Brands - Iyini? Akwaziwa nemikhiqizo yomhlaba jikelele

Umqondo "brand" kungabonwa ngokuvamile, isetshenziswa maqondana izimpahla, kumabhizinisi noma izinkampani. Ngokuvamile, elithi zenani. Akukho definition eqondile. Kafushane, omqondofana ngokukhetha, singasho ukuthi brand - ke ngokuqinisekile zokuhweba ngagama elikhanyayo.

definition ezahlukene

Ibhaliswe ngokomthetho futhi enelungelo lobunikazi kwencazelo lo mqondo kungokwalabo omunye American Marketing Association. Ngokusho le ncazelo, brand - amagama, izimpawu, noma inhlanganisela yakho salezi zigaba, okuyizinto ezidingekayo zokukhomba omunye izimpahla ezivela kwezinye izimpahla of fana hlobo. Abakhangisi abaningi bakholelwa ukuthi sha alikho empeleni umgomo. Futhi lokho kudala akuyona nomkhiqizi esihle ngokukhethekile, futhi ukwazi umthengi, okungukuthi umfanekiso izethameli eziqondiwe imikhiqizo. Nale nzima ukuba uvume. Phela, ngisho nokuphathwa kwegama ongelutho brand ekhanda lakho ngesikhathi esisodwa kukhona afanayo ezithile associative.

Ngakho, bonke izincazelo elithi "brand" kungenziwa zihlelwe zaba izigaba ezimbili:

1. Brand - brand ne logo salo uphawu, igama enkulu, idumela ezithile.

2. okuvelayo kanye izinhlangano eziba khona umqondo umthengi at the emehlweni logo noma igama inkampani ethile.

Kukhona umqondo wegama elithi "brand global", libhekisela imikhiqizo ye uhlobo oluthile, eyaziwa emhlabeni wonke.

Kuyini brand?

1. Izimfanelo - iqoqo izakhiwo. Ngokuvamile abakhiqizi ukugxila izinga.

2. Isiko kanye namagugu. Kuwo wonke inkampani has sisekelo wayo siqu, imigomo yayo, isiqubulo salo.

3. Izethameli eziqondiwe. Ukuze kulungiswe "spin" umkhiqizo wakho, kumele wazi kahle engibathandayo kuhloswe.

4. Personality - iyona eyenza kubo kusukela abanye.

Kungani isidingo yokubeka uphawu?

Igama lomkhiqizo - ukugqugquzela uhlelo lokuzinikezela umkhiqizo wakho. Futhi umgomo waso oyinhloko - ukukhangisa. Ngokuvamile, uma inkampani kuzodala uqobo igama elihle, ukusungula uqobo, ivolumu yokuthengisa kuyokhula. Kodwa sidinga isiteshi enamandla ukunyuswa. Okokuqala, kubalulekile ukuba banakekele ukuphepha umkhiqizo wawo, logo yayo, ukugwema ukufana nabanye, qiniseka ukuthi zazingekho amakhophi. Okwesibili, sha kufanele kukhunjulwe ukuthi isikhangiso akubanga yize.

The brand edume kakhulu

Brands khona ngamunye izindawo zokuhweba esigabeni ngasinye mkhiqizo. Ngokwesibonelo, izinkampani edume kunazo emkhakheni ubuchwepheshe bama-computer - .. Apple, i-Google, njll Yiqiniso, wonke umuntu uyazi kubo. Kodwa siyakwamukela asetshenziselwa ukuthi kwasekuqaleni igama elithi "brand" lisetshenziswa maqondana izingubo, izimonyo, izicathulo. Futhi okudume amasaka brand, ezifana, isibonelo, Gucci, Ferragamo, Valentino.

Gucci

Le nkampani abaziwa umhlaba wonke. Yiqiniso, the izikhwama ethandwa kakhulu namakha, ebizwa ngaleli gama. History of the brand elisuka ezikude 1906, lapho le nkampani yaqala ukwenza imikhiqizo eyenziwe okuqotho. Ngo-1947, omunye imibukiso yethulwa esikhwameni sokuqala ngoqalo izibambo, okuyinto kuye kwasusa umgoqo yangempela.

Ferragamo

Inkampani yaqanjwa umsunguli wayo, umklami abadumile Italy. Umgomo oyinhloko yokumba - ukudalwa esikhwameni obusebenzayo ezingaba kuhlaliswe zonke izinto ezidingekayo. Kodwa ngesikhathi esifanayo kufanele kube isici esisodwa esibalulekile - nomklamo stylish kanye nomklamo amahle. Manje inkampani ukhiqiza hhayi kuphela izikhwama, kodwa nezinye izesekeli lesikhumba.

Valentino

Lokhu brand omhlaba, eyaziwa eningi ezintweni zokunethezeka yayo izingubo kanye izikhwama. Valentino Garavani is ngokuyinhloko igxila ubuhle, isitayela kanye obugagu.

