There are three main types of brand architecture: 1) Monolithic system where the company name is placed on all products. This reduces advertising costs but if one product fails, it negatively impacts the whole brand. 2) Endorsed system where sub-brands are verbally or visually connected to the parent brand and benefit from its credibility. 3) Freestanding system where each brand operates independently based on its target market. The relationship between brands on this spectrum ranges from closely integrated to independent.

1. ‫ﺑﺮﻧﺪ‬ ‫ﺑﺼﺮﻱ‬ ‫ﻫﻮﻳﺖ‬ ، ‫ﺑﺮﻧﺪ‬ ‫ﻣﻌﻤﺎﺭﻱ‬
‫ﺗﺠﺮﺑﻪ‬ ‫ﺑﺮ‬ ‫ﺑﺮﻧﺪ‬ ‫ﺑﺼﺮﻱ‬ ‫ﻫﻮﻳﺖ‬ ‫ﺗﺎﺛﻴﺮ‬ ‫ﻭ‬
‫ﻓﺮﻭﺷﮕﺎﻩ‬ ‫ﺩﺭ‬ ‫ﺧﺮﻳﺪ‬

2. ‫ﻭ‬ ‫ﺑﺮﻧﺪ‬ ‫ﻣﻌﻤﺎﺭﻱ‬
‫ﺳﺎﺯﻱ‬ ‫ﺟﺎﻳﮕﺎﻩ‬

5. ‫ﺑﻪ‬‫ﺭﻭﺷﻲ‬‫ﻛﻪ‬‫ﻳﻚ‬‫ﺷﺮﻛﺖ‬‫ﺑﺮﻧﺪ‬‫ﻫﺎﻱ‬‫ﺧﻮﺩ‬‫ﺭﺍ‬‫ﻧﺎﻡ‬‫ﮔﺬﺍﺭﻱ‬‫ﻭ‬‫ﻧﻮﻉ‬‫ﺍﺭﺗﺒﺎﻁ‬‫ﺑﻴﻦ‬
‫ﺁﻧﻬﺎ‬‫ﺭﺍ‬‫ﻣﺸﺨﺺ‬‫ﻣﻴﻜﻨﺪ‬،‫ﻣﻌﻤﺎﺭﻱ‬‫ﺑﺮﻧﺪ‬‫ﮔﻔﺘﻪ‬‫ﻣﻴﺸﻮﺩ‬.،‫ﻣﻌﻤﺎﺭﻱ‬‫ﺍﺟﺰﺍﻱ‬
‫ﺍﺻﻠﻲ‬‫ﻭ‬‫ﺑﺴﻴﺎﺭ‬‫ﻣﻬﻤﻲ‬‫ﺑﺮﺍﻱ‬‫ﺑﺮﻗﺮﺍﺭﻱ‬‫ﺍﺭﺗﺒﺎﻃﺎﺕ‬‫ﺍﺳﺘﺮﺍﺗﮋﻳﻚ‬‫ﺑﺎ‬‫ﻣﺼﺮﻑ‬
‫ﻛﻨﻨﺪﮔﺎﻥ‬‫ﺑﻮﺩﻩ‬‫ﻭ‬‫ﺷﺎﻣﻞ‬‫ﺳﻪ‬‫ﻧﻮﻉ‬‫ﺍﺳﺖ‬:
.A‫ﺳﻴﺴﺘﻢ‬‫ﻳﻜﭙﺎﺭﭼﻪ‬:monolithic
‫ﺩﺭ‬‫ﺍﻳﻦ‬‫ﺭﻭﺵ‬‫ﻧﺎﻡ‬‫ﺷﺮﻛﺖ‬‫ﺑﺮ‬‫ﺭﻭﻱ‬‫ﺗﻤﺎﻡ‬‫ﻣﺤﺼﻮﻻﺕ‬‫ﮔﺬﺍﺷﺘﻪ‬‫ﻣﻲ‬‫ﺷﻮﺩ‬.
‫ﻣﺜﺎﻝ‬:‫ﻣﻬﺮﺍﻡ‬.‫ﻣﺰﻳﺖ‬‫ﺍﺻﻠﻲ‬‫ﺍﻳﻦ‬‫ﺳﻴﺴﺘﻢ‬‫ﻛﺎﻫﺶ‬‫ﭼﺸﻤﮕﻴﺮ‬‫ﻫﺰﻳﻨﻪ‬‫ﺗﺒﻠﻴﻐﺎﺕ‬
‫ﺍﺳﺖ‬‫ﺍﻣﺎ‬‫ﺩﺭ‬‫ﺻﻮﺭﺗﻲ‬‫ﻛﻪ‬‫ﻳﻜﻲ‬‫ﺍﺯ‬‫ﻣﺤﺼﻮﻻﺕ‬‫ﺩﭼﺎﺭ‬‫ﻣﺸﻜﻞ‬،‫ﺷﻮﺩ‬‫ﻛﻞ‬‫ﺳﺒﺪ‬
‫ﻣﺤﺼﻮﻝ‬‫ﺗﺤﺖ‬‫ﺗﺎﺛﻴﺮ‬‫ﻗﺮﺍﺭ‬‫ﮔﺮﻓﺘﻪ‬‫ﻭ‬‫ﺷﺮﻛﺖ‬‫ﻣﺘﺤﻤﻞ‬‫ﺿﺮﺭ‬‫ﻭ‬‫ﺯﻳﺎﻥ‬‫ﻫﻨﮕﻔﺘﻲ‬
‫ﺧﻮﺍﻫﺪ‬‫ﺷﺪ‬‫ﻫﻤﺎﻧﻨﺪ‬:‫ﺻﺤﺖ‬‫ﻭ‬Virgin
‫ﺑﺮﻧﺪ‬ ‫ﻣﻌﻤﺎﺭﻱ‬

