Rebranding yog ib hom "kho ua haujlwm" ntawm lub hom lossis cov cim lag luam. Kev kho tuaj yeem yog qhov loj lossis kho kom zoo nkauj. Qhov kev xaiv nyob ntawm qhov pib lub xeev ntawm cov khoom. Tsis tas li ntawd, koj tuaj yeem ua tiav rebranding thiab ib nrab. Rebranding ib lub tuam txhab yog ib tug ntev thiab laborious txheej txheem, yog li nws yuav tsum tau tsim nyog thiab ncaj ncees. Nws yuav tsum tau ua thaum lub hom phiaj xav tau kev hloov tshiab.
Thaum rebranding yuav tsum tau
Koj yuav tsum tau rebrand yog:
- Cov xwm txheej kev lag luam tau hloov pauv thiab lub npe uas twb muaj lawm tsis ua raws li cov kev hloov pauv no lawm. Yog tias koj lub hom phiaj kev lag luam tau poob qis, kev noj haus tau poob qis, cov khoom lag luam tsis siv lawm, thiab tsis xav tau los ntawm cov neeg siv khoom. Tsis tas li ntawd, yog vim li cas rau rebranding tej zaum yuav yog ib qho kev hloov nyob rau hauv cov kev nyiam thiab cov kev xav tau ntawm lub hom phiaj cov neeg tuaj saib.
- Txoj haujlwm ntawm hom khoom lag luam tau poob qis heev. Nyob rau tib lub sijhawm, tsis yog tsuas yog cov khoom muag tuaj yeem dhau los ua teeb meem, tab sis qhov tseem ceeb nws yog rebranding uas yuav pab tau radically hloov qhov xwm txheej. Feem ntau yog vim li cas rau kev hloov cov duab hom yogkev sib tw, thiab tom qab ua tiav rebranding, muaj kev muag khoom sai.
- Txoj haujlwm koj lub hom phiaj yog pib tsis muaj txiaj ntsig. Cov kws tshaj lij kev lag luam tau ua yuam kev, lub tswv yim uas koj pom zoo tsis nkag siab lossis txaus siab los ntawm cov neeg tuaj saib. Hauv qhov xwm txheej zoo li no, tseem yuav tsum tau rebranding.
Complex lossis cosmetic rebranding
Yog tias koj xav txog dab tsi rebranding yog, ces qhov kev xaiv ntawm seb cov txheej txheem no yuav complex los yog kom hniav zoo nkauj nyob ntawm seb lub complexity ntawm cov teeb meem koj lub tuam txhab tab tom ntsib. Rebranding yuav tsum tau tsom rau kev kov yeej cov teeb meem nrog kev poob tsawg. Koj yuav tsum pib nws nrog kev ntsuam xyuas ntawm txoj haujlwm tam sim no ntawm koj lub hom phiaj. Yog hais tias yog vim li cas yog lub tswv yim heev ntawm qhov chaw, ces lub tswv yim hom yuav tsum tau hloov radically, uas, nyob rau hauv lem, yuav tsum tau nrog ib tug kev hloov nyob rau hauv tag nrho lwm yam cwj pwm. Xws li rebranding hu ua complex.
Yog tias, piv txwv li, lub npe nws tus kheej nyiam cov neeg siv khoom, tab sis lub ntim tsim tawm ntawm lub tswv yim dav dav, ces nws muaj peev xwm txwv peb tus kheej rau kev kho kom zoo nkauj rebranding, uas yog, hloov me ntsis. Piv txwv li, rebranding ntawm lub tsev noj mov yuav suav nrog tsis tsuas yog kev hloov pauv ntawm lub logo thiab sab hauv, tab sis kuj hloov pauv hauv cov ntawv qhia zaub mov lossis kev taw qhia ntawm lub tuam txhab. Nws yog ib nqi sau cia hais tias lub rebranding ntawm ib tug trademark uas yog zoo txhawb nqa thiab nyob rau hauv kev thov ntawm cov neeg siv khoom yuav tsum tau ua kom ntse thiaj li tsis ua txhaum nws txoj hauj lwm nyob rau hauv lub lag luam thiab tsis txo nws cov kev lees paub.
