Ulawulo lwe-brand lwamanje luqale lwaphuhliswa kwi-Procter & Gamble (i-P & G) kwiminyaka yeMvazwe-yeMfazwe Yehlabathi II. Uninzi lweendlela ezifanayo ezisetyenziswe nguP & G zisendaweni namhlanje. Ingcamango yokuba iqela elizinikezelekileyo labathengisi ligxile kwinqaku elithile, kwaye loo mlawuli we-brand eyodwa uqhuba yonke imisebenzi ephambili exhasa olo hlobo, ngumgaqo ophambili wolawulo lwe-brand, njengoko okokuqala kuyenziwe.
Ulawulo lweBrama yiNdlela epheleleyo yoLawulo
Amanqaku aneempembelelo ezinamandla, kungekhona kuphela ekubandakanyekeni kwamakhasimende kodwa nakwi-management business. Iphuzu elibalulekileyo lolawulo lwe-brand liyakuthemba. Ngaphandle kokwethemba, isibonakaliso soshishino siphukile. Ngokubanzi abathengi bakholelwa ukuba banokuyithemba i-brand ukuze badibanise ubuninzi beempawu zesithembiso. Umzekelo, i-Allstate Insurance ithembisa ukuba usezandleni ezilungileyo. Ukuba i-Agent Allstate ayizange iboniswe emva kwengozi yemoto, eso sithembiso sezentengiso siya kuphulwa. Xa kusetyenziswe uphawu, kwaye abathengi ngokubanzi babonisa ukuxhamla kwe-brand, umenzi wesibonakaliso unokukwazi ukukhawulezisa isigaba sokumthemba nabathengi abatsha. Ngokuqinisekileyo, imisebenzi yezonxibelelwano zentlalo ngale ndlela.
I-Brand indentify-kwifom ye- logo design , imibala, imilo, kunye ne-lettering-zonke zijoliswe ekufumaneni ingqalelo yomthengi kwaye zidlulisele ubuntu benkampani.
Ngokuqhelekileyo, ukudibanisa i-brand kunye nabantu abadumileyo , njengomkhiqizo omuhle owenziwe ngumdlali we-actress uJennifer Aniston, unokuchaphazela ukusebenzisana kwamakhasimende kunye ne-brand.
Iintlobo zeeMveliso
Ezinye zeentlobo eziqhelekileyo zeemveliso ziquka:
- Umkhiqizo: Into ebonakalayo yinto eqhelekileyo ehambelana nomkhwa. Ukuba ngaphezulu kweminye imveliso ifakiwe kwi-brand, kufuneka kubekho impawu yokudibanisa. Ngokomzekelo, iCocke yeklasi iyinqobo, kodwa iinqwelo ezahlukeneyo zeCoca-Cola zenza i-brand.
- Inkonzo: Iinkonzo, kunokuba zivelise, zingaba ngumqondiso apho kwenziwa imisebenzi, njengokuhambisa izisombululo zokuhlangabezana neemfuno zabathengi kubasebenzi belo hlobo. Ngokomzekelo, iingcebiso ze-IT zendawo ezenza iifowuni zendlu kwaye zithembisa ukuba ideskithophu yakho isebenze kwaye ihamba ngeeyure ezimbini ibinzana. I-brand brand ingathinteka kakubi okanye ngokuqinisekileyo nguwuphi na onika inkonzo, indlela inkonzo eqhutyelwa ngayo, apho isevisi inikwa khona, kunye nendlela abathengi ngabanye abone ngayo inkonzo enikezelwe kubo. Ngolunye lwezi zixhobo zingabongeza ukuhlukana kwenkonzo kwingqondo yabathengi.
- Umntu ngamnye: Abantu banokwenza uphawu lwabo ngokusekelwe kubuntu, ubuhlungu, isikhundla, udumo kunye nempembelelo. Le yilapho i-ambassador yegama elide livela khona. Ngokomzekelo, i-Emily Post Institute inezinxusa zeentengiso ezivakashela amashishini ukuba babelane ngombono wazo kwizitifiketi zoshishino. Njengoko imithombo yeendaba idityanisiwe, ingcamango yokuba umntu unokuba yintengiso ivele. Kwimeko yolwimi oluqhelekileyo, uphawu luya kufakwa endaweni yomfanekiso, kodwa alufanekisi. Umfanekiso womntu awuthengi ukuba uthengise, ngqiqo yelizwi. Ipolitiki ngumzekelo omhle womntu ngamnye umqondiso apho kufuneka ukuba iprojekthi ibhekiselele kwiindawo zobungcali bezopolitiko kunye nokuhlaselwa okungafanelekanga.
- Umbutho: Amashishini anika iinkonzo okanye anikezela ngemveliso iimveliso. Iimpawu abantu abadibanisa neenkampani zakha iibhloko zokwakha. Imbono yeBrits ixhomekeke kumava othengi . Amava abathengi athathaka kwiinjongo ezityhilwayo, nokuba ngenjongo okanye cha, ngabaqeshwa kuwo onke amanqanaba ombutho. Omnye umzekelo yi-Virgin Airlines kunye no-CEO wayo uRichard Branson. Inqwelo yeenqwelo-moya ibeke ngokwazo njengeendleko eziphantsi kodwa inika inkonzo yabathengi be-stellar, kwaye ihambise kuwo onke amabini. Kwaye, u-CEO uBranson uyaziwa ngokwaneleyo ukuba uyabonwa njengomntu ohlukeneyo.
- Isiganeko: Iimpawu zengqesho zidibaniswa namava kumakhasimende atholakala ngokukodwa ngokuya kweso siganeko, okanye ekuxhunyelelweni oluqinileyo ngenjongo yesiganeko esiphethwe. Kungakhathaliseki ukuba lukhulu okanye lincinci, iimpawu zomcimbi zihlangene ngokungathandabuzekiyo kumnandi, ukubandakanya ubuchwepheshe, okanye imbangela yentlalo esekelwe kwisiganeko. Imidlalo yeMidlalo yeOlimpiki yenye yeyona mveliso evelele kakhulu kwaye iyona nto ibonisa ukunyaniseka kweentengiso kwilizwe ngalinye lijonge kwiimbaleki zasekhaya.