{"id":5413,"date":"2022-02-10T07:00:00","date_gmt":"2022-02-10T06:00:00","guid":{"rendered":"https:\/\/superznamka.si\/?p=5413"},"modified":"2022-02-07T14:32:01","modified_gmt":"2022-02-07T13:32:01","slug":"intervju-andreja-zadnik-andoljsek-mercator","status":"publish","type":"post","link":"https:\/\/superznamka.si\/intervju-andreja-zadnik-andoljsek-mercator\/","title":{"rendered":"INTERVJU \u2013 ANDREJA ZADNIK ANDOLJ\u0160EK (MERCATOR)"},"content":{"rendered":"<p><em><strong>Uvodna misel: Ines Markov\u010di\u010d<\/strong><\/em><\/p>\n<p>Nenehna skrb za znamke je samoumevna praksa njenega obstoje\u010dega in bodo\u010dega uspe\u0161nega ter zadovoljnega delovanja. V nasprotnem primeru slej ko prej tr\u010di na oviro in \u0161e ve\u010dje izzive. Ob iztekajo\u010dem se letu z veseljem objavljamo pogovor s superbrandom, tj. Mercator, za katerega verjamemo, da ima za seboj prehojeno zgledno pot. Andreja Zadnik Andolj\u0161ek, direktorica tr\u017enega komuniciranja pri Mercatorju in dobrodo\u0161la sogovornica tega intervjuja, Mercatorjevo zgodbo klju\u010dno soustvarja \u017ee trinajst let. Njena bogata poklicna pot, ki jo je pred tem brusila v ogla\u0161evalskih agencijah (Luna\/TBWA in kasneje v njeni h\u010derinski dru\u017ebi OMD), je bila nedvomno odli\u010dna popotnica za kasnej\u0161i pristop na naro\u010dni\u0161ko stran. Sektor tr\u017enega komuniciranja, ki je klju\u010den za postavitev in realizacijo marketin\u0161kih planov in strategij, je poln izzivov, ki so v trgovinski bran\u017ei toliko bolj izraziti, dinami\u010dni in pospe\u0161eni. Ve\u010ddisciplinarno delo in dobro poznavanje ogla\u0161evalskega trikotnika se klju\u010dno odra\u017ea pri njenem delu in skrbi za blagovno znamko Mercator ter s tem povezane aktivnosti.<\/p>\n<p>Verjame v jasnost in transparentnost komunikacije s potro\u0161nikom. S tem pristopom nam je tudi odli\u010dno postregla z odgovori na zastavljena konkretna vpra\u0161anja. V mno\u017eici dose\u017eenih aktivnosti, nagrad, priznanj pod okriljem razli\u010dnih uglednih zdru\u017eenj, festivalov, tekmovanj, medijskih formatov je nedavno vstopila v \u0161e eno \u010dastno vlogo: \u010dlani Slovenske ogla\u0161evalske zbornice so ji namre\u010d zaupali predsedovanje Slovenskega zdru\u017eenja ogla\u0161evalcev. Vabljeni k prebiranju.<\/p>\n<p><span class=\"has-inline-color has-magenta-color\"><strong>1. Zakaj je pomembno upravljanje blagovnih znamk?<\/strong><\/span><\/p>\n<p>Ne glede na to, ali je blagovna znamka \u017ee uveljavljena ali se \u0161e uveljavlja, moramo za blagovno znamko nenehno skrbeti, jo upravljati.&nbsp;V prostoru, ki je zasi\u010den s \u0161tevilnimi informacijami, mora vsaka blagovna znamka najti poti do svojih ciljnih uporabnikov, zato je pomembno razvijati identiteto blagovne znamke, skrbeti za njeno vizualno in komunikacijsko podobo ter diferenciacijo na trgu.<\/p>\n<p><strong><span class=\"has-inline-color has-magenta-color\">2. Kako bi opisali va\u0161o blagovno znamko?<\/span><\/strong><\/p>\n<p>Mercator je blagovna znamka z dolgo tradicijo na slovenskem trgu, saj je prisotna \u017ee ve\u010d kot 70 let. Ohranja primat na trgu, se prilagaja na spremembe v okolju in na spremembe v navadah potro\u0161nikov. Imamo najve\u010d trgovin, najve\u010d razli\u010dnih formatov trgovin, naj\u0161ir\u0161i asortiman in nudimo najbolj raznoliko nakupno izku\u0161njo.<\/p>\n<p><strong>Ve\u010d v reviji<span class=\"has-inline-color has-gold-color\"> <a href=\"https:\/\/superznamka.si\/kategorija\/revija\/\">Super Znamka No. 4<\/a><\/span><\/strong><br \/><strong>Na svoj izvod se lahko naro\u010dite na:<\/strong> <a href=\"https:\/\/superznamka.si\/naroci-se\">https:\/\/superznamka.si\/naroci-se<\/a>.<\/p>\n<p><!-- wp:group {\"className\":\"locked-content\"} --><\/p>\n<div class=\"wp-block-group locked-content\">\n<div class=\"wp-block-group__inner-container\"><!-- wp:heading {\"textAlign\":\"center\"} --><\/p>\n<h2 class=\"has-text-align-center\">Samo za naro\u010dnike<\/h2>\n<p><!-- \/wp:heading --><\/p>\n<p><!-- wp:shortcode --><\/p>\n<p><!-- \/wp:shortcode --><\/p>\n<p><!-- wp:shortcode --><\/p>\n<p><!-- \/wp:shortcode --><\/p>\n<p><!-- wp:paragraph {\"align\":\"center\"} --><\/p>\n<p class=\"has-text-align-center\">\u017de imate ra\u010dun? <a href=\"\/moj-racun\/\">Prijavite se<\/a>.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:shortcode --><\/p>\n<p><!-- \/wp:shortcode --><\/div>\n<\/div>\n<p><!-- \/wp:group --><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cNajbolj cenim celostne, integrirane marketin\u0161ke kampanje, pri katerih je zaznati strate\u0161ki pristop \u017ee ob zasnovi.\u201d<\/p>\n","protected":false},"author":8,"featured_media":5414,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","advgb_blocks_editor_width":"","advgb_blocks_columns_visual_guide":"","inline_featured_image":false,"spay_email":""},"categories":[36,9],"tags":[7],"author_meta":{"display_name":"Nika Ruter","author_link":"https:\/\/superznamka.si\/author\/nikar\/"},"featured_img":"https:\/\/superznamka.si\/wp-content\/uploads\/2022\/02\/Andreja-Zadnik-Andoljsek-03-300x200.png","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.1 - 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