Kuyini ukuphathwa brand? Izindlela zokuphatha brand

ukuphathwa Brand - iqoqo amasu marketing ukuthi zisetshenziswa ethile umkhiqizo, umkhiqizo noma insizakalo ngenhloso okwandisa ukubaluleka e bezibona abathengi wokugcina kanye nezithameli. Kusukela definition kuyacaca ukuthi lokhu kuyinqubo eyinkimbinkimbi futhi ezihlukahlukene, njengoba kungekho kube nemikhiqizo eminingi kangaka ezahlukene kanye nezinsizakalo emnothweni emakethe.

imigomo

Ukuphathwa komkhiqizo ihlose ukwandisa ukubaluleka brand. Kulokhu, ukubaluleka - lena inzuzo wathola ngumkhiqizi. Kufanele kuqashelwe ukuthi imiqondo ezifana brand ukuphathwa, ukumaketha kanye PR - yizinto ezimbili ezahlukene. Esimweni sokuqala benze imibiko yezimali kanye akhawunti, njengoba ukusebenza kwabo impahla letibalekako. Esimeni sesibili, isabelomali izinselele ukumaketha egqanyisiwe ekupheleni plan ibhizinisi, "izinsalela" langempela. Isimiso esifanayo ngokuvamile lisebenza ebuhlotsheni yomphakathi. Ngakho, ngokungafani kuya zobudlelwano nomphakathi kanye ukumaketha, ukuphathwa umkhiqizo linendima ebalulekile amasu enhlanganweni.

Umlando nokuThuthukiswa

Igama elithi "ukuphathwa brand" yavela ngo-1930 i-memo sangaphakathi umsebenzi womnyango ukukhangisa Procter futhi Gamble uNeil McElroy. Wasikisela ukwethula isikhundla esisha ngokuthi "brand-amadoda" kanye zavela imisebenzi. Neil McElroy ngempumelelo komculo yonke imibono yabo, bese ephethwe inkampani uqobo, futhi kamuva - ngisho umNyango wezokuVikela we-United States.

izilinganiso

Kuze kube manje, lo mqondo siqine kohlaka umnotho emakethe futhi ngosiko. Izinkampani eziningi kokukhuluma nomagazini ivame ukunyathelisa izindaba izilinganiso zabo ezihlukahlukene eyigugu kakhulu futhi brand best. Lezi ngeengaba zenzelwe ukubonakalisa esiphezulu ukubaluleka umgomo ku isilonda izinkampani kuncike ngokuyinhloko esekelwe ukubaluleka sha uqobo. Njengoba kuboniswa izifundo eziningi, izinhlobo ezinkulu uqine Ungahlala ukunikeza induduzo enkulu nokubuyiselwa siphezulu kubanikazi bamasheya ngaphandle kakhulu ezikhethekile nalapho bebafushane khona.

ngezigaba brand

ukuphathwa Brand esigabeni samanje akulona ithuluzi, kodwa isayensi. Ngakho-ke kudingekile ukuthayipha brand ethile. Ngenxa yalokho, kwaba khona eningi amamodeli we ukuphathwa brand. Ake sicabangele kubo:

• ekilasini Premium - brand ibe nenani mkhiqizo kunalelo isilinganiso senani umkhiqizo isigaba esisodwa.
• Eshibhile igxile uquqaba ezibanzi kakhulu amakhasimende, inenani ukusabalala omkhulu.
• "Fighter" - a brand ukuthi uyakwazi ukuba ifunwe kuncike ubuncane nokukhangisa nokumaketha izindleko. It is wadala nge nesidingo sokuqinisekisa ukuncintisana brand yangasese eshibhile.
• Amalebula Private (owaziwa nangokuthi "brand elimhlophe") - kuyinto brand okudayisa.
• Umkhaya - vala esigabeni imikhiqizo igama elifanayo (ezifana toothpastes kanye emabhulashini).
• Ukunwetshwa brand marketing - ukusebenzisa kakade brand owaziwa okukhiphayo emakethe ebanzi iyiphi imikhiqizo emisha noma lahlukene izimpahla namasevisi.
• Ilayisensi - idokhumenti eqinisekisa isenzo ngokudlulisela amalungelo ezinye abakhiqizi ekusetshenzisweni i brand ekhona.
• Zokuphawula ngokuhlanganyela - imizamo ngokuhlanganyela marketing abakhiqizi eziningana.
• Corporate - igama inkampani ukuba ngumnikazi umkhiqizo.
• Umqashi brand - ukudalwa ngomfanekiso yenkampani embonweni ka amaklayenti ezingaba, abalingani kanye nabasebenzi.
• Strategic ukuphathwa brand - kakhulu namazwe omhlaba kanye nokwenza eside izindlela zokuhlela ukumaketha izinyathelo, ngokuvamile enkonzweni ngesikhathi Holdings esikhulu corporations.

