{"id":26524,"date":"2018-04-29T10:20:06","date_gmt":"2018-04-29T10:20:06","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=26524"},"modified":"2026-01-26T16:57:07","modified_gmt":"2026-01-26T21:57:07","slug":"investigacion-de-mercado-de-cambio-de-marca","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/es\/soluciones\/soluciones-de-branding-e-investigacion-de-clientes\/investigacion-de-mercado-de-cambio-de-marca\/","title":{"rendered":"Investigaci\u00f3n de mercado de cambio de marca"},"content":{"rendered":"

Investigaci\u00f3n de mercado de cambio de marca<\/span><\/h1>\n\n\n\n

<\/p>\n\n\n\n

\"Investigaci\u00f3n<\/figure>\n\n\n\n

One can expect car design, computer operating systems, and clothing styles to change. Shouldn’t it be the same with the look of a brand? When is it time to give a brand an update? The first sign is a subtle change in what a brand is \u201cabout.\u201d Market research<\/a> is a critical element in expressing the new brand. Well-executed market research enables<\/a> companies to redesign their brand. The end product should define what they do, who they are, and why people can count on them.<\/span><\/p>\n\n\n\n

Redefiniendo las marcas en una econom\u00eda global<\/span><\/h2>\n\n\n\n

Strong brands outperform competitor brands. They also outstrip the financial markets index. Many businesses now reserve sizable portions of their marketing budgets for digital media<\/a>. This digital budget is necessary to remain relevant in the marketplace. It also helps them to forge deeper connections with their customers.<\/span><\/p>\n\n\n\n

Adem\u00e1s, est\u00e1 evolucionando una nueva generaci\u00f3n de marcas globales. Las marcas m\u00e1s antiguas deber\u00edan tomar nota de las estrategias que utilizan. En los \u00faltimos a\u00f1os se ha convertido en una prioridad construir una cultura de marca s\u00f3lida y confiable. Los clientes deber\u00edan poder reconocer la cultura de la marca en cualquier parte del mundo. El auge de los canales digitales ha trasladado el \u00e9nfasis de la marca de la estructura a la cultura.<\/span><\/p>\n\n\n\n

The upswing of digital has also transformed the way marketers<\/a> communicate. Marketers now connect with their agency partners and customers using digital technology. The primary duties and the central features of marketing<\/a> stay the same. The functions have had to increase in scope, though. The new tasks are to accommodate the shifting nature of the world in which brands operate.<\/span><\/p>\n\n\n\n

An example of a brand redefining itself in the global economy is an American hotel group. The company recently overhauled its 16 brands. It also invested in new technology<\/a> and modernized its hotel properties. Furthermore, the group announced brand-new partnerships and benefits to serve economy minded tourists.<\/span><\/p>\n\n\n\n

Las marcas m\u00e1s antiguas deben mantenerse al d\u00eda con las marcas m\u00e1s nuevas<\/span><\/h2>\n\n\n\n

Algunas empresas venden hoy los mismos productos que en 1920. \u00bfC\u00f3mo lo hacen? Sus ofertas son tan valiosas y difundidas como lo eran hace cien a\u00f1os. A\u00fan as\u00ed, estas empresas saben que sus necesidades de marketing se adaptan a su audiencia en constante cambio. Por ejemplo, LEGO comenz\u00f3 como una peque\u00f1a empresa en 1939 fabricando juguetes de madera en Dinamarca. The LEGO Company desarroll\u00f3 recientemente un videojuego para PlayStation, Xbox y Nintendo.<\/span><\/p>\n\n\n\n

Another example is Kraft Macaroni & Cheese. Kraft wanted to tap into the market of health food<\/a> enthusiasts but didn\u2019t want to spook customers. The company rolled out the new product without fanfare. They then ran a Twitter campaign several months afterward. This tactic gave people enough time to conclude that they #didntnotice the difference.<\/span><\/p>\n\n\n\n

Las marcas que se apeguen a sus viejas costumbres perder\u00e1n su relevancia. Necesitan estar al tanto de las tendencias cambiantes. Kraft aprovech\u00f3 la creciente tendencia hacia opciones alimentarias m\u00e1s saludables y un estilo de vida limpio. Las experiencias tambi\u00e9n juegan un papel muy importante en el estilo de vida moderno. Las marcas inteligentes est\u00e1n prestando atenci\u00f3n a este nuevo desarrollo. Este concepto es lo que hay detr\u00e1s de LEGO'S Legoland. La empresa present\u00f3 Legoland en 1968 y sigue siendo popular hoy en d\u00eda.<\/span><\/p>\n\n\n\n

C\u00f3mo reinventar marcas antiguas<\/span><\/h2>\n\n\n\n

Las marcas deben reflejar el mercado existente a medida que las empresas crecen y cambian. En definitiva, la competencia mejorar\u00e1 su marca. Adoptar\u00e1 logotipos m\u00e1s nuevos y desarrollar\u00e1 nuevas formas de conectarse con el p\u00fablico. Si las empresas deciden permanecer igual, terminar\u00e1n perdiendo su ventaja competitiva. Una actualizaci\u00f3n de marca le dice a la audiencia que la empresa es relevante y moderna. Tambi\u00e9n muestra una conexi\u00f3n entre una empresa y su industria.<\/span><\/p>\n\n\n\n

The trick to reinventing older brands is to maintain an eagle eye on the customer. Companies must listen to the customer\u2019s wants and needs. They must use this information to create and maintain relevancy for the brand in today\u2019s world. They must also be able to tell the brand’s story<\/a> to inspire affinity and the intent to buy. These are the secrets behind why some brands stay relevant, and some do not. Marketers would do well<\/a> to pay heed and always strive for relevance, regardless of the market.<\/span><\/p>","protected":false},"excerpt":{"rendered":"

Las marcas fuertes superan a las marcas de la competencia. \u00bfQu\u00e9 sucede cuando su marca envejece o queda obsoleta? Aportamos la investigaci\u00f3n para reinventar las marcas. <\/p>","protected":false},"author":1,"featured_media":62847,"parent":14650,"menu_order":10,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-26524","page","type-page","status-publish","has-post-thumbnail"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/pages\/26524","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/comments?post=26524"}],"version-history":[{"count":6,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/pages\/26524\/revisions"}],"predecessor-version":[{"id":81605,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/pages\/26524\/revisions\/81605"}],"up":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/pages\/14650"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/media\/62847"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/media?parent=26524"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}