Brand Guide: mtundu buku zitsanzo za makampani odziwika

Kampani nawo ntchito zachuma, yofunika zikuluzikulu za akuthamanga malonda bwino kuti malonda anu dongosolo monga angapo zolinga cilamulo ndi zilembo kuti kuwasiyanitsa ndi mpikisano ndi achititsa kuti Kukwezeleza mtunduwu.

Pakali pano, chitukuko ndi yokonza mtunduwu ndi wamphamvu kwambiri kuposa maonekedwe ndondomeko malonda anathamangitsa ndi kampani. Maziko a mtunduwu, komanso zigawo zake constituent, monga kuyankhula, chizindikiro ndi mmene angadzigwiritsire ntchito izo muli buku mtundu. Odziwika makampani amene akwaniritsa bwino mwa woyenera mfundo malonda, kuphatikizapo pogwiritsa ntchito malonda awo Gajda, kulemera: Apple, Nestle, Toyota, koka-Cola ...

ndi buku mtundu Kodi

Brand Guide ndi mbali yofunika ya strategy malonda a bungwe lirilonse, iwo kufotokoza mbali zonse mawerengeredwe msika ndi chifaniziro cha bungwe, zopangidwa ndi antchito ake ndi katundu kwa anthu.

Buku Brand zitsanzo za amene angapezeke mu nkhani amasonyeza lonse kuti ndi buku limene lili ndi mfundo za bungwe Logo, chizindikiro, pofotokoza mankhwala kapena utumiki kuti kampani limapanga. Buku zikuphatikizapo zinthu zonse za malamulo a ntchito chizindikiro, kuyankhula, chikhulupiriro ndi zina chosaoneka ndi maso katundu wa kampani.

Mwachidule, tanthauzo wodziika wa buku mtundu - gwero Pawokha amapeza. Malinga ndi mavuto malonda mu chizindikiro makampani monga mudziwe zambiri.

chifukwa Brandbook

Lingaliro la chilengedwe umatheka tiganizira malonda: kampani amalenga dongosolo, amene ndiwo mawonekedwe a mabuku mtundu ndi zolinga kugwila udindo msika, posungira anayamba. Buku Brand zitsanzo za Logos, mawu malonda, ndi katundu wina zokhudza bungwe Pawokha makampani, adzakhala kuphatikiza katundu chosaoneka ndi maso.

Popeza kuti buku la mtunduwu amachita cholinga chuma katswiri moyenera nkhani imeneyi katundu wofunikira wa kampani, womwenso ake "mukudziwa momwe" ndi kuwulula akamanena za mtunduwu.

Buku mtundu wamangidwa ndi zomwe zagwiridwa malonda ndondomeko, anafotokoza ntchito zotsatirazi:

1. Chizindikiritso cha mankhwala ndi kampani - chilengedwe Pawokha amapeza.
2. Systematization ndi kukhathamiritsa malonda mankhwala kudzera adzadziwire amapeza.
3. Kukhathamiritsa ndalama tsogolo ndalama kafukufuku msika.
4. Sungani nthawi ndi ndalama kukhala zinthu payekha mwa chifaniziro cha mankhwala ndi gulu.
5. Kukhazikitsa malamulo kugwiritsa ntchito mtundu, chizindikiro ndi zina kutentha.

Dziwani - kuwasindikiza Mabaibulo chitsanzo zikhoza kukhala zosiyanasiyana ndithu, kotero zili zosiyanasiyana, malingana ndi zolinga zenizeni ndi ntchito za kampaniyo.

Ndani ayenera buku mtundu

Buku ikulongosola za mtundu wonse kupezeka pa msika, choncho m'pofunika kwa ogwira ntchito onse amene ali ndi udindo Kukwezeleza katundu ndi makampani, maubale, malonda, ndi zina zotero. D. tinganene kuti ambiri mwa zofunika buku mtundu. Zitsanzo za ukatswiri amenewa ndi udindo:

• Atsogoleri ndi Ngopambana: iwo ayenera kulimbikitsa maganizo a antchito onse a kampani, tsono kufunika bwino kudziwa ndi ufulu kutaya siginecha awo kalembedwe.
• Otsatsa malonda ndi wothandizila malonda: ntchito zawo monga kuchititsa mapulogalamu kafukufuku msika ndi maphunziro timalembera anthu ogula, iwo ntchito mfundo za malamulo a kutentha.
• Antchito a dipatimenti ya maubale: ntchito yaikulu - kuteteza zofuna anthu a bungwe. Chofunikira choyambirira kwa iwo - kukhulupirika, Luso ndi kugwilizana ndi malamulo a mkati mwa bungwe.
• ndodo Sales: kwa iwo, cholinga chachikulu ndi kuonjezera mphamvu ya mapulogalamu umalimbana kukhazikitsa katunduyo. Zikatero, ntchito imeneyi imafuna kuzindikira chizindikiro komanso malonda mfundo.

