{"id":9633,"date":"2024-11-15T15:49:09","date_gmt":"2024-11-15T14:49:09","guid":{"rendered":"https:\/\/www.onpoint.hr\/?p=9633"},"modified":"2024-11-28T14:18:39","modified_gmt":"2024-11-28T13:18:39","slug":"sto-je-arhitektura-brenda","status":"publish","type":"post","link":"https:\/\/www.onpoint.hr\/en\/sto-je-arhitektura-brenda\/","title":{"rendered":"\u0160to je arhitektura brenda i kakva vama treba?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"9633\" class=\"elementor elementor-9633\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3a637a8 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3a637a8\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-e603070\" data-id=\"e603070\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1a9de61 elementor-widget elementor-widget-text-editor\" data-id=\"1a9de61\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Kada lansirate novu liniju proizvoda ili \u017eelite stvoriti novi brend ili uslugu, u igru ulazi arhitektura brenda \u2013 To je sustav koji <strong>definira strukturu odnosa izme\u0111u krovnog brenda i svih ostalih brendova i proizvoda koje imamo.<\/strong><\/p><p>U poslovanju ovi odnosi \u010desto se po\u010dnu stvarati spontano kako poslovanje raste, no klijenti \u010desto te\u0161ko razumiju kako pravilno odrediti prirodu tih odnosa te izgled podbrendova, \u0161to utje\u010de i na strate\u0161ki pristup uspje\u0161nosti na tr\u017ei\u0161tu.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-305de3c elementor-widget elementor-widget-heading\" data-id=\"305de3c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Za\u0161to je va\u017ena arhitektura brenda?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-029c15e elementor-widget elementor-widget-text-editor\" data-id=\"029c15e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Glavni razlog kreiranja brendova u prvu ruku je <strong>brza i laka prepoznatljivost<\/strong>. Arhitektura brenda je stvaranje dosljednog identiteta kojeg kupci mogu lako prepoznati i s njim se povezati.<\/p><p>Za brendove s dosljednim imid\u017eom, porukama i skupom vrijednosti vjerojatnije je da \u0107e kupci imati povjerenja i zapamtiti ih. Dosljedno brendiranje mo\u017ee rezultirati <a href=\"https:\/\/info.marq.com\/resources\/report\/brand-consistency\">pove\u0107anjem prodaje i do 33%.<\/a> Drugim rije\u010dima, <strong>percepcija va\u0161eg brenda ima zna\u010dajan utjecaj na prihod<\/strong>.<\/p><p>Drugi razlog va\u017enosti arhitekture brenda je \u0161to omogu\u0107uje pozicioniranje na tr\u017ei\u0161tu i uspje\u0161nu prodaju ovisno o marketin\u0161koj strategiji. Odnosno, va\u017ean je dio marketin\u0161ke strategije i odluka vezanih za prodaju.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2e5a292 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2e5a292\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-0641985\" data-id=\"0641985\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1e64b7b elementor-widget elementor-widget-heading\" data-id=\"1e64b7b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Vrste arhitekture brenda<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-93ded6e elementor-widget elementor-widget-text-editor\" data-id=\"93ded6e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Postoji vi\u0161e vrsta kako podbrendove mo\u017eemo definirati u odnosu na krovni brend, no ja svojim klijentima radi jednostavnosti razumijevanja vrste svodim na dvije glavne: <strong>Brendiranu ku\u0107u (Branded house) i ku\u0107u brendova (House of brands).<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cbdd39a elementor-widget elementor-widget-heading\" data-id=\"cbdd39a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">1. BRENDIRANA KU\u0106A<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-823e449 elementor-widget elementor-widget-text-editor\" data-id=\"823e449\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>U brendiranoj ku\u0107i podbrendovi se vizualno izvode iz krovnog brenda \u2013 sadr\u017ee elemente zbog kojih kupci vizualno mogu raspoznati da su podbrendovi nastali iz ranije prepoznatljivog krovnog brenda.