Ukuqatshelwa kwerhwebo kunomdla kunoma yimuphi umntu othe wanquma ukuqala ishishini lakhe. Isinyathelo sokuqala sokufumana inzuzo sinokukucaciswa nje kwimiba, iimpawu kunye nezinye iimpawu zoshishino elizayo. Xa sele ufunde ukuba yintoni umqondiso, usomashishini uzakufumana ithuba elingcono lokwenza ibhizinisi lakhe lizuze ngokubakho ukuqonda nokukhuphisana.
Brand - yintoni na?
Eli thuba liyimveliso okanye inkonzo eveliswe ngumbutho obhalisiweyo ngokomthetho. Isici esahlukileyo kukuqatshelwa kwegama kunye nokukwazi ukuyithengisa, ukwandisa okanye wenze ezinye iinguqulelo. Ukuqonda ukuba igama lithini igama, kubalulekile ukuba ukhumbule ukuba uphawu lokuthengisa kunye nemveliso lukhuselwe ngokusemthethweni ngemithetho yeliphi na ilizwe.
Iyintoni uphawu lwe-laxtery?
Iingcamango zezinto zokunethezeka zihluke ngokuthe ngqo kumlinganiselo omnye. Umdali walo ugxile kwimifanekiso engqondweni yomthengi, enxulumene nokuphila okunethezeka, eninzi abafuna ukuxelisa. Ukupapashwa kwezothutho-izambatho okanye iimfumba ze-parfumery umxholo wokukhetha umntu ozama ukuthenga nokuchitha isamba esilungileyo. Izixhobo zeLaksheri azihlali zisebenzise izinto ezingabonakaliyo kwimveliso yeempahla: ngokuqhelekileyo zixhaphaza uthando ngamagama amakhulu. Iimpawu eziqhenkcezayo zivuma ngokucacileyo ukuba i-70% yexabiso lempahla yenziwa ngokupakishwa okukhethekileyo.
Utshintshi lwentengiso lithetha ntoni?
Uyakwazi ukuthetha ngokugqithisa ngokumangalisayo komkhiqizo xa kubonakala ngokucacileyo ukuba oomashishini bezithathu baphupha. Inkokeli yehlabathi ekukhohliseni iimpahla eziphathekayo, iifowuni, izimonyo, izixhobo kunye ne-China. Iikopi zeempawu ezidumiweyo ziveliswa kweli lizwe ngeendlela zokwenza ngesandla kunye nexabiso lentengo yeempahla zokukhohlisa kuxhomekeke kumgangatho wabo. AmaTshayina athola intshayelelo yefashishini kwikhophi enye kwaye enze i-replica esebenzisa izinto ezincinci kunye nezindlela zokucubungula.
Ukulwa namafake kuqhutywa ngabaqalayo ngokwabo, kunye nabamthetho-mthetho. Ukuba amagosa amasiko akwazi ukufumana i-batch enkulu yamaprephethi emngceleni, iimpahla ziphantsi kokutshatyalaliswa kwangoku. I-Chanel-level corporations, uGucci kunye noValentino banokubonisa ukuba uhlobo olunjalo lweyona ndlela yindlela yokuqala. Nawuphi na umthengi we-boutique branded, abacebisi bezentengiso bayaziswa ukuba beza kwiingubo ezifakekileyo okanye bazisa i-accessory fake. Ngokomgcini weChanel, umzekelo, wagqiba ekubeni ugcine umlindwendwe kwaye udibanise isikhwama njengesihlomelo sokuthanda iikopi ezingabizi.
Yintoni ebhenkisayo?
Emva kokubhaliswa kwequmrhu lomthetho, ixesha lokukhuthazwa okusebenzayo liya kuza. Igama eliqinisekisiweyo lorhweba lincinci: liya kufuna ukuba uqhelane nempahla yenani eliphezulu labathengi bentengiso. Ngamnye wabo udibanisa umbutho kwi logo, ingcamango kunye nokuthengwa okucwangcisiweyo kunye nesiqubulo kunye noyilo olubonwayo. Ukutshitshiswa kwegama lomntu kwenziwa yinkcazo yezobhengezo ukudala umkhiqizo obonakalayo nokwakha idumela elihle.
Kuthetha ukuthini ukuphindaphinda?
