Imbali yebrand

Okwangoku, uluntu lwethu luhamba kwiimpawu ezahlukeneyo ezikhoyo emhlabeni. Sifumana iibrendi naphi na apho sikhoyo kwaye zonke zisibonisile ukuba zeza ebomini bethu ziphethe umsebenzi esandleni. Kwihlabathi loyilo lwegraphic, igama elithi "branding" liya livakala ngakumbi nangakumbi, kwaye ayimangalisi into yokuba iinkampani ezininzi zicela iibrendi ezimele ngokupheleleyo oko zifuna ukukubonisa.

Amaxesha amaninzi asikwazi ukulibala i-brand, mhlawumbi ngenxa yesicwangciso sayo esihle sokuthengisa okanye ngenxa yomyili ogqwesileyo oye wayidala.

Kule post asiyi kukwazisa kuphela kwihlabathi leemveliso, kodwa siza kuchaza bavuka njani, kutheni beza bahlala nathi ngonaphakade kwaye yeyiphi imisebenzi eyenzayo kubomi bethu bemihla ngemihla. Ngaba uyafuna ukufumanisa?

Iyintoni uphawu?

Ngaphambi kokuba sikwazise kolunye uhambo lwexesha, kufuneka wazi ukuba yintoni ingqikelelo ye "brand". Xa sithetha nge-brand, sibhekisa kuhlobo lwe-icon okanye isiginali esivumela ukuba sichonge ukuba loluphi uphawu kwaye lusinika ulwazi malunga nalo. Ikwaqondwa njengophawu lwentengiso apho imalunga nokukhuthaza inkampani kunye nemveliso yayo.

Uphawu alusincedanga nje ukuba sixabise kwaye sazi indlela yokucacisa oko sikubonayo, kodwa ikwazalisekisa umsebenzi wokuzahlula kwezinye iibrendi. Nantsi into esiyibiza ngokuba yinkqubo Ukuphawula. Lo mba woyilo lomzobo ubonelela ngokuyilwa kophawu ukusuka ekuqaleni, ukusuka kwigama ukuya kweyona nkalo yoshishino. Yiyo loo nto nathi silazi njenge isazisi senkampani okanye umfanekiso wenkampani, kodwa akufani.

Isazisi senkampani kunye nomfanekiso wenkampani

Xa sithetha ngazo isazisi, siya ngokuthe ngqo kuyilo oluqokelelwa kwi-brand kwaye lumelwe kwinto esiyibiza ngokuba yincwadana yesazisi. Le ncwadana ibonisa inkqubo yokwenza olu phawu, kunye nohlalutyo kunye nophuhliso lwexabiso kunye neenkolelo ezenza inkampani. Kwesi sigaba, ukumelwa kwelogo - isimboli kungena kudlala, oko kukuthi, i-typography emele zombini igama lenkampani kunye ne-brand (ilogo) kunye nesimboli okanye umthombo wegraphic omele uphawu lulonke kunye neLogo. Kubonakala kubhideka ekuqaleni, kodwa kwanele ukuba uyazi ukuba igama le-brand ye-Nike eyaziwayo kunye ne-typography yi-logo, kwaye isimboli salo ngumthombo wegraphic abawusebenzisileyo.

Umfanekiso wenkampani idlula ngaphaya kokuboniswa kophawu, kuba ngokungathandabuzekiyo ingumfanekiso opheleleyo obonwa yimarike ngawo. Nantsi into eyaziwayo edibana nayo urhwebo. Intengiso izalisekisa umsebenzi wokubeka uphawu kwimarike, ngenjongo yokufikelela kwelona nani liphezulu labathengi kwaye ngaloo ndlela kufumaneke zonke izibonelelo ezinokubakho.

Ngoku uyazi ukuba yintoni uphawu kwaye uyilo lwegraphic lwaziswa ngokubanzi, siza kulungiselela iinjini zokuqala zohambo.

Saqala!

