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[Animation] Ke lawe nei nā ʻenehana loea i ka honua

[Animation] Ke lawe nei nā ʻenehana loea i ka honua
ʻO ka hoʻokumu ʻana i kahi hōʻailona honua e kūpaʻa a hoʻokūkū he hana ʻole.

Ke alakaʻi nei nā hana o ka IT i ka noʻonoʻo hou ʻana i ka manaʻo o ka "hoʻokūkū hoʻokūkū." Ma ka pane wikiwiki ʻana i nā pono o ka mea kūʻai aku a me ka hoʻohana ʻana i ka mana o ka brand, hana mau kēia mau ʻoihana i nā ʻōnaehana hiki ke hoʻonui ʻia i nā pilikia e kū mai ana.

Hōʻike ka animation ma lalo nei i nā hōʻailona koʻikoʻi loa i ka makahiki 2019 i hoʻohālikelike ʻia me 2001, e like me ka pae makahiki World's Best Brands ranking. Hōʻike kēia i ke ʻano o ka hoʻokō ʻana o nā ʻoihana ʻenehana i ka nui o ka honua i kahi manawa pōkole, e koi ana i nā mastodon ʻoihana kuʻuna i ke kua.

[Animation] Ke lawe nei nā ʻenehana loea i ka honua

Ua hana ʻia ka unuhi me ke kākoʻo o EDISON Software.

Hoʻopilikino mākou ka huli ʻana i ka ʻenekini (SEO) a me nā ʻaoʻao pūnaewele ma nā ʻoihana pūnaewele, a ua hoopalau pu makou ʻO ka automation o nā kaʻina hana ʻoihana, ka hoʻokele a me ka helu helu.

Aloha mākou i ka hoʻomohala ʻana i nā hōʻailona! 😉

[Animation] Ke lawe nei nā ʻenehana loea i ka honua

He aha ka brand equity a pehea e ana ai?

Ua hana nā mea kākau o ka World's Best Brands rating i ke kumu no ke ana ʻana i ka waiwai o ka brand. ʻO ka waiwai o ka brand ka waiwai o kēia manawa (NPV), a i ʻole ka waiwai o kēia manawa o nā loaʻa kālā e loaʻa i kahi brand i ka wā e hiki mai ana.

Hoʻoponopono ke kumu hoʻohālikelike i nā hōʻailona e pili ana i kā lākou ʻike kālā, kuleana o ka brand, a me ka ikaika o ka brand.

ʻO ka wehewehe pōkole o ke ʻano loiloiHoʻohana ka loiloi i ʻekolu mau mea nui:

  1. Nānā i nā hōʻailona kālā nā huahana a me nā lawelawe hōʻailona.
  2. ʻO ke kuleana i hoʻokani ʻia e ka brand i nā hoʻoholo kūʻai kūʻai.
  3. Ka hoʻokūkū hōʻailona.

[Animation] Ke lawe nei nā ʻenehana loea i ka honua

  1. ʻO ka nānā kālā

    He ana ia i ka hoʻihoʻi kālā nui i nā mea hoʻopukapuka, a i ʻole, ʻoi aku ka waiwai waiwai. ʻO ka loaʻa kālā ka loaʻa kālā ma hope o nā ʻauhau me nā koina āpau.

  2. ʻO ke kuleana o ka brand

    Hōʻike kēia kumu i ka nui o ka manaʻo e hoʻololi i ka hoʻoholo e kūʻai i kahi huahana/lawelawe, me ka nānā ʻole ʻana i nā kumu ʻē aʻe (e like me ke kumu kūʻai, ʻoluʻolu a i ʻole nā ​​hiʻohiʻona huahana). Hāʻawi ka Brand Role Index (BRI) i kahi loiloi nui ma nā ʻōlelo pākēneka. ʻO ka hoʻoholo ʻana o RBI no nā ʻoihana honua, e pili ana i ka brand, e helu ʻia me ka hoʻohana ʻana i kekahi o nā ʻano ʻekolu:

    • noiʻi mākeke kūʻai;
    • hoʻohālikelike me ka IRB o nā hōʻailona ʻē aʻe mai ka ʻoihana like;
    • loiloi loea.

