Submit Search
Upload
Arabic e book 22 laws in branding
•
1 like
•
174 views
walid zaki
Follow
introduction and summary for branding
Read less
Read more
Marketing
Report
Share
Report
Share
1 of 17
Download now
Download to read offline
Recommended
International marketing-and-its-role-in-breaking-into-international-markets
International marketing-and-its-role-in-breaking-into-international-markets
Assoib Rachid
Walid zaki c.v apr17
Walid zaki c.v apr17
walid zaki
2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by Hubspot
Marius Sescu
Everything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPT
Expeed Software
Product Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage Engineerings
Pixeldarts
How Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental Health
ThinkNow
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
marketingartwork
Skeleton Culture Code
Skeleton Culture Code
Skeleton Technologies
Recommended
International marketing-and-its-role-in-breaking-into-international-markets
International marketing-and-its-role-in-breaking-into-international-markets
Assoib Rachid
Walid zaki c.v apr17
Walid zaki c.v apr17
walid zaki
2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by Hubspot
Marius Sescu
Everything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPT
Expeed Software
Product Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage Engineerings
Pixeldarts
How Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental Health
ThinkNow
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
marketingartwork
Skeleton Culture Code
Skeleton Culture Code
Skeleton Technologies
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
Neil Kimberley
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
contently
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
Albert Qian
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
Kurio // The Social Media Age(ncy)
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
Search Engine Journal
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
SpeakerHub
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
Clark Boyd
Getting into the tech field. what next
Getting into the tech field. what next
Tessa Mero
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Lily Ray
How to have difficult conversations
How to have difficult conversations
Rajiv Jayarajah, MAppComm, ACC
Introduction to Data Science
Introduction to Data Science
Christy Abraham Joy
Time Management & Productivity - Best Practices
Time Management & Productivity - Best Practices
Vit Horky
The six step guide to practical project management
The six step guide to practical project management
MindGenius
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
RachelPearson36
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Applitools
12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work
GetSmarter
ChatGPT webinar slides
ChatGPT webinar slides
Alireza Esmikhani
More than Just Lines on a Map: Best Practices for U.S Bike Routes
More than Just Lines on a Map: Best Practices for U.S Bike Routes
Project for Public Spaces & National Center for Biking and Walking
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
DevGAMM Conference
Barbie - Brand Strategy Presentation
Barbie - Brand Strategy Presentation
Erica Santiago
More Related Content
Featured
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
Neil Kimberley
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
contently
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
Albert Qian
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
Kurio // The Social Media Age(ncy)
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
Search Engine Journal
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
SpeakerHub
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
Clark Boyd
Getting into the tech field. what next
Getting into the tech field. what next
Tessa Mero
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Lily Ray
How to have difficult conversations
How to have difficult conversations
Rajiv Jayarajah, MAppComm, ACC
Introduction to Data Science
Introduction to Data Science
Christy Abraham Joy
Time Management & Productivity - Best Practices
Time Management & Productivity - Best Practices
Vit Horky
The six step guide to practical project management
The six step guide to practical project management
MindGenius
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
RachelPearson36
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Applitools
12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work
GetSmarter
ChatGPT webinar slides
ChatGPT webinar slides
Alireza Esmikhani
More than Just Lines on a Map: Best Practices for U.S Bike Routes
More than Just Lines on a Map: Best Practices for U.S Bike Routes
Project for Public Spaces & National Center for Biking and Walking
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
DevGAMM Conference
Barbie - Brand Strategy Presentation
Barbie - Brand Strategy Presentation
Erica Santiago
Featured
(20)
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
Getting into the tech field. what next
Getting into the tech field. what next
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
How to have difficult conversations
How to have difficult conversations
Introduction to Data Science
Introduction to Data Science
Time Management & Productivity - Best Practices
Time Management & Productivity - Best Practices
The six step guide to practical project management
The six step guide to practical project management
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work
ChatGPT webinar slides
ChatGPT webinar slides
More than Just Lines on a Map: Best Practices for U.S Bike Routes
More than Just Lines on a Map: Best Practices for U.S Bike Routes
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Barbie - Brand Strategy Presentation
Barbie - Brand Strategy Presentation
Arabic e book 22 laws in branding
1.
ª22222222 אא א)א( ووbblloogg..sshhaabbaayyeekk..ccoomm ﻛﺘﺎﺏ
ﻣﻠﺨﺺ 22ﻗﺎﻧﻮﻧﺎﺭﺍﺳﺨﺎ ﻓﻲﺍﻟﺘﺠﺎﺭﻳﺔ ﺍﻟﻌﻼﻣﺔ ﺇﺷﻬﺎﺭ ﻋﺎﻡ ﻓﻲ1993ﺭ ﺁل ﺍﻝﺸﻬﻴﺭ ﺍﻝﻜﺎﺘﺏ ﻨﺸﺭ ،ﻴﻴﺯﺠﺎﻙ ﻭﺒﻤﺴﺎﻋﺩﺓﺘﺭﺍﺍﻝﺭﺍﺌﻊ ﻜﺘﺎﺒﻬﻤﺎ ﻭﺕ:22ﺭﺍﺴـﺨ ﻗﺎﻨﻭﻨﺎﻓـﻲ ﺎ ﻝﻪ ﻭﻗﺩﻤﺕ ﺴﺒﻕ ﻭﺍﻝﺫﻱ ،ﺍﻝﺘﺴﻭﻴﻕ،ﻭﺠﻴﺯﺍ ﺘﻠﺨﻴﺼﺎﺜﻡﻋﺎﻡ ﻓﻲ1998ﻜﺘﺎﺒﻪ ﻝﻭﺭﺍ ﺍﺒﻨﺘﻪ ﺒﻤﺴﺎﻋﺩﺓ ﺭﻴﻴﺯ ﻨﺸﺭ:22 ﻓ ﺭﺍﺴﺨﺎ ﻗﺎﻨﻭﻨﺎﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﻌﻼﻤﺔ ﺇﺸﻬﺎﺭ ﻲ)Branding(ﺘﺤ ﻜﻴﻑّّـﻋﺎﻝﻤﻴـﺔ ﻤﺎﺭﻜـﺔ ﺇﻝـﻰ ﺨﺩﻤﺔ ﺃﻭ ﻤﻨﺘﺠﺎ ﻭل ﻤﺸﻬﻭﺭﺓ. ﺒﺭﺍﻨﺩ ،ﺍﻝﻤﺎﺭﻜﺔ ،ﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﻌﻼﻤﺔ ﺃﻥ ﺍﻝﻤﺅﻝﻑ ﻴﺭﻯBrand،ﻋﻘـل ﻓـﻲ ﺨﺎﺼـﺔ ﺩﻻﻝـﺔ ﻝـﻪ ﺍﺴﻡ ﺇﻻ ﻫﻲ ﻤﺎ ﺍﻻﺴﻡ ﻫﺫﺍ ،ﺍﻝﻤﺴﺘﻬﻠﻙﻴﻜﻭﻥﺍﻝﻤـﺴ ﻗـﺭﺍﺭ ﻋﻠﻰ ﺇﻴﺠﺎﺒﻲ ﺒﺸﻜل ﺍﻝﺘﺄﺜﻴﺭ ﻴﺴﺘﻁﻴﻊ ﺒﺤﻴﺙ ﺍﻝﻘﻭﺓ ﻤﻥﺃﻱ ﺒـﺸﺭﺍﺀ ﺘﻬﻠﻙ ،ﻤﻨﺘﺞﺍﻝﻘـﻭﻱ ﺍﻹﻴﺠـﺎﺒﻲ ﻓﺎﻻﻨﻁﺒﺎﻉ ،ﺍﻷﺴﻭﺍﻕ ﻓﻲ ﺍﻝﻤﺘﻭﻓﺭﺓ ﻝﻠﻤﻨﺘﺠﺎﺕ ﺍﻝﻤﺘﺯﺍﻴﺩﺓ ﺍﻝﻌﺩﺩﻴﺔ ﺍﻝﻜﺜﺭﺓ ﻅل ﻓﻲ ﺃﻨﻪ ﻜﻤﺎ ﺃﻱ ﻭﺍﺨﺘﻴـﺎﺭ ﺃﻤﺭﻩ ﺤﺯﻡ ﻋﻠﻰ ﻝﻠﻤﺸﺘﺭﻱ ﺍﻝﻤﺴﺎﻋﺩ ﺍﻝﻌﺎﻤل ﺒﻤﺜﺎﺒﺔ ﻴﻌﻤل ﺃﻥ ﻝﻪ ﻴﻤﻜﻥ ﺘﺠﺎﺭﻴﺔ ﻋﻼﻤﺔ ﺃﻱ ﻋﻥ ﺍﻝﺴﺎﺌﺩ ﺴﻴﺸﺘﺭﻴﻪ ﻤﻨﺘﺞ. ،ﺍﻝﻴﻭﻡ ﻋﺎﻝﻡ ﻓﻲﺍﻝ ﻤﻌﻅﻡ ﻋﻠﻰ ﻴﻐﻠﺏﺍﻝﺘﺠﺎﺭﻴـﺔ ﺍﻝﻌﻼﻤـﺔ ﺇﺸﻬﺎﺭ ﻭﻤﺎ ،ﺘﺒﺎﻉ ﻭﻻ ُﺸﺘﺭﻯـﺘ ﺃﻨﻬﺎ ﻭﺍﻝﺨﺩﻤﺎﺕ ﻤﻨﺘﺠﺎﺕ ﺍﻝﻌﻼﻤـﺔ ﺍﺴـﻡ ﺘﺤﻤل ﺍﻝﺘﻲ ﺍﻝﺨﺩﻤﺔ ﺃﻭ ﺍﻝﻤﻨﺘﺞ ﻤﻘﺩﻤﺎ ﻴﺒﻴﻊ ﺍﻹﺸﻬﺎﺭ ﻓﻬﺫﺍ ،ﺍﻝﺸﺭﺍﺀ ﻫﺫﺍ ﻝﺘﺴﻬﻴل ﺭﺍﺌﻌﺔ ﻭﺴﻴﻠﺔ ﺴﻭﻯ ﺍﻝﺘﺠﺎﺭﻴﺔﺍﻝﻤﺸﻬﻭﺭﺓﺍﻝﻤﺒﻴﻌﺎﺕ ﻝﺯﻴﺎﺩﺓ ﺍﻝﻨﺎﺠﺤﺔ ﺍﻝﻭﺴﻴﻠﺔ ﺒﺒﺴﺎﻁﺔ ﻴﺠﻌﻠﻪ ﻤﺎ ،.ﻤﺤﺎﻭ ﺃﻱ ﺘﻜﻭﻥ ﻓﻠﻜﻲ ،ﻭﻋﻠﻴﻪﻝﺯﻴﺎﺩﺓ ﻝﺔ ﺍﻝﻤﺘـﻭﻓﺭﺓ ﻭﺍﻝﺨﺩﻤﺎﺕ ﺍﻝﻤﻨﺘﺠﺎﺕ ﺒﻘﻴﺔ ﻋﻥ ﺍﻝﺨﺩﻤﺔ ﺃﻭ ﺍﻝﻤﻨﺘﺞ ﺘﻤﻴﺯ ﺃﻥ ﻋﻠﻴﻬﺎ ﻴﺠﺏ ،ﻨﺎﺠﺤﺔ ﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﻌﻼﻤﺔ ﺸﻬﺭﺓ ﺍﻝﺴﻭﻕ ﻓﻲ. ﻫﻭﺍﺘﻑ ﻝﺩﻴﻙ ،ﻤﺜﺎﻻ ﻨﻀﺭﺏ ﺩﻋﻨﺎﻨﻘﺎﻝﺔ/ﺠﻭﺍﻝﺔﺃﻥ ﻴﺭﻴـﺩ ﻤـﻥ ﻤﺭﺍﺩ ﻫﻭ ﺁﻴﻔﻭﻥ ﻫﺎﺘﻑ ﻝﻜﻥ ،ﺍﻷﺴﻭﺍﻕ ﻓﻲ ﻜﺜﻴﺭﺓ ﺘ ﺃﻥ ﻴﺭﻴﺩ ﻤﻥ ﻭﺃﻤﺎ ،ﺍﻝﻜﻭﻭل ﺍﻝﺸﺎﺏ ﺒﻤﻅﻬﺭ ﻴﺒﺩﻭﻨﻭﻜﻴـﺎ ﻝﻴـﺸﺘﺭﻱ ﻜـﺎﻥ ،ﺍﻷﻋﻤـﺎل ﺭﺠـل ﺴـﻤﺎﺕ ﻋﻠﻴﻪ ﺒﺩﻭ ﺍﻝﻴﻭﻡ ﺒﻼﻜﺒﻴﺭﻱ ﺃﻭ ،ﺍﻝﻤﺎﻀﻲ ﻓﻲ ﻜﻭﻤﻴﻨﻴﻜﺘﻭﺭ.ﺃﻗﺭﺍﻨﻪ ﺇﺒﻬﺎﺭ ﺃﺭﺍﺩ ﻤﻥﺴﺎﺌﻘﺃﻭ ،ﻓﻴـﺭﺍﺭﻱ ﺴﻴـﺸﺘﺭﻱ ،ﺍﻝﺴﻴﺎﺭﺍﺕ ﻲ ﺒﻼﺯﻤﺎ ﺴﻭﻨﻲ ﺘﻠﻴﻔﺯﻴﻭﻥ ﺴﻴﺸﺘﺭﻱ ،ﺒﻴﺘﻪ ﻓﻲ ﺯﻭﺍﺭﻩ ﺇﺒﻬﺎﺭ ﻴﺭﻴﺩ ﻭﻤﻥ ،ﺃﻭﺩﻱ ﺒﺴﻴﺎﺭﺓ ﻴﻜﺘﻔﻲ104ﺒﻭﺼﺔ.ﻫـﺫﻩ ﺇﻥ ﺍﻝﺘﺠ ﻭﺍﻝﻌﻼﻤﺎﺕ ﺍﻷﺴﻤﺎﺀﺍﻝﻨـﺎﺱ ﻤـﻥ ﺠﺩﺍ ﻜﺒﻴﺭ ﻋﺩﺩ ﺃﺫﻫﺎﻥ ﻓﻲ ﺒﻬﺎ ﺨﺎﺼﺔ ﺍﻨﻁﺒﺎﻋﺎﺕ ﺨﻠﻕ ﻓﻲ ﻨﺠﺤﺕ ﻗﺩ ﺎﺭﻴﺔ، ﻭﻭﺨﺩﻤﺎﺘﻨﺎ ﻝﻤﻨﺘﺠﺎﺘﻨﺎ ﺘﺤﻘﻴﻘﻪ ﻋﻠﻰ ﺍﻝﻜﺘﺎﺏ ﻫﺫﺍ ﻴﺴﺎﻋﺩﻨﺎ ﻤﺎ ﻫﺫﺍ.
2.
ª22222222 אא א)א( ووbblloogg..sshhaabbaayyeekk..ccoomm ﻹﺸﻬﺎﺭ
ﺍﻝﻨﺎﺠﺢ ﺍﻝﺒﺭﻨﺎﻤﺞﺃﻱﺍﻝﻌﻤـﻼﺀ ﺃﺫﻫـﺎﻥ ﺩﺍﺨـل ﻗﻨﺎﻋﺔ ﻴﺨﻠﻕ ﺇﺫ ،ﺍﻝﻔﺭﺩﻴﺔ ﺃﺴﺎﺱ ﻋﻠﻰ ﻴﻘﻭﻡ ﺘﺠﺎﺭﻴﺔ ﻋﻼﻤﺔ ﺃﻥ ﻤﻔﺎﺩﻫﺎ ﺍﻝﻤﺤﺘﻤﻠﻴﻥﺍﻝﺘ ﺍﻝﻤﻨﺘﺠﺎﺕﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﻌﻼﻤﺔ ﻫﺫﻩ ﺘﺤﻤل ﻲﺇﻨﻤﺎﻫﻲﺍﻝﻔﺭﻴ ﺍﻝﺭﺍﻗﻴﺔ ﺍﻝﻤﻨﺘﺠﺎﺕ ﻤﻥﺩﺓ،ﻻ ﺍﻝﺘﻲ ﺍﻝﺴﻭﻕ ﻓﻲ ﺒﺩﻴﻼ ﺃﻭ ﻤﺜﻴﻼ ﻝﻬﺎ ﺘﺠﺩ.ﺠﻤﻴﻊ ﻗﺒﻭل ﺘﻠﻘﻰ ﺃﻥ ﻨﺎﺠﺤﺔ ﺘﺠﺎﺭﻴﺔ ﻝﻌﻼﻤﺔ ﻴﻤﻜﻥ ﻫلﺍﻝﻨﺎﺱﻓﻼ ،ﻻ ﺒﺎﻝﻁﺒﻊ ؟ ﻋﺎﻝﻤﻴﺎ ﻗﺒﻭﻻ ﻴﻠﻘﻰ ﺃﻥ ﻭﺍﺤﺩ ﻻﺴﻡ ﻴﻤﻜﻥ. ﻫﻲ ﺍﻝﻜﺒﺭﻯ ﺍﻝﻤﺸﻜﻠﺔ ﻭﻝﻜﻥ–ﺃﺨﺭﻯ ﻤﺭﺓ-ﻭﺍ ﺍﻝﻁﻤﻊ،ﻝﺠﺸﻊﻤﻨـﺘﺞ ﻨﺠﺢ ﺍﻝﺘﻲ ﻓﺎﻝﺸﺭﻜﺔﻝﻬـﺎ،ﺘـﺴﺭﻉ ﺘﺠـﺩﻫﺎ ﻴﺠﻌـل ﺍﻝـﺸﺒﻴﻬﺔ ﺍﻝﻤﻨﺘﺠـﺎﺕ ﺘﻌﺩﺩ ﺃﻥ ﻫﻭ ﺍﻝﻔﻌﻠﻴﺔ ﺍﻝﻤﺤﺼﻠﺔ ﻝﻜﻥ ،ﻝﻠﻨﺎﺠﺢ ﻤﺸﺎﺒﻬﺔ ﺃﺨﺭﻯ ﻤﻨﺘﺠﺎﺕ ﻝﻁﺭﺡ ﺍﻝﺨﻁﻰ ﻓـﻲ ﻴﺠﻌﻠﻪ ﻤﺎ ،ﺒﻴﻨﻬﺎ ﺍﻝﻔﺭﻭﻕ ﻭﻀﻭﺡ ﻭﻗﻠﺔ ﺍﻝﺨﻴﺎﺭﺍﺕ ﻝﻜﺜﺭﺓ ،ﺍﻝﺭﺅﻴﺔ ﻭﻀﻭﺡ ﻭﻋﺩﻡ ،ﺒﺎﻝﺘﺸﻭﻴﺵ ﻴﺸﻌﺭ ﺍﻝﻤﺴﺘﻬﻠﻙ ﺍ ﻫﺫﺍ ﻋﻥ ﻤﺒﺘﻌﺩﺍ ﻴﻬﺭﺏ ﺍﻝﻨﻬﺎﻴﺔﻭﺍﻝﺸﺭﺍﺀ ﺍﻻﺨﺘﻴﺎﺭ ﺴﻬﻭﻝﺔ ﻋﻥ ﻋﺎﺠﺯﺍ ﻋﻘﻠﻪ ﺠﻌل ﺍﻝﺫﻱ ﻝﻀﺠﻴﺞ. ﺤﻴﺙ ،ﻤﺩﻭﻨﺘﻲ ﺼﻔﺤﺎﺕ ﻋﻠﻰ ﺍﻝﻘﻭﺍﻨﻴﻥ ﻝﻬﺫﻩ ﻨﺸﺭﻱ ﺃﺜﻨﺎﺀ ﺠﺎﺀﻨﻲ ﺠﻤﻴل ﺘﻌﻠﻴﻕ ﻋﻠﻰ ﺍﻝﺭﺩ ﺃﺭﺩﺕ ،ﻨﺒﺩﺃ ﺃﻥ ﻗﺒل ﺴﺎﺌل ﺴﺄﻝﻨﻲﻝﻬﺎ ﻴﻤﻜﻥ ﻭﺍﻝﺼﻐﻴﺭﺓ ﺍﻝﻨﺎﺸﺌﺔ ﺍﻝﺸﺭﻜﺎﺕ ﺃﻥ ﺃﻡ ،ﻓﻘﻁ ﺍﻝﻜﺒﻴﺭﺓ ﺍﻝﺸﺭﻜﺎﺕ ﺘﻨﺎﺴﺏ ﺍﻝﻘﻭﺍﻨﻴﻥ ﻫﺫﻩ ﻫل ﻫﺫﻩ ﻤﻥ ﺍﻻﺴﺘﻔﺎﺩﺓﺍﻝﻘﻭﺍﻨﻴﻥ؟،ﺍﻝﻔﻬﻡ ﻭﺴﻬل ﺤﺴﻲ ﺒﺸﻜل ﺃﺭﺩ ﻭﻝﻜﻲﺒﺩﻭﺭﻱ ﺴﺄﺴﺄل:ﻴ ﺍﻝﻔﻴل ﻫلـﺃﻡ ،ﻋﻤﻼﻗﺎ ﻭﻝﺩ ﻫل ﻭﺍﺤﺩ؟ ﺒﺭﺠل ﺒﺩﺃﺕ ﺃﻡ ،ﺍﻝﺒﺸﺭ ﺒﻤﻠﻴﺎﺭﺍﺕ ﺒﺩﺃﺕ ﺍﻝﺒﺸﺭﻴﺔ ﻫل ﻭﻴﻜﺒﺭ؟ ﺼﻐﻴﺭﺍ ﻴﻭﻝﺩﺒﺩﺃﺃﺼﺒﺢ ﺍﻝﺫﻱ ﺍﻹﺴﻼﻡ ،ﺍﻝﻁﻴﺭﺍﻥ ﻭﺍﺤﺩ؟ ﺒﺭﺠل ﺒﺩﺃ ﺃﻡ ،ﺍﻝﺒﺸﺭ ﺒﻤﻼﻴﻴﻥ ،ﺍﻝﻘﻭﺓ ﻻ ﺍﻝﻌﺩﺩ ﺤﻴﺙ ﻤﻥ ﺍﻝﻴﻭﻡ ﺩﻴﺎﻨﺔ ﺃﻜﺒﺭﻤﻥ ﺒﺩﺃ ﻫلﺍﻝﻁﺎﺌﺭﺍﺕ ﺍﻝﻨﻔﺎﺜﺔﻗﻔﺯ؟ ﺜﻡ ﺠﺴﻤﻪ ﺤﻭل ﺭﻴﺸﺎ ﻝﺼﻕ ﺒﺭﺠل ﺒﺩﺃ ﺃﻡ ،ﺍﻝﻤﺤﻴﻁ ﻭﻋﺎﺒﺭﺍﺕ ،ﺍﻝﻤﻁﻌﻡ ﺇﻝﻰ ﺍﻝﻌﺭﺒﺔ ﻤﻥ ﻴﻨﺘﻘل ﻭﺃﻥ ،ﻓﺭﻴﺩﺍ ﻤﻨﺘﺠﺎ ﻴﻘﺩﻡ ﺃﻥ ﺨﺸﺒﻴﺔ ﻋﺭﺒﺔ ﻋﻠﻰ ﺍﻝﻔﻭل ﺒﺎﺌﻊ ﺃﺤﻤﺩ ﻋﻡ ﻴﻔﻜﺭ ﻻ ﻝﻤﺎﺫﺍ ﻋﺎﻝﻴﺔ ﺨﺩﻤﺔ ﺘﻘﺩﻴﻡ ﻓﻲ ﺍﻝﺼﻴﺎﻨﺔ ﻓﻨﻲ ﻴﻔﻜﺭ ﻻ ﻝﻤﺎﺫﺍ ﺍﻝﻤﻁﺎﻋﻡ؟ ﻤﻥ ﺴﻠﺴﻠﺔ ﺇﻝﻰ ﺜﻡﺸﺭﻜﺘﻪ ﻓﺘﺢ ﻋﻠﻰ ﺘﻌﻴﻨﻪ ،ﺍﻝﺠﻭﺩﺓ ﻤﺭﻜﺯ ﺇﻝﻰ ﻤﻨﻬﺎ ﻴﻨﺘﻘل ﺘﺠﻌﻠﻪ ﺨﺩﻤﺘﻪ ﺠﻭﺩﺓ ﻝﻜﻥ ،ﻗﺩﻴﻡ ﻤﺒﻨﻰ ﻓﻲ ﺃﺭﻀﻲ ﺩﻭﺭ ﻓﻲ ﻴﺅﺠﺭﻫﺎ ﻏﺭﻓﺔ ﻤﻥ ﺍﻨﻁﻼﻗﺎ ﺇﻝﻰ ﺃﻋﻴﻨﻨﺎ ﻤﻥ ﺍﻝﻤﺴﺎﻓﺔ ﻗﺩﺭ ﻋﻠﻰ ﺼﻐﻴﺭﺓ ﻗﺼﻴﺭﺓ ﺃﺤﻼﻤﻨﺎ ﺃﺠﺩ ﻝﻤﺎﺫﺍ ﺒﻌﺩ؟ ﻓﻴﻤﺎ ﺍﻝﻤﺜل ﻤﻀﺭﺏ ﻴﺼﺒﺢ ﻓﺨﻡ ﺭﺌﻴﺱ ﺍ ﺇﻝﻰ ﻨﻨﻅﺭ ﻻ ﻝﻤﺎﺫﺍ ،ﺃﻗﺩﺍﻤﻨﺎ ﺘﺤﺕ ﺍﻝﺘﻲ ﺍﻷﺭﺽﻓﻭﻗﻬﺎ؟ ﻭﻤﺎ ﺃﻋﻼﻨﺎ ﻝﺴﻤﺎﺀﺍﻷﻭل ﺍﻝﻘﺎﻨﻭﻥ ﻨﺄﺨﺫ ﺩﻋﻭﻨﺎ: 11--ﻗﺎﻧﻮﻥﻗﺎﻧﻮﻥﺍﻟﺘﻮﺳﻊﺍﻟﺘﻮﺳﻊEExxppaannssiioonn ﺍﺳﻤﻬﺎ ﺗﺤﻤﻞ ﺍﻟﺘﻲ ﺍﻟﻤﻨﺘﺠﺎﺕ ﻋﺪﺩ ﻣﻊ ﻋﻜﺴﻴﺎ ﺗﺘﻨﺎﺳﺐ ﺍﻟﺘﺠﺎﺭﻳﺔ ﺍﻟﻌﻼﻣﺔ ﻗﻮﺓﺍﺳﻤﻬﺎ ﺗﺤﻤﻞ ﺍﻟﺘﻲ ﺍﻟﻤﻨﺘﺠﺎﺕ ﻋﺪﺩ ﻣﻊ ﻋﻜﺴﻴﺎ ﺗﺘﻨﺎﺳﺐ ﺍﻟﺘﺠﺎﺭﻳﺔ ﺍﻟﻌﻼﻣﺔ ﻗﻮﺓ ﺍﻝﻤﺒﻴﻌـﺎﺕ ﺯﻴﺎﺩﺓ ﺒﻐﺭﺽ ﺍﻝﻤﻨﺘﺠﺎﺕ ﻤﻥ ﺍﻝﻤﺯﻴﺩ ﻁﺭﺡ ﻓﻲ ﺘﺘﻭﺴﻊ ﻫل ﺍﻝﻁﻭﻴل؟ ﺃﻡ ﺍﻝﻘﺼﻴﺭ ﺍﻝﻤﺩﻯ ﻋﻠﻰ ﺘﺭﻜﺯ ﻫل ﺃ ،ﺍﻝﻘﺼﻴﺭ ﺍﻝﻤﺩﻯ ﻓﻲﻤﺒﻴﻌﺎﺘـﻙ ﺘﺯﻴـﺩ ﺜﻡ ﻭﻤﻥ ﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﻌﻼﻤﺔ ﻭﺸﻬﺭﺓ ﺴﻤﻌﺔ ﺘﺒﻨﻲ ﻝﻜﻲ ﻤﻨﻬﺎ ﻗﻠﻴﻼ ﻋﺩﺩﺍ ﺘﻭﻓﺭ ﻡ ﺍﻝﻤـﺩﻯ ﺃﻭ ،ﺍﻝﻤﺒﻴﻌﺎﺕ ﻜﻌﻜﺔ ﻤﻥ ﻗﺩﺭ ﺃﻜﺒﺭ ﺍﻝﺘﻬﺎﻡ ﻋﻠﻰ ﺍﻝﺸﺭﻜﺎﺕ ﻤﻥ ﻜﺒﻴﺭﺓ ﻓﺌﺔ ﺘﺭﻜﺯ ﺒﺎﻝﻁﺒﻊ ﺍﻝﺒﻌﻴﺩ؟ ﺍﻝﻤﺴﺘﻘﺒل ﻓﻲ
3.
