Yintoni ukukhupha?

I-Debranding sisicwangciso sokuthengisa I-brand debranding trend sisicwangciso esiye savavanywa kwiminyaka yamuva nje, njengoko iinkampani ezininzi ziye zaqaphela ukuba akuyimfuneko ukutshintsha umfanekiso wonke wenkampani, kodwa kunoko kuyimfuneko ukulungisa ezinye iinkcukacha. Ngelishwa, amaxesha amaninzi akuthathelwa ngqalelo ukuba ukuchithwa kwe-branding akubhekiseli kuphela ekutshintsheni umfanekiso we-brand, kodwa kwakhona. Ibhekisela ekutshintsheni igama, indlela ekuthethwa ngayo uphawu kunye neenkalo ezithile zangaphakathi zalo.

Yiyo loo nto kubalulekile ukukhumbula ukuba inkampani nganye yahlukile kwaye loo nto isigqibo sokurhoxiswa kwexabiso kufuneka senziwe ziingcali kulo mmandla. Yiyo loo nto kukho iinkampani eziye zikwilizwe lonxibelelwano iminyaka kwaye ziyazi zonke izinto ezinokwenzeka ezinikezelayo. Ehlabathini lokuthengisa, kubizwa ngokuba yi-debranding, inqanaba lenkqubo ye-brand okanye imveliso, apho iimpawu, igama okanye imibala echonga uphawu lwangaphambili lucinywa.

zithini iimpawu del deuhloboba?

Ukuvela kweCoca-Cola kumfanekiso omnye

Ukukhutshwa kwebranding, okwakwaziwa njengokuthi unbranding, ngumsebenzi wokungakhuphi igama. Koko kukuthi, inkqubo yokususa okanye ukulungisa uphawu lwemveliso okanye inkonzo. Yenye yezona zinto ziphambili izicwangciso zokuthengisa ukuphefumlela ubomi obutsha kwi-brand. Inkuthazo enokukhokelela inkampani ukuba ithathe isigqibo malunga nokukhutshwa kwebranding inokuba:

Ukutshintsha kwesicwangciso sokuthengisa

Ukuba inkampani ithatha isigqibo sokutshintsha isicwangciso sayo sokuthengisa, uphawu lunokuba yenye yezinto zokuqala ukuguqula. Ke ngoko, kuqhelekile ukwenza isigqibo malunga ne-debranding, kuba kunokuba lula kakhulu kunokutshintsha igama lakho.

ukunxiba uphawu

Kuxhaphake kakhulu ukuba kunxitywe amanqaku, nangona le nkqubo inokukhawuleza kakhulu ukuba inkampani yenze iimpazamo zokuthengisa.

umthamo wemveliso

Xa uphawu luba luphawu oluphezulu kudidi lwayo, luthanda ukuphulukana nexabiso lalo. Kwelinye icala, ixhomekeke kumngcipheko wokuzaliswa kweemarike, ezinokunciphisa ukuthengisa. Kwelinye icala, kukho amathuba aphezulu okuba abanye abavelisi beemveliso abakudidi olufanayo baya kuyikopa.

Utshintsho kwinqanaba lomgangatho

Xa imveliso okanye inkonzo itshintsha kumgangatho, i-brand inokulahlekelwa ixabiso layo. Umzekelo, ukuba umenzi wemveliso yobuhle uqala ukwenza iimveliso ezikumgangatho ophantsi, abathengi bakho banokuyeka ukuthenga kuwe.

ukungabikho kwenzuzo

Inkampani leyo ayivelisi nzuzo ngophawu ungafuna ukuyitshintshela enye enengeniso.

Utshintsho

Ukwenziwa ngokutsha yenye yezona ndlela zisebenzayo zokutshintsha umfanekiso wenkampani.

Iingozi ze deuhloboba

Ngalo lonke ixesha kufuneka uthathele ingqalelo iingenelo kunye nokungonakali ukuba nasiphi na isicwangciso sokuthengisa sinokubangela. Kuzo zonke kunokubakho uluhlu lweengozi ezingabonakaliyo ekuqaleni. I-Debranding yindlela yoshishino yexesha elifutshane. Ukusebenza kwayo kuxhomekeke kwimpembelelo yokuqala kunye nokuzithemba okunokuvelisa. Nangona inethuba elihle lokuphumelela, kufuneka uhlale ukhumbula ukuba igcwele imingcipheko. Ukuba umthengi unomfanekiso omhle we-brand, umngcipheko uphantsi.

