3 pukapuka whakapapa irahitanga irahitanga

Me pēhea e rerekē ai pukapuka whakapapa nei

Ka whakatauira ēnei pukapuka i ngā roanga rerekē o te wero kotahi. Kei te whai Ulli Appelbaum i te whakapapa tūturu, i te whakapuaki i tētahi tūranga whakamīharo. Ka whakapaipai a Alina Wheeler and Rob Meyerson i te mahi whakautu tuakiri nui mai i te rangahau, te rautaki, te hoahoa, te whakatau, tae atu ki te whakahaere. Ka whakapuaki a Al Ries and Laura Ries i ngā mātāpono rautaki maumahara mō te aronga, ngā kaitono, me te wehewehenga.

Nō reira, ko te whiringa tika e whakawhanaungatia ana ki te mahi tuatahi ki mua i a koe. He rōpū e whakarite ana i tētahi whakapapa wānanga, me whai rongoā pērā i tētahi kaihoahoa e whakahaere ana i tētahi kaupapa tuakiri, i tētahi kaitōhutohu e whai ana i tētahi whakatauaki pōwhiri ki te rautaki whakapapa. Ko tēnei whakatauranga e whakatau ana i te whāinga, te whakapapa mahi, me te iwi whakarongo, ki te kore, ko ngā utu pōwhiri, ko ngā whakatauranga whaiatanga.

He aha te pukapuka whakapapa whaihua?

Me whakapiri te pukapuka whakapapa whaihua i ngā whakaaro pōwhiri ki ngā whakatau. Me āwhina te pānui ki te whakarite i tētahi iwi, ki te whakamārama i ngā kaitono, ki te whakapuaki i tētahi whakatauaki mārama, ki te whakawhanake i ngā tohu kōrero, tohu ā-kanohi rerekē, me te whakarite i te ōritenga i waenganui i ngā wheako kiritaki. Ka whakapuaki ngā pukapuka pai i ō rātou rohe mārama: ko te whakapapa, ko te hoahoa tuakiri, ko te whakahaere whakapapa, he mahi rerekē, he whakapapa kotahi.

• Mō ngā kaitōhutohu:ko te māramatanga, ko te aronga, me ngā whakatau whakapapa whaihua, ko ngā mea nui rawa atu.
• Mō ngā kaituku:ko te rangahau, ko te whakapapa, me ngā taputapu e whakarite ana i ngā rōpū whāiti, ko ngā mea whaihua rawa atu.
• Mō ngā kaihoahoa:he ara maioha tahito ki waenganui i te rautaki me te whakatinana ā-kanohi he mea nui.
• Mō ngā whakahaere:ngā mahi ā-rohe, ngā tikanga here me te ako ā-kēti ka whakapai ake i ngā mahi kiritaki.

Kei hea te kōrero te kupu "brand"?

Ko te kupu "brand" Reo Pākehābrandkei te whanaungatanga ki tētahi kupu tawhito Germanic mō te tahahu. I whakapirihia ki tētahi tohu tahahu i whakamahia ki te whakawhanaungatanga i te ōwhati, i roto i ngā kararehe me ngā rawa. I roto i te wā, ko te kiko i whānui ake i te tohu tinoti ki te kaihanga, te ūara me te kohinga whakapapa i whakapirihia ki tētahi rawa, ki tētahi whakahaere rānei.

Mā taua kōrero whakamārama i te hētahi i whakapirihia anō te branding ki te whakawhanaungatanga, engari ko te branding ao houha e haere ana ki tua atu i te whakapiri i tētahi tohu. He mea hanga te brand mā te ingoa, te hoahoa, te whanonga, te whakapāho, te kounga o te rawa me ngā wheako e whakautuina ana. Terā te tohu e whakawhanaungatanga ai te puna; ko te brand tērā e tūngia ana e te tangata i taua puna.

Tētahi tauira whai mana o te kōrero whakapapa o te brand: Nike

Nike e whakaatu ana me pēhea e taea ai e ngā wāhanga maha o te brand te whakapūmau i a rātou anō. Ko te ingoa poto e whakamahia ana ki te atua wahine o te wikitoria, ko te Swoosh e hanga ana i tētahi whakapāho ā-kanohi tere me te whakaaetanga, ā, ko te whakapāho a te kamupene i whakapirihia rawatia ki te mahi taiwhanga me te kaha. Kāore he wāhanga kotahi e whakamārama i te kaha o te brand; ko te whakaaetanga e taea ana mai i tō rātou hononga tūturu i roto i te wā.

Ko te akoranga ko te whakawhanaungatanga o te brand e mahi ana hei pūnaha. He āwhina te tohu e mahara ana, engari ko te wahi, ko te wheako o te rawa, ko te kaitautoko, ko te reo me te whakamahinga tūturu e homai ana i te kiko ki taua tohu.

