Hom kev lag luam: txhua qhov kev faib tawm

2024 Tus sau: Howard Calhoun | [email protected]. Kawg hloov kho: 2023-12-17 10:28

Kev Lag Luam - yog ib lub ntsiab lus tseem ceeb tshaj plaws hauv kev lag luam, nrog ntau yam haujlwm. Muaj ntau ntau yam kev faib ua lag luam: raws li daim ntawv qhia, raws li txoj cai ntawm kev ua tswv cuab, raws li daim ntawv. Tsis txhob hnov qab tias lub cim lag luam yog ib feem ntawm lub tswv yim loj - tus neeg koom nrog.

Lub tswvyim thiab hom kev lag luam

Txoj kev lag luam, lub npe lag luam (lwm lub npe - lub cim lag luam) - kev sau npe, cim, ua ke ntawm cov tsiaj ntawv lossis cov lej, cov duab ntawm cov khoom, tsim kom paub qhov txawv, nqa cov ntaub ntawv hais txog cov chaw tsim khoom.

Txoj kev no ntawm tus kheej ntawm cov chaw tsim khoom tau sau npe hauv cov koom haum hauv xeev ntawm Lavxias Federation thiab lwm lub tebchaws. Nws hais txog cov cai tshwj xeeb los siv cov cim xaiv thiab lawv txoj cai tiv thaiv. Cov yav tas yog muab nyob rau hauv ntau tshaj 160 lub xeev, 90 ntawm lawv - nyob rau theem ntawm txoj cai lij choj.

Nyob hauv peb lub tebchaws, txhua yam kev siv lub cim lag luam raug tiv thaiv los ntawm Kev Lag Luam Kev Lag Luam, Kev Pab Cuam thiab Cov Ntawv Pov Hwm ntawm Keeb Kwm (1992).

Tsuasntawm qhov no, cov cim lag luam raug tiv thaiv los ntawm kev ua hauv qab no:

• Paris Convention 1883
• Madrid Convention Hais Txog Kev Sau Npe Thoob Ntiaj Teb ntawm Kev Lag Luam (1981).
• Daim Ntawv Pom Zoo Sau Npe Ua Lag Luam (1973).

Trademark - Muaj nuj nqi

Hom kev lag luam ua lag luam tuaj yeem suav nrog hauv qab no:

1. Qhov no yog ib qho pov thawj rau qib siab ntawm cov khoom zoo.
2. Kev muaj lub cim npe ua rau tus neeg yuav khoom ntseeg siab rau cov khoom vim yog lub koob npe nrov ntawm cov chaw tsim khoom.
3. Qhov no yog lub hauv paus ntawm kev tshaj tawm thiab tshaj tawm (ua ntej ntawd, txhua yam kev lag luam, tau kawg, lawv tus kheej yuav tsum tau txhawb nqa zoo).

Nws ntseeg tias cov khoom lag luam tau yuav 15-25% ntau dua li cov khoom tsis muaj npe. Tsis tas li ntawd, lub cim lag luam nws tus kheej feem ntau dhau los ua ib qho khoom muaj txiaj ntsig ntawm kev ua tswv cuab - tus nqi ntawm Coca-Cola cim tshaj, raws li tus tswv lag luam, $ 3 billion.

hom npe npe

Lwm sab uas qhia txog lub cim lag luam yog hom nws lub npe. Muaj plaub ntawm lawv tag nrho:

1. Lub npe. Nws suav nrog lub cim, kev xaiv, xim txawv lossis lawv cov kev sib txuas, kos duab.
2. Lub npe. Nws muaj cov ntawv luv, ib lo lus, kab lus, tsab ntawv, txhua yam uas tuaj yeem hais tau.
3. Kev lag luam duab - tus kheej lub npe ntawm lub tuam txhab.
4. Kev Lag Luam - tag nrho cov saum toj no, tiv thaiv los ntawm kev cai lij choj thiab kev cai lij choj. Qhov kawg yog qhia los ntawm tsab ntawv R hauv lub voj voog.

Kev faib tawm ntawm ntau yam ntawm cov cim lag luam

Txhua yam kev lag luam thiab cov cim kev pabcuam tuaj yeem faib raws li hauv qab no:

1. Hais txog cov tswv cuab txoj cai: tus kheej, sib koom.
2. Los ntawm khoom: khoom muag, assortment.
3. Raws li daim ntawv qhia: peb-dimensional, suab, ua ke, hais lus, pom.

kawg yuav yog qhov txaus siab xav txog.

