{"id":62,"date":"2023-01-02T19:00:00","date_gmt":"2023-01-02T19:00:00","guid":{"rendered":"https:\/\/tw.cm.upt.ro\/10\/?p=62"},"modified":"2023-01-10T22:12:15","modified_gmt":"2023-01-10T22:12:15","slug":"numele-unui-brand-brand-naming","status":"publish","type":"post","link":"https:\/\/tw.cm.upt.ro\/10\/2023\/01\/02\/numele-unui-brand-brand-naming\/","title":{"rendered":"Numele unui Brand (Brand naming)"},"content":{"rendered":"
<\/div>\n\n

Jean Pavitt, directorul catedrei de Istoria a Design-ului din cadrul Colegiului Regal de Art\u0103 \u0219i autor al c\u0103r\u021bii \u201eBrand.New\u201d, a spus odat\u0103 c\u0103 \u201eac\u021biunea de branding \u2013 \u00een principiu \u2013 este procesul prin care ata\u0219\u0103m un nume \u0219i o reputa\u021bie unui lucru sau unei persoane\u201d.<\/p>\n\n\n\n

Numele – cheia succesului<\/h5>\n\n\n\n

O alt\u0103 cheie spre succesul unui brand de renume este faptul c\u0103 trebuie s\u0103 te asiguri c\u0103
acesta \u201evorbe\u0219te\u201d clien\u021bilor \u0219i a pie\u021bei \u021bint\u0103. Designer-ii \u0219i echipa de speciali\u0219ti \u00een marketing \u0219i branding trebuie s\u0103 \u00een\u021beleag\u0103 poten\u021bialii cump\u0103r\u0103tori \u00een detaliu, stilul lor de via\u021b\u0103, nevoile \u0219i dorin\u021bele acestora \u00eenainte de a \u00eencepe s\u0103 lucreze la procesul de crea\u021bie, deoarece ace\u0219tia trebuie s\u0103 atrag\u0103 cump\u0103r\u0103torii prin cele mai atractive \u0219i adecvate mesaje, folosind tonalitatea potrivit\u0103 a vocii de promovare (adic\u0103 modul \u00een care brandul va ajunge s\u0103 se exprime pe sine, personalitatea lui \u0219i cum se va conecta cu audien\u021ba lui).<\/p>\n\n\n\n

La fel cum Catharine Slade-Brooking<\/strong> aminte\u0219te \u00een cartea sa, \u201eCreating a Brand Identity,
A guide for designers\u201d, trebuie urmat \u0219i \u021binut cont de o serie de elemente cheie \u00een procesul de numire a unui brand, reprezent\u00e2nd astfel una dintre categoriile \u00een care un nume se poate \u00eencadra: \u201edescriptiv\u0103, acronime, extravagante, neologisme (sau nume n\u0103scocite), onomatopee, cuvinte din alte limbi, identitate personal\u0103 sau geografice\u201d. (Slade-Brooking, 2016, p. 52, t.m.)<\/p>\n\n\n\n

Categorii:<\/h4>\n\n\n\n
  1. Descriptiv\u0103 <\/strong>\u2013 aceast\u0103 metod\u0103 este una dintre cele mai simple metode pe care o
    agen\u021bie de branding o poate folosi. Prin nume simple, descriptive, pot scoate \u00een eviden\u021b\u0103 aspectele esen\u021biale ale produsului sau serviciilor pe care clientul lor dore\u0219te s\u0103 le prezinte pe pia\u021b\u0103. De exemplu: Toy R Us, Turkish Airlines sau General Motor.<\/li><\/ol>\n\n\n\n

    2. Acronime<\/strong> \u2013 acronimele sunt reprezentate de o metod\u0103 de abreviere care const\u0103 \u00een
    preluarea primelor litere ale fiec\u0103rui cuv\u00e2nt dintr-un nume, precum KFC (Kentucky Fried Chicken), \u0219i prin al\u0103turare rezult\u0103 un cu totul al sune sau nume. De asemenea, aceste tipuri de nume se pot crea \u0219i \u00een urma alipirii a primelor silabe ale unor cuvinte pentru a crea ceva nou \u0219i cu totul unic, iar un bun exemplu este reprezentat\u0103 de compania de curierat \u201eFedEx\u201d, sau Federal Express cum erau cunoscu\u021bi din 1973 p\u00e2n\u0103 \u00een 2000.<\/p>\n\n\n\n

    3. Extravagante<\/strong> \u2013 aceast\u0103 categorie este reprezentat\u0103 de practicare folosirii unor
    cuvinte care nu au \u00een totalitate leg\u0103tur\u0103 cu serviciul sau produsul pe care \u00eel reprezint\u0103. Deseori acestea sunt folosite doar pentru c\u0103 arat\u0103 bine \u0219i sun\u0103 bine, au o rezonan\u021b\u0103 care tinde s\u0103 r\u0103m\u00e2n\u0103 \u00een capul consumatorilor. \u201eRaffaello\u201d este un astfel de nume pentru un brand. Fizic, produsul acestui brand este reprezentat de bomboane cu un \u00eenveli\u0219 de napolitan\u0103 \u0219i crem\u0103 de lapte cu migdale, pe de alt\u0103 parte, numele Raffaello este un mix \u00eentre numele spaniol Rafael \u0219i varianta din ebraic\u0103 a lui Raphael, astfel c\u0103 Raffaello ajunge s\u0103 \u00eensemne \u201eDumnezeu vindec\u0103tor\u201d, ceea ce nu are nici o leg\u0103tur\u0103 cu brandul de dulciuri.<\/p>\n\n\n\n

