Tam sim no ntawm kev txhim kho kev lag luam, kev nce qib ntawm cov khoom lag luam tsis tuaj yeem ua tsis tau yam tsis tsim nws cov duab zoo hauv kev xaav ntawm cov neeg siv khoom. Yog li ntawd, cov duab hom yog cov ntsiab lus ntawm kev saib xyuas tas li ntawm tus neeg lag luam lossis tus thawj tswj hwm. Nws tsim thiab kev saib xyuas yuav tsum muaj kev paub txog cov thev naus laus zis tshwj xeeb, uas yog hu ua branding. Wb tham txog cov hauv paus ntsiab lus ntawm kev tsim cov duab hom, dab tsi yog nws cov yam ntxwv thiab vim li cas nws thiaj li xav tau txhua.
Lub tswvyim thiab qauv ntawm daim duab
Nws tau ntev tau paub tias ib tug neeg feem ntau raug txiav txim los ntawm nws cov duab, uas yog tsim los ntawm kev ua, kev hais lus, zoo li. Nrog rau qhov tshwm sim ntawm kev lag luam, qhov kev paub no hloov mus rau hauv lub tswv yim ntawm cov duab. Lub tswv yim no txhais tau hais tias cov duab uas yog lub hom phiaj los yog tshwm sim los ntawm cov neeg siv khoom txog ib tus neeg, khoom, tuam txhab. Hauv kev lag luam, cov duab yog ib qho cuab yeej ntawm kev puas siab puas ntsws cuam tshuam raucov neeg tuaj saib. Tsim cov duab zoo ntawm cov khoom - cov khoom lag luam, cov duab nom tswv, lub koom haum - dhau los ua ib txoj hauv kev nyiam cov neeg yuav khoom. Yog li ntawd, cov duab hom yog ib tug txhais tau tias ntawm influencing lub mass nco qab.
Image structure
Cov duab khoom suav nrog cov txheej txheem ntawm cov tswv yim, stereotypes, archetypes txog cov khoom. Nyob rau hauv rooj plaub thaum tus neeg tau txais kev pab tau yooj yim teb cov lus nug: yam khoom no yog dab tsi, peb tuaj yeem tham txog cov duab tsim. Lub complex ntawm cov yam ntxwv ntawm cov duab kuj muaj xws li qhov muag thiab hais lus Cheebtsam, nrog rau cov txheej txheem ntawm cov neeg siv khoom thiab lub cev tsis. Lub tswv yim ntawm cov duab hom muaj xws li ib tug complex ntawm kev xav uas cov khoom evokes nyob rau hauv cov neeg siv khoom.
Image functions
Cov duab ntawm cov khoom, tus neeg lossis lub koom haum yog qhov tsim nyog rau cov neeg sawv cev ntawm cov neeg tuaj saib kom pom tau yooj yim. Yog li ntawd, thawj qhov tseem ceeb tshaj plaws ntawm cov duab ntawm ib lub hom phiaj los yog lub koom haum yog los txheeb xyuas cov khoom. Txhua txhua hnub, tus neeg siv khoom ntsib ntau yam khoom, thiab txhawm rau ua kev yuav khoom, nws yuav tsum nkag siab tias yam twg yog cov yam ntxwv ntawm cov khoom no lossis cov chaw tsim khoom. Cov duab no pab cov neeg siv khoom kom nco qab cov khoom los ntawm qee tus neeg cov yam ntxwv, piv txwv li, los ntawm lub npe, logo, xim, uas nws muaj qee yam kev koom tes.
Qhov thib ob muaj nuj nqi yog qhov sib txawv. Cov neeg siv khoom yuav tsum paub qhov txawv ntawm cov khoom hauv tib yam khoom. Piv txwv li, qhov sib txawv ntawm cov kua txiv hmab txiv ntoo nyob rau hauv tib nqe qeb yog dab tsi? Ua ntej tshaj plaws, nws yog daim duab. Qhov thib peb muaj nuj nqi yog idealization. Muaj peev xwmdaim duab tsim pab kom muaj txiaj ntsig nrog cov yam ntxwv tshwj xeeb uas tus neeg npaj tau them nyiaj ntau dhau. Yog tias nws paub tseeb tias cov kua txiv hmab txiv ntoo ntawm qee hom yog ntuj thiab cua, ces nws yuav tsis nrhiav kev hloov rau nws thiab yuav yuav ib yam khoom, txawm tias nws raug nqi me ntsis ntau dua li cov analogues. Yog li, lub luag haujlwm tseem ceeb ntawm daim duab yog los pab kom tau txais txiaj ntsig ntxiv, nws dhau los ua khoom muag.
