Umlando womkhiqizo

Njengamanje, umphakathi wethu uhamba ngemikhiqizo ehlukene ekhona emhlabeni. Sithola amabhrendi noma ngabe ukuphi futhi wonke asibonisile ukuthi angena empilweni yethu enomsebenzi esandleni. Emhlabeni wokuklanywa kwezithombe, igama elithi "branding" liya ngokuya liphinyiswa, futhi akumangazi njengoba izinkampani eziningi zicela amabhrendi amelela ngokugcwele ezifuna ukukudlulisela.

Izikhathi eziningi asikwazi ukukhohlwa uhlobo lomkhiqizo, mhlawumbe ngenxa yesu lalo elihle lokumaketha noma ngenxa yomklami osezingeni eliphezulu oludalile.

Kulokhu okuthunyelwe ngeke nje sikwethule emhlabeni wemikhiqizo, kodwa futhi sizokuchaza bavuka kanjani, kungani beza bahlala nathi kuze kube phakade nokuthi imiphi imisebenzi eyenzayo ekuphileni kwethu kwansuku zonke. Uyafuna ukuthola?

Kuyini umkhiqizo?

Ngaphambi kokuthi sikwethule kolunye uhambo lwesikhathi, kufanele wazi ukuthi uyini umqondo "womkhiqizo". Uma sikhuluma ngomkhiqizo, sibhekisela ohlotsheni lwesithonjana noma uphawu olusivumela ukuthi sihlonze ukuthi luyini lolo phawu ngokuqondile futhi sinikeze ulwazi mayelana nalo. Kuphinde kuqondwe njengokuhlonza ibhizinisi lapho kumayelana nokukhangisa inkampani kanye nomkhiqizo wayo oyisici.

Ibhrendi ayisisizi nje kuphela ukuthi sazise futhi sazi ukuthi singakucacisa kanjani esikubonayo, kodwa futhi ifeza umsebenzi wokuzehlukanisa kwezinye izinhlobo. Nakhu esikubiza ngokuthi inqubo Ukubhrenda. Lesi sici somklamo wesithombe sinikeza ukudalwa komkhiqizo kusukela ekuqaleni, ukusuka egameni lawo kuya kusici salo sebhizinisi. Yingakho nathi silazi ngokuthi ubunikazi benkampani noma isithombe sebhizinisi, kodwa akufani.

Ubunikazi bebhizinisi nesithombe sebhizinisi

Uma sikhuluma ngakho ubunikazi bebhizinisi, siya ngqo kumklamo oqoqwe kumkhiqizo futhi omelwe kulokho esikubiza ngokuthi imanuwali kamazisi. Leli bhukwana libonisa inqubo yokudala lolu phawu, kanye nokuhlaziywa nokuthuthukiswa kwamanani nezinkolelo ezakha inkampani. Kulesi sigaba, ukumelwa kwelogo - uphawu kuyaqala ukusebenza, okungukuthi, ukuthayipha okumela kokubili igama lenkampani kanye nophawu (ilogo) kanye nophawu noma insiza eyisithombe emele uhlobo lulonke kanye nelogo. Kubukeka kudida ekuqaleni, kodwa kwanele ukuthi wazi ukuthi igama lomkhiqizo odumile we-Nike kanye ne-typography yalo uphawu, futhi uphawu lwalo luwumthombo wesithombe abawusebenzisile.

Isithombe senkampani kudlulela ngalé kokwethulwa komkhiqizo, njengoba ngokungangabazeki kuyisithombe esiphelele imakethe esibona ngayo. Nakhu odumile ahlangana nakho marketing. Ukuthengisa kufeza umsebenzi wokubeka uphawu emakethe, ngenhloso yokufinyelela inani eliphezulu labathengi futhi ngaleyo ndlela kutholwe zonke izinzuzo ezingaba khona.

Manje njengoba usuwazi ukuthi uhlobo luni futhi ngenxa yokuthi ukwakheka kwezithombe kwethulwa kabanzi, sizolungisa izinjini zokuqala zohambo.

