Branding - chii ichi?

musika nevatengi ari zvakabatana chaizvo pamwe Marketing uye kushambadzira mitoo kuti kubvumira pezvitsiga kusimudzira zvinhu zvavo zvakawanda zvinobudirira. Nhasi zvakaoma kuwana murume dzomumaguta vasingagoni kunzi pamusoro pezvitsiga shoma akasiyana nzvimbo mutengi pamusika. Uyezve, vanoshingaira vatengi pamwe kuchaitawo achibva zvakanaka unhu chezvinhu imwe mugadziri. Zvose izvi mugumisiro kushandiswa Marketing maturusi, izvo kwakavakirwa branding. Izvi yakatarwa maturusi uye unyanzvi kuti kunangana nekuwedzera kudiwa zvinobikwa imwe muchiso. Kazhinji, izvi zviri kuitwa nemakambani makuru kushanda munyika yose mutengi pamusika, asi pane dzimwe nzvimbo kushanda ruzivo izvi, izvo chinangwa paumbwe mufananidzo chinhu chiri zvokutengeserana zvinangwa.

General ruzivo pamusoro branding

Pasi muchiso zita kazhinji anotaura zvakananga mugadziri iri mubasa kugadzirwa zvimwe zvinhu. Asi ichi hachisi chokwadi. Kusonganirana Izvi zvinonyanya akakodzera pfungwa muchiso. Uyewo branding - ndiwo muitiro umo mune kubaya vateereri akaumba mumwe mufananidzo chinhu. Conception ane chinangwa - zviri kunzwisisa ezvidzidzo unhu hwakanaka uye zvechadenga chigadzirwa kuti unobvumira makambani kuenda mberi kundorwisa makwikwi.

Somuenzaniso, kana toreva motokari, ivo telemarketers mukusika hachizi kwakavakirwa unhu hwakadai kuvimbwa, kuchengeteka, kunyaradzwa uye nyore kushanda. maitiro aya anofanira vanosonganirana mutengi imwe muchiso. Zvinofanira kunzwisiswa kuti pamberi mutengi branding - inzira kuziva chigadzirwa. Zviri pachena kuti mune nedanho chigadzirwa kusarudzwa zvakawanda mutengi kunofanira kutungamirirwa ruzivo zvavanokwanisa. Somugumisiro, pakutanga pane manzwiro uye neshamwari akaumba branding.

Zvinangwa nezvinotarisirwa branding

Kazhinji, branding ndehwokuti kuwedzera okutengesa. Izvi zvinoitwa kuwedzera kufarira chigadzirwa uye, Chikurukuru, yakanaka mufananidzo muchiso. Nhasi, vakawanda pasi rimwe zita zvizivikanwe, munhu zvinhu zvishomanana. Somuenzaniso, CAT US anotsanangura, kushandisa kugadzirwa kuvakwa michini, akaita akatamisira kodzero yokushandisa muchiso yako zvishoma-anozivikanwa British akaigadzira Mobile mano. Somugumisiro, musika akazviratidza foni CAT, inobatanidzwa kumusoro kuita uye rakavimbika. Asi, sezvo kare ambotaurwa, haisi nguva dzose nzira kusimudzirwa wakadaro nechinangwa chaizvo dzokutengesa kubudirira. Zvikurukuru munzvimbo branding inogona kutaurirwa pakusika chifananidzo zvakanaka pakati vomunzvimbo. Nokuti chinangwa ichi inogona kushandiswa zvakafanana yokutengesa zvishandiso sezvo mutengi pamusika.

Zvokukura asika muchiso

Unenge Analytical akavhiyiwa zvainanga pakudzidza mumusika uye chipfuro vateereri. Kana uchironga kukudziridza huripo mavanga, kudzidza nzvimbo yaro kuitika mune chidimbu. Izvi zvinoteverwa mukuronga, panguva iyo akagadzira zvinokosha zvechadenga zvizivikanwe, uyewo basa zano kunokudziridzwa. Ipapo vanachiremba kuumba kwegadziriro vanotukwa uye kuona zvinocherechedzesa, uye mufananidzo.

