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هویت برند و معماری برند در صنعت شکلات و شیرینی

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هویت برند و معماری برند در صنعت شکلات و شیرینی ایران و جهان

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هویت برند و معماری برند در صنعت شکلات و شیرینی

  1. 1. ‫ﺑﺮﻧﺪ‬ ‫ﺑﺼﺮﻱ‬ ‫ﻫﻮﻳﺖ‬ ، ‫ﺑﺮﻧﺪ‬ ‫ﻣﻌﻤﺎﺭﻱ‬ ‫ﺗﺠﺮﺑﻪ‬ ‫ﺑﺮ‬ ‫ﺑﺮﻧﺪ‬ ‫ﺑﺼﺮﻱ‬ ‫ﻫﻮﻳﺖ‬ ‫ﺗﺎﺛﻴﺮ‬ ‫ﻭ‬ ‫ﻓﺮﻭﺷﮕﺎﻩ‬ ‫ﺩﺭ‬ ‫ﺧﺮﻳﺪ‬
  2. 2. ‫ﻭ‬ ‫ﺑﺮﻧﺪ‬ ‫ﻣﻌﻤﺎﺭﻱ‬ ‫ﺳﺎﺯﻱ‬ ‫ﺟﺎﻳﮕﺎﻩ‬
  3. 3. ‫ﺑﻪ‬‫ﺭﻭﺷﻲ‬‫ﻛﻪ‬‫ﻳﻚ‬‫ﺷﺮﻛﺖ‬‫ﺑﺮﻧﺪ‬‫ﻫﺎﻱ‬‫ﺧﻮﺩ‬‫ﺭﺍ‬‫ﻧﺎﻡ‬‫ﮔﺬﺍﺭﻱ‬‫ﻭ‬‫ﻧﻮﻉ‬‫ﺍﺭﺗﺒﺎﻁ‬‫ﺑﻴﻦ‬ ‫ﺁﻧﻬﺎ‬‫ﺭﺍ‬‫ﻣﺸﺨﺺ‬‫ﻣﻴﻜﻨﺪ‬،‫ﻣﻌﻤﺎﺭﻱ‬‫ﺑﺮﻧﺪ‬‫ﮔﻔﺘﻪ‬‫ﻣﻴﺸﻮﺩ‬.،‫ﻣﻌﻤﺎﺭﻱ‬‫ﺍﺟﺰﺍﻱ‬ ‫ﺍﺻﻠﻲ‬‫ﻭ‬‫ﺑﺴﻴﺎﺭ‬‫ﻣﻬﻤﻲ‬‫ﺑﺮﺍﻱ‬‫ﺑﺮﻗﺮﺍﺭﻱ‬‫ﺍﺭﺗﺒﺎﻃﺎﺕ‬‫ﺍﺳﺘﺮﺍﺗﮋﻳﻚ‬‫ﺑﺎ‬‫ﻣﺼﺮﻑ‬ ‫ﻛﻨﻨﺪﮔﺎﻥ‬‫ﺑﻮﺩﻩ‬‫ﻭ‬‫ﺷﺎﻣﻞ‬‫ﺳﻪ‬‫ﻧﻮﻉ‬‫ﺍﺳﺖ‬: .A‫ﺳﻴﺴﺘﻢ‬‫ﻳﻜﭙﺎﺭﭼﻪ‬:monolithic ‫ﺩﺭ‬‫ﺍﻳﻦ‬‫ﺭﻭﺵ‬‫ﻧﺎﻡ‬‫ﺷﺮﻛﺖ‬‫ﺑﺮ‬‫ﺭﻭﻱ‬‫ﺗﻤﺎﻡ‬‫ﻣﺤﺼﻮﻻﺕ‬‫ﮔﺬﺍﺷﺘﻪ‬‫ﻣﻲ‬‫ﺷﻮﺩ‬. ‫ﻣﺜﺎﻝ‬:‫ﻣﻬﺮﺍﻡ‬.‫ﻣﺰﻳﺖ‬‫ﺍﺻﻠﻲ‬‫ﺍﻳﻦ‬‫ﺳﻴﺴﺘﻢ‬‫ﻛﺎﻫﺶ‬‫ﭼﺸﻤﮕﻴﺮ‬‫ﻫﺰﻳﻨﻪ‬‫ﺗﺒﻠﻴﻐﺎﺕ‬ ‫ﺍﺳﺖ‬‫ﺍﻣﺎ‬‫ﺩﺭ‬‫ﺻﻮﺭﺗﻲ‬‫ﻛﻪ‬‫ﻳﻜﻲ‬‫ﺍﺯ‬‫ﻣﺤﺼﻮﻻﺕ‬‫ﺩﭼﺎﺭ‬‫ﻣﺸﻜﻞ‬،‫ﺷﻮﺩ‬‫ﻛﻞ‬‫ﺳﺒﺪ‬ ‫ﻣﺤﺼﻮﻝ‬‫ﺗﺤﺖ‬‫ﺗﺎﺛﻴﺮ‬‫ﻗﺮﺍﺭ‬‫ﮔﺮﻓﺘﻪ‬‫ﻭ‬‫ﺷﺮﻛﺖ‬‫ﻣﺘﺤﻤﻞ‬‫ﺿﺮﺭ‬‫ﻭ‬‫ﺯﻳﺎﻥ‬‫ﻫﻨﮕﻔﺘﻲ‬ ‫ﺧﻮﺍﻫﺪ‬‫ﺷﺪ‬‫ﻫﻤﺎﻧﻨﺪ‬:‫ﺻﺤﺖ‬‫ﻭ‬Virgin ‫ﺑﺮﻧﺪ‬ ‫ﻣﻌﻤﺎﺭﻱ‬