Saqala!

Inkathi yama-1500s: iziqalo

Uzomangala, kodwa umqondo womkhiqizo ngeminyaka yawo-1500 wawunencazelo ehluke ngokuphelele kunaleyo esiyaziyo namuhla. Ngezikhathi zamaNordic, igama elithi uphawu lalisho "ukushisa" futhi lalinokwakheka, njengoba laliwuhlobo oluthile lwezinkuni ezivuthayo futhi kwakuyisitsha okwakushiswa izilwane zezinkomo ukuze ziphawule ngazo.

Emazweni anjengeSpain noma iMexico, kuyenziwa okwamanje. Inhloso enkulu yalokhu ukwakha umkhondo oyingqayizivele. Izimpawu zezimpawu zazihluka phakathi kwabo, ngoba ngokwemfuyo yabo, zazikhona ngandlela thize. Ngokuvamile, lezi zimpawu zinqunywa ama-initials ahlukene, kuye ngokuthi imfuyo iyini, ngaphezu kwalokho sithola nezinye izinsiza ezicacile njengemigqa ewugqinsi noma izibalo zejometri ezahlukene.

Uma uke waphuma waya ensimini noma entabeni ubone isilwane esinalezi zimpawu kusho ukuthi siyingxenye yomhlambi othile ngakho-ke asilahleki. Kubalulekile futhi ukwazi ukuthi lesi senzo sithinta impilo yesilwane ngokwaso futhi asizuzisi ngokuphelele.

1750 - 1870: Inguquko Yezimboni

Ngokuqinisekile uzwile ngenkathi yezimboni edumile, esinye sezenzakalo zomlando zangaleso sikhathi. Yebo, konke kwavela ngekhulu le-XNUMX nele-XNUMX. EYurophu nase-United States, kwathuthukiswa izinqubo ezintsha zokukhiqiza, lokhu kwabangela izinzuzo ezinkulu emphakathini njengoba ubuchwepheshe buthuthuka ngezinga elikhulu. Ngalokhu, abathengi bezinkampani eziningi bakhula futhi kwavela isidingo sokulawula imakethe.

Ngalesi sikhathi, umqondo womkhiqizo waqala ukufana naleli esilaziyo namuhla, igama eligcwele izimpawu, imiklamo, ubujamo kanye nemibala. Kodwa i-adventure ayigcini lapha, ngoba babedinga ukubhalisa izimpawu zokuthengisa. Izimpawu zokuthengisa ezibhalisiwe zaqala ukuthatha indawo emaphakathi ngo-1870, lo nyaka wawubaluleke kakhulu ekuqashelweni kwezimpawu zokuhweba, njengoba uMthetho Wophawu Lokuhweba wokuqala wakhiwa ngo-1881, owadalwa yi-United States.

Ngenxa yalo mthetho, izinkampani eziningi zaqala ukuba nobunikazi obuningi bemikhiqizo yazo kanye nenkampani ezazizama ukuyithuthukisa. Ngaphezu kwalokho, imincintiswano yokuqala yavela futhi nayo, izinzuzo zokuqala.

1870 - 1920: inkathi yezobuchwepheshe

Ikhulu lama-XNUMX laletha ukwanda kokuziphendukela kwemvelo kwezobuchwepheshe, futhi ngakho, ukuzalwa kwemikhiqizo yokuqala: Coca Cola, Ford Motor Company, Chanel kanye LEGO.

Ukuthuthukiswa kobuchwepheshe akuzange kufike kuphela ngokuzalwa kwemikhiqizo emikhulu, kodwa futhi, umkhiqizo ngamunye unikeza imikhiqizo ethuthuke kakhulu ngesikhathi sabo. Ngokwesibonelo, abakwaFord banikeze uhla lwayo lokuqala lwezimoto ezenziwe e-United States, ezinophethiloli kudala ngaphambi kwanoma yimuphi omunye uhlobo lwezimoto.

