![[Apopayi] Imikhiqizo ye-Tech ithatha umhlaba wonke](https://prohoster.info/wp-content/plugins/wp-fastest-cache-premium/pro/images/blank.gif)
Ukudala umkhiqizo womhlaba wonke osimeme futhi oqhudelanayo kuwumsebenzi ongewona omncane.
Imisebenzi ye-IT ekhathazayo iholela ekucabangeni kabusha wona kanye umqondo "wenzuzo yokuncintisana." Ngokuphendula ngokushesha ezidingweni zabathengi nokusebenzisa amandla omkhiqizo, lezi zinkampani zihlala zenza izisombululo ezinkulu ezinseleleni eziqhamukayo.
Opopayi abangezansi bakhombisa amabhrendi abaluleke kakhulu ngo-2019 uma kuqhathaniswa no-2001, ngokwezinga le-World's Best Brands. Lokhu kukhombisa ukuthi izinkampani zobuchwepheshe zikwazile kanjani ukukhuphukela esikalini somhlaba wonke ngesikhathi esifushane, ziphushela ama-mastodon ebhizinisi endabuko ngemuva.
Ukuhumusha kwenziwe ngosekelo lwe-EDISON Software.Senza ngendlela oyifisayo , kanti futhi sesithembisene umshado .
Sithanda ukuthuthukisa imikhiqizo! 😉
Iyini i-brand equity nokuthi ungayikala kanjani?
Ababhali bezilinganiso Zomhlaba Ezinhle Kakhulu benze ifomula yokulinganisa inani lebhrendi. Ivelu yomkhiqizo yingqikithi yenani lamanje (i-NPV), noma inani lamanje lemali engenayo ezokhiqizwa umkhiqizo esikhathini esizayo.
Ifomula ihlola amabhrendi ngokusekelwe kumbono wabo wezezimali, indima yomkhiqizo namandla omkhiqizo.
Incazelo emfushane yendlela yokuhlolaUkuhlola kusebenzisa izingxenye ezintathu ezibalulekile:
- Ukuhlaziywa kwezinkomba zezezimali imikhiqizo namasevisi brand.
- Indima edlalwa umkhiqizo ezinqumweni zokuthenga kwabathengi.
- Ukuncintisana komkhiqizo.
-
Ukuhlaziywa kwezimali
Ikala imbuyiselo yezimali isiyonke kubatshalizimali, noma ngamanye amazwi, inzuzo yezomnotho. Inzuzo yezomnotho iyinzuzo yokusebenza ngemva kwezintela kukhishwe zonke izindleko.
-
Indima yomkhiqizo
Lesi sici sibonisa izinga uhlobo lomkhiqizo ngokwalo olunomthelela ngayo esinqumweni sokuthenga umkhiqizo/isevisi, ngaphandle kokucabangela ezinye izici (njengentengo, ukunethezeka noma izici zomkhiqizo). I-Brand Role Index (BRI) inikeza ukuhlolwa kobuningi ngokwemibandela yamaphesenti. Ukunqunywa kwe-RBI yezinkampani zomhlaba wonke, kuye ngohlobo, kubalwa kusetshenziswa enye yezindlela ezintathu:
- ucwaningo lwemakethe yokumaketha;
- ukuqhathaniswa ne-IRB yezinye izinhlobo ezivela embonini efanayo;
- ukubuyekezwa kochwepheshe.
-
Ukuncintisana komkhiqizo
Lokhu kulinganisa ikhono lomkhiqizo lokudala ukwethembeka kwamakhasimende okuhlala njalo, okuqinisekisa ukufunwa okuqhubekayo kanye nenzuzo ezinzile esikhathini esizayo. Ukuhlola kwenziwa ngokusekelwe ezicini eziyi-10, ukusebenza kwazo kuhlolwa ngokuqhathaniswa namanye amabhrendi asezingeni lomhlaba embonini. Ukuhlaziya ukuncintisana kunikeza ukuqonda okujulile kwamandla nobuthakathaka bomkhiqizo.
Lezi zinto ezingu-10 zisekelwe kukho kokubili amamethrikhi angaphakathi nangaphandle.
