\u1ed3 to\u00e0n c\u1ea7u.<\/span><\/p>\n

\u201cB\u01b0\u1edbc v\u00e0o k\u1ef7 nguy\u00ean t\u0103ng tr\u01b0\u1edfng m\u1edbi, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u Vi\u1ec7t Nam \u0111ang \u0111\u1ee9ng tr\u01b0\u1edbc c\u01a1 h\u1ed9i t\u1ea1o l\u1ee3i th\u1ebf c\u1ea1nh tranh b\u1eb1ng c\u00e1ch bi\u1ebfn s\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh gi\u00e1 tr\u1ecb doanh nghi\u1ec7p b\u1ec1n v\u1eefng. Nh\u1eefng doanh nghi\u1ec7p th\u00e0nh c\u00f4ng coi th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ch\u1ec9 l\u00e0 k\u1ebft qu\u1ea3 c\u1ee7a ho\u1ea1t \u0111\u1ed9ng marketing, m\u00e0 l\u00e0 t\u00e0i s\u1ea3n chi\u1ebfn l\u01b0\u1ee3c \u0111\u01b0\u1ee3c \u0111o l\u01b0\u1eddng k\u1ef9 l\u01b0\u1ee1ng, \u0111\u1ea7u t\u01b0 nghi\u00eam t\u00fac v\u00e0 nu\u00f4i d\u01b0\u1ee1ng b\u1eb1ng t\u1ea7m nh\u00ecn d\u00e0i h\u1ea1n. Vi\u1ec7t Nam \u0111\u00e3 ch\u1ee9ng minh kh\u1ea3 n\u0103ng b\u1ee9t ph\u00e1 m\u1ea1nh m\u1ebd; c\u01a1 h\u1ed9i l\u00fac n\u00e0y ch\u00ednh l\u00e0 bi\u1ebfn \u0111\u00e0 ph\u00e1t tri\u1ec3n \u1ea5y th\u00e0nh v\u1ecb th\u1ebf d\u1eabn \u0111\u1ea7u to\u00e0n c\u1ea7u.\u201d<\/b> – theo <\/span>\u00f4ng Alex Haigh, Gi\u00e1m \u0111\u1ed1c \u0110i\u1ec1u h\u00e0nh khu v\u1ef1c Ch\u00e2u \u00c1 – Th\u00e1i B\u00ecnh D\u01b0\u01a1ng c\u1ee7a Brand Finance.<\/i><\/b><\/p>\n

V\u1ec1 Brand Finance<\/b><\/h3>\n

Brand Finance<\/span><\/a> l\u00e0 c\u00f4ng ty t\u01b0 v\u1ea5n \u0111\u1ecbnh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u h\u00e0ng \u0111\u1ea7u th\u1ebf gi\u1edbi. K\u1ebft n\u1ed1i gi\u1eefa ti\u1ebfp th\u1ecb v\u00e0 t\u00e0i ch\u00ednh, Brand Finance \u0111\u00e1nh gi\u00e1 s\u1ee9c m\u1ea1nh c\u1ee7a c\u00e1c th\u01b0\u01a1ng hi\u1ec7u v\u00e0 l\u01b0\u1ee3ng h\u00f3a th\u00e0nh gi\u00e1 tr\u1ecb t\u00e0i ch\u00ednh \u0111\u1ec3 gi\u00fap c\u00e1c t\u1ed5 ch\u1ee9c \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c.<\/span><\/p>\n

C\u00f3 tr\u1ee5 s\u1edf t\u1ea1i London (V\u01b0\u01a1ng qu\u1ed1c Anh), Brand Finance ho\u1ea1t \u0111\u1ed9ng t\u1ea1i h\u01a1n 25 qu\u1ed1c gia. M\u1ed7i n\u0103m, Brand Finance th\u1ef1c hi\u1ec7n h\u01a1n 6.000 \u0111\u1ecbnh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u, \u0111\u01b0\u1ee3c h\u1ed7 tr\u1ee3 b\u1edfi k\u1ebft qu\u1ea3 nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng v\u00e0 c\u00f4ng b\u1ed1 h\u01a1n 100 b\u00e1o c\u00e1o x\u1ebfp h\u1ea1ng c\u00e1c th\u01b0\u01a1ng hi\u1ec7u tr\u00ean t\u1ea5t c\u1ea3 c\u00e1c l\u0129nh v\u1ef1c v\u00e0 qu\u1ed1c gia.<\/span><\/p>\n