  3. Ka hoʻokūkū hōʻailona

    ʻO kēia ke ana i ka hiki o kahi brand ke hana i ka kūpaʻa mau o ka mea kūʻai aku, e hōʻoiaʻiʻo ana i ka hoʻomau i ka noi a me ka loaʻa kālā paʻa i ka wā e hiki mai ana. Hana ʻia kahi loiloi ma muli o 10 mau kumu, nona ka maikaʻi i loiloi ʻia e pili ana i nā hōʻailona papa honua ʻē aʻe i ka ʻoihana. Hāʻawi ka loiloi hoʻokūkū i ka ʻike hohonu i nā ikaika a me nā nāwaliwali o kahi brand.

Hoʻokumu ʻia kēia mau mea 10 i nā metric kūloko a me waho.

Nā kumu o loko:

[Animation] Ke lawe nei nā ʻenehana loea i ka honua ka hoomaopopo ana. ʻO ka ʻike maopopo i waena o nā limahana ʻoihana e pili ana i ka hōʻailona o ka brand e pili ana i kāna mau waiwai ponoʻī, kona kūlana a me nā makana. Hoʻopili pū ʻia ka hoʻomaopopo ʻana i ka poʻe i manaʻo ʻia.
[Animation] Ke lawe nei nā ʻenehana loea i ka honua Hoʻohiki. ʻO ka hoʻolaʻa ʻana o nā limahana i ka brand, ka manaʻoʻiʻo i kona koʻikoʻi a me kāna misionari.
[Animation] Ke lawe nei nā ʻenehana loea i ka honua Kaohi. Pehea ka mākaukau o ka hoʻokele i nā mea e pili ana i ka hoʻolaha ʻana i ka hōʻailona, ​​​​a inā pono ka hoʻolālā hoʻomohala holoʻokoʻa.
[Animation] Ke lawe nei nā ʻenehana loea i ka honua Hoʻololi. ʻO ka hiki o kahi hui e hoʻomohala mau i kāna ʻoihana, e kali i nā loli mākeke, nā pilikia a me nā manawa kūpono, a pane aku iā lākou i ka manawa kūpono.

Nā kumu o waho:

[Animation] Ke lawe nei nā ʻenehana loea i ka honua ʻO ka ʻoiaʻiʻo. Kūkulu ʻia kahi hōʻailona ma kāna moʻolelo, ka ʻoiaʻiʻo o loko a me ka manawa kūpono. Ua hoʻokō ʻia nā manaʻolana o nā mea kūʻai aku (kiʻekiʻe)?
[Animation] Ke lawe nei nā ʻenehana loea i ka honua Pili pili. Pili i nā pono o nā mea kūʻai aku, ka hoʻokō ʻana i nā pae hoʻoholo hoʻoholo no ke kūʻai ʻana i kahi huahana no nā strata demographic kūpono a me nā ʻāpana ʻāina.
[Animation] Ke lawe nei nā ʻenehana loea i ka honua ʻokoʻa. ʻO ka nui o ka manaʻo o nā mea kūʻai aku i ka hōʻailona ma ke ʻano he makana ʻokoʻa.
[Animation] Ke lawe nei nā ʻenehana loea i ka honua Kūlike. Pehea ka nui o ka hōʻailona i hoʻāʻo ʻia me ka hemahema ma nā ʻano āpau a me nā wahi pili me ka lehulehu.
[Animation] Ke lawe nei nā ʻenehana loea i ka honua Ka hopena o ke alo.Pehea ka manaʻo o ka brand. Ke kamaʻilio maikaʻi nei nā mea kūʻai, nā mea kūʻai aku a me nā mea pā? Ka loiloi ʻana i ka manaʻo o ka lehulehu ma nā ʻano kamaʻilio kuʻuna a ma nā ʻoihana pūnaewele.
[Animation] Ke lawe nei nā ʻenehana loea i ka honua Ke komo ʻana. ʻO ka nui o ka hōʻike ʻana o nā mea kūʻai aku i ka ʻike hohonu, ke komo ʻana a me ka manaʻo ikaika o ka ʻike me ka brand.

