Brands - yintoni na le nto? brand jikelele eyaziwa

Le mbono "brand" kubonakala rhoqo, kusetyenziswa ngokunxulumene impahla, kumashishini okanye iinkampani. Ngokuqhelekileyo, igama oxabisekileyo. Akukho nkcazelo ngqo. Ngokufutshane, ntonye sikhetha, ukuba uthi brand - ke ezithile iimpawu kunye negama eliqaqambileyo.

definition Different

Ngokomthetho kwaye enelungelo inkcazelo kolu luvo uthengwayo yeyomnye the American Marketing Association. Ngokutsho kule nkcazelo, brand - amagama, iisimboli, okanye idibanise ezi ndidi, eziyimfuneko ukwenzela ukuba kube nokuqatshelwa enye impahla ezivela kwezinye empahleni uhlobo olufanayo. nabathengisi abaninzi bakholelwa ukuba ayisekho uphawu ngokwenyani njongo. Kwaye yintoni ke idala akanguye umvelisi a esithile okulungileyo, kunye nengqiqo umboleki, oko imbonakaliso abaphulaphuli ekujoliswe kulo le mveliso. Ngale kunzima ukuba uyavuma. Ngapha koko, xa kukhankanywa nje lophawu entlokweni yakho xa kukho uluhlu ethile associative.

Ngoko ke, zonke zegama elithi "brand" iziinxalenye iindidi ezimbini:

1. Brand - lophawu kunye logo-alo isimboli, igama elikhulu, igama elithile.

2. okuvelayo It kunye nemibutho ezivelayo engqondweni kumboleki phambi logo okanye igama kwinkampani ethile.

Kukho kwakhona ingqikelelo "brand jikelele", elibhekisela kwiimveliso lophawu ethile, kwaziwa kulo lonke ihlabathi.

Yintoni brand?

1. Iimpawu - isethi iipropati. Amaninzi abenzi zijolise umgangatho.

2. neNkcubeko kunye neenqobo. Kuzo zonke inkampani charter yayo, iinjongo zalo, esithi yayo.

3. Abaphulaphuli ekujoliswe. Ukuze alungise "ejikelezayo" imveliso yakho, kufuneka wazi ngqo ukuba lowo yona.

4. Ubuntu - yinto eyenza kwabo kwabanye.

Kutheni Kufuneka uphawu?

Intsimbi - lo ukukhuthazwa brand yakho. Kwaye injongo yayo - zentengiso. Ngokuqhelekileyo, xa inkampani iya kudala ngokwayo negama elihle, izakhe, umthamo intengiso ziya kwanda. Kodwa kufuneka sibe ijelo enamandla ukunyuswa. Okokuqala, kuyimfuneko ukuba anyamekele ukhuseleko imveliso yalo, logo yayo, ukuphepha ukufana nabanye, qiniseka ukuba kwakungekho iikopi. Okwesibini, i-brand kufuneka kukhunjulwe ukuba intengiso akulambathanga.

Brand edume

Brands ezikhoyo nganye kwiindawo zorhwebo kwicandelo ngalinye kwimveliso. Umzekelo, iinkampani ezininzi idumileyo candelo lezobuchwepheshe computer - .. Apple, Google, njl Kakade ke, wonke umntu uyazi kubo. Kodwa zisetyenziswa ukuba kwindawo yokuqala igama "brand" lisetyenziswa ngokunxulumene impahla, izithambiso, izihlangu. Kwakhona udume iingxowa brand, ezifana, ngokomzekelo, Gucci, Ferragamo, Valentino.

Gucci

Le nkampani edumileyo. Kakade ke, lo neebhegi kakhulu ezithandwayo kunye iziqholo, sithwele eli gama. History of the brand enemvelaphi yayo kude 1906, xa waqala inkampani ukuvelisa iimveliso ezenziwe ngesikhumba lokwenene. Ngowe-1947, enye ibonisa ukuba thaca semali wokuqala izibambo zoqalo, nto leyo idabi lokwenene.

Ferragamo

Le nkampani ithiywe emva umseki wayo, ukuba umyili odumileyo Italian. Eyona njongo ye ukumba - nokudalwa ebhegini ezisebenzayo ukuze kubonelelwe zonke izinto eziyimfuneko. Kodwa kwangaxeshanye kufuneka babe osemqoka enye ebalulekileyo - uyilo ezinamagama kunye noyilo ezintle. Ke kaloku nka- kuphela iingxowa, kodwa nezinye izincedisi ngesikhumba.