  4. 4. B.‫ﺳﻴﺴﺘﻢ‬‫ﺗﺎﻳﻴﺪﻱ‬:endorsed ‫ﺩﺭ‬‫ﺍﻳﻦ‬‫ﺭﻭﺵ‬‫ﺗﻤﺎﻣﻲ‬‫ﺑﺮﻧﺪ‬‫ﻫﺎﻱ‬‫ﺯﻳﺮﻣﺠﻤﻮﻋﻪ‬‫ﺑﻪ‬‫ﻧﺎﻡ‬،‫ﺳﺎﺯﻣﺎﻥ‬‫ﭼﻪ‬‫ﺑﻪ‬ ‫ﺻﻮﺭﺕ‬‫ﻛﻼﻣﻲ‬‫ﻭ‬‫ﭼﻪ‬‫ﺑﻪ‬‫ﺻﻮﺭﺕ‬‫ﺗﺼﻮﻳﺮﻱ‬‫ﻣﺘﺼﻞ‬‫ﻫﺴﺘﻨﺪ‬.‫ﺩﺭ‬‫ﺣﻘﻴﻘﺖ‬ ‫ﺑﺮﻧﺪ‬‫ﻫﺎﻱ‬‫ﺯﻳﺮ‬‫ﻣﺠﻤﻮﻋﻪ‬‫ﺍﺯ‬‫ﺍﻋﺘﺒﺎﺭ‬‫ﺑﺮﻧﺪ‬‫ﺳﺎﺯﻣﺎﻥ‬‫ﺑﻬﺮﻩ‬‫ﻣﻲ‬‫ﺑﺮﻧﺪ‬.‫ﻧﺴﺘﻠﻪ‬ ‫ﻭ‬‫ﻛﻴﺖ‬‫ﻛﺖ‬‫ﺍﺯ‬‫ﻣﺜﺎﻝ‬‫ﻫﺎﻱ‬‫ﺧﻮﺏ‬‫ﺍﻳﻦ‬‫ﺭﻭﺵ‬‫ﻫﺴﺘﻨﺪ‬.‫ﻓﻮﻣﻦ‬،‫ﺷﻴﻤﻲ‬ ‫ﻳﻮﻧﻴﻠﻴﻮﺭ‬ C.‫ﺳﻴﺴﺘﻢ‬‫ﻣﺴﺘﻘﻞ‬:freestanding ‫ﺑﻪ‬‫ﺳﻴﺴﺘﻤﻲ‬‫ﺍﻃﻼﻕ‬‫ﻣﻲ‬‫ﺷﻮﺩ‬‫ﻛﻪ‬‫ﺑﺮﻧﺪ‬‫ﺷﺮﻛﺖ‬‫ﺑﻪ‬‫ﺻﻮﺭﺕ‬‫ﻣﺠﺰﺍ‬‫ﻋﻤﻞ‬‫ﻛﺮﺩﻩ‬ ‫ﻭ‬‫ﻫﺮ‬‫ﻣﺤﺼﻮﻝ‬‫ﺑﻪ‬‫ﺻﻮﺭﺕ‬‫ﻣﺴﺘﻘﻞ‬‫ﻭ‬‫ﺑﺎ‬‫ﺗﻮﺟﻪ‬‫ﺑﻪ‬‫ﺑﺎﺯﺍﺭ‬‫ﻫﺪﻓﺶ‬‫ﻧﺎﻡ‬ ‫ﮔﺬﺍﺭﻱ‬‫ﻣﻲ‬‫ﺷﻮﺩ‬.‫ﮔﻠﺮﻧﮓ‬‫ﻭ‬P&G ‫ﺑﺮﻧﺪ‬ ‫ﻣﻌﻤﺎﺭﻱ‬
  5. 5. ‫ﺍﺭﺗﺒﺎﻁ‬ ‫ﻃﻴﻒ‬ ‫ﻫﻢ‬ ‫ﺑﺎ‬ ‫ﺑﺮﻧﺪﻫﺎ‬ Source :David Aaker brand leadership (2000)
  6. 6. ‫ﺑﻪ‬ ‫ﻣﺎﺩﺭ‬ ‫ﺑﺮﻧﺪ‬ ‫ﻣﺤﺮﻙ‬ ‫ﻋﻨﻮﺍﻥ‬ ‫ﺍﺻﻠﻲ‬ ‫ﻳﻜﭙﺎﺭﭼﻪ‬ ‫ﺳﻴﺴﺘﻢ‬ )‫ﺑﺮﻧﺪ‬ ‫ﭼﺘﺮ‬( ‫ﺗﺠﺎﺭﻱ‬ ‫ﻧﺎﻡ‬ ‫ﻣﺴﺘﻘﻞ‬ ‫ﺧﺎﻧﻪ‬ ‫ﺑﺮﻧﺪﻫﺎ‬ ‫ﺑﺮﻧﺪ‬ ‫ﺯﻳﺮ‬ ‫ﺳﺎﺯﻱ‬ ‫ﺣﻤﺎﻳﺖ‬ ‫ﺑﺮﻧﺪ‬ ‫ﺷﺪﻩ‬ ‫ﺩﺭ‬ ‫ﺣﻤﺎﻳﺖ‬ ‫ﺳﺎﻳﻪ‬ ‫ﺍﺳﺎﻣﻲ‬ ‫ﺍﺩﻏﺎﻣﻲ‬ ‫ﺣﻤﺎﻳﺖ‬ ‫ﺁﺷﻜﺎﺭ‬ ‫ﺣﻤﺎﻳﺖ‬ ‫ﻛﻢ‬ ‫ﺑﻪ‬ ‫ﺑﺮﻧﺪ‬ ‫ﺩﻭ‬ ‫ﻣﺤﺮﻙ‬ ‫ﻋﻨﻮﺍﻥ‬ ‫ﻫﻮﻳﺖ‬ ‫ﺑﺎ‬ ‫ﻫﺎﻱ‬ ‫ﻣﺘﻔﺎﻭﺕ‬ ‫ﻫﻮﻳﺖ‬ ‫ﺑﺎ‬ ‫ﻭﺍﺣﺪ‬ ‫ﺍﺭﺗﺒﺎﻁ‬ ‫ﻃﻴﻒ‬ ‫ﻫﻢ‬ ‫ﺑﺎ‬ ‫ﺑﺮﻧﺪﻫﺎ‬
  7. 7. Brand Portfolio 1. ‫ﺷﺮﻛﺖ‬‫ﻧﺴﺘﻠﻪ‬‫ﺍﺯ‬‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬ ‫ﻫﻴﺒﺮﻳﺪﻱ‬‫ﺑﺮﺍﻱ‬‫ﻣﻌﻤﺎﺭﻱ‬ ‫ﺑﺮﻧﺪﻫﺎﻳﺶ‬‫ﺍﺳﺘﻔﺎﺩﻩ‬‫ﻣﻲ‬‫ﻛﺘﺪ‬ ‫ﻛﻪ‬‫ﻣﺨﻠﻮﻃﻲ‬‫ﺍﺳﺖ‬‫ﺍﺯ‬ ‫ﺑﺮﻧﺪﻫﺎﻳﻲ‬‫ﻛﻪ‬‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬‫ﻧﺎﻡ‬ ‫ﮔﺬﺍﺭﻱ‬،‫ﻣﺴﺘﻘﻞ‬‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬ ‫ﺗﺎﻳﻴﺪﻱ‬‫ﻭ‬‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬ ‫ﻳﻜﭙﺎﺭﭼﻪ‬‫ﻭ‬‫ﺑﺪﻳﻦ‬‫ﺻﻮﺭﺕ‬ ‫ﺭﻳﺴﻚ‬‫ﺳﺒﺪ‬‫ﺑﺮﻧﺪﻫﺎﻱ‬‫ﺧﻮﺩ‬ ‫ﺭﺍ‬‫ﺩﺭ‬‫ﺻﻮﺭﺕ‬‫ﺑﺮﻭﺯ‬‫ﺍﺗﻔﺎﻗﺎﺕ‬ ‫ﻧﺎﺧﻮﺍﺳﺘﻪ‬‫ﺑﺸﺪﺕ‬‫ﻛﺎﻫﺶ‬ ‫ﺩﺍﺩﻩ‬‫ﺍﺳﺖ‬.
  8. 8. ‫ﻧﺎﻡ‬ ‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬ ‫ﺗﺎﻳﻴﺪﻱ‬ ‫ﮔﺬﺍﺭﻱ‬ ‫ﻧﺎﻡ‬ ‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬ ‫ﻳﻜﭙﺎﺭﭼﻪ‬ ‫ﮔﺬﺍﺭﻱ‬ ‫ﻧﺎﻡ‬ ‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬ ‫ﻣﺴﺘﻘﻞ‬ ‫ﮔﺬﺍﺭﻱ‬ ‫ﻧﺎﻡ‬ ‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬ ‫ﺗﺎﻳﻴﺪﻱ‬ ‫ﮔﺬﺍﺭﻱ‬
  9. 9. Brand Portfolio 2. ‫ﺷﺮﻛﺖ‬‫ﻛﺮﻓﺖ‬‫ﺍﺯ‬‫ﺩﻭ‬ ‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬‫ﺑﺮﺍﻱ‬‫ﻣﻌﻤﺎﺭﻱ‬ ‫ﺑﺮﻧﺪﻫﺎﻳﺶ‬‫ﺍﺳﺘﻔﺎﺩﻩ‬‫ﻣﻲ‬‫ﻛﻨﺪ‬ ‫ﻛﻪ‬‫ﺷﺎﻣﻞ‬‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬‫ﻧﺎﻡ‬ ‫ﮔﺬﺍﺭﻱ‬‫ﻣﺴﺘﻘﻞ‬‫ﻭ‬‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬ ‫ﺗﺎﻳﻴﺪﻱ‬‫ﺍﺳﺖ‬.‫ﺑﺪﻳﻦ‬ ‫ﺻﻮﺭﺕ‬‫ﺑﺎ‬‫ﺍﺳﺘﻔﺎﺩﻩ‬‫ﺍﺯ‬‫ﺷﻬﺮﺕ‬ ‫ﺑﺮﻧﺪ‬‫ﻛﺮﻓﺖ‬‫ﺑﺮﻧﺪﻫﺎﻱ‬‫ﺟﺪﻳﺪ‬ ‫ﺧﻮﺩ‬‫ﺭﺍ‬‫ﺳﺮﻳﻌﺘﺮ‬‫ﻭﺍﺭﺩ‬‫ﺑﺎﺯﺍﺭ‬ ‫ﻛﺮﺩﻩ‬‫ﻭ‬‫ﺩﺭ‬‫ﺑﺎﺯﺍﺭ‬‫ﻣﻲ‬‫ﻧﺸﺎﻧﺪ‬‫ﻭ‬ ‫ﺍﺯ‬‫ﺳﻮﻱ‬‫ﺩﻳﮕﺮ‬‫ﺑﺎ‬‫ﺗﻤﻠﻚ‬‫ﻭ‬‫ﻳﺎ‬ ‫ﻣﻌﺮﻓﻲ‬‫ﺑﺮﻧﺪﻫﺎﻳﻲ‬‫ﺑﺎ‬‫ﻫﻮﻳﺖ‬ ‫ﻣﺴﺘﻘﻞ‬‫ﺭﻳﺴﻚ‬‫ﺳﺒﺪ‬‫ﺧﻮﺩ‬‫ﺭﺍ‬ ‫ﻛﺎﻫﺶ‬‫ﻣﻲ‬‫ﺩﻫﺪ‬.
