{"id":3152,"date":"2020-06-19T07:35:40","date_gmt":"2020-06-19T05:35:40","guid":{"rendered":"http:\/\/wptest.nexum.cz\/branding-brand-safety-aneb-reputace-znacky\/"},"modified":"2020-06-19T07:35:40","modified_gmt":"2020-06-19T05:35:40","slug":"branding-brand-safety-aneb-reputace-znacky","status":"publish","type":"post","link":"https:\/\/www.webmium.cz\/blog\/branding-brand-safety-aneb-reputace-znacky\/","title":{"rendered":"Brand Safety aneb Reputace zna\u010dky"},"content":{"rendered":"<p>Podstatn\u00e1 \u010d\u00e1st n\u00e1kup\u016f se dnes odehr\u00e1v\u00e1 v online prostoru, o tom asi nem\u00e1 smysl polemizovat. Pokud chcete v tomto prostoru usp\u011bt, mus\u00edte spl\u0148ovat ur\u010dit\u00e9 po\u017eadavky v podob\u011b <strong>perfektn\u011b vytvo\u0159en\u00e9ho pl\u00e1nu podnik\u00e1n\u00ed<\/strong> a systematicky <strong>za\u010d\u00edt budovat dobr\u00e9 jm\u00e9no<\/strong> sv\u00e9 firmy. Budov\u00e1n\u00ed dobr\u00e9ho jm\u00e9na sv\u00e9 firmy je nekone\u010dn\u00e1 z\u00e1le\u017eitost a je nezbytn\u00e9 se zam\u011b\u0159it i na<strong> reputaci (pov\u011bst)<\/strong> zna\u010dky. Term\u00edn \u201ereputace zna\u010dky\u201c je u\u017e\u00edv\u00e1n p\u0159edev\u0161\u00edm v online prostoru a m\u016f\u017eeme ho ch\u00e1pat jako opat\u0159en\u00ed chr\u00e1n\u00edc\u00ed inzerenta p\u0159ed zobrazen\u00edm online reklamy v kontextu se \u0161kodliv\u00fdm nebo z\u00e1vadn\u00fdm obsahem. Takov\u00fdm obsahem mohou b\u00fdt nap\u0159\u00edklad weby nebo \u010dl\u00e1nky v\u011bnuj\u00edc\u00ed se drog\u00e1m, n\u00e1sil\u00ed nebo takov\u00e9, kter\u00e9 jsou ur\u010den\u00e9 pouze pro dosp\u011bl\u00e9 publikum.Zjednodu\u0161en\u011b \u0159e\u010deno jsou to takov\u00e9 webov\u00e9 str\u00e1nky, kter\u00e9 mohou po\u0161kodit na\u0161i zna\u010dku. <\/p>\n<p>V p\u0159enesen\u00e9m slova smyslu lze \u0159\u00edci, \u017ee reputace zna\u010dky tak\u00e9 spo\u010d\u00edv\u00e1 v zobrazen\u00ed obsahu <strong>re\u00e1ln\u00fdm u\u017eivatel\u016fm<\/strong> na <strong>viditeln\u00fdch pozic\u00edch<\/strong>. To znamen\u00e1 vytvo\u0159en\u00ed takov\u00e9 reklamy, kter\u00e1 zas\u00e1hne ty spr\u00e1vn\u00e9 u\u017eivatele, <strong>na spr\u00e1vn\u00e9m m\u00edst\u011b a ve spr\u00e1vn\u00fd \u010das<\/strong>. Pokud byste cht\u011bli reputaci zna\u010dky pojmout opravdu komplexn\u011b, p\u0159ihl\u00e9dn\u011bte i k podob\u011b webu, na kter\u00e9m se reklamy zobrazuj\u00ed, proto\u017ee i to p\u0159isp\u00edv\u00e1 nemalou m\u011brou ke vn\u00edm\u00e1n\u00ed zna\u010dky spot\u0159ebiteli, co\u017e m\u016f\u017ee do zna\u010dn\u00e9 m\u00edry ovlivnit v\u00fdsledky cel\u00e9 kampan\u011b, a\u0165 u\u017e pozitivn\u011b \u010di negativn\u011b.