ʻO ka mea huna o ke kūkulu ʻana i kāu mīkini e like me Nike a Coca-Cola

Hāʻawi ʻo Nike i nā huahana he nui i ka hoʻokūkū hoʻokūkū
Hāʻawi ʻo Nike i nā huahana he nui i ka hoʻokūkū hoʻokūkū.

I ka hoʻolālā branding ʻAmelika, ʻelua wale nō ʻano o nā lama. mākaʻikaʻi mea kūʻai aku or kālele ana ka huahana.

Inā ʻoe e hana i kahi hana mucking a puni me kāu brand, a i ʻole e uku ʻia ʻoe e muck a puni me ka mana o haʻi, ʻoi aku ʻoe e ʻike i ke ʻano o kāu mana. ʻO nā lula pehea e hana ai a puni kēlā me kēia ʻano VERY ʻokoʻa a hoʻolōʻihi i ke ala a hiki i ka leka ʻana, ka hoʻomohala huahana hou, ke koho ʻana i nā kahawai, nā hiʻohiʻona / pono o nā huahana, a i ʻole nā ​​koho ʻē aʻe ʻē aʻe Hoʻolālā a Marketing paha.

ʻOiaʻiʻo, e nīnau ana ʻoe: "ʻAʻole paha e nānā ʻia nā ʻoihana kuni āpau i ka mea kūʻai aku a me ka huahana?" ʻĀ, ʻae. Akā he aha nā mea ma aneʻi e kikowaena ana ka māka, a pehea e ulu ai. E luʻu kākou i:

Kahi Mea Hoʻolālā Mea Kūʻai Aku

Kuhi ka mea kūʻai aku e kia ana i nā mea kūʻai mai i kahi ʻano kī o ka mea hoʻohana, a laila hāʻawi i nā huahana e kūpono i nā makemake o ka mea hoʻohana. ʻO ka palapala ʻāina o kēia ʻano mana e like me kēia:

Hāʻawi ʻo Nike i mau =
Nā laʻana o kekahi mau mea kūʻai aku i nānā nui ʻia e nā mea kūʻai aku: Nike, Apple, BMW, Harley-Davidson

I ka hihia o Nike, ua kikowaena ka inoa i ka Mea hoʻokūkū hoʻokūkū. Nānā 'o Nike i ko lākou nānā a pau i ka Athlete, akā hāʻawi i ka mea nui aku ma mua o nā kāmaʻa; hāʻawi lākou i nā huahana a puni e pono ai ka Athlete no ka ʻike. ʻO kahi laʻana, i ke kinipōpō hīnaʻi e kūʻai aku ai ʻo Nike i nā kāmaʻa, nā pumehana, nā pōkole, ka lole, ke poʻo poʻo, ka ʻōmole wai, ka ʻeke haʻuki, ke kāwele, a me ka pōpō. ʻO ka mea wale nō kā lākou e kūʻai aku ʻole ai ka pāhaʻi kinipōpō hīnaʻi, akā kākoʻo paha lākou ia.

ʻO ka manaʻo e kūʻai aku lākou i kēia mau huahana basketball āpau me he mea lā he wahi liʻiliʻi ia, akā ʻaʻole. He ʻāpana ia a me ka ʻāpana o ka mea e hoʻolilo ai ʻo Nike i inoa nui i hoʻokumu nui ʻia e ka poʻe kūʻai. Ua hoʻomaka lākou ma keʻano he hui kāmaʻa, a ua pau ma ke 'ano he wahi e hele ai no ka hana Athletic. Ua wahī lākou i nā laina huahana he nui, e hoʻohana ana i nā hale hana he nui, me nā ʻenehana he nui, i hoʻokahi manaʻo basketball kinipona.