Perekani chitsanzo chosonyeza kuti buku mtundu linachita makampani ali ndi mfundo lokhudza pafupifupi mbali zonse za mfundo zoweta ndi achilendo ya gulu: kuchokera kavalidwe ogwira ntchito ku maonekedwe a ma CD katundu.

Mfundo za chilengedwe cha buku mtundu

Gwero la kalembedwe makampani zinali zoyenera ntchito bwino ntchito zake, ayenera mosamala kuchitira kudzazidwa ake. Otsatsa malonda amavomereza kuti buku za mtundu wasankha mochulukitsa nambala ya ntchito, komanso chikhalidwe yaikulu ya kutentha.

Brand Guide Company anapangidwa pamaziko a mfundo zotsatirazi:

• chimatanthauza malo ake pa msika ndi maganizo ayenera kuperekedwa, woperekedwa ndi kupatsidwa zolinga njira imene wokhumba;
• Information ayenera kukhala achidule ndi kusasintha zigawo;
• malamulo ntchito Pawokha kampani ayenera kukhala chilengedwe mawu otsanzikana kuthetsa mavuto zosiyanasiyana zinthu;
• Information ndi womveka owerenga onse;
• mudziwe ayenera kukhala othandiza ndi kukhala basi Kuwonjezera fano kampani.

Buku zili mtundu

Kudziwa kuti amene anamaliza ndi kunyongedwa ntchito buku kampani, kulibe, koma m'kupita kwa zamoyo wa malonda, komanso zinachitikira makampani akuluakulu anamasulidwa Chinsinsi otchuka limodzi unagawanika. Brand, limenenso Akuti kuchita (ntchito) ayenera zovuta kufotokoza malamulo ndi kulimbikitsa ntchito Pawokha makampani, kutenga nkhani zochitika zonse zotheka, ndipo ndi chida konsekonse.

Monga ulamuliro, kudzazidwa chikuchitika pa ndandanda zotsatirazi:

1. The kampani ya mishoni.
2. The zofunika za mtunduwu.
3. Information Corporate.
4. mudziwe luso za chizindikiro, webusayiti, kufika zogulitsa, ndi zina zotero. D.
5. Malonda: ufulu amaika zidindo.

Izi si zili zonse, koma zigawo zikuluzikulu zokha kuti akhoza kukodzedwa wodzilemekeza ndiponso akamavutika.

Brand Guide: Zitsanzo za makampani odziwika ndi zizindikiro zawo

Companies kuti ndi choyenera atsogoleri msika mu gawo makamaka digiri yapamwamba ya chitukuko cha malamulo ndiponso mfundo amapeza. Makamaka kuzindikira ndi catchy view wa zotetezedwa ambiri makampani awa - chuma amene amapereka buku mtundu. Logo, Mwambi, zomvetsera videoatributika, malonda - zinthu zonsezi yafotokozedwa mu izo.

Inu simungakhoze kunyalanyaza mtundu chifaniziro cha apulo ngati mmodzi wa zopangidwa pamwamba pa dziko. Lili zambiri makampani, mfundo za chilengedwe ndi kugulitsa katundu, komanso limafotokoza zofunika kugulitsa kampaniyo.

Ogwira brandbook Nike. Analengedwa mu 2012, ndi chitsanzo cha chiongoko yaying'ono koma nkhani. Iwo akufotokoza ntchito ya mtundu mfundo kapangidwe ndi zofunika malonda - zonse yosavuta kufika.

Wotchuka koka-Cola alinso choyamba ndi woyenera buku anadzipereka kwa mzere zake kampani. wokhutira zikuphatikizapo nkhani ya nzeru kampani, mudziwe zambiri za chizindikiro ndiponso zinthu zina zithunzi mtundu, ndi malamulo malonda.

Zitsanzo zikusonyeza kuti njira bwino ntchito buku mtundu makampani awa akhoza kukwaniritsa zotsatira mkulu. Komanso, Kukwezeleza zopangidwa lalikulu sangakhale popanda izo. Iwo osati apereke maganizo asiyane mawu, koma ndi gwero kwambiri za mauthenga ndi patsogolo katundu ndi kampani.

Kodi inu mukhoza kutenga ndi mochuluka bwanji ndi buku mtundu

Pakali pano, chilengedwe cha buku mtundu ndi chinthu chofunikira mu chitukuko cha kampani. kukhalapo kwake likutsimikizira phindu maganizo ndi ufulu wa mtundu, ndi maziko a mgwirizano wa makampani.

"Mtengo wa mtundu-book" - funso otchuka anafunsa mu chisankho kukhazikitsa buku mtundu. The ndalama pafupifupi ranges ku 15 000 20 000 rubles, ndi phindu lenileni anatsimikiza malinga ndi zofunika kwa buku ndi nkhani yake.

Mafanizo brandbook chinkhoswe mu mabungwe kulenga: iwo kupereka mndandanda wa ntchito pa chitukuko cha mtunduwu. Akatswiri adzakonza ndi kugonjera chitsanzo cha buku mtundu, umene wasenza, amaganizira zofuna zonse za kasitomala. Izo zili ndi mfundo za kalembedwe makampani ndi limakupatsani angayendetsere iwo.