{"id":136,"date":"2022-10-09T16:13:39","date_gmt":"2022-10-09T16:13:39","guid":{"rendered":"https:\/\/www.pianetainformatica.net\/?p=136"},"modified":"2022-10-09T16:13:40","modified_gmt":"2022-10-09T16:13:40","slug":"brand-positioning-la-base-del-marketing","status":"publish","type":"post","link":"https:\/\/www.pianetainformatica.net\/index.php\/2022\/10\/09\/brand-positioning-la-base-del-marketing\/","title":{"rendered":"Brand positioning: la base del marketing"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Il brand position non \u00e8 inteso solo come marchio, logo o una marca ma anche una promessa fatta al cliente.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nel Business il brand serve per far percepire la differenza tra due prodotti che potrebbero essere scambiati per uguali. Un brand \u00e8 in grado di far preferire un prodotto pittosto che un altro, anche con differenze di prezzo notevoli.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Il posizionamento del marchio, rappresenta il concetto chiave all\u2019interno di ogni strategia di marketing, che sia per incanalarla, ottimizzarla o pianificarla nuovamente. Si tratta del posizionamento che occupa il brand nella mente dei consumatori e degli stakeholder.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vediamo ora alcuni casi di successo:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Mac Donald il fast food<\/li><li>Nike, abbigliamento sportivo<\/li><li>Disney, l&#8217;intrattenimento per i bambini<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">e cosi via&#8230;.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Errori Mortali da evitare quando lanci un Brand<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Essere orientato al cliente e non al concorrente.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Si pu\u00f2 supporre che la maggior parte dei vostri concorrenti saranno orientati al cliente. Quindi, cosa succede nel mercato? Tutti finiscono con il mettersi sul mercato con un prodotto simile a quello degli altri.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Gi\u00e0 nel 2009, abbiamo iniziato a lavorare per la Great Wall Motor in Cina. La ricerca che abbiamo ricevuto da parte del cliente ci ha detto che gli acquirenti cinesi preferivano berline piuttosto che i SUV, perch\u00e9 le berline sono pi\u00f9 prestigiose e i SUV sono considerati veicoli pratici senza status sociale.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Quindi abbiamo consigliato a Great Wall di concentrarsi sui SUV perch\u00e9 le altre 28 aziende automobilistiche cinesi si sarebbero probabilmente concentrate sulle berline.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Di conseguenza, la Great Wall \u00e8 diventata la pi\u00f9 grande e pi\u00f9 redditizia azienda automobilistica cinese.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Gli imprenditori dovrebbero fare lo stesso. Inizia analizzando i concorrenti e cerca di trovare un modo per essere diverso. Non puoi vincere essendo il migliore; puoi vincere solo essendo diverso.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Non definire il tuo obiettivo<\/strong><\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Ogni marchio di successo ha un obiettivo. Se il tuo marchio \u00e8 leader di mercato come Pizza Hut, il tuo obiettivo \u00e8 la \u201cleadership\u201d. Domino ha limitato il proprio obiettivo alla \u201cconsegna a domicilio\u201d ed \u00e8 diventato la seconda pi\u00f9 grande catena nella vendita di pizza. Papa John ha limitato il proprio obiettivo a \u201cmigliori ingredienti, migliore pizza.\u201d Little Caesars ha ridotto il proprio obiettivo a \u201cdue pizze al prezzo di una\u201d. Ci sono centinaia di catene di pizzerie, ma queste quattro catene dominano la categoria.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Per gli imprenditori, \u00e8 necessario assicurarsi che la propria azienda abbia una forte prospettiva e tutte le azioni e gli obiettivi siano in linea con esso. Chiediti, in quale categoria competo? E come posso esprimere in due o tre parole il mio essere differente?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vuoi approfondire sul Brand Position? info@pianetainformatica.net<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Il brand position non \u00e8 inteso solo come marchio, logo o una marca ma anche una promessa fatta al cliente. Nel Business il brand serve per far percepire la differenza tra due prodotti che potrebbero essere scambiati per uguali. Un brand \u00e8 in grado di far preferire un prodotto pittosto che un altro, anche con [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":141,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[30],"tags":[31,32],"class_list":["post-136","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-primo-piano","tag-brand","tag-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Brand positioning: la base del marketing - Pianeta informatica net<\/title>\n<meta name=\"description\" content=\"Il brand position non \u00e8 inteso solo come marchio, logo o una marca ma anche una promessa fatta al cliente.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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