{"id":20734,"date":"2015-12-09T17:04:42","date_gmt":"2015-12-09T17:04:42","guid":{"rendered":"http:\/\/utel.mx\/blog\/?p=20734"},"modified":"2023-03-10T17:06:45","modified_gmt":"2023-03-10T17:06:45","slug":"como-evitar-la-caducidad-de-marca","status":"publish","type":"post","link":"https:\/\/utel.mx\/blog\/dia-a-dia\/retos-profesionales\/como-evitar-la-caducidad-de-marca\/","title":{"rendered":"C\u00f3mo evitar la caducidad de marca"},"content":{"rendered":"<p style=\"text-align: justify;\">\u00bfUna marca tiene caducidad?, la respuesta es s\u00ed, ya que el valor de una marca puede perderse por un mal manejo de la misma.<\/p>\n<h2>\u00bfQu\u00e9 es y c\u00f3mo evitar la caducidad de marca?<\/h2>\n<p style=\"text-align: justify;\">Una marca que se preocupa por las necesidades de sus consumidores potenciales es aquella que de forma constante, desarrolla su propia identidad cimentada en sus valores; en su misi\u00f3n \/ visi\u00f3n; en su objetivo, y su filosof\u00eda. Una marca que va en direcci\u00f3n contraria a sus valores est\u00e1 destinada a perder no solo su valor sino su propia identidad, est\u00e1 condenada a caducar.<\/p>\n<p style=\"text-align: justify;\">\u00bfEn qu\u00e9 consiste el valor de marca? Este tiene muchos puntos importantes, pero el m\u00e1s valioso es que sin el mismo concepto que lo hace una marca, el branding (valor de marca) ser\u00eda pura forma, sin contenido ni historia.<\/p>\n<p style=\"text-align: justify;\">El valor de una marca se debe visualizar desde dos puntos: el financiero, d\u00f3nde se conoce el crecimiento de los beneficios actuales, futuros y la estabilidad alcanzada como resultado de acciones t\u00e1cticas y estrat\u00e9gicas realizadas por la empresa; este depende de los objetivos y recursos de la compa\u00f1\u00eda, as\u00ed como la presentaci\u00f3n y calidad de los productos o servicios que ofrece.<\/p>\n<p style=\"text-align: justify;\">En otro punto de vista es dimensionar donde est\u00e1 parada tu marca con respecto a otras, para ello es importante conocer las asociaciones, reconocimientos y comportamientos de los consumidores con respecto al mercado total.<\/p>\n<p style=\"text-align: justify;\">Algunos expertos consideran que el branding es m\u00e1s importante incluso que los activos tangibles, ya que el consumidor reacciona la marca, no la maquinar\u00eda detr\u00e1s de ella.<\/p>\n<p style=\"text-align: justify;\">Es por ello importante conocer qu\u00e9 puntos deterioran el poder de una marca, para evitarlos y as\u00ed, no permitir que tu marca caduque.<\/p>\n<p style=\"text-align: justify;\">Precio contra necesidad real. Cuando se busca solamente el crecimiento de la marca por precio u oferta se afecta directamente a la marca, si tu marca no es una necesidad real, convi\u00e9rtela en una necesidad aspiracional.<\/p>\n<p style=\"text-align: justify;\">Genera lealtad. Si nunca escuchas los comentarios, quejas u opiniones de tus consumidores, el v\u00ednculo con ellos se pierde. Si no generas lealtad, no hay identificaci\u00f3n de marca, las personas y los consumidores reconocer\u00e1n a tu marca, \u00a0basados en experiencias pasadas o futuras, no te vuelvas un producto que \u201cs\u00f3lo ocupa un espacio en los estantes\u201d.<\/p>\n<p style=\"text-align: justify;\">Cambia tu publicidad de forma constante. Que esta sea determinada por las reacciones de tu p\u00fablico, una marca que no evoluciona y se adapta est\u00e1 destinada a caducar; y por \u00faltimo, inyecta recursos, se tiene que innovar o refrescar constantemente a la marca para ofrecer nuevas cosas y mantener la atracci\u00f3n de los consumidores y convencer a los indecisos.<\/p>\n<p><a href=\"https:\/\/twitter.com\/oskarmijangos\"><strong>Oskar Mijangos<\/strong><\/a><\/p>\n<p><a href=\"http:\/\/contacto.utel.edu.mx\/online\/formd\/UTEL\/?utm_source=boton-contacto&amp;utm_medium=blog&amp;utm_campaign=como-evitar-la-caducidad-de-marca\"><img decoding=\"async\" class=\"aligncenter wp-image-18233 size-full\" src=\"http:\/\/utel.mx\/blog\/wp-content\/uploads\/2015\/05\/boton_blog.png\" alt=\"Bot\u00f3n contacto\" width=\"232\" height=\"71\" \/><\/a><\/p>\n<h5><strong>Las opiniones y posturas vertidas en los art\u00edculos publicados en el Blog UTEL son de exclusiva responsabilidad del autor o autores de los mismos, y no reflejan necesariamente los puntos de vista de la\u00a0Universidad Tecnol\u00f3gica Latinoamericana en L\u00ednea.<\/strong><\/h5>\n<div id=\"advads-1131017710\" class=\"advads-cta-lp-banner-form advads-entity-placement\"><a href=\"https:\/\/utel.mx\/blog\/admisiones-universidad-online\/?utm_source=blog&#038;utm_medium=CTAlink&#038;utm_campaign=MKTseo\" aria-label=\"Universidad en linea\"><img src=\"https:\/\/utel.mx\/blog\/wp-content\/uploads\/2025\/04\/universidad-en-linea-1.png\" alt=\"Universidad en linea\"  srcset=\"https:\/\/utel.mx\/blog\/wp-content\/uploads\/2025\/04\/universidad-en-linea-1.png 626w, https:\/\/utel.mx\/blog\/wp-content\/uploads\/2025\/04\/universidad-en-linea-1-420x168.png 420w\" sizes=\"(max-width: 626px) 100vw, 626px\" width=\"626\" height=\"250\"   \/><\/a><\/div>","protected":false},"excerpt":{"rendered":"<p> [&hellip;]<\/p>\n","protected":false},"author":40,"featured_media":20743,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[3164],"tags":[],"class_list":["post-20734","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-retos-profesionales"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - 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