3 ibhuku ezibhalweyo zeGlobal branding eziphelandene

Kanjalo ndiyaphi na le mifanekiso yezwekazi yezwekazi

Ukubranding kwezwekazi akukho disiplini eyodwa. Inxenxa nezala zezindawo, ukwenza kwezempilo kwezwekazi kanye neziseko zezempilo ezingenza ibrendi ibonakale. Le micimbi mithathu inabantu ngendlela ezahlukeneyo: icimbini zezindawo nezindawo, ukwenza kwezempilo kwamazwe ngamazwe, kanye nezidingo zezempilo zezwekazi zokwenza ibrendi ibonakale.

The Political Economy of City BrandingInawuthinta kakhulu ukubona kwezwekazi kanye nezindawo.Inkxaso yoLwesiInaphakamisa ukubalansa phakathi kokwenza kwezempilo kanye nezivumelwano zokwenza kwezempilo kwamahlangana.Incwadi yeBrandingInanika ndlela eya kuthi kwenze njengoba yena, ukwenza kwezempilo kanye nezala zezwekazi.

Ntoni na ibrendi yezwekazi ingakwenza?

• Izwi elithabatha:impembelelo estabili kanye nezala zezwekazi zezwekazi zokwenza kwezempilo zingabonakali kwamazwe onke.
• Ukubona kwezwekazi:ulwimi, uluntu, uqondo lokwenza umthetho kunye nemithwalo yabantu ibalulekile ukwabelana ngaphakathi ukuthoba ngokungathobeli uwe.
• Izakhono ezihlukeleleyo:amagama, izibhalo, imibala namagama athethiweyo anokwazi ukusinda nokusebenza ngokweqondo.
• Ukwenza kwezemandi:ukuthunyelwa kwezikhathazo zokwenza abantu bafike kwenze njengokwenza abantu abangaphaya ekhaya bafike kuzo.
• Ubusa:iziseko ezibonakalayo zokwenza ukuthandwa ngokomzwelo kunye nokwenza kwezindaba zokuthandwa ngokomzwelo zibe ngokwesimilo.
• Uchungechunge:ukukwenza kwezokwenza ngokuthandwa, ukukumbula, ukwenza kwezokwenza, ukwenza kwezokwenza ngokomzwelo kunye nezikhathazo zokugcina.

Kuphi ukhona igama elithi "global"?

Globallithethaglobe, 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.

Ekubrandingeni, global akukaze ukuthi kubonwe kwingxenye yezwe. Ibrandi ekhiqizelwe ngokomzwelo ebambisene ukuthandwa, ukukhuluma kunye nezikhathazo zokuthandwa ngokomzwelo ngaphandle kokwenza ukuthandwa ngokomzwelo ukwenza izinto ezifanayo ngokomzwelo ezithandwe ngokomzwelo.

Isibonelo esidumile: Coca-Cola kwingxenye yezwe

Coca-Cola ibonisa ukuthi ibrandi ingakwazi ukuthoba izakhono ezihlukeleleyo ngokomzwelo ekukhulumaniseni ngokomzwelo ngolwimi, amaxesha, nezikhathazo zokomzwelo. Igama, iskrip, umbo, namagama athethiweyo angenza ukuthandwa ngokomzwelo, wakati izikhathi nezinto zokwenza zingakwazi ukuthandwa ngokomzwelo kwingxenye yezwe.

Isifundo asikho ukuthi ibrandi ekhiqizelwe ngokomzwelo zonke zingakaze zifane ngendlela efanayo. Kukho ukuthi izisistimi zokomzwelo zingakwazi ukuthandwa ngokomzwelo ukwenza izinto ezifanayo ngokomzwelo ezithandwe ngokomzwelo. Ukuthandwa ngokomzwelo kungenza ukuthandwa; ukuthandwa ngokomzwelo kungenza ukuthandwa ngokomzwelo.

Izwi ezifanayo nombane wobandla ngobuthando

• Ubandla ngobuthando: ukuphangela ibandla ngokubamba amazwe
• Ukuzenzisana kobuhlanga: ukukhulisa ukulingana kwexeshana, kwisithethe, kwimihla neminyango ngamagama
• Ukuzenzisana komphakathi: ukusetyenzisa ukwazisa nesiya kweyiphi na iphakathi
• Ukuzenzisana kwexeshana: ukukhupha isistimu yesizwe esifanayo nempilo yempakathi
• Ubandla wendawo: ukushapa amava emva kwezindawo, imimandla nenzwe
• Indawo yokuzalwa: amava angenzeka ngendawo ekhuluma nempilo nendawo
• Umbono wobandla: ukwazisa phakathi kwemibono yomphakathi, yendawo, yempilo nesiya
• Ukutransa: ukusakaza ukwazi nempilo kwiilwimi nangokwempilo ngaphandle kokutransa ngokwemibhalo
• Ukwenza kwemigaqo: ukulungisa izinto eziyingqayiso zokwenza ngendlela efanayo kwiindawo zonke.
• Ukubhalwa:ukusetyenzisa izinto eziyingqayiso zokwenza ngendlela efanayo kwiindawo zonke, ngokwenza izinto ezithile zifane neziqondiso zokwenza.

