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adgilis brendingi: qveynis imijis Seqmna. გლობალური ბრენდინგი. brendi. 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. - PowerPoint PPT Presentation

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  • adgilis brendingi: qveynis imijis Seqmna

    Global Branding

  • *Global Branding*brendi 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.

    Global Branding

  • *Global Branding*brendis terminebibrendis imiji: rogoraa aRqmuli sabazro SeTavazebabrendis identifikacia: rogor fiqrofs kompania, ra aris misi produqtibrendis eqvivalentoba: brendis Rirebulebakorporatiuli brendi: iyenebs korporatiul kulturasa da xedvas rogorc misi unikaluri gasayidi SeTavazebis nawilsproduqciis brendi: produqtis identifikacia

    Global Branding

  • *Global Branding*brendebi saerTaSoriso bazarzebrendi 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

    Global Branding

  • *Global Branding*globaluri brendingis strategiafirmis zrdis erT-erTi ZiriTadi mamoZravebeli Zala msoflio bazarzekompaniebs SeuZliaT ganasxvavon erTmaneTi konkurentebisgan da Sesabamisad gaxdnen ufro metad daculni globaluri brendingi aris Zlieri faqtori klientTa loalobis mosapovebladsaSualebas aZlevs kompaniis da klientis komunikacias gaxdes ufro homogenuri amcirebs Setyobinebisa da suraTis gaTavisebis saWiroebas

    Global Branding

  • *Global Branding*adgilis brendingibrendis 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

    Global Branding

  • *Global Branding*qveynis brendingiqveynis saxeli brendis eqvivalentiaqveynis imiji qveynis identifikaciis sawinaaRmdegodmomxmarebeli afasebs produqts da akeTebs Sesyidvebs qveynis brendze dafuZnebiTstrategiuli marketingi damatebulia raTa aiwios qveynis imiji, produqti da mimzidveloba turizmisTvis da ucxouri kapitalis mosazidad.Seqmnilia qveynis eqvivalentoba

    Global Branding

  • *Global Branding*qveynis eqvivalentobaemociuri faseuloba, romelsac iqmneba momxmareblis 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

    Global Branding

  • *Global Branding*qveynis brendingis 4 ganzomileba turizmis brendingisazogadoebrivi diplomatiaeqsportis waxalisebainvesticiis waxalisebis aqtivobebi

    Global Branding

  • *Global Branding*mwarmoebeli qveynis efeqti da globaluri brendebinebismieri gavlena, romelsac aqvs mwarmoebeli qveynis industrias an dizains momxmareblis pozitiur an negatiur ganwyobaze produqtzewarmoebis adgili gavlenas axdens brendis imijzeqveyana, tipi an produqti, da kompaniis imiji, yvelaferi gavlenas axdens Tu ramdenad pozitiuri an negatiuri reaqcia iqneba qveyanaze an mwarmoebelze

    Global Branding

  • *Global Branding*saukeTeso 10 qveynis brendiaSSinglisiSotlandiasafrangeTigermaniaiaponiaskandinaviaSveicariasamxreT koreaitalia

    Global Branding

  • *Global Branding*qveynebi sadac viTardeba brendingikonkurentuli upiratesobis wyaro naciebis CamoyalibebisaTvisgadasaxadebi: mdgradi, faseulobis Semqmneli qmedebis nawili moiTxovs obieqturobas: unda SeeZlos gansazRvros Tu rogor xedaven sxvebi masmoiTxovs samTavrobo da kerZo seqtoris urTierT-TanamSromlobasmTavari barieri - fsiqologiuri

    Global Branding

  • *Global Branding*safexurebi qveynis brendingisaTvisqveynis aqtiuri muSaobazogierTi warmoebis, bunebrivi damaxasiaTebeli Strixisa da istoriuli movlenis SerCeva.qolgis principis SemuSavebasakmarisi dafinansebis moZieba brendingisTvisqveyana 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.

    Global Branding

  • *Global Branding*bolosityvaobaqveynisa, rogorc korporatiuli brendis ganxilva TqvenTan dakavSirebuli konkurentobis poziciis codna bazrisa da segmentis Seswavla, sanam daiwyeba produqciis warmoebakonkurenciis monitoringi da brendis kvalze miyolaiyaviT moqnili SeegueT moulodnelsCaabareT SeTanxmebis mixedviT

    Global Branding

    Global BrandingGlobal Branding**Global BrandingGlobal Branding**Global BrandingGlobal Branding**Global BrandingGlobal Branding**Global BrandingGlobal Branding**