Ngobungakanani bentengiso, i-asethi ingenakulinganiswa kwaye iyalinganiswa ngokwexabiso elibhengezwe ngumthengi okanye umthengi onokubakho kwemveliso okanye inkonzo. Ukulingana kweBrits kuguqulela kumthengi ukulungelelanisa nokuzikhethela ukuba akhethe okanye athenge umkhiqizo okanye uphawu lwenkonzo.
Indlela yokulinganisa Ubungakanani bentengiso: Ukuqalisa
Uhamba njani malunga nokulinganisa le engabonakaliyo eyaziwayo njengobungakanani bentengiso? Khangela ngolu hlobo lwezicatshulwa ezilandelayo kunye namanyathelo amanyathelo. Unokudinga ukuzenza iinyanga eziliqela kwaye uzilungiselele ixesha elide lophando lweemarike, kodwa ngokuqonda ngezi ngqalelo ezi 6, ungaqala ukulinganisa ukulingana kwempawu. Nantsi indlela:
Cacisa iMbono yoBulungisa kwiBhanki
Ukulingana kweBrith ingabonwa kwiindlela ezininzi ezahlukeneyo. Umbono onzima kumgca yilezi ziphumo zezezimali ezijonge iiprayimari zamanani. Okokuthi, ingaba umthengi uya kuhlawula ngaphaya kangakanani umkhiqizo okanye inkonzo enikezelwe uphawu ngomkhiqizo okanye ngenkonzo ebonakalayo?
Umbono ongcono ubheka ukongezwa kwezityalo kunye nexabiso elitshintshelweyo kwintengiso yezinye iimveliso. Le ndlela iphinda iqwalasele ukuguqulwa kwempembelelo yemveliso entsha okanye inkonzo kwi-brand ekhoyo.
Kukho nembono yesithathu - ukulingana kwamakhredithi asekelwe kumakhasimende-okujonga indlela abathengi bacinga ngayo, bazive, kwaye benze ngokubhekiselele kulophawu.
Oku kunokukunceda ukuba uqale ucacise ukuba yiyiphi imbono ongathanda ukuyifumana ngokupakisha isiphumo esilandelayo.
Misela iinjongo zoPhando lwezeMpawu zeBhanki
Uphando lweemarike zokulingana kweBrithani luwela kwelinye leenkampu ezintathu: Ukulandelela, ukuhlola utshintsho, kunye / okanye ukwandisa amandla ombane.
Uphando lwentengiso olujolise ekulandeleni lwenza uthelekiso phakathi kweemveliso okanye iimveliso ezikhuphisanayo ngokubhekiselele kumboniso.
Xa uhlola utshintsho yinjongo yophando, isimo sengqondo somthengi sithintela malunga nezigqibo zokufaka uphawu lokubhenca ezinokubangela ukubeka kwakhona okanye ukukhankanya iimveliso okanye iinkonzo. Uvavanyo olunzulu lokwandisa amandla ombane luyenziwa xa kufakwe ingqalelo kwizaziso ezibhekiselele kwi-brand. Injongo nganye yophando idinga ukuqonda okungafaniyo.
Qonda ukujonga umthengi
Umbono ojoliswe kumthengi kumlinganiselo wokulingana kwempawu kugxininisa kumava abathengi abanayo ngekhredithi. Eyona meko ibinamandla, isomeleza isimo sengqondo sabathengi malunga nemveliso okanye iinkonzo ezihambelana nomkhwa.
Xa abathengi bafumana imveliso okanye inkonzo, bayalinganisa umgangatho wobungakanani bentengiso kwaye bathambekele ekuphazamiseni iimpawu ezithile zeentengiso. Ukuba la mava anamava ayakhawuleza kwaye anyamezela ngaphezu kwexesha, ukunyaniseka kweentengiso kubangelwa. Namhlanje, abathengi banako-kwaye bakwenza-bakwazi ukuthetha ngokugqithiseleyo amandla abo ngesimo sabo sengqondo kwabanye ngokusebenzisa ukuhlaziywa kwamakhasimende kunye nokwabelana ngoluntu.
Ukuchonga ama-Equity Brand Components ukulinganisa
Ukwazisa, ukufikelela, kunye nomfanekiso kunye nazo zonke iinkalo zobungakanani bentengiso ezingenakudityaniswa ngqo namava othengi.
Le nyathelo yokulingana kwempawu ingabonakalisa impembelelo yemikhankaso yokukhangisa yendabuko, kunye nempembelelo yeendaba zoluntu okanye ezisebenzayo.
Ukuqwashiswa kweBrazil kuyisalathisi sokuba imizamo yokubonakalisa imbonakalo yemveliso okanye inkonzo. Ukufikelela kufakazela ukuba ububanzi obubanzi bubonakala bunjani. Umbutho wesimboli ubonisa ukuba i-brand brand promises and what stands for the eyes of consumers.
Ukulinganisa Ubuninzi beBrithani
Ukwahlukahlukana komkhiqizo yi-lynchpin yokwethembeka kwentengiso, ukuzithemba kwi-brand, kunye nokukwazi ukutshintsha kwegama. Umbono womthengi malunga nokwahlukana kwegama kuthiwa uqine kakhulu xa kwenzeka imveliso ethile okanye amava enkonzo, kodwa ukuhlukana kobume akungathinteli kwimpembelelo yentengiso.
Ukwahlukahlukana kunokusondeza kwiinqununu zeemveliso okanye zentengiso kumajelo asekuhlaleni kunokuba kukho nawaphi amava akho kunye nomkhwa.
Ngenxa yokuba ukwahlula kunokuba kuthinteke kwimpembelelo yentlalo, ityala ngokulinganisa kumashishini amaninzi eendaba.
Thatha iindlela zokuQinisekisa nokuQinisekisa ukuqokelela iDatha yeZenzo zoBucala
Ngokufanelekileyo, ukulingana kwemilinganiselo yekhredithi kuya kubandakanya iindlela zokulinganisela kunye nezokulinganisela. Amaqela okugxila anganika iforam efanelekileyo yokuhlola iingcamango zabathengi kunye nokukhuthaza. Uhlalutyo lokusebenzisana lunokubhengeza iinkqubo ezibalulekileyo zokwenza izigqibo zabathengi.
Isilinganisi esiphumeleleyo sokulingana kweempawu kubaluleke kakhulu ekuphuhliseni isicwangciso soshishino kwaye ekugqibeleni lixhasa uhlalutyo lokubuyisela inzala. Esibangela isangqa esipheleleyo, sibuyele kwiziphumo zemali kwi-brand equity.