{"id":1446,"date":"2017-11-13T16:24:08","date_gmt":"2017-11-13T15:24:08","guid":{"rendered":"https:\/\/profesionalhosting.com\/blog\/?p=1446"},"modified":"2023-04-25T13:36:03","modified_gmt":"2023-04-25T11:36:03","slug":"objetivos-persigue-rebranding","status":"publish","type":"post","link":"https:\/\/www.profesionalhosting.com\/blog\/seo\/objetivos-persigue-rebranding\/","title":{"rendered":"\u00bfQu\u00e9 objetivos persigue el rebranding?"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 ez-toc-wrap-left-text counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Tabla de contenidos<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Alternar tabla de contenidos\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.profesionalhosting.com\/blog\/seo\/objetivos-persigue-rebranding\/#%C2%BFQue_es_el_rebranding\" >\u00bfQu\u00e9 es el rebranding?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.profesionalhosting.com\/blog\/seo\/objetivos-persigue-rebranding\/#%C2%BFQue_objetivos_persigue_el_rebranding\" >\u00bfQu\u00e9 objetivos persigue el rebranding?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.profesionalhosting.com\/blog\/seo\/objetivos-persigue-rebranding\/#%C2%BFEs_muy_costosa_esta_estrategia_de_redefinicion_de_marca\" >\u00bfEs muy costosa esta estrategia de redefinici\u00f3n de marca?<\/a><\/li><\/ul><\/nav><\/div>\n<p><strong>El <em>rebranding<\/em> conlleva una serie de cambios evidentes en la marca y puede afectar, incluso, a su nombre.<\/strong> En la mayor\u00eda de los casos se limita al logo, la tipograf\u00eda, el dise\u00f1o y el tipo de mensaje. Son variaciones tan importantes que deben responder a razones de peso.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"%C2%BFQue_es_el_rebranding\"><\/span>\u00bfQu\u00e9 es el rebranding?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>El rebranding es la <a href=\"https:\/\/www.profesionalhosting.com\/empresa\/imagen-coorporativa.php\" target=\"_blank\" rel=\"noopener\">redefinici\u00f3n de una marca<\/a><\/strong>. Se trata de un cambio de imagen que, a trav\u00e9s de modificaciones en los elementos m\u00e1s perceptibles de dicha marca, <strong>pretende cambiar la percepci\u00f3n que de ella tienen sus usuarios.<\/strong> Por ejemplo, el cambio de colores de McDonalds pretend\u00eda que se percibiese esta cadena de comida r\u00e1pida como m\u00e1s cercana a una opci\u00f3n alimentaria saludable. De ah\u00ed el verde.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"%C2%BFQue_objetivos_persigue_el_rebranding\"><\/span>\u00bfQu\u00e9 objetivos persigue el rebranding?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Puede haber varios motivos para emprender un proyecto de rebranding. Los m\u00e1s comunes e importantes son:<\/p>\n<ul>\n<li><strong>Tratar de mejorar la imagen de marca<\/strong>. Este es el caso de McDonalds, que no solo cambi\u00f3 su color por el verde, sino que ampli\u00f3 su carta con ensaladas y opciones de fruta. La credibilidad del rebranding debe ser clave.<\/li>\n<li><strong>Adaptarse a los nuevos tiempos<\/strong>. Apple ha liderado el mercado de innovaci\u00f3n en tecnolog\u00eda y su logo, la conocida manzana, ha evolucionado pr\u00e1cticamente al mismo ritmo que sus productos. Se trata de un caso de coherencia en el rebranding.<\/li>\n<li><strong>Diferenciarse de la competencia<\/strong>. Hay algunos sectores de negocio en el que todas las empresas parecen muy similares. Diferenciar la tuya de las dem\u00e1s asegura su visibilidad y posicionamiento. En el sector bancario, por ejemplo, ING se diferencia del resto por ofrecer una mayor facilidad de uso.<\/li>\n<li><strong>P\u00e9rdida de mercado<\/strong>. Cuando una empresa se especializa demasiado o cuando comienza a perder clientes, suele reaccionar plante\u00e1ndose un cambio de imagen total. Si se trata de un rebranding bien hecho el p\u00fablico suele reaccionar a la innovaci\u00f3n devolviendo la confianza.<\/li>\n<li><strong>Intento de ampliar cuota de mercado<\/strong>. Utilizan un rebranding con este prop\u00f3sito las empresas con un posicionamiento estable a las que les cuesta atraer clientes nuevos. El riesgo est\u00e1 en perder a los clientes antiguos durante el proceso de expansi\u00f3n.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"%C2%BFEs_muy_costosa_esta_estrategia_de_redefinicion_de_marca\"><\/span>\u00bfEs muy costosa esta estrategia de redefinici\u00f3n de marca?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Un cambio de imagen lleva aparejados altos costes de tipo econ\u00f3mico. Quiz\u00e1 el primero y m\u00e1s importante sea el que se deriva directamente de la <strong>contrataci\u00f3n de una empresa especializada<\/strong>. Los consultores expertos en imagen de marca son profesionales no solo del marketing, sino tambi\u00e9n del dise\u00f1o, y sus honorarios no son bajos. Sin embargo, si su trabajo es de calidad, la inversi\u00f3n merecer\u00e1 la pena.<\/p>\n<p>Pero hay otro tipo de costes igualmente significativos que no conviene perder de vista cuando se toma la decisi\u00f3n de llevar a cabo un cambio en la imagen de marca. Los <strong>costes derivados del cambio en la publicidad<\/strong>, en el material de oficina, en nuevos uniformes, en el dise\u00f1o de oficinas y sucursales son algunos de ellos. Asimismo, un rebranding tiene que reflejarse en un cambio acorde en la p\u00e1gina web, que tambi\u00e9n ser\u00e1 implementado por profesionales externos.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El rebranding conlleva una serie de cambios evidentes en la marca y puede afectar, incluso, a su nombre. En la mayor\u00eda de [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":1447,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"image","meta":{"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-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":""}},"footnotes":""},"categories":[86],"tags":[312],"class_list":["post-1446","post","type-post","status-publish","format-image","has-post-thumbnail","hentry","category-seo","tag-rebranding","post_format-post-format-image"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u00bfQu\u00e9 objetivos persigue el rebranding? - ProfesionalHosting | blog<\/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:\/\/www.profesionalhosting.com\/blog\/seo\/objetivos-persigue-rebranding\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00bfQu\u00e9 objetivos persigue el rebranding? - ProfesionalHosting | blog\" \/>\n<meta property=\"og:description\" content=\"El rebranding conlleva una serie de cambios evidentes en la marca y puede afectar, incluso, a su nombre. 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