Kuzivikanwa kwekutengeserana kunofadza kune munhu wese akafunga kutanga bhizinesi rake. Nhanho yekutanga yekuwana rubatsiro inogona kungova kujekesa kwechirevo, zviratidzo nezvimwe zvezviitiko zvebasa remangwana. Sezvo wakadzidza kuti chii chinonzi brand, muzvinabhizimisi achawana mukana wakanaka wekuti bhizinesi rake ribatsirwe nekudhura kwekubvuma nekukwikwidzana.
Mutengo - chii ichocho?
Izwi iri chibereko kana basa rinobudiswa nehurumende yepamutemo yakanyoresa. Chimwe chinhu chakasiyana nekuzivikanwa kwechiratidzo uye kukwanisa kuitengesa, kuwedzera kana kuita zvimwe kugadziriswa. Kuti unzwisise kuti shoko rechiito rinorevei, zvakakosha kuyeuka kuti chiratidzo chayo uye chigadzirwa chacho zvakachengetedzwa zvakasimba nemitemo yenyika ipi neipi.
Chii chinonzi chekodhi?
Iko pfungwa yezvinhu zvakanakisa zvakasiyana zvakasiyana nehombe imwe. Muvaki waro unotarisa mifananidzo mufungwa yemutengi, inobatanidzwa nehupenyu hwepamusoro, izvo vakawanda vanoda kutevedzera. Kutengeswa kwepamusoro-jira-mbatya kana zvinonhuhwirira zvinopisa pfungwa yekusarudza mumwe munhu anotya kutenga uye kushandisa mari yakawanda. Mazsheri mabhizha haashandisi zvinhu zvisingabatsiri pakugadzirwa kwezvinhu: vanowanzoshandisa kushandisa rudo rwemashoko makuru. Zvishongedzo zvinogadzirwa pachena zvinobvuma kuti 70% yehuwandu hwezvigadzirwa inoumbwa kuburikidza nehupfumi chete.
Chii chinonzi chirevo chechiratidzo chinorevei?
Iwe unogona kutaura pamusoro pekunyanya kunoshamisa kwechigadzirwa kana zvichinyatsoonekwa kuti vatatu vezvemabhizimisi vanorota. Mutungamiri wenyika mukunyengedza zvipfeko , mafoni, zvipfeko, zvigadzirwa uye zvinonhuwira ndeye China. Mapepa ezvinyorwa zvakakurumbira anobudiswa munyika ino nemaitiro ekugadzira maoko uye mutengo wezvokutengesa zvinhu unobva pauri hwavo. IvaChinese vanowana chimiro chemafashoni mune imwe kopi uye vanoita replica vachishandisa mari shoma uye nzira dzokugadzirisa.
Kurwisa fake kunoitwa nevanotanga ivo pachavo, pamwe chete nevatongi. Kana vatungamiri vemitemo vachikwanisa kuwana bhanhire guru remakona pamuganhu, zvinhu izvi zvinotarisirwa kukurumidza kuparadzwa. Chanel-level corporations, Gucci naValinoino vanoratidza kuti mararamiro akadaro ndiyo nzira yepakutanga. Chero chero mutengi wezvinyorwa zvemabhiza, vatengesi vekutengesa vanoziviswa kuti akauya muzvinyorwa zvakashata kana kuti akaunza zvinyorwa zvisiri izvo. Muchitoro che Chanel, somuenzaniso, akasarudza kuponesa muenzi uye kunyange kubvarura bhegi sechirevo chekuda kwemakopi asingadhuri.
Chii chinonzi branding?
Mushure mekunyorwa kwesangano rezvemitemo, nguva yekushingaira kukurudzira iri kuuya. Zita rekutengeserana rinovhenekera iduku: rinoda kushamwaridzana nezvinhu zvepamusoro pehamba yevatengi vekambani. Mumwe nomumwe wavo anobatanidza kushamwaridzana kubva muikwangwani, pfungwa uye zvakagadzirirwa kutenga neshoko rakagadzirwa uye zvigadzirwa zvakaonekwa. Kushandiswa kwepachena kunogadzirwa nehupanzvi hwekutsvaga kugadzira chinhu chinozivikanwa nekuvaka mukurumbira wakanaka.
Chii chinonzi rebranding chinorevei?
