{"id":82086,"date":"2025-06-02T10:05:02","date_gmt":"2025-06-02T10:05:02","guid":{"rendered":"https:\/\/lifesimplified.gorenje.com\/?p=82086"},"modified":"2025-06-03T08:19:15","modified_gmt":"2025-06-03T08:19:15","slug":"gorenje-slavi-75-let-na-trhu","status":"publish","type":"post","link":"https:\/\/lifesimplified.gorenje.com\/cz\/gorenje-slavi-75-let-na-trhu\/","title":{"rendered":"Gorenje slav\u00ed 75 let na trhu: Tradi\u010dn\u00ed zna\u010dka s novou viz\u00ed pro budoucnost"},"content":{"rendered":"

Kv\u011bten 2025 \u2013 <\/em>V\u00fdznamn\u00e9 jubileum letos slav\u00ed jedna z\u202fnejikoni\u010dt\u011bj\u0161\u00edch evropsk\u00fdch zna\u010dek dom\u00e1c\u00edch spot\u0159ebi\u010d\u016f Gorenje, kter\u00e1 ji\u017e 75 let pom\u00e1h\u00e1 lidem d\u011blat \u017eivot jednodu\u0161\u0161\u00ed, co\u017e podtrhuje jej\u00ed motto \u201e\u017divot jednodu\u0161\u0161\u00ed\u201c<\/em><\/strong> \u2013 \u201eLife simplified\u201c<\/em><\/strong>. Od sv\u00e9ho zalo\u017een\u00ed v\u202froce 1950 zna\u010dka urazila dlouhou cestu, kdy\u017e se z mal\u00e9 d\u00edlny ve slovinsk\u00e9 vesnici Gorenje postupn\u011b vypracovala a\u017e na jednoho z\u00a0l\u00eddr\u016f evropsk\u00e9ho trhu. S v\u00edce ne\u017e 127 miliony prodan\u00fdch spot\u0159ebi\u010d\u016f ve v\u00edce ne\u017e 60 zem\u00edch sv\u011bta dnes Gorenje jednozna\u010dn\u011b pat\u0159\u00ed mezi kl\u00ed\u010dov\u00e9 hr\u00e1\u010de v oblasti chytr\u00e9ho a funk\u010dn\u00edho bydlen\u00ed. Spot\u0159ebi\u010de zna\u010dky Gorenje se tak\u00e9 \u010dasto objevuj\u00ed na prvn\u00edch p\u0159\u00ed\u010dk\u00e1ch nejprod\u00e1van\u011bj\u0161\u00edch produkt\u016f b\u00edl\u00e9 techniky. Kam se tato \u00fasp\u011b\u0161n\u00e1 zna\u010dka p\u016fvodem ze Slovinska za t\u0159i \u010dtvrtiny stolet\u00ed posunula a jak\u00e9 zm\u011bny letos chyst\u00e1?<\/p>\n

