[et_pb_section fb_built=“1″ _builder_version=“4.16″ custom_padding=“||0px|||“ global_colors_info=“{}“][et_pb_row _builder_version=“4.27.5″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ custom_padding=“||0px|||“ global_colors_info=“{}“][et_pb_column type=“4_4″ _builder_version=“4.16″ custom_padding=“|||“ global_colors_info=“{}“ custom_padding__hover=“|||“][et_pb_text _builder_version=“4.27.5″ _module_preset=“default“ global_colors_info=“{}“]<\/p>\n
Hned po na\u0161\u00ed p\u0159edn\u00e1\u0161ce Show Me the Money! na leto\u0161n\u00ed konferenci Brand Management pat\u0159ilo p\u00f3dium Rachel Kennedy z Ehrenberg-Bass Institute. My jsme ukazovali, \u017ee se investice do zna\u010dky vr\u00e1t\u00ed v pen\u011bz\u00edch. Ona vysv\u011btlila pro\u010d. Hlavn\u00ed my\u0161lenka: zna\u010dky nevyhr\u00e1vaj\u00ed v srdc\u00edch, ale v pam\u011bti.<\/strong><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=“4.27.5″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ custom_padding=“||0px|||“ global_colors_info=“{}“][et_pb_column type=“4_4″ _builder_version=“4.16″ custom_padding=“|||“ global_colors_info=“{}“ custom_padding__hover=“|||“][et_pb_text _builder_version=“4.27.5″ _module_preset=“default“ global_colors_info=“{}“]<\/p>\n Pat\u0159\u00ed mezi zakladatelky Ehrenberg-Bass Institute for Marketing Science, pracovi\u0161t\u011b, kter\u00e9 des\u00edtky let zkoum\u00e1, jak zna\u010dky skute\u010dn\u011b rostou. Ve v\u00fdzkumu reklamy pat\u0159\u00ed mezi nejcitovan\u011bj\u0161\u00ed odborn\u00edky na sv\u011bt\u011b; spolupracovala nap\u0159\u00edklad se spole\u010dnostmi Unilever, Mars, Google nebo HSBC.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=“4.27.5″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ custom_padding=“||0px|||“ global_colors_info=“{}“][et_pb_column type=“4_4″ _builder_version=“4.16″ custom_padding=“|||“ global_colors_info=“{}“ custom_padding__hover=“|||“][et_pb_text _builder_version=“4.27.5″ _module_preset=“default“ global_colors_info=“{}“]<\/p>\n \u201eV\u011bt\u0161ina nakupuj\u00edc\u00edch zna\u010dky nemiluje,\u201c zazn\u011blo hned v \u00favodu. A to ani ty nejv\u011bt\u0161\u00ed, jako Coca-Cola, Apple nebo McDonald\u2019s. \u010c\u00edsla mluv\u00ed jasn\u011b. Kdy\u017e se lid\u00ed zept\u00e1te na jednu konkr\u00e9tn\u00ed zna\u010dku, 80 a\u017e 90 % z nich \u0159ekne, \u017ee to nen\u00ed jejich \u201elovebrand\u201c. U bank je to je\u0161t\u011b v\u00fdrazn\u011bj\u0161\u00ed. Svou banku miluj\u00ed jen 3 % klient\u016f, ale d\u016fv\u011b\u0159uje j\u00ed 21 %, tedy sedmkr\u00e1t v\u00edc.<\/p>\n L\u00e1ska ke zna\u010dce se sice projev\u00ed v tom, \u017ee o n\u00ed lid\u00e9 mluv\u00ed a doporu\u010duj\u00ed ji. M\u00e1 to ale minim\u00e1ln\u00ed vliv na to, co skute\u010dn\u011b kupuj\u00ed. V datech, kter\u00e1 Rachel Kennedy uk\u00e1zala, souvisela l\u00e1ska s doporu\u010dov\u00e1n\u00edm zna\u010dky ve v\u0161ech zkouman\u00fdch p\u0159\u00edpadech. S t\u00edm, jestli si ji lid\u00e9 opakovan\u011b koup\u00ed, jen v 7 % z nich.<\/p>\n Lid\u00e9 o zna\u010dk\u00e1ch, kter\u00e9 kupuj\u00ed, moc nep\u0159em\u00fd\u0161lej\u00ed a snadno je zam\u011bn\u00ed. Nebo jak \u0159ekla: \u201eKupuj\u00edc\u00ed jsou kognitivn\u00ed skrbl\u00edci. Pokud se m\u016f\u017eou vyhnout p\u0159em\u00fd\u0161len\u00ed, vyhnou se mu.