Iindaba-Ngaba ifanelekile ukwenza iNdebe yePhepha eyenzelwe wena kwiNtengiso yeBrand?

I. ISaziso seNtengiso yeendebe zeKofu

Iikomityi zephepha ezenzelwe wena, njengendlela yokukhangisa, inamandla amaninzi kwishishini lekofu.Ayinakwanelisa kuphela iimfuno zabantu kumava omntu ngamnye.Isenokwandisa ulwazi lwebrendi kunye nomfanekiso.Imekobume yanamhlanje enokhuphiswano imbi.Iikomityi zephepha zomntu zinokuba sisixhobo esibalulekileyo sokwahlula uphawu kunye nokwahlula.Iikomityi zephepha ezenzelwe umntu ezenziwe kakuhle zinokufikelela kwiziphumo ezingcono zonyuselo lophawu.Kwaye oku kunokubanceda baseke ubudlelwane obusondeleyo nabathengi.

A. Intsingiselo kunye nokubanakho kweekomityi zephepha ezizezakho

Iikomityi zephepha zomntu ziye zavela njengendlela yokuthengisa kwishishini lekofu kwiminyaka yamuva.Abantu baya bewaxabisa ngakumbi amava omntu ngamnye kunye nalawo awodwa.Kwaye iikomityi zephepha ezenzelwe wena zinokuhlangabezana nale mfuno.Umkhwa weekomityi zephepha zomntu uye wamkelwa ngokuthe ngcembe.Basebenzisa oku ukwandisa ukuvezwa kwe-brand kunye nokutsala ingqalelo yabathengi.Amandla eekomityi zephepha ezenzelwe umntu alele ekukwazini kwabo ukuba sisixhobo sokuthengisa esisodwa.Ngokuyila kunye nobuchule bayo, inokunxibelelana ngokweemvakalelo nabathengi.Oku kunokwandisa ulwazi lwebrand kunye nomfanekiso.

B. Ukwenza izigqibo kunye nemeko yokhuphiswano kwishishini lekofu

Kwishishini lekofu, ukwenza izigqibo kunye nokukhuphisana kwendalo zizinto ezibalulekileyo zokuphuhliswa kweintengiso potential.Ukhuphiswano kwimarike yekofu luba lubi ngakumbi.Iivenkile zekofu kunye neempawu kufuneka ziphuhlise izigqibo ezisebenzayo zentengiso.Oku kubanceda ukuba bahluke kwabo bakhuphisana nabo.Iikomityi zephepha zomntu luhlobo oluvelayo lwentengiso.Inokubonelela ngamava ohlobo olulodwa.Inokunceda iivenkile zekofu kunye neebrendi zivelele kwiindawo ezikhuphisanayo.

C. Uhlalutyo lwesiphumo sokunyuswa kwebrand yeekomityi zephepha ezenzelwe wena

Iikomityi zephepha ezenzelwe wena ziyindlela yokwazisa ngophawu.Ukusebenza kwayo kufanelekile ukuhlalutya kunye nokuvavanya.Iikomityi zephepha ezenzelwe wena zinokunyusa ukubonakaliswa kwebhrendi.Kuba wonke umthengi ubona uyilo kwindebe ngelixa esela ikofu.Ngaphandle koko, iikomityi zephepha ezenzelwe wena zinokuphucula umfanekiso webrand kunye nokuqondwa.Uyilo loyilo kunye neepateni ezizodwa zinokutsala umdla wabathengi.Oku kunokunceda ukwenza nzulu umbono wabo we-brand.Iikomityi zephepha ezenzelwe wena zikwanazo nefuthe lokomeleza unxulumano lophawu kunye nokunyaniseka.Kuba abathengi banokuzisa iikomityi zabo zekofu ekhaya okanye babelane ngazo kwimidiya yoluntu.Oku kunokonyusa intsebenziswano yophawu kunye nokusasazwa.