  10. 10. ‫ﻧﺎﻡ‬ ‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬ ‫ﺗﺎﻳﻴﺪﻱ‬ ‫ﮔﺬﺍﺭﻱ‬ ‫ﻧﺎﻡ‬ ‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬ ‫ﻣﺴﺘﻘﻞ‬ ‫ﮔﺬﺍﺭﻱ‬
  11. 11. Brand Portfolio 3. ‫ﺷﺮﻛﺖ‬‫ﻣﺎﺭﺱ‬‫ﺍﺯ‬‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬ ‫ﻧﺎﻡ‬‫ﮔﺬﺍﺭﻱ‬‫ﻣﺴﺘﻘﻞ‬‫ﺑﺮﺍﻱ‬ ‫ﻣﻌﻤﺎﺭﻱ‬‫ﺑﺮﻧﺪﻫﺎﻳﺶ‬‫ﺍﺳﺘﻔﺎﺩﻩ‬ ‫ﻣﻲ‬‫ﻛﻨﺪ‬.‫ﺑﺪﻳﻦ‬‫ﺻﻮﺭﺕ‬‫ﺑﺎ‬ ‫ﻫﺰﻳﻨﻪ‬‫ﮔﺮﺩ‬‫ﺑﺎﻻ‬‫ﺑﺮﺍﻱ‬‫ﻣﻌﺮﻓﻲ‬ ‫ﻭ‬‫ﻧﮕﻬﺪﺍﺷﺖ‬‫ﺑﺮﻧﺪﻫﺎﻳﺶ‬‫ﺩﺭ‬ ‫ﺑﺎﺯﺍﺭ‬‫ﺭﻳﺴﻚ‬‫ﺳﺒﺪ‬‫ﺧﻮﺩ‬‫ﺭﺍ‬ ‫ﺑﺸﺪﺕ‬‫ﻛﺎﻫﺶ‬‫ﻣﻲ‬‫ﺩﻫﺪ‬.
  12. 12. ‫ﻧﺎﻡ‬ ‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬ ‫ﻣﺴﺘﻘﻞ‬ ‫ﮔﺬﺍﺭﻱ‬
  13. 13. Brand Portfolio 4. ‫ﺷﺮﻛﺖ‬‫ﻛﺪ‬‫ﺑﺮﻳﺰ‬‫ﺍﺯ‬‫ﺩﻭ‬‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬ ‫ﻣﻌﻤﺎﺭﻱ‬‫ﺑﺮﻧﺪ‬‫ﺑﺮﺍﻱ‬‫ﺳﺒﺪ‬‫ﻛﺎﻻﻫﺎﻳﺶ‬ ‫ﺍﺳﺘﻔﺎﺩﻩ‬‫ﻣﻲ‬‫ﻛﻨﺪ‬.‫ﻳﻜﻲ‬‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬ ‫ﺗﺎﻳﻴﺪﻱ‬‫ﻭ‬‫ﺩﻳﮕﺮﻱ‬‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬‫ﻳﻜﭙﺎﺭﭼﻪ‬. ‫ﺍﻳﻦ‬‫ﺷﺮﻛﺖ‬‫ﺑﺎ‬‫ﺣﻔﻆ‬‫ﻭ‬‫ﻳﻜﭙﺎﺭﭼﻪ‬ ‫ﻧﮕﻬﺪﺍﺷﺘﻦ‬‫ﻫﻮﻳﺖ‬‫ﺭﻧﮕﻲ‬‫ﻭ‬‫ﺑﺼﺮﻱ‬‫ﺧﻮﺩ‬ ‫ﺩﺭ‬‫ﻣﺤﺼﻮﻻﺗﺶ‬‫،ﻛﺎﺭ‬‫ﺧﻮﺩ‬‫ﺭﺍ‬‫ﺩﺭ‬‫ﻣﻌﺮﻓﻲ‬ ‫ﺍﻧﻮﺍﻉ‬‫ﻣﺤﺼﻮﻻﺕ‬‫ﺟﺪﻳﺪ‬‫ﺑﻪ‬‫ﺑﺎﺯﺍﺭ‬‫ﺑﺴﻴﺎﺭ‬ ‫ﺳﺎﺩﻩ‬‫ﻛﺮﺩﻩ‬‫ﺍﺳﺖ‬‫ﻭ‬‫ﺩﺭ‬‫ﺍﻳﻦ‬‫ﺑﻴﻦ‬‫ﻫﺰﻳﻨﻪ‬ ‫ﻫﺎﻱ‬‫ﺧﻮﺩ‬‫ﺭﺍ‬‫ﺑﺮﺍﻱ‬‫ﺗﺒﻠﻴﻐﺎﺕ‬‫ﻭ‬‫ﻣﻌﺮﻓﻲ‬ ‫ﻣﺤﺼﻮﻻﺕ‬‫ﺟﺪﻳﺪ‬‫ﺑﺸﺪﺕ‬‫ﻛﺎﻫﺶ‬‫ﺩﺍﺩﻩ‬ ‫ﺍﺳﺖ‬‫ﺩﻫﺪ‬.‫ﺍﻟﺒﺘﻪ‬‫ﺭﻳﺴﻚ‬‫ﺷﻜﺴﺖ‬ ‫ﻳﻜﺒﺎﺭﻩ‬‫ﺩﺭ‬‫ﺻﻮﺭﺕ‬‫ﺑﺮﻭﺯ‬‫ﻫﺮ‬‫ﺍﺗﻔﺎﻕ‬ ‫ﻧﺎﺧﻮﺍﺳﺘﻪ‬‫ﺍﻱ‬‫ﺑﺮﺍﻱ‬‫ﺑﺮﻧﺪ‬‫ﺧﻮﺩ‬‫ﺭﺍ‬‫ﻧﻴﺰﺑﻪ‬ ‫ﺟﺎﻥ‬‫ﺧﺮﻳﺪﻩ‬‫ﺍﺳﺖ‬
