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Activos intangibles de una marca se han convertido en una de las mayores oportunidades de creación y protección de valor para cualquier institución o empresa.

Activos intangibles el valor emocional de las marcas

Generar un vínculo emocional que permita mantener una relación con marca para llegar al corazón del consumidor fomentando valores como la felicidad, el positivismo o el respeto. Esto esto valores permiten fidelizar a los clientes.

La fidelizando al consumidor se consigue un sentimiento de pertenencia de marca. Los clientes recomendaran sus productos y servicios.

La  gestión de los activos intangibles de las marca ha generado que las marcas estén más presentes en redes sociales. La estrategia que realizan las compañías debe ser integral y debe incorporar los activos y recursos intangibles para conseguir una visión multistakeholder. Esto permite a las marcas  olvidar  la perspectiva monostakeholder, permitiendo alinear a todos los públicos objetivos.

Gestión de intangibles oportunidad de creación para la empresa 

La gestión de intangibles se ha convertido en una de las mayores oportunidades para las marcas. Son los activos intangibles los que consiguen que las marcas obtengan crecimiento y retorno.

Sin embargo, las organizaciones no le dan la importancia que merecen, ya que muchas los ven como algo más “joven” que la parte de los valores tangibles, la cual cuenta con indicadores financieros que son aceptados por todos los grupos de interés.

En resumen, cuando se introducen los valores intangibles de la marca en las decisiones empresariales, estas transforman a las organizaciones en mejores instituciones.

En M3 Publicidad te podemos ayudar a aportar valor a tu marca, ponte en contacto con nosotros para realizar tus acciones.

5 Comments

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