Nā kumu ʻikepili

ʻO ka loiloi brand hilinaʻi e pili ana i kahi hoʻokolokolo piha o nā ʻano kumu ʻike like ʻole. Ma waho aʻe o ka noiʻi pākaukau a me ka noʻonoʻo loea, ua hoʻokomo ʻia nā kumu ʻikepili ma lalo nei (inā loaʻa) i loko o ke ʻano loiloi:

  • ʻIke kālā: nā hōʻike makahiki, nā hōʻike no nā mea hoʻopukapuka, nā ʻikepili like ʻole, etc.
  • Nā ʻikepili honua e pili ana i nā mea kūʻai aku, nā helu kūʻai mai nā kumu wehe a pani ʻia.
  • Hoʻopili kikokikona, ka nānā ʻana i ka ʻoihana pūnaewele.

Nā lula ʻenehana

I ka makahiki 2001, ua manaʻo ʻia ka waiwai hui o nā hōʻailona ma $988 biliona. I kēia lā, ʻo ia ka 2,1 trillion US kālā a hōʻike i kahi ulu ulu makahiki o 4,4%. I loko o nā makahiki, ua piʻi aʻe nā ʻenehana loea o ka honua i ka pae a i kēia manawa ke helu nei i kahi hapa nui o ka waiwai holoʻokoʻa.

I kēia lā, loaʻa i ka 700 kiʻekiʻe ka waiwai o ka brand hui ʻia ma kahi o $10 biliona, a ʻo nā hui ʻenehana he hapalua o nā hōʻailona waiwai nui o ka honua. ʻAʻole ia e kahaha i kekahi i ka mālama ʻana o Apple i ke poʻo inoa o ka hōʻailona koʻikoʻi loa ma ka honua ma 2019 - no ka ʻehiku o ka makahiki i ka lālani.

He 31 wale nō mau hōʻailona mai ka 2001 kūlana i koe ma ka papa inoa o nā hōʻailona maikaʻi loa o ka honua, me Disney, Nike a me Gucci. ʻO Coca-Cola a me Microsoft kekahi o nā mea liʻiliʻi i koe i ka ʻumi kiʻekiʻe.

Aia ma lalo iho nā māka waiwai nui he iwakālua o ka honua. Hōʻike ʻia ka ʻoihana IT i ka uliuli.

Kūlana ʻO Brand Waiwai brand ($ biliona) Hoʻololi i kēlā me kēia makahiki ʻOihana
#1 Apple $234 biliona ↑ 9% IT a me ka ʻenehana
#2 Google $168 biliona ↑ 8% IT a me ka ʻenehana
#3 Amazon $125 biliona ↑ 24% IT a me ka ʻenehana
#4 Microsoft $108 biliona ↑ 17% IT a me ka ʻenehana
#5 ʻO Coca-Cola $63 biliona ↓ -4% Nā inu
#6 Samsung $61 biliona ↑ 2% IT a me ka ʻenehana
#7 chinatown $56 biliona ↑ 5% Kelepona
#8 Mercedes Benz $51 biliona ↑ 4% Kelepona
#9 McDonald ka $45 biliona ↑ 4% ʻAi ʻai lehulehu
#10 Disney $44 biliona ↑ 11% Hoʻoponopono
#11 BMW $41 biliona ↑ 1% Kelepona
#12 IBM $40 biliona ↓ -6% IT a me ka ʻenehana
#13 Intel 40 biliona ↓ -7% IT a me ka ʻenehana
#14 Facebook $40 biliona ↓ -12% IT a me ka ʻenehana
#15 Cisco $35 biliona ↑ 3% IT a me ka ʻenehana
#16 Nike $32 biliona ↑ 7% Kuai
#17 ʻO Louis Vuitton $32 biliona ↑ 14% Kuai
#18 kahi e'ōlelo ai $26 biliona ↑ 1% IT a me ka ʻenehana
#19 General pila nui $25 biliona ↑ 22% ʻoihana lehulehu.
#20 SAP $25 biliona ↑ 10% IT a me ka ʻenehana