Izici zangaphakathi:
|
Ukuqonda. Ukuqonda okucacile phakathi kwabasebenzi benkampani mayelana nokuthi uphawu lufanekisela ini ngokwamanani alo, ukuma kwalo kanye neminikelo. Kubandakanya nokuqonda ukuthi obani izethameli okuqondiswe kubo. |
|
Ukuzibophezela. Ukuzinikela kwabasebenzi kumkhiqizo, inkolelo ngokubaluleka kwawo kanye nomsebenzi. |
|
Ukulawula. Abaphathi banekhono elingakanani ezindabeni zokuphromotha umkhiqizo, kanye nokuthi isu lokuthuthukisa lilonke liyasebenza yini. |
|
Ukuvumelana nezimo. Ikhono lenhlangano lokuhlala lithuthukisa ibhizinisi layo, lilindele izinguquko zemakethe, izinkinga namathuba, futhi liphendule kuzo ngesikhathi esifanele. |
Izici zangaphandle:
|
Ubuqiniso. Uphawu lwakhiwe endabeni yalo, iqiniso langaphakathi nethuba. Ingabe okulindelwe ngamakhasimende (okuphezulu) kuyafinyelelwa? |
|
Ukuhambisana. Ukuhambisana nezidingo zabathengi, ukuhambisana nemibandela yokuthatha izinqumo yokuthenga umkhiqizo wezindawo ezifanele zezibalo kanye nezifunda. |
|
Umehluko. Izinga abathengi ababona ngalo umkhiqizo njengomnikelo ohlukanisiwe. |
|
Ukuvumelana. Imikhiqizo ihlolwe ngezinga elingakanani ngaphandle kokwehluleka kuwo wonke amafomethi namaphuzu okuxhumana nezilaleli. |
|
Umphumela wokuba khona.Indlela ibhrendi ezizwa ngayo yonke indawo. Ingabe abathengi, amaklayenti kanye nabalandeli bakhuluma kahle ngakho? Ukuhlola umbono womphakathi ngezindlela zendabuko zokuxhumana kanye nezingosi zokuxhumana nabantu. |
|
Ukubandakanyeka. Izinga amakhasimende akhombisa ngalo ukuqonda okujulile, ukubamba iqhaza okusebenzayo kanye nomuzwa oqinile wokuhlonza nomkhiqizo. |
Imithombo yedatha
Ukuhlolwa komkhiqizo okuthembekile kubandakanya ukuhlolwa okuphelele kwemithombo yolwazi eyahlukene eyahlukene. Ngokungeziwe ocwaningweni lwedeski nokwahlulela kochwepheshe, imithombo yedatha elandelayo (lapho itholakala khona) ifakiwe kumodeli yokuhlola:
- Idatha yezezimali: imibiko yonyaka, izethulo zabatshalizimali, ukuhlaziya okuhlukahlukene, njll.
- Idatha yomhlaba wonke yezimpahla zabathengi, izibalo zokuthengisa ezivela emithonjeni evulekile nevaliwe.
- Izibalo zombhalo, ukuqapha inethiwekhi yokuxhumana nabantu.
Imithetho yobuchwepheshe
Ngo-2001, inani elihlanganisiwe lemikhiqizo lalilinganiselwa ku-$988 billion. Namuhla isivele isingama- $ 2,1 trillion futhi ikhombisa izinga lokukhula elihlanganisiwe lonyaka lika-4,4%. Ngokuhamba kweminyaka, izikhondlakhondla zomhlaba zobuchwepheshe ziye zenyuka ezilinganisweni futhi manje zinengxenye enkulu yenani lomkhiqizo lilonke.
Namuhla, abaphezulu abayi-700 banenani lomkhiqizo elihlanganisiwe elicishe libe ngamabhiliyoni angama-10, futhi izinkampani zobuchwepheshe zenza ingxenye yemikhiqizo eyi-2019 ebaluleke kakhulu emhlabeni. Ngeke kumangaze noma ngubani ukuthi i-Apple igcina isihloko somkhiqizo obaluleke kakhulu emhlabeni ngo-XNUMX - unyaka wesikhombisa ilandelana.
Angu-31 kuphela amabhrendi asuka ohlwini lwango-2001 asele ohlwini lwamanje lwemikhiqizo ehamba phambili emhlabeni, okuhlanganisa i-Disney, i-Nike ne-Gucci. I-Coca-Cola ne-Microsoft baphakathi kwabambalwa abasele kwabayishumi abahamba phambili.
