{"id":5192,"date":"2016-10-17T18:09:39","date_gmt":"2016-10-17T18:09:39","guid":{"rendered":"http:\/\/www.welldon.hu\/mitol-jo-egy-ettermi-logo-2\/"},"modified":"2024-01-16T13:02:03","modified_gmt":"2024-01-16T13:02:03","slug":"brand-a-lelke-mindennek","status":"publish","type":"post","link":"https:\/\/www.welldon.hu\/en\/brand-a-lelke-mindennek\/","title":{"rendered":"Brand a lelke mindennek (Hogyan \u00e9p\u00edts\u00fcnk marketinget egy \u00e9tteremnek?)"},"content":{"rendered":"

Publik\u00e1ci\u00f3:\u00a0Tim\u00e1r Andr\u00e1s<\/strong>
\nChef & Pinc\u00e9r Magazin<\/strong><\/p>\n

Az \u00e9ttermi arculat kialak\u00edt\u00e1sa<\/h2>\n

Mindenki \u2013 aki \u00e9tteremnyit\u00e1s gondolat\u00e1val foglalkozik \u2013 azt szeretn\u00e9, hogy az \u00e1ltala meg\u00e1lmodott hely elismert m\u00e1rk\u00e1v\u00e1 v\u00e1ljon, amihez az emberek pozit\u00edv \u00e9lm\u00e9nyeket \u00e9s gondolatokat t\u00e1rs\u00edtanak. Ehhez elengedhetetlen a tudatos m\u00e1rka\u00e9p\u00edt\u00e9s, legyen sz\u00f3 ak\u00e1r egy apr\u00f3 kif\u0151zd\u00e9r\u0151l vagy belv\u00e1rosi luxus\u00e9tteremr\u0151l. De hogyan lesz valamib\u0151l brand \u00e9s hogyan maradhat talpon sok \u00e9vig? Sorozatunkban \u00f6sszegy\u0171jt\u00f6tt\u00fck azokat a l\u00e9p\u00e9seket, amelyek seg\u00edthetik egy \u00e9tterem elindul\u00e1s\u00e1t, hogy ne csak egy \u201c\u00faj hely\u201d legyen a v\u00e1rosban, hanem egy mindenki sz\u00e1m\u00e1ra ismert fogalom.<\/p>\n

A koncepci\u00f3 \u00e9s filoz\u00f3fia kialak\u00edt\u00e1sa<\/h2>\n

A brand insight \u2013 a marketingben \u2013 a v\u00e1llalkoz\u00e1s \u00e1ltal k\u00e9pviselt filoz\u00f3fi\u00e1t, gondolatot \u00e9s azokat az \u00e9rt\u00e9keket jelenti, amelyek meghat\u00e1rozz\u00e1k \u00e9s egyediv\u00e9 teszik a c\u00e9get az adott piaci ter\u00fcleten. Egy \u00e9tterem indul\u00e1sakor a filoz\u00f3fia meghat\u00e1roz\u00e1sa nagyon fontos, hiszen e n\u00e9lk\u00fcl a hely csak egy lesz a t\u00f6bb sz\u00e1z m\u00e1sik vend\u00e9gl\u0151 k\u00f6z\u00f6tt. Az insight lehet egy pontosan defini\u00e1lt gondolat: \u201eCsal\u00e1di tulajdonban l\u00e9v\u0151, magyaros \u00e9tterem, h\u00e1zias \u00edzekkel\u201d, vagy egy koncepci\u00f3, amely egyben meghat\u00e1rozza a c\u00e9g c\u00e9lkit\u00faz\u00e9s\u00e9t is: \u201eOlasz alapanyagokb\u00f3l k\u00e9sz\u00fclt n\u00e1polyi pizza h\u00e1zhozsz\u00e1ll\u00edt\u00e1s\u201d.
\nAz els\u0151 esetben, v\u00e9lhet\u0151en olyan vend\u00e9gl\u0151r\u0151l besz\u00e9lhet\u00fcnk, mely \u00e9vek \u00f3ta ugyanannak a csal\u00e1dnak a tulajdon\u00e1ban van, ez\u00e9rt odafigyelnek a min\u0151s\u00e9gre, a kiszolg\u00e1l\u00e1sra \u00e9s igazi h\u00e1zias konyha v\u00e1rja az odal\u00e1togat\u00f3kat. A pizza h\u00e1zhozsz\u00e1ll\u00edt\u00e1s eset\u00e9ben pedig szinte biztos, hogy nem valami \u00e1ruh\u00e1zi, feh\u00e9r, \u00edzetlen massza lesz a kisz\u00e1ll\u00edtott pizz\u00e1n, hanem val\u00f3di, olasz mozzarella. Az insight meghat\u00e1roz\u00e1sa az els\u0151 l\u00e9p\u00e9s, hiszen, mint ir\u00e1nyvonal seg\u00edt meghat\u00e1rozni a nevet, kialak\u00edtani a log\u00f3t, a kapcsol\u00f3d\u00f3 szlogent, az online \u00e9s offline kommunik\u00e1ci\u00f3t, a marketing \u00e9s rekl\u00e1m anyagokat, illetve a hely pozicion\u00e1l\u00e1s\u00e1t.<\/p>\n

