Clase 4.

Conceptos
● Identidad de Corporativa:​ la colección de elementos de marca tangibles que juntos
crean una imagen de marca
● Branding:​ las acciones que realizas para crear una imagen determinada de tu
empresas.
● Marca:​ cómo las personas perciben su empresa. La suma de las dos.

Branding​: Es la forma en la que hacer sentir a tu público tu marca. Lo que se les queda en su
mente cuando piensan en tu negocio. En cierta forma es la relación psicológica que se
establece entre empresa y cliente.

El branding es la personalidad, el estilo de tu negocio que es lo que tu cliente experimentará al

utilizar tu producto. Es lo que ayuda a darle forma a tu negocio y lo que te ayuda a diferenciarte
de tus competidores, entre otras cosas.

De esta forma la estrategia que se puede plantear para crear el branding es cómo, qué, dónde,
cuándo y a quién deseas comunicar y mostrar los mensajes y valores de tu marca.
Mencionando una cita de ​Walter Landor​ “Los productos se fabrican en la fábrica, pero las
marcas se crean en la mente”

Marca​: La identidad de marca / diseño de marca se refiere a lo que se ve y lo que se siente

sobre una empresa. Al ver sus imágenes (algunos lo llaman identidad visual). Esto incluye
colores, fuentes, logotipos, logotipos alternativos, elementos gráficos, fotografía. La marca va
de la mano con la identidad de marca y, a veces, es difícil distinguirla.

Lo puedes entender mejor con un ejemplo. Dior proyecta una imagen de marca exclusiva y
elegante. Y su estilo va acorde con ello. Por eso, tienen una web simple, con su icónico
logotipo y usan colores como el negro, el blanco o colores neutros. También utilizan personas
famosas para sus anuncios como Johnny Depp o Charlize Theron. Es la combinación perfecta
entre branding, marca, identidad de marca y diseño de marca. Y esto ayuda a crear una
experiencia especial con el usuario que es el objetivo final del branding.
Lo que está claro es que branding, marca e identidad visual deberían funcionar juntos. De esta
forma se puede reconocer la marca incluso si no se ve su logotipo.

● El branding es intangible.​ Es lo que ven o tienen en la mente tus clientes cuando

piensan en tu negocio. Como se ha mencionado anteriormente el branding es una
experiencia. Es lo que asocia el usuario con respecto a tu marca. Lo primero que le
llega a la mente.
● La identidad de marca es tangible,​ es como la cara de la marca. Sería la imagen
visual de cualquier negocio. La identidad de marca es lo que puedes ver. Todo esto
fomenta el reconocimiento de una marca, supone la diferenciación con respecto a las
demás.
Funciones de la marca:

● Traer a la mente del consumidor la imagen de un producto. ​Es decir, representa lo

que es y sus beneficios y atributos más relevantes.
● Estructurar el mercado.​ Ya que permite identificar categorías de productos que
responden a la satisfacción de ciertas necesidades reduciendo de esta forma el tiempo
y costo de compra.
● Asegurar la calidad.​ Garantía, para aquellos productos en los que pueden existir
riesgos sobre su rendimiento y aplicación o en los que se requiera una erogación
importante de dinero.
● Permitir al consumidor ​expresar su deseo de diferenciarse o integrarse con otros,​ o
formar parte de un grupo por el simple hecho de usarla. Ayuda a comunicar a los demás
quiénes son o como les gustaría ser frente a los demás.
● Facilitar la realización de ​compras repetitivas ​asociando el nombre de la marca o su
logo a situaciones o momentos placenteros, vividos y compartidos con otras personas.
● Brindar a la empresa la posibilidad de ​posicionarse claramente en la mente de los
clientes​, construyendo un espacio propio con una ventaja diferencial para los productos
de la empresa frente al resto de los competidores.
● Identifica y diferencia productos y servicios.​ Son en principio nombres que se
asignan a un producto. Éste debe de tener un nombre propio único y debe ser percibido
como diferente a los otros con los que compite.
● Une la objetividad con la subjetividad ​al evocar deseos y ligar el mundo subjetivo con
el mundo objetivo de los productos. Permite a la vez que el consumidor establezca una
relación estrecha con los objetos que son capaces de satisfacer necesidades.
● Cobra sentido a partir de los productos que nombra.​ Designa un producto y se
amplía por las asociaciones que el consumidor realiza respecto de la marca, derivadas
de las características de los productos que nombra como también de la experiencia de
consumo.
● Es el eje central de la identidad empresarial.​ Ayuda a conslidar la cultura y el sistema
de valores de una empresa. Motiva orienta y provee identidad al conjunto de personas
que trabajan en ella.
● Proporciona practicidad.​ Ya que a través de campañas publicitarias, el uso del
producto y las recomendaciones boba a boca el consumidor guarda en su memoria gran
cantidad de información lo que le permite realizar comprar con tranquilidad por el mero
hecho de recordar un nombre o logo.
● Brinda valor. ​Con el tiempo adquiere un reconocimiento, historia, etc.
● Amplía las dimensiones del deseo de consumo.​ Expande los deseos por un producto
más allá de las necesidades que el producto mismo pueda satisfacer. Brinda
satisfaccion cultural, social etc.
● Medio de comunicación institucional y del producto. Es no solo es un objeto de la
comunicación, si no también un medio a través del cual los mensajes cobran sentido y
valor.
 ● Lúdica. ​La elección de la marca proporciona también el placer de jugar a comprar.
● Capitalización. Brand equity.