<\/p>\n<figure class=\"w-richtext-figure-type-image w-richtext-align-fullwidth\" style=\"max-width:500px\" data-rt-type=\"image\" data-rt-align=\"fullwidth\" data-rt-max-width=\"500px\">\n<div><img decoding=\"async\" src=\"https:\/\/uploads-ssl.webflow.com\/5767b4eb3a9c9e1015d06770\/5eec5ab52c3c8c300e077a58_vT_W8yD4IC1VmFcAOuFEMNMIKCmfkKO5VoBHeMhRja-6iXDU7GZvSKEE9bv2YNnAnrbLmmZ-LVJgsSr44piFNh9QqAiwPdPIKIi9lyhAiiQk5FAU8Pn6hnhfAIrMu1OxJKbhptwH.jpeg\" alt=\"Branding Webmium\"><\/div>\n<\/figure>\n<p>Reputace nen\u00ed pouze o zobrazov\u00e1n\u00ed reklam na vhodn\u00fdch str\u00e1nk\u00e1ch. S t\u00edmto term\u00ednem se setk\u00e1v\u00e1me i mimo online prostor, proto\u017ee i tam je pot\u0159eba <strong>chr\u00e1nit dobr\u00e9 jm\u00e9no firmy<\/strong>, nap\u0159\u00edklad v p\u0159\u00edpad\u011b ne\u010destn\u00e9ho jedn\u00e1n\u00ed Va\u0161\u00ed konkurence.<\/p>\n<p>Mo\u017en\u00e1 si te\u010f \u0159\u00edk\u00e1te, pro\u010d byste se m\u011bli zab\u00fdvat ochranou a reputac\u00ed sv\u00e9 zna\u010dky. Uve\u010fme si n\u011bkolik p\u0159\u00edklad\u016f toho, pro\u010d je dobr\u00e9 chr\u00e1nit dobr\u00e9 jm\u00e9no Va\u0161\u00ed firmy.<\/p>\n<ul>\n<li>V\u00edce ne\u017e <strong>3\/4 lid\u00ed d\u016fv\u011b\u0159uje online recenz\u00edm<\/strong>, stejn\u011b jako osobn\u00edmu doporu\u010den\u00ed.<\/li>\n<li>Pokud se budete dob\u0159e o svoji zna\u010dku starat, ponese v\u00edce ovoce.<\/li>\n<li>\u0160patn\u00e1 reputace Va\u0161\u00ed zna\u010dky m\u016f\u017ee v\u00e9st k rychl\u00e9mu konci Va\u0161eho podnik\u00e1n\u00ed.<\/li>\n<li>Soustavn\u011b nepracovat na budov\u00e1n\u00ed Va\u0161\u00ed zna\u010dky nen\u00ed krok spr\u00e1vn\u00fdm sm\u011brem. Mnohem hor\u0161\u00ed, ale je, pokud je Va\u0161e zna\u010dka spojena s negativn\u00ed pov\u011bst\u00ed.<\/li>\n<li>Spravovat reputaci sv\u00e9 zna\u010dky je nutn\u00e9 i z d\u016fvodu <strong>konkurence<\/strong> na trhu. Nez\u0159\u00eddka se st\u00e1v\u00e1, \u017ee Va\u0161i konkurenti z\u00e1m\u011brn\u011b po\u0161kozuj\u00ed Va\u0161i zna\u010dku, a o to v\u011bt\u0161\u00ed \u00fasil\u00ed byste m\u011bli jej\u00ed spr\u00e1v\u011b v\u011bnovat.<\/li>\n<li><strong>N\u00e1zory, ohlasy a recenze<\/strong> \u2013 to v\u0161e tvo\u0159\u00ed reputaci Va\u0161\u00ed zna\u010dky. V\u011bt\u0161ina z nich se v dne\u0161n\u00ed dob\u011b odehr\u00e1v\u00e1 v online prostoru. Nutno dodat, \u017ee takov\u00e9 ohlasy nemus\u00ed b\u00fdt v\u017edy pravdiv\u00e9 a mohou b\u00fdt mnohdy spojeny s negativn\u00edmi emocemi. Pokud bychom s t\u011bmito reakcemi dostate\u010dn\u011b nepracovali, mohlo by doj\u00edt k po\u0161kozen\u00ed dobr\u00e9ho jm\u00e9na Va\u0161\u00ed spole\u010dnosti.