{"id":182,"date":"2016-12-21T11:56:15","date_gmt":"2016-12-21T10:56:15","guid":{"rendered":"https:\/\/slovaksuperbrands.com\/blog\/?p=182"},"modified":"2016-12-21T12:01:01","modified_gmt":"2016-12-21T11:01:01","slug":"spoznajte-silu-licencie-znacka-star-wars-oholila-fanusikov-o-miliardy","status":"publish","type":"post","link":"https:\/\/slovaksuperbrands.com\/blog\/spoznajte-silu-licencie-znacka-star-wars-oholila-fanusikov-o-miliardy\/","title":{"rendered":"Spoznajte SILU licencie. Zna\u010dka Star Wars oholila fan\u00fa\u0161ikov o miliardy"},"content":{"rendered":"<p style=\"text-align: justify;\">Cel\u00fd svet pozn\u00e1 Star Wars. Sn\u00e1\u010f neexistuje osoba, ktor\u00e1 by o\u00a0tejto filmovej s\u00e9rii nepo\u010dula. Nie je to zapr\u00ed\u010dinen\u00e9 len s\u00e9riou filmov \u010di siln\u00fdm buzz-om na soci\u00e1lnych m\u00e9di\u00e1ch a\u00a0v novin\u00e1ch, ale aj mno\u017estvom produktov valiacich sa na konzumentov z\u00a0ka\u017edej strany.<!--more--><\/p>\n<p style=\"text-align: justify;\">Re\u0165azec Walmart pri spusten\u00ed posledn\u00e9ho filmu Sila sa preb\u00fadza dal do predaja viac ako 500 rozli\u010dn\u00fdch produktov s\u00a0t\u00e9matikou Star Wars a\u00a0\u010fal\u0161\u00edch 1000 na online predaj. Disney pred\u00e1va licencie na Star Wars bezprecedentne a\u00a0tak m\u00f4\u017eeme n\u00e1js\u0165 Darth Vader k\u00e1vov\u00fd poh\u00e1r, detsk\u00e9 obv\u00e4zy s\u00a0t\u00e9mou Yodu, alebo make-up pre diev\u010dat\u00e1 s\u00a0farbami dobra a\u00a0zla Star Wars. Ide len o\u00a0mal\u00fa uk\u00e1\u017eku toho, na \u010do zna\u010dky licenciu vyu\u017e\u00edvaj\u00fa. Treba v\u0161ak podotkn\u00fa\u0165, \u017ee \u010d\u00edm viac \u013eudia Star Wars vidia v\u00f4kol seba, t\u00fdm viac maj\u00fa potrebu \u00eds\u0165 si pozrie\u0165 film, \u010do je \u010fal\u0161ou silnou motiv\u00e1ciou pre Disney tla\u010di\u0165 brand v\u0161ade tam, kde sa d\u00e1 a\u00a0m\u00e1 to zmysel.<\/p>\n<p style=\"text-align: justify;\">Licencovanie m\u00e1 a\u017e pr\u00edli\u0161 ve\u013ek\u00fd potenci\u00e1l aj pre samotn\u00e9 spolo\u010dnosti. V\u00a0poslednej dobe sa produktom zobrazuj\u00face postavi\u010dky z\u00a0filmov dar\u00ed. Ve\u013ek\u00fdm hitom bol Harry Potter a\u00a0ned\u00e1vno Frozen. Firmy teda s\u00a0ve\u013ekou ob\u013eubou tla\u010dia na obaly svojich produktov vyobrazenia zn\u00e1mych filmov a\u00a0ich hrdinov. Nad\u0161enie spotrebite\u013eov tak rastie a\u00a0s\u00a0t\u00fdm aj zisky. Ak firma pochop\u00ed a\u00a0porozumie svojmu spotrebite\u013eovi, m\u00f4\u017ee nielen zv\u00fd\u0161i\u0165 svoje tr\u017eby, ale z\u00e1rove\u0148 v\u010faka dobre nastavenej licen\u010dnej zmluve dok\u00e1\u017ee vz\u0165ah s\u00a0prenaj\u00edmate\u013eom licenci\u00ed posun\u00fa\u0165 na omnoho vy\u0161\u0161iu \u00farove\u0148 na mnoho rokov dopredu.