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.
¿Cómo funcionan las marcas?
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¿Cómo funcionan las marcas?
This course is part of Gestión de Marca Specialization
Instructor: Rafael José Arria Ramos
4,940 already enrolled
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Gain insight into a topic and learn the fundamentals.
4.9
(111 reviews)
Beginner level
Recommended experience
Flexible schedule
Approx. 23 hours
Learn at your own pace
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Assessments
15 assignments
Taught in Spanish
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This course is part of the Gestión de Marca Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
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There are 4 modules in this course
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.
What's included
2 videos13 readings4 assignments1 discussion prompt
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.
What's included
2 videos10 readings3 assignments1 discussion prompt
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.
What's included
2 videos9 readings3 assignments1 peer review1 discussion prompt
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.
What's included
3 videos10 readings5 assignments1 discussion prompt
Instructor
Instructor ratings
4.7 (18 ratings)Offered by
Recommended if you're interested in Marketing
Universidad de los Andes
Universidades Anáhuac
Universidad Austral
University of Michigan
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