Zopangidwa - ndi chiyani ichi? Mumadziwika zopangidwa lonse

Lingaliro la "mtundu" Tingaone zambiri, amagwiritsidwanso ntchito poyerekezera ndi katundu, kuti makampani kapena magulu. Zambiri, mawu ofunika. Palibe tanthawuzo yeniyeni. Mwachidule, kusankha ofanana matanthauzo, tikhoza kunena kuti mtundu - ndi zina zotetezedwa ndi dzina labwino.

tanthauzo losiyana

Mtchatho ndi setifiketi tanthauzo la lingaliro ili mmodzi wa American Marketing Association. Malinga ndi tanthauzo limeneli, ndi zopangidwa - mayina, zizindikiro, kapena osakaniza a magulu awa, koyenera kuti chizindikiritso cha munthu katundu ku zinthu zina za mtundu womwewo. ogulitsa malonda ambiri amakhulupirira kuti mtundu kulibe cholinga chenicheni. Ndipo zimene amalenga si Mlengi wa makamaka zabwino, ndi kutsitsimuka kwa ogula, icho ndi choimira cha chandamale omvera pa zinthu. Ndi kovuta kuti amagwirizana. Ndipotu, pa akangomva chikuni mu mutu wanu mwakamodzi pali ena associative zosiyanasiyana.

Choncho matanthauzo onse a "mtundu" mawu amenewa kuikidwa m'magulu m'magulu awiri:

1. Brand - chikuni ndi chizindikiro wa ake chizindikiro, dzina lalikulu, mbiri ena.

2. zidindo ndi magulu omwe angabuke maganizo a ogula ataona chizindikiro kapena dzina la kampani inayake.

Palinso maganizo "mtundu lonse", kutanthauza kuti mankhwala a mtundu winawake, wodziwika konsekonse mdziko.

Kodi chikuni?

1. Zochitika - mndandanda wa katundu. Nthawi zambiri opanga kuganizira za khalidwe.

2. Culture ndi makhalidwe abwino. Uliwonse Kampani hayala zake, zolinga zake, Mwambi ake.

3. chandamale Omvera. Pofuna kukonza "sapota" mankhwala anu, muyenera kudziwa ndendende amene anafuna.

4. Khalidwe - ndi chimene chimasiyanitsa iwo kwa ena.

Chifukwa kufunika chamoto?

Kutentha - ndi malonda a mtundu wako. Ndipo cholinga chake chachikulu - malonda. Mwachibadwa, pamene kampani adzalenga wokha mbiri yabwino, kukhazikitsa lokha malonda buku kwambiri. Koma tiyenera njira zamphamvu pantchito. Choyamba, m'pofunika kusamalira chitetezo cha mankhwala ake, chizindikiro chake, kupewa kufanana ndi ena, onetsetsani kuti panalibe makope. Chachiwiri, mtundu tiyenera kukumbukira kuti kulengeza sikunapite pachabe.

The zopangidwa wotchuka

Zopangidwa kulibe aliyense malo a malonda aliyense gulu mankhwala. Mwachitsanzo, makampani otchuka m'munda wa makompyuta - .. apulo, Google, etc. Inde, aliyense amadziwa iwo. Koma ndife ntchito kuti mu malo oyamba mawu akuti "mtundu" ntchito poyerekezera ndi zovala, mafuta odzola nsapato. Umakopa ndi matumba zopangidwa, monga Mwachitsanzo, Gucci, Ferragamo, Valentino.

Gucci

otchuka Izi kampani. Kumene, zikwama zam'manja wotchuka kwambiri ndi zonunkhira, lodziwika ndi dzina ili. Mbiri ya mtundu inayambira akutali 1906, pamene kampani anayamba kupanga mankhwala opangidwa ndi chikopa chenicheni. Mu 1947, pa imodzi mwa ziwonetsero unaperekedwa kwa mokakamiza woyamba ndi nsungwi amangomvera, amene anali yojambula weniweni.

Ferragamo

kampaniyo chikutchedwa tate wake, wotchuka wa ku Italy mlengi. Cholinga chachikulu cha ntchito yokumba - chilengedwe cha thumba zinchito kuti akhoza kumakhalamo zinthu zonse zofunikira. Koma pa nthawi yomweyo ayenera yofunika Mbali - kamangidwe wotsogola ndi mamangidwe wokongola. Tsopano kampani limapanga osati matumba, koma Chalk ena chikopa.

