გლობალური ბრენდინგი

adgilis brendingi: qveynis imijis Seqmna

04/21/23 Global Branding 2

brendibrendi

saxeli, termini, niSani, simbolo, dizaini an maTi kombinacia axdens erTi gamyidvelis an gamyidvelTa jgufis produqtisa da servisis identifikacias, raTa moxdes maTi gansxvavebis fiqsireba sxva konkurentebisagan.

04/21/23 Global Branding 3

brendis terminebi

• brendis imiji: rogoraa aRqmuli sabazro SeTavazeba

• brendis identifikacia: rogor fiqrofs kompania, ra aris misi produqti

• brendis eqvivalentoba: brendis Rirebuleba• korporatiuli brendi: iyenebs korporatiul

kulturasa da xedvas rogorc misi unikaluri gasayidi SeTavazebis nawils

• produqciis brendi: produqtis identifikacia

04/21/23 Global Branding 4

brendebi saerTaSoriso

bazarze

• brendi gamoyenebulia rogoc STabeWdilebisa, dizainis, Sesrulebis, xarisxis, Rirebulebisa da prestiJis garedan danaxvis saSualeba

• globaluri brendi: saxelis saerTaSoriso gamoyeneba, termini, emblema, simbolo, dizaini an kombinacia raTa identifikacia gaukeTdes gamyidvels an gamyidvelTa jgufs, rom ganasxvavon sxva konkurentebisagan

04/21/23 Global Branding 5

globaluri brendingis strategia

• firmis zrdis erT-erTi ZiriTadi mamoZravebeli Zala msoflio bazarze

• kompaniebs SeuZliaT ganasxvavon erTmaneTi konkurentebisgan da Sesabamisad gaxdnen ufro metad daculni

• globaluri brendingi aris Zlieri faqtori klientTa loalobis mosapoveblad

• saSualebas aZlevs kompaniis da klientis komunikacias gaxdes ufro homogenuri – amcirebs Setyobinebisa da suraTis gaTavisebis saWiroebas

04/21/23 Global Branding 6

adgilis brendingi

• brendis strategiis da sxva marektingis teqnologiis da disciplinis miRebis praqtika aris mimarTuli qalaqebs, regionebisa da qveynebis sekonomikuri, socialuri, politikuri da kulturuli ganviTarebisaTvis.

• ufro Seesabameba korporaciul brends vidre produqciis brends

04/21/23 Global Branding 7

qveynis brendingi

• qveynis saxeli brendis eqvivalentia• “qveynis imiji” “qveynis identifikaciis”

sawinaaRmdegod• momxmarebeli afasebs produqts da

akeTebs Sesyidvebs qveynis “brendze” dafuZnebiT

• strategiuli marketingi damatebulia raTa aiwios qveynis imiji, produqti da mimzidveloba turizmisTvis da ucxouri kapitalis mosazidad.

• Seqmnilia qveynis eqvivalentoba

04/21/23 Global Branding 8

qveynis eqvivalentobaqveynis eqvivalentoba

• ““emociuri faseuloba, romelsac iqmneba momxmareblis emociuri faseuloba, romelsac iqmneba momxmareblis asociaciidan brendis qveyanasTan “asociaciidan brendis qveyanasTan “

Shimp, T.A., Saeed, S. & Madden, T.J. (1993) “Countries and their products: A cognitive structure perspective”, Journal of the Academy of Marketing Science, Vol 21, No. 4, pp.323-330

04/21/23 Global Branding 9

qveynis brendingis 4 qveynis brendingis 4 ganzomileba ganzomileba

1.1. turizmis brendingiturizmis brendingi

2.2. sazogadoebrivi diplomatiasazogadoebrivi diplomatia

3.3. eqsportis waxalisebaeqsportis waxaliseba

4.4. investiciis waxalisebis aqtivobebiinvesticiis waxalisebis aqtivobebi

04/21/23 Global Branding 10

“mwarmoebeli qveynis” efeqti da globaluri

brendebi

• nebismieri gavlena, romelsac aqvs nebismieri gavlena, romelsac aqvs mwarmoebeli qveynis industrias an dizains mwarmoebeli qveynis industrias an dizains momxmareblis pozitiur an negatiur momxmareblis pozitiur an negatiur ganwyobaze produqtzeganwyobaze produqtze

• warmoebis adgili gavlenas axdens brendis warmoebis adgili gavlenas axdens brendis imijzeimijze

• qveyana, tipi an produqti, da kompaniis qveyana, tipi an produqti, da kompaniis imiji, yvelaferi gavlenas axdens Tu imiji, yvelaferi gavlenas axdens Tu ramdenad pozitiuri an negatiuri reaqcia ramdenad pozitiuri an negatiuri reaqcia iqneba qveyanaze an mwarmoebelzeiqneba qveyanaze an mwarmoebelze

04/21/23 Global Branding 11

saukeTeso 10 qveynis

brendi1. aSS2. inglisi3. Sotlandia4. safrangeTi5. germania

6. iaponia7. skandinavia8. Sveicaria9. samxreT

korea10.italia

04/21/23 Global Branding 12

qveynebi sadac qveynebi sadac viTardeba brendingiviTardeba brendingi

• konkurentuli upiratesobis wyaro naciebis CamoyalibebisaTvis

• gadasaxadebi: mdgradi, faseulobis Semqmneli qmedebis nawili

• moiTxovs obieqturobas: unda SeeZlos gansazRvros Tu rogor xedaven sxvebi mas

• moiTxovs samTavrobo da kerZo seqtoris urTierT-TanamSromlobas

• mTavari barieri - fsiqologiuri

04/21/23 Global Branding 13

safexurebi qveynis

brendingisaTvis1. qveynis aqtiuri muSaoba2. zogierTi warmoebis, bunebrivi

damaxasiaTebeli Strixisa da istoriuli movlenis SerCeva.

3. qolgis principis SemuSaveba4. sakmarisi dafinansebis moZieba

brendingisTvis5. qveyana qmnis eqsportis kontrols –nakisri

valdebulebebi nda Sesrulebul iqnas

Kotler, P. & Gertner, D. (2002). “Country as brand, product, and beyond”, Brand Management 9 (4-5), 249-261.

04/21/23 Global Branding 14

bolosityvaobabolosityvaoba

• qveynisa, rogorc korporatiuli brendis qveynisa, rogorc korporatiuli brendis ganxilva ganxilva

• TqvenTan dakavSirebuli konkurentobis TqvenTan dakavSirebuli konkurentobis poziciis codna poziciis codna

• bazrisa da segmentis Seswavla, sanam bazrisa da segmentis Seswavla, sanam daiwyeba produqciis warmoebadaiwyeba produqciis warmoeba

• konkurenciis monitoringi da brendis konkurenciis monitoringi da brendis kvalze miyolakvalze miyola

• iyaviT moqnili – SeegueT moulodnelsiyaviT moqnili – SeegueT moulodnels• CaabareT SeTanxmebis mixedviTCaabareT SeTanxmebis mixedviT