Brand Finance c\u0169ng v\u1eadn h\u00e0nh Global Brand Equity Monitor, th\u1ef1c hi\u1ec7n nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng h\u00e0ng n\u0103m tr\u00ean 6.000 th\u01b0\u01a1ng hi\u1ec7u, kh\u1ea3o s\u00e1t h\u01a1n 175.000 ng\u01b0\u1eddi t\u1ea1i 41 qu\u1ed1c gia v\u00e0 31 ng\u00e0nh c\u00f4ng nghi\u1ec7p. B\u1eb1ng c\u00e1ch k\u1ebft h\u1ee3p d\u1eef li\u1ec7u nh\u1eadn th\u1ee9c t\u1eeb Global Brand Equity Monitor v\u1edbi c\u01a1 s\u1edf d\u1eef li\u1ec7u \u0111\u1ecbnh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u l\u1edbn nh\u1ea5t th\u1ebf gi\u1edbi, Brand Finance cung c\u1ea5p cho c\u00e1c nh\u00e0 qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u d\u1eef li\u1ec7u, ph\u00e2n t\u00edch v\u00e0 \u0111\u1ecbnh h\u01b0\u1edbng chi\u1ebfn l\u01b0\u1ee3c c\u1ea7n thi\u1ebft \u0111\u1ec3 gia t\u0103ng gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u v\u00e0 doanh nghi\u1ec7p.<\/span><\/p>\n

B\u00ean c\u1ea1nh vi\u1ec7c ph\u00e2n t\u00edch gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u, Brand Finance c\u00f2n \u0111\u00e1nh gi\u00e1 s\u1ee9c m\u1ea1nh t\u01b0\u01a1ng \u0111\u1ed1i c\u00e1c th\u01b0\u01a1ng hi\u1ec7u th\u00f4ng qua h\u1ec7 th\u1ed1ng thang \u0111i\u1ec3m c\u00e2n b\u1eb1ng, d\u1ef1a tr\u00ean c\u00e1c ch\u1ec9 s\u1ed1 nh\u01b0 \u0111\u1ea7u t\u01b0 cho marketing, gi\u00e1 tr\u1ecb c\u1ee7a c\u00e1c b\u00ean li\u00ean quan v\u00e0 hi\u1ec7u qu\u1ea3 kinh doanh, tu\u00e2n th\u1ee7 theo ti\u00eau chu\u1ea9n ISO 20671.<\/span><\/p>\n

 <\/p>\n

Brand Finance l\u00e0 m\u1ed9t c\u00f4ng ty ki\u1ec3m to\u00e1n v\u00e0 \u0111\u01a1n v\u1ecb ti\u00ean phong trong vi\u1ec7c chu\u1ea9n h\u00f3a ng\u00e0nh \u0111\u1ecbnh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u. \u0110\u00e2y c\u0169ng l\u00e0 t\u1ed5 ch\u1ee9c \u0111\u1ea7u ti\u00ean \u0111\u01b0\u1ee3c c\u00e1c ki\u1ec3m to\u00e1n vi\u00ean \u0111\u1ed9c l\u1eadp ch\u1ee9ng nh\u1eadn tu\u00e2n th\u1ee7 c\u1ea3 hai ti\u00eau chu\u1ea9n ISO 10668 v\u00e0 ISO 20671, \u0111\u1ed3ng th\u1eddi nh\u1eadn \u0111\u01b0\u1ee3c s\u1ef1 c\u00f4ng nh\u1eadn ch\u00ednh th\u1ee9c t\u1eeb H\u1ed9i \u0111\u1ed3ng Ti\u00eau chu\u1ea9n Tr\u00e1ch nhi\u1ec7m Gi\u1ea3i tr\u00ecnh Ti\u1ebfp th\u1ecb (Marketing Accountability Standards Board – MASB) t\u1ea1i M\u1ef9.<\/span><\/p>\n

Th\u00f4ng c\u00e1o b\u00e1o ch\u00ed ph\u00e1t h\u00e0nh b\u1edfi\u00a0<\/span><\/span>EloQ Communications<\/a>\u00a0<\/span><\/span><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Tr\u00f2n m\u1ed9t th\u1eadp k\u1ef7 hi\u1ec7n di\u1ec7n t\u1ea1i Vi\u1ec7t Nam, Brand Finance g\u00f3p ph\u1ea7n thay \u0111\u1ed5i c\u00e1ch doanh nghi\u1ec7p nh\u00ecn nh\u1eadn vi\u1ec7c \u201c\u0111\u1ecbnh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u\u201d – t\u1eeb m\u1ed9t kh\u00e1i ni\u1ec7m c\u00f2n m\u1edbi m\u1ebb \u0111\u1ebfn t\u01b0 duy qu\u1ea3n tr\u1ecb – bi\u1ebfn Read More …<\/a><\/p>\n","protected":false},"author":76,"featured_media":2461,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[1320,369,129,40,1321],"yoast_head":"\nD\u1ea5u \u1ea5n 10 n\u0103m Brand Finance \u0111\u01b0a gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u v\u00e0o b\u00e0i to\u00e1n chi\u1ebfn l\u01b0\u1ee3c t\u1ea1i Vi\u1ec7t Nam - EloQ's Newsroom<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/news.eloqasia.com\/?p=2460\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"D\u1ea5u \u1ea5n 10 n\u0103m Brand Finance \u0111\u01b0a gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u v\u00e0o b\u00e0i to\u00e1n chi\u1ebfn l\u01b0\u1ee3c t\u1ea1i Vi\u1ec7t Nam - 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