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أهم النصائح والممارسات لزيادة قيمة العلامة التجارية 2021 | موقع معرفتي
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مال واستثمار

نصائح لزيادة قيمة العلامة التجارية


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يريد الجميع زيادة العلامة التجارية إحداث ضجة في السوق من خلال إطلاق منتجاتهم أو خدماتهم, ينفق الناس الكثير من المال في الترويج لعلامتها التجارية, عندما تصبح العلامة التجارية مشهورة.

يبدو أن قيمة العلامة التجارية تزداد, لا شك أن الناس يسعون لإضافة المزيد والمزيد من القيمة إلى علاماتهم التجارية, كلما زادت قيمة العلامة التجارية, كلما ارتفع هامش الربح.

في بعض الأحيان, تصبح بعض الشركات ناجحة جدًا في إطلاق منتجاتها أو خدماتها, بحيث يهتم العملاء المستهدفون بتجربة المنتجات أو الخدمات التي نالت اعجابهم.

يبدو أن الرسم البياني للمبيعات يجدى نفعا كبيرا للغاية. ولكن مع مرور الوقت, وبسبب بعض الأسباب غير المعروفة, يبدأ الرسم البياني للمبيعات في الانخفاض.

في بعض الحالات, تصبح النتيجة كارثية لدرجة أنه في مرحلة معينة يبدو أنه يكاد يكون من المستحيل على الشركة أن تعود لمجدها.

اقرأ أيضاً: مستقبل التجارة الإلكترونية في الأعوام القادمة

فوائد بناء العلامة التجارية الجيدة

ملكية العلامة التجارية هي تصور العملاء لمنتجاتك وخدماتك بناءً على ما يفكرون به في علامتك التجارية, تعتبر كل من Apple و Google و Microsoft من أصحاب العلامات التجارية العالية.

من الصعب تعيين قيمة نقدية للعلامة التجارية, ولكن بغض النظر عن مدى ظهور ملكية العلامة التجارية غير الملموسة, فإن العلامة التجارية القوية تجني فوائد تجارية كبيرة, ومن ضمنهم ما يلى.

1 – الوعي التجاري

2 – ضمان مصداقية الشركة

3 – سمعة جيدة وثقة في الجودة

4 – رضا العملاء عن منتجاتك

تعمل هذه الفوائد كأدوات للمسوقين في محاولة لجذب ذلك المستهلك الجاد, الذي يريد الشراء من علامة تجارية ذات قيمة عالية.

مفهوم المستهلك الواعي

المستهلك في مرحلة ما بعد أزمة فيروس كورونا، يؤكد جون غيرزيما أن المشترين لم يعودوا في حالة تراجع كما كانوا خلال الأزمة الاقتصادية,  لكنهم أصبحوا مستهلكون أصحاب وعى, يعرفون كيف يشترون البضائع الجيدة.

المستهلك الواعي مستعد للشراء, لكنه يميل إلى العلامات التجارية ذات القيمة العالية. في البحث عن الجودة في المنتج، يأخذون في الاعتبار عوامل مثل:

البحث. يتم إكمال سبعة وستين بالمائة من رحلة المشتري على البحث عبر الإنترنت, مما يعني أن المستهلك الواعي يريد المنتج ولديه الكثير من المعلومات حول الشركات التي لديها ما يريد.

دليل جودة. الحصول على منتج رائع لا يكفي المشتري. يتطلع المستهلك الواعى إلى المراجعات عبر الإنترنت وتوصيات الآخرين والمنشورات المتواجدة على مواقع التواصل الاجتماعى حول المنتج,  للحصول على دليل على أن المنتج محبوب.

الهوية والتفضيل. يدرك العملاء وجود علاقة بين قرارات الشراء الخاصة بهم وهويتهم. إنهم يتطلعون إلى اتخاذ قرار الشراء الذي يناسب علامتهم التجارية الشخصية, بمعنى أدق المنتج الذي سوف يحقق لهم أكبر استفادة.

تلعب كل هذه العوامل دورًا في قرار الشراء وكلها تدور حول أكثر من مجرد منتج. في صميم بحثهم, يتطلع العملاء إلى تكوين رابطة مع علامة تجارية يرون أنها عالية الجودة.

طرق زيادة قيمة العلامة التجارية

إذا تم إنشاء “العلامات التجارية في الذهن” ، فمن الضروري فهم كيفية تسويق شركتك بشكل إيجابي, للتأثير على تصور العملاء المتوقعين وعملاء علامتك التجارية.

1 – العمل من الداخل الى الخارج

كتب سيث جودين: “العالم مليء بالأشياء المملة,وهذا هو السبب الرئيسي في أن القلة من الناس تجدهم مهتمين بكل شئ, وهذه هى مهمة التسويق الرائع, حيث يعتبر التسويق الرائع هو فن بناء الأشياء التي تستحق الملاحظة في منتجك أو خدمتك.

لكي يُنظر إليك على أنها ذات أهمية, يجب أن تبرز علامتك التجارية من عن باقي الأشياء المملة,يجب أن تكون أنت الذهب في وسط الفضة. تدور العلامة التجارية القوية حول صيغ التفضيل: أفضل خدمة عملاء وأكثر ابتكارًا وأسعد موظفين.

إذا كنت ترغب في بناء علامة تجارية قوية, فلا يمكن أن يقتصر التسويق على قسم واحد, يجب على جميع المجالات إظهار القيمة الحقيقية للعملاء. تجربة العميل هي الأساس الذي تبنى منه بقية إستراتيجية التسويق لتقوية علامتك التجارية.

يعنى هذا أن أول خطة تسويقية لك, لا تنتظر منها نتائج, فقط تكون موجودة لجس نبض السوق, ومعرفة العملاء المحتملين, بعد هذا يمكنك أن تبدأ خطة تسويقية, من شأنها أن ترفع من قيمة علامتك التجارية.

اقرأ أيضاً: مخاطر الاستثمار في العملات الرقمية وكيفية التغلب عليها

2 – استهدف رسالة علامتك التجارية

عليك أن تجد مجموعة تهتم بشدة بما تريد قوله، وفقًا لما قاله سيث جودين في حديثه على TED, لما سئل عن كيفية نشر أفكارك. يؤكد جودين أن بناء الجودة, يعني إيجاد الجمهور الذي سيجد علامتك التجارية ومنتجاتك ذات قيمة في المقام الأول, بدلاً من مجرد طرح شبكة تسويقية واسعة ليست مستهدفة. هذا يعنى:

اقرأ أيضاً: ما هي عملة الريبل

1 – ابحث عن قنوات التسويق التي يتواجد عليها جمهورك المثالي

2 – صمم رسالة علامتك التجارية لتلائم تلك القناة التسويقية

سوف تحتاج إلى بعض الجهد في البداية, هذا أمر بديهي, ولكنك سوف تحصل بعدها على علامة تجارية قوية, مع قليل من التفائل, يمكن أن يكون لك مقعد بين عمالقة مجالك, لما لا, هذا هو ما نسعى إليه في الاصل, ان لم يكن سعيك القمة فلا تقم من مكانك.


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الوسوم

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مقالات ذات صلة


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زر الذهاب إلى الأعلى

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إغلاق
إغلاق

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