{"id":9041,"date":"2025-12-23T15:46:00","date_gmt":"2025-12-23T14:46:00","guid":{"rendered":"https:\/\/wenet.pl\/blog\/?p=9041"},"modified":"2026-02-17T17:11:42","modified_gmt":"2026-02-17T16:11:42","slug":"jak-zbadac-swiadomosc-marki","status":"publish","type":"post","link":"https:\/\/wenet.pl\/blog\/jak-zbadac-swiadomosc-marki\/","title":{"rendered":"Jak zbada\u0107 \u015bwiadomo\u015b\u0107 marki?"},"content":{"rendered":"\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1080\" height=\"720\" data-src=\"https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/09\/Jak-zbadac-swiadomosc-marki.jpg\" alt=\"\u015bwiadomo\u015b\u0107 marki co to jest\" class=\"wp-image-9042 colorbox-9041 lazyload\" data-srcset=\"https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/09\/Jak-zbadac-swiadomosc-marki.jpg 1080w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/09\/Jak-zbadac-swiadomosc-marki-450x300.jpg 450w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/09\/Jak-zbadac-swiadomosc-marki-200x133.jpg 200w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/09\/Jak-zbadac-swiadomosc-marki-768x512.jpg 768w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/09\/Jak-zbadac-swiadomosc-marki-696x464.jpg 696w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/09\/Jak-zbadac-swiadomosc-marki-1068x712.jpg 1068w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/09\/Jak-zbadac-swiadomosc-marki-630x420.jpg 630w\" data-sizes=\"(max-width: 1080px) 100vw, 1080px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1080px; --smush-placeholder-aspect-ratio: 1080\/720;\" \/><\/figure>\n\n\n\n<p><strong>W dobie sporej konkurencji, gdzie firmy walcz\u0105 o uwag\u0119 konsument\u00f3w, \u015bwiadomo\u015b\u0107 marki odgrywa kluczow\u0105 rol\u0119 w osi\u0105gni\u0119ciu sukcesu. W\u0142a\u015bnie dlatego przedsi\u0119biorstwa inwestuj\u0105 czas i zasoby, aby bada\u0107, jak ich marka jest postrzegana przez potencjalnych klient\u00f3w. W artykule przedstawiamy sposoby na to, jak przeprowadzi\u0107 badanie \u015bwiadomo\u015bci marki. Wyja\u015bniamy te\u017c, dlaczego warto to robi\u0107.&nbsp;<\/strong><\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-white ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Spis tre\u015bci<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Prze\u0142\u0105cznik Spisu Tre\u015bci\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #0a0a0a;color:#0a0a0a\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #0a0a0a;color:#0a0a0a\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/wenet.pl\/blog\/jak-zbadac-swiadomosc-marki\/#Czym_jest_swiadomosc_marki_brand_awareness\" >Czym jest \u015bwiadomo\u015b\u0107 marki (brand awareness)?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/wenet.pl\/blog\/jak-zbadac-swiadomosc-marki\/#Budowanie_swiadomosci_marki_%E2%80%93_dlaczego_warto\" >Budowanie \u015bwiadomo\u015bci marki \u2013 dlaczego warto?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/wenet.pl\/blog\/jak-zbadac-swiadomosc-marki\/#Jak_badac_swiadomosc_marki\" >Jak bada\u0107 \u015bwiadomo\u015b\u0107 marki?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/wenet.pl\/blog\/jak-zbadac-swiadomosc-marki\/#Badanie_jakosciowe_%E2%80%93_wywiady_poglebione_i_grupy_dyskusyjne\" >Badanie jako\u015bciowe \u2013 wywiady pog\u0142\u0119bione i grupy dyskusyjne<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/wenet.pl\/blog\/jak-zbadac-swiadomosc-marki\/#Badanie_ilosciowe_%E2%80%93_kwestionariusze_i_ankiety\" >Badanie ilo\u015bciowe \u2013 kwestionariusze i ankiety<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/wenet.pl\/blog\/jak-zbadac-swiadomosc-marki\/#Analiza_konkurencji_%E2%80%93_benchmarking\" >Analiza konkurencji \u2013 benchmarking<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/wenet.pl\/blog\/jak-zbadac-swiadomosc-marki\/#Monitoring_mediow_%E2%80%93_analiza_wzmianek_o_marce\" >Monitoring medi\u00f3w \u2013 analiza wzmianek o marce<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/wenet.pl\/blog\/jak-zbadac-swiadomosc-marki\/#Rodzaje_swiadomosci_marki\" >Rodzaje \u015bwiadomo\u015bci