<\/p>\n<p style=\"text-align: justify;\"><a href=\"https:\/\/slovaksuperbrands.com\/blog\/wp-content\/uploads\/LSW-TFA.jpg\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-medium wp-image-184\" src=\"https:\/\/slovaksuperbrands.com\/blog\/wp-content\/uploads\/LSW-TFA-300x169.jpg\" alt=\"\" width=\"300\" height=\"169\" srcset=\"https:\/\/slovaksuperbrands.com\/blog\/wp-content\/uploads\/LSW-TFA-300x169.jpg 300w, https:\/\/slovaksuperbrands.com\/blog\/wp-content\/uploads\/LSW-TFA-1024x576.jpg 1024w, https:\/\/slovaksuperbrands.com\/blog\/wp-content\/uploads\/LSW-TFA-1200x675.jpg 1200w, https:\/\/slovaksuperbrands.com\/blog\/wp-content\/uploads\/LSW-TFA.jpg 1500w\" sizes=\"(max-width: 300px) 85vw, 300px\" \/><\/a><\/p>\n<p style=\"text-align: center;\">(c)\u00a0fbtb.net<\/p>\n<p style=\"text-align: justify;\">To je d\u00f4vod, pre\u010do by sa ka\u017ed\u00e1 diskusia spojen\u00e1 s\u00a0licencovan\u00edm mala dot\u00fdka\u0165 nasleduj\u00facich ot\u00e1zok, ktor\u00e9 s\u00fa nevyhnutne spojen\u00e9 s\u00a0konzumentom:<\/p>\n<ul>\n<li style=\"text-align: justify;\">Kto kupuje moje produkty?<\/li>\n<li style=\"text-align: justify;\">Kto je konzumentom produktov?<\/li>\n<li style=\"text-align: justify;\">Porovnal som m\u00f4jho cie\u013eov\u00e9ho z\u00e1kazn\u00edka so z\u00e1kazn\u00edkom, ktor\u00fd konzumuje rovnak\u00fd produkt ale s\u00a0licenciou?<\/li>\n<li style=\"text-align: justify;\">Ako siln\u00e9 povedomie m\u00e1 cie\u013eov\u00fd z\u00e1kazn\u00edk o\u00a0produkte s\u00a0licencovan\u00fdm brandom?<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">Akon\u00e1hle pochop\u00edte silu a\u00a0poz\u00edciu svojej zna\u010dky, budete schopn\u00ed posun\u00fa\u0165 sa \u010falej v\u010faka licencii.<\/p>\n<p style=\"text-align: justify;\">Navzdory tomu je potrebn\u00e9 sa sp\u00fdta\u0165 sam\u00fdch seba, \u010di zna\u010dka (v tomto pr\u00edpade Star Wars) naozaj pom\u00f4\u017ee v\u00e1\u0161mu produktu \u010di slu\u017ebe. Vo v\u0161eobecnosti plat\u00ed, \u017ee sa lep\u0161ie pred\u00e1vaj\u00fa a\u00a0samozrejme aj v\u00e4\u010d\u0161\u00ed z\u00e1ujem zo strany konzumentov sa d\u00e1va na produkty zberate\u013esk\u00e9ho charakteru. Ak teda spolo\u010dnos\u0165 Lego vyd\u00e1 nov\u00fa stavebnicu Millenium Falcon, m\u00e1 to v\u00e4\u010d\u0161\u00ed \u00faspech a\u00a0predajnos\u0165, ako ovocie zabalen\u00e9 v\u00a0obale s\u00a0t\u00e9matikou Star Wars. Pr\u00e9miov\u00e9 produkty maj\u00fa vo v\u0161eobecnosti v\u00e4\u010d\u0161\u00ed vplyv na konzumentov, neplat\u00ed to v\u0161ak v\u017edy. Nem\u00f4\u017eeme teda zabudn\u00fa\u0165 ani na \u201eo\u017eivenie\u201c nov\u00fdch postavi\u010diek, ak\u00fdmi je napr\u00edklad robot BB-8. \u010ci u\u017e v\u00a0cere\u00e1li\u00e1ch alebo v\u00a0robotickom preveden\u00ed na dia\u013ekov\u00e9 ovl\u00e1danie bude ma\u0165 st\u00e1le ve\u013ek\u00fd \u00faspech. Tu je u\u017e na market\u00e9roch, ak\u00fd postup si zvolia.