3 pukapuka reo-ā-iwi o te ao whānui i te whakatauranga

Me pēhea rerekētanga o ēnei pukapuka whakairo whānui o te ao

Ko te whakairo whānui o te ao kore he whakahaere kotahi. Ka hono atu ki te tuakiri o ngā wāhi, te hanga whakahaere o te hiahia roa nei, me ngā tuapapa whakahaere e mea ai he rerekē te kaitoi ki ngā mātāpuna katoa. Ka whakatata atu ēnei pukapuka toru ki taua wero i runga i ngā taumata rerekē: te whakataetae o te tāone me te rohe, te whakahaere o te mākete i runga i ngā whakaminenga o te anamata, me ngā whakatau matua i muri i te kaitoi whakauru

Te Ōhanga Tūmatanui o te Reo-ā-iwi TāoneKa tāpae atu i te tirohanga ao rawa atu, ā, whakahaereHiahia ā MuriKa aronga ki te whakataurite i waenganui i te mahi whakapau atu o nāianei me te whakapau atu ki ngā kiritaki o apōpōTe Pukapuka HangatangaKa tāpae atu i te ara whakatau māmā ki te whakaaturanga, whakawhanaketanga, me te tuakiri

He aha ngā mea e whakaritea ana e te kaitoi ao whānui?

• Tuakiri matua:he whakaaetanga pūmau me te kohinga o ngā hononga e noho pūmau ai ki runga i ngā mātāpuna
• Whakapapa whānui:Reo, ahurea, whakahaere, whakatau ā-kiritaki kua whakaritea mai hei ngā taonga kore e takahia ana, hei ngā taonga kore e takahia ana i te tuakiri.
• Taonga rongonui:ingoa, tohu, tae, me ngā tohu kōrero e taea te haere, e taea te whakauru ki ngā ture.
• Hanga o te hiahia:pūtea ki ngā kiritaki o te anamata, ki te whakapai ake i ngā tāngata kua riro mā te mārketi.
• Kāwanatanga:whakahaere mārama, kia taea ai te whakauru atu o ngā whakahaere ā-rohe, ā-tāone, hei tautoko i a tātou.
• Taunaki:te whakamātautau e hono ana i te mārama, i te mahara, i te whakaaro, i te mahi, i te uara roa.

Nō hea te kupu 'ao whānui'?

Ao whānuie whakapapa ana kiao, which entered English through Latin globus, meaning a rounded mass or sphere. The word gradually developed from describing the physical shape of the Earth to describing something that concerns the world as a whole.

I roto i te whakapai taonga, ao whānui kahore he whakaaro noa ki te kitea i ētahi atu whenua. He taonga ao whānui e whakarite ana i te mārama, i te whakaaro, i te wheako i ngā rohe, i ngā whenua, i te whakatau e whai ana ki ngā taonga e whakaritea ana, e whai ana ki ngā taonga e taea te whakarereke.

He tauira rongonui: Coca-Cola i ngā mārketi

Coca-Cola e whakaatu ana ki te taea te whakapai taonga e whakapai ana i ngā taonga e taea te whakamahara, e taea te kōrero mā ngā reo ā-rohe, ngā wa, ngā horopaki ahurea. Ko te ingoa, te tuhi, te tae, ngā tohu o te taonga e whakapai ana i te whakapapa, ko ngā kaupapa, ko ngā kaha e taea te whakarereke mō ngā mārketi ā-rohe.

Ko te akoranga kahore he mea ki te whakapai taonga ao whānui ki te whakapai i te tirohanga rite. Ko te mea he taonga ao whānui e taea te whakarereke i ngā taonga e whakapai ana i te mahara, i ngā whakaaturanga e taea te whakarereke. Ko te whakapapa e whakapai ana i te mārama; ko te whakarereke ngātahi e whakapai ana i te whai whakaaro.

