Ukuqaphela uphawu lokuhweba kunesithakazelo kunoma yimuphi umuntu ozimisele ukuqala ibhizinisi lakhe. Isinyathelo sokuqala sokuzuza singaba nje ukucaciswa komqondo, izimpawu kanye nezinye izici zebhizinisi elizayo. Njengoba esezi ukuthi uhlobo luni, usomabhizinisi uzothola ithuba elingcono lokwenza ibhizinisi lakhe lizuze ngenzuzo yokuqaphela nokuncintisana.
Brand - kuyini?
Leli gama ngumkhiqizo noma isevisi eyenziwe yinhlangano esemthethweni ebhalisiwe ngokomthetho. Isici esiyingqayizivele ukuhlonishwa kwegama kanye nekhono lokulidayisa, ukwandisa noma wenze ezinye izinguquko. Ukuze uqonde ukuthi igama lisho ukuthini igama, kubalulekile ukukhumbula ukuthi uphawu lokuhweba nomkhiqizo walo livikelwe ngokuqinile ngemithetho yanoma yiliphi izwe.
Iyini uphawu lokukhwabanisa?
Umqondo wezimpahla zokunethezeka uhluke kakhulu kumuntu oyedwa. Umdali walo ugxile emifanekisweni yomthengi, ehambisana nokuphila okunethezeka, abaningi abafuna ukukulingisa. Ukukhangisa izambatho ze-luxury-izingubo noma i-perfumery zifaka umqondo wokukhetha umuntu ozama ukuthenga nokusebenzisa isamba esifanele. Ama-Laksheri ama-brand awasebenzisi njalo izingxenye ezingavamile ekukhiqizeni izimpahla: ngokuvamile zivele zihlukumeze uthando ngamagama amakhulu. Ama-cosmetic brand avuma ngokucacile ukuthi i-70% yenani lezimpahla lenziwa ngamaphakheji okukhethekile.
Lisho ukuthini igama lomkhiqizo?
Ungakwazi ukukhuluma ngokuthandwa okukhulu komkhiqizo lapho kubonakala khona ukuthi osomabhizinisi bezithathu baphupha. Umholi wezwe ekugqokeni izingubo eziphathekayo , amafoni, izimonyo, izesekeli kanye namafutha yiChina. Amakhophi wamamaki adumile akhiqizwa kuleli zwe ngendlela yokwenza ngesandla futhi amanani entengo yempahla yokukhohlisa incike kwikhwalithi yawo. AmaShayina athola intsha yefashini ekhophi eyodwa futhi enze i-replica esebenzisa izinto ezishibhile nezindlela zokucubungula.
Ukulwa nama-fake kwenziwa ngabasunguli ngokwabo, kanye nabamthethosisekelo. Uma iziphathimandla zamasiko zithola ukutholakala okukhulu kwezingqikithi emngceleni, izimpahla zingaphansi kokubhujiswa ngokushesha. Izinhlangano ze-Chanel, i-Gucci no-Valentino zifakazela ukuthi umkhiqizo onjalo uyindlela yokuqala. Noma yiliphi ikhasimende lama-brand boutique, abadayisi bezentengiselwano bayatshelwa ukuthi weza izingubo ezifake amanga noma baletha insiza yokukhohlisa. Esikhathini sesitolo se-Chanel, isibonelo, wanquma ukusindisa isivakashi ngisho nokusikhipha isikhwama njengesijeziso sothando lwamakhophi angabizi.
Kuyini ukufaka uphawu?
Ngemuva kokubhaliswa kwenkampani esemthethweni, isikhathi sokukhuthazwa okusebenzayo siyeza. Igama eliqinisekisiwe ngokuthengisa liyingcosana: kuzodinga ukujwayelana nezimpahla zenani eliphakeme labathengi abangabakhona balo mkhiqizo. Ngamunye wabo uxhumanisa ubudlelwano obuvela ku-logo, umqondo kanye nokuthengwa okuhleliwe nge-slogan kanye nomklamo obonwayo. Ukufaka uphawu lomuntu siqu kwenziwa ngumchwepheshe wokukhangisa ukwakha umkhiqizo obonakalayo nokwakha idumela elihle.
Kusho ukuthini ukubuyiselwa kabusha?
Kunzima kwabaqalayo ukuba basebenzise uhlelo lokuhlela amasu , igama lomkhiqizo kanye nohlu lwempahla okokuqala. Uchwepheshe onolwazi kufanele abhekane nokuthi umncintiswano unezimpahla ezithakazelisayo kakhulu noma umqondo wenkampani yakhe awuphelelwe yisikhathi. Ukubuyisela emuva kusho ukuguqulwa okuphelele noma okushiyekile ekukhoneni komkhiqizo, ukufaka okubonakalayo (i-logo, ukupakisha), isiqubulo, njll. Ukukhumbuza izinjongo kuzo zombili izimo kuyafana:
- ukubeka kabusha izimpahla;
- shintsha indlela i-brand inikezwa ngayo;
- ukusungulwa kwemikhiqizo emisha noma amasevisi.
