{"id":2129,"date":"2023-07-01T10:06:00","date_gmt":"2023-07-01T08:06:00","guid":{"rendered":"https:\/\/www.eplus.rs\/?p=2129"},"modified":"2025-09-07T20:57:48","modified_gmt":"2025-09-07T18:57:48","slug":"re-branding","status":"publish","type":"post","link":"https:\/\/www.eplus.rs\/en\/re-branding\/","title":{"rendered":"Re-Branding"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Koji su to tr\u017ei\u0161ni okida\u010di i razlozi koji dovode do toga da jedna kompanija odlu\u010di da menja sliku o svom brendu? Kompaniji? Ili proizvodima? Zbog \u010dega je to ponekad neophodno? Kako odrediti jasne ciljeve i dovesti brend na novu, \u017eeljenu poziciju, izbegavaju\u0107i tr\u017ei\u0161ne rizike i savladavaju\u0107i izazove? <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Na ova pitanja nije zvek jednostavno dati univerzalan odgovor. Me\u0111utim, nakon obuhvatnog sagledavanja tr\u017ei\u0161nog problema, primenjuje se metodologije kojima se  ovim procesom mo\u017ee upravljati. Ukoliko zaista postoji potreba za promenom identiteta poznatog brenda, mo\u017ee se krenuti u projekat. Koji je najefikasniji i tro\u0161kovno optimalan metod da se to sprovede? <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Izazovi na koje nailazimo tokom procesa rebrendiranja su brojni: kako da ne izgubimo stare lojalne potro\u0161a\u010de; Kako da lojalnog potro\u0161a\u010da ne dovedemo u zabunu;  Kako da sve promene operativno sprovedemo u \u017eivot..? Da li je promena znaka, logotipa ili celokupnog identiteta tek prvi, ili poslednji korak u ovom procesu? Kako da procenimo \u0161ta je to \u0161to moramo da ostavimo iz starog identiteta, a \u0161ta mora da se menja? <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Svako iskustvo kupovine po\u010dinje prvim utiskom. U \u017eivotu \u010doveka se ka\u017ee da se prvi utisak ne mo\u017ee kreirati dva puta. Ali u biznisu postoje rebrendiranje i repozicioniranje. Kada tr\u017ei\u0161te ima potrebu i interes da se potreba zadovolji, spremni su da prihvate re\u0161enje. Osmi\u0161ljeno rebrendiranje je veoma prihvatljivo re\u0161enje za veliku ve\u0107inu potro\u0161a\u010da.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Naj\u010de\u0161\u0107i slu\u010daj kada se rebrendiranje de\u0161ava jeste kada jedna kompanija preuzme drugu. Ona tada donosi brojne odluke o tome koje proizvode, usluge i brendove \u0107e zadr\u017eati a koje ne\u0107e. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Rebrending je proces kreiranja novog vizuelnog identiteta za postoje\u0107i brend ili kompaniju. Cilj rebrendinga je uticaj na percepciju potro\u0161a\u010da o proizvodu ili kompaniji na na\u010din koji \u0107e stvoriti novu sliku o tom brendu ili kompaniji, kao relevantnija za njene\/njegove potrebe. Da li ste se zapitali zbog \u010dega je kompanija Facebook promenila ime u Metaverse? Da li je u pitanju bila samo kontrola \u0161tete usled mnogobrojnih kontroverzi &#8211; ili je u pitanju logi\u010dan naredni korak u razvoju ? <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.eplus.rs\/wp-content\/uploads\/2021\/11\/fbmeta-1024x576.png\" alt=\"\" class=\"wp-image-2074\" srcset=\"https:\/\/www.eplus.rs\/wp-content\/uploads\/2021\/11\/fbmeta-1024x576.png 1024w, https:\/\/www.eplus.rs\/wp-content\/uploads\/2021\/11\/fbmeta-600x337.png 600w, https:\/\/www.eplus.rs\/wp-content\/uploads\/2021\/11\/fbmeta-900x506.png 900w, https:\/\/www.eplus.rs\/wp-content\/uploads\/2021\/11\/fbmeta-768x432.png 