Rebranding - kuba ... Yintoni nokuba kanjani-brand

Rebranding - uhlobo 'ukulungiswa "brand okanye bophawu. Ukulungiswa angaba eyinkunzi okanye izithambiso. Ukukhetha kuxhomekeke isimo sokuqala nto. Ukongeza, kuyenzeka ukuba ukwenza epheleleyo kwakhona umfanekiso kunye noluphakathi. Le rebranding kwenkampani - kuba yinto elide kunye nexesha elide, kuba kufuneka ibe sengqiqweni yaye kufanelekile. Kufuneka kwenziwe xa ngokwenene uphawu kufuneka luhlaziywe.

Xa ufuna ukuphinda-brand

Rebranding kuyimfuneko kwimeko:

1. Kubekho iinguqu kwiimeko lemarike kwaye uphawu lwangoku wavuma ukuba olu tshintsho. Ukuba icandelo lentengiso brand yakho lancipha, ngesifo sephepha yawa, impahla seluphelelwe kwaye zifunwa yi-nkonzo. Kwakhona, isizathu sokuba rebranding inakho ukutshintsha ukhetho kunye neemfuno ekujoliswe kulo.
2. Ezikhundleni brand kwi kwimarike buthathaka kakhulu. Kulo mzekelo, le ngxaki zinokuba kuphela ummandla wesijikelezi-mveliso, kodwa kuzo ke rebranding kuyanceda ngokupheleleyo ukutshintsha imeko. Ngokufuthi unobangela utshintsho umfanekiso uphawu abe ukhuphiswano, kwaye emva kokuba rebranding ngempumelelo ezinengxaki ukukhula okukhawulezayo kwiintengiso.
3. Positioning brand yakho ekuqaleni ayizange olusebenzayo. Iinjineli ukusebenzisa uphawu kuloo mpazamo ukuba ezivunyiweyo, abaphulaphuli akazange aqonde okanye akazange aqonde. Kwimeko enjalo nayo ifuna rebranding.

rebranding Complex okanye ubuso

Ukuba sicinga ukuba kwakhona lwentengiso-ezinjalo, ukhetho indlela le nkqubo - ezintsonkothileyo okanye izithambiso, kuxhomekeke kubunzima iingxaki ezijongene inkampani yakho. Re-Uphawu kufuneka swi silwe ubunzima kunye ilahleko engephi. Kufuneka siqale uvavanyo kwindawo yangoku brand yakho. Ukuba isizathu yinto wesijikelezi-ingcamango, ingcamango uphawu kufuneka utshintshe kakhulu, nto leyo iya kulandelwa utshintsho zonke ezinye iimpawu. Le rebranding ibizwa ezintsonkothileyo.

Ukuba, umzekelo, kanye uphawu ludumile abathengi, kodwa ekupakisheni uyilo liphuma ingqiqo jikelele, kunokwenzeka ukuba kuthintelwe rebranding izithambiso, oko kukuthi, ukuba enze utshintsho olungephi. Umzekelo, kwakhona ngokuqhayisa cafe inokuquka kuphela kutshintshwe logo kunye elingaphakathi, kodwa utshintsho orientation kwi menu okanye iziko. Kubalulekile ukuphawula ukuba rebranding upasa kakuhle kwaye babefuna yi uphawu abathengi kufuneka bachithe ngobulumko, ukuze ukuphazamisa indawo yayo emarikeni kunye nokunciphisa ukuqondwa usongo.

Kakuhle eli inkqubo

Rebranding - yinkqubo ende kwaye ngokuthe ngcembe. Xa ezingundoqo yayo kukudala lophawu esitsha ngokwesiseko endala. Ngamanye amaxesha utshintsho kwenzeka koko, nangona kukho brand ekhoyo. Ngenxa rebranding ofanelekileyo kufuneka njalo nge lwazi, yaye kuphela emva kokuba oku kuya kuba gca apho kwicala ukubaleka.

Ezi zifundo ziya kukunceda ubone ukuba yintoni na ekufuneka ukuba bahlukane kwaye oko kufanele kongezwe. Bona zityhila ntoni na umgangatho abathengi brand wakho ozakuthathwa iadvanteji, yaye apho brand yakho lisasalele emva okhuphisana. Ngenxa yoko, kuphumela ukusuka kuphando lokwazisa kwi kuxhomekeka kwinkqubo yonke elandelayo kwakhona uphawu-.

Eyona engundoqo Iinjongo kwakhona uphawu-

Imisebenzi zibekwa phambi kokuba rebranding, elula ecacileyo. Kuyimfuneko ukuba komelezwe ukuthembeka uphawu phakathi abaphulaphuli ekujoliswe kulo, ukuba yokuzohlula kukutsalela abathengi ezintsha. Ezinye izizathu ukwenza naluphi na utshintsho, umgaqo, akukho. Emva kwakhona ngokutshiswa, njengoko, eneneni, nali - le yenye izixhobo iinjongo zokuthengisa kunye iinjongo ekufuneka ibe njengoko ingqalelo ekukhuleni kwezibonisi zoqoqosho.

