{"id":60,"date":"2023-01-01T11:00:00","date_gmt":"2023-01-01T11:00:00","guid":{"rendered":"https:\/\/tw.cm.upt.ro\/10\/?p=60"},"modified":"2023-01-10T22:06:40","modified_gmt":"2023-01-10T22:06:40","slug":"ce-este-un-brand-si-care-sunt-caracteristicile-acestuia","status":"publish","type":"post","link":"https:\/\/tw.cm.upt.ro\/10\/2023\/01\/01\/ce-este-un-brand-si-care-sunt-caracteristicile-acestuia\/","title":{"rendered":"Ce este un brand \u0219i care sunt caracteristicile acestuia?"},"content":{"rendered":"
<\/div>\n\n

\u201eFunc\u021bia primar\u0103 a unui brand este aceea de a ne reduce anxietatea
provocat\u0103 de procesul de a face alegeri. Cu c\u00e2t sim\u021bim c\u0103 \u0219tim mai
mult despre un brand, cu at\u00e2t mai pu\u021bin\u0103 anxietate sim\u021bim.<\/strong>\u201d<\/p> Nicholas Ind, scriitor \u0219i partener al revistei Equilibrium Consulting <\/cite><\/blockquote>\n\n\n\n

Brandul \u0219i branding-ul sunt o parte integral\u0103 din societatea modern\u0103. Acesta este folosit
pentru a promova de la cele mai simple lucruri (\u0219ireturi, furculi\u021be, covoare, etc.), p\u00e2n\u0103 la lucruri mari, importante, precum \u021b\u0103ri, state, guverne sau chiar familii regale.<\/p>\n\n\n\n


Un brand este mult mai mult dec\u00e2t produsul pe care \u00eel cump\u0103r\u0103m. El poate fi aplicat \u0219i pe
idei, concepte, viziuni, nu doar produse fizice, palpabile. Pentru a fi capabili s\u0103 oferim o
explica\u021bie cu ceea ce face un brand \u00een cea mai simpl\u0103 forma este de mare ajutor s\u0103 ne g\u00e2ndim \u0219i s\u0103 lu\u0103m \u00een considerare de ce oamenii cump\u0103r\u0103, \u00een primul r\u00e2nd, \u0219i ce a influen\u021bat decizia lor pentru un produs \u00een detrimentul altuia.<\/p>\n\n\n\n


Practicile de \u201ebrand-uire\u201d sunt departe de a fi noi, ce este nou este doar conceptul \u0219i numele cu care era modern\u0103 a venit pentru a face pu\u021bin\u0103 ordine. \u00cenc\u0103 din timpuri antice oamenii creau \u00eensemne specifice, unice, care s\u0103 reprezinte proprietatea cuiva asupra unui obiect, care s\u0103 reflecte apartenen\u021ba unei persoane la un grup sau clan, ori care s\u0103 identifice puterea politic\u0103 sau religioas\u0103 a indivizilor \u0219i grupurilor.<\/p>\n\n\n\n

Brandul \u00een antichitate<\/h5>\n\n\n\n

\u00cen Egiptul antic faraonii \u00ee\u0219i l\u0103sau, \u00een form\u0103 hieroglific\u0103, \u201esemn\u0103tura\u201d peste tot prin temple, morminte sau pe monumente. <\/p>\n\n\n\n

La polul opus, nordicii antici, suedezii mai exact, \u00ee\u0219i \u00eensemnau animalele cu fierul \u00eenro\u0219it pentru a demonstra proprietatea asupra acestora. Aceast obicei este \u00een continuare practicat \u00een America de Nord, \u00een statul Texas, mai exact (C. Slade-Brooking, Creating a Brand Identity, A Guide for Designers, 2016, p. 12, t.m.).<\/p>\n\n\n\n

\"\"
\u00censemn\u0103ri hieroglifice. Casetele ovale erau folosite pentru a indica nume regale.
(sursa: www.geosities.ws)<\/figcaption><\/figure>\n\n\n\n

Este adev\u0103rat c\u0103 \u00een secolul 21 manipularea \u0219i controlul constant a imaginii unui brand a devenit, \u00een multe cazuri, mai important dec\u00e2t ideile, valorile sau adev\u0103ratul lucru pe care brand-ul \u00een sine \u00eel reprezint\u0103. \u00cen aceste cazuri, design-ul produsului ac\u021bioneaz\u0103 ca o manivel\u0103 care dicteaz\u0103 valorile pe care acesta ar trebui s\u0103 le adopte. Mai de grab\u0103, dec\u00e2t s\u0103 avem un brand a c\u0103rui existen\u021b\u0103 este pur conceput\u0103 pentru a vinde mai mult dintr-un anumit produs, \u00een prezent avem produse care sunt create \u0219i concepute pentru a extinde influen\u021ba unui brand \u0219i pentru a-i dezvolta \u0219i mai mult succesul, astfel c\u0103 to\u021bi \u201ecreatorii de imagine\u201d \u2013 designer-ii, agen\u021biile de publicitate \u0219i rela\u021bii publice sau managerii de brand \u2013 au devenit epicentrul societ\u0103\u021bii noastre, a culturii consumerismului modern.<\/p>\n\n\n\n

