\nTopul celor mai puternice 30 de branduri din Rom\u00e2nia, potrivit percep\u0163iilor consumatorilor, este condus de Samsung, care are un capital de brand de 3 ori mai mare dec\u00e2t media categoriei produselor electronice, urmat de dou\u0103 branduri de cafea, Jacobs \u015fi Lavazza, conform clasamentului realizat de Kantar Rom\u00e2nia, care a analizat cele mai valoroase 100 de branduri.<\/p>\n
\n\u201cHyper-fragmentarea canalelor media, a punctelor de contact cu consumatorii \u015fi multiplele anxiet\u0103\u0163i prin care trec ace\u015ftia \u00een ultimii ani, face s\u0103 fie critic pentru branduri s\u0103 aib\u0103 c\u00e2t mai mult\u0103 claritate, s\u0103 g\u0103seasc\u0103 \u015fi s\u0103 urm\u0103reasc\u0103 un fir ro\u015fu, \u00een tot ceea ce fac.\u201d, a declarat Carmen P\u0103tra\u015fcu, Managing Director Kantar Rom\u00e2nia.<\/p>\n
\nEa a punctat faptul c\u0103 pentru branduri este un context extrem de provocator. Ele trebuie s\u0103 \u0163in\u0103 cont de faptul c\u0103 turbulen\u0163ele sunt permanente: fie c\u0103 sunt sanitare, macro-economice \u015fi geo-politice sau militare.<\/p>\n
\nAnaliza a eviden\u0163iat rolul esen\u0163ial al capitalului de marc\u0103 \u00een sus\u0163inerea unor pre\u0163uri mai mari, a unei pozi\u0163ion\u0103ri Premium. 40% dintre brandurile analizate de Kantar Rom\u00e2nia au dificult\u0103\u0163i, \u00een sensul c\u0103 fie sunt v\u0103zute drept un simplu produs (commodity<\/em>), fie c\u0103 prezint\u0103 risc de erodare a marjei de profit sau pur \u015fi simplu sunt v\u0103zute ca fiind prea scumpe pentru c\u00e2t ofer\u0103.<\/p>\n \nExper\u0163ii Kantar au ar\u0103tat c\u0103 brandurile care se bazeaz\u0103 excesiv pe promo\u0163ii \u015fi pe reducerea pre\u0163urilor, vor avea dificult\u0103\u0163i s\u0103 revin\u0103 la un nivel de pre\u0163 anterior, odat\u0103 ce puterea de cump\u0103rare va reveni. Astfel, este critic ca ele s\u0103 investeasc\u0103 \u00een percep\u0163iile despre brand pentru a putea s\u0103 justifice alegerea de a nu reduce pre\u0163ul sau de a cere un pre\u0163 mai mare.<\/p>\n \nDintre brandurile analizate, cele care reu\u015fesc s\u0103 justifice cel mai bine pozi\u0163ionarea de pre\u0163 pe care o au sunt: Samsung, Jack Daniel\u2019s, Revolut, Ferrero Rocher, Angelli, Lavazza, Apple, Raffaelo, eMAG \u015fi Milka.<\/p>\n \n <\/p>\n \n“Capitalul de brand este un factor crucial \u00een succesul unei companii, deoarece acesta contribuie la cre\u015fterea v\u00e2nz\u0103rilor \u015fi ofer\u0103 protec\u0163ie \u00eempotriva presiunii reduceri de pre\u0163 \u00een perioade complicate.”, a continuat M\u0103d\u0103lin Vladu, Senior Director, Brand Lead la Kantar Rom\u00e2nia. “\u00cen plus, analiza noastr\u0103 a ar\u0103tat c\u0103 m\u0103rcile care au o pozi\u0163ionare mai clar\u0103 \u00een mintea consumatorilor, ajut\u0103 at\u00e2t la ob\u0163inerea unul nivel superior al capitalului de brand dar \u015fi \u00een pia\u0163\u0103, av\u00e2nd o baz\u0103 mai mare de consumatori care le-au cump\u0103rat recent \u015fi o capacitate de reten\u0163ie mai bun\u0103”.<\/p>\n \nConsultan\u0163ii Kantar au scos \u00een eviden\u0163\u0103 rolul pe care \u00eel au reclamele \u00een ob\u0163inerea clarit\u0103\u0163ii pozi\u0163ion\u0103rii brandurilor sau pentru a ob\u0163ine maxim de la o campanie de comunicare.<\/p>\n \n <\/p>\n \n <\/p>\n \n <\/p>\n \n <\/p>\n","protected":false},"excerpt":{"rendered":" Topul celor mai puternice 30 de branduri din Rom\u00e2nia, potrivit percep\u0163iilor consumatorilor, este condus de Samsung, care are un capital de brand de 3 ori mai mare dec\u00e2t media categoriei produselor electronice, urmat de dou\u0103 branduri de cafea, Jacobs \u015fi Lavazza, conform clasamentului realizat de Kantar Rom\u00e2nia, care a analizat cele mai valoroase 100 de […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[510],"tags":[7179,7386,5238,98],"class_list":["post-226159","post","type-post","status-publish","format-standard","hentry","category-actualitate","tag-brand","tag-branduri","tag-consumatori","tag-romania"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/226159","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=226159"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/226159\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=226159"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=226159"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=226159"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}