II.Iinzuzo zentengiso yekomityi yephepha eyenzelwe wena

Iikomityi zephepha ezenzelwe wena zineenzuzo ezicacileyo njengesixhobo sentengiso yohlobo.Inokwandisa ulwazi lophawu kunye nokuvezwa.Isenokwandisa umfanekiso webrendi kunye nokuqondwa.Kwakhona, inokomeleza unxibelelwano kunye nokunyaniseka phakathi kwabathengi kunye neempawu.Kwiivenkile zekofu kunye neebrendi, iikomityi zephepha ezenzelwe wena sisixhobo sokuthengisa.Ngenxa yokuba inokugqama njengophawu kwimarike ekhuphisana ngokuqatha.Kwaye kunceda ukutsala ingqalelo yabathengi ngakumbi kunye nenkxaso.

A. Ukwandisa ulwazi lophawu kunye nokuvezwa

Iikomityi zephepha ezenzelwe wenababe namathuba okuvezwa ezizodwa kwiivenkile zekofu kunye neempawu.Ngalo lonke ixesha umthengi esebenzisa ikomityi yephepha eyenzelwe yena, igama lebhrendi, uphawu, kunye noyilo luboniswa kumthengi kunye nabo babangqongileyo.Oku kubonakaliswa okuqhubekayo kunokunyusa ulwazi lwe-brand kunye nokuvezwa.Ngokukodwa ezo ndebe zephepha ezenzelwe umntu ngobuchule boyilo obunomtsalane ngokwaneleyo ukuhambelana nomfanekiso webrendi.Oku kunokutsala umdla wabathengi ngakumbi.Kwaye oku kunceda ukuvelisa umdla kwi-brand.

B. Ukuphucula umfanekiso wophawu kunye nokuqatshelwa

Uyilo kunye nepateni yeekomityi zephepha ezizimeleyo zinokuphucula umfanekiso we-brand kunye nokuqatshelwa.Ikomityi yephepha enoyilo olulodwa kunye neepateni ezikhangayo zinokutsala ingqalelo yabathengi.Banokwenza i-resonance yeemvakalelo kunye ne-brand.Umzekelo, ukusebenzisa iikomityi zephepha ezizimeleyo ezinomxholo wophuhliso oluzinzileyo.Oku kunokudlulisela ifilosofi yokusingqongileyo ye-brand.Kwaye inokwandisa umfanekiso we-brand kunye nokuqondwa.Kwangaxeshanye, iikomityi zephepha ezizezakho zinokuphinda zibonise umoya wokwenza izinto ezintsha zohlobo.Oku kwenza ukuba imbonakalo yomthengi yophawu ibe ntle ngakumbi.

C. Yomeleza unxibelelwano lwebrendi kunye nokunyaniseka

Iikomityi zephepha zomntu zinokomeleza uxhulumaniso kunye nokunyaniseka phakathi kwabathengi kunye neempawu.Xa abathengi befumana ikomityi yephepha eyenzelwe wena, abathengi nje ikomityi yekofu.Ngexesha elifanayo, baphinde bathenge imveliso ekhethekileyo ehambelana ne-brand.La mava omntu enza ukuba abathengi bazive bekhethekileyo.Inokunyusa unxibelelwano lweemvakalelo phakathi kwabathengi kunye nophawu.Ukongeza, abathengi abaninzi baya kuzisa iikomityi zephepha ezenzelwe umntu ekhaya okanye babelane ngazo kumajelo asekuhlaleni.Oku kunokwandisa ngakumbi ukuvezwa kwe-brand kunye nokusebenzisana.Olu nxulumano olulungileyo lwegama kunye nonxibelelwano lunokuphucula ukunyaniseka kwabathengi.Kwaye oku kunokubakhuthaza ukuba babe ngabalandeli abathembekileyo bohlobo.

Besisoloko sijolise kubathengi kwaye sizibophelele ekuboneleleni umgangatho wemveliso ogqwesileyo kunye nenkonzo ecingisisiweyo.Sinezixhobo eziphambili zokuvelisa kunye neenkqubo ezingqongqo zokulawula umgangatho wokuqinisekisa ukuba zonke iikomityi zephepha ezenziweyo zidibana nemigangatho ephezulu yeemfuno zomgangatho.Iqela lethu liza kusebenza ngokusondeleyo nawe ukubonelela ngezisombululo ezilungelelanisiweyo kunye nenkxaso yobuchwephesha, ukuqinisekisa ukuba ufumana imveliso eyonelisayo kwaye ikuncede ufezekise impumelelo yophawu.