Iyini ibhuku lomkhiqizo?
Ebhizinisini lokufanisa, kuwumkhuba ukusebenzisa iphothifoliyo ukuveza amantombazane afuna ukuhlanganyela emibonweni yomkhiqizo. Abamele umklami bangathola kuwo isithombe, uhlu lwemikhankaso eyenziwe ngempumelelo, izindleko zamasevisi. Ukuze uphendule umbuzo lokho okufakwe encwadini yemikhiqizo, kuyadingeka ukuthi udwebe ukufanisa nephothifoliyo. Lo mqondo usho:
- iqoqo lezincwadi ezisemthethweni;
- ukudalula umqondo womkhiqizo;
- inhloso yendalo yayo;
- izindleko nokuhleleka kokukhangisa;
- incazelo yezilaleli ezihlosiwe zomkhiqizo.
Uma ubheka amafemu amancane, akubona bonke abaphethe iphothifoliyo. Ukungafuni ukukhokha abathengisi ekuthuthukiseni kwakhe kuvimbela ukudayiswa kwezimpahla nokuphishekela imigomo. Isibonelo, uma ubhekisela ekudaleni iwebhusayithi yomhleli, umphathi ngeke akwazi ukuveza ngokugcwele ukuthi umkhiqizo umelela nokuthi yiliphi ikhasi lewebhu elilidingayo. Izinkampani ezithengisa izimpahla ezinjengokukhangisa, iphothifoliyo ngokukhethwa kwamaphepha kuzosindisa isikhathi ekufundeni amakhasimende ngemigomo kanye nentengo.
Izinhlobo zama brand
Imikhiqizo ingahlukaniswa nemikhiqizo ethengiswayo, ingxenye yamanani nenqubomgomo yokuthuthukiswa. Uhlu olukhona lwakhiwe ngabathengisi baseWestern and American ngisho eminyakeni engama-20-30 edlule. Ukuhlukaniswa kwezimpawu kuhlukanisa zonke izinkampani ezikhona ezinhlotsheni ezifana nalezi:
- Umndeni - ukukhiqizwa kwezigaba ezihlobene - isibonelo, amakha namazimonyo.
- " Mhlophe" - izimpahla ezikhiqizwa yi-brand zithengiswa kuphela kunethiwekhi eyodwa yezitolo.
- "Ukulwa" - imikhiqizo yalolu hlobo ichitha ubuncane bezimali ze-PR ekuthengiseni okuphezulu kwezimpahla.
- Ukuqashelwa kwezimpawu kukuvumela ukuthi uthengise umkhiqizo ofanayo ngaphansi kwamagama ahlukene.
- Joint - inyunyana yabakhiqizi ababili abaziwayo ukudala umkhiqizo owodwa.
- Ukwandisa - ku-charter yomkhiqizo onjalo kunesifiso sokwandisa njalo inani lamagatsha kanye nomthamo wokukhipha.
Ungakha kanjani umkhiqizo wakho?
Ukukhuthaza umkhiqizo kusukela ekuqaleni akuwona umsebenzi olula, ngezinye izikhathi ochwepheshe abaqeqeshiwe kakhulu emkhakheni wabo abakwazi ukubhekana nakho. Noma yiliphi ibhizinisi lifuna ukuthi abaqashi bazinikezele ngokugcwele: ngoba ukuqaliswa kwayo okuphumelelayo kufanele kwenziwe umzamo omkhulu wokuziphatha kunomsebenzi ovamile. Ukuthuthukiswa kwalolu hlobo kuqala ngokutadisha izinto eziyisisekelo zokukhiqiza, ukukhangisa, ukuhleleka komsebenzi wokusebenza kanye nomthetho wezabasebenzi. Kuyinto enhle kakhulu futhi eyinkimbinkimbi, kodwa ukwenqaba kuqinisekisa ukwehluleka kohlelo.
Ungayithola kanjani negama lomkhiqizo?
Ungathola abancintisana nabo ngokufunda indlela yokuhluka ngokumelene nesizinda sabo. Ukwenza lokhu kalula ngosizo lokuheha ukunakwa ngamagama. Ukuqamba igama kungukubuciko ukuza negama lomkhiqizo eliheha umthengi onobuchwepheshe kakhulu. Ucwaningo oluningi lwezenhlalakahle luye lwafakazela ukuthi umuntu ophakathi angakwazi ukugcina inkumbulo okungenani kuka-15 esigabeni ngasinye sempahla. Kuvela, ukuqamba ngempumelelo kuyindlela kuphela yokuthi umthengi akhumbule umthengi.
