هویت برند و معماری برند در صنعت شکلات و شیرینی ایران و جهان

1. ‫ﺑﺮﻧﺪ‬ ‫ﺑﺼﺮﻱ‬ ‫ﻫﻮﻳﺖ‬ ، ‫ﺑﺮﻧﺪ‬ ‫ﻣﻌﻤﺎﺭﻱ‬
‫ﺗﺠﺮﺑﻪ‬ ‫ﺑﺮ‬ ‫ﺑﺮﻧﺪ‬ ‫ﺑﺼﺮﻱ‬ ‫ﻫﻮﻳﺖ‬ ‫ﺗﺎﺛﻴﺮ‬ ‫ﻭ‬
‫ﻓﺮﻭﺷﮕﺎﻩ‬ ‫ﺩﺭ‬ ‫ﺧﺮﻳﺪ‬

2. ‫ﻭ‬ ‫ﺑﺮﻧﺪ‬ ‫ﻣﻌﻤﺎﺭﻱ‬
‫ﺳﺎﺯﻱ‬ ‫ﺟﺎﻳﮕﺎﻩ‬

5. ‫ﺑﻪ‬‫ﺭﻭﺷﻲ‬‫ﻛﻪ‬‫ﻳﻚ‬‫ﺷﺮﻛﺖ‬‫ﺑﺮﻧﺪ‬‫ﻫﺎﻱ‬‫ﺧﻮﺩ‬‫ﺭﺍ‬‫ﻧﺎﻡ‬‫ﮔﺬﺍﺭﻱ‬‫ﻭ‬‫ﻧﻮﻉ‬‫ﺍﺭﺗﺒﺎﻁ‬‫ﺑﻴﻦ‬
‫ﺁﻧﻬﺎ‬‫ﺭﺍ‬‫ﻣﺸﺨﺺ‬‫ﻣﻴﻜﻨﺪ‬،‫ﻣﻌﻤﺎﺭﻱ‬‫ﺑﺮﻧﺪ‬‫ﮔﻔﺘﻪ‬‫ﻣﻴﺸﻮﺩ‬.،‫ﻣﻌﻤﺎﺭﻱ‬‫ﺍﺟﺰﺍﻱ‬
‫ﺍﺻﻠﻲ‬‫ﻭ‬‫ﺑﺴﻴﺎﺭ‬‫ﻣﻬﻤﻲ‬‫ﺑﺮﺍﻱ‬‫ﺑﺮﻗﺮﺍﺭﻱ‬‫ﺍﺭﺗﺒﺎﻃﺎﺕ‬‫ﺍﺳﺘﺮﺍﺗﮋﻳﻚ‬‫ﺑﺎ‬‫ﻣﺼﺮﻑ‬
‫ﻛﻨﻨﺪﮔﺎﻥ‬‫ﺑﻮﺩﻩ‬‫ﻭ‬‫ﺷﺎﻣﻞ‬‫ﺳﻪ‬‫ﻧﻮﻉ‬‫ﺍﺳﺖ‬:
.A‫ﺳﻴﺴﺘﻢ‬‫ﻳﻜﭙﺎﺭﭼﻪ‬:monolithic
‫ﺩﺭ‬‫ﺍﻳﻦ‬‫ﺭﻭﺵ‬‫ﻧﺎﻡ‬‫ﺷﺮﻛﺖ‬‫ﺑﺮ‬‫ﺭﻭﻱ‬‫ﺗﻤﺎﻡ‬‫ﻣﺤﺼﻮﻻﺕ‬‫ﮔﺬﺍﺷﺘﻪ‬‫ﻣﻲ‬‫ﺷﻮﺩ‬.
‫ﻣﺜﺎﻝ‬:‫ﻣﻬﺮﺍﻡ‬.‫ﻣﺰﻳﺖ‬‫ﺍﺻﻠﻲ‬‫ﺍﻳﻦ‬‫ﺳﻴﺴﺘﻢ‬‫ﻛﺎﻫﺶ‬‫ﭼﺸﻤﮕﻴﺮ‬‫ﻫﺰﻳﻨﻪ‬‫ﺗﺒﻠﻴﻐﺎﺕ‬
‫ﺍﺳﺖ‬‫ﺍﻣﺎ‬‫ﺩﺭ‬‫ﺻﻮﺭﺗﻲ‬‫ﻛﻪ‬‫ﻳﻜﻲ‬‫ﺍﺯ‬‫ﻣﺤﺼﻮﻻﺕ‬‫ﺩﭼﺎﺭ‬‫ﻣﺸﻜﻞ‬،‫ﺷﻮﺩ‬‫ﻛﻞ‬‫ﺳﺒﺪ‬
‫ﻣﺤﺼﻮﻝ‬‫ﺗﺤﺖ‬‫ﺗﺎﺛﻴﺮ‬‫ﻗﺮﺍﺭ‬‫ﮔﺮﻓﺘﻪ‬‫ﻭ‬‫ﺷﺮﻛﺖ‬‫ﻣﺘﺤﻤﻞ‬‫ﺿﺮﺭ‬‫ﻭ‬‫ﺯﻳﺎﻥ‬‫ﻫﻨﮕﻔﺘﻲ‬
‫ﺧﻮﺍﻫﺪ‬‫ﺷﺪ‬‫ﻫﻤﺎﻧﻨﺪ‬:‫ﺻﺤﺖ‬‫ﻭ‬Virgin
‫ﺑﺮﻧﺪ‬ ‫ﻣﻌﻤﺎﺭﻱ‬