marki<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/wenet.pl\/blog\/jak-zbadac-swiadomosc-marki\/#Swiadomosc_spontaniczna\" >\u015awiadomo\u015b\u0107 spontaniczna<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/wenet.pl\/blog\/jak-zbadac-swiadomosc-marki\/#Swiadomosc_wspomagana\" >\u015awiadomo\u015b\u0107 wspomagana<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/wenet.pl\/blog\/jak-zbadac-swiadomosc-marki\/#Swiadomosc_TOM_Top_of_Mind_awareness\" >\u015awiadomo\u015b\u0107 TOM (Top of Mind awareness)<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/wenet.pl\/blog\/jak-zbadac-swiadomosc-marki\/#Jakie_sa_korzysci_badania_swiadomosci_marki\" >Jakie s\u0105 korzy\u015bci badania \u015bwiadomo\u015bci marki?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/wenet.pl\/blog\/jak-zbadac-swiadomosc-marki\/#Badanie_brand_awareness_%E2%80%93_podsumowanie\" >Badanie brand awareness \u2013 podsumowanie<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Czym_jest_swiadomosc_marki_brand_awareness\"><\/span><strong>Czym jest \u015bwiadomo\u015b\u0107 marki (brand awareness)?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>\u015awiadomo\u015b\u0107 marki (brand awareaness) to stopie\u0144, w jakim konsumenci rozpoznaj\u0105 i kojarz\u0105 dany produkt, us\u0142ug\u0119 lub firm\u0119. Jest to jeden z kluczowych element\u00f3w strategii marketingowej, kt\u00f3ry wp\u0142ywa na decyzje zakupowe klient\u00f3w oraz ich lojalno\u015b\u0107. Im wi\u0119ksza \u015bwiadomo\u015b\u0107 danej marki, tym wi\u0119ksze prawdopodobie\u0144stwo, \u017ce klienci wybior\u0105 jej produkt lub us\u0142ug\u0119 spo\u015br\u00f3d dost\u0119pnych na rynku alternatyw.<\/p>\n\n\n\n<p>Proces budowania \u015bwiadomo\u015bci marki obejmuje szereg dzia\u0142a\u0144 marketingowych, kt\u00f3rych celem jest <strong>zwi\u0119kszenie rozpoznawalno\u015bci i atrakcyjno\u015bci danej marki w\u015br\u00f3d potencjalnych klient\u00f3w<\/strong>. Wyr\u00f3\u017cnia si\u0119 kilka kluczowych etap\u00f3w tego procesu, takich jak identyfikacja grupy docelowej, opracowanie unikalnej propozycji warto\u015bci, promocja marki oraz monitorowanie jej wizerunku na rynku.<\/p>\n\n\n\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-2e78c642-e432-4a69-aeb2-7ae664918362\"><span class=\"hs-cta-node hs-cta-2e78c642-e432-4a69-aeb2-7ae664918362\" id=\"hs-cta-2e78c642-e432-4a69-aeb2-7ae664918362\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/2e78c642-e432-4a69-aeb2-7ae664918362\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"hs-cta-img colorbox-9041 lazyload\" id=\"hs-cta-img-2e78c642-e432-4a69-aeb2-7ae664918362\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/2e78c642-e432-4a69-aeb2-7ae664918362.png\"  alt=\"Zapisz si\u0119 do newslettera. Dostaniesz e-book w prezencie &gt;&gt;&gt;\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '2e78c642-e432-4a69-aeb2-7ae664918362', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Budowanie_swiadomosci_marki_%E2%80%93_dlaczego_warto\"><\/span><strong>Budowanie \u015bwiadomo\u015bci marki \u2013 dlaczego warto?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Budowanie \u015bwiadomo\u015bci marki przynosi wiele korzy\u015bci, zar\u00f3wno kr\u00f3tko-, jak i d\u0142ugoterminowych. Przede wszystkim pozwala zwi\u0119kszy\u0107 sprzeda\u017c oraz poprawi\u0107 wyniki finansowe firmy.&nbsp;<\/p>\n\n\n\n<p>Pami\u0119taj, \u017ce znane firmy przyci\u0105gaj\u0105 wi\u0119cej odbiorc\u00f3w. Konsumenci cz\u0119\u015bciej wybieraj\u0105 marki, kt\u00f3re kojarz\u0105 z wysok\u0105 jako\u015bci\u0105 i zaufaniem. Im bardziej klienci maj\u0105 pozytywne skojarzenia z mark\u0105, tym wi\u0119ksze prawdopodobie\u0144stwo, \u017ce b\u0119d\u0105 poleca\u0107 j\u0105 swoim znajomym i rodzinie. Ponadto silna marka mo\u017ce przyci\u0105gn\u0105\u0107 nie tylko nowych klient\u00f3w, ale te\u017c partner\u00f3w biznesowych oraz utalentowanych pracownik\u00f3w.