768w, https:\/\/www.eplus.rs\/wp-content\/uploads\/2021\/11\/fbmeta.png 1366w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Kada znamo da je brend percepcija u glavama i srcima potro\u0161a\u010da, onda je jasno da je proces rebrendiranja zapravo poku\u0161aj uticaja na promenu postoje\u0107e slike i kreiranje nove &#8211; koja sadr\u017ei novo obe\u0107anje potro\u0161a\u010du. Dokom dvadesetogodi\u0161nje prakse, sticali smo brojna iskustva u izgradnji brendova i rebrendiranju. Neke od kompanija u kojima smo menjali sliku o brendu jesu i Nestle Ice Cream (nakon akvizicije Delta sladoleda), Centroproizvod (nakon privatizacije i uvo\u0111enja brojnih inovacija), Pons (kreiranje novih tr\u017ei\u0161nih prilika), Jasen (nakon privatizacije), zatim FK Crvena zvezda, Don don, Lesaffre, di-go, Mega&#8230;<br><br>Pri sprovo\u0111enju promena kod brendova sa jakom tradicijom ili velikom bazom korisnika, treba voditi ra\u010duna da se nastavi kontinuitet i da se izvr\u0161i transfer vrednosti sa starog brenda na novi. Istra\u017eivanja i prikupljanja podataka \u0107e nam pomo\u0107i da shvatimo \u0161ta je va\u017eno da zadr\u017eimo, a \u0161ta treba da promenimo. Ponekad je neophodno izvr\u0161iti vi\u0161efaznu migraciju brenda, kako bi se klju\u010dne vrednosti prenele, a potro\u0161a\u010di navikli na novi brend. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pored usluga u vo\u0111enju projekata rebrendiranja, pru\u017eamo i konsultantske usluge kod procesa promena identiteta brenda. Kompanijama koje planiraju da udju u ovakav proces savetujemo da prvo poha\u0111aju <em>Sprint <\/em>trening Re-brending, na kome obra\u0111ujemo najva\u017enije izazove u ovom procesu. Na treningu analiziramo i primere sa doma\u0107eg tr\u017ei\u0161ta iz prakse autora treninga, kao i nekoliko ilustrativnih primera iz sveta, koji \u0107e nam pomo\u0107i da bolje razumemo i materiju i osposobimo se za ulazak u ovaj proces. U nastavku je vi\u0161e informacija o treningu RE-BRENDING.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/share-eu1.hsforms.com\/19x0RNAeDQIKM6umlOM-2pQexuyk\" target=\"_blank\" rel=\"noreferrer noopener\">Vi\u0161e informacija<\/a><\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"> <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Za\u0161to je ePlus va\u0161 pravi izbor za ovaj trening?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Na\u0161 trening&nbsp;<em>RE-BRENDING&nbsp;<\/em>je baziran na:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>20-godi\u0161njoj praksi autora treninga, koji je je imao lidersku ulogu u internacionalnim timovima koji su na tr\u017ei\u0161tima Srbije i CEE regije razvijali brendove: McDonald\u2019s, Audi, Doncafe, Centroproizvod, Nestle Ice Cream, Lesaffre, Don Don, Pons \u010ca\u010dak, Jasen Kraljevo, Mega i mnoge druge, ve\u0107e i manje, inostrane i doma\u0107e brendove. Vodio timove koji su rebrendirali Nestle Ice Cream (nakon preuzimanja gr\u010dke Delta Ice Cream); Centroproizvod (promena imid\u017ea nakon svojinske promene); Pekarsku industriju Pons; Industriju name\u0161taja Jasen (nakon svojinske transformacije), vode\u0107u pekarsku industriju ex-yu regiona Don Don, FK Crvena zvezda (vra\u0107anje retro znaka) i pokretanje komercijalnih delatnosti&#8230;<\/li>\n\n\n\n<li>Teorijskoj osnovi koju iz najbolje svetske literature<\/li>\n\n\n\n<li>Najboljim svetskim praksama, sa