![[Animation] Lihlahisoa tsa Tech li nka lefatše](https://prohoster.info/wp-content/plugins/wp-fastest-cache-premium/pro/images/blank.gif)
Ho theha letšoao la lefats'e le tsitsitseng le le nang le tlhōlisano ke mosebetsi o sa reng letho.
Mesebetsi ea litaba tsa IT e lebisa ho ho nahanoa bocha ka eona mohopolo oa "monyetla oa tlholisano." Ka ho arabela ka potlako litlhoko tsa bareki le ho sebelisa matla a marang-rang, lik'hamphani tsena li lula li etsa litharollo tse mpe tsa mathata a hlahang.
Papali e ka tlase e bonts'a mefuta ea bohlokoa ka ho fetisisa ea 2019 ha e bapisoa le 2001, ho latela maemo a selemo le selemo a Lihlahisoa tsa Lefatše. Sena se bontša kamoo lik'hamphani tsa theknoloji li khonneng ho hola lefatšeng ka bophara ka nako e khuts'oane, li sutumelletsa li-mastodon tsa khoebo tsa setso ka morao.
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Brand equity ke eng le mokhoa oa ho e lekanya?
Bangoli ba Reite ea Lihlahisoa tse Ntlehali Lefatšeng ba thehile mokhoa oa ho metha boleng ba mofuta. Boleng ba Brand ke Net present value (NPV), kapa boleng ba hajoale ba lekeno leo mofuta o tla le hlahisa nakong e tlang.
Foromo e lekola mefuta ho ipapisitsoe le chebo ea bona ea lichelete, karolo ea lebitso le matla a brand.
Tlhaloso e khuts'oane ea mokhoa oa tlhahloboTekanyetso e sebelisa likarolo tse tharo tsa bohlokoa:
- Tlhahlobo ea matšoao a lichelete lihlahisoa le litšebeletso tsa brand.
- Karolo e bapaloang ke lets'oao liqetong tsa ho reka ha bareki.
- Tlholisano ea lebitso.
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Tlhahlobo ea lichelete
E lekanya pusetso e felletseng ea lichelete ho bo-ramatsete, kapa ka mantsoe a mang, phaello ea moruo. Phaello ea moruo ke phaello ea ho sebetsa ka mor'a lekhetho ho tlosa litšenyehelo tsohle.
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Karolo ea letšoao
Ntlha ena e bonts'a hore na brand ka boeona e susumetsa ho isa bohōleng bofe qeto ea ho reka sehlahisoa/tšebeletso, ntle le ho ela hloko lintlha tse ling (tse kang theko, boiketlo kapa litšobotsi tsa sehlahisoa). Brand Role Index (BRI) e fana ka tlhahlobo ea palo ho latela liphesente. Boikemisetso ba RPI bakeng sa lik'hamphani tsa lefats'e, ho latela mofuta, bo baloa ho sebelisoa e 'ngoe ea mekhoa e meraro:
- lipatlisiso tsa mebaraka;
- papiso le IRB ea mefuta e meng ea indasteri e tšoanang;
- tlhahlobo ea litsebi.
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Tlholisano ea lebitso
Sena se lekanya bokhoni ba mofuta oa ho theha botšepehi ba bareki bo sa feleng, bo netefatsang tlhoko e tsoelang pele le phaello e tsitsitseng nakong e tlang. Tekolo e etsoa ho ipapisitsoe le lintlha tse 10, tseo katleho ea tsona e hlahlojoang mabapi le mefuta e meng ea maemo a lefats'e indastering. Tlhahlobo ea tlholisano e fana ka temohisiso e tebileng mabapi le matla le mefokolo ea brand.
Lintlha tsena tse 10 li ipapisitse le metrics ea kahare le kantle.
