![\"\"](\"https:\/\/schibstedforbusiness.com\/no\/wp-content\/uploads\/sites\/2\/2020\/12\/merkevarebygging-i-krisetid-01-1024x547.jpg\")
Kilde: Hillier, Tony: Successful Competitive Strategies for Recesion and Recovery. Gjengitt i Ogilvy Asia: Making brands matter in turbulent times: HOW TO STEER BRANDS THROUGH A CRISIS Beyond COVID-19<\/p><\/div>\n
<\/h3>\nDet er gode grunner til \u00e5 fokusere p\u00e5 merkevarebyggende budskap n\u00e5:<\/strong><\/h3>\nYouGovs \u00abBrand Index\u00bb viser at corona ikke har noen betydning for merkevarenes styrke blant nordmenn, n\u00e5r man unders\u00f8ker st\u00f8rre merkevarer p\u00e5 tvers av bransjer.<\/p>\n
![\"\"](\"https:\/\/schibstedforbusiness.com\/no\/wp-content\/uploads\/sites\/2\/2020\/12\/Merkevarebygging-i-krisetid-02-1024x515.jpg\")
Kilde: YouGov BrandIndex. Snitt av brand score for impressions, value, quality, reputation, satisfaction og recommend. Periode: desember – i dag.<\/p><\/div>\n
<\/h3>\nSchibsteds benchmark-database <\/strong><\/h3>\nviser at vi med merkevarebyggende kampanjer i snitt klarer \u00e5 \u00f8ke kjennskapen med fire prosentpoeng, samt \u00f8ke vurdering med i snitt to prosentpoeng, p\u00e5 tvers av alle kampanjer.<\/p>\n
I praksis inneb\u00e6rer det at om kampanjen din har en dekning p\u00e5 rundt \u00e9n million mennesker, s\u00e5 har kjennskapen \u00f8kt blant 40.000 personer og varen eller tjenesten din kommet inn i vurderingssettet til 20.000 nye personer. I denne tiden, med den formidable \u00f8kningen i dekning som vi opplever, vil det alts\u00e5 v\u00e6re potensiale for \u00e5 endre merkevareoppfattelsen til sv\u00e6rt mange personer.<\/p>\n","protected":false},"excerpt":{"rendered":"
\u00abCoronamonitoren\u00bb til analysebyr\u00e5et Opinion, viser at 83 prosent av nordmenn tror den \u00f8konomiske situasjonen i Norge vil forverres den neste m\u00e5neden. I en situasjon hvor usikkerheten er stor, vil ogs\u00e5 konsumet p\u00e5virkes. I Opinions unders\u00f8kelse svarer 39 prosent at de har utsatt st\u00f8rre innkj\u00f8p av kapitalvarer som bil, hvite- og brunevarer eller oppussingsprosjekter. En mulig […]<\/p>\n","protected":false},"author":1,"featured_media":1899,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"yoast_head":"\n
Merkevarebygging i krisetid - Schibsted for Business<\/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:\/\/schibstedforbusiness.com\/no\/merkevarebygging-i-krisetid\/\" \/>\n<meta property=\"og:locale\" content=\"nb_NO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Merkevarebygging i krisetid - Schibsted for Business\" \/>\n<meta property=\"og:description\" content=\"\u00abCoronamonitoren\u00bb til analysebyr\u00e5et Opinion, viser at 83 prosent av nordmenn tror den \u00f8konomiske situasjonen i Norge vil forverres den neste m\u00e5neden. I en situasjon hvor usikkerheten er stor, vil ogs\u00e5 konsumet p\u00e5virkes. I Opinions unders\u00f8kelse svarer 39 prosent at de har utsatt st\u00f8rre innkj\u00f8p av kapitalvarer som bil, hvite- og brunevarer eller oppussingsprosjekter. 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YouGovs \u00abBrand Index\u00bb viser at corona ikke har noen betydning for merkevarenes styrke blant nordmenn, n\u00e5r man unders\u00f8ker st\u00f8rre merkevarer p\u00e5 tvers av bransjer.<\/p>\n
Kilde: YouGov BrandIndex. Snitt av brand score for impressions, value, quality, reputation, satisfaction og recommend. Periode: desember – i dag.<\/p><\/div>\n
<\/h3>\nSchibsteds benchmark-database <\/strong><\/h3>\nviser at vi med merkevarebyggende kampanjer i snitt klarer \u00e5 \u00f8ke kjennskapen med fire prosentpoeng, samt \u00f8ke vurdering med i snitt to prosentpoeng, p\u00e5 tvers av alle kampanjer.<\/p>\n
I praksis inneb\u00e6rer det at om kampanjen din har en dekning p\u00e5 rundt \u00e9n million mennesker, s\u00e5 har kjennskapen \u00f8kt blant 40.000 personer og varen eller tjenesten din kommet inn i vurderingssettet til 20.000 nye personer. I denne tiden, med den formidable \u00f8kningen i dekning som vi opplever, vil det alts\u00e5 v\u00e6re potensiale for \u00e5 endre merkevareoppfattelsen til sv\u00e6rt mange personer.<\/p>\n","protected":false},"excerpt":{"rendered":"
\u00abCoronamonitoren\u00bb til analysebyr\u00e5et Opinion, viser at 83 prosent av nordmenn tror den \u00f8konomiske situasjonen i Norge vil forverres den neste m\u00e5neden. I en situasjon hvor usikkerheten er stor, vil ogs\u00e5 konsumet p\u00e5virkes. I Opinions unders\u00f8kelse svarer 39 prosent at de har utsatt st\u00f8rre innkj\u00f8p av kapitalvarer som bil, hvite- og brunevarer eller oppussingsprosjekter. En mulig […]<\/p>\n","protected":false},"author":1,"featured_media":1899,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"yoast_head":"\n
