{"id":6874,"date":"2023-08-14T18:19:22","date_gmt":"2023-08-14T16:19:22","guid":{"rendered":"https:\/\/aivju.space\/blog\/co-je-branding\/"},"modified":"2024-07-18T17:33:03","modified_gmt":"2024-07-18T15:33:03","slug":"co-je-branding","status":"publish","type":"post","link":"https:\/\/aivju.space\/cs\/blog\/co-je-branding\/","title":{"rendered":"Branding 101: Co znamen\u00e1 a pro\u010d je u\u017eite\u010dn\u00fd?"},"content":{"rendered":"\n<p>Zn\u00e1te marketingov\u00fd pojem branding? Ne? Po p\u0159e\u010dten\u00ed tohoto kr\u00e1tk\u00e9ho \u010dl\u00e1nku budete m\u00edt z\u00e1kladn\u00ed pov\u011bdom\u00ed o tom, co je to branding a pro\u010d je pro jednotlivce nebo firmu u\u017eite\u010dn\u00fd.<\/p>\n\n<p>Pojdme tedy rovnou na to!<\/p>\n\n<h2 class=\"wp-block-heading\">Jak\u00e1 je definice brandingu?<\/h2>\n\n<p>I kdy\u017e na internetu existuje mnoho definic brandingu. Uv\u00e1d\u00edm zde jen 2, kter\u00e9 jsou kr\u00e1tk\u00e9 a snadno pochopiteln\u00e9.<\/p>\n\n<div class=\"wp-block-stackable-text stk-block-text stk-block stk-3b05461\" data-block-id=\"3b05461\"><p class=\"stk-block-text__text\">Prvn\u00ed definice od <a href=\"https:\/\/www.oberlo.com\/ecommerce-wiki\/branding\">spole\u010dnosti Oberlo<\/a> zn\u00ed takto:<\/p><\/div>\n\n<blockquote class=\"wp-block-stackable-blockquote stk-block-blockquote stk-block stk-8a4dd3b stk-block-background is-style-default\" data-v=\"2\" data-block-id=\"8a4dd3b\"><div class=\"has-text-align-left stk-block-blockquote__content stk-container stk-8a4dd3b-container stk-hover-parent\"><div class=\"stk-block-content stk-inner-blocks\">\n<div class=\"wp-block-stackable-icon stk-block-icon stk-block stk-930f765\" data-block-id=\"930f765\"><span class=\"stk--svg-wrapper\"><div class=\"stk--inner-svg\"><svg style=\"height:0;width:0\"><defs><lineargradient id=\"linear-gradient-930f765\" x1=\"0\" x2=\"100%\" y1=\"0\" y2=\"0\"><stop offset=\"0%\" style=\"stop-opacity:1;stop-color:var(--linear-gradient-930-f-765-color-1)\"><\/stop><stop offset=\"100%\" style=\"stop-opacity:1;stop-color:var(--linear-gradient-930-f-765-color-2)\"><\/stop><\/lineargradient><\/defs><\/svg><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewbox=\"0 0 50 50\" aria-hidden=\"true\" width=\"32\" height=\"32\"><path d=\"M19.8 9.3C10.5 11.8 4.6 17 2.1 24.8c2.3-3.6 5.6-5.4 9.9-5.4 3.3 0 6 1.1 8.3 3.3 2.2 2.2 3.4 5 3.4 8.3 0 3.2-1.1 5.8-3.3 8-2.2 2.2-5.1 3.2-8.7 3.2-3.7 0-6.5-1.2-8.6-3.5C1 36.3 0 33.1 0 29 0 18.3 6.5 11.2 19.6 7.9l.2 1.4zm26.4 0C36.9 11.9 31 17 28.5 24.8c2.2-3.6 5.5-5.4 9.8-5.4 3.2 0 6 1.1 8.3 3.2 2.3 2.2 3.4 4.9 3.4 8.3 0 3.1-1.1 5.8-3.3 7.9-2.2 2.2-5.1 3.3-8.6 3.3-3.7 0-6.6-1.1-8.6-3.4-2.1-2.3-3.1-5.5-3.1-9.7 0-10.7 6.6-17.8 19.7-21.1l.1 1.4z\"><\/path><\/svg><\/div><\/span><\/div>\n\n\n\n<div class=\"wp-block-stackable-text stk-block-text stk-block stk-4b8fc65\" data-block-id=\"4b8fc65\"><p class=\"stk-block-text__text\">Branding je proces vytv\u00e1\u0159en\u00ed siln\u00e9ho a pozitivn\u00edho vn\u00edm\u00e1n\u00ed spole\u010dnosti, jej\u00edch v\u00fdrobk\u016f nebo slu\u017eeb v mysli z\u00e1kazn\u00edka. V\u0161e pomoc\u00ed prvk\u016f, jako je logo, design, posl\u00e1n\u00ed a konzistentnost ve v\u0161ech marketingov\u00fdch sd\u011blen\u00edch.