ª22222222 אא א)א( ووbblloogg..sshhaabbaayyeekk..ccoomm ﺒﻴﻊ
ﻭﺃﺴﻌﺎﺭ ﻤﻔﺭﻁﺔ ﺩﻋﺎﻴﺔ ﻭﻋﻤل ،ﺍﻝﻨﺎﺠﺢ ﻝﻠﻤﻨﺘﺞ ﻤﺸﺎﺒﻬﺔ ﻤﻨﺘﺠﺎﺕ ﻁﺭﺡ ﺨﻼل ﻤﻥ ،ﺍﻝﻘﺼﻴﺭﺁﺨـﺭ ﻭﺇﻝﻰ ﻤﺘﻔﺎﻭﺘﺔ ﺒﺩﻻ ،ﻭﺘﺨﺘﻔﻲ ﺘﻔﻨﻰ ﺤﺘﻰ ،ﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﻌﻼﻤﺔ ﻤﻥ ﻤﻤﻜﻨﺔ ﺩﻤﺎﺀ ﻗﻁﺭﺓ ﺁﺨﺭ ﻤﺹ ﺃﺠل ﻤﻥ ،ﺍﻝﻤﻤﻜﻨﺔ ﺍﻝﺘﺴﻭﻴﻘﻴﺔ ﺍﻝﺤﻴل ﻭﺒﻨﺎﺌﻬﺎ ﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﻌﻼﻤﺔ ﺘﻁﻭﻴﺭ ﻤﻥ. ﺍﻻﺌﺘﻤﺎﻥ ﺒﻁﺎﻗﺎﺕ ﻭﺃﻓﺨﻡ ﺃﺭﻗﻰ ﻤﻥ ﻤﻀﻰ ﻓﻴﻤﺎ ﺍﻜﺴﺒﺭﻴﺱ ﺃﻤﺭﻴﻜﺎﻥ ﺒﻁﺎﻗﺔ ﻜﺎﻨﺕ ﻝﻌﻀﻭ ﻭﻜﺎﻥ ،ﺸﺨﺹ ﺃﻱ ﻴﺤﻤﻠﻬﺎ ﺃﻥ ﻴﻤﻜﻥ ﺍﻝﺘﻲﻜﺜﻴﺭﺓ ﻤﺯﺍﻴﺎ ﻴﺘﻬﺎ.ﺍﻝﺒﺸﺭ ﻜﻌﺎﺩﺓ ﺒﻁﺎﻗـﺎﺕ ﺘﻘـﺩﻴﻡ ﻋﺒـﺭ ﺘﺘﻭﺴﻊ ﺍﻜﺴﺒﺭﻴﺱ ﺃﻤﺭﻴﻜﺎﻥ ﺒﺩﺃﺕ ،ﻭﺍﻝﺠﺸﻊ ﺍﻝﻁﻤﻊ ﻓﻲ ﺠﺩﻴﺩﺓ ﺍﺌﺘﻤﺎﻨﻴﺔ.ﻋﺎﻡ ﻓﻲ1988ﺴـﻭﻕ ﻤﻥ ﺍﻜﺴﺒﺭﻴﺱ ﺃﻤﺭﻴﻜﺎﻥ ﺤﺼﺔ ﻜﺎﻨﺕ ، ﺍﻝﺒﻁﺎﻗﺎﺕ27%ﺒﻴﻥ ﻤﺎ ﻁﺭﺡ ﺍﻝﻭﻗﺕ ﻫﺫﺍ ﻓﻲ ﻤﺩﻴﺭﻫﺎ ﻫﺩﻑ ﻭﻜﺎﻥ ،12ﺇﻝﻰ15ﺠﺩﻴـﺩﺓ ﺍﺌﺘﻤﺎﻥ ﺒﻁﺎﻗﺔ.ﻭﻗـﺕ ﺍﻝﻜﺘﺎﺏ ﺘﺄﻝﻴﻑ)1998(ﺇﻝﻰ ﺍﻝﺴﻭﻕ ﻤﻥ ﺍﻜﺴﺒﺭﻴﺱ ﺃﻤﺭﻴﻜﺎﻥ ﺤﺼﺔ ﻫﺒﻁﺕ18%ﺍﻝﺒﻁﺎﻗـﺎﺕ ﻫـﺫﻩ ﻁـﺭﺡ ﺒﻌﺩ ﺍﻝﺠﺩﻴﺩﺓ. ﺍﻝﺘﺠﺎﺭﻴـﺔ ﺍﻝﻌﻼﻤـﺔ ﺸﻬﺭﺓ ﻴﺩﻤﺭ ﻝﻜﻨﻪ ،ﻓﻘﻁ ﺍﻝﻘﺼﻴﺭ ﺍﻝﻤﺩﻯ ﻓﻲ ﺍﻝﻤﺒﻴﻌﺎﺕ ﻴﺯﻴﺩ ﺠﺩﻴﺩﺓ ﻤﻨﺘﺠﺎﺕ ﻁﺭﺡ ﻓﻲ ﺍﻝﺘﻭﺴﻊ ﺍﻝﻤﺒﻴﻌﺎﺕ ﻤﻥ ﻴﻘﻠل ﻭﺒﺎﻝﺘﺎﻝﻲ ،ﻝﻬﺎ ﺍﻝﻌﻤﻼﺀ ﺘﻘﺩﻴﺭ ﻤﻥ ﻭﻴﻘﻠل.ﺍ ﻗﻠﻴل ،ﺴﻬﻼ ﻤﻨﺘﺠﺎ ﻴﺭﻴﺩ ﺍﻝﻌﻤﻴلﻭﺍﻀـﺢ ،ﻝﺘﻔﺎﺼـﻴل ﻜﺜﻴﺭ ﺍﻝﻘﻠﻴل ﺘﺴﻤﻴﺘﻪ ﻴﻤﻜﻥ ﻤﺎ ﺃﻭ ،ﺫﺍﺘﻪ ﺍﻝﻤﺼﻨﻊ ﻤﻥ ﻴﺄﺘﻲ ﺁﺨﺭ ﻤﻨﺘﺞ ﻴﻨﺎﻓﺴﻪ ﻻ ،ﺍﻝﻤﻌﺎﻝﻡ.ﻫـﻭ ﺍﻝـﺼﺤﻴﺢ ﺍﻝﺘﻭﺠـﻪ ﺍﻝﺜﺎﻨﻲ ﺍﻝﻘﺎﻨﻭﻥ ﻫﻭ ﻭﻫﺫﺍ ،ﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﻌﻼﻤﺔ ﺍﻨﻜﻤﺎﺵ ﺃﺠل ﻤﻥ ﺍﻝﻌﻤل. 22--ﺍﻻ ﻗﺎﻧﻮﻥﺍﻻ ﻗﺎﻧﻮﻥﻧﻜﻤﺎﺵﻧﻜﻤﺎﺵCCoonnttrraaccttiioonn ﻗﻞ ﻛﻠﻤﺎ ﻗﻮﺓ ﺃﻛﺜﺮ ﺍﻟﺘﺠﺎﺭﻳﺔ ﺍﻟﻌﻼﻣﺔ ﺗﺼﺒﺢﻗﻞ ﻛﻠﻤﺎ ﻗﻮﺓ ﺃﻛﺜﺮ ﺍﻟﺘﺠﺎﺭﻳﺔ ﺍﻟﻌﻼﻣﺔ ﺗﺼﺒﺢﺍ ﺍﻟﻤﺠﺎﻝﺍ ﺍﻟﻤﺠﺎﻝﻓﻴﻪ ﺗﻌﻤﻞ ﻟﺬﻱﻓﻴﻪ ﺗﻌﻤﻞ ﻟﺬﻱ ،ﻭﺍﻝﺴﺎﺨﻨﺔ ﺍﻝﺒﺎﺭﺩﺓ ﺍﻝﻤﺸﺭﻭﺒﺎﺕ ﺃﺼﻨﺎﻑ ﻜﺎﻓﺔ ﻴﻘﺩﻡ ﻤﻘﻬﻰ ﺴﺘﺠﺩ ﺴﻜﻨﻴﺔ ﻤﻨﻁﻘﺔ ﻜل ﻓﻲﻫـﻭﺍﺭﺩ ﺍﻝﺘﺴﻭﻴﻕ ﻤﺩﻴﺭ ﻝﻜﻥ ،ﺍﻝﻘﻬﻭﺓ ﺴﻭﻯ ﻴﻘﺩﻡ ﺃﻻ ﻋﻠﻰ ﺍﻝﻤﻘﻬﻰ ﻨﺸﺎﻁ ﻗﺼﺭ ﻗﺭﺭ ﺸﻭﻝﺘﺯﻭﺘﻘﻠﻴل ،ﻓﻴﻪ ﻴﻌﻤل ﺍﻝﺫﻱ ﺍﻝﺘﺠﺎﺭﻱ ﺍﻝﻤﺠﺎل ﺘﻘﻠﻴل ﻋﺒﺭ ﺍﻝﺘﺠﺎﺭ ﺍﻝﻌﻼﻤﺔ ﺘﺠﺩ ﻭﻝﻬﺫﺍ ،ﻴﻘﺩﻤﻬﺎ ﺍﻝﺘﻲ ﺍﻝﺨﺩﻤﺎﺕ ﻋﺩﺩﺸﻬﻴﺭﺓ ﺴﺘﺎﺭﺒﻜﺱ ﻴﺔ.ﺍﻝﻌﻼﻤـﺔ ﻝﺒﻨـﺎﺀ ﺒﺭﻨـﺎﻤﺞ ﺃﻱ ﻫﺩﻑ ﻓـﺸﺭﻜﺔ ،ﺸـﺩﻴﺩﺓ ﻗﻭﺘﻬـﺎ ﺘـﺼﺒﺢ ﻓﻌﻨـﺩﻫﺎ ،ﺍﻝﻌﻼﻤﺔ ﻫﺫﻩ ﺇﻝﻴﻬﺎ ﺘﻨﺘﻤﻲ ﺍﻝﺘﻲ ﻭﺍﻝﻔﺌﺔ ﺍﻝﺘﺼﻨﻴﻑ ﺴﻴﺎﺩﺓ ﻫﻭ ﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﺒﺭﻤﺠﻴﺎﺕ ﺴﻭﻕ ﻤﻥ ﺤﺼﺘﻬﺎ ﻜﺎﻨﺕ ﻤﺎﻴﻜﺭﻭﺴﻭﻓﺕ90%ﺍ ﺘﺄﻝﻴﻑ ﻭﻗﺕ ﻓﻲﺸـﺭﻜﺔ ﺤﺼﺔ ﻜﺎﻨﺕ ﻭﻜﺫﻝﻙ ،ﻝﻜﺘﺎﺏ ﻜﻭﻜﺎﻜﻭﻻ70%ﻝﻠ ﺍﻝﻌﺎﻝﻤﻲ ﺍﻝﺴﻭﻕ ﻤﻥﺇﻝﻴـﻪ ﺘﻨﺘﻤـﻲ ﺍﻝـﺫﻱ ﻭﺍﻝﺘـﺼﻨﻴﻑ ﺍﻝﻔﺌﺔ ﺘﺘﺴﻴﺩ ﻭﻝﻜﻲ ،ﺍﻝﻐﺎﺯﻴﺔ ﻤﺸﺭﻭﺒﺎﺕ ﺍﻝﻌﻼﻤﺔ ﻫﺫﻩ ﻓﻴﻪ ﺘﻌﻤل ﺍﻝﺫﻱ ﺍﻝﻤﺩﻯ ﺘﻘﻠل ﺃﻥ ﻴﺠﺏ ،ﺍﻝﺘﺠﺎﺭﻴﺔ ﻋﻼﻤﺘﻙ. ﺯﻴﺎﺩﺓ ﺃﻤل ﻋﻠﻰ ﺍﻝﻤﻨﺘﺠﺎﺕ ﻋﺩﺩ ﺯﻴﺎﺩﺓ ﺇﻏﺭﺍﺀ ﺴﻴﻘﺎﻭﻡ ﺍﻝﻨﺎﺠﺢ ﺍﻝﺘﺴﻭﻴﻕ ﻤﺴﺅﻭلﺍﻷﻫـﻭ ﺍﻝﻔﻌﻠـﻲ ﻓـﺎﻝﺭﺒﺢ ،ﺭﺒـﺎﺡ ﻋﻼ ﻓﻴﻪ ﺘﻌﻤل ﺍﻝﺫﻱ ﺍﻝﺘﺼﻨﻴﻑ ﺴﻴﺎﺩﺓ ﻤﻥ ﺍﻝﻤﺘﺤﻘﻕﺘﺭﺩﺩ ﺒﺩﻭﻥ ﻤﻨﺘﺠﻙ ﻴﺨﺘﺎﺭ ﺍﻝﻌﻤﻴل ﻴﺠﻌل ﻭﺍﻝﺫﻱ ،ﺍﻝﺘﺠﺎﺭﻴﺔ ﻤﺘﻙ.
4.
