{"id":22,"date":"2016-05-04T22:03:42","date_gmt":"2016-05-04T22:03:42","guid":{"rendered":"http:\/\/blog.bmestudio.com.ar\/?p=22"},"modified":"2016-05-04T22:03:42","modified_gmt":"2016-05-04T22:03:42","slug":"el-valor-de-una-marca","status":"publish","type":"post","link":"https:\/\/bmestudio.com.ar\/blog\/el-valor-de-una-marca\/","title":{"rendered":"El valor de una marca"},"content":{"rendered":"<p>Hist\u00f3ricamente\u00a0las <strong>marcas<\/strong>, se defin\u00edan como aquel <strong>signo visual externo reconocido legalmente que certificada la autenticidad de un producto<\/strong> u\u00a0objeto. Si bien esta aproximaci\u00f3n sigue siendo acertada, hoy en d\u00eda el concepto de marca se vuelto un poco mas complejo debido a la sofisticaci\u00f3n del mercado.<\/p>\n<p>En base al concepto mencionado anteriormente me pregunto,\u00a0<strong>\u00bfcu\u00e1l es la diferencia entre una marca y otra? <\/strong><em>La\u00a0diferencia radica en un halo intangible de valor y significado que se asocia de manera singular a cada una de ellas. <\/em>\u00c9sto es la combinaci\u00f3n de aquello que la empresa propone (eventos, comunicaci\u00f3n, gr\u00e1fica, publicidad, spots,\u00a0estrategias de venta, etc) y aquello que el\u00a0p\u00fablico compone (valoraci\u00f3n de dichas acciones)<\/p>\n<p><strong>Una marca, como concepto, es la experiencia total que\u00a0vivencian los consumidores en relaci\u00f3n a una empresa o producto espec\u00edfico.\u00a0<\/strong><\/p>\n<p>Transmitir y generar un imaginario marcario no alcanza simplemente con\u00a0realizar acciones por parte de la empresa de manera unidireccional. Siempre, es necesario incorporar el feedback con el publico objetivo ya que \u00e9ste es quien\u00a0adjudica la cuota de valor. <em>Las marcas son un sentimiento colectivo y es por ello que no est\u00e1n completas son la participaci\u00f3n del usuario.<\/em><\/p>\n<p>En la actualidad, resulta impensable para una empresa; abrir sus\u00a0puertas sin una marca.\u00a0Ahora bien; adem\u00e1s de diferenciar, \u00bfqu\u00e9 otra funciones espec\u00edficas tiene una marca?<\/p>\n<ol>\n<li><strong>Identificaci\u00f3n:<\/strong> Aqu\u00ed entra el concepto original de marca.\u00a0La misma, debe\u00a0tener como prop\u00f3sito reconocer el modo de ser de una empresa, productos o servicio. Tanto los signos\u00a0gr\u00e1ficos, los fonemas, colores, etc son, sin duda alguna,\u00a0est\u00edmulos identificables que permiten el r\u00e1pido reconocimiento\u00a0de una marca. \u00c9stos despiertan en el consumidor una serie de valores y conceptos preconcebidos.<\/li>\n<li><strong>Trazabilidad:<\/strong> Si la identificaci\u00f3n se relaciona con preconceptos subjetivos, entonces la trazabilidad resume los hechos concretos. En un mundo globalizado, esta funci\u00f3n se ha convertido en un valor diferenciador. La marca es igual a un lugar.<\/li>\n<li><strong>Diferenciaci\u00f3n:<\/strong> \u00a0Permite realizar un recorte de la oferta, sintenizar y destacar sus diferencias respecto a la competencia.<\/li>\n<li><strong>Autenticidad:<\/strong> Es una de las funciones m\u00e1s valoradas en nuestros tiempos. Garantiza exlusividad protegiendo a los productos de las copias y falsificaciones de terceros.<strong> Transmite confianza y reconforta al comprador al sentirse respaldado<\/strong><\/li>\n<li>Capitalizaci\u00f3n: La marca es la alcanc\u00eda m\u00e1s segura para cualquier empresa con valor agregado. Es un elemento fundamental de venta.<\/li>\n<\/ol>\n<p>Existe una\u00a0conocida frase empresarial que dice\u00a0<em>\u00ablas personas pasan pero las marcas quedan\u00bb. <\/em>\u00c9stas se vuelven\u00a0trascendentales en el tiempo. Es uno de los valores m\u00e1s preciados que tiene una empresa. <strong>La marca es lo \u00fanico que es creado por la empresa y que se termina de construir y componerse a trav\u00e9s\u00a0del tiempo, del uso y de la valoraci\u00f3n de su p\u00fablico.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hist\u00f3ricamente\u00a0las marcas, se defin\u00edan como aquel signo visual externo reconocido legalmente que certificada la autenticidad de un producto u\u00a0objeto. Si bien esta aproximaci\u00f3n sigue siendo acertada, hoy en d\u00eda el concepto de marca se vuelto un poco mas complejo debido&#8230; <a class=\"more-link\" href=\"https:\/\/bmestudio.com.ar\/blog\/el-valor-de-una-marca\/\">Seguir leyendo &rarr;<\/a><\/p>\n","protected":false},"author":1,"featured_media":27,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2,1],"tags":[],"class_list":["post-22","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","category-disenio"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El valor de una marca | BMestudio | Blog<\/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:\/\/bmestudio.com.ar\/blog\/el-valor-de-una-marca\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El valor de una marca | BMestudio | Blog\" \/>\n<meta property=\"og:description\" content=\"Hist\u00f3ricamente\u00a0las marcas, se defin\u00edan como aquel signo visual externo reconocido legalmente que certificada la autenticidad de un producto u\u00a0objeto. 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