    4. Neologisme (sau nume n\u0103scocite)<\/strong> \u2013 acesta este procesul \u00een care speciali\u0219tii creeaz\u0103
    un nou cuv\u00e2nt care s\u0103 determine calit\u0103\u021bile produsului sau serviciilor unui brand sau unicitatea acestora, dar care nu au nicio leg\u0103tur\u0103 cu ariile sau cuvintele tradi\u021bionale. Spre exemplu Kodak este o firm\u0103 de origine american\u0103, care a pornit pe pia\u021b\u0103 ca \u0219i firm\u0103 produc\u0103toare de diverse materiale \u0219i echipamente fotografice.<\/p>\n\n\n\n

    5. Onomatopee <\/strong>\u2013 Numele formate din onomatopee sunt numele care imit\u0103 sau fac
    trimitere la anumite sunete cu care se asociaz\u0103 produsul sau serviciul unui brand. Fiind at\u00e2t de unice este o metod\u0103 eficient\u0103 de a crea nume noi, care s\u0103 trezeasc\u0103 interes. Sizzler Steakhouse (un lan\u021b de restaurante american) sau bine cunoscuta marc\u0103 Schweppes sunt dou\u0103 dintre cele mai proeminente exemple care pot defini aceast\u0103 categorie.<\/p>\n\n\n\n

    6. Cuvinte din alte limbi <\/strong>– \u00cen momentul \u00een care dorim s\u0103 ajungem pe pia\u021b\u0103 \u0219i trebuie
    s\u0103 ne numim brandul, cercetarea unui nume care s\u0103 provin\u0103 dintr-o alt\u0103 limb\u0103 poate ad\u0103uga diferite straturi \u0219i dimensiuni unui nume. \u0218i totu\u0219i, \u0219i aici este o linie sub\u021bire \u0219i periculoas\u0103 la grani\u021ba dintre un nume senza\u021bional \u0219i de succes \u0219i ceva care s\u0103 provoace o repulsie din partea consumatorilor de \u00eendat\u0103 ce decizi s\u0103 intri \u0219i pe pia\u021ba interna\u021bional\u0103. Trebuie s\u0103 fim aten\u021bi la \u00eensemn\u0103tatea numelui pe care l-am ales \u0219i dac\u0103 nu cumva, \u00een \u021b\u0103rile \u00een care ne dorim extindere, acesta reprezint\u0103 ceva ce noi nu ne-am dori. Acest lucru ne-ar scuti de o munc\u0103 \u00een plus de schimbare de nume doar pentru acea \u021bar\u0103 specific\u0103.<\/p>\n\n\n\n

    7. Identitate personal\u0103<\/strong> \u2013 Sau numele fondatorilor brandului. Aceast\u0103 metod\u0103 era
    foarte popular\u0103 \u00een vremurile timpurii de branding, fiind destul de des \u00eent\u00e2lnit\u0103: Johnson &Johnson, Disney sau Ford.<\/p>\n\n\n\n

    8. Geografice<\/strong> \u2013 Aceast\u0103 categorie define\u0219te brandul \u00een corela\u021bie cu provenien\u021ba lui
    geografic\u0103, definindu-i astfel mo\u0219tenirea cultural\u0103, apel\u00e2nd la emo\u021biile clien\u021bilor s\u0103i, induc\u00e2nd un sentiment de m\u00e2ndrie: Yorkshire Tea, brandul de bere rom\u00e2neasc\u0103 Bucegi, Pate Ardealul sau Salamul de Sibiu. Majoritatea brandurilor care se asociaz\u0103 cu o regiune geografic\u0103 sunt branduri de m\u00e2ncare \u0219i b\u0103uturi.<\/p>\n\n\n\n

    Concluzii<\/h3>\n\n\n\n

    Numele potrivit nu \u00eemb\u0103tr\u00e2ne\u0219te \u0219i nu se uzeaz\u0103, este u\u0219or de spus \u0219i de amintit \u0219i sus\u021bine
    ceva \u00een ce crede, facilit\u00e2nd astfel extinderea brandului ini\u021bial \u0219i nu numai. Acesta este transmis \u0219i schimbat zi de zi \u00een conversa\u021bii, email-uri, mesaje vocale, website-uri, pe produsele de pe pia\u021b\u0103, pe c\u0103r\u021bi de credit \u0219i \u00een prezent\u0103ri.<\/p>\n\n\n\n


    Danny Altman,<\/strong> fondatorul \u0219i directorul creativ al \u201eA Hundred Monkey\u201d<\/em>, spunea c\u0103
    \u201enumele potrivit captureaz\u0103 imagina\u021bia \u0219i se conecteaz\u0103 cu oamenii la care tu [firma] vrei s\u0103 ajungi.\u201d<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

    Jean Pavitt, directorul catedrei de Istoria a Design-ului din cadrul Colegiului Regal de Art\u0103 \u0219i autor al c\u0103r\u021bii \u201eBrand.New\u201d, a spus odat\u0103 c\u0103 \u201eac\u021biunea de branding \u2013 \u00een principiu \u2013 este procesul prin care ata\u0219\u0103m un nume \u0219i o reputa\u021bie unui lucru sau unei persoane\u201d. Numele – cheia succesului O alt\u0103 cheie spre succesul unui … Continue reading “Numele unui Brand (Brand naming)”<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":131,"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":[16,20,21],"class_list":["post-62","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding-2","tag-branding","tag-name","tag-naming"],"yoast_head":"\nNumele unui Brand (Brand naming) - PR&Beer<\/title>\n<meta name=\"description\" content=\"Jean Pavitt - \u201eac\u021biunea de branding \u2013 \u00een principiu \u2013 este procesul prin care ata\u0219\u0103m un nume \u0219i o reputa\u021bie unui lucru sau unei persoane\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\/02\/numele-unui-brand-brand-naming\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Numele unui Brand (Brand naming) - 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