6. B.‫ﺳﻴﺴﺘﻢ‬‫ﺗﺎﻳﻴﺪﻱ‬:endorsed
‫ﺩﺭ‬‫ﺍﻳﻦ‬‫ﺭﻭﺵ‬‫ﺗﻤﺎﻣﻲ‬‫ﺑﺮﻧﺪ‬‫ﻫﺎﻱ‬‫ﺯﻳﺮﻣﺠﻤﻮﻋﻪ‬‫ﺑﻪ‬‫ﻧﺎﻡ‬،‫ﺳﺎﺯﻣﺎﻥ‬‫ﭼﻪ‬‫ﺑﻪ‬
‫ﺻﻮﺭﺕ‬‫ﻛﻼﻣﻲ‬‫ﻭ‬‫ﭼﻪ‬‫ﺑﻪ‬‫ﺻﻮﺭﺕ‬‫ﺗﺼﻮﻳﺮﻱ‬‫ﻣﺘﺼﻞ‬‫ﻫﺴﺘﻨﺪ‬.‫ﺩﺭ‬‫ﺣﻘﻴﻘﺖ‬
‫ﺑﺮﻧﺪ‬‫ﻫﺎﻱ‬‫ﺯﻳﺮ‬‫ﻣﺠﻤﻮﻋﻪ‬‫ﺍﺯ‬‫ﺍﻋﺘﺒﺎﺭ‬‫ﺑﺮﻧﺪ‬‫ﺳﺎﺯﻣﺎﻥ‬‫ﺑﻬﺮﻩ‬‫ﻣﻲ‬‫ﺑﺮﻧﺪ‬.‫ﻧﺴﺘﻠﻪ‬
‫ﻭ‬‫ﻛﻴﺖ‬‫ﻛﺖ‬‫ﺍﺯ‬‫ﻣﺜﺎﻝ‬‫ﻫﺎﻱ‬‫ﺧﻮﺏ‬‫ﺍﻳﻦ‬‫ﺭﻭﺵ‬‫ﻫﺴﺘﻨﺪ‬.‫ﻓﻮﻣﻦ‬،‫ﺷﻴﻤﻲ‬
‫ﻳﻮﻧﻴﻠﻴﻮﺭ‬
C.‫ﺳﻴﺴﺘﻢ‬‫ﻣﺴﺘﻘﻞ‬:freestanding
‫ﺑﻪ‬‫ﺳﻴﺴﺘﻤﻲ‬‫ﺍﻃﻼﻕ‬‫ﻣﻲ‬‫ﺷﻮﺩ‬‫ﻛﻪ‬‫ﺑﺮﻧﺪ‬‫ﺷﺮﻛﺖ‬‫ﺑﻪ‬‫ﺻﻮﺭﺕ‬‫ﻣﺠﺰﺍ‬‫ﻋﻤﻞ‬‫ﻛﺮﺩﻩ‬
‫ﻭ‬‫ﻫﺮ‬‫ﻣﺤﺼﻮﻝ‬‫ﺑﻪ‬‫ﺻﻮﺭﺕ‬‫ﻣﺴﺘﻘﻞ‬‫ﻭ‬‫ﺑﺎ‬‫ﺗﻮﺟﻪ‬‫ﺑﻪ‬‫ﺑﺎﺯﺍﺭ‬‫ﻫﺪﻓﺶ‬‫ﻧﺎﻡ‬
‫ﮔﺬﺍﺭﻱ‬‫ﻣﻲ‬‫ﺷﻮﺩ‬.‫ﮔﻠﺮﻧﮓ‬‫ﻭ‬P&G
‫ﺑﺮﻧﺪ‬ ‫ﻣﻌﻤﺎﺭﻱ‬

7. ‫ﺍﺭﺗﺒﺎﻁ‬ ‫ﻃﻴﻒ‬
‫ﻫﻢ‬ ‫ﺑﺎ‬ ‫ﺑﺮﻧﺪﻫﺎ‬
Source :David Aaker brand leadership (2000)

8. ‫ﺑﻪ‬ ‫ﻣﺎﺩﺭ‬ ‫ﺑﺮﻧﺪ‬
‫ﻣﺤﺮﻙ‬ ‫ﻋﻨﻮﺍﻥ‬
‫ﺍﺻﻠﻲ‬
‫ﻳﻜﭙﺎﺭﭼﻪ‬ ‫ﺳﻴﺴﺘﻢ‬
)‫ﺑﺮﻧﺪ‬ ‫ﭼﺘﺮ‬(
‫ﺗﺠﺎﺭﻱ‬ ‫ﻧﺎﻡ‬
‫ﻣﺴﺘﻘﻞ‬
‫ﺧﺎﻧﻪ‬
‫ﺑﺮﻧﺪﻫﺎ‬
‫ﺑﺮﻧﺪ‬ ‫ﺯﻳﺮ‬
‫ﺳﺎﺯﻱ‬
‫ﺣﻤﺎﻳﺖ‬ ‫ﺑﺮﻧﺪ‬
‫ﺷﺪﻩ‬
‫ﺩﺭ‬ ‫ﺣﻤﺎﻳﺖ‬
‫ﺳﺎﻳﻪ‬
‫ﺍﺳﺎﻣﻲ‬
‫ﺍﺩﻏﺎﻣﻲ‬
‫ﺣﻤﺎﻳﺖ‬
‫ﺁﺷﻜﺎﺭ‬
‫ﺣﻤﺎﻳﺖ‬
‫ﻛﻢ‬
‫ﺑﻪ‬ ‫ﺑﺮﻧﺪ‬ ‫ﺩﻭ‬
‫ﻣﺤﺮﻙ‬ ‫ﻋﻨﻮﺍﻥ‬
‫ﻫﻮﻳﺖ‬ ‫ﺑﺎ‬
‫ﻫﺎﻱ‬
‫ﻣﺘﻔﺎﻭﺕ‬
‫ﻫﻮﻳﺖ‬ ‫ﺑﺎ‬
‫ﻭﺍﺣﺪ‬
‫ﺍﺭﺗﺒﺎﻁ‬ ‫ﻃﻴﻒ‬
‫ﻫﻢ‬ ‫ﺑﺎ‬ ‫ﺑﺮﻧﺪﻫﺎ‬