6. B.‫ﺳﻴﺴﺘﻢ‬‫ﺗﺎﻳﻴﺪﻱ‬:endorsed
‫ﺩﺭ‬‫ﺍﻳﻦ‬‫ﺭﻭﺵ‬‫ﺗﻤﺎﻣﻲ‬‫ﺑﺮﻧﺪ‬‫ﻫﺎﻱ‬‫ﺯﻳﺮﻣﺠﻤﻮﻋﻪ‬‫ﺑﻪ‬‫ﻧﺎﻡ‬،‫ﺳﺎﺯﻣﺎﻥ‬‫ﭼﻪ‬‫ﺑﻪ‬
‫ﺻﻮﺭﺕ‬‫ﻛﻼﻣﻲ‬‫ﻭ‬‫ﭼﻪ‬‫ﺑﻪ‬‫ﺻﻮﺭﺕ‬‫ﺗﺼﻮﻳﺮﻱ‬‫ﻣﺘﺼﻞ‬‫ﻫﺴﺘﻨﺪ‬.‫ﺩﺭ‬‫ﺣﻘﻴﻘﺖ‬
‫ﺑﺮﻧﺪ‬‫ﻫﺎﻱ‬‫ﺯﻳﺮ‬‫ﻣﺠﻤﻮﻋﻪ‬‫ﺍﺯ‬‫ﺍﻋﺘﺒﺎﺭ‬‫ﺑﺮﻧﺪ‬‫ﺳﺎﺯﻣﺎﻥ‬‫ﺑﻬﺮﻩ‬‫ﻣﻲ‬‫ﺑﺮﻧﺪ‬.‫ﻧﺴﺘﻠﻪ‬
‫ﻭ‬‫ﻛﻴﺖ‬‫ﻛﺖ‬‫ﺍﺯ‬‫ﻣﺜﺎﻝ‬‫ﻫﺎﻱ‬‫ﺧﻮﺏ‬‫ﺍﻳﻦ‬‫ﺭﻭﺵ‬‫ﻫﺴﺘﻨﺪ‬.‫ﻓﻮﻣﻦ‬،‫ﺷﻴﻤﻲ‬
‫ﻳﻮﻧﻴﻠﻴﻮﺭ‬
C.‫ﺳﻴﺴﺘﻢ‬‫ﻣﺴﺘﻘﻞ‬:freestanding
‫ﺑﻪ‬‫ﺳﻴﺴﺘﻤﻲ‬‫ﺍﻃﻼﻕ‬‫ﻣﻲ‬‫ﺷﻮﺩ‬‫ﻛﻪ‬‫ﺑﺮﻧﺪ‬‫ﺷﺮﻛﺖ‬‫ﺑﻪ‬‫ﺻﻮﺭﺕ‬‫ﻣﺠﺰﺍ‬‫ﻋﻤﻞ‬‫ﻛﺮﺩﻩ‬
‫ﻭ‬‫ﻫﺮ‬‫ﻣﺤﺼﻮﻝ‬‫ﺑﻪ‬‫ﺻﻮﺭﺕ‬‫ﻣﺴﺘﻘﻞ‬‫ﻭ‬‫ﺑﺎ‬‫ﺗﻮﺟﻪ‬‫ﺑﻪ‬‫ﺑﺎﺯﺍﺭ‬‫ﻫﺪﻓﺶ‬‫ﻧﺎﻡ‬
‫ﮔﺬﺍﺭﻱ‬‫ﻣﻲ‬‫ﺷﻮﺩ‬.‫ﮔﻠﺮﻧﮓ‬‫ﻭ‬P&G
‫ﺑﺮﻧﺪ‬ ‫ﻣﻌﻤﺎﺭﻱ‬