Ngezansi kukhona amabhrendi abaluleke kakhulu angamashumi amabili emhlabeni. Imboni ye-IT igqanyiswe ngombala oluhlaza okwesibhakabhaka.
| Isikhundla | Isiqalo | Inani lebhrendi ($ billion) | Shintsha ngonyaka | Imboni |
|---|---|---|---|---|
| #1 | Apple | $234 billion | ↑ 9% | IT kanye nobuchwepheshe |
| #2 | $168 billion | ↑ 8% | IT kanye nobuchwepheshe | |
| #3 | Amazon | $125 billion | ↑ 24% | IT kanye nobuchwepheshe |
| #4 | Microsoft | $108 billion | ↑ 17% | IT kanye nobuchwepheshe |
| #5 | Coca-Cola | $63 billion | ↓ -4% | Iziphuzo |
| #6 | Samsung | $61 billion | ↑ 2% | IT kanye nobuchwepheshe |
| #7 | Toyota | $56 billion | ↑ 5% | I-Auto |
| #8 | I-Mercedes Benz | $51 billion | ↑ 4% | I-Auto |
| #9 | McDonald | $45 billion | ↑ 4% | Ukudla komphakathi |
| #10 | Disney | $44 billion | ↑ 11% | Ukuzijabulisa |
| #11 | BMW | $41 billion | ↑ 1% | I-Auto |
| #12 | IBM | $40 billion | ↓ -6% | IT kanye nobuchwepheshe |
| #13 | Intel | 40 billion | ↓ -7% | IT kanye nobuchwepheshe |
| #14 | $40 billion | ↓ -12% | IT kanye nobuchwepheshe | |
| #15 | Cisco | $35 billion | ↑ 3% | IT kanye nobuchwepheshe |
| #16 | Nike | $32 billion | ↑ 7% | Ukuthengisa |
| #17 | Louis Vuitton | $32 billion | ↑ 14% | Ukuthengisa |
| #18 | Oracle | $26 billion | ↑ 1% | IT kanye nobuchwepheshe |
| #19 | General Electric | $25 billion | ↑ 22% | Izimboni eziningi. |
| #20 | SAP | $25 billion | ↑ 10% | IT kanye nobuchwepheshe |
Amanye amabhrendi avela ku-TOP 100Izinkampani, ngenxa yesizathu esisodwa noma esinye, ezingafakwanga ezingeni lanyakenye zimakwe njengeziNtsha.
| Isikhundla | Isiqalo | Inani lebhrendi ($ billion) | Shintsha ngonyaka | Imboni |
|---|---|---|---|---|
| #21 | Honda | $24 billion | ↑ 3% | I-Auto |
| #22 | Chanel | $22 billion | ↑ 11% | Ukuthengisa |
| #23 | American Express | $22 billion | ↑ 13% | IT kanye nobuchwepheshe |
| #24 | Pepsi | $20 billion | ↓ -1% | Iziphuzo |
| #25 | JP Morgan | $19 billion | ↑ 8% | Izimali |
| #26 | Ikea | $18 billion | ↑ 5% | Ukuthengisa |
| #27 | UPS | $18 billion | ↑ 7% | Logistics |
| #28 | Hermes | $18 billion | ↑ 9% | Ukuthengisa |
| #29 | Zara | $17 billion | ↓ -3% | Ukuthengisa |
| #30 | I-H & M. | $16 billion | ↓ -3% | Ukuthengisa |
| #31 | Accenture | $16 billion | ↑ 14% | Amasevisi ebhizinisi |
| #32 | Budweiser | $16 billion | ↑ 3% | Utshwala |
| #33 | Gucci | $16 billion | ↑ 23% | Ukuthengisa |
| #34 | Ama-Pampers | $16 billion | ↓ -5% | FMCG |
| #35 | Ford | $14 billion | ↑ 2% | I-Auto |
| #36 | Hyundai | $14 billion | ↑ 5% | I-Auto |
| #37 | Gillette | $14 billion | ↓ -18% | FMCG |
| #38 | Nescafe | $14 billion | ↑ 4% | Iziphuzo |
| #39 | I-Adobe | $13 billion | ↑ 20% | IT kanye nobuchwepheshe |
| #40 | Volkswagen | $13 billion | ↑ 6% | I-Auto |
| #41 | I-Citi | $13 billion | ↑ 10% | Izinsizakalo zezezimali |
| #42 | Audi | $13 billion | ↑ 4% | I-Auto |
| #43 | Allianz | $12 billion | ↑ 12% | Umshuwalense |
| #44 | eBay | $12 billion | ↓ -8% | IT kanye nobuchwepheshe |
| #45 | Adidas | $12 billion | ↑ 11% | Imfashini, izingubo |
| #46 | AXA | $12 billion | ↑ 6% | Umshuwalense |
| #47 | HSBC | $12 billion | ↑ 5% | Izimali |
| #48 | Starbucks | $12 billion | ↑ 23% | Ukudla komphakathi |
| #49 | Philips | $12 billion | ↓ -4% | Ezogesi |