Bottega Veneta

Ngaphansi kwaleli gama efihla indlu fashion, egijima ne izikhwama sekudlule cishe ikhulu leminyaka. Ukuthandwa ethile ye-brand usezuze ngokusebenzisa Umqondisi Tomas Maier. Ngokushesha nje lapho wathatha ihhovisi njengoba izinguquko ezenziwe. isikhwama sakhe esisha, Welukwa ahlukene lesikhumba amabhande, wenza sokuqala. Gqoka nesisekeli enjalo kungaba fashionista langempela.

Leli gama libuye kubaluleke kakhulu lapho ukhetha izimonyo. Phela, ezimonyweni zabesifazane. Bakhathazeka ngalokho ngobuhle bazo, ngakho-ke kubalulekile ukuthi indlela yokuzuza kwathiwa brand owaziwa ke kukhona ithemba e ikhwalithi yayo kahle.

Isenzakalo esidume kunazo zonke izimonyo brand - ke Bourjois, L'Oreal Paris, Yves Rocher, Mary Kay, Dior, Chanel. Uhlu lwazo zonke brand adumile izimonyo akunakwenzeka. Izwe ngalinye unabameleli lalo. Ezinye brand kukhona izimonyo zemvelo, ingxenye - okhokhelwayo. Ngokuvamile, abantu bakhethe lokho asebekwazi kakade, bazama. Yiqiniso, i-brand ethandwa kakhulu isiFulentshi, ngenkathi izingubo nezikhwama wokuqala owaqhutshelwa brand Italian.

yves Rocher

Inkampani yazibiza muva futhi kusukela osukwini lokuqala kwaduma. Izimonyo Yves Rocher organic, ngoba iqukethe inqwaba sakhiwa izithako zemvelo. Ihlangene, bathenge imikhiqizo ye inkampani angeke nje uthenga, kodwa futhi kwisikhangisi. Le nkampani usebenza ingxenye maphakathi no-intengo.

L'Oreal Paris

It ubhekwa sha inombolo eyodwa emhlabeni. Imikhiqizo "Loreal" kwasakazwa emazweni angaphezu kuka-150. Yena futhi eyaziwa ziphoqa ngenxa izinga kwabo, nomklamo stylish. Intengo imikhiqizo akuyona okusezingeni eliphezulu kangaka. "L'Oreal" ukhiqiza imikhiqizo ukunakekelwa kwesikhumba ukuze ubuso, izinwele, izimonyo.

Bourjois

Le brand, elisetendeni intengo iqembu okufanayo izimonyo "L'Oreal". Bourjois ngokukhethekile ikakhulukazi izimonyo zokuhlobisa Izindebe, amehlo kanye nezinzipho. Kodwa kukhethwa imibala, umphumela kumane mesmerizing.

Phakathi izimonyo Russian Brands kuwufanele Ukukhathazeka Ngokukhuluma 'Kalina ", okuyinto ngokukhethekile imikhiqizo ukunakekelwa kwesikhumba. "Kalina" - kuyinto lemikhiqizo ezifana "eyikhulu zokupheka ubuhle," "Umugqa Oluhlanzekile '," Velvet Hands "," Black Pearl ". Ngeshwa, umkhakha izimonyo Russian akazange afinyelele phezulu kakhulu, kanye brand edumile emhlabeni wonke ezweni lethu okwamanje.

brand ungubani

Wonke brand kufanele abe isiqubulo salo siqu - esifushane, ibinzana lesifinyetiwe ebonisa okushiwo inkampani. Ngokwesibonelo, inkampani L'Oreal has zonke isiqubulo ajwayelekile "Ufanelwe ke." Futhi basilibale kukhona logo brand. Kwabanye kunzima ngendlela ekhethekile ukubhala igama lenkampani, kuyilapho abanye - timphawu tabo.

Yiqiniso, wonke umuntu uyazi logo Nike nezemidlalo. Ixhumeke nge igama lenkampani, njengoba umfanekiso olotshiwe wesakhiwo olunye uphiko unkulunkulukazi wokunqoba Nike. Ekuqaleni, le iphiko kancane ligamanxa okucashunwe ke igama lenkampani steel uphawu phezulu, futhi manje leli futhi akudingeki. Ngamunye uphawu has umlando walo, okuyinto ezithakazelisayo ukufunda.

Apple

Wonke umuntu uyazi-apula yenhlwathi ngeke lubonakale. Ekuqaleni, uRonald Ueyn isungule logo, okuyinto wayechazwa Isaak Nyuton ngaphansi kwesihlahla sama apula. Stiv Dzhobs wacabanga ukuthi uhlamvu akusho neqhaza yokuthengisa imikhiqizo, wacela ejensi ukukhangisa, lapho wathenjiswa uphawu entsha. Ekuqaleni kwaba apula multi-ezinemibala, khona-ke sashintshwa.