10. Brand
Portfolio
1.
‫ﺷﺮﻛﺖ‬‫ﻧﺴﺘﻠﻪ‬‫ﺍﺯ‬‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬
‫ﻫﻴﺒﺮﻳﺪﻱ‬‫ﺑﺮﺍﻱ‬‫ﻣﻌﻤﺎﺭﻱ‬
‫ﺑﺮﻧﺪﻫﺎﻳﺶ‬‫ﺍﺳﺘﻔﺎﺩﻩ‬‫ﻣﻲ‬‫ﻛﺘﺪ‬
‫ﻛﻪ‬‫ﻣﺨﻠﻮﻃﻲ‬‫ﺍﺳﺖ‬‫ﺍﺯ‬
‫ﺑﺮﻧﺪﻫﺎﻳﻲ‬‫ﻛﻪ‬‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬‫ﻧﺎﻡ‬
‫ﮔﺬﺍﺭﻱ‬،‫ﻣﺴﺘﻘﻞ‬‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬
‫ﺗﺎﻳﻴﺪﻱ‬‫ﻭ‬‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬
‫ﻳﻜﭙﺎﺭﭼﻪ‬‫ﻭ‬‫ﺑﺪﻳﻦ‬‫ﺻﻮﺭﺕ‬
‫ﺭﻳﺴﻚ‬‫ﺳﺒﺪ‬‫ﺑﺮﻧﺪﻫﺎﻱ‬‫ﺧﻮﺩ‬
‫ﺭﺍ‬‫ﺩﺭ‬‫ﺻﻮﺭﺕ‬‫ﺑﺮﻭﺯ‬‫ﺍﺗﻔﺎﻗﺎﺕ‬
‫ﻧﺎﺧﻮﺍﺳﺘﻪ‬‫ﺑﺸﺪﺕ‬‫ﻛﺎﻫﺶ‬
‫ﺩﺍﺩﻩ‬‫ﺍﺳﺖ‬.

11. ‫ﻧﺎﻡ‬ ‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬
‫ﺗﺎﻳﻴﺪﻱ‬ ‫ﮔﺬﺍﺭﻱ‬
‫ﻧﺎﻡ‬ ‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬
‫ﻳﻜﭙﺎﺭﭼﻪ‬ ‫ﮔﺬﺍﺭﻱ‬
‫ﻧﺎﻡ‬ ‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬
‫ﻣﺴﺘﻘﻞ‬ ‫ﮔﺬﺍﺭﻱ‬
‫ﻧﺎﻡ‬ ‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬
‫ﺗﺎﻳﻴﺪﻱ‬ ‫ﮔﺬﺍﺭﻱ‬

13. Brand
Portfolio
2.
‫ﺷﺮﻛﺖ‬‫ﻛﺮﻓﺖ‬‫ﺍﺯ‬‫ﺩﻭ‬
‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬‫ﺑﺮﺍﻱ‬‫ﻣﻌﻤﺎﺭﻱ‬
‫ﺑﺮﻧﺪﻫﺎﻳﺶ‬‫ﺍﺳﺘﻔﺎﺩﻩ‬‫ﻣﻲ‬‫ﻛﻨﺪ‬
‫ﻛﻪ‬‫ﺷﺎﻣﻞ‬‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬‫ﻧﺎﻡ‬
‫ﮔﺬﺍﺭﻱ‬‫ﻣﺴﺘﻘﻞ‬‫ﻭ‬‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬
‫ﺗﺎﻳﻴﺪﻱ‬‫ﺍﺳﺖ‬.‫ﺑﺪﻳﻦ‬
‫ﺻﻮﺭﺕ‬‫ﺑﺎ‬‫ﺍﺳﺘﻔﺎﺩﻩ‬‫ﺍﺯ‬‫ﺷﻬﺮﺕ‬
‫ﺑﺮﻧﺪ‬‫ﻛﺮﻓﺖ‬‫ﺑﺮﻧﺪﻫﺎﻱ‬‫ﺟﺪﻳﺪ‬
‫ﺧﻮﺩ‬‫ﺭﺍ‬‫ﺳﺮﻳﻌﺘﺮ‬‫ﻭﺍﺭﺩ‬‫ﺑﺎﺯﺍﺭ‬
‫ﻛﺮﺩﻩ‬‫ﻭ‬‫ﺩﺭ‬‫ﺑﺎﺯﺍﺭ‬‫ﻣﻲ‬‫ﻧﺸﺎﻧﺪ‬‫ﻭ‬
‫ﺍﺯ‬‫ﺳﻮﻱ‬‫ﺩﻳﮕﺮ‬‫ﺑﺎ‬‫ﺗﻤﻠﻚ‬‫ﻭ‬‫ﻳﺎ‬
‫ﻣﻌﺮﻓﻲ‬‫ﺑﺮﻧﺪﻫﺎﻳﻲ‬‫ﺑﺎ‬‫ﻫﻮﻳﺖ‬
‫ﻣﺴﺘﻘﻞ‬‫ﺭﻳﺴﻚ‬‫ﺳﺒﺪ‬‫ﺧﻮﺩ‬‫ﺭﺍ‬
‫ﻛﺎﻫﺶ‬‫ﻣﻲ‬‫ﺩﻫﺪ‬.

