{"id":3262,"date":"2022-06-20T10:40:34","date_gmt":"2022-06-20T08:40:34","guid":{"rendered":"https:\/\/sarecontents.eus\/?p=3262"},"modified":"2023-09-27T09:37:33","modified_gmt":"2023-09-27T07:37:33","slug":"marka-uzten-dugun-arrastoa","status":"publish","type":"post","link":"https:\/\/sarecontents.eus\/eu\/marka-uzten-dugun-arrastoa\/","title":{"rendered":"Marka, uzten dugun arrastoa"},"content":{"rendered":"<h3><span style=\"font-weight: 400;\">Markaren logotipoa eta koloreak baino askoz ere gehiago da <\/span><b>marka.<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Leku batetik joaten zarenean bertan geratzen direnek zutaz diotena dela diote adituek. Zure ikur bereizgarria. Lehiakideetatik bereizten zaituena.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Zergatik da hain garrantzitsua besteengandik bereiztea? Zertarako eman behar dugu jakitera gure balio bereizlea?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/sarecontents.eus\/eu\/balio-erantsia\/\">Blogeko aurreko postan<\/a> azaltzen genuen bezala, berezi egiten gaituenak erakartzen ditu gure balioekin bat datozen bezeroak, eta prezioaren gerran borrokatu nahi ez badugu, horri eutsi beharko genioke.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bai, <\/span><b>logotipoa eta koloreak<\/b><span style=\"font-weight: 400;\"> zure markaren elementu bereizgarriak dira. Halere, askotan, beste batzuk ahazten zaizkigu; haiek <\/span><a href=\"https:\/\/sarecontents.eus\/eu\/koherentzia-eta-komunikazioa\/\"><span style=\"font-weight: 400;\">markaren komunikazioan<\/span><\/a><span style=\"font-weight: 400;\"> garrantzi handia badute ere.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Gure produktuek edo zerbitzuek <\/span><b>identitate propioa<\/b><span style=\"font-weight: 400;\"> dute. Pertsona bakoitza besteen desberdin den bezala, haiek ere badute bereizgarriak. Zure dendak usain jakin bat erabiltzen du, zuen musika-zerrenda duzue, langileak estilo zehatz batekin janzten dira\u2026 Hori guztia ere da marka.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Eta, ondorioz, hura aztertu eta nolakoa den argi dugunean, <\/span><b>identitate<\/b><span style=\"font-weight: 400;\"> hori besteei nola helarazi aztertu behar dugu. Hori da, hain zuzen ere, <\/span><a href=\"https:\/\/sarecontents.eus\/eu\/espezialitate\/storybrand\/\"><b>BRANDINGA<\/b><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Brandinga, marka aztertuz<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Marka aztertzeko orduan, <\/span><b>ezaugarri asko aztertu<\/b><span style=\"font-weight: 400;\"> behar dira, besteak beste:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Izena<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Identifikatzen gaituzten koloreak<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Berezi egiten gaituzten gauzak eta hitzak<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Gure helburuak eta balioak<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Nori dagoen zuzenduta<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Lehiakideek egiten dutena<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Lehiakideei, dena den, zeharka begiratu behar zaie. Bakoitzak bere identitatea du eta inspirazio gisa neurri batean baino ez genituzke erabili beharko. <\/span><span style=\"font-weight: 400;\">Horregatik, marka baten identitatea aztertzeko hainbat baliabide erabiltzen dira, elkarrizketak, <\/span><a href=\"https:\/\/sarecontents.eus\/eu\/barrutik-kanporako-komunikazioa-urrezko-zirkuluaren-teknika\/\"><span style=\"font-weight: 400;\">urrezko zirkulua<\/span><\/a><span style=\"font-weight: 400;\">, etab. Horien artean <\/span><a href=\"https:\/\/www.marketing91.com\/brand-identity-prism-pepsi\/\"><b>Kapfererren identitate-prisma<\/b><\/a><span style=\"font-weight: 400;\"> dugu erabilienetako bat.<\/span><\/p>\n<p><strong>Kapfererren identitate-prisma<\/strong><\/p>\n<div id=\"attachment_3265\" style=\"width: 310px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-3265\" class=\"wp-image-3265 size-medium\" src=\"https:\/\/sarecontents.eus\/wp-content\/uploads\/Kapferer-300x300.jpg\" alt=\"Kapfererren identitate-prisma\" width=\"300\" height=\"300\" srcset=\"https:\/\/sarecontents.eus\/wp-content\/uploads\/Kapferer-300x300.jpg 300w, https:\/\/sarecontents.eus\/wp-content\/uploads\/Kapferer-150x150.jpg 150w, https:\/\/sarecontents.eus\/wp-content\/uploads\/Kapferer.jpg 768w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><p id=\"caption-attachment-3265\" class=\"wp-caption-text\">Iturria: https:\/\/www.marketing91.com\/brand-identity-prism-pepsi\/<\/p><\/div>\n<h3><b>Nork egiten du<\/b><span style=\"font-weight: 400;\"> azterketa hori?