Pepsi

Kuyinto umholi ngenani logo. logo yenkampani usebhekene ukushintsha izikhathi ezingaphezu kuka-10. It ayizange ithuthuke kuphela khona umbala obomvu, kanye nombhalo oqoshwe kulo ku- «Pepsi». Le nkampani ngokucacile ngokulandela izimfashini futhi ezama ukuhambisana ukuthambekela isikhathi. Ilogo iba laconic, okukhanya ashukumisayo ngaphezulu.

Versace

Very interesting iyona logo ye-brand. Ibonisa inhloko ka Medusa le Gorgon. UMklami wacabanga ukuthi lesi sidalwa wasenganekwaneni has ukupela ekhethekile okuyiluthayo. Mhlawumbe inketho ephelele inkampani ekhiqiza izingubo, izikhwama kanye lamafutha.

Chanel

Noma yimuphi umuntu wesimame kalula ukucabanga logo ye brand odumile. Nge izincwadi ezimbili esibonibonini isithombe. It yasungulwa kudala futhi uhlala ingashintshiwe. Libonisa uhlamvu lokuqala igama kanye nesibongo umsunguli - Feroz Shanel.

brand Gucci

Njengoba kuchazwe ngenhla logo ye-brand, limelela izinhlamvu ezimbili zokuqala zegama nesibongo umsunguli - Guchchio Guchchi. Nokho, ngo-logo ishunyekwa anezincazelo ezimbili. Ekuqaleni kwekhulu lama-20, inkampani ukhiqiza lesikhumba izimpahla ngoba bamakamela futhi enezinhlamvu ezimbili G logo ukukhumbuza stirrups.

Lacoste

A uphawu womkhiqizo efekethisiwe noma edwetshwe ingwenya. lwengwenya Lacoste kusukela kungabonakala ezintweni ezihlukahlukene kakhulu: T-shirts, izikhwama, izicathulo, ibhulukwe, amakha kanye ngisho izimoto. Ngaphezu kwalokho, ingwenya kuhlobisa izitolo engaphezu kwemibili ayizinkulungwane uphawu emhlabeni wonke. Qala brand wethulwa the 20s kwekhulu elidlule. Tennis umdlali Rene Lakost tennis French wabuyela amandla yayo yangaphambili, futhi ngesikhathi esifanayo wavula inkampani ezemidlalo isembatho kakhulu, okuyinto namanje ejabulisa abalandeli. Kungani ingwenya? Into wukuthi Rene Lacoste kwadingeka ngendlela eyinqaba kakhulu ukudlala. Abantu ukusuka esikhundleni sakhe sasifana yokubeka ingwenya, ukulungiselela ukuhlasela. Ngaphezu kwalokho, ngelinye ilanga wenza ukubheja ngayo nomsubathi American e ipotimende kusukela ingwenya isikhumba. Ngu Rene Lacoste isananyathiselwe isidlaliso ngokuthi "Ingwenya". Wakhe umngane zaveza ingwenya isibonakaliso, elaqala ozofakwa izingubo, Rene. Ngemva kokuyeka mdlalo omkhulu Lacoste wakhela inkampani yakhe, ukhulisa khona kusukela embonini yendwangu nezilinganiso zobukhulu zicatshangwe.

Adidas

I-logo lokuqala inkampani - emapheshana ezintathu - livele umsunguli sha Adi Daslerom. Uma inkampani waqala wanda, uvele i okunezinhlobonhlobo izicathulo nje kuphela kodwa futhi bafake abayitoho, kukhona isidingo sokushintsha logo. Khona-ke ngo-Adidas ngokuqinile izingubo baba ugabise Shamrock ngemivimbo ezintathu ezansi, elifanekisela ukwehluka imikhiqizo yayo. Kakade ngasekupheleni kwekhulu lama-20, inkampani necebo logo ye amaviyo amathathu, ukwakha entabeni. Gore - iyona emigomweni wenkampani, lapho ihamba.

brand phezulu

Brands - akusiyo izinkampani nje owaziwa. Kuyinto umkhakha. Unyaka ngamunye uhlu, izilinganiso ubuqhawe lapho ngokuqinile ngizabalaza. Ngo-2014, umholi iba Apple brand, kulandele Microsoft, Coca-Cola, ku-Google nabanye (ngokuvumelana "Forbes" umagazini). Top brand zomhlaba kunqunywa ezingeni yokuthengisa okungaphezulu futhi nokwenza imali. Dedela komkhiqizo onhlobonhlobo - noma ngabe kuyini ukuthi brand eziningi - Kutama bafinyelele ezingeni elisha ukuthuthukiswa, ukuthola udumo ngaphezulu futhi sithole ezingeni eliphakeme kule simo.