Emakethe yanamuhla, kunezindlela eziningana zokwakha igama lebhizinisi, ngalinye eliba nezinzuzo zalo kanye nezinzuzo zalo. Okuthandwa kakhulu kuzo:
- i-neymgenerator (izinhlelo ezikhethekile nama-analyzers-sites, okudinga umsebenzisi ukuthi afake idatha yokuqala: uyini umkhiqizo omusha ozowuthengisa, yiliphi igama labasunguli balo kanye nomuphi umuzi ozothululwa);
- indlela yokwenza umsebenzi (izinsizakalo zamakethe emakethe okulungele ukufika ngokushesha ngegama lomkhiqizo, zinikezwa ngezingxoxo ze-intanethi.) Umuntu osomabhizinisi angakwazi ukubeka umyalelo futhi akhokhe inketho kumlobi wakhe);
- isichazamazwi (ibhizinisi elincane livame ukuqhuba igama ngokusho amagama okuqala amagama noma amagama omninimzi wabasunguli, indawo yabo yokuhlala noma i-assortment yesikhathi esizayo).
Ungabhalisa kanjani umkhiqizo?
Umthetho ngaphansi kwalesi sichibiyelo kuqondwa njengokubhaliswa kwamadokhumenti we-trademark (uphawu lokuhweba). Ukubhalisa kuhilela ubufakazi obubhaliwe bokuthi igama lenkampani lihlukile kanye nobubanzi balo. Ukwakhiwa komkhiqizo kuqala ngokulungiselela uhlelo lokusebenza ku-ejensi yombuso we-patent, emva kwalokho umzimba uqhuba ukubuyekezwa nokuhlolwa kwekhanda elizayo. Uma kukhona eqinile ngegama elifanayo noma elifanayo, ummeli webhizinisi unikezwa ukwenza izilungiso egameni lomkhiqizo.
Ukuphromotha komkhiqizo
Lapho inkampani isivele ibhalisiwe, isikhathi sokunyuswa kwayo siqala ukuze kuzuze ekudayiseni nokwandiswa kwempahla noma inani lamahhovisi amele. I-algorithm yokukhuthazwa inamanyathelo amaningana:
- Ukukhetha uhlobo lwe "ibhizinesi lebhizinisi", okuvumela ukucacisa ukuthi yiluphi uphawu lomkhiqizo (lokhu kungase kube ukupakisha okungavamile, ukumangalelwa kokuthenga ngamunye noma amakhadi esaphulelo kumakhasimende athembekile).
- Ukufakwa kwesimanje samanje (ukuqaliswa kwesayithi noma ibhulogi ngekheli elifana negama lenkampani).
- Ukukhuthazwa ngokusebenzisa imidiya yezenhlalo (ukuhlinzekwa kwezimpahla kubasebenzisi be-test).
Brand Legendary
Iqiniso lokuthi kunezinhlobo eziningi emhlabeni, isisekelo esivele sakha amakhasimende avamile futhi sithandwa kakhulu, asimangazi muntu. Kweminye imikhiqizo, indlela eya empumelelweni ithathe amashumi eminyaka, kuyilapho ezinye ezinyangeni ezimbalwa noma ngisho nezinsuku. Ukuhlelwa kokuhlelwa kwezimali nezindabuko zonyaka minyaka yonke kwenza ukulinganisa, okufaka phakathi imikhiqizo edume kakhulu.
Unyaka ngamunye ucwaninga uhlu lwabaholi, ungenza ukutholakala okulukhuni. Phakathi neminyaka embalwa edlule, imikhiqizo ehlala emigqeni yokuqala, shintsha izindawo nomunye nomunye, ngokungajwayelekile ihluleka ukulinganisa. Imikhiqizo ehlonishwayo yezinhlanu ezinhlanu zijwayele ukufakwa kulolu hlu lwezimpahla namasevisi:
- I-Apple (ikhiqiza i-laptops, amaphilisi, abadlali bomculo kanye nama-smartphones enesistimu yayo yokusebenza).
- I-Google (injini yokusesha ye-intanethi yomhlaba jikelele).
- I-Microsoft (ukuthuthukiswa kwalo mkhiqizo kuvunyelwe ukudala isethi esithandwayo kakhulu yezinhlelo zangokwezifiso Microsoft Office)
- I-Coca-Cola (iziphuzo ezithambile ze-carbonated).
- I-Facebook (inethiwekhi yokuqala yomphakathi yomhlaba, umthuthukisi wayo uMark Zuckerberg ).