<\/p><p>Mo\u017eda najpoznatiji primjer brendirane ku\u0107e je <strong>Google<\/strong>. <a href=\"https:\/\/about.google\/brand-resource-center\/logos-list\/\">Svi Google podbrendovi<\/a> nose boje i font isti kao u glavnom logotipu, iako se oblikom i zna\u010denjem razlikuju da bi predstavljali ono \u010demu slu\u017ee. Dobri lokalni primjeri brendirane ku\u0107e su recimo <strong>HEP<\/strong> i <strong>Hrvatska po\u0161ta<\/strong>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1ba770a elementor-widget elementor-widget-image\" data-id=\"1ba770a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"768\" height=\"651\" src=\"https:\/\/www.onpoint.hr\/wp-content\/uploads\/2024\/11\/HP-brendirana-kuca-768x651.png\" class=\"attachment-medium_large size-medium_large wp-image-9636\" alt=\"arhitektura brenda brendirana ku\u0107a\" srcset=\"https:\/\/www.onpoint.hr\/wp-content\/uploads\/2024\/11\/HP-brendirana-kuca-768x651.png 768w, https:\/\/www.onpoint.hr\/wp-content\/uploads\/2024\/11\/HP-brendirana-kuca-300x254.png 300w, https:\/\/www.onpoint.hr\/wp-content\/uploads\/2024\/11\/HP-brendirana-kuca-1024x868.png 1024w, https:\/\/www.onpoint.hr\/wp-content\/uploads\/2024\/11\/HP-brendirana-kuca-1000x847.png 1000w, https:\/\/www.onpoint.hr\/wp-content\/uploads\/2024\/11\/HP-brendirana-kuca-230x195.png 230w, https:\/\/www.onpoint.hr\/wp-content\/uploads\/2024\/11\/HP-brendirana-kuca-350x297.png 350w, https:\/\/www.onpoint.hr\/wp-content\/uploads\/2024\/11\/HP-brendirana-kuca-480x407.png 480w, https:\/\/www.onpoint.hr\/wp-content\/uploads\/2024\/11\/HP-brendirana-kuca.png 1147w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b6311fd elementor-widget elementor-widget-heading\" data-id=\"b6311fd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">2. KU\u0106A BRENDOVA<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e2f285e elementor-widget elementor-widget-text-editor\" data-id=\"e2f285e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Ku\u0107a brendova je organizacija u kojoj je krovni brend vizualno nepovezan s podbrendovima, odnosno podbrendovi su samostalni brendovi tek pod vlasni\u0161tvom krovnog brenda. Kod ku\u0107e brendova kupci percipiraju podbrendove kao samostalne brendove, osim ako nisu unaprijed upoznati s informacijom o krovnom brendu. Primjerice, Pampers je poznat brend pelena za djecu, ali vizualno nema nikakvu poveznicu sa svojim krovnim brendom u \u010dijem je vlasni\u0161tvu <a href=\"https:\/\/us.pg.com\/brands\/\">P&amp;G (Procter &amp; Gamble)<\/a>.<\/p><p>U Hrvatskoj, brendirane ku\u0107e su tvrtke poput <a href=\"https:\/\/www.podravka.hr\/brendovi\/\"><strong>Podravke <\/strong><\/a>i<a href=\"https:\/\/www.kras.hr\/hr\/proizvodi\"><strong> Kra\u0161a<\/strong><\/a>, koje imaju poznate samostalne brendove poput Vegete i Dorine, ali naravno i niza drugih.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4418b48 elementor-widget elementor-widget-image\" data-id=\"4418b48\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1024\" height=\"804\" src=\"https:\/\/www.onpoint.hr\/wp-content\/uploads\/2024\/11\/Podavka-kuca-brendova-1024x804.png\" class=\"attachment-large size-large wp-image-9638\" alt=\"ku\u0107a brendova primjer\" srcset=\"https:\/\/www.onpoint.hr\/wp-content\/uploads\/2024\/11\/Podavka-kuca-brendova-1024x804.png 1024w, https:\/\/www.onpoint.hr\/wp-content\/uploads\/2024\/11\/Podavka-kuca-brendova-300x236.png 300w, https:\/\/www.onpoint.hr\/wp-content\/uploads\/2024\/11\/Podavka-kuca-brendova-768x603.png 768w, https:\/\/www.onpoint.hr\/wp-content\/uploads\/2024\/11\/Podavka-kuca-brendova-1000x786.png 