Uphawu luyinto ehamba kunye neemveliso, iinkampani, amashishini, njl. Sinokuthi likhadi leshishini labathengi, elidlulileyo, langoku kunye nekamva, ukuliqaphela. Kodwa, Yintoni uphawu? Zeziphi iindidi ezikhoyo? Uyenza njani?
Ukuba unamathandabuzo malunga nokuba yintoni ichaza iimveliso kunye / okanye iinkonzo ezikhoyo ngoku kwimarike, ukuba ufuna ukwazi kakuhle ingcamango yayo, yintoni eyenza ukuba yahluke kwi-brand, okanye iintlobo ezikhoyo ze-brand, unalo lonke ulwazi oludingayo. Apha.
Yintoni uphawu
Uphawu ngu itywina elahlukileyo lemveliso, inkonzo, inkampani, ishishini ... Ngamanye amazwi, sinokuthi ligama imveliso eyaziwa ngalo (inkonzo, inkampani, ishishini ...) kwaye apho ifumana khona isazisi esithetha ukuba, xa ibizwa, wonke umntu uyazi kakuhle ukuba yintoni na. .ibhekisa.
Ngokomzekelo, i-Coca-Cola, i-Apple, iGoogle ... Ukuqamba loo magama ngokuzenzekelayo kusikhokelela ekubeni sicinge ngenkampani ethile okanye imveliso.
Ngokutsho kwe Umbutho weNtengiso waseMelika, uphawu "ligama, igama, uphawu, isimboli, uyilo, okanye indibaniselwano nayiphi na kubo echonga iimveliso kunye neenkonzo zenkampani kwaye iyahlula kubakhuphisana." Ifana kakhulu nenkcazo enikwe yi Iofisi yaseSpain yamalungelo awodwa omenzi kunye nophawu ethi uphawu lokuthengisa "luphawu olwahlula iimveliso okanye iinkonzo zenkampani kwimarike, nokuba yeyomntu okanye intlalontle."
Nangona kunjalo, ezi ngcamango ziphelelwe lixesha ngoku (kunye nekamva), kuba uphawu ngokwalo lube sisixhobo sobuchule sokuchonga nokuqinisekisa ubudlelwane obuhle nabathengi. Ngokomzekelo, khawucinge ngesoda ebizwa ngokuba nguGqirha Joe. Ligama elinokuba luphawu. Kodwa oku akukhona nje ukubiza loo mveliso, kodwa injongo yayo kukwahlula kukhuphiswano, ukuzenzela, ukuchonga nokukhunjulwa ngabathengi.
Yonke into enxulumene nezi ilawulwa nguMthetho 17/2001, kaDisemba 7, kwiiMpawu zoRhwebo, equlethe zonke iimfuno ekufuneka i-brand ihlangabezane nayo kunye neminye imiba ebalulekileyo malunga nabo.
Uphawu kunye nophawu, ngaba kuyafana?
Ixesha elithile ngoku, igama elithi branding livakala ngakumbi nangakumbi linxulumene neenkampani kwaye, kumaxesha amaninzi, libhidanisa ukuba yintoni uphawu kunye nokuba yintoni uphawu. Kaloku hayi, omabini la magama akabhekiseli kwinto enye.
Ngelixa uphawu ligama, okanye indlela yokubhekisa kwimveliso, inkonzo, ivenkile, njl.njl.; kwindaba ye uphawu sithetha ngothotho lwezenzo ezenziwayo ukwenza uphawu 'lwexabiso'. Ngamanye amazwi, yenza igama lommeli elichonga ukuba okulungileyo okanye inkonzo kwaye, ngelo xesha, inexabiso elihambelanayo (ukudibanisa nabathengi, ukukhuthaza, ukuvelisa ukusabela okanye ukuqaphela nje).
Iindidi zorhwebo
Siyakwazi ukwahlula iintlobo ezahlukeneyo zeempawu namhlanje.
Ngokwe-Patent yaseSpain kunye ne-Ofisi yophawu loRhwebo, ukongeza kuphawu lwentengiso, kukho iintlobo ezimbini ezingakumbi zophawu lwentengiso:
- Uphawu oluhlangeneyo. Yeyona "esebenza ukwahlula kwimarike iimveliso okanye iinkonzo zamalungu ombutho wabavelisi, abarhwebi okanye ababoneleli ngeenkonzo. Umnini wolu phawu kuthiwa ngumbutho.