\u201c<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=“4.27.5″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ custom_padding=“||0px|||“ global_colors_info=“{}“][et_pb_column type=“4_4″ _builder_version=“4.16″ custom_padding=“|||“ global_colors_info=“{}“ custom_padding__hover=“|||“][et_pb_text _builder_version=“4.27.5″ _module_preset=“default“ global_colors_info=“{}“]<\/p>\n Zna\u010dky rostou t\u00edm, \u017ee z\u00edsk\u00e1vaj\u00ed v\u00edc kupuj\u00edc\u00edch. Cesta k tomu vede p\u0159es dv\u011b v\u011bci:<\/p>\n Kl\u00ed\u010dem jsou situace, ve kter\u00fdch lid\u00e9 na kategorii pomysl\u00ed, takzvan\u00e9 vstupn\u00ed body kategorie. K\u00e1va cestou do pr\u00e1ce, rychl\u00e1 ve\u010de\u0159e, d\u00e1rek na posledn\u00ed chv\u00edli. Velk\u00e9 zna\u010dky maj\u00ed v hlav\u00e1ch lid\u00ed s takov\u00fdmi situacemi spojen\u00ed mnohem v\u00edc ne\u017e ty mal\u00e9.<\/p>\n Pointa cel\u00e9 p\u0159edn\u00e1\u0161ky: zna\u010dky nerostou t\u00edm, \u017ee je v\u00edc lid\u00ed miluje. Vyhr\u00e1vaj\u00ed, kdy\u017e si na n\u011b vzpomene v\u00edc lid\u00ed a \u010dast\u011bji.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=“4.27.5″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ custom_padding=“||0px|||“ global_colors_info=“{}“][et_pb_column type=“4_4″ _builder_version=“4.16″ custom_padding=“|||“ global_colors_info=“{}“ custom_padding__hover=“|||“][et_pb_text _builder_version=“4.27.5″ _module_preset=“default“ global_colors_info=“{}“]<\/p>\n Ment\u00e1ln\u00ed a fyzickou dostupnost propojuj\u00ed distinktivn\u00ed prvky zna\u010dky. Tedy v\u0161echno krom\u011b n\u00e1zvu, co lidem jednozna\u010dn\u011b p\u0159ipomene pr\u00e1v\u011b va\u0161i zna\u010dku: barvy, slogany, p\u00edsmo, tvary, obal, maskoti, tv\u00e1\u0159e nebo zvuky. A mus\u00ed fungovat i u lid\u00ed, kte\u0159\u00ed u v\u00e1s je\u0161t\u011b nenakupuj\u00ed.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=“4.27.5″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ custom_padding=“||0px|||“ global_colors_info=“{}“][et_pb_column type=“4_4″ _builder_version=“4.16″ custom_padding=“|||“ global_colors_info=“{}“ custom_padding__hover=“|||“][et_pb_text _builder_version=“4.27.5″ _module_preset=“default“ global_colors_info=“{}“]<\/p>\n Rachel Kennedy vystoupila hned po na\u0161\u00ed p\u0159edn\u00e1\u0161ce Show Me the Money! a ob\u011b vystoupen\u00ed do sebe zapadla. Robert Ren\u010d a Martin Kud\u011bla z Magnas ukazovali praxi. Na p\u0159\u00edpadech CEVRO University a EXPRES MENU<\/a> dolo\u017eili, \u017ee kampan\u011b na zna\u010dku vytv\u00e1\u0159ej\u00ed popt\u00e1vku, kterou v\u00fdkonnostn\u00ed kampan\u011b pak prom\u011b\u0148uj\u00ed v prodeje.<\/p>\n Rachel Kennedy to zasadila do \u0161ir\u0161\u00edho kontextu des\u00edtek let v\u00fdzkumu. My jsme uk\u00e1zali, \u017ee se investice do zna\u010dky d\u00e1 zm\u011b\u0159it v pen\u011bz\u00edch. Ona vysv\u011btlila, pro\u010d to funguje: zna\u010dka, kterou si lid\u00e9 snadno vybav\u00ed, z\u00edsk\u00e1v\u00e1 nov\u00e9 z\u00e1kazn\u00edky.<\/p>\n Jak ale zjistit, kter\u00e9 prvky va\u0161\u00ed zna\u010dky opravdu funguj\u00ed? Ehrenberg-Bass Institute na to pou\u017e\u00edv\u00e1 mapu distinktivn\u00edch prvk\u016f. U ka\u017ed\u00e9ho m\u011b\u0159\u00ed dv\u011b v\u011bci: kolik lid\u00ed si ho se zna\u010dkou spoj\u00ed a jestli ho nespojuj\u00ed i s konkurenc\u00ed. Naplno se vyplat\u00ed vyu\u017e\u00edvat jen element, kter\u00fd je zn\u00e1m\u00fd a jedine\u010dn\u00fd.