Hom Guide: hom phau ntawv cov piv txwv ntawm zoo-paub tuam txhab uas muag

Rau ib lub tuam txhab kev koom tes nyob rau hauv nyiaj txiag ua si, ib qho tseem ceeb feem ntawm khiav ib tug zoo ua lag ua luam yog muaj koj tus kheej li txoj kev npaj hais tias muaj xws li ib tug xov tooj ntawm conceptual hom phiaj thiab cov cim uas paub qhov txawv nws los ntawm nws cov competitors thiab pab mus rau lub nce qib ntawm lub hom.

Rau hnub tim, txoj kev loj hlob thiab cov txij nkawm ntawm lub hom yog lub feem ntau haib daim ntawv ntawm marketing cai caum los ntawm lub tuam txhab. Lub hauv paus ntawm lub hom, raws li zoo raws li nws cov constituent Cheebtsam, xws li ib tug cov lus hais tias, logo thiab yuav ua li cas siv lawv muaj ib hom tshuaj phau ntawv. Zoo-paub tuam txhab uas muag uas tau tiav zoo los ntawm competent li txoj cai, xws li los ntawm kev siv ntawm lawv tus kheej li Gajda, yuag: Kua, Nestle, Toyota, Coca-Cola ...

Yuav ua li cas yog ib hom tshuaj phau ntawv

Hom Guide yog ib qho tseem ceeb ib feem ntawm marketing tswv yim ntawm tej lub koom haum, lawv piav txhua yam ntawm kev ua lag luam ua qauv thiab cov sawv cev ntawm lub koom haum, nws cov khoom thiab nws cov neeg ua hauj lwm thiab cov khoom rau pej xeem.

Hom phau ntawv, piv txwv uas yuav nrhiav tau nyob rau hauv tsab xov xwm raws li ib tug tag nrho qhia tau tias hais tias nws yog ib phau ntawv uas muaj cov lus qhia txog lub koom haum, logo, trademark, piav txog cov khoom los yog kev pab uas lub tuam txhab ua. Cov ntawv no muaj xws li tag nrho cov ntaub ntawv hais txog cov kev cai ntawm kev siv ntawm lub logo, cov lus hais tias, kev ntseeg thiab lwm yam intangible khoom teejtug uas yog lub tuam txhab.

Cias muab, lub broadest ntsiab txhais ntawm lub hom phau ntawv - ib qhov chaw ntawm cov neeg yog leej twg. Nyob rau hauv lub txojkev marketing teeb meem nyob rau hauv lub neeg yog leejtwg muaj ntau ncauj lus kom ntxaws.

Yog vim li cas Brandbook

Lub tswv yim ntawm creation stems los ntawm marketing xav txog kev teem: lub tuam txhab tsim ib lub hom phiaj, uas yog embodied nyob rau hauv daim ntawv ntawm cov hom phau ntawv thiab aims mus ntes lag luam txaus qhia, lawv tom ntej tuav tseg. Hom phau ntawv, piv txwv ntawm logos, slogans, advertising thiab lwm yam khoom ntiag tug hais txog cov koom haum ntawm cov neeg yog leej twg, yuav tsum muab ib tug intangible cov cuab yeej.

Muab hais tias tus ntawv ntawm lub hom phiaj kev lag kev luam tsim nyog lub hom phiaj, rightly suav nws raws li nqi vaj tse ntawm lub tuam txhab, uas muaj xws li nws "paub-yuav ua li cas" thiab qhia lub essence ntawm lub hom.

Raws li lub hom phau ntawv yog ua tau thiab siv li txoj cai, qhia cov nram qab no functions:

1. Qhia txog yam khoom thiab lub tuam txhab - cov creation ntawm cov neeg yog leej twg.
2. Systematization thiab optimization ntawm cov khoom advertising los ntawm cov neeg yog leej twg.
3. Optimization ntawm yav tom ntej nyiaj txiag nqi ntawm kev ua lag luam kev tshawb fawb.
4. Txuag lub sij hawm thiab nyiaj txiag los tsim tus neeg hais ntawm cov duab ntawm cov khoom thiab lub koom haum.
5. Tsim kom muaj cov kev cai rau kev siv ntawm lub hom, logo thiab lwm yam branding.

Nws yog ib nqi sau cia - cov khoom muaj npe khoom qauv yuav ua tau heev ntau yam, yog li cov ntsiab lus yuav sib txawv, nyob ntawm seb qhov tiag cov hom phiaj thiab kev pab raws qib ntawm lub tuam txhab.

