Iintlobo lwentengiso: zonke ukuhlela

Uphawu - enye ngongoma ibalulekileyo ukuthengisa, nto leyo eye iimpawu ezininzi. Ukuhlela iimpawu embalwa: ngendlela yokuthetha, ilungelo ifomu ubunini. Asimele silibale ukuba uphawu - inxalenye neengqiqo ezinkulu - ukubonakala kwentsebenziswano.

Concept neendidi lokuthengiswa

Uphawu, mark urhwebo (elinye igama - mark trade) - ababhalisiweyo nolwabiwo uphawu indibanisela oonobumba okanye amanani, umfanekiso imveliso, eyenzelwe ukuba yokuzohlula, ukuzisa ulwazi malunga umenzi.

Le ndlela individualization umenzi ababhalise kumaziko karhulumente achaphazelekayo Russian Federation kunye namanye amazwe. Oku kubandakanya amalungelo awodwa ukusebenzisa umsebenzi okhethiweyo kunye nokukhuselwa kwabo ngokusemthethweni. Le yokugqibela ifumaneka kumazwe angaphezu kwama-160, apho 90 - kwinqanaba yomthetho.

Kwilizwe lethu, yonke imisebenzi bophawu akhuselwe ngumthetho "Kwi lwentengiso, Service Marks kunye Appellations of Origin" (1992).

Ukongeza, iisimboli zorhwebo akhuselwe ezi zenzo zilandelayo:

• I-Paris Convention of 1883
• Madrid Convention on Ubhaliso International igama lophawu (1981).
• sokubhalisa kwisivumelwano mark urhwebo (1973).

Uphawu - umsebenzi

Iintlobo imisebenzi bophawu ingashwankathelwa ngale ndlela ilandelayo:

1. Oku bubungqina kumgangatho ophezulu esemgangathweni kwemveliso.
2. Ubukho phawu yenza lomthengi ukuthembela imveliso ngenxa igama elihle umenzi.
3. Oku sisiseko apho ukukhuthaza kunye neentengiso (phambi kokuba zonke iintlobo zokuthengisa, Kakade ke, kufuneka babe propiarit kakuhle).

Kukholelwa ukuba iimpahla wathengisa phantsi igama lophawu, e- 15-25% okuba ngaphezu Label White. Ngaphezu koko, isimboli yophawu lorhwebo amaninzi ubunini ezixabisekileyo into - ixabiso uphawu Coca-Cola kune, ngesicelo ngumnini ombutho, $ 3 billion.

Types zibhekisela brand

Enye iqela oluphawula wophawu, na uhlobo lokukhethwa yayo. Xa iyonke kukho ezine:

1. Uphawu. Oku kuquka isimboli, ndlela leyo umbala okanye indibanisela yawo, ukuzoba.
2. Igama lengubo. Le ibandakanya izifinyezo, amagama, amabinzana, iincwadi - konke ukuba uyakwazi ukuthetha.
3. umfanekiso Shopping - nalowo corporation brand.
4. Uphawu - konke oku kungasentla, ukukhusela amalungelo kunye nomthetho. Le yokugqibela luchazwa yi unobumba R kwisangqa.

Ukuhlelwa kwiintlobo zabalinganiswa ezinophawu

Zonke iintlobo zokuthengisa kunye namanqaku nkonzo kwabiwa nkqubo wokuhlelwa zilandelayo:

1. Malunga ngqibelelo bobunini: ngamnye ezimanyeneyo.
2. Kwi projekthi: ngemveliso, imigca imveliso.
3. Xa uhlobo binzana: volume, isandi, zidibene, ngomlomo, graphic.

Eyona umdla kakhulu ukuba ubone kuba ngabokugqibela.

