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გლობალური ბრენდინგი

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.

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გლობალური ბრენდინგი

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  1. adgilis brendingi: qveynis imijis Seqmna გლობალურიბრენდინგი

  2. 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

  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 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 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 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 Global Branding

  7. qveynisbrendingi 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 Global Branding

  8. qveynis eqvivalentoba “emociuri 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

  9. qveynis brendingis 4 ganzomileba turizmis brendingi sazogadoebrividiplomatia eqsportiswaxaliseba investiciiswaxalisebisaqtivobebi Global Branding

  10. “mwarmoebeli qveynis” efeqti da globaluri brendebi nebismieri gavlena, romelsac aqvs mwarmoebeli qveynis industrias an dizains momxmareblis pozitiur an negatiur ganwyobaze produqtze warmoebis adgili gavlenas axdens brendis imijze qveyana, tipi an produqti, da kompaniis imiji, yvelaferi gavlenas axdens Tu ramdenad pozitiuri an negatiuri reaqcia iqneba qveyanaze an mwarmoebelze Global Branding

  11. saukeTeso 10 qveynis brendi aSS inglisi Sotlandia safrangeTi germania iaponia skandinavia Sveicaria samxreT korea italia Global Branding

  12. qveynebisadacviTardeba 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 Global Branding

  13. safexurebi qveynis brendingisaTvis qveynis aqtiuri muSaoba zogierTi warmoebis, bunebrivi damaxasiaTebeli Strixisa da istoriuli movlenis SerCeva. qolgis principis SemuSaveba sakmarisi dafinansebis moZieba brendingisTvis 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. Global Branding

  14. bolosityvaoba qveynisa, rogorc korporatiuli brendis ganxilva TqvenTan dakavSirebuli konkurentobis poziciis codna bazrisa da segmentis Seswavla, sanam daiwyeba produqciis warmoeba konkurenciis monitoringi da brendis kvalze miyola iyaviT moqnili – SeegueT moulodnels CaabareT SeTanxmebis mixedviT Global Branding

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