Yintoni ulawulo brand? Iindlela nolawulo lohlobo

ulawulo Brand - yinto iseti iindlela zorhwebo ziyasetyenziswa lophawu othile, imveliso okanye inkonzo ngenjongo yokunyusa sibaluleke kwimbono kwabathengi zokugqibela kunye nabaphulaphuli ekujoliswe. Ukusuka definition kucacile ukuba le yinkqubo entsonkothileyo nolwahlukileyo, ekubeni kukho izinto ezininzi ezahlukeneyo kunye neenkonzo kuqoqosho emarikeni.

imigomo

Management Brand lijolise ekwandiseni ixabiso lophawu. Kulo mzekelo, ixabiso - oku inzuzo efunyanwa ngumvelisi. Kufuneka kuqatshelwe ukuba izinto ezifana nolawulo lohlobo, urhwebo kunye PR - zizinto ezimbini ezahlukeneyo. Kwimeko yokuqala abalawuli iingxelo zemali kunye akhawunti, njengoko yokusebenza izinto zabo axela. Kwimeko yesibini, uhlahlo lwabiwo-mali ngenxa imingeni zokuthengisa iqaqambise ekupheleni isicwangciso soshishino, i "yokutyiwa" eyona. Lo mgaqo mnye uya kudla lubhekisela kwiintlobano zoluntu. Ngokunjalo, xa kuthelekiswa kubudlelwane zoluntu kunye nokuthengisa, ulawulo brand ludlala indima ebalulekileyo ebalulekileyo entlanganweni.

History and Development

Igama elithi "ulawulo brand" wabonakala ngowe-1930, i memo yangaphakathi umsebenzi kwisebe intengiso Procter kunye Gamble Neil McElroy. Wacela ukuba ukuqalisa indawo omtsha obizwa "kraca-amadoda 'yaye zakhiwe imisebenzi. Neil McElroy kuthwelwe ngempumelelo zonke iingcamango zabo, waza ke waya inkampani ngokwayo, yaye kamva - kwaye nkqu United States iSebe lezoKhuselo.

izilinganiso

Ukuza kuthi ga ngoku, le ingqiqo ngokuqinileyo sikhokelo kurhwebo kwezoqoqosho kunye nenkcubeko yequmrhu. Iinkampani ezininzi zabacebisi babucala kwaye asoloko epapasha amanqaku zabo ezahlukeneyo kakhulu zexabiso kunye brand ilungileyo. Ezi ukuhlelwa zenzelwe ukuba zibonise ixabiso eliphezulu njongo kwi inxeba zenkampani yesifundo, nto leyo isekelwe phezu ixabiso brand ngokwayo. Njengoko kuboniswe izifundo ezininzi, iintlobo ezinkulu, ezinamandla ungasoloko ukunika intuthuzelo enkulu imbuyekezo kakhulu aphezulu oosozabelo ngaphezu ezikhethekileyo kunye nobuthathaka kakhulu.

brand yokuhlela

ulawulo uphawu langoku nqanaba ayikho sisixhobo, kodwa inzululwazi. Kuyimfuneko ke ngoko iintlobo ezithile ukuchwetheza. Ngenxa yoko, kwakukho eninzi imifuziselo yolawulo kwegama. Makhe sihlolisise kubo:

• yeklasi Premium - brand amanani imveliso a iphezulu kakhulu ngexabiso avareji yodidi olulodwa imveliso.
• Cheap swi kwinginginya ezininzi ezibanzi abathengi, abe ixabiso kwasasazeka enkulu.
• "Fighter" - kuyinto brand elikwaziyo ukuba ifunwe ngokuxhomekeka ekubeni ubuncinane iindleko zezibhengezo kunye nokuthengisa. Le wadala Kukho imfuneko ukuqinisekisa ukhuphiswano kunye yemiyinge zabucala enganeno.
• labels zabucala (eyaziwa ngokuba yi "iintlobo white") - lo zentengiso yemiyinge emincinci.
• Family - usondele kudidi yeemveliso abanegama elifanayo (ezifana toothpastes kunye iibhrashi).
• Kukwandisa korhwebo brand - kukusebenzisa i sele uphawu ezaziwayo-kakuhle ukuba imveliso kwimarike olubanzi naziphi iimveliso ezintsha okanye uluhlu lonke kweempahla kunye neenkonzo.
• License - uxwebhu eqinisekisa isenzo yokunikezela amalungelo abanye abenzi ekusetyenzisweni kwe-brand ekhoyo.
• Uphawu joint - iinzame nokuthengisa labavelisi eziliqela.
• Corporate - igama lenkampani kukuba lokuba kraca.
• brand Umqashi - ukudalwa yomfanekiso yenkampani kule mbono labaxhasi elinokwenzeka, abalingane kunye nabasebenzi.
• ulawulo Strategic brand - kakhulu ehlabathini yaye ixesha elide iindlela ucwangciso amanyathelo urhwebo, ngokuqhelekileyo kwinkonzo kwi yonaniso ezinkulu neenkampani.

