Izinhlobo izimpawu: zonke ngeengaba

Uphawu - omunye imiqondo ebaluleke kakhulu zokumaketha, okuyinto inezici eziningi. Ngeengaba zokuhweba ezimbalwa: kwefomu yokukhuluma, ilungelo ifomu ubunikazi. Akumelwe sikhohlwe ukuthi lokuhweba - ingxenye imiqondo emikhulu - ungubani yenkampani.

Concept futhi izinhlobo zokuhweba

Uphawu, i-trade mark (elinye igama - trade mark) - ebhalisiwe ukuqokwa uhlamvu inhlanganisela izinhlamvu noma izinombolo, umkhiqizo image, yakhelwe ukuhlukanisa ke, ukuletha ulwazi mayelana nomkhiqizi.

Le ndlela nomkhiqizi individualization ebhaliswe zikahulumeni ezifanele Russian Federation nakwamanye amazwe. Luhilela amalungelo akhethekile ukusebenzisa uhlamvu ekhethiwe kanye nokuvikelwa ngokomthetho. Lesi sakamuva itholakala emazweni angaphezu kuka-160, zazo 90 - ezingeni komthetho.

Ezweni lethu, konke ukusetshenziswa kwe-wophawu zivikelwe isimiso "On noma izimpawu, Service Marks futhi Appellations Origin" (1992).

Ngaphezu kwalokho, izimpawu zokuhweba zivikelwe izenzo ezilandelayo:

• I Paris Convention 1883
• Madrid-Convention on Ukubhaliswa International brand name (1981).
• ukubhaliswa kwesivumelwano se-trade mark (1973).

Uphawu - umsebenzi

Izinhlobo lokuhweba imisebenzi kungenziwa kanje:

1. Lokhu kuwubufakazi bokuthi ezingeni lelisetulu izinga umkhiqizo.
2. Ukuba khona nje phawu edonsa umthengi bayasethemba umkhiqizo ngenxa idumela elihle umenzi.
3. Lona isisekelo lapho ukukhuthazwa kanye nokukhangisa (ngaphambi it bonke hlobo of zokuhweba Yiqiniso, kumelwe ngokwabo babe kahle propiarit).

Kukholakala ukuthi izimpahla ezithengisiwe ngaphansi kwegama lomkhiqizo, sithengwe 15-25% maningi amathuba kuka Ilebula White. Ngaphandle kwalokho, uphawu lokuhweba ngokuvamile into ubunikazi eyigugu - Coca-Cola ukubaluleka uphawu idlula, ku isicelo ngumnikazi Nhlangano, $ 3 billion.

Izinhlobo ubheke sha

Enye iphathi ephawula lokuhweba, uhlobo ukuqokwa. Sekukonke kunezinhlobo ezine:

1. Uphawu. Kuhlanganisa uphawu, igama elibi umbala ehlukile noma inhlanganisela yakho, ukudweba.
2. Igama lengubo. Siqukethe izifinyezo, amazwi, amabinzana, izincwadi - konke ongakusho.
3. Ukuthenga isithombe - abathile brand corporation.
4. Uphawu - konke okungenhla, ukuvikela amalungelo kanye nomthetho. Mithandazo yi- R incwadi kumbuthano.

Ukwahlukanisa izinhlobonhlobo izinhlamvu uphawu

Zonke izinhlobo zokuhweba kanye service mark ingahlukaniswa e ngeengaba ezilandelayo:

1. Mayelana ngamakhono kobunikazi: ngabanye kanye ngokuhlanganyela.
2. On the project: umkhiqizo, imigqa umkhiqizo.
3. Ngesimo yokukhuluma: ivolumu, umsindo, kuhlanganiswe, ngamazwi, ingcaca.

Ezithakazelisa kakhulu ukucabangela kungaba zokugcina.

