Zvikwereti chii? Mazita anozivikanwa pasi rose

Izwi re "brand" rinogona kuwanikwa kakawanda, rinoshandiswa maererano nezvinhu, kumabhizimisi kana makambani. Nenzira yakawanda, shoko iri rinotaridzika. Hakuchina tsanangudzo chaiyo. Nenguva pfupi, kusarudza maenzanisiro, tinogona kutaura kuti marongerwo mamwe mabhizimusi ane zita rakajeka.

Tsanangudzo dzakasiyana dzechirevo

Tsanangudzo yepamutemo uye yepamende yemugariro uyu ndeyeimwe yemasangano eAmerican marketing. Maererano neshoko iri, marongerwo mazita mazita, zviratidzo kana kusanganiswa kwezvikamu izvo zvakakosha kuziva chimwe chezvinhu pakati pezvimwe zvinhu zvemarudzi akafanana. Vakawanda vevatengesi vanodavira kuti chiratidzo chacho hachipo mune chinangwa chaicho. Uye kuti haina kusikwa nemuiti wehumwe chinhu chakanaka, asi nekuziva kwevatengi, ndiko kuti, uku kunomiririra kwevatungamiri vevanhu pamusoro pekugadzirwa kwemuiti uyu. Zvakaoma kusawirirana neizvi. Mushure mezvose, nekutaura kumwe kwechiratidzo mumusoro pakarepo pane imwe sangano rinobatanidzwa.

Nokudaro, tsanangudzo dzose dzezwi rokuti "brand" dzinogona kusanganiswa muzvikamu zviviri:

1. Chisi chinonzi chigodo chine chikwangwani-chiratidzo, zita guru, imwe rukudzo.

2. Aya ndiwo mafungiro uye ushamwari hunobuda mumusoro wevatengi paanoona ikirango kana zita reimwe kambani.

Pano panewo pfungwa ye "global brand", zvinoreva zvibereko zveimwe marashi, inozivikanwa munyika yose.

Chinonzi chinonzi chii?

1. Zvipo ndezvimwe zvezvinhu. Kazhinji kacho, vataki vanoisa pfungwa pahutano.

2. Utsika uye tsika. Chero chakasimbiswa chine sarudzo yake, zvinangwa zvaro, ma motos ayo.

3. Target vateereri. Kuti "usingazivi" zvinhu zvako, iwe unoda kuziva kuti ndiani akafanirwa.

4. Unhu hunosiyanisa chinhu chinobva kune vamwe.

Sei uchida?

Kutengesa ndiko kukurudzira kwechikwata chako. Uye chinangwa chayo chikuru ndechekuzivisa. Zvinonzwisisika, kana shandi ichigadzira zita rakanaka pacharo, richazviratidza, iyo yekutengesa ichawedzera. Asi mukusimudzira unoda mitsara ine simba. Kutanga, iwe unofanira kutarisira kuchengetedzwa kwechigadzirwa chako, chirairo chako, usaita kufanana nevamwe, iva nechokwadi chokuti makopi haaoneke. Chechipiri, chiratidzo chacho hachifaniri kukanganwa, kuitira kuti kutengesa hakusi pasina.

Mazita anozivikanwa zvikuru

Zvikwereti zviripo mune imwe neimwe yezvikamu zvebhizimisi, mune imwe nhengo yezvinhu. Somuenzaniso, makambani anozivikanwa zvikuru mumunda wekombiyuta yekombiyuta - Apple, Google, nezvimwe. Zvechokwadi, munhu wose anozviziva. Asi zvakadaro isu tinoshandiswa kuti chokwadi chekutanga chese shoko rokuti "chiedza" rinoshandiswa maererano nehupfeko, zvipfeko, shangu. Uyewo anozivikanwa zvikuru mabhandi emabhegi, akadai, semuenzaniso, Gucci, Ferragamo, Valentino.

Gucci

Iyi ikambani inozivikanwa pasi pose. Pasina mubvunzo, mabhesi uye zvinonhuwira zvine zita iri zvinozivikanwa zvikuru. Nhoroondo yekodhi yacho yakadzika kune kure kure muna 1906, saka kambani yakatanga kubudisa michina kubva pachiganda chairo. Muna 1947, pane imwe yezviratidzwa, bhegi rekutanga rakagadzirwa ne bamboo handles rakaratidzwa, iro rakange richibudirira.

Ferragamo

Imwe iyo yakagamuchira mazita mukukudza komusi wayo, anonyanya kugadzira muItaly. Chinangwa chikuru chekambani ndechekugadzira bhegi rinoshanda rinogona kuva nezvinhu zvose zvinodiwa. Asi panguva imwechete iyo inofanira kunge ine chinhu chinokosha-chimiro chekugadzira uye rakanaka. Iye zvino kambani inobereka kwete zvipukisi chete, asiwo zvimwe zvigadzirwa zvakaitwa zveganda.

