{"id":11247,"date":"2023-04-09T07:44:10","date_gmt":"2023-04-09T05:44:10","guid":{"rendered":"https:\/\/www.euroekonom.sk\/?p=11247"},"modified":"2024-05-13T14:57:17","modified_gmt":"2024-05-13T12:57:17","slug":"branding","status":"publish","type":"post","link":"https:\/\/www.vrtulniky.sk\/news\/branding\/","title":{"rendered":"Branding"},"content":{"rendered":"<p>Branding znamen\u00e1 vytv\u00e1ranie rozdielov medzi jednotliv\u00fdmi zna\u010dkami, prid\u00e1vanie zna\u010dky produktom. Branding predstavuje zna\u010dka (brand) meno, pojem, symbol, dizajn alebo kombin\u00e1ciu uveden\u00fdch prvkov, ktor\u00e9 identifikuj\u00fa produkty a slu\u017eby ur\u010dit\u00e9ho dod\u00e1vate\u013ea a odli\u0161uj\u00fa ich od konkurentov. Branding, ako proces budovania zna\u010dky, men\u00ed v\u0161eobecn\u00e9 komodity na \u0161pecifick\u00e9 a \u017eiadan\u00e9 v\u00fdrobky. Vo vn\u00edman\u00ed spotrebite\u013eov im prid\u00e1va hodnotu, za ktor\u00fa s\u00fa ochotn\u00ed zaplati\u0165.<\/p>\n<h2>Z\u00e1sady brandingu<\/h2>\n<p>Medzi hlavn\u00e9 z\u00e1sady brandingu m\u00f4\u017eeme zaradi\u0165:<\/p>\n<ul>\n<li>nespolieha\u0165 sa na automatick\u00fa znalos\u0165 zna\u010dky, ale stara\u0165 sa o zv\u00fd\u0161enie povedomia zna\u010dku u potenci\u00e1lnych z\u00e1kazn\u00edkov<\/li>\n<li>organiz\u00e1cia mus\u00ed ma\u0165 vypestovan\u00fa vlastn\u00fa znalos\u0165 a pestovanie zna\u010dky, t.j. ak chce organiz\u00e1cia by\u0165 \u00faspe\u0161n\u00e1, mala by vy\u0161koli\u0165 zamestnancov, aby poznali zna\u010dku,<\/li>\n<li>pravidlo o expanzii zna\u010dky (zva\u017eova\u0165 jej expanziu),<\/li>\n<li>ve\u013ek\u00e1 zna\u010dka vytv\u00e1ra trval\u00e9 vz\u0165ahy so z\u00e1kazn\u00edkmi<\/li>\n<\/ul>\n<p>Ak sa jedn\u00e1 o branding, d\u00e1 sa poveda\u0165, \u017ee \u201cz\u00e1le\u017e\u00ed na v\u0161etkom\u201d. O <a href=\"https:\/\/www.euroekonom.sk\/marketing\/produkt-a-produktova-politika\/rozhodovanie-o-znacke\/\">zna\u010dku je potrebn\u00e9 neust\u00e1le sa stara\u0165<\/a> a vytv\u00e1ra\u0165 podmienky pre jej \u00faspe\u0161n\u00e9 napredovania a roz\u0161irovanie sa. Treba ma\u0165 v\u0161ak na pam\u00e4ti, ak vytvor\u00edme organiz\u00e1ciu disponuj\u00facu silnou zna\u010dkou, byt ve\u013ek\u00fd nie je ospravedlnen\u00edm pre to, byt zl\u00fd a ukracova\u0165 z\u00e1kazn\u00edkov.<\/p>\n<h2>Brandingov\u00e1 strat\u00e9gia<\/h2>\n<p>Ur\u010denie brandingovej strat\u00e9gie zahrnuje rozhodovanie o povahe nov\u00fdch a existuj\u00facich prvkov zna\u010dky, ktor\u00e9 bud\u00fa aplikovan\u00e9 na <a href=\"https:\/\/www.euroekonom.sk\/manazment\/marketingovy-manazment\/zivotny-cyklus-vyrobku-a-trhu\/\">nov\u00e9 i existuj\u00face v\u00fdrobky<\/a>. Obchodn\u00edci v\u00edtaj\u00fa viacero zna\u010diek v ur\u010ditom druhu produktov, preto\u017ee dosiahnu viac tovaru v reg\u00e1loch a s\u00fa menej z\u00e1visl\u00ed na jednom dod\u00e1vate\u013eovi a z\u00e1rove\u0148 z\u00edskaj\u00fa z\u00e1kazn\u00edkov h\u013eadaj\u00facich \u0161ir\u0161\u00ed v\u00fdber zna\u010diek. Z\u00edskavaj\u00fa \u00faspory pri reklame, predaji a fyzickej distrib\u00facii.<br \/>\nPortf\u00f3lio zna\u010diek zah\u0155\u0148a s\u00fabor v\u0161etk\u00fdch zna\u010diek a radov produktov, ktor\u00e9 organiz\u00e1cia v ur\u010ditom druhu pon\u00faka na <a href=\"https:\/\/www.euroekonom.sk\/ekonomika\/podnikova-ekonomika\/predaj\/\">predaj z\u00e1kazn\u00edkom<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Branding znamen\u00e1 vytv\u00e1ranie rozdielov medzi jednotliv\u00fdmi zna\u010dkami, prid\u00e1vanie zna\u010dky produktom. Branding predstavuje zna\u010dka (brand) meno, pojem, symbol, dizajn alebo kombin\u00e1ciu uveden\u00fdch prvkov, ktor\u00e9 identifikuj\u00fa produkty &hellip; <\/p>\n","protected":false},"author":15,"featured_media":25123,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[50,553],"tags":[],"class_list":["post-11247","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-vzdelavam-sa"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Branding<\/title>\n<meta name=\"description\" content=\"Brandingov\u00e1 strat\u00e9gia a z\u00e1sady brandingu.