Ukwahlukanisa izinhlobonhlobo Inkulumo

Izinhlobo zokuhweba efomini yokukhuluma ihlukaniswe izigaba eziningana:

1. Word - ezikhulunywa amagama futhi esho neziqubulo. Isigaba ezivamile, kuhlanganisa kokubili amagama ajwayelekile futhi neologisms. Ngokwesibonelo, "VKontakte", "zonke", "Twix", i-iPhone, i-Windows. Noma: ". Gillette okungcono indoda" "Kukhona umbono - kukhona IKEA," etc ...
2. izithombe eliyingqayizivele futhi ongasoze abantu, izilwane, izimpawu abstract, imigqa, izimo - - Graphic izifanekiselo logo. Lezi zihlanganisa imifanekiso "Adidas", "APL", "Lacoste", "Facebook", Railways, njll D.
3. Bulk. Ingabe zezinyoni ezingavamile. It kuvezwa kungaba umkhiqizo ngokwayo noma kwikhava yawo. umdwebo okunjalo noma isithombe akufanele kube kwendikimba, ukugxila injongo ethile izimpahla noma impahla. .. Ngokwesibonelo, incwadi isithombe, umakhalekhukhwini, izitsha, cleaner wezindlu, njll uphawu ngakuthathu kufanele zabelwe iyiphi esingokwemvelo kuphela yena umele izici yomkhiqizo: clown McDonald, isilwane Wimm-Bill-Dann Brends etc ...
4. Sound. Lokhu kuyingxenye ingoma noma umsindo ephawula le nkampani. Kuyinto ethandwa kakhulu kokubili ukukhangisa umsindo nasemithonjeni yezindaba - lokhu kubizwa ngokuthi ihubo jingle. Ngokuvamile sung brand name noma esithi inkampani, isibonelo: "Gallina Blanca, glug-glug, glug-glug" "Mm-m, Danone". Lokhu kuhlanganisa ucingo uphawu esiteshini futhi ukusakazwa ethize, vulela ukwamukela noma yokuvalelisa splash TV esibukweni.
5. Kuhlanganiswe ukuhlanganisa izinhlobo eziningana ngezigaba: isiqubulo nesithombe, logo kanye umsindo.
6. Olfactory. Lona izinhlobo ezingavamile kakhulu futhi engavamile zokuhweba. Mela amakha, ngokuvamile ayinakho maqondana umkhiqizo. Bhalisa uphawu yenkampani kunzima kakhulu - udinga incazelo eningiliziwe amakha, ifomula ayo kwamakhemikhali, ukudluliselwa "isixha" of iphunga layo abamelwe ngabanye. Ezweni lethu, lezi zimpawu ezinelukuluku neze emelelwa.

Endaweni ehlukile, zikhona izibonelo iphunga izimpawu izimpahla:

• vanilla lavender - zokubhala;
• iphunga asanda utshani - tennis amabhola;
• amakha Pink - ezimoto;
• nephunga lizwakale eqinile ubhiya - imicibisholo imicibisholo;
• lemon grass - SPA-salon, njll ...

Umcabango isitayela eqinile

Izinhlobo lokuhweba ziyingxenye ebalulekile umqondo global - isitayela inkampani. Identity Corporate - iqoqo izindlela ezahlukene nezindlela lokunikeza imikhiqizo ukuthi bamele zakamuva ngendlela iyunifomu igcwaliswe. Lo mqondo kuletha ndawonye ngaphansi:

• lokuhweba;
• nokuphathelene Ukuthayipha okuhle kuka ;
• inhlanganisela ngazinye imibala;
• logo;
• Corporate iyunithi - inhlanganisela igama, ilogo, isiqubulo, yimuphi umbhalo achazayo;
• inkampani iyunifomu njalo - layout umbhalo kanye nezithombe, ifomethi, njll ...

Uphawu, eqinisweni, ungubani lo 'ubuso "lenkampani, ehlukile, bavikelekile ukukopisha ukusebenzisa umqondo womunye. ukukhetha kwakhe - abaningi.