{"id":3929,"date":"2016-01-26T14:16:36","date_gmt":"2016-01-26T13:16:36","guid":{"rendered":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/?p=3929"},"modified":"2020-06-22T11:39:18","modified_gmt":"2020-06-22T09:39:18","slug":"ranking-marcas-espana-2015","status":"publish","type":"post","link":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/ranking-marcas-espana-2015\/","title":{"rendered":"#MME2015: Branding made in Spain"},"content":{"rendered":"<div class=\"blogs-antes-del-contenido\" id=\"blogs-1181563100\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/descargar-gratis-guia-mejor-perfil-linkedin-perfecto\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/d2xtbylwu97mzb.cloudfront.net\/\/blog\/prevencion-riesgos-laborales\/wp-content\/uploads\/2020\/06\/730x67-Guia-Linkedin.gif\";>\r\n<\/a><\/div><input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/ranking-marcas-espana-2015\/\" data-essbisPostTitle=\"#MME2015: Branding made in Spain\" data-essbisHoverContainer=\"\"><p>&nbsp;<\/p>\n<p>Esta ma\u00f1ana se present\u00f3 en Madrid el Ranking de las mejores Marcas Espa\u00f1olas #MME2015 de la mano de <a href=\"http:\/\/interbrand.com\" target=\"_blank\" rel=\"noopener noreferrer\">Interbrand<\/a>&nbsp;consultora de Marcas l\u00edder mundial.<\/p><div class=\"blogs-contenido\" id=\"blogs-1803475957\"><a class=\"adi-banner-programa-imf adi-marco\" href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-marketing-comunicacion\" target=\"_blank\" title=\"Ir al M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<img srcset=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif 1x, https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280@2x.gif 2x\"\r\nsrc=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif\"  alt=\"M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<\/a><\/div>\n<p>La presentaci\u00f3n gir\u00f3 entorno al concepto \u2018metamorfosis\u2019, en relaci\u00f3n a la reinvenci\u00f3n que est\u00e1n sufriendo muchas marcas para adaptarse a los nuevos tiempos.<\/p>\n<p>No olvidemos que una marca fuerte y potente, es aquella que posee una mente abierta, es cr\u00edtica consigo misma y es r\u00e1pida en sus tiempos de reacci\u00f3n para adaptarse a los cambios del entorno.<\/p>\n<p>Estamos inmersos en plena Transformaci\u00f3n Digital. Las cosas est\u00e1n cambiando y no volver\u00e1n a ser como eran. Las Marcas han de adaptarse.<\/p>\n<p>Interbrand utiliza una metodolog\u00eda con lo que denomina \u2018diez factores de fuerza de marca\u2019 a los que asigna valores num\u00e9ricos en funci\u00f3n de su importancia: relevancia, autenticidad, diferenciaci\u00f3n, consistencia, presencia, entendimiento, claridad, compromiso, capacidad de respuesta y protecci\u00f3n.<\/p><div class=\"blogs-contenido_3\" id=\"blogs-2616782962\"><!------------------------   M\u00e1ster Oficial en Direcci\u00f3n de Comercial y Marketing-336x280   ------------------------>\r\n<script type=\"text\/javascript\">\r\nvar bannersnack_embed = {\"hash\":\"bztk0c17y\",\"width\":336,\"height\":280,\"t\":1594306553,\"userId\":38949682,\"type\":\"html5\"};\r\n<\/script>\r\n<script type=\"text\/javascript\" src=\"\/\/cdn.bannersnack.com\/iframe\/embed.js\"><\/script><\/div>\n<p>Entrando en el informe decir que aparecen tres nuevas marcas al ranking, Desigual, SEAT y Bankinter.<\/p>\n<p>Y como hecho destacable&nbsp; decir que desde la \u00faltima edici\u00f3n hace dos a\u00f1os, 24 de las 30 marcas que figuran en el ranking han aumentado su valor de marca un 15%. Un incremento fruto, en gran medida, de la mejora de las perspectivas econ\u00f3micas de nuestro pa\u00eds.<\/p>\n<p>\u00bfEl p\u00f3dium?<\/p>\n<p>Oro. <strong>MoviStar<\/strong>: repetidora un a\u00f1o m\u00e1s. Ha incrementado su valor de marca un 5% hasta los 12.066 millones de euros. Ha sabido hacer los deberes y transformarse en teleco digital y global le ha venido de perlas. Destacable tambi\u00e9n el cambio de marca comercial de Telef\u00f3nica a MoviStar en todos los pa\u00edses en los que est\u00e1 presente.<\/p>\n<p>Plata. <strong>Zara<\/strong>: Imparable. Un crecimiento de valor de un 23% hasta los 10.687 millones de euros. Un incremento de ventas del 18% le dan la raz\u00f3n en su apuesta por el <em>fast fashion<\/em>. Tendecias y est\u00e9tica espec\u00edfica. Refuerza su posicionamiento gracias a las experiencias de compra en sus m\u00e1s de 2.000 tiendas en todo el mundo. \u00bfNo hace Marketing? Est\u00e1 presente en las mejores plazas del mundo y en los mejores locales. Si eso no es Marketing\u2026&nbsp; Y a eso sumadle que su mejor tienda es\u2026 internet.