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Viziunea

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O viziune care sa evidentieze directia strategica a brandului decurge din promisiunea brandului.

Viziunea se adreseaza in primul rand angajatilor si este imaginea clara a ceea ce marca si compania vor sa devina in conformitate cu prioritatile si evolutia afacerii. Angajatii vor fi primii informati in legatura cu un brand nou sau cu schimbarile de viziune. Implicarea angajatilor se constituie intr-un program cu patru etape: Informarea – crearea, lansarea, instruirea initială; Intelegerea – adoptarea, verificarea; Acceptarea -  măsurarea; Trăirea – reamintirea şi revitalizarea brandului. Angajamentul consumatorului pentru loialitate faţă de brand cunoaste de aemenea etape proprii: recunoaştere, familiarizare, considerare, achizitie, loialitate;

Strategic direction of the brand is given by a vision that results from the brand permission. First of all the vision addresses employees and represents a clear image of what the company and its brand want to become according to the priorities and business evolution. Employees would be first informed of the brand novelty or any vision changing. Employee involving is a program that has four steps: Informing – creating, launching and initial training, Comprehension – adoption and examination, Acceptance – measuring, Experiencing – remembering and brand revitalisation. Consumers engagement to loyalty towards the brand knows also four phases: Recognising, Familiarizing, considering, Acquisition and Loyalty.