{"id":27074,"date":"2026-02-25T15:56:56","date_gmt":"2026-02-25T14:56:56","guid":{"rendered":"https:\/\/insummit.pl\/2022-2025\/?page_id=27074"},"modified":"2026-04-30T13:11:41","modified_gmt":"2026-04-30T11:11:41","slug":"awareness-mam-po-tacie","status":"publish","type":"page","link":"https:\/\/insummit.pl\/2022-2025\/program-insummit-beyond-generations\/awareness-mam-po-tacie\/","title":{"rendered":"Awareness mam po tacie"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"27074\" class=\"elementor elementor-27074\" data-elementor-post-type=\"page\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6aee662 elementor-section-full_width elementor-section-height-min-height elementor-section-height-default elementor-section-items-middle\" data-id=\"6aee662\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1afe9a0\" data-id=\"1afe9a0\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-e30a696 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e30a696\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-c1c8baa\" data-id=\"c1c8baa\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2274559 giz_program_tytul elementor-widget elementor-widget-text-editor\" data-id=\"2274559\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tAwareness mam po tacie, Affinity po mamie \u2013 o marketingu rodzinnym\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-894339f elementor-widget elementor-widget-text-editor\" data-id=\"894339f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t#marketingrodzinny #dziedziczeniemarek #konsument #rodzina #lojalno\u015b\u0107 #decyzjekonsumenckie #consumerbehaviour #mi\u0119dzypokoleniowo\u015b\u0107 #brandheritage\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-998b7d7\" data-id=\"998b7d7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5e961b7 elementor-widget elementor-widget-text-editor\" data-id=\"5e961b7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<span class=\"giz_thin\">SESJA:<\/span> MARKI BEZ PESELU\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e2bc11b elementor-widget elementor-widget-text-editor\" data-id=\"e2bc11b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<span class=\"giz_program_godzina\">14:25<\/span>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6df89d3 giz_zalogowany elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6df89d3\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4908d9d\" data-id=\"4908d9d\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-30f910b elementor-widget elementor-widget-shortcode\" data-id=\"30f910b\" data-element_type=\"widget\" data-widget_type=\"shortcode.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-shortcode\"><script src=\"https:\/\/player.vdocipher.com\/v2\/api.js\"><\/script>\n<iframe\n  src=\"https:\/\/player.vdocipher.com\/v2\/?otp=20160313versUSE3230XvXcI7818jvUH64Y4rfscY29GUAXajpyiijADLdyplq3V&#038;playbackInfo=eyJ2aWRlb0lkIjoiMTRmMmY2ZjZiZjkyNDhlYzhmZGJlZjcxZDA5OTg3ZWEifQ==\"\n  id=\"u1853321553\"\n  style=\"height:auto;width:1280px;max-width:100%;border:0;display: block;\"\n  allow=\"encrypted-media\"\n  allowfullscreen\n><\/iframe>\n<script>\n(function() {\n  const iframe = document.querySelector('#u1853321553');\n  const player = VdoPlayer.getInstance(iframe);\n  const isAutoHeight = () => iframe.style.height === 'auto' && iframe.style.width.endsWith('px');\n  const setAspectRatio = (ratio) => {\n      iframe.style.maxHeight = '100vh';\n      if (CSS.supports('aspect-ratio', 1)) {\n          iframe.style.aspectRatio = ratio;\n      } else {\n          const offsetWidth = iframe.offsetWidth;\n          iframe.style.height = Math.round(offsetWidth \/ ratio) + 'px';\n      }\n  }\n  if (isAutoHeight()) {\n    if (iframe.src.includes('litemode'))  {\n       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elementor-element elementor-element-6d6e416 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6d6e416\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-6ef867a\" data-id=\"6ef867a\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-844e52f elementor-widget elementor-widget-text-editor\" data-id=\"844e52f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tRodzina, jaka by nie by\u0142a, to przestrze\u0144, w kt\u00f3rej generacje funkcjonuj\u0105 razem \u2013 mieszaj\u0105 si\u0119 i \u201egotuj\u0105&#8221; w sosie wsp\u00f3lnych do\u015bwiadcze\u0144 oraz wzajemnej wymiany kulturowo-obyczajowej. Z tych interakcji rodz\u0105 si\u0119 przyzwyczajenia i preferencje, kt\u00f3re wp\u0142ywaj\u0105 na podejmowanie decyzji zakupowych. W efekcie mamy do czynienia ze zjawiskiem \u201edziedziczenia\u201d marek, kt\u00f3re polega na przechodzeniu wybor\u00f3w konsumenckich z pokolenia na