\n\u00cen industria bunurilor de larg consum, dar \u015fi \u00een mod\u0103 sau electrocasnice, brandul a avut \u015fi continu\u0103 s\u0103 aib\u0103 un rol major. \u00cen cazul altor sectoare, precum real-estate sau materiale de construc\u0163ii, dar \u015fi \u00een cazul afacerilor B2B, p\u00e2n\u0103 nu de mult, marca nu era perceput\u0103 ca fiind un ingredient-cheie \u00een re\u0163eta de business. Acest lucru s-a schimbat.<\/p>\n
\nBrandul este pentru o companie ceea ce pentru oameni \u00eenseamn\u0103 personalitatea \u015fi principiile de via\u0163\u0103, crede Anca Rar\u0103u, managing partner al Brandocracy, platform\u0103 de consultan\u0163\u0103 \u00een branding \u015fi marketing strategic.<\/p>\n
\n\u201eA\u015fadar, nu exist\u0103 vreun domeniu \u00een care brandul s\u0103 nu conteze. Prin excep\u0163ie, singurele situa\u0163ii \u00een care se poate afirma c\u0103 brandul conteaz\u0103 mai pu\u0163in sunt cele specifice companiilor care opereaz\u0103 pe pie\u0163e \u00eenchise, \u00een economii centralizate, care au monopol \u015fi sunt de\u0163inute de stat. \u00centr-o pia\u0163\u0103 cu un singur competitor, clientul este captiv, nu are posibilitatea de compara\u0163ie sau alegere. Dar chiar \u015fi \u00een cazul unei companii-monopol, brandul devine extrem de relevant \u00een situa\u0163ia \u00een care \u00ee\u015fi propune s\u0103 se extind\u0103 pe alte pie\u0163e sau s\u0103 se listeze pe pie\u0163e de capital externe\u201c, explic\u0103 ea.<\/p>\n
\n\u00cen Rom\u00e2nia, nu se mai poate pune problema unei asemenea situa\u0163ii. \u00cen esen\u0163\u0103, brandul este rezultanta per\u00adcep\u0163iilor, a\u015f\u00adtep\u00adt\u0103\u00adrilor \u015fi reac\u00ad\u0163iilor pe care o companie le ge\u00adnereaz\u0103 ca urmare a pro\u00admisiunilor pe care le face \u015fi a modului \u00een care ac\u0163ioneaz\u0103, \u00een care se comport\u0103.<\/p>\n
\n\u201eExperien\u0163a clientului \u00een\u00adcepe cu prima interac\u0163iune pe care acesta o are cu un me\u00ad\u00adsaj, cu o persoan\u0103 care vor\u00adbe\u015fte \u00een numele brandu\u00adlui, cu o a\u00adpli\u00adca\u0163ie online, cu un sediu, cu un produs etc. Iar modul \u00een care \u015ftim s\u0103 construim aceste experien\u0163e se va reflecta direct \u00een loializarea clien\u0163ilor, \u00een v\u00e2nz\u0103ri, reco\u00admand\u0103ri \u015fi, bine\u00een\u0163eles, \u00een cifra de afaceri, \u00een profitabilitate\u201c, adaug\u0103 Anca Rar\u0103u. Aceast\u0103 mentalitate \u00een business nu este \u00eens\u0103 una care dateaz\u0103 dintotdeauna. \u00cen industria bunurilor de larg consum, \u00een mod\u0103 sau electrocas\u00adnice, brandul a avut \u015fi continu\u0103 s\u0103 aib\u0103 un rol major. \u00cen cazul altor domenii, precum real-estate sau materiale de construc\u0163ii, dar \u015fi \u00een cazul afacerilor B2B, p\u00e2n\u0103 nu de mult, marca nu era perceput\u0103 ca fiind un ingre\u00addient-cheie \u00een re\u0163eta de business. Acest lucru s-a schimbat.<\/p>\n
\n <\/p>\n
\nUn deceniu care conteaz\u0103<\/strong><\/p>\n \n\u201eP\u00e2n\u0103 acum 10 ani, nici m\u0103car nu exista ideea de brand \u00een domeniul imobiliar. Dac\u0103 privim \u00een urm\u0103, priorit\u0103\u0163ile cump\u0103r\u0103torilor erau diferite fa\u0163\u0103 de ceea ce vedem ast\u0103zi, iar pre\u0163ul \u015fi accesul la finan\u0163are contau cel mai mult. Rom\u00e2\u00adnii c\u0103utau apartamente mai mari, dar nu existau prea multe op\u0163iuni de calitate, iar pia\u0163a \u00eenc\u0103 se forma. Pe atunci, con\u00adcep\u00adtele de sustenabilitate sau de comunit\u0103\u0163i integrate nu erau \u00een prim-plan\u201c, \u00ee\u015fi aminte\u015fte Victor C\u0103pitanu, cofondator \u015fi co-CEO al dezvoltatorului imobiliar One United Properties.<\/p>\n \nBrandul ONE a fost \u00eenregistrat la OSIM \u00een aprilie 2014, iar \u00een deceniul care a urmat a ajuns \u00een topul celor mai valoroase m\u0103rci rom\u00e2ne\u015fti, potrivit BrandFinance, o firm\u0103 global\u0103 independent\u0103 de evaluare de brand, care anual public\u0103 peste 100 de rapoarte, clasific\u00e2nd branduri din multiple sectoare \u015fi \u0163\u0103ri.\u201e\u00cenc\u0103 de la \u00eenceput ne-am dorit s\u0103 cre\u0103m un brand umbrel\u0103, cu nume simplu, u\u015for de \u0163inut minte, care s\u0103 se poat\u0103 transforma treptat \u00eentr-un reper. Conceptele noastre au reprezentat o noutate la nivelul pie\u0163ei locale. Apari\u0163ia a ceea ce numim \u00abbranded residences\u00bb, adic\u0103 locuin\u0163e de brand, re\u015fedin\u0163e care poart\u0103 amprenta unui brand, a schimbat total dinamica \u015fi apetitul pie\u0163ei locale reziden\u0163iale.