<\/p>\n Tenhle princip jsme si zjednodu\u0161en\u011b vyzkou\u0161eli v na\u0161\u00ed Magnas Brand Detox Zone. Ve h\u0159e Slep\u00e1 degustace zna\u010dek n\u00e1v\u0161t\u011bvn\u00edci na dotykov\u00e9 obrazovce pozn\u00e1vali zn\u00e1m\u00e9 zna\u010dky bez loga, jen podle maskota, barev, sloganu, p\u00edsma nebo t\u00f3nu komunikace.<\/p>\n Zahr\u00e1lo si ji 126 lid\u00ed z oboru a ze 14 zna\u010dek spr\u00e1vn\u011b ur\u010dili v pr\u016fm\u011bru 10,3. Nejl\u00edp fungovali maskoti a slogany. Barva zafungovala jen u dvou t\u0159etin odpov\u011bd\u00ed a t\u00f3n komunikace u ka\u017ed\u00e9ho druh\u00e9ho.<\/p>\n Mal\u00fd experiment, kter\u00fd ale potvrzuje to, o \u010dem na Brand Managementu mluvila Rachel Kennedy: ne ka\u017ed\u00fd prvek, kter\u00fd zna\u010dka pova\u017euje za sv\u016fj, si lid\u00e9 opravdu pamatuj\u00ed.<\/p>\n Den po konferenci vedla Rachel Kennedy je\u0161t\u011b workshop o m\u00fdtech, kter\u00e9 brzd\u00ed marketing. Co na n\u011bm zazn\u011blo, najdete v samostatn\u00e9m \u010dl\u00e1nku.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=“4.27.5″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ custom_padding=“||0px|||“ global_colors_info=“{}“][et_pb_column type=“4_4″ _builder_version=“4.16″ custom_padding=“|||“ global_colors_info=“{}“ custom_padding__hover=“|||“][et_pb_text _builder_version=“4.27.5″ _module_preset=“default“ global_colors_info=“{}“]<\/p>\n \u2192 Zkuste si test<\/a><\/p>\n \u2192 Shrnut\u00ed cel\u00e9 konference<\/a><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=“4.27.4″ _module_preset=“default“ custom_padding=“||0px|||“ global_colors_info=“{}“][et_pb_column type=“4_4″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_text _builder_version=“4.27.5″ _module_preset=“default“ custom_margin=“1px||1px|||“ global_colors_info=“{}“]<\/p>\n P<\/strong>ro v\u00edce informac\u00ed ze sv\u011bta marketingu n\u00e1s nezapome\u0148te sledovat na Instagramu<\/a>, LinkedIn<\/a> \u010di nov\u011b na YouTube.<\/a><\/strong><\/p>\n <\/b><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" Hned po na\u0161\u00ed p\u0159edn\u00e1\u0161ce Show Me the Money! na leto\u0161n\u00ed konferenci Brand Management pat\u0159ilo p\u00f3dium Rachel Kennedy z Ehrenberg-Bass Institute. My jsme ukazovali, \u017ee se investice do zna\u010dky vr\u00e1t\u00ed v pen\u011bz\u00edch. Ona vysv\u011btlila pro\u010d. Hlavn\u00ed my\u0161lenka: zna\u010dky nevyhr\u00e1vaj\u00ed v srdc\u00edch, ale v pam\u011bti.Kdo je Rachel KennedyPat\u0159\u00ed mezi zakladatelky Ehrenberg-Bass Institute for Marketing Science, pracovi\u0161t\u011b, kter\u00e9 […]<\/p>\n","protected":false},"author":2,"featured_media":234908,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-234909","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nezarazene"],"yoast_head":"\nKdo je Rachel Kennedy<\/h2>\n
L\u00e1ska je vz\u00e1cn\u00e1. A k r\u016fstu ji nepot\u0159ebujete<\/h2>\n
Co funguje: b\u00fdt po ruce v hlav\u011b i v reg\u00e1lu<\/h2>\n
\n
Distinktivn\u00ed prvky: zna\u010dka i bez loga<\/h2>\n
Od \u010d\u00edsel z praxe k v\u00fdzkumu<\/h2>\n
<\/h3>\n
<\/blockquote>\n