Lintlha tse ka hare:
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Kutloisiso. Kutloisiso e hlakileng har'a basebetsi ba k'hamphani mabapi le hore na lets'oao le tšoantšetsa eng ho latela litekanyetso tsa lona, boemo ba lona le linyehelo. E boetse e kenyelletsa ho utloisisa hore na bamameli ba reretsoeng ke bo-mang. |
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Boitlamo. Boitlamo ba basebetsi ho lets'oao, tumelo ea bohlokoa ba lona le morero oa lona. |
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Ho laola. Botsamaisi bo na le bokhoni bo bokae litabeng tsa ho phahamisa lebitso, le hore na leano la ntlafatso ka kakaretso le sebetsa hantle. |
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Ho tenyetseha. Bokhoni ba mokhatlo oa ho ntlafatsa khoebo ea bona kamehla, ho lebella liphetoho tsa 'maraka, mathata le menyetla, le ho li araba ka nako e loketseng. |
Lintlha tse kantle:
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Bonnete. Letšoao le hahiloe holim'a pale ea lona, 'nete e ka hare le monyetla. Na litebello tsa bareki (tse holimo) lia phethahala? |
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Kamano. Bohlokoa ho litlhoko tsa bareki, ho lumellana le litekanyetso tsa ho etsa liqeto bakeng sa ho reka sehlahisoa bakeng sa maemo a amanang le palo ea batho le libaka tsa libaka. |
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Phapang. Tekanyo eo bareki ba nkang hore lebitso ke nyehelo e fapaneng. |
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Ho lumellana. Ke ho isa bohōleng bofe lets'oao le lekiloeng ntle le phoso ka mekhoa eohle le lintlha tsa ho kopana le bamameli. |
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Phello ya boteng.Letšoao le ikutloa le fumaneha hohle hakae. Na bareki, bareki le balateli ba bua ka eona hantle? Ho hlahloba maikutlo a sechaba ka bobeli ka mekhoa ea setso ea puisano le marang-rang a sechaba. |
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Ho kenya letsoho. Tekanyo eo bareki ba bonts'ang kutloisiso e tebileng, ho kenya letsoho ka mafolofolo le maikutlo a matla a ho ikhetholla le lebitso. |
Mehloli ea lintlha
Tekolo ea mofuta o tšepahalang e kenyelletsa tlhahlobo e felletseng ea mehloli e mengata e fapaneng ea tlhaiso-leseling. Ntle le lipatlisiso tsa litafole le kahlolo ea litsebi, mehloli e latelang ea data (moo e fumanehang) e kenyelelitsoe moetsong oa tlhahlobo:
- Lintlha tsa lichelete: litlaleho tsa selemo le selemo, lipuo bakeng sa batseteli, litlhahlobo tse fapaneng, joalo-joalo.
- Lintlha tsa lefats'e ka thepa ea bareki, lipalo-palo tsa thekiso ho tsoa mehloling e bulehileng le e koetsoeng.
- Litlhahlobo tsa mongolo, ho beha leihlo marang-rang a sechaba.
Melao ea theknoloji
Ka 2001, boleng bo kopantsoeng ba lihlahisoa bo hakanyetsoa ho $ 988 limilione tse likete. Kajeno e se e le $ 2,1 trillion mme e bonts'a sekhahla sa kholo ea selemo le selemo sa 4,4%. Ho theosa le lilemo, linatla tsa lefats'e tsa theknoloji li phahame haholo maemong 'me joale li ikarabella bakeng sa karolo e kholo ea boleng ba brand ka kakaretso.
Kajeno, tse 700 tse holimo li na le boleng ba brand bo kopaneng ba hoo e ka bang $10 bilione, 'me lik'hamphani tsa theknoloji li nka halofo ea lihlahisoa tse 2019 tsa bohlokoahali lefatšeng. Ha ho na ho makatsa mang kapa mang hore Apple e boloka sehlooho sa lebitso la bohlokoa ka ho fetisisa lefatšeng ka XNUMX - bakeng sa selemo sa bosupa ka tatellano.
