{"id":4889,"date":"2017-02-13T09:27:35","date_gmt":"2017-02-13T09:27:35","guid":{"rendered":"https:\/\/360advertising.ro\/new\/?p=2665"},"modified":"2017-02-13T09:27:35","modified_gmt":"2017-02-13T09:27:35","slug":"brandingul-idei-opinii-povesti","status":"publish","type":"post","link":"https:\/\/360advertising.ro\/new\/brandingul-idei-opinii-povesti\/","title":{"rendered":"Brandingul &#8211; idei, opinii, pove\u0219ti"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Te \u00eentrebi adesea ce este un <\/span><b>brand<\/b><span style=\"font-weight: 400;\"> \u0219i ce presupune <\/span><b>procesul de branding<\/b><span style=\"font-weight: 400;\">? Nu \u00een\u021belegi care e diferen\u021ba dintre marc\u0103 \u0219i brand? Te-ai g\u00e2ndit cum au ajuns anumite branduri cunoscute \u00een \u00eentreaga lume? \u00ce\u021bi vom spune noi \u00een cadrul acestui articol. Pentru \u00eenceput, vom insista asupra faptului c\u0103 un brand nu \u00eenseamn\u0103 un simplu logo, ci trece prin multe etape \u0219i necesit\u0103 multe eforturi pentru a-l \u201ecl\u0103di\u201d.<\/span><\/p>\n<p><a href=\"https:\/\/new.360advertising.ro\/wp-content\/uploads\/2017\/02\/pt-articol-2.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-medium wp-image-2668 alignleft\" src=\"https:\/\/360advertising.ro\/new\/wp-content\/uploads\/2017\/02\/pt-articol-2-300x199.jpg\" alt=\"\" width=\"300\" height=\"199\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Termenul \u201e<\/span><b>brand<\/b><span style=\"font-weight: 400;\">\u201d este adeseori \u00eenlocuit cu termenul \u201e<\/span><b>marc\u0103<\/b><span style=\"font-weight: 400;\">\u201d, cei doi termeni fiind folosi\u021bi alternativ. <\/span><b>Marca<\/b><span style=\"font-weight: 400;\"> este un nume sau un semn grafic, av\u00e2nd rolul de individualizare a unui produs\/organiza\u021bie. O marc\u0103 poate fi reprezentat\u0103 de sloganul, logo-ul sau denumirea unui produs\/companii.<\/span><b> Brandul<\/b><span style=\"font-weight: 400;\"> \u00a0provine de a termenul \u201ebrandr\u201d (termen norvegian) care \u00eenseamn\u0103 \u201ea arde\u201d. Povestea lui \u00eencepe <\/span><span style=\"font-weight: 400;\">de pe vremea c\u00e2nd vitele erau marcate cu fierul \u00eencins de c\u0103tre oameni, ca s\u0103 se \u0219tie cui apar\u021bin (deci purtau \u00eensemnul proprietarului). Noi am adunat mai multe <\/span><b>defini\u021bii<\/b><span style=\"font-weight: 400;\"> ale termenului a\u0219a cum este el utilizat \u00een prezent \u0219i le-am cuprins \u00een urm\u0103toarea idee: brandul este un set de elemente (nume, design, simbol etc.) ale unui <\/span><b>produs sau organiza\u021bii<\/b><span style=\"font-weight: 400;\">, set de asocieri prin care se stabilesc leg\u0103turi \u00eentre acestea \u0219i <\/span><b>publicurile lor<\/b><span style=\"font-weight: 400;\">. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Brandul trebuie s\u0103 ocupe o <\/span><b>pozi\u021bie<\/b><span style=\"font-weight: 400;\"> important\u0103<\/span><b> \u00een mintea consumatorului<\/b><span style=\"font-weight: 400;\">, pozi\u021bie determinat\u0103 de construc\u0163ia \u0219i evolu\u021bia unei m\u0103rci. Notorietatea acestuia este dat\u0103 de capacitatea ta, \u00een calitate de consumator, s\u0103 \u00ee\u021bi reaminte\u0219ti sau s\u0103 recuno\u0219ti produsul respectiv, pe care l-ai inclus \u00een comportamentul t\u0103u de cump\u0103rare \u0219i, bine\u00een\u021beles, de utilizare. Acest proces se nume\u0219te notorietate sau, termenul echivalent din limba englez\u0103, <\/span><b>brand awareness<\/b><span style=\"font-weight: 400;\">. De exemplu atunci c\u00e2nd te \u00eentreab\u0103 cineva \u201ece cafea \u00ee\u021bi place cel mai mult?