ª22222222 אא א)א( ووbblloogg..sshhaabbaayyeekk..ccoomm 33--ﻗﺎﻧﻮﻥﻗﺎﻧﻮﻥﻭﺍﻹﺷﻬﺎﺭ
ﺍﻟﺪﻋﺎﻳﺔﻭﺍﻹﺷﻬﺎﺭ ﺍﻟﺪﻋﺎﻳﺔPPuubblliicciittyy ﺍﻹﻋﻼﻧﺎﺕ ﻻ ﺍﻹﺷﻬﺎﺭ ﻋﺒﺮ ﻳﺘﺤﻘﻖ ﺟﺪﻳﺪﺓ ﺗﺠﺎﺭﻳﺔ ﻋﻼﻣﺔ ﻣﻴﻼﺩﺍﻹﻋﻼﻧﺎﺕ ﻻ ﺍﻹﺷﻬﺎﺭ ﻋﺒﺮ ﻳﺘﺤﻘﻖ ﺟﺪﻳﺪﺓ ﺗﺠﺎﺭﻳﺔ ﻋﻼﻣﺔ ﻣﻴﻼﺩ ﺒﻘـﺎﻉ ﺃﻗﺎﺼـﻲ ﺇﻝﻰ ﺍﻝﺴﻔﺭ ﻋﺒﺭ ﺒل ،ﺍﻹﻋﻼﻨﺎﺕ ﻋﺒﺭ ﺸﻬﺭﺘﻬﺎ ﺘﺒﻨﻲ ﻝﻡ ﺸﻭﺏ ﺒﻭﺩﻱ ﻤﺤﻼﺕ ﺼﺎﺤﺒﺔ ﺭﻭﺩﻴﻙ ﺍﻨﻴﺘﺎ ﻋ ﺩﻓﺎﻋﺎ ﺍﻷﺭﺽﻤﻌﻬـﺎ ﻭﺍﻝﺘﻠﻴﻔﺯﻴﻭﻨـﺎﺕ ﺍﻹﺫﺍﻋـﺎﺕ ﻭﺃﺠﺭﺕ ،ﻋﻨﻬﺎ ﺘﻜﺘﺏ ﻭﺍﻝﺠﺭﺍﺌﺩ ﺍﻝﺼﺤﻑ ﺠﻌل ﻤﺎ ،ﺍﻝﺒﻴﺌﺔ ﻥ ﻤﺤﻼﺘﻬﺎ ﺍﺴﻡ ﺸﻬﺭﺕ ﺤﺘﻰ ،ﺍﻝﻤﻘﺎﺒﻼﺕ ﺘﻠﻭ ﺍﻝﻤﻘﺎﺒﻼﺕ)ﻫﻨـﺎ ﻗـﺼﺘﻬﺎ ﻨـﺸﺭﺕ ﺸﺒﺎﻴﻙ ﻤﺩﻭﻨﺔ ﺃﻥ ﺤﺘﻰ.(ﺃﺭﺩﺕ ﺇﺫﺍ ﻋﻠﻰ ﺍﻝﺤﺼﻭلﺍﻝﺸﻬﺭﺓﺍﺤﺭﺹ ،ﺘﻜﻭﻥ ﺃﻥﻓـﺸﺒﻜﺔ ،ﻤﺠﺎﻝﻙ ﻓﻲ ﺍﻷﻭلCNNﺘﻠﻴﻔﺯﻴﻭﻨﻴـﺔ ﺸـﺒﻜﺔ ﺃﻭل ﻜﺎﻨـﺕ ﺘﺘﺨﺼﻓﻘﻁ ﺍﻷﺨﺒﺎﺭ ﻓﻲ ﺹﻭﺍﻹﺸﻬﺎﺭ ﺍﻝﺩﻋﺎﻴﺔ ﻤﻥ ﻜﺒﻴﺭ ﻗﺩﺭ ﻋﻠﻰ ﺍﻝﺤﺼﻭل ﻋﻠﻰ ﺴﺎﻋﺩﻫﺎ ﻤﺎ. ﻋﻼﻤ ﺇﺸﻬﺎﺭ ﻋﻠﻰ ﺍﻝﺸﺭﻜﺎﺕ ﻤﻌﻅﻡ ﺘﺤﺭﺹﺎﺍﻝﺘﺠﺎﺭﻴﺔ ﺘﻬﺎﺍﻝﻭﻝﻴﺩﺓﻜﺎﻨـﺕ ﻝـﻭ ﻜﻤـﺎ ،ﺍﻹﻋﻼﻨﺎﺕ ﻤﻥ ﻁﻭﻓﺎﻥ ﻋﺒﺭ ﺃﺨـﺭﻯ ﺇﺸـﻬﺎﺭ ﻭﺴـﺎﺌل ﻋﻥ ﺍﻝﺒﺤﺙ ﻴﺠﺏ ﺤﻴﺙ ،ﻴﺨﻁﺌﻭﻥ ﺤﻴﺙ ﻭﻫﻨﺎ ،ﻝﻠﺘﻭﺍﺼل ﺍﻝﻭﺤﻴﺩﺓ ﺍﻝﻭﺴﻴﻠﺔ ﺍﻹﻋﻼﻨﺎﺕ. ﺍﻹﻋﻼﻋﻠﻴﻬﺎ ﺍﻋﺘﻤﺩﺕ ﺇﺫﺍ ﺠﺩﺍ ﻤﻜﻠﻔﺔ ﻭﺴﻴﻠﺔ ﻜﺫﻝﻙ ﻝﻜﻨﻬﺎ ،ﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﻌﻼﻤﺔ ﺸﻬﺭﺓ ﻋﻠﻰ ﻝﻠﺤﻔﺎﻅ ﻤﻨﺎﺴﺒﺔ ﻭﺴﻴﻠﺔ ﻨﺎﺕ ﻭﻝﻴﺩ ﺠﺩﻴﺩ ﻤﻨﺘﺞ ﻹﺸﻬﺎﺭ ﻓﻘﻁ.ﺇﺸﻬﺎﺭﻫﺎ ﻋﻠﻰ ﺘﺴﺎﻋﺩﻫﺎ ﺃﺸﻴﺎﺀ ﻁﻴﺎﺘﻬﺎ ﻓﻲ ﺘﺤﻤل ﺃﻥ ﺍﻝﺘﺠﺎﺭﻴﺔ ﻋﻼﻤﺘﻙ ﻋﻠﻰ ﻴﺠﺏ. 44--ﺍﻹ ﻗﺎﻧﻮﻥﺍﻹ ﻗﺎﻧﻮﻥﻋﻼﻧﺎﺕﻋﻼﻧﺎﺕAAddvveerrttiissiinngg ﺑﻌﺪﺑﻌﺪﺍﻟﻌﻼﻣ ﺗﺤﺘﺎﺝ ،ﺃﻗﺪﺍﻣﻬﺎ ﺗﺜﺒﺖ ﺃﻥﺍﻟﻌﻼﻣ ﺗﺤﺘﺎﺝ ،ﺃﻗﺪﺍﻣﻬﺎ ﺗﺜﺒﺖ ﺃﻥﺷﻬﺮﺗﻬﺎ ﻋﻠﻰ ﻟﺘﺤﺎﻓﻆ ﻟﻺﻋﻼﻧﺎﺕ ﺍﻟﺘﺠﺎﺭﻳﺔ ﺔﺷﻬﺮﺗﻬﺎ ﻋﻠﻰ ﻟﺘﺤﺎﻓﻆ ﻟﻺﻋﻼﻧﺎﺕ ﺍﻟﺘﺠﺎﺭﻳﺔ ﺔ ﻋﻼﻤﺘـﻙ ﻤﻭﻗـﻊ ﻋﻠـﻰ ﺘﺤﺎﻓﻅ ﺒل ،ﺒﺠﺩﻴﺩ ﻝﻙ ﺘﺄﺘﻲ ﻻ ﻓﻬﻲ ،ﺩﻭﻝﺔ ﻷﻱ ﺍﻝﺩﻓﺎﻉ ﻤﻴﺯﺍﻨﻴﺔ ﻤﺜل ﺍﻹﻋﻼﻨﺎﺕ ﻤﻴﺯﺍﻨﻴﺔ ﻝﻤﻨﺎﻓﺴﻴﻥ ﺍﻝﺴﻭﻕ ﻓﻲ ﺤﺼﺘﻙ ﺨﺴﺎﺭﺓ ﻤﻥ ﻭﺘﺤﻤﻴﻙ ،ﺍﻝﻨﺎﺱ ﺃﺫﻫﺎﻥ ﻓﻲ ﺍﻝﺘﺠﺎﺭﻴﺔ.ﻭﺍﻝﺩﻋﺎﻴـﺔ ﺍﻹﺸـﻬﺎﺭ)ﺍﻝﻘـﺎﻨﻭﻥ ﺍﻝﺴﺎﺒﻕ(ﺘﻔ ﻝﻜﻨﻬﺎ ،ﺠﺩﺍ ﻗﻭﻴﺔ ﺃﺩﺍﺓﺍﻝﺘﺠﺎﺭﻴـﺔ ﻋﻼﻤﺘـﻙ ﻋﻥ ﺍﻝﻨﺎﺱ ﻴﺘﺤﺩﺙ ﻓﺒﻌﺩﻤﺎ ،ﻋﻠﻴﻬﺎ ﺍﻝﻭﻗﺕ ﺒﻤﺭﻭﺭ ﻓﺎﻋﻠﻴﺘﻬﺎ ﻘﺩ ،ﻭﺍﻹﺸـﻬﺎﺭ ﺍﻝﺩﻋﺎﻴـﺔ ﻋﺒـﺭ ﺤﻘﻘﺘﻬﺎ ﺍﻝﺘﻲ ﺍﻝﺸﻬﺭﺓ ﻋﻥ ﺍﻝﺩﻓﺎﻉ ﺒﻌﺩﻫﺎ ﻋﻠﻴﻙ ﻭﺴﻴﻜﻭﻥ ،ﻓﺘﺭﺓ ﺒﻌﺩ ﺴﻴﻤﻠﻭﻥ ،ﺍﻝﻭﻝﻴﺩﺓ ﺍﻹﻋﻼﻨﺎﺕ ﺒﺎﺴﺘﺨﺩﺍﻡ. ﺍﻝﻤﺒﻴﻌﺎﺕ ﻓﻲ ﺃﻜﺒﺭ ﺯﻴﺎﺩﺓ ﻴﺘﻭﻗﻊ ﺜﻡ ،ﻝﻺﻋﻼﻥ ﻜﺒﻴﺭﺓ ﻤﻴﺯﺍﻨﻴﺔ ﺍﻝﺸﺭﻜﺔ ﻤﺩﻴﺭ ﻴﺨﺼﺹﺃﻥ ﻫـﻭ ﻓﻌﻠﻴﺎ ﻴﺤﺩﺙ ﻤﺎ ﻝﻜﻥ ، ﺍﻵﺨﺭﻴﻥ ﺍﻝﻤﻨﺎﻓﺴﻴﻥ ﻫﺠﻤﺎﺕ ﻀﺩ ،ﺍﻝﺤﺎﻝﻴﻴﻥ ﻋﻤﻼﺌﻙ ﻋﻠﻰ ﻝﻠﺤﻔﺎﻅ ﺘﺴﺎﻋﺩﻙ ﺍﻹﻋﻼﻨﺎﺕ.ﻝﻠﺤﻔـﺎﻅ ﻭﺴﻴﻠﺔ ﺍﻹﻋﻼﻨﺎﺕ ﻭﺍﻝﺩﻋﺎﻴﺔ ﺍﻝﺸﻌﺭﺓ ﻝﺘﺤﻘﻴﻕ ﻭﺴﻴﻠﺔ ﻻ ،ﻭﺤﻤﺎﻴﺘﻬﺎ ﺍﻝﺴﻭﻕ ﻓﻲ ﺤﺼﺘﻙ ﻋﻠﻰ.
5.
ª22222222 אא א)א( ووbblloogg..sshhaabbaayyeekk..ccoomm 55--ﻗﺎﻧﻮﻥﻗﺎﻧﻮﻥﺍﻟﻜﻠﻤﺔﺍﻟﻜﻠﻤﺔTThhee
WWoorrdd ﻛﻠﻤﺔ ﺗﻤﺘﻠﻚ ﻟﻜﻲ ﺗﺴﺘﺒﺴﻞ ﺃﻥ ﺍﻟﺘﺠﺎﺭﻳﺔ ﺍﻟﻌﻼﻣﺔ ﻋﻠﻰﻛﻠﻤﺔ ﺗﻤﺘﻠﻚ ﻟﻜﻲ ﺗﺴﺘﺒﺴﻞ ﺃﻥ ﺍﻟﺘﺠﺎﺭﻳﺔ ﺍﻟﻌﻼﻣﺔ ﻋﻠﻰﺍﻟﻤﺴﺘﻬﻠﻚ ﺫﻫﻦ ﻓﻲﺍﻟﻤﺴﺘﻬﻠﻚ ﺫﻫﻦ ﻓﻲ ﺍﻝﺭﺍﺌﻌﺔ ﺒﺎﻗﺘﻪ ﻓﻲ ﻫﺫﻩ ﻤﻥ ﻗﺭﻴﺏ ﻝﻤﻌﻨﻰ ﺘﻌﺭﺽ ﻗﺩ ﺍﻝﻤﺅﻝﻑ ﻜﺎﻥ22ﺍﻝﺘـﺴﻭﻴﻕ ﻓﻲ ﻗﺎﻨﻭﻨﺎ)ﺃﻥ ﺒـﺸﺩﺓ ﺃﻨـﺼﺤﻙ ﺘﻘﺭﺃﻫﺎﻤﺩﻭﻨﺘﻲ ﻤﻥ(ﺃﻥ ﻓﻌﻠﻴـﻙ ،ﺭﺍﺴـﺦ ﺃﺴـﺎﺱ ﻋﻠﻰ ﺍﻝﺘﺠﺎﺭﻴﺔ ﻋﻼﻤﺘﻙ ﺒﻨﺎﺀ ﺘﺭﻴﺩ ﻜﻨﺕ ﺇﺫﺍ ﺃﻨﻙ ﺍﻝﻘﺎﻨﻭﻥ ﻭﻤﻔﺎﺩ ﻤﻌﻴﻨﺔ ﻜﻠﻤﺔ ﻋﻥ ﺘﺒﺤﺙ–ﻏﻴﺭﻙ ﻤﻥ ﻤﺄﺨﻭﺫﺓ ﻏﻴﺭ–ﻋﻼ ﺒﻬﺎ ﻭﺘﺭﺒﻁﻋﺒـﺭ ،ﺍﻝﻤـﺴﺘﻬﻠﻙ ﺫﻫﻥ ﻓﻲ ﺍﻝﺘﺠﺎﺭﻴﺔ ﻤﺘﻙ ﺴـﺭﻴﻌﺔ ﺭﻴﺎﻀـﻴﺔ ﺴـﻴﺎﺭﺓ ﺃﺭﺩﺕ ﺇﺫﺍ ﻓﻤﺜﻼ ،ﺍﻝﻬﺭﻤﻭﻨﺎﺕ ﺃﻭ ﺍﻷﻤﺯﺠﺔ ﺃﻭ ﺍﻷﺸﺨﺎﺹ ﺒﺘﻐﻴﺭ ﺘﺘﻐﻴﺭ ﻻ ﺜﺎﺒﺘﺔ ﺴﻴﺎﺴﺔ ،ﻓﻭﻝﻔﻭ ﻓﻌﻨﺩﻙ ﺍﻷﻤﺎﻥ ﺃﺭﺩﺕ ﻭﺇﺫﺍ ،ﻤﺭﺴﻴﺩﺱ ﻓﻌﻨﺩﻙ ﺍﻷﻨﺎﻗﺔ ﺃﺭﺩﺕ ﻭﺇﺫﺍ ،ﻓﻴﺭﺍﺭﻱ ﻓﻠﺩﻴﻙﻋﻼﻤـﺔ ﺃﺭﺩﺕ ﺇﺫﺍ ﺃﻤـﺎ ﺍﻝﻤﻨﺎﺩﻴل ﻋﻠﻰ ﺘﺩﻝﻙ ﺘﺠﺎﺭﻴﺔ/ﺍﻝﻤﺤﺎﺭﻡ/ﺍﻝﻜﻬﺭﺒﺎﺌﻴـﺔ ﺍﻝﻤﻜﻨـﺴﺔ ﺃﺭﺩﺕ ﻭﺇﺫﺍ ،ﻜﻠﻴـﻨﻜﺱ ﻓﻠﺩﻴﻙ ،ﺍﻝﻭﺭﻗﻴﺔ ﺍﻝﻤﻨﺎﺸﻑ ﺸﺒﺎﻴﻙ ﻤﺩﻭﻨﺔ ﻓﻌﻨﺩﻙ ﺍﻝﺘﻔﺎﺅل ﻋﻥ ﺘﺘﺤﺩﺙ ﻤﺩﻭﻨﺔ ﺃﺭﺩﺕ ﻭﺇﺫﺍ ،ﻫﻭﻓﺭ ﻓﻌﻨﺩﻙ! ﺘﻤ ﺃﻥ ﻤﺎﺘﻫـﺫﻩ ﻤﻨﺎﺯﻋﺘﻙ ﺍﻝﻤﻨﺎﻓﺴﻴﻥ ﻤﻥ ﺃﻱ ﻋﻠﻰ ﺍﻝﻤﺴﺘﺤﻴل ﻤﻥ ﻜﺎﻥ ،ﺍﻝﻤﺴﺘﻬﻠﻙ ﻭﺫﺍﻜﺭﺓ ﻭﺫﻫﻥ ﻋﻘل ﻓﻲ ﻜﻠﻤﺔ ﻠﻙ ﺍﻝﺴﻴﺎﺩﺓ.ﺇﻝﻰ ﺍﻝﻭﺼﻭل ﻓﻲ ﺘﺘﻌﺠل ﻻﺍﻝﺘﺎﻝﻲ ﺍﻝﻘﺎﻨﻭﻥ ﻗﺭﺍﺀﺓ ﻗﺒل ﺍﺴﺘﻨﺘﺎﺠﺎﺕ! 66--ﻗﺎﻧﻮﻥﻗﺎﻧﻮﻥﺍﻟﺜﻘﺔ ﺍﺳﺘﺤﻘﺎﻕﺍﻟﺜﻘﺔ ﺍﺳﺘﺤﻘﺎﻕCCrreeddeennttiiaallss ﺑﻪ ﺗﻌﺪ ﻣﺎ ﺻﺪﻕ ﻋﻠﻰ ﺃﺩﻟﺔ ﺗﻘﺪﻡ ﻭﺃﻥ ﺑﺪ ﻻ ،ﺍﻟﺘﺠﺎﺭﻳﺔ ﺍﻟﻌﻼﻣﺔ ﺗﻨﺠﺢ ﺣﺘﻰﺑﻪ ﺗﻌﺪ ﻣﺎ ﺻﺪﻕ ﻋﻠﻰ ﺃﺩﻟﺔ ﺗﻘﺪﻡ ﻭﺃﻥ ﺑﺪ ﻻ ،ﺍﻟﺘﺠﺎﺭﻳﺔ ﺍﻟﻌﻼﻣﺔ ﺗﻨﺠﺢ ﺣﺘﻰ ﻭﺇﻋﻼﻨـﺎﺕ ﺩﻋﺎﻴـﺎﺕ ﻤـﻥ ﻋﻠـﻴﻬﻡ ﻴﻤﺭ ﻤﺎ ﻜل ﻓﻲ ﺍﻝﺸﻙ ﻜﺜﻴﺭﻱ ﺍﻝﻤﺴﺘﻬﻠﻜﻭﻥ ﺃﺼﺒﺢ ،ﺍﻝﻴﻭﻡ ﻋﺎﻝﻡ ﻓﻲﻭﻭﻋـﻭﺩ ﻓ ﺘﻨﺠﺢ ﺃﻥ ﺃﺭﺩﺕ ﺇﺫﺍ ﻭﻝﺫﺍ ،ﻝﻤﻨﺘﺠﺎﺕﻴـﺴﺘﻤﺭ ﻫﺫﺍ ﻭﺼﺩﻗﻙ ،ﺼﺎﺩﻗﺎ ﺘﻜﻭﻥ ﺃﻥ ﻓﻌﻠﻴﻙ ،ﺍﻝﺘﺠﺎﺭﻴﺔ ﻋﻼﻤﺘﻙ ﺇﺸﻬﺎﺭ ﻲ ﺼﻔﺔ ﻜل ﺇﺜﺒﺎﺕ ﻋﻠﻰ ﺘﻌﻤل ﺍﻷﺠل ﻁﻭﻴل ﺴﻴﺎﺴﺔ ﻝﺩﻴﻙ ﻴﻜﻭﻥ ﻭﺃﻥ ،ﻭﺘﺜﺒﺘﻪ ﺘﺅﻜﺩﻩ ﺃﻓﻌﺎل ﻭﻴﺼﺎﺤﺒﻪ ،ﻁﻭﻴﻠﺔ ﻝﻔﺘﺭﺍﺕ ﺍﻝﻤﻨﺘﺞ ﻓﻲ ﺘﻭﻓﺭﻫﺎ ﺘﺯﻋﻡ.ﺸﺩﻴﺩ ﺒﺎﺨﺘﺼﺎﺭ ﺃﻭ:ﻤـﻥ ﻜﺜﻴﺭ ﺘﺨﺩﻉ ﺃﻭ ،ﻁﻭﻴل ﻝﻭﻗﺕ ﺍﻝﻨﺎﺱ ﺒﻌﺽ ﺘﺨﺩﻉ ﺃﻥ ﻴﻤﻜﻨﻙ ﻝﻭ ﺍﻝﻨﺎﺱﻭﺍﻝﺘﻭﺍﺼل ﺍﻨﺘﺭﻨﺕ ﺯﻤﻥ ﻓﻲ ﻝﻴﺱ ،ﻁﻭﻴﻠﺔ ﻝﻔﺘﺭﺓ ﺍﻝﻨﺎﺱ ﻜل ﺘﺨﺩﻉ ﺃﻥ ﻋﻠﻰ ﺘﻘﺩﺭ ﻻ ﺃﺒﺩﺍ ﻝﻜﻨﻙ ،ﻗﺼﻴﺭ ﻗﺕ ﺍﻝﺒﺸﺭ ﺒﻴﻥ ﺍﻝﺴﺭﻴﻊ. ﺼﻐﻴﺭﺍ ﺍﻝﺴﻭﻕ ﻫﺫﺍ ﻜﺎﻥ ﻤﻬﻤﺎ ،ﺍﻝﺴﻭﻕ ﻗﺎﺌﺩ ﺘﻜﻭﻥ ﻝﻜﻲ ﺘﺴﻌﻲ ﻭﺃﻥ ﺒﺩ ﻻ ،ﻜﺫﻝﻙ.ﻤﻁﻠﻭﺒـﺔ ﻤﺯﺍﻴﺎ ﺒﺘﻭﻓﻴﺭ ﺘﻜﺘﻔﻲ ﻻ ﻭﺃﻓﻀ ﻭﻜﺒﻴﺭﻩ ﺍﻝﺴﻭﻕ ﻗﺎﺌﺩ ﺘﻜﻭﻥ ﺃﻥ ﻋﻠﻰ ﺍﺤﺭﺹ ﺒل ،ﻤﻨﺘﺠﻙ ﻓﻲﻤـﻥ ﺃﻥ ﻴﻔﺘﺭﻀـﻭﻥ ﻓﺎﻝﻤﺴﺘﻬﻠﻜﻭﻥ ،ﻓﻴﻪ ﻤﻥ ل ﺍﻷﻓﻀل ﺤﺘﻤﺎ ﻓﻬﻭ ﺍﻝﺴﻭﻕ ﻴﻘﻭﺩ.ﻗﻤﺔ ﺘﺒﻠﻎ ﺃﻥ ﻤﺎﺠﺒلﻗﻴﺎﺩﺓﺍﻝﺴﻭﻕﻋـﻥ ﻤﻨـﺎﻓﺱ ﻴﺯﻴﺤﻙ ﺃﻥ ﺠﺩﺍ ﺍﻝﺼﻌﺏ ﻓﻤﻥ ، ﻁﺎﻝﻤﺎ ،ﺍﻝﻘﻤﺔﺍﻝﻘﻭﺍﻨﻴﻥ ﺒﻘﻴﺔ ﺘﻨﻔﻴﺫ ﻋﻠﻰ ﺤﺎﻓﻅﺕ.ﻓﺌﺔ ﻗﺎﺌﺩ ﺘﻜﻭﻥ ﺃﻥ ﻤﻥ ﺘﺘﻤﻜﻥ ﻝﻡ ﺇﺫﺍ/ﺘﺼﻨﻴﻑ/ﺍﺼﻨﻊ ،ﻤﺎ ﺴﻭﻕ ﻓﺌﺔ/ﺘﺼﻨﻴﻔﺎ/ﺘﻜ ﺠﺩﻴﺩﺍ ﺴﻭﻗﺎﻓﻴﻪ ﻭﺍﻝﺭﻴﺎﺩﺓ ﺍﻝﻘﻴﺎﺩﺓ ﻝﻙ ﻭﻥ)ﻗﺒل ﻤﻥ ﺍﻝﺘﺴﻭﻴﻕ ﻗﻭﺍﻨﻴﻥ ﻓﻲ ﺫﻝﻙ ﺫﻜﺭﻨﺎ ﻜﻤﺎ.(
6.
