Indlela yokwakha uhlobo lwakho lwesambulela

Indlela yokwakha uhlobo lwakho lwesambulela

Uhlobo lwesambulela luyigama elilodwa kanye nelogo etholakala emikhiqizweni emibili noma ngaphezulu ehlobene ekhonza izidingo ezahlukene. Isibonelo, i-Heinz uhlobo lwesambulela ngoba igama litholakala emikhiqizweni eyahlukahlukene efana ne-ketchup, i-mustard, uviniga, ubhontshisi, nokuningi.

Imikhiqizo ye-Umbrella iyaziwa nangokuthi imikhiqizo yomndeni.

Inkampani noma umenzi usebenzisa isu lomkhiqizo ohlanganisa yonke imikhiqizo uma engafuni ukuba nemikhiqizo yomkhiqizo ngamunye.

Imikhiqizo ye-Umbrella ihlala iqala njengemikhiqizo ehlukene. Isibonelo, uHeinz waqala ngokwenza ama-pickle. Kodwa izinkampani zisebenzisa impumelelo esigabeni esisodwa somkhiqizo ukuze zidlulele kwesinye, inqubo ebizwa ngokuthiisandiso somkhiqizo.

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I-Umbrella Brand vs. House of Brands

Indlu yemikhiqizo yinkampani engumzali ethengisa imikhiqizo ehlukene ngemikhiqizo ehlukahlukene, eminye yayo engaba yimikhiqizo ehlanganisa yonke imikhiqizo.

Izinkampani ezifana ne-P&G, i-Heinz-Kraft, i-Reckitt-Benkiser, kanye ne-Unilever ziyizindlu zemikhiqizo. Zenza imikhiqizo eyahlukahlukene futhi zisebenzisa isethi yemikhiqizo ukuyimaketha. Ngokuvamile zibizwa ngephutha ngokuthi imikhiqizo ehlanganisa i-ambulera.

Izinkampani zemikhiqizo zilungile ngoba inkampani engumzali ayinalo uxhumano nomkhiqizo engqondweni yomthengi. Into ebalulekile ukuthi umkhiqizo unengqondo kumakhasimende.