<\/p>\n\n\n\n<p>W d\u0142u\u017cszej perspektywie kszta\u0142towanie \u015bwiadomo\u015bci marki mo\u017ce r\u00f3wnie\u017c wp\u0142yn\u0105\u0107 na warto\u015b\u0107 firmy oraz jej pozycj\u0119 na rynku. Marki o wysokim poziomie \u015bwiadomo\u015bci konsument\u00f3w s\u0105 cz\u0119sto postrzegane jako liderzy w swojej bran\u017cy, co mo\u017ce przyczyni\u0107 si\u0119 do zwi\u0119kszenia udzia\u0142\u00f3w w rynku oraz wzrostu konkurencyjno\u015bci.<\/p>\n\n\n\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-8782d30a-465c-49ee-8ad9-826c889fab51\"><span class=\"hs-cta-node hs-cta-8782d30a-465c-49ee-8ad9-826c889fab51\" id=\"hs-cta-8782d30a-465c-49ee-8ad9-826c889fab51\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/8782d30a-465c-49ee-8ad9-826c889fab51\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"hs-cta-img colorbox-9041 lazyload\" id=\"hs-cta-img-8782d30a-465c-49ee-8ad9-826c889fab51\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/8782d30a-465c-49ee-8ad9-826c889fab51.png\"  alt=\"Promocja firmy na lokalnym rynku? Rozpocznij ju\u017c teraz &gt;&gt;&gt;\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '8782d30a-465c-49ee-8ad9-826c889fab51', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Jak_badac_swiadomosc_marki\"><\/span><strong>Jak bada\u0107 \u015bwiadomo\u015b\u0107 marki?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Jak wi\u0119c wida\u0107, budowanie \u015bwiadomo\u015bci zdecydowanie si\u0119 op\u0142aca. Wa\u017cne jest jednak te\u017c mierzenie brand awareness. Dlaczego warto mierzy\u0107 \u015bwiadomo\u015b\u0107 marki? Przede wszystkim dlatego, \u017ceby wiedzie\u0107, jak odbierana jest ona przez konsument\u00f3w. Dzi\u0119ki temu mo\u017cna lepiej dopasowa\u0107 dzia\u0142ania marketingowe do potrzeb klient\u00f3w i zbudowa\u0107 z nimi silniejsz\u0105 relacj\u0119. Poznanie opinii o swojej marce daje mo\u017cliwo\u015b\u0107 poprawy jej wizerunku i zwi\u0119kszenia jej warto\u015bci na rynku.<\/p>\n\n\n\n<p>Jak zatem zbada\u0107 brand awareness? Jakie metody i narz\u0119dzia \u015bwiadomo\u015bci marki wykorzystywa\u0107?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Badanie_jakosciowe_%E2%80%93_wywiady_poglebione_i_grupy_dyskusyjne\"><\/span><strong>Badanie jako\u015bciowe \u2013 wywiady pog\u0142\u0119bione i grupy dyskusyjne<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Pierwszym krokiem w badaniu rozpoznawalno\u015bci marki jest przeprowadzenie bada\u0144 jako\u015bciowych. Metody te pozwalaj\u0105 na zg\u0142\u0119bienie wiedzy na temat potrzeb, oczekiwa\u0144 i motywacji konsument\u00f3w oraz na zrozumienie, jakie warto\u015bci przypisuj\u0105 oni marce. Wywiady pog\u0142\u0119bione oraz grupy dyskusyjne to dwa podstawowe narz\u0119dzia stosowane w badaniach jako\u015bciowych.<\/p>\n\n\n\n<p>Wywiady pog\u0142\u0119bione polegaj\u0105 na indywidualnych rozmowach z klientami, kt\u00f3re pozwalaj\u0105 na uzyskanie szczeg\u00f3\u0142owych informacji na temat ich do\u015bwiadcze\u0144 z mark\u0105 oraz oczekiwa\u0144 wzgl\u0119dem niej. Grupy dyskusyjne natomiast umo\u017cliwiaj\u0105 obserwacj\u0119 interakcji pomi\u0119dzy uczestnikami, co pozwala na identyfikacj\u0119 wsp\u00f3lnych wzorc\u00f3w zachowa\u0144 i przekona\u0144.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Badanie_ilosciowe_%E2%80%93_kwestionariusze_i_ankiety\"><\/span><strong>Badanie ilo\u015bciowe \u2013 kwestionariusze i ankiety<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Drugim etapem badania \u015bwiadomo\u015bci marki jest przeprowadzenie bada\u0144 ilo\u015bciowych, kt\u00f3re pozwalaj\u0105 na uzyskanie danych liczbowych dotycz\u0105cych postrzegania marki przez konsument\u00f3w. Kwestionariusze i ankiety online to najpopularniejsze narz\u0119dzia stosowane w takich badaniach.<\/p>\n\n\n\n<p>Kwestionariusze pozwalaj\u0105 na zebranie danych od du\u017cej liczby respondent\u00f3w, co daje reprezentatywny obraz sytuacji na rynku. Ankiety \u015bwiadomo\u015bci marki umo\u017cliwiaj\u0105 natomiast szybkie pozyskanie informacji od klient\u00f3w, co jest szczeg\u00f3lnie wa\u017cne w przypadku dynamicznie zmieniaj\u0105cych si\u0119 rynk\u00f3w.