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Cobranding

In: Business and Management

Submitted By agusrum
Words 639
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Hoy en día la gran mayoría de culturas alrededor del mundo se encuentran extremadamente focalizadas en el consumo y en lo que eso representa para ellos como consumidores. Este nuevo enfoque es compartido por las empresas, las cuales compiten constante y ferozmente para mantenerse en una posición competitiva. La globalización ha logrado unificar los mercados mundiales y con estos las necesidades y prioridades. Tan intensa es la necesidad de permanecer fuerte y estable que ha logrado que estas empresas busquen e implementen estrategias que eran impensables en el pasado, aun si esto significa cooperar con el “enemigo”.

Esto ocurre también ya que “en los últimos años se ha producido un cambio en el enfoque que se le daba a este negocio en cuanto a estrategia. Las firmas han pasado de tener un “product orientation” a un “marketing orientation”. Ya no se piensa en el negocio como la capacidad de producción de la planta sino que se le otorga mayor atención al consumidor, sus gustos y preferencias.” Los ciudadanos son conscientes que como consumidores pueden exigir cada vez mas diferenciación y dedicación por parte de las marcas ya que “in cultures where brands play important roles for consumers’ identity construction, people learn how to relate to and use brands ‘knowingly.’ Through the process of learning to consume brands in ways that are recognizable by the consumer culture, consumers develop brand literacy” .

Ante este nuevo escenario se crea el Co-Branding, una nueva manera de aprovechar las oportunidades comerciales del mundo globalizado mediante la creación de una unión entre dos marcas que genere un valor mayor al de ambas partes involucradas. Es decir que de esta alianza surge un producto o servicio nuevo, el cual se espera que otorgue una nueva dimensión de diferenciación para las marcas.

Este camino alternativo a las estrategias habituales hace que muchos autores se pregunten y analicen como crear una estrategia exitosa y no perder los valores propios y únicos de cada marca en la fusión, es decir que ha sido analizado como conservar intacta la equidad de marca, siendo esta definida como “a set of brand assets and liabilities linked to a brand, its name and symbol, that add to or subtract from the value provided by a product or service to a firm and/or to that firm's customers”

Tomar el concepto de marca como punto de partida nos resultará útil ya que una vez definida de manera genérica y teórica podemos comprender la noción de co-branding. Con esta explicación realizada podremos observar y analizar que lleva a cada parte a formar dichas alianzas y como se desenvuelven.

Como ya mencionamos el poder lo tienen en muchos casos los consumidores “razón de ello es que las empresas deberán trabajar en diferenciarse (…) esta diferenciación no se dará en base a precios, sino mas bien por otros factores como el diseño, la calidad del producto, los puntos de venta, la publicidad y en especial, las marcas” dentro de esta cita encontramos muchos de los temas que se desarrollaran a la hora de analizar el tema ya que al diferenciar entre marcas masivas y otras más orientadas al diseño encontraremos profundas diferencias.

Además otros autores insertan el tema de co-branding al mercado de la moda y su funcionamiento ya que aportan que “la complejidad desde el punto de vista de la oferta, fomenta el desarrollo de estrategias de marketing para la diferenciación, como el co-branding” . En el análisis de este mercado en particular el poder también reside en los consumidores por lo que las estrategias de comunicación son extremadamente relevantes para influir en la cultura popular y fomentar el consumo “uno de los aspectos más interesantes y sobresalientes de los productos de moda, es el hecho de que logran, por su fuerte carga simbólica, potenciar el deseo en la mente de los consumidores” .

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