Valentino

Izi mtundu lonse, amadziwika zovala zake zapamwamba ndi matumba. Valentino Garavani ali limafotokoza kwambiri kukongola, kalembedwe ndi kukongola.

bottega Veneta

Mu dzina ichi Amabisa mafashoni nyumba, akuthamanga ndi matumba kwa pafupi zaka zana. Cha kutchuka makamaka a mtundu amamuonera mwa Director Tomás Maier. Mwamsanga pamene iye anatenga ofesi monga kusintha. thumba lake latsopano, walukidwa kuchokera malamba osiyana chikopa, anapanga kuwaza. Kuvala zoterezi chowonjezera zitha kukhala fashionista weniweni.

Dzinali ndi chofunika kwambiri posankha zodzoladzola. Ndipotu, zodzoladzola kwa akazi. Amaopa kukongola kwake, kotero ndikofunika kuti njira kupeza izo odziwika bwino mtundu, ndiye pali kudalira ubwino wake ndi dzuwa.

Wotchuka zodzoladzola zopangidwa - izo Bourjois, L'Oreal Paris, Yves Rocher, Mary Kay, Dior, Tchanelo. Lembani zopangidwa zonse wotchuka zodzoladzola sangathe. Aliyense dziko lili ndi nthumwi zake. Ena mwa zopangidwa ndi zodzoladzola zachilengedwe, gawo - akatswiri. Nthawi zambiri, anthu wosankha zimene tikudziwa kale, anayesa. Inde, wotchuka French mtundu, pamene zovala ndi zikwama zam'manja koyamba zopangidwa Italy.

yves Rocher

kampani anati yokha posachedwapa ndipo kuchokera tsiku loyamba anakhala otchuka. Zodzoladzola Yves Rocher ndi organic, chifukwa lili ndi chiwerengero chachikulu wapangidwa ndi zosakaniza achilengedwe. Umene, kugula katundu wa kampani silingakhoze kokha zakudya, komanso mu m'ndandanda wa. Kampaniyi ukugwira ntchito mu gawo m'ma mtengo.

L'Oreal Paris

Amaona kuti kukhala mtundu nambala wani mu dziko. Zamgululi "Loreal 'anagawira m'mayiko oposa 150. Iye amadziwika ndi mu ankafuna chifukwa khalidwe lawo, wotsogola kamangidwe. Mtengo wa mankhwala si kwambiri. "L'Oreal" umabala mankhwala khungu kusamalira nkhope, tsitsi, zopakapaka.

Bourjois

mtundu uwu, umene uli mu mtengo gulu lomweli ndi zodzoladzola "L'Oreal". Bourjois imakhazikika makamaka zodzoladzola kukongoletsa milomo, maso ndi misomali. Koma kusankha mitundu, mmene imangokhala mesmerizing.

Pakati zodzikongoletsera Russian zopangidwa ofunika ponena Concern "Kalina", amene imakhazikika kupanga mankhwala khungu chisamaliro. "Kalina" - ndi zopangidwa monga "maphikidwe zana limodzi kukongola," "Koyera Line", "Velvet Manja", "Black Pearl". Mwatsoka, Russian zodzoladzola makampani siinafike pamwamba kwambiri, ndi zopangidwa dziko otchuka m'dziko lathu panobe.

mtundu adzadziwire

Aliyense mtundu ayenera kukhala chiphiphiritso yake - Mwachidule, succinct mawu amene akufotokoza akamanena za kampaniyo. Mwachitsanzo, kampani L'Oreal ali chiphiphiritso bwino zonse "Ukuyenerera." Komanso losaiwalika ndi mtundu Logos. Kwa ena ndi njira yapadera kulemba dzina la kampaniyo, pamene ena - chizindikiro awo.

Kumene, aliyense amadziwa chizindikiro Nike sportswear. Kumakhudzana ndi dzina la kampaniyo, ngati fanizo zojambula za mapiko a mulungu wamkazi wa kupambana Nike. Poyamba, phiko ichi pang'ono overlaps lolembedwa, ndiye kampani dzina chizindikiro zitsulo pamwamba, ndipo tsopano lino ndipo safuna. Aliyense wa logos ali ndi mbiri yake, zomwe ndi chidwi kuphunzira.

Apple

Aliyense akudziwa alumidwa apulo siziwoneka nthawi yomweyo. Poyamba, Ronald Ueyn zachitika chizindikiro, amene anafaniziridwa Isaak Nyuton pansi mtengo. Stiv Dzhobs ankaganiza kuti khalidwe si zimathandiza kuti malonda mankhwala, ndipo ndinawafunsa malonda bungwe, kumene iye anapereka chizindikiro latsopano. Poyamba anali Mipikisano akuda apulo, ndiye izo losandulizika.

