{"id":3632,"date":"2023-09-06T12:25:25","date_gmt":"2023-09-06T10:25:25","guid":{"rendered":"https:\/\/sarecontents.eus\/?p=3632"},"modified":"2023-09-06T12:33:19","modified_gmt":"2023-09-06T10:33:19","slug":"branding-markaren-unibertsoa","status":"publish","type":"post","link":"https:\/\/sarecontents.eus\/eu\/branding-markaren-unibertsoa\/","title":{"rendered":"Branding: markaren unibertsoa"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Brandinga marka baten baitan biltzen diren ekintzen multzoa da, marka bat garatzeko eta kudeatzeko beharrezkoak diren ekintza guztiak barne hartzen dituena. Sorkuntza prozesua, identitatearen definizioa eta adierazpena, alegia.<\/span><\/p>\n<h3><b>Identitate propioaren sorkuntza<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Markaren identitateak markari eusten dioten elementuak biltzen ditu. Identitatea ez da alderdi bisualetara mugatzen soilik, dela logotipora dela koloreetara. Horrez gain, negozio-ereduak, filosofia propioak, balioak, komunitateak eta kan egiteko moduak desberdintzen ditu markak haien lehiakideengandik.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Zerbitzu edo produktu bati buruz hitz egiteak soilik ez du interesik sortzen. Paradigma aldaketa jazo da eta egun markak haien audientziara zuzentzen dira, marken helburua jendearen memorian luzaroan irautea baita. Marketin tradizionalaren funtzionamendua mezu pila bidaltzea zen eskaintzen zena paregabea eta onena zela esanez. Gaur egun markek haien publikoarekin konektatu nahi dute. Haien jendearekin harremana izateak eta sare sozialetako jarraitzaileekin elkarreragina izateak konpromisoari bide ematen dio. Enpresek bezeroak fidelizatzea dute xede.<\/span><\/p>\n<h3><b>Brandingaren 5 elementuak<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Brandingean aditua den Andy Stalman da Brandingaren 5 elementuen teoriaren egilea, marka mundu digitalean eta ez digitalean lantzeari buruzko teoria garatu duena, hain zuzen ere. Bi dimentsio bereizten ditu, <\/span><a href=\"https:\/\/www.proydesa.org\/portal\/noticias\/1389-andy-stalman-no-hay-barreras-ni-muros-entre-el-mundo-off-y-online\"><span style=\"font-weight: 400;\">online eta offline<\/span><\/a><span style=\"font-weight: 400;\"> dimentsioak, bien garrantzia azpimarratuz. Bere hitzetan, jada ez dira bi mundu baizik eta bat, eta bi dimentsioen artean bizi gara. Aditu honen arabera, hauek dira marka arrakastatsu bat kudeatzera eta garatzera bideratutako alderdiak:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>Konstantzia<\/strong>: enpresak lan jarraituaren bitartez eguneratzen dira, marka bat beti baitago etengabeko eraikuntzan.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>Koherentzia<\/strong>: kanal guztietan mezua berdina izan behar da. Koherentzia eta gardentasuna izango dira beti komunikazio egokiaren oinarririk garrantzitsuenak.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>Trinkotasuna<\/strong>: marka sendo baten komunikazio bat dator haren identitate, balio eta ekintzekin<\/span><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>Konfiantza<\/strong>: markek haien balioak partekatzen dituzten bezeroekin konektatu nahi dute. Sare sozialak erabiltzea eta publikoaren elkarreragina izateak gertutasunari bide ematen dio. Baita ezagutarazteko beste formatu batzuk erabiltzeak ere.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>Edukia<\/strong>: eduki esanguratsu eta interesgarria sortzean datza. Marka batek zer egiten duen, nola eta zergatik kontatu behar du, eta <\/span><a href=\"https:\/\/sarecontents.eus\/storytelling-que-es-y-para-que-sirve\/\"><span style=\"font-weight: 400;\">storytellinga<\/span><\/a><span style=\"font-weight: 400;\"> bezalako teknikak erabiltzeak lehiakideengandik bereizteko balio dute.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Elementu hauetan lan egiteak alderdi garrantzitsuenarekin gertutasuna ahalbideratuko du, hau da, Bezeroarekin. Azken finean, markek haien komunitatearekin konektatu nahi dute eta komunitateak markaren balioekin identifikatuta sentitzea bilatzen du.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Brandinga marka baten baitan biltzen diren ekintzen multzoa da, marka bat garatzeko eta kudeatzeko beharrezkoak diren ekintza guztiak barne hartzen dituena. Sorkuntza prozesua, identitatearen definizioa eta adierazpena, alegia. Identitate propioaren sorkuntza Markaren identitateak markari eusten dioten elementuak biltzen ditu. Identitatea ez da alderdi bisualetara mugatzen soilik, dela logotipora dela koloreetara. Horrez gain, negozio-ereduak, filosofia propioak, [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":3633,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[85],"tags":[],"class_list":["post-3632","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bestelakoak"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Branding: markaren unibertsoa - 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=\"Branding: markaren unibertsoa - SARE Contents\" \/>\n<meta property=\"og:description\" content=\"Brandinga marka baten baitan biltzen diren ekintzen multzoa da, marka bat garatzeko eta kudeatzeko beharrezkoak diren ekintza guztiak barne hartzen dituena. Sorkuntza prozesua, identitatearen definizioa eta adierazpena, alegia. Identitate propioaren sorkuntza Markaren identitateak markari eusten dioten elementuak biltzen ditu. Identitatea ez da alderdi bisualetara mugatzen soilik, dela logotipora dela koloreetara. 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