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Page 1: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 2: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 3: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 4: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 5: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 6: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 7: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 8: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,

BRAND ESSENCE – ESENCIA DE MARCA

La destilación de la promesa de

una marca en los términos más

simples posibles.

Page 9: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 10: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,

= INVENTIVE TECHNOLOGY

Page 11: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 12: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,

= FELICIDAD

Page 13: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 14: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,

MUEBLES MODULARES BARATOS

Page 15: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 16: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,

= SEGURIDAD

Page 17: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 18: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,

= MOMENTOS FAMILIARES

Page 19: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 20: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,

POSITIONING STATEMENT = USP

Page 21: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,

¿Qué es Branding? - REC

https://www.youtube.com/watch?v=_WD-fQRUBk0&t=1s

https://www.youtube.com/watch?v=_WD-fQRUBk0&t=1s
Page 22: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,

¿What is Brading?

https://youtu.be/JKIAOZZritk

https://youtu.be/JKIAOZZritk
Page 23: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,

Pasos para hacer Brading de una Marca – Andy Stalman

https://www.youtube.com/watch?v=QMRGi7Ex_e4&t=2s

https://www.youtube.com/watch?v=QMRGi7Ex_e4&t=2s
Page 24: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,

¿What is Branding? A Blue Ocean Ideas Film

https://youtu.be/wuJRXmJhjNc

https://youtu.be/wuJRXmJhjNc
Page 25: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 26: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 27: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 28: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 29: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 30: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 31: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 32: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 33: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 34: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 35: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 36: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 37: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 38: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 39: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 40: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 41: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 42: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 43: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 44: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 45: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 46: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 47: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 48: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 49: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 50: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 51: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,

EL BRANDING ES EL PROCESO DE CONVERTIR

A UNA MARCA EN UN ACTIVO ECONÓMICO.

Page 52: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 53: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 54: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 55: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 56: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 57: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 58: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 59: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 60: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 61: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 62: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 63: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 64: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,

Modelo de Kevin Lane Keller

Page 65: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 66: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,

Modelo de David Aaker

Page 67: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 68: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
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Page 72: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 73: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 74: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 75: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
Page 76: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,
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Page 79: BRANDING - Home | Consejo · 5. Humanizing the machine As technology brands continue to dominate the Best Global Brands report. an increasing investment in big data, machine learning,

¡¡¡ MUCHAS GRACIAS !!!

Comisión de Estudios sobre Marketing

Consejo Profesional de Ciencias Económicasde la Ciudad Autónoma de Buenos Aires (CPCECABA)

Dr. L.A. JAVIER LAGUNA


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