Conceptos Clave:

● Brand Elements:​ Componentes de una identidad de marca que la identifican y

diferencian.
● Brand Concept:​ The basic idea behind your brand. Used as a principle to guide brand
strategy.
● Brand Identity: ​Everything you want your customers to think and feel about your brand.
● Brand Image: ​Everything your customers actually think and feel about your brand.
● Brand Personality: ​Is the use of human-like characteristics to model brand identity. It is
common to use words such as friendly, trustworthy, reliable, committed, elegant,
sophisticated, pioneering, exciting, ethical and youthful to describe a brand. Thinking of
a brand as a person can be a useful analogy to develop a consistent identity that
resonates with customers and employees.
● Brand Name: ​Brand names are typically designed to be memorable and to stand out in
a crowded market. In some cases, they are also designed to convey your mission, vision
or values.

● Visual Branding:​ A logo and other visual symbols of a brand.

○ Logo: ​The primary visual symbol of a brand.
○ Typography: ​The style and appearance of text. In many cases, a brand uses a
different font for its brand name and text that is meant to be highly readable such
as marketing copy.
○ Shapes: ​Distinctive shapes of products and packaging.
○ Symbols: ​Abstract symbols that represent a brand such as an emblem on the
grill of an automobile.
○ Colors: ​Brands typically adopt a color scheme meant to convey identity with
techniques such as color symbolism, color harmony and color temperature.
○ Materials: ​Materials used in products, packaging and environments.
○ Finish: ​Finish such as a glossy shine to products.
○ Composition: ​Composition such as the layout of advertisements.
○ Personalities & Characters: ​Faces and mascots that represent a brand such as
the founder of a company or a fictional character.
○ Architecture: ​Distinctive architecture such as a flagship location.
○ Interiors: ​Interior designs such as a chain of restaurants styled to look like an
American diner from the 1950s.
○ Product Styling: ​A recognizable style that comes through in products such as a
fashion designer that people can recognize without seeing a label.
○ Promotional Styling: ​A distinctive visual style related to marketing
communications such as advertisements. Just as a filmmaker can have a style
 that allows fans to instantly recognize her work, advertisements can have a
consistent style that people recognize.

● Promise, Mission, Vision: ​Content that directly explains what a brand represents such
as a promise, mission and vision.
● Quality: ​Beyond words, actually delivering quality products and services that have
value to your customers.
● Customer Experience: ​The end-to-end intangible elements of products and services
such as products designed to be fun to use.
● Culture: ​The culture that emerges around your brand.
● Legacy: ​The history of your brand often carefully presented with storytelling techniques.
● Brand Positioning: ​Developing a unique identity and value proposition for a brand
relative to other offerings in the market.

● Brand Promise: ​A short statement that communicates what customers can expect from
your brand.
● Brand Experience: ​The idea that brands build value through interaction with the
customer. In other words, brands become valuable based on the realities of their
products and services.
● Internal Branding: ​Engaging all employees in your brand strategy to make your brand
identity a reality as opposed to an empty pitch.
○ Is the process of building a brand from the inside out. When branding strategies
are focused exclusively on marketing to customers, a brand's identity is likely to
feel inauthentic and forced. Internal branding is the practice of aligning what you
say and what you do. The following are common types of internal branding.
○ Brand Strategy: ​Involving employees in branding. For example, ask all teams or
individual contributors to submit a short statement of what the brand means to
them.
○ Communication: ​Get insiders talking about the brand. Communicate brand
initiatives to employees and encourage them to share it openly.
○ Corporate Culture: ​Work to align your norms, rituals, expectations and habits to
your brand.
○ Training: ​Training that goes beyond the technical details of how to do a job.
Explain why work is important and how practices connect to your identity and
values as a firm.
○ Customer Experience: ​Design and deliver experiences that live up to your
brand in areas such as customer service, communications, websites, tools,
products, services and environments.
○ Quality: ​Quality control and the design of quality products beginning with product
development.
○ Operations: ​Aligning operations practices in areas such as sustainability to
stated brand values, mission and vision.
 ○ Recruiting: ​Recruiting people who match your culture and brand. If your brand
claims to be obsessed with sports, hire people who are obsessed with sports.
○ Performance Management: ​Performance management that reflects your brand.
If your brand is about diligent and friendly customer service, this would be
reflected as goals for any employees who meet customers.

