{"id":4272,"date":"2023-05-16T14:26:29","date_gmt":"2023-05-16T14:26:29","guid":{"rendered":"https:\/\/techtonikamedia.com\/?p=4272"},"modified":"2023-05-16T14:48:24","modified_gmt":"2023-05-16T14:48:24","slug":"techtonika-insight-1-to-brand-or-not-to-brand","status":"publish","type":"post","link":"https:\/\/techtonikamedia.com\/ro\/techtonika-insight-1-to-brand-or-not-to-brand\/","title":{"rendered":"Techtonika Insight 1: To brand or not to brand"},"content":{"rendered":"\n

\u201cUn brand este ceva ce ram\u00e2ne cu noi chiar \u0219i atunci c\u00e2nd fabrica va fi ars de mult.\u201d<\/em><\/strong><\/p>\n\n\n\n

– David Ogilvy, p\u0103rintele advertisingului<\/em><\/p>\n\n\n\n

P\u00e2n\u0103 \u00een acest moment s-au scris mii de pagini \u0219i analize despre impactul brandurilor asupra comportamentului consumatorilor, dar \u0219i despre impactul pe care acestea le au \u00een cre\u0219terea business-urilor. Dezvoltarea unui brand nu mai poate fi considerat de mult timp un simplu \u201cmoft\u201d pentru companiile care caut\u0103 s\u0103 creasc\u0103, s\u0103 se dezvolte \u0219i s\u0103 acceseze pie\u021be si clien\u021bi noi. Brandul este unul dintre cele mai importante elemente \u00een dezvoltarea unei afaceri, deoarece este ceea ce face o companie s\u0103 se remarce \u00een ochii consumatorilor \u0219i s\u0103 se diferen\u021bieze de concuren\u021b\u0103. Un brand bine dezvoltat poate ajuta o afacere s\u0103 \u00ee\u0219i creasc\u0103 veniturile \u0219i s\u0103 \u00ee\u0219i extind\u0103 cota de pia\u021b\u0103.<\/p>\n\n\n\n

Efortul de branding este important din dou\u0103<\/strong> perspective<\/strong>:<\/p>\n\n\n\n

1. In primul r\u00e2nd, reprezint\u0103 un punct de concentrare a \u00eencrederii consumatorilor, ajut\u00e2nd la construirea credibilit\u0103\u021bii pe termen lung. Un brand bine dezvoltat care se ridic\u0103 constant la a\u0219tept\u0103rile publicului s\u0103u \u021bint\u0103 va fi mereu un factor de stabilitate pentru un business, asigur\u00e2nd un circuit permanent de cerere \u0219i ofert\u0103, dar \u0219i de cashflow. Show me the money! <\/p>\n\n\n\n

2.  In al doilea r\u00e2nd, se coaguleaz\u0103 ca un semnal, o ancor\u0103 \u00een memoria colectiv\u0103 a utilizatorilor. Mai pe rom\u00e2ne\u0219te \u0219i mai putin pretentios spus, genereaz\u0103 recognoscibilitate pentru produsele \u0219i serviciile unui business. <\/p>\n\n\n\n

Un brand puternic este o form\u0103 de identitate pentru o companie \u0219i se refer\u0103 la felul \u00een care consumatorii percep aceast\u0103 identitate. Acesta este format dintr-un set de atribute care reprezint\u0103 valorile, personalitatea \u0219i promisiunile companiei. Un brand puternic \u00ee\u0219i asigur\u0103 locul \u00een mintea consumatorilor \u0219i ajut\u0103 la cre\u0219terea loialit\u0103\u021bii acestora fa\u021b\u0103 de produsele sau serviciile oferite de afacere. <\/p>\n\n\n\n

Mai mult\u0103 vizbilitate, mai multi clien\u021bi cu buget de marketing mai mic. Win-win, am zice noi. C\u00e2nd este construit corect, un brand lucreaz\u0103 pentru tine \u0219i pentru business-ul t\u0103u pe mai multe fronturi       <\/p>\n\n\n\n