14. ‫ﻧﺎﻡ‬ ‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬
‫ﺗﺎﻳﻴﺪﻱ‬ ‫ﮔﺬﺍﺭﻱ‬
‫ﻧﺎﻡ‬ ‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬
‫ﻣﺴﺘﻘﻞ‬ ‫ﮔﺬﺍﺭﻱ‬

16. Brand
Portfolio
3.
‫ﺷﺮﻛﺖ‬‫ﻣﺎﺭﺱ‬‫ﺍﺯ‬‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬
‫ﻧﺎﻡ‬‫ﮔﺬﺍﺭﻱ‬‫ﻣﺴﺘﻘﻞ‬‫ﺑﺮﺍﻱ‬
‫ﻣﻌﻤﺎﺭﻱ‬‫ﺑﺮﻧﺪﻫﺎﻳﺶ‬‫ﺍﺳﺘﻔﺎﺩﻩ‬
‫ﻣﻲ‬‫ﻛﻨﺪ‬.‫ﺑﺪﻳﻦ‬‫ﺻﻮﺭﺕ‬‫ﺑﺎ‬
‫ﻫﺰﻳﻨﻪ‬‫ﮔﺮﺩ‬‫ﺑﺎﻻ‬‫ﺑﺮﺍﻱ‬‫ﻣﻌﺮﻓﻲ‬
‫ﻭ‬‫ﻧﮕﻬﺪﺍﺷﺖ‬‫ﺑﺮﻧﺪﻫﺎﻳﺶ‬‫ﺩﺭ‬
‫ﺑﺎﺯﺍﺭ‬‫ﺭﻳﺴﻚ‬‫ﺳﺒﺪ‬‫ﺧﻮﺩ‬‫ﺭﺍ‬
‫ﺑﺸﺪﺕ‬‫ﻛﺎﻫﺶ‬‫ﻣﻲ‬‫ﺩﻫﺪ‬.

17. ‫ﻧﺎﻡ‬ ‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬
‫ﻣﺴﺘﻘﻞ‬ ‫ﮔﺬﺍﺭﻱ‬

19. Brand
Portfolio
4.
‫ﺷﺮﻛﺖ‬‫ﻛﺪ‬‫ﺑﺮﻳﺰ‬‫ﺍﺯ‬‫ﺩﻭ‬‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬
‫ﻣﻌﻤﺎﺭﻱ‬‫ﺑﺮﻧﺪ‬‫ﺑﺮﺍﻱ‬‫ﺳﺒﺪ‬‫ﻛﺎﻻﻫﺎﻳﺶ‬
‫ﺍﺳﺘﻔﺎﺩﻩ‬‫ﻣﻲ‬‫ﻛﻨﺪ‬.‫ﻳﻜﻲ‬‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬
‫ﺗﺎﻳﻴﺪﻱ‬‫ﻭ‬‫ﺩﻳﮕﺮﻱ‬‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬‫ﻳﻜﭙﺎﺭﭼﻪ‬.
‫ﺍﻳﻦ‬‫ﺷﺮﻛﺖ‬‫ﺑﺎ‬‫ﺣﻔﻆ‬‫ﻭ‬‫ﻳﻜﭙﺎﺭﭼﻪ‬
‫ﻧﮕﻬﺪﺍﺷﺘﻦ‬‫ﻫﻮﻳﺖ‬‫ﺭﻧﮕﻲ‬‫ﻭ‬‫ﺑﺼﺮﻱ‬‫ﺧﻮﺩ‬
‫ﺩﺭ‬‫ﻣﺤﺼﻮﻻﺗﺶ‬‫،ﻛﺎﺭ‬‫ﺧﻮﺩ‬‫ﺭﺍ‬‫ﺩﺭ‬‫ﻣﻌﺮﻓﻲ‬
‫ﺍﻧﻮﺍﻉ‬‫ﻣﺤﺼﻮﻻﺕ‬‫ﺟﺪﻳﺪ‬‫ﺑﻪ‬‫ﺑﺎﺯﺍﺭ‬‫ﺑﺴﻴﺎﺭ‬
‫ﺳﺎﺩﻩ‬‫ﻛﺮﺩﻩ‬‫ﺍﺳﺖ‬‫ﻭ‬‫ﺩﺭ‬‫ﺍﻳﻦ‬‫ﺑﻴﻦ‬‫ﻫﺰﻳﻨﻪ‬
‫ﻫﺎﻱ‬‫ﺧﻮﺩ‬‫ﺭﺍ‬‫ﺑﺮﺍﻱ‬‫ﺗﺒﻠﻴﻐﺎﺕ‬‫ﻭ‬‫ﻣﻌﺮﻓﻲ‬
‫ﻣﺤﺼﻮﻻﺕ‬‫ﺟﺪﻳﺪ‬‫ﺑﺸﺪﺕ‬‫ﻛﺎﻫﺶ‬‫ﺩﺍﺩﻩ‬
‫ﺍﺳﺖ‬‫ﺩﻫﺪ‬.‫ﺍﻟﺒﺘﻪ‬‫ﺭﻳﺴﻚ‬‫ﺷﻜﺴﺖ‬
‫ﻳﻜﺒﺎﺭﻩ‬‫ﺩﺭ‬‫ﺻﻮﺭﺕ‬‫ﺑﺮﻭﺯ‬‫ﻫﺮ‬‫ﺍﺗﻔﺎﻕ‬
‫ﻧﺎﺧﻮﺍﺳﺘﻪ‬‫ﺍﻱ‬‫ﺑﺮﺍﻱ‬‫ﺑﺮﻧﺪ‬‫ﺧﻮﺩ‬‫ﺭﺍ‬‫ﻧﻴﺰﺑﻪ‬
‫ﺟﺎﻥ‬‫ﺧﺮﻳﺪﻩ‬‫ﺍﺳﺖ‬