Ngā kupu e whanaungatanga ana ki "brand"

• Te wahi o te brand:ko te wahi motuhake e whāia ana e te brand ki te noho ki roto i te hinengaro o te whakaminenga.
• Te tuakiri o te brand:ngā wāhanga kōrero me ngā wāhanga ā-kanohi e whakamahia ana ki te whakapuaki i te brand.
• Te rautaki o te brand:ngā kōwhiringa e ārahi i te tari, te whakaū, te wehewehenga me te aronga roa.
• Imeji o te kaupapa:me pēhea te kaupapa e tirohia e te tangata ki waho o te whakahaere.
• Uara o te kaupapa:te uara e hanga ana e te mārama, hononga, whakapono me te whiriwhiri.
• Hanganga o te kaupapa:te hononga i waenganui i te kaupapa matua, kaupapa tāpiri, utu me ratonga.
• Whakahoutanga o te kaupapa:he panonitanga ngākaunui ki te tūranga, tuakiri rānei.
• Wāhi paipai:ko ia wā i tutaki ai te tangata ki te kaupapa, i wheako rānei.

He tirohanga whakapakari ki ia pukapuka

The Brand Positioning Workbook: te kōwhiringa whakapakari ā-pukapuka

Ko te pukapuka a Ulli Appelbaum he kōwhiringa ā-rongoā. Ko tōna uara kei ngā tohutohu, whakapakari me tētahi tikanga tūranga rūpriki, kāore rā anō he hītori whānui o te kaupapa. E tika ana ki ngā kaihoko, kaiwhakahaere, kaitohutohu me ngā tīma whakahaere i te whakahaere me te whakapakari ki te whakaputa i tētahi tuakiri rerekē.

Kōwhiria ināianei ko te pātai tuatahi ko “He aha te kaupapa o tēnei momo, ā, me pēhea e taea ai te tūranga ai?” Ko te pukapuka whakapakari e tautoko ana i te whakaaro takitahi, tae atu ki ngā wānanga whakahaere.

Designing Brand Identity: te aratohu kōwhiringa katoa

Ko Alina Wheeler me Rob Meyerson e tāpae ana i te whakawhanaketanga whakahaere whānui rawa o ngā pukapuka e toru. Ko te pukapuka e hono ana ki ngā mātāpono o te kaupapa, te whakahaere, ngā taputapu me ngā kēhi, ka whai hua inā ko te wā e mahi tahi ai ngā whakahaere, kaiwhakahaere me ngā pārongo. Ka whakawhanakea i te huarahi mai i te rangahau me te rautaki mā te whakahaere hoahoa, whakatau me te whakahaere tonu.

Kōwhiria hei pukapuka whakamārama ki runga i te tepu mō ngā kaupapa tuakiri, whakahoutanga, mātauranga whakahaere me te mahi tahi ki te kiritaki. Ko tōna whānuitanga te painga nui, ahakoa ko te pukapuka a Ries ka kitea he whakapapa tere atu ki te kōwhiringa rautaki.

The 22 Immutable Laws of Branding: the strategic primer

Ko Al Ries raua ko Laura Ries ka whakarite i to raua whakaaro ki nga ture pononga, poto, na maharatanga. Ko te pukapuka i te kaha ki te whakaoho i nga whakatau mo te aronga, te kaiarahi o te kategori, te ingoa, te whakawhanaketanga, me te wehewehenga. Na nga tauira me te tuhinga whakarite, ka whakaae nga whakapono ki te korerorero, ki te mahara, ki te whakataki.

Kia whiriwhiri koe ina hiahia koe ki te tirohanga rautaki whakaaetanga, ki te pukapuka ranei e taea ai te whakaoho i te whakataki i roto i te tima. Me whakapono ki nga "ture" hei whakatau rautaki kaha ki te whakamatau ki to maakete, ki te kore e whakapono ki nga ture ma te whakahaere mo nga whakahaere katoa.

Whakatauaki na te kaituhi

Kaiwhakahaere mai i te tima iti:timata mai iThe 22 Immutable Laws of Brandingmo te aronga rautaki, katahi ka whakamahiaThe Brand Positioning Workbookki te whakaputa i nga whakaaro ki te turanga u ki te mahi.

Tima mo te whakahaere:whiriwhiriThe Brand Positioning Workbookina koa te whakatau whakawhanaketanga. WhiriwhiriDesigning Brand Identityina koa te kaupapa i te tuhinga whakarite, te whakaputa ranei.

Kaihoahoa mai i te hoahoa: Designing Brand Identityka taea te whakaputa i te aronga kaha ki waenganui i te rautaki, te tukanga, me te whakahaere.

Tima mo te whakaputa:ka taea e nga torere e toru te whakahaere i nga tuhinga rereke: te pukapuka mo nga whakahaere, ko Wheeler raua ko Meyerson mo te tukanga, a ko Ries raua ko Ries mo te whakataki rautaki.