Yintoni ukuma kwesicwangciso sophawu?Ukuma kweQhinga leTrout Ukubaluleka kweeyantlukwano ezi-4

yintoni isicwangciso brandUkubekwa endaweni?

Ukuma kweQhinga leTrout Ukubaluleka kweeyantlukwano ezi-4

UJack Trout, ingcali yokuthengisa eyaziwayo yaseMelika, yabonisa kwincwadi yakhe ethi "Yiba Ngahlukileyo: Ukusinda Kwixesha Lokukhuphisana Okugqithisileyo" ukuba iinkampani kufuneka zifumane indlela yokwahlula phambi kwabantu abakhuphisana nabo.

Isiseko sokubekwa kwesicwangciso sophawu oluyimpumelelo:

• ukuba uzibandakanyeEzorhweboOkanyeWechat, kufuneka axelele umthengi ukuba kutheni kufuneka athenge imveliso yakho endaweni yeyomnye umntu?
• Intengiso ye-Wechatindawo yobuchule, "ukwahluka" ngundoqo.

Brand strategic positioning 3 imibuzo

Naliphi na ishishini elifuna ukwenza umsebenzi olungileyo kwindawo yophawu kufuneka libuze le mibuzo mi-3:

1. Yintoni?
2. yahluke phi?
3. Ukungqina njani?

Thatha uphawu lwe "Volvo" njengomzekelo:

1) Yintoni?

• "IVolvo" ithengisa iisedan zodidi oluphezulu, iimoto zemidlalo, iimoto zokhuseleko, kunye neeveni.

2) Yahluke phi?

• Imoto ethembekileyo, enobunewunewu, ekhuselekileyo neyonwabisayo ukuyiqhuba.

3) Ukungqina njani?

• Iingxowa zomoya zeXX kwimoto yethu ▼

iindaba ezintshaUkuma kobuchule bokusebenza

Baninzi abantu abatsha bemidiya abafuna ukwenzaIntengiso ye-Intanethi, kodwa ihlala ibuzwa:Uyifumana njani iakhawunti yoluntu yeWeChat?

Nceda ujonge le mibuzo mi-3 ilandelayo yokuzibeka kwindawo yakho:

1) Ndikweyiphi intsimi?

• Imisebenzi emitsha yemidiya.

2) Liliphi ixabiso endinokunika lona?

• Nceda uphucule umgangatho wemisebenzi emitsha yemidiya, ikuvumela ukuba uphuculeUkunyuswa kweakhawunti yoluntuukusebenza kakuhle.

3) Ndiyingqina njani loo nto?

• Inqaku le-akhawunti kawonkewonke ye-WeChat sele lizise iXX izixhobo zemidiya entsha.
• Ezi zixhobo ezintsha zemidiya ziye zanceda abafundi beXX baphuculauKhuthazo lweWebhuukusebenza kakuhle.

ukuziphatha kwethuku lokuzigcina

Ingqondo yomntu izalwa inethuku lokuzigcina.

Ngenxa yethuku lokuzikhusela kwingqondo, abathengi (abasebenzisi) baya kuvelisa ezi ndlela zokuziphatha zilandelayo:

1) Gxila kuwe

• Ukuze kuncitshiswe ukusetyenziswa kwamandla, ingqondo ayinikeli ngqalelo kwizinto ezingenanto yakwenza nayo.

2) Umthamo olinganiselweyo

• Umthamo wengqondo ulinganiselwe, kwaye ukwenzela ukunciphisa ukusetyenziswa kwamandla, akunakwenzeka ukukhumbula kakhulu.

3) Yithiye i-clutter

• Ingqondo yenza i-clutter kwaye idla amandla amaninzi.

4) Njengobulula

• Ukuhlela kunye nokuhlelwa, ingqondo idla amandla amancinci kwaye iphucula ngokufanelekileyo ukusebenza kakuhle.

5) Thenga kwisihlwele

• Ubona ukuba wonke umntu uyithengile, ukuba awuzithengi ngokwakho, uya kuziva uphelelwe lixesha, ngathi uzolahlekelwa yinto...

6) Ukuxhathisa utshintsho

• Ukutshintsha rhoqo, ingqondo idla amandla amaninzi.

7) Gxininisa kumahluko

• Izinto ezahlukeneyo zitsala ingqalelo yengqondo.

Brand strategic positioning, umahluko ngundoqo

No. 1 Umahluko: Inzuzo yokuqala

• Uninzi lwabantu lukhumbula kuphela iMount Everest, eyona ncopho iphakamileyo emhlabeni.
• Umntu wokuqala ukupapasha incwadi kulo mmandla unerekhodi yexesha elingenakwenziwa.

Umahluko wesi-2: Inzuzo eyodwa

• Yiba nguwe kuphela oqokelele XXX ebaleni.

Umahluko wesi-3: Amava amade

• Umzekelo: Kuyancomeka ukuthetha ukuba mingaphi iminyaka yamava okusebenza kwishishini le-e-commerce.

Uhlobo lwesine lokwahlula: umdali we-XX theory

• Intshayelelo: XXX, umyili wethiyori (umdali).

Ukubekwa kwesicwangciso sophawu kwabelwana ngalo apha, nceda ubone inqaku elilandelayo:"UIndlela yokufumana indawo yobomi bakho?"U