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Fereastra - RELIABLE BRANDS: "Brandingul", concept obligatoriu pentru o companie de succes | PREMIILE EURO-FEREASTRA | Stiri

Fereastra - Portal de afaceri - revista de specialitate pentru furnizorii de sisteme si producatorii de tamplarie din PVC, Aluminiu si lemn stratificat cu geam termoizolant. Aici gasiti informatii utile despre: ferestre, usi, pereti cortina, termopane, geam termopan, etc.

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Home - Stiri - PREMIILE EURO-FEREASTRA - RELIABLE BRANDS: "Brandingul", concept obligatoriu pentru o companie de succes
RELIABLE BRANDS: "Brandingul", concept obligatoriu pentru o companie de succes
PREMIILE EURO-FEREASTRA Publicat de Ovidiu Stefanescu 19 Iun 2015 09:27
Marca reprezinta, in economia moderna, un activ direct masurabil al companiei, a carui valoare detine o pondere tot mai mare in patrimoniul societatilor comerciale. Se observa modul in care competitia la varful clasamentelor internationale nu se mai duce, in principal, in planul veniturilor operationale, ci in valoarea intrinseca a brandurilor, asa cum sunt acestea percepute de consumatori. O astfel de practica se transmite, in mod inevitabil, inclusiv in industria constructiilor si, implicit, in domeniul tamplariei termoizolante, unde tot mai multe firme au inceput sa constientizeze impactul real pe care o marca bine construita in exercita asupra prosperitatii firmei careia ii este atribuita. Acesta este motivul necesar si suficient pentru care, in cadrul galei premiilor EURO-Fereastra 2015, sectiunea "Reliable Brands" s-a bucurat de o atentie deosebita, fiind recompensate cu trofee companiile Veka Romania, Gealan Romania, Klaes Romania, Aluprof System Romania si Geze Romania.
 
Deciziile de achizitie sunt indisolubil legate de marca produselor
De asemenea, Diplome de Excelenta au fost acordate societatilor Reynaers Aluminium Romania, Akzo Nobel Powder Coatings, Maco Sisteme de Feronerie, Penosil si Siegenia-Aubi. Pentru profesionistii din bransa, niciunul dintre numele enumerate anterior nu reprezinta o necunoscuta, tocmai acest element constituind dovada incontestabila a succesului strategiilor de consolidare a notorietatii si reputatiei brandurilor respective. Desi poate parea exagerata acordarea unei importante atat de mari unei componente mai degraba simbolice, intangibile si care tine mai mult de imagine si comunicare, este clar ca o firma nu mai poate obtine rezultatele scontate, indiferent de calitatea produselor si serviciilor promovate, daca ignora necesitatea construirii unei marci competitive, cu toate elementele care tin de acest proces. Desigur, multe dintre conceptele aplicate de subsidiarele autohtone sunt preluate direct de la companiile-mama, uneori ca atare, fara a mai suferi modificari de substanta, alteori adaptate specificului pietelor nationale. Daca in teoria vanzarilor exista o permanenta dilema in legatura cu intaietatea pe care o detine in procesul de comercializare calitatea produsului sau abilitatile persoanei, este clar ca, tot mai des, un brand puternic dezvoltat inclina balanta in favoarea primului element. Fara a minimiza importanta personalului implicat in vanzari, trebuie recunoscut totusi faptul ca beneficiarii contemporani isi fundamenteaza de cele mai multe ori decizia de achizitie in functie de marca. Astfel, devine vitala componenta psihologica aferenta acesteia - si anume increderea pe care o induce clientului.
 
Efecte pozitive ale unor strategii coerente de popularizare
In cazul Veka, justificarea acordarii trofeului este simpla, liderul mondial al pietei de profile din PVC pentru executia de ferestre avand o indelungata istorie in promovarea brandului propriu, mai ales prin asocierea acestuia cu ideea de calitate, demonstrata prin apartenenta sistemelor proprii la clasa A, conform prevederilor standardelor in vigoare. Pe deplin logica este, de asemenea, recompensarea similara a firmei Gealan Romania, fara ca aceasta decizie sa aiba vreo legatura cu apartenenta la grupul Veka. Practic, in Romania, ideea de ferestre din PVC s-a confundat deseori in ultimii 25 de ani cu numele Gealan, asocierea facuta mai mult sau mai putin in cunostinta de cauza de utilizatorii finali fiind, de fapt, o consecinta directa a modului in care managementul reprezentantei locale a stiut sa promoveze marca respectiva. Tot despre un lider mondial este vorba si in ceea ce priveste trofeul acordat pentru "branding" pe segmentul aplicatiilor software, unde Horst Klaes domina autoritar domeniul de peste trei decenii, consolidandu-si rezultatele operationale inclusiv prin construirea unei imagini puternice. De asemenea, un furnizor german a fost premiat pentru modul in care in ultimul secol si jumatate a avut inteligenta de a crea o legatura solida intre sistemele Geze si ideea de fiabilitate, siguranta in operare si design inovator. In ceea ce il priveste pe furnizorul polonez Aluprof System, este de apreciat viteza cu care compania a reusit sa-si impuna marca proprie pe o piata puternic concurentiala, dominata de companii internationale de mare notorietate.
 
Tot mai multi furnizori constientizeaza importanta brandingului
Diplomele de Excelenta au recompensat firme de prestigiu incontestabil in domeniile proprii de specializare, cum ar fi Reynaers Aluminium - brand belgian de larga recunoastere internationala pe segmentul profilelor arhitecturale din aluminiu, Akzo Nobel Powder Coatings - furnizor de top al solutiilor de finisaj in camp electrostatic, Maco Sisteme de Feronerie - una dintre cele mai importante marci europene in sectorul solutiilor de actionare si securitate a ferestrelor, Penosil - companie specializata in livrarea de etansanti, care a reusit sa-si faca rapid cunoscut numele in randul profesionistilor si Siegenia - parte a grupului principalilor cinci furnizori mondiali de sisteme de feronerie pentru ferestre, care, prin diversitatea portofoliului si aria extinsa de distributie, a reusit sa asocieze imaginii companiei ideea de promotor al unor solutii de inalta calitate.
 
13606 de articole in baza de date
 

Autentificare

Revista Fereastra editia nr. 140 (Ianuarie-Februarie 2019)
Conferinta EURO-Fereastra - 2019
GHID de INSTALARE
hautau 2017
hospice 2%
PIATA de TAMPLARIE: Analiza 2018-2019 & Perspective 2020-2023
SIMONSWERK

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