Ikhaya » Ukuthengisa kunye nokuThengisa » Isazisi seBrand vs. Umfanekiso weBrand: Ukukhupha iiyantlukwano
Umzobo webrand obonisa ubuni benkampani kunye nokunyaniseka

Isazisi seBrand vs. Umfanekiso weBrand: Ukukhupha iiyantlukwano

Nangona uphawu lophawu kunye nomfanekiso webhrendi ziingqikelelo ezisondeleleneyo, kubalulekile kulo naliphi na ishishini elifuna indawo eyodwa kunye neresonant kwimarike ukuba lizazi kakuhle iiyantlukwano ezisisiseko. Eli nqaku ke ngoko lityhila ezinye zeeyantlukwano eziphambili phakathi kwala magama mabini, livumela amashishini ukuba azobe kulo mahluko ukuze aphucule isicwangciso sawo sokuthengisa ngo-2024. 

Isiqulatho
Inkcazo yesazisi sophawu
Inkcazo yomfanekiso wophawu
Ukubaluleka kokuqonda umahluko
isiphelo

Inkcazo yesazisi sophawu

Idayagram yebhrendi ebonisa uphawu lwegama

Isazisi seBrand yeyona nto ilungileyo yohlobo; ibandakanya zonke izinto ezibonwayo, ezithethwayo, kunye nezeemvakalelo eziyilwe ngenjongo ukubonisa ukuba loluphi uhlobo lomlinganiswa uphawu olunalo. Isebenza njengemephu yendlela, icacisa indlela uphawu olufuna ukubonwa ngayo ngabaphulaphuli ekujoliswe kubo. Iimpawu zesazisi sophawu ziquka iilogo, izikimu zemibala, iifonti, kunye nomoya owenziwe kunxibelelwano. Isazisi seBrand sijolise ekudaleni umfanekiso omanyeneyo nowahlukileyo ophembelela indlela abathengi abacinga ngayo malunga nebrendi.

Inkcazo yomfanekiso wophawu

Umzobo webrand obonisa uphawu lophawu lwe-Chovm

Umfanekiso we-brand uchaza imbono yangempela eyenziwe kwiingqondo zabathengi ngokusekelwe kutshintshiselwano lwabo kunye ne-brand. Ingaphezulu lee kunentelekelelo yangabom kwaye ibonisa indlela unxibelelwano ngalunye nophawu oluyichaphazela ngayo imbono yalo, intengiso, ukhathalelo lwabathengi, okanye ukwaneliseka kwemveliso.

Ukubaluleka kokuqonda umahluko

Umzobo webrand ebonisa izixhobo ze-apile ezibomvu

Ukuqonda umahluko phakathi kwesazisi sophawu kunye nomfanekiso webhrendi kubalulekile ukuze usebenze ulawulo lwebhanti. Ulungelelwaniso phakathi kwesazisi sophawu kunye nomfanekiso webrendi kunceda ukuphuhlisa ukuzithemba kwabathengi kunye nokunyaniseka kwebhrendi. 

Ngokuchasene noko, ukungahambi kakuhle kubangela ukudideka kunye nokuncipha kokuzithemba. Eli candelo ligxininisa kwiimpembelelo ezibambekayo kumashishini ekukhangeleni indawo yophawu oluthembekileyo kwaye lichukumise indlela adibana ngayo neempawu zawo zizonke.

1. Ukwakha intembeko nokunyaniseka

Ukusetyenziswa kobuchule bophawu lophawu kunye nomfanekiso kubalulekile ekwakheni intembeko yomthengi kunye nokunyaniseka. Iinkampani ezinophawu oluluqilima lweempawu kusenokwenzeka ukuba ziseke ubudlelwane bexesha elide nabathengi. Umzekelo, uGoogle uphuhlise uphawu lophawu olubalaseleyo ngokusetyenziswa rhoqo kwelogo eqhelekileyo yemibala edlamkileyo kunye noyilo olucocekileyo olwenza abasebenzisi bathembe kwaye banyaniseke kwiinkonzo zabo, okubonakaliswa kukuthembela kwabo kuzo.

2. Ukuphembelela izigqibo zabathengi

Umzobo webrand obonisa izixhobo ezininzi zeapile

Isazisi sebrendi kunye nomfanekiso zibalulekile ekuphembeleleni imbono yomthengi ngebrendi, echaphazela indlela abathatha ngayo izigqibo zokuthenga. Umzekelo obalaseleyo yi-Apple, enegama elincinci kunye negama elincinci libonisa ngokugqibeleleyo iprimiyamu kunye nobuntu obutsha. Olu phawu lungagungqiyo ludlala indima ebalulekileyo ekubumbeni ukuziphatha kwabathengi njengoko abantu bethanda ukunxulumanisa iimveliso ze-Apple nomgangatho ophezulu kunye nobuchwepheshe bale mihla. Lo ngumfanekiso we-brand u-Apple owenze ngokuthetha nangokungathethwayo, nto leyo ephembelela ukuzimisela komthengi ukutyala imali kwiimpahla ze-Apple.

