{"id":154,"date":"2019-07-30T12:04:26","date_gmt":"2019-07-30T10:04:26","guid":{"rendered":"https:\/\/animagraf.sk\/blog\/?p=154"},"modified":"2024-10-03T09:33:46","modified_gmt":"2024-10-03T07:33:46","slug":"ako-na-branding","status":"publish","type":"post","link":"https:\/\/animagraf.sk\/blog\/ako-na-branding\/","title":{"rendered":"Ako na branding?"},"content":{"rendered":"

Jednou z oblast\u00ed, ktorej sa v AnimaGrafe venujeme, je branding. Nebojte sa, nejedn\u00e1 sa o techniku zna\u010dkovania dobytka – my tu kravi\u010dk\u00e1m neubli\u017eujeme. Dok\u00e1\u017eeme v\u0161ak ozna\u010dkova\u0165 v\u0161eli\u010do in\u00e9.<\/p>\n

Ak chceme pochopi\u0165, v \u010dom branding spo\u010d\u00edva, mus\u00edme najsk\u00f4r vedie\u0165, \u010do je to brand \u2013 zna\u010dka. Samozrejme ako vo viacer\u00fdch oblastiach marketingu m\u00e1 tento pojem hne\u010f nieko\u013eko defin\u00edci\u00ed. Bez zbyto\u010dn\u00fdch m\u00fadrych viet je zna\u010dka proste meno, symbol va\u0161ej spolo\u010dnosti. Je to, \u010do v\u00e1s odli\u0161uje od va\u0161ej konkurencie. Aby sa tak stalo, mus\u00ed by\u0165 va\u0161a zna\u010dka jedine\u010dn\u00e1, zn\u00e1ma a mus\u00ed va\u0161u spolo\u010dnos\u0165 dostato\u010dne identifikova\u0165.
\nV jednoduchosti s\u00fa dobr\u00e9 brandy tak\u00e9, ktor\u00e9 pozn\u00e1me v\u0161etci. Pr\u00edklady sn\u00e1\u010f ani nie s\u00fa potrebn\u00e9, ale kto nepozn\u00e1 taku coca-colu? Alebo Adidas?. V\u00e4\u010dina t\u00fdch lep\u0161\u00edch a \u00faspe\u0161nej\u0161\u00edch brandov m\u00e1 kr\u00e1tky n\u00e1zov, pri ktor\u00e9ho vysloven\u00ed si nemus\u00edte l\u00e1ma\u0165 jazyk. Ich log\u00e1, slogany a znelky sa n\u00e1m zaryli hlboko do pam\u00e4ti.<\/p>\n

A branding?<\/strong><\/h2>\n

Branding je proces. Vo svojej podstate vytv\u00e1ra jedine\u010dn\u00e9 meno a obraz produktu v mysli z\u00e1kazn\u00edka. Zahr\u0148uje v\u0161etky \u00fakony, ktor\u00e9 akoko\u013evek posil\u0148uj\u00fa zna\u010dku. V\u00e4\u010d\u0161inou sa toto posil\u0148ovanie vykon\u00e1va pomocou marketingov\u00fdch aktiv\u00edt.<\/p>\n

Cie\u013eom brandingu nie je len preda\u0165. Branding buduje siln\u00fa zna\u010dku a sna\u017e\u00ed sa z\u00e1kazn\u00edka op\u00e4tovne pril\u00e1ka\u0165 tak, aby sa stal vern\u00fdm. Ak sa nad t\u00fdm zamysl\u00edme, v\u017edy ke\u010f pr\u00eddeme do obchodu, chceme si k\u00fapi\u0165 nie\u010do \u010do pozn\u00e1me alebo chceme spozna\u0165. Dnes m\u00e1lokto pr\u00edde do obchodu s t\u00fdm, \u017ee chce k\u00fapi\u0165 produkt. \u013dudia chc\u00fa kupova\u0165 zna\u010dky \u2013 brandy. Sk\u00faste si na chv\u00ed\u013eu predstavi\u0165 nieko\u013eko situ\u00e1ci\u00ed. M\u00e1te doma die\u0165a? Idete k\u00fapi\u0165 plienky alebo \u201epampersky\u201c, po\u010d\u00edta\u010d alebo mcbook, idete na hamburger alebo McDonald? M\u00e1te tenisky alebo \u201eadidasky\u201c ? Pr\u00e1ve zna\u010dka rozhoduje o tom, \u010di sa stanete vern\u00fdm z\u00e1kazn\u00edkom alebo nie. (Mysl\u00edte si, \u017ee vernos\u0165 sa v\u00e1s net\u00fdka? A m\u00e1te rad\u0161ej Pepsi alebo CocaColu? Ani jedno? A \u010do Kofola ? \ud83d\ude42 )<\/p>\n