Brand concept
Txhua yam khoom lag luam zoo li nce foothold hauv kev nco ntawm cov neeg siv khoom. Txhawm rau ua qhov no, nws xav tau cov duab pom tau thiab muaj txiaj ntsig, hu ua hom. Los ntawm lub tswv yim no, cov kws tshaj lij txhais tau hais tias qhov nyuaj ntawm cov tswv yim, kev xav, kev koom tes, kev xav hauv kev xav ntawm cov neeg siv khoom cuam tshuam nrog ib qho khoom. Lub sij hawm "brand" los ntawm ib lo lus Scandinavian lub ntsiab lus "khib nyiab, hom". Nyob rau theem tam sim no, muaj kev sib koom ua ke ntawm cov ntsiab lus ntawm cov khoom lag luam thiab cov cim lag luam, uas tsis yog los ntawm qhov kev xav ntawm kev lag luam. Txij li lub tuam txhab lag luam yog ib theem ntawm cov khoom lag luam nce qib, tsis yog txhua lub lag luam yog ib hom lag luam. Nyob rau hauv no foundations, ib hom yog to taub raws li ib tug puas siab puas ntsws tsim los ntawm cov neeg siv khoom, nws yog ib tug duab ntawm ib yam khoom, ib tug txheej ntawm cov tswv yim txog nws. Lub cev tus neeg nqa khoom ntawm lub hom yog cov khoom lag luam thiab nws tus kheej tus kheej. Hauv txoj kev xav, cov khoom lag luam tuaj yeem txhim kho nws tus kheej, tab sis niaj hnub no feem ntau yog qhov tshwm sim ntawm kev ua haujlwm ntau ntawm nws txoj kev tsim thiab kev txhawb nqa. Hom duab yog qhov tseem ceeb rau kev muaj khoom lossis kev pabcuam.
Hwm yam khoom
Kev lag luam yog tsom los txhawb cov khoom lag luam los ntawm cov chaw tsim khoom mus raurau cov neeg siv khoom, thiab kev tsim khoom lag luam yog ib qho cuab yeej tseem ceeb rau txoj haujlwm no. Lub hom phiaj zoo thiab cov duab ntawm lub tuam txhab muab kev muag khoom siab thiab ruaj khov, kev coj ncaj ncees ntawm cov neeg siv khoom. Lub luag haujlwm tseem ceeb ntawm lub hom phiaj yog kev lees paub ntawm cov khoom lossis lub koom haum. Cov neeg siv khoom, los ntawm qee lub ntsiab lus ntawm tus kheej lossis los ntawm qee tus cwj pwm, yuav tsum nco ntsoov tias qhov tshwj xeeb ntawm cov khoom yog dab tsi, nws cov duab yuav tsum tuaj hauv nws lub cim xeeb. Qhov no zoo heev simplifies tus txheej txheem ntawm kev yuav khoom. Piv txwv li, yog tias tus neeg siv khoom nkag mus rau hauv lub khw uas tsis muaj ib lub npe uas paub, ces nws tsis paub yuav xaiv cov khoom zoo li cas. Thiab lub xub ntiag ntawm lub npe tsim pab nws nco ntsoov cov khoom, perceive nws raws li paub, thiab yog li ntawd ntau credible. Hauv qhov no, peb tuaj yeem tham txog qhov ua haujlwm thib ob ntawm lub npe - qhov no yog kev tsim cov neeg siv khoom loy alty. Ib hom lag luam kuj pab cov khoom lag luam lossis lub koom haum sawv tawm ntawm kev sib tw, qhov haujlwm no yog hu ua kev sib txawv. Cov neeg siv khoom nkag siab zoo li cas, piv txwv li, lub tsheb ntawm ntau hom sib txawv ntawm ib leeg, thiab cov npe tsim ntawm cov hom no yog lub luag haujlwm rau qhov no.