ª22222222 אא א)א( ووbblloogg..sshhaabbaayyeekk..ccoomm 77--ﻗﺎﻧﻮﻥﻗﺎﻧﻮﻥﺍﻟﺠﻮﺩﺓﺍﻟﺠﻮﺩﺓQQuuaalliittyy ﺍﻟﺠﻮﺩﺓﺍﻟﺠﻮﺩﺓﻣﻬﻤﺔﻣﻬﻤﺔﻟﻜﻦ
،ﻟﻜﻦ ،ﺷﻬﺮﺓﺷﻬﺮﺓﻓﻘﻂ ﺍﻟﺠﻮﺩﺓ ﺗﺒﻨﻴﻬﺎ ﻻ ﺍﻟﺘﺠﺎﺭﻳﺔ ﺍﻟﻌﻼﻣﺎﺕﻓﻘﻂ ﺍﻟﺠﻮﺩﺓ ﺗﺒﻨﻴﻬﺎ ﻻ ﺍﻟﺘﺠﺎﺭﻳﺔ ﺍﻟﻌﻼﻣﺎﺕ ﺁﺨﺭ ﻤﻨﺘﺞ ﺒﺄﻥ ﺘﻘﺘﻨﻊ ﺒﻴﻨﻤﺎ ،ﺍﻝﺠﻭﺩﺓ ﻋﺎﻝﻲ ﺒﺄﻨﻪ ﻤﺎ ﻤﻨﺘﺞ ﻋﻠﻰ ﺘﺤﻜﻡ ﻜﻴﻑ ﺃﻗﺩﺭ ﺭﻭﻝﻜﺱ ﺴﺎﻋﺔ ﻫل ﺍﻝﺠﻭﺩﺓ؟ ﻤﻨﺨﻔﺽﺒﺸﻜل ﺍﻝﺤﺎﻝﻲ ﺍﻝﺯﻤﻥ ﺘﻭﻀﻴﺢ ﻋﻠﻰ ﻤﻭﻨﺒﻼﻥ؟ ﻗﻠﻡ ﻤﻥ ﺍﻝﻜﺘﺎﺒﺔ ﻓﻲ ﺃﻓﻀل ﻜﺭﻭﺱ ﻗﻠﻡ ﻫل ﺘﺎﻴﻤﻜﺱ؟ ﺴﺎﻋﺔ ﻤﻥ ﺃﻓﻀل ﺍﻝﻤﺸﺘﺭﻱ ﻋﻘل ﻋﻠﻰ ﺘﻌﺘﻤﺩ ،ﺍﻝﺠﻭﺩﺓ ﻓﻬﻡ ﻁﺭﻴﻘﺔ ﺃﻭ ،ﺍﻝﺠﻭﺩﺓ ﺇﻥ ﻭﺍﺜﻕ؟ ﺃﻨﺕ ﻫل ﻓﻘﻁ.ﺍﻷﺫﻫﺎﻥ ﻓﻲ ﻝﻬﺎ ﻗﻭﻴﺎ ﺍﻋﺘﻘﺎﺩﺍ ﺘﺒﻨﻲ ﺃﻥ ﻓﻌﻠﻴﻙ ،ﻭﺭﺍﺴﺨﺔ ﻗﻭﻴﺔ ﺘﺠﺎﺭﻴﺔ ﻋﻼﻤﺔ ﺒﻨﺎﺀ ﺃﺭﺩﺕ ﺇﺫﺍ. ﻫﻲ ﻭﻤﺎﻓﻲ ﻭﺘﺭﻜﺯ ﺍﻻﻨﻜﻤﺎﺵ ﻗﺎﻨﻭﻥ ﺘﺘﺒﻊ ﻓﻌﻨﺩﻤﺎ ،ﺍﻝﻘﻭﺍﻨﻴﻥ ﻫﺫﻩ ﺇﺘﺒﺎﻉ ﻁﺭﻴﻕ ﻋﻥ ﺫﻝﻙ؟ ﻝﻔﻌل ﻁﺭﻴﻘﺔ ﺃﻓﻀل ﻴﻌﺭﻑ ﺃﻨﻪ ﻋﻠﻰ ﺍﻝﻨﺎﺱ ﺇﻝﻴﻪ ﻴﻨﻅﺭ ﻤﺎ ﻋﺎﺩﺓ ﻭﺍﻝﺨﺒﻴﺭ ،ﺸﻲﺀ ﻜل ﺒﺎﺌﻊ ﻻ ﻤﺠﺎﻝﻙ ﻓﻲ ﺨﺒﻴﺭﺍ ﺒﻌﺩﻫﺎ ﺴﺘﺼﺒﺢ ،ﻤﻨﺘﺠﺎﺘﻙ ﺸﻲﺀ ﻜل ﺒﺎﺌﻊ ﻏﻴﺭﻩ ﻤﻥ ﺃﻜﺜﺭ ﺠﻭﺩﺓ ﻴﺤﻤل ﺃﻨﻪ ﻋﻠﻰ ﺃﻨﻪ ﺃﻭ ،ﺃﻜﺜﺭ.ﺍﻝﺤﺭﺹ ﻓﻲ ﻋﻴﺏ ﻻ،ﻋﺎﻝﻴﺔ ﺠﻭﺩﺓ ﺘﻘﺩﻴﻡ ﻋﻠﻰ ﺃﻋﻠﻰ ﺴﻌﺭ ﺫﺍ ﻓﺘﻜﻭﻥ ،ﻤﺠﺎﻝﻙ ﻓﻲ ﺃﻜﺜﺭ ﺘﺘﺨﺼﺹ ﺃﻥ ﻓﻌﻠﻴﻙ ،ﺘﻜﻔﻲ ﻻ ﻭﺤﺩﻫﺎ ﻝﻜﻨﻬﺎ. 88--ﻗﺎﻧﻮﻥﻗﺎﻧﻮﻥﺍﻟﺘﺼﻨﻴﻒﺍﻟﺘﺼﻨﻴﻒCCaatteeggoorryy ﻟﻠﺘﺼﻨﻴﻒ ﺗﺮﻭﺝ ﺍﻟﺘﻲ ﻫﻲ ﺍﻟﺮﺍﺋﺪﺓ ﺍﻟﺘﺠﺎﺭﻳﺔ ﺍﻟﻌﻼﻣﺔﻟﻠﺘﺼﻨﻴﻒ ﺗﺮﻭﺝ ﺍﻟﺘﻲ ﻫﻲ ﺍﻟﺮﺍﺋﺪﺓ ﺍﻟﺘﺠﺎﺭﻳﺔ ﺍﻟﻌﻼﻣﺔ--ﺫﺍﺗﻬﺎ ﻟﻠﻌﻼﻣﺔ ﻻﺫﺍﺗﻬﺎ ﻟﻠﻌﻼﻣﺔ ﻻ ﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﻌﻼﻤﺔ ﺃﻥ ﻴﺭﻯ ﺍﻝﻤﺅﻝﻑ ﻝﻜﻥ ،ﻁﻭﻴﻼ ﻜﺜﻴﺭﺍ ﺠﺩﻻ ﻴﺜﻴﺭ ﺍﻝﻘﺎﻨﻭﻥ ﻫﺫﺍﻝﻠﺘﺼﻨﻴﻑ ﺘﺭﻭﺝ ﺍﻝﺘﻲ ﻫﻲ ﺍﻝﺭﺍﺌﺩﺓ ﻝﻬﺎ ﻭﻝﻴﺱ ،ﺇﻝﻴﻪ ﺘﻨﺘﻤﻲ ﺍﻝﺫﻱ.ﺍﻝﺫﻱ ﺍﻝﻤﺠﺎل ﻓﻲ ﺍﻝﺸﺩﻴﺩ ﻝﻠﺘﺭﻜﻴﺯ ﻴﺩﻋﻭﻨﺎ ﺍﻝﻤﺅﻝﻑ ﺴﻨﺠﺩ ،ﺍﻝﺴﺎﺒﻘﺔ ﻝﻠﻘﻭﺍﻨﻴﻥ ﻋﺩﻨﺎ ﺇﺫﺍ ﺍﻝﻭﺤﻴﺩ ﻨﺤﻥ ﻨﺼﺒﺢ ،ﺍﻝﺘﺭﻜﻴﺯ ﺯﻴﺎﺩﺓ ﻭﻤﻊ ،ﺍﻝﺴﻭﻕ ﺨﺒﺭﺍﺀ ﻨﺼﺒﺢ ﺤﺘﻰ ،ﻓﻴﻪ ﻨﻌﻤلﻴﺘﺼﻨﻴﻔﺎ ﻨﺒﺩﺃ ﺤﺘﻰ ،ﺍﻝﺴﻭﻕ ﻓﻲ ﻥ ﺭﻭﺍﺩﻩ ﻨﺤﻥ ﺠﺩﻴﺩﺍ.ﺘﺨﺘﺭﻉ ﻋﻨﺩﻤﺎﺒﺴﻬﻭﻝﺔ ﺍﻝﺠﺩﻴﺩ ﺍﻝﺴﻭﻕ ﻫﺫﺍ ﻓﻲ ﺤﺼﺘﻙ ﺯﻴﺎﺩﺓ ﺒﺈﻤﻜﺎﻥ ﻴﺴﻤﺢ ،ﺠﺩﻴﺩﺍ ﺘﺼﻨﻴﻔﺎ ﺍﻝﻤﻨﺎﻓﺴﻴﻥ ﺩﺨﻭل ﻗﺒل ،ﻜﺒﻴﺭﺓ. ﺘﻁﺒﻴﻕ ﺃﻓﻀلﺠﺩﻴﺩ ﺘﺼﻨﻴﻑ ﺘﺩﺸﻴﻥ ﻁﺭﻴﻕ ﻋﻥ ﻫﻭ ﻝﻸﺭﺒﺎﺡ ﺘﺤﻘﻴﻘﺎ ﻭﺃﻜﺜﺭﻫﺎ ﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﻌﻼﻤﺔ ﺇﺸﻬﺎﺭ ﻝﻘﻭﺍﻨﻴﻥ ،ﺍﻝﺭﺨﻴﺼﺔ ﻝﻠﺴﻴﺎﺭﺍﺕ ﺘﺼﻨﻴﻑ ﻫﻨﺎﻙ ﻴﻜﻥ ﻝﻡ ،ﻭﺍﺠﻥ ﻓﻭﻝﻜﺱ ﺴﻴﺎﺭﺓ ﺸﻬﺭﺓ ﻓﻘﺒل ،ﺘﻤﺎﻤﺎﻝﻡ ،ﺒﻴﺘﺯﺍ ﺩﻭﻤﻴﻨﻭﺯ ﻭﻗﺒل ﻝﻠﻤﻨﺎﺯل ﺍﻝﺒﻴﺘﺯﺍ ﺘﻭﺼﻴل ﺨﺩﻤﺔ ﺍﻝﻤﺴﺘﻬﻠﻜﻭﻥ ﻴﻌﺭﻑ.ﻴﻬﺘﻤﻭﻥ ﺒل ،ﺍﻝﺠﺩﻴﺩﺓ ﺒﺎﻝﻤﻨﺘﺠﺎﺕ ﻜﺜﻴﺭﺍ ﺍﻝﻤﺴﺘﻬﻠﻜﻭﻥ ﻴﻬﺘﻡ ﻻ ﺍﻝﺠﺩﻴﺩﺓ ﺒﺎﻝﺘﺼﻨﻴﻔﺎﺕ ﻜﺜﻴﺭﺍ. ﻤﻌﺎ ﺒﺄﻤﺭﻴﻥ ﺍﻝﻘﻴﺎﻡ ﻋﻠﻴﻙ ،ﺘﻤﺎﻤﺎ ﺠﺩﻴﺩ ﺘﺼﻨﻴﻑ ﻓﻲ ﺍﻝﺘﺠﺎﺭﻴﺔ ﻋﻼﻤﺘﻙ ﺘﺸﻬﺭ ﻝﻜﻲ:ﺍﻝﺘﺠﺎﺭﻴﺔ ﻋﻼﻤﺘﻙ ﺘﺩﺸﻥ ﺃﻥ ﺒﺸﻜل ﻭﺘﻁﻠﻘﻬﺎﺍﻷﻭﻝ ﻫﻲ ﻋﻼﻤﺘﻙ ﺒﺄﻥ ﻤﺼﺎﺤﺏ ﺍﻋﺘﻘﺎﺩ ﻫﻨﺎﻙ ﻴﺠﻌلﻰﻭﺍﻷﻤﺭ ،ﻭﺍﻷﺼﻠﻴﺔ ﻭﺍﻝﺴﺒﺎﻗﺔ ﻭﺍﻝﺭﺍﺌﺩﺓ
7.
ª22222222 אא א)א( ووbblloogg..sshhaabbaayyeekk..ccoomm ﻭﺤﺴﺏ
ﺃﻨﺕ ﻝﻌﻼﻤﺘﻙ ﺍﻝﺘﺭﻭﻴﺞ ﻭﻝﻴﺱ ،ﻜﻜل ﺍﻝﺠﺩﻴﺩ ﻝﻠﺘﺼﻨﻴﻑ ﺍﻝﺘﺭﻭﻴﺞ ﻫﻭ ﺍﻝﺜﺎﻨﻲ.ﺃﻗﺼﺎﻩ ﻴﺒﻠﻎ ﺍﻝﺘﻭﺠﻪ ﻫﺫﺍ ﻨﺠﺎﺡ ﺍﻝ ﻋﻠﻰ ﻜﻠﻴﻨﻜﺱ ﺍﺴﻡ ﻨﻁﻠﻕ ﻤﺜﻠﻤﺎ ،ﺍﻝﺠﺩﻴﺩ ﺍﻝﻤﻨﺘﺞ ﻋﻥ ﻜﻨﺎﻴﺔ ﺍﻝﺘﺠﺎﺭﻴﺔ ﻋﻼﻤﺘﻙ ﺍﺴﻡ ﻴﺼﺒﺢ ﺤﻴﻥﻤﺤﺎﺭﻡ/ﺍﻝﻤﻨﺎﺩﻴل ﺃﻭل ﺍﺴﻡ ﻋﻥ ﻜﻨﺎﻴﺔ ،ﺍﻝﻜﻬﺭﺒﺎﺌﻴﺔ ﺍﻝﻤﻜﻨﺴﺔ ﻋﻠﻰ ﻫﻭﻓﺭ ﺍﺴﻡ ﻨﻁﻠﻕ ﻭﻤﺜﻠﻤﺎ ،ﻗﺒل ﻤﻥ ﻤﺘﻭﻓﺭﺓ ﺘﻜﻥ ﻝﻡ ﺍﻝﺘﻲ ﺍﻝﻭﺭﻗﻴﺔ ﺍﻝﺠﺩﻴﺩ ﺍﻻﺨﺘﺭﺍﻉ ﻫﺫﺍ ﻗﺩﻡ ﻤﻨﺘﺞ ﻋﻠﻰ ﻅﻬﺭﺕ ﺘﺠﺎﺭﻴﺔ ﻋﻼﻤﺔ. 99--ﻗﺎﻧﻮﻥﻗﺎﻧﻮﻥﺍﻻﺳﻢﺍﻻﺳﻢNNaammee ﻋﻠﻰﻋﻠﻰ،ﺍﻟﺒﻌﻴﺪ ﺍﻟﻤﺪﻯ،ﺍﻟﺒﻌﻴﺪ ﺍﻟﻤﺪﻯﺍﻟﺘﺠﺎﺭﻳﺔ ﺍﻟﻌﻼﻣﺔﺍﻟﺘﺠﺎﺭﻳﺔ ﺍﻟﻌﻼﻣﺔﺍﺳﻢ ﻣﺠﺮﺩ ﻣﻦ ﺃﻛﺜﺮ ﻟﻴﺲﺍﺳﻢ ﻣﺠﺮﺩ ﻣﻦ ﺃﻛﺜﺮ ﻟﻴﺲ ﻗﺭﺍﺭﺍﺘ ﺃﻜﺜﺭﻤﺎ ﺠل ﺴﺘﺠﺩ ،ﺍﻝﺒﻌﻴﺩ ﻝﻠﻤﺩﻯ ﻨﻅﺭﺕ ﻓﺈﺫﺍ ،ﺨﺩﻤﺘﻙ ﺃﻭ ﻝﻤﻨﺘﺠﻙ ﺴﺘﺨﺘﺎﺭﻩ ﺍﻝﺫﻱ ﺍﻻﺴﻡ ﻫﻭ ﺃﻫﻤﻴﺔ ﻙ ﺍﻝﻤﻨﺎﻓﺴﻴﻥ ﻋﻼﻤﺎﺕ ﻭﺃﺴﻤﺎﺀ ﻋﻼﻤﺘﻙ ﺍﺴﻡ ﺒﻴﻥ ﺍﻝﻔﺭﻕ ﻫﻭ ﻝﻙ ﻴﺘﺒﻘﻰ.،ﺍﻝﺘﺫﻜﺭ ﻭﺴﻬﻠﺔ ﻓﺭﻴﺩﺓ ﺘﺒﻘﻰ ﺍﻝﻘﺼﻴﺭﺓ ﺍﻷﺴﻤﺎﺀ ﺍﻝﻤﺘﻜﺭﺭﺓ ﺍﻝﺸﺎﺌﻌﺔ ﺃﻭ ﺍﻝﻭﺍﻀﺤﺔ ﻏﻴﺭ ﺃﻭ ﺍﻝﻐﺭﻴﺒﺔ ﺃﻭ ﺍﻝﻁﻭﻴﻠﺔ ﺒﺎﻷﺴﻤﺎﺀ ﻤﻘﺎﺭﻨﺔ.ﻭﺃﻤﺎﺃﻥ ﻓﻌﻠﻴﻙ ،ﺍﻝﻘﺼﻴﺭ ﺍﻝﻤﺩﻯ ﻓﻲ ﺍﻷﺫﻫﺎﻥ ﻓﻲ ﻜﻠﻤﺔ ﺘﻤﺘﻠﻙ ﻭﺃﻥ ،ﺍﻝﺘﺼﻨﻴﻑ ﻓﻲ ﺍﻷﻭل ﺘﻜﻭﻥ ﻭﺃﻥ ،ﺍﻝﺘﺠﺎﺭﻴﺔ ﻝﻌﻼﻤﺘﻙ ﻓﺭﻴﺩﺓ ﺒﻔﻜﺭﺓ ﺘﺄﺘﻲ. 1010--ﻗﺎﻧﻮﻥﻗﺎﻧﻮﻥﺍﻻﻣﺘﺪﺍﺩﺍﻻﻣﺘﺪﺍﺩﺍﺕﺍﺕEExxtteennssiioonnss ﺷﻲﺀ ﻛﻞ ﻋﻠﻰ ﺍﺳﻤﻬﺎ ﺗﻀﻊ ﺃﻥ ﻫﻮ ﺗﺠﺎﺭﻳﺔ ﻋﻼﻣﺔ ﺷﻬﺮﺓ ﻟﺘﺪﻣﻴﺮ ﻃﺮﻳﻘﺔ ﺃﺳﻬﻞﺷﻲﺀ ﻛﻞ ﻋﻠﻰ ﺍﺳﻤﻬﺎ ﺗﻀﻊ ﺃﻥ ﻫﻮ ﺗﺠﺎﺭﻳﺔ ﻋﻼﻣﺔ ﺷﻬﺮﺓ ﻟﺘﺪﻣﻴﺮ ﻃﺮﻳﻘﺔ ﺃﺳﻬﻞ ،ﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﻌﻼﻤﺔ ﺒﻨﺎﺀ ﺒﻴﻥ ﻤﺎ ﺍﻝﻔﺎﺭﻕ ﺸﺘﺎﻥﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﻌﻼﻤﺔ ﺩﻤﺎﺀ ﻤﺹ ﻭﺒﻴﻥ.ﺭﻏﺒﺘﻬﻡ ﺍﻝﻤﺩﻴﺭﻴﻥ ﻋﻠﻰ ﻴﻐﻠﺏ ﺨﻼل ﻤﻥ ،ﺩﺭﺠﺔ ﻷﻗﺼﻰ ﻨﺎﺠﺤﺔ ﺘﺠﺎﺭﻴﺔ ﻋﻼﻤﺔ ﺍﺴﺘﻐﻼل ﻁﺭﻴﻕ ﻋﻥ ﻤﻤﻜﻥ ﺭﺒﺢ ﺃﻗﺼﻰ ﺘﺤﻘﻴﻕ ﻓﻲ ﺍﻝﺠﺎﻤﺤﺔ ﺒﻬﺎ ﺍﻝﺴﻭﻕ ﻭﺇﻏﺭﺍﻕ ﻜﺜﻴﺭﺓ ﻤﻨﺘﺠﺎﺕ ﻓﻭﻕ ﺍﻻﺴﻡ ﻝﺼﻕ.ﺸﻴﺌﺎ ﺘﻔﻌل ﻻ ﻨﺎﺠﺢ ﺃﺼﻴل ﻤﻨﺘﺞ ﻤﻥ ﺍﻝﻤﺘﻔﺭﻋﺔ ﺍﻝﻤﻨﺘﺠﺎﺕ ﺍﻝﻌﻼﻤﺔ ﺘﻀﻌﻑ ﺃﻥ ﺴﻭﻯﺍﻝﻨﺎﺱ ﺃﺫﻫﺎﻥ ﻓﻲ ﻗﻴﻤﺘﻬﺎ ﻤﻥ ﺘﻘﻠل ﻭﺃﻥ ،ﺍﺴﻤﻬﺎ ﺘﺤﻤل ﺍﻝﺘﻲ ﺍﻝﺘﺠﺎﺭﻴﺔ. ،ﺍﻝﺒﻌﻴﺩ ﺍﻝﻤﺩﻯ ﻋﻠﻰ ﺍﻝﻤﺒﻴﻌﺎﺕ ﺩﻤﺭﺕ ﻜﻠﻤﺎ ،ﺍﻝﺘﺠﺎﺭﻴﺔ ﻋﻼﻤﺘﻙ ﺘﺤﻤل ﺠﺩﻴﺩﺓ ﻤﻨﺘﺠﺎﺕ ﻁﺭﺡ ﻓﻲ ﺘﻭﺴﻌﺕ ﻜﻠﻤﺎ ﺍﻝﻤﻨﺘﺞ ﻤﻬﺎﺠﻤﺔ ﻫﻭ ﻴﻔﻌﻠﻪ ﺸﻲﺀ ﺃﻭل ﻓﺈﻥ ،ﺘﻁﻠﻘﻪ ﺤﻴﻥ ﺍﻝﺘﻭﺴﻌﻲ ﺍﻝﻤﻨﺘﺞ ،ﻜﺫﻝﻙ ،ﻨﻔﺴﻙ ﻋﺩﻭ ﺃﻨﺕ ﻭﺃﺼﺒﺤﺕ ﺤﻘﻕ ﺍﻝﺫﻱ ﺍﻷﺼﻠﻲﺍﻝﺘﺠﺎﺭﻴﺔ ﻝﻠﻌﻼﻤﺔ ﺍﻝﻨﺠﺎﺡ.ﺃﺴﺒﺭﻴﻥ ﺃﻗﺭﺍﺹ ﺃﻥ ﻴﻌﻨﻲ ﺍﻜﺴﺘﺭﺍ ﺃﺴﺒﺭﻴﻥ ﺃﻗﺭﺍﺹ ﻁﺭﺡ ﻫل ﺒﺎﻝﺼﺤﺔ ﻤﻀﺭ ﺍﻝﻌﺎﺩﻱ ﻜﻭﻻ ﻤﺸﺭﻭﺏ ﺃﻥ ﻴﻌﻨﻲ ﺩﺍﻴﺕ ﻜﻭﻻ ﻤﺸﺭﻭﺏ ﻁﺭﺡ ﻫل ﺍﻝﺘﺄﺜﻴﺭ؟ ﻗﻠﻴﻠﺔ ﻀﻌﻴﻔﺔ ﺍﻝﻌﺎﺩﻴﺔ ﺼﺤﺔ ﻋﻠﻰ ﺨﻁﺭ ﺍﻝﺩﺴﻡ ﻜﺎﻤل ﺃﻥ ﻴﻌﻨﻲ ﺍﻝﺩﺴﻡ ﻭﻋﺩﻴﻡ ﻗﻠﻴل ﺯﺒﺎﺩﻱ ﻋﻠﺏ ﻁﺭﺡ ﻫل ﻭﺃﻤﺭﺍﻀﻬﺎ؟ ﻝﻠﺴﻤﻨﺔ ﻭﻴﺅﺩﻱ ﺍﻝﻨﺎﺱﻭﻴﺯﺍﻝﺩﻡ ﻓﻲ ﺍﻝﻜﻭﻝﺴﺘﺭﻭل ﺍﺭﺘﻔﺎﻉ ﻤﻥ ﻴﺩ؟ ﺇﻝﻰ ﻓﺎﻋﻤﺩ ﻭﺇﻻ ،ﺠﺩﻴﺩﺓ ﺘﺠﺎﺭﻴﺔ ﻋﻼﻤﺔ ﺇﻁﻼﻕ ﺇﻝﻰ ﺒﺎﺩﺭ ،ﻗﺩﻤﻴﻙ ﺘﺤﺕ ﻤﻥ ﺒﺴﺭﻋﺔ ﻴﺘﺤﺭﻙ ﺍﻝﺴﻭﻕ ﻜﺎﻥ ﺇﺫﺍ ﻓﻲ ﺍﻻﺴﺘﻤﺭﺍﺭﺸﻬﺭ ﺒﻨﺎﺀﺓﺍﻷﺼﻠﻴﺔ ﺍﻝﺘﺠﺎﺭﻴﺔ ﻋﻼﻤﺘﻙ.