\u201d, iar \u00een minte \u00ee\u021bi apare produsul X, \u00eenseamn\u0103 c\u0103 \u00eel con\u0219tientizezi, prin urmare ocup\u0103 o pozi\u021bie important\u0103 \u00een mintea ta. De asemenea, p\u0103rerea ta \u00een leg\u0103tur\u0103 cu acel produs (\u0219tii c\u0103 este de bun\u0103, mediocr\u0103 sau de slab\u0103 calitate sau ai anumite a\u0219tept\u0103ri atunci c\u00e2nd auzi de brandul respectiv) se nume\u0219te \u00a0<\/span><b>brand recognition.<a href=\"https:\/\/new.360advertising.ro\/wp-content\/uploads\/2017\/02\/pt-articol.jpg\"><img decoding=\"async\" class=\"size-medium wp-image-2669 alignright\" src=\"https:\/\/360advertising.ro\/new\/wp-content\/uploads\/2017\/02\/pt-articol-300x169.jpg\" alt=\"\" width=\"300\" height=\"169\" \/><\/a><\/b><\/p>\n<p><span style=\"font-weight: 400;\">Un <\/span><b>proces de branding<\/b><span style=\"font-weight: 400;\"> necesit\u0103 toat\u0103 aten\u021bia \u0219i \u00eenseamn\u0103 mult\u0103 munc\u0103, dar pentru crearea unui brand realmente de succes, noi credem c\u0103 merit\u0103. <\/span><b>Brandingul<\/b><span style=\"font-weight: 400;\"> presupune procesul prin care este construit un brand, rolul s\u0103u fiind de a-i spori valoarea. Pa\u0219ii pe care ar trebui s\u0103 \u00eei urmezi \u00een crearea unui brand ar fi: <\/span><b>formularea<\/b><span style=\"font-weight: 400;\"> unei strategii (ce vrei s\u0103 \u00eensemne, ce vrei s\u0103 transmit\u0103 brandul t\u0103u, ce promisiuni faci, acestea fiind asociate cu el), <\/span><b>identificarea<\/b><span style=\"font-weight: 400;\"> elementelor vizuale \u0219i verbale (aceste elemente presupun numele, logo-ul, sloganul). Dup\u0103 ce ai pus la punct aceste dou\u0103 etape \u0219i \u0219tii cum se va numi brandul, ce presupune el \u0219i cum va ar\u0103ta, treci la pasul 3 care se refer\u0103 la <\/span><b>planificare<\/b><span style=\"font-weight: 400;\">. Aceast\u0103 etap\u0103 \u00eenseamn\u0103 \u201ece trebuie s\u0103 faci \u00een perioada urm\u0103toare ca sa ajung\u0103 \u00een aten\u021bia publicului \u021bint\u0103 stabilit?\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00cen aceast\u0103 ultim\u0103 parte a articolului, vom vorbi despre <strong>brandul<\/strong> care s-a aflat \u00een v\u00e2rful clasamentului \u00een <strong>Rom\u00e2nia<\/strong>, \u00een anul <\/span><b>2016<\/b><span style=\"font-weight: 400;\">. Nu \u0219tim dac\u0103 este surprinz\u0103tor sau nu, av\u00e2nd \u00een vedere c\u0103 acest brand se afla de ani buni \u00een <\/span><b>topul clasamentului<\/b><span style=\"font-weight: 400;\">, dar <strong>campionul anului 2016<\/strong> este <\/span><b>Gerovital<\/b><span style=\"font-weight: 400;\">, <\/span><span style=\"font-weight: 400;\">de\u021binut de produc\u0103torul clujean de cosmetice <strong>Farmec<\/strong><\/span><span style=\"font-weight: 400;\">. Acesta se afl\u0103 pe primul loc, potrivit revistabiz.ro, devans\u00e2nd Borsec care s-a men\u021binut pe pozi\u021bii timp de 5 edi\u021bii. Istoria Gerovital debuteaz\u0103 \u00een anul 1946, la Clinica Medical\u0103 din Timi\u0219oara, c\u00e2nd profesorul doctor Ana Aslan \u00eencepuse s\u0103 studieze efectul de \u00eentinerire al procainei, ulterior prepar\u00e2nd vitamina H3-Gerovital, produs farmaceutic cu propriet\u0103\u021bi generatoare. Brandul a fost preluat de<\/span><b> Farmec<\/b><span style=\"font-weight: 400;\"> \u00een anul 2008. Gerovital se remarc\u0103 prin interac\u021biunea pe care a stabilit-o cu clien\u021bii, mai ales cu clientele sale datorit\u0103 campaniei din 2016 \u2013 <strong>\u201e<\/strong><\/span><span style=\"font-weight: 400;\"><strong>Desco\u00adper\u0103 secretul frumuse\u021bii rom\u00e2ncelor!