Ngaphezu kwalokho, izingubo zokugqoka ezifana ne-Chanel, zanikeza amasudi okuqala abesifazane, ngesikhathi lapho uphawu luqondiswe kuphela emadodeni. Ngenxa yale mininingwane emincane, ngayinye yalezi zinhlobo zashintsha imboni futhi yazibeka emakethe njengemikhiqizo ehamba phambili yangaleso sikhathi.

Ngalesi sikhathi, izinhlobo eziningi zemikhiqizo nazo zenze uphawu kuzo zombili omagazini namaphephandaba. Inkathi yokunyathelisa ayizange inikeze kuphela ukusabalalisa okukhulu komlayezo, kodwa futhi yanikeza ithuba izinkampani eziningi zokuthuthukisa umkhiqizo wazo futhi ngaleyo ndlela zifinyelele inani elikhulu labathengi.

1920 - 1950: Imidiya yokuqala yokukhangisa

Ngokuhamba kwesikhathi, kwakungabalulekile nje kuphela ukuthuthuka emikhiqizweni, kodwa nakwabezindaba. Ngenxa yalesi sizathu, umsakazo wawubaluleke kakhulu, njengoba wawungesinye seziteshi zokuqala. Ekuqaleni kwekhulu lama-1920, imisakazo yayisetshenziselwa ukukhangisa ibhizinisi ngalinye kodwa kwaze kwaba ngo-XNUMX, lapho isithandwa kakhulu. Kanjalo badedela eyokuqala izikhangiso, lapho umkhiqizo uthuthukiswe ngemiyalezo emifushane nelula.

Enye yezentengiso zokuqala yasungulwa ngo-1922 (eNew York). Kule minyaka eyishumi, akwenziwanga kuphela ukukhangisa, kodwa nezinhlelo zokuqala zenziwa. Kodwa njengakho konke ukuziphendukela kwemvelo, kuyadingeka ukuthuthukisa nokuthuthuka ngezinyathelo ezinkulu, ama-brand awadingi nje ukuzwakala kodwa futhi abonwe. Yingakho kwavela omabonakude bokuqala.

Ngo-1941, uhlobo lwewashi laseMelika, iBulova Watches, lamemezela ukuthengisa kwayo kokuqala kwethelevishini, kwakuyimizuzwana eyi-10 ubude futhi yafinyelela ababukeli ababalelwa ku-1000. Le mithombo yezindaba ibikhula, njengoba zanda izinkampani zisebenzisa ithelevishini ukukhangisa ibhizinisi labo.

Okwamanje sizungezwe izinkulungwane nezinkulungwane zezikhangiso, eziningi zazo sezivele zinesikhathi esingafika kumaminithi angu-3 noma 4 futhi zifinyeze zibe yiminithi elingu-1.

1950 - 1960: Izimpawu zombala

Iminyaka yahamba, futhi kwavela izenzakalo ezintsha, enye yazo ngokungangabazeki kwakuyiMpi Yezwe Yesibili. Lesi senzakalo esingokomlando saletha inguquko ekwenziweni kwemikhiqizo emisha nasekukhuleni kwemakethe. Akukhona nje ukuthi imidiya efana nethelevishini yavela, kodwa imidiya yokuqala engaxhunyiwe ku-inthanethi yavela, okungukuthi, imidiya ebonakalayo eyavumela ukusabalala okukhulu komkhiqizo ngezinga elikhulu: amabhodi, izimpawu, imiklamo yokuqala yokupakisha njll. Ngaphezu kwalokho, ithelevishini yombala nayo yavela.

Ngalokhu, amasu okuqala okuthengisa kanye nokuphathwa kokuqala komkhiqizo kwaqala, ngoba kancane kancane abathengi babedla imikhiqizo yezinkampani ezahlukene, ngakho-ke, izimbangi eziningi. Lokhu kuvumele abaphathi abasha bezentengiso ukuthi baqhamuke kanye nakho, esikwaziyo ukukhangisa ngokomzwelo noma ngokomzwelo, lapho imizwa ivame khona nalapho uthonywa khona ngomyalezo nesithombe.