8.
ª22222222 אא א)א( ووbblloogg..sshhaabbaayyeekk..ccoomm 1111--ﻗﺎﻧﻮﻥﻗﺎﻧﻮﻥﺍﻟﺼﺤﺒﺔﺍﻟﺼﺤﺒﺔFFeelllloowwsshhiipp ﺍﻟﺘﺮ
ﺍﻟﺘﺠﺎﺭﻳﺔ ﺍﻟﻌﻼﻣﺔ ﻋﻠﻰ ،ﺍﻟﺠﺪﻳﺪ ﺍﻟﺘﺼﻨﻴﻒ ﺗﺒﻨﻲ ﻟﻜﻲﺍﻟﺘﺮ ﺍﻟﺘﺠﺎﺭﻳﺔ ﺍﻟﻌﻼﻣﺔ ﻋﻠﻰ ،ﺍﻟﺠﺪﻳﺪ ﺍﻟﺘﺼﻨﻴﻒ ﺗﺒﻨﻲ ﻟﻜﻲﺍﻷﺧﺮﻯ ﺑﺎﻟﻌﻼﻣﺎﺕ ﺣﻴﺐﺍﻷﺧﺮﻯ ﺑﺎﻟﻌﻼﻣﺎﺕ ﺣﻴﺐ ﻝﻪ ﻤﻨﺎﻓﺱ ﻻ ﻭﺤﻴﺩ ﻤﻨﺘﺞ ﺸﺭﺍﺀ ﻓﻲ ﻴﺭﻏﺒﻭﻥ ﻻ ﻜﺫﻝﻙ ﻝﻜﻨﻬﻡ ،ﺍﻝﻤﺸﺘﺭﻴﻥ ﺃﺫﻫﺎﻥ ﺘﺭﻫﻕ ﺍﻝﺨﻴﺎﺭﺍﺕ ﻜﺜﺭﺓ ،ﻨﻌﻡ.ﻴﺅﺩﻱ ﺒﻴﻥ ﻤﺎ ﻓﺎﻝﺘﻨﺎﻓﺱ ،ﺍﻝﺘﺼﻨﻴﻑ ﺒﻨﺎﺀ ﻋﻠﻰ ﺘﺴﺎﻋﺩ ﺍﻝﺼﺤﻴﺔ ﺍﻝﺤﺭﺓ ﻭﺍﻝﻤﻨﺎﻓﺴﺔ ،ﺍﻝﻁﻠﺏ ﻋﻨﺼﺭ ﻝﺘﺤﻔﻴﺯ ﺍﻻﺨﺘﻴﺎﺭﺍﺕ ﺘﻭﻓﺭ ﺒﻴﺒﺴﻲ ﻭ ﻜﻭﻻ ﻤﺸﺭﻭﺒﻲﺍﻝﻤﺸﺭﻭﺒﺎﺕ ﺘﺼﻨﻴﻑ ﻓﻲﺍﻝﻐﺎﺯﻴﺔﻴﻌﻠﻤﻭﻥ ﺍﻝﻨﺎﺱ ﻤﻥ ﺍﻝﻤﺯﻴﺩ ﺠﻌلﻤﺭﺓ ﻷﻭلﺘﻭﻓﺭ ﻋﻥ ﺍﻝﻤﺸﺭﻭﺒﺎﺕﺍﻝﻐﺎﺯﻴﺔﻭﺯﺍﺩ ﺍﻝﺴﻭﻕ ﺭﻗﻌﺔ ﻓﺯﺍﺩﺕ ،ﺕﺍﻝﺸﺭﻜﺘﻴﻥ ﺃﺭﺒﺎﺡ.ﺍﻝﺤﺭﺓ ﺒﺎﻝﻤﻨﺎﻓﺴﺔ ﺩﺍﺌﻤﺎ ﺘﺭﺤﺏ ﺃﻥ ﻴﺠﺏ ﻝﻠﺘﺼﻨﻴﻑ ﺍﻝﻌﻤﻼﺀ ﻤﻥ ﺍﻝﻤﺯﻴﺩ ﺘﺠﻠﺏ ﻷﻨﻬﺎ ،ﺍﻝﺼﺤﻴﺔ. ﻴﻭ ﺍﻝﻌﻘل ﻌﻤﻲﻴﻓ ،ﺍﻝﻨﻔﻭﺱ ﺇﻝﻰ ﻭﺍﻝﺠﺸﻊ ﺍﻝﻁﻤﻊ ﻴﺘﺴﻠل ،ﻫﺩﻭﺀ ﻓﻲﺍﻝﻤﻨﻁ ﻌﻁلﻕ.ﻗﺩﻴﻅﻥ’ﻗﺎﺭﻭﻥ ﺃﺘﺒﺎﻉ‘ﺃﻥ ﻓﻜﻠﻤﺎ ،ﺍﻝﻌﻜﺱ ﻴﻘﻭل ﺍﻝﻘﺎﻨﻭﻥ ﻫﺫﺍ ﻝﻜﻥ ،ﺍﻷﻋﻅﻡ ﺍﻷﺭﺒﺎﺡ ﻴﻌﻨﻲ ﺍﻝﺴﻭﻕ ﻤﻥ ﻤﻤﻜﻨﺔ ﺤﺼﺔ ﺃﻜﺒﺭ ﻋﻠﻰ ﺍﻻﺴﺘﺤﻭﺍﺫ ﻀﻌﻔﺎ ﺃﻜﺜﺭ ﺠﻌﻠﺘﻬﺎ ﻜﻠﻤﺎ ،ﻜﺒﻴﺭ ﺒﺸﻜل ﺍﻝﺴﻭﻕ ﻓﻲ ﺍﻝﺘﺠﺎﺭﻴﺔ ﻋﻼﻤﺘﻙ ﺤﺼﺔ ﻤﻥ ﺯﺩﺕ.ﺃﻥ ﺴﺘﺠﺩ ،ﺘﺼﻨﻴﻑ ﻜل ﻓﻲ ﺘﺠ ﻤﺜﻠﻤﺎ ،ﻴﻜﻔﻲ ﺸﻬﻴﺭﺘﻴﻥ ﺘﺠﺎﺭﻴﺘﻴﻥ ﻋﻼﻤﺘﻴﻥ ﺘﻭﺍﺠﺩﻤﺘﻨﺎﻓﺴﺔ ﻤﺤﻼﺕ ﻋﺩﺓ ﺘﺠﺎﻭﺭ ﺃﻥ ﺘﺠﺩ ﻭﻤﺜﻠﻤﺎ ،ﻭﺒﻴﺒﺴﻲ ﻜﻭﻜﺎ ﺩ ،ﻤﺎ ﻤﻨﻁﻘﺔ ﻓﻲ ﻤﺴﺘﻌﻤﻠﺔ ﺴﻴﺎﺭﺍﺕ ﺒﻴﻊ ﻤﺤﻼﺕ ﻋﺩﺓ ﺘﺠﺩ ﻓﻌﻨﺩﻤﺎ ،ﺇﻴﺠﺎﺒﻴﺔ ﻨﺘﺎﺌﺞ ﺇﻝﻰ ﺘﺅﺩﻱ ﺫﺍﺘﻪ ﺍﻝﻤﺠﺎل ﻓﻲ ﺘﻌﻤل ﻋﻨﺩ ﻭﺠﺩﺘﻪ ﺭﺒﻤﺎ ،ﺍﻝﻤﺤل ﻫﺫﺍ ﻋﻨﺩ ﻤﺒﺘﻐﺎﻙ ﺘﺠﺩ ﻝﻡ ﺇﻥ ﺃﻨﻙ ﺴﺘﻔﻜﺭ ﺭﺒﻤﺎ ﻷﻨﻙ ،ﺇﻝﻴﻬﻡ ﺍﻝﺫﻫﺎﺏ ﻋﻨﺎﺀ ﺴﺘﺘﺤﻤل ﻓﺄﻨﺕ ﻭﻫ ،ﺠﺎﺭﻩﻜﺫﺍ. 1122––ﻗﺎﻧﻮﻥﻗﺎﻧﻮﻥﺍﻟﻌﻤﻮﻣﻴﺔﺍﻟﻌﻤﻮﻣﻴﺔGGeenneerriicc ﻟﻠﻔﺸﻞ ﺍﻟﻄﺮﻕ ﺃﺳﺮﻉ ﻣﻦﻟﻠﻔﺸﻞ ﺍﻟﻄﺮﻕ ﺃﺳﺮﻉ ﻣﻦ--ﺍﺳﻢ ﺗﺠﺎﺭﻳﺔ ﻋﻼﻣﺔ ﺇﻋﻄﺎﺀﺍﺳﻢ ﺗﺠﺎﺭﻳﺔ ﻋﻼﻣﺔ ﺇﻋﻄﺎﺀﻋﺎﻡﻋﺎﻡﻣﺤﺪﺩ ﻏﻴﺮﻣﺤﺪﺩ ﻏﻴﺮ ﻴﻜﻭﻥﻁﺭﻴﻕ ﻋﻥ ﻭﻝﻴﺱ ،ﻭﺍﻝﺤﺩﻴﺙ ﺍﻝﻜﻼﻡ ﻁﺭﻴﻕ ﻋﻥ ﺘﺠﺎﺭﻴﺔ ﻋﻼﻤﺔ ﺍﺴﻡ ﻭﻨﺸﺭ ﻨﻘل ﻋﻤﻠﻴﺔ ﻤﻥ ﺍﻷﻜﺒﺭ ﺍﻝﻘﺎﺴﻡ ﻭﻝﻠﺘﻠﻴﻔ ﻝﻠﺭﺍﺩﻴﻭ ﻤﺴﺘﻤﻌﺎ ﺒﻜﺜﻴﺭ ﺃﻁﻭل ﻓﺘﺭﺓ ﻴﻘﻀﻲ ﺍﻝﻌﺎﺩﻱ ﻓﺎﻝﻔﺭﺩ ،ﻓﻘﻁ ﺍﻝﻤﺸﺎﻫﺩﺓﺯﻴﻭﻥ)،ﻝﻠﺘﻠﻴﻔﺯﻴﻭﻥ ﻤﺴﺘﻤﻌﺎ ،ﻨﻌﻡ ﺘﺭﻜﻴﺯ ﺒﺩﻭﻥ ﺍﻝﻤﺸﺎﻫﺩﺓ ﻋﻥ ﻜﻨﺎﻴﺔ(ﺍﻨﺘﺭﻨﺕ ﻤﻭﻗﻊ ﺃﻭ ﻤﺠﻠﺔ ﺃﻭ ﻝﻜﺘﺎﺏ ﻗﺎﺭﺌﺎ ﻴﻘﻀﻴﻪ ﺍﻝﺫﻱ ﺒﺎﻝﻭﻗﺕ ﻤﻘﺎﺭﻨﺔ. ﻰﻤﻌﻨ ﻴﻌﻁﻲ ﻝﻜﻲ،ﺒﻬﺎ ﺍﻝﻤﻘﺘﺭﻥ ﺍﻝﺼﻭﺕ ﻤﻌﺎﻝﺠﺔ ﻋﻠﻰ ﺍﻝﻌﻘل ﻴﻌﻤل ،ﺍﻝﻤﻁﺒﻭﻋﺔ ﻝﻠﻜﻠﻤﺔﻭﻫﺫﺍﺍﻝﻜﻠﻤﺔ ﻴﺠﻌل ﻤﺭﺤﻠﺔ ﺒﻌﺩ ﺍﻝﺜﺎﻨﻴﺔ ﺍﻝﻤﺭﺤﻠﺔ ﻓﻲ ﺘﺄﺘﻲ ﺍﻝﻤﻜﺘﻭﺒﺔﺍﻝﺘﺴﺎﺅل ﺃﻫﻤﻴﺔ ﻤﻥ ﻴﺯﻴﺩ ﻤﺎ ،ﺍﻝﻜﻠﻤﺔ ﻝﻬﺫﻩ ﺍﻻﺴﺘﻤﺎﻉ:ﺴﻴﻌﻤل ﻜﻴﻑ ﻴﺭﺍﻫﺎ؟ ﺍﻝﺘﻲ ﺍﻝﻤﺨﺘﻠﻔﺔ ﺍﻝﻜﻠﻤﺎﺕ ﺒﻴﻥ ﻤﺎ ﺍﻝﺘﻔﺭﻗﺔ ﻋﻠﻰ ﺍﻝﻤﺘﻠﻘﻲ ﻋﻘل
9.
ª22222222 אא א)א( ووbblloogg..sshhaabbaayyeekk..ccoomm ،ﻤﻨﺘﺠﻙ
ﺒﻬﺎ ﻴﺘﻤﻴﺯ ﻓﺭﻴﺩﺓ ﺼﻔﺔ ﺃﻫﻡ ﻋﻠﻰ ﻝﺘﺩل ﻭﺘﺴﺘﺨﺩﻤﻬﺎ ﻭﺸﺎﺌﻌﺔ ﺩﺍﺭﺠﺔ ﻜﻠﻤﺔ ﺘﺠﺩ ﺃﻥ ﻫﻭ ﺩﻭﺭﻙ ،ﻜﻤﺴﻭﻕ ﻤﻘﺘﺭﻨﺎ ﻭﺘﺠﺩﻩ ،ﺍﻝﻤﺭﺍﻋﻲ ﺍﺴﻡ ﺘﻘﺭﺃ ﺤﻴﻥ ،ﺃﺨﺭﻯ ﻓﻤﺭﺓﺃﻥ ﻝﻔﻜﺭﺓ ﻤﺭﺘﺎﺤﺎ ﺴﺘﻜﻭﻥ ﻜﻤﺴﺘﺨﺩﻡ ﻓﺄﻨﺕ ،ﺍﻷﻝﺒﺎﻥ ﺒﻤﻨﺘﺠﺎﺕ ﺍﻻﺴﻡ ﺠﻌﻠﺕ ﻝﻭ ﻝﻜﻥ ،ﻭﻏﻴﺭﻩ ﻭﺍﻝﺯﺒﺎﺩﻱ ﺍﻷﻝﺒﺎﻥ ﻤﻨﺘﺠﺎﺕ ﻋﻠﻰ ﻴﺩل ﺍﻝﻤﺭﺍﻋﻲ ﻤﺜل ﺍﺴﻡ:ﺍﻝﻁﺎﺯﺠﺔ،ﻤﻥ ﺒﺩﻻ ﻓﺴﺄﺠﺩ ،ﺍﻝﻤﺭﺍﻋﻲ–ﻋﺎﺩﻱ ﻜﻤﺴﺘﺨﺩﻡ ﺃﻨﺎ–ﻫﻭ ﻤﺎ ﻤﻌﺭﻓﺔ ﻓﻲ ﺼﻌﻭﺒﺔﺍﻝﻤﻘﺼﻭﺩﺒﺃﻡ ﺍﻝﻁﻌﺎﻡ ﻫﻭ ﻫل ،ﺎﻝﻁﺎﺯﺠﺔ ﺍﻝﺸﺭﺍﺏ. ﺘﺴﺘﺨﺩﻡ ﻋﻨﺩﻤﺎﻋﻼﻗﺔ ﺨﻠﻕ ﻓﻲ ﻴﻔﺸل ﻷﻨﻪ ،ﻭﺭﻁﺔ ﻓﻲ ﺍﻝﻤﺴﺘﻬﻠﻙ ﺘﻀﻊ ﻓﺄﻨﺕ ،ﺘﺠﺎﺭﻴﺔ ﻜﻌﻼﻤﺔ ﺸﺎﺌﻌﺎ ﻋﺎﻤﺎ ﺍﺴﻤﺎ ﻤ ﻓﺎﺴﻡ ،ﺍﻝﻤﻨﺘﺞ ﻭﺒﻴﻥ ﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﻌﻼﻤﺔ ﺒﻴﻥ ﻤﺎ ﺫﻫﻨﻪ ﻓﻲﺜﻻ ﻝﻠﺘﺼﻨﻴﻊ ﺃﺤﻤﺩ ﺸﺭﻜﺔ لﻴ،ﺸﻲﺀ ﻋﻠﻰ ﺩلﻭﻜﺎﻝﺔ ﻜﺫﻝﻙ ،ﺍﻝﺘﺠﺎﺭﻴﺔ ﺸﺒﺎﻴﻙﺘﺠﺩﻫﺎﺍﻝ ﺍﻝﻨﺸﺎﻁ ﻁﺒﻴﻌﺔ ﻤﻌﺭﻓﺔ ﻋﻠﻰ ﺍﻝﻘﺎﺭﺉ ﺘﺴﺎﻋﺩ ﻻﺍﻝﻭﻜﺎﻝﺔ ﻝﻬﺫﻩ ﺘﺠﺎﺭﻱ.ﻻ ،ﺃﺨﺭﻯ ﺠﻬﺔ ﻤﻥ ﺃﺼﻭﺍﺕ ﻤﻊ ﺒل ،ﺤﺭﻭﻑ ﻤﻊ ﺍﻝﻌﻘل ﻴﺘﻌﺎﻤلﺃﺼﻭﺍﺕ ،ﻴ ﺃﻥ ﺍﻝﻌﻘل ﺘﻌﻠﻡﺘﺫﻜﺭﻫﻴﺌﺔ ﻋﻠﻰ ﺭﺴﻭﻤﺎﺕ ﻴﺭﻯ ﻋﻨﺩﻤﺎ ﻫﺎ ﺤﺭﻭﻑ. ﺒﺄﻥ ﺘﺠﺎﺩل ﺃﻥ ﻴﻤﻜﻨﻙ ،ﻨﻌﻡMBCﺃﻥ ﺃﻭ ،ﺸﻬﻴﺭﺓ ﺘﺠﺎﺭﻴﺔ ﻋﻼﻤﺔLBCﻝﻜﻥ ،ﺼﺤﻴﺢ ،ﻝﺩﻋﺎﻴﺔ ﺒﺤﺎﺠﺔ ﻝﻴﺴﺕ ﻤﻴﺯ ﺤﺠﻡ ﻋﻥ ﺃﺨﺒﺭﻨﻲ ،ﺸﺎﻤﻼ ﺍﻝﺤﻜﻡ ﻝﻴﻜﻭﻥﻨﺠﺎﺡ ﻭﻫل ﻤﺭﺓ؟ ﻷﻭل ﺒﺩﺃﺕ ﺤﻴﻥ ﻫﺫﻩ ﻤﺜل ﻋﻼﻤﺔ ﻝﻜل ﺍﻝﺩﻋﺎﻴﺔ ﺍﻨﻴﺔ ﺍﻗﺘﺭﻥ ﺍﻝﻌﺭﺒﻴﺔ ﺒﻼﺩﻨﺎ ﻓﻲ ﺍﻝﻌﻼﻤﺎﺕ ﻫﺫﻩﺍﻝﻤﻨﺎﻓﺴﺔ؟ ﻭﺍﻨﻌﺩﺍﻡ ﺍﻝﻤﻨﺎﻓﺴﻴﻥ ﺒﻘﻠﺔﻫلﻭﺯﺍﺩﺕ ﺍﻵﻥ ﺍﺨﺘﻠﻑ ﺍﻝﻭﻀﻊ ﻷﻥ ﻤﺜل ﺃﺨﺭﻯ ﻋﻼﻤﺎﺕ ﻤﻥ ﺍﻝﺼﻌﻭﺒﺔ ﻏﺎﻴﺔ ﻓﻲ ﺍﻝﻨﺠﺎﺡ ﻫﺫﺍ ﺘﻜﺭﺍﺭ ﺘﺠﺩ ﻝﺫﺍ ،ﺍﻝﻤﻨﺎﻓﺴﺔNBNﻝﻜﻥ ﻏﻴﺭﻫﺎ؟ ﺃﻭ ﺍﻷ ﺍﻝﺴﺅﺍلﺍﻝﺸﺭﻜﺎﺕ؟ ﻫﺫﻩ ﺘﻤﻠﻜﻬﺎ ﺍﻝﺘﻲ ﺘﻠﻙ ﻤﺜل ﻋﻤﻴﻘﺔ ﻤﺎﻝﻴﺔ ﻤﻴﺯﺍﻨﻴﺎﺕ ﻴﻤﻠﻙ ﺍﻝﻤﺘﻭﺍﻀﻌﺔ ﻤﺩﻭﻨﺘﻲ ﻗﺎﺭﺉ ﻫل ،ﻫﻡ 1313--ﻗﺎﻧﻮﻥﻗﺎﻧﻮﻥﺍﻟﺸﺮﻛﺔﺍﻟﺸﺮﻛﺔCCoommppaannyy ﻛﺒﻴﺮ ﺑﻴﻨﻬﻤﺎ ﻭﺍﻟﻔﺎﺭﻕ ،ﻋﻼﻣﺎﺕ ﺗﺒﻘﻰ ﺍﻟﺘﺠﺎﺭﻳﺔ ﻭﺍﻟﻌﻼﻣﺎﺕ ،ﺷﺮﻛﺎﺕ ﺗﺒﻘﻰ ﺍﻟﺸﺮﻛﺎﺕﻛﺒﻴﺮ ﺑﻴﻨﻬﻤﺎ ﻭﺍﻟﻔﺎﺭﻕ ،ﻋﻼﻣﺎﺕ ﺗﺒﻘﻰ ﺍﻟﺘﺠﺎﺭﻳﺔ ﻭﺍﻟﻌﻼﻣﺎﺕ ،ﺷﺮﻛﺎﺕ ﺗﺒﻘﻰ ﺍﻟﺸﺮﻛﺎﺕ ﺘﺴﺒﻕ ،ﺍﻷﻫﻤﻴﺔ ﺴﻠﻡ ﻓﻲﻤﻨﺘﺠﺎﺕ ﻨﺸﺘﺭﻱ ﻓﻨﺤﻥ ،ﺍﻝﺸﺭﻜﺔ ﺍﺴﻡ ﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﻌﻼﻤﺔ،ﺸﻬﻴﺭﺓ ﺘﺠﺎﺭﻴﺔ ﻋﻼﻤﺎﺕ ﺘﺤﻤل ﺇﻝﻰ ﻤﺎ ﺸﺭﻜﺔ ﺘﻌﻤﺩ ﺤﻴﻥ ﻭﺤﺘﻰ ،ﺫﺍﺘﻬﺎ ﺍﻝﺸﺭﻜﺔ ﻨﺸﺘﺭﻱ ﻭﻻﺍﺴﻤﻬﺎ ﺇﺸﻬﺎﺭﺍﻋﺘﻤﺎﺩ ﻫﻭ ﺍﻝﻤﺴﺘﻬﻠﻜﻭﻥ ﻴﻔﻌﻠﻪ ﻤﺎ ﻓﺈﻥ ، ﺍﺘﺵ ﻁﺎﺒﻌﺔ ﺃﻭ ﺍﻨﺘل ﻤﻌﺎﻝﺞ ﺃﻭ ﺒﻴﺒﺴﻲ ﻤﺸﺭﻭﺏ ﺘﺸﺘﺭﻱ ﺤﻴﻥ ﺍﻝﺤﺎل ﻤﺜﻠﻤﺎ ،ﺘﺠﺎﺭﻴﺔ ﻋﻼﻤﺔ ﺃﻨﻪ ﻋﻠﻰ ﺍﻝﺸﺭﻜﺔ ﺍﺴﻡ ﺒﻲ. ﻋ ﻴﺴﺘﺩﻋﻲ ﻭﺠﻴﻪ ﺴﺒﺏ ﻫﻨﺎﻙ ﻴﻜﻥ ﻝﻡ ﻤﺎﻜﻌﻼﻤﺔ ﺍﻝﺸﺭﻜﺔ ﺍﺴﻡ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻝﻨﺎﺠﺤﺔ ﺍﻻﺴﺘﺭﺍﺘﻴﺠﻴﺎﺕ ﻓﻤﻥ ،ﺫﻝﻙ ﻜﺱ ﺃﻨﻪ ﻴﻌﺭﻑ ﻓﻬﻭ ﻤﻨﺘﺠﻬﺎ ﻴﺸﺘﺭﻱ ﺤﻴﻥ ﻭﺍﻝﻤﺴﺘﻬﻠﻙ ،ﻏﺎﺯﻴﺔ ﻤﺸﺭﻭﺒﺎﺕ ﺘﻨﺘﺞ ﻜﻭﻻ ﻜﻭﻜﺎ ﻓﺸﺭﻜﺔ ،ﺘﺠﺎﺭﻴﺔﺫﻝﻙ ﻴﻔﻌل ﺍﻻﺴﻡ ﺸﻬﺭﺓ ﺒﺴﺒﺏ.ﺇﻝﻰ ﺘﺭﻤﺯ ﺍﻝﺘﻲ ﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﻌﻼﻤﺔ ﺍﺴﻡ ﺃﻥ ﺤﻘﻴﻘﺔ ﻝﻤﻌﺭﻓﺔ ﻜﺜﻴﺭﺍ ﺍﻝﻤﺸﺘﺭﻭﻥ ﻴﻜﺘﺭﺙ ﻫل
10.