7. ‫ﺍﺭﺗﺒﺎﻁ‬ ‫ﻃﻴﻒ‬
‫ﻫﻢ‬ ‫ﺑﺎ‬ ‫ﺑﺮﻧﺪﻫﺎ‬
Source :David Aaker brand leadership (2000)

8. ‫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

10. Brand
Portfolio
1.
‫ﺷﺮﻛﺖ‬‫ﻧﺴﺘﻠﻪ‬‫ﺍﺯ‬‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬
‫ﻫﻴﺒﺮﻳﺪﻱ‬‫ﺑﺮﺍﻱ‬‫ﻣﻌﻤﺎﺭﻱ‬
‫ﺑﺮﻧﺪﻫﺎﻳﺶ‬‫ﺍﺳﺘﻔﺎﺩﻩ‬‫ﻣﻲ‬‫ﻛﺘﺪ‬
‫ﻛﻪ‬‫ﻣﺨﻠﻮﻃﻲ‬‫ﺍﺳﺖ‬‫ﺍﺯ‬
‫ﺑﺮﻧﺪﻫﺎﻳﻲ‬‫ﻛﻪ‬‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬‫ﻧﺎﻡ‬
‫ﮔﺬﺍﺭﻱ‬،‫ﻣﺴﺘﻘﻞ‬‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬
‫ﺗﺎﻳﻴﺪﻱ‬‫ﻭ‬‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬
‫ﻳﻜﭙﺎﺭﭼﻪ‬‫ﻭ‬‫ﺑﺪﻳﻦ‬‫ﺻﻮﺭﺕ‬
‫ﺭﻳﺴﻚ‬‫ﺳﺒﺪ‬‫ﺑﺮﻧﺪﻫﺎﻱ‬‫ﺧﻮﺩ‬
‫ﺭﺍ‬‫ﺩﺭ‬‫ﺻﻮﺭﺕ‬‫ﺑﺮﻭﺯ‬‫ﺍﺗﻔﺎﻗﺎﺕ‬
‫ﻧﺎﺧﻮﺍﺳﺘﻪ‬‫ﺑﺸﺪﺕ‬‫ﻛﺎﻫﺶ‬
‫ﺩﺍﺩﻩ‬‫ﺍﺳﺖ‬.

11. ‫ﻧﺎﻡ‬ ‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬
‫ﺗﺎﻳﻴﺪﻱ‬ ‫ﮔﺬﺍﺭﻱ‬
‫ﻧﺎﻡ‬ ‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬
‫ﻳﻜﭙﺎﺭﭼﻪ‬ ‫ﮔﺬﺍﺭﻱ‬
‫ﻧﺎﻡ‬ ‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬
‫ﻣﺴﺘﻘﻞ‬ ‫ﮔﺬﺍﺭﻱ‬
‫ﻧﺎﻡ‬ ‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬
‫ﺗﺎﻳﻴﺪﻱ‬ ‫ﮔﺬﺍﺭﻱ‬