Qhov tseem ceeb ntawm txheej txheem
Rebranding yog ib txoj kev ntev thiab maj mam. Ntawm nws lub hauv paus, qhov no yog kev tsim cov hom tshiab raws li qhov qub. Thiab qee zaum qhov kev hloov pauv los ntawm qhov tsis sib xws, cuam tshuam rau lub cim lag luam uas twb muaj lawm. Yog li ntawd, ib tug muaj peev xwm rebranding yuav tsum nco ntsoov pib nrog kev lag luam kev tshawb fawb, thiab tsuas yog tom qab ntawd nws yuav pom tseeb nyob rau hauv qhov kev taw qhia mus ua hauj lwm.
Kev Tshawb Fawb yuav pab txiav txim siab seb yuav tshem tawm dab tsi thiab yuav ntxiv dab tsi ntxiv. Lawv qhia txog qhov zoo ntawm koj cov neeg siv khoom lag luam pom tias yog qhov zoo dua, thiab hauv txoj kev twg koj lub hom lag luam poob qab cov neeg sib tw. Yog li ntawd, tag nrho cov txheej txheem rebranding ntxiv nyob ntawm cov txiaj ntsig ntawm kev tshawb fawb lag luam.
Lub hom phiaj tseem ceeb ntawm kev hloov pauv
Cov haujlwm uas tau teeb tsa ua ntej kev hloov pauv yog qhov yooj yim thiab meej. Nws yog ib qho tsim nyog los ntxiv dag zog rau lub hom phiaj ntawm cov neeg tuaj saib, sib txawv thiab nyiam cov neeg siv khoom tshiab. Hauv txoj cai, tsis muaj lwm yam laj thawj los hloov pauv. Tom qab tag nrho, rebranding, as well as branding, yog ib qho ntawm cov cuab yeej kev lag luam, cov hom phiaj thiab cov hom phiaj uas yuav tsum tau tsom mus rau qhov kev loj hlob ntawm kev lag luam ntsuas.
Brand uniqueness thiab thov
Lub hom phiaj qhia tshwj xeeb ntawm tus cwj pwm ntawm cov neeg tuaj saib, thiab cov cim qhia, ntim khoom tsuas yog cov khoom lag luam, ib hom kev txheeb xyuas uas ua rau muaj kev koom tes tsim nyog nrog cov khoom lag luam, kev pabcuam lossis hom khoom hauv lub siab ntawm cov neeg siv khoom. Yog li, branding yog txheej txheem ntawm kev txhim kho,tsim thiab tswj cov duab xav tau hauv lub siab thiab subconscious ntawm cov neeg siv khoom. Cov cwj pwm yog ib feem tseem ceeb ntawm lub hom, tab sis tseem lub ntsiab lus tseem ceeb yog cov duab, cov duab uas twb muaj lawm. Thiab ntawm chav kawm, cov duab no yuav tsum ua kom muaj kev paub txog cov khoom ntawm kev noj ntau li ntau tau. Uas yog, nyob rau hauv lwm yam lus, los cuam tshuam qhov kev xaiv ntawm buyer.
Nrhiav ib tug tshiab vector
Raws li twb tau hais lawm, rebranding yog ib qho kev hloov ntawm cov duab. Cov no yog cov kev hloov pauv uas yuav tsum muaj kev cuam tshuam zoo rau lub siab ntawm cov neeg yuav khoom thiab txhim kho kev muag khoom. Thiab txij li tus cwj pwm xav tau yog tsim nyob rau hauv kev cuam tshuam ntawm kev txhawb nqa tus nqi uas tau kos rau hauv hom vector, ces koj yuav tsum xav txog kev hloov cov kev xav ntawm cov neeg tuaj saib lub hom phiaj ntawm hom no. Qee qhov xwm txheej, nws tseem tuaj yeem hloov lub npe mus rau lwm tus neeg tuaj saib tag nrho. Lub ntsiab lus ntawm rebranding yog lub hom phiaj uas tau tsom mus rau ib qho txiaj ntsig uas muaj qhov tseem ceeb rau cov neeg siv khoom tam sim ntawd hloov nws cov vector heev.
