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¿Cómo funcionan las marcas?

Rafael José Arria Ramos

En este primer estaremos curso se estará revisando el manejo correcto de la marca en los negocios el cual es fundamental para crear una ventaja competitiva y así diferenciarse de sus competidores para dar sustentabilidad a la empresa en el largo plazo y consolidarse en sus mercados.

Durante este curso analizaremos los elementos básicos que conforman la gestión y el manejo de una marca, así como los elementos básicos que la componen. Al finalizar el curso podrán tener una visión básica de la gestión de una marca y el impacto que tiene en las organizaciones y para el logro de sus objetivos.

Los objetivos del curso son los siguientes:

• Identificar los elementos básicos de una marca.

• Entender los procesos de la gestión de marca.

• Definir las distintas metodologías para gestionar la marca.

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What's inside

Syllabus

Cultura de consumo

En este primer tema revisaremos los conceptos básicos de una marca. Analizaremos cada uno de los elementos que constituyen la base de la creación de una marca, y cuyo fortalecimiento implica una mejora en el desempeño para la organización.

¿Cómo funciona la marca?

En este tema conoceremos cómo funciona una marca desde la perspectiva del consumidor y de la empresa. Identificaremos las principales funciones de una marca y explicaremos los elementos tangibles que construyen una marca. Analizaremos también cómo están cambiando los hábitos y los patrones de los consumidores post pandemia y cómo se están gestionando las marcas ante este cambio.

El futuro de las marcas

En este tercer tema conoceremos cómo mantener la reputación de una marca en el largo plazo. Identificaremos aspectos de una marca, su público objetivo, cómo crear una identidad visual e imagen de marca. Analizaremos también el ciclo de vida de una marca y su anatomía.

Arquitectura de marca

En este tema conoceremos los tipos de estrategia adoptados por diferentes marcas como arquitectura de marca. Identificaremos la importancia de tener un slogan, como se diseña y conoceremos también que es branding interno y cómo puede favorecer a la cultura de trabajo de la empresa poner en marcha un plan interno de marca.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Explora las complejidades de la gestión y manejo de marcas, lo cual es fundamental en el panorama empresarial actual

Enseña los elementos básicos que componen una marca y los procesos involucrados en su gestión

Impartido por Rafael José Arria Ramos, un experto reconocido en el campo de la gestión de marcas

Basado en principios y metodologías establecidas en la industria, lo que garantiza su relevancia y aplicabilidad

Proporciona una visión integral de la gestión de marcas, cubriendo desde conceptos básicos hasta estrategias avanzadas

Requiere un conocimiento previo limitado sobre gestión de marcas, lo que lo hace accesible para estudiantes principiantes

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Activities

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Career center

Learners who complete ¿Cómo funcionan las marcas? will develop knowledge and skills that may be useful to these careers:

Brand Manager

The course, ¿Cómo funcionan las marcas?, taught by Tecnológico de Monterrey, provides a comprehensive overview of brand management principles and practices. The course covers topics such as brand strategy, brand identity, brand communication, and brand measurement. This knowledge and skills would be highly valuable for someone looking to enter or advance their career as a Brand Manager. This role plays a critical role in creating, managing, and promoting brands. Through a combination of lectures, case studies, and hands-on exercises, this course will equip you with the foundational knowledge and practical skills needed to excel in this field. By taking this course, you will gain a deep understanding of how brands work, how to manage them effectively, and how to measure their impact. This will provide you with a competitive edge in the job market and help you succeed as a Brand Manager.

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Brand Ambassador

Brand Ambassadors are responsible for representing a brand and promoting its products or services. This course will help you to build a strong foundation in brand management, which will be essential for success in this role. The course covers topics such as brand strategy, brand identity, brand communication, and brand measurement. This knowledge will help you to effectively represent your brand and promote its products or services.

See salaries and explore the career path for Brand Ambassador

Brand Consultant

Brand Consultants provide advice and guidance to companies and organizations on how to build and manage their brands. This course will help you to build a strong foundation in brand management, which will be essential for success in this role. The course covers topics such as brand strategy, brand identity, brand communication, and brand measurement. This knowledge will help you to provide valuable advice and guidance to your clients.

