Umkhuba we-brand debranding yisu eliye lahlolwa eminyakeni yamuva, njengoba izinkampani eziningi ziye zaqaphela ukuthi akudingekile ukuguqula isithombe sonke senkampani, kodwa ukuthi kudingekile kuphela ukulungisa imininingwane embalwa. Ngeshwa, izikhathi eziningi akunakwa ukuthi ukukhishwa kwe-branding akubhekiseli nje ekuguquleni isithombe somkhiqizo, kodwa futhi. isho ukushintsha igama, indlela okukhulunywa ngayo uphawu kanye nezici ezithile zangaphakathi zalo.
Kungakho kubalulekile ukukhumbula ukuthi inkampani ngayinye ihlukile nokuthi isinqumo sokudilizwa kufanele senziwe ngochwepheshe kulo mkhakha. Kungakho kunezinkampani esezineminyaka zisemhlabeni wezokuxhumana futhi ezazi wonke amathuba eziwanikezayo. Ezweni lokumaketha, kubizwa ngokuthi i-debranding, isigaba senqubo yomkhiqizo noma umkhiqizo, lapho izici, igama noma imibala ehlonza uhlobo lwangaphambilini isuswa.
Yiziphi izici i-del debrandIng?
I-Debranding, eyaziwa nangokuthi i-desbranding, umsebenzi wokungaphawuli. Lokho kusho ukuthi, inqubo yokukhipha noma ukulungisa uhlobo lomkhiqizo noma isevisi. Ingenye eyinhloko amasu wokuthengisa ukuphefumula impilo entsha ibe uphawu. Ugqozi olungaholela inkampani ukuthi ithathe isinqumo ngokukhishwa kwebhrendi kungaba:
Ushintsho lwesu lokumaketha
Uma inkampani inquma ukushintsha isu layo lokumaketha, ukufaka uphawu kungaba enye yezinto zokuqala ongazishintsha. Ngakho-ke, kuvamile kakhulu ukuthi unqume ukukhipha, ngoba kungaba lula kakhulu kunokushintsha igama lakho.
Ukugqokwa kwebhrendi
Kuvame kakhulu ukuthi ama-brand agugeYize le nqubo ingasheshiswa kakhulu uma inkampani yenze amaphutha okuthengisa.
Ivolumu yomkhiqizo
Uma umkhiqizo uba yizinga eliphezulu kakhulu esigabeni sawo uvamise ukulahlekelwa inani lawo. Ngakolunye uhlangothi, kuncike engcupheni yokugcwala kwemakethe, okunganciphisa ukuthengisa. Ngakolunye uhlangothi, kunamathuba amaningi okuthi abanye abakhiqizi bemikhiqizo abasesigabeni esifanayo bazoyikopisha.
Ushintsho ezingeni lekhwalithi
Uma umkhiqizo noma isevisi ishintsha ngekhwalithi, umkhiqizo ungalahlekelwa inani lawo. Isibonelo, uma umkhiqizi wemikhiqizo yobuhle eqala ukwenza imikhiqizo yekhwalithi ephansi, amakhasimende abo angase ayeke ukuthenga kuyo.
Ukuntuleka kwenzuzo
Inkampani ukuthi ayikhiqizi izinzuzo Ngomkhiqizo ungase ufune ukuwushintsha wenzele omunye onenzuzo.
Ushintsho olungcono
Ukwenza kabusha igama kungenye yezindlela eziphumelela kakhulu zokushintsha isithombe senkampani.
Izingozi ze debrandIng
Kufanele uhlale ukhumbula izinzuzo nezinkinga ezingabangelwa yinoma yiliphi isu lokumaketha. Kuzo zonke kungase kube nochungechunge lwezingozi ezingabonakali ekuqaleni. I-Debranding yindlela yebhizinisi yesikhashana. Ukusebenza kwayo kusemthelela wokuqala kanye nokuzethemba engakuveza. Nakuba inethuba elihle lokuphumelela, khumbula ukuthi igcwele izingozi. Uma umthengi enesithombe esihle somkhiqizo, ubungozi buphansi.