Z mal\u00e9 d\u00edlny k mezin\u00e1rodn\u00edmu \u00fasp\u011bchu<\/h2>\n

Historie zna\u010dky za\u010dala skromn\u011b \u2013 v\u00fdrobou zem\u011bd\u011blsk\u00fdch stroj\u016f v mal\u00e9m podniku. Z\u00e1sadn\u00ed miln\u00edk ov\u0161em p\u0159i\u0161el o osm let pozd\u011bji, tedy v roce 1958, kdy Gorenje uvedlo na trh sv\u016fj prvn\u00ed spor\u00e1k<\/strong> na pevn\u00e1 paliva. Od t\u00e9 doby spole\u010dnost rychle rostla a v roce 1960 p\u0159esunula v\u00fdrobu do m\u011bsta Velenje, kter\u00e9 se stalo jej\u00edm trval\u00fdm domovem. V sou\u010dasnosti m\u00e1 Gorenje nejsiln\u011bj\u0161\u00ed postaven\u00ed v\u202fregionu Adriatik s p\u0159ibli\u017en\u011b 30 % tr\u017en\u00edm pod\u00edlem. Od roku 2018, kdy se Gorenje stalo sou\u010d\u00e1st\u00ed skupiny Hisense<\/strong>, zna\u010dka v\u00fdrazn\u011b urychlila sv\u016fj technologick\u00fd rozvoj, roz\u0161\u00ed\u0159ila p\u016fsobnost na nov\u00e9 trhy a upevnila sv\u00e9 pozice v\u202fz\u00e1padn\u00ed a v\u00fdchodn\u00ed Evrop\u011b. V roce 2024 pak dos\u00e1hla mimo\u0159\u00e1dn\u00fdch v\u00fdsledk\u016f v oblasti velk\u00fdch dom\u00e1c\u00edch spot\u0159ebi\u010d\u016f. Obsadila 2. m\u00edsto ve v\u00fdchodn\u00ed Evrop\u011b a 4. m\u00edsto v segmentu va\u0159en\u00ed nap\u0159\u00ed\u010d celou Evropou. V\u00a0sou\u010dasn\u00e9 dob\u011b nab\u00edz\u00ed ve sv\u00e9m portfoliu nejen velk\u00e9 dom\u00e1c\u00ed spot\u0159ebi\u010de, ale i \u0161irok\u00e9 portfolio pomocn\u00edk\u016f z\u00a0\u0159ad mal\u00fdch dom\u00e1c\u00edch spot\u0159ebi\u010d\u016f, a to nejen do kuchyn\u011b, ale i pro \u00faklid \u010di celkovou p\u00e9\u010di o dom\u00e1cnost.<\/p>\n

\"Gorenje<\/p>\n

Nov\u00fd komunika\u010dn\u00ed koncept klade d\u016fraz na autenti\u010dnost<\/h2>\n

K oslav\u011b 75. narozenin p\u0159ich\u00e1z\u00ed Gorenje s nov\u00fdm komunika\u010dn\u00edm konceptem, kter\u00fd reflektuje prom\u011bny sou\u010dasn\u00e9 spole\u010dnosti i o\u010dek\u00e1v\u00e1n\u00ed mlad\u0161\u00ed generace<\/strong>. Jin\u00fdmi slovy: zna\u010dka chce b\u00fdt je\u0161t\u011b bl\u00ed\u017ee skute\u010dn\u00e9mu \u017eivotu sv\u00fdch z\u00e1kazn\u00edk\u016f. Nov\u00fd vizu\u00e1ln\u00ed koncept proto klade d\u016fraz na autenticitu, skute\u010dn\u00e9 emoce a re\u00e1ln\u00e9 situace<\/strong>. Fotografie zna\u010dky zachycuj\u00ed spont\u00e1nn\u00ed a p\u0159irozen\u00e9 momenty z ka\u017edodenn\u00edho \u017eivota bez um\u011bl\u00fdch p\u00f3z. Nov\u00e1 identita zna\u010dky se prom\u00edt\u00e1 i do ve\u0161ker\u00e9 reklamy.<\/p>\n

V\u0161echny medi\u00e1ln\u00ed kan\u00e1ly Gorenje nyn\u00ed mluv\u00ed jedn\u00edm jazykem, kter\u00fd je p\u0159\u00e1telsk\u00fd, p\u0159\u00edm\u00fd a lidsk\u00fd<\/strong>. \u201e\u017dijeme v srdci domova a ka\u017edodenn\u00edho \u017eivota. Jako zna\u010dka nab\u00edz\u00edme dom\u00e1cnostem smysluplnou podporu v podob\u011b kvalitn\u00edch spot\u0159ebi\u010d\u016f, kter\u00e9 d\u011blaj\u00ed b\u011b\u017en\u00e9 dom\u00e1c\u00ed povinnosti jednodu\u0161\u0161\u00ed. Vizu\u00e1ln\u00ed i slovn\u00ed styl zna\u010dky je proto v\u00edce ne\u017e kdy d\u0159\u00edve zam\u011b\u0159en\u00fd na pozitivn\u00ed emoce spojen\u00e9 s\u00a0jednoduchost\u00ed dom\u00e1c\u00edch prac\u00ed, kterou p\u0159in\u00e1\u0161ej\u00ed do \u017eivot\u016f z\u00e1kazn\u00edk\u016f pr\u00e1v\u011b na\u0161e spot\u0159ebi\u010de,\u201c <\/em>vysv\u011btluje Sylva B\u00e9brov\u00e1, brand mana\u017eerka zna\u010dky Gorenje CZ\/SK.<\/p>\n

