https___adinsight.ru_ga_chek-list-po-neymingu-poshagovyiy-algoritm-razrabotki-nazvaniya__1.xml
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Development of naming - a complex process, consisting of a series of stages, each of which requires maximum concentration and understanding. the, how well and accurately will be picked up for a brand name, a direct impact on his future success and demand, and consumers! we analyze the market Preparatory stage of development The name of conducting market research. It includes: - study of the characteristics and current trends of the modern market; - an overview of the competitive companies, their activity analysis; - identification of direct competitors and the leader in this field, their business policy research; - evaluation of competing companies names, definition of the naming methods used; - determining a target segment of consumers, in which a product or service-oriented, and making the potential buyer portrait; - expectations of study, tastes and preferences of their audience, her behavior and frequently used vocabulary analysis. Make up brand characteristics The main objective, standing on this stage,, preparation of acts full of descriptive characteristics of the brand, based on the potential benefit to the consumer. This is done on the basis of previously obtained results of marketing research, and after studying the potential buyer needs. Drafted brand characteristic may be considered complete, next provided content information deployed: - mission of the brand and its brand value; - description of the main advantages over analog promoted product samples, offered by competitors; - a detailed answer to the question: what is the unique selling proposition; - ideas for the company positioning in the market; - in the presence of the legend brand, it necessarily should be included. Important! In the process of drawing up specifications must be very responsible approach to the choice of words: they must be as accurate as possible, and clearly describe the qualities and characteristics of the promoted product. Competent lexicon in the future be useful to compile associative series, that is part of the naming process. tool, successfully used to create high-quality and detailed description of the brand, a SWOT-analysis – one of the most effective techniques of strategic planning. It helps to identify the primary internal and external factors, strong and weak aspects of the brand, as well as discover opportunities and risks for the company in the course of its business activities. Generating ideas At this stage it is necessary to form the main idea of the brand – namely through its successful product names and will need to convey to the target audience. The idea determines, what emotions, thoughts and promises of the title will be broadcast to a potential buyer. certainly, the generation of ideas is necessary to be creative, show imagination and creativity, However, There have proven the effectiveness of its own "working" techniques, able to simplify the process. - Brainstorm. This event involves teamwork, where each of the participants offer their own ideas, and all the others discuss their, improve or criticize. The final stage of the debate - summary and analysis of the options. - Creating a mental map. This technique is based on the approval, that creative thinking and human memory are inextricably linked. In order to generate ideas proposed on paper, in its central part, write keyword (notion), apart from which recorded various associations and any associated points. The result is a diagram, like a map, which greatly facilitates the further search of the ideal solutions. - Synectics - in fact the opposite of brainstorming. Here the main problem appears not find as many alternatives, and the generation of a small number of them (even one) to resolve this problem. To do this, select the object and Fundamental drawn matrix with the transfer found any related