Info Bonus<\/strong>: Brandul puternic reprezint\u0103 un avantaj competitiv semnificativ. Odat\u0103 ce un brand bine dezvoltat i\u0219i croie\u0219te drum \u00een pia\u021b\u0103, este dificil s\u0103 fie imitat sau copiat. Acest lucru poate oferi o protec\u021bie \u00eempotriva concuren\u021bei \u0219i poate ajuta o afacere s\u0103 se diferen\u021bieze de ceilal\u021bi juc\u0103tori de pe pia\u021b\u0103. <\/p>\n\n\n\n

Necesit\u0103 timp s\u0103 construie\u0219ti un brand? Da.<\/strong><\/p>\n\n\n\n

Produce rezultate imediate? Nu.<\/strong><\/p>\n\n\n\n

Este important s\u0103 o facem oricum? Cu siguran\u021b\u0103.<\/strong><\/p>\n\n\n\n

Nu e\u0219ti convins? <\/strong><\/p>\n\n\n\n

Hai s\u0103 ne uit\u0103m la ni\u0219te statistici: <\/p>\n\n\n\n

1. 81% dintre consumatori prefer\u0103 s\u0103 cumpere de la branduri pe care le cunosc sau cu care au interac\u021bionat \u00een trecut.<\/strong><\/p>\n\n\n\n

Cuv\u00e2ntul cheie care explic\u0103 aceast\u0103 statistic\u0103 este \u201c\u00cencrederea\u201d. Un brand cu vizibilitate crescut\u0103 \u0219i cu un istoric de interac\u021biuni pozitive \u00een spate reprezint\u0103 o garan\u021bie pentru consumator, mai ales dac\u0103 exist\u0103 adi\u021bional testimoniale \u0219i review-uri date de c\u0103tre alte persoane din acela\u0219i avatar de client.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Sursa: <\/em>https:\/\/www.edelman.com\/sites\/g\/files\/aatuss191\/files\/2019-07\/2019_edelman_trust_barometer_special_report_in_brands_we_trust.pdf<\/em><\/a> <\/em><\/p>\n\n\n\n

2. 77% din consumatori prefer\u0103 s\u0103 cumpere de la branduri cu vizibilitate \u0219i prezen\u021b\u0103 bine construit\u0103 \u00een social media.  <\/strong><\/p>\n\n\n\n

Pentru a dezvolta o prezen\u021b\u0103 solid\u0103 \u00een online nu este nevoie s\u0103 fii peste tot mereu, ci trebuie s\u0103 apari acolo unde i\u0219i petrece timpul avatarul t\u0103u de client. Platforma pe care alegi s\u0103 comunici influen\u021beaz\u0103 efortul de brand pe care trebuie sa-l faci, c\u00e2t \u0219i rezultatele pe care le po\u021bi ob\u021bine \u00eentr-un anumit interval de timp. <\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Sursa: <\/em>https:\/\/sproutsocial.com\/insights\/data\/2019-index\/<\/em><\/a><\/p>\n\n\n\n

3. 82% din investori consider\u0103 recongoscibilitatea brandului ca un factor decisiv \u00een procesul de achizi\u021bie sau investi\u021bie \u00eentr-un business.<\/strong><\/p>\n\n\n\n

O parte semnificativ\u0103 din valoarea unei afaceri nu se rezum\u0103 doar la aprecierea sau deprecierea infrastructurii acesteia, ci la puterea brandului asociat, c\u00e2t de memorabil este, c\u00e2t\u0103 \u00eencredere au clien\u021bii \u00een brandul respectiv \u0219i c\u00e2t a contribuit la cre\u0219terea afacerii pe termen lung.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Sursa:<\/em>https:\/\/www.prweb.com\/releases\/these_are_the_top_brand_naming_agencies_according_to_new_report\/prweb16834127.htm<\/em><\/a> <\/em><\/p>\n\n\n\n

Tot nu e\u0219ti convins? <\/strong><\/p>\n\n\n\n

Te l\u0103s\u0103m cu o ultim\u0103 statistic\u0103 atunci:<\/p>\n\n\n\n

4. <\/strong><\/strong>94% din consumatori aleg sa cumpere de la branduri cu care simt ca au o legatura emotionala sau un interes direct.<\/strong><\/p>\n\n\n\n