  14. 14. ‫ﻧﺎﻡ‬ ‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬ ‫ﻣﺴﺘﻘﻞ‬ ‫ﮔﺬﺍﺭﻱ‬
  15. 15. ‫ﺳﺒﺪ‬‫ﺑﺮﻧﺪ‬ ‫ﺑﻪ‬‫ﻣﺠﻤﻮﻉ‬‫ﺑﺮﻧﺪ‬‫ﻫﺎﻳﻲ‬‫ﻛﻪ‬‫ﻳﻚ‬‫ﺷﺮﻛﺖ‬ ‫ﺗﺤﺖ‬‫ﺗﻤﻠﻚ‬‫ﺧﻮﺩ‬،‫ﺩﺍﺭﺩ‬‫ﺳﺒﺪ‬‫ﺑﺮﻧﺪ‬‫ﮔﻔﺘﻪ‬ ‫ﻣﻲ‬‫ﺷﻮﺩ‬.‫ﻣﺪﻳﺮﻳﺖ‬‫ﺍﻳﻦ‬‫ﺳﺒﺪ‬‫ﺑﺮﻧﺪ‬‫ﺑﺪﻳﻦ‬ ‫ﺻﻮﺭﺕ‬‫ﺍﺳﺖ‬،‫ﻛﻪ‬‫ﻋﻼﻭﻩ‬‫ﺑﺮ‬‫ﻣﺪﻳﺮﻳﺖ‬ ‫ﺟﺪﺍﮔﺎﻧﻪ‬‫ﺍﻳﻦ‬،‫ﺑﺮﻧﺪﻫﺎ‬‫ﺑﻪ‬‫ﺻﻮﺭﺕ‬‫ﺟﺎﻣﻊ‬ ‫ﻧﻴﺰ‬‫ﻣﺪﻳﺮﻳﺖ‬‫ﻣﻲ‬‫ﺷﻮﻧﺪ‬‫ﺗﺎ‬‫ﺑﺘﻮﺍﻧﻨﺪ‬‫ﺍﺯ‬ ‫ﺍﻋﺘﺒﺎﺭ‬‫ﻫﺮ‬،‫ﻛﺪﺍﻡ‬‫ﺑﺮﺍﻱ‬‫ﺩﻳﮕﺮﻱ‬‫ﺍﺳﺘﻔﺎﺩﻩ‬ ‫ﻛﺮﺩﻩ‬‫ﻭ‬‫ﻧﻮﻋﻲ‬‫ﻫﻢ‬‫ﺍﻓﺰﺍﻳﻲ‬‫ﺭﺍ‬‫ﺍﻳﺠﺎﺩ‬ ‫ﻛﻨﻨﺪ‬.
  16. 16. ‫ﺑﺼﺮﻱ‬ ‫ﻫﻮﻳﺖ‬
  17. 17. Brand Identity ‫ﺗﺸﺮﻳﺢ‬‫ﻭ‬‫ﺗﻮﺻﻴﻒ‬،‫ﺑﺮﻧﺪ‬‫ﻫﻮﻳﺖ‬ ‫ﺑﺮﻧﺪ‬‫ﻧﺎﻣﻴﺪﻩ‬‫ﺷﻮﺩ‬‫ﻣﻲ‬.‫ﻫﻮﻳﺖ‬‫ﺑﺮﻧﺪ‬ ‫ﺷﺎﻣﻞ‬‫ﻧﺎﻡ‬‫ﻭ‬‫ﻫﺎﻱ‬‫ﻭﻳﮋﮔﻲ‬‫ﺩﻳﺪﺍﺭﻱ‬ ‫ﺑﺮﻧﺪ‬)‫ﻣﺎﻧﻨﺪ‬،‫ﻟﻮﮔﻮ‬،‫ﺭﻧﮓ‬‫ﻓﻮﻧﺖ‬‫ﻭ‬ ‫ﻏﻴﺮﻩ‬(‫ﺑﺎﺷﺪ‬‫ﻣﻲ‬.‫ﺩﺭ‬‫ﻫﻮﻳﺖ‬‫ﺑﺮﻧﺪ‬ ‫ﻣﺸﺨﺺ‬‫ﺷﻮﺩ‬‫ﻣﻲ‬‫ﻛﻪ‬‫ﻣﺸﺘﺮﻳﺎﻥ‬‫ﺑﺎﻳﺪ‬ ‫ﻧﺴﺒﺖ‬‫ﺑﻪ‬‫ﺑﺮﻧﺪ‬‫ﭼﻪ‬‫ﺍﺣﺴﺎﺳﻲ‬ ‫ﺩﺍﺷﺘﻪ‬‫ﺑﺎﺷﻨﺪ‬. ‫ﺑﺮ‬‫ﺍﻳﻦ‬‫ﺍﺳﺎﺱ‬‫ﻫﻮﻳﺖ‬‫ﺑﺮﻧﺪ‬‫ﺍﺑﺰﺍﺭﻱ‬ ‫ﺑﺮﺍﻱ‬‫ﺷﻨﺎﺧﺖ‬‫ﻣﺸﺘﺮﻳﺎﻥ‬‫ﻭ‬‫ﻧﻤﺎﻳﺶ‬ ‫ﻭﺟﻪ‬‫ﺗﻤﺎﻳﺰ‬‫ﺑﺮﻧﺪ‬‫ﺍﺳﺖ‬.‫ﻫﻮﻳﺖ‬‫ﺑﺮﻧﺪ‬ ‫ﻧﺸﺎﻥ‬‫ﺩﻫﻨﺪﻩ‬‫ﺗﺪﺍﻋﻲ‬‫ﻫﺎﻱ‬‫ﺑﺮﻧﺪ‬ ‫ﺑﻮﺩﻩ‬‫ﻭ‬‫ﻧﺸﺎﻥ‬‫ﺩﻫﻨﺪﻩ‬‫ﺗﻤﺎﻳﻼﺕ‬ ‫ﺷﺮﻛﺖ‬‫ﺑﺮﺍﻱ‬‫ﺷﻜﻞ‬‫ﮔﻴﺮﻱ‬‫ﻫﻮﻳﺖ‬ ‫ﺧﻮﺩ‬‫ﺩﺭ‬‫ﺫﻫﻦ‬‫ﻣﺸﺘﺮﻳﺎﻥ‬‫ﺍﺳﺖ‬.