\"\"Nov\u00e1 komunikace zna\u010dky Gorenje se op\u00edr\u00e1 o z\u00e1kladn\u00ed benefit dan\u00e9 kategorie s\u00a0c\u00edlem zjednodu\u0161it \u017eivot ka\u017ed\u00e9mu z\u00e1kazn\u00edkovi<\/strong> a dop\u0159\u00e1t mu v\u00edce \u010dasu pro sebe. \u201eSou\u010dasn\u011b chceme oslavit na\u0161e 75. v\u00fdro\u010d\u00ed prost\u0159ednictv\u00edm <\/em>brandov\u00e9 image kampan\u011b<\/em><\/a> s\u00a0d\u00e1rky pro na\u0161e z\u00e1kazn\u00edky, sout\u011b\u017eemi a siln\u00fdm medi\u00e1ln\u00edm pokryt\u00edm s\u00a0komunikac\u00ed \u201eGorenje \u2013 jednodu\u0161e neodolateln\u00e1 ji\u017e 75 let<\/strong>,\u201c <\/em>dod\u00e1v\u00e1 brand mana\u017eerka Sylva B\u00e9brov\u00e1.<\/p>\n

Inovace, kter\u00e9 lidem skute\u010dn\u011b pom\u00e1haj\u00ed<\/h2>\n

Ve\u0161ker\u00e9 produkty zna\u010dky Gorenje jsou navr\u017een\u00e9 s c\u00edlem maxim\u00e1ln\u011b zjednodu\u0161it lidem jejich ka\u017edodenn\u00ed \u00fakoly. Zna\u010dka proto nab\u00edz\u00ed spot\u0159ebi\u010de s pokro\u010dil\u00fdmi funkcemi<\/strong>, kter\u00e9 \u0161et\u0159\u00ed \u010das, energii a p\u0159in\u00e1\u0161ej\u00ed sv\u00fdm u\u017eivatel\u016fm co nejlep\u0161\u00ed v\u00fdsledky v\u00a0rekordn\u00edm \u010dase. \u201eA\u0165 u\u017e se jedn\u00e1 o parn\u00ed programy pro pran\u00ed a su\u0161en\u00ed, antibakteri\u00e1ln\u00ed myt\u00ed n\u00e1dob\u00ed nebo chytr\u00e9 induk\u010dn\u00ed varn\u00e9 desky s flexibiln\u00edmi z\u00f3nami a intuitivn\u00ed detekc\u00ed n\u00e1dob\u00ed \u2013 ka\u017ed\u00fd detail m\u00e1 v\u00a0Gorenje sv\u016fj smysl,<\/em>\u201c potvrzuje Jana Neuszerov\u00e1, specialistka produktov\u00e9ho marketingu pro CZ\/SK. Podle n\u00ed hraje zna\u010dnou roli v\u00a0inovac\u00edch tak\u00e9 platforma ConnectLife<\/strong>, kter\u00e1 umo\u017e\u0148uje vzd\u00e1len\u00e9 ovl\u00e1d\u00e1n\u00ed spot\u0159ebi\u010d\u016f \u2013 jejich monitoring, diagnostiku, p\u0159\u00edstup k\u00a0recept\u016fm, n\u00e1vod\u016fm a personalizovan\u00e9mu obsahu prost\u0159ednictv\u00edm chytr\u00e9ho telefonu.<\/p>\n

Udr\u017eitelnost je naprostou samoz\u0159ejmost\u00ed<\/h2>\n

Vedle chytr\u00fdch technologi\u00ed je jedn\u00edm z pil\u00ed\u0159\u016f zna\u010dky tak\u00e9 udr\u017eitelnost v\u0161ech spot\u0159ebi\u010d\u016f. Gorenje z\u00e1m\u011brn\u011b pou\u017e\u00edv\u00e1 recyklovan\u00e9 materi\u00e1ly, sni\u017euje spot\u0159ebu vody a energi\u00ed<\/strong> a minimalizuje uhl\u00edkovou stopu. \u201eZav\u00e1d\u00edme tak\u00e9 pln\u011b recyklovateln\u00e9 obaly, optimalizujeme dopravu a aktu\u00e1ln\u011b recyklujeme 96 % odpadu vznikl\u00e9ho ve v\u00fdrob\u011b. D\u016fkazem je i st\u0159\u00edbrn\u00e1 medaile EcoVadis 2024 a certifik\u00e1t Green Star 2023. Ob\u011b ocen\u011bn\u00ed potvrzuj\u00ed n\u00e1\u0161 z\u00e1vazek k odpov\u011bdn\u00e9mu podnik\u00e1n\u00ed,\u201c<\/em> dod\u00e1v\u00e1 marketingov\u00e1 \u0159editelka Gorenje real. s\u00a0r. o. Regina Netolick\u00e1.<\/p>\n