izakhiwo

Kunezinhlobo ezintathu eziyisisekelo brand isakhiwo inkampani. Baziwa nangokuthi njengoba izindlela brand ukuphathwa.

1. brand eziningana exhunywe ohlelweni, okuthiwa izakhiwo. Umuntu ngamunye ine siqu brand name zabo, isitayela kanye nesithombe, kodwa inkampani uqobo, isisekelo ayibonakali ongelutho. Njengoba isibonelo, inkampani Procter futhi Gamble, okuyinto ngukhokho umqondo. It ikhiqize eziningi brand oqinile futhi enkulu ezifana Pampers, Pantene, Ivory, Tide.
2. Indodakazi brand ayakhula futhi ethuthuka umongo jikelele umzali. Le ndlela konga abalulekile ukumaketha isabelomali. Njengoba isibonelo "MTS" futhi "STREAM".
3. Ngo indlela wesibili isetshenziswa kuphela brand izakhiwo umzali, kanye nazo zonke ezinye imikhiqizo esihlokweni igama lakhe futhi ulisebenzise izitayela efanayo nezithombe. Isibonelo esimangalisayo kulo mkhuba inkampani Virgin nge-brand ayo kwenyunyana ezifana iVirgin Atlantic, Virgin Megastore, Virgin Omakoti. Sinenkosi logo efanayo kanye nesitayela, bamsekela nomunye futhi ikhangiswe efanayo.

Ukubaluleka kokukhetha igama nobuchwepheshe ekuthuthukisweni

Quality sha kwezinhlekelele kumele kusekelwe egameni lenkampani. Kufanele kube lula ukuba amemezele, iso-ekubambeni, euphonious, sikhumbuleke. Igama kumele ibe inkomba kunoma izimfanelo ezinhle selusito noma semkhicito, kubonise kakhulu isithombe umsebenzi wenkampani, kahle beka umkhiqizo ngokucacile ivelele phakathi neminye imikhiqizo eminingi. Njengoba lisetshenziswa ngokuvamile kusakaza amasu, ukujayeza rebranding.

Ukuncishiswa - nokuncipha kwenani-trade marks, kusukela eziningi kubo angagcina idlule amandla esiphezulu inkampani marketing. Rebranding - ushintsho sha, kodwa ngokugcina enye idatha eziyisisekelo kwegciwane. Lobu buchwepheshe kuyingozi kakhulu, kodwa esikhathini eside ivumela nokugcina amakhasimende ubudala nokuheha amasha. Orientation - Ukudala ukubaluleka ufanekisela izimpahla. Lokhu kusho ukuthi vele abekho ngokwabo juqu umkhiqizo nezici kanye namanye eyinhloko abathengi - eyathinteka sha uqobo. Kwempilo imikhiqizo babé esifushane kakhulu khulula wokuncintisana ezimakethe zanamuhla. Futhi ukuvela eshibhile izimpahla-analogue nama esikhundleni esongela khona imikhiqizo ethandwa. Yingakho sidzingo sekugcila okungaka izici umkhiqizo, indlela ukumaketha kanye nophawu. Okungukuthi, abangabantwana orientation ivuliwe umsebenzisi sekupheleni.