1000w, https:\/\/www.onpoint.hr\/wp-content\/uploads\/2024\/11\/Podavka-kuca-brendova-230x181.png 230w, https:\/\/www.onpoint.hr\/wp-content\/uploads\/2024\/11\/Podavka-kuca-brendova-350x275.png 350w, https:\/\/www.onpoint.hr\/wp-content\/uploads\/2024\/11\/Podavka-kuca-brendova-480x377.png 480w, https:\/\/www.onpoint.hr\/wp-content\/uploads\/2024\/11\/Podavka-kuca-brendova.png 1147w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5758784 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5758784\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b4f7196\" data-id=\"b4f7196\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3cb0335 elementor-widget elementor-widget-heading\" data-id=\"3cb0335\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Kako znati koju arhitekturu brenda izabrati?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ee75a5c elementor-widget elementor-widget-text-editor\" data-id=\"ee75a5c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Vrstu arhitekture brenda ne birate prema preferenciji, ve\u0107 je diktira <strong>vrsta poslovanja i strate\u0161ki marketin\u0161ki ciljevi. <\/strong><\/p><p>Podbrendovi mogu imati svoj samostalan identitet samo ako su <strong><u>dovoljno jedinstveni<\/u><\/strong> \u2013 npr. Podravka ajvar nema svoj samostalan logo osim loga Podravke, jer ajvar nije dovoljno unikatan proizvod, dok je Vegeta unikatan proizvod stoga mo\u017ee nositi svoj samostalan brending.<\/p><p>Ipak, ako radi nekih strate\u0161kih marketin\u0161kih ciljeva Podravka odlu\u010di da u odnosu na konkurenciju \u017eeli stvoriti odre\u0111enu posebnu vrstu ajvara da bi zauzela odre\u0111eni dio tr\u017ei\u0161ta, mo\u017ee odlu\u010diti kreirati poseban brend ajvara i raditi na njegovom brendiranju. To je vrlo \u010dest slu\u010daj recimo s brendovima \u010dokolada ili alkoholnih pi\u0107a.<\/p><p>Ako niste sigurni u razvoj svog brenda ili razmi\u0161ljate o kreiranju podbrendova, <a href=\"https:\/\/www.onpoint.hr\/kontakt\/\">obratite nam se<\/a> za savjet. Rado \u0107emo vas usmjeriti!<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Kada lansirate novu liniju proizvoda ili \u017eelite stvoriti novi brend ili uslugu, u igru ulazi arhitektura brenda \u2013 To je sustav koji [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":9634,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[44],"tags":[32],"class_list":["post-9633","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-graficki-dizajn-hr","tag-logo-en"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 4.9.8 - aioseo.com -->\n\t<meta name=\"description\" content=\"Kada lansirate novu liniju proizvoda ili \u017eelite stvoriti novi brend ili uslugu, u igru ulazi arhitektura brenda \u2013 To je sustav koji definira strukturu odnosa izme\u0111u krovnog brenda i svih ostalih brendova i proizvoda koje imamo.U poslovanju ovi odnosi \u010desto se po\u010dnu stvarati spontano kako poslovanje raste, no klijenti \u010desto te\u0161ko razumiju kako pravilno odrediti\" \/>\n\t<meta name=\"robots\" content=\"max-image-preview:large\" \/>\n\t<meta name=\"author\" content=\"Matea Jakovina\"\/>\n\t<meta name=\"google-site-verification\" content=\"Ya3KJvQ7-av4uC_x0_NzWRzdLnJjL8VKSWj3mMhi4UM\" \/>\n\t<link rel=\"canonical\" href=\"https:\/\/www.onpoint.hr\/sto-je-arhitektura-brenda\/\" \/>\n\t<meta name=\"generator\" content=\"All in One SEO (AIOSEO) 4.9.8\" \/>\n\n\t\t<meta name=\"google-site-verification\" content=\"D-zAgy-qB_6byfb_XdQvzpezLSZOXyjDc3aC8DLHAlk\" \/>\n\t\t<meta property=\"og:locale\" content=\"en_US\" \/>\n\t\t<meta property=\"og:site_name\" content=\"Onpoint Design - Dizajn &amp; komunikacije\" \/>\n\t\t<meta property=\"og:type\" content=\"article\" \/>\n\t\t<meta property=\"og:title\" content=\"\u0160to je arhitektura brenda i kakva vama treba? 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