ª22222222 אא א)א( ووbblloogg..sshhaabbaayyeekk..ccoomm ﻓﻲ
ﺍﻝﺭﻓﺎﻫﻴﺔﺍﻝﺭﻜﻭﺏ ﺴﻴﺎﺭﺍﺕ ﻋﺎﻝﻡ–ﻝﻴﻜﺴﺱ–ﺘﻭﻴﻭﺘﺎ ﺸﺭﻜﺔ ﺇﻨﺘﺎﺝ ﻤﻥ ﺍﻝﻭﺍﻗﻊ ﻓﻲ ﻫﻲ)ﺃﻭ ﻫﻭﻨﺩﺍ ﺤﺘﻰ ﺃﻭ ﻨﻴﺴﺎﻥ؟(ﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﻌﻼﻤﺔ ﻓﻲ ﻝﺜﻘﺘﻪ ﻴﺸﺘﺭﻴﻬﺎ ﺇﻨﻤﺎ ﻝﻴﻜﺴﺱ ﻴﺸﺘﺭﻱ ﻤﻥ ﺇﻥﺫﺍﺘﻬﺎﺤﻘﻘﺘﻬﺎ ﺍﻝﺘﻲ ﺍﻝﺸﻬﺭﺓ ﻭﺒﺴﺒﺏ. ﺘﺨ ﺍﻝﺩﺍﺨل ﻤﻥ ﻓﺎﻝﺭﺅﻴﺔ ،ﺠﺩﺍ ﻜﺜﻴﺭﺍ ﻴﻜﺘﺭﺙ ﺘﻭﻴﻭﺘﺎ ﻤﺩﻴﺭ ﻝﻜﻥ ،ﺍﻝﻤﺸﺘﺭﻭﻥ ﻴﻜﺘﺭﺙ ﻻ ،ﻨﻌﻡﻤﻥ ﻋﻨﻬﺎ ﻜﺜﻴﺭﺍ ﺘﻠﻑ ﺘ ﺃﻥ ﻋﻠﻴﻙ ﺘﺴﻭﻴﻕ ﻜﻤﺩﻴﺭ ﻓﺄﻨﺕ ،ﺍﻝﺨﺎﺭﺝـﺘـﺫﻜﺭﻭ ،ﺘﺫﻜﺭﺍﻝﻤﺩﺭﺍﺀ ﻁﺒﻘﺔ ﺨﺎﺼﺔ ،ﺸﺭﻜﺘﻙ ﻓﻲ ﺍﻝﻌﺎﻤﻠﻴﻥ ﺠﻤﻴﻊ ﻭﻝﻴﺱ ﺍﻝﺘﺠﺎﺭﻴﺔ ﻝﻠﻌﻼﻤﺔ ﻭﻴﻜﺘﺭﺙ ﻴﻬﺘﻡ ﺍﻝﻤﺸﺘﺭﻱ ﺃﻥ ،ﺍﻝﻘﺭﺍﺭ ﻭﻤﺘﺨﺩﻱﻻﺍﻝﺸﺭﻜﺔ ﺴﻡ. ﺍﻝﺤﺴﺎﺒﻴﺔ ﺒﺎﻝﺠﺩﺍﻭل ﺍﻝﺨﺎﺹ ﻝﻤﻨﺘﺠﻬﺎ ﺍﻝﺘﺭﻭﻴﺞ ﻋﻠﻰ ﺘﺼﺭ ﻤﺎﻴﻜﺭﻭﺴﻭﻓﺕ ﻜﺎﻨﺕ ،ﺍﻝﻤﺎﻀﻲ ﻓﻲﺍﺴﻡ ﺘﺤﺕ ﻜﺎﻨﻭﺍ ﺤﻴﻥ ﻤﺎﻴﻜﺭﻭﺴﻭﻓﺕ ﺍﺴﻡ ﺍﺴﺘﻌﻤﺎل ﻋﻥ ﺘﻭﻗﻔﺕ ﺍﻝﻨﺎﺱ ﺃﻥ ﺒﻌﺩﻫﺎ ﺤﺩﺙ ﻤﺎ ﻝﻜﻥ ،ﺍﻜﺴﻴل ﻤﺎﻴﻜﺭﻭﺴﻭﻓﺕ ﻭﻝﺫﺍ ،ﺍﻜﺴﻴل ﺍﺴﻡ ﻴﺤﻤل ﻤﺎ ﻤﻨﺘﺠﺎ ﺘﻨﺘﺞ ﺃﺨﺭﻯ ﺸﺭﻜﺔ ﻴﻭﺠﺩ ﻻ ﺃﻨﻪ ﻫﻭ ﺒﺴﻴﻁ ﻝﺴﺒﺏ ،ﻜﻤﻨﺘﺞ ﺍﻜﺴﻴل ﺇﻝﻰ ﻴﺸﻴﺭﻭﻥ ﺍﻜﺴﻴل ﺇﻝﻰ ﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﻌﻼﻤﺔ ﺍﺴﻡ ﺘﺤﻭل. ﺘﺤﺎﻭل ﻤﺎﻴﻜﺭﻭﺴﻭﻓﺕ ﻜﺎﻨﺕ ﺤﻴﻥ ﻝﻜﻥﻝﻤﻨﺘﺠﻬﺎ ﺍﻝﺩﻋﺎﻴﺔ،ﻭﻭﺭﺩ ﻤﺎﻴﻜﺭﻭﺴﻭﻓﺕ ﺍﻵﺨﺭ)ﺍﻝﻤﻌﻠﻭﻡ ﻭﻤﻥﺃﻥWord ﺘﻌﻨﻲ’ﻜﻠﻤﺔ‘ﺍﻻﻨﺠﻠﻴﺯﻴﺔ ﺍﻝﻠﻐﺔ ﻓﻲ(،ﻭﻗﺘﻬﺎﻤﺜل ،ﺍﺴﻤﻬﺎ ﻓﻲ ﻭﻭﺭﺩ ﻤﻘﻁﻊ ﺘﺤﻤل ﻜﺜﻴﺭﺓ ﻤﻨﺎﻓﺴﺔ ﻤﻨﺘﺠﺎﺕ ﺘﺠﺩ ﻜﻨﺕ ،ﻭﻭﺭﺩﺴﺘﺎﺭ ﻭ ﺒﻴﺭﻓﻜﺕ ﻭﻭﺭﺩﺍﻝﺫﻱ ﺍﻷﻤﺭﻤﻊ ﻤﺎﻴﻜﺭﻭﺴﻭﻓﺕ ﺍﺴﻡ ﻻﺴﺘﺨﺩﺍﻡ ﺍﻝﻨﺎﺱ ﺍﻀﻁﺭ’ﻭﻭﺭﺩ‘ﻋﻠﻰ ﻝﻠﺩﻻﻝﺔ ﺍﻝ ﻫﺫﺍﻭﻫﻨﺎ ،ﺘﺤﺩﻴﺩﺍ ﻤﻨﺘﺞﺘﻜﻭﻥ ﻤﺎ ﻭﻋﺎﺩﺓ ،ﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﻌﻼﻤﺔ ﺇﺸﻬﺎﺭ ﻋﻤﻠﻴﺔ ﻓﻲ ﻤﺸﻜﻠﺔ ﺍﻝﺴﻁﺢ ﺇﻝﻰ ﺘﻁﻔﻭ ﺤﻴﺙ ﺍﻝﻤﻌﻨﻲ ﻋﺎﻤﺔ ﺸﺎﺌﻌﺔ ﻝﻜﻠﻤﺔ ﺍﺴﺘﺨﺩﺍﻤﻙ ﺒﺴﺒﺏ.ﻋﻼﻤﺔ ﺇﺸﻬﺎﺭ ﻋﻤﻠﻴﺔ ﻓﻲ ﻭﻀﻭﺡ ﻭﻋﺩﻡ ﺘﺸﻭﻴﺸﺎ ﻴﺴﺒﺏ ﺸﻲﺀ ﻓﻼ ﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﻌﻼﻤﺔ ﻭﺭﺍﺀ ﺘﻘﻑ ﺍﻝﺘﻲ ﺍﻝﺸﺭﻜﺔ ﺍﺴﻡ ﺍﺴﺘﺨﺩﺍﻡ ﻤﺜل ﺘﺠﺎﺭﻴﺔ. ﺍ ﺘﻜﻭﻥ ﺃﻥ ﻴﺠﺏﺍﺴﻡ ﻝﻘﺭﻥ ﻤﻀﻁﺭﺍ ﻜﻨﺕ ﺇﺫﺍ ﻝﻜﻥ ،ﻝﻬﺎ ﺍﻝﺘﺭﻭﻴﺞ ﻋﻨﺩ ﺍﻫﺘﻤﺎﻤﻙ ﺘﺭﻜﻴﺯ ﻤﺤﻁ ﻫﻲ ﺍﻝﺘﺠﺎﺭﻴﺔ ﻝﻌﻼﻤﺔ ﺃﻥ ﻴﺠﺏ ﺍﻝﺤﻔل ﻓﻨﺠﻡ ،ﺍﻝﺘﺭﻜﻴﺯ ﻗﻠﻴل ،ﺃﻫﻤﻴﺔ ﺃﻗل ﺠﺎﻨﺒﻲ ﺜﺎﻨﻭﻱ ﺒﺸﻜل ﺫﻝﻙ ﻓﺎﻓﻌل ،ﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﻌﻼﻤﺔ ﻤﻊ ﺸﺭﻜﺘﻙ ﺍﻝﺤﻘﻴﻘﺔ ﻭﻫﺫﻩ ،ﻤﻨﺘﺠﻬﺎ ﺒل ،ﺍﻝﺸﺭﻜﺔ ﻴﺸﺘﺭﻱ ﻻ ﻓﺎﻝﻤﺸﺘﺭﻱ ،ﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﻌﻼﻤﺔ ﺩﺍﺌﻤﺎ ﻴﻜﻭﻥﻭﺍﻀﺤﺔ ﺘﻜﻭﻥ ﺃﻥ ﻴﺠﺏ -ﺍﻝﻤﺸﺘﺭﻱ ﺫﻫﻥ ﻭﻓﻲ ،ﺍﻝﺒﺎﺌﻊ ﺫﻫﻥ ﻓﻲ. 1414--ﻗﺎﻧﻮﻥﻗﺎﻧﻮﻥﺍﻟﺘﻔﺮﻳﻊﺍﻟﺘﻔﺮﻳﻊSSuubbbbrraannddss ﻣﻨﻬﺎ ﺃﺧﺮﻯ ﺗﺠﺎﺭﻳﺔ ﻋﻼﻣﺎﺕ ﺗﻔﺮﻳﻊ ﻳﺪﻣﺮﻩ ،ﺍﻟﺘﺠﺎﺭﻳﺔ ﺍﻟﻌﻼﻣﺔ ﺗﺒﻨﻴﻪ ﻣﺎﻣﻨﻬﺎ ﺃﺧﺮﻯ ﺗﺠﺎﺭﻳﺔ ﻋﻼﻣﺎﺕ ﺗﻔﺮﻳﻊ ﻳﺪﻣﺮﻩ ،ﺍﻟﺘﺠﺎﺭﻳﺔ ﺍﻟﻌﻼﻣﺔ ﺗﺒﻨﻴﻪ ﻣﺎ ﻤﺘﻔﺭﻋﺔ ﻓﺭﻋﻴﺔ ﺘﺠﺎﺭﻴﺔ ﻋﻼﻤﺎﺕ ﺇﻁﻼﻕ ﺇﻝﻰ ﺍﻝﻨﺎﺠﺤﺔ ﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﻌﻼﻤﺔ ﺫﺍﺕ ﺍﻝﺸﺭﻜﺔ ﺇﺩﺍﺭﺓ ﺘﻤﻴل ،ﺍﻝﺭﺒﺢ ﻝﺘﻌﻅﻴﻡ ﺍﻝﻌﻼﻤﺔ ﻤﻥﺍﻝﺸﻬﺭﺓ ﺤﻘﻘﺕ ﺍﻝﺘﻲ ﺍﻷﻡ ﺍﻝﺘﺠﺎﺭﻴﺔ.ﺍﻝﻬﻭﺍﺘﻑ ﺒﺎﻝﻙ؟ ﻋﻠﻰ ﻴﺨﻁﺭ ﺸﻲﺀ ﺃﻭل ﻤﺎ ،ﻨﻭﻜﻴﺎ ﻝﻙ ﺃﻗﻭل ﻋﻨﺩﻤﺎ
11.
