Imfihlo yokwakha uphawu lwakho njengeNike okanye iCoca-Cola

UNike uhambisa iimveliso ezininzi kwimbaleki yokhuphiswano
UNike uhambisa iimveliso ezininzi kwimbaleki yokhuphiswano.

Kubume bokubeka uphawu eMelika, zimbini kuphela iintlobo zeempawu: kugxilwe kubathengi or kugxilwe kwimveliso.

Ukuba uza kwenza nawuphi na umsebenzi ujikeleza ngophawu lwakho, okanye uhlawulwa ukuze ujikeleze uphawu lomnye umntu, ungazi ngcono ukuba loluphi uhlobo lophawu onalo. Imigaqo yendlela yokusebenza ejikeleze nganye yahluke KAKHULU kwaye yandisa yonke indlela eya ekuthumeleni imiyalezo, ukukhula kwemveliso entsha, ukhetho lwesitishi, amanqaku emveliso / izibonelelo, okanye naluphi na uPhuhliso lweMveliso okanye ukhetho lweNtengiso.

Ewe uza kubuza: "Ayizizo zonke iinkampani ezinophawu ekufanele ukuba zijolise kubathengi nakwimveliso?" Ewe, ewe. Kodwa yintoni ebalulekileyo apha ukuba yintoni uphawu olujolise kuyo, kunye nendlela ezimisele ukukhula ngayo. Masingene:

Uphawu olujolise kubathengi

I-brand egxile kubathengi ichonga uhlobo oluphambili lomsebenzisi, kwaye emva koko ihambise iimveliso ezihlangabezana neemfuno zomsebenzisi. Imephu yolu hlobo lophawu lwentengiso ijongeka ngoluhlobo:

INike ihambisa ezininzi =
Imizekelo yeempawu ezithile ezijolise kubathengi: INike, iApple, iBMW, iHarley-Davidson

Kwimeko yeNike, uphawu lujolise kwi Ukhuphiswano lweembaleki. I-Nike igxile kuyo yonke ingqalelo yabo kwiMbaleki, kodwa ihambisa ngaphezulu kakhulu kunezihlangu; bahambisa zonke iimveliso ezingqongileyo ezifunwa nguMbaleki kumava. Umzekelo, kwibhasikithi uNike uthengisa izihlangu, ukufudumala, iibhulukhwe ezimfutshane, ijezi, ibhanti yentloko, ibhotile yamanzi, ibhegi yezemidlalo, itawuli kunye nebhola. Ekuphela kwento abangayithengisiyo yinkundla yebhasikithi, kodwa ngokuqinisekileyo bayayixhasa.

Uluvo lokuba bathengisa zonke ezi mveliso zebhasikithi zinokubonakala ngathi ziyindawo encinci, kodwa ayisiyiyo. Inxalenye kunye nepasile yento eyenza ukuba iNike ibe luphawu olukhulu olujolise kubathengi. Baqala njengenkampani yezihlangu, kwaye baphela njengendawo yokuya kumava emidlalo. Basonge imigca yemveliso emininzi, besebenzisa iifektri ezininzi, ngetekhnoloji ezininzi, ukuya kumbono webhasikithi odibeneyo.

Ukuthelekisa eli nqaku: Ukuba uCole-Haan ebezakwenza oku ngeenxa zonke Umsebenzi woShishino. Kuya kufuneka bakhe inkampani engathengisi kuphela izihlangu zokunxiba, kodwa ikwathengisa iisuti zeshishini, iihempe zokunxiba, amaqhina, iibrifkheyisi, amaphepha, iipeni, kunye neekomityi zekofu. Khawufane ucinge uhlobo lomzamo wophuhliso lwemveliso oya kuthatha ukwakha yonke loo migca. (eyona nto iyiyo kanye ukwenza)

Imveliso ejolise kwimveliso

Imveliso egxile kwimveliso ichonga uhlobo oluphambili lwengxaki, emva koko ihambisa isisombululo kulo naluphi na uhlobo lomsebenzisi oludibana nengxaki. Imephu yolu hlobo lophawu lwentengiso ijongeka ngoluhlobo:

I-Coke ijolise ekuhambiseni i-cola kumaninzi =
(Imizekelo yeempawu ezithile ezijolise kwimveliso: Amaza, iCrest, iKleenex, iCoke, iMcDonalds, iMarlboro, uGoogle)

UCoca-Cola wenze umsebenzi oncomekayo wokusombulula ukunxanwa / ukwaneliseka iingxaki kuzo zonke iintlobo zabathengi. I-Coke ayenzi enye into ngaphandle kwecola, kodwa iyisasaza ngeendlela ngeendlela apho kungekho mntu uphila ongayiqondiyo imveliso yeCoke.

Batshintsha kuphela izinto ezimbalwa (iswekile kunye ne-caffeine) kunye neendlela zokuhambisa (umthombo, ibhotile, unakho) kwaye unokubetha nawuphi na umthengi phaya. Imizekelo embalwa: Usapho ekhaya: iibhotile ezimbini zelitha; kumntu o-on-go umntu oqonda ubunzima: iitoti ezili-2 ze-coke zokutya; kwisidlo sokutya esikhawulezayo abafuna amaxabiso amaninzi: umthombo wesoda ongapheliyo; I-swanky bar bar patron patron: 12 oz iibhotile zeglasi. Imveliso enye, abathengi abahlukeneyo badibana.

Ke, luhlobo luni lophawu endinalo?

Kukho uvavanyo olulula lwe-litmus lokumisela uhlobo lophawu osebenza nalo. Kodwa okokuqala, inqaku lokuba kutheni kufuneka uyazi oku njengothengiso okanye uphuhliso lweemveliso. Ukuba uyazi ukuba uluphi uhlobo lophawu, uyakuxelela ongakwenziyo.

Ngokufanelekileyo, sukutshintsha umthengi ukuba unegama eligxile kubathengi, kwaye ungatshintshi imveliso yophawu olujolise kwimveliso. Ndiyazi ukuba oku kuvakala kusisimumu, kodwa ndihleli ngendlela kwiintlanganiso ezininzi zoPhuhliso lweMveliso ukucinga ukuba ayenzeki. Ngapha koko, ndibheja kwenye indawo e-Itali, kukho umqeshwa okrelekrele eFerrari (umthengi: umfana onesantya esiphezulu) ecetyisa ukuba bazise umgca omtsha weSUV (umthengi: umama webhola ekhatywayo). Konke kungenxa yokuba abayiqondi ingqwalaselo yabo.

Yintoni uvavanyo lwe-litmus? Elula:

  1. Ukuba ufuna ukubeka uphawu lwebrand kwindawo ethile emzimbeni wakho, okanye uncamathisele imoto yakho kuyo Uhlobo olujolise kubathengi.
  2. Ukuba ucinga kakhulu ngophawu, kodwa awufuni kuyinxiba, yi- Uphawu olugxile kwimveliso.
  3. Ukuba awufuni ukunxiba uphawu, okanye ucinga kakhulu ngalo, yi- a uphawu olubi.

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