Ke lihlahisoa tse 31 feela tse tsoang boemong ba 2001 tse setseng lenaneng la hajoale la lihlahisoa tse ntlehali lefatšeng, ho kenyeletsoa Disney, Nike le Gucci. Coca-Cola le Microsoft ke tse ling tsa tse seng kae tse setseng ho tse leshome tse holimo.
Ka tlase ke mefuta e mashome a mabeli ea bohlokoa ka ho fetisisa lefatšeng. Indasteri ea IT e totobatsoa ka boputsoa.
| Sebaka | Mochine | Boleng ba lebitso (liranta tse limilione tse likete) | Phetoho ka selemo | Indasteri |
|---|---|---|---|---|
| #1 | Apple | $ 234 limilione tse likete | ↑ 9% | IT le theknoloji |
| #2 | $ 168 limilione tse likete | ↑ 8% | IT le theknoloji | |
| #3 | Amazon | $ 125 limilione tse likete | ↑ 24% | IT le theknoloji |
| #4 | Microsoft | $ 108 limilione tse likete | ↑ 17% | IT le theknoloji |
| #5 | Coca cola | $ 63 limilione tse likete | ↓ -4% | Li noa |
| #6 | Samsung | $ 61 limilione tse likete | ↑ 2% | IT le theknoloji |
| #7 | Toyota | $ 56 limilione tse likete | ↑ 5% | Boitsebiso |
| #8 | Mercedes Benz | $ 51 limilione tse likete | ↑ 4% | Boitsebiso |
| #9 | McDonald e | $ 45 limilione tse likete | ↑ 4% | Lijo tsa sechaba |
| #10 | Disney | $ 44 limilione tse likete | ↑ 11% | Boithabiso |
| #11 | BMW | $ 41 limilione tse likete | ↑ 1% | Boitsebiso |
| #12 | IBM | $ 40 limilione tse likete | ↓ -6% | IT le theknoloji |
| #13 | Intel | 40 limilione tse likete | ↓ -7% | IT le theknoloji |
| #14 | $ 40 limilione tse likete | ↓ -12% | IT le theknoloji | |
| #15 | Cisco | $ 35 limilione tse likete | ↑ 3% | IT le theknoloji |
| #16 | Nike | $ 32 limilione tse likete | ↑ 7% | Thekiso |
| #17 | Louis Vuitton | $ 32 limilione tse likete | ↑ 14% | Thekiso |
| #18 | oracle | $ 26 limilione tse likete | ↑ 1% | IT le theknoloji |
| #19 | General Electric | $ 25 limilione tse likete | ↑ 22% | Liindasteri tse ngata. |
| #20 | Sap | $ 25 limilione tse likete | ↑ 10% | IT le theknoloji |
Mefuta e meng e tsoang ho TOP 100Likhamphani tseo, ka mabaka a mang kapa a mang, li neng li sa kenyelletsoa boemong ba selemo se fetileng li tšoauoa e le Ncha.