Ngā kupu e pā ana ki te kaitohutohu ā-ao

• Te kaitohutohu ā-ao:te whakahaere i tētahi kaitohutohu i waenganui i ngā mārketi ā-motu.
• Te ao whānui:te whakapiki i ngā hononga ōhanga, ahurea, me ōrganisational i waenganui i ngā rohe.
• Te whakarerekētanga ā-rohe:te whakarerekē i te whakapāho rānei i te wheako mā tētahi mārketi.
• Te whakarerekētanga ā-ao:te whakakotahi i tētahi pūnaha ā-ao me te whakapapa ā-rohe.
• Te kaitohutohu wāhi:te whakarerekē i ngā mōhiotanga o tētahi tāone, rohe, rānei whenua.
• Te whenua o te putanga:ngā hononga i hangaia e te wāhi e here ana ki tētahi rawa rānei ki tētahi whakahaere.
• Te hanga kaitohutohu:te whakapapa i waenganui i ngā kaitohutohu ā-koroporo, ā-rohe, ā-rawa, me ngā kaitohutohu ā-ratonga.
• Te whakapūmau:te whakarerekē i te whakaaro me te pānga mā tētahi reo rānei ahurea, ki te whakamāori tūturu.
• Te whakapūmautanga:te whakapūmau i ngā kōwae katoa i ngā mārketi.
• Whakarerekētanga:te whakarerekē i ngā kōwae kua whiriwhiria ki te whai i ngā takotoranga ā-rohe.

He tirohanga whakapakari ki ngā pukapuka katoa

The Political Economy of City Branding: the place-brand perspective

Ka tātari a Ari-Veikko Anttiroiko i te branding o te tāone hei whai atu i te whakatairanga anake. Ka hono atu te pukapuka i te whakapapa ki te kāwanatanga, whanaketanga ōhanga, kōwhiringa ā-institūti, whakataetae i ngā tāone i muri i te ahumahi. Ko tōna whakawhanaketanga ā-geographic e whakapūmau ana i te kōwhiringa kaha rawa mo ngā kaituhi i whai whakaaro ki te whakapai a ngā wāhi ki te ao whānui.

Kōwhiria mō te rautaki-ā-tāone, whanaketanga o te taenga, whakatairanga ōhanga, mahi rangahau ā-kāreti rānei. He whakapakari tōna whakapapa whakatauranga ina whai wāhi ngā kaitohutohu tūmatanui ki ngā whakatau branding me ngā whakapapa tāone roa.

Future Demand: the effectiveness perspective

Ka tātari a James Hurman i te tangata i roto i te māketinge: ka taea e ngā whakahaere te whakapai ake i te hokohoko o nāianei, ka torere ki ngā tāngata e hoko ana i muri. Ka kōrero te pukapuka mō te whakapai ake i te hononga whakapai ki waenga i te whakapai ake i te kaha o te hokohoko.

Kōwhiria ina ko ngā papa whakaatu me te whakapai ake i te whakatau ki ngā whakatau. He whai whakaaro ki ngā momo whakahaere whānui, nā te mea ko te whakapai ake i te kaha o te hokohoko ki runga i ngā mārketi, ehara i te whakataetae mō ngā kaihoko kua oti te hoko.

The Branding Handbook: the practical foundation

Ka tātari a Cloé Luv i te tīmatanga ā-whakarato ki ngā kaituhi e whakarato ana i ngā kōwae o te momo. Me mārama te whāinga, te whakawhanaketanga, me te tuakiri ki mua i te whakatau a te whakahaere ki te whakapai ake i te ao whānui me te whakarerekē ki te rohe.

Kōwhiria ina ko te pūnaha momo kua noho tahanga, kāore rānei e taea te whakarite. Ka taea e ia te āwhina i ngā kaitōhunga me ngā tīma iti ki te whakapūmau i te tīmatanga ki mua i te neke atu ki ngā pātai whakahaere whānui, whakapai ake i te tāone, whakatairanga rānei.

Whakawhākinga a te kaituhi

Tāngata whakahaere tāone, rohe, takiwā rānei:kōwhiriaTe Ōhanga Tūmatanui o te Reo-ā-iwi Tāone.

CMO, kaitohutohu whakatairanga rānei:kōwhiriaHiahia ā Muriki te hono atu i te whakapai ake i te momo ki te kaha o te hokohoko me te whakapai ake i te tupuranga ki mua.

He kaiwhakapūmau ā-rōpū ko tētahi kaiwhakahaere ā-rōpū: kōwhiriaTe Pukapuka Hangatangamō te tūāpapa whakaaetanga rawa atu.

Rōpū ā-rōpū ā-ao: whakamahia ngā tirohanga e toru: ngā tūāpapa ā-rōpū, te hiahia roa whakamua me ngā tūpono ā-tikanga, ā-ahurea o ngā wāhi.