{"id":139,"date":"2020-03-01T10:34:12","date_gmt":"2020-03-01T09:34:12","guid":{"rendered":"http:\/\/localhost\/smookcreative\/?page_id=139"},"modified":"2023-06-17T13:40:50","modified_gmt":"2023-06-17T11:40:50","slug":"faq","status":"publish","type":"page","link":"https:\/\/smookcreative.com\/faq\/","title":{"rendered":"FAQ"},"content":{"rendered":"\n
\n \n

\n Frequently Asked<\/strong>\n Questions<\/strong><\/span>\n <\/h2>\n\n
\n \n
\n
\n \n -<\/strong><\/span>\n La diff\u00e9rence entre le marketing et le branding<\/strong>\n <\/a>\n <\/div>\n <\/div> \n
\n
\n \n

On confond souvent ces deux notions. Bien qu\u2019elles agissent sur le m\u00eame plan, elles sont plut\u00f4t interd\u00e9pendantes. Tant le marketing se concentre sur la commercialisation, tant le branding se focalise sur l\u2019image de l\u2019entreprise. Ainsi, l\u2019un ne va pas sans l\u2019autre.<\/p>\n\n\n\n

\"Branding-Or-Marketing-1024x538\"<\/figure>\n\n\n\n

Le chef de produit, lui, s\u2019occupera de la mise en place d\u2019une strat\u00e9gie de d\u00e9veloppement ainsi que de d\u00e9finir les caract\u00e9ristiques d\u2019un produit. Il se chargera aussi de g\u00e9rer les outils de commercialisation. Tandis que le Brand Manager prendra en charge le d\u00e9veloppement ainsi que la mise en valeur d\u2019une marque ou d\u2019une gamme de produits. Il doit assurer que ces derniers transmettent la personnalit\u00e9, l\u2019identit\u00e9 et les valeurs de l\u2019entreprise.<\/p>\n\n \n \n <\/div>\n <\/div> \n <\/div> \n

\n \n
\n
\n \n +<\/strong><\/span>\n C'est quoi le BRANDING?<\/strong>\n <\/a>\n <\/div>\n <\/div> \n
\n
\n \n

Le Branding<\/strong> est associ\u00e9 \u00e0 l\u2019ensemble des actions marketing<\/strong> men\u00e9es par une entreprise afin de faire exister une marque commerciale<\/strong>. L\u2019objectif du branding consiste \u00e0 ancrer une marque dans l\u2019esprit du consommateur<\/strong>. <\/p>\n\n\n\n

  1. D\u00e9finir l\u2019identit\u00e9 de l\u2019entreprise,<\/li>
  2. Cr\u00e9er l\u2019histoire, un storytelling,<\/li>
  3. Faire vivre l\u2019histoire de l\u2019entreprise en communiquant (site internet, r\u00e9seaux sociaux, supports print).<\/em><\/li><\/ol>\n\n\n\n

    Son objectif ? Cr\u00e9er un lien entre entreprise \/ clients ou clients \/ fournisseurs, \u00e0 travers la cr\u00e9ation d\u2019une image forte.<\/p>\n\n \n \n <\/div>\n <\/div> \n <\/div> \n

    \n \n
    \n
    \n \n +<\/strong><\/span>\n Quelle est l\u2019importance du branding pour une entreprise ?<\/strong>\n <\/a>\n <\/div>\n <\/div> \n
    \n
    \n \n

    Le 21\u00e8me si\u00e8cle est marqu\u00e9 par un ph\u00e9nom\u00e8ne de surconsommation et d\u2019\u00e9volution continue. La nouvelle technologie rend accessible de nombreuses informations, ce qui permet aux consommateurs de comparer divers produits et de les tester avant de les acheter. Le branding consiste alors \u00e0 cr\u00e9er et \u00e0 mettre en valeur l\u2019image d\u2019une entreprise gr\u00e2ce \u00e0 la marque.<\/p>\n\n\n\n

    Le branding permet de se diff\u00e9rencier de ses concurrents<\/h3>\n\n\n\n

    Lorsque l\u2019image de marque est correctement d\u00e9velopp\u00e9e, elle r\u00e9ussit \u00e0 se faire une place sur le march\u00e9 et \u00e0 convaincre facilement les consommateurs. Ces derniers n\u2019h\u00e9siteront pas \u00e0 se tourner vers une marque dont ils connaissent la r\u00e9putation.<\/p>\n\n\n\n

    Le branding ajoute de la valeur \u00e0 une offre<\/h3>\n\n\n\n

    Avec un bon branding, une simple marchandise peut devenir un objet unique que l\u2019entreprise pourra alors vendre \u00e0 un prix plus \u00e9lev\u00e9 que celui de la concurrence.<\/p>\n\n\n\n

    Il permet de cr\u00e9er une connexion avec les consommateurs<\/h3>\n\n\n\n

    Gr\u00e2ce au levier \u00e9motionnel, un lien affectif pourra s\u2019\u00e9tablir entre l\u2019entreprise et le client. En faisant l\u2019acquisition d\u2019un produit qu\u2019il a vu dans les mains d\u2019une c\u00e9l\u00e9brit\u00e9 par exemple, un consommateur peut s\u2019imaginer \u00eatre dans le m\u00eame monde.<\/p>\n\n\n\n