III.Amanqaku aphambili kunye nobuchule bokuyilwa kwekomityi yephepha

Kukho amanqaku amaninzi oyilo kunye nobuchule beekomityi zephepha ezenzelwe wena.Oku kubandakanya izinto zoyilo eziqaqambisa iimpawu zebhrendi, ukwamkela ubuchule bokuyila kunye neengqikelelo zoyilo ezizodwa.Ukongezelela, kuyimfuneko ukudibanisa iimpawu zemveliso kunye nezicwangciso zokuyila abaphulaphuli ekujoliswe kubo.Iikomityi zephepha ezicwangcisiweyo kunye nezicwangcisiweyo zinokugqamisa ngempumelelo umfanekiso we-brand.Oku kunenzuzo ukutsala umdla wabathengi.Ngaphezu koko, oku kunokonyusa ulwazi lwebrendi kunye nokuqondwa.

A. Izinto zoyilo eziqaqambisa iimpawu zebhrendi

Uyilo lweiikomityi zephepha ezenzelwe wenakufuneka iqaqambise iimpawu zophawu kunye nokukodwa.Oku kunokufezekiswa ngokusebenzisa iilogo zebhrendi, imibala, kunye neefonti.I-logo ye-brand kufuneka ibonakale ngokucacileyo kwiikomityi zephepha zomntu.Kwaye kufuneka ilungelelaniswe nezinye izinto kunye nemvelaphi.Ukukhetha imibala ehambelana nomfanekiso we-brand kunokwandisa ukuqondwa kwe-brand kunye nomfanekiso.Kwangaxeshanye, ukhetho lwefonti kufuneka luhambelane nesitayile sophawu.Oku kuvumela abathengi ukuba banxulumane ne-brand ngokujonga nje.

B. Ukudala kunye neengcamango zoyilo ezizodwa

Uyilo kunye neengqikelelo zoyilo ezizodwa zinokwenza iikomityi zephepha ezenzelwe wena zivelele phakathi kwabaninzi abakhuphisana nabo.Uyilo lunokubhekisa kwaye ludibanise amaxabiso aphambili kunye namabali ophawu.Uyilo lukwasebenzisa izinto zobugcisa okanye umzobo ukwenza imibhalo-ngqangi enomdla nenomtsalane.Ukusebenzisa iipateni ezizodwa okanye iimilo kunokutsala umdla wabathengi.Kwangaxeshanye, uyilo kufuneka luqwalasele ukuhambelana nenkcubeko kunye nezithethe zendawo.Oku kunokuseka unxibelelwano lweemvakalelo kunye nabaphulaphuli ekujoliswe kubo.

C. Isicwangciso soyilo esidibanisa iimpawu zemveliso kunye nabaphulaphuli ekujoliswe kubo

Uyilo lweekomityi zephepha zomntu kufuneka zihambelane neempawu zemveliso kunye nabaphulaphuli ekujoliswe kubo.Ukuba kuyilo lwekomityi yephepha kwiivenkile zekhofi, iimpawu kunye neentlobo zekhofi, kunye nezinto ezinxulumene nekhofi, zinokuqwalaselwa.Ezinje ngeembotyi zekofu, iimbiza zekofu, njl.).Ukuba yenzelwe isiganeko esithile okanye umthendeleko, inokuqulunqwa ngokusekelwe kumxholo kunye nomoya womthendeleko.Oku kunokutsala umdla wabathengi abaninzi kunye nokuthatha inxaxheba.Kwangaxeshanye, kuyimfuneko ukuqonda izinto ezikhethwayo kunye neemfuno zabaphulaphuli ekujoliswe kubo.Oku kuvumela ukuyilwa kweekomityi zephepha ezihambelana nencasa yazo kunye nezinto abazithandayo.

IV.Iimeko zeSicelo kunye noVavanyo lweMpembelelo yeNtengiso yePhepha elenzelwe wena

Kukho iimeko ezahlukeneyo zesicelo zeindebe yephepha eyenzelwe wenaintengiso.Ezi ziquka intsebenziswano yentengiso phakathi kweevenkile zekhofi kunye ne-chain brands, ukukhuthazwa kwegama lomlomo, kunye nokukhuthazwa kweendaba zoluntu.Ukuvavanywa kokusebenza kweentengiso kunokuqhutywa ngeendlela zokuhlalutya idatha.Oku kwenza uvavanyo oluchanekileyo lokusebenza kwentengiso kunye nezicwangciso eziphuculweyo zokwandisa intengiso.

