{"id":1500,"date":"2020-02-19T10:37:04","date_gmt":"2020-02-19T16:37:04","guid":{"rendered":"https:\/\/masterresearch.mx\/?p=1500"},"modified":"2020-05-29T09:51:00","modified_gmt":"2020-05-29T15:51:00","slug":"construyendo-el-valor-de-tu-marca","status":"publish","type":"post","link":"https:\/\/masterresearch.mx\/?p=1500","title":{"rendered":"Construyendo el valor de tu marca"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_3_4 3_4 fusion-three-fourth fusion-column-first\" style=\"--awb-bg-size:cover;width:75%;width:calc(75% - ( ( 4% ) * 0.75 ) );margin-right: 4%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-column-wrapper-legacy\"><div class=\"fusion-text fusion-text-1\"><h1 class=\"titulo ng-binding\"><span class=\"ez-toc-section\" id=\"Construyendo_el_valor_de_tu_marca\"><\/span>Construyendo el valor de tu marca<span class=\"ez-toc-section-end\"><\/span><\/h1><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_89 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Contenidos de articulo<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/masterresearch.mx\/?p=1500\/#Construyendo_el_valor_de_tu_marca\" >Construyendo el valor de tu marca<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/masterresearch.mx\/?p=1500\/#Autor_Ivan_Ramirez\" >Autor:\u00a0Iv\u00e1n Ram\u00edrez<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/masterresearch.mx\/?p=1500\/#BUSCA\" >BUSCA:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/masterresearch.mx\/?p=1500\/#ULTIMOS_ARTICULOS\" >\u00daLTIMOS ART\u00cdCULOS<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/masterresearch.mx\/?p=1500\/#CATEGORIAS\" >CATEGORIAS<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n<\/div><div class=\"fusion-image-element in-legacy-container\" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-glow imageframe-1 hover-type-zoomin\" style=\"-webkit-box-shadow: 0 0 3px rgba(0,0,0,0.3);box-shadow: 0 0 3px rgba(0,0,0,0.3);\"><img decoding=\"async\" width=\"760\" height=\"510\" alt=\"CONSTRUYENDO EL VALOR DE TU MARCA\" title=\"publicidad en times square\" src=\"https:\/\/masterresearch.mx\/wp-content\/uploads\/2020\/02\/4-1.jpg\" class=\"img-responsive wp-image-2379\" srcset=\"https:\/\/masterresearch.mx\/wp-content\/uploads\/2020\/02\/4-1-200x134.jpg 200w, https:\/\/masterresearch.mx\/wp-content\/uploads\/2020\/02\/4-1-400x268.jpg 400w, https:\/\/masterresearch.mx\/wp-content\/uploads\/2020\/02\/4-1-600x403.jpg 600w, https:\/\/masterresearch.mx\/wp-content\/uploads\/2020\/02\/4-1.jpg 760w\" sizes=\"(max-width: 850px) 100vw, 760px\" \/><\/span><\/div><div class=\"fusion-text fusion-text-2\"><h3 class=\"info\"><span class=\"ez-toc-section\" id=\"Autor_Ivan_Ramirez\"><\/span><span class=\"escrito-por\">Autor:\u00a0<\/span><span class=\"autor red ng-binding\" style=\"color: #ce0330;\">Iv\u00e1n Ram\u00edrez<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<\/div><div class=\"fusion-text fusion-text-3\"><p class=\"ql-align-justify\">Todos queremos que las marcas que produce nuestra compa\u00f1\u00eda sean apreciadas y se tengan como valiosas en el inconsciente colectivo, sin embargo, no siempre es as\u00ed. Quiz\u00e1 porque a veces subestimamos a nuestros clientes pensando que lo \u00fanico que quieren es un precio a su alcance. Algunos productos s\u00ed pelean entre ellos por el precio m\u00e1s bajo, pero son justamente los que consideramos menos valiosos.<\/p>\n<p class=\"ql-align-justify\">El valor que una marca ostenta se debe b\u00e1sicamente a que otorga a sus usuarios algo dif\u00edcil de encontrar, escaso, una diferencia que se traduce de muchas maneras, incluso podr\u00edamos elegir algunas cosas al azar: un diamante, un vino de una cosecha especial, una obra de arte, la comida de un restaurante particular, la m\u00fasica de una sinf\u00f3nica&#8230; y cada uno de estos ejemplos nos proporciona algo que es dif\u00edcil de obtener, experiencias \u00fanicas. La perfecci\u00f3n de una roca; buen sabor y buen aroma; emociones diversas; placenteros sabores; sonidos inigualables. As\u00ed es, la unicidad est\u00e1 \u00edntimamente ligada con el valor, si tu marca pierde esto se vuelve com\u00fan y se desvanece en el anonimato de los precios bajos.