{"id":5237,"date":"2019-07-01T07:04:27","date_gmt":"2019-07-01T04:04:27","guid":{"rendered":"https:\/\/super-news.info\/es\/el-brand-building-se-les-atraganta-a-los-lideres-empresariales\/"},"modified":"2019-07-01T07:04:28","modified_gmt":"2019-07-01T04:04:28","slug":"el-brand-building-se-les-atraganta-a-los-lideres-empresariales","status":"publish","type":"post","link":"https:\/\/super-news.info\/es\/el-brand-building-se-les-atraganta-a-los-lideres-empresariales\/","title":{"rendered":"El “brand building” se les atraganta a los l\u00edderes empresariales"},"content":{"rendered":"

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Hay un preocupante desajuste entre aquellas t\u00e1cticas marketeras percibidas por los l\u00edderes empresariales como efectivas en el terreno del “brand building” y aquellas que demuestran de manera probada llevar en volandas la construcci\u00f3n de marca.<\/p>\n

Pese a las pruebas m\u00e1s que fehacientes de que el “brand building”<\/strong> ayuda a las marcas a crear valor a largo plazo, lo cierto es que m\u00e1s de la mitad de los l\u00edderes empresariales confiesa tener un conocimiento extraordinariamente exiguo de esta disciplina. As\u00ed se desprende al menos de un reciente estudio internacional de Financial Time<\/em>s e Institute of Practitioners In Advertising (IPA).<\/p>\n

De acuerdo con este informe, menos de un tercio de las organizaciones hace uso m\u00e9tricas \u201cbrand health\u201d<\/strong> que den cuenta de la prominencia, la percepci\u00f3n favorable y valor \u00fanico de las marcas entre sus estamentos directivos.<\/p>\n

Hay adem\u00e1s un claro desajuste entre aquellas t\u00e1cticas marketeras percibidas por los l\u00edderes empresariales como efectivas en el terreno del \u201cbrand building\u201d<\/strong> y aquellas que demuestran de manera probada llevar en volandas la construcci\u00f3n de marca.<\/p>\n

M\u00e1s de la mitad de los l\u00edderes empresariales punt\u00faa, por ejemplo, las redes sociales<\/strong> como el canal m\u00e1s efectivo en t\u00e9rminos de \u201cbrand building\u201d (s\u00f3lo por detr\u00e1s del \u201cword of mouth\u201d), si bien las evidencias contantes y sonantes las emplazan al final de la lista en t\u00e9rminos de efectividad.<\/p>\n

Los l\u00edderes empresariales expresan asimismo su deseo de la introducci\u00f3n de una mejor medici\u00f3n del impacto comercial de las marcas<\/strong> y se lamentan de que las deficiencias en este \u00e1mbito son directamente responsables de los errores a la hora de realizar desembolsos realmente certeros en el universo del marketing.<\/p>\n

\u201cNuestro objetivo con esta investigaci\u00f3n es zambullirnos de lleno en el universo empresarial para comprender adecuadamente los fuerzas motoras<\/strong> que hay parapetadas tras los cambios recientemente operados en la inversi\u00f3n en marketing\u201d, explica David Buttle, director global de marketing de Financial Times.<\/p>\n

\u201cLos datos demuestran que los l\u00edderes empresariales tienen una preocupante falta de conocimiento en t\u00e9rminos \u2018brand building\u2019<\/strong>\u201d, subraya Buttle.<\/p>\n

\n\t\t\t\t\t\t\t\t\t\t\tNo te pierdas nada de MarketingDirecto.com y \u00fanete a nuestro Telegram t.me\/MarketingDirecto\n\t\t\t\t\t\t\t\t\t\t<\/p>\n<\/p><\/div>\n

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[ad_1] Hay un preocupante desajuste entre aquellas t\u00e1cticas marketeras percibidas por los l\u00edderes empresariales como efectivas en el terreno del “brand building” y aquellas que demuestran de manera probada llevar en volandas la construcci\u00f3n de marca. Pese a las pruebas m\u00e1s que fehacientes de que el “brand building” ayuda a las marcas a crear valor […]<\/p>\n","protected":false},"author":2,"featured_media":5238,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-5237","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticias-de-marketing-digital"],"yoast_head":"\nEl "brand building" se les atraganta a los l\u00edderes empresariales - Super News<\/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:\/\/super-news.info\/es\/el-brand-building-se-les-atraganta-a-los-lideres-empresariales\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El "brand building" se les atraganta a los l\u00edderes empresariales - Super News\" \/>\n<meta property=\"og:description\" content=\"[ad_1] Hay un preocupante desajuste entre aquellas t\u00e1cticas marketeras percibidas por los l\u00edderes empresariales como efectivas en el terreno del “brand building” y aquellas que demuestran de manera probada llevar en volandas la construcci\u00f3n de marca. 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