obja\u0161njenjima<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Teme <em>Re-Branding<\/em> treninga<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Svaki segment treninga sadr\u017ei i prakti\u010dni deo, koji olak\u0161ava usvajanje materije i rezultira otvaranjem novih vidika u marketing komunikacijama, prodajnom pristupu, razvoju novih proizvoda i tr\u017ei\u0161ta. Tokom treninga \u0107emo se baviti slede\u0107im temama:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Brend i kako potro\u0161a\u010di do\u017eivljavaju nas i na\u0161 proizvod\/uslugu<\/li>\n\n\n\n<li>Kako da znamo da li je i kada je vreme za promenu<\/li>\n\n\n\n<li>Da li je re\u0161enje problema re-brendiranje ili razvoj brend arhitekture (npr. uvo\u0111enje novih brendova)<\/li>\n\n\n\n<li>Definisanje primarnog cilja koji \u017eelimo da postignjemo rebrendiranjem<\/li>\n\n\n\n<li>Izrada plana re-brendiranja<\/li>\n\n\n\n<li>Formiranje i upravljanje timom koji vodi ovaj proces<\/li>\n\n\n\n<li><em>Korak-po-korak<\/em> procesi po fazama rebrendiranja<\/li>\n\n\n\n<li>Koji podaci i analize su nam potrebni pre i u toku rebrendiranja<\/li>\n\n\n\n<li>Dodirne ta\u010dke brenda sa potro\u0161a\u010dem<\/li>\n\n\n\n<li>Brand Audit<\/li>\n\n\n\n<li>Analiza konkurencije<\/li>\n\n\n\n<li>Razvoj strategije rebrendiranja <\/li>\n\n\n\n<li>Definisanje nove pozicije <\/li>\n\n\n\n<li>Faktori koji uti\u010du na proces rebrendiranja i kako njima upravljati<\/li>\n\n\n\n<li>Kreativni proces vizuelnog rebrendiranja (dizajnerski aspekti)<\/li>\n\n\n\n<li>Metodi evaluacije re\u0161enja rebrendinga<\/li>\n\n\n\n<li>Interna i eksterna komunikacija u procesu rebrendiranja<\/li>\n\n\n\n<li>Lansiranje novog identiteta ciljnim grupama<\/li>\n\n\n\n<li>Najbolje svetske studije slu\u010dajeva sa analizom<\/li>\n\n\n\n<li>Insajderske analize studija slu\u010dajeva sa doma\u0107eg tr\u017ei\u0161ta<\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/share-eu1.hsforms.com\/19x0RNAeDQIKM6umlOM-2pQexuyk\">Vi\u0161e informacija<\/a><\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Va\u0161 trener Stefan Ivanovi\u0107<\/h2>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" width=\"619\" height=\"286\" src=\"https:\/\/www.eplus.rs\/wp-content\/uploads\/2021\/09\/Clip_2.jpg\" alt=\"\" class=\"wp-image-1985\" srcset=\"https:\/\/www.eplus.rs\/wp-content\/uploads\/2021\/09\/Clip_2.jpg 619w, https:\/\/www.eplus.rs\/wp-content\/uploads\/2021\/09\/Clip_2-600x277.jpg 600w\" sizes=\"(max-width: 619px) 100vw, 619px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.linkedin.com\/in\/stefan-ivanovic-20164518\/\" target=\"_blank\" rel=\"noreferrer noopener\">Stefan Ivanovi\u0107<\/a>&nbsp;ima iskustvo na liderskim pozicijama u timovima koji su razvijali brendove: McDonald\u2019s, Audi, Doncafe, Centroproizvod, Nestle Ice Cream, Lesaffre, Don Don, Pons \u010ca\u010dak, Jasen Kraljevo, Mega i brojne druge:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>CEO, konsultant, trener i mentor 1:1 @&nbsp;ePlus, Belgrade (Serbia) \/ specijalizovana agencija za B2B i B2C marketing i prodajne strategije<\/li>\n\n\n\n<li>Rukovodilac timova izrade strategije brendiranja turisti\u010dkih regiona Starogradsko polje na Hvaru (2020.) i Cetinska Krajina (2019.) sa razvojem operativnih planova i bud\u017eeta za digitalne i off-line komunikacije na ciljnim tr\u017ei\u0161tima<\/li>\n\n\n\n<li>Konsultant u programu podr\u0161ke razvoja tr\u017ei\u0161ne konkurentnosti i izvoznog kapaciteta za mala i srednja preduze\u0107a u Srbiji (SECEP), vo\u0111en od strane International Development Ireland (IDI)<\/li>\n\n\n\n<li>Autor treninga&nbsp;<em>Izvoz \u2013 planiranje i realizacija<\/em>, za program podr\u0161ke proizvo\u0111a\u010dima prehrambenih proizvoda, finansiran od strane USAID (2019.) i koautor treninga&nbsp;<em>Abeceda izvoza&nbsp;<\/em>sa Alessandrom Silvestrijem, realizovan za potrebe Razvojne agencije Srbije (2017.)