Mutengo Wokugadzira Unogona Kubatanidza Vatengi Kuita Zvakanaka Kana Zvakaipa
Vanhu vazhinji vari munyika dzakabudirira vakakomberedzwa nemhando dzakawanda nguva. Kuiswa kweMikhiqizo ibhizimusi guru. Kutengeserana kunoshandiswa kuenderera mberi. Pane imwe nhanho, isu tose tinonyatsoziva nezvezvigadzirwa zvakatipoteredza. Asi, kutsvakurudza kunoratidza kuti simba rezvigadzirwa zvevatengi rinowanikwa pane imwe nhanho, zvakare - iyo isingazivi.
Vatsvakurudzi vava kunyanya kuziva nezvekushandiswa kwepa brand priming kune vatengi. Zvinyorwa zvinyengeri zvinobva kunzvimbo dzakawanda pakushambadzira uye kushambadzira, zvakadai selog logos, kuvhara mavara uye chimiro, kukwezva kwevanhu vanoonekwa mune zvekutengeserana.
Nei Red Bull Racers Inokurumidza
Chidzidzo chaS. S. S. S. S. S. S. S. Bralex naJames Gips, mapurofesa paCarroll School of Management kuBoston College, vakaita chiitiko chinonakidza pamusoro pemigumisiro yeChirungu cheBlack Bull pakushambadzira kwevhidhiyo mitambo yemavhidhiyo. Chinhu choga ndechokuti madzinza ari kutyaira motokari chaiyo pane kutamba mitambo yemavhidhiyo , vazhinji vavo vangadai vakarova uye vangadai vakakuvadzwa zvakanyanya, kana kuti zvakanyanya. Vatsvakurudzi vakanyora kuti iyo logo yeBlack Bull yakapa zvechokwadi mavara "mapapiro," ayo angave akanganisa ne "chiremera chemaitiro" (Hayward, 2011).
Hezvino zvakaitika
Vatsvakurudzi vanoita mutambo wemavhidhiyo varaidzo kuti vatambe motokari yemotokari yemavhidhiyo.
Makoto maviri akasiyana akashandiswa mumutambo wevhidhiyo. Imwe motokari yakashongedzwa nekomba rekundu uye yegoridhe reBull Bull apo mamwe magasi akave akashongedzwa nemhando yakasiyana-siyana uye chimwe chinyorwa chinonzi brand. Mamwe mazita akakurumbira akambomirirwa muvhidhiyo yemotokari yemotokari yemisasa yaisanganisira Coca-Cola , Guinness, uye Tropicana.
Kwakange kusina kusiyana kwakasiyana mumotokari: vaive nezvimwe zviitiko zvekushanda uye chaizvoizvo basa rimwe chete repende. Kuparara kwechokwadi chete pakati pemotokari kwaiva marimi echikwata-uye, sezvatichaona, mafungiro anofungidzira evanotyaira motokari. Vhidhiyo vhidhiyo vanotyaira motokari yeBlack Bull vakafambisa nokukurumidza, nesimba, nehasha, uye vakatora njodzi dzakawanda. Vamwe vatambi vakatsvaga zvakanakisa mumusangano wemakwikwi, asi vamwe vakanga vasinganzwisisiki zvokuti vakagumburwa, vachirasikirwa zvakanyanya kuvashori vavo nekuda kwenguva yakarasikirwa panguva yekuparara.
Bhinda Logos Do Matter
Chinoshamisa pamusoro pekutsvakurudza uku ndechokuti vateereri vechirungu havana kuziva kuti zvakasiyana sei ivo vakanga vachimhanya kubva kune vatyairi mune dzimwe motokari dzine marashi akasiyana. Zvavaisingazivi-maitiro zvaive chikonzero chebasa priming. Kushambadzira kwakashata kweBlack Bull kunoratidza kuti kwakange kune simba rakawanda pamascara avo vaisaziva.
Rudzi rweBlack Bull ruzivo rwakakonzerwa zvikuru nekutengeswa kwekutengeswa kunoitwa nekambani, yakadai semadzinza ediplane, makwikwi emakwikwi mumigwagwa, uye migwagwa yekucheka mazaya echando inoshandiswa nenzira yakazara-yekutaura iyo yakapa chiitiko chacho zita- Ice Rokuputika . Zviratidzo zvaiitwa kuRobert Bull soro uye logo zvakangoita kuti zvive nemafambiro anoita kuti motokari dzemotokari dzinotaridzirwa sezvavaiita mutambo wevhidhiyo.
Vatsvakurudzi vakatsanangura kuti marongerwo atinogara nawo zuva rimwe nerimwe anowedzera simba redu pane zvatingafungidzira. Mune zvimwe zviitiko, chinonzi brand priming. Apo vatengesi vaimbofunga kuti kutsvaga marongerwo chete kwakakanganisa vatengi vachifunga , kutsvakurudza uku kwaBrasel naGips kwakaratidza kuti mabhokisi anogona kunyatsogadzirisa kushanda kwevatengi chaizvo. Uye ichi chinonzi priming chave chichiratidzwa kuva nezvose zvakanaka uye zvisina kunaka zvinokonzera, zvose pasina kuziva kwevanhu vari kutungamirirwa.
Sources
Brasel, SA (2011, May). Vanodzvinyirira vasingatendi vanoona zviri mumamiriro ezvematongerwo enyika anobatanidza. Zvinyorwa zveBritain Management, 18, 473-482. doi: 10.1057 / bm.2011.11
S. Adam Brasel & James Gips (2011), "Bull Bull 'Inokupa Mapenzi' Kuti Uve Akanaka Kana Akaipisisa: Nzira Yakapetwa kaviri yeBhanic Exposure on Performance," Journal of Consumer Psychology, 21 (1), 57-64.
Hayward, E. (2011, January 31). Red Bull logo yakakwana kuti igadzire kushandiswa kwevatengi. Boston College. EurekAlert! [press press release].