| Sebaka | Mochine | Boleng ba lebitso (liranta tse limilione tse likete) | Phetoho ka selemo | Indasteri |
|---|---|---|---|---|
| #21 | Honda | $ 24 limilione tse likete | ↑ 3% | Boitsebiso |
| #22 | Chanel | $ 22 limilione tse likete | ↑ 11% | Thekiso |
| #23 | American Express | $ 22 limilione tse likete | ↑ 13% | IT le theknoloji |
| #24 | Pepsi | $ 20 limilione tse likete | ↓ -1% | Li noa |
| #25 | JP Morgan | $ 19 limilione tse likete | ↑ 8% | Lichelete |
| #26 | matelas | $ 18 limilione tse likete | ↑ 5% | Thekiso |
| #27 | UPS | $ 18 limilione tse likete | ↑ 7% | Thepa ea thepa |
| #28 | Hermes | $ 18 limilione tse likete | ↑ 9% | Thekiso |
| #29 | Zara | $ 17 limilione tse likete | ↓ -3% | Thekiso |
| #30 | H & M. | $ 16 limilione tse likete | ↓ -3% | Thekiso |
| #31 | Accenture | $ 16 limilione tse likete | ↑ 14% | Litšebeletso tsa khoebo |
| #32 | Etsa chelete | $ 16 limilione tse likete | ↑ 3% | Joala |
| #33 | Gucci | $ 16 limilione tse likete | ↑ 23% | Thekiso |
| #34 | Lipampiri | $ 16 limilione tse likete | ↓ -5% | FMCG |
| #35 | Ford | $ 14 limilione tse likete | ↑ 2% | Boitsebiso |
| #36 | Hyundai | $ 14 limilione tse likete | ↑ 5% | Boitsebiso |
| #37 | Gillette | $ 14 limilione tse likete | ↓ -18% | FMCG |
| #38 | Nescafe | $ 14 limilione tse likete | ↑ 4% | Li noa |
| #39 | Adobe | $ 13 limilione tse likete | ↑ 20% | IT le theknoloji |
| #40 | Volkswagen | $ 13 limilione tse likete | ↑ 6% | Boitsebiso |
| #41 | Citi | $ 13 limilione tse likete | ↑ 10% | Litšebeletso tsa lichelete |
| #42 | Audi | $ 13 limilione tse likete | ↑ 4% | Boitsebiso |
| #43 | Allianz | $ 12 limilione tse likete | ↑ 12% | Inshorense |
| #44 | eBay | $ 12 limilione tse likete | ↓ -8% | IT le theknoloji |
| #45 | puma | $ 12 limilione tse likete | ↑ 11% | Feshene, liaparo |
| #46 | Axa | $ 12 limilione tse likete | ↑ 6% | Inshorense |
| #47 | HSBC | $ 12 limilione tse likete | ↑ 5% | Lichelete |
| #48 | Starbucks | $ 12 limilione tse likete | ↑ 23% | Lijo tsa sechaba |
| #49 | philips | $ 12 limilione tse likete | ↓ -4% | Elektroniki |
| #50 | Porsche | $ 12 limilione tse likete | ↑ 9% | Boitsebiso |
| #51 | L'oreal | $ 11 limilione tse likete | ↑ 4% | FMCG |
| #52 | Nissan | $ 11 limilione tse likete | ↓ -6% | Boitsebiso |
| #53 | Goldman Sachs | $ 11 limilione tse likete | ↓ -4% | Lichelete |
| #54 | Hewlett Packard | $ 11 limilione tse likete | ↑ 4% | IT le theknoloji |
| #55 | bontsha | $ 11 limilione tse likete | ↑ 19% | IT le theknoloji |
| #56 | Sony | $ 10 limilione tse likete | ↑ 13% | IT le theknoloji |
| #57 | kelloggs | $ 10 limilione tse likete | ↓ -2% | FMCG |
| #58 | Siemens | $ 10 limilione tse likete | ↑ 1% | IT le theknoloji |
| #59 | Danone | $ 10 limilione tse likete | ↑ 4% | FMCG |
| #60 | Nestle | $ 9 limilione tse likete | ↑ 7% | Li noa |
| #61 | Canon | $ 9 limilione tse likete | ↓ -9% | IT le theknoloji |
| #62 | MasterCard | $ 9 limilione tse likete | ↑ 25% | IT le theknoloji |
| #63 | Dell Technologies | $ 9 limilione tse likete | New | IT le theknoloji |
| #64 | 3M | $ 9 limilione tse likete | ↓ -1% | IT le theknoloji |
