Iyo brand debranding maitiro izano rakaedzwa mumakore achangopfuura, sezvo makambani mazhinji akaona kuti hazvifanirwe kushandura mufananidzo wese wekambani, asi zvinongodiwa chete kugadzirisa zvimwe zvinhu. Nehurombo, nguva zhinji hazvifungidzirwe kuti debranding haingorevi kushandura mufananidzo weiyo mhando, asi zvakare. Zvinoreva kushandura zita, nzira iyo brand inotaurwa nezvayo uye zvimwe zvemukati mayo.
Ndicho chikonzero nei zvakakosha kuchengeta mupfungwa kuti kambani imwe neimwe yakasiyana uye iyo chisarudzo chekubvisa chinofanirwa kuitwa nenyanzvi mune iyi ndima. Ndokusaka kune makambani anga ari munyika yekukurukurirana kwemakore uye anoziva zvese zvingangori zvinopa. Munyika yekushambadzira, inonzi debranding, nhanho yemaitiro echiratidzo kana chigadzirwa, apo maitiro, zita kana mavara anoratidza chiratidzo chekare anobviswa.
ndeapi maitiro Del demuchisora?
Debranding, inozivikanwawo sekuti unbranding, ibasa rekubvisa. Ndiko kuti, maitiro ekubvisa kana kugadzirisa mhando yechigadzirwa kana sevhisi. Ndiyo imwe huru maitiro ekudhinda kufema hupenyu hutsva muchiratidzo. Kukurudzira kunogona kutungamirira kambani kusarudza pakubvisa mari kunogona kuva:
Marketing strategy shanduko
Kana kambani ikafunga kushandura nzira yayo yekushambadzira, brand inogona kuva chimwe chezvinhu zvekutanga kugadzirisa. Naizvozvo, zvakajairika kusarudza pakubvisa, nekuti zvinogona kuve nyore pane kushandura zita rako.
brand kupfeka
Zvakajairika kuti mamaki apfeke, kunyange zvazvo nzira iyi inogona kukurumidza zvikuru kana kambani yakaita zvikanganiso zvekutengesa.
chigadzirwa vhoriyamu
Kana brand ikava iyo yepamusoro-tier brand muchikamu chayo, inotadza kurasikirwa nekukosha kwayo. Kune rimwe divi, iri pasi penjodzi yekuzara kwemusika, izvo zvinogona kuderedza kutengesa. Kune rimwe divi, pane mukana wakakura wekuti vamwe vagadziri vezvigadzirwa muchikamu chimwe chete vazvikope.
Shanduko padanho remhando
Kana chigadzirwa kana sevhisi ichichinja mumhando, mhando inogona kurasikirwa nekukosha kwayo. Semuenzaniso, kana mugadziri wechigadzirwa cherunako akatanga kugadzira zvigadzirwa zvemhando yakashata, vatengi vako vanogona kurega kutenga kubva kwauri.
kushaya purofiti
Iyo kambani haina kuunza mabhenefiti nechiratidzo iwe ungada kuchichinja kune chimwe chinobatsira.
Kugadzira
Rebranding ndiyo imwe yenzira dzinoshanda dzekushandura mufananidzo wekambani.
Ngozi dze demuchisora
Iwe nguva dzose unofanirwa kufunga nezvezvakanakira uye zvisingabatsiri izvo chero nzira yekushambadzira inogona kukonzera. Mune dzose panogona kunge kune nhevedzano yenjodzi dzisingaonekwe pakutanga. Debranding inzira yenguva pfupi yebhizinesi. Kubudirira kwayo kuri mukukanganisa kwekutanga uye kuvimba kwainogona kuita. Kunyangwe iine mukana wakanaka wekubudirira, unofanirwa kuyeuka kuti izere nenjodzi. Kana mutengi ane chimiro chakanaka chechiratidzo, njodzi yakaderera.