Izvo zvakaoma kune vanotanga kushandisa shanduro yakanakisisa yekugadzirisa zvirongwa , zita rezita uye urongwa hwezvinhu kubva pakutanga. Une unyanzvi ane ruzivo unotarisana nechokwadi chokuti mupikisani ane zvimwe zvinonakidza mishonga kana pfungwa yekambani yake haina tariro. Kudzokorora kunoreva kushandura kwakakwana kana kusarudzwa mune zvekugadzirwa kwechigadzirwa, kuonekwa kwekuona (chinyorwa, kuiswa mukati), shanduro, kureva. Kurega zvinangwa mumatambudziko acho maviri zvakafanana:
- kugadziriswa kwezvinhu;
- shandura nzira iyo chiratidzo chinopiwa;
- kuiswa kwezvinhu zvitsva kana mabasa.
Bhuku rebhuku chii?
Mune bhizimisi yekuenzanisira, ndeye tsika yekushandisa porefidho yekuratidzwa kwevasikana vanoda kutora chikamu muzviratidzo zvemiti. Vamiririri vemuumbiki vanogona kuwana mukati maro mifananidzo, urongwa hwekubudirira hunoitwa nemakambani, mari yebasa. Kuti upindure mubvunzo mubvunzo chii chinowanikwa mubhuku rekutsvaga, zvinotarisirwa kuveka kufanana nepapotipoti. Ichi chirevo chinoreva:
- chikamu chezvinyorwa zvepamutemo;
- kuzarura chirevo chechiratidzo;
- chinangwa chekusika kwayo;
- mari uye urongwa hwekutengeserana;
- tsanangudzo yezvinangwa zvevateereri zvechigadzirwa.
Kana iwe ukatarisa makambani maduku, havasi vose vane brand yakadaro. Kushuva kubhadhara vatengesi nokuda kwekukura kwake kunodzivirira kutengesa kwezvinhu uye kutsvaka zvinangwa. Somuenzaniso, kana tichitaura nezvekuumba webhusaiti yemuiti wepurogiramu, maneja haazombokwanisi kubudisa zvakazara chinonzi chiratidzo uye kuti peji yewebhu inoda. Kambani dzinotengesa zvinhu zvakadaro sekutengeserana, imwe nzvimbo yepapoti uye kusarudzwa kwamapepa ichachengetedza nguva pakudzidza vatengi nemashoko uye mutengo.
Mitauro yemagetsi
Miti yacho inogona kusiyaniswa nemiti yakatengeswa, chikamu chemari uye hurongwa hwekuvandudza huri kutevedzwa. Iko kugoverana kwaivepo kwakagadzirwa nevatengesi vekuMadokero neAmerica kunyange makore makumi matatu nemaviri akapfuura. Kuenzanisa kwezvikwata kunosiyanisa makambani ose aripo mumhando dzakadai se:
- Mhuri - kugadzirwa kwezvimwe zvikamu - somuenzaniso, zvinonhuwira uye zvipfeko.
- " Chichena" - zvigadzirwa zvakabudiswa nechinotengeswa zvinotengeswa chete mumutambo wezvitoro.
- "Kurwisana" - mabhii emhando iyi anoshandisa mari shoma yeP PR pamusana pekutengesa kwezvinhu.
- Umbrella -kuzivikanwa kwechibvumirano inokubvumira kutengesa chinhu chimwechete pasi pemazita akasiyana.
- Joint - kubatana kwevadzidzi vaviri vanozivikanwa pakuumba chimwe chigadzirwa.
- Kuwedzera - mune chibvumirano chechigadzirwa chakadai chido chekuwedzera kuwedzera nhamba yemapazi nehuwandu hwehuwandu.
Nzira yekusika marimi ako pachako?
Kusimudzira mararamiro kubva pakutanga hakusi basa rakanaka, dzimwe nguva vadzidzisi vanogona kwazvo mumunda wavo havagoni kurarama nayo. Bhizimisi chero ripi zvaro rinoda kuti vatsigiri vatsveneswe zvizere: nokuti kubudirira kwayo kugadzirisa kunofanira kuita kuti tsika dzakawanda dziwedzere kudarika basa remazuva ose. Kuburikidza kwechigadzirwa kunotanga nekudzidza kwezvakakosha zvezvinhu zvakasikwa zvekugadzira, kutengesa, sangano rekushanda nekushanda kwemitemo yebasa. Izvo zvinoshamisa uye zvinotyisa, asi kuramba iyo kunotsigira kukanganisa kwechirongwa.
Ungauya sei nezita rezita?
