Inxaxheba yoPhando lweMarike kwi Starbucks ILogo Change
Uphando olwenziwa ngabaprofesa uMichael Walsh kwiYunivesithi yaseWest Virginia, iVikas Mittal eRyunivesithi yaseRic, kunye noKaren Winterich eSmeal ukhanyise iimpendulo zabathengi kwiimpawu zokuvuselela impawu. Ukufundisisa, Ngaba u-Redesigns Uncedo okanye Ubuhlungu Umtshina Wakho? Indima yokuzibophezela kweBrits "yashicilelwa kwi-Journal of Product & Brand Management ngo-2010.
Gwema ukulungiswa kweziThengi zakho ezizibophezele kakhulu
Abaphandi bafumanisa ukuba abo baninzi abazinikele kwi-brand banokuthi bachase utshintsho kwi logo yabo. Abathengi abaqhelekileyo abanako ukufumana iimvakalelo ezinzulu malunga nelogu yegama lomtshintshi kwaye bathambekele, ngokubanzi, ukuba babone njengenguqu enhle. Kodwa abo bathengi abathembekileyo banokuvumela ukuba uphawu lwabo lokunamathisela uphawu lube nomthelela kwimoya yabo yomthengi .
Iqela labaphandi lichaze le nto "ebaluleke kakhulu" ekufundeni kwabo.
Uninzi lweenkampani zicinga ukuba abathengi babo abanqabileyo - abo banokuzibophezela ngokugqithisileyo-baya kuba neendawo zokutshintsha. Iziphumo zethu zibonisa ukuba oku kuyenzeka ukucinga ngendlela engafanelekanga-enye inokuthi ilahlekise umnqweno, owona mkhulu wabathengi bentengiso.
Abathengi be-Starbucks bebonke kwiwebhu kunye nentanethi yezonxibelelwano bathetha malunga nokuguqulwa kwe logo kunye nokuvakalisa izimvo zabo ezahlukahlukeneyo kwaye zihlala zixhalabisa. I-Starbucks ayifuni nje ukuzingela phantsi kwaye ilindele ukuba umthengi angazibethi. Kukho iqonga elomeleleyo lokubandakanyeka kwamakhasimende kwiwebhusayithi ye-Starbucks, kwaye eso sakhiwo sasibe sisetyenziswe kakuhle njengoko i-Starbucks iqalile ingxoxo kunye nabathengi babo malunga noshintsho oluzayo-ngaphambi kokuba lube phezu kwabo.
Ngaba I-Redesign Isizathu Sokuba Abathengi baKhuphe kwiBhanki
Abaphandi kulolu cwaningo baye bahlola ezinye iimpawu ezidumileyo ukuze babone indlela abafundi abayi-632 abadlulileyo ngayo beza kuziva njani malunga nokuhlaziywa kwelogos ze-New Balance kunye nezihlangu zezemidlalo ze-Adidas. Ukulungiswa kwakhona kwezinto ezimbini kwenzelwe uphawu lwebhanki ngalunye ngumyili wezobugcisa. Iqondo lotshintsho kwi-logo liye lahluke kakhulu, kwaye ukuhlaziywa okufanayo kufana nelophawu lokuqala kunye nokuphindaphinda kwesibini ngokungafaniyo kwi logo elidala . Isifundo ngasinye kwisifundo saphendule kwiphononongo malunga nokuzibophezela kwabo kwisikhwama kabini - emva kokukhangela i-brand yasekuqaleni kwaye emva kokukhangela enye ye-logo kwakhona. Iingcamango zabo zaxhaswa njengamandla ngakumbi ekuzibopheleleni kwi-brand, ngaphantsi komthengi wayethanda ukuhlaziywa kwakhona, ngokukodwa ukuhlaziywa kwakhona okwenziwe utshintsho.
Abaphandi bakholelwa ukuba abo bathengi abazinikezele ngokuzimisela kwi-brand banokuthi bajonge iinguqu zenguqu njengenguqu ekutshatsheni ubudlelwane babo kunye nomkhwa . Ngenxa yoko, i-Winterich kunye nabalobi bezobambisene naye bathi indlela ehamba phambili yokulolonga i-logo yindlela ehlakaniphile yokuba iinkampani zizithathele. Ukuqhubela phambili, abaphandi bacetyisa ukuba kuluvo oluhle ukucela iingongoma malunga nokuhlaziywa kwalabo bathengi ababonisa ukuzimisela okukhulu- kwaye mhlawumbi ukwazisa abo bathengi phambi kokuba iinguqulelo ze logo zivezwe kuluntu jikelele.
Abaphandi bathi:
Ukunikezela ngokunyanisekileyo ukuba unjalo 'ungaphakathi' kunokuqinisa uxhulumano lwabo kunye nokunciphisa iziphumo ezinobungozi zokukhishwa kwakhona kwegama.
Ukunyamekelwa kwabathengi be-Starbucks kwandisa kwi-Concerns
Kuya kubonakala ngathi ukuthengiswa kwe Starbucks kunye neqela lokudala lafika khona kuqala. Lezo zichanekileyo zicwangciso abazisebenzisayo ekuqhubeni ukuya kutshintsho lwe logo. I-Starbucks iqalile kusasa kwaye bajolise ekucaceni nangokucacileyo malunga neenjongo zabo ngelixa bexubusha ukubaluleka kwi-Starbucks yemibono yabathengi babo .
Akunabo bonke abathengi be-Starbucks abakwi-caliber ye-Melody Overton ye-StarbucksMelody.com. I-Melody yinto ephezulu - yekhofi ... ye-Starbucks ... yobomi, ndingathi. I-StarbucksMelody yiblogi yakhe kwaye i malunga nekhofi kunye ne-Starbucks kunye nabo bonke abantu abadibana nayo endleleni yokuzonwabisa.
Ngamagama akhe:
Ndiyakuthanda ikhofi. Ndiyathanda indlela ekwazi ngayo ukuqokelela abantu. Ndiyathanda iingxoxo ezungeze kuyo. Ndiyathanda ukukwazi ukufumana umgangatho oqhelekileyo wokudibanisa nabantu malunga. Uninzi lwazo zonke, ndiyakuthandana nalawo maxesha xa ubona uvuyo olungakumbi emehlweni omntu ngokufumanisa ikhofi entsha, ukufunda ngekhofi, okanye ukuxhoma nje ngekhofi-nokuba ungayiphuza.
Le ngqungquthela evela kwiblogi yaseLlody ibonisa ukuxhamla okunzulu ummeli womthengi unokufumana ityhuna ayayikhathalelayo. I-Melody ingumsila omude - abaninzi abathengi banokwenza ukubhala iblogi malunga ne Starbucks i-hobby - kwaye imele umda wangaphandle wokusabalalisa abathengi abalamano kunye ne-Starbucks. Amanqaku onke azimisele ukufunda ukukhangela abameli bamakhasimende njengoL Melody.