Uphawu luyinto ehambisana nemikhiqizo, izinkampani, amabhizinisi, njll. Singasho ukuthi ikhadi lebhizinisi lamakhasimende, okwedlule, okwamanje kanye nekusasa, ukulibona. Kodwa, Yini ibhrendi? Yiziphi izinhlobo ezikhona? Ukwenza kanjani?
Uma unokungabaza ngalokho okuchaza imikhiqizo kanye / noma amasevisi okwamanje emakethe, uma ufuna ukwazi kahle umqondo wayo, yini eyenza ihluke ekufakeni uphawu, noma izinhlobo ezikhona zomkhiqizo, unalo lonke ulwazi oludingayo. lapha.
Yini ibhrendi
Igama elithi a uphawu oluhlukile lomkhiqizo, isevisi, inkampani, ibhizinisi ... Ngamanye amazwi, singasho ukuthi yigama lowo mkhiqizo owaziwa ngalo (isevisi, inkampani, ibhizinisi ...) futhi othola ngalo umazisi okusho ukuthi, uma uqanjwa, wonke umuntu wazi kahle ukuthi uyini. ibhekisela.
Isibonelo, i-Coca-Cola, i-Apple, i-Google ... Ukuqamba lawo magama ngokuzenzakalelayo kusiholela ekucabangeni ngenkampani ethile noma umkhiqizo.
Ngokusho kwe- I-American Marketing Association, uphawu "igama, igama, uphawu, uphawu, idizayini, noma inhlanganisela yanoma iyiphi yazo ehlonza imikhiqizo namasevisi enkampani futhi iwahlukanise kweziqhudelana naye." Ifana kakhulu nencazelo enikezwe ngu Ihhovisi laseSpain lamalungelo obunikazi nomkhiqizo okusho ukuthi uphawu lokuhweba "luwuphawu oluhlukanisa imikhiqizo noma amasevisi enkampani emakethe, kungaba okomuntu ngamunye noma imvelo yomphakathi."
Kodwa-ke, le mibono isiphelelwe yisikhathi ngamanje (kanye nekusasa), ngoba umkhiqizo ngokwawo usuyithuluzi lamasu lokuhlonza nokuqinisekisa ubudlelwano obuhle nabathengi. Ngokwesibonelo, cabanga ngesoda ebizwa ngokuthi uDokotela Joe. Yigama elingase libe wuphawu. Kodwa lokhu akukhona kuphela ekuqambeni lowo mkhiqizo, kodwa inhloso yawo ukuzihlukanisa nomncintiswano, ukuzenzela umuntu ngamunye, ukukhomba nokukhunjulwa ngabathengi.
Konke okuhlobene nalokhu kulawulwa uMthetho 17/2001, wangomhla ka-7 Disemba, Wezimpawu Zokuhweba, equkethe zonke izidingo ibhrendi okufanele ihlangabezane nazo kanye nezinye izici ezibalulekile mayelana nazo.
Ibhrendi nebhrendi, ingabe kuyafana?
Isikhathi esithile manje, igama elithi branding lizwakala lihlobene kakhulu nezinkampani futhi, ezikhathini eziningi, kudida ukuthi umkhiqizo uyini nokuthi uyini umkhiqizo. Ngoba cha, womabili la magama awabhekiseli entweni efanayo.
Nakuba umkhiqizo igama, noma indlela yokubhekisela kumkhiqizo, isevisi, isitolo, njll.; uma kwenzeka kuba ukufaka uphawu sikhuluma ngochungechunge lwezenzo ezenziwayo ukuze kwakhiwe uhlobo 'lwenani'. Ngamanye amazwi, dala igama lommeleli elikhomba lokho okuhle noma isevisi futhi, ngesikhathi esifanayo, linenani elihlotshaniswayo (xhuma nabathengi, bakhuthaze, khiqiza ukusabela noma ukumane ubonwe).
Izinhlobo zokuhweba
Singakwazi ukuhlukanisa izinhlobo ezahlukene zemikhiqizo namuhla.
Ngokusho kwe-Spanish Patent and Trademark Office, ngaphezu kophawu lokuhweba olulodwa, kunezinhlobo ezimbili ezengeziwe zophawu lokuhweba:
- Umkhiqizo ohlangene. "Yilowo osebenzela ukwehlukanisa emakethe imikhiqizo noma amasevisi amalungu enhlangano yabakhiqizi, abathengisi noma abahlinzeki besevisi. Umnikazi walolu phawu kuthiwa usoseshini.
