3 buug rebranding loogu tashanayey

Sidee ay u kala duwan yihiin buugaagtan rebranding-ka

Buugaagtan saddexdan waxay isticmaalaan “rebranding” oo addoon sida gaaraThe Art of Rebrandingwaxay ku daraya dib u habeeynta shaqsigaKu-badalka Magicawaxay ku eedeysaa sida jiraynta fikradaha cusub iyo luqadaha iyo kooxaha dhaqameedkaKu-badalka Koofurkawaxay ka warqabtay magaca dhaqameedka hay'adaha iyo waxay u maleeyaan in bedelka maqan ah bilaabay conduct iyo sharciga

Mid ka mid ah buugaagtan ma ahan buug cusbooneysiga korporayshanka. Isku waqtigeen, hase ahaatee, waxay ku caddeen xaqiqa koowaad ee rebranding: beddelka luqada oo arka, halka beddelka shaqsiyadda, xidhiidhka iyo sababaha ah waa shaqada waaweyn. U xulo si aad u dooratooyaan ololaha, dhaqameedka, hay'adaha ama qeybta kaluumaysiga

Maxaa buugta rebranding ugu beddeli karo?

• Meherad xayeysiis: Faahfaahin maxay hay'adda hadda ku tarjumaysa iyo sababta ay bedelka loogu baahan yahay.
• Xiriirka dadka: ooga which associations must be retained, repaired or replaced.
• Faahfaahin luqadda: align the name, message, story and tone of voice with the new direction.
• Faahfaahin muuqaalka: update recognisable assets without discarding useful equity unnecessarily.
• Tajriba iyo shaqsiyad: make operations, culture and customer contact support the new promise.
• Qorshaha tagida: coordinate employees, partners, digital systems, redirects, documentation and public communication.

Meesha ay ka yimaada ereyga "rebranding"?

Rebrandingisku daraya prefix-kare-, meaning again or anew, with brand. “Brand” is historically connected with burning and identifying marks applied to property or goods. Its commercial meaning expanded from a physical mark to the wider identity and associations attached to an organisation, product or person.

Rebrand waa wax badan ka badan bedelida calaamad. Waxay ahayn codsiga ujeedka iyo macna. Wakhtiyo, waxay u baahan tahay magac cusub iyo faahfaahin; wakhtiyo, daboolka ula wareejin ama bedelka shaqsiyad waa muhiim ka badan dib u dhaafisiga muuqaalka.

Tusaale ugu caansan: Burberry’s transformation

Bedelka Burberry ee qarnigii labaatnaad iyo siddeetnaad ee qarniga 21aad waxaa badan loogu yeeraa rebrand kaas oo isbedelka kuu salayn jiray midab iyo halyey. Shirka wuxuu kor ugu dhaafay kabahayaasha alaabta iyo soo dejinta, wuxuu kor ugu dhaafay dhaqan iyo faafinta, iyo wuxuu ku ekaa alaabka la aasaasay sida koofurka koofadka badalkoodna ma aha adeegsiga taariikhda.

Waxaa la ogaanahay in rebrand guulaysan ay u hesho hantida qiimaha badan oo isbedelka xiriirka aan loo baahna. Qaadashada faafinta waxay kaalmo usoo gudbiyaan, hase ahaatee alaab, soo dejin, hogaamiye iyo tajirba waxay xaqiijiyaan in meheradka cusub ay guulaysato.

Erayo la xidhiidha rebranding

• Korreyska Brand:korreys ka yar oo ka dhigaya jawaabta dhexe iyo meheradda.
• Repositioning:bedelka macnaha koowaad ee brand-u ujeedada ah in ay gasho.
• Rename:bedelka magaca u yaqaanaya shirkada ama waajiba.
• Halganqaabka Indentiti:guud ahaan, marwalba ah ee alaabta iyo nidaamka cusub.
• Brand equity:aqoonsiga, xiriirka iyo qiimaha ganacsiga ee la xidhiidha brand-ka.
• Maamulka isbedelka:u diyaarinta dadka iyo nidaamka si ay u qabtaan meherad cusub.
• Stakeholder:qof ama koox ka kooban dadka u sahalaynaya ama u malaynaya isbedelka.
• Redirect:hadii web ku socda URL jaraa ugu keena meheradka sahihtha cusub.
• Dakoolin dhammaan: faallo dhismayaasho oo loogu talagalay in ay dib ugu dhisan waynaanshaha iyo wada-nidaamka.

Eeg wareysan oo ku saabsan buugag kasta

The Art of Rebranding

Shyanne Tayo waxay bixisaa daboolka siyaasadeed ee kor u kacaya nolosha iyo fursada in lagu qoro sheeko cusub. Waxay u fiicantahay akhristayaasha kuwa waxay ka fekeraanaya siday ugu dhigayaan jinsiyadooda, miraha iyo taageerada dadweynaha qofkii ay noolayaan.

Doorka si aad u isticmaasho dhinaca nolosha gaarka ah iyo dhinaca mindset ee dib-u-habeynta, ka hor inta aad isticmaasho maamulka korporayshanka gaariga ah.

Ku-badalka Magica

Clayton Louis Turnage waxay ku barneysaa nooc kale oo daboolka: sida fikradaha qadiimka ah ay ugu qorantahay luqad cusub iyo sayniska oo ku saabsan dhaqan. Waxay bixisaa tusaale oo ku saabsan fikradaha dib-u-jarida, ka hor inta aad sameysanayso daboolka ururka.

Doorka haddii aad raadiso luqada, sheekooyinka dhaqan, iyo sida terminoolajiyada ay u badashaan ugu yaraanta ama waxa ay u saabsan tahay fikrada.

Ku-badalka Koofurka

Eric Mason waxay ku barneysaa magaca dhaqan ee hay'adaha oo ku saabsan muraayadaha. Waxay leeyihiin muhiim u ah oo ku saabsan daboolka, oo ah in muuqaalka dadweynaha lama keeno in la daboolo si loo badalo; daboolka, bulshada, iyo howsha ayaa u baahan in ay bixiyaan waxa ay u saabsan tahay.

Doorka si aad u isticmaasho kormeerka dhaqan ee hay'adaha, dib-u-habeynta gudaha, iyo xiriirka u dhexeeya jinsiyada iyo muuqaalka dadweynaha.

Rasmi ah laga soo xulay akhriyaha

Akhriyaha gaariga ah: doorThe Art of Rebranding.

Akhriyaha ka soo jeeda dhaqan-gelinta: doorKu-badalka Magica.

Hogaamiyaha kooba ama ururka diinta: doorKu-badalka Koofurka.

Kooxda daboolka korporayshanka: Isticmaasha buugag kale oo si waafaqsan ah, laakiin ku daro buugag kale oo gaar ah oo ku saabsan daboolka, dalabaad, nidaamka, iyo hab-dhigista.