Kev faib tawm los ntawm ntau yam kev qhia

Hom kev lag luam tau muab faib ua ntau pawg raws li daim ntawv qhia:

1. Verbal - hais lub npe thiab cov lus hais. Cov qeb tshaj plaws, uas suav nrog ob qho tib si lo lus thiab neologisms. Piv txwv li, VKontakte, Txhua Hnub, Twix, iPhone, Windows. Lossis: "Gillette. Tsis muaj qhov zoo dua rau tus txiv neej", "Yog tias muaj lub tswv yim - muaj IKEA", thiab lwm yam.
2. Fine - cim thiab nco txog cov duab ntawm tib neeg, tsiaj txhu, cov cim paub daws teeb, kab, duab - cim thiab logos. Cov no suav nrog cov cim "Adidas", "Apple", "Lacoste", "Facebook", Lavxias Railways, thiab lwm yam.
3. Volumetric. Tsis tshua muaj ntau yam. Txawm hais tias cov khoom nws tus kheej los yog nws lub ntim yog depicted. Xws li ib daim duab lossis duab yuav tsum tsis yog schematic, tsom mus rau ib lub hom phiaj tshwj xeeb lossis cov cuab yeej ntawm cov khoom. Piv txwv li, ib daim duab ntawm phau ntawv, lub xov tooj ntawm tes, lub phaj, lub tshuab nqus tsev, thiab lwm yam. Cov kos npe yuav tsum txawv ntawm qee qhov tshwj xeeb uas muaj nyob hauv cov khoom nws sawv cev: McDonald's clown, Wimm-Bill-Dann Hom tsiaj, thiab lwm yam.
4. Sonic. Qhov no yog ib feem ntawm cov suab paj nruag los yog lwm lub suab uas ua rau lub tuam txhab no. Nws yog nrov heev ob qho tib si hauv suab tshaj tawm thiab hauv xov xwm - xws li lub suab hu ua jingle. Feem ntau lub npe ntawm cov khoom lag luam lossis cov lus hais ntawm lub tuam txhab tau hu rau hauv nws, piv txwv li: "Galina blanca, bul-bul, bul-bul", "Mmm, Danone". Qhov no kuj suav nrog cov cim hu xov tooj cua thiab xov tooj cua tshwj xeeb, suab paj nruag ntawm kev txais tos lossis farewell screensavers ntawm TV programs.
5. Kev sib xyaw ua ke ua ke ntau yam ntawm qhov kev faib tawm no: cov lus hais thiab cov duab, logo thiab suab.
6. Olfactory. Cov no yog cov khoom lag luam uas tsis tshua muaj thiab txawv tshaj plaws. Lawv yog cov tshuaj tsw qab uas feem ntau tsis muaj dab tsi cuam tshuam nrog cov khoom. Nws yog ib qho nyuaj heev rau sau npe xws li ib tug neeg lub cim - koj xav tau ib tug ncauj lus kom ntxaws piav qhia ntawm cov tshuaj tsw qab, nws cov tshuaj formula, ib daim ntawv teev cov "bouquet" ntawm nws tus kheej tsw. Hauv peb lub tebchaws, cov cim lag luam xav paub yuav luag tsis muaj.

cais cov piv txwv ntawm cov cim olfactory ntawm cov khoom tuaj yeem muab:

• vanilla thiab lavender - ntawv sau;
• ntxhais ntawm cov nyom nyom tshiab - pob tennis;
• paj yeeb - lub tsheb log tsheb;
• tangible tsw ntawm muaj zog npias - darts rau ua si darts;
• lemon grass - spas, thiab lwm yam.

Lub tuam txhab style concept

ViewsCov cim lag luam yog qhov tseem ceeb ntawm lub tswv yim thoob ntiaj teb - cov qauv ntawm lub tuam txhab. Corporate Identity - ib txheej ntawm cov txheej txheem sib txawv thiab txoj hauv kev ntawm kev nthuav tawm cov khoom uas qhia txog qhov kawg hauv ib qho thiab ua tiav. Lub tswv yim no koom ua ke hauv nws tus kheej:

• trademark;
• hom ntawv cim npe;
• kev cai xim ua ke;
• logo;
• tuam txhab thaiv - ua ke ntawm lub npe, lub logo, cov lus hais, cov lus piav qhia;
• feem ntau lub tuam txhab tsis tu ncua - ntawv thiab duab layout, hom ntawv, thiab lwm yam.

Txoj kev lag luam, qhov tseeb, yog "lub ntsej muag" ntawm lub tuam txhab, tshwj xeeb, tiv thaiv kev luam tawm thiab kev thuam. Muaj ntau txoj kev xaiv rau nws.