{"id":4446,"date":"2019-08-23T09:00:32","date_gmt":"2019-08-23T07:00:32","guid":{"rendered":"https:\/\/www.emagister.com.co\/blog\/?p=4446"},"modified":"2019-08-19T11:43:16","modified_gmt":"2019-08-19T09:43:16","slug":"lo-que-es-y-no-es-branding","status":"publish","type":"post","link":"https:\/\/www.emagister.com.co\/blog\/lo-que-es-y-no-es-branding\/","title":{"rendered":"Lo que es y no es Branding"},"content":{"rendered":"<p>Branding es la construcci\u00f3n y gesti\u00f3n de una marca.\u00a0Esto supone entonces un proceso, que permite una transici\u00f3n entre un producto o servicio, que requiere ser convertido en una marca. Aclaremos esto, las personas no compramos productos; no pido un jugo, pido Hit o Del Valle. No pido una gaseosa, pido Coca Cola o Postob\u00f3n, no compro un carro, compro un Mazda, un Chevrolet.<!--more--><\/p>\n<p>Y si el Branding es un proceso, entonces tiene un punto de partida, tiene pasos que seguir, tiene un manejo profundo, al cual podr\u00edamos llamar el arte, la ciencia, la disciplina de crear una marca, que permita destacar sus atributos, sus beneficios, sus formas de expresi\u00f3n, y as\u00ed generar una identificaci\u00f3n, una elecci\u00f3n y una conexi\u00f3n.<\/p>\n<p>Branding no es un manual de imagen o identidad visual, o una campa\u00f1a publicitaria, naturalmente que el manual es muy importante, que la campa\u00f1a es el veh\u00edculo de contacto con nuestras audiencias, pero manual y campa\u00f1a son una peque\u00f1a parte del Branding.<\/p>\n<p>Imaginemos tener el poder de elegir desde antes de nacer, las caracter\u00edsticas f\u00edsicas, emocionales, cognitivas, sociales y hasta econ\u00f3micas de nuestros hijos. Cuando vamos a crear una marca tenemos este poder, definir con estrategia y creatividad lo que ser\u00e1 nuestra marca de cara a su conexi\u00f3n poderosa con sus posibles compradores.<\/p>\n<p>As\u00ed las cosas, cada caracter\u00edstica de la marca debe ser definida antes de dise\u00f1ar el logo, antes de escribir un aviso, antes de hacer una cu\u00f1a o un comercial.<\/p>\n<p>Existes muchas teor\u00edas sobre el Branding; muchas de ellas parten del marketing. La siguiente aproximaci\u00f3n nace de ver el Branding como un proceso de comunicaci\u00f3n y publicidad, reuniendo de manera ecl\u00e9ctica, saberes de pensadores del Branding como Clifton, Costas, Lorens y naturalmente Aaker.<\/p>\n<p>Partamos de una contundente y sencilla definici\u00f3n de Clifton, que junto a muchos otros dice que una marca es la suma de elementos Intangibles y tangibles.<a href=\"https:\/\/www.emagister.com.co\/pontificia-universidad-javeriana-educacion-continua-cursos-64993-centrodetalles.htm\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-3118 size-full\" src=\"https:\/\/www.emagister.com.co\/blog\/wp-content\/uploads\/2019\/04\/s.png\" alt=\"\" width=\"130\" height=\"87\" \/><\/a><\/p>\n<p>Ahora unamos esta idea con el aporte de Aaker, que dice que el primer paso de la transici\u00f3n de un producto para convertirlo en marca es la definici\u00f3n de su identidad.<\/p>\n<p>Complementemos todo esto con la sencilla presunci\u00f3n de que primero se crean los elementos intangibles y dependiendo de ellos creamos los tangibles.<\/p>\n<p><strong>Fuente: Pontifica Universidad Javeriana<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Branding es la construcci\u00f3n y gesti\u00f3n de una marca.\u00a0Esto supone entonces un proceso, que permite una transici\u00f3n entre un producto o servicio, que requiere ser convertido en una marca. Aclaremos esto, las personas no compramos productos; no pido un jugo, pido Hit o Del Valle. No pido una gaseosa, pido Coca Cola o Postob\u00f3n, no [&hellip;]<\/p>\n","protected":false},"author":17,"featured_media":4449,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2],"tags":[8,13,614,615,706],"class_list":["post-4446","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticias-centros-educativos","tag-noticias-de-centros-educativos","tag-noticias-de-centros-de-formacion","tag-pontificia-universidad-javeriana","tag-615","tag-pontificia-universidad-javeriana-educacion-continua"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Lo que es y no es Branding - Blog Emagister Colombia<\/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:\/\/www.emagister.com.co\/blog\/lo-que-es-y-no-es-branding\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lo que es y no es Branding - Blog Emagister Colombia\" \/>\n<meta property=\"og:description\" content=\"Branding es la construcci\u00f3n y gesti\u00f3n de una marca.\u00a0Esto supone entonces un proceso, que permite una transici\u00f3n entre un producto o servicio, que requiere ser convertido en una marca. 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