1960 - 1990: Ukukhula komkhiqizo

Njengazo zonke izinhlobo zemikhiqizo, ukukhula okuphezulu kwakhiqizwa ngokuhamba kwesikhathi okuvumela inqubekelaphambili. Le mikhiqizo yayidinga imiklamo emisha ngisho nokuklanywa kabusha, ngale ndlela kwafinyelelwa umphumela owawuvumela ukugcina uphawu lomkhiqizo nokuthi ubuhle balo buzobuyekezwa futhi bubekwe esimweni ngesikhathi.

Le nqubo imelwe kumkhiqizo wenethiwekhi edumile yokudla okusheshayo "McDonald's". Singabona shazi ukuthi umkhiqizo ubuyekezwe kanjani ngokuhamba kwesikhathi. Ngalokhu, kuye kwadingeka ukwenza ucwaningo lwangaphambilini lwamafonti nezinsiza zegraphic. Lesi sigqi sinikeza isici esivuselelwe kakhudlwana somkhiqizo, okuholela ekuzuzeni izethameli nokugcina umncintiswano.

Kamuva, ngawo-1990, amabhizinisi amaningi endawo emadolobheni aqala ukuvelela kakhulu, asuka esihlokweni sokuba amashalofu alula lapho kubekwe khona imikhiqizo, kodwa aqala ukubamba iqhaza ezingxoxweni zokuqala nabamele imikhiqizo.

Eminye yemikhiqizo emele kakhulu yama-90s yayiyi:

Buffalo london

Le nkampani yayizinikele ekwakhiweni nasekudayiseni izicathulo futhi yayiwuhlobo olumele kakhulu abaculi nabalingisi abadumile bangaleso sikhathi, okuhlanganisa ne-Girl Power. Inhloso yawo enkulu ngokungangabazeki kwakuwukuthuthukisa isibalo sabantu besifazane.

Kappa

I-Kappa yinkampani ezinikele futhi emkhakheni wezicathulo, ngaphezu kokuba inkampani yase-Italy, enye yezimpawu ezigqama kakhulu uphawu lwayo. Manje isilungisiwe futhi inkampani ayinikezi kuphela imikhiqizo ehloselwe ezemidlalo kodwa futhi ikwenza ngesitayela sedenim.

Tommy Hilfiger

Yinkampani yaseMelika ezinikele emkhakheni wemfashini. Ngolunye lwemikhiqizo esetshenziswe kakhulu abalingisi abadumile namamodeli, okuhlanganisa noChiara Ferragni.

U-Ellesse

I-Ellesse yinkampani ezinikezele ekwenzeni nasekudayiseni izingubo zase-Italy kusukela ngasekupheleni kweminyaka engu-50. Njengamanje, ukuklanywa kwemikhiqizo yayo kanye nohlobo lwayo sekuthathe inguquko yesimanjemanje nesimanje, ngaleyo ndlela inikezela ngomongo wenkathi nokugcina umklamo wakudala we eyama-90s.

I-Kangol

Yifemu edayisa izigqoko zabadobi. Lezi zigqoko zivame ukuklanywa ngotshani futhi ngawo-90s zazisetshenziswa kakhulu ama-rapper namamodeli. Njengamanje le nkampani isebenza nemikhiqizo efana neDior, Prada noma iLoewe. Eminye imininingwane okufanele igqanyiswe ngokungangabazeki ukuthi, yize ingeyona into esemthethweni, iphinde yasetshenziswa nguPrincess Diana uqobo ngo-1983 kumagazini weVogue.

Njengoba sesibonile, amabhrendi amaningi ngokuhamba kwesikhathi adinga umklamo omusha. umklamo ushintsha njalo futhi ukusetshenziswa kwawo kungahluka kuye ngezici eziningi. Okulandelayo, sizokudlulisela esikhathini sokugcina sohambo, isikhathi esingekude nathi futhi esisele nanamuhla.