E hoʻohālikelike i kēia kiko: Inā ʻo Cole-Haan e hana i kēia a puni ka ʻOihana ʻoihana. Pono lākou e kūkulu i kahi hui e kūʻai aku ʻole i nā kāmaʻa lole wale nō, akā kūʻai aku i nā lole ʻoihana, nā pālule lole, nā kaula, nā ʻekeʻeke, nā folios, nā peni, a me nā ʻeke kope. E noʻonoʻo i ke ʻano o ka hoʻoikaika ʻana i ka huahana e hana ai i kēlā mau laina. (ʻo ia maoli nō hana)

ʻO kahi Brand-Focused Brand

Hoʻomaopopo kahi inoa e nānā ana i ka huahana i kahi ʻano kī o ka pilikia, a laila hāʻawi i ka hopena i kekahi ʻano o nā mea hoʻohana e hālāwai me kēlā pilikia. ʻO ka palapala ʻāina o kēia ʻano mana e like me kēia:

Ua nānā ʻo Coke i ka lawe ʻana i ka cola i mau =
(Nā laʻana o kekahi mau mana nui e pili ana i ka huahana: Ke kai, Crest, Kleenex, Coke, McDonalds, Marlboro, Google)

Ua hana ʻo Coca-Cola i kahi hana mahalo no ka hoʻoponopono ʻana make wai / ʻoluʻolu nā pilikia no nā ʻano mea kūʻai aku āpau. ʻAʻole hana ʻo Coke i kekahi mea ʻē aʻe ma mua o ka cola, akā hāʻawi ia i nā ʻano ʻano like ʻole āpau e ola nei kahi kanaka i maopopo ʻole ka mōhai huahana Coke.

Hoʻololi wale lākou i kekahi mau mea (ke kō a me ka caffeine) a me nā ʻano lawe (punawai, hue, hiki) a hiki ke pā i kekahi mea kūʻai aku ma laila. ʻO kekahi mau laʻana: No ka ʻohana ma ka home: 2 mau hue lita; no ka mea e ʻike ana i ke kaupaona: 12 oz kēkena ʻai coke; no ka mea ʻai wikiwiki e makemake nui i ka waiwai: ka wai puna soda pau ʻole; no ka pā o ka pā hōkele nui: nā ʻōmole aniani 8 oz. Huahana like, pono nā mea kūʻai mai ʻē aʻe.

No laila, he aha ke ʻano o ka brand i loaʻa iaʻu?

Aia kahi hoʻāʻo litmus maʻalahi no ka hoʻoholo ʻana i ke ʻano o ka brand āu e hana pū nei. Akā ka mea mua, kahi memo no ke aha ʻoe e ʻike ai i kēia ma ke ʻano he ʻoihana kūʻai aku a mea hoʻomohala huahana paha. Inā ʻoe i ʻike i ke ʻano o ka brand ʻoe, haʻi ia iā ʻoe he aha ka hana ʻole.

ʻO ia hoʻi, mai hoʻololi i ka mea kūʻai aku inā loaʻa iā ʻoe kahi māka i kālele ʻia e ka mea kūʻai aku, a mai hoʻololi i ka huahana o kahi inoa e pili ana i ka huahana. ʻIke wau he leo ʻole kēia, akā ua noho wau ma ke ʻano he nui i nā hālāwai Hoʻonui Huahana e noʻonoʻo ʻaʻole ia e hiki. I ka ʻoiaʻiʻo, pili au i kekahi wahi ma Italia, aia kekahi limahana ma Ferrari (mea kūʻai: kanaka wikiwiki macho) e noi ana e hoʻolauna i kahi laina SUV hou (mea kūʻai aku: makuahine soccer). ʻO nā mea āpau no ka mea ʻaʻole maopopo iā lākou ka nānā.

He aha ka hōʻike litmus? Māmā:

  1. Inā makemake ʻoe e kau i ka lepa o ka māka ma kahi o kou kino, a i ʻole ka paʻi ʻana i kāu kaʻa me ia, he māka-hoʻomālama māka.
  2. Inā ʻoe e noʻonoʻo nui i ka laikini, akā ʻaʻole ʻoe makemake e ʻaʻahu, he a inoa hoʻomālama huahana.
  3. Inā ʻaʻole ʻoe makemake e ʻaʻahu i ka laikini, a i ʻole manaʻo nui iā ia, ʻo ia wale nō lama ʻino.

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