Chii muchiso utariri? Nzira muchiso utariri

Brand Kutarisira - iri kutaridza yokutengesa nzira kuti anechekuita imwe muchiso, chigadzirwa kana basa nechinangwa kuwedzera kukosha mune omumwe wokupedzisira vatengi uye chipfuro vateereri. Kubva tsananguro zviri pachena kuti ichi chinhu chisinganzwisisiki uye siyana muitiro, sezvo pane zvakawanda zvakasiyana zvinhu uye mabasa ari pamusika upfumi.

zvinangwa

Brand Management ndehwokuti kuwedzera ukoshi hachizi. Panyaya iyi, mutengo - ndiwo kunobatsirei chichiwanikwa pedyo mugadziri. Zvinofanira kucherechedzwa kuti pfungwa dzakadai muchiso zvakanaka, yokutengesa uye PR - zvinhu zviviri zvakasiyana. Muchiitiko chokutanga mamaneja kuti Mishumo zvemari uye nhoroondo dziri, sezvo avo waivako countable zvinhu. Kana yechipiri, bhajeti nokuda Marketing matambudziko pana pakuguma dzemabhizimisi plan, chaiwoiwo "vakasara". The ichocho kazhinji inoshandawo paruzhinji ukama. Saizvozvowo, mukusiyana kuruzhinji noukama kumusika, muchiso zvakanaka kunokosha inokosha basa musangano.

History uye Development

Shoko rokuti "muchiso Kutarisira" akazviratidza muna 1930 imwe womukati dzemari ari okushambadza dhipatimendi mushandi Procter uye Gamble Neil McElroy. Iye zvinganaka yokusuma chinzvimbo idzva rinonzi "pefiyumu varume" uye akagadzira mabasa. Neil McElroy akabudirira mudzidziso pfungwa dzavo dzose, uye ipapo vakaenda boka pacharo, uye gare gare - uye kunyange Department United States of Defense.

ratings

To musi, pfungwa iyi hwakasimbiswa kwazvo gadziriro pamusika upfumi ezvokutengeserana tsika. Vazhinji kubvunza yemakambani uye magazini kazhinji kuzivisa ratings dzavo dzakasiyana-siyana zvinokosha uye zvakanakisisa mavanga. classifications izvi zvakagadzirirwa kuratidza kufadza chinangwa ukoshi pamusoro vanga yenyaya makambani, inotorerwa papfungwa kukosha muchiso pachayo. Sezvinoratidzwa zveBhaibheri zvakawanda, hombe uye simba pezvitsiga vanogona nguva dzose kukunyaradza zvikuru uye yekudyidzana yepamusoro unodzokera shareholders kupfuura zvikuru unyanzvi uye utera.

kupatsanura pezvitsiga

Brand kutarisirwa panguva ino Danho hausi chombo asi imwe sainzi. Saka zvakakodzera achitaipa zvimwe mavanga. Somugumisiro, paivawo yakawanda yemashoko muchiso zvakanaka. Ngatimboongororai kwavari:

• Kirasi Premium - pezvitsiga vane chigadzirwa mutengo kwakakwirira zvikuru kupfuura avhareji mutengo chete chigadzirwa muchikwata.
• Cheap yaitaura kupfuura dzakafara negurumwandira vatengi, ane hombe mutengo rakapararira.
• "Fighter" - ndiko hachizi kuti anokwanisa kuti vaitaura pasi zvishoma ezvokushambadzira kumusika mari. Zvinonzi vakasikwa kudiwa kuitira makwikwi ne private isingadhuri mavanga.
• Private Etikette (aizivikanwawo "pezvitsiga chena") - ndiro chitoro mavanga.
• Family - pedyo muboka mumwechete zita zvigadzirwa (zvakadai toothpastes uye brushes).
• Kuwedzera muchiso yokutengesa - ndiko kushandisa nechekare inozivikanwa muchiso kuti goho kune navanopinda kumusika chero zvigadzirwa zvitsva kana wose zvakawanda zvinhu uye mabasa.
• License - gwaro achisimbisa kuita tama kodzero dzevamwe vagadziri pakushandisa kumbova muchiso.
• Branding vagari - kwemajoini yokutengesa zvinoitwa vagadziri vakawanda.
• Corporate - Zita kambani iri neImba muchiso.
• Mushandirwi muchiso - kusikwa nekambani mufananidzo muchiratidzo yemakambani nemakasitoma, vatinoshanda navo uye vashandi.
• Strategic muchiso Kutarisira - kupfuura yose uye refu yekuronga nzira yokutengesa matanho, kazhinji basa iri huru Holdings uye makambani.