● Authentic Branding: ​Developing a brand that accurately reflects your story as a firm.
For example, a brand based on the personality of its founder.
● Brand Reputation: ​The reputation of your brand on the market based on factors such
as quality and the behavior of your firm.
● Brand Legacy: ​The history of a brand. It is usually a positive thing to have a long history
behind you that you can leverage for brand storytelling. Brand legacy can also be
negative thing such as a technology brand that customers associate with an out-of-date
technology.
● Brand Storytelling: ​The use of storytelling to shape and promote your brand.
● Brand Culture: ​The culture that evolves around your brand that is driven by your
customers and employees. For example, a restaurant chain that is known to have a
lively atmosphere on Friday nights.

● Brand Equity: ​The value of your brand to your business. Brand equity is an intangible
asset. Brand equity, or brand value, is a term for the financial value of a brand as
represented by the sum of its future cash flows discounted to the present time.
○ Valuing Brands: ​Brands clearly have value and are often recognized as
intangible assets in accounting. That being said, it's very difficult to calculate an
accurate value for a brand.
○ For this reason, ​brand value​ is generally considered an estimate as opposed to
a concrete financial value. This changes if you purchase a brand from another
company, as the transaction is concrete evidence of the brand's value.
● Brand recognition​ is the extent to which the public can identify your brand from its
visual symbols and products.
● Brand awareness​ goes a step further to the point that the public can recall information,
emotions or general impressions about your brand.
● Brand Loyalty: ​Customers who purchase your brand regularly.
● Brand Advocate: ​Customers, employees or partners who recommend your brand.
● Value:​ Leveraging the value of a brand with more products.

● Brand Architecture: ​The structure of a brand family. For example, a brand with
variations for different product categories such as "Acme Airlines" and "Acme Coffee."
Organizations may make significant efforts to differentiate brands. They may also
develop a number of relationships between brands such as a parent-child relationship.
○ Brand Extension: ​Using a brand for a new type of product.
 ○ Brand Family: ​A group of products and services that use the same brand name.
Is the use of a single brand name for two or more products and services.
Products in a family typically have a similar function such as a family of cleaning
products.
○ Product line​ is a term for related products sold separately under the same
brand. Products in a line may be complimentary such as shampoo and
conditioner. A line may also include variations of the same type of product
offered in different colors, styles, features and quality levels. In some cases, a
product line may have little in common other than brand identity.

Customer needs​ are things that a customer wants, needs or expects in a product or service.

The following are common types of customer needs.

● Functionality & Features: ​Customers need products and services to accomplish
objectives. For example, a customer needs a refrigerator that makes small ice cubes.
● Price: ​A customer needs a product or service that meets their budget objectives or
constraints. For example, a student needs a reliable bicycle for under $100.
● Time & Convenience: ​Requirements for products and services that save time and are
easy to use. For example, a hotel that is close to major attractions.
● Terms: ​A customer requires certain terms of service. For example, a mobile network
customer requires privacy such that their location and data isn't sold to third parties.
● Experience: ​Expectations regarding end-to-end customer experience. For example, a
customer may require a hotel that feels elegant and tranquil.
● Look: ​A customer requires a product in a particular style and color.
● Design: ​Design related requirements such as usability. For example, a customer
requires a baby stroller that is easy to fold.
● Status & Identity: ​Customers may view certain types of products and service as an
extension of their identity and element of their social status. For example, a customer
may require clothing that doesn't have a visible brand logo.
● Reliability & Durability: ​Customers often have requirements that products and services
be reliable, available and durable. For example, an airline requires aircraft that can be
operated safely for many hours each month.
● Performance: ​Performance requirements such as speed or accuracy. For example, a
customer requires a software service that can process a million transactions an hour.
● Efficiency: ​Customer requirements for efficient resource utilization. For example, a
customer requires solar panels with a high conversion efficiency.
● Safety: ​A customer may have safety related requirements. For example, a customer
may strongly prefer vehicles that do well in crash tests.
● Quality of Life: ​Requirements related to quality of life such as a customer that expects
healthy menu items from a restaurant.
● Risk: ​Needs related to risk such as a customer that requires delivery insurance.
 ● Formulations: ​A customer needs a product with specific ingredients such as a
moisturizer made with shea butter.
● Sustainability: ​Requirements related to community impact, ethics and the environment.
● Packaging: ​A customer needs a product that is easy to open and reseal.
● Integration & Compatibility
● Requirements for products and services to work with other products and services. For
example, a mobile device that accepts memory cards.
● Standards & Compliance: ​A customer may require that a product or service adhere to
a particular set of standards or rules. For example, a restaurant may require organic
certifications for its ingredients.

