Ukubonga kweBhanki kungenza ukuba uMboleki weNtsebenzo asebenze kakuhle okanye akubi
Uninzi lwabantu kumazwe athuthukileyo lujikelezwe ngamaxabiso amaninzi kwixesha. Ukubekwa kwemveliso ibhizinisi elikhulu. Ukuthengiswa kwezinto ezihamba phambili kukungeniswa okuqhubekayo. Kwinqanaba elinye, sonke siqaphela imveliso esisijikelezayo. Sekunjalo, uphando lubonisa ukuba impembelelo yemveliso yabathengi ivela kwelinye nqanaba, nayo-inqanaba elingaziwayo.
Abaphandi baye baqonda ngokugqithiseleyo impembelelo ye-brand priming kubasebenzisi. Iimpawu ezifihlakeleyo zivela kwiindlela ezininzi zokuthengisa kunye nokukhangisa, njengemigqomo yeempawu, imibala yokupakisha kunye ne-typology, ukunqotshwa kwabantu abonakaliswe kwiivenkile.
Kutheni iR Red Bull Racers ikhawuleza
Uphononongo luka-S. Adam Brasel noJames Gips, ootitshala beColroll School of Management eBoston College, baqhube isifundo esithakazelisayo ngesiphumo somdlalo we-Red Bull ekusebenzeni komqhubi weebhola zemidlalo yevidiyo. Into kuphela ukuba abagijimi babeqhuba iimoto zangempela kunokuba badlale imidlalo yevidiyo , abaninzi babo babeya kuphazamiseka kwaye bebenokulimala kakhulu, okanye bebi kakhulu. Abaphandi babhala ukuba i-logo ye-Red Bull ngokwenene yanikezela i-racers "amaphiko," okungahle iphosakele ngokuthi "inqanaba elithile lezimvo" (Hayward, 2011).
Nantsi into eyenzekayo
Abaphandi badlala umdlalo womdlali wevidiyo ukudlala imoto yemidlalo yevidiyo.
Imoto emibini eyahlukileyo yayisetyenziswe kumdlalo wevidiyo. Enye imoto yayihlotshiswe nge logo ebomvu negolide yeBlack Bull ngelixa ezinye iimoto zazihlotshiswe ngesikimu sombala ohlukileyo kunye nephawu lohlobo oluthile. Ezinye iimpawu ezisemgangathweni ezimelelwe kwimidlalo yemidlalo yokugijima imoto yayiquka iKoca-Cola , iGuinness kunye neTropicana.
Kwakungekho nantlukwano phakathi kweemoto: babenomsebenzi ofanayo kunye nomsebenzi ofanayo wokupenda. Ukwahlukana okwenene phakathi kweemoto kwakuyilog logos - kwaye, njengoko siza kubona, isimo sengqondo esicinga ukuba ngabaqhubi beemoto. Iimvumi zevidiyo eziqhuba iimoto ze-Red Bull zahamba ngokukhawuleza, ngamandla, ngokugqithiseleyo, kwaye zithathe ingozi enkulu. Abanye abadlali baqhubela phambili ngokukhawuleza kwinqanaba lokugijima, ngelixa abanye babengenangqiqo kangangokuthi baphazamisekile, balahlekelwa kakubi kubachasi babo ngenxa yexesha elahlekile ngexesha lokuphazamiseka.
Impawu zeMpawu zeBhanti
Yintoni emangalisa ngolu vavanyo lophando kukuba abadlali bevidiyo babengazi ukuba baqhubela phambili njani ukugijima kubaqhubi kwezinye iimoto kunye nomtya ohlukileyo. Ukusebenza kwabo okungabonakali kwakubangelwa yi-brand priming. Ukuthengiswa kwe-Red Bull kubonakala kube nefuthe elinamandla kuma-racers abangazange bawaqonde.
Ubunikazi bebhendi ye-Red Bull buye lwaqulunqwa ngokubanzi ngokukhushulwa kweentengiso ezenziwa yinkampani, ezifana neentambo zeenqwelo zendiza, iimincintiswano ze-luge ezitalatweni, kunye neendlela zokukhupha izithintelo ze-ice skating zihamba ngendlela edibeneyo eyenza isiganeko layo ligama layo . Iimpawu ezibhekiselele kwi-Red Bull isiphuzo kunye nejelo ezibonakalayo zibangele iimpawu zokuba abaqhubi bemoto ababoniswe njengoko bedlala umdlalo wevidiyo.
Abaphandi bafundisa ukuba iimveliso esiphila ngazo imihla ngemihla zinokubumba ngakumbi ukuziphatha kwethu kunokuba sicinge. Kwezinye iimeko, uphawu lokutshintshwa kwegama. Xa abathengisi bekholelwa ukuba ukuvezwa kweemveliso kuphembelela abathengi bacinga , olu uphando ngeBrasel neGips lubonise ukuba iimveliso ziyakwazi ukulolonga kakuhle ukusebenza kwabathengi. Kwaye kubonakaliswe ukutshitshiswa kwebhanki ukuba kuneziphumo ezintle kunye ezimbi, zonke ngaphandle kokwazisa ngomntu ochaphazelekayo.
Imithombo
Brasel, SA (2011, Meyi). Abaqhubi abangaboniyo ngokubonakalayo kwimimandla yeendaba eziphathekayo. Umbhalo we-Brand Management, 18, 473-482. i-doi: 10.1057 / bm.2011.11
S. Adam Brasel & James Gips (ngo-2011), "I-Red Bull 'inika amaWenge' Okulungileyo okanye Okubi kakhulu: Impembelelo emiBini yeNgqungquthela yokuBonakala kweNtsebenzo," I- Journal of Consumer Psychology, 21 (1), 57-64.
Hayward, E. (ngo-2011, uJanuwari 31). I-logo ye-Red Bull ngokwaneleyo ukulolonga ukusebenza komthengi. College of Boston. EurekAlert! [upapasho ndaba zekhampani].