{"id":39911,"date":"2021-05-26T10:31:31","date_gmt":"2021-05-26T08:31:31","guid":{"rendered":"https:\/\/harlander-partner.eu\/funkce-znacky\/"},"modified":"2025-11-24T20:01:19","modified_gmt":"2025-11-24T19:01:19","slug":"funkce-znacky","status":"publish","type":"page","link":"https:\/\/harlander-partner.eu\/cs\/ochranna-znamka\/funkce-znacky\/","title":{"rendered":"Funkce zna\u010dky"},"content":{"rendered":"\n<div class=\"wp-block-yoast-seo-table-of-contents yoast-table-of-contents\"><h2>Funkce zna\u010dky<\/h2><ul><li><a href=\"#h-funktionen-der-marke\" data-level=\"2\">Funkce zna\u010dky<\/a><\/li><li><a href=\"#h-herkunftsfunktion-kennzeichnungsfunktion\" data-level=\"2\">Funkce p\u016fvodu, funkce ozna\u010dov\u00e1n\u00ed<\/a><\/li><li><a href=\"#h-qualitatsfunktion-garantiefunktion-vertrauensfunktion\" data-level=\"2\">Funkce kvality, funkce z\u00e1ruky, funkce d\u016fv\u011bry<\/a><\/li><li><a href=\"#h-kommunikationsfunktion-und-informationsfunktion\" data-level=\"2\">Komunika\u010dn\u00ed a informa\u010dn\u00ed funkce<\/a><\/li><li><a href=\"#h-werbefunktion\" data-level=\"2\">Reklamn\u00ed funkce<\/a><\/li><\/ul><\/div>\n\n<h2 class=\"wp-block-heading\" id=\"h-funktionen-der-marke\">Funkce zna\u010dky<\/h2>\n\n<p class=\"wp-block-paragraph\">Pro spole\u010dnost je zna\u010dka znakem, kter\u00fd ji odli\u0161uje od ostatn\u00edch spole\u010dnost\u00ed. Zna\u010dka umo\u017e\u0148uje odli\u0161it se od konkurence. Spot\u0159ebitel\u016fm pom\u00e1haj\u00ed zna\u010dky orientovat se na trhu. Ale nejen to. Zna\u010dka v sob\u011b spojuje celou \u0159adu funkc\u00ed.    <\/p>\n<a class=\"mr-cta-link mr-cta-button-cal\" href=\"#h2-booking\" title=\"Bezplatn\u00e1 \u00favodn\u00ed konzultace\"><span class=\"mr-cta-link-normal\">Vyberte si po\u017eadovan\u00fd term\u00edn:<\/span><span class=\"mr-cta-link-bold\">Bezplatn\u00e1 \u00favodn\u00ed konzultace<\/span><\/a>\n\n<h2 class=\"wp-block-heading\" id=\"h-herkunftsfunktion-kennzeichnungsfunktion\">Funkce p\u016fvodu, funkce ozna\u010dov\u00e1n\u00ed<\/h2>\n\n<p class=\"wp-block-paragraph\">P\u016fvodn\u00ed my\u0161lenka pr\u00e1va ochrann\u00fdch zn\u00e1mek spo\u010d\u00edv\u00e1 v tom, \u017ee zna\u010dka poskytuje informaci o v\u00fdrobci, tedy o p\u016fvodu zbo\u017e\u00ed nebo slu\u017eby.<\/p>\n\n<p class=\"wp-block-paragraph\">To nesm\u00ed b\u00fdt ch\u00e1p\u00e1no p\u0159\u00edli\u0161 doslovn\u011b. Firma majitele ochrann\u00e9 zn\u00e1mky se \u010dasto zcela li\u0161\u00ed od zna\u010dky, kterou jsou ozna\u010dov\u00e1ny v\u00fdrobky nebo slu\u017eby. To je p\u0159\u00edpad nap\u0159. i u strategie v\u00edce zna\u010dek, kdy chce majitel ochrann\u00e9 zn\u00e1mky vzbudit dojem rozmanitosti nab\u00eddky t\u00edm, \u017ee nab\u00edz\u00ed sv\u00e9 produkty pod nejr\u016fzn\u011bj\u0161\u00edmi zna\u010dkami.  <\/p>\n\n<p class=\"wp-block-paragraph\">Funkce p\u016fvodu se proto nemus\u00ed vztahovat na majitele ochrann\u00e9 zn\u00e1mky, jeho\u017e firmu zn\u00e1 za ur\u010dit\u00fdch okolnost\u00ed jen m\u00e1lokdo. Sta\u010d\u00ed, kdy\u017e jsou v\u00fdrobky nebo slu\u017eby vn\u00edm\u00e1ny jako pat\u0159\u00edc\u00ed k jedn\u00e9 zna\u010dce. Zna\u010dka tedy ozna\u010duje souvisej\u00edc\u00ed slu\u017eby a pom\u00e1h\u00e1 je odli\u0161it od jin\u00e9ho zbo\u017e\u00ed a slu\u017eeb.  <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-qualitatsfunktion-garantiefunktion-vertrauensfunktion\">Funkce kvality, funkce z\u00e1ruky, funkce d\u016fv\u011bry<\/h2>\n\n<p class=\"wp-block-paragraph\">Na z\u00e1klad\u011b \nzku\u0161enost\u00ed z\u00e1kazn\u00edk\u016f se zbo\u017e\u00edm nebo slu\u017ebami ur\u010dit\u00e9 zna\u010dky \nspojuj\u00ed z\u00e1kazn\u00edci s touto zna\u010dkou ur\u010ditou \u00farove\u0148 kvality a d\u016fv\u011b\u0159uj\u00ed tomu, \n\u017ee tuto kvalitu najdou i u jin\u00e9ho zbo\u017e\u00ed nebo slu\u017eeb stejn\u00e9 zna\u010dky.