Mitundu ya zotetezedwa: classifications onse

Chizindikiro - imodzi mwa mfundo zofunika kwambiri malonda, lomwe lili ndi zinthu zambiri. Classifications wa zotetezedwa ochepa: mu mawonekedwe a Mawu, lamanja la mtundu umwini. Tisaiwale kuti chizindikiro cha - gawo mfundo wina waukulu - adzadziwire amapeza.

Concept ndi mitundu ya zotetezedwa

Chizindikiro, chizindikiro malonda (dzina lina - chizindikiro malonda) - ndi mayina akuti khalidwe kuphatikiza makalata kapena manambala, mankhwala image, cholinga kusiyanitsa izo, kubweretsa mfundo za Mlengi.

Njira imeneyi individualization wopanga malinga ndi mabungwe boma zogwirizana wa Russian Federation ndi mayiko ena. Kumafuna ufulu wonse kwa ntchito khalidwe anasankhidwa ndi chitetezo wawo. Yotsirizira akupezeka m'mayiko oposa 160, amene 90 - pa msinkhu wa malamulo.

Mu dziko lathu, ntchito zonse za umwini ndi kutetezedwa ndi lamulo "Pa zotetezedwa, Service Marks ndi Appellations la Origin" (1992).

Komanso, zizindikiro malonda ndiotetezedwa ndi zinthu zotsatirazi:

• Msonkhanowu wa 1883 Paris
• Madrid Msonkhano Kulembetsa mayiko a dzina mtundu (1981).
• kuti kalembera wa chizindikiro malonda pangano (1973).

Chizindikiro - Ntchito

Mitundu ntchito chizindikiro akhoza mwachidule motere:

1. Uwu ndi umboni wa mkulu mlingo wa mankhwala khalidwe.
2. Kukhalapo ngati chizindikiro amapanga wogula kudalira mankhwala chifukwa mbiri yabwino ya Mlengi.
3. Izi ndi maziko omwe Kukwezeleza ndi malonda (asanafike mitundu yonse ya zotetezedwa, kumene, ayenera okha kukhala bwino propiarit).

Akukhulupirira kuti katundu wogulitsidwa dzina mtundu, kukopedwa pa 15-25% zambiri kuposa White Sichizindikiro. Komanso, chizindikiro chizindikiro zambiri zamtengo wapatali chinthu umwini - koka-Cola chizindikiro mtengo kuposa, pa ntchito ndi mwini wake wa bungweli, $ 3 biliyoni.

Mitundu amatchula mtunduwu

chipani china uliri chizindikiro, ndi mtundu wa lakuti ake. Okwana pali anayi:

1. Chizindikiro. Pamafunikanso chizindikiro, lomwe chosiyana mtundu kapena osakaniza zace, kujambula.
2. dzina Brand. Amakhala achidule, mawu ziganizo, makalata - onse kuti inu mukhoza kunena.
3. Shopping fano - payekha payekha mtundu bungweli.
4. Chizindikiro - zonsezi pamwambapa, kuteteza ufulu ndi malamulo. inawo ndiwo amaimira kalata R bwalo.

Gulu la mitundu ya zilembo kuwasindikiza

Mitundu yonse ya zotetezedwa ndi zizindikiro utumiki kugawidwa mu classifications zotsatirazi:

1. Za competences umwini: payekha ndi olowa.
2. Pa polojekiti: mankhwala, mizere mankhwala.
3. Mu zimasonyeza: voliyumu, phokoso, pamodzi, kunyozedwa, zojambulajambula.

The chidwi kwambiri kuganizira adzakhala otsiriza.

Gulu la mitundu ya mawu

Mitundu ya zotetezedwa mu mawonekedwe a mawu amene m'magulu angapo:

1. Mawu - analankhula mayina ndi mawu. Gulu ambiri, muli mawu kofala ndi neologisms. Mwachitsanzo, "VKontakte", "Wamba", "Twix", iPhone, Windows. Kapena: ". Gillette bwino munthu" "Pali lingaliro - pali IKEA," etc ...
2. Graphic - wapadera ndi losaiwalika zithunzi za anthu, nyama zizindikiro umboni, mizere, akalumikidzidwa - zizindikiro ndi Logos. Zikuphatikizapo mafano "Adidas", "APL", "Lacoste", "Facebook", sitima, etc. D.
3. Chochuluka. Ndi mitundu osowa. Iwo ankafotokozedwa kapena mankhwala yokha kapena ma CD ake. Chotero chojambula kapena chithunzi sayenera chojambula, kuganizira cholinga cha katundu kapena chuma. .. Mwachitsanzo, buku la zithunzi, foni yam'manja, mbale, zingalowe m'malo zotsukira, etc. The chizindikiro atatu azithunzi omwe tikunena ayenera allocated kuti aliyense wa chibadidwe kokha iye akuimira mbali mankhwala: chisudzo McDonald ndi nyama Wimm-Bill-Dann Brends etc ...
4. Sound. Izi ndi mbali ya nyimbo kapena phokoso uliri kampani imeneyi. Ndi wotchuka onse malonda phokoso ndi pa TV - uyu akutchedwa kukaliza nyimbo. Nthawi zambiri adayimba dzina mtundu kapena chiphiphiritso cha kampani, mwachitsanzo: "Gallina Blanca, glug-glug, glug-glug" "MM-m, Danone". Kwa inunso aku kuitana siteshoni chizindikiro ndi wailesi yeniyeni, nyimbo kulandira kapena kutsanzikana kuwaza TV.
5. Tikaphatikiza kuphatikiza mitundu yambiri ya gulu: kuyankhula ndi image, chizindikiro bwino.
6. Olfactory. Izi ndi mitundu kwambiri kawirikawiri ndi osaka zotetezedwa. Akuimira kununkhira zambiri alibe poyerekezera ndi mankhwala. Register chizindikiro kampani zovuta - muyenera nkhani ya fungo la, chilinganizo ake mankhwala, kulanda "maluwa" fungo lake constituent payekha. Mu dziko lathu, zizindikiro izi chidwi ndi nkomwe zinkaimira.

Payokha, pali zitsanzo zosonyeza kafungo ka katundu:

• vanila ndi lavender - malo;
• fungo la mwatsopano udzu - mipira tennis;
• Pinki mafutawo - matayala galimoto;
• amaonekera fungo la amphamvu mowa - mivi mikondo;
• mandimu udzu - Spa-salons, etc ...

Chiphunzitso cha kalembedwe olimba

Mitundu ya umwini ndi mbali yofunika kwambiri ya lingaliro lonse - kampani kalembedwe. Corporate Umunthu - mndandanda wa njira zosiyana ndi njira ya kupereka mankhwala akuimira atsopano m'njira yunifolomu ndipo anamaliza. Mfundo imeneyi kumabweretsa pamodzi pa:

• chizindikiro;
• kampani typeface ;
• munthu kuphatikiza mitundu;
• chizindikiro;
• Corporate wagawo - osakaniza dzina Logo, kuyankhula, lemba aliyense ofotokozera;
• yunifolomu zonse kampani - mawonekedwe a mawu ndi zithunzi, mtundu, etc ...

Chizindikiro Ndipotu, ndi "nkhope" wa kampani, wapadera, kutetezedwa kukopera ndi plagiarism. Zosankha wake - anthu ambiri.