<\/span><\/h3>\n<p><b>Brandinga<\/b><span style=\"font-weight: 400;\"> egiten duten zerbitzuek zuen enpresaren ezaugarri bereizgarriak aztertzen dituzte eta, haietan oinarrituta,<\/span><b> BRIEF<\/b><span style=\"font-weight: 400;\"> deritzon dokumentu bat (txostena) sortzen dute. Hartan, zure enpresaren edo markaren ezaugarriak biltzen dituzte eta goian aipaturiko datuez gain, logotipoa, kolore-paleta, komunikaziorako jarraibideak, marketin estrategian goraipatu beharko zenituzkeenak, argazkiak eta abar biltzen dira.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Komunikazioaren barruan sartzen dira, nola ez, sare sozialak, iragarki edo kanpainak, irratia, telebista, aldizkariak, bezeroekin hitz egitea, networkinga, etab.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Beraz, baliabide horietan erabiltzeko testuak ongi prestatzea da egokiena. Baina ez edonola, zuen identitatea islatzen duten testuen bitartez baizik. Eta hori da, hain zuzen ere,<\/span><b> BRANDED CONTENT <\/b><span style=\"font-weight: 400;\">deritzona edo markaren ezaugarrietan oinarritutako edukiak sortzea.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Egia da lehenen ikusten duguna logotipoa eta koloreak direla, baina <\/span><b>ez deskuidatu zuen idatzizko edukiak<\/b><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/sarecontents.eus\/eu\/\"><span style=\"font-weight: 400;\">Sare Contentsek<\/span><\/a> <b>estilo gidak <\/b><span style=\"font-weight: 400;\">sortzen ditu xede horrekin.<\/span><\/p>\n<h3><b>Zer dira <\/b><a href=\"https:\/\/numdea.com\/guia-de-estilo.html\"><b>estilo gidak<\/b><\/a><span style=\"font-weight: 400;\">? Zertarako behar ditugu?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Komunikazioetan gure identitatea islatzen duten hizkuntza baliabideak dira estilo gidak. Markaren <\/span><b>tonua<\/b><span style=\"font-weight: 400;\"> zein den aztertzen dutenak eta esaten edo publikatzen dugun guztiari <\/span><a href=\"https:\/\/sarecontents.eus\/eu\/koherentzia-eta-komunikazioa\/\"><span style=\"font-weight: 400;\">koherentzia<\/span><\/a><span style=\"font-weight: 400;\"> ematen diotenak.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Estilo gidari esker, argi izango duzu nola idatzi beharko dituzun zure edukiak, zein hitz erabili, zein sormen tresna erabili, <\/span><span style=\"font-weight: 400;\">umorea zein neurritan erabili, gure balioak nola islatu eta abar.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Koherentzia horre<\/span><span style=\"font-weight: 400;\">n balioa urrea da markentzat. Eman behar zaion balioa eman, zure markak balio horri eutsi eta bezeroak ere balio hori hauteman dezan. Bere konfiantza lortuko duzu eta hori da gaur egungo marketinaren oinarria.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Markaren logotipoa eta koloreak baino askoz ere gehiago da marka. Leku batetik joaten zarenean bertan geratzen direnek zutaz diotena dela diote adituek. Zure ikur bereizgarria. Lehiakideetatik bereizten zaituena. Zergatik da hain garrantzitsua besteengandik bereiztea? Zertarako eman behar dugu jakitera gure balio bereizlea? Blogeko aurreko postan azaltzen genuen bezala, berezi egiten gaituenak erakartzen ditu gure balioekin [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":3665,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[102],"tags":[],"class_list":["post-3262","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-identitatea"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marka, uzten dugun arrastoa - SARE Contents<\/title>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"eu_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marka, uzten dugun arrastoa - SARE Contents\" \/>\n<meta property=\"og:description\" content=\"Markaren logotipoa eta koloreak baino askoz ere gehiago da marka. 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