analogies, both direct, and indirect. In conclusion, a comparison is made of all the elements – central object, selected analogies and the main purpose of the process. - Method of focal objects (MFI) - union in one piece of the characteristics of random, unrelated objects. Development versions of the name The main stage of naming. At this stage, the formation of a list of all possible options for the company / brand name. After that, as a list drawn up, It begins the selection options. For this purpose, a focus group is formed, each participant which will express their opinion with respect to each of the proposed options for discussion. There is no single principle, at which the focus group is formed. analytical analysis This stage represents a series of various examinations, in order to select the most promising alternatives for the title: - Phonetic - as a potential name is easy to pronounce, as it sounds, whether there is a floating accent. - Writing - testing on the subject of, how aesthetic appearance of his writing, evaluated for the convenience and practicality of placing on the forms, envelopes, business cards and any promotional materials. Study readability level in different embodiments. - Properly designed name does not exactly call the proposed facility, but the obligation to keep the association, which clearly and unequivocally associated with this product. - Semantics. This method is directed to a detailed study of all the semantic fields, which are associated with the name. Of these, those excluded, that can cause a consumer negative emotions or negative associations. - The test for ease and speed of remembering the name of the target audience. The cost of the layout design, concept, sketch in St. Petersburg and Moscow. Creating a project in St. Petersburg. price: from 20 000p. time: from 7 days
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Forbairt ainmniú - próiseas casta, arb é atá ann sraith céimeanna, gach ceann acu éilíonn tiúchan uasta agus tuiscint. an, cé chomh maith agus go cruinn a phiocadh suas ar feadh ainm branda, tionchar díreach acu ar a rath sa todhchaí agus éileamh, agus tomhaltóirí! anailís a dhéanamh againn ar an margadh céim ullmhúcháin d'fhorbairt Ainm taighde margaidh ar siúl. Cuimsíonn sé: - staidéar a dhéanamh ar na saintréithe agus atá ann faoi láthair treochtaí an mhargaidh nua-aimseartha; - forbhreathnú ar na cuideachtaí iomaíocha, a n-anailís ar ghníomhaíocht; - aithint iomaitheoirí díreach agus an cheannaire sa réimse seo, gcuid taighde bpolasaí gnó; - meastóireacht ar na cuideachtaí iomaíocht ainmneacha, sainmhíniú ar na modhanna a úsáideadh ainmniú; - chinneadh sprioc teascán na dtomhaltóirí, ina bhfuil táirge nó seirbhís-bhunaithe, agus ag déanamh an phortráid ceannaitheoir ionchasach; - ionchais staidéir, cách agus idir a roghanna a lucht éisteachta, a hiompar agus a úsáidtear go minic anailís stór focal. Déan suas saintréithe branda Is é príomhchuspóir, seasamh ar an stáitse,, Gníomhartha ullmhú atá lán de thréithe tuairisciúl an branda, bunaithe ar an sochar a d'fhéadfadh an tomhaltóir. Déantar é seo ar bhonn na dtorthaí a roimhe taighde margaíochta, agus tar éis staidéar ar riachtanais ceannaitheoir ionchasach. Is féidir Dréachtaithe tréith branda a chur san áireamh a chomhlánú, ar choinníoll seo chugainn eolas ar an gcion imscaradh: - misean branda agus a chuid luachanna branda; - cur síos ar na buntáistí is mó níos mó ná aschur cinn samplaí táirge, ar fáil ag iomaitheoirí; - freagra mionsonraithe ar an gceist: cad é an proposition díol uathúil; - smaointe do na suímh chuideachta sa mhargadh; - i láthair an branda finscéal, ba chóir é a áireamh de riachtanas. tábhachtach! Ní mór Sa phróiseas na sonraíochtaí a tharraingt suas a cur chuige an-freagrach do rogha de na focail: ní mór dóibh a bheith chomh beacht agus is féidir, agus go soiléir cur síos ar na cáilíochtaí agus saintréithe an táirge a chur chun cinn. lexicon Inniúil sa todhchaí a bheith úsáideach a