{"id":3582,"date":"2006-03-23T15:15:00","date_gmt":"2006-03-23T15:15:00","guid":{"rendered":"https:\/\/bm.dev.synology.me\/?p=3582"},"modified":"2026-04-02T08:19:52","modified_gmt":"2026-04-02T08:19:52","slug":"cum-se-construieste-un-brand","status":"publish","type":"post","link":"https:\/\/bm.dev.synology.me\/?p=3582","title":{"rendered":"Cum se construieste un brand"},"content":{"rendered":"<p><SPAN class=text>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify><STRONG>PASUL 1:<\/STRONG> Se decide pozitionarea, arhitectura, segmentarea si targetarea produsului\/serviciului.<\/P>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify><STRONG><\/STRONG>&nbsp;<\/P>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify><STRONG>PASUL 2:<\/STRONG> Se propun mai multe variante de nume de brand. Acesta poate fi o extensie a altor denumiri din nomenclatorul companiei (Ex. Coca-Cola Light ) sau o creatie originala. Mult mai rare sunt cazurile cand denumirea este cumparata de la o alta firma.<\/P><\/SPAN><SPAN class=text>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify><STRONG><\/STRONG>&nbsp;<\/P>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify><STRONG>PASUL 3:<\/STRONG> Se evalueaza denumirile propuse, pe baza relevantei lor pentru categoria in care este pozitionat produsul, si a conotatiilor si imaginilor cu care se asociaza. In plus, se urmareste ca denumirea aleasa sa fie usor de retinut si de recunoscut. <\/P>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify><STRONG><\/STRONG>&nbsp;<\/P>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify><STRONG>PASUL 4:<\/STRONG> Se alege denumirea finala si apoi se verifica daca ea poate fi inregistrata ca marca, adica posibilitatea legala ca respectiva companie sa fie singura care foloseste acel nume. <\/P>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify><STRONG><\/STRONG>&nbsp;<\/P>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify><STRONG>PASUL 5:<\/STRONG> Se stabileste sloganul brandului si identitatea lui grafica (logo).<\/P>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify><STRONG><\/STRONG>&nbsp;<\/P>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify><STRONG>PASUL 6:<\/STRONG> Se creeaza platforma de comunicare a brandului, adica acel set de reguli si concepte (corporate book) care ghideaza orice proiect in care este implicat respectivul brand: de la o reclama TV sau in presa scrisa, pana la arhitectura punctului de vanzare sau formatul documentelor interne.<\/P><\/SPAN><\/p>\n","protected":false},"excerpt":{"rendered":"<p>PASUL 1: Se decide pozitionarea, arhitectura, segmentarea si targetarea produsului\/serviciului. &nbsp; PASUL 2: Se propun mai multe variante de nume de brand. Acesta poate fi o extensie a altor denumiri din nomenclatorul companiei (Ex. Coca-Cola Light ) sau o creatie originala. Mult mai rare sunt cazurile cand denumirea este cumparata de la o alta firma. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[573],"tags":[2952],"class_list":["post-3582","post","type-post","status-publish","format-standard","hentry","category-media-marketing","tag-cum-se-construieste-un-brand"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/3582","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=3582"}],"version-history":[{"count":1,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/3582\/revisions"}],"predecessor-version":[{"id":25019,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/3582\/revisions\/25019"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3582"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=3582"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=3582"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}