<\/p>\n<p>Bronce. <strong>Santander:<\/strong> Gran incremento de su valor de marca: un 24% hasta los 4.644 millones de euros. Fruto, sin duda, de un 2015 inmerso en una transformaci\u00f3n de mano de su primera ejecutiva Ana Bot\u00edn, cuya obsesi\u00f3n es la satisfaci\u00f3n y afinidad con el cliente. La estrategia de reposicionamiento de la marca est\u00e1 en l\u00ednea, como ha de ser, con la nueva cultura corporativa del banco: \u2018Simple, Personal y Justo\u2019.<\/p>\n<h2>\u00bfQuer\u00e9is saber cu\u00e1les son el resto de Marcas del ranking?<\/h2>\n<p><iframe loading=\"lazy\" src=\"https:\/\/player.vimeo.com\/video\/153024540?title=0&amp;byline=0\" width=\"500\" height=\"281\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><a href=\"https:\/\/vimeo.com\/153024540\">Interbrand Madrid: Best Spanish Brands 2015 \/Mejores Marcas Espa\u00f1olas 2015<\/a> from <a href=\"https:\/\/vimeo.com\/interbrand\">Interbrand<\/a> on <a href=\"https:\/\/vimeo.com\">Vimeo<\/a>.<\/p><div class=\"blogs-contenido_2\" id=\"blogs-4138191610\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/masterclass-marca-personal-juanmaromero\/\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2020\/07\/guia-para-mejorar-tu-marca-personal.gif\"  alt=\"Gu\u00eda para mejorar tu marca personal\">\r\n<\/a><\/div>\n<p>No perdamos la perspectiva, incluyamos a la Marca en nuestras estrategias de Marketing. Cuidemos los detalles. Y no perdamos de vista lo que no se ve: la \u00e9tica y los valores. \u00c9stos cimentar\u00e1n y reforzar\u00e1n la estructura, permitiendo que nuestras Marcas sigan creciendo\u2026 Siempre!!!<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/bloggers\/jose-luis-casal\/\"><strong><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-2441 alignleft\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2014\/09\/joseluiscasal_original-retocada-300x200.jpg\" alt=\"Jos\u00e9 Luis Casal para el blog de Marleting de IMF\" width=\"170\" height=\"113\" srcset=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2014\/09\/joseluiscasal_original-retocada-300x200.jpg 300w, https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2014\/09\/joseluiscasal_original-retocada-1024x682.jpg 1024w, https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2014\/09\/joseluiscasal_original-retocada-720x480.jpg 720w, https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2014\/09\/joseluiscasal_original-retocada-360x240.jpg 360w, https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2014\/09\/joseluiscasal_original-retocada.jpg 1200w\" sizes=\"auto, (max-width: 170px) 100vw, 170px\" \/>Jos\u00e9 Luis Casa<\/strong><\/a>l, Director&nbsp;del <strong><a href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-marketing-comunicacion\">M\u00e1ster en Marketing y Comunicaci\u00f3n Digital<\/a>&nbsp;<\/strong>de <a href=\"https:\/\/www.imf-formacion.com\/\"><strong>IMF Business Schoo<\/strong>l<\/a>,&nbsp;Co-founder de Talk2Us Comunicaci\u00f3n y Estrellas &amp; Tuits y&nbsp;Asesor en Comunicaci\u00f3n Pol\u00edtica, Branding y Reputaci\u00f3n Online para directivos y altos cargos.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/ranking-marcas-espana-2015\/\" data-essbisPostTitle=\"#MME2015: Branding made in Spain\" data-essbisHoverContainer=\"\">","protected":false},"author":10,"featured_media":3930,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"kt_blocks_editor_width":"","footnotes":""},"categories":[3],"tags":[506],"class_list":["post-3929","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","tag-zara"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v20.4 (Yoast SEO v26.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>#MME2015: Branding made in Spain &#8226; Blog de Marketing Online<\/title>\n<meta name=\"description\" content=\"Esta ma\u00f1ana se present\u00f3 en Madrid el Ranking de las mejores Marcas Espa\u00f1olas #MME2015 de la mano de\u00a0Interbrand. Branding.\u00a0\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/ranking-marcas-espana-2015\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"#MME2015: Branding made in Spain\" \/>\n<meta property=\"og:description\" content=\"Esta ma\u00f1ana se present\u00f3 en Madrid el Ranking de las mejores Marcas Espa\u00f1olas #MME2015 de la mano de\u00a0Interbrand. 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