Valentino

Icho chisi chenyika, chakakurumbira nokuda kwezvigadzirwa zvaro zvepamusoro uye mabhegi. Valentino Garavani anotarisa kunyanya paukuru, chimiro uye kunaka.

Bottega Veneta

Pasi pezita iri mune imba yefashoni, iyo yave ichishanda nemabhegi kwemazana zana. Chiratidzo chakanyanya kunyanya kufarirwa nemutungamiriri Thomas Mayer. Paakangotora basa, akaita shanduko. Bhandi rake idzva, rakagadzirwa kubva kumapoka ehwehwe rimwe nerimwe, rakanyatsoita. Kupfeka zvinhu zvakadaro zvinogona kungova mufesistista chaiye.

Zita racho rinokoshawo pakusarudza maitiro. Zvakanaka, vakadzi vanofarira. Vanonetseka pamusoro pekunaka kwavo, saka zvakakosha kuti chigadzirwa chawanikwa chinozivikanwa zvikuru, saka kune kuvimba kwehuhu hwahwo uye kubudirira.

Zvinyorwa zvinonyanya kuzivikanwa ndeyeBourjois, L'Oreal Paris, Yves Rocher, Mary Kay, Dior, Chanel. Kunyora mazita ose anozivikanwa ekugadzirwa kwezvipfeko hazvisi nyore. Munyika imwe neimwe kune vamiririri. Zvimwe zvezvikwata zvinomiririra zvipfeko zvepanyama, vamwe vadzidzisi. Kazhinji kazhinji vanhu vanosarudza zvavanoziva kare, vakaedza. Zvechokwadi, mabhaniki echiFrench anonyanya kufarirwa, ari mumunda wezvokupfeka uye mabhegi kutanga nzvimbo inobatwa nemitambo yeItaly.

Yves Rocher

Iyo kambani yakazvizivisa iyo pfupi munguva pfupi uye kubva pamazuva okutanga yakave yakakurumbira. Cosmetics Yves Rocher is organic, sezvo ine nhamba yakawanda yezvigadzirwa zvepanyama. Zvakanaka kuti iwe unogona kutenga zvigadzirwa zvekambani kwete chete muchitoro, asi zvakare mune ikarita. Iko kambani inoshanda pakati pepakati pezvikamu.

L'Oreal Paris

Inofungidzirwa kuva nhamba imwe chete munyika. Miti "Loreal" inowanikwa munyika dzinopfuura 150. Iyo inozivikanwa uye inotarisirwa nekuda kwehutano hwayo, yakagadzirirwa. Panguva imwecheteyo, mutengo wezvigadzirwa hausi wakakwirira kwazvo. "Loreal" inobatanidza nzira dzekuchengetwa kweganda kwechiso, vhudzi, kunongedza zvipfeko.

Bourjois

Ichi chigadzirwa, chiri muboka rimwechete rekutengesa nezvizoro "Loreal". Bourjois anonyanya kushandiswa muzvipfeko zvinoshongedza zvemiromo, maziso uye misumari. Asi kusarudzwa kwemavara, zvinokanganisa zvinongoratidzira.

Pakati pezvigadzirwa zveRussia zvinokonzerwa ne "Kalina" inofunganya, iyo inonyanya kugadzirwa kwezvinhu zvekuchengetedza ganda. "Kalina" ndiwo matanho akadai se "An hundred recipes of beauty", "Mutsara wakachena", "Mavoko eVelvet", "Marara maparera". Zvinosuruvarisa, iyo yeRussia yezvigadzirwa zvemakwenzi haisati yasvika pakakwirira, uye hapana mazita anozivikanwa munyika yose asi zvakadaro.

Symbolism yemagetsi

Chiratidzo chega chega chinofanira kuva nechirevo chayo-pfupi, mutsara unogadzirisa unotsanangura chinangwa chekambani. Somuenzaniso, iyo Loreal yakasimba ine mutauro unowanzoti "Unofanirwa". Uyewo zvisingakanganwiki ndiyo logos yemagetsi. Vamwe vavo vane zita rekambani yakanyorwa, vamwe vane chiratidzo chavo.

Zvechokwadi, munhu wose anoziva iyo Nike sportswear logo. Iyo inobatanidza nezita rekambani, nokuti inoratidziro yezvirongwa zvemapapiro emwarikadzi wokukunda, Nicky. Pakutanga, bapiro iyi rakafukidzika zvinyorwa, ipapo zita rekambani yakatanga kusayinurwa richibva kumusoro, uye ikozvino hazvidiwi zvachose. Chimwe nechimwe chemigositi chine nyaya yake, iyo inofadza kuziva.

Apple

Munhu wese aiziva kuti aple nibbled haana kuonekwa pakarepo. Pakutanga, Ronald Wayne akagadzira chikwangwani chakaratidzwa naIsaka Newton pasi pemapuroti. Steve Jobs akawana kuti chiratidzo ichi hachibatsiri kutengeswa kwezvigadzirwa, uye akatendeukira kune imwe sangano rekuparidzira, kwaakapiwa chiratidzo chitsva. Pakutanga apuro yaiva yakajeka, saka yakashandurwa.