Metricas:

Brand metrics​ are standard ways to measure the value of brands and evaluate the
performance of marketing strategies in areas such as brand identity, brand positioning, brand
extension, product development, promotion and customer experience. The following are
common brand metrics.

● Brand awareness​ is the ability of customers to identify your brand by its attributes. The
following are common types of brand awareness.
● Brand Recall: ​Unaided recall of a brand name given a product category. Customers can
often name 1-7 brand names for a broad product category such as "airlines."
● Brand Recognition: ​Aided recognition of a brand. For example, when shown a brand
name customers can correctly state that it's a brand of bottled water.
● Visual Branding: ​The ability to identify a brand from its visual symbols, advertisements,
packaging and colors independently of brand name. In many cases, customers buy a
particular product by its appearance but can't recall the brand name.
● Top of Mind: ​Top of mind is the first brand customers can think of for a product
category. For example, customers might be asked "what is your favorite chocolate bar?"
Top of mind is a marketing metric based on the first brand customers associate with a
product or concept. For example, customers might be given a phrase such as "orange
juice" and asked to name the first brand they can think of. Top of mind is typically
expressed as the percentage of people who first name your brand for a given product
description.
● Brand Dominance: ​Brand dominance is when customers can't recall any brand but
yours for a particular product category.
● Brand identity​ is everything that a firm wants a brand to be in the minds of customers.
This includes the visual symbols of a brand, ideas, emotions, qualities and experiences
that a brand seeks to represent. A clear and compelling identity allows products and
services to stand out in a crowded market. The following are common elements of brand
identity.
 ● Concept: ​The basic foundational idea behind a brand. For example, an authentic drive
to build the best snowboards on the planet.
● Values: ​Values that you embrace such as sustainability. ​Brand values​ is a statement
about the character, ethics and integrity of a brand. Customers tend to hold a fair amount
of healthy skepticism about brand values as they have been exposed to an endless
parade of values that often don't reflect an authentic statement about the company
behind the brand. In other words, some organizations make extravagant ethical claims
that are the opposite of their actions.

Estrategias de posicionamiento:

Implementing price discrimination strategies by offering different levels of pricing.

● Price discrimination​ is any pricing strategy that charges different customers different
prices in the interests of improving revenue. It is typically designed to charge customers
that are less price sensitive a higher price. The following are examples of common price
discrimination strategies.
● Coupons​: Placing coupons on your website or in advertising is a time tested way to
implement multi-tiered pricing. Price sensitive customers are typically more willing to find
and use coupons.
● Direct Segmentation​: Segmenting your customers directly by charging more to
corporate customers than individuals. Also applies to different prices based on age,
gender, city and other factors. For example, a bar may offer a ladies night or a restaurant
may offer a seniors discount. Direct segmentation can lead to a customer backlash if
implemented in a way that offends people. In some cases, direct segmentation by
factors such as gender may be prohibited by law.
● First Degree Price Discrimination​: Aggressive price discrimination that directly targets
a customer's ability to pay more such as the size and revenue of a corporation.
Customers tend to dislike these schemes and it typically requires a strong market
position to implement. Monopolies are particularly prone to implement first degree price
discrimination if left unregulated.
● Incentive Discounts:​ Offering a lower price to sales partners who can achieve certain
sales targets. A common example is discount travel packages that may work out special
prices with airlines and hotels based on volume. Airlines and hotels benefit because
price insensitive customers such as business travelers rarely use discount travel
packages due to the restrictions they impose.
● Indirect Segmentation:​ Segmenting customers by indirect factors such as behavior.
For example, an airline may offer lower fares for a Saturday night stay to filter out
business travelers from vacationers who are far more price sensitive.
● Loyalty Pricing​: Charging a different set of prices to loyalty card members or other
categories of loyal customers. In some cases, this is a higher price that is compensated
with rewards, status and special treatment. In other cases, loyal customers receive
discounts.
● Personalized Pricing​: Offering different prices based on factors such as account
behavior. For example, if a customer hasn't made a purchase for a long period of time
they may be offered a particularly good price to bring them back.
● Premium Product Versions​: Offering a premium version of similar products is a
common way to earn more from price insensitive customers.
● Sliding Scale Fees​ It is common for lawyers, schools and community service
organizations to openly charge based on ability to pay. This is typically acceptable to
customers if you're doing something good for the community by offering lower prices to
make important services more accessible.
● Time Based Pricing: ​Offering discounts on a particular day or time of day to target price
sensitive customers.