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.vrtulniky.sk\/news\/branding\/\" \/>\n<meta property=\"og:locale\" content=\"sk_SK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Branding\" \/>\n<meta property=\"og:description\" content=\"Brandingov\u00e1 strat\u00e9gia a z\u00e1sady brandingu.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.vrtulniky.sk\/news\/branding\/\" \/>\n<meta property=\"og:site_name\" content=\"Podnik\u00e1m, lietam a relaxujem\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/vrtulniky\/\" \/>\n<meta property=\"article:published_time\" content=\"2023-04-09T05:44:10+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-05-13T12:57:17+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.vrtulniky.sk\/news\/wp-content\/uploads\/2022\/08\/prerusenie-studia.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"977\" \/>\n\t<meta property=\"og:image:height\" content=\"738\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Bc. Januska\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Autor\" \/>\n\t<meta name=\"twitter:data1\" content=\"Bc. Januska\" \/>\n\t<meta name=\"twitter:label2\" content=\"Predpokladan\u00fd \u010das \u010d\u00edtania\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 min\u00faty\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.vrtulniky.sk\\\/news\\\/branding\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.vrtulniky.sk\\\/news\\\/branding\\\/\"},\"author\":{\"name\":\"Bc. Januska\",\"@id\":\"https:\\\/\\\/www.vrtulniky.sk\\\/news\\\/#\\\/schema\\\/person\\\/7ff007765bc70c0a20e1487aebea02d9\"},\"headline\":\"Branding\",\"datePublished\":\"2023-04-09T05:44:10+00:00\",\"dateModified\":\"2024-05-13T12:57:17+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.vrtulniky.sk\\\/news\\\/branding\\\/\"},\"wordCount\":348,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.vrtulniky.sk\\\/news\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.vrtulniky.sk\\\/news\\\/branding\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.vrtulniky.sk\\\/news\\\/wp-content\\\/uploads\\\/2022\\\/08\\\/prerusenie-studia.jpg\",\"articleSection\":[\"Marketing\",\"Vzdel\u00e1vam sa\"],\"inLanguage\":\"sk-SK\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.vrtulniky.sk\\\/news\\\/branding\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.vrtulniky.sk\\\/news\\\/branding\\\/\",\"url\":\"https:\\\/\\\/www.vrtulniky.sk\\\/news\\\/branding\\\/\",\"name\":\"Branding\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.vrtulniky.sk\\\/news\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.vrtulniky.sk\\\/news\\\/branding\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.vrtulniky.sk\\\/news\\\/branding\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.vrtulniky.sk\\\/news\\\/wp-content\\\/uploads\\\/2022\\\/08\\\/prerusenie-studia.jpg\",\"datePublished\":\"2023-04-09T05:44:10+00:00\",\"dateModified\":\"2024-05-13T12:57:17+00:00\",\"description\":\"Brandingov\u00e1 strat\u00e9gia a z\u00e1sady brandingu.