A. Intsebenziswano yentengiso phakathi kweevenkile zekofu kunye neebrendi zekhonkco

Intsebenziswano phakathi kwentengiso yekomityi eyenzelwe wena kunye neevenkile zekofu kunye neebrendi zekhonkco zinokuzisa iinzuzo ezininzi.Okokuqala, iivenkile zekofu zinokusebenzisa iikomityi zephepha ezenzelwe wena njengabathwali bentengiso.Oku kunokudlulisela ngokuthe ngqo ulwazi lophawu kubaphulaphuli ekujoliswe kubo.Nanini na abathengi bethenga ikofu, baya kubona umxholo wentengiso kwiikomityi zephepha ezizezakho.Intsebenziswano enjalo inokunyusa ukubonakaliswa kwe-brand kunye nokuthandwa.

Okwesibini, intengiso yekomityi yobuqu inokudityaniswa nomfanekiso wentengiso yeevenkile zekofu.Oku kunokonyusa imbonakalo kunye nokuqondwa kwebhrendi.Iikomityi zephepha ezizimeleyo zingasebenzisa izinto zoyilo kunye nemibala ehambelana nevenkile yekhofi.Le ndebe yephepha inokuhambelana nomoya jikelele kunye nesimbo sevenkile yekofu.Oku kunceda ukudala impembelelo enzulu kunye nokuthembela kwi-brand phakathi kwabathengi.

Okokugqibela, intsebenziswano yentengiso phakathi kweevenkile zekofu kunye neebrendi zekhonkco nazo zinokuzisa inzuzo yezoqoqosho.Indebe eyenzelwe wenaintengiso inokuba yindlela yokwenza ingeniso.Kwaye iibrendi zinokufikelela kwizivumelwano zentsebenziswano yentengiso kunye neevenkile zekofu.Ngale ndlela, banokuprinta umxholo wentengiso okanye iilogo kwiikomityi zephepha kwaye bahlawule iifizi kwivenkile yekofu.Njengeqabane, iivenkile zekofu zinokunyusa ingeniso ngale ndlela.Kwangaxeshanye, iivenkile zekofu zinokufumana isidima kunye nokuthembeka kwentsebenziswano yophawu kule ntsebenziswano.Oku kunceda ukutsala abathengi abaninzi evenkileni ukuze basetyenziswe.

B. Impembelelo yokukhuthaza unxibelelwano lwelizwi kunye nemidiya yoluntu

Ukusetyenziswa okuyimpumelelo kwentengiso yekomityi yomntu ngamnye kunokuzisa unxibelelwano lwelizwi kunye neziphumo zokukhuthaza imidiya yoluntu.Xa abathengi beyonwabela ikofu emnandi kwivenkile yekofu, ukuba iintengiso zekomityi eyenzelwe umntu zinoluvo oluhle kunye nomdla kubo, banokuthatha iifoto kwaye babelane ngalo mzuzu ngemidiya yoluntu.Le nto inokuba ngumthombo wonxibelelwano lwegama lomlomo.Kwaye oku kunokusasaza ngempumelelo umfanekiso we-brand kunye nolwazi lwentengiso.

Kumajelo eendaba ezentlalo, ukwabelana ngeentengiso zekomityi eyenzelwe wena kuya kuzisa ubhengezo olukhulu kunye nefuthe.Abahlobo kunye nabalandeli babathengi baya kubona iifoto kunye nezimvo ababelana ngazo.Kwaye banokuhlakulela umdla kwi-brand phantsi kweempembelelo zaba bathengi.Esi siphumo sokuqhuba imidiya yoluntu sinokuzisa ukuvezwa ngakumbi kunye nengqalelo.Ke, oku kunokonyusa ulwazi lophawu kunye nokuqondwa, kwaye ekugqibeleni kukhuthaze ukuthengisa.