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Analiza_konkurencji_%E2%80%93_benchmarking\"><\/span><strong>Analiza konkurencji \u2013 benchmarking<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Badanie znajomo\u015bci marki nie mo\u017ce ogranicza\u0107 si\u0119 tylko do analizy w\u0142asnej oferty. Wa\u017cne jest r\u00f3wnie\u017c zrozumienie, jakie s\u0105 mocne i s\u0142abe strony konkurencji oraz jakie strategie marketingowe stosuj\u0105 inne firmy w bran\u017cy. Benchmarking to metoda por\u00f3wnawcza, kt\u00f3ra pozwala na ocen\u0119 pozycji w\u0142asnej marki wzgl\u0119dem konkurent\u00f3w.<\/p>\n\n\n\n<p>W ramach benchmarkingu analizowane s\u0105 takie aspekty jak strategia komunikacji, oferta produktowa, dzia\u0142ania promocyjne czy obs\u0142uga klienta. Por\u00f3wnanie tych element\u00f3w pozwala na zidentyfikowanie luk rynkowych oraz na opracowanie strategii, kt\u00f3ra pozwoli na wyr\u00f3\u017cnienie si\u0119 na tle konkurencji.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Monitoring_mediow_%E2%80%93_analiza_wzmianek_o_marce\"><\/span><strong>Monitoring medi\u00f3w \u2013 analiza wzmianek o marce<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>W dobie Internetu i <span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-7cf2fe5b-64c1-4a0f-b800-63407f0ada4a\"><span class=\"hs-cta-node hs-cta-7cf2fe5b-64c1-4a0f-b800-63407f0ada4a\" id=\"hs-cta-7cf2fe5b-64c1-4a0f-b800-63407f0ada4a\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/7cf2fe5b-64c1-4a0f-b800-63407f0ada4a\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"hs-cta-img colorbox-9041 lazyload\" id=\"hs-cta-img-7cf2fe5b-64c1-4a0f-b800-63407f0ada4a\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/7cf2fe5b-64c1-4a0f-b800-63407f0ada4a.png\" alt=\"Social Media\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\"><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '7cf2fe5b-64c1-4a0f-b800-63407f0ada4a', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span>, opinie klient\u00f3w maj\u0105 ogromny wp\u0142yw na postrzeganie marki przez innych konsument\u00f3w. Dlatego wa\u017cne jest systematyczne monitorowanie medi\u00f3w oraz analiza wzmianek o marce. Narz\u0119dzia takie jak np. Brand24 pozwalaj\u0105 na \u015bledzenie opinii klient\u00f3w oraz identyfikacj\u0119 kluczowych temat\u00f3w zwi\u0105zanych z mark\u0105.<\/p>\n\n\n\n<p>Analiza danych z medi\u00f3w spo\u0142eczno\u015bciowych pozwala r\u00f3wnie\u017c na ocen\u0119 skuteczno\u015bci dzia\u0142a\u0144 marketingowych oraz na bie\u017c\u0105ce dostosowywanie strategii komunikacji do potrzeb i oczekiwa\u0144 klient\u00f3w.<\/p>\n\n\n\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-c06270c0-e761-476a-87e6-cbf1412c90e5\"><span class=\"hs-cta-node hs-cta-c06270c0-e761-476a-87e6-cbf1412c90e5\" id=\"hs-cta-c06270c0-e761-476a-87e6-cbf1412c90e5\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/c06270c0-e761-476a-87e6-cbf1412c90e5\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"hs-cta-img colorbox-9041 lazyload\" id=\"hs-cta-img-c06270c0-e761-476a-87e6-cbf1412c90e5\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/c06270c0-e761-476a-87e6-cbf1412c90e5.png\"  alt=\"marketing_lokalny\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, 'c06270c0-e761-476a-87e6-cbf1412c90e5', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Rodzaje_swiadomosci_marki\"><\/span><strong>Rodzaje \u015bwiadomo\u015bci marki<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Podczas pomiar\u00f3w nale\u017cy wzi\u0105\u0107 pod uwag\u0119 r\u00f3\u017cne rodzaje oraz wska\u017aniki pomiaru \u015bwiadomo\u015bci marki. Pomagaj\u0105 one oceni\u0107, w jakim stopniu klient mo\u017ce rozpozna\u0107 dan\u0105 firm\u0119.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Swiadomosc_spontaniczna\"><\/span><strong>\u015awiadomo\u015b\u0107 spontaniczna<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Spontaniczna \u015bwiadomo\u015b\u0107 marki dotyczy sytuacji, gdy konsument bez \u017cadnych podpowiedzi potrafi wymieni\u0107 nazwy konkretnych firm. Przyk\u0142adem mo\u017ce by\u0107 pytanie o znane marki smartfon\u00f3w \u2013 je\u015bli konsument bez wahania odpowiada \u201eApple\u201d czy ,,Samsung\u2019\u2019, oznacza to, \u017ce posiada on spontaniczn\u0105 \u015bwiadomo\u015b\u0107 tych marek. Tego rodzaju \u015bwiadomo\u015b\u0107 jest wynikiem d\u0142ugotrwa\u0142ej ekspozycji na dzia\u0142ania marketingowe firmy oraz jej wysokiej jako\u015bci produkt\u00f3w i us\u0142ug.