Branding
Txoj haujlwm ntawm kev txhim kho, tswj hwm thiab txhawb nqa lub npe hu ua branding or brand management. Qhov no yog kev ua haujlwm ntawm kev tsim cov kev nyiam mus sij hawm ntev rau ib yam khoom los ntawm cov neeg siv khoom, raws li ntau yam cuab yeej uas tsim nws cov duab. Hom duab yog qhov tshwm sim ntawm ntau yam kev siv zog ntawm ib feem ntawm tus thawj tswj hwm hom. Branding tuaj yeem pom tias yog cov cuab yeej siv tau zoo rau kev cuam tshuam cov neeg siv khoom los ntawmntim, koom nrog tus kheej, cov lus tshaj tawm thiab lwm yam kev sib txuas lus kom yeej thiab khaws cov neeg siv khoom. Qhov kev thov siab rau kev tsim khoom lag luam yog vim qhov kev loj hlob tsis tu ncua ntawm ntau yam kev lag luam cov lus tsom rau cov neeg siv khoom, kev nplua nuj ntawm cov khoom lag luam hauv txhua pawg khoom, thiab qhov muag tsis pom qhov sib txawv ntawm cov khoom.
Principle of image formation
Branding koom nrog kev ua haujlwm zoo thiab lub hom phiaj los tsim cov duab ntawm cov khoom hauv kev nkag siab ntawm cov neeg siv khoom. Lub hauv paus ntsiab lus ntawm kev tsim cov duab hom yog raws li nram no:
- Lub Hom Phiaj. Kev tsim cov duab yuav tsum ua raws li lub hom phiaj uas cov neeg tsim khoom tsim khoom rau nws tus kheej.
- Sequence. Muaj ib lub tshuab tsim cov duab thiab tsim lub hom lag luam uas yuav tsum tsis txhob ua txhaum.
- Cov khoom zoo tau lav. Txhawm rau tsim cov duab zoo, nws yog qhov tsim nyog los muab cov txheej txheem zoo ntawm cov neeg siv khoom ntawm cov khoom.
- Muaj tiag. Cov duab yuav tsum muaj lub hauv paus tseeb, nws yuav tsum muaj kev cuam tshuam qhov zoo ntawm cov khoom.
Kev tsim hom lag luam pib nrog kev ntsuas ntawm qhov xwm txheej ntawm kev lag luam, kev tshuaj xyuas ntawm cov neeg sib tw, cov khoom lag luam, cov yam ntxwv ntawm cov neeg siv khoom. Tom ntej no, lub tswv yim ntawm cov duab yog tsim, uas yog concentrated nyob rau hauv lub positioning ntawm lub hom, lub essence ntawm lub hom yog txiav txim siab thiab ib tug lub tswv yim rau nws txoj kev loj hlob yog tsim. Cov kauj ruam tom ntej yog txiav txim siab qhov tseem ceeb thiab cov cwj pwm ntawm lub hom. Cov kauj ruam tom ntej hauv kev tsim cov duab hom yog cuam tshuam nrog kev tsimpom thiab hais lus tus yam ntxwv ntawm lub hom: ntim, neeg ua hauj lwm tus kheej, slogan, advertising lus. Tom ntej no, lub hom phiaj kev tsim kho lub hom phiaj thiab ib qho kev pab cuam rau kev tswj nws cov duab yog tsim. Tom qab ntawd, ua haujlwm tsis tu ncua los saib xyuas lub xeev ntawm cov duab thiab ntsuas kev txhawb nqa thiab kho nws, yog tias tsim nyog.
