Implicaciones estratégicas de la marca from Coursera

Las marcas de hoy en día forman una parte esencial en las estrategias de marketing que las empresas desarrollan para el crecimiento de sus productos y/o servicios. Durante este segundo curso analizaremos los elementos principales que conforman una marca, así como la importancia de seguir los pasos y las acciones estratégicas que las fortalecen.

En este segundo curso proponemos los elementos que debe contener una estrategia de marca, el fortalecimiento de la identidad de marca, el lanzamiento de una marca nueva y cómo comunicar la arquitectura de marca y su nomenclatura, así como también poder mantener una marca, a largo plazo.

Al concluir este curso, se podrán analizar sus implicaciones, su gestión el lanzamiento y sobre todo; el impacto que ésta tendrá en las organizaciones y para el cumplimiento de sus objetivos.

• Conocer cuáles son las principales implicaciones en la realización de una nueva marca.

• Identificar los principales elementos que intervienen en el lanzamiento de una marca, los cuáles son necesarios para consolidar el mercado objetivo de la organización.

• Distinguir las diferentes estrategias de marketing que se pueden emplear para mantener una marca en el mercado a largo plazo.

What's inside

Syllabus

Implicaciones estratégicas de la marca

Las marcas son uno de los elementos más importantes en el desarrollo de estrategias de mercadotecnia, representan un activo muy importante que puede llegar a ser clave en la competitividad y permanencia de las empresas. Las marcas se generan en la empresa, pero se desarrollan en la mente de los consumidores y la dinámica que allí se genera es de alta importancia para cada decisión de compra. El efecto que la marca tiene en el proceso de consumo, en la recompra, en contar con el favor del cliente, entre otros, es clave para el resultado cualitativo y cuantitativo perseguido por los negocios de hoy día.

La nueva gestión de marca

La marca es una parte fundamental de la estrategia de mercadotecnia. En nuestra vida cotidiana convivimos todos los días con ellas, pero en ocasiones convivimos con más marcas de las que percibimos. En este segundo tema hablaremos sobre la diversidad de las marcas, es decir, que casi todo puede tener una marca, desde lugares y personas hasta productos y servicios, por lo que las estrategias para posicionarlas son distintas. Así mismo, conocerás que las marcas minoristas son las que tienen el último contacto con el cliente, sin embargo, ese contacto puede ser físico o virtual, de tal forma que la experiencia del usuario juega un papel fundamental. Por su parte las alianzas estratégicas son un apoyo importante que tiene múltiples beneficios, por lo que es importante considerarlas, pero sin abusar de ellas.

Lanzamiento de la marca

Si te gustan las emociones, el lanzamiento de una marca es fascinante, pero requiere de información, coordinación y concentración. Hay muchos elementos que considerar, entre ellos, dependiendo de los recursos que tengas disponibles, el tipo de agencia que te apoyará para las actividades cruciales. Para estas tareas, te recomendamos que tengas una estructura y forma de comunicación que transmita tus necesidades de forma eficiente. Una vez que has lanzado tu marca y esta está cumpliendo con su ciclo de vida, existen opciones para crecer tu marca en diferentes formatos, ya sea como extensión de línea o de marca, sin embargo, no es un tema simple ya que amerita tomar en cuenta varios factores.

Manteniendo una marca a largo plazo

Es muy importante para una marca establecer un marco sobre el cuál desarrollar elementos que fortalecerán su estructura e impacto en el mercado, pero también es importante cuidarla a largo plazo. Hay evidencia concreta en muchas marcas que han trascendido los años cuyos productos o servicios se han transformado y la marca se vuelve cada vez más fuerte. A través de este curso te darás cuenta de la relevancia que tiene cuidar todos los pequeños detalles de la marca y también de la importancia del monitoreo continuo de sus prácticas.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Enseña sobre el desarrollo de estrategias de marketing, una habilidad fundamental para los profesionales del marketing

Explica la importancia de construir y fortalecer la identidad de marca para el éxito a largo plazo

Explora las estrategias para lanzar nuevas marcas de manera efectiva, lo cual es crucial para el crecimiento empresarial

Proporciona información valiosa sobre el mantenimiento de una marca a largo plazo, lo que garantiza su relevancia y éxito continuo

Impartido por instructores expertos con amplia experiencia en marketing de marca, lo que garantiza información práctica y actualizada

Puede ser beneficioso para los estudiantes que buscan desarrollar su comprensión de la gestión de marca estratégica

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Implicaciones estratégicas de la marca with these activities:

Revisar 'Construyendo Marcas Fuertes' de David Aaker

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Proporcionará a los estudiantes una base sólida en los principios de la construcción de marca

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Leer el libro
Tomar notas y resumir los puntos clave
Discutir el libro con otros estudiantes o un mentor

Review the basics of marketing

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Strong marketing skills are essential for the success of your brand. Take some time to go over the basics before you start this course.