20. ‫ﻧﺎﻡ‬ ‫ﺍﺳﺘﺮﺍﺗﮋﻱ‬
‫ﻣﺴﺘﻘﻞ‬ ‫ﮔﺬﺍﺭﻱ‬

21. ‫ﺳﺒﺪ‬‫ﺑﺮﻧﺪ‬
‫ﺑﻪ‬‫ﻣﺠﻤﻮﻉ‬‫ﺑﺮﻧﺪ‬‫ﻫﺎﻳﻲ‬‫ﻛﻪ‬‫ﻳﻚ‬‫ﺷﺮﻛﺖ‬
‫ﺗﺤﺖ‬‫ﺗﻤﻠﻚ‬‫ﺧﻮﺩ‬،‫ﺩﺍﺭﺩ‬‫ﺳﺒﺪ‬‫ﺑﺮﻧﺪ‬‫ﮔﻔﺘﻪ‬
‫ﻣﻲ‬‫ﺷﻮﺩ‬.‫ﻣﺪﻳﺮﻳﺖ‬‫ﺍﻳﻦ‬‫ﺳﺒﺪ‬‫ﺑﺮﻧﺪ‬‫ﺑﺪﻳﻦ‬
‫ﺻﻮﺭﺕ‬‫ﺍﺳﺖ‬،‫ﻛﻪ‬‫ﻋﻼﻭﻩ‬‫ﺑﺮ‬‫ﻣﺪﻳﺮﻳﺖ‬
‫ﺟﺪﺍﮔﺎﻧﻪ‬‫ﺍﻳﻦ‬،‫ﺑﺮﻧﺪﻫﺎ‬‫ﺑﻪ‬‫ﺻﻮﺭﺕ‬‫ﺟﺎﻣﻊ‬
‫ﻧﻴﺰ‬‫ﻣﺪﻳﺮﻳﺖ‬‫ﻣﻲ‬‫ﺷﻮﻧﺪ‬‫ﺗﺎ‬‫ﺑﺘﻮﺍﻧﻨﺪ‬‫ﺍﺯ‬
‫ﺍﻋﺘﺒﺎﺭ‬‫ﻫﺮ‬،‫ﻛﺪﺍﻡ‬‫ﺑﺮﺍﻱ‬‫ﺩﻳﮕﺮﻱ‬‫ﺍﺳﺘﻔﺎﺩﻩ‬
‫ﻛﺮﺩﻩ‬‫ﻭ‬‫ﻧﻮﻋﻲ‬‫ﻫﻢ‬‫ﺍﻓﺰﺍﻳﻲ‬‫ﺭﺍ‬‫ﺍﻳﺠﺎﺩ‬
‫ﻛﻨﻨﺪ‬.

22. ‫ﺑﺼﺮﻱ‬ ‫ﻫﻮﻳﺖ‬

23. Brand
Identity
‫ﺗﺸﺮﻳﺢ‬‫ﻭ‬‫ﺗﻮﺻﻴﻒ‬،‫ﺑﺮﻧﺪ‬‫ﻫﻮﻳﺖ‬
‫ﺑﺮﻧﺪ‬‫ﻧﺎﻣﻴﺪﻩ‬‫ﺷﻮﺩ‬‫ﻣﻲ‬.‫ﻫﻮﻳﺖ‬‫ﺑﺮﻧﺪ‬
‫ﺷﺎﻣﻞ‬‫ﻧﺎﻡ‬‫ﻭ‬‫ﻫﺎﻱ‬‫ﻭﻳﮋﮔﻲ‬‫ﺩﻳﺪﺍﺭﻱ‬
‫ﺑﺮﻧﺪ‬)‫ﻣﺎﻧﻨﺪ‬،‫ﻟﻮﮔﻮ‬،‫ﺭﻧﮓ‬‫ﻓﻮﻧﺖ‬‫ﻭ‬
‫ﻏﻴﺮﻩ‬(‫ﺑﺎﺷﺪ‬‫ﻣﻲ‬.‫ﺩﺭ‬‫ﻫﻮﻳﺖ‬‫ﺑﺮﻧﺪ‬
‫ﻣﺸﺨﺺ‬‫ﺷﻮﺩ‬‫ﻣﻲ‬‫ﻛﻪ‬‫ﻣﺸﺘﺮﻳﺎﻥ‬‫ﺑﺎﻳﺪ‬
‫ﻧﺴﺒﺖ‬‫ﺑﻪ‬‫ﺑﺮﻧﺪ‬‫ﭼﻪ‬‫ﺍﺣﺴﺎﺳﻲ‬
‫ﺩﺍﺷﺘﻪ‬‫ﺑﺎﺷﻨﺪ‬.
‫ﺑﺮ‬‫ﺍﻳﻦ‬‫ﺍﺳﺎﺱ‬‫ﻫﻮﻳﺖ‬‫ﺑﺮﻧﺪ‬‫ﺍﺑﺰﺍﺭﻱ‬
‫ﺑﺮﺍﻱ‬‫ﺷﻨﺎﺧﺖ‬‫ﻣﺸﺘﺮﻳﺎﻥ‬‫ﻭ‬‫ﻧﻤﺎﻳﺶ‬
‫ﻭﺟﻪ‬‫ﺗﻤﺎﻳﺰ‬‫ﺑﺮﻧﺪ‬‫ﺍﺳﺖ‬.‫ﻫﻮﻳﺖ‬‫ﺑﺮﻧﺪ‬
‫ﻧﺸﺎﻥ‬‫ﺩﻫﻨﺪﻩ‬‫ﺗﺪﺍﻋﻲ‬‫ﻫﺎﻱ‬‫ﺑﺮﻧﺪ‬
‫ﺑﻮﺩﻩ‬‫ﻭ‬‫ﻧﺸﺎﻥ‬‫ﺩﻫﻨﺪﻩ‬‫ﺗﻤﺎﻳﻼﺕ‬
‫ﺷﺮﻛﺖ‬‫ﺑﺮﺍﻱ‬‫ﺷﻜﻞ‬‫ﮔﻴﺮﻱ‬‫ﻫﻮﻳﺖ‬
‫ﺧﻮﺩ‬‫ﺩﺭ‬‫ﺫﻫﻦ‬‫ﻣﺸﺘﺮﻳﺎﻥ‬‫ﺍﺳﺖ‬.

