Indlela beveza brand name: imibono, izibonelo. Qamba izingubo brand, ukudla, imikhiqizo zezingane

Njalo lapho sibhekene isidingo ukuthenga okuthile, kungaba ezigqokisa, usule izinto zikagesi eziphezu, imoto noma imikhiqizo sicabanga ngokuthi ubani bayothenga. Futhi ezingqondweni kithi ungahlosile ukukhiqiza kabusha inkampani noma brand name, noma kunalokho brand kahle ngakho zikhunjulwe futhi abangele inhlangano oyifunayo.

Kuyini brand?

Ziningi kakhulu izindaba njengoba kwakukhona izinkampani ngagama sonorous, futhi umthengi uma emnandi. Kodwa kaningi igama kungenxa imithetho okuhlotshaniswa Psychology, lolimi, amafonethiki nolwazimagama, njengoba kukhona ngisho mkhuba lonke entsha kudalwa amagama brand - ubaqamba.

Ngakolunye uhlangothi, kubonakala beveza igama - kuba yinto elula, kodwa akumangazi bathi: kanjani ukushayela isikebhe, ngakho-ke ngeke ukuntanta! Futhi nencazelo yalesi saga sijule kakhulu.

Ngokokuqala ngqá igama elithi "efaka i 'akazange avele xxi kanye kwekhulu leminyaka elidlule, futhi ngekhulu XIX, lapho basungula sokukwazi ukuncintisana ezingeni lamazwe kwezomnotho kanye abakhiqizi onilwelayo umthengi.

Namuhla kuyinto isiqondiso ezikhethekile izincwadi eziningi zilotshwé lapho baye, futhi ngokuyinhloko ngenxa yokuthi lo mncintiswano kuphezulu kakhulu, futhi ngenxa yalokho kudingeka ukuba siphumelele kukho konke, nge igama elehlukile futhi original.

Brand - akusiyo nje igama, futhi hhayi nje kuphela igama le-brand, njengoba ngokuvamile kucatshangwa, yinto ngaphezulu, ngoba ifaka igama, futhi sokuzwa futhi izingxenye ezibukwayo. Lapho ubezwa igama brand, wayihlukumeza kakhulu masinyane, evusa uzwela noma antipathy.

A imithetho embalwa ku ukuza kanjani uhambisane igama lenkampani

Ukwetha - kuyinto isayensi, futhi ngenxa yalokho, kwakuthiwe eside kusukela lakhiwa imithetho, kanjani ukuza isihloko eliyingqayizivele futhi yasekuqaleni. Ukuze uzwisise ukuthi yini ukudala, kudingeka sicabange ngalokho umuntu ongase ayazi kwezihloko ezingaphezu kuka-10 kusukela efanayo umkhiqizo line, futhi ngokushesha uyobe igama elilodwa noma amabili uhlobo, nabantu esitolo ingakhishwa emelelwa inqwaba izimpahla.

Igama elisha sha kufanele kujule umqondo namakhasimende abazoba wathumela inhlangano efanele. Lokhu kusho ukuthi igama kufanele kubonise:

• Yini Umbono waleli inkampani;
• Ukuthi owadala lo brand;
• Yiziphi izisusa ukuthenga izimpahla.

Kulokhu, khetha igama sha kwakudingeka yokuthi akazange akwenze okungalungile, musa ukucasula ubani futhi abathengi hhayi okungeyikho.

Kubalulekile nokukhumbula futhi ohlangothini zomthetho futhi uhlole sites esemthethweni kanye Intanethi, lapho kuye kwabizwa ngegama. Nakuba zikhona amafemu ukuthi inhlangano kungenziwa okuthiwa lutho, kodwa ehlukene brand name. Ngakho ngokuvamile ukwenza izinkampani nolayini eziningana imisebenzi yayo, lapho izimpahla noma amasevisi bahlobene.

Ngokuvamile, inkampani ukuthatha njengesisekelo amagama alandelayo:

• amagama (ozithandayo yezingane, igama lakhe);
• amasevisi umugqa (amapayipi, amafasitela, imikhiqizo);
• ezindawo noma igama lesigaba (isitshalo ezinjalo, esitolo okuthile).

Kodwa njengoba umthetho, la magama ilula kakhulu futhi ezimbalwa bekhunjulwa, nakuba kungase kube khona esiyingqayizivele, ngakho kufanele ukusizakala imithetho kuphela kodwa futhi iseluleko kubo ukuze uthole amahle original.

