Capital de marcapilares, medición y efectos sobre el consumidor y la empresa

  1. Mercedes Martos Partal 1
  2. Oscar González Benito 1
  1. 1 Universidad de Salamanca
    info

    Universidad de Salamanca

    Salamanca, España

    ROR https://ror.org/02f40zc51

Revista:
Economía industrial

ISSN: 0422-2784

Año de publicación: 2019

Título del ejemplar: Activos Intangibles

Número: 414

Páginas: 13-22

Tipo: Artículo

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Otras publicaciones en: Economía industrial

Resumen

Las marcas son activos intangibles para las empresas que invierten y gastan muchos recursos en construirlas. Por ello es importante comprender cómo se crea el capital de marca a través de la identificación de sus pilares fundamentales dentro de la mente y el corazón de los consumidores. Conocer cómo se mide bajo distintos enfoques: nivel consumidor, nivel producto mercado y nivel de valoración financiera. Asimismo, es fundamental entender cómo afectan las acciones y estrategias de marketing en la consecución del capital y cuáles son los beneficios que se pueden lograr en términos de respuestas del consumidor, mercado y resto de agentes implicados.

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