<\/p>\n<p class=\"ql-align-justify\">Las marcas que se encuentran en\u00a0<a href=\"http:\/\/www.millwardbrown.com\/brandz\/rankings-and-reports\/top-global-brands\/2019\" target=\"_blank\" rel=\"noopener noreferrer\">BrandZ Top 100 Most Valuable Global Brands 2019<\/a>, publicado por Kantar Millward Brown, nos hablan tambi\u00e9n de una de las caracter\u00edsticas de nuestro sistema econ\u00f3mico y social actual: o lo tienes o no lo tienes. Quien lo tiene se considera valioso y Amazon, Apple y Google son los primeros. Pero dejando de lado las valuaciones econ\u00f3micas, una marca puede construirse a si misma cuando sea capaz de ver a los otros y olvidarse de su propio punto de vista, reconocer tendencias y oportunidades donde sea. Lo que las grandes marcas tienen en com\u00fan es que lograron captar la atenci\u00f3n de sus clientes, consiguieron introducirse en su mente y llegar hasta sus sentimientos.<\/p>\n<p>Existen cuatro puntos que tienen en com\u00fan las grandes y valiosas marcas:<\/p>\n<p>1) Otorga algo completamente diferente de la competencia.<\/p>\n<p>2) Se mantiene como importante dentro de las opciones de los consumidores.<\/p>\n<p>3) Cumple lo que promete su marca.<\/p>\n<p>4) Es coherente y el mensaje siempre es el mismo en todos los canales.<\/p>\n<p>La marca, como todo bien, debe entenderse, mantenerse e invertir en ella. Destina recursos, investigaci\u00f3n, esfuerzo y tiempo en ella, no te arrepentir\u00e1s.<\/p>\n<\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_4 1_4 fusion-one-fourth fusion-column-last\" style=\"--awb-bg-size:cover;width:25%;width:calc(25% - ( ( 4% ) * 0.25 ) );\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-column-wrapper-legacy\"><div class=\"fusion-widget-area awb-widget-area-element fusion-widget-area-1 fusion-content-widget-area\" style=\"--awb-title-size:22px;--awb-title-color:#ce0330;--awb-padding:0px 0px 0px 0px;\"><section id=\"search-2\" class=\"widget widget_search\" style=\"border-style: solid;border-color:transparent;border-width:0px;\"><div class=\"heading\"><h4 class=\"widget-title\"><span class=\"ez-toc-section\" id=\"BUSCA\"><\/span>BUSCA:<span class=\"ez-toc-section-end\"><\/span><\/h4><\/div>\t\t<form role=\"search\" class=\"searchform fusion-search-form  fusion-search-form-clean\" method=\"get\" action=\"https:\/\/masterresearch.mx\/\">\n\t\t\t<div class=\"fusion-search-form-content\">\n\n\t\t\t\t\n\t\t\t\t<div class=\"fusion-search-field search-field\">\n\t\t\t\t\t<label><span class=\"screen-reader-text\">Search for:<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<input type=\"search\" value=\"\" name=\"s\" class=\"s\" placeholder=\"Search...\" required aria-required=\"true\"\/>\n\t\t\t\t\t\t\t\t\t\t\t<\/label>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"fusion-search-button search-button\">\n\t\t\t\t\t<input type=\"submit\" class=\"fusion-search-submit searchsubmit\" aria-label=\"Search\" value=\"&#xf002;\" \/>\n\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\n\t\t\t<\/div>\n\n\n\t\t\t\n\t\t<\/form>\n\t\t<\/section>\n\t\t<section id=\"recent-posts-2\" class=\"widget widget_recent_entries\" style=\"border-style: solid;border-color:transparent;border-width:0px;\">\n\t\t<div class=\"heading\"><h4 class=\"widget-title\"><span class=\"ez-toc-section\" id=\"ULTIMOS_ARTICULOS\"><\/span>\u00daLTIMOS ART\u00cdCULOS<span class=\"ez-toc-section-end\"><\/span><\/h4><\/div>\n\t\t<ul>\n\t\t\t\t\t\t\t\t\t\t\t<li>\n\t\t\t\t\t<a href=\"https:\/\/masterresearch.mx\/?p=8945\">Diagn\u00f3stico de mercado: an\u00e1lisis de clientes y competencia<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t<li>\n\t\t\t\t\t<a href=\"https:\/\/masterresearch.mx\/?p=8935\">Bajar el precio puede ocultar un problema m\u00e1s profundo<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t<li>\n\t\t\t\t\t<a href=\"https:\/\/masterresearch.mx\/?p=8923\">Share of Voice: an\u00e1lisis de marca y competencia<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t<li>\n\t\t\t\t\t<a href=\"https:\/\/masterresearch.mx\/?p=8915\">Un KPI puede mejorar mientras el negocio se debilita<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t<li>\n\t\t\t\t\t<a href=\"https:\/\/masterresearch.mx\/?p=8896\">Product-Market Fit: c\u00f3mo medir la 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