Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

La marca

2,215 views

Published on

Sintesi delle slide viste in classe per il corso di sociologia dei mass media e linguaggi del brand (Prof. Valli).

  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • (Unlimited)....ACCESS WEBSITE Over for All Ebooks ................ accessibility Books Library allowing access to top content, including thousands of title from favorite author, plus the ability to read or download a huge selection of books for your pc or smartphone within minutes ......................................................................................................................... DOWNLOAD FULL PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M }
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • ACCESS that WEBSITE Over for All Ebooks (Unlimited) ......................................................................................................................... DOWNLOAD FULL PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... DOWNLOAD FULL EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M }
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Download or read that Ebooks here ... ......................................................................................................................... DOWNLOAD FULL PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

La marca

  1. 1. LA MARCA
  2. 2. Differenza tra marca (brand: dinamico,fenomenico) e marchio (trademark:statico, giuridico).Possono essere registrati come marchi:parole, nomi di persona, disegni, lettere,cifre, suoni (es. rombo della Harley, negliUSA), forma di un prodotto (es. toblerone),packaging, combinazioni o tonalitàcromatiche (©®™)
  3. 3. Una marca è una promessa;una serie di percezioni;una posizione nella mente del consumatore;un concentrato di attributi, benefici, opinioni,valori;un generatore di significati;un medium sociale.
  4. 4. La definizione del marketingLa marca è un segno caratterizzante che serve a :- Identificare;- Distinguere;- Offrire valori.La marca è un pacchetto di significati riconducibilia 6 dimensioni (KOTLER):1)Attributi2)Benefici3)Valori4)Cultura5)Personalità6)utilizzatori
  5. 5. La prospettiva semiotica● La marca produce significati, discorsi e risultainvestita anche dai discorsi che sono altri aprodurre su di lei.● Semprini > la marca ha 3 nature:● Semiotica;● Relazionale;● evolutiva
  6. 6. Le funzioni della marca:● Facilitare i processi decisionali del cons.● Ridurre i costi di ricerca, semplificare le sceltedacquisto● Offrire garanzie● Orientare le aspettative● Arricchire prodotti e servizi di valenzesimboliche● Ridurre i rischi legati al prodotto o al servizio
  7. 7. Tipologie di rischio:● Rischio funzionale● Rischio fisico● Rischio finanziario● Rischio sociale● Rischio psicologico● Rischio temporale
  8. 8. KAPFERER – Le funzioni del brandper il consumatore● Identificazione● Praticità● Garanzia● Ottimizzazione● Personalizzazione● Permanenza (familiarità, cosnistency)● Edonistica● etica
  9. 9. Le funzioni del brand per il produttore● Attivazione di un canale di comunicazione congli individui;● Creazione di differenze (POP, POD);● Determinazione della cultura dimpresa;● Arricchimento di risorse intellettuali;● Più elevata capacità distributiva;● Aumento delle performance finanziarieaziendali;● Garanzia di sviluppo futuro
  10. 10. Le funzioni del brand per il distributore● Attrarre linteresse dei consumatori;● Organizzare i significati e la base cognitiva per iprocessi dacquisto;● Generare comportamenti di fedeltà● Creare limmagine del punto vendita;● Dare senso alle private label;● Garantire più alti margini di guadagno;● Garantire più alti volumi di vendita.
  11. 11. La marca oggi:● Crea mondi possibili (brand world);● Narra storie (story-telling);● Connette e crea legami (linking value);● Parla ai sensi;● Partecipa alla costruzione dellidentità individuale(Aaker >benefici di autoespressione)● Si dissemina socialmente● Utilizza più media (crossmedialità)● Ibrida le categorie merceologiche● Partecipa alla costruzione degli immaginari● Utilizza il linguaggio delle emozioni e dei sentimenti● Genera esperienze (brand experience)● Si fa attore sociale (citizen brand)
  12. 12. Brand identity
  13. 13. I contenuti dellidentità● Valori di prodotto (es. Pirelli);● Contenuti emotivi (es. Coocolino);● Valori sociali (es. coop);● Cultura dimpresa (storia dellazienda, corebusiness, contesto produttivo, ecc.)Aaker ha studiato la brand identity secondo 4prospettive: marca/prodotto ;marca/organizzazione, marca/persona;marca/simbolo
  14. 14. Brand identity: vision, mission,difference
  15. 15. Differenziare attraverso lacomunicazione:● Unique selling proposition (R. Reeves);● Unique emotional plus (L. Burnett);● Branded differentiator (D.A.Aaker):● Funzione specifica (es. gatorade)● Caratteristica di marca (es. riso Gallo)● Ingrediente o tecnologia● Servizio● Rpogramma di marca (es. Mille Miglia Alitalia)
  16. 16. BRAND IDENTITYKAPFERER: il prisma a sei facce
  17. 17. Le 5 identità della marca:● Reale;● Comunicata;● Ideale;● Pensata;● Auspicata.● Lidentità è un elemento strategico, stabile neltempo, emntre limmagine è spesso un vettoretattico, più mutevole.
  18. 18. BRAND IMAGE si costruisce sullinsieme dellepercezioni di una marca presenti nella memoriadei consumatori● Esperienza di consumo● Caratteristiche del prodotto● Comportamento dellazienda● Identità visiva● Packaging● Servizio al cliente● Prezzo● Comunicazione indiretta● Comunicazione diretta● Soddisfazione del consumatore
  19. 19. Piramide della CBBE (Keller)

×