{"id":397,"date":"2018-07-19T15:06:14","date_gmt":"2018-07-19T14:06:14","guid":{"rendered":"https:\/\/slovaksuperbrands.com\/blog\/?p=397"},"modified":"2018-07-20T14:28:07","modified_gmt":"2018-07-20T13:28:07","slug":"sport-je-idealny-nastroj-na-budovanie-znacky-ukazali-aj-skveli-chorvati","status":"publish","type":"post","link":"https:\/\/slovaksuperbrands.com\/blog\/sport-je-idealny-nastroj-na-budovanie-znacky-ukazali-aj-skveli-chorvati\/","title":{"rendered":"\u0160port je ide\u00e1lny n\u00e1stroj na budovanie zna\u010dky. Uk\u00e1zali to aj skvel\u00ed Chorv\u00e1ti"},"content":{"rendered":"<p><span style=\"font-weight: 400; color: #ffffff;\">Marketing a reklama s\u00fa d\u00f4le\u017eit\u00e9 ako pre zna\u010dky a produkty, tak aj pre krajiny \u010di region\u00e1lne zdru\u017eenia. Podpora cestovn\u00e9ho ruchu \u010di invest\u00edci\u00ed s\u00fa v\u00e4\u010d\u0161inou dva hlavn\u00e9 d\u00f4vody, pre\u010do sa robia reklamn\u00e9 kampane pre vybran\u00e9 geografick\u00e9 destin\u00e1cie.\u00a0Obrovskou pomocou pre marketing krajiny v\u0161ak vie by\u0165 aj \u0161port, organiz\u00e1cia nejak\u00e9ho \u0161portov\u00e9ho podujatia alebo \u00faspechy \u0161portovcov.<\/span><\/p>\n<p><span style=\"font-weight: 400; color: #ffffff;\">Pre pr\u00edklady kampan\u00ed, ktor\u00e9 sa sna\u017eia podpori\u0165 vybran\u00fa krajinu ako potenci\u00e1lnu turistick\u00fa destin\u00e1ciu v zahrani\u010d\u00ed, nemus\u00edme chodi\u0165 \u010faleko. Slovensko m\u00e1 na internete, festivaloch, ve\u013etrhoch a telev\u00edzi\u00e1ch kampa\u0148 \u201cGood Idea Slovakia\u201d:<\/span><\/p>\n<p><iframe loading=\"lazy\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/Biz-bLmuYIQ?feature=oembed\" frameborder=\"0\" allow=\"autoplay; encrypted-media\" allowfullscreen><\/iframe><\/p>\n<p><span style=\"font-weight: 400; color: #000000;\">Obdobne sa sna\u017eia komunikova\u0165 aj men\u0161ie region\u00e1lne celky, Bratislava l\u00e1kala turistov\u00a0sloganom Little Big City, v s\u00fa\u010dasnosti vyu\u017e\u00edva kampa\u0148 Visit Bratislava:<\/span><\/p>\n<p><iframe loading=\"lazy\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/oac2zPqWGYw?feature=oembed\" frameborder=\"0\" allow=\"autoplay; encrypted-media\" allowfullscreen><\/iframe><\/p>\n<p><span style=\"font-weight: 400; color: #ffffff;\">A ke\u010f si m\u00e1me pr\u00edklady doplni\u0165 e\u0161te komunik\u00e1ciou regi\u00f3nu ako celku, Regi\u00f3n Liptov to rob\u00ed takto:<\/span><\/p>\n<p><iframe loading=\"lazy\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/5ER6bEno9sk?feature=oembed\" frameborder=\"0\" allow=\"autoplay; encrypted-media\" allowfullscreen><\/iframe><\/p>\n<p><span style=\"font-weight: 400; color: #ffffff;\">V ka\u017edom pr\u00edpade sa v\u017edy bav\u00edme o tom, \u017ee nejak\u00e9 z\u00e1ujmov\u00e9 zdru\u017eenie alebo samospr\u00e1va si povie, \u017ee chce vyu\u017ei\u0165 tradi\u010dn\u00e9 aj netradi\u010dn\u00e9 formy reklamnej komunik\u00e1cie na to, aby sa predmetn\u00e1 krajina\/mesto\/regi\u00f3n dostali do povedomia vybranej cie\u013eovej skupiny.