- Uphawu lwesiqinisekiso. "Yilowo oqinisekisa noma oqinisekisa ukuthi imikhiqizo noma amasevisi osetshenziswa kuwo ahlangabezana nezidingo ezivamile, ikakhulukazi mayelana nekhwalithi yawo, izingxenye, imvelaphi yendawo, izimo zobuchwepheshe, indlela yokwenza umkhiqizo, njll." Lolu phawu angeke lusetshenziswe umnikazi walo, kodwa yizinkampani zangaphandle azigunyazayo, ngemva kokulawula nokuhlola ukuthi imikhiqizo noma amasevisi ale nkampani yangaphandle ahlangabezana nezimfuneko ezithi uphawu lokuhweba luyaqinisekisa noma luyaqinisekisa.
Nokho, singathola nezinye izinhlobo zemikhiqizo, njenge:
- Izimpawu zamagama. Zakhiwe izinhlamvu nezinombolo.
- Amamaki ezithombe. Lezo ezihlanganisa kuphela izici eziyingcaca, ezifana namalogo, izithombe, imidwebo, imidwebo, izimpawu, izithonjana, njll.
- Imikhiqizo ehlanganisiwe. Ziyingxube yalezi ezimbili ezedlule ngendlela yokuthi ingxenye ebonakalayo (ihluzo) ihlanganiswe nengxenye yombhalo (igama).
- Amamaki anezinhlangothi ezintathu. Zibonakala ngenxa yokuthi ingxenye yezakhi zazo zibachaza ngobunjalo bazo. Isibonelo kungaba yi-Toblerone, okusonga kwayo okumise okwephiramidi okuhlukile.
- Izimpawu zomsindo. Yilawo ahlobene nemisindo.
Ungasifaka kanjani isicelo sophawu lokuhweba
Ukuqamba umkhiqizo, insizakalo ... akulula njengoba ucabanga, ngoba into engcono kakhulu, ukuze kungabikho muntu ontshontsha lokho "inkomba" ukuyibhalisa. Kodwa Ngaphambi kokwenza lokho, kufanele wenze uchungechunge lwezenzo, njengoba zinjalo:
- Khetha uhlobo, okungukuthi, nquma ukuthi igama lalowo mkhiqizo uzoba yini. Ngalo mqondo, i-Spanish Patent and Trademark Office incoma ukuthi kube i-euphonic, okungukuthi, akumele kube nzima ukuyibiza noma inhlamba; futhi kulula ukukhumbula.
- Gwema ukuvinjelwa kokubhaliswa okusemthethweni. Kulokhu, kunamagama, noma izimfuneko okufanele kuhlangatshezwane nazo futhi eziseMthethweni Wophawu Lokuhweba ezihlokweni 5 kuya ku-10.
Uma usuqinisekise ukuthi igama elikhethiwe lilungile nokuthi liyahambisana nomthetho wamanje, uzokwazi ukubhalisa uphawu lokuhweba. Ngokwenza lokhu, kwenziwa nge-Spanish Patent and Trademark Office. Le nqubo ingenziwa ku-inthanethi noma mathupha. Uma ukwenza ngendlela yokuqala uzothola isaphulelo sika-15%.
Ngokuqondene nentengo, uma umkhiqizo usezingeni lokuqala, kuzodingeka ukhokhe (idatha esuka ku-2022) ama-euro angu-150,45 (ama-euro angu-127,88 uma kwenzeka kwenziwa inqubo kanye nokukhokha nge-elekthronikhi).
Noma yimuphi umuntu, ongokwenyama noma osemthethweni, angacela ukubhaliswa kophawu lokuhweba. Sekuzoncika ekusetshenzisweni ozokunikeza lokhu kanye nezidingo onazo njengoba kungekho kuphela irejista kazwelonke kodwa futhi neyamazwe ngamazwe inqubo yayo ende kodwa ikuvumela ukuba ugcine ubunikazi balelo phawu ukuze uthole okuthile. isikhathi.
Futhi kungukuthi ukubhaliswa kophawu lokuhweba akuhlali kuze kube phakade kodwa kufanele kuvuselelwe, ngakho-ke kukhokhwe futhi, njalo eminyakeni eyi-10.
Njengoba ubona, ukwazi ukuthi uphawu lokuhweba luyini kuyinto elula, nakuba inqubo yokubhalisa eyodwa ihlanganisa imali engenayo abaningi abakwazi ukuyenza, okungenani phakathi neminyaka yokuqala yokuphila kwalowo mkhiqizo, isevisi, inkampani.