Iimpawu zeenkampani ezinkulu zinezinga eliphezulu lolwazi kunye nokuthembela, ngoko ke igama labo linokuchaphazeleka. I-Debranding ayisosicwangciso esinokusetyenziswa kuzo zonke iimpawu. Iimpawu ezinokuthi zizuze kobu buchule kufuneka zibe neempawu zokwahlula eziqaphelekayo ngokukrwaqula. Nokuba yimibala okanye iifonti zeshishini, ezinceda umthengi ukuba aqaphele uphawu ekuqaleni kokubona.

Ngokusekelwe kwiingozi esizikhankanyileyo, i okubaluleke ngakumbi, ukuba uphawu lunokubandezeleka, kukulahleka kwesazisi sophawu. Ukususa igama okanye ilogo kunokuthetha ukuphulukana nexabiso elichonga uphawu.

Imizekelo yokukhutshwa kwebranding

coca Cola

UCola Cola wagqiba ekubeni alisuse igama kwipakethe yayo kwaye endaweni yoko wagqiba ekubeni abeke amagama abantu okanye amagama afana nobhuti, udade, utata okanye umama. Impembelelo yaba yimpumelelo enkulu kwaye oku kuchaphazele ukuthengiswa kwenkampani, kubangele ukuba bande.

Starbucks

I-Starbucks yinkampani eye yathengisa

Sonke siyazi ukuba i-Starbucks ayithengisi ikofu, kodwa amava. Ukutyhubela iminyaka, eli khonkco liye latshintsha uphawu lwayo ukuze kupheliswe igama lebrendi kunye nokugcina uphawu kuphela. Injongo yakhe yayikukuba dibanisa uphawu nabantu ukuqhubeka ukuba yenye yeevenkile ezingundoqo reference ikofu kwilizwe lekofu. Kungenxa yoko bagqiba ekubeni bafakele kwimigqomo yabo ukuze bathwale igama labantu.

Pepsi

Xa olu phawu lwenziwa lwaziwa ngokuba yiPepsi Cola, namhlanje uphawu wagqiba ukwenza ngaphandle kwegama elithi Cola kwaye unamathele kuphela kwiPepsi. Olu phawu lubonwa ngesimboli salo, isangqa esinemibala eluhlaza okwesibhakabhaka, obomvu nomhlophe. Eminye imibala eneethoni ezibonakalayo kakhulu xa ibonwa kunye.

Isizathu sokusebenzisa esi sicwangciso yayikukudibanisa amaxabiso emveliso yale nkampani, kuba kuyo yonke imbali yayo baye baguqula uphawu lwabo izihlandlo ezininzi kwaye oku kuthetha ukuba umfanekiso webhrendi kunye neentengiso zichaphazelekile.

Movistar

UMovistar uye wakhupha imali

Ngaphambili, olu hlobo lwaseSpain lwalusaziwa njengeTelefónica. Injongo yakhe yayikukutshintsha injongo yakhe aze ayise kubaphulaphuli abancinci. Ukusukela ngo-2010, baqala ukusebenzisa igama leMovistar.

Okwangoku le nkampani incitshiselwe kwi-M ye-Movistar. Bakhethe ukuphelisa iimbalasane kunye neziphoso ebezinazo uM yangaphambili, kunye nemvelaphi yegradient. Namhlanje i-M ithambile kwaye ilula kwaye inokubonwa ngemibala eyahlukeneyo, eluhlaza okwesibhakabhaka, emhlophe okanye eluhlaza. Ngolu tshintsho bebefuna ukuqinisekisa ukuba uphawu luya kufikelela kwizizukulwana ezitsha zetekhnoloji, ngokuhlonipha amaxabiso ophawu ngokwalo.

WeTransfer

WNjlyamaSidonUkucima es un inkonzoio online donde puedes ngaphantsiir zovimba desde tu miseloenthanda  for que puedas enviarlo a tus zoqhagamshelwanowena. Icala lokubuyisela kwakhona lo mqondiso lifana nelo likaPepsi, olu phawu lwagqiba ekubeni lususe "Ukudlulisa" kwaye ushiye kuphela "Thina". Injongo yayikukunxulumana noluntu lwabo. Ewe, bebengafuni ukuba iqonga labo libonwe njengephepha apho unokuthumela iifayile ngokulula ngakumbi. 


Umxholo wenqaku uyabambelela kwimigaqo yethu imigaqo yokuziphatha yokuhlela. Ukuxela impazamo cofa apha.

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  1. Uxanduva lwedatha: UMiguel Ángel Gatón
  2. Injongo yedatha: Ulawulo lwe-SPAM, ulawulo lwezimvo.
  3. Umthetho: Imvume yakho
  4. Unxibelelwano lwedatha: Idatha ayizukuhanjiswa kubantu besithathu ngaphandle koxanduva lomthetho.
  5. Ukugcinwa kweenkcukacha
  6. Amalungelo: Ngalo naliphi na ixesha unganciphisa, uphinde uphinde ucime ulwazi lwakho.