Kev ua lag luam tau dhau mus nrog ntau yam khoom lag luam, qib kev sib tw ntawm cov tuam txhab tau nce txhua hnub. Thiab qhov kev thov ntawm tus nqi zoo tshaj plaws, qhov zoo tshaj plaws tsis xav tsis thoob rau leej twg. Kev soj ntsuam nruj tshaj plaws ntawm cov neeg siv khoom xav tau yog xav tau los tsim cov khoom lag luam zoo tshaj plaws, txhim kho lub tuam txhab cov duab thiab ua kom cov neeg siv khoom muaj kev ntseeg siab rau nws. Qhov tseeb yog tias tsis muaj tus lej ntawm kev lag luam txav, nws tsis tuaj yeem tsim kom muaj kev sib tw hom.
Brand definition. Lub tswv yim thiab lub hom phiaj ntawm hom phiaj zoo
Ib hom yog ib pawg ntawm cov ntsiab lus uas nws lub hom phiaj yog ua kom lub tuam txhab sib txawv ntawm lwm tus thiab muab nws tus kheej.
Brand tswv yim yog ib txoj kev npaj rau kev tsim, tsim, nqa lub hom rau kev lag luam, uas txhawb cov khoom thiab cov kev pab cuam, nce profits thiab nyiam cov neeg siv khoom. Kev saib xyuas tas li ntawm cov neeg siv khoom xav tau, kev paub txog lawv cov khoom tshiab yog lub hom phiaj tseem ceebStrategic branding.
Tsim lub Hom Phiaj: 4 Lub Tswv Yim Tseem Ceeb
Nyob hauv kev lag luam, nws yog ib txwm ua los ntawm cov tswv yim tsim lag luam hauv qab no:
- khoom lag luam zoo. Thaum siv lub tswv yim, txhua yam khoom tau muab lub npe ntawm tus kheej. Lub hom phiaj yog tsim rau txhua yam khoom. Lub tswv yim tsim nyog rau cov tuam txhab hluas. Lub ntsiab tsis zoo yog tus nqi tsim thiab tsim txhua hom khoom sib cais.
- Cov khoom lag luam zoo. Thaum siv lub tswv yim, cov khoom kab yog sib txuas nrog lub hom, cov khoom ntawm tib kab yog tsim nyob rau hauv tib lub npe hom. Qhov zoo ntawm kev siv lub tswv yim no yog qhov yooj yim ntawm kev faib khoom. Ib tus neeg siv khoom paub txog ib qho ntawm cov khoom lag luam hauv kab yuav intuitively xav sim cov khoom tshiab hauv kab. Qhov tsis zoo ntawm lub tswv yim yog kev txwv rau qee yam khoom lag luam uas yuav cuam tshuam nrog lub hom.
- Assortment zoo. Hauv qhov no, cov chaw tsim khoom siv ib lub npe rau tag nrho cov khoom tsim. Cov tswv yim no feem ntau yog siv los ntawm cov tuam txhab khoom noj thiab cov khoom tsim khoom. Txoj hauv kev no yuav pab kom tsis txhob muaj nyiaj txiag tsis tsim nyog thiab nqi zog thaum tsim lub hom phiaj thiab nws cov kev txhawb nqa tom ntej rau kev ua lag luam. Lub tswv yim tsim lub tuam txhab no muaj ib qho teeb meem tseem ceeb: kev sib txuas lus nrog cov neeg siv khoom raug cuam tshuam, uas ua rau nws nyuaj rau cov neeg siv khoom tshiab.
- Umbrella zoo. Nws muaj nyob rau hauv qhov tseeb hais tias ib hom lag luam ua ib qho kev txhawb nqa rauntau yam khoom sib txawv hauv kev lag luam sib txawv. Qhov zoo ntawm cov tswv yim zoo li no yog kev txuag nyiaj thaum nkag mus rau kev lag luam tshiab, suav nrog cov thoob ntiaj teb, thiab cov kev pab cuam tseem ceeb ntawm cov neeg siv khoom sib txawv. Lub ntsiab feature ntawm kev siv "umbrella" yog inelasticity, i.e. tus cwj pwm ntawm cov neeg siv khoom rau ib yam khoom yuav tsum tau xav txog hauv nws tus cwj pwm rau lwm yam khoom ntawm lub hom. Qhov no tuaj yeem yog ob qho ntxiv thiab qhov rho tawm hauv qee qhov xwm txheej. Yog tias tus neeg siv khoom nyiam ib yam khoom, ces nws qhov kev nkag siab ntawm hom yuav txhim kho, thiab rov ua dua.
txheej txheem tsim kom muaj tswv yim
Cov kauj ruam tseem ceeb hauv kev tsim lub hom phiaj yog:
- Kev tsom xam ntawm kev muag khoom lag luam thiab cov neeg sib tw. Ua ntej tshaj plaws, koj yuav tsum xyuam xim rau qhov kev sib tw hauv kev ua lag luam thiab tshuaj xyuas cov khoom zoo sib xws.