Nā hōʻailona ʻē aʻe mai ka TOP 100ʻO nā ʻoihana, no kekahi kumu a i ʻole, ʻaʻole i hoʻokomo ʻia i ka pae o ka makahiki i hala ua hōʻailona ʻia ʻo New.

Kūlana ʻO Brand Waiwai brand ($ biliona) Hoʻololi i kēlā me kēia makahiki ʻOihana
#21 Honda $24 biliona ↑ 3% Kelepona
#22 Chanel $22 biliona ↑ 11% Kuai
#23 American Express $22 biliona ↑ 13% IT a me ka ʻenehana
#24 Pepsi $20 biliona ↓ -1% Nā inu
#25 JP Morgan $19 biliona ↑ 8% ʻO ke kālā
#26 Ikea $18 biliona ↑ 5% Kuai
#27 UPS $18 biliona ↑ 7% Pūnaewele
#28 Hamakua $18 biliona ↑ 9% Kuai
#29 ʻo Zara $17 biliona ↓ -3% Kuai
#30 H&M $16 biliona ↓ -3% Kuai
#31 Accenture $16 biliona ↑ 14% Nā lawelawe pāʻoihana
#32 ʻO Budweiser $16 biliona ↑ 3% Hale waiʻona
#33 ʻO Gucci $16 biliona ↑ 23% Kuai
#34 Na Pukelila $16 biliona ↓ -5% FMCG
#35 Ford $14 biliona ↑ 2% Kelepona
#36 Hyundai $14 biliona ↑ 5% Kelepona
#37 ʻO Gillette $14 biliona ↓ -18% FMCG
#38 Nescafe $14 biliona ↑ 4% Nā inu
#39 Adobe $13 biliona ↑ 20% IT a me ka ʻenehana
#40 Volkswagen $13 biliona ↑ 6% Kelepona
#41 Citi $13 biliona ↑ 10% Nā lawelawe kālā
#42 Audi $13 biliona ↑ 4% Kelepona
#43 kuikahi $12 biliona ↑ 12% ʻIke
#44 ebay $12 biliona ↓ -8% IT a me ka ʻenehana
#45 Adidas $12 biliona ↑ 11% Ka lole, lole
#46 Axa $12 biliona ↑ 6% ʻIke
#47 HSBC $12 biliona ↑ 5% ʻO ke kālā
#48 Starbucks $12 biliona ↑ 23% ʻAi ʻai lehulehu
#49 Philips $12 biliona ↓ -4% Kelepona
#50 Porsche $12 biliona ↑ 9% Kelepona
#51 Lʻoreal $11 biliona ↑ 4% FMCG
#52 Nissan $11 biliona ↓ -6% Kelepona
#53 Goldman Sachs $11 biliona ↓ -4% ʻO ke kālā
#54 He Packtt Pack $11 biliona ↑ 4% IT a me ka ʻenehana
#55 papala noi huakaʻi $11 biliona ↑ 19% IT a me ka ʻenehana
#56 Nokia $10 biliona ↑ 13% IT a me ka ʻenehana
#57 ʻO Kelloggs $10 biliona ↓ -2% FMCG
#58 Siemens $10 biliona ↑ 1% IT a me ka ʻenehana
#59 ʻO Danone $10 biliona ↑ 4% FMCG