Indlela beveza igama brand: amathiphu ambalwa

Brand - igama lenkampani, okungase ezisazoba olulodwa izwi, ibinzana noma isifinyezo. Lapha udinga ukuthi ucabange ngalokhu izingxenye eziningana:

1. Ifonetikisi - izwi kumelwe abe Rhythmic, sonorous futhi kulula ukuba amemezele, futhi ihluke izihloko mncintiswano.
2. Phonosemantics - abayakusho ukuphimisela igama, kumele kube zivuse izinhlangano ezithile, okusho Uma uthi, "Imikhiqizo" ke kufanele ngicabangisise Akanandaba ifenisha, izinto, futhi ngokudla.
3. Silulumagama - ngaphandle ukuthi izwi isidingo Kulula ukusho, kunjengoba nje kulula, futhi sizokwazi ukurekhoda, ngaphandle ukuhlupheka, isibonelo, umbuzo lapho ilunga ukuba ungagxili.

Kumele ngokucophelela iphathwa ukuze umqondo ezifana fashion. Phela, namuhla imfashini noma umkhuba izwi elilodwa, futhi eminyakeni emihlanu bayobizwa esikhundleni salo kube nezinye, isizukulwane esisha ngeke zisaba baqonde ukuthi isihloko uthi. Akumelwe sikhohlwe ukuthi into yokuqala ikhasimende uzobhekana kuyoba igama, futhi kumelwe sibe njengaye.

Enye kokubusa ukuza kanjani up igama le-brand, uthi kuhlole abangani babo nabantu ayebajwayele. Babuze ukuthi kulula ukufunda ngabe umuntu uyaqonda ukuthi kuyini, ukuthi izinhlangano ingenzeka. Hlola edingekayo emazingeni eziningana: yesitayela ifonotiki, ezibukwayo.

Maningi amathuba okuthi ukhethe amazwi enhle Italian segama sha (eqinisweni kuba omnandi kakhulu nolimi sonorous), kodwa kuphela ingxenye encane labantu uyazi Italian futhi bakwazi ngokushesha baqonde ukuthi ixhunyiwe nale nkampani. Kodwa uma inkampani lihlotshaniswa ngandlela-thile ne-Italy, isibonelo, kuyinto inkampani yokulungisela abahambayo, okuyinto waziphatha ekudalweni futhi ukukhethwa izinkambo kula mazwe, kuphephile, njengoba ungasebenzisa igama lomunye Italy.

Ungakhohlwa uhlole igama in the yelucwaningo. I ezincane umphumela Ukukhishwa, ngcono, ngoba ukuthi inhlangano kuyovela unokuqiniseka yakho, ngisho ne nedlanzana ezimbalwa.

izigaba eziningana

Kukhona imithetho ethile njengoba beveza igama lenkampani, futhi kufanele kulandelwe phakathi kwenqubo wokwakha umkhiqizo. Wabuye unezigaba eziningana:

1. Goal setting - ukuhlaziya izethameli eziqondiwe ukuqonda ke usabela kanjani imishwana ethile mkhombe, emagugu.
2. Development - kumelwe beveza ongakhetha ambalwa, bese afeze ukuhlaziywa semantic futhi ifonotiki, ozokusiza ukuqeda ongakhetha eziningana ezihlongozwayo.
3. Ukuhlola kanye nokwamukelwa - emva inketho abakhethiwe ukuhlolwa Inhloso isidingo ukuchitha ngemibandela ezifana bezibona, afana igama lenkampani kanye imiqondo yesimanje, kanye isimo inkampani. Le nkampani, oveza zokwakha Awukwazi ukukhetha igama "ingane endlini", ngoba akuyona eliqinile, kodwa ephelele esitolo endaweni yokuhlala.

amaphutha Evamile

Ngokuvamile abantu bacabanga ukuthi beveza igama - kuyindaba imizuzu noma amahora ambalwa, futhi ukwenza amaphutha, ngokukhetha igama, okuyinto ongakaphathelani isu noma ukuma. ezivamile amaphutha alandelayo:

