Intshayelelo
Kwimakethi yanamhlanje egcwele, ukwahlula i-brand ifuna ngaphezulu kokunikezela ngeemveliso okanye iinkonzo ezisemgangathweni. Isiseko se Ivenkile eyahlukileyo yentengiso ilele ekwenzeni isazisi esivela kubathengi kwinqanaba elinzulu. Ukuqonda into eyenza ukuba i-Brand eyodwa ibaluleke kakhulu kumashishini ajolise ekushiyeleni umbono ohlala kunye nokukhuthaza ukuthembeka kwabathengi. Eli nqaku lidla izinto ezisisiseko ezifaka isandla ekwenzeni ubukhulu bobuchwephesha kwaye inika ukuqonda malunga nendlela yokuhlakulela isazisi sophawu.
Ukuchaza ubume beBrand
Uhlobo lwe-Brand lubhekisa kwiimpawu ezahlukeneyo kunye neenqobo ezibekelwe uphawu ngaphandle kwabakhuphisana nabo. Ibandakanya uthumo lwe-Brand, umbono, amaxabiso, ubuntu, kunye nexabiso elikhethekileyo elinikezela kubathengi. Uphawu olwahlukileyo aluthengisi nje iimveliso okanye iinkonzo; Ibalisa ibali kwaye idala uqhagamshelo lweemvakalelo nabaphulaphuli bayo.
Ukubaluleka kwesindululo sexabiso elikhethekileyo
Isindululo sexabiso elikhethekileyo (i-UVP) sisiteyitimenti esicacileyo esichaza ukuba imveliso yakho okanye inkonzo icombulula njani iingxaki zabathengi, ihambisa izibonelelo ezithile, kwaye ixelele umthengi ofanelekileyo ukuba kutheni kufuneka bathenge kulukhuphiswano. I-UVP eyomeleleyo yilitye lezinto zodwa. Icacisa izibonelelo ezizodwa unxibelelwano lwakho, ezingafumanekiyo kwezinye iimpawu kwintengiso.
Uphawu lwemvakalelo
Ukuqhelisela ngokweemvakalelo kukuziqhelanisa nokwenza ubudlelwane phakathi kophawu kunye nabathengi ngokukhokelela iimvakalelo zabo. Imvakalelo eyomeleleyo ngokweemvakalelo yenza ukuba umntu onyanisekileyo wabathengi kunye nokuguqula abathengi kwi-vovicates ye-Break. Ngokufaka kwiimvakalelo zabathengi, iibrand zinokuzihlulahlula kwaye zenze isikhundla esikhethekileyo kwimarike.
Izinto ezenza uphawu olwahlukileyo
Izinto ezininzi eziphambili ezinegalelo kubunye bophawu. Oku kubandakanya isazisi sophawu, amabali omthengi, ubugcisa, ubuchule, kunye nokungqinelana.
Isazisi sophawu
Isazisi sophawu zizixhobo ezibonakalayo zophawu, ezinje ngombala, uyilo, kunye nelogo, echonga kwaye yahlulahlula i-rable kwiingqondo zabathengi. Ibonisa amaxabiso kunye neenjongo zeshishini. Isazisi esomeleleyo somzimba esinokusebenza kwimpembelelo ebonakalayo yokubona kunye noGawulayo ekuqondeni kweliso.
Ibali lokujonga ibali kunye nembali
Wonke uphawu olwahlukileyo unebali elinyanzelekileyo eliza kuqhubeka nabaphulaphuli. Ukubalisa ibali kubandakanya ukudlulisela umsebenzi we-brand, imbali, kunye neenqobo ezisemgangathweni ngendlela ebandakanyekileyo abathengi ngokweemvakalelo. Ibali elinamandla linokuhlulahlula uphawu ngokuqaqambisa uhambo olukhethekileyo kunye nokuba imele ntoni.
Amava omthengi
Amava abathengi abakhethekileyo angumlinganiso obalulekileyo kwimarike yanamhlanje. Iimpawu ezihlala zinikezela ngamava afanelekileyo kuzo zonke izihloko zochukumisa zidala ubudlelwane babathengi bobuqili kunye nokunyaniseka. Ukwenza ubuqu, ukuphendula, kunye nokulindelwa kwabathengi ziindlela zokuphucula amava abathengi.