- Uphawu lwesiqinisekiso. "Nguye oqinisekisa okanye oqinisekisa ukuba iimveliso okanye iinkonzo ezisetyenziswa kuzo zihlangabezana neemfuno eziqhelekileyo, ngokukodwa ngokumalunga nomgangatho wazo, amacandelo, imvelaphi yejografi, iimeko zobugcisa, indlela yokwenza imveliso, njl." Olu phawu lwentengiso alunakusetyenziswa ngumnini walo, kodwa ngabantu besithathu abagunyazisayo, emva kokulawula nokuvavanya ukuba iimveliso okanye iinkonzo zeli qela lesithathu ziyahlangabezana neemfuno ezithi uphawu lokuthengisa luqinisekisa okanye luqinisekisa.
Nangona kunjalo, sinokufumana ezinye iintlobo zeebrendi, ezinje:
- Iimpawu zamagama. Zenziwe ngoonobumba namanani.
- Iimpawu zegraphic. Ezo ziqulathe kuphela izinto zegraphic, ezinje ngelogo, imifanekiso, imizobo, imizobo, iisimboli, ii-icon, njl.
- Iimpawu ezixubeneyo. Ziyingxubevange ezimbini zangaphambili ngendlela yokuba inxalenye ebonwayo (imizobo) idityaniswe nenxalenye yombhalo (igama).
- Amanqaku anamacala amathathu. Zibonakaliswe ngenxa yokuba inxalenye yezakhi zazo zichaza ubuni babo. Umzekelo usenokuba yi-Toblerone, elisonga elimile okwephiramidi lahlukileyo.
- Iimpawu zesandi. Zezo zinxulumene nezandi.
Usenza njani isicelo sophawu
Ukuthiya imveliso, inkonzo ... akukho lula njengoko ucinga, kuba eyona nto ingcono, ukuze kungabikho mntu uba ukuba "ukuchonga" kukubhalisa. Kodwa Ngaphambi kokwenza oku, kufuneka wenze uthotho lwezenzo, njengoko zinjalo:
- Khetha uphawu, oko kukuthi, thatha isigqibo malunga nokuba liza kuba yintoni igama lolo phawu. Ngaloo ndlela, i-Patent yaseSpain kunye ne-Trademark Office incoma ukuba ibe yi-euphonic, oko kukuthi, akufanele kube nzima ukubiza okanye ukuhlambela; kwaye kulula ukuyikhumbula.
- Ziphephe izithintelo zokubhaliswa ngokusemthethweni. Kule meko, kukho amagama, okanye iimfuno ekufuneka zifezekisiwe kwaye ezikuMthetho wezoRhwebo kumanqaku 5 ukuya kwe-10.
Nje ukuba uqinisekise ukuba igama elikhethiweyo lichanekile kwaye lihambelana nomthetho wangoku, uya kuba nakho ukubhalisa uphawu lokuthengisa. Ukwenza oku, kwenziwa ngePatent yaseSpain kunye neOfisi yophawu lwentengiso. Le nkqubo inokuqhutywa kwi-intanethi okanye kumntu. Ukuba uyenza ngendlela yokuqala uya kufumana isaphulelo se-15%.
Ngokuphathelele ixabiso, ukuba uphawu luyiklasi yokuqala, kuya kufuneka ukuba uhlawule (idatha esuka kwi-2022) i-euro eyi-150,45 (i-euro eyi-127,88 kwimeko yokwenza inkqubo kunye nentlawulo ye-elektroniki).
Nawuphi na umntu, nokuba womzimba okanye usemthethweni, angacela ukubhaliswa kophawu. Kuya kuba sele kuxhomekeke ekusebenziseni ukuba uya kunika oku kunye neemfuno onazo kuba kungekho kuphela ubhaliso lwesizwe kodwa kunye nelizwe lamazwe ngamazwe inkqubo yayo inde kodwa ikuvumela ukuba ugcine ukugunyazwa kwelo nqaku ngenjongo ethile. ixesha.
Kwaye kukuba ukubhaliswa kophawu lwentengiso alukho ngonaphakade kodwa kufuneka luhlaziywe, kwaye ngoko ke uhlawule kwakhona, yonke iminyaka eyi-10.
Njengoko ubona, ukwazi ukuba yintoni uphawu lokuthengisa into elula, nangona inkqubo yokubhalisa enye ibandakanya i-outlay engabikho baninzi abakwaziyo ukuyenza, ubuncinane kwiminyaka yokuqala yobomi baloo mveliso, inkonzo, inkampani.