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Brand Strategist

The course, ¿Cómo funcionan las marcas?, provides a comprehensive overview of brand management principles and practices. This knowledge is essential for Brand Strategists, who are responsible for developing and implementing brand strategies. The course covers topics such as brand strategy, brand identity, brand communication, and brand measurement. This knowledge will help you to develop and implement effective brand strategies that build strong brands and drive business results.

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Marketing Manager

The course, ¿Cómo funcionan las marcas?, provides a foundational understanding of brand management concepts and practices. Marketing Managers play a key role in developing and executing marketing campaigns that promote brands and products. This course will help you build a strong foundation in brand management, which will be essential for success in this role. The course covers topics such as brand strategy, brand identity, brand communication, and brand measurement. This knowledge will help you to create and manage effective marketing campaigns that build strong brands and drive business results.

See salaries and explore the career path for Marketing Manager

Digital Marketing Manager

Digital Marketing Managers are responsible for planning and executing digital marketing campaigns. This course will help you to build a strong foundation in brand management, which will be essential for success in this role. The course covers topics such as brand strategy, brand identity, brand communication, and brand measurement. This knowledge will help you to create and manage effective digital marketing campaigns that build strong brands and drive business results.

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Product Manager

Product Managers are responsible for the development and management of products. This course will help you to build a strong foundation in brand management, which will be essential for success in this role. The course covers topics such as brand strategy, brand identity, brand communication, and brand measurement. This knowledge will help you to create and manage products that are aligned with your brand's values and objectives.

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Advertising Manager

Advertising Managers are responsible for planning and executing advertising campaigns. This course will help you to build a strong foundation in brand management, which will be essential for success in this role. The course covers topics such as brand strategy, brand identity, brand communication, and brand measurement. This knowledge will help you to create and manage effective advertising campaigns that build strong brands and drive business results.

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Business Development Manager

Business Development Managers are responsible for generating new business for a company or organization. This course will help you to build a strong foundation in brand management, which will be essential for success in this role. The course covers topics such as brand strategy, brand identity, brand communication, and brand measurement. This knowledge will help you to create and manage a strong brand for your company or organization, which will be essential for attracting new customers and growing your business.

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Creative Director

Creative Directors are responsible for the overall creative vision of a brand. This course will help you to build a strong foundation in brand management, which will be essential for success in this role. The course covers topics such as brand strategy, brand identity, brand communication, and brand measurement. This knowledge will help you to create and manage creative campaigns that are aligned with your brand's values and objectives.

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Entrepreneur

Entrepreneurs are responsible for starting and running their own businesses. This course will help you to build a strong foundation in brand management, which will be essential for success in this role. The course covers topics such as brand strategy, brand identity, brand communication, and brand measurement. This knowledge will help you to create and manage a strong brand for your business.

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Customer Success Manager

Customer Success Managers are responsible for ensuring that customers are satisfied with a company's products or services. This course will help you to build a strong foundation in brand management, which will be essential for success in this role. The course covers topics such as brand strategy, brand identity, brand communication, and brand measurement. This knowledge will help you to create and manage a strong brand for your company, which will be essential for attracting and retaining customers.

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Sales Manager

Sales Managers are responsible for leading and managing a team of salespeople. This course will help you to build a strong foundation in brand management, which will be essential for success in this role. The course covers topics such as brand strategy, brand identity, brand communication, and brand measurement. This knowledge will help you to create and manage a strong brand for your sales team, which will be essential for driving sales and achieving your business goals.

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Public relations manager

Public Relations Managers are responsible for managing the public image of a company or organization. This course will help you to build a strong foundation in brand management, which will be essential for success in this role. The course covers topics such as brand strategy, brand identity, brand communication, and brand measurement. This knowledge will help you to create and manage effective public relations campaigns that build strong brands and protect the reputation of your company or organization.

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Social Media Manager

Social Media Managers are responsible for managing the social media presence of a company or organization. This course will help you to build a strong foundation in brand management, which will be essential for success in this role. The course covers topics such as brand strategy, brand identity, brand communication, and brand measurement. This knowledge will help you to create and manage effective social media campaigns that build strong brands and drive business results.

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Reading list

We've selected ten books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in ¿Cómo funcionan las marcas?.

Dirección de Marketing