Mhando dzemakambani makuru ane ruzivo rwepamusoro uye kuvimba, saka mukurumbira wavo unogona kukanganiswa. Debranding haisi zano rinogona kushandiswa kune ese ma brand. Mabhureki anogona kubatsirwa nehunyanzvi uhu anofanirwa kuve neanosiyanisa maitiro anozivikanwa nekungotarisa. Angave iwo mavara kana mafonti emakambani, ayo anobatsira mutengi kuziva mhando pakutanga kuona.
Kubva pane njodzi dzatataura, the zvinotonyanya kukosha, kuti brand inogona kutambura, ndiko kurasikirwa kwechiratidzo chechiratidzo. Kubvisa zita kana logo kunogona kureva kurasikirwa nehunhu hunozivisa mhando.
Mienzaniso ye debranding
Coca cola
Cola Cola akasarudza kubvisa zita kubva pakurongedzerwa kwaro uye panzvimbo akasarudza kuisa mazita evanhu kana mazwi akadai samukoma, sisi, baba kana amai. Mhedzisiro yacho yaive yekuti vakabudirira zvikuru uye izvi zvakakanganisa kutengesa kwekambani, zvichiita kuti vawedzere.
Starbucks
Isu tese tinoziva kuti Starbucks haitengesi kofi, asi zviitiko. Kwemakore, ketani iyi yakachinjawo logo yayo kuti ibvise zita remhando uye chengeta chete logo. Chinangwa chake chaiva batanidza brand nevanhu kuti uenderere mberi uchive imwe yemareferensi ezvitoro zvekofi munyika yekofi. Imhaka yazvo vakafunga kudyara mumidziyo yavo kuti vatakure zita revanhu.
Pepsi
Pakagadzirwa mhando iyi yaizivikanwa sePepsi Cola, nhasi mucherechedzo akasarudza kuita pasina izwi Cola uye kunamatira chete Pepsi. Ichi chiratidzo chinozivikanwa nechiratidzo chayo, denderedzwa rine mavara ebhuruu, tsvuku uye machena. Mamwe mavara ane toni dzinozivikanwa zvakanyanya kana akaonekwa pamwechete.
Chikonzero chekushandisa zano iri chaingove kubatanidza mhando dzemhando dzekambani iyi, sezvo munhoroondo yayo yese vaive vagadzirisa logo yavo kasingaverengeki uye izvi zvaireva kuti mufananidzo nekutengesa zvakakanganiswa. .
Movistar
Pakutanga, iyi mhando yeSpanish yaizivikanwa seTelefónica. Chinangwa chake chaiva chekuchinja chinangwa chake uye kuchiendesa kune vateereri vaduku. Kubva 2010, vakatanga kushandisa zita reMovistar.
Parizvino kambani iyi yakaderedzwa kusvika kuM yeMovistar. Ivo vakasarudza kubvisa zvakakwirira uye zvekureverera izvo zvakapfuura M zvaive nazvo, pamwe nekumashure kwegradient. Nhasi iyo M yakanyanya kupfava uye yakapfava uye inogona kuoneka mune akasiyana mavara, bhuruu, chena kana girini. Nekuchinja uku vaida kuona kuti mhando ichasvika kuzvizvarwa zvitsva zvetekinoroji, vachiremekedza kukosha kweiyo brand pachayo.
WeTransfer
WetrnevaTireFer es un serviceio paIndaneti donde puedes dzesubir archives ofde tu nheyoenrumbidza nokuti , que puedas enviarlo a tus udza mashokoiwe. Nyaya yekudzorerazve yechiratidzo ichi yakafanana neyePepsi, iyi mhando yakasarudza kubvisa "Transfer" uye kusiya chete "Isu". Chinangwa chaive chekubatana nenharaunda yavo. Zvakanaka, ivo vaisada kuti chikuva chavo chionekwe sepeji kwaunogona kutumira mafaera zviri nyore.