ª22222222 אא א)א( ووbblloogg..sshhaabbaayyeekk..ccoomm ﺴﻴﺎﺭﺓ
ﺃﻨﻬﺎ ﺘﻌﺘﻘﺩ ﻫل ،ﺸﻴﻔﺭﻭﻝﻴﻪ ﺍﺴﻡ ﺘﺴﻤﻊ ﺤﻴﻥ ﻫﺫﻩ؟ ﻜل ﺒﻴﻥ ﺍﻝﻀﺎﺌﻌﺔ ﺍﻝﻐﺎﻝﻴﺔ؟ ﺍﻝﻤﺘﻭﺴﻁﺔ؟ ﺍﻝﺭﺨﺹ؟ ﺸﺩﻴﺩﺓ ﻋﺎ ﺃﻡ ،ﺼﻐﻴﺭﺓ ﺭﺨﻴﺼﺔﻋﻤﻼﻗﺔ ﻀﺨﻤﺔ ﺃﻡ ،ﺭﻴﺎﻀﻴﺔ ﺃﻡ ،ﺌﻠﻴﺔ؟ ﺍﻝﺼﻌﻭ ﺸﺩﻴﺩ ﺍﻝﻘﺎﻨﻭﻥ ﻫﺫﺍﻝﻤﻨﺘﺞ ﺒﻴﻌﻙ ﺠﺭﺍﺀ ﺠﻴﺒﻙ ﺘﺩﺨل ﺍﻝﻭﻓﻴﺭﺓ ﺍﻷﺭﺒﺎﺡ ﺘﺠﺩ ﻓﺤﻴﻥ ،ﺍﻝﺒﺸﺭﻴﺔ ﺍﻝﻨﻔﺱ ﻋﻠﻰ ﺒﺔ ﺍﻝﻨﺎﺠﺢ؟ ﺍﻻﺴﻡ ﻫﺫﺍ ﺘﺤﻤل ﻤﻨﺘﺠﺎﺕ ﻓﻲ ﺘﺘﻭﺴﻊ ﺃﻻ ﻝﻙ ﻷﻗﻭل ﺃﻨﺎ ﻤﻥ ،ﺍﻷﺴﻭﺍﻕ ﻓﻲ ﻗﺒﻭﻻ ﻴﻠﻘﻰ!ﺃﻥ ﻴﻌﺭﻑ ﻤﻨﻜﻡ ﻜﻡ ﺒﻼﺯﺍ ﻜﺭﺍﻭﻥ ﻓﻨﺎﺩﻕﺍﻝﻜﺎ ﺍﻻﺴﻡ ﻭﻜﺎﻥ ،ﺍﻥ ﻫﻭﻝﻴﺩﺍﻱ ﻓﻨﺎﺩﻕ ﻤﻥ ﻓﺭﻋﻴﺔ ﺘﺠﺎﺭﻴﺔ ﻜﻌﻼﻤﺔ ﺒﺩﺃﺕ ﺇﻨﻤﺎﺍﻥ ﻫﻭﻝﻴﺩﺍﻥ ﻤل ﺇﻝﻰ ﺍﻝﻔﻨﺎﺩﻕ ﻗﺎﺼﺩﻭ ﻴﻌﺭﻑ ﻝﻡ ،ﺍﻵﻥ ﺘﺸﻌﺭ ﻭﻤﺜﻠﻤﺎ ،ﺒﻼﺯﺍ ﻜﺭﺍﻭﻥﺃﻱ،ﺍﻝﺭﺒﺎﻋﻲ ﺍﻻﺴﻡ ﻫﺫﺍ ﻴﺤﻤل ﻓﻨﺩﻕ ﻴﻨﺘﻤﻲ ﻓﺌﺔ ﻋﺎﻡ ﻓﻲ ﺍﻝﻁﺭﻴﻕ؟ ﻋﻠﻰ ﻝﻴﻠﺔ ﻝﻘﻀﺎﺀ ﺘﻜﻔﻲ ﺍﻝﺘﻲ ﺍﻝﺼﻐﻴﺭﺓ ﺍﻝﺭﺨﻴﺼﺔ ﺃﻡ ،ﺍﻝﻔﺎﺨﺭﺓ ﺍﻝﻔﻨﺎﺩﻕ ﻤﻥ ﻫﻭ ﻫل1994ﻓﺎﻗﺕ ﺇﺩﺍﺭﺓﺍﻝﻔﻨﺩﻕﺍﻝﺠﺩﻴ ﺍﻝﺴﻠﺴﻠﺔ ﺍﺴﻡ ﻭﺍﺨﺘﺼﺭﺕ ﺭﺸﺩﻫﺎ ﺇﻝﻰﺴﺎﻋﺘﻬﺎ ﻤﻥ ﺍﻻﺴﻡ ﻝﻴﺒﺩﺃ ،ﺒﻼﺯﺍ ﻜﺭﺍﻭﻥ ﻤﺠﺭﺩ ﺇﻝﻰ ﺩﺓ ﺍﻝﺭﺍﻗﻴﺔ ﻭﺍﻝﺨﺩﻤﺔ ﺍﻝﺠﻭﺩﺓ ﻤﻌﺎﻨﻲ ﻁﻴﺎﺘﻪ ﻓﻲ ﻝﻴﺤﻤل ﺠﻬﻭﺩﻩ. ،ﻝﺩﻴﻬﻡ ﻤﻌﻠﻭﻡ ﺍﺴﻡ ﻤﻊ ﻤﻤﺯﻭﺠﺎ ،ﻋﻠﻴﻬﻡ ﺠﺩﻴﺩﺍ ﺍﺴﻤﺎ ﻴﺭﻭﻥ ﻋﻨﺩﻤﺎ ﺍﻝﻤﺴﺘﻬﻠﻜﻭﻥ ﻴﻤﻴلﺇﻝﻰﻴﻌﻁﻭﺍ ﺃﻻﺍﻝﺠﺩﻴﺩ ﺍﻻﺴﻡ ﻝﻠﻅﻥ ﻴﻤﻴﻠﻭﻥ ﺒل ،ﺍﻷﻭل ﻝﻼﺴﻡ ﻴﻌﻁﻭﻨﻪ ﻜﺎﻨﻭﺍ ﻤﻤﺎ ﺃﻜﺜﺭ ﺍﺤﺘﺭﺍﻤﺎﻤﻜﺭﺭﺓ ﻨﺴﺨﺔ ﺃﻨﻪﺴﻴﻜﻭﻥ ﻭﺒﺎﻝﺘﺎﻝﻲﻤﻥ ﺸﺄﻨﺎ ﺃﻗل ﺍﻷﺤﻭﺍل ﺃﻓﻀل ﻓﻲ ﺃﻭ ،ﺍﻷﺼﻠﻲ ﺍﻻﺴﻡ–ﺍﻝﻌﻼﻤﺔ ﻤﻜﺎﻨﺔ ﻤﻥ ﻴﺨﻔﺽ ﺍﻝﻤﺴﺘﻬﻠﻙ ﻴﺒﺩﺃ ﺍﻝﺤﺎﻝﺔ ﻫﺫﻩ ﻭﻓﻲ ،ﻝﻪ ﻤﺴﺎﻭ ﺍﻷﻤﺭ ﻨﻬﺎﻴﺔ ﻓﻲ ﻏﻴﺭﻫﺎ ﺇﻝﻲ ﺘﺤﻭل ﻭﺭﺒﻤﺎ ،ﺫﻫﻨﻪ ﻓﻲ ﺍﻝﺘﺠﺎﺭﻴﺔ. 1155--ﻗﺎﻧﻮﻥﻗﺎﻧﻮﻥﺍﻷﺧﻮﻳﺔﺍﻷﺧﻮﻳﺔSSiibblliinnggss ﺗﺠﺎﺭﻳﺔ ﻋﻼﻣﺔ ﻹﻃﻼﻕ ﻭﻣﻜﺎﻥ ﻭﻗﺖ ﻫﻨﺎﻙﺗﺠﺎﺭﻳﺔ ﻋﻼﻣﺔ ﻹﻃﻼﻕ ﻭﻣﻜﺎﻥ ﻭﻗﺖ ﻫﻨﺎﻙﻓﺮﻋﻴﺔﻓﺮﻋﻴﺔ ﻜﺫﻝﻙ ﻝﻜﻨﻪ ،ﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﻌﻼﻤﺔ ﻹﺸﻬﺎﺭ ﺠﻬﻭﺩﻫﺎ ﺘﺭﻜﻴﺯ ﺍﻝﺸﺭﻜﺔ ﻋﻠﻰ ﺃﻨﻪ ﺍﻝﺴﺎﺒﻘﺔ ﺍﻝﻘﻭﺍﻨﻴﻥ ﻤﻥ ﻓﻬﻤﺕ ﺘﻜﻭﻥ ﻗﺩ ﻭﺭﺍﺒﻌﺔ ﺜﺎﻝﺜﺔ ﺭﺒﻤﺎ ﺒل ،ﺃﺨﺭﻯ ﺘﺠﺎﺭﻴﺔ ﻋﻼﻤﺔ ﺘﻁﻠﻕ ﺃﻥ ﺍﻝﺸﺭﻜﺔ ﻫﺫﻩ ﻋﻠﻰ ﻤﺎ ﻭﻗﺕ ﻓﻲ ﺍﻝﻭﺍﺠﺏ ﻤﻥ ﺴﻴﻜﻭﻥ.ﻓﻲ ﺍﻝ ﻋﻠﻰ ﺍﻝﺸﺭﻜﺔ ﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﻌﻼﻤﺎﺕ ﻤﻥ ﻋﺎﺌﻠﺔ ﺘﺴﺎﻋﺩ ،ﺍﻝﺤﺎﻻﺕ ﺒﻌﺽﻁﻭﻴﻠﺔ ﻝﻌﻘﻭﺩ ﺍﻝﺴﻭﻕ ﻓﻲ ﺘﺤﻜﻡ. ﺃﺥ ﻜل ﺠﻌل ﻓﻲ ﻴﻜﻤﻥ ﺍﻝﻨﺠﺎﺡ ﻤﻔﺘﺎﺡ)ﻭﻝﻴﺩﺓ ﺘﺠﺎﺭﻴﺔ ﻋﻼﻤﺔ ﺃﻭ(ﻭﻝﻪ ،ﻓﺌﺘﻪ ﻤﻀﻤﺎﺭ ﻓﻲ ﻭﺤﻴﺩﺍ ،ﻨﻭﻋﻪ ﻤﻥ ﻓﺭﻴﺩﺍ ﻭﺍﻝﻤﺘﻤﻴﺯﺓ ﺒﻪ ﺍﻝﺨﺎﺼﺔ ﺸﺨﺼﻴﺘﻪ.ﺍﻷﺥ ﺠﻌل ﻓﻲ ﺍﻝﺩﺍﺨﻠﻴﺔ ﺍﻝﺭﻏﺒﺔ ﻗﻭﺍﻙ ﺒﻜل ﻗﺎﻭﻡ )ﺍﻝﻭﻝﻴﺩﺓ ﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﻌﻼﻤﺔ(ﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﻌﻼﻤﺔ ﺼﻔﺎﺕ ﻤﻥ ﺒﻌﻀﺎ ﻴﺭﺙﺍﻷﺴﺎﺱﺃﻥ ﺃﻭ ﺍﻹﻤﻜﺎﻥ ﻗﺩﺭ ﺍﻝﺘﻤﻴﻴﺯ ﻭﺴﻬل ﻤﺨﺘﻠﻔﺎ ﺘﺠﻌﻠﻪ ﺃﻥ ﻋﻠﻴﻙ ﺒل ،ﻤﻨﻪ ﺍﻝﺸﺒﻪ ﻗﺭﻴﺏ ﻴﻜﻭﻥ. ﻤﺜل ﺍﺴﻤﺎ ﻝﻬﺎ ﺘﺨﺘﺭ ﻝﻡ ،ﻓﺎﺨﺭﺓ ﺴﻴﺎﺭﺍﺕ ﺘﺼﻨﻴﻊ ﻫﻭﻨﺩﺍ ﺸﺭﻜﺔ ﺃﺭﺍﺩﺕ ﺤﻴﻥ’ﻫﻭﻨﺩﺍ ﺍﻝﻘﻭﻴﺔ‘-ﺠﺩﻴﺩ ﺒﺎﺴﻡ ﻭﺠﺎﺀﺕ ﺘﻤﺎﻤﺎ ﻫﻭﻨﺩﺍ ﺍﺴﻡ ﺍﺴﺘﻌﻤﺎل ﻋﻥ ﺍﺒﺘﻌﺩﺕ ﺒل–،ﺃﻜﻴﻭﺭﺍ
12.
ª22222222 אא א)א( ووbblloogg..sshhaabbaayyeekk..ccoomm ﺒﻼﺩ
ﺘﺼل ﻝﻡ ﺍﻝﺴﻴﺎﺭﺍﺕ ﻫﺫﻩ ﻭﻷﻥﻭ ﻝﻴﻜﺴﺱ ﺒﺴﻴﺎﺭﺍﺕ ﺨﺒﺭﺍﺘﻨﺎ ﻋﻜﺱ ﻋﻠﻰ ،ﻋﻨﻬﺎ ﺴﻤﻊ ﻤﻥ ﻓﻘﻠﻴل ،ﺒﻌﺩ ﺍﻝﻌﺭﺒﻴﺔ ﻨﺎ ﺍﻨﻔﻴﻨﺘﻲ. 1616--ﻗﺎﻧﻮﻥﻗﺎﻧﻮﻥﺍﻟﺸﻜﻞﺍﻟﺸﻜﻞSShhaappee ﺍﻟﻌﻴﻨﻴﻦ ﻳﻤﻠﺊ ﺃﻥ ﺍﻟﺘﺠﺎﺭﻳﺔ ﺍﻟﻌﻼﻣﺔ ﺷﻌﺎﺭ ﻋﻠﻰﺍﻟﻌﻴﻨﻴﻦ ﻳﻤﻠﺊ ﺃﻥ ﺍﻟﺘﺠﺎﺭﻳﺔ ﺍﻟﻌﻼﻣﺔ ﺷﻌﺎﺭ ﻋﻠﻰ ﺍﻝﻤﺭﺴﻭﻡ ﺍﻝﺸﻌﺎﺭ)ﻝﻭﺠﻭ(،ﺍﺴﻤﻬﺎ ﻭﺒﻴﻥ ﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﻌﻼﻤﺔ ﺒﻴﻥ ﻤﺎ ﻤﺯﻴﺞ ﻫﻭﻤﻤﻴﺯﺓ ﻋﺭﺽ ﻁﺭﻴﻘﺔ ﻓﻲ.ﻋﻴﻨﺎ ﻷﻥ ﻋ ﻤﺨﻠﻭﻗﺘﺎﻥ ﺍﻝﻌﻤﻴلﻗﺭﺍﺒﺔ ،ﺍﻷﻓﻘﻲ ﺍﻝﻭﻀﻊ ﻫﻭ ﺘﺠﺎﺭﻴﺔ ﻋﻼﻤﺔ ﻷﻱ ﺍﻷﻤﺜل ﻓﺎﻝﻭﻀﻊ ،ﻤﺘﺠﺎﻭﺭﺘﻴﻥ ﻜﺭﺘﻴﻥ ﻫﻴﺌﺔ ﻠﻰ ﻭﺍﺤﺩﺓ ﻗﻴﺎﺱ ﻭﺤﺩﺓ ﻭﺍﺭﺘﻔﺎﻉ ،ﻋﺭﻀﺎ ﻭﺭﺒﻊ ﻗﻴﺎﺱ ﻭﺤﺩﺘﻲ)ﺍﻝﺯﺠﺎﺠﻴﺔ ﺍﻝﻭﺍﺠﻬﺔ ﺒﻤﻘﺎﺱ ﺍﻝﻤﻘﺎﺱ ﻫﺫﺍ ﺍﻝﻤﺅﻝﻑ ﻴﺸﺒﻪ ﻝﻠﺴﻴﺎﺭﺓ ﺍﻷﻤﺎﻤﻴﺔ(.ﻝﻠﺸﻌﺎﺭ ﻓﻌل ﺭﺩ ﺃﻓﻀل ﺴﺘﺤﻘﻕ ﺍﻝﻬﻴﺌﺔ ﻫﺫﻩ. ﺘﺄ ،ﺍﻷﻫﻤﻴﺔ ﻓﻲ ﻤﺴﺎﻭ ﻗﺩﺭ ﻋﻠﻰﺇﻝﻰ ﺍﻝﺸﻌﺎﺭ ﻴﺤﻭﻴﻬﺎ ﺍﻝﺘﻲ ﺍﻝﻘﻭﺓ ﺘﻭﺼل ﻭﺍﻝﺘﻲ ،ﺍﻝﻤﻜﺘﻭﺒﺔ ﺍﻝﺸﻌﺎﺭ ﻜﻠﻤﺎﺕ ﺘﻲ ،ﺍﻝﻨﺎﻅﺭﺘﻭﺼل ﺍﻝﺘﻲ ﻫﻲ ﺍﻝﺸﻌﺎﺭ ﻜﻠﻤﺎﺕ ﻝﻜﻥ ،ﻭﻓﺫﺓ ﻋﺒﻘﺭﻴﺔ ﻓﻨﻴﺔ ﺸﻌﺎﺭﺍﺕ ﺘﺼﻤﻴﻡ ﻋﻠﻰ ﺍﻝﺒﻌﺽ ﺘﺭﻜﻴﺯ ﻭﺭﻏﻡ ،ﻗﻭﻝﻪ ﺍﻝﻔﻨﻲ ﺍﻝﺸﻌﺎﺭ ﻫﺫﺍ ﻴﺤﺎﻭل ﻤﺎ ﻜلﻭﺍﻷﺫﻫﺎﻥ ﻓﻲ ﺍﻨﻁﺒﺎﻋﺎﺕ ﻝﺩﻴﻬﺎ ﻜﻠﻤﺎﺕ ﺍﺨﺘﻴﺎﺭ ﻋﻠﻰ ﺍﻝﺘﺭﻜﻴﺯ ﺍﻷﻓﻀل ﻤﻥ ﻤﺸﺎﻗﻭﻝﻬﺎ ﺍﻝﺸﻌﺎﺭ ﺼﺎﺤﺒﺔ ﺍﻝﺸﺭﻜﺔ ﺘﺭﻴﺩ ﺍﻝﺘﻲ ﻝﺘﻠﻙ ﺒﻬﺔ.ﻓﻨﻲ ﺸﻌﺎﺭ ﺃﻱ ﻤﻥ ﺃﻜﺒﺭ ﻗﻭﻯ ﺫﺍﺕ ﺘﺒﻘﻰ ﺍﻝﻜﻠﻤﺎﺕ ﻤﺭﺴﻭﻡ. 1717--ﻗﺎﻧﻮﻥﻗﺎﻧﻮﻥﺍﻟﻠﻮﻥﺍﻟﻠﻮﻥCCoolloouurr ﺍﻟﻤﻨﺎﻓﺲ ﻋﻼﻣﺔ ﻟﻠﻮﻥ ﻣﻀﺎﺩ ﻟﻮﻥ ﺍﺳﺘﻌﻤﺎﻝ ﺍﻟﺘﺠﺎﺭﻳﺔ ﺍﻟﻌﻼﻣﺔ ﻋﻠﻰﺍﻟﻤﻨﺎﻓﺲ ﻋﻼﻣﺔ ﻟﻠﻮﻥ ﻣﻀﺎﺩ ﻟﻮﻥ ﺍﺳﺘﻌﻤﺎﻝ ﺍﻟﺘﺠﺎﺭﻳﺔ ﺍﻟﻌﻼﻣﺔ ﻋﻠﻰ ﻝﻭﻨﻬﺎ ﻫﻭ ﺘﺠﺎﺭﻴﺔ ﻋﻼﻤﺔ ﺘﻤﻴﺯ ﻝﺘﻭﻀﻴﺢ ﺍﻷﺨﺭﻯ ﺍﻝﻁﺭﻕ ﻤﻥ.ﺒﻠﻭ ﻭﺘﺘﻤﺴﻙ ﺘﺨﺘﺎﺭ ﺃﻥ ﺍﻷﻓﻀل ﻤﻥﺍﻷﻝﻭﺍﻥ ﻤﻥ ﻥ ﺍﻷﺴﺎﺴﻴﺔ)ﻭﻫﻲ:ﺍﻷﺯﺭﻕ ،ﺍﻷﺨﻀﺭ ،ﺍﻷﺼﻔﺭ ،ﺍﻝﺒﺭﺘﻘﺎﻝﻲ ،ﺍﻷﺤﻤﺭ(ﺒﻴﻥ ﻤﺎ ﺍﻝﻤﻨﺘﺼﻑ ﻓﻲ ﻝﻭﻥ ﺍﺨﺘﻴﺎﺭ ﻤﻥ ﺒﺩﻻ ﺍﻷﻝﻭﺍﻥ ﻫﺫﻩ.،ﻭﺍﻝﻤﺘﻌﺔ ﺍﻝﻁﺎﻗﺔ ﻝﻭﻥ ﺍﻝﺒﻌﺽ ﻴﺭﺍﻩ ﻗﺩ ﻓﺎﻷﺤﻤﺭ ،ﺍﻝﻨﺎﻅﺭﻴﻥ ﺃﻋﻴﻥ ﻓﻲ ﺫﺍﺘﻪ ﺍﻻﻨﻁﺒﺎﻉ ﺍﻷﻝﻭﺍﻥ ﺘﺘﺭﻙ ﻻ ﺍﻝﻌﻼ ﻋﺎﻝﻡ ﻓﻲ ﺒﻴﻨﻤﺎ ،ﻭﻫﺎﺩﺉ ﻤﺴﺎﻝﻡ ﺍﻷﺯﺭﻕ ﺒﻴﻨﻤﺎﺍﻷﺯﺭﻕ ﺒﻴﻨﻤﺎ ،ﺍﻻﻨﺘﺒﺎﻩ ﻝﺠﺫﺏ ﻝﻭﻨﺎ ﺍﻷﺤﻤﺭ ﺘﺠﺩ ،ﺍﻝﺘﺠﺎﺭﻴﺔ ﻤﺎﺕ ﺘﺎﺭﻴﺨﻬﺎ ﻭﻋﻤﻕ ﺜﺒﺎﺘﻬﺎ ﻋﻠﻰ ﺍﻝﺘﺭﻜﻴﺯ ﺘﺭﻴﺩ ﺍﻝﺘﻲ ﺍﻝﻌﻤﻼﻗﺔ ﺍﻝﺸﺭﻜﺎﺕ ﻝﻭﻥ)ﺍﻨﺘل ،ﺍﻡ ﺒﻲ ﺁﻱ ﻤﺜل.( ﹰﻨﻝﻭ ﻝﺘﺨﺘﺎﺭ ﺘﺠﻠﺱ ﻋﻨﺩﻤﺎﹰﻨﻝﻭ ﺍﺨﺘﺭ ،ﺍﻝﺘﺠﺎﺭﻴﺔ ﻝﻌﻼﻤﺘﻙ ﺎﺍﻝﻨﺎﻅﺭ ﻋﻘل ﺇﻝﻰ ﻤﺤﺩﺩﺓ ﺫﻫﻨﻴﺔ ﺤﺎﻝﺔ ﺠﻠﺏ ﻋﻠﻰ ﻴﺴﺎﻋﺩﻙ ﺎ ﺍﻝﻤﺴﺘ ﺜﻡ ﻭﻤﻥ،ﻬﻠﻙﺘﺠﺎﺭﻴﺔ ﻋﻼﻤﺔ ﻴﻁﻠﻕ ﻤﻥ ﺃﻥ ﻓﻲ ﺸﻙ ﻭﻻﺠﺩﻴﺩﺓ-ﻓﻲﺠﺩﻴﺩ ﺘﺼﻨﻴﻑ-ﺍﻝﻘﺎﺌﺩ ﻫﻭ ﻴﻜﻭﻥ ﻓﻲ ﻴﻨﺎﻓﺱ ﻤﻥ ﻝﻜﻥ ،ﻴﺭﻴﺩﻩ ﺍﻝﺫﻱ ﺍﻝﻠﻭﻥ ﻴﺨﺘﺎﺭ ﻤﻥ ﻭﻫﻭﺘﺼﻨﻴﻑ/ﻓﺌﺔﻓ ،ﺒﺎﻝﻔﻌل ﻤﻭﺠﺩﺓﻝﻭﻨﺎ ﻴﺨﺘﺎﺭ ﺃﻥ ﻌﻠﻴﻪ ،ﺍﻷﺼﻔﺭ ﺍﻝﻠﻭﻥ ﺍﺨﺘﺎﺭﺕ ﻜﻭﺩﺍﻙ ﻓﺸﺭﻜﺔ ،ﻤﻨﺎﻓﺴﻪ ﻝﻠﻭﻥ ﻤﻀﺎﺩﺍﺒﻴﻨﻤﺎﺍﻷﺨ ﺍﻝﻠﻭﻥ ﺍﺨﺘﺎﺭﺕ ﻓﻭﺠﻲ ﺸﺭﻜﺔﻀﺭ.
13.