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Swiadomosc_wspomagana\"><\/span><strong>\u015awiadomo\u015b\u0107 wspomagana<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Wspomagana \u015bwiadomo\u015b\u0107 marki wyst\u0119puje wtedy, gdy konsument potrafi przypisa\u0107 okre\u015blone cechy lub korzy\u015bci do danej marki, ale tylko po otrzymaniu pewnej podpowiedzi. Przyk\u0142adem mo\u017ce by\u0107 pytanie o mark\u0119 s\u0142yn\u0105c\u0105 z produkcji niezawodnych samochod\u00f3w \u2013 je\u015bli konsument odpowiada \u201eToyota\u201d po us\u0142yszeniu wskaz\u00f3wki dotycz\u0105cej japo\u0144skiego pochodzenia firmy, oznacza to, \u017ce posiada on wspomagan\u0105 \u015bwiadomo\u015b\u0107 tej marki.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Swiadomosc_TOM_Top_of_Mind_awareness\"><\/span><strong>\u015awiadomo\u015b\u0107 TOM (Top of Mind awareness)<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>\u015awiadomo\u015b\u0107 TOM (ang. Top of Mind awareness) to poziom \u015bwiadomo\u015bci marki, produktu lub us\u0142ugi, kt\u00f3ry dotyczy pierwszej wymienionej marki. Oznacza, \u017ce dana marka jest pierwsz\u0105 skojarzon\u0105 przez konsumenta w swojej kategorii na rynku. W momencie wi\u0119c, gdy klient my\u015bli o danym produkcie lub us\u0142udze, to w\u0142a\u015bnie dana firma przychodzi mu od razu na my\u015bl. Tego rodzaju \u015bwiadomo\u015b\u0107 istnienia marki jest efektem d\u0142ugotrwa\u0142ej strategii marketingowej opartej na komunikacji warto\u015bci i zalet produkt\u00f3w.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Jakie_sa_korzysci_badania_swiadomosci_marki\"><\/span><strong>Jakie s\u0105 korzy\u015bci badania \u015bwiadomo\u015bci marki?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Monitorowanie \u015bwiadomo\u015bci marki pozwala lepiej pozna\u0107 konsument\u00f3w i ich preferencje. Umo\u017cliwia to <strong>dostosowanie strategii marketingowej do potrzeb klient\u00f3w<\/strong>, co zwi\u0119ksza szanse na sukces rynkowy firmy.<\/p>\n\n\n\n<p>\u015awiadomo\u015b\u0107 marki ma wp\u0142yw na decyzje zakupowe konsument\u00f3w. Klienci cz\u0119sto wybieraj\u0105 produkty i us\u0142ugi uznanych marek, poniewa\u017c kojarz\u0105 je z pewnym standardem jako\u015bci oraz bezpiecze\u0144stwem. Przeprowadzenie bada\u0144 \u015bwiadomo\u015bci marki pozwala wi\u0119c na zwi\u0119kszenie zaufania konsument\u00f3w do produkt\u00f3w i us\u0142ug.<\/p>\n\n\n\n<p>Badanie brand awareness pozwala te\u017c na <strong>monitorowanie zmian w postrzeganiu marki przez konsument\u00f3w oraz w\u015br\u00f3d konkurencji<\/strong>. Dzi\u0119ki temu mo\u017cna szybko reagowa\u0107 na ewentualne problemy i zmienia\u0107 strategi\u0119, aby utrzyma\u0107 lub poprawi\u0107 reputacj\u0119 marki.<\/p>\n\n\n\n<p>W skr\u00f3cie dzi\u0119ki badaniom mo\u017cna przede wszystkim:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>zwi\u0119kszy\u0107 skuteczno\u015b\u0107 dzia\u0142a\u0144 marketingowych,<\/li>\n\n\n\n<li>dba\u0107 o pozytywny wizerunek i odbi\u00f3r marki,<\/li>\n\n\n\n<li>budowa\u0107 przewag\u0119 na tle konkurencji,<\/li>\n\n\n\n<li>umacnia\u0107 lojalno\u015b\u0107 konsument\u00f3w,<\/li>\n\n\n\n<li>odnie\u015b\u0107 sukces na rynku.<\/li>\n<\/ul>\n\n\n\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-6598b816-249c-411d-abb1-65d7e306b7eb\"><span class=\"hs-cta-node hs-cta-6598b816-249c-411d-abb1-65d7e306b7eb\" id=\"hs-cta-6598b816-249c-411d-abb1-65d7e306b7eb\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/6598b816-249c-411d-abb1-65d7e306b7eb\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"hs-cta-img colorbox-9041 lazyload\" id=\"hs-cta-img-6598b816-249c-411d-abb1-65d7e306b7eb\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/6598b816-249c-411d-abb1-65d7e306b7eb.png\"  alt=\"Promuj swoj\u0105 