{"id":4374,"date":"2023-05-16T15:51:18","date_gmt":"2023-05-16T15:51:18","guid":{"rendered":"https:\/\/techtonikamedia.com\/?p=4374"},"modified":"2023-05-16T15:59:06","modified_gmt":"2023-05-16T15:59:06","slug":"naming-sau-cum-functioneaza-denumirile-in-branding","status":"publish","type":"post","link":"https:\/\/techtonikamedia.com\/ro\/naming-sau-cum-functioneaza-denumirile-in-branding\/","title":{"rendered":"Naming sau cum functioneaza denumirile in Branding"},"content":{"rendered":"\n<h4 class=\"wp-block-heading\"><strong><em>Probabil una dintre cele mai dificile decizii de luat la inceput de drum pentru un business sau un start-up este\u2026..ok, ok, dar p\u00e2n\u0103 acolo, cum numim, totu\u0219i, brandul? \u0218i nu este o singur\u0103 \u00eentrebare cea care \u00eei priveaz\u0103 noaptea de somn\/ care \u00eei \u021bine noaptea treji. Este un joc mental obositor, \u00een care cu fiecare r\u0103spuns la o \u00eentrebare, mai apare \u00eenc\u0103 una.&nbsp;<\/em><\/strong><\/h4>\n\n\n\n<p>Oare :<\/p>\n\n\n\n<p>Este clar cu ce ma ocup?&nbsp;<\/p>\n\n\n\n<p>Suna bine? Este usor de citit\/inteles?<\/p>\n\n\n\n<p>Este luat la OSIM?<\/p>\n\n\n\n<p>Acestea sunt intrebari pe care ni le punem toti legat de numirea brandului nostru. Dar totusi, cum putem sa alegem un nume care sa ne aduca mai aproape de succes.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>In primul rand, trebuie sa definim ce inseamna succesul cand vine vorba de numele unui brand.&nbsp;<\/strong><\/h4>\n\n\n\n<p>Din punct de vedere al consumatorului, denumirea brandului impacteaza in mod direct decizia de cumparare. Astfel:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>77% dintre consumatori<\/strong> cump\u0103r\u0103 produse sau servicii din cauza numelui de brand &#8211; conform unui studiu realizat de Landor Associates. Aceasta arat\u0103 c\u0103 numele unui brand are o influen\u021b\u0103 semnificativ\u0103 asupra deciziei de cump\u0103rare a consumatorilor.<\/li>\n<\/ol>\n\n\n\n<ol class=\"wp-block-list\" start=\"2\">\n<li>Potrivit unui studiu realizat de Interbrand, companiile cu nume de brand puternice \u0219i bine cunoscute valorizeaz\u0103 cu p\u00e2n\u0103 la <strong>206% mai mult<\/strong> dec\u00e2t cele cu nume de brand mai slabe. Acest lucru arat\u0103 c\u0103 un nume de brand puternic poate contribui la cre\u0219terea valorii unei companii.<\/li>\n<\/ol>\n\n\n\n<ol class=\"wp-block-list\" start=\"3\">\n<li>Conform unui studiu realizat de Nielsen, <strong>59% dintre consumatori <\/strong>prefer\u0103 s\u0103 cumpere produse de la branduri pe care le cunosc, ceea ce arat\u0103 c\u0103 un nume de brand bine cunoscut poate fi un factor important \u00een luarea deciziei de cump\u0103rare a consumatorilor.<\/li>\n<\/ol>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>In al doilea rand, trebuie sa vedem ce optiuni exista cand vine vorba de a denumi un brand si aici avem mai multe abordari.&nbsp;<\/strong>&nbsp;<\/h4>\n\n\n\n<h5 class=\"wp-block-heading\"><strong>1.Brand descriptiv<\/strong><\/h5>\n\n\n\n<p>Un tip comun este numele de brand descriptiv, care descrie ceea ce face afacerea sau produsul. Un exemplu ar fi &#8222;Food Delivery Express&#8221;. Aceste nume pot fi utile \u00eentr-un stadiu timpuriu, deoarece transmit direct mesajul despre afacere, dar pot fi mai pu\u021bin eficiente pe termen lung pentru c\u0103 sunt limitate \u00een a transmite un mesaj mai amplu despre marca.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\"><strong>2 .Brand Inventiv<\/strong><\/h5>\n\n\n\n<p>Un alt tip este numele de brand inventiv, care este creat prin combinarea a dou\u0103 cuvinte sau prin inventarea unui cuv\u00e2nt nou. Exemple ar fi &#8222;Netflix&#8221; \u0219i &#8222;Google&#8221;. Aceste nume pot fi mai u\u0219or de re\u021binut \u0219i de asociat cu o anumit\u0103 afacere, dar necesit\u0103 o investi\u021bie mai mare de timp \u0219i resurse pentru a fi promovate.