{"id":1786,"date":"2024-05-30T10:23:47","date_gmt":"2024-05-30T08:23:47","guid":{"rendered":"https:\/\/www.digiamo.cz\/?post_type=slovnik&amp;p=1786"},"modified":"2024-05-30T10:23:47","modified_gmt":"2024-05-30T08:23:47","slug":"brand-awareness","status":"publish","type":"slovnik","link":"https:\/\/new.digiamo.cz\/new\/slovnik\/brand-awareness\/","title":{"rendered":"Brand awareness (pov\u011bdom\u00ed o zna\u010dce)"},"content":{"rendered":"\n<p>Pov\u011bdom\u00ed o zna\u010dce, zn\u00e1m\u00e9 tak\u00e9 jako \u201ebrand awareness&#8221;, je kl\u00ed\u010dov\u00fdm pojmem v marketingu a reklam\u011b. Tento term\u00edn vyjad\u0159uje, kolik lid\u00ed z c\u00edlov\u00e9ho publika je obezn\u00e1meno s konkr\u00e9tn\u00ed zna\u010dkou, jej\u00edm logem, produkty a dal\u0161\u00edmi charakteristikami. Pov\u011bdom\u00ed o zna\u010dce je prvn\u00edm krokem v procesu rozhodov\u00e1n\u00ed spot\u0159ebitele o n\u00e1kupu a hraje z\u00e1sadn\u00ed roli ve vytv\u00e1\u0159en\u00ed vztahu mezi zna\u010dkou a jej\u00edmi z\u00e1kazn\u00edky.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Co je to pov\u011bdom\u00ed o zna\u010dce?<\/h2>\n\n\n\n<p>Pov\u011bdom\u00ed o zna\u010dce je ukazatelem, kolik potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f je informov\u00e1no nebo obezn\u00e1meno s existenc\u00ed zna\u010dky, jej\u00edmi produkty nebo slu\u017ebami. Vysok\u00e1 \u00farove\u0148 pov\u011bdom\u00ed o zna\u010dce znamen\u00e1, \u017ee velk\u00e1 \u010d\u00e1st c\u00edlov\u00e9ho publika zna\u010dku snadno rozpozn\u00e1 a m\u00e1 o n\u00ed ur\u010dit\u00e9 znalosti nebo pozitivn\u00ed asociace. Brand awarness pom\u00e1h\u00e1, aby spot\u0159ebitel\u00e9 p\u0159i rozhodov\u00e1n\u00ed o n\u00e1kupu dali p\u0159ednost dan\u00e9 zna\u010dce p\u0159ed konkurenc\u00ed.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Pro\u010d je pov\u011bdom\u00ed o zna\u010dce d\u016fle\u017eit\u00e9?<\/h2>\n\n\n\n<p>Pov\u011bdom\u00ed o zna\u010dce je z\u00e1kladem budov\u00e1n\u00ed siln\u00e9ho vztahu se z\u00e1kazn\u00edky a \u00fasp\u011bchu jak\u00e9hokoli marketingov\u00e9ho \u00fasil\u00ed. Zna\u010dky s vysokou m\u00edrou pov\u011bdom\u00ed maj\u00ed tendenci b\u00fdt pova\u017eov\u00e1ny za d\u016fv\u011bryhodn\u011bj\u0161\u00ed, co\u017e m\u016f\u017ee v\u00e9st k vy\u0161\u0161\u00ed loajalit\u011b z\u00e1kazn\u00edk\u016f a opakovan\u00fdm n\u00e1kup\u016fm. Krom\u011b toho pov\u011bdom\u00ed o zna\u010dce m\u016f\u017ee:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Zv\u00fd\u0161it viditelnost zna\u010dky na trhu<\/li>\n\n\n\n<li>Podporovat nov\u00e9 produkty nebo slu\u017eby<\/li>\n\n\n\n<li>Ovlivnit rozhodov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f p\u0159i n\u00e1kupu a zv\u00fd\u0161it tr\u017eby<\/li>\n\n\n\n<li>Pos\u00edlit hodnotu zna\u010dky a jej\u00ed konkuren\u010dn\u00ed v\u00fdhodu<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Jak zv\u00fd\u0161it pov\u011bdom\u00ed o zna\u010dce?<\/h2>\n\n\n\n<p>Existuje n\u011bkolik strategi\u00ed, jak zv\u00fd\u0161it pov\u011bdom\u00ed o zna\u010dce, v\u010detn\u011b:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Soci\u00e1ln\u00ed m\u00e9dia a digit\u00e1ln\u00ed marketing:<\/strong>&nbsp;Aktivn\u00ed p\u0159\u00edtomnost na soci\u00e1ln\u00edch m\u00e9di\u00edch a vyu\u017e\u00edv\u00e1n\u00ed digit\u00e1ln\u00edho marketingu m\u016f\u017ee pomoci zna\u010dce zas\u00e1hnout \u0161ir\u0161\u00ed publikum.<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/new.digiamo.cz\/new\/blog\/content-marketing\/\">Obsahov\u00fd marketing<\/a>:<\/strong>&nbsp;Vytv\u00e1\u0159en\u00ed hodnotn\u00e9ho a relevantn\u00edho obsahu, kter\u00fd rezonuje s c\u00edlov\u00fdm publikem, m\u016f\u017ee zv\u00fd\u0161it pov\u011bdom\u00ed o zna\u010dce a z\u00e1rove\u0148 poskytnout z\u00e1kazn\u00edk\u016fm u\u017eite\u010dn\u00e9 informace.