Leej twg xav tau hom phau ntawv

Cov phau ntawv yog ib tug piav qhia ntawm ib tug tag nrho hom muaj nyob rau ntawm lub lag luam, li ntawd nws yog tsim nyog rau tag nrho cov tub txawg uas yog lub luag hauj lwm rau cov qib ntawm cov khoom thiab tuam txhab uas muag, public relations, advertising, thiab hais txog. D. Peb yuav hais tias muaj ntau yam ntawm cov kev tsim nyog hom phau ntawv. Piv txwv li specialties thiab txaus:

• Cov thawj coj thiab cov saib: lawv yuav tsum tau cov ideological txug rau tag nrho cov neeg ua hauj lwm ntawm lub tuam txhab, yog li ntawd ib tug ntshiab yuav tsum tau paub thiab muaj txoj cai los pov tseg ntawm lawv lub npe style.
• Marketers thiab advertising cov neeg ua hauj: lawv paub tab muaj xws li kev ua lag luam kev tshawb fawb thiab kev kawm cov kev pab cuam ntxiv rau tus neeg, lawv siv cov ntaub ntawv hais txog cov kev cai ntawm branding.
• Neeg ua hauj lwm ntawm lub tuam tsev ntawm cov pej xeem sib raug zoo: lawv lub ntsiab hauj lwm - tiv thaiv cov pej xeem txaus siab ntawm lub koom haum. Ib tug yuav tsum muaj rau lawv - loyalty, professionalism thiab ua raws li cov internal cai ntawm lub koom haum.
• Muag neeg ua hauj lwm: rau lawv, lub ntsiab lub hom phiaj yog ua kom cov hauj lwm zoo ntawm cov kev pab cuam aimed ntawm qhov kev siv ntawm cov khoom. Nyob rau hauv lem, qhov no yuav tsum tau paub txog ntawm lub trademark raws li zoo raws li lub hauv paus ntsiab lus muag.

Kev qhia tau hais tias lub hom phau ntawv reputed tuam txhab uas muag muaj cov ntaub ntawv uas siv rau zoo txhua yam ntawm domestic thiab txawv teb chaws txoj cai ntawm lub koom haum: los ntawm daim tiab code ntawm cov neeg ua haujlwm mus rau lub tsos ntawm lub ntim ntawm cov khoom.

Principles of creation ntawm hom phau ntawv

Mus rau qhov chaw ntawm cov neeg style yog haum rau qhov kev kawm ntawm nws functions, yuav tsum ua tib zoo kho nws txhaws. Marketers pom zoo hais tias nws yog ib phau ntawv hais txog lub hom txiav txim siab rau ntau tshaj ib tus naj npawb ntawm cov kev pab raws qib, raws li zoo raws li ib tug prime mob ntawm branding.

Hom Guide tuam txhab yog ua lub hauv paus ntawm lub ntsiab cai nram no:

• txhais tau nws txoj hauj lwm nyob rau hauv kev ua lag luam ntawm lub tswvyim nws yuav tsum tau muab, muab thiab muab lub hom phiaj xaiv yaam uas nws aspires;
• Cov ntaub ntawv yuav tsum tau meej thiab muaj cob qhia nyob rau hauv seem;
• kev cai rau kev siv ntawm cov neeg qhia tias yog leejtwg yuav ua tau ib tug universal parting lus los daws teeb meem nyob rau hauv ib tug ntau yam ntawm tej yam kev mob;
• Cov ntaub ntawv yog ib qhov tseeb thiab unambiguous rau tag nrho cov neeg;
• Cov ntaub ntawv yuav tsum tau cov tswv yim thiab yuav tsis cia li ib tug ntxiv rau lub tuam txhab duab.

Txheem hom phau ntawv

Txiav txim seb qhov kev txiav txim nyob rau hauv uas ua tiav thiab tua ua lag ua luam ntawv lub tuam txhab, tsis muaj nyob, tab sis nyob rau hauv lub chav kawm ntawm evolution ntawm marketing, raws li zoo raws li qhov kev paub ntawm loj tuam txhab uas muag tso ib tug nrov template nrog ib tug hluas fragmented. Hom phau ntawv, uas yog kwv yees li nyob rau hauv kev xyaum (nyob rau hauv kev siv) yuav tsum siab piav qhia txog cov kev cai thiab txhawb kev siv ntawm cov neeg yog leej twg, noj mus rau hauv tus account tag nrho cov tau scenarios, thiab yog ib tug universal lub cuab tam.

