{"id":3374,"date":"2020-04-25T14:02:52","date_gmt":"2020-04-25T14:02:52","guid":{"rendered":"https:\/\/inoveo.ro\/uncategorized\/brand-management-in-perioada-covid-19\/"},"modified":"2020-04-25T14:02:52","modified_gmt":"2020-04-25T14:02:52","slug":"brand-management-in-perioada-covid-19","status":"publish","type":"post","link":"https:\/\/inoveo.ro\/en\/branding-en\/brand-management-in-perioada-covid-19\/","title":{"rendered":"Brand management in perioada COVID-19"},"content":{"rendered":"<p><strong>De ce e bine sa se implice brandurile in comunitate in perioada afectata de Covid-19? De ce e bine sa comunice ca se implica? Si cum ar trebui sa-si aleaga brandurile actiunile in care se implica? <\/p>\n<p>Datoria primordiala a fiecarui brand e sa le confere clientilor confort in perioada afectata de Covid-19 mai mult ca oricand. Confortul creeaza incredere, care la r\u00e2ndul sau cre\u0219te loialitatea fata de brand<\/strong><\/p>\n<p>De regula noi, oamenii, avem incredere in alti oameni: in familie, in partenerul de viata, in cel mai apropiat prieten. Asa si brandurile se comporta in relatia cu clientii lor ca niste \u201efiinte\u201d. Brandurile sunt superioare produselor prin cumulul de atribute si sentimente pe care incearca ownerul si marketingul sa le aduca brandului. De aceea spunem ca brandul nu este doar despre beneficiile rationale (pana aici e un produs), ci mai ales despre beneficiile emotionale. Pe scurt, brandul ar trebui sa se comporte ca un omulet, azi mai mult decat oricand. <\/p>\n<p>Iar in aceasta perioada de criza, in cine avem cea mai mare incredere? In persoanele din linia intai. Familia raspunde la telefon, vorbeste cu noi. Medicii ne confera confort si ingrijire prin ceea ce stiu ei sa faca. Brandurile raspund nevoilor functionale si emotionale&#8230; Daca un brand se implica in comunitate intr-un fel si comunica implicarea, va fi mult mai aproape decat unul care nu o face. Deci nu e suficient sa va implicati, e de datoria voastra sa o si comunicati. Comunicarea sa fie simpla si onesta, neprelucrata, adica fara superlative si exagerari. Suntem oameni si intelegem ce sta in spatele unei initiative de intrajutorare (idee, activare, resurse umane, financiare si multa dorinta de a face bine si de a contribui). Dupa ce faceti acest lucru, clientii nu doar ca vor alege brandul vostru, poate chiar vor fi dispusi sa plateasca un pic mai mult pentru el pentru a-si arata empatia. <\/p>\n<p>Exista studii care demonstreaza ca oamenii relaxati sunt dispu\u0219i sa plateasca cu aproximativ 15% mai mult pentru un produs dec\u00e2t persoanele care nu sunt relaxate. Cand se relaxeaza oamenii? C\u00e2nd se simt in siguranta. Daca puteti conferi brandului vostru un sentiment de siguranta sa sariti in ajutor in aceasta perioada greu afectata de Covid-19, veti incuraja clientii sa se relaxeze \u0219i sa aiba incredere in brandul vostru. <\/p>\n<p>Cat despre in ce sa-si canalizeze brandurile efortul de a ajuta, aici e o regula foarte simpla si de bun simt. Teoretic, ar trebuie sa fie in linie cu valorile companiei. Dar timpul de reactie e atat de important, incat poate nu ai timp de gandire. De aceea, urmeaza una din urmatoarele: cu ce empatizezi cel mai mult, in ce crezi cel mai mult sau ce ti-e cel mai la indemana. Poate fi donatie, poate fi voluntariat. Orice ai, imparte-l cu cei care au nevoie. <em>Noi, de exemplu, donam cunoasterea noastra in ore de branding celor care au nevoie si care ne cer asta aici: <a href=\"\/?page_id=3000\" rel=\"noopener noreferrer\" target=\"_blank\">Consultanta Acasa<\/a>.<\/em> Nu exista grade de comparatie. Fiecare brand actioneaza dupa cum ii dicteaza inima. In actiunile de binefacere e vorba despre emotie, nu despre judecata. Deci procente, ponderi, bugete si judecati despre acestea nu au ce cauta. Orice mic ajutor e binevenit.<br \/>\nBrandul tau e confortabil?<\/p>\n<p>Sa facem bine.<br \/>\nSa facem bine brandurilor.<br \/>\nSa nu asteptam sa ni se intoarca binele.<br \/>\nSa nu asteptam sa ni se intoarca binele exact din aceeasi directie.<br \/>\nRaspunsul binelui va veni \ud83d\ude42 &#8230; cand nici nu te vei astepta.<br \/>\nSi vom scapa cu totii de distantarea sociala.<br \/>\nSa ne revedem cu bine.<\/p>\n<p><strong>CONF\u00d3RT<\/strong> s. n. Totalitatea condi\u021biilor materiale care asigur\u0103 o existen\u021b\u0103 civilizat\u0103, pl\u0103cut\u0103, comod\u0103 \u0219i igienic\u0103. \u2013 Din fr. <strong>confort<\/strong>.<br \/>\nSursa definitie DEX, Dictionarul explicativ al limbii romane, Editia a II-a, Univers encyclopedic, Bucuresti, 1996 <\/p>\n<p>#brandmanagementduringcovid_19 #brandmanagement #brandcovid-19 #covid-19 #brand #bine #ajutor #consultanta #probono #voluntariat #branding<\/p>\n","protected":false},"excerpt":{"rendered":"<p>De ce e bine sa se implice brandurile in comunitate in perioada afectata de Covid-19? De ce e bine sa comunice ca se implica? Si cum ar trebui sa-si aleaga brandurile actiunile in care se [&#8230;]<\/p>\n<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/inoveo.ro\/en\/branding-en\/brand-management-in-perioada-covid-19\/\">Read More&#8230;<span class=\"screen-reader-text\"> from Brand management in perioada COVID-19<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[78],"tags":[],"class_list":["post-3374","post","type-post","status-publish","format-standard","hentry","category-branding-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Brand management in perioada COVID-19 - INOVEO<\/title>\n<meta name=\"description\" content=\"De ce e bine sa se implice brandurile in comunitate in perioada afectata de Covid-19? 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Si cum ar trebui sa-si aleaga brandurile actiunile in care se [...]<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/inoveo.ro\/en\/branding-en\/brand-management-in-perioada-covid-19\/\">Read More...<span class=\"screen-reader-text\"> from Brand management in perioada COVID-19<\/span><\/a><\/p> [...]<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/inoveo.ro\/en\/branding-en\/brand-management-in-perioada-covid-19\/\">Read More...<span class=\"screen-reader-text\"> from Brand management in perioada COVID-19<\/span><\/a><\/p>","category_list":"<a href=\"https:\/\/inoveo.ro\/en\/category\/branding-en\/\" rel=\"category tag\">BRANDING<\/a>","comments_num":"0 comments","_links":{"self":[{"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/posts\/3374","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/comments?post=3374"}],"version-history":[{"count":0,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/posts\/3374\/revisions"}],"wp:attachment":[{"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/media?parent=3374"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/categories?post=3374"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/tags?post=3374"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}