Tib lub sijhawm, hloov cov cwj pwm tsis yog ib txwm tsim nyog. Qhov no tsuas yog yuav tsum tau yog tias lawv tsis sib haum lossis tsis sib haum xeeb rau qhov kev txhawb nqa tus nqi kos rau hauv lub cim tshiab vector. Cov duab tshiab yog tsim nyob rau hauv ib txoj kev nyuaj. Qhov no yog ib tug restyling ntawm lub logo, redesign ntawm sab hauv. Tab sis tseem, cov cuab yeej tseem ceeb uas cov kev hloov pauv tau tsim hauv lub siab ntawm cov neeg siv khoom yog kev tshaj tawm. Thiab tag nrho lwm cov cwj pwm tsuas yog ib qho ntxiv rau qhov txhawb nqa tus nqi ntawm cov vector tshiab. Nws yog tsim nyog sau cia tias nws tsuas yog txwv rau kev hloov ib yam, ib qho kos npe lossis ib qho assortment, yog tiastham txog kev hloov pauv cov duab loj loj li rebranding qhia tias yog nyiaj pov tseg.
Rebranding piv txwv
Pib hloov ib yam dab tsi hauv ib hom lag luam uas muaj kev vam meej thiab muaj feem cuam tshuam yog tsis tsim nyog. Tab sis ntawm qee lub sijhawm, txawm tias titans ntawm kev ua lag luam yuav xav tau rebranding. Ua piv txwv, peb tuaj yeem hais txog qhov hloov pauv Pepsi logo thiab Coca-Cola lub logo uas tsis tau hloov ntau hauv ib puas xyoo. Thawj hom yog tsom rau cov txiaj ntsig tshiab, thiab qhov thib ob nyiam ua raws li kev coj noj coj ua. Nws yog ib qho tsim nyog sau cia tias ob lub npe xaiv qhov raug, lawv txhawb nqa tus nqi tiv thaiv thiab kho (lossis tsis hloov) tus cwj pwm rau cov vector xaiv.
Kev ua haujlwm ntawm kev rov ua lag luam
Cov txheej txheem ntawm rebranding nyob rau hauv nws complexity thiab scope yuav tshaj lub creation ntawm cov duab ntawm ib tug tshiab hom. Txawm li cas los xij, cov kev hloov pauv tsis tau lees tias yuav ua tiav. Yog, thiab txwv rau ib nrab ntsuas hauv cov txheej txheem no tsis tuaj yeem ua tau. Qhov ntau saturated lub lag luam ua, qhov tseem ceeb tshaj plaws branding thiab nws cov cwj pwm ua. Cov duab tsim yog ib qho tseem ceeb heev rau kev ua kom cov neeg siv khoom loy alty. Txawm li cas los xij, lub hom phiaj tsis yog tsim los ntawm tsis muaj dab tsi, lub hom phiaj yog qhov tshwm sim ntawm kev ua haujlwm ntev, ua tiav thiab nthuav dav, thiab yog tias thaum xub thawj nws tsis tau ua kom zoo txaus, ces thaum rebranding nws yuav tsum tau coj mus rau hauv tus account yav tas los ua. yuam kev, thiab tsis cia siab tias cov duab yuav tshwm sim los ntawm qhov pib heev. Txwv tsis pub, cov nyiaj thiab lub sij hawm siv rau rebranding yuav tsis ua pov thawj nws tus kheej.