<\/li>\n\n\n\n<li><strong>Influencer marketing:<\/strong>&nbsp;Spolupr\u00e1ce s influencery, kte\u0159\u00ed maj\u00ed d\u016fv\u011bru va\u0161\u00ed c\u00edlov\u00e9 skupiny, m\u016f\u017ee efektivn\u011b zv\u00fd\u0161it pov\u011bdom\u00ed o zna\u010dce mezi potenci\u00e1ln\u00edmi z\u00e1kazn\u00edky a pos\u00edlit jej\u00ed d\u016fv\u011bryhodnost.<\/li>\n\n\n\n<li><strong>Reklamn\u00ed kampan\u011b:<\/strong>&nbsp;C\u00edlen\u00e9 reklamn\u00ed kampan\u011b, a\u0165 u\u017e online nebo offline, mohou podpo\u0159it pov\u011bdom\u00ed o zna\u010dce mezi \u0161ir\u0161\u00edm publikem.<\/li>\n\n\n\n<li><strong>Sponzoring a ve\u0159ejn\u00e9 ud\u00e1losti:<\/strong>&nbsp;\u00da\u010dast na ve\u0159ejn\u00fdch ud\u00e1lostech nebo sponzoring m\u016f\u017ee zna\u010dce pomoci z\u00edskat pozornost a pos\u00edlit jej\u00ed pov\u011bdom\u00ed.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Jak m\u011b\u0159it pov\u011bdom\u00ed o zna\u010dce?<\/h2>\n\n\n\n<p>M\u011b\u0159en\u00ed pov\u011bdom\u00ed o zna\u010dce m\u016f\u017ee b\u00fdt v\u00fdzvou, ale existuje n\u011bkolik metod k z\u00edsk\u00e1n\u00ed p\u0159ehledu o tom, jak dob\u0159e je va\u0161e zna\u010dka rozpozn\u00e1na c\u00edlov\u00fdm publikem:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Pr\u016fzkumy spot\u0159ebitel\u016f:<\/strong>&nbsp;Dotazov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f, zda znaj\u00ed va\u0161i zna\u010dku, produkty nebo slu\u017eby prost\u0159ednictv\u00edm dotazn\u00edk\u016f.<\/li>\n\n\n\n<li><strong>Anal\u00fdza soci\u00e1ln\u00edch m\u00e9di\u00ed:<\/strong>&nbsp;Sledov\u00e1n\u00ed zm\u00ednek o zna\u010dce a jej\u00edho zapojen\u00ed na soci\u00e1ln\u00edch s\u00edt\u00edch prost\u0159ednictv\u00edm online n\u00e1stroj\u016f.<\/li>\n\n\n\n<li><strong>Web analytics:<\/strong>&nbsp;Sledov\u00e1n\u00ed zdroj\u016f n\u00e1v\u0161t\u011bvnosti webu m\u016f\u017ee poskytnout p\u0159ehled o tom, jak se lid\u00e9 dozv\u011bd\u011bli o va\u0161\u00ed zna\u010dce.<\/li>\n<\/ul>\n\n\n\n<p>Budov\u00e1n\u00ed pov\u011bdom\u00ed o zna\u010dce je neust\u00e1l\u00fd proces, kter\u00fd vy\u017eaduje strategick\u00e9 pl\u00e1nov\u00e1n\u00ed a pr\u016fb\u011b\u017en\u00e9 \u00fasil\u00ed<\/p>\n\n\n","protected":false},"excerpt":{"rendered":"<p>Pov\u011bdom\u00ed o zna\u010dce, zn\u00e1m\u00e9 tak\u00e9 jako \u201ebrand awareness&#8221;, je kl\u00ed\u010dov\u00fdm pojmem v marketingu a reklam\u011b. Tento term\u00edn vyjad\u0159uje, kolik lid\u00ed z c\u00edlov\u00e9ho publika je obezn\u00e1meno s konkr\u00e9tn\u00ed zna\u010dkou, jej\u00edm logem, produkty a dal\u0161\u00edmi charakteristikami. Pov\u011bdom\u00ed o zna\u010dce je prvn\u00edm krokem v procesu rozhodov\u00e1n\u00ed spot\u0159ebitele o n\u00e1kupu a hraje z\u00e1sadn\u00ed roli ve vytv\u00e1\u0159en\u00ed vztahu mezi zna\u010dkou [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"template":"","meta":[],"categories":[],"class_list":["post-1786","slovnik","type-slovnik","status-publish","hentry"],"meta_box":[],"_links":{"self":[{"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/slovnik\/1786","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/slovnik"}],"about":[{"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/types\/slovnik"}],"author":[{"embeddable":true,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/users\/1"}],"wp:attachment":[{"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/media?parent=1786"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/categories?post=1786"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}