bokwakha

Kukho iindidi ezintathu ezisisiseko isakhiwo uphawu yenkampani. Kananjalo eyaziwa ngokuba iindlela zolawulo brand.

1. brand Zininzi udityanisiwe kwi inkqubo, ebizwa bokwakha. ngamnye ngalinye negama brand yabo, isimbo kunye nomfanekiso, kodwa le nkampani ngokwawo, isiseko exabisekile ayibonakali nje oqhelekileyo. Ngokomzekelo, inkampani Procter kunye Gamble, nto leyo ngukhokho le mbono. Kuye unokuvelisa ezininzi zentengiso yemiyinge enamandla amakhulu ezifana ekhuliswa, Pantene, Ivory, Tide.
2. brand Intombi abaphuhlisa kwaye inkqubela kwimeko jikelele umzali. Le ndlela konga imali yentengiso ebalulekileyo. Njengoko umzekelo 'MTS "yaye" ngumsinga ".
3. Kule ndlela yokugqibela kusetyenziswa ukwakhiwa umzali kuphela lophawu, kunye nazo zonke ezinye iimveliso kwisihloko igama lakhe uze usebenzise iindlela ezifanayo kunye nemifanekiso. Umzekelo olothusayo lobuninzi lo mkhuba inkampani Virgin kunye brand ayo namaziko afana Virgin Atlantic, Virgin Megastore, Virgin yemeyili. Banalo logo efanayo kunye nesimbo, ukuba bayaxhasana kwaye ngokufanayo ibhengeziwe.

Ukubaluleka kokukhetha igama kunye nobuchwepheshe phambili

Kwizinga brand-ulawulo kufuneka zisekelwe egameni lenkampani yakhe. Kufuneka kube lula ukubiza, amehlo awayeno-, euphonious, ekhumbulekayo. Igama kufuneka siqulathe njengokubhekisa kulo naluphi na iimpawu ezintle yenkonzo okanye imveliso, zibonise sona isimilo kunye nomnqophiso inkampani, ngokuqinisekileyo abeke imveliso ngokucacileyo eme phakathi kwezinye izinto ezininzi. Njengoko iqhele ukusetyenziswa nokutsolisa nobuchule, ukuqhelanisa rebranding.

Uhlenga - lancipha inani lamanqaku zorhwebo, ekubeni ezininzi ekugqibeleni igqithe amandla ubuninzi kwinkampani sentengiso kulo. Rebranding - utshintsho lophawu, kodwa ukugcina iinkcukacha ezithile esisiseko lokwandlalela. Lo bugcisa Kuyingozi kakhulu, kodwa kwixesha elide ikuvumela ukugcina abathengi ezindala nomtsalane ezintsha. ngezoBomi - Ukudala ixabiso fanekisela yempahla. Oku kuthetha ukuba sele azikho ngokwazo iimpawu imveliso esithatha kwiimpikiswano eziyintloko abathengi - avele uphawu ngokwayo. Imijikelo Life of iimveliso ziye zaba mfutshane kakhulu kwimarike namhlanje ikhululeke nokhuphiswano. Kwaye ukuvela enganeno impahla-analogue nawethutyana usongela ubukho izinto ezithandwayo. Ngenxa yoko imfuneko ugxile kakhulu kwi iimpawu imveliso, indlela sibhengeze nophawu. Oko kukuthi, i-orientation ophezu umsebenzisi ekupheleni.