Pakupera kwema1980 chiverengero chakati chavabiki vedoro vakanga vachigadzira doro risina doro uye rakaderera (kana kuti 'chiedza') doro. Pasinei nekuchengetedza kwake kwekutanga, Freddy Heineken akasarudza kugadzira doro rakareruka - nechinangwa chekutora chikamu chakakosha chemusika uyu muNetherlands nekune dzimwe nyika..
Nzira yekuita:
Heineken vakaparura doro ravo redoro (0.5%) muzhizha re 1988. Mudhuri weDutch anosarudza neune doro redoro rakaderera pane doro risina doro, kutyira kuti vatengi havaizoenda kudoro risina doro. Doro rainge rakanzi ‘Buckler’, iyo yaionekwa sezita rechiratidzo 'rakasimba', uye zita rekuti Heineken rakasiiwa kubva pazita racho.
Mhedzisiro:
Pakutanga Buckler akabudirira uye akatora chikamu chakakosha chemusika wemadoro akareruka muNetherlands nekune dzimwe nyika.. Zvisinei, 5 makore mushure mekutanga kwayo, Heineken akabvisa Buckler pamusika weDutch.
Muimbi weDutch cabaret Yoep van 't Hek 'akaseka' Buckler ainwa doro rake zvisina tsitsi. 1989 New Years Eve show:
“Ini chaizvo handikwanise kumirira vanonwa Buckler vaya. Imi mose munoziva Buckler, ndiro doro ‘rakagadziridzwa’ riya. Vese vakomana vane makore makumi mana vanomira padivi pako vachiridza makiyi emota yavo. Enda kugehena! Ndiri kuno kunwa doro kuti ndidhakwe. Rasika - enda unonwa Buckler yako muchechi. Kana kuti usanwa, BUCKLER munwi.”
Mhedzisiro yacho yaive yakaipa padoro redoro rakaderera.
Pamusoro pe, Heineken akange atorawo pasi pesimba remukwikwidzi Bavaria – Bavaria Malt yakanga yawana kodzero dzakasarudzika dzedoro rakareruka muSaudi-Arabia panguva yekutanga Gulf War.
Mukati 1991 Heineken akaedza kuitazve Buckler nekudzikisa doro zvakare, but it was already too late. Kana kushambadza kwepaterevhizheni kunoratidza mukadzi anonaka akapfeka ingwe kana kutsigira kwechikwata chebhaisikopo kudzosera hupfumi hwaBuckler..
Chidzidzo:
Kunyange zvazvo Buckler isisipo muNetherlands, ichiri kubudirira kukuru mune yese yeEurope. Heineken kubvira apinda zvakare mumusika wedoro rekare muNetherlands aine chigadzirwa chiri pasi peAmstel label - mhando inoonekwa seyakasimba zvakakwana kumirisana nechero 'kunyomba' kusingatarisirwe..
Zvinhu zvakaparadza mukurumbira waBuckler mumusika weDutch zvaive zvakanyanya kunze kwekutonga kwaHeineken.. Zvisinei, kana kambani ikakanganisa 'brand' nekuda kwekukanganisa kwavo zvino zvinobatsira kurangarira iyo inotevera mitemo: (1) taurirana nokutendeseka (nemapepanhau); (2) kuve pachena; (3) usavanza 'mavara' ako asina simba, uye pamusoro pezvose; (4) bvuma kuti wakanganisa (kutora zvidzidzo zveramangwana).
Apple, semuyenzaniso, yakatevera mitemo iyi zvisina tsarukano apo bug muiPod Nano yakasimbiswa nenhamba yevane simba blogger.: vakabva vabvuma kukanganisa uye vakavimbisa kugadzirisa izvi pasina muripo. Semagumo, iyo brand yakatonyanya kufarirwa nevatengi.
Uyezve:
Zvinyorwa zvinosanganisira: Elsevier, 23 Chivabvu 2005, shock wave, p. 105.
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Kupepeta IvBM
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