  18. 18. ‫ﻫﻮﻳﺖ‬ ‫ﺑﺮﻧﺪ‬ ‫ﻧﻮﺷﺘﺎﺭﻭ‬ ‫ﻧﻮﻉ‬ ‫ﻓﻮﻧﺖ‬ ‫ﻭ‬ ‫ﺷﻴﻮﻩ‬ ‫ﺳﺒﻚ‬ ‫ﻋﻜﺎﺳﻲ‬ ‫ﻟﺤﻦ‬ ‫ﻭ‬ ‫ﺗﻦ‬ ‫ﻭ‬ ‫ﺻﺪﺍ‬ ‫ﻛﻼﻡ‬ ‫ﻭ‬ ‫ﻟﻮﮔﻮ‬ ‫ﺁﻳﻜﻮﻥ‬ ‫ﺷﺨﺼﻴﺖ‬ ‫ﻫﻮﻳﺖ‬ ‫ﻭ‬ ‫ﺍﻗﻼﻡ‬ ‫ﺗﺒﻠﻴﻐﺎﺗﻲ‬ ‫ﺗﺮﻭﻳﺠﻲ‬ ‫ﻭ‬ ‫ﺑﺴﺘﻪ‬ ‫ﺑﻨﺪﻱ‬ ‫ﺍﻭﺭﺍﻕ‬ ‫ﺍﺩﺍﺭﻱ‬ ‫ﺷﻌﺎﺭ‬ ‫ﻋﻨﺎﺻﺮ‬‫ﺑﻨﻴﺎﺩﻳﻦ‬ ‫ﺑﻪ‬‫ﻋﻨﺎﺻﺮ‬‫ﺍﺳﺎﺳﻲ‬‫ﻭ‬‫ﺍﻭﻟﻴﻪ‬ ‫ﻛﻪ‬‫ﺷﻜﻞ‬‫ﺩﻫﻨﺪﻩ‬‫ﺷﺎﻛﻠﻪ‬ ‫ﺍﺻﻠﻲ‬‫ﻫﻮﻳﺖ‬‫ﺑﺼﺮﻱ‬‫ﻳﻚ‬ ‫ﺑﺮﻧﺪ‬،‫ﻫﺴﺘﻨﺪ‬‫ﻋﻨﺎﺻﺮ‬ ‫ﺑﻨﻴﺎﺩﻳﻦ‬‫ﮔﻔﺘﻪ‬‫ﻣﻲ‬‫ﺷﻮﺩ‬. ‫ﺍﻳﻦ‬‫ﻋﻨﺎﺻﺮ‬‫ﺷﺎﻣﻞ‬،‫ﻧﺎﻡ‬ ،‫ﻟﻮﮔﻮ‬،‫ﻧﺸﺎﻧﻪ‬ ،‫ﻓﻮﻧﺖ‬‫ﻃﻴﻒ‬،‫ﺭﻧﮓ‬‫ﺳﺒﻚ‬ ‫ﻋﻜﺎﺳﻲ‬/‫ﺗﺼﻮﻳﺮ‬،‫ﺳﺎﺯﻱ‬ ‫ﻟﺤﻦ‬‫ﺻﺪﺍ‬‫ﻭ‬...‫ﻣﻲ‬‫ﺑﺎﺷﻨﺪ‬. ‫ﺗﺮﻛﻴﺐ‬‫ﺍﻳﻦ‬‫ﻋﻨﺎﺻﺮ‬‫ﻫﻮﻳﺖ‬ ‫ﺑﺼﺮﻱ‬‫ﻳﻚ‬‫ﺑﺮﻧﺪ‬‫ﺭﺍ‬‫ﺗﺸﻜﻴﻞ‬ ‫ﻣﻲ‬‫ﺩﻫﻨﺪ‬.