13. Brand
Portfolio
2.
‫ﺷﺮﻛﺖ‬‫ﻛﺮﻓﺖ‬‫ﺍﺯ‬‫ﺩﻭ‬
‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬‫ﺑﺮﺍﻱ‬‫ﻣﻌﻤﺎﺭﻱ‬
‫ﺑﺮﻧﺪﻫﺎﻳﺶ‬‫ﺍﺳﺘﻔﺎﺩﻩ‬‫ﻣﻲ‬‫ﻛﻨﺪ‬
‫ﻛﻪ‬‫ﺷﺎﻣﻞ‬‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬‫ﻧﺎﻡ‬
‫ﮔﺬﺍﺭﻱ‬‫ﻣﺴﺘﻘﻞ‬‫ﻭ‬‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬
‫ﺗﺎﻳﻴﺪﻱ‬‫ﺍﺳﺖ‬.‫ﺑﺪﻳﻦ‬
‫ﺻﻮﺭﺕ‬‫ﺑﺎ‬‫ﺍﺳﺘﻔﺎﺩﻩ‬‫ﺍﺯ‬‫ﺷﻬﺮﺕ‬
‫ﺑﺮﻧﺪ‬‫ﻛﺮﻓﺖ‬‫ﺑﺮﻧﺪﻫﺎﻱ‬‫ﺟﺪﻳﺪ‬
‫ﺧﻮﺩ‬‫ﺭﺍ‬‫ﺳﺮﻳﻌﺘﺮ‬‫ﻭﺍﺭﺩ‬‫ﺑﺎﺯﺍﺭ‬
‫ﻛﺮﺩﻩ‬‫ﻭ‬‫ﺩﺭ‬‫ﺑﺎﺯﺍﺭ‬‫ﻣﻲ‬‫ﻧﺸﺎﻧﺪ‬‫ﻭ‬
‫ﺍﺯ‬‫ﺳﻮﻱ‬‫ﺩﻳﮕﺮ‬‫ﺑﺎ‬‫ﺗﻤﻠﻚ‬‫ﻭ‬‫ﻳﺎ‬
‫ﻣﻌﺮﻓﻲ‬‫ﺑﺮﻧﺪﻫﺎﻳﻲ‬‫ﺑﺎ‬‫ﻫﻮﻳﺖ‬
‫ﻣﺴﺘﻘﻞ‬‫ﺭﻳﺴﻚ‬‫ﺳﺒﺪ‬‫ﺧﻮﺩ‬‫ﺭﺍ‬
‫ﻛﺎﻫﺶ‬‫ﻣﻲ‬‫ﺩﻫﺪ‬.

14. ‫ﻧﺎﻡ‬ ‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬
‫ﺗﺎﻳﻴﺪﻱ‬ ‫ﮔﺬﺍﺭﻱ‬
‫ﻧﺎﻡ‬ ‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬
‫ﻣﺴﺘﻘﻞ‬ ‫ﮔﺬﺍﺭﻱ‬

16. Brand
Portfolio
3.
‫ﺷﺮﻛﺖ‬‫ﻣﺎﺭﺱ‬‫ﺍﺯ‬‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬
‫ﻧﺎﻡ‬‫ﮔﺬﺍﺭﻱ‬‫ﻣﺴﺘﻘﻞ‬‫ﺑﺮﺍﻱ‬
‫ﻣﻌﻤﺎﺭﻱ‬‫ﺑﺮﻧﺪﻫﺎﻳﺶ‬‫ﺍﺳﺘﻔﺎﺩﻩ‬
‫ﻣﻲ‬‫ﻛﻨﺪ‬.‫ﺑﺪﻳﻦ‬‫ﺻﻮﺭﺕ‬‫ﺑﺎ‬
‫ﻫﺰﻳﻨﻪ‬‫ﮔﺮﺩ‬‫ﺑﺎﻻ‬‫ﺑﺮﺍﻱ‬‫ﻣﻌﺮﻓﻲ‬
‫ﻭ‬‫ﻧﮕﻬﺪﺍﺷﺖ‬‫ﺑﺮﻧﺪﻫﺎﻳﺶ‬‫ﺩﺭ‬
‫ﺑﺎﺯﺍﺭ‬‫ﺭﻳﺴﻚ‬‫ﺳﺒﺪ‬‫ﺧﻮﺩ‬‫ﺭﺍ‬
‫ﺑﺸﺪﺕ‬‫ﻛﺎﻫﺶ‬‫ﻣﻲ‬‫ﺩﻫﺪ‬.