- Nrhiav rau ntu lub hom phiaj. Cov no yog cov neeg yuav khoom uas txaus siab rau kev yuav khoom ntawm qee lub npe nrog cov txheej txheem tshwj xeeb. Txhawm rau txheeb xyuas ntu, kev soj ntsuam yog siv los ntawm kev nyiam ntawm cov neeg siv khoom ntawm qee lub hnub nyoog, poj niam txiv neej, kev sib raug zoo, thiab lwm yam. Paub txog qhov tseem ceeb ntawm koj cov neeg siv khoom ua rau nws yooj yim dua los tsim lub hom phiaj zoo.
- Kev tsim kho lub npe. Cov theem no pib nrog kev piav qhia ntawm cov khoom thiab kev tshawb nrhiav rau nws cov yam ntxwv zoo. Nws muaj peev xwm tsom mus rau tus kheej ntawm cov khoom lossis nws qhov zoo. Tom qab ntawd koj yuav tsum xaiv cov npe tsim nyog rau cov khoom lag luam thiab rau hom, tsim nws lub logo, tsim thiab style.
- Kev txiav txim tus nqi. Raws li cov ntsiab lus dhau los, kev txheeb xyuas cov nqi nyiaj txiag thiab cov txiaj ntsig xav tau, tus nqi ntawm cov khoom raug suav.
- Kev nqis tes ua. Qhov no suav nrog kev muag khoom ncaj qha mus rau lub hom phiaj ntu, kev txhim kho ntawm tus neeg siv khoom hauv paus, ua haujlwm nrog cov tswj hwm kev muag khoom, kev ua tiav ntawm cov phiaj xwm teeb tsa. Ib feem tseem ceeb ntawm theem no yog kev tsim cov phiaj xwm kev tshaj tawm thiab kev txhim kho cov tswv yim sib txuas lus (kev txiav txim siab ntawm kev sib cuam tshuam nrog cov neeg siv khoom).
- Ib qho ntawm cov ntsiab lus tseem ceeb hauv kev siv yog cov phiaj xwm tshaj tawm. Ntawd yog, kev tshaj tawm uas yuav tsum tau txais cov lus teb los ntawm qee pawg neeg siv khoom. Piv txwv li, kev tshaj tawm zoo nkauj thiab muaj yeeb yuj rau cov khoom ncaws pob yuav tsom rau cov tub ntxhais hluas hnub nyoog qis dua 35 xyoos. Nws yuav tsum muaj feem cuam tshuam rau cov neeg tuaj saib lub hom phiaj thiab, yog tias ua tau, nyiam cov neeg siv khoom tshiab.
Brand development
Tsim kom muaj lub npe zoo tsis yog ib txoj haujlwm yooj yim txawm tias tus thawj tswj hwm kev lag luam. Nws yog qhov nyuaj tshaj kom paub tseeb tias cov khoom tuaj yeem tuav cov neeg siv khoom ntev. Txhawm rau ua qhov no, nws yog ib qho tsim nyog yuav tsum txhim kho, siv thiab txhim kho lub hom phiaj kev txhim kho.
Txoj kev tsim khoom lag luam yog cov txheej txheem ntsuas txhawm rau txhawm rau muaj kev ncaj ncees los ntawm kev mus txog kev lag luam tshiab, qhia cov khoom tshiab thiab tshaj tawm lawv. Cov. lub tswv yim no suav nrog cov txheej txheem uas tso cai rau koj kom ua tiav qib ntawm hom khoom.
Feem ntau muaj 2 lub tswv yim:
- brand stretch;
- brand extension.
Brand Stretch
tshwm sim thaum cov khoom lag luam tshiab tau tsim tawm, thaum pab pawg neeg siv khoom, pawg khoom lag luam, lub hom phiaj ntawm cov khoom lag luam, cov cim npe tseem tsis hloov pauv. Tsuas yog ib qho taw qhia tsis hloov pauv: cov txiaj ntsig ntawm cov neeg siv khoom. Nov yog lub tswv yim tsim khoom lag luam uas siv ntau tshaj plaws.