| #65 | Netflix | $ 9 limilione tse likete | ↑ 10% | Boithabiso |
| #66 | Colgate | $ 9 limilione tse likete | ↑ 2% | FMCG |
| #67 | Santander | $ 8 limilione tse likete | ↑ 13% | Lichelete |
| #68 | Cartier | $ 8 limilione tse likete | ↑ 7% | Lintho tsa boiketlo |
| #69 | Morgan Stanley | $ 8 limilione tse likete | ↓ -7% | Lichelete |
| #70 | Salesforce | $ 8 limilione tse likete | ↑ 24% | IT le theknoloji |
| #71 | Hewlett Packard kgwebo | $ 8 limilione tse likete | ↓ -3% | IT le theknoloji |
| #72 | PayPal | $ 8 limilione tse likete | ↑ 15% | IT le theknoloji |
| #73 | FedEx | $ 7 limilione tse likete | ↑ 2% | Thepa ea thepa |
| #74 | Huawei | $ 7 limilione tse likete | ↓ -9% | IT le theknoloji |
| #75 | Lego | $ 7 limilione tse likete | ↑ 5% | FMCG |
| #76 | Paterpillar | $ 7 limilione tse likete | ↑ 19% | Liindasteri tse ngata. |
| #77 | Ferrari | $ 6 limilione tse likete | ↑ 12% | Boitsebiso |
| #78 | Kia | $ 6 limilione tse likete | ↓ -7% | Boitsebiso |
| #79 | Corona | $ 6 limilione tse likete | ↑ 15% | Joala |
| #80 | Jack Daniels | $ 6 limilione tse likete | ↑ 13% | Joala |
| #81 | Panasonic | $ 6 limilione tse likete | ↓ -2% | IT le theknoloji |
| #82 | Dior | $ 6 limilione tse likete | ↑ 16% | Feshene, liaparo |
| #83 | DHL | $ 6 limilione tse likete | ↑ 2% | Thepa ea thepa |
| #84 | John Deere | $ 6 limilione tse likete | ↑ 9% | Liindasteri tse ngata. |
| #85 | Land Rover | $ 6 limilione tse likete | ↓ -6% | Boitsebiso |
| #86 | Johnson le Johnson | $ 6 limilione tse likete | ↓ -8% | Thekiso |
| #87 | Uber | $ 6 limilione tse likete | New | IT le theknoloji |
| #88 | Heineken | $5,626 | ↑ 4% | Joala |
| #89 | Nintendo | $ 6 limilione tse likete | ↑ 18% | Boithabiso |
| #90 | MINI | $ 5 limilione tse likete | ↑ 5% | Boitsebiso |
| #91 | sibolloa | $ 5 limilione tse likete | ↓ -4% | Boithabiso |
| #92 | Spotify | $ 5 limilione tse likete | ↑ 7% | IT le theknoloji |
| #93 | KFC | $ 5 limilione tse likete | ↑ 1% | Lijo tsa sechaba |
| #94 | Tiffany & Co. | $ 5 limilione tse likete | ↓ -5% | Feshene, liaparo |
| #95 | Hennessy | $ 5 limilione tse likete | ↑ 12% | Joala |
| #96 | Burberry | $ 5 limilione tse likete | ↑ 4% | Feshene, liaparo |
| #97 | Shell | $ 5 limilione tse likete | ↓ -3% | Matla |
| #98 | $ 5 limilione tse likete | New | IT le theknoloji | |
| #99 | Harley Davidson | $ 5 limilione tse likete | ↓ -7% | Boitsebiso |
| #100 | Prada | $ 5 limilione tse likete | ↓ -1% | Feshene, liaparo |
Ka 2001 (selemo sa pele tlalehong), lihlahisoa tse 100 li ile tsa emeloa qalong. Ho tloha ka nako eo, lik'hamphani tse 'maloa tsa thekenoloji li ikopantse le bandwagon' me li nyolohela holimo lethathamong. Le hoja lihlahisoa tse tsebahalang tse 137 (ho kenyeletsoa Nokia le MTV) li kenyelelitsoe litekanyetso ho theosa le lilemo.
eaba oa oela ho eona.
Ka phetoho e tsotehang, ka nako e 'ngoe Facebook e ne e le ka holimo ho 10, empa e ile ea oa ho tsoa ho 14' me ea nka sebaka sa XNUMX ka mor'a selemo se thata. Leha ho le joalo, sena ha se makatse. Senatla sa thekenoloji se kenetse litsekong ho tloha ho litaba tsa lekunutu ho isa ho tšusumetso ea lipolotiki.
