Lub tswv yim ntawm "umbrella brand" nyuam qhuav nkag hauv peb lub neej txhua hnub. Nws txhais li cas, dab tsi yog nws cov yam ntxwv, qhov zoo thiab qhov tsis zoo. Zaj lus no yuav mob siab rau qhov no.
Yuav kom nkag siab qhov tseeb ntawm qhov teeb meem, nws yuav tsum paub lub ntsiab lus ntawm lub ntsiab lus ntawm qhov PR sphere, uas yog, hom. Raws li lo lus no, nws yog ib txwm ua kom nkag siab txog qee yam duab kos duab lossis tsab ntawv xaiv ntawm cov chaw tsim khoom ntawm cov khoom tshwj xeeb. Cov neeg lag luam tso cov khoom lag luam raws li lub cim ruaj khov pom ntawm lub hom phiaj los ntawm cov neeg siv khoom. Nws yog qhov tshwj xeeb ntawm tib neeg lub siab lub ntsws uas txiav txim siab qhov kev nkag siab zoo ntawm qee yam khoom thiab kev tsis lees paub ntawm lwm tus.
Umbrella hom muaj kev ua haujlwm zoo thiab ua haujlwm "kev txhawb nqa" ntawm ntau hom khoom hauv qab ib lub logo zoo. Nws thiaj li tshwm sim hais tias ib tug neeg tau txais kev ntseeg siab nyob rau hauv qhov zoo ntawm ib yam khoom ntawm ib tug zoo-paub chaw tsim tshuaj paus muaj feem ntau yuav yuav lwm yog hais tias nws pom ib tug paub kos npe los yog lub npe ntawm lub tuam txhab tsim nyob rau hauv nws. Yog li, piv txwv li,
ib lub tuam txhab uas tsim cov dej qab zib, khoom noj rau menyuam yaus, khoom qab zib, tshuaj yej thiab kas fes, paub rau peb hauv ntau lub npe lag luam - kaushom. Nestle, Swarzkopf, Coca-cola, Danon thiab ntau lwm tus tuaj yeem ua piv txwv zoo ntawm qhov no.
hom khoom lag luam
Hnub no muaj ntau yam ntawm hom:
- Autonomous. Nws yog npaj rau ib qho khoom lossis cov khoom lag luam, txawm tias yuav muaj ntau yam hauv kab. Piv txwv li, lub Bounty bar.
- Lub teeb. Cov qauv no suav nrog qhov sib ntxiv ntawm cov khoom hloov pauv me ntsis rau cov khoom lag luam (ib tsab ntawv txwv ntawm Pepsi-Cola hauv cov xim xiav txawv txawv). Nyob rau tib lub sijhawm, kev nce ntxiv hauv ntau yam ntawm cov khoom tsis tas yuav.
- Lub npe txuas ntxiv. Lub tswv yim no tso cai rau cov chaw tsim khoom tso tawm cov khoom tshiab raws li lub npe uas twb muaj lawm. Piv txwv li, tshiab collections ntawm lub hnab ntawm ib tug nto moo hom. Muaj ntau npaum li koj nyiam, tab sis lub npe tseem zoo ib yam.
- Linear. Qhov ntau yam no txiav txim siab qhov muaj nyob hauv cov khoom lag luam ntawm ntau cov khoom sib koom ua ke los ntawm ib lub hom phiaj (cov khoom tu plaub hau: tshuaj zawv plaub hau, yaug, npog plaub hau, thiab lwm yam).
- Umbrella brand. Nws yog qee zaum hu ua "base". Nws cov ntsiab lus yog nyob rau hauv kev tsim cov khoom lag luam rau lub hom phiaj dav tshaj plaws, xws li daim ntawv tso quav tso rau hauv cov tshuaj pleev ib ce lossis txawm tias khaub ncaws thiab khau, piv txwv li. Tsuas yog ib lub tuam txhab uas twb nyiam thiab ntseeg tau los ntawm cov neeg siv khoom tuaj yeem them taus qhov zoo li no.
Anchor Brand Benefits
Cov txiaj ntsig tseem ceeb ntawm lub kaus lag luam lag luam yog:
- yooj yim cov khoom lag luam nce qibua tsaug rau lub koob npe nrov;
- txo tus nqi nqa cov khoom lag luam. Tsis tas yuav muaj kev tshaj tawm lag luam loj loj lossis kev tshawb nrhiav lub npe qub rau cov khoom tshiab: tus neeg siv khoom yuav paub txog cov khoom lag luam los ntawm lub logo lossis cov chaw tsim khoom lub npe;
- nce muag vim yog cov khoom lag luam ntau rau ntau lub hom phiaj.
negative side
Lub kaus lub npe muaj qhov cuam tshuam loj, uas yog sab ntxeev ntawm nws qhov zoo: lub logo uas zoo li lub npe nrov lossis lub cim ntawm lub npe nrov yog feem ntau siv los ntawm cov neeg dag ntxias los tsim cov khoom cuav uas tsis zoo. cov khoom. Kev poob siab nrog qhov cuav, tus neeg yuav khoom tuaj yeem hloov qhov kev xav tsis zoo rau txhua tus neeg tsim khoom lag luam tag nrho.