Raws li ib tug txoj cai, lub filling yuav siv sij hawm qhov chaw nyob rau nram qab no lub sij hawm:

1. Lub tuam txhab lub hom phiaj.
2. Cov yooj yim cov ntsiab ntawm lub hom.
3. Neeg Cov Ntaub Ntawv.
4. Kev ntaub ntawv hais txog lub logo, website, taw tes ntawm kev muag khoom, thiab li ntawm. D.
5. Advertising: txoj cai mus tau ntxig templates.

Qhov no tsis yog tag nrho cov ntsiab lus, tiam sis tsuas yog lub ntsiab seem uas yuav tsum txhab thiab ntxiv raws li xav tau.

Hom Guide: Piv txwv ntawm zoo-paub tuam txhab uas muag thiab lawv cov nta

Tuam txhab uas muag uas yog cov zoo-deserved ua lag luam thawj coj nyob rau hauv ib tug ya, ib tug high degree ntawm kev loj hlob ntawm cov neeg cov kev cai thiab tej ntsiab cai. Lom zem ntau recognizable thiab catchy saib ntawm ntau trademarks ntawm cov tuam txhab uas muag - ib tug uas muab ib hom tshuaj phau ntawv. Logo, cov ntsiab lus, cov suab videoatributika, advertising - tag nrho cov ntsiab yog piav nyob rau hauv nws.

Koj yuav tsis quav ntsej lub hom duab ntawm Kua raws li ib tug ntawm cov sab saum toj hom nyob rau hauv lub ntiaj teb no. Nws muaj ib tug ntau ntawm cov neeg ntaub ntawv, hauv paus ntsiab lus ntawm creation thiab muag khoom ntawm cov khoom, raws li zoo raws li qhia txog cov uas yuav tsum tau mus muag rau lub tuam txhab.

Zoo tshaj plaws brandbook Nike. Tsim nyob rau hauv 2012, nws yog ib qho piv txwv ntawm ib tug compact tab sis tuav phau ntawv no. Nws qhia lub hom phiaj ntawm lub hom, cov qauv thiab yuav tsum rau advertising - txhua yam yog yooj yim thiab mus rau lub point.

Hais tsis zoo Coca-Cola kuj muaj ib tug thawj tau thiab tsim nyog ntawm cov ntawv qhia, muaj nplooj siab rau nws tus kheej proprietary kab. Nws cov ntsiab lus muaj xws li ib tug paub piav qhia txog ntawm lub tuam txhab philosophy, ncauj lus kom ntxaws txog cov logo thiab lwm yam uas pom cov ntsiab ntawm lub hom, thiab advertising kev cai.

Cov piv txwv qhia hais tias kev vam meej kev daws teeb meem thov nyob rau hauv lub hom phau ntawv cov tuam txhab uas muag peev xwm ua tau siab tau. Ntxiv mus, lub nce qib ntawm loj hom tsis tau tsis muaj nws. Nws tsis tsuas yog muab ib tug ideological parting lo lus, tab sis yog ib tug tseem ceeb ntawm cov ntaub ntawv rau lub advancement ntawm cov khoom thiab lub tuam txhab.

Qhov uas koj yuav tau txais thiab yuav ua li cas npaum li cas yog ib hom tshuaj phau ntawv

Rau hnub tim, lub creation ntawm hom phau ntawv no yog ib qho tseem ceeb kauj ruam nyob rau hauv txoj kev loj hlob ntawm lub tuam txhab. Nws muaj proves ideological nqi thiab ywj pheej ntawm lub hom, thiab yog lub hauv paus ntawm cov neeg sib raug zoo.

"Tus nqi ntawm cov brand-phau ntawv" - ib tug nrov lo lus nug nug nyob rau hauv qhov kev txiav txim mus nrhiav kom tau ib hom tshuaj phau ntawv. Qhov nruab nrab nqi yog hom twg los ntawm 15 000 mus rau 20 000 rubles, thiab lub caij nyoog muaj nuj nqis yog txiav txim nyob rau hauv lub qhov yuav tsum tau rau cov ntawv thiab nws cov txheem.

Yog nqus tau brandbook koom nyob rau hauv muaj tswv yim koom haum: lawv muab ib daim ntawv teev cov kev pab rau txoj kev loj hlob ntawm lub hom. Kws txawj yuav npaj thiab xa cov qauv ntawm cov hom phau ntawv, uas yuav tsum tau twv li, noj mus rau hauv tus account tag nrho cov xav li cas ntawm tus neeg. Nws yuav muaj cov lus qhia txog cov neeg style thiab tso cai rau koj los tswj lawv.