chur le chéile sraith associative, atá mar chuid den phróiseas ainmniú. uirlis, úsáid go rathúil a chruthú ar ard-chaighdeán agus cur síos mionsonraithe ar an branda, a SWOT-anailís – ar cheann de na teicníochtaí is éifeachtaí le pleanáil straitéiseach. Cabhraíonn sé leis na fachtóirí inmheánacha agus seachtracha bunscoile a aithint, Gnéithe láidir agus lag an branda, mar aon amach le deiseanna agus rioscaí don chuideachta i gcúrsa a cuid gníomhaíochtaí gnó. smaointe Giniúna Ag an gcéim seo tá sé riachtanach chun foirm an príomh-smaoineamh ar an branda – is é sin trína ainmneacha táirge rathúil agus beidh ort a chur in iúl ar an spriocghrúpa. Cinneann an smaoineamh, cad mothúcháin, Beidh smaointe agus geallúintí an teideal gcraolfar le ceannaitheoir ionchasach. БeзycлoBHo, Is é an ghlúin de smaointe is gá a bheith cruthaitheach, a thaispeáint samhlaíocht agus cruthaitheacht, mar sin féin, Tá Tá sé cruthaithe ar éifeachtacht a chuid féin "ag obair" teicnící, in ann a shimpliú an phróisis. - Tobsmaointeoireacht. I gceist leis an ócáid seo ar obair foirne, nuair a thairiscint gach ceann de na rannpháirtithe a gcuid smaointe féin, agus na cinn eile a phlé, fheabhsú nó a cháineadh. An chéim dheiridh den díospóireacht - achoimre agus anailís ar na roghanna. - Cruthú léarscáil intinne. Tá an teicníc bunaithe ar an formheas, ag smaoineamh ar chruthaitheacht agus cuimhne an duine nasctha go dlúth. Chun smaointe a ghiniúint molta ar pháipéar, ina chuid lárnach, scríobh eochairfhocal (coincheap), seachas a taifeadadh cumainn éagsúla agus aon phointí a bhaineann leo. Is é an toradh léaráid, cosúil le léarscáil, a chuidíonn go mór chuardaigh breise de na réitigh is fearr. - Synectics - i ndáiríre an os coinne an tobsmaointeoireachta. Anseo nach dealraitheach an fhadhb is mó a aimsiú mar go leor roghanna eile, agus giniúint líon beag díobh (fiú amháin) a réiteach an fhadhb seo. Chun seo a dhéanamh, roghnaigh an réad agus maitrís tharraingt Bunúsacha leis an aistriú fuair aon analogies a bhaineann leo, dhíreacha, agus indíreach. Mar fhocal scoir, tá comparáid déanta de na heilimintí go léir – réad lárnach, analogies roghnaithe agus an príomhchuspóir an phróisis. - An modh rudaí fócasach (MFI) - aontas i píosa amháin de na saintréithe randamach, rudaí nach mbaineann. leaganacha Forbairt an t-ainm An chéim is mó de a ainmniú. Ag an gcéim seo, an ghlóthach a liosta de na roghanna féideartha le haghaidh an t-ainm na cuideachta / branda. Пocлe Toro, mar liosta le chéile, Tosaíonn sé na roghanna a roghnú. Chuige sin, tá grúpa fócais déanta, gach rannpháirtí a bheidh a dtuairim a chur in iúl i ndáil lena le gach ceann de na roghanna atá molta le plé. Níl aon prionsabal amháin, ag a bhfuil an fhócasghrúpa déanta. anailís anailíseach Is ionann sin agus céim sraith scrúduithe éagsúla, d'fhonn a roghnú na roghanna eile is bisiúla le haghaidh an teideal: - Is mar ainm féideartha éasca a fhuaimniú - Foghraíochta, le fuaimeanna a sé, an bhfuil blas ar snámh. - Scríbhneoireacht - tástáil ar an ábhar, cé chomh aeistéitiúil chuma chuid scríbhneoireachta, meastóireacht chun an áisiúlacht agus praiticiúlacht maidir le cur ar na foirmeacha, clúdaigh, cártaí gnó agus aon ábhar bolscaireachta. leibhéal inléiteacht Déan staidéar i embodiments éagsúla. - Gceart Ní ainm ceapadh glaoch go díreach ar an áis atá molta, ach an oibleagáid a choinneáil ar an comhlachas, a soiléir agus gan aon éideimhne a bhaineann leis an táirge seo. - semantics. Tá an modh sheoladh chuig staidéar mionsonraithe ar na réimsí shéimeantach, atá bainteach leis an ainm. Díobh seo, iad siúd atá eisiata, Is féidir a bheith ina chúis le tomhaltóir mothúcháin diúltacha nó cumainn diúltach. - Déanfar an tástáil mar áis agus luas cuimhneamh ar an t-ainm an spriocghrúpa. An costas ar an dearadh leagan amach, coincheap, sceitse i St Petersburg agus Moscó. Ag cruthú tionscadal i St Petersburg. praghas: ó 20 000p. am: ó 7 laethanta Samplaí dár gcuid oibre: ainmniú | cruthaitheach | brendbuk