\u201d<\/strong>. Marca se bucur\u0103 de o impresionant\u0103 <\/span><b>vizibilitate<\/b><span style=\"font-weight: 400;\"> datorit\u0103 calit\u0103\u021bilor sale de a men\u021bine pasul cu tendin\u021bele \u0219i de a inova permanent.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Brandul<\/strong> trebuie s\u0103 fie construit foarte bine, \u00een a\u0219a fel \u00eenc\u00e2t s\u0103 atrag\u0103 aten\u021bia \u0219i s\u0103 r\u0103m\u00e2n\u0103 \u00een mintea consumatorului. \u00cel po\u021bi asocia cu un tricou a c\u0103rui culoare \u00ee\u021bi place foarte mult. Odat\u0103 cu trecerea timpului, din cauza purt\u0103rilor \u0219i a sp\u0103l\u0103rilor, acesta se decoloreaz\u0103, \u00ee\u0219i pierde str\u0103lucirea. Pentru ca brandul t\u0103u s\u0103 nu ajung\u0103 precum tricoul din exemplul de mai sus, trebuie s\u0103 fii mereu \u00een acord cu tendin\u021bele, s\u0103 fii <strong>inovativ<\/strong>. \u0218i s\u0103 nu uit\u0103m de competitori! Va trebui s\u0103 te concentrezi \u0219i pe <strong>competi\u021bie<\/strong>, s\u0103 fii mereu \u00een alert\u0103!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dac\u0103 vrei s\u0103 \u00ee\u021bi construie\u0219ti un brand, \u00eentregul proces va merita timpul \u0219i energia ta, iar dac\u0103 ai nevoie de sfatul unui specialist, nu uita s\u0103 \u00eel ceri!<\/span><\/p>\n<p><iframe title=\"Identitate vizuala - Branding\" width=\"1230\" height=\"692\" src=\"https:\/\/www.youtube.com\/embed\/zngwMYYtpmg?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p><em>Surs\u0103 Foto 1<\/em>:\u00a0http:\/\/different.com.mk\/<\/p>\n<p><em>Surs\u0103 Foto 2<\/em>:\u00a0http:\/\/www.theodysseyonline.com    \t<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Te \u00eentrebi adesea ce este un brand \u0219i ce presupune procesul de branding? Nu \u00een\u021belegi care e diferen\u021ba dintre marc\u0103 \u0219i brand? Te-ai g\u00e2ndit cum au ajuns anumite branduri cunoscute \u00een \u00eentreaga lume? \u00ce\u021bi vom spune noi \u00een cadrul acestui articol. Pentru \u00eenceput, vom insista asupra faptului c\u0103 un brand nu \u00eenseamn\u0103 un simplu logo, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2689,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22,25],"tags":[33,34,35,36,37],"class_list":["post-4889","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-design","category-sfaturi-branding","tag-brand","tag-ce-este-un-brand","tag-identitate","tag-imagine","tag-rebrand"],"_links":{"self":[{"href":"https:\/\/360advertising.ro\/new\/wp-json\/wp\/v2\/posts\/4889","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/360advertising.ro\/new\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/360advertising.ro\/new\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/360advertising.ro\/new\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/360advertising.ro\/new\/wp-json\/wp\/v2\/comments?post=4889"}],"version-history":[{"count":0,"href":"https:\/\/360advertising.ro\/new\/wp-json\/wp\/v2\/posts\/4889\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/360advertising.ro\/new\/wp-json\/wp\/v2\/media\/2689"}],"wp:attachment":[{"href":"https:\/\/360advertising.ro\/new\/wp-json\/wp\/v2\/media?parent=4889"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/360advertising.ro\/new\/wp-json\/wp\/v2\/categories?post=4889"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/360advertising.ro\/new\/wp-json\/wp\/v2\/tags?post=4889"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}