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.vrtulniky.sk\\\/news\\\/branding\\\/#breadcrumb\"},\"inLanguage\":\"sk-SK\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.vrtulniky.sk\\\/news\\\/branding\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"sk-SK\",\"@id\":\"https:\\\/\\\/www.vrtulniky.sk\\\/news\\\/branding\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.vrtulniky.sk\\\/news\\\/wp-content\\\/uploads\\\/2022\\\/08\\\/prerusenie-studia.jpg\",\"contentUrl\":\"https:\\\/\\\/www.vrtulniky.sk\\\/news\\\/wp-content\\\/uploads\\\/2022\\\/08\\\/prerusenie-studia.jpg\",\"width\":977,\"height\":738},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.vrtulniky.sk\\\/news\\\/branding\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.vrtulniky.sk\\\/news\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Branding\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.vrtulniky.sk\\\/news\\\/#website\",\"url\":\"https:\\\/\\\/www.vrtulniky.sk\\\/news\\\/\",\"name\":\"Podnik\u00e1m, lietam a relaxujem\",\"description\":\"Vrtu\u013en\u00edky.sk\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.vrtulniky.sk\\\/news\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.vrtulniky.sk\\\/news\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"sk-SK\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.vrtulniky.sk\\\/news\\\/#organization\",\"name\":\"Podnik\u00e1m, lietam a relaxujem\",\"url\":\"https:\\\/\\\/www.vrtulniky.sk\\\/news\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"sk-SK\",\"@id\":\"https:\\\/\\\/www.vrtulniky.sk\\\/news\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/www.vrtulniky.sk\\\/news\\\/wp-content\\\/uploads\\\/2022\\\/08\\\/news-vrtulniky-sk-logo-e1660318023553.png\",\"contentUrl\":\"https:\\\/\\\/www.vrtulniky.sk\\\/news\\\/wp-content\\\/uploads\\\/2022\\\/08\\\/news-vrtulniky-sk-logo-e1660318023553.png\",\"width\":201,\"height\":200,\"caption\":\"Podnik\u00e1m, lietam a relaxujem\"},\"image\":{\"@id\":\"https:\\\/\\\/www.vrtulniky.sk\\\/news\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/vrtulniky\\\/\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.vrtulniky.sk\\\/news\\\/#\\\/schema\\\/person\\\/7ff007765bc70c0a20e1487aebea02d9\",\"name\":\"Bc. Januska\",\"url\":\"https:\\\/\\\/www.vrtulniky.sk\\\/news\\\/author\\\/jana6121\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Branding","description":"Brandingov\u00e1 strat\u00e9gia a z\u00e1sady brandingu.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.vrtulniky.sk\/news\/branding\/","og_locale":"sk_SK","og_type":"article","og_title":"Branding","og_description":"Brandingov\u00e1 strat\u00e9gia a z\u00e1sady brandingu.","og_url":"https:\/\/www.vrtulniky.sk\/news\/branding\/","og_site_name":"Podnik\u00e1m, lietam a relaxujem","article_publisher":"https:\/\/www.facebook.com\/vrtulniky\/","article_published_time":"2023-04-09T05:44:10+00:00","article_modified_time":"2024-05-13T12:57:17+00:00","og_image":[{"width":977,"height":738,"url":"https:\/\/www.vrtulniky.sk\/news\/wp-content\/uploads\/2022\/08\/prerusenie-studia.jpg","type":"image\/jpeg"}],"author":"Bc. Januska","twitter_card":"summary_large_image","twitter_misc":{"Autor":"Bc. Januska","Predpokladan\u00fd \u010das \u010d\u00edtania":"2 min\u00faty"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.vrtulniky.sk\/news\/branding\/#article","isPartOf":{"@id":"https:\/\/www.vrtulniky.sk\/news\/branding\/"},"author":{"name":"Bc. Januska","@id":"https:\/\/www.vrtulniky.sk\/news\/#\/schema\/person\/7ff007765bc70c0a20e1487aebea02d9"},"headline":"Branding","datePublished":"2023-04-09T05:44:10+00:00","dateModified":"2024-05-13T12:57:17+00:00","mainEntityOfPage":{"@id":"https:\/\/www.vrtulniky.sk\/news\/branding\/"},"wordCount":348,"commentCount":0,"publisher":{"@id":"https:\/\/www.vrtulniky.sk\/news\/#organization"},"image":{"@id":"https:\/\/www.vrtulniky.sk\/news\/branding\/#primaryimage"},"thumbnailUrl":"https:\/\/www.vrtulniky.sk\/news\/wp-content\/uploads\/2022\/08\/prerusenie-studia.jpg","articleSection":["Marketing","Vzdel\u00e1vam