{"id":3729,"date":"2021-04-16T15:28:41","date_gmt":"2021-04-16T13:28:41","guid":{"rendered":"https:\/\/inoveo.ro\/uncategorized\/arhitectura-de-brand\/"},"modified":"2021-04-16T15:31:58","modified_gmt":"2021-04-16T13:31:58","slug":"arhitectura-de-brand","status":"publish","type":"post","link":"https:\/\/inoveo.ro\/en\/branding-en\/arhitectura-de-brand\/","title":{"rendered":"Arhitectura de brand"},"content":{"rendered":"

Ce este arhitectura de brand?<\/strong><\/p>\n

Pe scurt, arhitectura de brand se ocupa cu gestionarea perceptiilor.<\/p>\n

Este tehnica folosita in strategia de branding pentru a organiza si structura portofoliul unei companii. Acesta poate include produse, servicii, divizii sau companii cu activitate individuala. Arhitectura de brand ilustreaza cum sunt organizate subbrandurile si relatiile dintre ele si brandul mama. Diferenta din arhitectura de brand si organizarea companiei este ca prima are in centrul atentiei clientul, iar a doua are in centrul atentiei organizatia. Cu alte cuvinte, arhitectura de brand il ajuta pe client sa ajunga usor la brandul pe care il doreste.<\/p>\n

In functie de companie si portofoliu, arhitectura de brand poate fi necesara inca de la inceputul crearii brandului. In cele mai multe cazuri, aceasta devine chiar esentiala atunci cand o companie evolueaza, isi mareste portofoliul, iar brandul incepe sa isi piarda din claritate (de exemplu sa activeze in mai multe industrii sau pe mai multe paliere de pozitionare\/pret) si sa devina confuz pentru clienti. Pentru o companie cu produse si servicii diferite care nu foloseste arhitectura de brand este mult mai greu sa ocupe un loc distinct in mintea audientelor sale si sa gestioneze perceptiile pe care le creeaza. <\/p>\n

Ce beneficii are arhitectura de brand?<\/strong><\/p>\n

Arhitectura de brand poate ajuta la:
\n– segmentarea audientelor
\n– claritatea pozitionarii, obiectivelor, serviciilor\/produselor oferite \u2013 atat extern, cat si intern
\n– comunicarea targetata si eficientizarea costurilor pentru marketing
\n– cross-selling \u2013 prin care se poate comunica valoarea solutiilor combinate si cum se completeaza reciproc
\n– brand awareness <\/p>\n

Tipuri de arhitectura de brand<\/strong><\/p>\n

Cele mai folosite 3 tipuri de arhitectura de brand sunt:
\n– de tip monolit \u2013 este sistemul in care se foloseste:<\/p>\n

  • pentru toate subbrandurile numele si logo-ul brandului mama (ex. Samsung, Daewoo \u2013 de regula branduri de origine coreeana sau japoneza); pe multe dintre ele noi, europenii, le stim doar din prisma unei singure divizii (Samsung \u2013 electronice sau Daewoo \u2013 initial il stiam doar pe segmentul de autoturisme), insa la ele acasa acestea activeaza pe mai multe industrii sub un singur nume)<\/li>\n
  • pentru toate subbrandurile numele si logo-ul brandului mama alaturi de un descriptor specific subbrandului sau branded house (ex. FedEx \u2013 brand mama; FedEx Services si FedEx Freight \u2013 subbranduri)<\/li>\n

    – endorsat (endorsed) \u2013 este sistemul in care brandul mama endorseaza subbrandurile (ex. Ralph Lauren \u2013 brand mama; Polo by Ralph Lauren \u2013 subbrand)
    \n– portofoliu de branduri (house of brands) \u2013 este sistemul in care subbrandurile au identitati si pozitionari separate, brandul mama nefiind evidentiat (ex. brand mama \u2013 Unilever; Dove, Rexona, Lipton, Knorr \u2013 subbranduri; motivul de a folosi o astfel de arhitectura de brand este de a achizitiona cota de piata uneori cu branduri competitoare pe acelasi segment)<\/p>\n

    In teorie lucrurile sunt mai simple. Insa si aici putem observa ca anumite exemple practice prinse in carti de business din anii 1990 sau din 2000 nu mai sunt relevante astazi pentru ca arhitectura de brand este parte din strategia de dezvoltare a companiilor. Acestea cumpara sau vand branduri pentru a-si securiza cota de piata sau pentru a se focusa doar pentru un anumit segment. De aceea arhitectura de brand este strans legata de evolutia companiilor si trebuie sa citim in cheia care trebuie atunci cand analizam aceste modele (obiectivul companiei, pozitia in piata, contextul).<\/p>\n

    Desigur, companiile sunt variate si au nevoie de solutii personalizate, pe care o agentie de branding le poate furniza. In procesul de realizare a arhitecturii de brand este nevoie de o agentie care sa puna intrebarile corecte, sa analizeze competitorii si sa gaseasca repere de la care poate extrage informatii importante. Pe baza tuturor acestor informatii, agentia face recomandari strategice si realizeaza o arhitectura de brand relevanta pentru companie\/brand.<\/p>\n

    Daca vrei sa afli despre cum arhitectura de brand potrivita iti poate ajuta businessul, te asteptam la noi ca sa povestim mai multe. Solicita o intalnire pe hello@inoveo.ro.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Ce este arhitectura de brand? Pe scurt, arhitectura de brand se ocupa cu gestionarea perceptiilor. Este tehnica folosita in strategia de branding pentru a organiza si structura portofoliul unei companii. Acesta poate include produse, servicii, […]<\/p>\n

    Read More… from Arhitectura de brand<\/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-3729","post","type-post","status-publish","format-standard","hentry","category-branding-en"],"yoast_head":"\nArhitectura de brand - INOVEO<\/title>\n<meta name=\"description\" content=\"Pe scurt, arhitectura de brand se ocupa cu gestionarea perceptiilor. 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Este tehnica folosita in strategia de branding pentru a organiza si structura portofoliul unei companii. Acesta poate include produse, servicii, [...]<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/inoveo.ro\/en\/branding-en\/arhitectura-de-brand\/\">Read More...<span class=\"screen-reader-text\"> from Arhitectura de brand<\/span><\/a><\/p> [...]<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/inoveo.ro\/en\/branding-en\/arhitectura-de-brand\/\">Read More...<span class=\"screen-reader-text\"> from Arhitectura de brand<\/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\/3729","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=3729"}],"version-history":[{"count":4,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/posts\/3729\/revisions"}],"predecessor-version":[{"id":3737,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/posts\/3729\/revisions\/3737"}],"wp:attachment":[{"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/media?parent=3729"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/categories?post=3729"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/tags?post=3729"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}