  19. 19. ‫ﺗﻤﺎﻳﺰ‬ ‫ﻧﻘﺎﻁ‬: •‫ﻗﺮﻣﺰ‬ ‫ﺭﻧﻚ‬ •‫ﻟﻮﮔﻮ‬ •‫ﺑﺼﺮﻱ‬ ‫ﻫﺎﻱ‬ ‫ﺍﻟﻤﺎﻥ‬ •‫ﻣﺎﺩﺭ‬ ‫ﻛﻤﭙﺎﻧﻲ‬ ‫ﻟﻮﮔﻮﻱ‬
  20. 20. ‫ﺗﻤﺎﻳﺰ‬ ‫ﻧﻘﺎﻁ‬: •Texture‫ﻫﺎ‬ ‫ﺑﻨﺪﻱ‬ ‫ﺑﺴﺘﻪ‬ ‫ﺭﻭﻱ‬ ‫ﻫﺎﻱ‬ •‫ﻟﻮﮔﻮ‬)‫ﻗﺮﺍﺭﮔﻴﺮﻱ‬ ‫ﺟﺎﻱ‬ ‫ﻭ‬ ‫ﺭﻧﮓ‬( •‫ﺑﺮﻧﺪ‬ ‫ﻫﺎﻱ‬ ‫ﻛﺎﺭﺍﻛﺘﺮ‬ •‫ﻣﺤﺼﻮﻝ‬ ‫ﺍﻃﻼﻋﺎﺕ‬ ‫ﻭﺍﺣﺪ‬ ‫ﻫﺎﻱ‬ ‫ﺍﻟﻤﺎﻥ‬
  21. 21. ‫ﺗﻤﺎﻳﺰ‬ ‫ﻧﻘﺎﻁ‬: •‫ﺑﻨﺪﻱ‬ ‫ﺑﺴﺘﻪ‬ ‫ﻧﻮﻉ‬ •‫ﻟﻮﮔﻮ‬)‫ﻗﺮﺍﺭﮔﻴﺮﻱ‬ ‫ﺟﺎﻱ‬ ‫ﻭ‬ ‫ﺭﻧﮓ‬( •‫ﺑﺮﻧﺪ‬ ‫ﻛﺎﺭﺍﻛﺘﺮ‬ •‫ﻣﺤﺼﻮﻝ‬ ‫ﺍﻃﻼﻋﺎﺕ‬ ‫ﻭﺍﺣﺪ‬ ‫ﻫﺎﻱ‬ ‫ﺍﻟﻤﺎﻥ‬
  22. 22. ‫ﺗﻤﺎﻳﺰ‬ ‫ﻧﻘﺎﻁ‬: •‫ﻫﺎ‬ ‫ﺑﻨﺪﻱ‬ ‫ﺑﺴﺘﻪ‬ ‫ﺛﺎﺑﺖ‬ ‫ﺭﻧﮕﻲ‬ ‫ﻫﻮﻳﺖ‬ •‫ﻟﻮﮔﻮ‬ •Texture‫ﺑﻨﺪﻱ‬ ‫ﺑﺴﺘﻪ‬ ‫ﺭﻭﻱ‬ ‫ﻫﺎﻱ‬ •‫ﻣﺤﺼﻮﻝ‬ ‫ﺍﻃﻼﻋﺎﺕ‬ ‫ﻭﺍﺣﺪ‬ ‫ﻫﺎﻱ‬ ‫ﺍﻟﻤﺎﻥ‬
  23. 23. ‫ﺗﻤﺎﻳﺰ‬ ‫ﻧﻘﺎﻁ‬: •‫ﺍﻱ‬ ‫ﺳﺮﻣﻪ‬ ‫ﻭ‬ ‫ﻧﺎﺭﻧﺠﻲ‬ ‫ﺭﻧﻚ‬ •‫ﻟﻮﮔﻮ‬ •‫ﺑﺼﺮﻱ‬ ‫ﻫﺎﻱ‬ ‫ﺍﻟﻤﺎﻥ‬)‫ﺩﺍﻳﺮﻩ‬ ‫ﺩﻭ‬( •‫ﺑﻨﺪﻱ‬ ‫ﺑﺴﺘﻪ‬ ‫ﺭﻧﮓ‬
  24. 24. ‫ﺩﺭ‬ ‫ﺧﺮﻳﺪ‬ ‫ﺗﺠﺮﺑﻪ‬ ‫ﻓﺮﻭﺷﮕﺎﻩ‬
  25. 25. ‫ﺧﺮﺩﻩ‬ ‫ﺁﻣﻴﺨﺘﻪ‬ ‫ﻓﺮﻭﺷﻲ‬ ‫ﻗﻴﻤﺖ‬ ‫ﻛﺎﻻ‬ ‫ﺧﺪﻣﺎﺕ‬ ‫ﺩﺭ‬ ‫ﺧﺮﻳﺪ‬ ‫ﺗﺠﺮﺑﻪ‬ ‫ﻓﺮﻭﺷﮕﺎﻩ‬ ‫ﻛﻴﻔﻴﺖ‬ ‫ﻓﺮﻭﺷﻲ‬ ‫ﺧﺮﺩﻩ‬ ‫ﺁﻣﻴﺨﺘﻪ‬
  26. 26. 1 2 3 4 5 6 7 8 ‫ﺗﺒﻠﻴﻐﺎﺕ‬ ‫ﺑﺎﺯﺭﮔﺎﻧﻲ‬ ‫ﻧﻤﺎﻱ‬ ‫ﻣﻐﺎﺯﻩ‬/ ‫ﻭﻳﺘﺮﻳﻦ‬ ‫ﻭﺭﻭﺩﻱ‬ ‫ﻣﻐﺎﺯﻩ‬/ ‫ﻓﺮﻭﺷﮕﺎﻩ‬ ‫ﻗﺮﺍﺭﮔﻴﺮﻱ‬ ‫ﺟﺎﻱ‬ ‫ﻛﺎﻻﻫﺎ‬/‫ﭼﻴﺪﻣﺎﻥ‬ ‫ﻫﺎ‬ ‫ﻗﻔﺴﻪ‬ ‫ﻛﺎﻻﻫﺎﻱ‬ ‫ﻋﺮﺿﻪ‬ ‫ﺷﺪﻩ‬ ‫ﻧﻈﺮ‬ ‫ﺗﺒﺎﺩﻝ‬ ‫ﺳﺎﻳﺮ‬ ‫ﺑﺎ‬ ‫ﻣﺸﺘﺮﻳﺎﻥ‬ ‫ﺻﻨﺪﻭﻕ‬/ ‫ﻛﻨﺘﺮﻝ‬ ‫ﺧﺮﻭﺝ‬ ‫ﺧﺪﻣﺎﺕ‬ ‫ﺍﺯ‬ ‫ﭘﺲ‬ ‫ﻓﺰﻭﺵ‬ ‫ﻣﺸﺘﺮﻱ‬ ‫ﺑﺎ‬ ‫ﺍﺭﺗﺒﺎﻁ‬ ‫ﺑﺮﻗﺮﺍﺭﻱ‬ ‫ﻭ‬ ‫ﺗﻤﺎﺱ‬ ‫ﻧﻘﺎﻁ‬ ‫ﻓﺮﻭﺷﮕﺎﻩ‬ ‫ﺩﺭ‬