C. Indlela yokuHlola iNgcaciso yeNtengiso ngokuSekwe kuHlalutyo lweDatha

Uvavanyo olusebenzayo lwentengiso yekomityi yephepha eyenzelwe umntu inokuqhutywa ngohlalutyo lwedatha.Ngokuqokelela kunye nokuhlalutya idatha efanelekileyo, umntu unokuqonda uluhlu lwezalathisi eziphambili zentengiso.Umzekelo: inani labantu abafikelelweyo, ireyithi yokucofa, ukuguqulwa, njl njl.).Oku kunceda ukuvavanya ukusebenza kunye nokusebenza kweentengiso.

Indlela yokuqokelela idatha esetyenziswa ngokuqhelekileyo kukulandelela ukuziphatha kokusebenzisana kwabathengi ngeekhowudi ze-QR okanye amakhonkco.Abathengi banokufikelela kumaphepha ewebhu athile ngokuskena iikhowudi zeQR okanye ukucofa amakhonkco.Eli phepha lewebhu linokuqokelela ulwazi lomntu kunye nedatha yokuziphatha yabathengi.Ngokuhlalutya ezi datha, sinokuqonda indlela abasabela ngayo abathengi kunye nomdla kwintengiso.Kwaye ingasetyenziselwa ukuvavanya ukusebenza kwentengiso.

Ukongeza, ukusebenza kwentengiso kunokuqondwa ngeendlela ezinje ngophando lwentengiso, ingxelo yabathengi, kunye nedatha yokuthengisa.Abarhwebi banokuthelekisa kwaye bahlalutye idatha efana nemijikelo yokubeka intengiso kunye neendawo.Oku kunceda ukumisela igalelo leentengiso kwiintengiso kunye nesabelo semarike.Ngaloo ndlela, ukusebenza kwentengiso kunokuhlolwa.

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V. Isiphelo kunye neengcebiso

A. IsiShwankathelo kunye noVavanyo lweNtengiso yeNdebe yePhepha eyenzelwe wena

Intengiso yekomityi eyenzelwe wena isetyenziswe ngokubanzi kwiivenkile zekofu kunye neebrendi zekhonkco.Ngokuprinta umxholo wentengiso yobuqu kwiikomityi zephepha, abaphulaphuli ekujoliswe kubo banokufikelelwa ngokuthe ngqo.Kwaye oku kunceda ukwandisa ukuvezwa kwe-brand kunye nokubonakala.

Lilonke, intengiso yendebe eyenzelwe wena yindlela enokubakho yentengiso.Ngokusebenzisana kunye neevenkile zekofu kunye ne-chain brands, sinokufikelela kwi-win-win situation yokuhanjiswa kwe-brand impression kunye neenzuzo zoqoqosho.Isitshixo sokuvavanya ukusebenza kwentengiso kukuqokelela kunye nokuhlalutya idatha efanelekileyo, ukuze wenze izigqibo zenzululwazi kunye nokwandisa izicwangciso zokubeka intengiso.

B. Indlela yokwenza izigqibo zenzululwazi kunye nokwandisa izicwangciso zokubeka intengiso

1. Ukubekwa ekujoliswe kuko.Abarhwebi kufuneka bacacise abaphulaphuli ekujoliswe kubo kunye neenjongo zokukhuthaza izibhengezo zabo.Kufuneka baqonde iimfuno kunye nokuziphatha kwabaphulaphuli abajoliswe kubo ngophando kunye nohlalutyo lwemarike.Oku kubanceda bamisele indawo kunye nesikhokelo soyilo lwentengiso.

2. Uhlalutyo lwedatha.Qonda ukusebenza kunye neenzuzo zentengiso ngokuqokelela kunye nokuhlalutya idatha efanelekileyo.Kwangaxeshanye, ingxelo kunye novavanyo kwiintengiso nazo zinokufunyanwa ngophando lweemarike kunye nengxelo yabathengi.

3. Uyilo kunye noyilo.Uyilo kunye nobuchule beentengiso zekomityi yephepha zizinto ezibalulekileyo ezichaphazela ukusebenza kwentengiso.Ngokuhambelana nomfanekiso we-brand yevenkile yekofu, inokuphucula imbonakalo ye-brand kunye nokuqatshelwa.Uyilo olubalaseleyo lunokutsala umdla wabathengi.Kwaye oku kunokuvuselela umdla wabo wokunxibelelana neentengiso.