sa"],"inLanguage":"sk-SK","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.vrtulniky.sk\/news\/branding\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.vrtulniky.sk\/news\/branding\/","url":"https:\/\/www.vrtulniky.sk\/news\/branding\/","name":"Branding","isPartOf":{"@id":"https:\/\/www.vrtulniky.sk\/news\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.vrtulniky.sk\/news\/branding\/#primaryimage"},"image":{"@id":"https:\/\/www.vrtulniky.sk\/news\/branding\/#primaryimage"},"thumbnailUrl":"https:\/\/www.vrtulniky.sk\/news\/wp-content\/uploads\/2022\/08\/prerusenie-studia.jpg","datePublished":"2023-04-09T05:44:10+00:00","dateModified":"2024-05-13T12:57:17+00:00","description":"Brandingov\u00e1 strat\u00e9gia a z\u00e1sady brandingu.","breadcrumb":{"@id":"https:\/\/www.vrtulniky.sk\/news\/branding\/#breadcrumb"},"inLanguage":"sk-SK","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.vrtulniky.sk\/news\/branding\/"]}]},{"@type":"ImageObject","inLanguage":"sk-SK","@id":"https:\/\/www.vrtulniky.sk\/news\/branding\/#primaryimage","url":"https:\/\/www.vrtulniky.sk\/news\/wp-content\/uploads\/2022\/08\/prerusenie-studia.jpg","contentUrl":"https:\/\/www.vrtulniky.sk\/news\/wp-content\/uploads\/2022\/08\/prerusenie-studia.jpg","width":977,"height":738},{"@type":"BreadcrumbList","@id":"https:\/\/www.vrtulniky.sk\/news\/branding\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.vrtulniky.sk\/news\/"},{"@type":"ListItem","position":2,"name":"Branding"}]},{"@type":"WebSite","@id":"https:\/\/www.vrtulniky.sk\/news\/#website","url":"https:\/\/www.vrtulniky.sk\/news\/","name":"Podnik\u00e1m, lietam a relaxujem","description":"Vrtu\u013en\u00edky.sk","publisher":{"@id":"https:\/\/www.vrtulniky.sk\/news\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.vrtulniky.sk\/news\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"sk-SK"},{"@type":"Organization","@id":"https:\/\/www.vrtulniky.sk\/news\/#organization","name":"Podnik\u00e1m, lietam a relaxujem","url":"https:\/\/www.vrtulniky.sk\/news\/","logo":{"@type":"ImageObject","inLanguage":"sk-SK","@id":"https:\/\/www.vrtulniky.sk\/news\/#\/schema\/logo\/image\/","url":"https:\/\/www.vrtulniky.sk\/news\/wp-content\/uploads\/2022\/08\/news-vrtulniky-sk-logo-e1660318023553.png","contentUrl":"https:\/\/www.vrtulniky.sk\/news\/wp-content\/uploads\/2022\/08\/news-vrtulniky-sk-logo-e1660318023553.png","width":201,"height":200,"caption":"Podnik\u00e1m, lietam a relaxujem"},"image":{"@id":"https:\/\/www.vrtulniky.sk\/news\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/vrtulniky\/"]},{"@type":"Person","@id":"https:\/\/www.vrtulniky.sk\/news\/#\/schema\/person\/7ff007765bc70c0a20e1487aebea02d9","name":"Bc. Januska","url":"https:\/\/www.vrtulniky.sk\/news\/author\/jana6121\/"}]}},"_links":{"self":[{"href":"https:\/\/www.vrtulniky.sk\/news\/wp-json\/wp\/v2\/posts\/11247","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vrtulniky.sk\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vrtulniky.sk\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vrtulniky.sk\/news\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vrtulniky.sk\/news\/wp-json\/wp\/v2\/comments?post=11247"}],"version-history":[{"count":0,"href":"https:\/\/www.vrtulniky.sk\/news\/wp-json\/wp\/v2\/posts\/11247\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.vrtulniky.sk\/news\/wp-json\/wp\/v2\/media\/25123"}],"wp:attachment":[{"href":"https:\/\/www.vrtulniky.sk\/news\/wp-json\/wp\/v2\/media?parent=11247"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vrtulniky.sk\/news\/wp-json\/wp\/v2\/categories?post=11247"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vrtulniky.sk\/news\/wp-json\/wp\/v2\/tags?post=11247"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}