  27. 27. •Strong sense of responsibility •Cheerful •Has a good reputation •Company with a tradition •I`ve been shopping there since I was a child •…… •That`s where people like you and me shop •There is a place where I like being seen •The place to go for price-conscious shoppers •It`s fun shopping there •Buying something there makes me happy •…… •Carries a very large range of products •Always has the latest products •Also offers very unusual merchandise •Has attractive and spacious stores •They often have sales, demonstrations, contests, etc. •…… •That`s where I can get the products I need •“offers good value for money” •You can find good bargains •Great place to wander around and hang out •…… Brand benefits Brand Attributes ‫ﻓﺮﻭﺷﻲ‬ ‫ﺧﺮﺩﻩ‬ ‫ﺩﺭ‬ ‫ﺑﺮﻧﺪ‬ ‫ﺍﻟﻤﺎﺱ‬
  28. 28. ‫ﺳﺒﺪ‬ ‫ﺍﻧﺪﺍﺯﻩ‬ ‫ﺍﻓﺰﺍﻳﺶ‬ ‫ﺧﺮﻳﺪ‬ ‫ﺫﺍﺋﻘﻪ‬ ‫ﺗﻐﻴﻴﺮ‬ ‫ﺑﻪ‬ ‫ﺟﺪﻳﺪ‬ ‫ﻣﺸﺘﺮﻱ‬ ‫ﺩﻳﮕﺮ‬ ‫ﻣﺤﺼﻮﻻﺕ‬ ‫ﻭﻓﺎﺩﺍﺭﺳﺎﺯﻱ،ﺗﻜﺮﺍﺭ‬ ‫ﻭ‬ ‫ﻛﺮﺩﻥ‬ ‫ﺍﻳﺠﺎﺩ‬ ‫ﺧﺮﻳﺪ‬ ‫ﻛﺮﺩﻥ‬ ‫ﺍﻳﺠﺎﺩ‬ ‫ﺗﺮﺍﻓﻴﻚ‬ ‫ﻭ‬ ‫ﺿﺮﺑﺪﺭﻱ‬ ‫ﭼﻴﺪﻣﺎﻥ‬ ‫ﮔﺬﺍﺷﺘﻦ‬ ‫ﭘﺮﻭﻣﻮﺷﻦ‬ ‫ﻣﺤﺼﻮﻻﺕ‬ ‫ﺑﺮﺍﻱ‬ ‫ﺗﺎﺑﻠﻮ‬ ‫ﻭ‬ ‫ﺍﺯﻋﻼﺋﻢ‬ ‫ﺍﺳﺘﻔﺎﺩﻩ‬ ‫ﻛﻪ‬ ‫ﻫﺎﻳﻲ‬ ‫ﻧﺸﺎﻥ‬ ‫ﻭ‬ ‫ﻫﺎ‬ ‫ﺳﻤﺖ‬ ‫ﺑﻪ‬ ‫ﺭﺍ‬ ‫ﻣﺸﺘﺮﻱ‬ ‫ﻳﺎ‬ ‫ﻭ‬ ‫ﺟﺪﻳﺪ‬ ‫ﻣﺤﺼﻮﻻﺕ‬ ‫ﻣﻲ‬ ‫ﺭﺍﻫﻨﻤﺎﻳﻲ‬ ‫ﻧﺎﺷﻨﺎﺧﺘﻪ‬ ‫ﻛﺘﺪ‬ ‫ﻣﺸﺘﺮﻱ‬ ‫ﻛﻪ‬ ‫ﺣﺴﻲ‬ ‫ﻭ‬ ‫ﻇﺎﻫﺮ‬ ،‫ﺯﻳﺒﺎﻳﻲ‬ ‫ﺍﺯ‬ ‫ﻓﺮﻭﺷﮕﺎﻩ‬ ‫ﭼﻴﺪﻣﺎﻥ‬ ‫ﮔﻴﺮﺩ‬ ‫ﻣﻲ‬ ‫ﻓﺮﻭﺷﮕﺎﻩ‬ ‫ﻛﺎﺭﻛﻨﺎﻥ‬ ‫ﺭﻓﺘﺎﺭ‬ ‫ﻭ‬ ‫ﻣﺪﺍﺭ‬ ‫ﻓﺮﻭﺵ‬ ‫ﻭ‬ ‫ﻣﺪﺍﺭ‬ ‫ﻣﺸﺘﺮﻱ‬ ‫ﺗﻔﻜﺮ‬ ‫ﻫﺪﻑ‬ ‫ﻣﻠﻤﻮﺱ‬: ‫ﻭ‬ ‫ﭼﻴﺪﻣﺎﻥ‬ ‫ﻇﺎﻫﺮ‬ ‫ﻓﺮﻭﺷﮕﺎﻩ‬ ‫ﻧﺎﻣﻠﻤﻮﺱ‬: ‫ﻛﺎﺭﻛﻨﺎﻥ‬

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