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The Brand Report Card

1067 words - 5 pages

Construir y manejar el valor de una marca se ha transformado en una prioridad en compañías, dado que las marcas fuertes llevan hacia fidelidad y ganancias. El problema es el manejo objetivo de las debilidades y fortalezas de una marca. Este artículo pretende identificar 10 características que comparten las marcas más poderosas y construir un “Brand Report Card”. Este informe ayudará a identificar las áreas que necesitan mejoras y fortalezas en cada una de las marcas.

Top 10 Rasgos Clave

1. La marca excede al entregar beneficios que los consumidores realmente necesitan.
Los consumidores no compran un producto por el su colección de atributos, sino que porque esos atributos, sumados a ...view middle of the document...

4. La marca es adecuadamente posicionada
Las marcas bien posicionadas ocupan nichos en la mente del consumidor. Las marcas exitosas crean “puntos de paridad” en aquellas áreas donde los competidores buscan obtener una ventaja, y al mismo tiempo crean “puntos de diferencia” con la competencia en otras áreas. Ej Visa. Mastercard era percibida como de prestigio y calidad, y en respuesta Visa lanzó la tarjeta Gold y Platinium.

5. La marca es consistente
Mantener una marca fuerte significa balancear entre la continuidad de actividades de marketing y el cambio que necesitan para mantenerse de forma relevante. Ej Cerveza Michelob cambió de forma errática su posicionamiento y comunicación durante años, llevando a confusión a consumidores.
6. El portafolio de marca y jerarquía hace sentido
Muchas marcas son usadas como paraguas, creadas para varios segmentos. La jerarquía de marca contribuye al valor del portafolio completo. Al mismo tiempo, cada marca debe tener sus propios límites, ya que puede ser contraproducente cubrir demasiado terreno con una marca, o sobreponer dos marcas del mismo portafolio. Ej Gap, con Gap, Banana Republic y Old Navy. Malos ejemplos: GM, donde en los 80 sobrepuso muchas de sus marcas.

7. La marca hace uso del full repertorio de actividades de marketing para construir valor.
Marcas potentes mezclan el uso de logos, símbolos, slogans, empaques para mejorar o reforzar imagen, protegiendo a la marca de forma competitiva y legal. Las actividades de “pull” buscan construir demanda. Las de “push” ayudan a empujar el producto a través de los distribuidores. Es difícil ganarle a una marca cuando ella hace buen uso de todas las actividades y se asegura de mantener la esencia. Ej Coca-Cola usa todo tipo de actividades, desde campañas globales, hasta promociones, merchandising, etc.
8. Los Brand Managers entienden lo que significa la marca para los consumidores.
Cuando los Brand Managers aprecian la totalidad de la imagen de marca, son capaces de tomar mejores decisiones. Ej Bic, posicionada como marca barata de productos desechables. Ocupó esa misma estrategia para lanzar dos perfumes baratos en USA, y Brand Managers no entendieron que posicionamiento no era traspasable al mundo de los perfumes.
9. Apoyo apropiado a la marca y...

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