
debranding

korpparettu kuranjathaayi kaanappedunnathino parasyangalil ninnu laabhikkunnathino oru uthppannathil ninnu nirmmaathaavinte peru neekkam cheiyunnathinulla oru vipanana thanthramaan debranding. korpparettu kuranjathum kooduthal vyakthiparavumaakkunnathi oru kambani oru maarkkatting kaambeyninaayi athinte logoyil ninnu peru neekkam cheiyumbozhaanu dii-korpparettu cheyyal. "generic aayi maarunnath" ennathu ariyappedunna brandulla oru kambani kooduthal generic aayi kaanapedaan thiranjedukkumbozhaanu. ithinartham kambani parasyangal illaathaakkukayum vilakal kuraykkukayum cheyyum, eee ardhathil debranding labhavihitam vardhippikkum.
charithram.
korpparettu nirmmaanam.
1995ll nadanna avarude logo debrand cheytha aadyathe kambani ennu naikkine vilikkunnu. 2011ll staarbaks logoyil ninnu athinte peru neekkam cheyyaan theerumaanichappol eee pravanatha thudarnnu. starbakkukal oru praadeshika coffey shope poleyum korpparettu kuranjathupoleyum kaanappedutthuka ennathaayirunnu uddeshyam. rund varshathinu sesham kokkakola oru kookk pankidaan thudangi. eee prachaaranatthil kokkakola athinte logoic pakaram 150 perukal nalki.
pothuvaayi parivartthanam cheiyunnu.
1980kalude thudakkathil american upabhokthakkal "neyim" brandukal ennu vilikkappedunnathil ninnu kooduthal thaangavunna vilaykk generic allengil "noow-neyim" braandukalilekku marran thudangi. eee maattam niravadhi gaarhika uthppannangaliludaneelam sambhavichu. churungiya samayathinullil amerikkayile supermarket vilppanayude 2 sathamaanam generic brandukal pidichedutthu. 1981ll generic brandukalkku uthppanna vibhaagathile vilppanayil ettavum sakthamaaya aii. dii. 1 undaayirunnu, chila sandarbhangalil ithu 16 shathamaanatholam uyarnnu. perulla brandukalkku nalkunna pradhana vitharanathinte aanukoolyangal illaathe generic brandukal vipani vihitam pidichedukkunnu ennathaanu palareyum aashayakkuzhappathilakkiyath. mothatthilulla vilppana cheruthaayi kurayunna samayathaan generic braandukalude vipani vihithathile eee vardhanavu undaayath. mandagathiyilaakunnathinte lakshanangalonnumillathil, generic brandukal pradhana braandukalude laabhakshamathaykk kaaryamaaya bheeshani uyarthi.
maanasika kaaranagal.
korpparettu nirmmaanam.
debrandinginu pinnile uddeshyam palappozhum kambaniye korpparettu kuranjathaayi kaanukayum athinaal kooduthal vyakthiparavum "munnottulla chinthayum" undaakkuka ennathaanu.
pothuvaaya" ennathilekku parivartthanam cheiyunnu.
pala valia korppareshanukalum generics oru vyaamohamaanennu karuthi, kuranja vilayulla, vilabodhamulla upabhokthaavine lakshyamidunnu. gaveshanangal nere vipareethamaanu theliyichathu. generic saadhanangalude upabhokthru samthrupthi valare uyarnnathaayirunnu; generic saadhanangal vaangiyavaril 93 sathamaanam perum uthppannathil samthruptharum 86 sathamaanam generic saadhanangal thudarnnum vaangaan thaalpparyamullavarumaayirunu. koodaathe, janarikkukalude gunanilavaaram swakaarya braandukalude gunanilavaaratheppole mikachathaanennu upabhokthakkal veekshikkunnuvennu thelivukal soochippikkunnu. ithu branded uthppannangalkk oru valia prashnam avatharippichu uyarnna vidyaabhyaasamullavarum uyarnna nilavaaramullavarulppede ellaatharam upabhokthaakkalum uthppannathinte vilayekkurichalla, marichu manassilakkiya moolyathekkurichaanu aashankappettirunnathu. oru uthppannam brand x nirmmikkunnundengilum oru pothuvaaya labhyatha undengil, upabhokthaav pothuvaaya gunanilavaaram samaanamaanengilum vila saadhaaranayaayi kuravaayathinaal pothuvaaya kaaryatthilekku thiriyunnu. ithinartham branded uthppannathinte vilayil adangiyirikkunna vipulamaaya branding, parasya prachaaranangalodu upabhokthakkal prathikarikkukayo panam nalkaan thayyarakukayo cheythilla ennaanu.