Piv txwv li, lub tuam txhab tsim tshuaj pleev ntsej muag nrog lotus extract. Cov kab ntawm cov tshuaj yog ntxiv nrog ib lub qab zib nrog lotus thiab ginseng extract. Cov khoom (cream) tseem zoo ib yam, tab sis cov neeg siv khoom tau txais txiaj ntsig los ntawm kev ntxiv ginseng.
Type of stretching:
- Hloov pauv hauv pob ntim (hmoov muaj nyob rau hauv pob ntawm 1.5 kg, 3 kg, 6 kg). Ua tau raws li qhov xav tau ntawm ntau pawg ntawm cov neeg siv khoom.
- Nyob rau hauv kom muaj nuj nqis ntawm tus nqi tib yam (peb tus txhuam hniav rau tus nqi ntawm ob).
- Cov khoom ntim hloov tshiab (kab kas fes hauv thawv thiab tin).
- Hloov pauv hauv cov ntsiab lus, saj, thiab lwm yam. (Plain yogurt thiab cherry yogurt).
- Cov khoom lag luam tshiab (ib pob ntawm cov pasta paub, luam tawm nrog kev pom zoo ua noj los ntawm tus kws ua zaub mov nto moo).
Daim ntawv thov ntawm hom hom phiaj no raws li kev ncab yog tsim los ua kom tau raws li cov kev xav tau ntawm cov neeg siv khoom sib txawv thiab txaus siab rau lawv qhov kev thov.
Brand extension
Lub npe txuas ntxiv yog qhov loj ntawm lub npe thiab nws daim ntawv thov hauv ntu tshiab. Piv txwv li, ib tug poj niam lub ntsej muag cream hom yog launched ib tug txiv neej lub qab zib kom ncav cuag ib tug txiv neej cov neeg tuaj saib. Nov yog qhov txuas ntxiv.
Hom kev txuas ntxiv:
- tsim cov khoom lag luam uas ntxiv cov khoom tseem ceeb (cov txhuam hniav ntxiv rau cov tshuaj txhuam hniav);
- mus txog ntu tshiab (lub tuam txhab uas tsim cov menyuam yaus kev kawm ua si, tshaj tawm cov kev ua si board rau cov hluas, yog li nyiam cov neeg yuav khoom tshiab);
- siv cov khoom lag luam hauv lwm yam mob (feem ntau lub hom phiaj no yog siv rau cov khaub ncaws. Sneakers yog khau kis las uas tuaj yeem hnav hauv lub neej txhua hnub);
- lub hom phiaj tshiab rau cov khoom lag luam (tso tawm cov pos hniav nrog cov nyhuv ntxuav hniav dawb, piv txwv li ntxiv rau kev ua haujlwm ntawm cov pos hniav ib txwm muaj (ntxhiab hniav), ntxuav hniav dawb ntxiv);
- Hloov cov khoom nrog rau lwm qhov uas muaj cov haujlwm zoo sib xws (tus neeg yuav khoom tau muab los yuav ib lub gel nrog cov tshuaj tua kab mob es tsis txhob siv tshuaj aerosol tawm tsam yoov tshaj cum).
Brand promotion
Kev tshaj tawm hom khoom lag luam yog ntau txoj haujlwm ua haujlwm uas suav nrog kev siv ntau ntawm cov tswv yim kev lag luam.
Lub hom phiaj tseem ceeb ntawm kev tshaj tawm hom lag luam yog:
- ntxiv dag zog rau cov neeg siv khoom mloog thiab kev paub txog hom npe;
- txhim kho cov duab ntawm cov khoom thiab kev ntseeg siab ntawm cov neeg siv khoom;
- kev sib tw;
- kev txhim kho kev muag khoom.
Cov tswv yim txhawb kev muaj txiaj ntsig:
1. Hom kev sib txuas lus zoo. Txhua lub hom phiaj txhawb nqa yuav tsum txheeb xyuas cov kev xav ntawm cov neeg siv khoom txog cov khoom. Txoj kev zoo tshaj los ua qhov no yog kev sib txuas lus nrogneeg siv khoom. Cov lus qhia "tus tsim khoom-tus neeg siv khoom" tso cai rau koj ua tiav cov haujlwm hauv qab no:
- nce cov neeg siv khoom loy alty rau cov khoom;
- Qhia rau cov neeg siv khoom siv xov xwm;
- hloov pauv cov khoom raws li qhov xav tau;
- ua tiav qhov kev cia siab ntawm cov neeg tuaj saib lub hom phiaj txog cov khoom.
