{"id":2680,"date":"2016-01-26T20:46:48","date_gmt":"2016-01-26T20:46:48","guid":{"rendered":"http:\/\/jlvbusiness.com\/?p=2680"},"modified":"2016-01-26T20:46:48","modified_gmt":"2016-01-26T20:46:48","slug":"posicionamiento-de-marca-la-batalla-por-tu-mente","status":"publish","type":"post","link":"https:\/\/jlvmarketing.com\/en\/posicionamiento-de-marca-la-batalla-por-tu-mente\/","title":{"rendered":"POSICIONAMIENTO DE MARCA, LA BATALLA POR TU MENTE"},"content":{"rendered":"

En Marketing llamamos posicionamiento de marca al lugar que ocupa la marca en la mente de los consumidores respecto el resto de sus competidores. El posicionamiento otorga a la empresa una imagen propia en la mente del consumidor, que le har\u00e1 diferenciarse del resto de su competencia. Esta imagen propia, se construye mediante la comunicaci\u00f3n activa de unos atributos, beneficios o valores distintivos, a nuestra audiencia objetivo, previamente seleccionados en base a la estrategia empresarial.<\/p>\n

Los atributos o beneficios que nos ayudaran a posicionar correctamente nuestra marca tienen que ser relevantes para los consumidores, de no ser as\u00ed, no servir\u00e1 de nada crear una estrategia de posicionamiento de marca. Es f\u00e1cil y l\u00f3gico, si nuestra marca no ofrece nada diferente, los consumidores no tienen ninguna raz\u00f3n para elegirla frente a otras competidoras. Por \u00faltimo la marca, en base a sus promesas realizadas sobre sus beneficios distintivos, tiene que ser capaz de entregar dichos beneficios a los consumidores mejor que su competencia. Si no ocurre as\u00ed, de nada habr\u00e1 servido todo el trabajo invertido.<\/p>\n

Principales estrategias de posicionamiento de marca:<\/p>\n

    \n
  1. Atributo<\/strong>: la estrategia se centra en un atributo como el tama\u00f1o o la antig\u00fcedad de la marca. Cuantos m\u00e1s atributos intentes posicionar m\u00e1s dif\u00edcil te resultara posicionarte en la mente de los consumidores.<\/li>\n
  2. Beneficio<\/strong>: el producto o servicio se posiciona en base al beneficio que proporciona. Por ejemplo la ropa limpia e impecable despu\u00e9s de ser lavada con un determinado detergente o quitamanchas.<\/li>\n
  3. Calidad o precio<\/strong>: basamos la estrategia en la relaci\u00f3n calidad-precio. La empresa trata de ofrecer la mayor cantidad de beneficios a un precio razonable. Tambi\u00e9n hay empresas que se posicionan \u00fanicamente por precio como es el caso de Rolex en precios altos o Swatch en precios bajos.<\/li>\n
  4. Competidor<\/strong>: compara nuestras ventajas y atributos con las marcas de la competencia. Afirmamos que somos mejor en alg\u00fan sentido en relaci\u00f3n con el competidor. En muchos anuncios Oral B se compara en aspectos de calidad frente a \u201cotros dent\u00edfricos\u201d<\/li>\n
  5. Uso o aplicaci\u00f3n<\/strong>: se trata de posicionarnos como los mejores en base a usos o aplicaciones determinadas. Un ejemplo podr\u00eda ser la bebida energ\u00e9tica Monster, la cual se consume en momentos de necesidad energ\u00e9tica, normalmente despu\u00e9s de practicar un deporte.<\/li>\n
  6. Categor\u00eda de producto<\/strong>: esta estrategia se centra en posicionarse como l\u00edder en alguna categor\u00eda de productos. Coca cola es un ejemplo de marca l\u00edder en la categor\u00eda de refrescos.<\/li>\n<\/ol>","protected":false},"excerpt":{"rendered":"

    En Marketing llamamos posicionamiento de marca al lugar que ocupa la marca en la mente de los consumidores respecto el resto de sus competidores. El posicionamiento otorga a la empresa una imagen propia en la mente del consumidor, que le har\u00e1 diferenciarse del resto de su competencia. Esta imagen propia, se construye mediante la comunicaci\u00f3n […]<\/p>\n","protected":false},"author":1,"featured_media":2685,"comment_status":"open","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":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","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-opacity":"","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-opacity":"","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-opacity":"","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-opacity":"","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-opacity":"","overlay-gradient":""}},"_joinchat":[],"footnotes":""},"categories":[36],"tags":[],"class_list":["post-2680","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-trending"],"acf":[],"yoast_head":"\nPOSICIONAMIENTO DE MARCA, LA BATALLA POR TU MENTE - JLV ENTERPRISES<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jlvmarketing.com\/en\/posicionamiento-de-marca-la-batalla-por-tu-mente\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"POSICIONAMIENTO DE MARCA, LA BATALLA POR TU MENTE - JLV ENTERPRISES\" \/>\n<meta property=\"og:description\" content=\"En Marketing llamamos posicionamiento de marca al lugar que ocupa la marca en la mente de los consumidores respecto el resto de sus competidores. 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