{"id":61,"date":"2023-01-03T09:00:00","date_gmt":"2023-01-03T09:00:00","guid":{"rendered":"https:\/\/tw.cm.upt.ro\/10\/?p=61"},"modified":"2023-01-10T22:19:39","modified_gmt":"2023-01-10T22:19:39","slug":"cum-functioneaza-brandingul","status":"publish","type":"post","link":"https:\/\/tw.cm.upt.ro\/10\/2023\/01\/03\/cum-functioneaza-brandingul\/","title":{"rendered":"Cum func\u021bioneaz\u0103 brandingul?"},"content":{"rendered":"<div id=\"fb-root\"><\/div>\n\n<p>Cea mai simpl\u0103 explica\u021bie care poate fi dat\u0103 la aceast\u0103 \u00eentrebare este faptul c\u0103 \u201ebrand-uim\u201d produse, servicii, concepte \u0219i idei pentru a crea diferen\u021be \u00eentre noi \u0219i concuren\u021ba de pe pia\u021b\u0103. Pentru a ar\u0103ta c\u0103, de\u0219i suntem din acela\u0219i domeniu, produsul meu X are acest lucru \u00een plus care e mai bun pentru tine, mai util, care \u00eel diferen\u021biaz\u0103 de produsul Y al concuren\u021bei \u0219i faptul c\u0103 eu, ca firm\u0103, \u00ee\u021bi ofer anumite valori ale brandului \u0219i calitatea pe care tu ca \u0219i consumator o cau\u021bi. Prin produsele pe care \u021bi le v\u00e2nd \u00ee\u021bi promit un anumit nivel de calitate.<\/p>\n\n\n\n<p>Cu aceste promisiuni \u0219i diferen\u021be pe care un brand \u0219i le creeaz\u0103 \u0219i pe care \u0219i le seteaz\u0103<br>aduce dup\u0103 sine \u0219i valorile brandului. Aceste valori au la baz\u0103 credin\u021be \u0219i filosofii pe care<br>brandul le sus\u021bine \u0219i care \u00eei \u00eent\u0103resc pozi\u021bia \u00een diferen\u021bierea fa\u021b\u0103 de competitori.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Brandul t\u0103u are personalitate<\/h3>\n\n\n\n<p>Personalitatea brandului este o alt\u0103 modalitate prin care putem identifica un brand.<br>Dup\u0103 cum ne prezint\u0103 \u0219i Catharine Slade-Brooking \u00een cartea sa \u201eCreating a Brand Identity, A Guide for Designers\u201d, cea mai bun\u0103 modalitate de a identifica aceast\u0103 personalitate a brandurilor este de a ne folosi de lucrarea de baz\u0103 a lui Jennifer Aaker \u201eDimensiunile personalit\u0103\u021bii bradurilor\u201d.<\/p>\n\n\n\n<p>a) <strong>Sinceritate:<\/strong> casnic, onest, autentic\/sincer \u0219i vesel\/jovial;<br>b) <strong>Entuziasm:<\/strong> \u00eendr\u0103zne\u021b, vioi, talentat\/imaginativ, la curent;<br>c) <strong>Capacitate:<\/strong> de \u00eencredere, responsabil, pe care po\u021bi s\u0103 te bizui, eficient;<br>d) <strong>Sofisticat:<\/strong> \u00eenc\u00e2nt\u0103tor, preten\u021bios, fermec\u0103tor, romantic;<br>e) S<strong>everitate\/Seriozitate:<\/strong> puternic, dur, extrovertit\/spirit liber.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">Concluzii<\/h5>\n\n\n\n<p>Aceste tehnici pe care Aaker le-a adus la \u00eenaintare ajut\u0103 extrem de mult oamenii de<br>specialitate (speciali\u0219ti \u00een branding \u0219i designeri) s\u0103 fac\u0103 diferen\u021ba dintre branduri care pic\u0103 \u00een aceea\u0219i categorie \u2013 spre exemplu, marca de adida\u0219i <strong>Puma<\/strong> pic\u0103 \u00een categoria de pantofi casual, sportivi, crea\u021bi special pentru mi\u0219care \u00een aer liber \u0219i comoditate, \u00een timp ce <strong>Louboutin<\/strong> reprezint\u0103 o ramur\u0103 mai sofisticat\u0103 de \u00eenc\u0103l\u021b\u0103minte, mai sexy.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cea mai simpl\u0103 explica\u021bie care poate fi dat\u0103 la aceast\u0103 \u00eentrebare este faptul c\u0103 \u201ebrand-uim\u201d produse, servicii, concepte \u0219i idei pentru a crea diferen\u021be \u00eentre noi \u0219i concuren\u021ba de pe pia\u021b\u0103. Pentru a ar\u0103ta c\u0103, de\u0219i suntem din acela\u0219i domeniu, produsul meu X are acest lucru \u00een plus care e mai bun pentru tine, mai &hellip; <a href=\"https:\/\/tw.cm.upt.ro\/10\/2023\/01\/03\/cum-functioneaza-brandingul\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Cum func\u021bioneaz\u0103 brandingul?&#8221;<\/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":[16,22,23],"class_list":["post-61","post","type-post","status-publish","format-standard","hentry","category-branding-2","tag-branding","tag-nume","tag-personalitate"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Cum func\u021bioneaz\u0103 brandingul? 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