{"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":"historia-brandingu","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/pl\/business-marketing\/a-history-of-branding\/","title":{"rendered":"Historia brandingu"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><p><!--more--><br \/>\nBranding to po prostu znak wykonany w celu wskazania rodzaju, klasy lub w\u0142asno\u015bci. Samo s\u0142owo pochodzi od staronordyckiego \"brandr\", co oznacza pali\u0107. W dzisiejszych firmach jest postrzegany jako narz\u0119dzie, kt\u00f3re mo\u017ce stworzy\u0107 lub zepsu\u0107 firm\u0119 w zale\u017cno\u015bci od tego, w jaki spos\u00f3b jest wykorzystywana do tworzenia \u015bwiadomo\u015bci. Co wi\u0119cej, \u015bwiadomo\u015b\u0107 marki pomaga klientom zrozumie\u0107, kt\u00f3re konkretne produkty lub us\u0142ugi s\u0105 sprzedawane pod t\u0105 mark\u0105.<\/p>\n<p>Ide\u0119 zrozumienia marki mo\u017cna prze\u015bledzi\u0107 wstecz do natury, w jaki spos\u00f3b niekt\u00f3re owady, takie jak osy i pszczo\u0142y, maj\u0105 \u017c\u00f3\u0142te i czarne paski, kolory te s\u0105 nadal u\u017cywane do przedstawiania znak\u00f3w ostro\u017cno\u015bci. Nast\u0119pnie, oko\u0142o 32 000 lat temu, malowid\u0142a jaskiniowe by\u0142y kolejnym sposobem na pokazanie znaczenia poprzez wizualne reprezentacje. Pewne kszta\u0142ty zosta\u0142y przedstawione w celu nadania g\u0142\u0119bszych znacze\u0144, podobnie jak wsp\u00f3\u0142czesne logo.<\/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=\"\u017celazko do znakowania\" width=\"600\" height=\"250\" \/><\/p>\n<p>Robi\u0105c ogromny krok naprz\u00f3d, s\u0142owo marka wesz\u0142o do u\u017cycia oko\u0142o 2700 lat p.n.e.. Pocz\u0105tki brandingu s\u0105 znacznie prostsze ni\u017c jego wsp\u00f3\u0142czesny odpowiednik, kt\u00f3ry na zawsze owiany jest tajemnic\u0105 - byd\u0142o by\u0142o znakowane w celu oznaczenia w\u0142asno\u015bci. Prosty spos\u00f3b na uproszczenie posiadania i z czasem niekt\u00f3re \"marki\" zacz\u0119\u0142y oznacza\u0107 jako\u015b\u0107, gdy by\u0142y preferowane w stosunku do innych. W miar\u0119 jak idea identyfikowania r\u00f3\u017cnych marek za pomoc\u0105 okre\u015blonego znaku sta\u0142a si\u0119 popularna, zacz\u0119to j\u0105 stosowa\u0107 do ca\u0142ej gamy produkt\u00f3w. Nawet bochenek chleba odzyskany z ruin Pompej\u00f3w mia\u0142 unikalne oznaczenie na wierzchu, aby oznaczy\u0107 jego piekarni\u0119, nawet w 79 r. n.e. konsumenci kierowali si\u0119 to\u017csamo\u015bci\u0105 marki.<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=\"branding bas\u00f3w\" width=\"600\" height=\"473\" \/><\/p>\n<p>Chocia\u017c r\u00f3\u017cne firmy odcisn\u0119\u0142y swoje pi\u0119tno na produktach przez ostatnie dwa tysi\u0105ce lat, dopiero ca\u0142kiem niedawno w\u0142asno\u015b\u0107 by\u0142a chroniona prawnie. W dniu 1 stycznia<sup>st<\/sup> W 1876 roku czerwony tr\u00f3jk\u0105t u\u017cywany do oznaczania beczek piwa Bass Ale sta\u0142 si\u0119 pierwszym oficjalnym znakiem towarowym w Wielkiej Brytanii i dokona\u0142 prze\u0142omu w biznesie znanym w dzisiejszych czasach.<\/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=\"branding nbc audio\" width=\"600\" height=\"395\" \/><\/p>\n<p>Poniewa\u017c posiadanie jest s\u0142ynne jako \"dziewi\u0119\u0107 dziesi\u0105tych prawa\", pierwszy znak towarowy wywo\u0142a\u0142 rewolucj\u0119 w zakresie w\u0142asno\u015bci i brandingu, poniewa\u017c 20<sup>th<\/sup> Wiek zacz\u0105\u0142 \u015bwita\u0107, marki sta\u0142y si\u0119 o wiele bardziej \"wszechstronne\". Bracia stoj\u0105cy za Michelin opublikowali sw\u00f3j pierwszy przewodnik dla kierowc\u00f3w, aby zach\u0119ci\u0107 do d\u0142ugich podr\u00f3\u017cy i zwi\u0119kszy\u0107 sprzeda\u017c opon. Lata 50. przynios\u0142y kolejny prze\u0142om w postaci gong\u00f3w NBC, kt\u00f3re sta\u0142y si\u0119 pierwszym znakiem towarowym audio. Nie nale\u017cy zapomina\u0107, \u017ce cho\u0107 by\u0142 to imponuj\u0105cy wyczyn, orzeczenie to otworzy\u0142o drzwi dla niezapomnianego dzwonka Nokii... Jury wci\u0105\u017c nie ustali\u0142o, czy jest to co\u015b, co nale\u017cy \u015bwi\u0119towa\u0107, czy te\u017c nie.<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=\"dom-joly nokia branding\" width=\"600\" height=\"228\" \/><\/p>\n<p>Lata 50-te by\u0142y r\u00f3wnie\u017c o wiele bardziej intensywnym \u015bwiatem usprawnionego brandingu i konkurencji mi\u0119dzy firmami, co nadal ros\u0142o w latach 80-tych, a si\u0142a brandingu i kampanii zosta\u0142a podkre\u015blona przez Nike. W 1987 roku Reebok by\u0142 zdecydowanie dominuj\u0105c\u0105 mark\u0105, je\u015bli chodzi o buty sportowe; do czasu pojawienia si\u0119 Nike z<a href=\"https:\/\/en.wikipedia.org\/wiki\/Just_Do_It\">Po prostu zr\u00f3b to<\/a>' i zmieni\u0142 \u015bwiat brandingu dzi\u0119ki prostemu dodaniu nastawienia.<\/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 | Solopress<\/title>\n<meta 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