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\"><strong>3. Brand sugestiv<\/strong><\/h5>\n\n\n\n<p>Numele de brand sugestiv sunt \u0219i ele populare, deoarece creeaz\u0103 o asociere \u00eentre nume \u0219i produs, dar sunt mai subtile dec\u00e2t cele descriptive. De exemplu, &#8222;Apple&#8221; sugereaz\u0103 o anumit\u0103 calitate, dar nu descrie produsul. Aceste nume sunt mai flexibile \u0219i pot fi adaptate mai u\u0219or \u00een func\u021bie de evolu\u021bia afacerii.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\"><strong>4. Brand Abstract&nbsp;<\/strong><\/h5>\n\n\n\n<p>Numele de brand abstract apare sub forma unui cuvant inventat care nu are alta semnificatie inafara denumirii respective. Exemple ar fi Kodak, Rollex, Zapier, Hulu etc. Un brand puternic poate aduce un cuvant abstract in vocabularul zilnic al utilizatorului, cum ar fi cazul Pampers sau Xerox.&nbsp;<\/p>\n\n\n\n<h5 class=\"wp-block-heading\"><strong>5. Acronime<\/strong><\/h5>\n\n\n\n<p>Branduri precum B.B.C ( British Broadcasting Corporation)&nbsp; sau B.M.W (Bayerische Motoren Werke GmbH &#8211; aici inteleg de ce au ales un acronim, ar fi luat clientilor 100 de ani sa pronunte asa ceva) sunt construite pe acronime sau prescurtari. Ele sunt practic o simplificare al unor denumiri descriptive.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>In al treilea rand, indiferent ce formula de naming alegi pentru brandul tau, ca rezultatul sa fie cu adevarat de succes, trebuie sa indeplineasca cumulativ urmatoarele caracteristici:<\/strong><\/h4>\n\n\n\n<h5 class=\"wp-block-heading\"><strong>1.Sa fie memorabil<\/strong><\/h5>\n\n\n\n<p>Este usor de retinut sau trebuie un efort de marketing urias pentru a obisnui publicul cu el?&nbsp;<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">2. <strong>Sa fie scalabil\u00a0<\/strong><\/h5>\n\n\n\n<p>Poate fi extins intr-o arhitectura de brand complexa? Este o denumire durabila in timp sau este bazata pe un trend cu termen de viata limitat?<\/p>\n\n\n\n<h5 class=\"wp-block-heading\"><strong>3. Sa fie \u201cpatentabil\u201d<\/strong><\/h5>\n\n\n\n<p>Poate fi inregistrat ca marca? Este foarte important ca o data ce ai ajuns la o denumire de brand care surprinde valorile si viziunea business-ului tau sa poti sa protejezi acele drepturi de proprietate intelectuala.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Probabil una dintre cele mai dificile decizii de luat la inceput de drum pentru un business sau un start-up este\u2026..ok, ok, dar p\u00e2n\u0103 acolo, cum numim, totu\u0219i, brandul? \u0218i nu este o singur\u0103 \u00eentrebare cea care \u00eei priveaz\u0103 noaptea de somn\/ care \u00eei \u021bine noaptea treji. Este un joc mental obositor, \u00een care cu fiecare [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":4375,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[51],"tags":[],"class_list":["post-4374","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insight"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Naming sau cum functioneaza denumirile in Branding - Techtonika<\/title>\n<meta name=\"description\" content=\"Probabil una dintre cele mai dificile decizii de luat la inceput de drum pentru un business sau un start-up este\u2026..ok, ok, dar p\u00e2n\u0103 acolo, cum numim, totu\u0219i, brandul? \u0218i nu este o singur\u0103 \u00eentrebare cea care \u00eei priveaz\u0103 noaptea de somn\/ care \u00eei \u021bine noaptea treji. 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