Image platform
Txoj haujlwm thiab segmentation yog ob tus ncej uas lub hom lag luam ua tiav. Txhawm rau tsim cov duab, nws yog qhov yuav tsum tau ua kom luv luv tsim cov ntsiab lus thiab lub tswv yim ntawm hom. Txoj hauj lwm yuav dhau los ua lub hauv paus ideological rau txhua hom kev sib txuas lus, tsim nws cov lus thiab qhov muag pom. Txoj hauj lwm tuaj yeem cuam tshuam nrog cov txiaj ntsig uas cov khoom coj los rau cov neeg siv khoom, ntawm nws tus nqi, ntawm nws keeb kwm, ntawm txoj kev xa mus rau cov neeg siv khoom. Nws yuav tsum yog qhov tseem ceeb ntawm cov khoom lag luam uas nkag siab yooj yim los ntawm cov neeg siv khoom. Segmentation yog faib cov neeg siv khoom rau hauv pab pawg raws li kev sib raug zoo-demographic thiab psychographic parameters. Nws yog ib qho tsim nyog kom paub meej cov neeg tuaj saib uas cov duab ntawm lub hom yuav tsim. Lub hom phiaj thiab qhov tseem ceeb ntawm cov khoom lag luam kuj tsim lub platform ntawm cov duab. Lawv dhau los ua ib qho xwm txheej rau kev tsim cov cim npe thiab kev lees paub los ntawm nws cov neeg siv khoom.
Visual concept
Nyob rau theem tom ntej, cov yam ntxwv pom ntawm cov duab hom tau tsim: tus neeg ua haujlwm tus kheej, xim, font thiab logo. Lawv yuav tsum sib haum mus rau qhov chaw ntawm lub hom, qhia txog nws lub hom phiaj thiab qhov tseem ceeb. Cov neeg siv khoom nco tau zoo tshaj plawsXws li cov khoom pom pom, yog li lawv yuav tsum yooj yim, semantically sau thiab nkag siab rau cov neeg siv khoom. Cov neeg tuaj saib lub hom phiaj yuav tsum tau yooj yim paub txog qhov tseem ceeb thiab qhov chaw ntawm cov khoom lag luam hauv kev lag luam style. Lub tuam txhab tus kheej yuav tsum tau muab rau kev loj hlob ntawm lub hom, uas yog, nws yuav tsum ib txwm saib rau pem hauv ntej, txij li thaum nrog rau cov kev pom cov ntsiab lus lub hom yuav tsum mus los ntawm ib tug loj theem ntawm nws lub neej. Cov neeg nqa khoom ntawm tus kheej yog cov khoom lag luam tshaj tawm, cov ntaub ntawv tuam txhab, ntim khoom, khoom plig, khaub ncaws neeg ua haujlwm, daim npav lag luam, thiab lwm yam.
Image management program
Txhawm rau tsim cov duab ntawm cov khoom, txhua yam khoom lag luam tau siv. Kev tsim cov duab hom pib nrog kev tshaj tawm thiab PR kev sib txuas lus. Cov no yog cov cuab yeej siv ntau tshaj plaws uas pab txhawb kev nyiam ntawm cov neeg siv khoom rau cov khoom, qhia rau cov neeg tuaj saib lub hom phiaj txog cov txiaj ntsig thiab cov yam ntxwv ntawm lub hom. Tsis tas li ntawd, cov duab tau cuam tshuam los ntawm txhua hom kev sib txuas lus. Kev tswj cov duab pib nrog kev debugging cov txheej txheem ntawm kev muag thiab kev pabcuam cov khoom. Nyob rau theem no, cov ntsiab lus ntawm kev muag khoom tau kos, cov khoom siv thev naus laus zis tau siv. Kev xaav ntawm lub hom phiaj los ntawm cov neeg siv khoom yog cuam tshuam los ntawm nws lub koob npe nrov. Yog li ntawd, nyob rau hauv cov duab tswj kev pab cuam, pej xeem kev sib raug zoo technologies yuav tsum tau siv: kev sib raug zoo thiab charitable ua, tshaj tawm cov neeg sau xov xwm, tshwj xeeb cov xwm txheej, exhibition kev ua si. Tag nrho cov no pab tswj thiab ntxiv dag zog rau cov duab ntawm cov khoom.