Ixesha le-1500s: iziqalo

Uya kumangaliswa, kodwa ingcamango ye-brand kwi-1500s yayinentsingiselo eyahlukileyo ngokupheleleyo kunento esiyaziyo namhlanje. Ngexesha leNordic, igama elithi uphawu lalithetha "ukutshisa" kwaye lalinokwakheka, kuba yayiluhlobo oluthile lweplanga elivuthayo kwaye yayiyimpahla eyayitshiswa ngayo izilwanyana zenkomo ukuze ziphawule.

Kumazwe anjengeSpain okanye iMexico, iyenziwa ngoku. Eyona njongo iphambili yoku kukwenza umkhondo owodwa. Iimpawu zeempawu zahluka phakathi kwabo, kuba ngokwemfuyo yabo, babekho ngendlela enye okanye enye. Ngokuqhelekileyo, ezi simboli zimiselwa ngoonobumba abahlukeneyo, ngokuxhomekeke kwimfuyo, ukongezelela sifumana nezinye izixhobo zegraphic ezifana nemigca eshinyeneyo okanye amanani ahlukeneyo ejometri.

Ukuba ukhe waphuma phandle uye ethafeni okanye kummandla weentaba uze ubone isilwanyana esinala manqaku, oko kuthetha ukuba siyinxalenye yomhlambi othile yaye ngoko ke, asilahlekanga. Kwakhona kubalulekile ukwazi ukuba esi senzo sichaphazela impilo yesilwanyana ngokwaso kwaye asinanzuzo ngokupheleleyo kubo.

1750 - 1870: I-Industrial Revolution

Ngokuqinisekileyo uvile ngexesha elidumileyo lezoshishino, esinye seziganeko zembali zelo xesha. Ewe, yonke into yavela ngenkulungwane ye-XNUMX neye-XNUMX. EYurophu naseUnited States, kwaveliswa iinkqubo ezintsha zokuvelisa, oku kwabangela iingenelo ezinkulu kuluntu njengoko ubugcisa buhambela phambili ngomlinganiselo omkhulu. Ngale nto, abathengi beenkampani ezininzi bakhula kwaye kwavela isidingo sokulawula imarike.

Ngeli xesha, ingcamango ye-brand yaqala ukufana naleyo siyaziyo namhlanje, igama eligcwele imiqondiso, uyilo, imilo kunye nemibala. Kodwa i-adventure ayipheli apha, kuba kwakufuneka babhalise iimpawu zorhwebo. Iimpawu zokuthengisa zaqala ukuthatha indawo ephakathi kwi-1870, lo nyaka wawubaluleke kakhulu ekuqaphelisweni kweempawu zokuthengisa, ekubeni uMthetho wokuqala weNtengiso wenziwa ngo-1881, owadalwa yi-United States.

Ngenxa yalo mthetho, iinkampani ezininzi zaqala ukuba nobunini obungakumbi beemveliso zazo kunye nenkampani ezazizama ukuyikhuthaza. Ukongeza, kwavela ukhuphiswano lokuqala kunye nayo, izibonelelo zokuqala.

1870 - 1920: ixesha lobuchwephesha

Inkulungwane yama-XNUMX yazisa ukwanda kwendaleko yetekhnoloji, kunye nayo, ukuzalwa kweempawu zokuqala: I-Coca Cola, i-Ford Motor Company, i-Chanel kunye ne-LEGO.

Ukuqhubela phambili kwetekhnoloji akuzange kufike nje ngokuzalwa kweempawu ezinkulu, kodwa kwakhona, i-brand nganye inikezela ngeemveliso eziphambili kakhulu ngexesha labo. Ngokomzekelo, iFord ibonelele ngoluhlu lwayo lokuqala lweemoto ezenziwe eUnited States, ezinepetroli kwakude kudala ngaphambi kwalo naluphi na uhlobo lwemoto.

Ukongeza, iimpahla zempahla ezifana neChanel, zanikezela ngeesuti zabasetyhini bokuqala, ngexesha apho uphawu lujoliswe kuphela kumadoda. Ngombulelo kwezi nkcukacha zincinci, nganye yezi mpawu yajika ishishini kwaye yazibeka kwindawo yokuthengisa njengezona mpawu zibalaseleyo zexesha.