#60 Nestle $9 biliona ↑ 7% Nā inu
#61 Canon $9 biliona ↓ -9% IT a me ka ʻenehana
#62 Mastercard $9 biliona ↑ 25% IT a me ka ʻenehana
#63 Dell Technologies $9 biliona New IT a me ka ʻenehana
#64 3M $9 biliona ↓ -1% IT a me ka ʻenehana
#65 Netflix $9 biliona ↑ 10% Hoʻoponopono
#66 Colgate $9 biliona ↑ 2% FMCG
#67 Santander $8 biliona ↑ 13% ʻO ke kālā
#68 Cartier $8 biliona ↑ 7% Nā mea ʻoluʻolu
#69 'O Morgan Stanley $8 biliona ↓ -7% ʻO ke kālā
#70 Salesforce $8 biliona ↑ 24% IT a me ka ʻenehana
#71 Hewlett Packard hana $8 biliona ↓ -3% IT a me ka ʻenehana
#72 PayPal $8 biliona ↑ 15% IT a me ka ʻenehana
#73 ʻO FedEx $7 biliona ↑ 2% Pūnaewele
#74 Huawei $7 biliona ↓ -9% IT a me ka ʻenehana
#75 Lego $7 biliona ↑ 5% FMCG
#76 ʻenuhe $7 biliona ↑ 19% ʻoihana lehulehu.
#77 Ferrari $6 biliona ↑ 12% Kelepona
#78 Kia $6 biliona ↓ -7% Kelepona
#79 Corona $6 biliona ↑ 15% Hale waiʻona
#80 ʻO Jack Daniels $6 biliona ↑ 13% Hale waiʻona
#81 Panasonic $6 biliona ↓ -2% IT a me ka ʻenehana
#82 Dior $6 biliona ↑ 16% Ka lole, lole
#83 DHL $6 biliona ↑ 2% Pūnaewele
#84 ʻO John Deere $6 biliona ↑ 9% ʻoihana lehulehu.
#85 Land Rover $6 biliona ↓ -6% Kelepona
#86 Haole & Johnson $6 biliona ↓ -8% Kuai
#87 Uber $6 biliona New IT a me ka ʻenehana
#88 Heineken $5,626 ↑ 4% Hale waiʻona
#89 Nintendo $6 biliona ↑ 18% Hoʻoponopono
#90 KE MIN $5 biliona ↑ 5% Kelepona
#91 Kaka $5 biliona ↓ -4% Hoʻoponopono
#92 Spotify $5 biliona ↑ 7% IT a me ka ʻenehana
#93 KFC $5 biliona ↑ 1% ʻAi ʻai lehulehu
#94 ʻO Tiffany & Co. $5 biliona ↓ -5% Ka lole, lole
#95 Hennessy $5 biliona ↑ 12% Hale waiʻona
#96 Kaomi $5 biliona ↑ 4% Ka lole, lole
#97 Shell $5 biliona ↓ -3% Ka mana hana
#98 LinkedIn $5 biliona New IT a me ka ʻenehana
#99 Harley Davidson $5 biliona ↓ -7% Kelepona
#100 Prada $5 biliona ↓ -1% Ka lole, lole

