Isiqubulo ukukhangisa: sezibonelo ezinhle kakhulu futhi akuphumelelanga. Indlela beveza isiqubulo ezinhle?

Njengoba wazi, ukukhangisa - ukuhweba motor. Enye yezinto ezibaluleke kakhulu ekugqugquzeleni umkhiqizo noma umkhiqizo emakethe - isiqubulo ukukhangisa. Kumelwe amehlo somthengi futhi umkhuthaze ukuba wenze ukuthenga.

Yini lena

Ukukhangisa isiqubulo - kuba Isiqubulo esifushane inkampani noma umkhiqizo ezithwala umqondo eyisisekelo wonke ukukhangisa umkhankaso. Igama elithi "kwesiqubulo esithi" lihunyushwe kwelesiHeberu elithi Igama lesiNgisi elithi "kwesiqubulo esithi", "ushayele 'noma" isiqubulo esithi ". Lokhu umushwana athwala incazelo omkhulu - ngosizo umkhiqizi wakhe siveza umbono oyisisekelo kanye umgomo wakho konke ukukhandleka kwabo ukukhangisa. Umsebenzi isiqubulo nako kuyanda nokuqaphela sha, umfanekiso waso kanye nokuvama phakathi abathengi.

Inkinga yokudala isiqubulo

Njengoba singabona kusukela umkhuba, nobunzima bokwenza isiqubulo sabo liyabonakala ezitholakala abakhiqizi abaningi kanye nabathengisi kwezimpahla. Ngokuvamile kwenzeka ukuthi ucingo isikhangiso nje akusebenzi abathengi, akuyona zikhunjulwe, futhi ngenxa yalokho, akwenzi mqondo. Kule ndaba, akubona bonke izinkampani zithathwa ngoba ukudalwa isiqubulo, futhi kulokhu, ukukhangisa umkhiqizo othile noma inkampani ethulwa isikhathi ngasinye ngetindlela letehlukene. isiqubulo Khonamanjalo yakhelwe kahle kusho lukhulu - it ikuvumela ukuba wenze umkhiqizo kalula, sikhumbuleke, isekela isithombe sale nkampani bese brand ukuthi limelela.

Isiqubulo ukukhangisa: kanjani ukwakha

Ochwepheshe kulo mkhakha yokukhangisa kanye nobudlelwano zomphakathi bathi kukhona ezinye imithetho okufanele lunamathele, ukudala iziqubulo. Endaweni yokuqala, le nkulumo kumele kube emnandi. Lokho, dala afanayo associative, lapho umthengi, ukuzwa iqoqo ethile yamagama, ukucabanga brand noma umkhiqizo ukukhangisa okwakuhilela ibinzana. Ngaphezu kwalokho, isiqubulo esithi inkampani sika ukuba legkoproiznosimym - musa ukucinanisa up imishwana zalo ezinde futhi kunzima ukuqonda amazwi. Kungakuhle isiqubulo kuhlanganisa amazwi 2-4 (ngezinye izikhathi kungenzeka ukusebenzisa 6). Lokhu kuwusizo hhayi kuphela ukuze nidonse ukunaka, kodwa umbono kanye ngekhanda.

Uma isiqubulo lide kakhulu, ngeencwadi ngaphambi kokuphela akekho kuzofunda. Ukusebenzisa imilolotelo kuzuzisa kakhulu ukuba bezibona - imvumelwano umbhalo zasyadet ngokuqinile engqondweni yomthengi, ikakhulu uma usebenzisa njalo eningi izikhathi. imishwana okwenyanga wajikela yokukhuluma ehilela abantu bacabanga, futhi kuba inzuzo kakhulu umkhiqizi. Ngokwesibonelo, ukukhangisa omunye imitholampilo zamazinyo ecacisiwe isiqinisekiso 10 000 ushokoledi. Ezingqondweni ngokushesha livela uhlobo entabeni futhi wrappers eziningi - ngakho-ke kulula ukukhumbula. Ngokwemvelo, lokhu kusho umusho kwakhiwa ngokugcwele elihlangabezana nazo zonke lezi zimfuneko, impumelelo ngaphezulu ungakwazi okulindele kuwo.

