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Administracion Estrategica De Marca. Branding

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Administracion Estrategica De Marca. Branding AdministraciónAdministración EstratégicaEstratégica dede MarcaMarca KELLER BRANDINGBRANDING Tercera edición BRANDING Administración Estratégica de Marca BRANDING Administración Estratégica de Marca KEVIN LANE KELLER Este libro trata acerca de las marcas: por qué son importantes y qué representan para los consumidores. Ahora más que nunca, los productos Tercera edición nuevos se deben lanzar con habilidad y las marcas existentes se deben administrar eficazmente. A pesar de que las marcas pueden representar activos intangibles invaluables, crear y cultivar una marca fuerte supone desafíos considerables. Por fortuna, el concepto de valor capital de la marca, la pieza fundamental de este texto, ofrece un punto de vista valioso y un común denominador para interpretar los posibles efectos y las ventajas y desventajas de las diferentes estrategias y tácticas para las marcas. A lo largo de la obra se presentan recuadros titulados La ciencia del desarrollo de marcas, que ofrecen un tratamiento profundo de las ideas y conceptos más vanguardistas en el área. Cada capítulo incluye un apartado titulado Enfoque de marca, donde se presentan estudios de caso que exploran con detalle temas específicos relacionados con el desarrollo de marca. Por último, se presentan numerosos ejemplos y más de cien Informes de desarrollo de marca que ofrecen exámenes minuciosos de temas o marcas seleccionados. Para obtener mayor información sobre el tema, visite: www.pearsoneducacion.net/keller Tercera edición Administración Estratégica de Marca ISBN 978-970-26-1284-1 Administración Estratégica de Marca Visítenos en: www.pearsoneducacion.net KEVIN LANE KELLER ADMINISTRACIÓN ESTRATÉGICA DE MARCA BRANDING TERCERA EDICIÓN Kevin Lane Keller TRADUCCIÓN Erika Montserrat Jaasso Hernand Borneville REVISIÓN TÉCNICA Roberto Garza-Castillón Cantú Universidad Panamericana, México Carlos Mondragón Instituto Tecnológico Autónomo de México Datos de catalogación bibliográfica KELLER, KEVIN LANE Administración estratégica de marca Branding Tercera edición PEARSON EDUCACIÓN, México, 2008 ISBN: 978-970-26-1284-1 Área: Universitarios Formato: 21 × 27 cm Páginas: 720 Authorized translation from the English language edition, entitled Strategic Brand Management, 3rd edition by Kevin Keller published by Pearson Education, Inc., publishing as Prentice Hall, Copyright © 2008. All rights reserved. ISBN 9780131888593 Traducción autorizada de la edición en idioma inglés titulada Strategic Brand Management, 3a. edición, por Kevin Keller, publicada por Pearson Education, Inc., publicada como Prentice Hall, Copyright © 2008. Todos los derechos reservados. Esta edición en español es la única autorizada. Edición en español Editor: Pablo Miguel Guerrero Rosas e-mail: [email protected] Editora de desarrollo: Claudia Celia Martínez Amigón Supervisor de producción: Rodrigo Romero Villalobos Edición en inglés Editor in Chief: David Parker Manufacturing Buyer: Diane Peirano Project Manager: Melissa Pellerano Design/Composition Manager: Christy Mahon Editorial Assistant: Christine Ietto Art Director: Pat Smythe Product Development Manager: Ashley Santora Cover Design: Bruce Kensalaar Development Editor: Elisa Adams Manager, Visual Research: Beth Brenzel Marketing Manager: Jodi Bassett Image Permission Coordinator: Debbie Latronica Marketing Assistant: Ian Gold Photo Researcher: Teri Stratford Managing Editor, Production: Renata Butera Composition: Integra Software Services Production Editor: Marcela Boos Full-Service Project Management: Thistle Hill Permissions Coordinator: Charles Morris Publishing Services, LLC TERCERA EDICIÓN, 2008 D.R. © 2008 por Pearson Educación de México, S.A. de C.V. Atlacomulco 500-5o. piso Col. Industrial Atoto 53519, Naucalpan de Juárez, Estado de México Cámara Nacional de la Industria Editorial Mexicana. Reg. núm. 1031. Prentice Hall es una marca registrada de Pearson Educación de México, S.A. de C.V. Reservados todos los derechos. Ni la totalidad ni parte de esta publicación pueden reproducirse, registrarse o transmitirse, por un sistema de recuperación de información, en ninguna forma ni por ningún medio, sea electrónico, mecánico, fotoquímico, magnético o electroóptico, por fotocopia, grabación o cualquier otro, sin permiso previo por escrito del editor. El préstamo, alquiler o cualquier otra forma de cesión de uso de este ejemplar requerirá también la autorización del editor o de sus representantes. ISBN 10: 970-26-1284-5 ISBN 13: 978-970-26-1284-1 Impreso en México. Printed in Mexico. 