Mazuva ano mararamiro ehurumende akatanga kutanga paMutter & Gamble (P & G) muPas-World War II makore. Nzira dzakawanda dzemhando imwechete dzinoshandiswa naP & G dzichiripo nhasi. Iko pfungwa yokuti boka rakatsaurirwa revatengesi rinotarisa pane chimwe chimiro, uye kuti mumwe mutungamiri wekambani anotungamirira zvinhu zvose zvinokosha zvinotsigira icho chinyorwa, ndicho chinonyanya kukosha chekugadzirwa kwema brand, sezvo yakatanga kubatwa.
Brand Management Ndiyo Yakakwana Kutarisana Nayo
Zvikwereti zvine simba guru, kwete chete kune vatengi vanoita basa asiwo nekutungamirirwa kwebhizimisi. Pfungwa inokosha ye brand brand is trust. Pasina kuvimba, icho chivimbiso chinoputsika. Vavengi vanowanzofunga kuti vanogona kuvimba nechaini kuti vawane zvakawanda zvezvinhu zvechivimbiso chechiratidzo. Somuenzaniso, Allstate Insurance inopikira kuti iwe uri mumaoko akanaka. Kana weAllstate agent asina kuratidza mushure mokunge pangozi yemotokari, icho chivimbiso chekambiso chaizotyoka. Kana imwe kero ikasimbiswa, uye vatengi kazhinji vanoratidza mararamiro emhando , mutengi wechigadzirwa anowanzogadzirisa nzvimbo yekuvimba nevevatengesi-itsva. Zvechokwadi, huwandu hwemagariro evanhu hunoshanda nenzira iyi.
Chigadzirisa chinogadziriswa-mufananidzo weklogi yekugadzira , mavara, maumbirwo, uye tsamba-zvose zvinotarisirwa kutarisa mutengi uye kuratidza unhu hwechinhu chacho.
Zvinonzwisisika, kushamwaridzana nechinangwa nevakakurumbira , zvakadai sekunaka kwechigadzirwa chakaitwa na actress Jennifer Aniston, kunogona kukonzera vatengi vanobatana nekiti.
Aina dzeBritain
Mamwe emhando dzakasiyana-siyana dzezvikwata zvinosanganisira:
- Mutengo: Chigadzirwa chinooneka ndicho chinhu chinowanzosanganiswa nechinangwa. Kana zvakapfuura chimwe chinhu chigadzirwa chinosanganiswa muchigadzirwa, ipapo unhu hunobatanidza hunofanira kuvapo. Semuenzaniso, classic Coke ibasa, asi zvakasiyana-siyana zve Coca-Cola zvinoumbawo brand.
- Basa: Zvivako, panzvimbo yezvinhu zvinogadzirwa, zvinogona kuva chiratidzo umo mabasa anoitwa, zvakadai sekupa mhinduro yekusangana nevatengi zvinodiwa zvebasa reimwe rudzi. Semuenzaniso, nharaunda yeT IT yemazano inoita kuti imba ishanyire uye inovimbisa kuti ita yako desktop uye inotora mumaawa maviri ibasa. Chiratidzo chebasa chinogona kukuvadzwa kana chakaipa kuburikidza naiye anopa basa racho, kuti basa rinoitwa sei, apo basa rinopiwa, uye kuti vamwe vatengi vanoona sei rubatsiro rwakapiwa kwavari. Chimwe nechimwe chezvinhu izvi zvinogona kuwedzera pakuparadzanisa kushumira mupfungwa dzevatengi.
- Munhu Mumwechete: Vanhu vanogona kuva nemuchina wavo kubva pauunhu, charisma, nzvimbo, mukurumbira, uye simba. Iyi ndiyo iyo izwi mumiriri wemumiriri anouya kubva. Semuenzaniso, Emily Post Institute ine mamamiririri emagetsi anoshanyira mabhizinesi kuti agoverane maonero avo pamusangano webhizimisi. Sezvo vhidhiyo yakasvibiswa, pfungwa yokuti munhu anogona kuva chiratidzo yakabuda. Muzvinyorwa zvemashoko ose, marashi anotsiviwa nemufananidzo, asi haasi mairi. Chimiro chemunhu hachisi chaicho chekutengesa, mupfungwa yechokwadi yeshoko. Mumwe wezvematongerwo enyika muenzaniso wakanaka wemunhu mumwe munhu iyo chiratidzo chinofanira kukwezva zvakanyanya kune vezvematongerwe enyika uye kusagadzikana kusina kunaka kunofanira kupedzwa.
- Sangano: Makambani anounza mazano kana kupa zvinhu zvinogadzirwa nemagetsi. Unhu hunoshamwaridzana nekambani hunovaka zvivakwa zvechigadzirwa. Maonero ekutengeserana anobva pane zvakaitika kumutengesi . Unyanzvi hwevatengi hunova nengozi kune vavariro dzinoratidzwa, pasinei nechinangwa kana kwete, nevashandi kumativi ose ehurongwa. Imwe muenzaniso ndeye Virgin Airlines uye mukuru wayo mukuru Richard Branson. Nhandare yemhepo inozviisa pachedu seyokudhura asi inopa shanduro yevatengesi, uye yakagadzirirwa pamativi maviri. Uye, CEO Branson anonyatsozivikanwe iye anozivikanwa seane iye oga pachake munhu.
- Chiitiko: Zviitiko zvezviitiko zvinoshamwaridzana nevatengi vanoona izvo zvinowanzobva pakupinda kune chiitiko, kana kubva pakusimba kwakasimba kune chinangwa chechiitiko chakaitwa. Izvo zvikave zvikuru kana zviduku, mabhizimisi ezviitiko anenge asingabatanidzi kushamwaridzana, kushamwaridzana kwehupfumi, kana hurumende inokonzera iyo ndiyo nheyo yechiitiko chacho. Mitambo yeOlympic imwe yezvinyorwa zvakakoshesa zviitiko uye ndiyo inoratidza mararamiro ekutendeseka nehurudzi rumwe norumwe runofarira vatambi varo vemunyika yavo.