http___frontispis.hr_en_building-a-strong-brand_.xml
http___frontispis.hr_building-a-strong-brand__1.xml
1.1 1.2 2.1 3.1 4.1 5.1 6.1 7.1 8.1 9.1 10.1 11.1 12.1 13.1 13.2 13.3 13.4 13.5
Did you know that every day you see 3,000 marketing messages, from toothbrushes, a mailbox full of advertisements, greeting messages on your mobile phone or computer, clothing, mugs and the coffee in it? Everything ultimately comes down to buying and selling, regardless of whether it is shampoo, accounting services or charity. Invest in creating a brand identity to: - make it easier for the customer to buy your product - make it easier for the sales force to sell your product - maximize the value of your brand - increase product recognition and awareness, and ensure customer loyaltyv The identity of a brand must be: - bold, memorable and convenient - easily recognizable - persistent reflection image of company - permanent value Vision and position Creating a brand identity is very rarely a democratic process. The brand needs a vision, and vision is created by strong leadership. The best brands are based on the grand idea, the strategic position, the value system, the voice that stands out from the crowd. A good brand carries meaning for customers, employees and owners. The brand should be clearly positioned to sell on a constantly changing market.
1.1 1.2 2.1 3.1 4.1 5.1 6.1 7.1 8.1 9.1 10.1 11.1 12.1 13.1 13.2 13.3 13.4 13.5
Znate li da svakoga dana vidite 3000 marketinških poruka, od četkice za zube, poštanskog sandučića punog reklama, pozdravne poruke na svom mobitelu ili računalu, odjeće, šalice i kave u njoj? Sve se u konačnici svodi na kupovinu i prodaju, bez obzira radi li se o šamponu, računovodstvenim uslugama ili dobrotvornoj ustanovi. Investirajte u kreiranje identiteta brenda da biste: - olakšali kupcu da kupi Vaš proizvod - olakšali prodavaču da proda Vaš proizvod - povećali vrijednost svog brenda - povećali prepoznatljivost proizvoda i svjesnost o njemu te osigurali vjernost kupaca Identitet brenda mora biti: - smion, pamtljiv i prikladan - lako prepoznatljiv - postojani odraz imidža kompanije - trajna vrijednost Vizija i pozicija Stvaranje identiteta brenda vrlo je rijetko demokratski proces. Brend treba viziju, a viziju kreira snažno vodstvo. Najbolji brendovi zasnivaju se na velikoj ideji, strateškoj poziciji, sustavu vrijednosti, glasu što se izdvaja iz mnoštva. Dobar brend nosi značenje, za kupca, zaposlenike i vlasnike. Brend treba biti jasno pozicioniran kako bi prodavao na tržištu koje se stalno mijenja.