{"id":30535,"date":"2017-12-21T17:44:30","date_gmt":"2017-12-21T16:44:30","guid":{"rendered":"https:\/\/www.emagister.com\/blog\/?p=30535"},"modified":"2021-06-15T09:07:29","modified_gmt":"2021-06-15T07:07:29","slug":"se-construye-una-marca","status":"publish","type":"post","link":"https:\/\/www.emagister.com\/blog\/se-construye-una-marca\/","title":{"rendered":"\u00bfC\u00f3mo se construye una marca?"},"content":{"rendered":"<p style=\"text-align: justify;\"><span lang=\"ES-TRAD\" xml:lang=\"ES-TRAD\">Los rankings de las <a href=\"https:\/\/www.emagister.com\/master\/master-imagen-corporativa-kwes-462.htm\" target=\"_blank\" rel=\"noopener\">marcas<\/a> m\u00e1s valiosas (Interbrand, BrandZ) rompen con el mito de que construir una marca fuerte requiere una gran inversi\u00f3n publicitaria. En el ranking de BrandZ Espa\u00f1a, Zara aparece en el n\u00famero dos, Bershka el cinco y Mercadona en el n\u00famero diez. Es el reflejo de que las cosas est\u00e1n cambiando en el \u00e1mbito de las marcas.<\/span><!--more--><\/p>\n<p style=\"text-align: justify;\"><span lang=\"ES-TRAD\" xml:lang=\"ES-TRAD\">\u00bfSignifica que estas marcas no hacen comunicaci\u00f3n? En absoluto. La comunicaci\u00f3n va mucho m\u00e1s all\u00e1 de la cl\u00e1sica publicidad y engloba nuevos conceptos. Porque no hay duda de que un escaparate en Paseo de Gracia permite <a href=\"https:\/\/www.emagister.com\/cursos-imagen-corporativa-kwes-462.htm\" target=\"_blank\" rel=\"noopener\">una buena comunicaci\u00f3n<\/a>; y cambiar cada 15 d\u00edas el escaparate, tambi\u00e9n.<\/span><\/p>\n<p style=\"text-align: justify;\"><span lang=\"ES-TRAD\" xml:lang=\"ES-TRAD\">Aunque podr\u00edamos referirnos a muchos elementos para construir una marca, destacaremos dos: <strong>lealtad<\/strong> y&nbsp;<strong>calidad<\/strong>. La lealtad se mide por la capacidad de pagar un precio por encima del precio de un producto similar o bien por la satisfacci\u00f3n generada. La calidad, por su parte, se determina a trav\u00e9s de la percepci\u00f3n de los entrevistados.<\/span><\/p>\n<h3 style=\"text-align: justify;\"><span lang=\"EN-GB\" xml:lang=\"EN-GB\">\u00bfQu\u00e9 pasa con las marcas blancas?<br \/>\n<\/span><\/h3>\n<p style=\"text-align: justify;\"><span lang=\"ES-TRAD\" xml:lang=\"ES-TRAD\">En el caso de las marcas blancas, un estudio realizado con 910 responsables del hogar, ya en 2006 demostraba que las distintas marcas de distribuidor (MdD) ten\u00edan &nbsp;comportamientos muy diferentes en los detergentes para la ropa. El detergente para la ropa de Mercadona (\u201cBosque Verde\u201d) mostraba un comportamiento muy diferenciado de los detergentes de D\u00eda y Carrefour en dos aspectos estrat\u00e9gicos para una marca: la capacidad de generar prueba, y la lealtad. El 14% de los entrevistados se declararon leales a Bosque Verde, frente al 4% de D\u00eda y el 3% de Carrefour. Los datos del estudio demuestran que los productos de marca blanca de Mercadona gustan, y que cuando la gente los prueba, los integra en su surtido de marcas en una proporci\u00f3n muy superior al resto de MdD.<\/span><\/p>\n<h3 style=\"text-align: justify;\"><span lang=\"EN-GB\" xml:lang=\"EN-GB\">\u00bfQu\u00e9 diferencia a Bosque Verde de otras marcas?<\/span><\/h3>\n<p style=\"text-align: justify;\"><span lang=\"ES-TRAD\" xml:lang=\"ES-TRAD\">Los directivos de reconocidas empresas fabricantes del sector, entrevistados en el marco de la investigaci\u00f3n realizada en 2014-2015 destacan de Mercadona su capacidad de ofrecer una muy buena relaci\u00f3n calidad-precio y de dar a sus consumidores \u201clo que quieren\u201d. No es la mejor calidad, pero s\u00ed es una calidad percibida mejor que otras MdD. Y como resultado de ello, Mercadona ha demostrado que se puede construir una marca sin publicidad y estando presente en s\u00f3lo 1.500 puntos de venta.<\/span><\/p>\n<h3 style=\"text-align: justify;\"><span lang=\"EN-GB\" xml:lang=\"EN-GB\">\u00bfQu\u00e9 ha cambiado en el \u00e1mbito de las marcas?<\/span><\/h3>\n<p style=\"text-align: justify;\"><span lang=\"EN-GB\" xml:lang=\"EN-GB\">El entorno de las marcas ha cambiado en dos aspectos cr\u00edticos: la <strong>relaci\u00f3n calidad-precio<\/strong> se ha convertido en un atributo emergente y muy importante en determinadas categor\u00edas; y por otra parte, <strong>el comprador se ha vuelto m\u00e1s cr\u00edtico y exigente<\/strong>. Las empresas deben ser capaces de adecuarse a este nuevo entorno. No es s\u00f3lo crisis, es un cambio de valores que afecta a todos.&nbsp;<\/span><\/p>\n<h4 style=\"text-align: justify;\"><\/h4>\n","protected":false},"excerpt":{"rendered":"<p>Los rankings de las marcas m\u00e1s valiosas (Interbrand, BrandZ) rompen con el mito de que construir una marca fuerte requiere &#8230; <a title=\"\u00bfC\u00f3mo se construye una marca?\" class=\"read-more\" href=\"https:\/\/www.emagister.com\/blog\/se-construye-una-marca\/\" aria-label=\"M\u00e1s en \u00bfC\u00f3mo se construye una marca?\">Leer m\u00e1s<\/a><\/p>\n","protected":false},"author":160,"featured_media":30550,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[8422],"tags":[594,1161,4223,6149,9513],"class_list":["post-30535","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-comunicacion","tag-branding","tag-marca-personal","tag-imagen-de-marca","tag-creacion-de-marca","tag-imagen-coorporativa","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-25"],"acf":{"estilo_titulo":"","noticiasElPais":{"custom_snippet_image":false,"custom_snippet_title":"","custom_snippet_description":""},"noticiasLaVanguardia":{"custom_snippet_image":false,"custom_snippet_title":"","custom_snippet_description":""},"hreflang":[{"url":""}],"fecha":"no"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.1 (Yoast SEO v27.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>\u00bfC\u00f3mo se construye una marca? - Blog Emagister<\/title>\n<meta name=\"robots\" content=\"index, follow\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.emagister.com\/blog\/se-construye-una-marca\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00bfC\u00f3mo se construye una marca?\" \/>\n<meta property=\"og:description\" content=\"Los rankings de las marcas m\u00e1s valiosas (Interbrand, BrandZ) rompen con el mito de que construir una marca fuerte requiere ... 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