24. ‫ﻫﻮﻳﺖ‬
‫ﺑﺮﻧﺪ‬
‫ﻧﻮﺷﺘﺎﺭﻭ‬
‫ﻧﻮﻉ‬
‫ﻓﻮﻧﺖ‬ ‫ﻭ‬ ‫ﺷﻴﻮﻩ‬
‫ﺳﺒﻚ‬
‫ﻋﻜﺎﺳﻲ‬
‫ﻟﺤﻦ‬ ‫ﻭ‬ ‫ﺗﻦ‬
‫ﻭ‬ ‫ﺻﺪﺍ‬
‫ﻛﻼﻡ‬
‫ﻭ‬ ‫ﻟﻮﮔﻮ‬
‫ﺁﻳﻜﻮﻥ‬
‫ﺷﺨﺼﻴﺖ‬
‫ﻫﻮﻳﺖ‬ ‫ﻭ‬
‫ﺍﻗﻼﻡ‬
‫ﺗﺒﻠﻴﻐﺎﺗﻲ‬
‫ﺗﺮﻭﻳﺠﻲ‬ ‫ﻭ‬
‫ﺑﺴﺘﻪ‬
‫ﺑﻨﺪﻱ‬
‫ﺍﻭﺭﺍﻕ‬
‫ﺍﺩﺍﺭﻱ‬
‫ﺷﻌﺎﺭ‬
‫ﻋﻨﺎﺻﺮ‬‫ﺑﻨﻴﺎﺩﻳﻦ‬
‫ﺑﻪ‬‫ﻋﻨﺎﺻﺮ‬‫ﺍﺳﺎﺳﻲ‬‫ﻭ‬‫ﺍﻭﻟﻴﻪ‬
‫ﻛﻪ‬‫ﺷﻜﻞ‬‫ﺩﻫﻨﺪﻩ‬‫ﺷﺎﻛﻠﻪ‬
‫ﺍﺻﻠﻲ‬‫ﻫﻮﻳﺖ‬‫ﺑﺼﺮﻱ‬‫ﻳﻚ‬
‫ﺑﺮﻧﺪ‬،‫ﻫﺴﺘﻨﺪ‬‫ﻋﻨﺎﺻﺮ‬
‫ﺑﻨﻴﺎﺩﻳﻦ‬‫ﮔﻔﺘﻪ‬‫ﻣﻲ‬‫ﺷﻮﺩ‬.
‫ﺍﻳﻦ‬‫ﻋﻨﺎﺻﺮ‬‫ﺷﺎﻣﻞ‬،‫ﻧﺎﻡ‬
،‫ﻟﻮﮔﻮ‬،‫ﻧﺸﺎﻧﻪ‬
،‫ﻓﻮﻧﺖ‬‫ﻃﻴﻒ‬،‫ﺭﻧﮓ‬‫ﺳﺒﻚ‬
‫ﻋﻜﺎﺳﻲ‬/‫ﺗﺼﻮﻳﺮ‬،‫ﺳﺎﺯﻱ‬
‫ﻟﺤﻦ‬‫ﺻﺪﺍ‬‫ﻭ‬...‫ﻣﻲ‬‫ﺑﺎﺷﻨﺪ‬.
‫ﺗﺮﻛﻴﺐ‬‫ﺍﻳﻦ‬‫ﻋﻨﺎﺻﺮ‬‫ﻫﻮﻳﺖ‬
‫ﺑﺼﺮﻱ‬‫ﻳﻚ‬‫ﺑﺮﻧﺪ‬‫ﺭﺍ‬‫ﺗﺸﻜﻴﻞ‬
‫ﻣﻲ‬‫ﺩﻫﻨﺪ‬.

25. ‫ﺗﻤﺎﻳﺰ‬ ‫ﻧﻘﺎﻁ‬:
•‫ﻗﺮﻣﺰ‬ ‫ﺭﻧﻚ‬
•‫ﻟﻮﮔﻮ‬
•‫ﺑﺼﺮﻱ‬ ‫ﻫﺎﻱ‬ ‫ﺍﻟﻤﺎﻥ‬
•‫ﻣﺎﺩﺭ‬ ‫ﻛﻤﭙﺎﻧﻲ‬ ‫ﻟﻮﮔﻮﻱ‬