Ngeli xesha, iibrendi ezininzi ziye zenza uphawu kuzo zombini iimagazini kunye namaphephandaba. Ixesha lokushicilela alizange libonelele ngokusasazwa okukhulu komyalezo, kodwa linike ithuba lokuba iinkampani ezininzi zikhuthaze imveliso yazo kwaye ngaloo ndlela zifikelele kwinani elikhulu labathengi.

1920 - 1950: Imidiya yokuqala yentengiso

Ngokuhamba kwexesha, kungekhona kuphela kwangaphambili kwiimveliso ezibalulekileyo, kodwa nakwimithombo yeendaba. Ngenxa yesi sizathu, kubaluleke kakhulu ukubaluleka kwerediyo, kuba yayiyenye yeendlela zokuqala. Ekuqaleni kwenkulungwane yama-1920, oonomathotholo babesetyenziselwa ukukhuthaza ishishini ngalinye kodwa akuzange kube njalo de kwangowe-XNUMX, xa lalisaziwa ngakumbi. Benjenjalo ke babayeka abokuqala ntengiso, apho i-brand yakhuthazwa ngemiyalezo emfutshane kunye nelula.

Enye yeentengiso zokuqala yavela ngo-1922 (eNew York). Ngeli shumi leminyaka, akwenziwanga kuphela iintengiso, kodwa iinkqubo zokuqala zenziwa ngokunjalo. Kodwa njengayo yonke indaleko, kuyafuneka ukuba uphucule kwaye uqhubele phambili ngamanyathelo amakhulu, iibrendi azifuneki nje ukuviwa kodwa zibonwa. Yiyo loo nto kwavela oomabonakude bokuqala.

Ngomnyaka we-1941, i-brand ye-watch yaseMelika, i-Bulova Watches, yabhengeza intengiso yayo yokuqala kumabonwakude, yayiyimizuzwana eyi-10 ubude kwaye yafikelela malunga ne-1000 yababukeli. La majelo osasazo ayekhula, yaye iinkampani ezininzi ngakumbi zisebenzisa umabonwakude ukubhengeza ishishini labo.

Ngoku sijikelezwe ngamawaka kunye namawaka eentengiso, uninzi lwazo sele lunexesha lokuya kuthi ga kwimizuzu emi-3 okanye emi-4 kwaye lifinyeze libe ngumzuzu omnye.

1950 - 1960: Iimpawu zombala

Iminyaka ihambile, kwaye kunye nayo kwavela iziganeko ezitsha, enye yazo ngokungathandabuzekiyo yayiyiMfazwe yesibini yeHlabathi. Esi siganeko siyimbali sazisa inguquko ekwenziweni kweemveliso ezintsha nasekukhuleni kwemarike. Ayiphelelanga nje ekubeni imidiya efana nomabonwakude ivele, kodwa imidiya yokuqala engaxhunyiwe kwi-intanethi yavela, oko kukuthi, imidiya ebonakalayo eyavumela ukusasazwa okukhulu kophawu ngomlinganiselo omkhulu: iibhilibhodi, imiqondiso, uyilo lokupakisha lokuqala njl.njl. Ukongeza, umabonwakude wemibala nawo wavela.

Ngaloo nto, izicwangciso zokuqala zokuthengisa kunye nolawulo lokuqala lwe-brand lwaqala, kuba abathengi abancinci babedla ngokutya iimveliso zeenkampani ezahlukeneyo, ngoko ke, abakhuphisana abaninzi nangaphezulu. Oku kwavumela abaphathi abatsha bezentengiso ukuba bavele kunye nayo, into esiyaziyo intengiso ngokweemvakalelo okanye ngokweemvakalelo, apho iimvakalelo zininzi nalapho weyiselwa khona ngomyalezo nomfanekiso.

