{"id":162,"date":"2023-01-10T23:22:05","date_gmt":"2023-01-10T23:22:05","guid":{"rendered":"https:\/\/tw.cm.upt.ro\/10\/?page_id=162"},"modified":"2023-01-11T09:19:01","modified_gmt":"2023-01-11T09:19:01","slug":"identitatea-vizuala-si-piata-romaneasca","status":"publish","type":"page","link":"https:\/\/tw.cm.upt.ro\/10\/identitatea-vizuala-si-piata-romaneasca\/","title":{"rendered":"Identitatea vizual\u0103 \u0219i pia\u021ba rom\u00e2neasc\u0103"},"content":{"rendered":"
<\/div>\n\n

Cu o istorie care \u00eencepe de prin anii \u201970, dac\u0103 vorbim despre firmele private \u0219i despre brandul lor, la nivel interna\u021bional, acestea au \u00eenceput s\u0103 ocupe pozi\u021bii de for\u021b\u0103 \u0219i de influen\u021b\u0103.<\/p>\n\n\n\n

Doug Palmer<\/em>, vicepre\u0219edinte de brand-uri proprii la A&P New Jersey, \u00eemparte la conferin\u021ba Pack Expo din Las Vegas \u00een 2010, evolu\u021bia m\u0103rcilor private \u00een 3 etape<\/strong>:<\/p>\n\n\n\n

  1. Etap\u0103 “Private Label”<\/strong> \u2013 unde retailerii copiaz\u0103 branduri na\u021bionale, remarc\u00e2ndu-se prin pre\u021buri diferen\u021biale, u\u0219or mai accesibile;<\/li>
  2. Etap\u0103 “Corporate Brand”<\/strong> \u2013 retailerii se concentreaz\u0103 acum pe calitatea produselor, m\u0103rindu-le astfel nivelul \u0219i ajung\u00e2nd s\u0103 concureze realmente cu firme interna\u021bionale;<\/li>
  3. Etap\u0103 “Private Brand”<\/strong> \u2013 unde retailerii merg mult mai departe de “Private Label”, cre\u00e2nd branduri veritabile, cu ambalaje foarte atr\u0103g\u0103toare, cu personalitate \u0219i pozi\u021bionare clar\u0103. Branduri care \u00een final pot s\u0103 nici nu mai aminteasc\u0103 de numele firmei-mam\u0103.<\/li><\/ol>\n\n\n\n
    Impactul identit\u0103\u021bii vizuale pe pia\u021ba rom\u00e2neasc\u0103<\/h5>\n\n\n\n

    De\u0219i \u00een Rom\u00e2nia \u0219i pe pia\u021ba autohton\u0103 \u00eenc\u0103 suntem la prima parte din etapele men\u021bionate de Doug Palmer, brandurile rom\u00e2ne\u0219ti tind s\u0103 creasc\u0103 \u0219i s\u0103 evolueze constant spre urm\u0103toarele etape. <\/p>\n\n\n\n

    Marile firme \u00eencep s\u0103 \u00ee\u0219i redefineasc\u0103 brandurile sau s\u0103 acorde o aten\u021bie mult mai mare la identitatea lor vizual\u0103 \u0219i cum ace\u0219tia se prezint\u0103 publicului, \u00een timp ce afacerile mici tind s\u0103 fie foarte atente s\u0103 porneasc\u0103 cu dreptul pe pia\u021b\u0103 \u0219i, astfel, cu o identitate vizual\u0103 puternic\u0103 care s\u0103 fie u\u0219or de v\u0103zut.<\/p>\n\n\n\n

    Un bun exemplu ar fi proasp\u0103tul \u201ebrand\u201d de haine Holla TomBabe<\/em>, un brand cu origini \u00een Timi\u0219oara \u0219i care a reu\u0219it s\u0103 ias\u0103 \u00een eviden\u021b\u0103, mai \u00eent\u00e2i, prin hainele la m\u00e2na a doua (m\u0103rci vintage, de regul\u0103) pe care le cump\u0103ra, reconstituia \u0219i dup\u0103 care le vindea, iar apoi a venit \u00een for\u021b\u0103 cu propriile sale design-uri pentru haine, foarte simpliste, \u0219i pe care le-a promovat prin campania #vorbe\u0219terom\u00e2ne\u0219te<\/a>.<\/p>\n\n\n\n