<\/span><\/p>\n<p><span style=\"font-weight: 400; color: #ffffff;\">Obrovskou pomocou pre marketing krajiny v\u0161ak vie by\u0165 aj \u0161port, organiz\u00e1cia nejak\u00e9ho \u0161portov\u00e9ho podujatia alebo \u00faspechy \u0161portovcov. Nie je ni\u010d lep\u0161ie ako \u00faspe\u0161n\u00fd \u0161portovec reprezentuj\u00faci svoju krajinu.<\/span><\/p>\n<p><span style=\"font-weight: 400; color: #ffffff;\">Na\u0161im najv\u00e4\u010d\u0161\u00edm exportn\u00fdm kalibrom v tomto smere je Peter Sagan. Asi niet divu, \u017ee z\u00edskal aj ocenenie Superbrands. Takto vid\u00ed Google z\u00e1ujem o jeho meno za posledn\u00fdch 12 mesiacov:<\/span><\/p>\n<p><span style=\"color: #ffffff;\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-399\" src=\"https:\/\/slovaksuperbrands.com\/blog\/wp-content\/uploads\/2018\/07\/image001.png\" alt=\"image001\" width=\"1186\" height=\"835\" srcset=\"https:\/\/slovaksuperbrands.com\/blog\/wp-content\/uploads\/2018\/07\/image001.png 1186w, https:\/\/slovaksuperbrands.com\/blog\/wp-content\/uploads\/2018\/07\/image001-300x211.png 300w, https:\/\/slovaksuperbrands.com\/blog\/wp-content\/uploads\/2018\/07\/image001-1024x721.png 1024w\" sizes=\"(max-width: 709px) 85vw, (max-width: 909px) 67vw, (max-width: 1362px) 62vw, 840px\" \/> <img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-400\" src=\"https:\/\/slovaksuperbrands.com\/blog\/wp-content\/uploads\/2018\/07\/image003.png\" alt=\"image003\" width=\"1182\" height=\"917\" srcset=\"https:\/\/slovaksuperbrands.com\/blog\/wp-content\/uploads\/2018\/07\/image003.png 1182w, https:\/\/slovaksuperbrands.com\/blog\/wp-content\/uploads\/2018\/07\/image003-300x233.png 300w, https:\/\/slovaksuperbrands.com\/blog\/wp-content\/uploads\/2018\/07\/image003-1024x794.png 1024w\" sizes=\"(max-width: 709px) 85vw, (max-width: 909px) 67vw, (max-width: 1362px) 62vw, 840px\" \/><\/span><\/p>\n<p><span style=\"color: #ffffff;\">A to, \u017ee meno \u201cPeter Sagan\u201d je naozaj vyh\u013ead\u00e1van\u00e9, dokazuj\u00fa aj \u010fal\u0161ie \u0161tatistiky z Google:<\/span><\/p>\n<p><span style=\"color: #ffffff;\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-401\" src=\"https:\/\/slovaksuperbrands.com\/blog\/wp-content\/uploads\/2018\/07\/image005.png\" alt=\"image005\" width=\"1429\" height=\"376\" srcset=\"https:\/\/slovaksuperbrands.com\/blog\/wp-content\/uploads\/2018\/07\/image005.png 1429w, https:\/\/slovaksuperbrands.com\/blog\/wp-content\/uploads\/2018\/07\/image005-300x79.png 300w, https:\/\/slovaksuperbrands.com\/blog\/wp-content\/uploads\/2018\/07\/image005-1024x269.png 1024w, https:\/\/slovaksuperbrands.com\/blog\/wp-content\/uploads\/2018\/07\/image005-1200x316.png 1200w\" sizes=\"(max-width: 709px) 85vw, (max-width: 909px) 67vw, (max-width: 1362px) 62vw, 840px\" \/><\/span><\/p>\n<p><span style=\"font-weight: 400; color: #ffffff;\">Heslo \u201cPeter Sagan\u201d teda h\u013ead\u00e1 v priemere\u00a0\u0161tvr\u0165 mili\u00f3na \u013eud\u00ed mesa\u010dne\u00a0 na celom svete a ke\u010f sa pozrieme na mesiac Tour de France (naposledy J\u00fal 2018), tak v\u0161etky relevantn\u00e9 kombin\u00e1cie slov spojen\u00e9 s \u201cPeter Sagan\u201d dali dokopy vy\u0161e 12 mili\u00f3nov h\u013eadan\u00ed!