{"id":5360,"date":"2017-02-02T13:06:40","date_gmt":"2017-02-02T12:06:40","guid":{"rendered":"http:\/\/ww3.onetoonecf.com\/es\/?p=5360"},"modified":"2021-02-16T09:21:08","modified_gmt":"2021-02-16T08:21:08","slug":"espanol-como-gestionar-una-marca-internacional","status":"publish","type":"post","link":"https:\/\/www.onetoonecf.com\/es\/espanol-como-gestionar-una-marca-internacional\/","title":{"rendered":"Gestionar una marca internacional"},"content":{"rendered":"<p style=\"text-align: justify\"><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\">Actualmete existen <\/span><\/span><strong><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\">diversos estudios<\/span><\/span><\/strong><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\"> que hacen referencia a la hora de medir el <\/span><\/span><strong><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\">valor que tienen las marcas internacionales<\/span><\/span><\/strong><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\"> (los estudios de Reputation Institute, Fortune 500, Best companies to work for, Best Global Brands, entre otros), que pueden servir o no como punto de partida a la hora de crear y gestionar una marca global. <\/span><span style=\"vertical-align: inherit\">En art\u00edculos anteriores hablamos sobre las <\/span><\/span><a href=\"https:\/\/www.onetoonecf.com\/es\/espanol-6-claves-a-tener-en-cuenta-para-internacionalizar-tu-empresa\/\"><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\">claves a tener en cuenta para internacionalizar tu empresa<\/span><\/span><\/a><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\"> , en esta ocasi\u00f3n hablaremos sobre <\/span><\/span><strong><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\">c\u00f3mo gestionar una marca internacional<\/span><\/span><\/strong><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\"> .<\/span><\/span><\/p>\n<p style=\"text-align: justify\"><strong><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\">Formaci\u00f3n ling\u00fc\u00edstica<\/span><\/span><\/strong><\/p>\n<p style=\"text-align: justify\"><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\">Estar presente en un contexto internacional es necesario y fundamentar <\/span><\/span><strong><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\">conocer varios idiomas. <\/span><\/span><\/strong><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\">En Espa\u00f1a tenemos el valor a\u00f1adido del espa\u00f1ol, como segunda lengua m\u00e1s extendida en el mundo por n\u00famero de hablantes y como segunda lengua de comunicaci\u00f3n internacional. <\/span><span style=\"vertical-align: inherit\">Pero tambi\u00e9n es necesario entender el ingl\u00e9s, lo que resulta <\/span><\/span><strong><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\">imprescindible para vender mejor nuestros productos en el competitivo mercado actual<\/span><\/span><\/strong><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\"> .<\/span><\/span><\/p>\n<p style=\"text-align: justify\"><strong><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\">Posicionamiento<\/span><\/span><\/strong><\/p>\n<p style=\"text-align: justify\"><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\">El posicionamiento es un pilar f <\/span><\/span><strong><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\">undamental a la hora de establecer qu\u00e9 papel desempe\u00f1a nuestra marca en su sector<\/span><\/span><\/strong><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\"> , frente a sus competidores. <\/span><span style=\"vertical-align: inherit\">Es clave diferenciarnos de competidores, estableciendo en que parte del mercado actuamos y cu\u00e1l es nuestro valor diferencial.<\/span><\/span><\/p>\n<p style=\"text-align: justify\"><strong><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\">Identidad de marca<\/span><\/span><\/strong><\/p>\n<p style=\"text-align: justify\"><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\">Toda la estrategia debe girar en torno a una <\/span><\/span><strong><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\">misma identidad corporativa<\/span><\/span><\/strong><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\"> . <\/span><span style=\"vertical-align: inherit\">Es decir, todas las acciones de comunicaci\u00f3n (internas y externas) deben ir asociadas a una misma tipograf\u00eda, colores, im\u00e1genes, logo,\u2026 Para ello es necesario establecer una <\/span><\/span><strong><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\">\u201cgu\u00eda de estilo\u201d<\/span><\/span><\/strong><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\"> desde el primer momento.