Ukuhlelwa kwiintlobo yokuvakalisa

Iintlobo lokuthengiswa ngohlobo ibinzana lwahlulwe ngokweendidi eziliqela:

1. ILizwi - ndithethile amagama kunye nezilogeni. Uhlobo eqhelekileyo, kuquka zombini amagama neologisms aqhelekileyo. Umzekelo, "VKontakte", "zemihla ngemihla", "Twix", iPhone, Windows. Okanye: ". Gillette the best umntu" "Kukho kuyingcamango - kukho IKEA," njalo-njalo ...
2. Graphic - unique nekulula imifanekiso yabantu, izilwanyana, iisimboli abstract, imigca, iimilo - swifanekiselo kunye iilogo. Ezi ziquka imifanekiso "Adidas", "APL", "Lacoste", "Facebook", Railways, njl D.
3. Bulk. Ingaba a neentlobo ezinqabileyo. It ezotywe mhlawumbi imveliso ngokwayo okanye kwikhava yawo. Loo kumzobo okanye ifoto akufuneki ukuba udandalaziso, ukuze ingqalelo injongo ethile yempahla okanye impahla. .. Umzekelo, incwadi enemifanekiso, ifowuni ephathwayo, izitya, ikharakhtha, njl Amanqaku-ntathu kufuneka yabelwe nayiphi semvelo kuphela ndoda imela iimpawu imveliso: upopayi McDonald kaThixo, isilwanyana Wimm-Bill-Dann Brends etc ...
4. Sound. Le yinxalenye ingoma okanye isandi olwahlula le nkampani. Kuyinto ethandwa kakhulu kokubini izibhengezo ephilileyo kwaye eendaba - oku kubizwa ngokuba uncuthu jingle. Lidla sung igama lebrendi okanye isilogeni le nkampani, umzekelo: "Gallina Blanca, labadlali-labadlali, labadlali-labadlali" "Mm-m, Danone". Oku kuquka uphawu umnxeba isikhululo kunye usasazo ngqo, ihambelane yokwamkela okanye ntle chaphaza screen TV.
5. Ludityanisiwe ukudibanisa iintlobo ezininzi yokuhlelwa: isilogeni kunye nomfanekiso, logo kunye nesandi.
6. Ukuqgiba. Le iintlobo ezinqabileyo angaqhelekanga iimpawu. Bonisa i ivumba, idla abazalani ukuya kwimveliso. Bhalisa uphawu loshishino kunzima kakhulu - kufuneka inkcazelo eneenkcukacha malunga ivumba, ifomula yayo lwekhemikhali, ukugqithiselwa "isipha" ziziqhumiso enqila ngamnye. Kwilizwe lethu, ezi amanqaku ukwazi ukuba ngenkankulu zimelwe.

Ngokwahlukeneyo, kukho imizekelo amanqaku ivumba leempahla:

• vanilla lavender - zokubhala;
• ivumba asanda phungula ingca - iibhola yentenetya;
• lamafutha Pink - ngamatayara eemoto;
• Ivumba perceptible yokuphikisa zebhiya - imikhonto ibaleka;
• lemon ingca - SPA-zokuzilungisa, etc ...

Ingqiqo style of ngokuqinileyo

Iintlobo uphawu yinxalenye ebalulekileyo ye ingqiqo jikelele - isimbo inkampani. Identity Corporate - iseti iindlela ezahlukeneyo kunye neendlela nokunikezela iimveliso ukuba bamele zamvanje ngendlela efanayo igqityiwe. Le mbono lidibanisa phantsi:

• uphawu;
• wezindlu lobuso ;
• intlanganisela ngamnye imibala;
• logo;
• unit Corporate - indibanisela igama, ilogo, intetho, nayiphi na itekisi echazayo;
• efanayo inkampani rhoqo - uyilo lwesicatshulwa kunye nemifanekiso, fomati, etc ...

Uphawu, enyanisweni, i "ubuso" le nkampani, a unique, ekhuselweyo ukukopa izinto ezibhalwe ngabanye. ukukhetha kwayo - abaninzi.