I-brand isenokubonwa njengento engabonakaliyo kwaye kunzima ukuba abantu baqonde ukubaluleka kwebhanki kule nkampani. Kubalulekile xa uhleli phantsi ukudala uluhlu lwexabiso lomnxeba ukucacisa ukuba umbane wakho uquka ntoni.
Ingabandakanya uphawu lokuthengisa, uphawu, ukupakisha, isicwangciso sokuthengisa, ii-asethi ze-digital, imibala yemifanekiso, njl.
Into enene abathengi badibanisa ngayo nomfanekiso wakho wesimboli. Ngaloo nto kuthiwa iimpahla ezinamandla zithwala kakhulu ixabiso - makheke ukujongwa kwiimveliso ezixabisekileyo zehlabathi ezihlanu ezifunyenwe ngumagazini waseForbes.
- Apple $ 104.3 billion
- Microsoft $ 56.7 billion
- I-Coca-Cola eyi-54.9 yezigidigidi
- IBM $ 50.7 yezigidigidi
- Google $ 47.3 billion
Uphuhliso lweMpawu kunye noVavanyo
Ukuphuhliswa kwebhanki kufuna imali kwaye kubalulekile ukuba ukwazi ukubalisa ukubaluleka kwebhanki kubaphathi bolawulo nabaphathi-mali. Amanqaku anceda ukuchonga nokuhlukanisa iimpahla kunye neenkonzo ukusuka ukhuphiswano. Kodwa ixabiso lingabonakaliswa njani kwiphepha lokulinganisela?
Kukho iindlela ezahlukahlukeneyo zokufikelela ukulinganiswa kwerhwebo kwaye ezininzi zazo zixhomekeka. Ingqiqo yexabiso ingaba yinto enzima ukuyiqonda. Oku kudla ngokuba ixabiso lithetha izinto ezahlukeneyo kubantu abahlukeneyo kwaye ngoko akusiyo ingcamango yinjongo, kwaye ukulinganisela kuchongwa ngokusetyenziswa kwayo.
Iindlela zokwazisa eziqhelekileyo ziquka:
- Ixabiso lokuSebenza kweMpawu zeBhanki: Ixabiso lixabiswa ngokusetyenziswa kwemali nganye okanye ixabiso lempahla yexabiso kunye nematyala. Kukuqokelelwa kweendleko ezenziweyo ukwakha uphawu ukususela ekuqaleni. Izinto onokuzibandakanya xa uvavanya iindleko ziquka ukukhangisa kwembali , ukunyuswa kweendleko, indleko yokudala i-campaign, ilayisenisi kunye neendleko zokubhalisa. Ungasebenzisa le ndlela ukuba ngaba usanda kudala i-brand okanye uphumelele kwinkqubo yokuhlaziya kwakhona uphawu.
Ukusebenzisa ixabiso lexabiso lokubaluleka kuzakufuna ukuba uhlalutye iindleko ze-brand kwaye uhlaziywe ngeendleko zangoku kwiindleko zamanje zendleko. Indlela efanayo ingasetyenziselwa ukuba usanda kusebenza ukuze uphinde uphucule kwaye uqalise uphawu lwakho. Into enye ukugcina engqondweni, ngelixa iindleko ziza kuqokelelwa kwaye zisetyenziswe isibalo asikho imfuneko yexabiso langoku. Ixabiso lentengiso usebenzisa le ndlela lilingana neembali okanye ukutshintsha iindleko zekhontrakthi.
- Ukulinganiswa kweMveliso yeeNkcazelo zeMarike: Ukulinganiswa kwexabiso lomhlaba kusetyenziswa enye indlela okanye iindlela ezininzi zokulinganisela ngokuthelekisa iimpawu ezifanayo eziye zathengiswa. Uza kusebenzisa ukuthengiswa kwemakethi efana nokuthengiswa kwebhanki, ukuthengiswa kweenkampani ezifananisiweyo, kunye / okanye ukucaphulwa kwemakethe. Cinga ngolu hlobo, ukulinganiswa kwexabiso lemarike esekelwe kwimarike kukuba i-brand ingathengiswa. Ixabiso lentengiso usebenzisa le ndlela lilingana nentengo yokuthengiswa kwemarike, ibhidi, okanye ukunikela ngeempawu ezifanayo okanye ezifanayo.
- Ukufikelela kweNgeniso Ixabiso loVavanyo: Le ndlela ibizwa ngokuba yindlela "yokusetyenziswa". Iqwalasela ukulinganiswa kwemali engenayo yemali ezayo ebonisa ngokuthe ngqo umqondiso ukuba ibone ixabiso lentengiso ekusebenziseni kwayo kwangoku. Ixabiso lentengiso usebenzisa le ndlela lilingana nokubonisa intengo yengeniso, ukuhamba kwemali, okanye ukugcina imali ngeendleko okanye ngenxa yexabiso.
Ukulingana kweBrithani ngenye yezinto ezincinci kwi-shishini elinganika uncedo olukhuselekileyo lokukhuphisana. Njengoko ubona ukuba kukho iindlela ezininzi ezingasetyenziselwa, oku kuthetha ukuba akunzima ukusetyenziswa kweziphumo zokulinganisa ukulingana kwempawu.
Ukuze kuphephe ukusetyenziswa kakubi kwale nto, kubalulekile ukuchonga injongo yexabiso kunye nokusebenzisa indlela efanelekileyo kunye neengcamango zokumisela ixabiso elifanelekileyo.
Ndicinga ukuba kulungile ukuthetha ukuba ukulinganiswa kwemveliso kunokuba yinto enobungcali ngaphezu kobugcisa, kodwa kunokukunceda ekuboneni nasekuphuhliseni ixabiso lesiphakamiso emva kwegama lakho.