Ukuyila kunye nokuziqhelanisa
Izinto ezintsha zibandakanya ukwazisa ngezimvo ezintsha, iimveliso, okanye iinkqubo. Iimpawu ezingenamntu zinokukhokela ukuthengisa kwaye zisekele izinto, zibaqhelanise noko kwahlukile. Ukulungelelaniswa kuyavumela ukuba ii-rands zihlale zihambelana nentengiso ekhawulezileyo ngokutshintsha itekhnoloji entsha kunye nokhetho lwabathengi.
Ukwakha isicwangciso esikhethekileyo sohlobo
Ukuphuhlisa isicwangciso esikhethekileyo sohlobo kubandakanya uphando olunzulu kwimarike, ukuqonda abaphulaphuli ekujoliswe kubo, kunye nokuqina komyalezo kunye nabo. Ifuna ukucaca kwinjongo ye-Brand nonxibelelwano olungaguqukiyo ngaloo njongo ngazo zonke iindlela zokuthengisa.
Uphando lwentengiso kunye nohlalutyo lokhuphiswano
Ukuqhuba uphando olufanelekileyo kwimakethi kunceda ekuchongeni izithuba emarikeni kwaye ziqonde amacebo okhuphiswano. Uhlalutyo olukhuphisanayo luvumela imeko yokufumana indawo eyahlukileyo ngokunika into eyahlukileyo okanye engcono kunento ekhoyo.
Ukuqonda abaphulaphuli bakho ekujoliswe kubo
Ukwazi ukuba ngubani abathengi bakho kubaluleke kakhulu kubunye bobuqu. Ukuqonda iimfuno zabo, ukhetho, kunye namanqaku eentlungu kwenza ukuba ii-randes zilungiselele iminikelo yazo kunye nemiyalezo yokuhlangabezana nezi mfuno.
Imiyalezo engaguqukiyo
Ukungaguquguquki kwimiyalezo ye-Brand kuwo onke amaqonga aqinisa isazisi sophawu kwaye kuyanceda ukwakha ukuthembana. Lonke unxibelelwano kufuneka luhambelane nexabiso le-Brand kunye nelizwi, uqinisekisa ukuba abathengi bafumana umyalezo ofanayo nokuba badibana phi nophawu.
Izifundo zeXesha leBrand
Ukuvavanya ii-rande eziphumeleleyo kunokubonelela ngokuqonda ukuba ulwalamano lunegalelo njani kwimpumelelo yentengiso. Iinkampani ezinje nge-Apple, ePatagonia, kwaye uTessa selezi iimpawu zawo ezizodwa ukulawula iimarike zawo.
I-Apple Inc.
Ukhetho luka-Apple luqhuba ngokuzibophelela kwalo kubuchule, i-aesthetics ye-aesthetics, kunye neemveliso zabasebenzisi. Ugxininiso lwe-Brand ekulula ngakumbi kunye nobuchule kuzo zombini izixhobo ze-Hardware kunye nesoftware iyinxalenye yokhuphiswano. Ukukwazi kwe-Apple yokwenza isiseko somthengi esithembekileyo yiTestamente kwisazisi sayo esiqinileyo someleleyo kunye nesindululo esikhethekileyo.
Patagonia
IPatagoniya iyahlulahlula ngokusebenzisa ukuzinikela kwakhe kuZinzo lwendalo kunye nezomsebenzi. I-Story Sprimory yendlela yokuqhutywa kwendlela yokusebenza kubathengi abaxabisa uxanduva lwentlalo, enza patagonia umdlali owodwa kumzi-mveliso we-Ofsoor.
I-TSLA Motors
Ubuntu bukaThela bulele kwindima yayo yoovulindlela kwizithuthi zombane nezisombululo zamandla ezihlaziyiweyo. Ngokugxila kubuchule bobuchule kunye nokucela umngeni kwiShishini leSiko leShishini leSiko leZithuthi, uTesla uzinzile njengenkokeli kwintlanganiso ezinzileyo.
Imiceli mngeni ekumiselweni kobuqu lweBrand
Ukwenza uphawu olwahlukileyo alukho ngaphandle kwemiceli mngeni. Ukugqitywa kwemakethi, ukutshintsha ngokukhawuleza kwabathengi, kwaye ukhuphiswano olunzulu lufuna ukuguquguquka ngokuqhubekayo kwaye kuguqulwe. Ukoyisa le miqobo kubandakanya ukuzibophelela kwiinqobo eziphambili ze-brand kunye nokuzimisela ukuvela.