Kucopheleleyo kwempela kule ncwadi

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

Ari-Veikko Anttiroiko ujonge ukuhlaziya kwebrandi ya duni ngaphezulu kokwenza. Incwadi ifunda uthatho-lwabiwo na bhuqo, ukuthuthukisa ikonomi, iziqondo zezikhundla nezikhonkotho phakathi kwedolophu zesikhathi sesiNguqulo. Ukwazisa wayo wokwenza ngendlela efanayo kwiindawo zonke kunakho ikhotha yayo yokuqonda kubafundi abanqwenela ukwenza ngendlela efanayo kwiindawo zonke.

Yithetha ngayo ngokwenza uthatho-lwabiwo wendawo, ukuthuthukisa indawo, ukwenza ikonomi, noma imfundo yezifundo. Ukwazisa wayo wokwenza ngendlela efanayo kwiindawo zonke kunakho ikhotha yayo yokuqonda ngokwenza uthatho-lwabiwo wendawo, lapho ikhotha yayo yokuqonda inikezwa kubafundi abanqwenela ukwenza ngendlela efanayo kwiindawo zonke.

Future Demand: the effectiveness perspective

James Hurman ujonge ukuhlaziya kwezinto eziyingqayiso zokwenza ngendlela efanayo kwiindawo zonke: amabhange angathinti kakhulu ukwenza ngendlela efanayo kwiindawo zonke, kodwa angathinti kakhulu ukwenza ngendlela efanayo kwiindawo zonke abantu abanqwenela ukuthenga ngemva. Incwadi ifunda ukwenza ngendlela efanayo kwiindawo zonke phakathi kwebrandi na ukwenza ngendlela efanayo kwiindawo zonke.

Yithetha ngayo ngokwenza uthatho-lwabiwo wendawo, lapho ikhotha yayo yokuqonda inikezwa kubafundi abanqwenela ukwenza ngendlela efanayo kwiindawo zonke. Inakho ikhotha yayo yokuqonda kubabhange abanqwenela ukwenza ngendlela efanayo kwiindawo zonke, ngokwenza ngendlela efanayo kwiindawo zonke ngaphezulu kwezinto eziyingqayiso zokwenza ngendlela efanayo kwiindawo zonke.

The Branding Handbook: the practical foundation

Cloé Luv inika isiseko esikhulu kubafundi abanqwenela ukwenza ngendlela efanayo kwiindawo zonke. Ingqapheli, ukwenza ngendlela efanayo kwiindawo zonke, kanye nezinto eziyingqayiso zokwenza ngendlela efanayo kwiindawo zonke, kufanele kube yodwa ngaphambi kokuba organisation ingathinte ukwenza ngendlela efanayo kwiindawo zonke.

Yithetha ngayo ngokwenza uthatho-lwabiwo wendawo, lapho ikhotha yayo yokuqonda inikezwa kubafundi abanqwenela ukwenza ngendlela efanayo kwiindawo zonke. Inakho ikhotha yayo yokuqonda kubafundisi abanqwenela ukwenza ngendlela efanayo kwiindawo zonke, ngokwenza ngendlela efanayo kwiindawo zonke ngaphezulu kwezinto eziyingqayiso zokwenza ngendlela efanayo kwiindawo zonke.

Ukufunwa nguwo funa

Mphathi weDolophu, wesifundazwe noma wesihlahla:thethaThe Political Economy of City Branding.

CMO noma umphathi weMarketing:thethaInkxaso yoLwesiukwenza uthatho-lwabiwo wendawo kanye nokwenza ngendlela efanayo kwiindawo zonke kanye nokuthuthukisa ikonomi

Mnini-Mveli wobranding ngempela:thethaIncwadi yeBrandingkwa nkokheli yomxholo oyenzekileyo.

Isazi-mveli seBrand esihlalo somhlaba:sebenzisa izakhono zonke ezintathu: ziseko zobrand, ukwazi ukudala emva kokudala kanye nezintsika zomhlaba nezopolitiki.