Iwe unogona kuwana avo vanogona kukwikwidzika nekudzidza kuti vangasiyana zvakadini nehupenyu hwavo. Kuita izvi nyore nyore nekubatsira kwekukwezva kutarisa nemazita akakodzera. Kunyora mazita ndiko unyanzvi hwokuuya nezita rezita iro rinokwezva muchengeti wepamusoro uye anotengesa. Nhamba dzakawanda dzidzo dzezvemagariro evanhu dzakaratidza kuti munhu akawandisa anogona panguva imwechete achiyeuka mupfungwa kwete kupfuura mabhii 15 mune imwe nhengo yezvinhu. Icho chinopera, kushandiswa kunyoresa ndiyo nzira chete yekuti marimi ayeukwe nemutengi.
Mumisika yemazuva ano, kune nzira dzakawanda dzekugadzira zita rebhizimisi, rimwe nerimwe rine zvarinobatsira uye zvisingabatsiri. Inonyanya kuzivikanwa ndeiyi:
- neymgenerator (mapurogiramu chaiwo uye masayiti-analyzers, izvo zvinoda kuti musikana apinde mune imwe dhekutanga: chii chinonzi brand inotengeswa, zita revavaki varo uye mune rimwe guta richazotangwa);
- unyanzvi hwehutano (iyo masangano emakambani ekugadzirira kukurumidza kuuya nezita rechigadzirwa, anopiwa pakutengeserana kweIndaneti.) Anyanzvi vezvemabhizimisi anogona kugadzirisa uye anorayira chisarudzo kumunyori wake);
- mutsara (bhizinesi duku rinowanzoita mazita ekutumidza zita rekutanga mazita emazita kana mazita ezita revakiki, nzvimbo yavo yekugara kana kugadziriswa kwemuchina).
Nzira yekunyora cheki?
Mutemo pasi pekutsanangura uku kunonzwisiswa sekunyorwa kwemashoko ekutengeserana (trademark). Kunyoresa kunosanganisira uchapupu hwakanyorwa hwekusiyana kwezita rekambani uye mararamiro aro. Kusika kwechigadzirwa kunotanga nekugadzirira kwechikumbiro kuhurumende yehurumende yepatent, mushure mokunge muviri unoita kuongororwa uye kuongororwa kwechiratidzo chemangwana. Kana pane yakasimba ine zita rakafanana kana rakafanana, bhizinesi rinopiwa kuti rigadzirise muzita rechiratidzo.
Kukurudzira kwechiratidzo
Apo iyo kambani yatotonyorwa, nguva yekusimudzirwa kwayo inotanga kuitira kuti ibatsirwe kubva kutengesa nekuwedzerwa kwezvinhu kana nhamba yemahofisi akamira. Ikusimudzirwa kwegorgorithm inosanganisira matanho anoverengeka:
- Kusarudzwa kwerudzi rwe "bhizinesi rebhizimisi", richibvumira kutsvaga chiziviso chechiratidzo (ichi chingave chisina kujairika pamapuranga, kushamiswa kwekambani imwechete yekutenga kana kuti kutengesa makadhi kune vatengi vakavimbika).
- Mazuva ano brand positioning (kutanga nzvimbo kana bhuroti rine kero yakafanana nezita rekambani).
- Kukurudzira kuburikidza nehuwandu hwemagariro evanhu (kupa kwezvinhu kune avo vanoongorora blogger).
Zvigadzirwa zvepaanhau
Ichokwadi chokuti pane marongerwo mazhinji munyika, atosimbiswa pasi yevatengi nguva dzose uye mukurumbira wakazara, hazvishamisi ani zvake. Kune mamwe marongerwo, nzira yekubudirira yatora makumi emakore, asi vamwe vane mwedzi mishomanana kana kunyange mazuva. Gore negore rine hutano hwemari uye yekunakidza matongerwo anoita zviyero, zvinosanganisira mabhuku anozivikanwa zvikuru.
Gore roga roga achidzidza runyorwa rwevatungamiri ava, unogona kuita zvinoda kuziva. Mumakore mashomanana apfuura, maronda anogara mumiganhu yekutanga, kuchinja nzvimbo kune mumwe nemumwe, kazhinji hake kubuda kunze kwehuwandu. Mabhiza anozivikanwa ehurukuro shanu anowanzobatanidzwa mune urongwa hwezvinhu uye mabasa:
- Apple (inogadzira mapepa, mapiritsi, mimhanzi nemasikironi neyoyo maitiro ekushandisa).
- Google (iyo yose yeInternet search engine).
- Microsoft (kukurudzirwa kwechigadzirwa kwakabvumirwa kuumba sarudzo inoshamisa inowanikwa yezvirongwa zvekambani Microsoft Office)
- Coca-Cola (carbonated soft drinks).
- Facebook (iyo yekutanga yenyika inoshandiswa nevanhu, iyo yakagadzirwa naMark Zuckerberg ).