Kodi kasamalidwe mtundu? Njira kasamalidwe mtundu

Brand kasamalidwe - ndi ya njira malonda kuti chagwiritsidwa ntchito ina yapadera mtundu, mankhwala kapena utumiki ndi cholinga cha kuchuluka kufunika mu maganizo a ogula komaliza ndi chandamale omvera. Tanthauzo la zikuonekeratu kuti ndi zovuta zosiyanasiyana ndondomeko, popeza pali mankhwala ambiri osiyana ndi misonkhano chuma msika.

zolinga

Brand Management Cholinga kuonjezera mtengo wa chizindikiro. Pankhaniyi, mtengo - ichi ndi phindu udachita ndi Mlengi. Tikumbukenso kuti mfundo monga kasamalidwe mtundu, malonda ndi kulima - ndi zinthu ziwiri zosiyana. Mbali yoyamba Ngopambana kupanga malipoti azachuma komanso nkhani ndi monga ntchito mfundozo akuwerengedwerabe. Zikatero, wachiwiri bajeti mavuto malonda ikupezeka pa mapeto a dongosolo la malonda, leni "zotsala". Mfundo imeneyi zambiri imakhudzanso maubale. Choncho, mosiyana kwa abale onse ndi malonda, kasamalidwe mtundu amasewera yofunika njira udindo m'gulu la Yehova.

History ndi Development

Mawu akuti "mtundu kasamalidwe" inatuluka mu 1930 mu memo mkati mwa malonda dipatimenti wantchito Procter ndi njuga Neil McElroy. Iye akufuna kuti atchule malo atsopano otchedwa "zapamwamba amuna" ndipo anakonza ntchito. Neil McElroy bwinobwino ophatikizidwa maganizo awo onse, kenako walunjika kampani palokha, ndipo kenako - ndipo ngakhale United States Dipatimenti ya chitetezo.

mavoti

Pakali pano, lingaliro ili mbe mu chimango cha chuma msika ndi chikhalidwe amapeza. Ambiri Makampani kufunsira ndi amafalitsa mavoti osiyanasiyana chofunika kwambiri ndi zopangidwa bwino. classifications zimenezi zakonzedwa kuti tionetse pazipita cholinga mtengo bala la makampani nkhani, amene makamaka chifukwa kufunika kwa mtundu wokha. Malinga ndi maphunziro ambiri, zopangidwa lalikulu ndi lamphamvu nthawi zonse kupereka chitonthozo chachikulu ndi akadzabweranso apamwamba kwambiri kwa ma sheya hoda kuposa apadera kwambiri ndi zofooka.

zopangidwa gulu

Brand kasamalidwe pa siteji pano si chida, koma sayansi. Choncho ndikofunikira kalembedwe zina zopangidwa. Chifukwa, kunalinso zambiri zitsanzo za kasamalidwe mtundu. Tiyeni tione iwo:

• Umafunika kalasi - zopangidwa kuti ndi mtengo mankhwala ndi apamwamba kuposa mtengo avareji gulu mankhwala umodzi.
• Cheap lolunjika pa misa kwambiri yotakata makasitomala, ali mtengo waukulu kufala.
• "Wankhondo" - ndi mtundu akhoza kukhala ankanena phunziro kwa osachepera malonda ndi malonda ndalama. Izo analengedwa ndi kufunika kuonetsetsa mpikisano zopangidwa payekha mtengo.
• Zolemba Private (amatchedwanso "zopangidwa woyera") - ndi zopangidwa ritelo.
• Banja - pafupi mu gulu la mankhwala yemweyo dzina (monga otsukira mano ndi maburashi).
• Kukula kwa mtundu malonda - kugwiritsa ntchito kale mtundu odziwika kwa linanena bungwe ku msika lonse katundu watsopano uliwonse kapena lonse mndandanda wa katundu.
• License - chikalata natsimikiza kuchita anasamutsa ufulu wa opanga ena pa ntchito ya mtundu alipo.
• Kutentha olowa - olowa malonda khama la opanga angapo.
• Corporate - dzina la kampaniyo ndi kukhala ndi mtundu.
• Bwana mtundu - chilengedwe cha chifaniziro kampani masomphenya a makasitomala, anzake ndi antchito.
• Strategic mtundu kasamalidwe - padziko lonse ndipo nthawi yaitali kwambiri njira kukonzekera malonda njira, kawirikawiri mu utumiki pa wambiri lalikulu mabungwe.

zomangamanga

Pali mitundu zitatu za mtundu Kapangidwe ka kampani. Iwo amadziwika ngati njira kasamalidwe mtundu.

1. zopangidwa angapo olumikiza dongosolo wotchedwa zomangamanga. Aliyense ali mwini mtundu dzina lawo, kalembedwe ndi fano, koma kampani yokha, maziko losaoneka ndi layman lapansi. Mwachitsanzo, kampani Procter ndi njuga, ndilo kholo la zosiyana. Izo kwaiye kwambiri zopangidwa amphamvu zazikulu monga Pampers, Pantene, Ivory, Kuwonjezeka.
2. Mwana zopangidwa ndi osauka ndipo patsogolo pa nkhani ambiri kholo la. Njira imeneyi amapulumutsa kwambiri malonda bajeti. Chitsanzo cha "MTS" ndi "mtsinje".
3. Mu njira yotsirizira ntchito yekha mtundu zomangamanga kholo, ndi mapulogalamu ena onse mu mutu wa dzina lake ndi ntchito masitaelo ofanana ndi zithunzi. A chitsanzo chapadera cha kukuchititsa zimenezi kampani Virgin ndi zopangidwa ake osiyana monga Virgin Atlantic, Virgin Megastore, Virgin Akwatibwi. Iwo ndi chizindikiro chomwecho ndi kalembedwe, iwo kuthandizana ndi chimodzimodzi anthu afalitse.

Kufunika kosankha dzina ndi luso patsogolo

Quality zapamwamba kasamalidwe ziyenera kuchokera m'malo kampani. Ziyenera kukhala zovuta kuwatchula diso kugwira, euphonious, wosaiwalika. Dzinali ayenera muli mawu onena za makhalidwe abwino alionse a msonkhano kapena mankhwala, kusonyeza chithunzi kwambiri ndi ntchito wa kampani, ndithu zikukhala mankhwala bwino kuima pakati mankhwala ena ambiri. Monga amagwiritsidwa ntchito streamlining njira, lathu ndi rebranding.

Kusalumikizana - kuchepetsa chiwerengero cha zizindikiro malonda, popeza ambiri a iwo m'kupita kwa nthaŵi olumpha pazipita mphamvu ya kampani malonda. Rebranding - kusintha mtundu, koma kusunga ena deta zofunika ziriri. Njira imeneyi ndi koopsa kwambiri, koma yaitali zimathandiza kusunga makasitomala akale ndi kukopa atsopano. lathu - Kujambula mtengo wophiphiritsa wa katunduyo. Izi zikutanthauza kuti kale mwina si zoopsa mankhwala makhalidwe ndi mfundo zikuluzikulu za ogula la - chinaonekera mtundu wokha. m'zinthu moyo wa mankhwala akhala lalifupi kwambiri msika lero kwaulere ndi mpikisano. Ndipo zikamera wa mtengo katundu-analogues ndipo mmalo likuoneka kuti kuli mankhwala otchuka. Choncho kufunika kuganizira kwambiri maonekedwe a mankhwala, mmene malondawo ndi mtundu. Ndiko kuti, lathu ndi pa wosuta mapeto.