Milyen nevet adjunk egy \u00e9tteremnek?<\/h2>\n

Egy vend\u00e9gl\u00e1t\u00f3helynek tal\u00e1n a legfontosabb, hogy olyan nevet kapjon, mely kell\u0151k\u00e9ppen reprezent\u00e1lja a gondolatot vagy filoz\u00f3fi\u00e1t, amit a tulajdonos kommunik\u00e1lni szeretne.
\nA legjobb nevek r\u00f6videk, a k\u00fclf\u00f6ldiek sz\u00e1m\u00e1ra k\u00f6nnyed\u00e9n kiejthet\u0151ek, gyorsan megjegyezhet\u0151k \u00e9s domain n\u00e9vk\u00e9nt is regisztr\u00e1lhat\u00f3ak az interneten, b\u00e1rmely orsz\u00e1gban.<\/p>\n

Magyarorsz\u00e1gon \u00e1ltal\u00e1ban n\u00e9gy csoportot k\u00fcl\u00f6nb\u00f6ztet\u00fcnk meg az \u00e9ttermi nevekn\u00e9l:<\/p>\n

    \n
  • A reputat\u00edv nevek r\u00e9gi trad\u00edci\u00f3kra \u00e9p\u00edtenek vagy k\u00f6zvetlen\u00fcl a tulajdonosra utalnak. Ilyen p\u00e9ld\u00e1ul a R\u00e9gi Sipos Hal\u00e1szkert \u00e9s \u00c9tterem, a Fausto\u2019s Restaurant vagy a Laci B\u00e1csi konyh\u00e1ja.<\/li>\n
  • Az asszociat\u00edv nevek a legjellemz\u0151bbek n\u00e1lunk. Ez esetben a n\u00e9vhez kapcsol\u00f3d\u00f3 asszoci\u00e1ci\u00f3k seg\u00edtik az \u00e9ttermet, hogy brandk\u00e9nt funkcion\u00e1ljanak. Ide soroljuk a Karma (spiritu\u00e1lis, keleti, misztikus), az Onyx (\u00e9rt\u00e9kes, ritka, egyedi) vagy a Tr\u00f3fea Grill (vad\u00e1szat, lakoma, b\u0151s\u00e9ges \u00e9telv\u00e1laszt\u00e9k) \u00e9ttermeket.<\/li>\n
  • A harmadik kateg\u00f3ria a fikt\u00edv nevek. Ide tartoznak az M \u00c9tterem, a Szilvak\u00e9k Paradicsom vagy a Galagonya Vend\u00e9gl\u0151. Ebben az esetben a n\u00e9v cseng\u00e9se, egy sz\u00f3j\u00e1t\u00e9k vagy szem\u00e9lyes \u00e9lm\u00e9ny miatt adj\u00e1k a nevet.<\/li>\n
  • A funkcion\u00e1lis nevekbe tartoznak azok a helyek, ahol a n\u00e9v sz\u00f3 szerint meghat\u00e1rozza a szolg\u00e1ltat\u00e1st. Ebbe a kateg\u00f3ri\u00e1ba tartozik a Nagymama palacsint\u00e1z\u00f3ja, a Bajai Hal\u00e1szcs\u00e1rda vagy a Napsug\u00e1r K\u00ednai \u00c9tterem.<\/li>\n<\/ul>\n

    A j\u00f3l eltal\u00e1lt n\u00e9v er\u0151s kezd\u0151l\u00f6k\u00e9st adhat az \u00faj \u00e9tteremnek. Az\u00e9rt \u00e9rdemes a hely nev\u00e9t nagyon el\u0151vigy\u00e1zatosan megv\u00e1lasztani, mert log\u00f3t, arculatot \u00e9s \u00e9tlapot v\u00e1ltani sokkal k\u00f6nnyebb, mint egy m\u00e1r bevezetett nevet \u00fajrapoz\u00edcion\u00e1lni a piacon.<\/p>\n

     <\/p>\n","protected":false},"excerpt":{"rendered":"

    Publik\u00e1ci\u00f3:\u00a0Tim\u00e1r Andr\u00e1s Chef & Pinc\u00e9r Magazin Az \u00e9ttermi arculat kialak\u00edt\u00e1sa Mindenki \u2013 aki \u00e9tteremnyit\u00e1s gondolat\u00e1val foglalkozik \u2013 azt szeretn\u00e9, hogy az \u00e1ltala meg\u00e1lmodott hely elismert m\u00e1rk\u00e1v\u00e1 v\u00e1ljon, amihez az emberek…<\/p>\n","protected":false},"author":1,"featured_media":5202,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[33],"tags":[],"class_list":["post-5192","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media"],"yoast_head":"\nBrand a lelke mindennek (Hogyan \u00e9p\u00edts\u00fcnk marketinget egy \u00e9tteremnek?) - Welldon Consulting<\/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:\/\/www.welldon.hu\/en\/?p=5192\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brand a lelke mindennek (Hogyan \u00e9p\u00edts\u00fcnk marketinget egy \u00e9tteremnek?) - 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