Pepsi

Ndi mtsogoleri chiwerengero cha Logos. chizindikiro kampani kakusintha kusintha nthawi zoposa 10. Iwo sichinasinthe yekha pamaso pa mtundu wofiira, komanso mawu akuti «Pepsi». kampaniyo bwino zotsatirazi mumaganiza ndipo amayesetsa kukhala ndi zochita za nthawi. Logo amakhala laconic, kukuwalira zambiri zazikulu.

Versace

chidwi kwambiri ndi chizindikiro cha mtunduwu. Izo zimasonyeza mutu wa Medusa ndi Gorgon. Mlengi ankaganiza kuti nyama lanthano ali wapadera zachinyengo kuziwerenga. Mwina njira yangwiro ya kampani umabala zovala, zikwama zam'manja ndi mafuta onunkhiritsa.

Tchanelo

Mkazi aliyense mosavuta kulingalira chizindikiro cha mtundu wotchuka. Ndi makalata awiri mu galasi fano. Iwo kupangidwa kale ndi kukhala sichinasinthe. Amatanthauza kalata yoyamba ya dzina ndi dzina la woyambitsa - Koko Shanel.

mtundu Gucci

Monga tafotokozazi chizindikiro cha mtundu, akuimira zilembo ziwiri zoyambirira za dzina ndi dzina la woyambitsa - Guchchio Guchchi. Komabe, mu chizindikiro ndi ophatikizidwa ndi matanthauzo awiri. Mu zaka za m'ma 20, kampani limapanga katundu wachikopa kwa oyendetsa ndi awiri kalata G mu chizindikiro kukumbutsa stirrups.

Lacoste

ikuimira mtunduwu ndi nsalu kapena utoto ng'ona. Lacoste alligator ku Tingaone mu zinthu zambiri zosiyanasiyana: t-malaya, zikwama, nsapato, mathalauza, mafuta onunkhira ngakhale magalimoto. Komanso, ng'ona imakongoletsa masitolo zoposa zikwi ziwiri kuwasindikiza lonse. mtundu Start unayambitsidwa mu 20s Mu zaka zapitazo. Tenesi player Mnazareti Lakost tenisi French anabwerera ku mphamvu yake poyamba ndipo nthawi yomweyo anatsegula lowopsya chobvala masewera kampani, amene adakali amasangalala mafani. Chifukwa ng'ona? Chinthu ndi René Lacoste anali ndi njira yachilendo kwambiri kusewera. Anthu pa udindo wake anafanana ndi ng'ona chikombole, kukonzekera kuti aukire. Komanso, tsiku lina iye anapanga ndalama ndi wothamanga American mu chikwama cha ku ng'ona khungu. Ndi René Lacoste linali lofika dzina lakuti "ng'ona." bwenzi utoto wake ng'ona chizindikiro, amene anayamba ntchito pa zovala, Mnazareti. Pambuyo retiring ku masewera chachikulu Lacoste anayamba kumanga kampani yake, Akanatero ku fakitale nsalu mpaka itafika sangaganize.

Adidas

Chizindikiro choyamba cha kampani - n'kupanga atatu - anayamba ndi tate wa mtundu Adi Daslerom. Kamodzi kampani anayamba patsogolo, ndipo anaonekera mu assortment nsapato komanso avale wamba, pali kusintha chizindikiro. Pamenepo Adidas olimba zovala anakhala kudzionetsera utoto ndi mikwingwirima atatu pansi, amene akuimira zosiyanasiyana zopangidwa. Kale m'zaka 20 mochedwa, kampani anabwera ndi chizindikiro cha magulu atatu, kupanga phiri. Nyanga - ndi zolinga za kampani, kumene limayenda.

zopangidwa pamwamba

Zopangidwa - si odziwika makampani. Ndi makampani ndi. Chaka m'mabuku, mavoti kwa Championship amene akulimbana olimba. Mu 2014, mtsogoleri wobwezera mtundu apulo, kenako Microsoft, koka-Cola, Google ndi ena (monga "Forbes" magazini). Top zopangidwa wa dziko anatsimikiza ndi kuchuluka kwa malonda ndi ndalama. Kutulutsidwa kwa mankhwala ambiri osiyanasiyana - chirichonse chimene chiri kuti zopangidwa ambiri - akufuna kufika mlingo watsopano wa chitukuko, kufunafuna kutchuka ndi kupeza mlingo wapamwamba mu kusanja.