1960 - 1990: Ukukhula kophawu

Njengazo zonke iimpawu, ukukhula okuphezulu kwaveliswa ngexesha elivumela inkqubela phambili. Ezi mpawu zidinga uyilo olutsha kunye nohlengahlengiso, ngale ndlela isiphumo siphunyeziwe esivumela ukugcina uphawu lophawu kunye nokuba ubuhle bayo buya kuhlaziywa kwaye bubekwe kwimeko ngexesha.

Le nkqubo imelwe kwi-brand yenethiwekhi edumileyo yokutya okukhawulezayo "McDonald's". Sinokubona ngokujonga nje ukuba i-brand ihlaziywe njani ngokuhamba kwexesha. Kule nto, kuye kwafuneka ukuba kwenziwe uphononongo lwangaphambili lweefonti kunye nezixhobo zegraphic. Esi singqisho sinika inkalo ehlaziyiweyo yophawu, nto leyo ekhokelela ekufumaneni abaphulaphuli nokugcina ukhuphiswano.

Kamva, kwiminyaka yee-1990, amashishini amaninzi asekuhlaleni kwiidolophu aqala ukugqwesa ngakumbi, asuka kwisihloko sokuba iishelufu ezilula apho iimveliso zibekwe khona, kodwa zaqala ukuthatha inxaxheba kwiingxoxo zokuqala kunye nommeli weempawu.

Ezinye zezona mpawu zibalaseleyo zeminyaka yama-90 zazi:

Buffalo london

Le nkampani yayizinikezele ekwenzeni nasekuthengiseni izihlangu kwaye yayiluphawu olumele kakhulu lweemvumi ezidumileyo kunye nabalingisi bexesha, kubandakanya iGirl Power. Eyona njongo yayo iphambili yayikukonyusa inani labantu ababhinqileyo.

kappa

I-Kappa yinkampani ekwazinikele kwicandelo lezihlangu, ukongeza ekubeni yinkampani yase-Italiya, enye yeempawu ezibalaseleyo yilogo yayo. Ngoku sele ihlaziyiwe kwaye inkampani ayinikezi kuphela iimveliso ezilungiselelwe imidlalo kodwa ikwenza oko nangesitayile sedenim.

utommy hilfiger

Yinkampani yaseMelika ezinikele kwicandelo lefashoni. Yenye yeebrendi eziye zasetyenziswa kakhulu ngabadlali abadumileyo kunye neemodeli, kubandakanya uChiara Ferragni.

Bona

I-Ellesse yinkampani ezinikele ekwenziweni nasekuthengisweni kwempahla yaseNtaliyane ukususela ekupheleni kweminyaka yoo-50. Okwangoku, uyilo lweemveliso zayo kunye nophawu lwayo luthathe inguqu yangoku neyangoku, ngaloo ndlela inikezela ngomxholo wexesha kunye nokugcina uyilo lwamandulo lwemveliso. nge 90s.

kangol

Yifemu ethengisela abalobi iminqwazi. Ezi zigqoko zidla ngokuyilwa ukusuka kwi-straw kwaye kwiminyaka ye-90 zazisetyenziswa ngokubanzi ngabaculi kunye neemodeli. Okwangoku le nkampani isebenza neempawu ezifana neDior, Prada okanye iLoewe. Ezinye iinkcukacha zokugqamisa ngokungathandabuzekiyo kukuba, nangona ingelophawu olusemthethweni, isetyenziswe nguPrincess Diana ngokwakhe ngo-1983 kwimagazini yeVogue.

Njengoko sibonile, uninzi lweempawu ngokuhamba kwexesha ziye zafuna uyilo olutsha. uyilo luhlala lutshintsha kwaye ukusetyenziswa kwalo kunokwahluka ngokuxhomekeke kwizinto ezininzi. Okulandelayo, siza kukudlulisela kwixesha lokugqibela lohambo, ixesha elingekho kude nathi kwaye lihlala namhlanje.

Ukususela ngo-2000 ukuza kuthi ga ngoku

Ukuba sijonga ngasemva, siyaqonda ukuba kuthathe ukuqhubela phambili kwezobuchwepheshe ukufikelela kwiimpawu ezinkulu ezifikileyo neziza kuza. Okwangoku, ukuyila uphawu ukusuka ekuqaleni okanye ukuqala kuyilo ngokutsha, kusemnweni wethu.