\u00cen momentul de fa\u021b\u0103 pia\u021ba rom\u00e2neasc\u0103 cunoa\u0219te un loop constant de afaceri nou deschise sau de afaceri care se \u201erebrand-uiesc\u201d, cum ne mai place nou\u0103 s\u0103 spunem. Este la mod\u0103 acum, este \u00een trend s\u0103 ne reinvent\u0103m pe noi ca oameni, de ce s\u0103 nu se reinventeze \u0219i afacerile? Odat\u0103 cu toate aceste afaceri noi sau care se \u201ereinventeaz\u0103\u201d nu avem cum s\u0103 nu ne lovim brusc \u0219i de no\u021biunea de brand sau branding.<\/p>\n\n\n\n

Una dintre cele mai \u00eent\u00e2lnite defini\u021bii care poate fi g\u0103sit\u0103 \u0219i online este aceea c\u0103 \u201cun brand
este un nume, semn sau simbol folosit \u00een identificarea produselor sau serviciilor unui
produc\u0103tor \u0219i utilizate pentru a-l diferen\u021bia de competi\u021bie.\u201d<\/em>. Adic\u0103 ata\u0219\u0103m un nume \u0219i o reputa\u021bie de un lucru, produs, serviciu sau persoan\u0103 pentru a crea diferen\u021biere \u00eentre ceea ce vindem noi \u0219i competi\u021bia. Totu\u0219i, marea gre\u0219eal\u0103 pe care majoritatea oamenilor ce lucreaz\u0103 cu branduri, sau prin preajma lor, o fac este aceea c\u0103 ajung s\u0103 atribuie \u00eentreg brandul unui simplu logo.<\/p>\n\n\n\n

Nimic mai gre\u0219it. Brandul este mai mult dec\u00e2t un nume, logo sau simbol. Acesta este \u201eun
set de valori unice care \u00eei definesc <> \u0219i care reprezint\u0103 un contract nescris, promi\u021b\u00e2nd s\u0103 ofere satisfac\u021bie prin consisten\u021ba calit\u0103\u021bii ori de c\u00e2te ori este cump\u0103rat\u201d.<\/em> Astfel c\u0103, un brand prezint\u0103 \u00een sine \u00eencrederea consumatorilor \u0219i loialitatea acestora fa\u021b\u0103 de produs sau serviciile oferite de tine, ca firm\u0103.<\/p>\n\n\n\n

La fel cum spunea \u0219i Walter Landor, designer \u0219i pionier \u00een branding\/analist al
comportamentului consumatorului (1913-1995), \u201eprodusele sunt create \u00een fabrici. Brand-urile sunt create \u00een minte.\u201d<\/em> Cu alte cuvinte, ceea ce ofer\u0103 \u00eencrederea necesar\u0103 care s\u0103 dezvolte o loialitate a clien\u021bilor \u0219i care le ofer\u0103 acestora siguran\u021b\u0103 este identitatea brandului. Astfel c\u0103, putem traduce aceast\u0103 identitate ca un indicator al a\u0219tept\u0103rilor clientului \u0219i asigurarea cum c\u0103 promisiunile f\u0103cute \u00een campaniile de publicitate vor fi \u021binute.<\/p>\n","protected":false},"excerpt":{"rendered":"

\u201eFunc\u021bia primar\u0103 a unui brand este aceea de a ne reduce anxietateaprovocat\u0103 de procesul de a face alegeri. Cu c\u00e2t sim\u021bim c\u0103 \u0219tim mai mult despre un brand, cu at\u00e2t mai pu\u021bin\u0103 anxietate sim\u021bim.\u201d Nicholas Ind, scriitor \u0219i partener al revistei Equilibrium Consulting Brandul \u0219i branding-ul sunt o parte integral\u0103 din societatea modern\u0103. Acesta este … Continue reading “Ce este un brand \u0219i care sunt caracteristicile acestuia?”<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"wprm-recipe-roundup-name":"","wprm-recipe-roundup-description":"","ngg_post_thumbnail":0,"footnotes":""},"categories":[1],"tags":[17,16,18],"class_list":["post-60","post","type-post","status-publish","format-standard","hentry","category-branding-2","tag-brand","tag-branding","tag-caracteristici"],"yoast_head":"\nCe este un brand \u0219i care sunt caracteristicile acestuia? - PR&Beer<\/title>\n<meta name=\"description\" content=\"\u201eFunc\u021bia primar\u0103 a unui brand este aceea de a ne reduce anxietatea provocat\u0103 de procesul de a face alegeri. \u201d\" \/>\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\/2023\/01\/01\/ce-este-un-brand-si-care-sunt-caracteristicile-acestuia\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ce este un brand \u0219i care sunt caracteristicile acestuia? 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