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Review your notes or textbook from your introductory marketing course
Take a practice quiz or exam to test your knowledge
Watch a few videos or read some articles about marketing basics

Review SWOT Analysis

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SWOT analysis is essential for understanding brand strengths and weaknesses. This activity provides an opportunity to strengthen this foundational knowledge.

Browse courses on SWOT Analysis

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Read an article or watch a video on SWOT analysis key concepts
Practice performing a SWOT analysis on a real-world brand or product

Eight other activities

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Compilar una carpeta de notas, recursos y ejemplos de marcas

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Ayudará a los estudiantes a organizar y revisar la información clave del curso

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Crear una carpeta
Recolectar notas, recursos y ejemplos
Organizar los materiales
Revisar los materiales regularmente

Develop a brand identity statement

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A clear brand identity is a valuable asset for any brand. Create a statement that defines who you are, what makes you unique, and what you stand for.

Browse courses on Brand Identity

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Brainstorm a list of words and phrases that describe your brand
Narrow down your list to the most important ones
Craft a statement that is concise, clear, and memorable
Get feedback from friends, family, or colleagues

Join a brand management community

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Connect with other brand managers to share ideas, learn from each other, and stay up-to-date on the latest trends.

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Join a brand management group on LinkedIn or Facebook
Attend local meetups or events for brand managers
Start or contribute to a blog or forum for brand managers

Learn about brand management best practices

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Brand management is essential for maintaining a strong brand over time. Learn from the experts by following tutorials and resources.

Browse courses on Brand Management

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Watch videos or read articles about brand management best practices
Attend a webinar or workshop on brand management
Follow thought leaders in brand management on social media

Practice developing marketing strategies

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Fine-tune your marketing strategies by solving case studies or completing practice exercises.

Browse courses on Marketing Strategies

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Identify a real-world brand and analyze their marketing strategy
Develop a marketing plan for a new product or service
Present your plan to a group of peers or mentors

Contribute to open source brand management projects

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Contribute to the brand management community by participating in open source projects.

Browse courses on Open Source

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Find an open source brand management project that interests you
Join the project community and start contributing
Share your knowledge and expertise with the community

Asistir a conferencias o talleres sobre marca y marketing

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Expondrá a los estudiantes a las últimas tendencias y mejores prácticas en la gestión de marcas

Browse courses on Marketing

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Investigar próximas conferencias o talleres
Registrarse y asistir al evento
Tomar notas y resumir los puntos clave
Conectar con otros profesionales

Participar en competencias o hackatones relacionados con la marca

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Proporcionará a los estudiantes una experiencia práctica y competitiva para aplicar sus habilidades de gestión de marca

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Investigar competencias o hackatones
Formar un equipo o trabajar individualmente
Desarrollar una solución innovadora
Presentar la solución

Career center

Learners who complete Implicaciones estratégicas de la marca will develop knowledge and skills that may be useful to these careers:

Brand Manager

A Brand Manager is in charge of developing, executing, and measuring the effectiveness of marketing campaigns that build brand awareness and loyalty. This course can help a Brand Manager understand the strategic implications of branding, including how to create a strong brand identity, launch a new brand, and maintain a brand over time. The course also provides insights into how to measure brand performance and how to use data to make informed decisions about brand strategy.

See salaries and explore the career path for Brand Manager

Marketing Manager

Marketing Managers are responsible for planning and executing marketing campaigns that promote products and services. This course can help a Marketing Manager understand the strategic implications of branding and how to develop and implement effective marketing campaigns. The course also provides insights into how to use data to measure campaign performance and how to make informed decisions about marketing strategy.