<\/li>\n\n\n\n<li>COO @&nbsp;Jasen, Belgrade \/ Kraljevo (Serbia)<\/li>\n\n\n\n<li>Regional Account Director CEE @&nbsp;DDB Worldwide, Bucharest (Romania)<\/li>\n\n\n\n<li>Generalni direktor @&nbsp;DDB Worldwide, Sofia (Bulgaria)<\/li>\n\n\n\n<li>Izvr\u0161ni direktor @&nbsp;DDB Worldwide, Skopje (Northern Macedonia)<\/li>\n\n\n\n<li>Account Director @&nbsp;DDB Worldwide, Belgrade (Serbia)<\/li>\n\n\n\n<li>Direktor marketinga i izvoza @&nbsp;Doncafe&nbsp;(Strauss Group)<\/li>\n\n\n\n<li>Direktor marketinga @&nbsp;Nestle Ice Cream, Belgrade<\/li>\n\n\n\n<li>Direktor marketinga @&nbsp;Centroproizvod, Belgrade<\/li>\n\n\n\n<li>Direktor marketinga i komercijalnih poslova @&nbsp;FK Crvena zvezda, Belgrade<\/li>\n\n\n\n<li>Account Manager @ Mark Plan, Pan\u010devo<\/li>\n\n\n\n<li>Autor stru\u010dnih \u010dlanaka u vode\u0107im B2B publikacijama:&nbsp;<em>Trendovi u prehrambenoj industriji 2022; Abeceda izvoza (sa Alessandrom Silvestrijem); Sponzorstvo u sportu; Unapre\u0111enje prodaje \u201ekorak-po-korak\u201c<\/em><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Odr\u017eavanje treninga<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Treninzi se odr\u017eavaju preko platforme Zoom, ili u\u017eivo &#8211; u dogovoru sa klijentima.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Cena i uslovi pla\u0107anja<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Za aktuelne termine odr\u017eavanja i cene, kliknite na dugme &#8222;Vi\u0161e informacija&#8220;.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/share-eu1.hsforms.com\/19x0RNAeDQIKM6umlOM-2pQexuyk\">Vi\u0161e informacija<\/a><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Koji su to tr\u017ei\u0161ni okida\u010di i razlozi koji dovode do toga da jedna kompanija odlu\u010di da menja sliku o svom brendu? Kompaniji? Ili proizvodima? Zbog \u010dega je to ponekad neophodno? Kako odrediti jasne ciljeve i dovesti brend na novu, \u017eeljenu poziciju, izbegavaju\u0107i tr\u017ei\u0161ne rizike i savladavaju\u0107i izazove? Na ova pitanja nije zvek jednostavno dati univerzalan [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":4135,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_hide_featured_image":false,"_jetpack_featured_image_duplicate_dismissed":0,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[41,19,35,23,566,9,17,134,16,568],"tags":[],"class_list":["post-2129","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-b2b","category-digital","category-dizajn","category-marketing-strategija","category-prodajna-strategija-sr","category-brand","category-retail","category-treninzi-obuke-i-coaching","category-unapredjenje-prodaje","category-upravljanje-sr"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Re-Branding - ePlus Marketing Centar<\/title>\n<meta name=\"description\" content=\"Koji su to tr\u017ei\u0161ni okida\u010di i razlozi koji dovode do toga da jedna kompanija odlu\u010di da menja sliku o svom brendu? 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