yam cuam tshuam rau daim duab
Cov duab ntawm cov khoom yog tsim los ntawm ntau yam. Rau hom duabcuam tshuam rau kev muaj peev xwm thiab kev tshaj lij ntawm cov neeg ua haujlwm. Tag nrho cov kev sib txuas lus uas tsim tau zoo tuaj yeem raug rhuav tshem tam sim ntawd los ntawm tus neeg muag khoom tsis txaus ntseeg lossis tsis paub nyeem ntawv. Tsis tas li ntawd, cov duab tau cuam tshuam los ntawm kev koom tes ntawm cov neeg ua haujlwm. Cov neeg ua haujlwm ntawm lub tuam txhab yog cov neeg nqa khoom ntawm lub tuam txhab duab. Lawv yuav tsum tau ntseeg txog qhov zoo ntawm cov khoom muag, lub koob npe nrov ntawm lub tuam txhab thiab lub meej mom ntawm lawv txoj haujlwm. Tom qab ntawd lawv yuav muaj peev xwm tshaj tawm cov kev xav no mus rau ib puag ncig sab nraud. Cov duab ntawm cov khoom yog cuam tshuam los ntawm qhov xwm txheej thiab huab cua hauv chaw ua haujlwm, khw, chaw muag khoom lossis kev pabcuam. Rau qhov loj tshaj plaws, cov duab ntawm cov khoom yog tsim thaum nws siv. Yog li ntawd, cov khoom yuav tsum ua raws li cov lus tshaj tawm tsis. Tsis tas li ntawd, cov duab hom yog cuam tshuam los ntawm cov ntaub ntawv teb uas nyob ib puag ncig nws. Nws yog tsim los ntawm cov lus tshaj tawm, cov ntaub ntawv hauv xov xwm, kev xav ntawm cov neeg muaj cai thiab cov pab pawg siv rau cov neeg mloog.
Image and consumer behavior tswj
Lub hom phiaj xav tau txhawm rau cuam tshuam rau kev xaiv ntawm tus neeg yuav khoom. Lub hauv paus ntsiab lus ntawm kev lag luam yog kom paub txog cov neeg siv khoom ywj pheej hauv lawv txoj kev xaiv ntawm cov khoom thiab kev txiav txim siab yuav khoom. Txawm li cas los xij, qhov muaj peev xwm cuam tshuam nws qhov kev txiav txim siab tau lees paub. Qhov no yog precisely lub hom phiaj ntawm kev tsim ib lub hom phiaj. Ib daim duab zoo pab cov neeg siv khoom txiav txim siab hauv kev nyiam yuav cov khoom no. Nws yog ib txwm zoo siab rau cov neeg yuav khoom los yuav cov khoom lag luam paub zoo, uas nyob rau hauv pej xeem kev xav tau lees paub tias muaj koob npe thiab tsim nyog. Rau cov duab, tus neeg yuav khoom txaus siab them nyiaj ntxiv. Piv txwv li, kua txiv hmab txiv ntoo hauv ib pob yooj yim nrog lub npe tsis paub yuav luag tsis tuaj yeem muag rau tib tus nqi.nqi, raws li ib tug zoo-tsim, zoo-paub kua txiv. Daim duab zoo tso cai rau koj khaws cov neeg siv khoom txawm tias thaum muaj kev kub ntxhov. Cov neeg tsis kam muab cov npe uas lawv xav tias tsim nyog ntawm lawv tus qauv kev ua neej. Yog li ntawd, ib tug zoo hom duab yog qhov tseem ceeb tshaj plaws txhais tau tias ntawm kev tsim ib pab pawg neeg ntawm loyal cov neeg siv khoom. Ib lub tuam txhab uas nrhiav kev tsim kev sib raug zoo nrog nws cov neeg siv khoom mus sij hawm ntev yuav tsum siv cov peev txheej los tsim cov duab kos npe. Cov txheej txheem ntawm kev tsim cov duab ntawm ib lub tuam txhab thiab nws cov khoom nyob rau hauv kev xaav ntawm cov neeg siv khoom yog niaj hnub no yuav luag ib tug prerequisite rau kev vam meej nyob rau hauv lub lag luam.