Yimaphi amazwi kufanele kugwenywe

Esinye sezimo esiyisisekelo, kumelwe uhambisane ukukhangisa isiqubulo, - okwakhe. Lokhu kubaluleke kakhulu ngoba kukhona eziningi amazwi kakade ngakho washaywa futhi wasebenzisa, ukuthi akuthinti nje ikhasimende. Laba emabito ezimbalwa: umbono lokuzikhethela, bheka, ukunambitheka, umuzwa, ukuvumelana, iphupho, isixazululo izinga, umbala, ukunambitheka, injabulo, a sindiso imfihlo. Umlandzi ukuthi nazo kakade ayizwakali - okukhethekile, kulungile, yiqiniso, ngempela, esiyingqayizivele, esiyingqayizivele, okungenxa yezimo ezikhethekile, okungenaphutha, uzothile, unomusa ehlonishwayo, abaqotho, bangempela, ngempela, esiyingqayizivele, wazama futhi ihlolwe, ephelele. Avame ngakho obusetshenziswa ekukhangiseni, okungasekelwe ziqondakala abathengi njengoba amagama incazelo, kodwa umane kubukeka setha izinhlamvu. Uma abathile bekuthola zisasetshenziswa, kungcono ukuba alulaze anezele wazo wangempela noma amazwi angasho lutho ezingalindelekile ukuze isiqubulo awuzange banal kakhulu.

Okwakushiwo isiqubulo

Uma udala isiqubulo ukukhangisa, abalobi angasebenzisa izindlela eziningana ukuze unikeze nencazelo yayo. Ngokwesibonelo, ungacacisa imininingwane kanye nezici ukusebenza izimpahla, kuthiwe okungcono inhlobo yayo. Ungagqamisa izinzuzo umthengi - ukuthi uyakwamukeliswa uma uthenga imikhiqizo. Ungakwazi beka umkhiqizo wakho njengoba kufaneleka kakhulu ikakhulukazi kwezenhlalo, iqembu lokubala ubuningi babantu noma ubudala - okuhloswe ngaso uyisebenzisa ukukhangisa iziqubulo. Izibonelo: "Gilette - okungcono indoda ungathola", "Isizukulwane esisha ekhetha Pepsi", njll Phela, uma isikhangiso kubonisa omunye imisebenzi esemqoka ye inkampani - "Thina abantu" okuxhumana mobile, isibonelo ... Kuvele yi kakhulu ukunika ukubhekisela amaningi, uquketheni lowo Inkampani noma isimo salo okusezingeni eliphezulu - "iminyaka engu-20 kule makethe," isibonelo, noma "Sisenza umdlalo kufinyeleleke" e "Sportmaster". Abanye abakhiqizi ukudala umuzwa abanye ukusondela ukuba ikhasimende yayo, baqinisekisa ukuthi "wena ufanelwe ke" noma "Zonke ukwesabe wena." Qiniseka cabanga: iziqubulo, ukukhangisa imikhankaso kunoma isiphi isimo akufanele kube ithoni uzwela noma wazehlisa awukwazi ukusebenzisa ekuphikeni - ngoba unganakile kuzobangela kwenqatshwa. I okufana elikhulu kakhulu - ukusebenzisa kuphela omuhle futhi nemishwana ukuphila-ukuze aqinisekise ukuthi zonke umthengi ufuna ukufaka yena.