<\/li>\n<\/ul>\n<p>V\u00fd\u0161e uveden\u00e9 body bychom mohli shrnout do jednoduch\u00e9ho hesla:\u00a0<\/p>\n<p><em>\u201eStarejte se o reputaci sv\u00e9 zna\u010dky dlouhodob\u011b, soustavn\u011b a aktivn\u011b. Jestli\u017ee, tak neu\u010din\u00edte Vy, u\u010din\u00ed to za V\u00e1s n\u011bkdo jin\u00fd, av\u0161ak ne s dobr\u00fdm \u00famyslem pomoci V\u00e1m\u201c.\u00a0<\/em><\/p>\n<p>P\u0159i reputaci zna\u010dky je dobr\u00e9 uv\u011bdomit si, \u017ee se jedn\u00e1 o souhrn \u010dinnost\u00ed, kter\u00e9 jdou ruku v ruce s procesy budov\u00e1n\u00ed zna\u010dky. Jin\u00fdmi slovy to znamen\u00e1, \u017ee nem\u00e1 smysl, se zab\u00fdvat ochranou sv\u00e9 zna\u010dky, pokud se soustavn\u011b nezab\u00fdv\u00e1te jej\u00edm budov\u00e1n\u00edm.<\/p>\n<p>Star\u00e1te se o sv\u016fj brand, ale nejste spokojeni s v\u00fdsledky? Chcete se dozv\u011bd\u011bt v\u00edce o v\u0161ech mo\u017enostech budov\u00e1n\u00ed a ochrany brandu, kter\u00e9 online sv\u011bt nab\u00edz\u00ed? Nebo je to pro V\u00e1s zcela nov\u00fd pojem a chcete se dozv\u011bd\u011bt v\u00edce? Pak n\u00e1s zkontaktujte prost\u0159ednictv\u00edm e-mailu <a href=\"http:\/\/info@webmium.cz\">info@webmium.cz<\/a> nebo vypl\u0148te formul\u00e1\u0159 na na\u0161\u00edch str\u00e1nk\u00e1ch <a href=\"https:\/\/webmium.cz\/kontakt\">webmium.cz\/kontakt<\/a> a my se Va\u0161\u00edm ot\u00e1zk\u00e1m budeme v\u011bnovat.<\/p>\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ochrana a reputace zna\u010dky, budov\u00e1n\u00ed dobr\u00e9ho jm\u00e9na firmy. U\u017e jste to n\u011bkdy sly\u0161eli? A o co p\u0159esn\u011b jde a pro\u010d by V\u00e1s to m\u011blo zaj\u00edmat? O tom se do\u010dtete v dne\u0161n\u00edm \u010dl\u00e1nku.<\/p>\n","protected":false},"author":7,"featured_media":1875,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[8],"tags":[],"class_list":["post-3152","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Brand Safety aneb Reputace zna\u010dky<\/title>\n<meta name=\"description\" content=\"Ochrana a reputace zna\u010dky, budov\u00e1n\u00ed dobr\u00e9ho jm\u00e9na firmy. U\u017e jste to n\u011bkdy sly\u0161eli? A o co p\u0159esn\u011b jde a pro\u010d by V\u00e1s to m\u011blo zaj\u00edmat? O tom se do\u010dtete v dne\u0161n\u00edm \u010dl\u00e1nku.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.webmium.cz\/blog\/branding-brand-safety-aneb-reputace-znacky\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brand Safety aneb Reputace zna\u010dky\" \/>\n<meta property=\"og:description\" content=\"Ochrana a reputace zna\u010dky, budov\u00e1n\u00ed dobr\u00e9ho jm\u00e9na firmy. U\u017e jste to n\u011bkdy sly\u0161eli? A o co p\u0159esn\u011b jde a pro\u010d by V\u00e1s to m\u011blo zaj\u00edmat? 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