<\/span><\/span><\/p>\n<p style=\"text-align: justify\"><strong><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\">Implementaci\u00f3n de la empresa<\/span><\/span><\/strong><\/p>\n<p style=\"text-align: justify\"><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\">La manera en que la empresa se asiente en otro pa\u00eds debe ser <\/span><\/span><strong><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\">segura y continuar con la visi\u00f3n de la empresa<\/span><\/span><\/strong><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\"> . <\/span><span style=\"vertical-align: inherit\">Debe mantener la misma experiencia de usuario en cualquier pa\u00eds. <\/span><span style=\"vertical-align: inherit\">Para ello, es importante <\/span><\/span><strong><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\">contar con especialistas, que puedan acompa\u00f1arnos durante el proceso<\/span><\/span><\/strong><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\"> .<\/span><\/span><\/p>\n<p style=\"text-align: justify\"><strong><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\">Presencia online<\/span><\/span><\/strong><\/p>\n<p style=\"text-align: justify\"><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\">La llegada a un nuevo pa\u00eds requiere de una <\/span><\/span><strong><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\">estrategia online acompa\u00f1ada de cambios en el dise\u00f1o web y ampliando el cat\u00e1logo de idioma<\/span><\/span><\/strong><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\"> s (si lo requiere) y figurando la nueva direcci\u00f3n de la empresa. <\/span><span style=\"vertical-align: inherit\">Adem\u00e1s, la comunicaci\u00f3n en redes sociales debe cambiar. <\/span><span style=\"vertical-align: inherit\">Entablando temas de car\u00e1cter global.<\/span><\/span><\/p>\n<p style=\"text-align: justify\"><strong><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\">Innovaci\u00f3n<\/span><\/span><\/strong><\/p>\n<p style=\"text-align: justify\"><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\">Otro necesario en la gesti\u00f3n de una marca global es la innovaci\u00f3n, pues podr\u00e1 <\/span><\/span><strong><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\">destacar<\/span><\/span><\/strong><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\"> en el nuevo entorno competitivo, y <\/span><\/span><strong><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\">diferenciarte de la competencia.<\/span><\/span><\/strong><\/p>\n<p style=\"text-align: justify\"><strong><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\">Sentimiento global<\/span><\/span><\/strong><\/p>\n<p style=\"text-align: justify\"><strong><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\">Toda la compa\u00f1\u00eda y la empresa en si misma deben estar orientadas a la internacionalizaci\u00f3n de la empresa<\/span><\/span><\/strong><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\"> , teniendo un sentimiento conjunto de globalidad y unidad.<\/span><\/span><\/p>\n<p style=\"text-align: justify\"><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\">La gesti\u00f3n de una marca a nivel internacional requiere de una importante inversi\u00f3n en estudiar el nuevo mercado (consumidores y competidores), y en establecer el sistema de implementaci\u00f3n de la marca. <\/span><span style=\"vertical-align: inherit\">Para ello <\/span><\/span><strong><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\">es clave contar un equipo especializado<\/span><\/span><\/strong><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\"> , capaz de <\/span><\/span><a href=\"https:\/\/www.onetoonecf.com\/es\/compraventa-empresas-servicios-asesoramiento-estrategico\/\"><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\">asesorar y apoyar a la empresa durante todo el proceso<\/span><\/span><\/a><span style=\"vertical-align: inherit\"><span style=\"vertical-align: inherit\"> .<\/span><\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Actualmete existen diversos estudios que hacen referencia a la hora de medir el valor que tienen las marcas internacionales (los estudios de Reputation Institute, Fortune 500, Best companies to work for, Best Global Brands, entre otros), que pueden servir o no como punto de partida a la hora de crear y gestionar una marca global. [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":5361,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_joinchat":[],"footnotes":""},"categories":[387],"tags":[],"class_list":["post-5360","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategia-industrias-mercados"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Gestionar una marca internacional - ONEtoONE Corporate Finance<\/title>\n<meta name=\"description\" content=\"En anteriores art\u00edculos hablamos sobre las claves para internacionalizar tu empresa, en esta ocasi\u00f3n hablaremos sobre c\u00f3mo gestionar una marca internacional\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.onetoonecf.com\/es\/espanol-como-gestionar-una-marca-internacional\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Gestionar una marca internacional - 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