akitekicha

Kune zvitatu marudzi inokosha muchiso nemamiriro kambani. Vari aizivikanwawo muchiso utariri nzira.

1. pezvitsiga vanoverengeka zvakabatanidzwa negadziriro yainzi mapurani. Mumwe nomumwe ane muchiso pachavo zita ravo, manyorerwo uye mufananidzo, asi boka pacharo, nheyo haaoneki kuti munhuwo zvake. Somuenzaniso, kambani Procter uye Gamble, unova baba pfungwa. It wakadenha zvizhinji simba uye hombe pezvitsiga akadai achirera, Pantene, Ivory, Vandaag.
2. Mwanasikana pezvitsiga vari kukura uye kufambira mberi mukuru akapoteredza mubereki. Izvi anoponesa inokosha yokutengesa bhajeti. Sezvo muenzaniso "MTS" uye "CHIRO".
3. Mukupera nzira inoshandiswa chete muchiso mubereki mapurani, uye zvimwe zvigadzirwa zvose vari rokuti zita rake uye kushandisa yakafanana zvekunyanyisa uye mifananidzo. Muenzaniso unoshamisa uyu muitiro ndiyo kambani Virgin yayo vemumapato pezvitsiga akadai Virgin Atlantic, mhandara Megastore, Virgin vasvitsa. Vane chete Logo uye manyorerwo, vanotsigira nomumwe uye saizvozvo kuzoona.

The kukosha pakusarudza zita rwokugadzira mberi

Quality pefiyumu utariri zvinofanira kubva nekambani nokuda. Zvinofanira kuva nyore kutaura, ziso-nokukwezva, euphonious, isingakanganwiki. The zita anofanira iine nezve chero nounhu basa kana chigadzirwa, anoratidza mufananidzo chaiwo uye basa wekambani, chokwadi nechinzvimbo chigadzirwa zvakajeka kumira pakati nezvimwewo zvakawanda. Semashandisirwo arinonyanya streamlining unyanzvi, dzidziso uye rebranding.

Rationalization - zvinoderedza uwandu dzaishandiswa mavanga, sezvo vakawanda vavo pakupedzisira kusapfuudza kunonyanyisa nesimba yokutengesa kambani. Rebranding - hachizi kuchinja, asi anochengeta vamwe inokosha Muongororo yekutanga Data. Michina iyi ndiyo ngozi chaizvo, asi kwenguva refu kunoita ngaunyatsobata akwegura vatengi uye kukwezva vatsva. dzidziso - Kutanga yokufananidzira kukosha nhumbi. Izvi zvinoreva kuti kare hamusi pachavo kusarudza chigadzirwa unhu uye zvikuru mibvunzo vatengi - yakatsviriridza yacho muchiso pachayo. Life Zvinonzi zvigadzirwa vava pfupi kwazvo pamusika vakasununguka uye zvemakwikwi ano. Zvino kwaita isingadhuri zvinhu-analogues Sevamiririri vanotyisidzira kuvapo dzakakurumbira zvigadzirwa. Nokudaro tinofanira kuisa kwete zvikuru pamusoro zvechadenga chigadzirwa, sei kutengesa uye muchiso. Ndiko, dzidziso iri kuguma user.