Un studiu Motista ne arat\u0103 c\u0103 pe masur\u0103 ce un consumator este mai implicat emo\u021bional cu brandul t\u0103u, cu at\u00e2t acesta va cheltui mai mult. Cu 305% mai mult, de fapt.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Sursa: <\/em>https:\/\/www.motista.com\/<\/em><\/a><\/p>\n\n\n\n

\u00cen concluzie, o \u00eentrebare: Investe\u0219ti activ \u00een brandul t\u0103u? <\/strong><\/p>\n\n\n\n

\u00centr-o lume dinamic\u0103 \u00een care trebuie profitat de orice avantaj concuren\u021bial care s\u0103-\u021bi scoat\u0103 business-ul \u00een fa\u021ba consumatorilor, investi\u021bia \u00eentr-un brand este o strategie c\u00e2\u0219tig\u0103toare e pe termen lung cu ROI clar \u0219i m\u0103surabil. <\/p>\n","protected":false},"excerpt":{"rendered":"

\u201cUn brand este ceva ce ram\u00e2ne cu noi chiar \u0219i atunci c\u00e2nd fabrica va fi ars de mult.\u201d – David Ogilvy, p\u0103rintele advertisingului P\u00e2n\u0103 \u00een acest moment s-au scris mii de pagini \u0219i analize despre impactul brandurilor asupra comportamentului consumatorilor, dar \u0219i despre impactul pe care acestea le au \u00een cre\u0219terea business-urilor. Dezvoltarea unui brand nu mai […]<\/p>\n","protected":false},"author":1,"featured_media":4289,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[51],"tags":[],"class_list":["post-4272","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insight"],"yoast_head":"\nTechtonika Insight 1: To brand or not to brand - Techtonika<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/techtonikamedia.com\/ro\/techtonika-insight-1-to-brand-or-not-to-brand\/\" \/>\n<meta property=\"og:locale\" content=\"ro_RO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Techtonika Insight 1: To brand or not to brand - Techtonika\" \/>\n<meta property=\"og:description\" content=\"\u201cUn brand este ceva ce ram\u00e2ne cu noi chiar \u0219i atunci c\u00e2nd fabrica va fi ars de mult.\u201d – David Ogilvy, p\u0103rintele advertisingului P\u00e2n\u0103 \u00een acest moment s-au scris mii de pagini \u0219i analize despre impactul brandurilor asupra comportamentului consumatorilor, dar \u0219i despre impactul pe care acestea le au \u00een cre\u0219terea business-urilor. Dezvoltarea unui brand nu mai […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/techtonikamedia.com\/ro\/techtonika-insight-1-to-brand-or-not-to-brand\/\" \/>\n<meta property=\"og:site_name\" content=\"Techtonika\" \/>\n<meta property=\"article:published_time\" content=\"2023-05-16T14:26:29+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-05-16T14:48:24+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/techtonikamedia.com\/wp-content\/uploads\/2023\/05\/TKM_Banner-03-04-231.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1080\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Scris de\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Timp estimat pentru citire\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"https:\/\/techtonikamedia.com\/#website\",\"url\":\"https:\/\/techtonikamedia.com\/\",\"name\":\"Techtonika\",\"description\":\"Techtonika\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/techtonikamedia.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"ro-RO\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/techtonikamedia.com\/ro\/techtonika-insight-1-to-brand-or-not-to-brand\/#primaryimage\",\"inLanguage\":\"ro-RO\",\"url\":\"https:\/\/techtonikamedia.com\/wp-content\/uploads\/2023\/05\/TKM_Banner-03-04-231.jpg\",\"contentUrl\":\"https:\/\/techtonikamedia.com\/wp-content\/uploads\/2023\/05\/TKM_Banner-03-04-231.jpg\",\"width\":1080,\"height\":1080},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/techtonikamedia.com\/ro\/techtonika-insight-1-to-brand-or-not-to-brand\/#webpage\",\"url\":\"https:\/\/techtonikamedia.com\/ro\/techtonika-insight-1-to-brand-or-not-to-brand\/\",\"name\":\"Techtonika Insight 1: To brand or not to brand - 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