17. ‫ﻧﺎﻡ‬ ‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬
‫ﻣﺴﺘﻘﻞ‬ ‫ﮔﺬﺍﺭﻱ‬

19. Brand
Portfolio
4.
‫ﺷﺮﻛﺖ‬‫ﻛﺪ‬‫ﺑﺮﻳﺰ‬‫ﺍﺯ‬‫ﺩﻭ‬‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬
‫ﻣﻌﻤﺎﺭﻱ‬‫ﺑﺮﻧﺪ‬‫ﺑﺮﺍﻱ‬‫ﺳﺒﺪ‬‫ﻛﺎﻻﻫﺎﻳﺶ‬
‫ﺍﺳﺘﻔﺎﺩﻩ‬‫ﻣﻲ‬‫ﻛﻨﺪ‬.‫ﻳﻜﻲ‬‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬
‫ﺗﺎﻳﻴﺪﻱ‬‫ﻭ‬‫ﺩﻳﮕﺮﻱ‬‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬‫ﻳﻜﭙﺎﺭﭼﻪ‬.
‫ﺍﻳﻦ‬‫ﺷﺮﻛﺖ‬‫ﺑﺎ‬‫ﺣﻔﻆ‬‫ﻭ‬‫ﻳﻜﭙﺎﺭﭼﻪ‬
‫ﻧﮕﻬﺪﺍﺷﺘﻦ‬‫ﻫﻮﻳﺖ‬‫ﺭﻧﮕﻲ‬‫ﻭ‬‫ﺑﺼﺮﻱ‬‫ﺧﻮﺩ‬
‫ﺩﺭ‬‫ﻣﺤﺼﻮﻻﺗﺶ‬‫،ﻛﺎﺭ‬‫ﺧﻮﺩ‬‫ﺭﺍ‬‫ﺩﺭ‬‫ﻣﻌﺮﻓﻲ‬
‫ﺍﻧﻮﺍﻉ‬‫ﻣﺤﺼﻮﻻﺕ‬‫ﺟﺪﻳﺪ‬‫ﺑﻪ‬‫ﺑﺎﺯﺍﺭ‬‫ﺑﺴﻴﺎﺭ‬
‫ﺳﺎﺩﻩ‬‫ﻛﺮﺩﻩ‬‫ﺍﺳﺖ‬‫ﻭ‬‫ﺩﺭ‬‫ﺍﻳﻦ‬‫ﺑﻴﻦ‬‫ﻫﺰﻳﻨﻪ‬
‫ﻫﺎﻱ‬‫ﺧﻮﺩ‬‫ﺭﺍ‬‫ﺑﺮﺍﻱ‬‫ﺗﺒﻠﻴﻐﺎﺕ‬‫ﻭ‬‫ﻣﻌﺮﻓﻲ‬
‫ﻣﺤﺼﻮﻻﺕ‬‫ﺟﺪﻳﺪ‬‫ﺑﺸﺪﺕ‬‫ﻛﺎﻫﺶ‬‫ﺩﺍﺩﻩ‬
‫ﺍﺳﺖ‬‫ﺩﻫﺪ‬.‫ﺍﻟﺒﺘﻪ‬‫ﺭﻳﺴﻚ‬‫ﺷﻜﺴﺖ‬
‫ﻳﻜﺒﺎﺭﻩ‬‫ﺩﺭ‬‫ﺻﻮﺭﺕ‬‫ﺑﺮﻭﺯ‬‫ﻫﺮ‬‫ﺍﺗﻔﺎﻕ‬
‫ﻧﺎﺧﻮﺍﺳﺘﻪ‬‫ﺍﻱ‬‫ﺑﺮﺍﻱ‬‫ﺑﺮﻧﺪ‬‫ﺧﻮﺩ‬‫ﺭﺍ‬‫ﻧﻴﺰﺑﻪ‬
‫ﺟﺎﻥ‬‫ﺧﺮﻳﺪﻩ‬‫ﺍﺳﺖ‬

