branding seminar adn antreprenor - dalibor
TRANSCRIPT
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Importanța brandingului pentru un antreprenor
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Dalibor VasiljevićBrand strategy director
Rainfall Branding
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Peste 200 de proiecteîn 12 ani
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Cât costă o siglă?Dar un brand?
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Apple (2016) - $154.1 mld.
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Google (2016) - $82.5 mld.
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Cum au ajuns să aibă această valoare?
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LUX
PREMIUM
CONSUMER
LOW-COST
5%
10%
25%
60%
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De ce conteazăpoziționarea?
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Credibilitatea Îmi oferă produsul siguranță?
Raportul calitate / preț Ce primesc pentru banii pe care îi investesc în produs?
Valoarea adăugată De ce să aleg Brandul A și nu Brandul B?
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Ce este brandul?
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“Brandul e o promisiune.”
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E o promisiune de atribute (valorile de brand) elementare, fundamentale, durabile, care influențează atitudinea,
comportamentul și comunicarea brandului.
Dar în primul rând influențează credibilitatea.
SONY vs. VORTEX vs. SHANG-DO
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„Suma tuturor conexiunilor mentale pe care oamenii le fac cu un produs, un
serviciu, o persoană sau un loc.”
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Semnificații, asocieri
Simboluri, semne
Obiect
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Contează brandurilepentru companii?
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Identificarea produselor
Protecția juridică a unor i ̂nsușiri unice
Semn distinctiv al calității
Mijloc de construire a unor asocieri unice
Un avantaj concurențial
Sursă de venituri
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Esența
Brandul ca produs Brandul ca organizație Brandul ca simbolBrandul ca persoană
Propunerea de valoare Credibilitatea
Relația cu exteriorul (poziționare)
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Problemele reale
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Valorile sunt rar internalizate (sincer asumate) de membrii organizațiilor (angajat ̦ii companiilor).
Obiectivele companiilor sunt des i ̂n conflict cu valorile afirmate de acestea.
Valorile sunt adesea alese într-un mod oportunist și, prin aceasta, au potențial manipulativ, diminuând încrederea.
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Întrebări?