| #50 | Porsche | $12 billion | ↑ 9% | I-Auto |
| #51 | L'oreal | $11 billion | ↑ 4% | FMCG |
| #52 | I-Nissan | $11 billion | ↓ -6% | I-Auto |
| #53 | Goldman Sachs | $11 billion | ↓ -4% | Izimali |
| #54 | Hewlett Packard | $11 billion | ↑ 4% | IT kanye nobuchwepheshe |
| #55 | show | $11 billion | ↑ 19% | IT kanye nobuchwepheshe |
| #56 | Sony | $10 billion | ↑ 13% | IT kanye nobuchwepheshe |
| #57 | Ama-Kelloggs | $10 billion | ↓ -2% | FMCG |
| #58 | Siemens | $10 billion | ↑ 1% | IT kanye nobuchwepheshe |
| #59 | Danone | $10 billion | ↑ 4% | FMCG |
| #60 | I-Nestle | $9 billion | ↑ 7% | Iziphuzo |
| #61 | Canon | $9 billion | ↓ -9% | IT kanye nobuchwepheshe |
| #62 | Mastercard | $9 billion | ↑ 25% | IT kanye nobuchwepheshe |
| #63 | I-Dell Technologies | $9 billion | New | IT kanye nobuchwepheshe |
| #64 | 3M | $9 billion | ↓ -1% | IT kanye nobuchwepheshe |
| #65 | Netflix | $9 billion | ↑ 10% | Ukuzijabulisa |
| #66 | I-Colgate | $9 billion | ↑ 2% | FMCG |
| #67 | Santander | $8 billion | ↑ 13% | Izimali |
| #68 | Cartier | $8 billion | ↑ 7% | Ukunethezeka |
| #69 | Morgan Stanley | $8 billion | ↓ -7% | Izimali |
| #70 | Salesforce | $8 billion | ↑ 24% | IT kanye nobuchwepheshe |
| #71 | I-Hewlett Packard Enterprise | $8 billion | ↓ -3% | IT kanye nobuchwepheshe |
| #72 | PayPal | $8 billion | ↑ 15% | IT kanye nobuchwepheshe |
| #73 | I-FedEx | $7 billion | ↑ 2% | Logistics |
| #74 | Huawei | $7 billion | ↓ -9% | IT kanye nobuchwepheshe |
| #75 | Lego | $7 billion | ↑ 5% | FMCG |
| #76 | Caterpillar | $7 billion | ↑ 19% | Izimboni eziningi. |
| #77 | Ferrari | $6 billion | ↑ 12% | I-Auto |
| #78 | Kia | $6 billion | ↓ -7% | I-Auto |
| #79 | Corona | $6 billion | ↑ 15% | Utshwala |
| #80 | Jack Daniels | $6 billion | ↑ 13% | Utshwala |
| #81 | Panasonic | $6 billion | ↓ -2% | IT kanye nobuchwepheshe |
| #82 | Dior | $6 billion | ↑ 16% | Imfashini, izingubo |
| #83 | DHL | $6 billion | ↑ 2% | Logistics |
| #84 | John Deere | $6 billion | ↑ 9% | Izimboni eziningi. |
| #85 | Land Rover | $6 billion | ↓ -6% | I-Auto |
| #86 | UJohnson noJohnson | $6 billion | ↓ -8% | Ukuthengisa |
| #87 | Uber | $6 billion | New | IT kanye nobuchwepheshe |
| #88 | I-Heineken | $5,626 | ↑ 4% | Utshwala |
| #89 | Nintendo | $6 billion | ↑ 18% | Ukuzijabulisa |
| #90 | MINI | $5 billion | ↑ 5% | I-Auto |
| #91 | Ukutholwa | $5 billion | ↓ -4% | Ukuzijabulisa |
| #92 | Spotify | $5 billion | ↑ 7% | IT kanye nobuchwepheshe |
| #93 | KFC | $5 billion | ↑ 1% | Ukudla komphakathi |
| #94 | UTiffany & Co | $5 billion | ↓ -5% | Imfashini, izingubo |
| #95 | Hennessy | $5 billion | ↑ 12% | Utshwala |
| #96 | Burberry | $5 billion | ↑ 4% | Imfashini, izingubo |
| #97 | shell | $5 billion | ↓ -3% | Imboni yamandla |
| #98 | I-LinkedIn | $5 billion | New | IT kanye nobuchwepheshe |
| #99 | Harley Davidson | $5 billion | ↓ -7% | I-Auto |
| #100 | Prada | $5 billion | ↓ -1% | Imfashini, izingubo |
Ngo-2001 (unyaka wokuqala embikweni), amabhrendi ayi-100 amelwe ekuqaleni. Kusukela lapho, izinkampani eziningi zobuchwepheshe ziye zajoyina i-bandwagon futhi zakhuphukela phezulu ohlwini. Nakuba izinhlobo ezingu-137 ezaziwayo (okuhlanganisa iNokia ne-MTV) zifakiwe esilinganisweni eminyakeni edlule.
wase ewa kuyo.