pokolenie. Dotyczy to zar\u00f3wno sytuacji, w kt\u00f3rych m\u0142odsi konsumenci \u2014 czy to z wygody, czy z sentymentu \u2014 wybieraj\u0105 marki znane z domu rodzinnego, jak i tych, gdy to starsze pokolenia korzystaj\u0105 z ekspertyzy Zetek, najlepiej obeznanych w \u015bwiecie nowo\u015bci i dobrych deal\u00f3w. Rodzinny marketing potrafi stan\u0105\u0107 w poprzek segmentacji opartej na pokoleniowych r\u00f3\u017cnicach, a nawet dzia\u0142a w obszarach, do kt\u00f3rych ta jeszcze nie dotar\u0142a \u2013 za przyk\u0142ad niech s\u0142u\u017cy stosunkowo nowy dla wchodz\u0105cego w prawdziw\u0105 doros\u0142o\u015b\u0107 Gen Z \u015bwiat lek\u00f3w i chemii gospodarczej. Podczas mojego wyst\u0105pienia zag\u0142\u0119bi\u0119 si\u0119 w mechanizmy steruj\u0105ce dziedziczeniem marek oraz zaprezentuj\u0119 map\u0119 kategorii, w kt\u00f3rych moc nawyk\u00f3w wyniesionych z domu jest wi\u0119ksza ni\u017c najlepiej stargetowana reklama.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-6ec13f3\" data-id=\"6ec13f3\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-34653f7 elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"34653f7\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img fetchpriority=\"high\" decoding=\"async\" width=\"250\" height=\"250\" src=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2026\/02\/plocka_julia.jpg\" class=\"attachment-full size-full wp-image-26873\" alt=\"\" srcset=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2026\/02\/plocka_julia.jpg 250w, https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2026\/02\/plocka_julia-150x150.jpg 150w\" sizes=\"(max-width: 250px) 100vw, 250px\" \/><\/figure><div class=\"elementor-image-box-content\"><span class=\"elementor-image-box-title\">Julia P\u0142ocka<\/span><p class=\"elementor-image-box-description\">Junior Client Executive\n<br>\n<strong>\nKantar Polska\n<\/strong><\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5d7e3b1 elementor-widget elementor-widget-text-editor\" data-id=\"5d7e3b1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tBadaczka specjalizuj\u0105ca si\u0119 w efektywno\u015bci komunikacji marek. Ma do\u015bwiadczenie w realizacji bada\u0144 dla marek z r\u00f3\u017cnych kategorii, zar\u00f3wno w Polsce, jak i na rynkach mi\u0119dzynarodowych. \u0141\u0105czy wiedz\u0119 z zakresu medioznawstwa i socjologii, prowadz\u0105c badania obejmuj\u0105ce ca\u0142y proces dzia\u0142a\u0144 marketingowych \u2013 od oceny jako\u015bci kreacji, po holistyczne podej\u015bcie do wzrostu KPI i budowy wizerunku. Dumna reprezentantka Gen Z, patrz\u0105ca na \u015bwiat przez r\u00f3\u017cowe okulary, szukaj\u0105ca przyg\u00f3d i garnka z\u0142ota na ko\u0144cu t\u0119czy. Prywatnie skrzypaczka amatorka i zapalona kolekcjonerka bibelot\u00f3w.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Awareness mam po tacie, Affinity po mamie \u2013 o marketingu rodzinnym#marketingrodzinny #dziedziczeniemarek #konsument #rodzina #lojalno\u015b\u0107 #decyzjekonsumenckie #consumerbehaviour #mi\u0119dzypokoleniowo\u015b\u0107 #brandheritageSESJA: MARKI BEZ PESELU14:25Rodzina, jaka by nie by\u0142a, to przestrze\u0144, w kt\u00f3rej generacje funkcjonuj\u0105 razem \u2013 mieszaj\u0105 si\u0119 i \u201egotuj\u0105&#8221; w sosie wsp\u00f3lnych do\u015bwiadcze\u0144 oraz wzajemnej wymiany kulturowo-obyczajowej. Z tych interakcji rodz\u0105 si\u0119 przyzwyczajenia i preferencje, kt\u00f3re [&hellip;]<\/p>\n","protected":false},"author":702,"featured_media":28580,"parent":26817,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"pmpro_default_level":"","site-sidebar-layout":"no-sidebar","site-content-layout":"page-builder","ast-site-content-layout":"full-width-container","site-content-style":"unboxed","site-sidebar-style":"unboxed","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"disabled","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"class_list":["post-27074","page","type-page","status-publish","has-post-thumbnail","hentry","pmpro-has-access"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 4.9.10 - aioseo.com -->\n\t<meta name=\"description\" content=\"Awareness mam po tacie, Affinity po mamie \u2013 o marketingu rodzinnym #marketingrodzinny #dziedziczeniemarek #konsument #rodzina #lojalno\u015b\u0107 #decyzjekonsumenckie #consumerbehaviour #mi\u0119dzypokoleniowo\u015b\u0107 #brandheritage SESJA: MARKI BEZ PESELU 14:25 Rodzina, jaka by nie by\u0142a, to przestrze\u0144, w kt\u00f3rej generacje funkcjonuj\u0105 razem \u2013 mieszaj\u0105 si\u0119 i \u201egotuj\u0105\u201d w sosie wsp\u00f3lnych do\u015bwiadcze\u0144 oraz wzajemnej wymiany kulturowo-obyczajowej. 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