Brand Identity vs Brand Image
Qhov txawv ntawm hom duab thiab hom cim yog muab los ntawm lub ntsiab lus tseem ceeb ntawm kev tsim khoom lag luam thiab seb cov neeg siv khoom pom nws li cas. Hom tuaj yeem muab faib ua lub cim, cim, logo, lub npe, lo lus, kab lus lossis kev sib xyaw ntawm cov khoom no, uas cov tuam txhab siv los sib txawv ntawm lwm tus neeg muag khoom hauv khw. Lub npe yog suav tias yog ib qho tseem ceeb ntawm kev lag luam niaj hnub no thiab cov tuam txhab faib nyiaj siab rau kev tsim khoom lag luam. Branding muaj ob lub ntsej muag; ib qho yog cov tuam txhab sib txuas lus, thaum lwm qhov yog cov neeg siv khoom pom. Cov ntsiab lus no ua rau muaj ntau yam kev xav, tawm ntawm cov cim npe thiab hom duab tseem ceeb.
Brand Identity yog dab tsi?
Hom tus kheej yog ib qho kev qhia tawm los ntawm ib lub koom haum. Nws yog tag nrho cov lus pom zoo ib lub tuam txhab xav qhia rau lawv cov neeg siv khoom lossis seb lub tuam txhab xav kom txheeb xyuas lawv cov neeg siv khoom. Kev sib txuas lus los ntawm ib lub koom haum xws li kev tshaj tawm lossis kev sib raug zoo rau pej xeem yuav sim muab cov lus tshwj xeeb ntawm lawv qhov kev muab rau nws cov neeg siv khoom. Qhov no yog hom cim npe. Raws li lub koom haum, lawv muaj lub luag haujlwm los tsim kom muaj kev sib txawv ntawm lawv cov neeg siv khoom. Cov cim npe muaj xws li cov ntsiab lus tseem ceeb ntawm cov cim lag luam xim, lub logo, lub npe, cov cim, taglines, thiab kev sib txuas lus (kev nthuav qhia). Ib qho piv txwv ntawm tus kheej lub npe yog Coca Cola lub ntsiab lus ntawm 'Qhib Kev Zoo Siab.'
Brand tus kheej yog thawj qhov kev xav ntawm kev muab rau tus neeg siv khoom. Nws yuav tsim kev puas siab puas ntsws nrog rau kev ua haujlwm pom hauv lub siab ntawm cov neeg siv khoom. Qhov kev nkag siab no yuav ua rau muaj kev paub thiab yuav ua rau qhov sib txawv. Los ntawm cov neeg siv khoom pom, cov lus pom zoo ntawm lub tuam txhab raug txhais raws li kev cog lus. Yog li ntawd, cov cim npe kuj tuaj yeem raug cais raws li kev cog lus los ntawm lub tuam txhab rau lawv cov neeg siv khoom. Piv txwv li, nrog cov kab lus ntawm 'Qhib Kev Zoo Siab' ntawm Coca Cola, lawv xa cov lus nws tuaj yeem qhia rau cov phooj ywg thiab yuav ua rau lub sijhawm zoo siab dua thaum nqhis dej.
Ib lub cim cim tshwj xeeb uas qhia txog kev xav ntawm tus neeg yuav khoom yog qhov tseem ceeb rau txhua lub koom haum, vim nws tuaj yeem ua rau cov neeg siv khoom txaus siab, cov neeg ua haujlwm txhawb siab, hom kev ntseeg siab, kev loj hlob, thiab khaws cov neeg siv khoom. Lub hom phiaj zoo yuav muaj kev ruaj ntseg, thiab cov neeg yuav khoom yuav tuaj yeem paub nws tam sim ntawd nrog lub tuam txhab cov khoom. Piv txwv li, liab nrog kab dawb cuam tshuam nrog Coca Cola yog ib lub hom lag luam zoo tshaj plaws thoob ntiaj teb.
Qhib Kev Zoo Siab lub ntsiab ntawm Coco Cola yog qhov piv txwv rau hom cim npe
Brand Image yog dab tsi?