27. ‫ﺗﻤﺎﻳﺰ‬ ‫ﻧﻘﺎﻁ‬:
•Texture‫ﻫﺎ‬ ‫ﺑﻨﺪﻱ‬ ‫ﺑﺴﺘﻪ‬ ‫ﺭﻭﻱ‬ ‫ﻫﺎﻱ‬
•‫ﻟﻮﮔﻮ‬)‫ﻗﺮﺍﺭﮔﻴﺮﻱ‬ ‫ﺟﺎﻱ‬ ‫ﻭ‬ ‫ﺭﻧﮓ‬(
•‫ﺑﺮﻧﺪ‬ ‫ﻫﺎﻱ‬ ‫ﻛﺎﺭﺍﻛﺘﺮ‬
•‫ﻣﺤﺼﻮﻝ‬ ‫ﺍﻃﻼﻋﺎﺕ‬ ‫ﻭﺍﺣﺪ‬ ‫ﻫﺎﻱ‬ ‫ﺍﻟﻤﺎﻥ‬

29. ‫ﺗﻤﺎﻳﺰ‬ ‫ﻧﻘﺎﻁ‬:
•‫ﺑﻨﺪﻱ‬ ‫ﺑﺴﺘﻪ‬ ‫ﻧﻮﻉ‬
•‫ﻟﻮﮔﻮ‬)‫ﻗﺮﺍﺭﮔﻴﺮﻱ‬ ‫ﺟﺎﻱ‬ ‫ﻭ‬ ‫ﺭﻧﮓ‬(
•‫ﺑﺮﻧﺪ‬ ‫ﻛﺎﺭﺍﻛﺘﺮ‬
•‫ﻣﺤﺼﻮﻝ‬ ‫ﺍﻃﻼﻋﺎﺕ‬ ‫ﻭﺍﺣﺪ‬ ‫ﻫﺎﻱ‬ ‫ﺍﻟﻤﺎﻥ‬

31. ‫ﺗﻤﺎﻳﺰ‬ ‫ﻧﻘﺎﻁ‬:
•‫ﻫﺎ‬ ‫ﺑﻨﺪﻱ‬ ‫ﺑﺴﺘﻪ‬ ‫ﺛﺎﺑﺖ‬ ‫ﺭﻧﮕﻲ‬ ‫ﻫﻮﻳﺖ‬
•‫ﻟﻮﮔﻮ‬
•Texture‫ﺑﻨﺪﻱ‬ ‫ﺑﺴﺘﻪ‬ ‫ﺭﻭﻱ‬ ‫ﻫﺎﻱ‬
•‫ﻣﺤﺼﻮﻝ‬ ‫ﺍﻃﻼﻋﺎﺕ‬ ‫ﻭﺍﺣﺪ‬ ‫ﻫﺎﻱ‬ ‫ﺍﻟﻤﺎﻥ‬

33. ‫ﺗﻤﺎﻳﺰ‬ ‫ﻧﻘﺎﻁ‬:
•‫ﺍﻱ‬ ‫ﺳﺮﻣﻪ‬ ‫ﻭ‬ ‫ﻧﺎﺭﻧﺠﻲ‬ ‫ﺭﻧﻚ‬
•‫ﻟﻮﮔﻮ‬
•‫ﺑﺼﺮﻱ‬ ‫ﻫﺎﻱ‬ ‫ﺍﻟﻤﺎﻥ‬)‫ﺩﺍﻳﺮﻩ‬ ‫ﺩﻭ‬(
•‫ﺑﻨﺪﻱ‬ ‫ﺑﺴﺘﻪ‬ ‫ﺭﻧﮓ‬

35. ‫ﺩﺭ‬ ‫ﺧﺮﻳﺪ‬ ‫ﺗﺠﺮﺑﻪ‬
‫ﻓﺮﻭﺷﮕﺎﻩ‬

36. ‫ﺧﺮﺩﻩ‬ ‫ﺁﻣﻴﺨﺘﻪ‬
‫ﻓﺮﻭﺷﻲ‬
‫ﻗﻴﻤﺖ‬ ‫ﻛﺎﻻ‬
‫ﺧﺪﻣﺎﺕ‬
‫ﺩﺭ‬ ‫ﺧﺮﻳﺪ‬ ‫ﺗﺠﺮﺑﻪ‬
‫ﻓﺮﻭﺷﮕﺎﻩ‬
‫ﻛﻴﻔﻴﺖ‬
‫ﻓﺮﻭﺷﻲ‬ ‫ﺧﺮﺩﻩ‬ ‫ﺁﻣﻴﺨﺘﻪ‬

37. 1 2 3 4
5 6 7
8
‫ﺗﺒﻠﻴﻐﺎﺕ‬
‫ﺑﺎﺯﺭﮔﺎﻧﻲ‬
‫ﻧﻤﺎﻱ‬
‫ﻣﻐﺎﺯﻩ‬/
‫ﻭﻳﺘﺮﻳﻦ‬
‫ﻭﺭﻭﺩﻱ‬
‫ﻣﻐﺎﺯﻩ‬/
‫ﻓﺮﻭﺷﮕﺎﻩ‬
‫ﻗﺮﺍﺭﮔﻴﺮﻱ‬ ‫ﺟﺎﻱ‬
‫ﻛﺎﻻﻫﺎ‬/‫ﭼﻴﺪﻣﺎﻥ‬
‫ﻫﺎ‬ ‫ﻗﻔﺴﻪ‬
‫ﻛﺎﻻﻫﺎﻱ‬
‫ﻋﺮﺿﻪ‬
‫ﺷﺪﻩ‬
‫ﻧﻈﺮ‬ ‫ﺗﺒﺎﺩﻝ‬
‫ﺳﺎﻳﺮ‬ ‫ﺑﺎ‬
‫ﻣﺸﺘﺮﻳﺎﻥ‬
‫ﺻﻨﺪﻭﻕ‬/
‫ﻛﻨﺘﺮﻝ‬
‫ﺧﺮﻭﺝ‬
‫ﺧﺪﻣﺎﺕ‬
‫ﺍﺯ‬ ‫ﭘﺲ‬
‫ﻓﺰﻭﺵ‬
‫ﻣﺸﺘﺮﻱ‬ ‫ﺑﺎ‬ ‫ﺍﺭﺗﺒﺎﻁ‬ ‫ﺑﺮﻗﺮﺍﺭﻱ‬ ‫ﻭ‬ ‫ﺗﻤﺎﺱ‬ ‫ﻧﻘﺎﻁ‬
‫ﻓﺮﻭﺷﮕﺎﻩ‬ ‫ﺩﺭ‬