Cov yam ntxwv tseem ceeb ntawm kev sib txuas lus yog:
- sijhawm txwv (hnub pib thiab hnub kawg ntawm lub tswv yim yuav tsum raug txhais kom meej. Txhua txoj haujlwm yuav tsum ua tiav lub sijhawm no).
- Muaj lub tswv yim tias cov chaw tsim khoom xav qhia rau cov neeg siv khoom los ntawm lawv cov khoom.
- Tshaj tawm txoj hauv kev xa tawm lub tswv yim rau cov neeg siv khoom.
- Muaj chaw rau kev sib txuas lus nrog cov neeg siv khoom (khoom noj khoom haus, txheej xwm, Internet, thiab lwm yam).
2. Brand positioning. Lub tswv yim yog ib txheej kev ntsuas rau kev nthuav qhia cov khoom ntawm lub khw. Txoj hauj lwm muaj xws li cov yam ntxwv tsim nyog xws li tsim cov duab ntawm cov khoom, ntim, tshaj tawm, thiab lwm yam. Lub luag haujlwm tseem ceeb ntawm kev tso npe yog tsim kom muaj kev sib raug zoo nrog cov neeg siv khoom thaum hais txog cov khoom. Tsis tas li ntawd, qhov tseeb tso cai tso cai rau koj kom paub qhov txawv ntawm cov khoom los ntawm tag nrho cov khoom zoo sib xws, tsim cov duab rau nws.
Cov txheej txheem tso npe tuaj yeem muab faib ua ob peb theem:
- Kev lag luam kev tshawb fawb ntawm cov neeg siv khoom xav, uas yuav tsum muab cov ntaub ntawv hais txog kev xaav ntawm cov neeg yuav khoom.
- Kev tshuaj xyuas ntawm cov neeg sib tw thiab lawvcov lus pom zoo, uas yuav qhia txog qhov muaj zog ntawm cov khoom, txiav txim siab nws qhov kev sib tw.
- Brand duab txhim kho.
- Kev ntsuas cov neeg siv khoom nkag siab ntawm lub hom tshiab.
Image
Cov duab kos npe yog qhov kev xav ntawm cov neeg siv khoom txog lub tuam txhab cov khoom, nws qhov zoo, nrog rau txhua lub koom haum uas yuav tshwm sim thaum hais txog cov khoom.
Tsim cov duab yog ib feem ntawm lub hom phiaj tswj hwm. Txhua hom, hom, tsis hais qhov kev ntshaw lossis tsis txaus siab, muaj cov duab. Nws muaj cov kev xav ntawm cov neeg siv khoom ntawm cov khoom, lawv cov lus pom thiab cov lus pom.
Image building elements
Lawv yog:
- Style yog qhov tshwj xeeb uas tso cai rau koj txheeb xyuas cov khoom lag luam los ntawm qhov dav dav, paub qhov txawv ntawm cov khoom zoo sib xws.
- Kev tshaj tawm. Nws yog tsis yooj yim sua kom muag ib yam khoom uas tsis muaj leej twg paub txog, yog li kev tshaj tawm yog ib qho ntawm cov cuab yeej tseem ceeb rau kev tsim cov duab. Los ntawm nws, cov chaw tsim khoom tuaj yeem xa mus rau tus neeg yuav khoom ib qho lus, lus hais txog cov khoom.
- Kev sib txuas lus nrog cov neeg siv khoom (los ntawm kev sib tham, lub vev xaib, kev tshaj tawm thiab cov xwm txheej).
- Kev txhim kho ntawm "tus kiv cua", cov neeg txhawb nqa lub hom phiaj thiab qhia nws lub tswv yim.
- Txaus siab rau "tus sawv cev". Cov pab pawg no muaj cov neeg muaj cai (khoom noj, daim npav luv nqi, thiab lwm yam) uas yuav qhia rau lawv cov phooj ywg txog nws.
Piv txwv ntawm cov tswv yim ua lag luam ua tiav
Qee qhov kev lag luam lag luam zoo tshaj plaws yogCov tuam txhab thoob ntiaj teb tau teev tseg los ntawm Forbes magazine raws li lub npe muaj txiaj ntsig tshaj plaws.