<\/p>\n<p style=\"text-align: justify;\">Star Wars m\u00e1 ve\u013emi podobn\u00fa \u0161pecifick\u00fa \u010drtu ako Harry Potter v\u00a0pr\u00edpade svojich fan\u00fa\u0161ikov. Harry Potter r\u00e1stol so svojimi div\u00e1kmi a\u00a0prin\u00e1\u0161al ka\u017ed\u00fd \u010fal\u0161\u00ed filmy nap\u00ednavej\u0161\u00ed a\u00a0desivej\u0161\u00ed. Star Wars m\u00e1 tie\u017e fan\u00fa\u0161ikov, ktor\u00ed maj\u00fa svoj vekov\u00fd priemer rovnaj\u00faci sa rodi\u010dom, ktor\u00ed svoje deti u\u017e pustili do v\u00edru \u017eivota. No filmy Star Wars ner\u00e1stli so svojim div\u00e1kom ale prin\u00e1\u0161ali st\u00e1le rovnak\u00fa tematiku rovnak\u00fdm sc\u00e9naristick\u00fdm spracovan\u00edm. Preto licencia Star Wars m\u00e1 v\u00e4\u010d\u0161\u00ed dosah ako licencie spom\u00ednan\u00e9ho Harryho Pottera. Aj tu v\u0161ak plat\u00ed, ambas\u00e1dori zna\u010dky s\u00fa \u013eudia, ktor\u00ed na Star Wars vyr\u00e1stli.<\/p>\n<p style=\"text-align: justify;\">Pri predaji produktu s\u00a0licenciou nezabudnite:<\/p>\n<ul>\n<li style=\"text-align: justify;\">Myslie\u0165 na konzumentov, kto je cie\u013eov\u00e1 skupina (spusti\u0165 predaj v\u00a0piatok, kedy si va\u0161i z\u00e1kazn\u00edci m\u00f4\u017eu zobra\u0165 dovolenku alebo \u00bd d\u0148a vo\u013eno a\u00a0v\u010faka tomu sa zapoji\u0165 do v\u00e1\u0161ho ve\u013ek\u00e9ho podujatia)<\/li>\n<li style=\"text-align: justify;\">Spr\u00e1vne na\u010dasova\u0165 predaj (ako bolo u\u017e v\u00a0predch\u00e1dzaj\u00facom odseku nap\u00edsan\u00e9, Star Wars produkty sa za\u010dali pred\u00e1va\u0165 v\u00a0takzvan\u00fd Force Friday)<\/li>\n<li style=\"text-align: justify;\">Zapojte svojich zamestnancov (tak ako plat\u00ed pravidlo \u201espokojn\u00fd zamestnanec = spokojn\u00fd z\u00e1kazn\u00edk\u201c, aj v\u00a0tomto pr\u00edpade mus\u00edte uk\u00e1za\u0165, \u017ee aj samotn\u00e1 spolo\u010dnos\u0165 je fan\u00fa\u0161ikom)<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Cel\u00fd svet pozn\u00e1 Star Wars. Sn\u00e1\u010f neexistuje osoba, ktor\u00e1 by o\u00a0tejto filmovej s\u00e9rii nepo\u010dula. Nie je to zapr\u00ed\u010dinen\u00e9 len s\u00e9riou filmov \u010di siln\u00fdm buzz-om na soci\u00e1lnych m\u00e9di\u00e1ch a\u00a0v novin\u00e1ch, ale aj mno\u017estvom produktov valiacich sa na konzumentov z\u00a0ka\u017edej strany.<\/p>\n","protected":false},"author":26,"featured_media":250,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[24],"tags":[32,29,33,27,30,34,26],"_links":{"self":[{"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/posts\/182"}],"collection":[{"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/comments?post=182"}],"version-history":[{"count":7,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/posts\/182\/revisions"}],"predecessor-version":[{"id":254,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/posts\/182\/revisions\/254"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/media\/250"}],"wp:attachment":[{"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/media?parent=182"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/categories?post=182"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/tags?post=182"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}