Ukugcina ukubaluleka
Ukuhlala kufanelekile emehlweni abathengi kufuna uhlalutyo lwentengiso oluqhubekayo kunye nokulungelelanisa. Iimpawu kufuneka ziqhubeke neendlela zeshishini kunye nokuhambela phambili kwezobuchwephesha ukuhlangabezana neemfuno zokuvela zabaphulaphuli babo.
Ukulungelelaniswa kokungaguquguquki kunye nezinto ezintsha
Ngelixa ukungqinelana kubalulekile, ii-brands kufuneka zinciphise ukuhlala ngaphambili. Ukulinganisa ezi zimbini kunokuba lucelomngeni, kodwa ibalulekile ekugcineni ubume bobuqu. Iimpawu kufuneka zihlale ziyinyani kumaxabiso abo aphambili ngelixa uvavanya iindlela ezintsha zokuhambisa ixabiso kubathengi.
Izicwangciso zokuphucula ubunye bobuqu
Ukuphucula ubume bohlobo kubandakanya ucwangciso lobuchule kunye nokubulawa. Ukumiliselwa kweendlela zokuthengisa ezintsha zokuthengisa, itekhnoloji yokuqhubela phambili, kwaye ukubandakanyeka kwabathengi kunokuphakamisa isikhundla esohlukileyo.
Iindlela zokuthengisa zentengiso
Sebenzisa iindlela zokuthengisa okwahlukileyo, ezinjengamahlakani anamahlakani, abe nefutheni, kunye nebali elithi mabali, banokuhlule uphawu. Amaphulo okuyilayo ahlala phantsi ngokweemvakalelo kunye nabaphulaphuli angenzela ifuthe elihlala liphelile.
Iqonga lezinga
Amaqonga edijithali abonelela ngamathuba okunxibelelana nabathengi ngeendlela ezenziwe ngokobuqu. Imidiya yoluntu, ukuthengisa imixholo, kunye ne-e-commerce yenza ukuba i-randers ifikelele kubabukeli ngokubanzi kwaye inike amava ahlukeneyo kwi-Intanethi. Ukuzibandakanya Iqonga levenkile eyodwa linokuphucula ukusebenzisana kwabathengi kunye nokuqinisa ubunye bobuqu.
Ukuzibandakanya kwabathengi kunye nengxelo
Ukuzibandakanya nabathengi kunye nokuxabisa ingxelo yabo kunceda i-randi baqonda ngakumbi abaphulaphuli babo. Oku kuthetha ukubandakanyeka kunokukhokelela kuphuculo kwiimveliso kunye neenkonzo, ukuqinisekisa ukuba uphawu luyaqhubeka nokudibana neemfuno zabathengi ngokukhethekileyo.
Ukulinganisa ifuthe lobuqu lwe-brand
Ukuvavanya ukusebenza kwezicwangciso-nkqubo ezijolise ekuphuculeni ubunye bobuqu kubalulekile. Izalathi zeNtsebenzo eziphambili (i-KPIs) ezinjengokwazisa nge-brand, ukuthembeka kwabathengi, kunye nesabelo sentengiso sibonelela ngendlela efanelekileyo abaphulaphuli.
Uphononongo lokwazisa ngeBrand
Uphando kunye nezifundo zinokulinganisa indlela uphawu olubonakaliswa ngayo kwintengiso. Ukwazisa okuphezulu kubonisa ukuba iinzame zokuthengisa ziyasebenza, kwaye umyalezo owahlukileyo ufikelela kubaphulaphuli.
I-metric yokunyaniseka komthengi
Phinda ukuthenga, amazinga okugcina abathengi, kunye nokuthatha inxaxheba kwenkqubo yokunyaniseka kukunyaniseka kwendlela eqinileyo. Uhlobo olukhethekileyo luhlala lunandipha ukuthembeka okuphezulu kubathengi ngenxa yokukwazi kwawo ukuhlangabezana neemfuno ezithile zabathengi kunye nokwenza uqhagamshelo lweemvakalelo.
Uhlalutyo lweSabelo yeNtengiso
Isabelo sokuhlalutya ukuthengisa sinceda ekumiseleni isikhundla sophawu kubakhuphiswano kubakhuphisana nabo. Isabelo esandayo sentengiso sinokubonakalisa impumelelo yezicwangciso ezijolise ekuphuculeni ngokwahlukileyo kunye nokutsala abathengi abatsha.
Indima yoxanduva lweNtlalontle
UXANDUVA LOLUNTU (CSR) lunokuba negalelo elikhulu kwi-brand yobuqu. I-Brands ibandakanyeka ngenkuthalo kumanyathelo okuqala kwezentlalo kunye nezendalo ngokwahlukeneyo ngokwahlukileyo ngokwabo ngokubonisa ukuzibophelela kwimilinganiselo yentlalo.