20. ‫ﻧﺎﻡ‬ ‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬
‫ﻣﺴﺘﻘﻞ‬ ‫ﮔﺬﺍﺭﻱ‬

21. ‫ﺳﺒﺪ‬‫ﺑﺮﻧﺪ‬
‫ﺑﻪ‬‫ﻣﺠﻤﻮﻉ‬‫ﺑﺮﻧﺪ‬‫ﻫﺎﻳﻲ‬‫ﻛﻪ‬‫ﻳﻚ‬‫ﺷﺮﻛﺖ‬
‫ﺗﺤﺖ‬‫ﺗﻤﻠﻚ‬‫ﺧﻮﺩ‬،‫ﺩﺍﺭﺩ‬‫ﺳﺒﺪ‬‫ﺑﺮﻧﺪ‬‫ﮔﻔﺘﻪ‬
‫ﻣﻲ‬‫ﺷﻮﺩ‬.‫ﻣﺪﻳﺮﻳﺖ‬‫ﺍﻳﻦ‬‫ﺳﺒﺪ‬‫ﺑﺮﻧﺪ‬‫ﺑﺪﻳﻦ‬
‫ﺻﻮﺭﺕ‬‫ﺍﺳﺖ‬،‫ﻛﻪ‬‫ﻋﻼﻭﻩ‬‫ﺑﺮ‬‫ﻣﺪﻳﺮﻳﺖ‬
‫ﺟﺪﺍﮔﺎﻧﻪ‬‫ﺍﻳﻦ‬،‫ﺑﺮﻧﺪﻫﺎ‬‫ﺑﻪ‬‫ﺻﻮﺭﺕ‬‫ﺟﺎﻣﻊ‬
‫ﻧﻴﺰ‬‫ﻣﺪﻳﺮﻳﺖ‬‫ﻣﻲ‬‫ﺷﻮﻧﺪ‬‫ﺗﺎ‬‫ﺑﺘﻮﺍﻧﻨﺪ‬‫ﺍﺯ‬
‫ﺍﻋﺘﺒﺎﺭ‬‫ﻫﺮ‬،‫ﻛﺪﺍﻡ‬‫ﺑﺮﺍﻱ‬‫ﺩﻳﮕﺮﻱ‬‫ﺍﺳﺘﻔﺎﺩﻩ‬
‫ﻛﺮﺩﻩ‬‫ﻭ‬‫ﻧﻮﻋﻲ‬‫ﻫﻢ‬‫ﺍﻓﺰﺍﻳﻲ‬‫ﺭﺍ‬‫ﺍﻳﺠﺎﺩ‬
‫ﻛﻨﻨﺪ‬.

22. ‫ﺑﺼﺮﻱ‬ ‫ﻫﻮﻳﺖ‬

23. 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.

24. ‫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.

25. ‫ﺗﻤﺎﻳﺰ‬ ‫ﻧﻘﺎﻁ‬:
•‫ﻗﺮﻣﺰ‬ ‫ﺭﻧﻚ‬
•‫ﻟﻮﮔﻮ‬
•‫ﺑﺼﺮﻱ‬ ‫ﻫﺎﻱ‬ ‫ﺍﻟﻤﺎﻥ‬
•‫ﻣﺎﺩﺭ‬ ‫ﻛﻤﭙﺎﻧﻲ‬ ‫ﻟﻮﮔﻮﻱ‬