Ngenguquko ephawulekayo, i-Facebook yayinesikhathi esisodwa ku-10 ephezulu, kodwa yabe isiphuma kwabangu-14 futhi yathatha indawo ye-XNUMX ngemva konyaka onzima. Nokho, lokhu akumangazi. Umdondoshiya wezobuchwepheshe uhileleke ezinkantolo kusukela ezindabeni zobumfihlo bedatha kuya emithonyeni yezepolitiki.
Imaphi amabhrendi akhula ngokushesha?
Imikhiqizo ekhula ngokushesha ka-2019 iphinde ibonise ukubusa kobuchwepheshe, i-Mastercard, i-Salesforce ne-Amazon ehamba phambili.
Izinkampani ezikulesi simo zikhule kakhulu uma ziqhathaniswa nonyaka odlule.
| Isikhundla | Isiqalo | Inani lebhrendi ($ billion) | Shintsha ngonyaka | Imboni |
|---|---|---|---|---|
| #1 | Mastercard | $9 billion | ↑ 25% | IT kanye nobuchwepheshe |
| #2 | Salesforce | $8 billion | ↑ 24% | IT kanye nobuchwepheshe |
| #3 | Amazon | $125 billion | ↑ 24% | IT kanye nobuchwepheshe |
| #4 | Gucci | $16 billion | ↑ 23% | Ukuhweba okuthengiswayo |
| #5 | Starbucks | $12 billion | ↑ 23% | Ukudla komphakathi |
| #6 | I-Adobe | $13 billion | ↑ 20% | IT kanye nobuchwepheshe |
| #7 | show | $11 billion | ↑ 19% | IT kanye nobuchwepheshe |
| #8 | Caterpillar | $7 billion | ↑ 19% | Izimboni eziningi. |
| #9 | Nintendo | $6 billion | ↑ 18% | Ukuzijabulisa |
| #10 | Microsoft | $108 billion | ↑ 17% | IT kanye nobuchwepheshe |
Impumelelo yalezi zinhlobo zemikhiqizo ingadalulwa ekhonweni lazo lokulindela ukushintsha okuguquguqukayo okulindelwe amakhasimende.
Nakuba ubudlelwano phakathi kokusebenza kwebhizinisi nokulingana komkhiqizo sekuxoxwe kabanzi ngawo amashumi eminyaka, kusobala ukuthi ukwaneliseka kwamakhasimende kusiza ukuqinisa umkhiqizo futhi kunomthelela emiphumeleni yezezimali ehlaba umxhwele.
Yephula imithetho yakho, kungenjalo izimbangi zakho zizokwephula
Ngaphezu kokulindela izinguquko ezidingekayo, amanye amabhrendi aphumelele kakhulu aqondise kumakhasimende amancane. Lokhu kubonakala kakhulu ekunethezweni nasekudayiseni, imikhakha emibili ekhula ngokushesha unyaka wesibili ulandelana.
Izithameli ezisencane ekuthengeni kwazo zigxile kwezobuchwepheshe, ziya ngokuya ziba nesidingo futhi zincamela ukwabelana ngolwazi ngomunye nomunye. Ngenxa yalokho, amabhrendi endabuko kuzo zonke izimboni ayasungula ukuze kugcinwe lezi zethameli, futhi ezinye izinkampani empeleni ziba ngobuchwepheshe obuphezulu ngokwazo kule nqubo.
I-Gucci, isibonelo, ihlobanisa ukuvuselelwa kwayo kwamanje nokufuna inhlanganisela efanelekile yokusungula nobuchwepheshe. Le nkampani, isisekelo sayo sebhizinisi bekuyifa layo lomlando, manje isigxile kakhulu kwezentengiselwano ze-inthanethi kanye nezokuxhumana ukuze izimbandakanye namakhasimende ayo akwaGen Z.
Ngokunjalo, i-Walmart isanda kumemezela ukuthi isebenzisa amahedisethi angokoqobo namarobhothi okufunda ngomshini ukuncintisana ne-Amazon.
Ingabe zonke izinkampani zendabuko ekugcineni zizoba izinkampani zobuchwepheshe-noma zizodliwa ziphila?
Funda futhi kubhulogi ye-EDISON Software:
Source: www.habr.com