Ukuzinza kwendalo
I-pirands yokwamkela iindlela zokuzinza ezinomdla kubathengi bendalo. Ukuphunyezwa kwemisebenzi ye-Eco-enzulu kunye neemveliso kunokuseta uphawu ngokwakho kwaye kuphucule isazisi sayo esahlukileyo.
Ukuzibandakanya kwabahlali
Ukuthatha inxaxheba kuphuhliso loluntu kunye nemisebenzi yesisa ibonakalisa ngokuqinisekileyo uphawu. Oku kubandakanya ukubandakanyeka kubonisa ukuba uphawu lwexabiso lingaphezulu kwenzuzo nje, igalelo kumfanekiso ohlukileyo nonomdla ofanelekileyo.
Itekhnoloji kunye nokuSebenza koBuchule kwiBricial
Itekhnoloji yokungenisa i-rands ibalulekile kwi-rands yanamhlanje efuna ukukhetha. Ukusebenzisa itekhnoloji ye-Advanceji esebenzisekayo kunokuphucula amava abathengi kunye nokuSebenza ngokuSebenza.
Ubukrelekrele bokuqulatha kunye nobuntu
I-Articial Intelligence (AI) yenza ukuba inkonzo yentengiso yentengiso yentengiso kunye nabathengi. I-Brands iqeshisa i-AI inokubonelela ngamava alungisiweyo, ekhuthaza ukwaneliseka kwabo kunye nolwaneliseko lwabathengi.
I-Aunted Amava Enyanisi
Inyani yenyani (i-AR) ibonelela ngamava athambeneyo anokwahlulahlula uphawu. I-AR inokusetyenziswa kwiphulo lokuthengisa ukubandakanya abathengi ngeendlela ezintsha.
Ubunkunkqele kwi-Globlowation kunye nemvakalelo yenkcubeko
Njengoko ii-furnd zandisa kwihlabathi liphela, ukuqonda kunye nokuhlonipha ukungaboni ngasonye. Imvakalelo yenkcubeko iphucula ubume bencwadi ngokubonisa imbeko noxabiso kwiimarike ezahlukeneyo.
Izicwangciso zekhaya
Ukuhlengahlengisa iimveliso kunye neendlela zokuthengisa ukulingana neenkcubeko zasekhaya kunye nezinto ezikhethwayo zinceda ii-therand ziqhagamshele nabaphulaphuli abatsha. Izakhiwo ibonakalisa ukuzibophelela kwencwadi yokuhlangabezana neemfuno ezizodwa zeemarike ezahlukeneyo.
Iindlela zokuziphatha ezifanelekileyo
Intengiso yokuziphatha eyakha iTrust kwaye yahlulahlula uphawu. Unxibelelwano olucacileyo kunye nokumelwa ngokunyaniseka kweemveliso kunye neenkonzo zinegalelo kumfanekiso ofanelekileyo womfanekiso.
Ukuqukumbela
Kwindawo ekhulayo yentengiso, ukuseka nokugcina ubume bohlobo kubalulekile ukuze uphumelele. Ngokugxila kwisindululo esinamandla, uqhagamshelo lweemvakalelo, ubuchule, kunye nemiyalezo engaguqukiyo, iibrand zinokuzihlula kwaye zazise iziseko zabathengi abathembekileyo. Ukoyisa Imiceli mngeni kufuna ukuba kubekho iinguqu, ukuzibophelela kumaxabiso aphambili, kunye nokucwangciswa kwesicwangciso.
Itekhnoloji yokufumana itekhnoloji kwaye yamnge uxanduva lwentlalo phucula isikhundla esohlukileyo. Iimpawu eziqondayo kwaye zimilisele ezi zinto zibhetele ukuba zikhule kwiimarike zomibini kunye nehlabathi.
Amashishini anqwenela ukuveza ngaphandle, atyale imali kwizicwangciso eziliqili olwengeza ubuchwephesha ayiluncedo nje - kunyanzelekile. Ngokuphathelele ukuba yintoni ebangela ukuba bahluke ngokupheleleyo, uphawu lunokwenza unxibelelwano olunenjongo kunye nabathengi kwaye lufezekise impumelelo kwimarike. Ukwamkela umxholo we Indlela eyahlukileyo yevenkile inokuba sisitshixo sokuvula le nto.