38. •Strong sense of responsibility
•Cheerful
•Has a good reputation
•Company with a tradition
•I`ve been shopping there since I
was a child
•……
•That`s where people like you and me
shop
•There is a place where I like being
seen
•The place to go for price-conscious
shoppers
•It`s fun shopping there
•Buying something there makes me
happy
•……
•Carries a very large range of
products
•Always has the latest products
•Also offers very unusual
merchandise
•Has attractive and spacious stores
•They often have sales,
demonstrations, contests, etc.
•……
•That`s where I can get the products I
need
•“offers good value for money”
•You can find good bargains
•Great place to wander around and
hang out
•……
Brand
benefits
Brand
Attributes
‫ﻓﺮﻭﺷﻲ‬ ‫ﺧﺮﺩﻩ‬ ‫ﺩﺭ‬ ‫ﺑﺮﻧﺪ‬ ‫ﺍﻟﻤﺎﺱ‬

39. ‫ﺳﺒﺪ‬ ‫ﺍﻧﺪﺍﺯﻩ‬ ‫ﺍﻓﺰﺍﻳﺶ‬
‫ﺧﺮﻳﺪ‬
‫ﺫﺍﺋﻘﻪ‬ ‫ﺗﻐﻴﻴﺮ‬
‫ﺑﻪ‬ ‫ﺟﺪﻳﺪ‬ ‫ﻣﺸﺘﺮﻱ‬
‫ﺩﻳﮕﺮ‬ ‫ﻣﺤﺼﻮﻻﺕ‬
‫ﻭﻓﺎﺩﺍﺭﺳﺎﺯﻱ،ﺗﻜﺮﺍﺭ‬
‫ﻭ‬ ‫ﻛﺮﺩﻥ‬ ‫ﺍﻳﺠﺎﺩ‬ ‫ﺧﺮﻳﺪ‬
‫ﻛﺮﺩﻥ‬ ‫ﺍﻳﺠﺎﺩ‬ ‫ﺗﺮﺍﻓﻴﻚ‬
‫ﻭ‬ ‫ﺿﺮﺑﺪﺭﻱ‬ ‫ﭼﻴﺪﻣﺎﻥ‬
‫ﮔﺬﺍﺷﺘﻦ‬ ‫ﭘﺮﻭﻣﻮﺷﻦ‬
‫ﻣﺤﺼﻮﻻﺕ‬ ‫ﺑﺮﺍﻱ‬
‫ﺗﺎﺑﻠﻮ‬ ‫ﻭ‬ ‫ﺍﺯﻋﻼﺋﻢ‬ ‫ﺍﺳﺘﻔﺎﺩﻩ‬
‫ﻛﻪ‬ ‫ﻫﺎﻳﻲ‬ ‫ﻧﺸﺎﻥ‬ ‫ﻭ‬ ‫ﻫﺎ‬
‫ﺳﻤﺖ‬ ‫ﺑﻪ‬ ‫ﺭﺍ‬ ‫ﻣﺸﺘﺮﻱ‬
‫ﻳﺎ‬ ‫ﻭ‬ ‫ﺟﺪﻳﺪ‬ ‫ﻣﺤﺼﻮﻻﺕ‬
‫ﻣﻲ‬ ‫ﺭﺍﻫﻨﻤﺎﻳﻲ‬ ‫ﻧﺎﺷﻨﺎﺧﺘﻪ‬
‫ﻛﺘﺪ‬
‫ﻣﺸﺘﺮﻱ‬ ‫ﻛﻪ‬ ‫ﺣﺴﻲ‬
‫ﻭ‬ ‫ﻇﺎﻫﺮ‬ ،‫ﺯﻳﺒﺎﻳﻲ‬ ‫ﺍﺯ‬
‫ﻓﺮﻭﺷﮕﺎﻩ‬ ‫ﭼﻴﺪﻣﺎﻥ‬
‫ﮔﻴﺮﺩ‬ ‫ﻣﻲ‬
‫ﻓﺮﻭﺷﮕﺎﻩ‬ ‫ﻛﺎﺭﻛﻨﺎﻥ‬ ‫ﺭﻓﺘﺎﺭ‬ ‫ﻭ‬ ‫ﻣﺪﺍﺭ‬ ‫ﻓﺮﻭﺵ‬ ‫ﻭ‬ ‫ﻣﺪﺍﺭ‬ ‫ﻣﺸﺘﺮﻱ‬ ‫ﺗﻔﻜﺮ‬
‫ﻫﺪﻑ‬
‫ﻣﻠﻤﻮﺱ‬:
‫ﻭ‬ ‫ﭼﻴﺪﻣﺎﻥ‬
‫ﻇﺎﻫﺮ‬
‫ﻓﺮﻭﺷﮕﺎﻩ‬
‫ﻧﺎﻣﻠﻤﻮﺱ‬:
‫ﻛﺎﺭﻛﻨﺎﻥ‬