<\/p><\/div>\n<\/div><\/div><\/blockquote>\n\n<p>Druhou definici jsem vybral od autora <a href=\"https:\/\/thefutur.com\/content\/what-is-branding-deep-dive-marty-neumeier\">Martyho Neumeiera<\/a>.<\/p>\n\n<p>Kter\u00fd tvrd\u00ed, \u017ee zna\u010dka (brand) <strong><span style=\"color: var(--theme-palette-color-4, #171717);\" class=\"stk-highlight\">nen\u00ed<\/span><\/strong> to stejn\u00e9 jako logo, produkt \u010di slib dan\u00e9 firmy. Tvrd\u00ed, \u017ee Brand je dan\u00fdm v\u00fdsledkem.<\/p>\n\n<p><strong><span style=\"color: var(--theme-palette-color-4, #171717);\" class=\"stk-highlight\">Jedn\u00e1 se o pocit (instinkt) z\u00e1kazn\u00edka ohledn\u011b ur\u010dit\u00e9ho produktu, slu\u017eby nebo cel\u00e9 spole\u010dnosti. Nejde o to, co vy \u0159\u00edk\u00e1te o sv\u00e9 firm\u011b, ale co si z\u00e1kazn\u00edci skute\u010dn\u011b mysl\u00ed o va\u0161\u00ed firm\u011b.<\/span><\/strong><\/p>\n\n<div class=\"wp-block-stackable-image stk-block-image stk-block stk-53f82e2\" data-block-id=\"53f82e2\"><style>:where(.stk-hover-parent:hover,.stk-hover-parent.stk--is-hovered) .stk-53f82e2 .stk-img-wrapper::after{background-color:#000000 !important}:where(.stk-hover-parent:hover,.stk-hover-parent.stk--is-hovered) .stk-53f82e2 .stk-img-wrapper{--stk-gradient-overlay:0.7 !important}<\/style><figure><div class=\"stk-img-wrapper stk-image--shape-stretch\"><img loading=\"lazy\" decoding=\"async\" class=\"stk-img wp-image-6869\" src=\"https:\/\/aivju.space\/wp-content\/uploads\/2023\/08\/Branding-is-not-a-logo.webp\" width=\"676\" height=\"380\" alt=\"branding se nerovn&#xE1; logu, je to mnohem v&#xED;c.\" srcset=\"https:\/\/aivju.space\/wp-content\/uploads\/2023\/08\/Branding-is-not-a-logo.webp 676w, https:\/\/aivju.space\/wp-content\/uploads\/2023\/08\/Branding-is-not-a-logo-300x169.webp 300w\" sizes=\"auto, (max-width: 676px) 100vw, 676px\" \/><\/div><\/figure><\/div>\n\n<p>Branding pom\u00e1h\u00e1 jednotlivc\u016fm i firm\u00e1m odli\u0161it se od konkurence a vybudovat si siln\u011bj\u0161\u00ed vazby s c\u00edlov\u00fdmi z\u00e1kazn\u00edky.<\/p>\n\n<p>V podstat\u011b to znamen\u00e1, \u017ee budov\u00e1n\u00ed brandu je proces vytv\u00e1\u0159en\u00ed pozitivn\u00edch pocit\u016f o va\u0161em produktu, slu\u017eb\u011b nebo spole\u010dnosti.<\/p>\n\n<p>I kdy\u017e spole\u010dnost m\u016f\u017ee ovlivnit pocity z\u00e1kazn\u00edk\u016f zm\u011bnou loga, barev, designu, obalu, ceny nebo \u010dehokoli jin\u00e9ho.<\/p>\n\n<p>Nejd\u016fle\u017eit\u011bj\u0161\u00ed bude v\u017edy to, co si dan\u00fd z\u00e1kazn\u00edk mysl\u00ed o va\u0161em produktu, slu\u017eb\u011b nebo cel\u00e9 spole\u010dnosti.<\/p>\n\n<h2 class=\"wp-block-heading\">Pro\u010d je branding pro firmu u\u017eite\u010dn\u00fd?<\/h2>\n\n<p>Hlavn\u00edm d\u016fvodem, pro\u010d byste m\u011bli uva\u017eovat o budov\u00e1n\u00ed zna\u010dky, je to, \u017ee v\u00e1m m\u016f\u017ee pomoci odli\u0161it se od konkurence a vytvo\u0159it siln\u011bj\u0161\u00ed vazby s c\u00edlov\u00fdmi z\u00e1kazn\u00edky.