firm\u0119\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '6598b816-249c-411d-abb1-65d7e306b7eb', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Badanie_brand_awareness_%E2%80%93_podsumowanie\"><\/span><strong>Badanie brand awareness \u2013 podsumowanie<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Podsumowuj\u0105c, badanie konsumenckiej \u015bwiadomo\u015bci marki to proces, kt\u00f3ry wymaga zastosowania r\u00f3\u017cnorodnych metod i narz\u0119dzi badawczych. Wykorzystanie bada\u0144 jako\u015bciowych, ilo\u015bciowych, analizy konkurencji oraz monitoringu medi\u00f3w pozwala na uzyskanie pe\u0142nego obrazu sytuacji na rynku oraz na opracowanie skutecznej strategii marketingowej.<\/p>\n\n\n\n<p>Warto podkre\u015bli\u0107, \u017ce badanie \u015bwiadomo\u015bci marki (brand awareness research) nie jest jednorazow\u0105 czynno\u015bci\u0105, lecz procesem ci\u0105g\u0142ym. Tylko regularne badania pozwalaj\u0105 na monitorowanie zmian w postrzeganiu marki i dostosowanie strategii do potrzeb rynku.<\/p><div class=\"eohlo69f2cc79e2a15\" ><!-- Komunikacja z klientem -->\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-8265bd58-ea47-4c6a-9f25-dd290dd6f8c8\"><span class=\"hs-cta-node hs-cta-8265bd58-ea47-4c6a-9f25-dd290dd6f8c8\" id=\"hs-cta-8265bd58-ea47-4c6a-9f25-dd290dd6f8c8\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/8265bd58-ea47-4c6a-9f25-dd290dd6f8c8\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-9041 lazyload\" id=\"hs-cta-img-8265bd58-ea47-4c6a-9f25-dd290dd6f8c8\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/8265bd58-ea47-4c6a-9f25-dd290dd6f8c8.png\"  alt=\"Nowe wezwanie do dzia\u0142ania\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '8265bd58-ea47-4c6a-9f25-dd290dd6f8c8', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.eohlo69f2cc79e2a15 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.eohlo69f2cc79e2a15 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.eohlo69f2cc79e2a15 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.eohlo69f2cc79e2a15 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.eohlo69f2cc79e2a15 {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n<div class=\"bjchj69f2cc79e2983\" ><!-- Email Marketing -->\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-08eb5d7e-b5b4-457b-9ce5-ceff89d6b956\"><span class=\"hs-cta-node hs-cta-08eb5d7e-b5b4-457b-9ce5-ceff89d6b956\" id=\"hs-cta-08eb5d7e-b5b4-457b-9ce5-ceff89d6b956\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/08eb5d7e-b5b4-457b-9ce5-ceff89d6b956\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-9041 lazyload\" id=\"hs-cta-img-08eb5d7e-b5b4-457b-9ce5-ceff89d6b956\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/08eb5d7e-b5b4-457b-9ce5-ceff89d6b956.png\"  alt=\"Nowe wezwanie do dzia\u0142ania\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '08eb5d7e-b5b4-457b-9ce5-ceff89d6b956', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.bjchj69f2cc79e2983 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.bjchj69f2cc79e2983 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.bjchj69f2cc79e2983 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.bjchj69f2cc79e2983 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.bjchj69f2cc79e2983 {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n<div class=\"skpct69f2cc79e28f8\" ><!-- Zarz\u0105dzanie firm\u0105 -->\n\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d\"><span class=\"hs-cta-node hs-cta-64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d\" id=\"hs-cta-64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-9041 lazyload\" id=\"hs-cta-img-64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d.png\"  alt=\"e-book Dlaczego Twoja firma powinna by\u0107 obecna w Internecie\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.skpct69f2cc79e28f8 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.skpct69f2cc79e28f8 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.skpct69f2cc79e28f8 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.skpct69f2cc79e28f8 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.skpct69f2cc79e28f8 {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n<div class=\"lzvmd69f2cc79e286e\" ><!