naamamaathramo durbalamo aaya vilppanayulla brandukalkku upabhokthaakkale nashtappedaanulla ettavum uyarnna apakadasaadhyathayundaayirunnu. shelf space opttimais cheiyunnathinekkurichu eppozhum bodhamullah chillara vyapaarikal, vilppana daatta avalokanam cheiyunnathinum kooduthal labhakaramaaya uthppannangalkk idam nalkunnathinu durbalamaayatho naamamaathramaayatho aaya brandukal kuraykkunnathino neekkam cheiyunnathino traimasa reportukale aashrayichu. ennirunnaalum, oru puthiya saankethikavidya chillara vyapaarikal eee daatta shekharikkunna reethiyil viplavam srishtikkum saarvathrika uthppanna coode (yuu. pii. sii).
barcode ennum ariyappedunna yuu. pii. sii chihnam chillaravilppana vipaniyil dhaaraalam automation avatharippichu. ottomeshanodoppam retail maanejarmarkk traimasa reportukalkkaayi kaathirikkunnathinuparam divasena vilppana daatta avalokanam cheyyaanulla kazhivum vannu. chillara vyaapaarikalkk avarude upabhokthaakkalude pravanathakalum eathu naamamaathramo durbalamo aaya brandukalkku pakaram kooduthal labhakaramaaya uthppannangal upayogikkaanaakumenn thalsamayam kaanaan kazhiyumennanu ithinartham. branded uthppannangalekkaal generic saadhanangalkk valare valia stokku teenn undennu akkaalathe daatta soochippikkunnu.iii. avarude vilppana saadhanangalude anupaathavum. eee sakthamaaya puthiya saankethikavidyayum daattayum upayogichu, chillara vyapaarikal valare laabhakaravum aavasyamullathumaaya janarikkukalkk anukoolamaayi durbalav naamamaathravumaaya brandukal vegathil upekshikkaan thudangi.
aadhunika debranding.
1980kalilum 90kalilum upabhokthakkal moolyathekkurichu kooduthal aashankaakularaayirunnu. innathe upabhokthaav avar vaangunnathinekkurichu kooduthal bodhavaanmaaraan, koodaathe praadeshikavum cheruthum swathanthravumaaya storukale anukoolichukondu valia korppareshanukalekkurichu kooduthal jagrata pulartthunnu. athinaal, 1980kalilum 90kalilum janapriyamaayirunna debranding tharam 2000-kalil korppareshanukalkk thirichadiyaayi.
pala tharatthil staarbaks aadhunika debrandinginte mikacha udaaharanamaanu, kaaranam avar avarude brand identityum praadeshika identityum santhulithamaakkaan shramikkunnu. staarbaks peru neekkam cheyyukayum chinnangalilum charakkukalilum sairan logo maathram avasheshikkukayum cheiyunnathu korpparettu kuravaanennum aadhunika upabhokthaakkale akarshikkumennum thonnikkum. vishwasaneeyamaaya praadeshika bisinasukal swanthamaakki praadeshika shoppinginte sameepakaala janapreethiyodum staarbaks prathikarichittundu. oru staarbaks coffey shopai marunnathinupakaram kadakal avarude praadeshika perukalum ruchiyum nilanirtthi.
aadhunika debrandinginte mattoru prakadanamaanu vaakkukalillaatha logo bahurashtra kambanikal chinnangal maathram avasheshippichu avarude logokalil ninnu perukal ozhivakkaan thudangi. oru perinekkaal vishwal aayi bandhappeduthunnathu maanasikamaayi eluppamaanu, athaayath upabhokthakkal avar vimarshikkunna braandukalumaayi sakthamaaya bandham pulartthunnu.