    La fel ca \u0219i TomBabe, Bereta Brewring<\/em> este un brand de bere artizanal\u0103 cu origini
    timi\u0219orene, care a luat na\u0219tere \u00eentr-un pub plin de vinyl-uri, muzic\u0103 bun\u0103 \u0219i min\u021bi inovatoare \u2013Viniloteca \u2013 \u0219i a f\u0103cut o bere nemaipomenit\u0103. Dar nu doar asta e ceea ce a f\u0103cut-o at\u00e2t de cunoscut\u0103, ci design-urile pe care au decis s\u0103 le pun\u0103 pe dozele sale. De la etichete simple, cu un fundal alb \u0219i c\u00e2teva pete de culoare, la o explozie de design-uri fie futuriste, fie pline de culoare \u0219i imagini simbolice care s\u0103 mearg\u0103 m\u00e2n\u0103 \u00een m\u00e2n\u0103 cu povestea pe care berea urma s\u0103 o spun\u0103.<\/p>\n\n\n\n

    \"\"
    Design bere Bereta<\/figcaption><\/figure>\n\n\n\n

    Identitatea vizual\u0103 a venit \u00een ajutorul acestori mici produc\u0103tori din dou\u0103 motive: pozi\u021bionare<\/strong> \u0219i angajament (engagement)<\/strong>.<\/p>\n\n\n\n

    Prin pozi\u021bionare<\/strong> produc\u0103tori au avut oportunitatea s\u0103 \u00ee\u0219i fac\u0103 produsele cunoscute \u0219i
    recunoscute datorit\u0103 identit\u0103\u021bii vizuale specifice, unice, care i-au diferen\u021biat \u00een ochii
    consumatorilor. <\/p>\n\n\n\n

    Din punctul de vedere al angaj\u0103rii<\/strong>, aceste identit\u0103\u021bi vizuale au \u00eendemnat
    consumatorii s\u0103 descopere brandurile respective \u0219i s\u0103 le \u00eencerce produsele, fie pentru ca s-au sim\u021bit atra\u0219i de ele, fie la recomand\u0103rile unor persoane din cercurile lor apropiate, cre\u00e2ndu-se \u0219i \u00eent\u00e2rindu-se astfel sentimentul de familiaritate \u0219i de leg\u0103tur\u0103 \u00eentre indivizii respectivi.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Cu o istorie care \u00eencepe de prin anii \u201970, dac\u0103 vorbim despre firmele private \u0219i despre brandul lor, la nivel interna\u021bional, acestea au \u00eenceput s\u0103 ocupe pozi\u021bii de for\u021b\u0103 \u0219i de influen\u021b\u0103. Doug Palmer, vicepre\u0219edinte de brand-uri proprii la A&P New Jersey, \u00eemparte la conferin\u021ba Pack Expo din Las Vegas \u00een 2010, evolu\u021bia m\u0103rcilor private … Continue reading “Identitatea vizual\u0103 \u0219i pia\u021ba rom\u00e2neasc\u0103”<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"wprm-recipe-roundup-name":"","wprm-recipe-roundup-description":"","ngg_post_thumbnail":0,"footnotes":""},"class_list":["post-162","page","type-page","status-publish","hentry"],"yoast_head":"\nIdentitatea vizual\u0103 \u0219i pia\u021ba rom\u00e2neasc\u0103 - PR&Beer<\/title>\n<meta name=\"description\" content=\"Doug Palmer \u00eemparte evolu\u021bia m\u0103rcilor private \u00een 3 etape: private lable, corporate brand \u0219i private brand.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tw.cm.upt.ro\/10\/identitatea-vizuala-si-piata-romaneasca\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Identitatea vizual\u0103 \u0219i pia\u021ba rom\u00e2neasc\u0103 - 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