<\/p>\n\n<p>Dal\u0161\u00edmi d\u016fvody mohou b\u00fdt:<\/p>\n\n<div class=\"wp-block-stackable-image stk-block-image stk-block stk-d7b1f27\" data-block-id=\"d7b1f27\"><style>:where(.stk-hover-parent:hover,.stk-hover-parent.stk--is-hovered) .stk-d7b1f27 .stk-img-wrapper::after{background-color:#000000 !important}:where(.stk-hover-parent:hover,.stk-hover-parent.stk--is-hovered) .stk-d7b1f27 .stk-img-wrapper{--stk-gradient-overlay:0.7 !important}<\/style><figure><div class=\"stk-img-wrapper stk-image--shape-stretch\"><img loading=\"lazy\" decoding=\"async\" class=\"stk-img wp-image-6871\" src=\"https:\/\/aivju.space\/wp-content\/uploads\/2023\/08\/benefits-of-branding.webp\" width=\"676\" height=\"380\" alt=\"grafick&#xFD; obr&#xE1;zek s n&#xED;&#x17E;e uveden&#xFD;mi v&#xFD;hodami brandingu\" srcset=\"https:\/\/aivju.space\/wp-content\/uploads\/2023\/08\/benefits-of-branding.webp 676w, https:\/\/aivju.space\/wp-content\/uploads\/2023\/08\/benefits-of-branding-300x169.webp 300w\" sizes=\"auto, (max-width: 676px) 100vw, 676px\" \/><\/div><\/figure><\/div>\n\n<h3 class=\"wp-block-heading\">1. Pov\u011bdom\u00ed o zna\u010dce<\/h3>\n\n<p>Siln\u00e1 firemn\u00ed zna\u010dka v\u00e1s m\u016f\u017ee u\u010dinit zn\u00e1m\u011bj\u0161\u00edmi a lehce rozpoznateln\u00fdmi pro va\u0161e potenci\u00e1ln\u00ed z\u00e1kazn\u00edky.<\/p>\n\n<p>Zamyslete se nad t\u00edm kolik spole\u010dnost\u00ed vy nap\u0159\u00edkad zn\u00e1te jen podle jejich loga.<\/p>\n\n<h3 class=\"wp-block-heading\">2. D\u016fv\u011bra a loajalita brandu<\/h3>\n\n<p>Zn\u00e1m\u00e1 zna\u010dka je v o\u010d\u00edch z\u00e1kazn\u00edk\u016f pova\u017eov\u00e1na za lep\u0161\u00ed a d\u016fv\u011bryhodn\u011bj\u0161\u00ed. Proto se nejv\u011bt\u0161\u00ed zna\u010dky sna\u017e\u00ed udr\u017eovat konzistentn\u00ed image na v\u0161ech platform\u00e1ch, od webov\u00fdch str\u00e1nek, soci\u00e1ln\u00edch m\u00e9di\u00ed, obal\u016f a\u017e po placenou reklamu. Z\u00e1kazn\u00edci si tak s v\u011bt\u0161\u00ed pravd\u011bpodobnost\u00ed vyberou jejich zna\u010dku m\u00edsto konkurence.<\/p>\n\n<h3 class=\"wp-block-heading\">3. Hodnota a pov\u011bst firmy<\/h3>\n\n<p>Tak\u00e9 v\u00fdrobky zaveden\u00e9 zna\u010dky jsou pova\u017eov\u00e1ny za kvalitn\u011bj\u0161\u00ed. A proto z\u00e1kazn\u00edci za jejich v\u00fdrobky a slu\u017eby plat\u00ed v\u00edce pen\u011bz. Dobr\u00e1 zna\u010dka m\u016f\u017ee tak\u00e9 p\u0159il\u00e1kat v\u00edce doporu\u010den\u00ed a WOM (word-of-mouth marketing).<\/p>\n\n<h3 class=\"wp-block-heading\">4. P\u0159\u00edl\u00e1k\u00e1n\u00ed nov\u00fdch talent\u016f<\/h3>\n\n<p>Siln\u00e9 zna\u010dky nav\u00edc dok\u00e1\u017e\u00ed p\u0159il\u00e1kat a udr\u017eet \u0161pi\u010dkov\u00e9 profesion\u00e1ly v oboru. Tito zam\u011bstnanci pak naopl\u00e1tku mohou zlep\u0161it celkovou pov\u011bst zna\u010dky.<\/p>\n\n<p>Jak vid\u00edte, budov\u00e1n\u00ed zna\u010dky nen\u00ed jen o p\u011bkn\u00e9m logu nebo sloganu. Je toho mnohem v\u00edce! Jde o vytvo\u0159en\u00ed siln\u011bj\u0161\u00edho spojen\u00ed se z\u00e1kazn\u00edky.<\/p>\n\n<p>Brand dokonce m\u016f\u017ee vyvolat emocion\u00e1ln\u00ed odezvu, kter\u00e1 p\u0159esahuje r\u00e1mec samotn\u00e9 finan\u010dn\u00ed transakce.