See salaries and explore the career path for Marketing Manager

Product Manager

Product Managers are responsible for developing and managing products. This course can help a Product Manager understand the strategic implications of branding and how to develop and launch new products. The course also provides insights into how to use data to measure product performance and how to make informed decisions about product strategy.

See salaries and explore the career path for Product Manager

Brand Strategist

Brand Strategists are responsible for developing and executing brand strategies. This course can help a Brand Strategist understand the strategic implications of branding and how to develop and implement effective brand strategies. The course also provides insights into how to use data to measure brand performance and how to make informed decisions about brand strategy.

See salaries and explore the career path for Brand Strategist

Marketing Consultant

Marketing Consultants provide advice to businesses on how to improve their marketing strategies. This course can help a Marketing Consultant understand the strategic implications of branding and how to develop and implement effective marketing strategies. The course also provides insights into how to use data to measure marketing performance and how to make informed decisions about marketing strategy.

See salaries and explore the career path for Marketing Consultant

Creative Director

Creative Directors are responsible for developing and executing creative campaigns. This course can help a Creative Director understand the strategic implications of branding and how to develop and implement effective creative campaigns. The course also provides insights into how to use data to measure campaign performance and how to make informed decisions about creative strategy.

See salaries and explore the career path for Creative Director

Advertising Manager

Advertising Managers are responsible for planning and executing advertising campaigns. This course can help an Advertising Manager understand the strategic implications of branding and how to develop and implement effective advertising campaigns. The course also provides insights into how to use data to measure campaign performance and how to make informed decisions about advertising strategy.

See salaries and explore the career path for Advertising Manager

Brand Ambassador

Brand Ambassadors are responsible for representing brands to the public. This course can help a Brand Ambassador understand the strategic implications of branding and how to represent brands to the public. The course also provides insights into how to use data to measure the effectiveness of brand ambassadorship and how to make informed decisions about brand ambassadorship.

See salaries and explore the career path for Brand Ambassador

Brand Journalist

Brand Journalists are responsible for writing articles and other content about brands. This course can help a Brand Journalist understand the strategic implications of branding and how to write effective articles and other content about brands. The course also provides insights into how to use data to measure the effectiveness of brand journalism and how to make informed decisions about brand journalism.

See salaries and explore the career path for Brand Journalist

Brand Identity Designer

Brand Identity Designers are responsible for developing the visual identity of brands. This course can help a Brand Identity Designer understand the strategic implications of branding and how to develop and implement effective brand identities. The course also provides insights into how to use data to measure the effectiveness of brand identities and how to make informed decisions about brand identity design.

See salaries and explore the career path for Brand Identity Designer

Brand Copywriter

Brand Copywriters are responsible for writing copy for brands. This course can help a Brand Copywriter understand the strategic implications of branding and how to write effective copy for brands. The course also provides insights into how to use data to measure the effectiveness of brand copy and how to make informed decisions about brand copywriting.

See salaries and explore the career path for Brand Copywriter

Brand Educator

Brand Educators are responsible for teaching others about brands. This course can help a Brand Educator understand the strategic implications of branding and how to teach others about brands. The course also provides insights into how to use data to measure the effectiveness of brand education and how to make informed decisions about brand education.

See salaries and explore the career path for Brand Educator

Public relations manager

Public Relations Managers are responsible for managing the public image of organizations. This course can help a Public Relations Manager understand the strategic implications of branding and how to manage the public image of an organization. The course also provides insights into how to use data to measure public relations performance and how to make informed decisions about public relations strategy.

See salaries and explore the career path for Public relations manager

Social Media Manager

Social Media Managers are responsible for developing and executing social media campaigns. This course can help a Social Media Manager understand the strategic implications of branding and how to develop and implement effective social media campaigns. The course also provides insights into how to use data to measure social media performance and how to make informed decisions about social media strategy.

See salaries and explore the career path for Social Media Manager

Digital Marketing Manager

Digital Marketing Managers are responsible for planning and executing digital marketing campaigns. This course can help a Digital Marketing Manager understand the strategic implications of branding and how to develop and implement effective digital marketing campaigns. The course also provides insights into how to use data to measure digital marketing performance and how to make informed decisions about digital marketing strategy.

See salaries and explore the career path for Digital Marketing Manager

Implicaciones estratégicas de la marca

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