Kusukela ngo-2000 kuze kube manje

Uma sibheka emuva, siyabona ukuthi intuthuko eminingi yezobuchwepheshe ibidingeka ukuze kufinyelelwe amabhrendi amakhulu afikile nasazofika. Okwamanje, ukuklama umkhiqizo kusukela ekuqaleni noma ukuqala ekwakhiweni kabusha, kusesandleni sethu.

Ekuqaleni kwenkathi yedijithali, ngo-2000, ukukhangisa kwethelevishini kwakudume kakhulu futhi kwakuyi-protagonist phezu kokukhangisa kokuphrinta. Okwanikeza ukwethulwa okukhulu kwale nkathi ngokungangabazeki kwakuyizinkundla zokuxhumana. Ngale ndlela, abakhangisi babenamandla amaningi futhi amabhrendi azibeka kangcono kakhulu emakethe. (Izikhangiso ze-Facebook, ukudalwa kwamaphosta ngokusebenzisa imidiya eku-inthanethi, ukusetshenziswa kwama-hashtag, ukwakheka kwekhasi lewebhu, njll.).

Isibonelo esicacile uphawu lwe-Coca Cola, kuthathe ukuklanywa kabusha kwephakheji, umkhiqizo ngokwawo kanye namagugu enkampani ukuze kuzuzwe omunye wemikhankaso yokukhangisa engcono kakhulu emlandweni. Lokhu kwaqinisekisa ukuthi uhlobo luhlala luxhumene nezethameli ezihlosiwe nokuthi umncintiswano uyakhula futhi udale nesithakazelo esikhulu. Kuyiqiniso futhi ukuthi akuyona yonke into ezungezwe ubuchwepheshe, kodwa futhi, ngaleso sikhathi, okwasiza ama-brand amakhulu kakhulu ngokungangabazeki ukubuyekezwa kwamakhasimende. Ukubuyekeza ngakunye okuhle noma okubi kwasiza abanye ukuthi babone inkampani futhi bayifake.

Eminye imikhiqizo eyagqama ngeminyaka yawo-90s/2000s kuze kube namuhla yile:

Blumarine

I-Blumarine iyifemu yase-Italy eyasungulwa ngo-1977 ngu-Italian Anna Molinariy Gianpaolo Tarabini. Umkhiqizo ubonakala ngokusebenzisa amanani agxilile nokusebenzisa imibala nokuthungwa okuvusayo nokukhumbula ulwandle. Isitolo sayo sokuqala savulwa ngo-1990 futhi kusukela lapho, bonke omagazini bemfashini baye bahambisana nomkhiqizo futhi bakhuthazwa yilo.

Njengamanje, lo mkhiqizo unqume ukuhlala ngenhloso yokukhumbula izingubo namasudi awo futhi ubuyele ku-catwalk. Okugqama kakhulu lolu hlobo ukuthi lusetshenziswe osaziwayo abanjengoKendall Jenner noma uBella Hadid.

Lanvin

I-Lanvin iwuphawu olwasungulwa ekuqaleni kwekhulunyaka lama-XNUMX olwadalwa umklami wakwa-Israel u-Alber Elbaz. Okwamanje, umkhiqizo unqume ukuvela futhi futhi uzibeke phezulu emakethe. Lokhu sekudale ukuthi osaziwayo abafana noParis Hilton noBruno Sialelli babonakale emikhankasweni yokukhangisa, bekhangisa ngalo mkhiqizo.

Isiphetho

Njengoba sibonile, kulo lonke lolu hambo sibone izinhlobo ezihlukahlukene zemikhiqizo, zonke zigcine ingqikithi yomlando, kodwa ngaphezu kwakho konke, umkhiqizo ngokwawo ubulokhu uwuchungechunge lwemiqondo okuthe ngokuhamba kwesikhathi yaba nencazelo.

Imikhiqizo isikhetha kudala ngaphambi kokuba siyikhethe, ngale ndlela siba abathengi bayo, futhi le nqubo iyingxenye yempilo kanye nomphakathi osizungezile. Manje yisikhathi sokuthi uye phesheya futhi ungene emhlabeni wemikhiqizo futhi uthole ukuthi kungani kunjalo.

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