amasu ngokukhethekile nomthelela ngempumelelo abathengi

Ezokukhangisa wamukela kungabonakali ukuthonya umbono umthengi ngosizo amasu ezikhethekile - lezi zihlanganisa Pun. Ngokwesibonelo, lapho sifanamsindvo okuthiwa - konke amagama ibinzana yakhiwa izincwadi ezifanayo noma igama ngalinye liqala ngohlamvu olufanayo - "pussy yakho ngabe leli zwi" Whiskas "," Hlanza - Tide ehlanzekile "," Wella - Wena umkhulu "ofanayo. izinjongo ukuphindaphindwa yokwamukela amazwi omuhle: "A yasebhange esiqinile abantu abahloniphekile," "bahlole ngoba izithelo fresh" kuleli cala, kufanele nakanjani cabanga kahle lapho ukukhangisa izosetshenziswa - ezibhalelwe umthwalo eziyisisekelo kunikezwa embhalweni, kukhona ukubaluleka nenjongo igama ngalinye. noma nemishwana kwindlela nzima .. Ukuze uhlole e ikholi yevidiyo kungaba ngokuphelele umphelelisi Okubonwayo nezithombe elikhanyayo Isikhangiso emsakazweni lisita Kusebentisa buviyoviyo izwi - "redbull okrylyayayaeeet".

Ukusebenzisa isiqubulo kokungathathi hlangothi

Zonke iziqubulo ukukhangisa zingahlukaniswa zibe kwalabo abakhuluma ngokuthula umkhiqizo othize noma umsebenzi, futhi lezo nje ukumela isigijimi esikhuthazayo noma ukucabanga: "Uneminyaka njalo ngaphambi mncintiswano", "bacabanga omuhle", "Senza ibhizinisi lakho ochumile" . imishwana okunjalo, ngakolunye uhlangothi, elula ngokuya ukuguqulwa inkampani - angasetshenziswa nganoma yimuphi umsebenzi, ngisho noma inkampani ngokuzumayo iqala ukukhiqiza enye into, ngaphezu umkhiqizo main, kodwa ngakolunye uhlangothi, abanalutho ku iphuzu futhi kungaba asetshenziswe kunoma iyiphi enye inkampani. Ngaphezu kwalokho, kusolakala njengoba iqoqo lamagama - lutho eqondile mayelana umkhiqizo noma umsebenzi kwalolu siqubulo alisho ngakho, iklayenti kungenzeka neze amnake.

isiqubulo Kuhle ukukhangisa

Ukudala ukukhangisa - inqubo yokudala, futhi lapha okuningi akuxhomekile nje kuphela esimweni ukuqaliswa imithetho, kodwa futhi ku ithalenta umdali. Ngokwesibonelo, abaningi owayaziwa kakhulu zokukhangisa iziqubulo "waya kubantu" - lokhu ube yimpumelelo enkulu inkampani futhi umkhiqizo wawo. ukuphindaphinda Multiple emabintana abantu ngezinye izikhathi kwandisa ukuthandwa sha. The best ukukhangisa iziqubulo khumbulani iminyaka eminingi, ngisho nalapho umkhiqizo akuyona kakade emakethe. Izibonelo zibandakanya le nkulumo kanje: "Ukuthula, ubungani, ushingamu - inkampani" RotFront "," Yandex - kukhona konke, "" Ngezinye izikhathi kungcono ukuhlafuna sokukhuluma - Stimorol "," Russia - umphefumulo ophanayo, "" Kwabonakala izimoto ezinkulu zamasosha asesabi ukungcola - KAMAZ "" Thatha ikhefu - udle Twix khulula "a play yimpumelelo ngamagama obusetshenziswa ekukhangiseni." - Volvo, "" kukhona umbono - kukhona IKEA "izibonelo ngempumelelo iziqubulo ukukhangisa likabhiya -." Ubani uya ngokuba "Locos Ovip" "Klin?" "isikhathi siyandiza nge Fat" - zonke lezi imishwana kuzixazulule zolimi lwanamuhla futhi livamile ukukhuluma ngaphandle kukhulunywa sha.

izinkampani Western ngokuvamile akha isiqubulo esisha ezweni ngalinye lapho umkhiqizo amazwe emakethe Russian, imikhiqizo eminingi futhi sibonga lubonakale isiqubulo:. "Rexona - akasoze anenzela phansi," "Zinakekele Garnier", "Rondo - ukuphefumula fresh kulula ukuqonda ". Zonke lezi iziqubulo ukukhangisa futhi esho neziqubulo ezindebeni wonke umuntu. Ngenxa phinda yokukhangisa anjalo esikhathini abezindaba isebenza ngempela futhi ushukumisa abathengi ukukhetha mikhiqizo.