-- Video -->\n\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-d5317067-b35b-4752-8a1e-3ef0d70566f6\"><span class=\"hs-cta-node hs-cta-d5317067-b35b-4752-8a1e-3ef0d70566f6\" id=\"hs-cta-d5317067-b35b-4752-8a1e-3ef0d70566f6\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/d5317067-b35b-4752-8a1e-3ef0d70566f6\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-9041 lazyload\" id=\"hs-cta-img-d5317067-b35b-4752-8a1e-3ef0d70566f6\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/d5317067-b35b-4752-8a1e-3ef0d70566f6.png\"  alt=\"e-book 18 wskaz\u00f3wek, kt\u00f3re rozwin\u0105 Tw\u00f3j kana\u0142 na YouTube\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, 'd5317067-b35b-4752-8a1e-3ef0d70566f6', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.lzvmd69f2cc79e286e {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.lzvmd69f2cc79e286e {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.lzvmd69f2cc79e286e {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.lzvmd69f2cc79e286e {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.lzvmd69f2cc79e286e {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n<div class=\"nrmuq69f2cc79e27d7\" ><!-- Tworzenie stron -->\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc\"><span class=\"hs-cta-node hs-cta-ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc\" id=\"hs-cta-ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-9041 lazyload\" id=\"hs-cta-img-ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc.png\"  alt=\"Nowe wezwanie do dzia\u0142ania\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, 'ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.nrmuq69f2cc79e27d7 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.nrmuq69f2cc79e27d7 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.nrmuq69f2cc79e27d7 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.nrmuq69f2cc79e27d7 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.nrmuq69f2cc79e27d7 {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n<div class=\"qjuwr69f2cc79e26f3\" ><!-- Strategia marketingowa -->\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-9d4aa58d-1ab7-4301-b000-ac3d639abc98\"><span class=\"hs-cta-node hs-cta-9d4aa58d-1ab7-4301-b000-ac3d639abc98\" id=\"hs-cta-9d4aa58d-1ab7-4301-b000-ac3d639abc98\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/9d4aa58d-1ab7-4301-b000-ac3d639abc98\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-9041 lazyload\" id=\"hs-cta-img-9d4aa58d-1ab7-4301-b000-ac3d639abc98\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/9d4aa58d-1ab7-4301-b000-ac3d639abc98.png\"  alt=\"Nowe wezwanie do dzia\u0142ania\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '9d4aa58d-1ab7-4301-b000-ac3d639abc98', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.qjuwr69f2cc79e26f3 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.qjuwr69f2cc79e26f3 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.qjuwr69f2cc79e26f3 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.qjuwr69f2cc79e26f3 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.qjuwr69f2cc79e26f3 {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n<div class=\"lvmxy69f2cc79e18e4\" ><!-- Social Media -->\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-387c3571-1376-4b17-bb02-3ee7c0d54013\"><span class=\"hs-cta-node hs-cta-387c3571-1376-4b17-bb02-3ee7c0d54013\" id=\"hs-cta-387c3571-1376-4b17-bb02-3ee7c0d54013\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/387c3571-1376-4b17-bb02-3ee7c0d54013\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-9041 lazyload\" id=\"hs-cta-img-387c3571-1376-4b17-bb02-3ee7c0d54013\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/387c3571-1376-4b17-bb02-3ee7c0d54013.png\"  alt=\"Nowe wezwanie do dzia\u0142ania\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '387c3571-1376-4b17-bb02-3ee7c0d54013', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.lvmxy69f2cc79e18e4 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.lvmxy69f2cc79e18e4 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.lvmxy69f2cc79e18e4 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.lvmxy69f2cc79e18e4 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.lvmxy69f2cc79e18e4 {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n<div class=\"godie69f2cc79e186d\" ><!