Pepsi

Uyu ndiye mutungamiri mune nhamba ye logos. Iko kambani yekambani yakave ichishandurwa kudarika nguva 10. Kungovapo chete kwemavara matsvuku kwakaramba kusina kushanduka, pamwe chete nemashoko akanyorwa "Pepsi". Izvo zvakasimba zvakajeka zvinotevera maitiro uye dzinoedza kuchengetedza nemafambiro ezvenguva. Ikopa inenge ichishanda, inopenya uye inowedzera.

Versace

Chinhu chinonakidza zvikuru chemuchina uyu. Inoratidza musoro weMedusa weGorgon. Muumbi wacho aifunga kuti chisikwa ichi chinyorwa chaiva nemapenzi anokosha. Zvichida, sarudzo yakanaka yekambani inobereka nguo, mabhegi uye zvinonhuwira.

Chanel

Chero mukadzi upi zvake anogona nyore nyore kufungidzira chirevo chemuchina uyu unozivikanwa. Tsamba mbiri C in mirror image. Yakagadzirwa kare kare uye inoramba isingachinji. Anoreva tsamba dzokutanga dzezita uye zita rechiremera wevakiki - Coco Chanel.

Brand Gucci

Kufanana nekodhi yemuchina wepamusoro, inomiririra tsamba mbiri dzokutanga dzezita uye zita rechiremera wevakiki - Guccio Gucci. Ichokwadi, chikwangwani chine zvinoreva zviviri. Mukutanga kwezana remakore rechi20, kambani yakabudisa chigadzirwa chematehwe ejockeys uye tsamba mbiri G pane chinyorwa chakafanana neyemagetsi.

Lacoste

Icho chiratidzo chechivara chirabhu yakarukwa kana yakagadzirwa. Alligator kubva kuLacoste inogona kuonekwa pane zvinhu zvakasiyana-siyana: T-shirts, mabhegi, sneakers, trousers, zvinonhuwira uye kunyange motokari. Mukuwedzera, ingwe inoshongedza zvinopfuura zviuru zviviri zvezvivako zvinodhura pasi rose. Kutanga kwechiratidzo chakanga chakaiswa mumakore ekumazana makumi maviri ekupedzisira. Mutambi weTennis René Lacoste akadzoka nechekare tennis simba kuenda kuFrench tennis, uye panguva imwe chete akazarura kambani yekutamba mitambo, iyo nhasi ino inofadza vateveri. Nei chigoni? Chinhu ndechekuti Rene Lacoste ane nzira yakanakisisa yemutambo. Kune vanhu vanobva kunze, nzvimbo yake yakafanana neyengwenya iri kugadzirira kurwisa. Mukuwedzera, akambotengesa nemumwe mutambi wemuAmerica pane sutukesi yakagadzirwa neganda rekona. René Lacoste ainzi "Crocodile". Shamwari yake yakaisa chiratidzo chegoni, iyo yakashandiswa kuRene nguo. Uye mushure mekubva mumutambo mukuru, Lacoste akatanga kutora kambani yake, achiiparadzira kubva pane imwe shiniki yemavara kusvika kune zvisingambofungidziki.

Adidas

Iko yekutanga yekambani yekambani - maitiro matatu - yakagadzirwa naiye akatanga nheyo yeAd Adi Dasler. Mushure mokunge kambani ikatanga kuwedzera, uye mukati maro kwakanga kusina kungochera chete, asiwo zvemitambo, zvakava zvakafanira kuchinja ikirango. Zvadaro pane zvipfeko zvekambani ADidas, shamrock ine mitsetse mitatu pasi ichionekwa, iyo inofananidzira kusiyana kwezvinhu. Iko kumagumo ezana remakore rechi20 kambani yakasvika neikwangwani kubva kumatatu matatu achiumba gomo. Gomo ndiro basa uye zvinangwa zvekambani iyo iri kufamba.

Rating of brands

Zvikwereti hazvisi zvemakambani makuru chete. Ndiyo indasitiri. Gore roga roga, mazita anongororwa, maitiro ayo kurwisana kunorwisana nekambani. Muna 2014, mutungamiri ndiye chiratidzo cheApple, chinoteverwa naMicrosoft, Coca-Cola, Google nevamwe (maererano nemagazini "Forbes"). Zvinhu zvakanakisisa zvigadzirwa munyika zvakagadzirirwa nehuwandu hwekutengesa uye mari yegore rose. Kusunungurwa kwezvinhu zvakasiyana-siyana-izvo zvikwangwani zvakawanda zvakabatanidzwa ndezvekuedza kusvika kune imwe nhanho yekufambira mberi, kuwana ruzivo rwakakura uye kukunda chikwata chepamusoro pakuyera.