Kunzima kubaqalisi ukuba basebenzise ucwangciso olucwangcisekileyo kakhulu , igama legama kunye nolwahlu lweempahla okokuqala. Umqeqeshi onamava kufuneka abhekane nenyaniso yokuba umncintiswano unemveliso enomdla okanye umgaqo wenkampani yakhe iphelelwe yisikhathi. Ukubuyiselwa kubonisa ukutshintshwa okupheleleyo okanye okukodwa kwindawo yokubeka imveliso, ukufakela okubonakalayo (uphawu, ukupakisha), isiqubulo, njl njll. Ukujoliswa kweenjongo kuzo zombini iimeko ziyafana:
- ukubeka kwakhona impahla;
- utshintshe indlela eya kunikwa ngayo uphawu;
- ukuqaliswa kwemveliso emitsha okanye iinkonzo.
Iyintoni incwadi yenqaku?
Kwimashishini yohlobo, kuyisiko lokusebenzisa iphothifoliyo yokubonakalisa intombazana efuna ukuthatha inxaxheba kwimiboniso yemveliso. Abameli bomklami banokufumana kuyo isithombe, uluhlu lweeprojekthi eziqhutywa ngempumelelo, indleko zeenkonzo. Ukuze uphendule umbuzo okubandakanyiweyo kwincwadi yebhendi, kufuneka ukuba udwebe umzobo kunye nepotfolio. Lo mbono uthetha:
- isethi yamaphepha esemthethweni;
- ukutyhila umxholo we-brand;
- ngenjongo yendalo yayo;
- indleko kunye nomyalelo wokuthengisa;
- Inkcazo yabathengi abajoliswe kulo mveliso.
Ukuba ubheka amafemu amancinci, akubona bonke abanayo iphothifoliyo. Ukungafuni ukuhlawula abathengisi ekuphuhliseni kwakhe kuvimbela ukuthengiswa kweempahla kunye nokulandela iinjongo. Umzekelo, xa ubhekisela ekwakheni iwebhusayithi kwiprogramm, umphathi angeke akwazi ukuhambisa ngokugcwele oko kuthethwa yilophawu kunye neyiphi iphepha lewebhu elilifunayo. Iinkampani ezithengisa iimpahla ezifana nentengiso, iphothifoliyo kunye nokukhethwa kwamaphepha kuya kulondoloza ixesha ekufundiseni abathengi ngemigangatho kunye nexabiso.
Iintlobo zeemveliso
Iimpawu ziyakwazi ukwahlukana nemveliso ethengisiwe, ixabiso lentengo kunye nomgaqo-nkqubo wokuphuhliswa. Ulwahlulo olukhoyo luye lwaqulunqwa ngabathengisi baseNtshona naseMelika kwiminyaka eyi-20 ukuya ku-30 ​​edlulileyo. Ukwahlulelwa kweempawu kuhlukanisa zonke iinkampani ezikhoyo kwiintlobo ezinje:
- Intsapho - imveliso yeendidi ezihambelanayo - umzekelo, iziqholo kunye neziqhumiso.
- " Mhlophe" - iimpahla eziveliswa yi-brand zithengiswa kuphela kwinethiwekhi eyodwa yevenkile.
- "Ukulwa" - iimveliso zolu hlobo zichitha ubuncinci bemali ye-PR ekuthengisweni kweempahla.
- I-Umbrella- ukuqashelwa kwempawu kukuvumela ukuba uthengise umkhiqizo ofanayo phantsi kwamagama ahlukeneyo.
- Idibaniselwano - umanyano wabakhiqizi ababini abaziwayo ukudala umveliso omnye.
- Ukwandisa - kwi-charter yaloo mqondiso ngumnqweno wokwandisa rhoqo inani lamasebe kunye nomthamo wemveliso.
Ungayenza njani igama lakho?
Ukukhuthazwa kwelophawu ukusuka ekuqaleni akuwona umsebenzi olula, ngamanye amaxesha abaqeqeshi abaqeqeshe kakhulu kwiindawo zabo abanakukwazi ukujamelana nayo. Naliphi na ishishini lifuna ukuba abaxhasi bazinikezele ngokupheleleyo: ukuphunyezwa kwayo ngokuphumelelayo kufuneka kwenziwe umzamo omkhulu wokuziphatha ngaphandle komsebenzi oqhelekileyo. Uphuhliso lwentengiso luqala ngokufunda izinto ezisiseko zemveliso, ukuthengiswa, ukulungiswa komsebenzi wokusebenza kunye nemithetho yomsebenzi. Kuyinto enzima kwaye inzima, kodwa ukwenqaba ukuqinisekisa ukungaphumeleli kwesicwangciso.
Indlela yokuza negama legama?
Unokufumana abaqhubi abanakho ngokufunda indlela yokungafani kakuhle nemvelaphi yabo. Ukwenza oku lula kakhulu ngoncedo lokutsala ingqwalasela ngegama elifanelekileyo. Ukuqamba igama kukubugcisa bokuza negama legama elibhenkcela umthengi ongcono kakhulu kunye nabathengi. Izifundo ezininzi zoluntu ziye zabonisa ukuba umntu oqhelekileyo angakwazi ukugcina enkumbulo angaphantsi kwe-15 iimveliso kwiqela ngalinye leempahla. Kuye kuvela, ukuqamba igama ngokufanelekileyo yindlela ephela yokuba uphawu lukhunjulwe ngumthengi.
