{"id":3798,"date":"2021-03-24T15:19:10","date_gmt":"2021-03-24T14:19:10","guid":{"rendered":"https:\/\/orangeacademy.cz\/clanky\/?p=3798"},"modified":"2021-03-21T20:24:49","modified_gmt":"2021-03-21T19:24:49","slug":"rebranding","status":"publish","type":"post","link":"https:\/\/orangeacademy.cz\/clanky\/rebranding\/","title":{"rendered":"Rebranding: Kdy m\u00e1 smysl a na co si d\u00e1t pozor?"},"content":{"rendered":"<p><strong>Vlastn\u00edte firmu a p\u0159em\u00fd\u0161l\u00edte o rebrandingu obchodn\u00ed zna\u010dky? Potom si p\u0159e\u010dt\u011bte tento \u010dl\u00e1nek, ve kter\u00e9m v\u00e1m porad\u00edme, na co si p\u0159i n\u011bm d\u00e1t pozor!<\/strong><\/p>\n<h2>Co to je rebranding a co redesign? <\/h2>\n<p>Spr\u00e1vn\u00e1 definice pojmu rebranding je <strong>omlazen\u00ed obchodn\u00ed zna\u010dky<\/strong> \u010di jej\u00ed <strong>znovuvytvo\u0159en\u00ed. <\/strong>M\u016f\u017ee se jednat o zm\u011bnu:<\/p>\n<ul>\n<li>loga, <\/li>\n<li>jm\u00e9na zna\u010dky, <\/li>\n<li>sloganu,<\/li>\n<li>filozofie<\/li>\n<\/ul>\n<p>s c\u00edlem vytvo\u0159it jinou p\u0159edstavu z\u00e1kazn\u00edk\u016f o zna\u010dce nebo kv\u016fli jej\u00edmu o\u017eiven\u00ed.<\/p>\n<p>N\u011bkte\u0159\u00ed lid\u00e9 zam\u011b\u0148uj\u00ed rebranding s <strong>redesignem.<\/strong> B\u011bhem n\u011bj se zna\u010dka transformuje, ale jej\u00ed z\u00e1kladn\u00ed atributy z\u016fst\u00e1vaj\u00ed. Pojem se \u010dasto pou\u017e\u00edv\u00e1 tak\u00e9 p\u0159i modernizaci webu, kdy je t\u0159eba zm\u011bnit nejen jeho vzhled, ale tak\u00e9 zlep\u0161it jeho funk\u010dnost (zajistit jeho v\u011bt\u0161\u00ed intuitivnost, p\u0159ehlednost apod.). Hezk\u00fdm p\u0159\u00edkladem redesignu je nap\u0159\u00edklad logo spolku Jun\u00e1k, do n\u011bj\u017e byl p\u0159id\u00e1n chodsk\u00fd pes &#8211; prvopo\u010d\u00e1te\u010dn\u00ed symbol \u010desk\u00e9ho skautingu.<\/p>\n<h2>Kdy m\u00e1 cenu rebranding d\u011blat? <\/h2>\n<p>Pokud o rebrandingu uva\u017eujete, zamyslete se dop\u0159edu nad t\u00edm, co je jeho hlavn\u00edm d\u016fvodem a zda v\u00e1m p\u0159inese u\u017eitek a nikoliv \u0161kodu! Rebranding m\u00e1 cenu d\u011blat v p\u0159\u00edpad\u011b, kdy v\u00e1s <strong>n\u00e1zev zna\u010dky omezuje.<\/strong> Nap\u0159\u00edklad pokud prod\u00e1v\u00e1te zbo\u017e\u00ed i jin\u00e9ho druhu ne\u017e n\u00e1zev zna\u010dky napov\u00edd\u00e1. K tomuto kroku p\u0159istupuj\u00ed tak\u00e9 firmy v situaci, kdy je zn\u00e1m\u00fd ur\u010dit\u00fd projekt, jen\u017e vytvo\u0159ily nebo v p\u0159\u00edpad\u011b, kdy pot\u0159ebuj\u00ed zm\u011bnit svou identitu kv\u016fli skand\u00e1l\u016fm.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2021\/03\/rebranding_2.jpg\" alt=\"rebranding\" width=\"1920\" height=\"1283\" class=\"alignnone size-full wp-image-3800\" srcset=\"https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2021\/03\/rebranding_2.jpg 1920w, https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2021\/03\/rebranding_2-1280x855.jpg 1280w, https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2021\/03\/rebranding_2-980x655.jpg 980w, https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2021\/03\/rebranding_2-480x321.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) and (max-width: 1280px) 1280px, (min-width: 1281px) 1920px, 100vw\" \/><\/p>\n<h2>S jak\u00fdmi zm\u011bnami a kroky je t\u0159eba p\u0159i rebrandingu po\u010d\u00edtat <\/h2>\n<p>S uskute\u010dn\u011bn\u00edm rebrandingu mus\u00edte po\u010d\u00edtat s n\u011bkter\u00fdmi zm\u011bnami, kter\u00e9 se k n\u011bmu v\u00e1\u017eou a u\u010dinit n\u011bkolik krok\u016f:<\/p>\n<ul>\n<li>zan\u00e9st zm\u011bny do v\u0161ech dokument\u016f (smluv, obchodn\u00edho rejst\u0159\u00edku,&#8230;),<\/li>\n<li>informovat v\u0161echny zam\u011bstnance, ale i z\u00e1kazn\u00edky prost\u0159ednictv\u00edm soci\u00e1ln\u00edch s\u00edt\u00ed a webov\u00fdch str\u00e1nek (<strong>Pozor!