27. ‫ﺗﻤﺎﻳﺰ‬ ‫ﻧﻘﺎﻁ‬:
•Texture‫ﻫﺎ‬ ‫ﺑﻨﺪﻱ‬ ‫ﺑﺴﺘﻪ‬ ‫ﺭﻭﻱ‬ ‫ﻫﺎﻱ‬
•‫ﻟﻮﮔﻮ‬)‫ﻗﺮﺍﺭﮔﻴﺮﻱ‬ ‫ﺟﺎﻱ‬ ‫ﻭ‬ ‫ﺭﻧﮓ‬(
•‫ﺑﺮﻧﺪ‬ ‫ﻫﺎﻱ‬ ‫ﻛﺎﺭﺍﻛﺘﺮ‬
•‫ﻣﺤﺼﻮﻝ‬ ‫ﺍﻃﻼﻋﺎﺕ‬ ‫ﻭﺍﺣﺪ‬ ‫ﻫﺎﻱ‬ ‫ﺍﻟﻤﺎﻥ‬

29. ‫ﺗﻤﺎﻳﺰ‬ ‫ﻧﻘﺎﻁ‬:
•‫ﺑﻨﺪﻱ‬ ‫ﺑﺴﺘﻪ‬ ‫ﻧﻮﻉ‬
•‫ﻟﻮﮔﻮ‬)‫ﻗﺮﺍﺭﮔﻴﺮﻱ‬ ‫ﺟﺎﻱ‬ ‫ﻭ‬ ‫ﺭﻧﮓ‬(
•‫ﺑﺮﻧﺪ‬ ‫ﻛﺎﺭﺍﻛﺘﺮ‬
•‫ﻣﺤﺼﻮﻝ‬ ‫ﺍﻃﻼﻋﺎﺕ‬ ‫ﻭﺍﺣﺪ‬ ‫ﻫﺎﻱ‬ ‫ﺍﻟﻤﺎﻥ‬

31. ‫ﺗﻤﺎﻳﺰ‬ ‫ﻧﻘﺎﻁ‬:
•‫ﻫﺎ‬ ‫ﺑﻨﺪﻱ‬ ‫ﺑﺴﺘﻪ‬ ‫ﺛﺎﺑﺖ‬ ‫ﺭﻧﮕﻲ‬ ‫ﻫﻮﻳﺖ‬
•‫ﻟﻮﮔﻮ‬
•Texture‫ﺑﻨﺪﻱ‬ ‫ﺑﺴﺘﻪ‬ ‫ﺭﻭﻱ‬ ‫ﻫﺎﻱ‬
•‫ﻣﺤﺼﻮﻝ‬ ‫ﺍﻃﻼﻋﺎﺕ‬ ‫ﻭﺍﺣﺪ‬ ‫ﻫﺎﻱ‬ ‫ﺍﻟﻤﺎﻥ‬

33. ‫ﺗﻤﺎﻳﺰ‬ ‫ﻧﻘﺎﻁ‬:
•‫ﺍﻱ‬ ‫ﺳﺮﻣﻪ‬ ‫ﻭ‬ ‫ﻧﺎﺭﻧﺠﻲ‬ ‫ﺭﻧﻚ‬
•‫ﻟﻮﮔﻮ‬
•‫ﺑﺼﺮﻱ‬ ‫ﻫﺎﻱ‬ ‫ﺍﻟﻤﺎﻥ‬)‫ﺩﺍﻳﺮﻩ‬ ‫ﺩﻭ‬(
•‫ﺑﻨﺪﻱ‬ ‫ﺑﺴﺘﻪ‬ ‫ﺭﻧﮓ‬

35. ‫ﺩﺭ‬ ‫ﺧﺮﻳﺪ‬ ‫ﺗﺠﺮﺑﻪ‬
‫ﻓﺮﻭﺷﮕﺎﻩ‬

36. ‫ﺧﺮﺩﻩ‬ ‫ﺁﻣﻴﺨﺘﻪ‬
‫ﻓﺮﻭﺷﻲ‬
‫ﻗﻴﻤﺖ‬ ‫ﻛﺎﻻ‬
‫ﺧﺪﻣﺎﺕ‬
‫ﺩﺭ‬ ‫ﺧﺮﻳﺪ‬ ‫ﺗﺠﺮﺑﻪ‬
‫ﻓﺮﻭﺷﮕﺎﻩ‬
‫ﻛﻴﻔﻴﺖ‬
‫ﻓﺮﻭﺷﻲ‬ ‫ﺧﺮﺩﻩ‬ ‫ﺁﻣﻴﺨﺘﻪ‬

37. 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

38. •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

39. ‫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