Amazon, yog ib lub khw muag khoom online loj tshaj plaws hauv ntiaj teb, yog thawj qhov chaw. Lub platform ua raws li tus neeg nruab nrab ntawm cov neeg muag khoom thiab cov neeg yuav khoom. Lub hom phiaj muaj nqis tshaj US $ 150 billion. Lub tuam txhab tau pib ua haujlwm hauv 2000 hauv ib lub chaw nres tsheb thiab tom qab 18 xyoo tau dhau los ua tus thawj coj hauv kev lag luam lag luam. Qhov tsis pub leejtwg paub yog nyob rau hauv lub tswv yim muaj peev xwm coj koj lub hom phiaj rau kev ua lag luam. Lub tuam txhab cov tswv yim lag luam tau hloov kho txhua xyoo, uas tso cai rau kev nrhiav kev lag luam tshiab thiab cov peev txheej rau kev muag khoom. Yog li, xyoo 2018, Amazon cov neeg sawv cev tau tshaj tawm cov lus tshaj tawm hauv xov xwm hais txog kev tsim cov khw muag khoom offline los ntawm lub tuam txhab.
Cov cai yooj yim ntawm Amazon lub tswv yim yog:
- nkag mus rau cov khoom thiab kev pabcuam pub dawb rau cov neeg yuav khoom;
- txhim kho cov chaw ua haujlwm thiab chaw khaws khoom thoob ntiaj teb;
- txhim kho cov ntaub ntawv hloov pauv ntawm cov neeg siv khoom thiab cov tub lag luam;
- lub vev xaib tus neeg siv khoom phooj ywg;
- kev sib sau ntawm cov npe me;
- kev coj tus cwj pwm thiab kev xav ntawm cov neeg ua haujlwm.
Apple nyob rau hauv qhov chaw thib ob, tus nqi tsuas yog tshaj $ 146 nphom. Nws yog ib tug flagship nyob rau hauv lub teb ntawm cov ntaub ntawv technology thiab gadget ntau lawm. Lub tuam txhab hu cov khoom tseem ceeb ntawm nws lub hom phiaj zoo:
- Tsom rau cov khoom zoo. Lub npe Apple yog txuam nrog cov neeg siv khoom nrog qhov zoo tshaj plaws ntawm ib qho ntawm cov khoom hauv tuam txhab cov khoom lag luam.
- Kev koom tes hauv VIP xwm txheej. Tsis yog Apple cov khoom lag luam nkaus xwb, tab sis kuj nws cov ntim khoom, kev tshaj tawm thiab cov khw muag khoom ua rau cov neeg yuav khoom xav tias lawv tab tom yuav cov khoom zoo. Ib qho piv txwv zoo ntawm Apple lub hom phiaj yog kev tso tawm ntawm iPhones, uas cov neeg siv khoom koom nrog qee yam hauv zej zog thiab txoj haujlwm nyiaj txiag siab.
- Kev txaus siab. Qhov no tseem yog ib qho ntawm cov ntsiab lus tseem ceeb ntawm lub tuam txhab lub tswv yim. Cov neeg siv khoom yuav tsum txaus siab rau qhov zoo, tsim qauv, kev pabcuam, thiab lwm yam. Lub tuam txhab tsom mus rau kev sib txuas lus nrog cov neeg siv khoom. Tsis tas li ntawd, lub hom phiaj siv zog ua kom dhau qhov kev cia siab ntawm cov neeg siv khoom.
kab thib peb yog Google, kev tshawb nrhiav network uas tsis xav tau kev taw qhia. Lub tuam txhab muaj nuj nqis ntawm $ 121 billion. Google hu "kev xav ua kom lub ntiaj teb zoo dua" nws lub ntsiab lus tseem ceeb ntawm daim npav trump. Ntawd yog, Google tshawb nrhiav lub cav yuav tsum tsis yog tsuas yog ua rau cov neeg siv khoom txaus siab nrog nws qhov sib cuam tshuam thiab lwm yam ntxwv, tab sis kuj tseem tso lub tswv yim ntawm lub tuam txhab nrog lub luag haujlwm tshwj xeeb, nqa cov lus zoo, uas cov neeg ua haujlwm tau sim txhim kho txhua txoj hauv kev nrog cov kev pab ntawm kev sib raug zoo tej yaam num, advertising, lus rau cov neeg siv. Qhov no ua rau muaj kev nkag siab ntawm cov neeg siv khoom kev koom tes hauv ib yam dab tsi ntxiv thiab tso cai rau koj los pab txhawb kev txhim kho cov kev pabcuam, thiab tib lub sijhawm rau lub ntiaj teb tag nrho.