<\/strong> Facebook dovoluje zm\u011bnu profilov\u00e9ho jm\u00e9na pouze jednou!),<\/li>\n<li>ponechat si starou dom\u00e9nu a p\u0159esm\u011brovat ji na nov\u00fd web,<\/li>\n<li>na nov\u00fd web p\u0159ev\u00e9st ve\u0161ker\u00e9 p\u016fvodn\u00ed str\u00e1ny a obsah,<\/li>\n<li>pohl\u00eddat si va\u0161e pr\u00e1va k nov\u011b tvo\u0159en\u00e9 identit\u011b (nap\u0159. ve vztahu k extern\u00edm pracovn\u00edk\u016fm),<\/li>\n<li>registrov\u00e1n\u00ed ochrann\u00e9 zn\u00e1mky na v\u0161echny \u010d\u00e1sti brandu,<\/li>\n<li>sledov\u00e1n\u00ed v\u00fdsledk\u016f proveden\u00fdch zm\u011bn v Google Analytics (n\u00e1v\u0161t\u011bvnost, konverze, zisk).<\/li>\n<\/ul>\n<p><strong>Pozor!<\/strong> Pl\u00e1nujete-li v budoucnu expandovat do zahrani\u010d\u00ed, je\u0161t\u011b p\u0159ed rebrandingem si ud\u011blejte d\u016fkladnou re\u0161er\u0161i zahrani\u010dn\u00edch trh\u016f, abyste se vyhnuli pojmenov\u00e1n\u00ed, kter\u00e1 m\u00e1 ji\u017e jin\u00e1 firma v cizin\u011b registrov\u00e1na jako <a href=\"https:\/\/orangeacademy.cz\/clanky\/ochranna-znamka\/\" rel=\"noopener\" target=\"_blank\">ochrannou zn\u00e1mku<\/a>.<\/p>\n<h2>Rebranding zna\u010dky <\/h2>\n<p>Pro uk\u00e1zku, jak m\u016f\u017ee <strong>\u00fasp\u011b\u0161n\u00fd rebranding<\/strong> vypadat v praxi, se pod\u00edvejte na p\u00e1r p\u0159\u00edklad\u016f zn\u00e1m\u00fdch zna\u010dek.<\/p>\n<h3>Instagram<\/h3>\n<p>V roce 2016 do\u0161lo k p\u0159evratn\u00e9 zm\u011bn\u011b loga soci\u00e1ln\u00ed s\u00edt\u011b Instagram. Ob\u011b p\u016fvodn\u00ed ikonky &#8211; star\u00e9 kamery byly p\u0159etvo\u0159eny na logo p\u0159ipom\u00ednaj\u00edc\u00ed modern\u00ed fotoapar\u00e1t smartphonu, kter\u00e9 vystihuje u\u017eivatele <a href=\"https:\/\/www.instagram.com\/\" rel=\"noopener\" target=\"_blank\">Instagramu<\/a> a kter\u00e9 tak odpov\u00edd\u00e1 <strong>c\u00edlov\u00e9 skupin\u011b. <\/strong><\/p>\n<h3>Dunkin\u00b4 Donuts<\/h3>\n<p>P\u016fvodn\u00ed n\u00e1zev koblih Donut byl p\u0159ejmenov\u00e1n na Dunkin. Firma tak cht\u011bla uk\u00e1zat, \u017ee jejich zna\u010dka nen\u00ed jen o koblih\u00e1ch, ale nov\u011b p\u0159edev\u0161\u00edm o n\u00e1poj\u00edch. A proto\u017ee nov\u00e9 pojmenov\u00e1n\u00ed <strong>znali z\u00e1kazn\u00edci ji\u017e ze sloganu<\/strong> <em>(\u201cAmerica Runs on Dunkin\u00b4!\u201d),<\/em> nebylo pro n\u011b obt\u00ed\u017en\u00e9 se na staronov\u00fd n\u00e1zev Dunkin adaptovat. <\/p>\n<p><em>Zdroj: focus-age.cz, ppcprofits.cz<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Vlastn\u00edte firmu a p\u0159em\u00fd\u0161l\u00edte o rebrandingu obchodn\u00ed zna\u010dky? Potom si p\u0159e\u010dt\u011bte tento \u010dl\u00e1nek, ve kter\u00e9m v\u00e1m porad\u00edme, na co si p\u0159i n\u011bm d\u00e1t pozor! Co to je rebranding a co redesign? Spr\u00e1vn\u00e1 definice pojmu rebranding je omlazen\u00ed obchodn\u00ed zna\u010dky \u010di jej\u00ed znovuvytvo\u0159en\u00ed. M\u016f\u017ee se jednat o zm\u011bnu: loga, jm\u00e9na zna\u010dky, sloganu, filozofie s c\u00edlem vytvo\u0159it [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":3799,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[165,9],"tags":[65,54,8],"class_list":["post-3798","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-vzdelavani","tag-marketing","tag-podnikani","tag-vzdelavani"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Rebranding: Kdy m\u00e1 smysl a na co si d\u00e1t pozor?<\/title>\n<meta name=\"description\" content=\"Vlastn\u00edte firmu a p\u0159em\u00fd\u0161l\u00edte o rebrandingu obchodn\u00ed zna\u010dky? 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