Izinhlobo zezinkampani ezinkulu zinezinga eliphezulu lolwazi nokwethenjwa, ngakho isithunzi sabo singathinteka. Ukukhipha amabhrendi akulona isu elingasetshenziswa kuwo wonke amabhrendi. Amabhrendi angazuza kulolu hlelo lokusebenza kufanele abe nezici ezihlukile nezibonakalayo lapho uthi shazi. Kungaba imibala noma amafonti ezinkampani, esiza umthengi ukuthi abone uhlobo lomkhiqizo ekuqaleni.
Ngokusekelwe ezingozini esizibalulile, i okubaluleke kakhulu, okungaba nophawu, ukulahleka kobunikazi bomkhiqizo. Ukuqeda igama noma ilogo kungasho ukulahlekelwa amanani ahlonza umkhiqizo.
Izibonelo zokukhipha igama
Coca Cola
U-Cola Cola unqume ukususa igama ephaketheni lakhe futhi esikhundleni salokho wanquma ukubiza amagama abantu noma amagama afana nomfowethu, udadewethu, ubaba noma umama. Umthelela waba yimpumelelo enkulu futhi lokhu kube nomthelela ekuthengisweni kwenkampani, kwanda.
Starbucks
Sonke siyazi ukuthi i-Starbucks ayiwathengisi amakhofi, uma kungewona okuhlangenwe nakho. Ngokuhamba kweminyaka, lolu chungechunge luphinde lwashintsha uphawu lwalo, lwasusa igama lomkhiqizo nokugcina uphawu kuphela. Umgomo wakhe kwakungu hlanganisa uphawu nabantu ukuqhubeka nokuba ngesinye sezitolo ezinkulu zekhofi ezikhuluma ngekhofi emhlabeni wonke. Kungenxa yalokho Banquma ukutshala ezitsheni zabo ukuze kubhalwe amagama abantu.
Pepsi
Ngenkathi lolu hlobo lwenziwa lwaziwa ngokuthi yiPepsi Cola, namuhla uphawu wanquma ukulahla igama elithi Cola futhi anamathele kuPepsi kuphela. Lo mkhiqizo uqashelwa uphawu lwawo, umbuthano onemibala eluhlaza okwesibhakabhaka, obomvu nomhlophe. Eminye imibala enamathoni abonakala kakhulu uma ibonwa ndawonye.
Isizathu sokusebenzisa leli qhinga bekungeyona into engaphezu kokuhlanganisa amanani omkhiqizo wale nkampani, ngoba emlandweni wayo babeguqule uphawu lwabo izikhathi ezingenakubalwa futhi lokhu kwakusho ukuthi isithombe somkhiqizo nokuthengisa kuthintekile. .
I-Movistar
Ngaphambilini, lolu hlobo lwaseSpain belwaziwa ngokuthi iTelefónica. Umgomo wakhe kwakuwukushintsha umgomo wakhe futhi awulethe kubabukeli abancane. Kusukela ngo-2010, baqala ukusebenzisa igama elithi Movistar.
Njengamanje le nkampani yehliselwe ku-M ye-Movistar. Bakhethe ukususa okubekwe obala nokugqamisa u-M wangaphambilini abenakho, kanye nengemuva legradient. Namuhla i-M ilula kakhulu futhi ilula futhi ingabonakala ngemibala eminingi, eluhlaza okwesibhakabhaka, emhlophe, noma eluhlaza. Ngalolu shintsho bebefuna ukuqinisekisa ukuthi umkhiqizo uzofinyelela izizukulwane ezintsha zobuchwepheshe, ngokuhlonipha amanani omkhiqizo ngokwawo.
WeTransfer
Wetransiron es un insizakaloio online donde puedes subir archives wede tu imiyaloenukukhangisa ukuze lokho puedas envii-arlos a tus contactwena. Icala lokuqamba kabusha leli bhrendi lifana nelika-Pepsi, lo mkhiqizo unqume ukususa i-"Tranfer" futhi ushiye kuphela okuthi "We". Inhloso bekuwukuxhumana nomphakathi wabo. Nokho, bebengafuni inkundla yabo ibukeke njengekhasi lapho ungavele uthumele amafayela kalula.