<\/p>\n\n<div class=\"wp-block-stackable-columns stk-block-columns stk-block stk-d5f9e7a stk-block-background\" data-block-id=\"d5f9e7a\"><style>.stk-d5f9e7a{border-radius:28px !important;overflow:hidden !important;border-style:dashed !important;border-top-width:2px !important;border-right-width:2px !important;border-bottom-width:2px !important;border-left-width:2px !important}<\/style><div class=\"stk-row stk-inner-blocks stk-block-content stk-content-align stk-d5f9e7a-column\">\n<div class=\"wp-block-stackable-column stk-block-column stk-column stk-block stk-2bf9380\" data-v=\"4\" data-block-id=\"2bf9380\"><div class=\"stk-column-wrapper stk-block-column__content stk-container stk-2bf9380-container stk--no-background stk--no-padding\"><div class=\"stk-block-content stk-inner-blocks stk-2bf9380-inner-blocks\">\n<h2 class=\"wp-block-heading\">Chcete se dozv\u011bd\u011bt v\u00edce o budov\u00e1n\u00ed brandu?<\/h2>\n\n\n\n<p>Doporu\u010duji v\u00e1m pod\u00edvat se na n\u011bkter\u00e9 rozs\u00e1hlej\u0161\u00ed zdroje n\u00ed\u017ee.<\/p>\n\n\n\n<div class=\"wp-block-stackable-icon-list stk-block-icon-list stk-block stk-25e786c\" data-block-id=\"25e786c\"><style>.stk-25e786c ul li{list-style-image:url('data:image\/svg+xml;base64,PHN2ZyB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciIHZpZXdCb3g9IjAgMCAxOTAgMTkwIiBzdHlsZT0iZmlsbDogIzAwMCAhaW1wb3J0YW50OyBjb2xvcjogIzAwMCAhaW1wb3J0YW50O3RyYW5zZm9ybTogcm90YXRlKGRlZykgIWltcG9ydGFudDsiPjxwb2x5Z29uIHBvaW50cz0iMTczLjgsMjguNCA2MC40LDE0MS44IDE1LjcsOTcuMiA1LjEsMTA3LjggNjAuNCwxNjMgMTg0LjQsMzkgMTczLjgsMjguNCIgZmlsbD0iIzAwMCIgc3Ryb2tlPSIjMDAwIiBzdHlsZT0iZmlsbDogcmdiKDAsIDAsIDApOyBzdHJva2U6IHJnYigwLCAwLCAwKTsiLz48L3N2Zz4=') !important}<\/style><ul><li><a href=\"https:\/\/www.shopify.com\/blog\/what-is-branding\" target=\"_blank\" rel=\"noreferrer noopener\">Co je branding?<\/a> od Shopify.com<\/li><li><\/li><li><a href=\"https:\/\/blog.hubspot.com\/marketing\/branding\" target=\"_blank\" rel=\"noreferrer noopener\">Co je branding? Pochopen\u00ed jeho v\u00fdznamu v roce 2023<\/a>  od Hubspot.com<\/li><\/ul><\/div>\n<\/div><\/div><\/div>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Zn\u00e1te marketingov\u00fd pojem branding? Ne? Po p\u0159e\u010dten\u00ed tohoto kr\u00e1tk\u00e9ho \u010dl\u00e1nku budete m\u00edt z\u00e1kladn\u00ed pov\u011bdom\u00ed o tom, co je to branding a pro\u010d je pro jednotlivce nebo firmu u\u017eite\u010dn\u00fd. Pojdme tedy rovnou na to! Jak\u00e1 je definice brandingu? I kdy\u017e na internetu existuje mnoho definic brandingu. Uv\u00e1d\u00edm zde jen 2, kter\u00e9 jsou kr\u00e1tk\u00e9 a snadno pochopiteln\u00e9. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":6867,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[124,133],"tags":[126,134],"class_list":["post-6874","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-firemni","category-marketing","tag-co-je-cs","tag-marketingovy-pruvodce"],"blocksy_meta":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Branding 101: Co znamen\u00e1 a pro\u010d je u\u017eite\u010dn\u00fd? - Aivju.space<\/title>\n<meta name=\"description\" content=\"V\u00edte, co je to branding a pro\u010d je u\u017eite\u010dn\u00fd? Ne? 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