{"id":405,"date":"2020-02-27T14:27:12","date_gmt":"2020-02-27T14:27:12","guid":{"rendered":"http:\/\/web.romednet.com\/?page_id=405"},"modified":"2020-08-20T11:30:19","modified_gmt":"2020-08-20T11:30:19","slug":"studii-de-brand","status":"publish","type":"page","link":"https:\/\/www.romednet.com\/ro\/studii-de-brand\/","title":{"rendered":"Studii de Brand"},"content":{"rendered":"\t\t
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Studiu de pozitionare a brandului<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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    \n
  • analizeaza locul pe care brandul il ocupa in mintea si inima publicului tinta
    si modul in care se diferentiaza de competitie<\/li>\n<\/ul><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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    Notorietatea brandului (Brand awareness)<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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    • \n

      Un\u00a0studiu de brand awareness<\/strong>\u00a0evalueaza urmatoarele aspecte:<\/p>\n

      <\/p>\n

        \n
      • cuantifica gradul in care consumatorii recunosc un brand \/ o marca<\/li>\n
      • stabilirea pozitia pe care o ocupa brandul in randul consumatorilor<\/li>\n
      • identifica imaginiea pe care o are brandul in mintea consumatorului<\/li>\n
      • stabileste gradului de incredere generat de brandul analizat<\/li>\n<\/ul>\n<\/li>\n<\/ul><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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        Brand equity<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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        Este o analiza valorii generate de un brand cunoscut pentru compania mama. Un brand equity bun inseamna ca clientii sunt dispusi sa plateasca mult mai mult pentru produsul \/ brandul respectiv si in detrimentul achizitiei unui brand competitor.<\/p>\n

        <\/p>\n

        Aspectele analizate intr-un studiu brand equity sunt urmatoarele:<\/p>\n

        <\/p>\n

          \n
        • brand awareness: identificarea gradului de popularitate a brandului prin diferite metode (spontan si asistat)<\/li>\n
        • brand association: corelatiile marcii cu diverse variabile (determinarea asocierilor pe care le fac cumparatorii in cazul marcii analizate si a marcilor competitoare)<\/li>\n
        • identificarea nivelului de loialitate fata de brand<\/li>\n
        • determinarea gradului de incredere a respondentilor fata de marca de referinta dar si fata de cele ale competitorilor<\/li>\n
        • identificarea criteriilor care stau la baza alegerii brandului respectiv<\/li>\n
        • identificarea canalelor de comunicare preferate<\/li>\n<\/ul><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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          Brand tracking<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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          Rolul acestui studiu este a masura \u201esanatatea\u201d unui brand din punct de vedere al consumului \/ utilizarii de catre consumatori si a ceea ce gandesc despre acel brand.\u00a0<\/p>\n

          Indicatorii masurati tin de obiectivele brandului si de competitie. Acestia pot fi:<\/p>\n

          <\/p>\n

          <\/p>\n

            \n
          • utilizare si atitudine<\/li>\n
          • atasamentul emotional al consumatorilor fata de brand\u00a0\u00a0<\/li>\n
          • Net Promoter Score<\/li>\n
          • perceptia asupra brandului de referinta si asupra brandurilor competitoare
            prin investigarea anumitor atribute<\/li>\n
          • identificarea \u201epunctelor tari\u201d ale brandului si a celor care trebuie imbunatatite<\/li>\n
          • identificarea comportamentelor de utilizare si cumparare a brandurilor<\/li>\n
          • intentia de cumparare<\/li>\n
          • evaluarea indicatorilor de pret etc.<\/li>\n<\/ul><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

            Studiu de pozitionare a brandului analizeaza locul pe care brandul il ocupa in mintea si inima publicului tinta si modul in care se diferentiaza de competitie Notorietatea brandului (Brand awareness) Un\u00a0studiu de brand awareness\u00a0evalueaza urmatoarele aspecte: cuantifica gradul in care consumatorii recunosc un brand \/ o marca stabilirea pozitia pe care o ocupa brandul in […]<\/p>\n","protected":false},"author":1,"featured_media":1062,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":[],"yoast_head":"\nStudii de Brand - Mednet<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/www.romednet.com\/ro\/studii-de-brand\/\" \/>\n<meta property=\"og:locale\" content=\"ro_RO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Studii de Brand - Mednet\" \/>\n<meta property=\"og:description\" content=\"Studiu de pozitionare a brandului analizeaza locul pe care brandul il ocupa in mintea si inima publicului tinta si modul in care se diferentiaza de competitie Notorietatea brandului (Brand awareness) Un\u00a0studiu de brand awareness\u00a0evalueaza urmatoarele aspecte: cuantifica gradul in care consumatorii recunosc un brand \/ o marca stabilirea pozitia pe care o ocupa brandul in […]\" \/>\n<meta property=\"og:url\" content=\"http:\/\/www.romednet.com\/ro\/studii-de-brand\/\" \/>\n<meta property=\"og:site_name\" content=\"Mednet\" \/>\n<meta property=\"article:modified_time\" content=\"2020-08-20T11:30:19+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.romednet.com\/wp-content\/uploads\/2020\/04\/competente.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1042\" \/>\n\t<meta property=\"og:image:height\" content=\"400\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Scris de\">\n\t<meta name=\"twitter:data1\" content=\"admin\">\n\t<meta name=\"twitter:label2\" content=\"Timp estimat pentru citire\">\n\t<meta name=\"twitter:data2\" content=\"1 minut\">\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.romednet.com\/ro\/#website\",\"url\":\"https:\/\/www.romednet.com\/ro\/\",\"name\":\"Mednet\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":\"https:\/\/www.romednet.com\/ro\/?s={search_term_string}\",\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"ro-RO\"},{\"@type\":\"ImageObject\",\"@id\":\"http:\/\/www.romednet.com\/ro\/studii-de-brand\/#primaryimage\",\"inLanguage\":\"ro-RO\",\"url\":\"https:\/\/www.romednet.com\/wp-content\/uploads\/2020\/04\/competente.jpg\",\"width\":1042,\"height\":400},{\"@type\":\"WebPage\",\"@id\":\"http:\/\/www.romednet.com\/ro\/studii-de-brand\/#webpage\",\"url\":\"http:\/\/www.romednet.com\/ro\/studii-de-brand\/\",\"name\":\"Studii de Brand - 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