3. Ukhuphiswano

umbuzo othi Kutheni Sikhethe Thina? kwimvelaphi yomthi

Inzuzo yokukhuphisana kwimarike ifumaneka ngokugcina umfanekiso omhle we-brand kunye nesazisi. Inkampani ephethe ngempumelelo isazisi sebhrendi kunye nomfanekiso inokufumana inzuzo ngaphezu kweqela layo. Ngokomzekelo, i-Nike yenze umfanekiso oqinileyo we-brand kunye ne-slogan ethi "Just Do It" kunye ne-logo eyaziwayo ye-Swoosh. Lo mfanekiso we-brand oncomekayo uxhasa inzuzo yokukhuphisana ye-Nike kwaye yenza kube yinto ekhethwayo kwimarike yempahla yezemidlalo.

4. Ukuqaphela uphawu

umbhalo webhrendi kunye neempawu zeshishini kwimvelaphi eluhlaza

Ukuqondwa kwebrendi kubalulekile kwiindlela zokuthengisa ze-B2B, kwaye uphawu lwegama lunegalelo elikhulu. Iinkampani ezivelisa izinto ezintsha kunye nezibalaseleyo ezifana ne-IBM, kunye nelogo yayo eluhlaza okwesibhakabhaka echazwe kakuhle, zomeleze iibrendi zazo kule minyaka idlulileyo. Oku kuvuma kuhambelana namanyathelo okuthengisa kunye neentengiso ngokuseka isiseko esiluqilima sobudlelwane obuyimpumelelo be-B2B, njengoko amashishini ethanda ukuthembela kwiinkampani ezihloniphekileyo. 

5. Ulungelelwaniso lwabasebenzi

Isazisi sebhrendi kunye nomfanekiso kunceda ukudala umoya wobunye phakathi kwabasebenzi kuba bexelisa oko umqeshi wabo azabalazela kona. Enye yezi nkampani nguGoogle, enegama elide lenkcubeko enemibala kunye nevulekileyo yomsebenzi. Ukulingana kwabasebenzi kunye nesazisi sophawu lukaGoogle kunye nomfanekiso kwenzelwa indawo yokusebenza edlamkileyo, iphakamisa inguqulelo entsha kunye nentsebenziswano yabasebenzi ejolise ekuxhaseni izicwangciso ezingcono zeB2B ngokuxhasa lo mbutho wabaqeshi.

6. Amandla amaxabiso

uphawu lwegama, umboniso welogo yeTesla

Isazisi sebhrendi kunye nomfanekiso webrendi unokuphembelela imiqathango yamaxabiso. Iifemu ezifana neTesla ziye zasebenzisa udumo oluyi-innovation kunye nozinzo-lugxininise ukuhlawula amaxabiso aphezulu kwiimoto zabo zombane. Amandla amaxabiso e-Tesla avela kwixabiso elicingelwayo elenziwe ngokwazisa kophawu lwayo kunye neempembelelo, okukhokelela kwikhonkco elilungileyo phakathi kwembono yophawu kunye nexabiso elinokuthi lithengiswe kubathengi.

isiphelo

Isazisi sebhrendi sibonisa eyona nto iphambili yebrendi, kwaye oku kuphembelela intembeko nokunyaniseka. Unxibelelwano olucwangcisiweyo olunomfanekiso webhrendi luchaphazela ngokuthe ngqo ukuziphatha kwabathengi kunye nezigqibo zokuthenga. Ngale ndlela, umfanekiso we-brand kunye nesazisi sophawu lusebenza ukunika ishishini inzuzo yokukhuphisana. 

Ngaphezulu koku, iimpembelelo zangaphakathi zesazisi sophawu lokulungelelanisa abasebenzi kunye nobudlelwane phakathi kwamandla entengo kunye nexabiso eliqikelelwayo yimiba ebalulekileyo ekufuneka iqwalaselwe. Ukuhlakulela ezi zinto ke ngoko kubalulekile ekufezekiseni ubukho bebhrendi obuvakalayo kunye nokulungelelanisa isicwangciso esisebenzayo sokuthengisa esiya kugqama ngaphezu kokhuphiswano. 

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