\n<\/p>\n\n<p class=\"wp-block-paragraph\">Na tuto funkci z\u00e1ruky st\u00e1l\u00e9 kvality se nap\u0159\u00edklad velmi siln\u011b spol\u00e9haj\u00ed obchodn\u00ed zna\u010dky diskontn\u00edch prodejen. Ty jsou zpravidla levn\u011bj\u0161\u00ed ne\u017e zaveden\u00e9 zna\u010dky, ale podle poskytovatele maj\u00ed stejnou vysokou kvalitu. <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-kommunikationsfunktion-und-informationsfunktion\">Komunika\u010dn\u00ed a informa\u010dn\u00ed funkce<\/h2>\n\n<p class=\"wp-block-paragraph\">Zna\u010dka p\u016fsob\u00ed tak\u00e9 jako komunika\u010dn\u00ed kan\u00e1l se z\u00e1kazn\u00edkem. Dob\u0159e navr\u017een\u00e9 zna\u010dky p\u0159en\u00e1\u0161ej\u00ed z\u00e1kazn\u00edkovi r\u016fzn\u00e9 informace. Z\u00e1kazn\u00edk pak ji\u017e z designu loga a vybaven\u00ed produktu pozn\u00e1, zda se jedn\u00e1 o produkt s n\u00edzkou nebo vysokou cenou.   <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-werbefunktion\">Reklamn\u00ed funkce<\/h2>\n\n<p class=\"wp-block-paragraph\">V\u0161echny tyto funkce se spole\u010dn\u011b spojuj\u00ed v takzvan\u00e9 reklamn\u00ed funkci, tedy (doufejme, \u017ee pozitivn\u00edm) dopadu zna\u010dky na osloven\u00e9 okruhy z\u00e1kazn\u00edk\u016f.<\/p>\n<a class=\"mr-cta-link mr-cta-button-cal\" href=\"#h2-booking\" title=\"Bezplatn\u00e1 \u00favodn\u00ed konzultace\"><span class=\"mr-cta-link-normal\">Vyberte si po\u017eadovan\u00fd term\u00edn:<\/span><span class=\"mr-cta-link-bold\">Bezplatn\u00e1 \u00favodn\u00ed konzultace<\/span><\/a>\n","protected":false},"excerpt":{"rendered":"Funkce zna\u010dky Pro spole\u010dnost je zna\u010dka znakem, kter\u00fd ji odli\u0161uje od ostatn\u00edch spole\u010dnost\u00ed. Zna\u010dka umo\u017e\u0148uje odli\u0161it se od konkurence. Spot\u0159ebitel\u016fm pom\u00e1haj\u00ed zna\u010dky orientovat se na trhu. Ale nejen to. Zna\u010dka &#8230;","protected":false},"author":1,"featured_media":0,"parent":40181,"menu_order":68,"comment_status":"open","ping_status":"open","template":"","meta":{"_acf_changed":false,"_uag_custom_page_level_css":"","footnotes":""},"categories":[534],"tags":[],"class_list":["post-39911","page","type-page","status-publish","hentry","category-ochranna-znamka"],"acf":[],"uagb_featured_image_src":{"full":false,"thumbnail":false,"medium":false,"medium_large":false,"large":false,"1536x1536":false,"2048x2048":false,"336x":false,"352x":false,"woocommerce_thumbnail":false,"woocommerce_single":false,"woocommerce_gallery_thumbnail":false,"yarpp-thumbnail":false},"uagb_author_info":{"display_name":"Peter Harlander","author_link":"https:\/\/harlander-partner.eu\/cs\/author\/secondpromotion\/"},"uagb_comment_info":0,"uagb_excerpt":"Funkce zna\u010dky Pro spole\u010dnost je zna\u010dka znakem, kter\u00fd ji odli\u0161uje od ostatn\u00edch spole\u010dnost\u00ed. Zna\u010dka umo\u017e\u0148uje odli\u0161it se od konkurence. Spot\u0159ebitel\u016fm pom\u00e1haj\u00ed zna\u010dky orientovat se na trhu. Ale nejen to. Zna\u010dka ...","_links":{"self":[{"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/pages\/39911","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/comments?post=39911"}],"version-history":[{"count":0,"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/pages\/39911\/revisions"}],"up":[{"embeddable":true,"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/pages\/40181"}],"wp:attachment":[{"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/media?parent=39911"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/categories?post=39911"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/tags?post=39911"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}