{"id":691,"date":"2016-06-28T07:25:28","date_gmt":"2016-06-28T15:25:28","guid":{"rendered":"http:\/\/nelsonrazo.com\/?p=691"},"modified":"2016-06-28T07:25:28","modified_gmt":"2016-06-28T15:25:28","slug":"que-es-y-que-no-es-branding","status":"publish","type":"post","link":"https:\/\/nelsonrazo.com\/branding\/2016\/06\/28\/que-es-y-que-no-es-branding\/","title":{"rendered":"Qu\u00e9 es y qu\u00e9 no es Branding"},"content":{"rendered":"

Ya definimos f\u00e1cilmente lo que son\u00a0marketing e identidad<\/a>. Pero \u00bfqu\u00e9 es exactamente el famoso branding?<\/p>\n

Para comenzar debemos definir lo que es una marca y, en pocas palabras no es m\u00e1s que una serie de asociaciones \u00fanicas en la mente de un cliente, consumidor, \u00a0mercado o audiencia, sobre un producto, servicio, empresa, instituci\u00f3n o persona.<\/p>\n

Todo lo que te viene a la mente (junto con su imagen gr\u00e1fica) cuando piensas en un determinado producto es branding. Y con producto de aqu\u00ed en adelante me referir\u00e9 tambi\u00e9n a servicios, empresas y hasta personas.<\/p>\n

Branding es todo lo que se hace para que una marca sea reconocida distintamente de los dem\u00e1s. Y no solo implica su diferencia por razones pr\u00e1cticas sino tambi\u00e9n emocionales.<\/p>\n

El t\u00e9rmino puede a muchos sonarle nuevo, o al menos algo que hace mucho no se utilizaba o para lo que no hab\u00eda necesidad. Pero hoy es imperativo pensar en branding. Por una sola raz\u00f3n: porque existe mucha competencia.<\/p>\n

Para ilustrar mejor el concepto. Hablemos sobre relojes.<\/p>\n

Branding y relojes<\/h3>\n

\"Qu\u00e9<\/a>Cualquier empresa que lo decida (bueno, casi cualquiera) puede hacer un reloj. Todos los relojes de cierta calidad pueden dar la hora con la misma precisi\u00f3n. Sin embargo, \u00bfqu\u00e9 te viene a la mente cuando piensas en Rolex?<\/p>\n

No es lo mismo que te viene a la mente cuando piensas en Casio o Swatch, \u00bfverdad?<\/p>\n

Y no solamente por el precio. Aunque el precio es igualmente parte del branding de cualquier producto.\u00a0 El prestigio, estilo, artesan\u00eda, herencia de un Rolex es importante para su mercado meta. Y es reconocido por el resto del mercado. Por eso quienes compran un Rolex no comprar\u00e1n un Casio. Al menos no para los mismos prop\u00f3sitos.<\/p>\n

En cambio Swatch, por ejemplo, \u00a0se asocia con diversi\u00f3n, colorido, juego, dinamismo, y que est\u00e1 al alcance, lo cual refleja el perfil de sus consumidores, tengan o no la capacidad de comprar un Rolex.<\/p>\n

Y branding es todo lo que hacen tanto Rolex como Swatch para que el mercado los ubique y les reconozca las caracter\u00edsticas que sus marcas desean transmitir al mercado en general y a sus consumidores meta en particular.<\/p>\n

El branding se trata de percepci\u00f3n. Y recuerda que la percepci\u00f3n puede ganarle a la realidad.<\/p>\n

Publicidad y Promoci\u00f3n<\/strong><\/h3>\n

Aunque muchos confunden tanto identidad de marca como publicidad con branding, son aspectos muy diferentes en el desarrollo de una marca o en el marketing de un producto. Aunque complementarios.<\/p>\n

Publicidad es todo lo que se hace para comunicar la existencia y las caracter\u00edsticas de un producto\u00a0 (las que la empresa considera importantes dar a conocer, claro) a un mercado espec\u00edfico o al mercado en general. Por todos los medios posibles.<\/p>\n

Publicidad es tanto un anuncio en la televisi\u00f3n como un cartel en una parada de un autob\u00fas. Tanto un volante que te entregan en la calle como un spot que te sale en Youtube cuando buscas videos divertidos de gatos haciendo travesuras.<\/p>\n

En cambio, aunque la palabra promoci\u00f3n puede sonar a lo mismo que publicidad, en mercadotecnia (y en la pr\u00e1ctica) no lo son, ya que promoci\u00f3n es \u00absolamente\u00bb todo lo que una empresa lleva a cabo para que su producto (o productos) se vendan en el corto plazo.<\/p>\n

Y la palabra clave es corto plazo. Ya que la promoci\u00f3n es todas las t\u00e9cnicas que se utilicen para promover la venta de un producto, sea un 2×1, una oferta de introducci\u00f3n o un tipo afuera de la tienda d\u00e1ndole vueltas a una flecha para invitarte a pasar al negocio.<\/p>\n

As\u00ed que ah\u00ed lo tienen. Aunque parezcan lo mismo, los t\u00e9rminos mercadol\u00f3gicos describen partes espec\u00edficas de todo lo que implica ofrecer y vender productos y servicios (personas y empresas) al mercado.<\/p>\n

Y eso que no nos hemos metido en el concepto de posicionamiento. Aun.<\/p>\n","protected":false},"excerpt":{"rendered":"

Aunque muchos confunden tanto identidad de marca como publicidad con branding, son aspectos muy diferentes en el desarrollo de una marca o en el marketing de un producto. Aunque complementarios.<\/p>\n","protected":false},"author":3,"featured_media":692,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_themeisle_gutenberg_block_has_review":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3,8],"tags":[51,210,216,286,290],"class_list":["post-691","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","category-marketing","tag-branding","tag-marca","tag-marketing","tag-promocion","tag-publicidad"],"yoast_head":"\nQu\u00e9 es y qu\u00e9 no es Branding - Nelson Razo | Branding Expert<\/title>\n<meta name=\"description\" content=\"Identidad de marca, publicidad y branding son aspectos muy diferentes en el desarrollo de una marca. 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