Hom duab yog kev xaav ntawm tus neeg siv khoom txog lub hom. Nws muaj feem cuam tshuam txog dab tsi tus neeg siv khoom koom nrog lub hom phiaj nrog, hauv lawv lub siab. Nws tuaj yeem yog kev ntseeg, kev xa mus, xa xov lub koom haum nthuav tawm rau nws cov neeg siv khoom, lossis lwm tus neeg siv khoom xav tias cuam tshuam txog lub npe. Hom duab tsis tas tsim; nws tau raug tsim. Qee cov neeg siv khoom tsim kev xav khi rau ib hom khoom. Piv txwv li, txawm tias Volvo hom cim yog kev nyab xeeb, nyob rau hauv lub siab ntawm Swedish cov neeg, nws yog ib tug patriotic cim. Txawm lawv nyob qhov twg hauv ntiaj teb no, lawv xav yuav ib lub Volvo thiab nthuav qhia lawv txoj kev hlub.
Cov duab yog tus cwj pwm ntawm lub tuam txhab lossis cov lus cog tseg uas cov neeg siv khoom tau ntsib, thiab tsis yog lub tuam txhab tau tshaj tawm. Cov tuam txhab lag luam yuav tsum ua haujlwm hnyav los tswj lawv cov lus cog tseg thiab txhais nws mus rau cov neeg siv khoom tsis tu ncua. Qhov no yuav ua rau muaj cov duab zoo uas lub tuam txhab tshaj li cov neeg siv khoom xav tau. Yog tias lub tuam txhab ua tiav ntawm qhov no, nws qhov kev ua tau zoo tuaj yeem lav tau. Cov duab hom yuav tsum muaj zog nrog kev sib txuas lus xws li kev tshaj tawm, ntim khoom, kev tshaj tawm ntawm lub qhov ncauj, thiab lwm yam khoom siv tshaj tawm.
Cov duab ntawm Volvo yog kev hlub rau cov neeg Swedish
Dab tsi yog qhov txawv ntawm Hom Lub Npe thiab Hom Duab?
Brand yog ib qho kev kawm dav dav thiab tseem ceeb heev hauv lub ntiaj teb kev lag luam tam sim no. Cov subsets ntawm hom uas peb tab tom tham txog yog lub hom phiaj tus kheej thiab hom duab. Lawv feem ntau yog los ntawm ib qho chaw uas yog cov lus tshaj tawm. Txawm li cas los xij, kev nthuav qhia thiab kev nkag siab txawv ntawm ob nqe lus. Peb yuav delve rau qhov sib txawv ntawm ob qho ntxiv.
Source:
• Hom cim tau tsim los ntawm lub tuam txhab.
• Hom duab yog qhov kev nkag siab ntawm kev muab los ntawm cov neeg siv khoom pom.
Vision:
• Hom cim yog saib ua ntej lossis lub zeem muag yav tom ntej ntawm lub tuam txhab. Nws yog kev nthuav qhia ntawm tuam txhab muab.
• Hom duab yog saib cov kev paub dhau los thiab kev ntseeg ntawm cov neeg siv khoom. Nws yog qhov kev xav ntawm qhov kev paub dhau los.
Kev qhia:
• Lub npe tus kheej ntws los ntawm cov tswv yim lag luam. Yog li, nws muaj txoj kev taw qhia zoo.
• Hom duab yog kev nkag siab.
Action:
• Hom tus kheej yog nquag nquag, qhov twg lub tuam txhab muaj lub zog los piav qhia qhov lawv nyiam thiab muaj peev xwm hloov tau. Qhov cuam tshuam nrog lub tuam txhab hais txog tus kheej hom.
• Hom duab yog passive, qhov twg cov neeg siv khoom xaav tau raug tsim. Cov neeg siv khoom tsis muaj kev tswj xyuas ncaj qha lossis cuam tshuam rau lawv qhov kev nkag siab vim nws yog lub siab xav.
Cov lus sib xyaw:
• Cov lus tshaj tawm ntawm lub tuam txhab yog khi nrog cov cim npe.
• Cov neeg siv khoom cais cov duab rau lawv txoj kev nkag siab lossis kev nqus uas yog hom duab.
Peb muaj peev xwm faib thiab sib txawv hom npe thiab hom duab. Yooj yim, hom cim yog dab tsi lub tuam txhab nthuav tawm nws tus kheej txog nws cov khoom thaum, hom duab yog dab tsi cov neeg siv khoom pom txog qhov muab. Yog li, lub koom haum cov lus yog hom cim npe thaum cov neeg siv khoom txais tos yog hom duab.
