{"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":"o-istorie-a-brandingului","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/ro\/business-marketing\/a-history-of-branding\/","title":{"rendered":"O istorie a brandingului"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><p><!--more--><br \/>\nMarca este pur \u0219i simplu o marc\u0103 f\u0103cut\u0103 pentru a indica un tip, o calitate sau o proprietate. Cuv\u00e2ntul \u00een sine dateaz\u0103 din vechea limb\u0103 nordic\u0103 \"brandr\", care \u00eenseamn\u0103 a arde. \u00cen afacerile din zilele noastre, acesta este v\u0103zut ca un instrument care poate face sau distruge o afacere, \u00een func\u021bie de modul \u00een care este folosit pentru a crea con\u0219tientizare. \u00cen plus, con\u0219tientizarea m\u0103rcii ajut\u0103 clien\u021bii s\u0103 \u00een\u021beleag\u0103 ce produse sau servicii sunt v\u00e2ndute sub marca respectiv\u0103.<\/p>\n<p>Ideea de \u00een\u021belegere a brandului poate fi urm\u0103rit\u0103 p\u00e2n\u0103 \u00een natur\u0103 prin modul \u00een care anumite insecte, cum ar fi viespile \u0219i albinele, au dungi galbene \u0219i negre, aceste culori fiind folosite \u0219i ast\u0103zi pentru a reprezenta semne de precau\u021bie. \u00cen continuare, \u00een urm\u0103 cu aproximativ 32.000 de ani, picturile rupestre au reprezentat o alt\u0103 modalitate de a ar\u0103ta semnifica\u021bia prin reprezent\u0103ri vizuale. Anumite forme erau reprezentate pentru a oferi semnifica\u021bii mai profunde, la fel ca logo-urile din zilele noastre.<\/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=\"fier de c\u0103lcat\" width=\"600\" height=\"250\" \/><\/p>\n<p>F\u0103c\u00e2nd un salt uria\u0219 \u00eenainte, cuv\u00e2ntul \"brand\" a ap\u0103rut \u00een jurul anului 2.700 \u00ee.Hr. Originile marc\u0103rii sunt mult mai simple dec\u00e2t echivalentul din epoca modern\u0103, care este mereu \u00eenv\u0103luit \u00een mister, vitele erau marcate pentru a semnifica proprietatea. O modalitate simpl\u0103 de a simplifica posesia \u0219i, \u00een timp, anumite \"m\u0103rci\" au \u00eenceput s\u0103 contureze calitatea atunci c\u00e2nd erau preferate \u00een detrimentul altora. Pe m\u0103sur\u0103 ce ideea de a identifica diferite m\u0103rci cu un anumit marcaj a prins contur, aceasta a fost aplicat\u0103 la o multitudine de produse. Chiar \u0219i o p\u00e2ine recuperat\u0103 din ruinele din Pompei avea un marcaj unic pe partea de sus a acesteia, pentru a identifica brut\u0103ria, chiar \u0219i \u00een anul 79 d.Hr. alegerea consumatorilor era ghidat\u0103 de identitatea m\u0103rcii.<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\" width=\"600\" height=\"473\" \/><\/p>\n<p>De\u0219i diferite \u00eentreprinderi \u0219i-au pus amprenta asupra produselor \u00een ultimii dou\u0103 mii de ani, doar p\u00e2n\u0103 de cur\u00e2nd proprietatea a fost protejat\u0103 cu un statut juridic. La 1 ianuarie<sup>st<\/sup> \u00cen 1876, triunghiul ro\u0219u folosit pentru a indica butoaiele de Bass Ale a devenit prima marc\u0103 comercial\u0103 oficial\u0103 din Regatul Unit \u0219i a f\u0103cut o adev\u0103rat\u0103 descoperire pentru afaceri, a\u0219a cum este cunoscut\u0103 \u00een zilele noastre.<\/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=\"nbc audio branding\" width=\"600\" height=\"395\" \/><\/p>\n<p>Av\u00e2nd \u00een vedere c\u0103 posesia este faimoasa \"nou\u0103 zecimi din lege\", prima marc\u0103 comercial\u0103 a declan\u0219at o revolu\u021bie \u00een domeniul propriet\u0103\u021bii \u0219i al brandingului, \u00een condi\u021biile \u00een care \u00een anii 20<sup>th<\/sup> secolul al XIX-lea a \u00eenceput s\u0103 apar\u0103, iar m\u0103rcile au devenit mult mai \"cuprinz\u0103toare\". Fra\u021bii din spatele Michelin au publicat primul lor ghid pentru automobili\u0219ti pentru a \u00eencuraja c\u0103l\u0103toriile lungi \u0219i pentru a stimula v\u00e2nz\u0103rile de anvelope. Anii 1950 au fost martorii unei alte descoperiri: clopo\u021beii NBC au devenit prima marc\u0103 \u00eenregistrat\u0103 audio, dar nu trebuie uitat c\u0103, oric\u00e2t de impresionant ar fi fost acest lucru, hot\u0103r\u00e2rea a deschis u\u0219ile pentru neuitatul ton de apel Nokia... \u00cenc\u0103 nu s-a stabilit dac\u0103 acest lucru trebuie s\u0103rb\u0103torit sau nu.<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>Anii '50 au fost martorii unei lumi mult mai intense a brandingului ra\u021bionalizat \u0219i a competi\u021biei \u00eentre companii, care a continuat s\u0103 creasc\u0103 \u00een anii '80, cu puterea brandingului \u0219i a campaniilor eviden\u021biate de Nike. \u00cen 1987, Reebok era marca dominant\u0103 \u00een ceea ce prive\u0219te pantofii de sport; p\u00e2n\u0103 c\u00e2nd Nike a ap\u0103rut cu<a href=\"https:\/\/en.wikipedia.org\/wiki\/Just_Do_It\">Doar f\u0103-o<\/a>' \u0219i a transformat lumea brandingului prin simpla ad\u0103ugare a atitudinii.<\/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 name=\"description\" content=\"From a simple way to identify cattle to worldwide theories behind design and corporate identity, 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