<\/span><br \/>\n<span style=\"color: #ffffff;\"><span style=\"font-weight: 400;\">A to, \u017ee \u0161portov\u00e9 hviezdy naozaj funguj\u00fa aj z poh\u013eadu online marketingu, dokazuj\u00fa aj tieto \u010d\u00edsla z <\/span><a style=\"color: #ffffff;\" href=\"https:\/\/www.facebook.com\/BleacherReportFootball\/?hc_location=group_dialog\"><span style=\"font-weight: 400;\">Bleacher Report Football<\/span><\/a><span style=\"font-weight: 400;\"> oh\u013eadom efektu prestupu Christiana Ronalda do Juventusu Tur\u00edn na soci\u00e1lne profily klubu:<\/span><\/span><\/p>\n<p><span style=\"color: #ffffff;\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-402\" src=\"https:\/\/slovaksuperbrands.com\/blog\/wp-content\/uploads\/2018\/07\/CR-INFO.png\" alt=\"CR INFO\" width=\"593\" height=\"587\" srcset=\"https:\/\/slovaksuperbrands.com\/blog\/wp-content\/uploads\/2018\/07\/CR-INFO.png 593w, https:\/\/slovaksuperbrands.com\/blog\/wp-content\/uploads\/2018\/07\/CR-INFO-300x297.png 300w\" sizes=\"(max-width: 593px) 85vw, 593px\" \/><\/span><\/p>\n<p><span style=\"font-weight: 400; color: #ffffff;\">Ned\u00e1vno sa skon\u010dili majstrovstv\u00e1 sveta vo futbale v Rusku. Pre krajinu to bola\u00a0obrovsk\u00e1 reklama, preto\u017ee t\u00e1to \u0161portov\u00e1 udalos\u0165 je\u00a0takmer sledovanej\u0161ia ako Olympijsk\u00e9 hry. Niet preto divu, \u017ee Rusko investovalo obrovsk\u00e9 sumy nielen do organiz\u00e1cie a bezpe\u010dnosti, ale aj do marketingu a propag\u00e1cie. A oplatilo sa. Toto hovoria glob\u00e1lne trendy na Google:<\/span><\/p>\n<p><span style=\"color: #ffffff;\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-403\" src=\"https:\/\/slovaksuperbrands.com\/blog\/wp-content\/uploads\/2018\/07\/image008.png\" alt=\"image008\" width=\"1176\" height=\"424\" srcset=\"https:\/\/slovaksuperbrands.com\/blog\/wp-content\/uploads\/2018\/07\/image008.png 1176w, https:\/\/slovaksuperbrands.com\/blog\/wp-content\/uploads\/2018\/07\/image008-300x108.png 300w, https:\/\/slovaksuperbrands.com\/blog\/wp-content\/uploads\/2018\/07\/image008-1024x369.png 1024w\" sizes=\"(max-width: 709px) 85vw, (max-width: 909px) 67vw, (max-width: 1362px) 62vw, 840px\" \/><\/span><\/p>\n<p><span style=\"font-weight: 400; color: #ffffff;\">A finalista Chorv\u00e1ti si tie\u017e neviedli zle. Zdie\u013eania na soci\u00e1lnych sie\u0165ach vystrelili do v\u00fd\u0161in aj\u00a0v\u010faka ve\u013ek\u00fdm sympati\u00e1m k v\u00fdkonu n\u00e1rodn\u00e9ho t\u00edmu tejto malej eur\u00f3pskej krajiny:<\/span><\/p>\n<p><span style=\"color: #ffffff;\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-404\" src=\"https:\/\/slovaksuperbrands.com\/blog\/wp-content\/uploads\/2018\/07\/image010.jpg\" alt=\"image010\" width=\"616\" height=\"960\" srcset=\"https:\/\/slovaksuperbrands.com\/blog\/wp-content\/uploads\/2018\/07\/image010.jpg 616w, https:\/\/slovaksuperbrands.com\/blog\/wp-content\/uploads\/2018\/07\/image010-193x300.jpg 193w\" sizes=\"(max-width: 709px) 85vw, (max-width: 909px) 67vw, (max-width: 984px) 61vw, (max-width: 1362px) 45vw, 600px\" \/><\/span><\/p>\n<p><span style=\"font-weight: 400; color: #ffffff;\">Chorv\u00e1tsko dokonca predbehlo v po\u010dte\u00a0 vyh\u013ead\u00e1van\u00ed na Google aj samotn\u00e9ho organiz\u00e1tora &#8211; Rusko:<img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-405\" src=\"https:\/\/slovaksuperbrands.com\/blog\/wp-content\/uploads\/2018\/07\/image011.png\" alt=\"image011\" width=\"1186\" height=\"615\" srcset=\"https:\/\/slovaksuperbrands.com\/blog\/wp-content\/uploads\/2018\/07\/image011.png 1186w, https:\/\/slovaksuperbrands.com\/blog\/wp-content\/uploads\/2018\/07\/image011-300x156.png 300w, https:\/\/slovaksuperbrands.com\/blog\/wp-content\/uploads\/2018\/07\/image011-1024x531.png 1024w\" sizes=\"(max-width: 709px) 85vw, (max-width: 909px) 67vw, (max-width: 1362px) 62vw, 840px\" \/><\/span><\/p>\n<p><span style=\"font-weight: 400; color: #ffffff;\">Je teda pochopite\u013en\u00e9, \u017ee na \u0161portovej vlne sa nesie mnoho zna\u010diek. Superbowl, Majstrovstv\u00e1 sveta vo futbale, v hokeji, Tour de France, to v\u0161etko s\u00fa podujatia, za ktor\u00e9 sa oplat\u00ed firm\u00e1m utrati\u0165 miliardy na sponzoring. Preto\u017ee to jednoducho funguje. Ja som chcel len uk\u00e1za\u0165 efekt v kontexte krajiny, regi\u00f3nu alebo t\u00edmu a \u010d\u00edsla hovoria jednozna\u010dne. \u0160port je ide\u00e1lny prostriedok ako zlep\u0161i\u0165 brand awareness \u010dohoko\u013evek. Treba len n\u00e1js\u0165 t\u00fa spr\u00e1vnu kombin\u00e1ciu.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marketing a reklama s\u00fa d\u00f4le\u017eit\u00e9 ako pre zna\u010dky a produkty, tak aj pre krajiny \u010di region\u00e1lne zdru\u017eenia. Podpora cestovn\u00e9ho ruchu \u010di invest\u00edci\u00ed s\u00fa v\u00e4\u010d\u0161inou dva hlavn\u00e9 d\u00f4vody, pre\u010do sa robia reklamn\u00e9 kampane pre vybran\u00e9 geografick\u00e9 destin\u00e1cie.\u00a0Obrovskou pomocou pre marketing krajiny v\u0161ak vie by\u0165 aj \u0161port, organiz\u00e1cia nejak\u00e9ho \u0161portov\u00e9ho podujatia alebo \u00faspechy \u0161portovcov. Pre pr\u00edklady kampan\u00ed, ktor\u00e9 sa sna\u017eia podpori\u0165 vybran\u00fa krajinu ako potenci\u00e1lnu turistick\u00fa destin\u00e1ciu v zahrani\u010d\u00ed, nemus\u00edme chodi\u0165 \u010faleko. Slovensko m\u00e1 na internete, festivaloch, &hellip; <\/p>\n<div><a href=\"https:\/\/slovaksuperbrands.com\/blog\/sport-je-idealny-nastroj-na-budovanie-znacky-ukazali-aj-skveli-chorvati\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;\u0160port je ide\u00e1lny n\u00e1stroj na budovanie zna\u010dky. Uk\u00e1zali to aj skvel\u00ed Chorv\u00e1ti&#8221;<\/span><\/a><\/div>\n","protected":false},"author":25,"featured_media":409,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[19,18],"_links":{"self":[{"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/posts\/397"}],"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\/25"}],"replies":[{"embeddable":true,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/comments?post=397"}],"version-history":[{"count":5,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/posts\/397\/revisions"}],"predecessor-version":[{"id":410,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/posts\/397\/revisions\/410"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/media\/409"}],"wp:attachment":[{"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/media?parent=397"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/categories?post=397"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/tags?post=397"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}