I-brand yehlabathi yeyona nto iyona nto ibalulekileyo yinkampani.
Ukudala ubungqina bentengiso yehlabathi jikelele kwiimarike zamanye amazwe okanye ezingaphezu kwehlabathi akuncinci okanye kulula. Kodwa kuyafaneleka, xa uqonda izizathu zokuba kutheni. Apha sichaza ukuba yintoni uphawu lwehlabathi jikelele nezizathu ezihlanu zokuphuhlisa enye.
I-brand yehlabathi iyinto ebonakalayo kunye nabathengi kwihlabathi. Ingaba kukusetyenziswa kwegama, ixesha, umqondiso, ukuyila okanye ukudibanisa kwayo kuhloswe ukuba kuchonge umthengisi omnye aze ahlule ukusuka kumashishini.
Cinga Apple (njengoko kubonisiwe), Google, Coca-Cola, kunye ne-IBM. Ngamhla, ukusebenzisana kwezokuhlalisana kweentlalo kukuvumela abathengi ukuba bajonge umtya ngokukhawuleza (kwaye bawuthathe jikelele) ngemeko yabo yeemvakalelo kunye nemfuno yeemveliso, ekushiye ngokulawulwa ngaphantsi nangendlela engakanani indlela umbane wakho owela ngayo imida. "Ngaphezu koko, kwihlabathi eliye lakhula ngokubanzi kwaye lidibanisene, amazwe 'aphuhlisayo' njengeChina ngoku azimisele ukuba ngabadlali abakhulu, kunye nentsebenziswano-ngaphesheya kwemida, kwii-silos, okanye ukudibanisana kunye nabathengi-kubaluleke kunanini ngaphambili," uthi i-Interbrand.
Makhe sicinge ukuba yinyani, kodwa unomsebenzi omncinci kwaye uzibuze ukuba unayo izixhobo zokuthatha i-brand yakho yehlabathi. Ziziphi iimeko ezibonisa ukuba uqalise umkhiqizo okanye inkonzo ngegama elilodwa legama lomhlaba wonke? Mhlawumbi kunye ne logo efanayo kunye nesiqubulo? Akukho mpendulo enye kuba kuxhomekeke kuwe, ukuzibophezela kwakho kunye nokufumaneka kwemali eyongezelelweyo (akufuneki ukuba yinto eninzi-nje ngokwaneleyo ukufumana iingcebiso zomthetho kunye nenkxaso yokuguqulela ).
Kukho, nangona kunjalo, umbuzo omncinci ngokubaluleka kwegama lorhwebo kuwo onke amazwekazi.
I-brand yehlabathi ngokwenene inokuqulunqwa kwemveliso efanayo, inzuzo efana neyona ndlela, ukubeka indawo efanayo kunye neenkcubeko ezifanayo kunye neenkcubeko. Cinga ukuba ungayithengisa phi imveliso yakho emhlabeni jikelele, ukuba ungaphi na apho ungathanda ukuya khona kunye nayo ngenxa yokuba ufuna umfanekiso omileyo emhlabeni wonke ophucula ukonga kunye neendleko zokubeka imali xa uthabatha kwenye indawo.
Ngokuqinisekileyo, unokuba ulungelelanisa uphawu lwehlabathi kwiimarike ezithile, kodwa akusoloko kunjalo. Ezinye iimarike zinokufumana i-brand yakho yehlabathi njengokuba abanye befuna ukulungiswa okuncinci. Unako ukujongana nelo lizwe lizwe ngelizwe.
Ngoko ziphi iingenelo zokuba uphawu lwehlabathi? Nazi ezinye ezimbalwa
Ukwakha Ukwazisa ngehlabathi
Uphawu lomhlaba jikelele lubonakala ngakumbi kunegama lendawo. Ukuba uthumela umkhwa wakho eJamani, umzekelo, abaza kuba abathengi abahamba apho okanye bahlale kweli lizwe, bavelele kuyo. Njalo xa usithumela kwilizwe elitsha, ukwakhiwa kokwazisa jikelele ngegama lakho.
Ukufezekiswa koqoqosho lweSikolo
Iindleko zophuhliso ukuxhasa i-brand entsha yehlabathi ingasasazeka kwizinto ezininzi. Ezi ndleko zibandakanya kodwa azikhawulelwanga kwimveliso , ukuthengiswa , izibonelelo zabantu, ukuhanjiswa kunye nokuthunyelwa.
Thumela i-Factory Factor
Sonke sithanda "into epholileyo" kwaye ukuthatha i-brand global iyongeza kumfanekiso wekhredithi yakho. Ithumela isibonakaliso sokuba uzibophezele kwimarike yomhlaba wonke kwaye unayo izixhobo zokuyibuyisela kwizinga lonke.
Ukunyusa uMveliso kwiLizwe
Njengoko uhlakulela i-brand yakho kwinto esithembayo yendlu yamandla, igama lakho lomnxeba liya kudibaniswa nalapho kwenziwa khona umkhiqizo.
UMcDonald's iyinqobo ye-American brand; UGucci yiItali, kwaye i-L'Oreal yiFransi.
Ngaba Iyona Ncedo Eyona Nenani Elixabisekileyo Inkampani Inayo
Igama lophawu libandakanya iminyaka yentengiso , amava emveliso, ukunyanzeliswa kweendaba zoluntu, ukunyaniseka nezinye iimpawu ezilungileyo kwiimarike ezihambelana nemveliso okanye umnikelo wenkonzo.
Ekugqibeleni, impembelelo yokungenisa / ukuthumela ngaphandle ifike kubantu abanomdla wemveliso yabo nenkonzo kunye nomnqweno wokufumana ezandleni zabantu bonke kwihlabathi. Ngaloo mvo, kunzima ukudala uphawu olukhulu, oluhlala luhlala emhlabeni.