Ke mefuta efe e ntseng e hola ka potlako?
Lihlahisoa tse ntseng li hola ka potlako tsa 2019 le tsona li bonts'a taolo ea theknoloji, 'me Mastercard, Salesforce le Amazon li etelletse pele.
Likhamphani tse boemong bona li eketsehile haholo ha li bapisoa le selemong se fetileng.
| Sebaka | Mochine | Boleng ba lebitso (liranta tse limilione tse likete) | Phetoho ka selemo | Indasteri |
|---|---|---|---|---|
| #1 | MasterCard | $ 9 limilione tse likete | ↑ 25% | IT le theknoloji |
| #2 | Salesforce | $ 8 limilione tse likete | ↑ 24% | IT le theknoloji |
| #3 | Amazon | $ 125 limilione tse likete | ↑ 24% | IT le theknoloji |
| #4 | Gucci | $ 16 limilione tse likete | ↑ 23% | Thekiso |
| #5 | Starbucks | $ 12 limilione tse likete | ↑ 23% | Lijo tsa sechaba |
| #6 | Adobe | $ 13 limilione tse likete | ↑ 20% | IT le theknoloji |
| #7 | bontsha | $ 11 limilione tse likete | ↑ 19% | IT le theknoloji |
| #8 | Paterpillar | $ 7 limilione tse likete | ↑ 19% | Liindasteri tse ngata. |
| #9 | Nintendo | $ 6 limilione tse likete | ↑ 18% | Boithabiso |
| #10 | Microsoft | $ 108 limilione tse likete | ↑ 17% | IT le theknoloji |
Katleho ea mefuta ena e ka hlahisoa ke bokhoni ba bona ba ho lebella ho fetoha ha litebello tsa bareki.
Le hoja kamano pakeng tsa ts'ebetso ea khoebo le tekano ea lihlahisoa e 'nile ea buuoa haholo ka lilemo tse mashome, ho hlakile hore khotsofalo ea bareki e thusa ho matlafatsa lets'oao le ho kenya letsoho liphellong tse tsotehang tsa lichelete.
Tlola melao ea hau, ho seng joalo bahlolisani ba hau ba tla u roba
Ntle le ho lebella litlhoko tse fetohang, tse ling tsa lihlahisoa tse atlehileng haholo li boetse li shebile bareki ba bacha. Sena se bonahala haholo ka mabothobotho le mabenkele, a mabeli a mafapha a ntseng a hola ka potlako bakeng sa selemo sa bobeli ka tatellano.
Bamameli ba bacha likhethong tsa bona tsa ho reka ba tsepamisitse maikutlo ho thekenoloji, ba ntse ba batla le ho feta 'me ba khetha ho arolelana liphihlelo le ba bang. Ka lebaka leo, lihlahisoa tsa setso ho liindasteri tsohle li ntse li iqapela ho boloka bamameli bana, 'me lik'hamphani tse ling li ntse li fetoha theknoloji e phahameng ka botsona.
Ka mohlala, Gucci e amahanya tsosoloso ea eona ea hona joale le ho batla motsoako o nepahetseng oa boqapi le theknoloji. Khamphani, eo motheo oa eona oa khoebo e bileng lefa la eona la nalane, joale e shebane haholo le khoebo ea e-commerce le mecha ea litaba ea sechaba ho sebelisana le bareki ba eona ba Gen Z.
Ka mokhoa o ts'oanang, Walmart e sa tsoa phatlalatsa hore e sebelisa li-headset tsa 'nete le liroboto tsa ho ithuta ka mochini ho qothisana lehlokoa le Amazon.
Na lik'hamphani tsohle tsa setso li tla qetella li fetoha lik'hamphani tsa theknoloji-kapa li tla jeoa feela li ntse li phela?
Bala hape ho blog ea EDISON Software:
Source: www.habr.com