Ngophuhliso olukhawulezayo loqoqosho kunye nokwandiswa okuqhubekayo kolwazi lohlobo lwabathengi, uphawu alusasebenzi kwishishini lokucwangcisa intengiso.Sele lilizwi elisoloko lithethwa zizo zonke iinkalo zobomi.Kodwa yintoni i-brand kunye nendlela yokwakha i-brand, uninzi lwamashishini amashishini alukwazi ukufumana indlela.Udumo, ukuqatshelwa, umbutho kunye nokunyaniseka kuthathwa njengempahla emihlanu yophawu, emele inkqubo yophawu ukusuka ekuqaleni kunye nokomeleza ngokuthe ngcembe.Inkokeli yemarike yoshishino lomnyango weLiwei ikholelwa ukuba amashishini esibane anokufikelela uphawu kule miba mithandathu ilandelayo.

Okokuqala, yenza iimveliso ezilungileyo

Iimveliso zisisiseko sokwakha uphawu.Ukuba amashishini ezibane azinazo izibane ezilungileyo zokubonelela ngemarike, ukwakhiwa kophawu akunakwenzeka.Ukongeza kwisiseko soqinisekiso lomgangatho, iimveliso ezilungileyo zineemfuno eziphezulu kumfanekiso, igama, ingqikelelo yemveliso, ukupakishwa kwemveliso kunye nokuboniswa kwemveliso.Iimveliso zingundoqo ekutsaleni ingqalelo yabathengi kunye nokuthenga.

Okwesibini, fumana indawo echanekileyo

Ukuma ngundoqo wokwakha uphawu.Ngaphandle kokubekwa kwebhrendi ngokuchanekileyo, umfanekiso webhrendi unokufiphaliswa kuphela kwaye uphuhliso lwebrendi lubhidekile.Ke ngoko, kumashishini ezibane adala iimpawu, kufuneka abeke ngokucacileyo kwaye abeke ngokuchanekileyo iimpawu zawo.Isikhundla kufuneka samkele isicwangciso sokuhlula, esinokuthi sahlulwe ngokucacileyo kwezinye iimpawu.Ngexesha elifanayo, ukubeka indawo kufuneka kudibaniswe neempawu zemveliso.

Okwesithathu, misela umfanekiso

Umfanekiso sisiseko sokwakha uphawu.Indlela eqhelekileyo yokwakha umfanekiso weshishini kukungenisa i-VI okanye inkqubo yeCI.Ukuba akukho nkqubo ye-VI okanye ye-CI epheleleyo, ukwakhiwa kwe-brand yamashishini ezibane akunakwenzeka;Ukuba amashishini ezibane afuna ukwenza uphawu, kufuneka ashiye imbonakalo ekhethekileyo kunye neyohlukileyo emehlweni abathengi, njengefashoni, ubuhle, ubutyebi kunye nokunye;Ukwakhiwa komfanekiso we-brand kufuneka kugqobhoze kwiseti yokucinga kwaye kuphonononge ixabiso lophawu ngokwemfuno yentengiso kunye nesayikholoji yabathengi, ukwenzela ukuba bachukumise abathengi ngomfanekiso omhle webrand.

Okwesine, ukomeleza ulawulo

Ulawulo alukho nje isiqinisekiso sokwakhiwa kwe-brand, kodwa kunye nokhuphiswano olungundoqo lwamashishini ukudala iimpawu.Ulawulo yeyona nto inamandla kwaye iphambili ekukhuleni kwamashishini.Ayisiso kuphela isakhono esisisiseko sokuxhasa inzuzo yexesha elide yokhuphiswano lwamashishini, kodwa kunye nobuchule bobuchule bokwenza amashishini awodwa kwaye azise inzuzo yokhuphiswano kumashishini, ukuze kukhuthazwe uphuhliso olukhawulezayo lwamashishini.Ngaphandle kokhuphiswano olungundoqo, uphawu luswele umphefumlo;Kuphela ngenkxaso yokhuphiswano oluphambili olunokuthi uphawu luphumelele ngonaphakade.

Okwesihlanu, kuphuculwe amajelo

Iimveliso kufuneka zisasazwe kwitheminali yokuthengisa ngeendlela ezahlukeneyo zokuthengisa ngaphambi kokuba zifikelele kubathengi ekugqibeleni.Ngaphandle kwejelo lesandi, uphawu alunakufezekiswa.Ke ngoko, umjelo uye wabaluleka ngakumbi ekukhuleni kophawu.

Okwesithandathu, unxibelelwano olukumgangatho ophezulu

Unxibelelwano lwebrand kufuneka lucwangciswe, lube semgangathweni kwaye luqhubeke.Yinkqubo ngokuthe ngcembe neyandayo.Ukuba uxhalabele impumelelo, kunzima ukwakha uphawu;Unxibelelwano lwezesayensi kuphela olunokunika amaphiko e-brand ukuba athathe.

Kumashishini ezibane ezilungiselela ukwenza iimpawu, kufuneka kubekho iindlela ezahlukeneyo zokunxibelelana kwizigaba ezahlukeneyo.

1. Kwinqanaba lokuqalisa uphawu, umsebenzi oyintloko kukuphucula ulwazi lwe-brand kunye nokuxelela abathengi "ndingubani na?Ziziphi iingenelo endinazo?”kweli nqanaba, isibheno esisebenzayo - i-Global Brand Network - isetyenziselwa ukuseka i-brand segmentation;

2. Ngexesha lokukhula kwe-brand, umsebenzi oyintloko kukuphucula impembelelo ye-brand, ngakumbi idumela, xelela abaphulaphuli "yintoni endiyithandayo?"kwaye baphumelele ukuqondwa ngokweemvakalelo kunye nokukhethwa kwabathengi ngeemfuno zokuqonda;

3. Ngexesha lokuvuthwa kwe-brand, umsebenzi oyintloko kukuhlanganisa impembelelo ye-brand kwaye ube ngummeli weshishini lesibane, kwaye uxelele abaphulaphuli "iyiphi ingcamango yenkcubeko uphawu olumele".