• Inhlangano okungafanele - ngaphambi kokukhetha igama ngoba igama le-brand, zibuze ukuthi yini ngeso lengqondo, noma ngabe wena isayithi iklayenti.
• igama Ukuguquguquka. Ngokwesibonelo, ungase ucabange kokuzwa igama "okuhle kunakho konke ...", kodwa kunalokho ikhasimende uzobona umnyango bephundlekile futhi ihhovisi amancane, lapho umuntu oyedwa isebenza.
• igama Complicated nokuwaphimisa. Silula, ngcono, futhi namuhla buthola umfutho. Uma isihloko kufihliwe wonke umusho, khona-ke nakanjani ungathandi iklayenti ezingaba khona.
• Nozakwabo. Cabanga igama ngokushintsha incwadi eyodwa igama, kulula kakhulu, kodwa manje noma ngokuhamba kwesikhathi, iklayenti uyaqonda ukuthi bekhohliswa futhi unganikezi izinga ukuthi ulinde. Ngakho-ke uma sanquma beveza igama brand izingubo ukuthatha brand odumile Adidas futhi esikhundleni izinhlamvu eyenzeke - Adimas futhi Abibas. Lokhu kukhetha kuphela ukugxekwa ngenxa yokwanda dolobha yesikhashana.

Kufanele ngiyawubeka lo msebenzi ochwepheshe

ukwetha isayensi ke yasungulwa ngesizathu, ngakho namuhla zikhona izinhlangano ezahlukene edingida ukudalwa brand for ezihlukahlukene amafemu. Kungenzeka PR noma yokubeka uphawu ejensi.

Kodwa ngaphambi kokuthi abasethemba ochwepheshe, kubalulekile ukubeka phambi imigomo ecacile inkomba, ukunikeza abanye ulwazi mayelana inkampani futhi baveze izifiso zabo.

Ochwepheshe ngezigaba eziningana Ziyoza nge brand: ukukhiqiza ongakhetha ukuba afeze ukukhethwa, ukuhlolwa, kukhethwe ukuba afeze ngokuzimisela efanele kanye nokubhaliswa.

Izindlela igama le-brand zingase zihluke, kodwa ezinye zazo ngeke ngokuwina, ochwepheshe bazi.

Indlela ukhethe igama

Yiqiniso, abanye abantu bakhetha ukubhekana nale nkinga bebodwa futhi cabanga ukuza kanjani up igama le-brand, ngoba kuphela umnikazi uyazi lokho akwenzayo, futhi iyiphi indlela engcono kakhulu akwethule umthengi.

Kodwa kukhona lisasebenza Poreba hhayi oyedwa, nethimba. Kanye ke kuyodingeka ukuqhamuka, zifezeke eziningi imibono ongakhetha ukukhetha okungcono kamuva.

Siza ukwakha

Indlela beveza brand name - bebodwa noma kubeke umsebenzi ochwepheshe? Ngamunye unquma kanjani ukuqhubeka, kodwa kuyafaneleka ukukhumbula ukuthi kukhona izinhlelo eziningana ezinhle ezingasiza kule ndaba ebalulekile. Kukhona amagama amaningana ugesi, okuyinto ziphakamisa izindawo ezimbalwa, kodwa akusho ukuthi generator ezihlongozwayo kufanele ingasetshenziswa ngokushesha, phela omunye angathatha le ndlela.

Nazi ezinye ugesi okuxhumana ku-intanethi:

• earn24;
• "Brendogenerator";
• "Megagenerator";
• "I lesiNgisi generator online."

Ziyakwazi kulula kakhulu ukusebenzisa - lapha asikisela izinyathelo wanikela ongakhetha eziningana.

ImiBhalo eyizibonelo ezinhle

Uma utadisha brand igama ezindaweni ezahlukene ngokuphelele, kungenzeka ukuba esikhundleni sokunye izitayela nezimiso wadala igama.

Ngezansi uzonikezwa izibonelo ezinhle brand owaziwa, hhayi kuphela ezweni elithile, kodwa futhi emhlabeni wonke:

• Igama, isibongo - «Heinz», «Mercedes», «Alenka".
• Amagama ezihlobene geography noma zemvelo - "Umbani», «Bangkok Bank».
• Ibhizinisi Incazelo - "Surgutneftegaz», «Apple Ezamakhompiyutha».
• Zomlando izibalo - "Graf Orlov», «Lincoln».
• Imvumelwano nesigci - «Coca-Cola», «Chupa-Chups».
• Mythology - «Mazda», «Sprite».
• Emelela (izwi elivela izinhlamvu zokuqala izwi) - "MTS", "Vaz".