-- Copywriting -->\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-0d4fb5f3-b88d-4456-a7be-207e7a27d1d8\"><span class=\"hs-cta-node hs-cta-0d4fb5f3-b88d-4456-a7be-207e7a27d1d8\" id=\"hs-cta-0d4fb5f3-b88d-4456-a7be-207e7a27d1d8\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/0d4fb5f3-b88d-4456-a7be-207e7a27d1d8\" target=\"_blank\" rel=\"noopener, nofollow\"><img class=\"hs-cta-img colorbox-9041 lazyload\" id=\"hs-cta-img-0d4fb5f3-b88d-4456-a7be-207e7a27d1d8\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/0d4fb5f3-b88d-4456-a7be-207e7a27d1d8.png\"  alt=\"e-book Jak tworzy\u0107 tre\u015bci, kt\u00f3re przyci\u0105gn\u0105 Twoich klient\u00f3w\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '0d4fb5f3-b88d-4456-a7be-207e7a27d1d8', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.godie69f2cc79e186d {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.godie69f2cc79e186d {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.godie69f2cc79e186d {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.godie69f2cc79e186d {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.godie69f2cc79e186d {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n<div class=\"qarjw69f2cc79e17eb\" ><!-- SEO1 -->\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-2e440e3a-91d6-4b6d-8268-289ea3a8329b\"><span class=\"hs-cta-node hs-cta-2e440e3a-91d6-4b6d-8268-289ea3a8329b\" id=\"hs-cta-2e440e3a-91d6-4b6d-8268-289ea3a8329b\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/2e440e3a-91d6-4b6d-8268-289ea3a8329b\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-9041 lazyload\" id=\"hs-cta-img-2e440e3a-91d6-4b6d-8268-289ea3a8329b\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/2e440e3a-91d6-4b6d-8268-289ea3a8329b.png\"  alt=\"e-book SEO lokalne od A do Z\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '2e440e3a-91d6-4b6d-8268-289ea3a8329b', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); 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height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"2\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"3\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"4\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"5\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n    <\/div>\n    \n<div class=\"kksr-stars-active\" style=\"width: 132.5px;\">\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n    <\/div>\n<\/div>\n                \n\n<div class=\"kksr-legend\" style=\"font-size: 17.6px;\">\n            5\/5 - (1 ocena)    <\/div>\n    <\/div>\n","protected":false},"excerpt":{"rendered":"<p>W dobie sporej konkurencji, gdzie firmy walcz\u0105 o uwag\u0119 konsument\u00f3w, \u015bwiadomo\u015b\u0107 marki odgrywa kluczow\u0105 rol\u0119 w osi\u0105gni\u0119ciu sukcesu. W\u0142a\u015bnie dlatego przedsi\u0119biorstwa inwestuj\u0105 czas i zasoby, aby bada\u0107, jak ich marka jest postrzegana przez potencjalnych klient\u00f3w. W artykule przedstawiamy sposoby na to, jak przeprowadzi\u0107 badanie \u015bwiadomo\u015bci marki. Wyja\u015bniamy te\u017c, dlaczego warto to robi\u0107.&nbsp; Czym jest \u015bwiadomo\u015b\u0107 [&hellip;]<\/p>\n","protected":false},"author":101033,"featured_media":9042,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[362],"tags":[145,440,350,54,598,410,613,378],"class_list":["post-9041","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategia-marketingowa","tag-blog","tag-branding","tag-ciekawostka","tag-ciekawostki-2","tag-marka","tag-strategia-marketingowa","tag-swiadomosc-marki","tag-zarzadzanie-firma"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u015awiadomo\u015b\u0107 marki \u2013 czym jest i jak j\u0105 bada\u0107? - WeNet<\/title>\n<meta name=\"description\" content=\"Budowanie \u015bwiadomo\u015bci marki to klucz do osi\u0105gni\u0119cia sukcesu i wyr\u00f3\u017cnienia si\u0119 na rynku. 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