Amaphutha Ukukhangisa

Akuphumelelanga ukukhangisa iziqubulo, ngeshwa, zivame kakhulu. Ngokwesibonelo, akwenza uzibuze kwesiqubulo esithi "Uma ozodla amadombolo, uyophila phakade efana Lenin" noma "Thina obuem lonke lelo zwe!" kusukela embonini izicathulo. izingcingo okunjalo kwakuzwakala ngempela eziyinqaba, akuzona zonke umthengi eziyosebenza ukuthenga izimpahla emva ukukhangisa ezinjalo. Ngezinye izikhathi amaphutha zibangelwa mistranslation - isibonelo, inkampani Pepsi umkhankaso emakethe Chinese-movie lapho ikholi "bajabule ne Pepsi" yahunyushwa ngokuthi "Pepsi ukukhulisa ethuneni wawoyihlo," futhi omunye izinkampani ubhiya eMelika elibizwa "Zenze khulula," ukuthi uma translation Spanish baba "Vuma sohudo." Akubuzwa ukuthi imikhiqizo akakujabulelanga impumelelo. Kukhona babhekwa lapho abakhiqizi bephoqeleka ukuqamba kabusha umkhiqizo ukuthengisa endaweni yiliphi izwe - ngokwesibonelo, Vakashela amakhondomu aqanjwa igama Vizit Russia, bezama ukugwema ukuzihlanganisa ne "ulenga". Esinye isibonelo - Nestle inkampani ekukhuthazeni sha "Gerber" akuyona kunakwe yokuthi emazweni Afrika yokutholwa draw ku ukudla emabhokisini kuphela imikhiqizo ngokwabo, hhayi abantu, abaningi kuleli zwe abakwazi ukufunda futhi ziqondiswa kuphela izithombe kwi iphakheji. imikhiqizo yenkampani ngesithombe izingane zijabule nomama abekho funa nje inkampani ayikashintshi ukubukeka kwayo.

indaba

Iziqubulo ekukhangiseni baqala ukusebenzisa isikhathi eside kakhulu. ESoviet Union, izinkampani eziningi zisebenzisa le ndlela ukwandisa funa. Ngokwesibonelo, ukudalwa izikhalo edume asebenzelana uVladimir Mayakovsky - Wabhala isiqubulo esithi "Akukho ndawo ngaphandle Mosselprom", "i-Comrades, abantu Yiba cultured phansi musa amathe, amkhafulele lezi zinqolobane!", "I ingono engcono wayengekho kanye ayikalungi ncela phezulu kwaze kwaba yilapho esegugile ... ".

amaqiniso ezithakazelisayo

Emazweni aseNtshonalanga, iziqubulo azisetshenziswa kuphela ukuheha abathengi, kodwa futhi ukuba amakholwa esontweni. Ngokwesibonelo, ibinzana ezibanzi ethandwa "umama ethusayo. Hamba esontweni", "isiqinisekiso sensindiso! Kungenjalo ukubuyisa imali izono zakho."

Kwezinye izimo, isiqubulo ukukhangisa ilivu ngaphandle ukuhumusha ukuze alondoloze okwakhe yenkampani kanye ukugcizelela umqondo eziyisisekelo. Ngokuvamile-ke kuvunyelwe nge imisho lemifisha kakhulu, okushiwo okungase ukuyichaza ngaphandle translation - ngokwesibonelo, Volkswagen. Das ngokuzenzakalela noma Nike. Vele ukwenze.

Ngokwalokhu okungenhla kungenziwa baphetha ngokuthi ukudalwa isiqubulo - lokusungula yangempela futhi lonke isayensi mayelana nokuthi iziphi izinhlelo akufanele sikhohlwe bonke labo abafisa ukuthuthukisa umkhiqizo wabo noma umkhiqizo emakethe futhi inzuzo ukuwudayisa ngaphezu kwesikhathi esisodwa.