\u201c<\/p>\n \nNici \u00een domenii conexe celui de real-estate, cum ar fi cel al construc\u0163iilor \u015fi al al materialelor de construc\u0163ii, p\u00e2n\u0103 acum ceva ani, brandul nu c\u00e2nt\u0103rea la fel de greu precum ast\u0103zi. Oamenii (consumatorii finali) nu identificau un tip de glet sau o u\u015f\u0103 la fel cum o fac acum, dup\u0103 nume, dup\u0103 produc\u0103tor. Branduri exist\u0103 \u00eens\u0103 de mult\u0103 vreme.<\/p>\n \nEste cazul, spre exemplu, al produc\u0103torului de u\u015fi \u015fi ferestre Pinum, cu o istorie de peste trei decenii, al gletului Adeplast ori al vopselelor lavabile Kober. Toate sunt nume rom\u00e2ne\u015fti active \u00een domenii unde brandul devine tot mai important.<\/p>\n \n <\/p>\n \nB2C vs B2B<\/strong><\/p>\n \nDac\u0103 asta se \u00eent\u00e2mpl\u0103 \u00een B2C, acolo unde companiile intr\u0103 \u00een contact cu clientul final, cum e \u00een B2B? \u015ei aici, brandul este un element-cheie, spune Nicolae B\u0103nic\u0103, CEO al OSCAR Downstream, cel mai mare distribuitor independent de carburant.<\/p>\n \n\u201eOil & Gas este o industrie strategic\u0103, extrem de competitiv\u0103, iar rolul de furnizor de carburant, mai ales pe segmentul B2B, vine cu responsabilit\u0103\u0163i enorme \u015fi implica\u0163ii sistemice pentru \u00eentreaga economie.\u201c<\/p>\n \nFondatorul OSCAR Downstream, Alin Niculae, spune c\u0103 \u00een industria \u00een care activeaz\u0103 grupul gre\u015fe\u015fti o singur\u0103 dat\u0103.<\/p>\n \n\u201eC\u00e2nd a decis s\u0103 lanseze acest business, \u00een 2001, (Alin Niculae \u2013 n.red.) \u015ftia c\u0103 intr\u0103 pe o pia\u0163\u0103 grea. La acel moment, distribu\u0163ia de carburant era preponderent dominat\u0103 de companii multina\u0163ionale \u015fi se caracteriza prin servicii standard \u015fi produse locale. Dar economia cre\u015ftea \u00eentr-un ritm alert \u015fi avea nevoie de un plus de sofisticare \u015fi personalizare, mai ales pe segmentul B2B\u201c, adaug\u0103 executivul.<\/p>\n \nConceptul sta\u0163iilor de incint\u0103 DIESELpoint, lansat \u00een 2004, a consacrat businessul, e de p\u0103rere Nicolae B\u0103nic\u0103. Oscar Downstream este ast\u0103zi cel mai mare distribuitor independent de carburant din Rom\u00e2nia \u015fi \u00een top cinci la nivel na\u0163ional, av\u00e2nd pe lista de clien\u0163i peste 5.000 de companii din domenii variate, de la agricultur\u0103 la transport, industrie \u015fi construc\u0163ii.<\/p>\n \nA\u015fadar, brandul conteaz\u0103 inclusiv \u00een B2B.<\/p>\n \n\u201eNu pot spune c\u0103 am \u00eent\u00e2lnit p\u00e2n\u0103 acum vreun business ori un domeniu care s\u0103 fie s\u0103n\u0103tos din punct de vedere financiar f\u0103r\u0103 s\u0103 aib\u0103 \u015fi un brand bine construit\u201c, conchide Anca Rar\u0103u, de la Brandocracy, care a lucrat at\u00e2t cu companii de distribu\u0163ie pentru diverse utilaje industriale, c\u00e2t \u015fi cu clien\u0163i din IT, servicii medicale, agricultur\u0103, turism, HoReCa, produc\u0163ie de mobilier sau peisagistic\u0103.<\/p>\n","protected":false},"excerpt":{"rendered":" \u00cen industria bunurilor de larg consum, dar \u015fi \u00een mod\u0103 sau electrocasnice, brandul a avut \u015fi continu\u0103 s\u0103 aib\u0103 un rol major. \u00cen cazul altor sectoare, precum real-estate sau materiale de construc\u0163ii, dar \u015fi \u00een cazul afacerilor B2B, p\u00e2n\u0103 nu de mult, marca nu era perceput\u0103 ca fiind un ingredient-cheie \u00een re\u0163eta de business. Acest lucru s-a schimbat.<\/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":[3626,6351,12498],"class_list":["post-236551","post","type-post","status-publish","format-standard","hentry","category-actualitate","tag-brandul","tag-concurenta","tag-economie-globala"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/236551","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=236551"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/236551\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=236551"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=236551"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=236551"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}