4. Intsebenziswano yeentengiso.Intsebenziswano phakathi kweevenkile zekofu kunye ne-chain brands inokunyusa ukuvezwa kunye nokuthandwa kweentengiso.Banokumisela ixesha, indawo, kunye neendleko zokubekwa kweentengiso ngesivumelwano.

5. Ukukhuthazwa kweendaba zoluntu.Iiplatifti zeendaba zoluntu zinokuphucula unxibelelwano lwelizwi kunye nemiphumo yokukhuthaza imidiya yoluntu yeentengiso.Abarhwebi banokukhuthaza abathengi ukuba babelane ngomxholo wentengiso ngokunxibelelana nabo.Oku kuya kwandisa impembelelo kunye nokugubungela intengiso.

Ukongeza kwizinto ezikumgangatho ophezulu kunye noyilo olulodwa, sinikezela ngeendlela eziguquguqukayo kakhulu zokwenza ngokwezifiso.Unokukhetha ubungakanani, umthamo, umbala, kunye noyilo loshicilelo lwendebe yephepha ukuhlangabezana neemfuno zobuqu bophawu lwakho.Inkqubo yethu yemveliso ephezulu kunye nezixhobo ziqinisekisa umgangatho kunye nenkangeleko yekomityi nganye yephepha elungiselelweyo, ngaloo ndlela inikezela ngokugqibeleleyo umfanekiso webrand yakho kubathengi.

C. IiNdlela zoPhuhliso kunye neZibonelelo zeNtengiso yePhepha leNtengiso kwiXesha elizayo

Kwilixa elizayo,indebe yobuquIintengiso kulindeleke ukuba ziqhubeke zikhula kwaye zikhule.Zinokudibaniswa nophuhliso lweteknoloji.Oku kuveza izinto ezintsha kunye nezinto ezinokwenzeka.

Kwelinye icala, ukuqhubela phambili kwetekhnoloji yedijithali kunokudibanisa intengiso yekomityi eyenzelwe umntu kunye netekhnoloji efana nentlawulo yeselula kunye nenyani yenyani.Oku kwenza unxibelelwano olungakumbi kunye nokwenza okukokwakho.Umzekelo, ukongeza ikhowudi ye-QR enokuskenwa kwikomityi yephepha.Abathengi banokuthatha inxaxheba kwimisebenzi kwaye bafumane izaphulelo ngokuskena ikhowudi ye-QR.Ngaloo ndlela ukufezekisa indibaniselwano yendalo yokuthengisa kunye nokusetyenziswa.

Kwelinye icala, intengiso yekomityi eyenzelwe wena inokwandiswa nakwiimeko ezininzi kunye namashishini.Ukongeza kwiivenkile zekofu kunye neebrendi zekhonkco, intengiso yekomityi eyenzelwe wena inokusetyenziswa kwiindlela ezahlukeneyo zeendawo zokutyela.Umzekelo:imivalo, iindawo zokutyela, iindawo zokutyela ezikhawulezayonjl.).Oku kunokwandisa ngakumbi abaphulaphuli kunye neempembelelo zentengiso.Ngeli xesha, intengiso yekomityi eyenzelwe wena inokusetyenziswa nakwamanye amashishini.Ezinje ngokuthengisa, ukhenketho, imisitho yezemidlalo, njl. njl.).Inokuhlangabezana neemfuno zokukhuthazwa nokukhuthaza kumashishini ahlukeneyo.

Ukuqwashisa ngokusingqongileyo kuhlala kusanda.Uphuhliso lwentengiso yendebe eyenzelwe wena kwixa elizayo nako kufuneka kuthathelwe ingqalelo uzinzo kunye nokulunga kokusingqongileyo.Abarhwebi banokukhetha izinto ezihambelana nokusingqongileyo ukwenza iikomityi zephepha.Kwaye sinokuthethelela abathengi ukuba bakhulise ulwazi lwabo lokusingqongileyo.Umzekelo, ukukhuthaza abathengi ukuba bathathe amanyathelo afana nokuphinda basebenzise okanye baphinde basebenzise.Oku kunceda ukuphucula umfanekiso kunye noxanduva lwentlalo yentengiso.

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Ixesha lokuposa: Jul-15-2023