1 2 3 4 5 6 7 8 9 0 - 11 10 09 08 Este libro está dedicado a mi madre y a la memoria de mi padre con mucho amor, respeto y admiración. RESUMEN DE CONTENIDO Parte I: Perspectivas de apertura 1 Capítulo 1 Las marcas y la administración de marca 1 Parte II: Identificación y establecimiento del posicionamiento y valores de la marca 47 Capítulo 2 Valor capital de la marca basado en el cliente 47 Capítulo 3 Posicionamiento de la marca 97 Parte III: Planeación e implementación de programas de marketing de la marca 139 Capítulo 4 Elegir los elementos de la marca para construir su valor capital 139 Capítulo 5 Diseño de programas de marketing para construir el valor capital de la marca 184 Capítulo 6 Integración de las comunicaciones de marketing para construir el valor capital de la marca 229 Capítulo 7 Apalancamiento de las asociaciones de marcas secundarias para construir el valor capital de la marca 279 Parte IV: Medición e interpretación del desempeño de la marca 315 Capítulo 8 Desarrollo de un sistema de administración y medición del valor capital de la marca 315 Capítulo 9 Medición de las fuentes de valor capital de marca: capturar la mentalidad del cliente 353 Capítulo 10 Medición de los resultados del valor capital de marca: capturar el desempeño de mercado 402 Parte V: Crecimiento y sustentabilidad del valor capital de la marca 432 Capítulo 11 Diseño e implementación de las estrategias de desarrollo de marca 432 Capítulo 12 Introducir y dar nombre a nuevos productos y extensiones de marca 489 Capítulo 13 Administración de la marca a través del tiempo 546 Capítulo 14 Administración de marcas a través de fronteras geográficas y segmentos de mercado 588 Parte VI: Perspectivas finales 635 Capítulo 15 Observaciones finales 635 iv CONTENIDO Prólogo: el desarrollo de marcas no es una ciencia astronáutica xiv Prefacio xv Agradecimientos xx Acerca del autor xxi Parte I: Perspectivas de apertura 1 Capítulo 1 Las marcas y la administración de marca 1 Presentación preliminar 2 ¿Qué es una marca? 2 Marcas frente a productos 3 ¿Por qué importan las marcas? 6 Consumidores 6 Empresas 9 ¿Todo puede tener una marca? 10 Bienes físicos 11 Servicios 15 Minoristas y distribuidores 17 Productos y servicios en línea 19 Personas y organizaciones 21 Deportes, arte y entretenimiento 23 Ubicaciones geográficas 25 Ideas y causas 26 ¿Cuáles son las marcas más fuertes? 27 Retos y oportunidades en el desarrollo de marcas 30 Clientes conocedores 30 Proliferación de marcas 35 Fragmentación de medios 35 Incremento de la competencia 36 Aumento de los costos 36 Mayor responsabilidad 36 El concepto de valor capital de marca 37 Procesos de administración estratégica de marca 38 Identificación y establecimiento del posicionamiento de la marca 38 Planeación e implementación de los programas de marketing de marca 39 Medición e interpretación del desempeño de la marca 40 Crecimiento y conservación del valor capital de marca 41 Repaso 42 Preguntas para discusión 42 Enfoque de marca 1.0 Orígenes históricos del desarrollo de marcas 43 Parte II: Identificación y establecimiento del posicionamiento y valores de la marca 47 Capítulo 2 Valor capital de la marca basado en el cliente 47 Presentación preliminar 48 v vi CONTENIDO Valor capital de la marca basado en el cliente 48 El valor capital de la marca como puente 49 Fortalecer una marca: el conocimiento de la marca 51 Fuentes del valor capital de la marca 53 Conciencia de marca 54 Imagen de la marca 56 Construcción de una marca fuerte: los cuatro pasos para la construcción de una marca 59 Bloques constructores de la marca 60 Prominencia de la marca 60 Desempeño de la marca 64 Imaginería de la marca 65 Opiniones de la marca 68 Sentimientos hacia la marca 68 Resonancia de la marca 72 Implicaciones de la construcción de la marca 74 Creación de valor para el cliente 79 Administración de las relaciones con el cliente 79 Valor capital del cliente 81 Relación entre el valor capital del cliente y el valor capital de la marca 84 Repaso 86 Preguntas para discusión 87 Enfoque de marca 2.0 Las ventajas de marketing de las marcas fuertes 88 Capítulo 3 Posicionamiento de la marca 97 Presentación preliminar 98 Identificar y establecer el posicionamiento de la marca 98 Conceptos básicos 98 Mercado objetivo 99 Naturaleza de la competencia 104 Puntos de semejanza y puntos de diferencia 107 Directrices para el posicionamiento 110 Definir y comunicar el marco de referencia competitivo 110 Elegir los puntos de diferencia 114 Establecer puntos de semejanza y de diferencia 115 Actualizar el posicionamiento con el paso del tiempo 117 Definir y establecer los mantras de la marca 121 Asociaciones principales de la marca 121 Mantras de la marca 122 Desarrollo interno de la marca 125 Auditorías a la marca 126 Inventario de la marca 128 Exploración de la marca 129 Posicionamiento de la marca y programa de marketing de soporte 131 Repaso 131 Preguntas para discusión 132 Enfoque de marca 3.0 Auditoría de la marca Rolex 132 CONTENIDO vii Parte III: Planeación e implementación de programas de marketing
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