Ngethuba lokuqala kwexesha ledijithali, kwi-2000, intengiso yethelevishini yayithandwa kakhulu kwaye yayiyi-protagonist phezu kwentengiso yokushicilela. Eyona nto yanika ukuqaliswa okukhulu kweli xesha ngokungathandabuzekiyo imidiya yoluntu. Ngale ndlela, abakhangisi babenamandla amakhulu kwaye iibrendi zazizibeka ngcono kakhulu kwimarike. (Iintengiso ze-Facebook, ukudala iipowusta ngokusebenzisa imidiya ye-intanethi, ukusetyenziswa kwee-hashtag, ukuyila iphepha lewebhu, njl.).

Umzekelo ocacileyo luphawu lweCoca Cola, kwathatha uhlengahlengiso lokupakishwa, uphawu ngokwalo kunye nexabiso lenkampani ukufezekisa elinye lamaphulo entengiso abalaseleyo kwimbali. Oku kubonelele ukuba uphawu luhlala lunxibelelene nabaphulaphuli ekujoliswe kulo kwaye ukhuphiswano lwanda kwaye luvelise umdla ongakumbi. Kukwayinyani ukuba ayizizo zonke izinto ezijikelezwe yitekhnoloji, kodwa kwakhona, ngelo xesha, oko kwanceda iibrendi ezinkulu kakhulu ngokungathandabuzekiyo. uphononongo lwabathengi. Uphononongo ngalunye oluhle okanye olubi luncede abanye ukuba baqaphele inkampani kwaye bayifake.

Ezinye iimpawu eziye zagqama ngeminyaka yoo-90/2000s kude kube namhlanje zezi:

Blumarine

I-Blumarine yifemu yaseTaliyane eyasungulwa ngo-1977 ngu-Italian Anna Molinariy Gianpaolo Tarabini. Uphawu luphawulwa ngokusebenzisa amaxabiso anzulu kunye nokusebenzisa imibala kunye nemibala evuselela kwaye ikhumbule ulwandle. Ivenkile yayo yokuqala yavulwa ngo-1990 kwaye ukususela ngoko, zonke iimagazini zefashoni ziye zavakalisa uphawu kwaye ziphefumlelwe yiyo.

Okwangoku, uphawu luye lwagqiba ekubeni luhlale ngenjongo yokukhumbula iingubo kunye neesuti kunye nokubuyela kwi-catwalk. Eyona nto ibonakalisa kakhulu olu phawu kukuba isetyenziswe ngabantu abadumileyo abanjengoKendall Jenner okanye uBella Hadid.

Lanvin

I-Lanvin luphawu olwasungulwa ekuqaleni kwenkulungwane yama-XNUMX eyenziwe ngumyili wase-Israel u-Alber Elbaz. Okwangoku, uphawu lugqibe ekubeni luphinde luvele kwakhona kwaye luzibeke phezulu kwimarike. Oku kuye kwabangela ukuba abantu abadumileyo abanjengoParis Hilton kunye noBruno Sialelli babonakale kumaphulo eentengiso, bebhengeza imveliso.

Isiphelo

Njengoko siye sakwazi ukuqonda, kulo lonke olu hambo siye sabona iintlobo ezahlukeneyo zeempawu, zonke zigcina umxholo wembali, kodwa ngaphezu kwakho konke, uphawu ngokwalo luhlala luluhlu lweengcamango eziye zathatha intsingiselo ngokuhamba kwexesha. ezahlukeneyo.

Iimpawu zisikhetha kudala ngaphambi kokuba sizikhethe, ngale ndlela siba ngabathengi bazo, kwaye le nkqubo iyinxalenye yobomi kunye noluntu olusingqongileyo. Ngoku lixesha lokuba uye phesheya kwaye ungene kwihlabathi leemveliso kwaye ufumanise ukuba kutheni zinjalo.

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