Valentino

Le brand jikelele, eyaziwa ngokuba impahla yayo obutofotofo kunye neebhegi. Valentino Garavani kukujolisa becala ubuhle, isimbo kunye nangobuciko.

bottega Veneta

Phantsi eli gama ayifihli indlu fashion, ukulubaleka iingxowa malunga nenkulungwane. Ethandwayo ethile uphawu iye ezifunyenwe uMlawuli Tomas Maier. Kwathi kamsinya nje akuba wathabatha ofisi njengoko utshintsho olwenzileyo. ibhegi yakhe entsha, ephothiweyo ukusuka namabhanti zothwathwa eyahlukileyo, wenza yegadi. Nxiba njengomncedisi enjalo inokuba fashionista lokwenene kuphela.

Igama Kubalulekile kakhulu xa ukhetha zokuthambisa. Ngapha koko, zokuthambisa zabafazi. Bakhathazeke ngayo ubuhle babo, ngoko ke kubalulekile ukuba indlela yokufumana oko wayesaziwa lophawu, ngoko kukho intembelo umgangatho walo nokuba nemfezeko.

Eyona idumileyo zokuthambisa brand - it Bourjois, L'akasoze Paris, Yves Rocher, uMariya Kay, Dior, Chanel. Dwelisa zonke iintlobo edume izithambiso nje akunakwenzeka. Ilizwe ngalinye lineCandelo abameli balo. Ezinye amancinci zokuthambisa zendalo, inxalenye - zobungcali. Amaninzi, abantu bakhetha oko sele bekwazi, bazama. Kakade ke, lo brand ethandwa kakhulu French, ngoxa iimpahla kunye neebhegi kuqala kubanjwa yemiyinge Italian.

yves Rocher

Le nkampani wathi ngokwayo kutshanje kwaye ukususela kwimini yokuqala kwaduma. Cosmetics Yves Rocher okunjani, kuba iqulathe inani elikhulu owakhiwa ngayo izithako zemvelo. Lula, bathenge iimveliso benkampani ayikwazi uthenga kuphela, kodwa kwikhathalogu. Le nkampani isebenza abangakwaziyo yee-ixabiso.

L'akasoze Paris

Oku kucingwa ukuba brand inombolo enye ehlabathini. Iimveliso 'Loreal "athunyelwa kumazwe angaphezu kwama-150. Waziwa kwaye imfuno ngenxa umgangatho wabo, uyilo stylish. Ixabiso imveliso ayikho phezulu kangaka. "L'akasoze" luvelisa iimveliso zolusu ubuso, iinwele, makeup.

Bourjois

Le brand, leyo qela ngexabiso elifanayo kunye zokuthambisa "L'akasoze". Bourjois ligxininisa kakhulu zokuthambisa zokuhombisa kuba imilebe, amehlo kunye nezikhonkwane. Kodwa ukhetho imibala, isiphumo nje mesmerizing.

Phakathi izinto zokuthambisa Russian brand Kubalulekile Inkxalabo ukukhankanya "Kalina", nto leyo ligxininisa ukuvelisa iimveliso zolusu. "Kalina" - na iintlobo ezifana "iiresiphi One kwikhulu ubuhle," "Line Olunyulu", "Velvet Ngezandla", "Black Pearl". Ngelishwa, imboni izithambiso Russian asifikeleli eziphakamileyo kakhulu, kwaye iintlobo edumileyo kwilizwe lethu okwangoku.

ungubani brand

Yonke brand kufuneka abe isilogeni yaso - mfutshane, ibinzana eshwankathelwe ichaza kakuhle eli nkampani. Umzekelo, inkampani L'akasoze elinawo onke islogani eqhelekileyo "Ufanelwe nto." Kwakhona ukhumbuleka kakhulu ke iilogo brand. Abanye yindlela ekhethekileyo ukubhala igama lenkampani, ngoxa abanye - uphawu lwabo.

Kakade ke, wonk 'uyazi le logo Nike nezemidlalo. Elidityaniswe ngegama lenkampani, njengoko kumzekeliso oganogram iphiko uthixokazi woloyiso Nike. Ekuqaleni, lo iphiko esilala kancinci mbhalo, ngoko igama lenkampani top sentsimbi mqondiso, kwaye ngoku akukho mfuneko oku. Ngalinye ulogos ngembali yaso, nto leyo umdla ukufunda.

Apple

Wonke umntu uyazi akayi kuvela kwangoko apile olunywe yinyoka. Ekuqaleni, uRonald Ueyn liqulunqe le logo, leyo baboniswa Isaak Nyuton phantsi kom-apile. Stiv Dzhobs wacinga ukuba umlinganiswa akuthethi negalelo kwiintengiso iimveliso, waza wacela-arhente zeentengiso, apho yena wanikela umqondiso entsha. Ekuqaleni kwalo kwaba apile multi-obugolide, ngoko ke siguqulwe.