\"GorenjeVize chytr\u00e9 a ekologick\u00e9 budoucnosti<\/h2>\n

Do budouc\u00edch let proto zna\u010dka Gorenje sm\u011b\u0159uje s jasnou viz\u00ed \u2013 prom\u011bnit dom\u00e1cnosti v je\u0161t\u011b chyt\u0159ej\u0161\u00ed, personalizovan\u011bj\u0161\u00ed a ekologi\u010dt\u011bj\u0161\u00ed. Spot\u0159ebi\u010de by se pro n\u00e1s m\u011bly st\u00e1t spolehliv\u00fdmi partnery na ka\u017ed\u00fd den. Zna\u010dka se proto aktivn\u011b zapojuje i do spole\u010densk\u00e9ho \u017eivota, a to jako dlouhodob\u00fd partner sportovn\u00edch ud\u00e1lost\u00ed<\/strong>, v\u010detn\u011b Mistrovstv\u00ed Evropy v h\u00e1zen\u00e9 2024 nebo nadch\u00e1zej\u00edc\u00edho FIFA Club World Cup 2025<\/a>.<\/p>\n

O zna\u010dce Gorenje:<\/h2>\n

Zna\u010dka Gorenje vznikla v roce 1950 ve Slovinsku a je sou\u010d\u00e1st\u00ed skupiny Hisense Group. Specializuje se na v\u00fdrobu designov\u011b atraktivn\u00edch, kvalitn\u00edch a inovativn\u00edch dom\u00e1c\u00edch spot\u0159ebi\u010d\u016f. Jej\u00ed mise \u201eLife Simplified<\/em>\u201c neboli \u201e\u017divot jednodu\u0161e\u201c<\/em> znamen\u00e1 p\u0159in\u00e1\u0161et smyslupln\u00e1 \u0159e\u0161en\u00ed pro jednodu\u0161\u0161\u00ed a udr\u017eiteln\u011bj\u0161\u00ed ka\u017edodenn\u00ed \u017eivot.<\/p>\n","protected":false},"excerpt":{"rendered":"

Kv\u011bten 2025 \u2013 V\u00fdznamn\u00e9 jubileum letos slav\u00ed jedna z\u202fnejikoni\u010dt\u011bj\u0161\u00edch evropsk\u00fdch zna\u010dek dom\u00e1c\u00edch spot\u0159ebi\u010d\u016f Gorenje, kter\u00e1 ji\u017e 75 let pom\u00e1h\u00e1 lidem d\u011blat \u017eivot jednodu\u0161\u0161\u00ed, co\u017e podtrhuje jej\u00ed motto \u201e\u017divot jednodu\u0161\u0161\u00ed\u201c \u2013 \u201eLife simplified\u201c. Od sv\u00e9ho zalo\u017een\u00ed v\u202froce 1950 zna\u010dka urazila dlouhou cestu, kdy\u017e se z mal\u00e9 d\u00edlny ve slovinsk\u00e9 vesnici Gorenje postupn\u011b vypracovala a\u017e na jednoho…<\/p>\n","protected":false},"author":6,"featured_media":82284,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[872],"tags":[10890,846,4410,1135,854],"class_list":["post-82086","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-novinky","tag-75-let","tag-domov-cz","tag-gorenje","tag-novinky-cz","tag-spotrebice-cz"],"yoast_head":"\nGorenje slav\u00ed 75 let na trhu | Gorenje blog<\/title>\n<meta name=\"description\" content=\"U\u017e 75 let m\u00e1 Gorenje jasnou vizi: ud\u011blat lidem ka\u017edodenn\u00ed \u017eivot jednodu\u0161\u0161\u00ed. 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