{"id":1501,"date":"2005-12-06T23:59:00","date_gmt":"2005-12-06T23:59:00","guid":{"rendered":"https:\/\/bm.dev.synology.me\/?p=1501"},"modified":"2026-04-02T07:24:35","modified_gmt":"2026-04-02T07:24:35","slug":"abecedarul-sportivilor","status":"publish","type":"post","link":"https:\/\/bm.dev.synology.me\/?p=1501","title":{"rendered":"ABECEDARUL SPORTIVILOR"},"content":{"rendered":"<p><P align=justify><SPAN class=text>Pentru ca se concentreaza in principal asupra performantei, sportivii iau adesea decizii care le pot afecta imaginea. Specialistii le indica primii pasi in merchandising-ul de personalitate:<\/SPAN><\/P><SPAN class=text>  <P align=justify><STRONG>BENEFICII MATERIALE:<\/STRONG> Licentierea drepturilor poate genera beneficii materiale sub forma pretului licentei si a eventualelor redevente (exemplu: Gabriela Szabo si Diana Mocanu promovand apa minerala, Gheorghe Hagi pentru BMW si Texaco, Adrian Mutu pentru Pepsi etc.).<\/P>  <P align=justify><STRONG>INSTRUMENT DE MARKETING:<\/STRONG> Merchandising-ul creste expunerea imaginii persoanei si deschide noi piete pentru valorificarea acesteia (exemplu: cluburile de fotbal care fidelizeaza suporterii prin merchandising-ul stemei, numelui si culorilor clubului).<\/P>  <P align=justify><STRONG>ATRAGERE DE SPONSORIZARE SAU ASOCIERE:<\/STRONG> Merchandising-ul poate atrage sponsorizarea unor evenimente sau manifestari speciale (exemplu: asocierea imaginii sportivilor cu campaniile umanitare de ajutorare a sinistratilor).<\/P>  <P align=justify><\/SPAN><SPAN class=text><STRONG>STRATEGIE:<\/STRONG> Pentru a atrage aceste beneficii, titularul drepturilor de proprietate intelectuala trebuie sa-si dezvolte o strategie clara de merchandising. Punctele principale ale unei asemenea strategii ar fi: <\/SPAN><\/P>  <UL>  <LI>  <DIV align=justify><SPAN class=text>1. Identificarea si protejarea drepturilor de propietate intelectuala (ca marci, desene industriale, etc.) <\/SPAN><\/DIV><\/LI>  <LI>  <DIV align=justify><SPAN class=text><\/SPAN><SPAN class=text>2. Cautarea potentialilor licentiati interesati <\/SPAN><\/DIV><\/LI>  <LI>  <DIV align=justify><SPAN class=text>3. Selectarea potentialilor licentiati <\/SPAN><\/DIV><\/LI>  <LI>  <DIV align=justify><SPAN class=text>4. Alegerea produselor si serviciilor potrivite a fi promovate prin imaginea persoanei <\/SPAN><\/DIV><\/LI>  <LI>  <DIV align=justify><SPAN class=text><\/SPAN><SPAN class=text>5. Definirea clara a termenilor licentei prin: a) descrierea detaliata a ceea ce are voie si ceea ce nu are voie sa faca licentiatul in legatura cu imaginea \/ dreptul de proprietate industriala; b) precizarea exacta a produselor pentru care se licentiaza; c) perioada exacta; d) cerinta ca licentiatul sa comunice licentiatorului eventualele incalcari ale imaginii licentiate de catre terte parti.<BR><\/DIV><\/LI><\/UL><\/SPAN><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pentru ca se concentreaza in principal asupra performantei, sportivii iau adesea decizii care le pot afecta imaginea. Specialistii le indica primii pasi in merchandising-ul de personalitate<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[698],"tags":[1019],"class_list":["post-1501","post","type-post","status-publish","format-standard","hentry","category-cover-story","tag-abecedarul-sportivilor"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/1501","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1501"}],"version-history":[{"count":1,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/1501\/revisions"}],"predecessor-version":[{"id":22972,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/1501\/revisions\/22972"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1501"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1501"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1501"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}