Pepsi

Yeyona inkokheli ngokuthi inani iilogo. logo Le nkampani iye unenzondelelo ukutshintsha amaxesha ngaphezulu kwe-10. Yahlala ayitshintshanga kuphela kukho umbala obomvu, kunye nombhalo «Pepsi». Le nkampani ngokucacileyo ulandela iintsingiselo kwaye uzama ukugcina up kunye iintsingiselo yexesha. Logo kuba laconic, kuba mhlophe ngokuba nabanamandla ngakumbi.

Versace

umdla kakhulu le logo brand. Ibonisa intloko ye Medusa the Gorgon. UMyili wayecinga ukuba esi sidalwa wasentsomini uye mabophe ekhethekileyo thile. Mhlawumbi ukhetho ogqibeleleyo inkampani evelisa impahla, neebhegi nesiqhumiso.

Chanel

Nawuphi na umfazi lula ukucinga ilogo brand odumileyo. Ekubeni iileta ezimbini image esipilini. Ku kokusungulwa kudala kwaye ihleli ingatshintshwanga. Libonisa unobumba wokuqala igama kunye nefani umsunguli - Koko Shanel.

brand Gucci

Njengokuba kuchazwe ngaphezu logo ye lophawu, limela oonobumba zokuqala ezimbini igama kunye nefani ngumseki - Guchchio Guchchi. Nangona kunjalo, kwi logo nexolo intsingiselo kabini. Ngenkulungwane yama-20, inkampani ikhupha impahla yesikhumba ngenxa yethuba kunye neleta ezimbini G kwi logo ukukhumbuza stirrups.

Lacoste

A uphawu le webhrendi ezimfakamfele okanye zipeyintwe nengwenya. nengwenya Lacoste ukusuka kunokubonwa izinto ezininzi ezahlukeneyo: t-shirts, iingxowa, izihlangu, iibhulukhwe, iziqholo kunye neemoto. Ukongeza, ingwenya buyifanele iivenkile ngaphezu kwamawaka amabini uphawu ehlabathini lonke. Qalisa brand laphehlelelwa 20 kwinkulungwane yokugqibela. Umdlali Tennis Rene Lakost le tennis French wabuyela ngamandla yalo yangaphambili, kwaye ngexesha elinye wavula inkampani iingubo imidlalo kakhulu, nto leyo nangoku emehlweni fans. Kutheni ingwenya? Eyona nto kukuba Rene Lacoste wayenendlela yinqobo kakhulu yokudlala. Abantu esikhundleni sakhe yayifana nesakhelo kwena, zazilungiselela ukuhlasela. Ukongeza, ngenye imini wenza ukubheja Kwimbaleki American tyesi wesikhumba nengwenya. Ngu Rene Lacoste le lesiqhulo "Ingwenya" apha. umhlobo beqabe ingwenya lwakhe, eyaqala emalifakwe iimpahla, Rene. Emva kokuyeka mdlalo enkulu Lacoste waqala ukwakha inkampani yakhe, kwandiswe kwi-mveliso alukiweyo bebaninzi emangalisayo.

adidas

I-logo yokuqala yenkampani - imicu ezintathu - livele ngunozala uphawu Adi Daslerom. Xa inkampani baqala ukwandisa, wavela kubekho neentlobontlobo nesabo kuphela kodwa banxibe nje, kukho imfuneko yokuba kutshintshwe ilogo. Ngoko ngokuqinileyo iimpahla Adidas baba injezu Shamrock imivumbo ezintathu ezantsi, nto leyo efuzisela iyantlukwano yeemveliso yayo. Sele kwinkulungwane yama-20 emva kwexesha, inkampani weza kunye logo eentsontelo ezintathu, bakha intaba. Mandulo - ke iinjongo kunye neenjongo inkampani, apho ihamba.

brand eziphezulu

Brands - akukho nje iinkampani ezaziwayo-kakuhle. Kuyinto imboni. Nyaka ngamnye izintlu, ukukala lobuntshatsheli apho ngokuqinileyo nzima. Ngo-2014, inkokeli iba brand Apple, ilandelwe yi-Microsoft, Coca-Cola, Google nabanye (njengoko lowu "Forbes"). Top iibrand zehlabathi ixhomekeke kwinqanaba yentengiso nengeniso. Ukukhutshwa imveliso ezininzi ezahlukeneyo - Nakuphi na oko yemiyinge ezininzi - lilinge ukufikelela kwinqanaba entsha yophuhliso, ukuba bafumane ukuthandwa kwaye bafumane inqanaba eliphezulu kwi simo.