Ukohluka kunye isibheno brand

ibonisa Brand ncam isimo sengqondo abaphulaphuli ekujoliswe kulo, kunye nemiqondiso, ukupakishwa - yinto nje iimpawu nemiba lophawu, uhlobo identifier ezibangela ezingqondweni zabasebenzisi ubudlelwane kusweleka imveliso, inkonzo okanye brand. Ngoko ke, nali - yinkqubo yophuhliso, umiliselo kunye nolondolozo yomfanekiso efunekayo sezingqondweni ienjini kwabathengi. Mpawu ziyinxalenye ebalulekileyo lophawu, kodwa ingqalelo ingqiqo engundoqo umfanekiso, umfanekiso kwakhiwa. Kwaye ke, lo mfanekiso kakhulu ukuba negalelo ekuqondeni injongo yokusebenzisa. Ngoko ke, ngamanye amazwi, ukuba nefuthe ukhetho lomthengi.

Ukukhangelwa eya kumda wesangqa entsha

Njengoko sele kukhankanyiwe, rebranding - utshintsho lomfanekiso. Olu tshintsho, nto leyo kumele kube negalelo elihle ezingqondweni abathengi kunye nokuphucula neentengiso. Kwaye ngenxa yokuba umlinganiselo olifunayo iphenjelelwa zentsulungeko khuthaza, nto leyo ezifakwe lophawu yomzobo, kufuneka ucinge ngokutshintsha ukukhuthaza abaphulaphuli ekujoliswe kubo brand. Kwezinye iimeko, mhlawumbi tshintshela kolunye abaphulaphuli uphawu ngokubanzi. Kakuhle eli kwakhona lwentengiso-ngoyena brand egxininisa ixabiso enye, leyo sibalulekile ngumsebenzisi, utshintsha ngesiquphe ngokupheleleyo kumda wesangqa.

Utshintsho iimpawu akusoloko mfuneko. Oku lifunwa kuphela ukuba abathanga ukuthobela okanye zichasene amaxabiso khuthaza, kusekelwe kumda wesangqa entsha kraca. Umfanekiso omtsha wadalwa entsonkothileyo. Le logo restyled, ngokutsha ingaphakathi. Kodwa main instrument ngalo utshintsho akhiwa engqondweni umboleki, ukuba izibhengezo. Nazo zonke ezinye iimpawu - ukongeza kuphela kumaxabiso khuthaza ze kumda wesangqa entsha. Kubalulekile ukuphawula ukuba limited utshintsho into enye, okanye umqolo ngemiqondiso, ukuba lwenziwa kwi iinguqulelo ezinkulu-isikali olunjalo umfanekiselo lophawu, njengoko rebranding wacebisa - na inkcitho ezingenamsebenzi.

Rebranding: Imizekelo

Ukuqala ukutshintsha nantoni igama lophawu ngempumelelo nangexesha usebenze. Kodwa ekuhambeni kwexesha kusenokufuneka ukuphinda-lophawu, nkqu Titans zemalike. Njengoko umzekelo inokuba yinxalenye kum Pepsi logo nangokusebenzayo lutshintsho iminyaka elikhulu, Coca-Cola logo. I brand lokuqala swi omtsha, ngoxa yesibini lidla ukuba babambelele izithethe. Kufuneka kuqatshelwe ukuba zombini lokuthengiswa ukukhetha indlela elungileyo, ukuba ngokulandelelana phambili icandelo ixabiso kunye kulungisa (okanye ukutshintsha) iziphumo eya kumda wesangqa ekhethiweyo.

Ukuphumelela rebranding

Inkqubo kwakhona ngokuqhayisa elintsonkothe kunye nobungakanani inokuba ngaphezu kukudala umfanekiso elitsha kraca. Le tshintsho qinisekisa ukuba ibe yimpumelelo. Ewe, kwaye umda kwisiqingatha-amanyathelo kule nkqubo akunakwenzeka. Imarike uba ngakumbi epheleleyo, ngokuqhayisa ebaluleke ngakumbi iimpawu zayo. Umfanekiso wadala ibaluleke kakhulu ukuze kukhuselwe ukuzibophelela kwabathengi. Nakuba kunjalo, i-brand akadalwanga aphume nto, uphawu - oku kubangelwa uhlalutyo elide, olunzulu kunye eneenkcukacha, ukuba ekuqaleni oko efumene ngokwaneleyo kakuhle, ngoko ke kwakhona ebabiza kuyimfuneko ukuze bayithathele ingqalelo iimpazamo elidlulileyo kwaye hayi ukuba nethemba lokuba le ndlela iza kuba nje ukusuka inkqubo. Kungenjalo, imali kunye nexesha elichithwa rebranding asibikho hlamusela.