I ka makahiki 2001 (ka makahiki mua loa o ka hōʻike), ua hōʻike mua ʻia nā hōʻailona 100. Mai ia manawa, ua hui pū kekahi mau hui ʻenehana i ka bandwagon a piʻi i luna o ka papa inoa. ʻOiai ʻo 137 mau hōʻailona kaulana (me Nokia a me MTV) i hoʻokomo ʻia i ka helu i nā makahiki
a hāʻule ihola i waho.

Ma kahi hoʻololi kupaianaha, aia ʻo Facebook i kahi manawa ma ka 10 kiʻekiʻe, akā hāʻule i waho o ka 14 kiʻekiʻe a lawe i ka wahi XNUMX ma hope o kahi makahiki paʻakikī. Akā naʻe, ʻaʻole kēia he mea kupanaha. Ua hoʻopili ʻia ka ʻenehana nui i ka hoʻopiʻi ʻana mai nā pilikia pilikino a hiki i ka mana politika.

ʻO wai nā hōʻailona e ulu wikiwiki ana?

ʻO nā hōʻailona wikiwiki loa o 2019 e hōʻailona i ka mana ʻenehana, me Mastercard, Salesforce a me Amazon ke alakaʻi nei i ke ala.

Ua ulu nui nā hui i kēia kūlana i ka makahiki i hala.

Kūlana ʻO Brand Waiwai brand ($ biliona) Hoʻololi i kēlā me kēia makahiki ʻOihana
#1 Mastercard $9 biliona ↑ 25% IT a me ka ʻenehana
#2 Salesforce $8 biliona ↑ 24% IT a me ka ʻenehana
#3 Amazon $125 biliona ↑ 24% IT a me ka ʻenehana
#4 ʻO Gucci $16 biliona ↑ 23% Kūʻai kūʻai
#5 Starbucks $12 biliona ↑ 23% ʻAi ʻai lehulehu
#6 Adobe $13 biliona ↑ 20% IT a me ka ʻenehana
#7 papala noi huakaʻi $11 biliona ↑ 19% IT a me ka ʻenehana
#8 ʻenuhe $7 biliona ↑ 19% ʻoihana lehulehu.
#9 Nintendo $6 biliona ↑ 18% Hoʻoponopono
#10 Microsoft $108 biliona ↑ 17% IT a me ka ʻenehana

Hiki ke hoʻohālikelike ʻia ka kūleʻa o kēia mau hōʻailona i ko lākou hiki ke kali i ka hoʻololi ʻana i nā manaʻolana o ka mea kūʻai aku.

ʻOiai ua kūkākūkā nui ʻia ka pilina ma waena o ka hana ʻoihana a me ke kaulike brand no nā makahiki he ʻumi, ua maopopo ka ʻoluʻolu o ka mea kūʻai aku e kōkua i ka hoʻoikaika ʻana i kahi brand a hāʻawi i nā hopena kālā hoihoi.

E uhaʻi i kāu mau lula, i ʻole e uhaʻi kāu mau mea hoʻokūkū iā ʻoe

Ma waho aʻe o ka manaʻo ʻana i ka hoʻololi ʻana i nā pono, ʻo kekahi o nā hōʻailona kūleʻa e huli pū ana i kahi waihona mea kūʻai aku ʻōpio. ʻO kēia ka mea iʻike nuiʻia i ka nani a me ka hale kūʻai,ʻelua o nā māhele ulu wikiwiki no ka makahikiʻelua i ka lālani.

ʻO ka poʻe ʻōpio i kā lākou makemake e kūʻai aku e pili ana i ka ʻenehana, ke lilo nei i mea koi a makemake e kaʻana like i nā ʻike me kekahi. ʻO ka hopena, ke hana hou nei nā hōʻailona kuʻuna ma waena o nā ʻoihana āpau e mālama i kēia mau mea hoʻolohe, a ke lilo nei kekahi mau ʻoihana i mea ʻenehana kiʻekiʻe i ke kaʻina hana.

ʻO Gucci, no ka laʻana, pili i kāna renaissance i kēia manawa me ka ʻimi ʻana i ka hui kūpono o ka hoʻomohala a me ka ʻenehana. ʻO ka hui, nona ka ʻoihana ʻoihana i hoʻoilina mōʻaukala, ke kālele nui nei i ka e-commerce a me ka media media e hui pū me kāna mau mea kūʻai aku Gen Z.

Pēlā nō, ua hoʻolaha hou ʻo Walmart e hoʻohana ana ia i nā headset ʻoiaʻiʻo maoli a me nā robots aʻo mīkini e hoʻokūkū me Amazon.

E lilo anei nā ʻoihana kuʻuna a pau i mau ʻoihana ʻenehana—a i ʻole e ʻai ʻia paha lākou?

[Animation] Ke lawe nei nā ʻenehana loea i ka honua

E heluhelu pū ma ka blog EDISON Software:

ʻO ke ao uea: pehea kahi pūnaewele o nā kaula submarine i hoʻopili ai i ka honua i 35 mau makahiki

Source: www.habr.com

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