{"id":31946,"date":"2015-11-02T15:49:52","date_gmt":"2015-11-02T15:49:52","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=31946"},"modified":"2019-06-26T08:31:43","modified_gmt":"2019-06-26T07:31:43","slug":"una-storia-del-marchio","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/it\/business-marketing\/a-history-of-branding\/","title":{"rendered":"Una storia di branding"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><p><!--more--><br \/>\nIl branding \u00e8 semplicemente un marchio fatto per indicare un tipo, un grado o una propriet\u00e0. La parola stessa risale al norreno antico \"brandr\", che significa \"bruciare\". Nelle aziende di oggi \u00e8 visto come uno strumento che pu\u00f2 far nascere o fallire un'azienda, a seconda di come viene utilizzato per creare consapevolezza. Inoltre, la notoriet\u00e0 del marchio aiuta i clienti a capire quali particolari prodotti o servizi sono venduti con quel marchio.<\/p>\n<p>L'idea della comprensione del marchio pu\u00f2 essere ricondotta alla natura, con il modo in cui alcuni insetti come le vespe e le api presentano strisce gialle e nere, colori che ancora oggi vengono utilizzati per rappresentare segnali di attenzione. In seguito, circa 32.000 anni fa, le pitture rupestri erano un altro modo per mostrare il significato attraverso le rappresentazioni visive. Alcune forme venivano rappresentate per dare significati pi\u00f9 profondi, un po' come i loghi dei giorni nostri.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-31948\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2015\/11\/branding-iron.jpg\" alt=\"ferro per la marchiatura a fuoco\" width=\"600\" height=\"250\" \/><\/p>\n<p>Facendo un enorme passo avanti, la parola marchio \u00e8 entrata in uso intorno al 2.700 a.C.. Le origini della marchiatura sono molto pi\u00f9 semplici dell'equivalente dell'era moderna, perennemente avvolto nel mistero: il bestiame veniva marchiato per indicare la propriet\u00e0. Un modo semplice per semplificare il possesso e, nel corso del tempo, alcuni \"marchi\" hanno iniziato a connotare la qualit\u00e0 rispetto a un altro. Man mano che l'idea di identificare marche diverse con un certo marchio si diffondeva, veniva applicata a un'intera moltitudine di prodotti. Persino una pagnotta recuperata dalle rovine di Pompei aveva un marchio unico sulla parte superiore per indicare la sua panetteria, e persino nel 79 d.C. le scelte dei consumatori erano guidate dall'identit\u00e0 del marchio.<img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-31949\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2015\/11\/bass-branding.jpg\" alt=\"marchio del basso\" width=\"600\" height=\"473\" \/><\/p>\n<p>Sebbene diverse aziende abbiano lasciato il segno sui prodotti negli ultimi duemila anni, solo di recente la propriet\u00e0 \u00e8 stata tutelata da un punto di vista legale. Il 1\u00b0 gennaio<sup>st<\/sup> Nel 1876, il triangolo rosso utilizzato per indicare i barili di Bass Ale divenne il primo marchio ufficiale nel Regno Unito e segn\u00f2 una svolta per il business, come \u00e8 noto ai giorni nostri.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-31950\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2015\/11\/nbcaudiobranding.jpg\" alt=\"marchio nbc audio\" width=\"600\" height=\"395\" \/><\/p>\n<p>Con il possesso che notoriamente \u00e8 \"nove decimi della legge\", il primo marchio ha dato il via a una rivoluzione nella propriet\u00e0 e nel branding, come il 20<sup>th<\/sup> Con l'inizio del nuovo secolo, i marchi divennero molto pi\u00f9 \"onnicomprensivi\". I fratelli Michelin pubblicano la prima guida per gli automobilisti per incoraggiare i lunghi viaggi e incrementare le vendite di pneumatici. Gli anni Cinquanta videro un'altra svolta, con i rintocchi della NBC che divennero il primo marchio audio; non bisogna dimenticare che, per quanto impressionante, la sentenza apr\u00ec le porte all'indimenticabile suoneria del Nokia... La giuria non ha ancora deciso se si tratta di un evento da celebrare o meno.<img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-31951\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2015\/11\/dom-joly.jpg\" alt=\"marchio dom-joly nokia\" width=\"600\" height=\"228\" \/><\/p>\n<p>Gli anni '50 videro anche un mondo molto pi\u00f9 intenso di branding e competizione tra le aziende, che continu\u00f2 a crescere negli anni '80 con il potere del branding e delle campagne evidenziate da Nike. Nel 1987, Reebok era il marchio nettamente dominante per quanto riguarda le scarpe da ginnastica, fino a quando non arriv\u00f2 Nike con le \"scarpe da ginnastica\".<a href=\"https:\/\/en.wikipedia.org\/wiki\/Just_Do_It\">Fallo e basta<\/a>' e ha trasformato il mondo del branding con la semplice aggiunta dell'atteggiamento.<\/p>","protected":false},"excerpt":{"rendered":"","protected":false},"author":23,"featured_media":31953,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[547],"tags":[890],"class_list":{"0":"post-31946","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business-marketing","8":"tag-branding"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>A History of Branding | 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