ª22222222 אא א)א( ووbblloogg..sshhaabbaayyeekk..ccoomm ﺍﻷﺯﺭﻕ
ﺍﻝﻠﻭﻥ ﺍﺨﺘﺎﺭﺕ ﺒﻴﺒﺴﻲ ﺒﻴﻨﻤﺎ ،ﺍﻷﺤﻤﺭ ﺍﻝﻠﻭﻥ ﻜﻭﻜﺎﻜﻭﻻ ﺍﺨﺘﺎﺭﺕ.ﺍﻷﺯﻴﺎﺀ ﺒﻴﺕ ﺍﺨﺘﺎﺭﻩ ﺍﻝﺫﻱ ﺍﻝﻠﻭﻥ ﻤﺎ ﺍﻻﺴﻡ ﺭﺅﻴﺔ ﺍﻨﺘﻅﺎﺭ ﺤﺘﻰ ﺒﺩﻭﻥ ﺍﻷﺤﻴﺎﻥ ﺒﻌﺽ ﻓﻲ ،ﻋﻠﻴﻪ ﻭﺍﻝﺘﻌﺭﻑ ﺘﺫﻜﺭﻩ ﻴﺴﻬل ﻭﻝﻬﺫﺍ ،ﻓﻘﻁ ﺍﻷﺤﻤﺭ ﻜﺎﺭﺘﻴﻪ؟ ﻤﻁﺒﻭﻋﺎ ﺍﻝﺘﺠﺎﺭﻱ! 1818--ﻗﺎﻧﻮﻥﻗﺎﻧﻮﻥﺍﻟﺤﺪﻭﺩﺍﻟﺤﺪﻭﺩBBoorrddeerrss ﺩﻭﻟﻴﺔ ﺣﺪﻭﺩ ﻫﻨﺎﻙ ﻟﻴﺲﺩﻭﻟﻴﺔ ﺣﺪﻭﺩ ﻫﻨﺎﻙ ﻟﻴﺲﻋﺎﻟﻤﻴﺎ ﺍﻟﺘﺠﺎﺭﻳﺔ ﺍﻟﻌﻼﻣﺔ ﺇﺷﻬﺎﺭ ﺟﻬﻮﺩ ﻋﻨﺪﻫﺎ ﺗﻘﻒﻋﺎﻟﻤﻴﺎ ﺍﻟﺘﺠﺎﺭﻳﺔ ﺍﻟﻌﻼﻣﺔ ﺇﺷﻬﺎﺭ ﺟﻬﻮﺩ ﻋﻨﺪﻫﺎ ﺗﻘﻒ ﻜﻠﻤﺔ ﻜﺎﻨﺕ ﺤﻴﻥ ﺘﺫﻜﺭ ﻫل)ﻤﺴﺘﻭﺭﺩﺓ ﺒﻀﺎﻋﺔ(ﺍﻝﻘﻴﻤﺔ ﺃﻥ ﻨﻌﻠﻡ ﺍﻝﺸﺭﺍﺀ؟ ﻗﻴﺩ ﺍﻝﺴﻠﻌﺔ ﻋﻠﻰ ﻭﺒﺭﻴﻘﺎ ﺴﺤﺭﺍ ﺘﻀﻔﻲ ،ﺍﻝﺠﻭﺩﺓ ﻁﻴﺒﺔ ﺍﻝﻴﺎﺒﺎﻨﻴﺔ ﺍﻝﺒﻀﺎﻋﺔ ﺃﻥ ﻴﻘﺭﺭ ﻤﻥ ﻫﻭ ﻭﺤﺩﻩ ﻓﺎﻝﻤﺴﺘﻬﻠﻙ ،ﺍﻝﻤﺴﺘﻬﻠﻙ ﻋﻘل ﻓﻲ ﺤﻠﻪ ﻴﻜﻤﻥ ،ﻜﺒﻴﺭ ﻝﻐﺯ ﻗ ﻤﻥ ﻴﻘﻠل ﻤﻥ ﻨﻔﺴﻪ ﻭﻫﻭﻤﺘﺨﻠﻑ ﺃﻭ ﻓﻘﻴﺭ ﺒﻠﺩ ﻓﻲ ﻤﺼﻨﻭﻋﺔ ﺠﺎﺌﺘﻪ ﺇﺫﺍ ﺫﺍﺘﻬﺎ ﺍﻝﺴﻠﻌﺔ ﻴﻤﺔ.ﺩﻗﺔ ﻓﻲ ﺘﺜﻕ ﻫل ﺍﻝﻴﺎﺒﺎﻨﻴﺔ؟ ﺘﻠﻙ ﻤﻥ ﺃﻜﺜﺭ ﻫل ﺍﻷﻝﻤﺎﻨﻴﺔ؟ ﺍﻝﺴﻴﺎﺭﺍﺕ ﻓﻲ ﺜﻘﺘﻙ ﻋﻥ ﻭﻤﺎﺫﺍ ﺍﻝﺴﻭﻴﺴﺭﻴﺔ؟ ﺍﻝﺴﺎﻋﺎﺕ ﻗﺭﺍﺒﺔ ﻴﺠﻠﺏ ﻜﻭﻜﺎﻜﻭﻻ ﻓﻤﺸﺭﻭﺏ ،ﺠﺩﺍ ﻜﺒﻴﺭ ﺩﻭﺭ ﻝﻪ ﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﻌﻼﻤﺔ ﻓﻴﻬﺎ ﺍﻝﻤﺼﻨﻭﻉ ﻝﻠﺒﻠﺩ ﺍﻝﻤﺴﺘﻬﻠﻙ ﺘﻘﺩﻴﺭ 80%ﺍ ﻤﻥﻷﺭﺒﺎﺡﻜﻭﻨﻬﺎ ﻤﻥ ﺍﻝﺘﻨﺼل ﺤﺎﻭﻝﺕ ﻝﻭ ﻜﻭﻜﺎﻜﻭﻻ ﻝﻜﻥ ،ﺍﻷﻤﺭﻴﻜﻴﺔ ﺍﻷﺭﺍﻀﻲ ﺨﺎﺭﺝ ﻤﺒﻴﻌﺎﺕ ﻤﻥ ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ ﻋﻘﻭل ﻓﻲ ﺃﻋﻠﻰ ﻤﻜﺎﻨﺔ ﻴﻌﻁﻴﻬﺎ ﺃﻤﺭﻴﻜﻲ ﻤﻨﺘﺞ ﻓﻜﻭﻨﻬﺎ ،ﺍﻝﻜﺜﻴﺭ ﻓﺴﺘﺨﺴﺭ ﺍﻷﺼل ﺃﻤﺭﻴﻜﻴﺔ. )ﺼ ﺍﻝﻜﺘﺎﺏ ﻫﺫﺍ ﺃﻥ ﻗﺒﻠﻬﺎ ﺘﺫﻜﺭ ،ﺍﻝﻘﺎﻨﻭﻥ ﻫﺫﺍ ﺼﺤﺔ ﻤﺩﻯ ﻋﻠﻰ ﺍﻝﺘﻌﻠﻴﻕ ﻓﻲ ﺘﺸﺭﻉ ﺃﻥ ﻭﻗﺒل ،ﻁﻴﺏ ﻴﺎ ﺘﻤﻬلﻓﻲ ﺩﺭ ﺍﻝﻴﻭﻡ ﻋﺎﻝﻤﻨﺎ ﻓﻲ ﺼﺎﻝﺤﺔ ﻏﻴﺭ ﻨﺭﺍﻫﺎ ﻗﺩ ﻤﻭﺍﺩﻩ ﻓﺒﻌﺽ ﻭﻋﻠﻴﻪ ،ﺍﻝﻤﺎﻀﻴﺔ ﺍﻷﻝﻔﻴﺔ ﻨﻬﺎﻴﺔ-ﻋﻠﻴﻨﺎ ﻴﺠﺏ ،ﺫﻝﻙ ﺭﻏﻡ ،ﺍﻝﻴﻭﻡ ﻨﻅﻨﻪ ﻤﺎ ﻋﻠﻰ ﻫﺫﻩ ﻤﻌﺭﻓﺘﻨﺎ ﻝﻨﻁﺒﻕ ،ﺍﻝﻴﻭﻡ ﺃﺼﺒﺤﻨﺎ ﻜﻴﻑ ﻭﻤﻼﺤﻅﺔ ،ﺒﺎﻷﻤﺱ ﻨﻅﻨﻪ ﻜﻨﺎ ﺍﻝﺫﻱ ﻤﺎ ﻤﻌﺭﻓﺔ ﻏﺩﺍ ﺴﻴﺼﺒﺢ ﻨﻅﻨﻪ ﻭﻜﻴﻑ.( 1919--ﻗﺎﻧﻮﻥﻗﺎﻧﻮﻥﻭﺍﻟﺜﺒﺎﺕ ﺍﻻﺳﺘﻤﺮﺍﺭﻳﺔﻭﺍﻟﺜﺒﺎﺕ ﺍﻻﺳﺘﻤﺮﺍﺭﻳﺔCCoonnssiisstteennccyy ﺍﻟﺴﻨﻴﻦ ﻋﺸﺮﺍﺕ ﺗﺤﺘﺎﺝ ﺑﻞ ،ﻋﻴﻦ ﻏﻤﻀﺔ ﻓﻲ ﺗﻨﺠﺢ ﻻ ﺍﻟﺘﺠﺎﺭﻳﺔ ﺍﻟﻌﻼﻣﺔﺍﻟﺴﻨﻴﻦ ﻋﺸﺮﺍﺕ ﺗﺤﺘﺎﺝ ﺑﻞ ،ﻋﻴﻦ ﻏﻤﻀﺔ ﻓﻲ ﺗﻨﺠﺢ ﻻ ﺍﻟﺘﺠﺎﺭﻳﺔ ﺍﻟﻌﻼﻣﺔ ﻴﻁﻠﺏ ﻜﺎﻥ ﺍﻝﻤﺎﻀﻲ ﻓﻲ ﻤﻌﻪ ﻋﻤﻠﺕ ﻤﺩﻴﺭ ﻓﻜل ،ﺍﻝﻌﺭﺒﻴﺔ ﺍﻝﻤﻨﻁﻘﺔ ﻓﻲ ﺍﻝﻤﺩﺭﺍﺀ ﺇﻝﻰ ﺒﺎﻷﺨﺹ ﻤﻭﺠﻪ ﺍﻝﻘﺎﻨﻭﻥ ﻫﺫﺍ ﺍﻝﻨﺠﺎﺡ ﻫﺫﺍ ﻴﺄﺘﻲ ﻝﻡ ﻭﺇﻥ ،ﻀﺤﺎﻫﺎ ﺃﻭ ﻋﺸﻴﺔ ﻓﻲ ﺍﻝﻨﺠﺎﺡ ﺘﺤﻘﻴﻕ ﻤﻌﻪ ﺍﻝﻌﺎﻤﻠﻴﻥ ﻤﻥ-ﺍﻝﺫﻴﻥ ﺍﻷﻏﺒﻴﺎﺀ ﻤﻥ ﻓﺎﻝﻌﻴﺏ ﺍﻹﺩﺍﺭﻱ ﺍﻝﺫﻜﺎﺀ ﻓﻲ ﺍﻝﺒﺸﺭ ﻁﺎﻭﻭﺱ ﻫﻭ ﺒﻴﻨﻤﺎ ،ﻤﻌﻪ ﻴﻌﻤﻠﻭﻥ.ﻤﺎ ﺍﻝﻨﺎﺱ ﻋﻘﻭل ﺘﺩﺨل ﺃﻥ ﺘﺠﺎﺭﻴﺔ ﻝﻌﻼﻤﺔ ﻴﻤﻜﻥ ﻻ ،ﻤﺎ ﻝﺸﻲﺀ ﺭﻤﺯﺍ ﺘﻜﻥ ﻝﻡﺘﺒﺤﺙ ﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﻌﻼﻤﺔ ﺼﺎﺤﺒﺔ ﺍﻝﺸﺭﻜﺔ ﺘﺠﺩ ،ﺍﻝﻨﺎﺱ ﻋﻘﻭل ﺇﻝﻰ ﺘﺩﺨل ﺃﻥ ﻴﻭﻡ ﻝﻜﻨﻬﺎ ﻤﺎ ﺘﻐﻴﻴﺭ ﻹﺩﺨﺎل ﺴﺒﺏ ﻋﻥ.ﺍﻝﻌﻼﻤﺎﺕ ﻋﻠﻰ ﻝﻜﻥ ،ﺍﻷﺴﻭﺍﻕ ﺘﺘﻐﻴﺭ ،ﻨﻌﻡﺍﻝﺘﺠﺎﺭﻴﺔﺘﺘﻐﻴﺭ ﺃﻻ-ﺃﻥ ﻴﻤﻜﻥ ،ﻨﻌﻡ ﺘﺠﺭﻱﺒﻌﺽ ﻝﻬﺎﻋﻤﻠﻴﺎﺕﺍﻝﻭﺘﺠﺩﻴﺩ ﺘﺠﻤﻴلﺍﻝﺘﺘﻐﻴﺭ ﻻ ﺭﺍﺴﺨﺔ ﺘﺒﻘﻰ ﺃﻥ ﻴﺠﺏ ﺼﻔﺎﺘﻬﺎ ﺃﻫﻡ ﻝﻜﻥ ،ﺸﺒﺎﺏ.
14.
ª22222222 אא א)א( ووbblloogg..sshhaabbaayyeekk..ccoomm ﺘﻤﺎﻤﺎ
ﺘﺩﻤﺭﻫﺎ ﺒﺫﻝﻙ ﻝﻜﻨﻙ ،ﺍﻝﺘﺠﺎﺭﻴﺔ ﻋﻼﻤﺘﻙ ﻭﺘﻐﻴﺭ ﺍﻝﺴﻭﻕ ﻤﻴل ﻤﻊ ﺘﻤﻴل ﺃﻥ ﻴﻤﻜﻨﻙ ،ﻨﻌﻡ.ﺘﺤﺎﻓﻅ ﺃﻥ ﻴﻤﻜﻨﻙ ﺃﻭ ﻭ ،ﺭﺍﺴﺨﺔ ﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﻌﻼﻤﺔ ﻤﺒﺎﺩﺉ ﻋﻠﻰﺘﺄﻤل ﺃﻥﻤﺎ ﻭﻫﺫﺍ ،ﺇﻝﻴﻙ ﺍﻝﺩﻭﺭ ﻭﻴﻌﻭﺩ ﺩﻭﺭﺘﻪ ﺍﻝﺴﻭﻕ ﻴﻜﻤل ﺃﻥ ﻓﻲ ﺨﺒﺭﺘﻪ ﻋﻠﻰ ﺤﻜﻤﺎ ﺍﻝﻤﺅﻝﻑ ﺒﻪ ﻴﻨﺼﺤﻨﺎ.ﻭﺸﺭﻜﺔ ﻗﺭﻥ ﺜﻠﺙ ﻤﺩﻯ ﻋﻠﻰBMWﻭﻋﻼﻤﺘﻬﺎ ﻝﺴﻴﺎﺭﺘﻬﺎ ﺘﺴﻭﻕ ﺴﻴﺎﺭﺓ ﺃﺭﺨﺹ ﺃﻨﻬﺎ ﺩﻋﺎﻴﺔ ﻓﻲ ﺘﻘﻭل ﻴﻭﻡ ﻓﻲ ﺘﺠﺩﻫﺎ ﻭﻝﻡ ،ﻤﻤﻜﻨﺔ ﻗﻴﺎﺩﺓ ﺘﺠﺭﺒﺔ ﺃﻓﻀل ﻤﺭﺍﺩﻑ ﺃﻨﻬﺎ ﻋﻠﻰ ﺍﻝﺘﺠﺎﺭﻴﺔ ﺃﻗﺴ ﺃﻫﻭﻨﻬﺎ ﺃﻭ ﺃﻤﺎﻨﺎ ﺃﻜﺜﺭﻫﺎ ﺃﻭﺃﻋﻁﺎﻻ ﺃﻗﻠﻬﺎ ﺃﻭ ﺎﻁﺎ.ﻤﺭ ﻋﻠﻰﺃﻜﺜﺭﺘﺴﻭﻴﻘﻴﺔ ﻝﺠﻤﻠﺔ ﺘﺭﻭﺝ ﻭﻫﻲ ﺴﻨﺔ ﺜﻼﺜﻴﻥ ﻤﻥ ﻭﺍﺤﺩﺓ:ﻤﻤﻜﻨﺔ ﻗﻴﺎﺩﺓ ﺘﺠﺭﺒﺔ ﺃﻓﻀل.ﺍﻝﻘﺎﻨﻭﻨﺎﻥﺍﻝﺘﺎﻝﻴﺎﻥﻴﺸﻭﺸ ﻗﺩﺎﻥﻻ ،ﺍﻝﻘﺎﻨﻭﻥ ﺒﻬﺫﺍ ﺍﻗﺘﻨﺎﻋﻙ ﻋﻠﻰﺘﻔﻌل! 2020--ﻗﺎﻧﻮﻥﻗﺎﻧﻮﻥﺍﻟﺘﻐﻴﻴﺮﺍﻟﺘﻐﻴﻴﺮCCoonnssiisstteennccyy ﻟ ﻳﻤﻜﻦﻟ ﻳﻤﻜﻦﺍﻟﺘﺠﺎﺭﻳﺔ ﻠﻌﻼﻣﺔﺍﻟﺘﺠﺎﺭﻳﺔ ﻠﻌﻼﻣﺔﺷﺪﻳﺪ ﻭﺑﺤﺬﺭ ﻧﺎﺩﺭ ﺑﺸﻜﻞ ﻟﻜﻦ ،ﺗﺘﻐﻴﺮ ﺃﻥﺷﺪﻳﺪ ﻭﺑﺤﺬﺭ ﻧﺎﺩﺭ ﺑﺸﻜﻞ ﻟﻜﻦ ،ﺗﺘﻐﻴﺮ ﺃﻥ ﻴﺘﻐﻴﺭ ﻻ ﺍﻝﺤﻴﺎﺓ ﻫﺫﻩ ﻓﻲ ﺸﻴﺌﺎ ﺘﺠﺩ ﻝﻥ ﻷﻨﻙ ﺍﻝﺘﻐﻴﻴﺭ؟ ﺇﻝﻰ ﻨﺘﻁﺭﻕ ﻝﻤﺎﺫﺍ ،ﻭﺍﻝﺜﺒﺎﺕ ﺍﻝﺘﺭﻜﻴﺯ ﻭﺠﻭﺏ ﺫﻜﺭﻨﺎ ﺒﻌﺩﻤﺎ، ﺍﻻﺴﺘﺜﻨﺎﺀ ﻤﻥ ﺨﺎﻝﻴﺔ ﻗﺎﻋﺩﺓ ﻭﻻ!ﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﻌﻼﻤﺔ ﺇﺸﻬﺎﺭ ﻝﻘﻭﺍﻨﻴﻥ ﺍﻻﺴﺘﺜﻨﺎﺀﺍﺕ ﺃﻜﺒﺭ ﻫﻭ ﺍﻝﻘﺎﻨﻭﻥ ﻫﺫﺍ ﺇﻥ.ﻗﺒﻠﻬﺎ ﻝﻜﻥ ﻤﺼﺎ ﻓﻲ ﻴﺒﺩﺃ ﻻ ﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﻌﻼﻤﺔ ﺘﻐﻴﻴﺭ ﺃﻥ ﻋﻠﻰ ﻨﺅﻜﺩﺃﻱ ﺇﺩﺨﺎل ﺃﺭﺩﺕ ﻓﺈﺫﺍ ،ﻋﻤﻼﺌﻬﺎ ﻋﻘﻭل ﻓﻲ ﺒل ،ﺍﻝﺸﺭﻜﺔ ﻨﻊ ،ﺘﺠﺎﺭﻴﺔ ﻋﻼﻤﺔ ﻋﻠﻰ ﺘﻐﻴﻴﺭﻗﺒﻠﻬﺎﻭﻻﺤﻅ ﺭﺍﻗﺏﻜﺜﺏ ﻋﻥﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ ﻭﺃﺫﻫﺎﻥ ﻋﻘﻭل. ﻓﺈﺫﺍ ،ﻓﻴﻬﺎ ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ ﺭﺃﻱ ﻫﻭ ﻗﻭﺓ ﻭﺒﻜل ﻓﻌﻼ ﻴﻬﻤﻨﺎ ﻤﺎ ،ﻜﺜﻴﺭﺍ ﻴﻬﻤﻨﺎ ﻻ ﺘﻤﺜﻠﻪ ﻭﻤﺎ ﺍﻝﺘﺠﺎﺭﻴﺔ ﻋﻼﻤﺘﻙ ﻓﻲ ﺭﺃﻴﻙ ﺍﻝ ﻋﻠﻰ ﺍﻝﺘﻌﺩﻴﻼﺕ ﺒﻌﺽ ﺇﺩﺨﺎل ﺃﺭﺩﺕﻋﻼﻤﺘﻙ ﻤﻥ ﺨﺎﻝﻴﺔ ﻭﺠﺩﺘﻬﺎ ﻓﺈﺫﺍ ،ﺍﻝﻌﻘﻭل ﻫﺫﻩ ﺩﺍﺨل ﻓﺎﻨﻅﺭ ،ﺍﻝﺘﺠﺎﺭﻴﺔ ﻌﻼﻤﺔ ﺍﻝﻌﻘﻭل ﻓﻲ ﺭﺍﺴﺨﺔ ﺍﻝﺘﺠﺎﺭﻴﺔ ﻋﻼﻤﺘﻙ ﻓﻭﺠﺩﺕ ﻨﻅﺭﺕ ﺇﺫﺍ ﺃﻤﺎ ،ﻭﺒﺴﺭﻋﺔ ﺘﻌﺩﻴﻼﺕ ﻤﻥ ﺸﺌﺕ ﻤﺎ ﻓﺄﺩﺨل ،ﺍﻝﺘﺠﺎﺭﻴﺔ ﺘﺠﻨﺏ ،ﺤﺎل ﻫﻜﺫﺍ ﻭﻓﻲ ،ﺍﻝﺨﺎﺴﺭ ﺃﻨﺕ ﺘﻜﻭﻥ ﻭﻗﺩ ﻭﺘﻐﺎﻤﺭ ﺘﻘﺎﻤﺭ ﻓﺄﻨﺕ ،ﻭﺜﺎﺒﺕ ﻭﺭﺍﺴﺦ ﻭﺍﻀﺢ ﺍﻨﻌﻜﺎﺱ ﻭﻝﻬﺎ ﺍﻝ ﺴﻴﺎﺴﺔﺃﻓﻌﺎل ﺭﺩﻭﺩ ﺃﻱ ﻭﺠﺩﺕ ﻓﺈﻥ ،ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ ﻋﻘﻭل ﻭﺭﺍﻗﺏ ﺭﻭﻴﺩﺍ ﺭﻭﻴﺩﺍ ﺒل ،ﻭﺍﻝﺼﺩﻤﺎﺕ ﺍﻝﻤﻔﺎﺠﺌﺔ ﺘﻐﻴﻴﺭﺍﺕ ﺠﻤﻴﻌﺎ ﺤﺫﺭﻨﺎ ﻗﺩ ﺍﻝﻤﺅﻝﻑ ﺃﻥ ﺘﻨﺱ ﻭﻻ ،ﻓﻭﺭﺍ ﻓﺘﺭﺍﺠﻊ ﺴﻠﺒﻴﺔ. ،ﺍﻝﺘﺠﺎﺭﻴﺔ ﺍﻝﻌﻼﻤﺔ ﻋﻠﻰ ﺘﻐﻴﻴﺭﺍﺕ ﺇﺩﺨﺎل ﻓﻴﻬﺎ ﻴﻤﻜﻥ ﺜﻼﺜﺔ ﺤﺎﻻﺕ ﻫﻨﺎﻙ1-ﺃﻭ ﻀﻌﻴﻔﺔ ﺘﻜﻭﻥ ﺤﻴﻥﺘﻤﺎﻤﺎ ﻤﺠﻬﻭﻝﺔ ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ ﻗﺒل ﻤﻥ،2-ﺯﻴﺎﺩﺓ ﻓﻲ ﺃﻤﻼ ﺜﻤﻨﻬﺎ ﺘﺨﻔﺽ ﻝﻜﻲ ﺍﻝﺘﺠﺎﺭﻴﺔ ﻋﻼﻤﺘﻙ ﺸﺄﻥ ﻤﻥ ﺘﻘﻠل ﺃﻥ ﺘﺭﻴﺩ ﺤﻴﻥ ،ﺍﻝﻤﺒﻴﻌﺎﺕ3-ﻋﻠﻰ ﺴﻴﻜﻭﻥ ﺒﻪ ﺍﻝﻘﻴﺎﻡ ﺘﻨﻭﻱ ﺍﻝﺫﻱ ﻭﺍﻝﺘﻐﻴﻴﺭ ،ﺍﻝﺒﻴﻊ ﺤﺭﻜﺔ ﺒﻁﻴﺌﺔ ﺍﻝﺘﺠﺎﺭﻴﺔ ﻋﻼﻤﺘﻙ ﺘﻜﻭﻥ ﺤﻴﻥ ﻁﻭﻴﻠﺔ ﺯﻤﻨﻴﺔ ﻓﺘﺭﺓ.
Download now