Kwiimarike zanamhlanje, kukho iindlela ezininzi zokudala igama lorhwebo, elowo luneenzuzo kunye neengxaki. Izona ziyaziwayo kakhulu zi:
- i-neymgenerator (iiprogram ezizodwa kunye nabahlalutyi bee-site, ezifuna umsebenzisi ukuba angene kwi-data yokuqala: yintoni umqondiso omtsha oza kuthengisa, yeyiphi igama labasunguli bawo kunye nasiphi isixeko esiza kuqaliswa);
- indlela yobugcisa (iinkonzo zeengcali zeemarike ezilungele ukuza ngokukhawuleza negama lomqondiso, zinikwe kwii-intanethi.) Umntu osomashishini angenza umyalelo kwaye ahlawule inketho kumbhali wakhe);
- isichazi-magama (ishishini elincinci lisoloko liqhuba igama elibizwa ngegama elisekelwe kwiibhokisi zokuqala zamagama okanye amagama egama labasunguli, indawo yabo yokuhlala okanye i-assortment yekamva).
Ungabhalisa njani uphawu?
Umthetho phantsi kwesi sihlomelo kuqondwa njengokubhaliswa kwamaphepha e-trademark (uphawu lokuthengisa). Ukubhalisa kubandakanya ubungqina obhaliweyo bokuba yinto ehlukile yegama lenkampani kunye nohlu lwayo. Ukudalwa kwebhendi kuqala ngokulungiselela isicelo kwi-arhente karhulumente karhulumente, emva koko umzimba uqhuba uhlaziyo kunye nokuvavanya i-brand brand. Ukuba kukho inkampani enegama elifanayo okanye elifanayo, umnini-shishini unikelwa ukwenza izilungiso egameni lomkhwa.
Ukukhuthazwa kwelophawu
Xa inkampani sele ibhalisiwe, ixesha lokunyuswa kwalo liqala ukwenzela ukufumana inzuzo ekuthengiseni nasekunyusweni kwempahla okanye inani leeofisi ezimele. I-algorithm yokukhuthaza iqulethwe ngamanyathelo athile:
- Ukukhethwa kolunye uhlobo "lwekhadi leshishini", okuvumela ukuchonga uphawu lwebhenkco (oku kungabakho ukungafakwanga okungaqhelekanga, kumangalisa ukuthenga nganye okanye amakhadi okuphuhlisa abantu abathengi abathembekileyo).
- Isikhundla samanqaku anamhlanje (ukuqaliswa kwesayithi okanye iblogi enedilesi efana negama lenkampani).
- Ukukhuthazwa ngeendaba zoluntu (ukubonelelwa kweempahla kubablogi beemvavanyo).
Iimpawu zengqungquthela
Inyaniso yokuba kukho ezininzi iimveliso kwihlabathi, esele isisiseko sabathengi abaqhelekileyo kunye nokuthandwa ngokubanzi, akumangalisi mntu. Kweminye imveliso, indlela eya empumelelweni ithathe amashumi eminyaka, kanti ezinye zineenyanga ezimbalwa okanye iintsuku. Iimpapasho eziyimpembelelo zemali kunye nokuzonwabisa ezihamba phambili ngonyaka zenza izilinganiso, ezibandakanya iimpawu ezidumileyo.
Unyaka ngamnye ufunda uluhlu lwale nkokeli, unokwenza ufumane ukufunyanwa. Kule minyaka embalwa edlulileyo, iimpawu ezihlala kwimigca yokuqala, zitshintsha indawo kunye, zingabonakali ukuwela kwinqanaba. Iimpawu ezidumileyo zintlanu eziphezulu ziqhelekileyo zifakwe kuloluhlu lweempahla kunye neenkonzo:
- I-Apple (ivelisa i-laptops, iipilisi, abadlali bomculo kunye neefowuni kunye nenkqubo yokusebenza yayo).
- I-Google (injini ye-Intanethi yehlabathi jikelele).
- IMicrosoft (ukuphuhliswa kwebhenkethi kuvunyelwe ukudala isethi esithandwa kakhulu kwiinkqubo zesiko Microsoft Office)
- I-Coca-Cola (iziphuzo ezithambileyo ze-carbon).
- I-Facebook (intando yenethiwekhi yokuqala yehlabathi, umthuthukisi walo uMark Zuckerberg ).