Brand Positioning: Izici yentuthuko

Brand Positioning ukuthola indawo ekhethekile izingqondo okuhloswe nezithameli. Ngaphezu kwalokho, le nqubo ihlanganisa ukwenziwa isithombe esikhethekile kanye izimfanelo lemikhiqizo kwezohwebo, okuyokwenza inkampani inzuzo kakhulu ivelele phakathi amafemu ukuncintisana. Ukukhangisa izimpahla ezidingekayo ukuze umthengi, ukuze abone ukuthi uyena obangela uma kulindeleke izidingo.

Ukuthuthukisa umqondo brand siyisisekelo saliphi kumele yakhelwe ukusebenzisa ngombono wesikhathi eside. Le nqubo kumele sifake ekhatsi loku ukuthuthukiswa ngemicondvo legcamile, izimfanelo, futhi umfanekiso bezikhali umthengi.

Brand ukuma linencazelo double. Okokuqala, kuba inqubo lapho ukuthuthukisa imiqondo eyisisekelo.

Okwesibili, kumelwe ukhethe amagama ambalwa wayeyoba quintessence design and zikhunjulwe ngokushesha okukhulu.

Design brand Lena inqubo eyinkimbinkimbi futhi multi-egqinsiwe, okuzobe ahlanganisa inqwaba izigaba. Ake sixoxe ngazo ngokuningiliziwe.

esigabeni sokuqala. Ukuze uqale ukuhlaziywa wenziwa kusukela mncintiswano ukwakha emkhakheni, ukuhlola platform wabo zokuxhumana ukuqhuba ucwaningo qualitative ambalwa emakethe ukuhlonza abathengi.

Eyesibili esiteji. Ngaphezu kwalokho kubalulekile ukwakha ukubeka imibono eyayisinesikhathi, khetha izimfanelo ezisemqoka sha, ukuthuthukisa zokukhonjiswa ezisekelweni etholakalayo. Ngaphezu kwalokho, thina ukuchaza izindawo ezisemqoka, amafilosofi senziwa imidwebo.

Isigaba sesithathu - ukuthuthukiswa lokugcina brand wenkampani. Kungenze ukuhlolwa ongakhetha ukuhlangabezana okuthandwa izethameli eziqondiwe eyingqayizivele imvelo yayo.

Ngenxa yalokho, kukhethwe futhi ivunyelwe yi-version yokugcina.

Brand ukuma, ukuhlela kanye nokwakhiwa ezidingekayo ukusekela ngesisekelo imithetho amane egolide.

Umthetho wokuqala. Le nqubo kumele kube liyabonakala futhi eyingqayizivele. Kusemqoka ukuba kwamangqamuzana ecacile futhi kuphumelele encintisana ekhona emakethe. Prakthiza ebonisa ukuthi akunakwenzeka ukuba ukunqoba le "impi" uma umtitilizo umthengi positioning efanayo, okuyinto vele elalihlala abanye, ngisho noma yathuthukiswa ngempumelelo komkhiqizo.

Eyesibili umthetho. Le nqubo lufanele lwenteke kulamazinga lalandzelako kucatshangelwa izidingo ocacile ngokuphelele ikhasimende. Ukuphathwa kufanele uzibuze eziningi izinkinga ezithile. Ingabe umthengi kudingeka lo mkhiqizo? Ingabe idatha ebalulekile ayinikezwa a izakhiwo lezimpahla kanye izinga?

Umthetho wesithathu. Brand ukuma kumele kusekelwa amaqiniso angempela kanye Yokuwina. Lokhu kunconywa ukuqinisekisa ukuthi umthengi ongakaze abhekane nokudumazeka kwakhe ukuxhumana izimpahla. Uma lesi simiso woniwa ke kukhona isimo ukuthi iqanjwe "ungenangqondo okulindele syndrome." Esikhathini isimo okuphambene, kukhona isisekelo esihle kakhulu impumelelo.

Umthetho wesine. Positioning okumelwe ihlonishwe ngisho nasemininingwaneni emincane kakhulu. Lokhu kusebenza futhi inqubo yokuthengisa. Iqiniso lokuthi sha ehlonishwayo ephezulu ukubaluleka esithuthukisiwe okukhethekile, kudingekile ukudayiswa ezindaweni eziyinhloko, kodwa hhayi ematendeni kwezohwebo. le ndlela yokukhuluma fast kakhulu futhi kungaba depozitsionirovat zokumelana naye. Kunalokho, i-mass iwumkhiqizo okuyinto uvezwa ngezindleko eziphansi, akudingi ukusetshenziswa e ukukhangisa umkhankaso amasu akhe eyinkimbinkimbi.

Umthetho yesihlanu. Brand ukuma iwukuba siqiniseke, kuba legumbi ebalulekile ngalo ozokwakhela kulo isakhiwo ye-brand.