    Le branding favorise la fid\u00e9lisation des consommateurs<\/h3>\n\n\n\n

    Une bonne image de marque permet de fid\u00e9liser ses clients, que ce soit \u00e0 travers les services, la transparence, mais aussi par rapport au produit.<\/p>\n\n\n\n

    Marquer les esprits des internautes<\/h3>\n\n\n\n

    En mati\u00e8re de webmarketing<\/strong>, la plupart des campagnes publicitaires ont une vision plut\u00f4t quantitative. L\u2019objectif est, par exemple, qu\u2019un maximum d\u2019internautes clique sur une banni\u00e8re ou un lien commercial. Dans ce cas, l\u2019entreprise souhaite que le clic entra\u00eene une action pr\u00e9cise (achat, inscription, abonnement, etc.).<\/p>\n\n\n\n

    Le branding<\/strong>, quant \u00e0 lui, n\u2019a pas exactement le m\u00eame objectif. L\u2019int\u00e9r\u00eat n\u2019est pas que l\u2019internaute clique sur tel ou tel encart publicitaire, mais que le message marque son esprit. Le branding<\/strong> r\u00e9pond \u00e0 une pure logique d\u2019image.<\/p>\n\n\n\n

    \u00c0 ce titre, une telle campagne aura plut\u00f4t tendance \u00e0 utiliser la vid\u00e9o pour repr\u00e9senter l\u2019image de la marque. Une plateforme comme YouTube<\/strong> constitue un excellent support pour les marques d\u00e9veloppant une campagne de branding<\/strong>. Le lien de la vid\u00e9o peut ensuite \u00eatre diffus\u00e9 sur diverses plateformes et notamment sur les r\u00e9seaux sociaux.<\/p>\n\n\n\n

    Une strat\u00e9gie id\u00e9ale pour les marques \u00e0 fort potentiel<\/h3>\n\n\n\n

    Par d\u00e9finition, le branding<\/strong> s\u2019adresse plut\u00f4t aux grandes marques d\u00e9j\u00e0 tr\u00e8s r\u00e9put\u00e9es ou aux nouvelles marques \u00e0 fort potentiel. Utiliser cette technique lorsque l\u2019on souhaite ne promouvoir qu\u2019un produit sp\u00e9cifique pour un site de e-commerce n\u2019est pas v\u00e9ritablement adapt\u00e9. N\u00e9anmoins, d\u00e9velopper une image de marque est vivement recommand\u00e9, bien que ce soit on\u00e9reux. Le branding<\/strong> permet alors de caract\u00e9riser l\u2019entreprise, de la d\u00e9finir et ainsi d\u2019aider le consommateur \u00e0 mieux la percevoir.<\/p>\n\n \n \n <\/div>\n <\/div> \n <\/div> \n

    \n \n
    \n
    \n \n +<\/strong><\/span>\n Comment une marque peut influer le public ?<\/strong>\n <\/a>\n <\/div>\n <\/div> \n
    \n
    \n \n

    Afin qu\u2019une entreprise puisse se diff\u00e9rencier et se faire une place sur le march\u00e9, elle doit beaucoup investir dans sa marque. Cette derni\u00e8re a pour but de s\u00e9duire les clients cibles. Pour ce faire, la marque peut jouer plusieurs cartes. Elle peut \u00e9mouvoir le consommateur en cr\u00e9ant une histoire (storytelling)<\/strong>, revoir sa politique de prix<\/strong>, jouer le levier \u00e9thique<\/strong>, mais aussi le symbolique<\/strong>. Gr\u00e2ce \u00e0 cela, la marque s\u2019attribuera sa propre personnalit\u00e9 aupr\u00e8s des consommateurs. <\/p>\n\n \n \n <\/div>\n <\/div> \n <\/div> \n <\/div>\n\n\n\n\n\n

    <\/div>\n\n\n\n

    D’autres pr\u00e9occupations? continuons sur whatsapp, C’est gratuit<\/p>\n\n\n\n

    WhatSapp<\/a><\/div>\n","protected":false},"excerpt":{"rendered":"

    Comme un petit soucis apparemment… consultez notre liste de FAQ ou \u00e9crivez nous.<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-139","page","type-page","status-publish","hentry"],"yoast_head":"\nFAQ - Smook Creative<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/smookcreative.com\/faq\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"FAQ - Smook Creative\" \/>\n<meta property=\"og:description\" content=\"Comme un petit soucis apparemment... consultez notre liste de FAQ ou \u00e9crivez nous.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/smookcreative.com\/faq\/\" \/>\n<meta property=\"og:site_name\" content=\"Smook Creative\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/smookcreative\/\" \/>\n<meta property=\"article:modified_time\" content=\"2023-06-17T11:40:50+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/smookcreative.com\/wp-content\/uploads\/smook-Creative-banner.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1422\" \/>\n\t<meta property=\"og:image:height\" content=\"766\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@smook_creative\" \/>\n<meta name=\"twitter:label1\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/smookcreative.com\/faq\/\",\"url\":\"https:\/\/smookcreative.com\/faq\/\",\"name\":\"FAQ - 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