\u013dudia sme u\u017e raz tak\u00ed, \u017ee to \u010do je zna\u010dkov\u00e9, ch\u00e1peme ako lep\u0161ie \u2013 kvalitnej\u0161ie. A v drvivej v\u00e4\u010d\u0161ine pr\u00edpadov to tak skuto\u010dne funguje. Nie len cena, ale aj zna\u010dka v\u00e1m povie to, \u010do m\u00f4\u017eete od produktu o\u010dak\u00e1va\u0165.
\nBranding vytv\u00e1ra to, \u010do k zna\u010dke c\u00edtime. Sna\u017e\u00ed sa zna\u010dku posilni\u0165 a budova\u0165 vz\u0165ahy, ktor\u00e9 k nej z\u00e1kazn\u00edci maj\u00fa. Okrem toho branding sa sna\u017e\u00ed zv\u00fdrazni\u0165 a zd\u00f4razni\u0165 jedine\u010dnos\u0165 a odli\u0161nos\u0165 zna\u010dky.<\/p>\n

Branding a marketing – \u010do je \u010do?<\/strong><\/h2>\n

Tak\u017ee. Odhliadnuc od v\u0161etk\u00fdch mo\u017en\u00fdch defin\u00edci\u00ed marketingu, je tento ovplyv\u0148ovac\u00ed n\u00e1stroj taktikou. Takou, ktor\u00e1 v\u00e1s tla\u010d\u00ed do toho aby ste si produkt k\u00fapili. Mnohokr\u00e1t spokojne \u017eijete a ani neviete, \u017ee nie\u010do potrebujete, k\u00fdm v\u00e1m to nepovie ujo v obleku s dokonal\u00fdm \u00fasmevom v reklame. \u010c\u00e1ry m\u00e1ry a potreba je na svete. A logicky, ke\u010f nie\u010do potrebujeme \u2013 nakupujeme.
\nNa rozdiel od marketingu, je branding sk\u00f4r strat\u00e9giou. Prid\u00e1va v mysli z\u00e1kazn\u00edka ist\u00fa pridan\u00fa hodnotu. Je to to, pre\u010do t\u00fa\u017eia pr\u00e1ve po va\u0161om produkte a nie po konkuren\u010dnom. Pr\u00e1ve za t\u00fato hodnotu s\u00fa ochotn\u00ed zaplati\u0165.<\/p>\n

Branding (ne)versus Corporate Identity<\/strong><\/h2>\n

Branding a korpor\u00e1tna identita (corporate identity) rozhodne nie s\u00fa t\u00fdm ist\u00fdm. Nie s\u00fa v\u0161ak ani odli\u0161n\u00e9. S\u00favisia spolu a navz\u00e1jom sa dop\u013a\u0148aj\u00fa. Na rozdiel od brandingu sa firemn\u00e1 identita (CI) s\u00favis\u00ed s vonjak\u0161\u00edmi faktormi, ktor\u00e9 p\u00f4sobia na z\u00e1kazn\u00edka. Mysl\u00edme t\u00fdm tie, ktor\u00e9 s\u00fa vidite\u013en\u00e9 na prv\u00fd poh\u013ead.
\nNa rozdiel od toho je branding ak\u00fdmsi s\u00fahrnom vn\u00fatorn\u00fdch faktorov \u2013 em\u00f3ci\u00ed, ktor\u00e9 m\u00e1me ku zna\u010dke. Veria v\u00e1m va\u0161i z\u00e1kazn\u00edci? D\u00f4vera je em\u00f3cia. Myslia si , \u017ee ste dobr\u00fd, kvalitn\u00fd, … ?<\/p>\n

Pokia\u013e e\u0161te st\u00e1le nem\u00e1te celkom jasno v tom \u010do branding je, radi v\u00e1m v tom pom\u00f4\u017eeme. Sta\u010d\u00ed n\u00e1s kontaktova\u0165 \ud83d\ude42<\/p>\n

\"\"<\/p>\n","protected":false},"excerpt":{"rendered":"

Viete \u010do je to branding? Nie? Tak my v\u00e1m to povieme.<\/p>\n","protected":false},"author":2,"featured_media":168,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,11],"tags":[],"class_list":["post-154","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-animablog","category-identita"],"yoast_head":"\nAko na branding? | Blog AnimaGrafu<\/title>\n<meta name=\"description\" content=\"Viete \u010do je to branding? Nie? 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