Merkevarebygging i krisetid - Schibsted for Business<\/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:\/\/schibstedforbusiness.com\/no\/merkevarebygging-i-krisetid\/\" \/>\n<meta property=\"og:locale\" content=\"nb_NO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Merkevarebygging i krisetid - Schibsted for Business\" \/>\n<meta property=\"og:description\" content=\"\u00abCoronamonitoren\u00bb til analysebyr\u00e5et Opinion, viser at 83 prosent av nordmenn tror den \u00f8konomiske situasjonen i Norge vil forverres den neste m\u00e5neden. I en situasjon hvor usikkerheten er stor, vil ogs\u00e5 konsumet p\u00e5virkes. I Opinions unders\u00f8kelse svarer 39 prosent at de har utsatt st\u00f8rre innkj\u00f8p av kapitalvarer som bil, hvite- og brunevarer eller oppussingsprosjekter. En mulig […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/schibstedforbusiness.com\/no\/merkevarebygging-i-krisetid\/\" \/>\n<meta property=\"og:site_name\" content=\"Schibsted for Business\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/SchibstedGroup\/\" \/>\n<meta property=\"article:published_time\" content=\"2020-12-08T11:37:48+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-12-08T12:07:21+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/schibstedforbusiness.com\/no\/wp-content\/uploads\/sites\/2\/2020\/12\/merkevarebygging.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"720\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Kenneth Alvseike\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@schibstedgroup\" \/>\n<meta name=\"twitter:site\" content=\"@schibstedgroup\" \/>\n<meta name=\"twitter:label1\" content=\"Skrevet av\" \/>\n\t<meta name=\"twitter:data1\" content=\"Kenneth Alvseike\" \/>\n\t<meta name=\"twitter:label2\" content=\"Ansl. lesetid\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minutt\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/schibstedforbusiness.com\/no\/merkevarebygging-i-krisetid\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/schibstedforbusiness.com\/no\/merkevarebygging-i-krisetid\/\"},\"author\":{\"name\":\"Kenneth Alvseike\",\"@id\":\"https:\/\/schibstedforbusiness.com\/no\/#\/schema\/person\/22b3094597165dca401025cab7c1ea3d\"},\"headline\":\"Merkevarebygging i krisetid\",\"datePublished\":\"2020-12-08T11:37:48+00:00\",\"dateModified\":\"2020-12-08T12:07:21+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/schibstedforbusiness.com\/no\/merkevarebygging-i-krisetid\/\"},\"wordCount\":278,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/schibstedforbusiness.com\/no\/#organization\"},\"image\":{\"@id\":\"https:\/\/schibstedforbusiness.com\/no\/merkevarebygging-i-krisetid\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/schibstedforbusiness.com\/no\/wp-content\/uploads\/sites\/2\/2020\/12\/merkevarebygging.png\",\"articleSection\":[\"Nyheter\"],\"inLanguage\":\"nb-NO\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/schibstedforbusiness.com\/no\/merkevarebygging-i-krisetid\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/schibstedforbusiness.com\/no\/merkevarebygging-i-krisetid\/\",\"url\":\"https:\/\/schibstedforbusiness.com\/no\/merkevarebygging-i-krisetid\/\",\"name\":\"Merkevarebygging i krisetid - 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viser at vi med merkevarebyggende kampanjer i snitt klarer \u00e5 \u00f8ke kjennskapen med fire prosentpoeng, samt \u00f8ke vurdering med i snitt to prosentpoeng, p\u00e5 tvers av alle kampanjer.<\/p>\n
I praksis inneb\u00e6rer det at om kampanjen din har en dekning p\u00e5 rundt \u00e9n million mennesker, s\u00e5 har kjennskapen \u00f8kt blant 40.000 personer og varen eller tjenesten din kommet inn i vurderingssettet til 20.000 nye personer. I denne tiden, med den formidable \u00f8kningen i dekning som vi opplever, vil det alts\u00e5 v\u00e6re potensiale for \u00e5 endre merkevareoppfattelsen til sv\u00e6rt mange personer.<\/p>\n","protected":false},"excerpt":{"rendered":"
\u00abCoronamonitoren\u00bb til analysebyr\u00e5et Opinion, viser at 83 prosent av nordmenn tror den \u00f8konomiske situasjonen i Norge vil forverres den neste m\u00e5neden. I en situasjon hvor usikkerheten er stor, vil ogs\u00e5 konsumet p\u00e5virkes. I Opinions unders\u00f8kelse svarer 39 prosent at de har utsatt st\u00f8rre innkj\u00f8p av kapitalvarer som bil, hvite- og brunevarer eller oppussingsprosjekter. En mulig […]<\/p>\n","protected":false},"author":1,"featured_media":1899,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"yoast_head":"\n