Saka, kana branding ari dzakabudirira nzvimbo munzvimbo dzisina nharaunda, ipapo pakutanga achaenda maitiro akadai kuenderera, kwezvivako, hwomutambarakede, uye zvichingodaro. D. Kuti vatore pasuru akagadzira pedyo Qualitative ehupfumi ari akainangisa, kushandiswa kukwidziridzwa mari. Panguva iyi, migero anechekuita kuti yokutengesa kukurukurirana, kwakavakirwa zviri akavaka ukama hwakasimba pakati mutengi uye muchiso.

branding michina

Zvichienderana pamisika chidimbu uye rokutengesa zvinhu zviri akasiyana branding unyanzvi anogona kushandiswa. Kubatanidza zvakasikwa kukurukurirana uye ruzivo maturusi, inova hwaro kuti kusimudzira nhumbi kuti vakawanda. Kunewo mamwe kushandiswa nzira yaishandiswa telemarketers. Nokudaro, branding kuti mutengi zvinhu zvigadzirwa yemanyorero anopa mhando dzakasiyana enzaniso uye Positioning. Muchiitiko chokutanga zvigadzirwa tichienzanisa yekare zvibereko rapfuura chizvarwa, kana generalized zvinopiwa zvemakwikwi.

Chokwadi, kwakadaro kuenzanisa anofanira kusiya vabatsirwe nokuda akatsigira muchiso. Panyaya Positioning, zvinogona kukanganisa zvakasiyana siyana unhu. Somuenzaniso, nzvimbo tichitarisa mari nenhumbi akatsunga kuva neyamapani kuguma chidimbu, unosvikirwa, shoma uye zvichingodaro. D. Izvi hwezvekukurukurirana matambudziko nevatengi vari kusarudzwa kwacho, sezvo inogona kuziva chigadzirwa nyore uye rondedzera kuti dzenyu zvinodiwa.

Misimboti branding

Nyanzvi ziva zvinotaurwa huru maviri rokuvaka telemarketers mune mirayiridzo iyi. Izvi anonyanya kushanda vaitaura pamusoro musika, uko inopiwa nhengo dzayo. Murayiro wechipiri kunosanganisira zvaidiwa Qualitative unhu okuwana tarisiro uye zvinodiwa vakawanda pamusika. Chaizvoizvo, branding rwokugadzira dzinokudziridzwa aine Kusimbisa pfungwa idzi. Uyewo, pane pfungwa dzakawanda, maererano izvo yakatarwa yemabviro zviruva nokuti kukwidziridzwa harifaniri chete kuvimba mutengi zvinodiwa, asi kusangana zvomurayiro nzanga yose zvayo.

Zvinoumba Russian branding

Mamiriro ari mumhuri pamusika chinoratidza munhu kuoneka lag kuti yokutengesa basa kubva makambani vatorwa. Kudivi rimwe, zvikaonekwa kushanda chinhu niche, umo kusina guru pezvitsiga Russian, asi pane dzimwe - nhengo itsva kugadzirisa chaizvo chakakura makwikwi muchimiro inozivikanwa uye kuziviswa dzimwe mavanga. Kazhinji, zvinhu zvinoumba branding muRussia nokuda murombo kukurukurirana mutengi. Asi izvi kuchinja, uye pasinei kutonga yavaRefaimu pose pamisika, zvipfuwo mugadziri ine yayo zvakwakanakira. Chekutanga, chokwadi wokuRussia mavambo ari kukwezva. Chechipiri, zvinogadzirwa zvakadai isingadhuri.

ano branding

First branding michina iri ano mupfungwa zvaishandiswa kure shure sezvo 1930s. In Zvakazoitwa emakore, pfungwa pakusika mifananidzo handishanduki pamusoro chigadzirwa, asi nani maturusi pakubudiririsa zvinangwa izvi. Mazuvano kouranda budiriro presupposes nokuchinja kukuru. Somuenzaniso, pane segmentation pachena mishonga, mnogomarochnost, uyewo kushandiswa zvikuru inoomesera zvokushambadzira michina. Maererano nenyanzvi dzakawanda, munguva yemberi iri pedyo iri ose chidimbu vezvinhu vachava anenge akasiyana, kureva, mutengi achagamuchira kusarudza haisi pakati zvakafanana pamusoro kunaka chigadzirwa, uye anogona pakarepo vatenge unonyatsoenzana zvawaitaura.

mhedziso

Branding anogona kunzi ari kutaridza yokutengesa maturusi kana zvakaoma kushambadzira nzira, asi hazvina kukwana kutsanangura hunhu waro. Kunyange zvakadaro, branding - ndiwo muitiro dzichiri Maonero chepfungwa. Shandisa zvinogona chero murayiro. Nokuda kwechikonzero chakanaka branding kune chokuita ehupfumi akadai mufananidzo uye mukurumbira. Chimwe chinhu ndechokuti zviri pfuma kunoita mukuru mibayiro, uye saka dzakatangira pamusika zvemakwikwi. The zvinokosha nzira uye nhungamiro nevatengi mifananidzo kashoma kuchinja mune ramangwana, asi kwesayenzi nzira ari mirayiridzo iyi vaizongoguma kutanga.