Warning: Constant ABSPATH already defined in /customers/8/4/0/konsumenter.se/httpd.www/blogg/wp-config.php on line 22 Warning: Cannot modify header information - headers already sent by (output started at /customers/8/4/0/konsumenter.se/httpd.www/blogg/wp-config.php:22) in /customers/8/4/0/konsumenter.se/httpd.www/blogg/wp-includes/rest-api/class-wp-rest-server.php on line 1648 Warning: Cannot modify header information - headers already sent by (output started at /customers/8/4/0/konsumenter.se/httpd.www/blogg/wp-config.php:22) in /customers/8/4/0/konsumenter.se/httpd.www/blogg/wp-includes/rest-api/class-wp-rest-server.php on line 1648 Warning: Cannot modify header information - headers already sent by (output started at /customers/8/4/0/konsumenter.se/httpd.www/blogg/wp-config.php:22) in /customers/8/4/0/konsumenter.se/httpd.www/blogg/wp-includes/rest-api/class-wp-rest-server.php on line 1648 Warning: Cannot modify header information - headers already sent by (output started at /customers/8/4/0/konsumenter.se/httpd.www/blogg/wp-config.php:22) in /customers/8/4/0/konsumenter.se/httpd.www/blogg/wp-includes/rest-api/class-wp-rest-server.php on line 1648 Warning: Cannot modify header information - headers already sent by (output started at /customers/8/4/0/konsumenter.se/httpd.www/blogg/wp-config.php:22) in /customers/8/4/0/konsumenter.se/httpd.www/blogg/wp-includes/rest-api/class-wp-rest-server.php on line 1648 Warning: Cannot modify header information - headers already sent by (output started at /customers/8/4/0/konsumenter.se/httpd.www/blogg/wp-config.php:22) in /customers/8/4/0/konsumenter.se/httpd.www/blogg/wp-includes/rest-api/class-wp-rest-server.php on line 1648 Warning: Cannot modify header information - headers already sent by (output started at /customers/8/4/0/konsumenter.se/httpd.www/blogg/wp-config.php:22) in /customers/8/4/0/konsumenter.se/httpd.www/blogg/wp-includes/rest-api/class-wp-rest-server.php on line 1648 Warning: Cannot modify header information - headers already sent by (output started at /customers/8/4/0/konsumenter.se/httpd.www/blogg/wp-config.php:22) in /customers/8/4/0/konsumenter.se/httpd.www/blogg/wp-includes/rest-api/class-wp-rest-server.php on line 1648 {"id":9744,"date":"2011-07-28T08:08:20","date_gmt":"2011-07-28T06:08:20","guid":{"rendered":"http:\/\/konsumenter.se\/blogg\/?p=9744"},"modified":"2011-07-28T08:08:20","modified_gmt":"2011-07-28T06:08:20","slug":"hur-man-forstor-ett-varumarke","status":"publish","type":"post","link":"http:\/\/konsumenter.se\/blogg\/?p=9744","title":{"rendered":"Hur man f\u00f6rst\u00f6r ett varum\u00e4rke"},"content":{"rendered":"

Ett varum\u00e4rke best\u00e5r inte bara av ett namn eller en symbol utan ocks\u00e5 av hur v\u00e4lk\u00e4nt det \u00e4r och vilka associationer man f\u00e5r av namnet eller symbolen. Att bygga upp ett varum\u00e4rke tar tid men det kan f\u00f6rst\u00f6ras mycket snabbt.<\/p>\n

Ett av de mest k\u00e4nda exemplen \u00e4r n\u00e4r den stora amerikanska leksakskedjan Toys ”R” Us skulle etablera sig i Sverige. D\u00e5lig personalpolitik och antifackliga \u00e5tg\u00e4rder gjorde att m\u00e5nga svenskar snabbt fick ett d\u00e5ligt intryck av namnet.<\/p>\n

Det senaste exemplet \u00e4r s\u00e4ngvaruhuset Sova. I en serie artiklar ber\u00e4ttar DN om d\u00e5liga arbetsvillkor<\/a> f\u00f6r de anst\u00e4llda och n\u00e5got som tidningen kallar f\u00f6r en sektkultur<\/a>. De inte f\u00e5r vara med i facket, trakasseras om de har relationer utanf\u00f6r jobbet och f\u00e5r sparken p\u00e5 st\u00e5ende fot.<\/p>\n

I en uppf\u00f6ljande artikel<\/a> f\u00e5r man intrycket att ledningen insett sitt misstag och nu \u00e4r redo att teckna kollektivavtal. <\/p>\n

Men det \u00e4r troligen f\u00f6r sent. M\u00e4nniskor som l\u00e4st artiklarna har antagligen obehagliga associationer till f\u00f6retagsnamnet vilket kommer att vidarebefordras till andra. M\u00e5nga kommer att dra sig f\u00f6r att handla d\u00e4r, varum\u00e4rket \u00e4r f\u00f6rst\u00f6rt. Som sagt, det kan g\u00e5 snabbt!<\/p>\n

Andra bloggar om: Sova<\/a>, S\u00e4ngvaruhus<\/a>, F\u00f6retagsnamn<\/a>, Goodwill<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Ett varum\u00e4rke best\u00e5r inte bara av ett namn eller en symbol utan ocks\u00e5 av hur v\u00e4lk\u00e4nt det \u00e4r och vilka associationer man f\u00e5r av namnet eller symbolen. Att bygga upp ett varum\u00e4rke tar tid men det kan f\u00f6rst\u00f6ras mycket snabbt. Ett av de mest k\u00e4nda exemplen \u00e4r n\u00e4r den stora amerikanska leksakskedjan Toys ”R” Us […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[91,7],"tags":[],"_links":{"self":[{"href":"http:\/\/konsumenter.se\/blogg\/index.php?rest_route=\/wp\/v2\/posts\/9744"}],"collection":[{"href":"http:\/\/konsumenter.se\/blogg\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/konsumenter.se\/blogg\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/konsumenter.se\/blogg\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"http:\/\/konsumenter.se\/blogg\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=9744"}],"version-history":[{"count":3,"href":"http:\/\/konsumenter.se\/blogg\/index.php?rest_route=\/wp\/v2\/posts\/9744\/revisions"}],"predecessor-version":[{"id":9747,"href":"http:\/\/konsumenter.se\/blogg\/index.php?rest_route=\/wp\/v2\/posts\/9744\/revisions\/9747"}],"wp:attachment":[{"href":"http:\/\/konsumenter.se\/blogg\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=9744"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/konsumenter.se\/blogg\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=9744"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/konsumenter.se\/blogg\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=9744"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}