El branding es el proceso de construcción de una marca. Para ello es necesario definir una estrategia, un Positioning, para gestionar los activos vinculados, ya sea de manera directa o indirecta, a un nombre comercial y su correspondiente logotipo o símbolo.


lunes, 29 de septiembre de 2008

La auditoría de marcas y el `made in...´

Nadie discute ya que la marca de un país tiene una influencia decisiva sobre la competitividad internacional de sus empresas. Es como la marca paraguas o, comparando con el mundo empresarial, es la marca corporativa.
También está comprobado que no sólo el país colabora con la imagen y posicionamiento de un producto en el exterior sino que las marcas renombradas de ese país influyen sobre los de su made in… Muchos son los países que han construido su identidad sobre la base de lo que sus empresas/marcas han proyectado. Mercedes Benz, Audi y BMW han dado a Alemania una buena parte de su imagen de precisión, innovación y tecnología. Y ha sido una marca, Nokia, la que ha dado a conocer a su país, Finlandia.
No importa quién es el huevo y quién la gallina. Lo cierto es que el destino de ambos, países y empresas, está indisolublemente ligado. La imagen que proyecta una empresa influye en la imagen de su país y viceversa. Pero así como una marca puede colaborar para connotar valores positivos, lo puede hacer en forma negativa.
Una empresa/marca puede dañar la imagen de un país si no se preocupa de la suya propia y, además, no hace las cosas bien. En ese caso, no solamente daña su propia reputación sino que afecta a la del país y al resto de empresas del mismo origen.
Siendo un asunto tan importante y decisivo sería imprescindible que las casas matrices y los Gobiernos se preocupen por la imagen de sus empresas en el extranjero. Así como los accionistas no dudan en hacer auditar las cuentas, el control y la auditoría de la imagen de marca son igualmente relevantes. Y no es suficiente con los informes de sus directores, se hace controlar y comprobar que las cuentas y la información financiera estén reflejadas en los resultados económicos reales. También se auditan procedimientos y hasta se otorgan, por ello, determinados sellos de calidad.
Por qué si consideramos que una empresa puede perjudicar a la reputación de todo un país, y por tanto poner en riesgo su credibilidad y la aceptación de sus inversiones y productos, no se audita algo tanto o más relevante que los balances, como es la propia imagen. Algo que en España hemos cuidado poco.
En este nuevo orden mundial se deben llevar a cabo procesos -a través de sistemas de investigación metodológicos serios y consistentes- mediante los cuales se determinen si una filial está colaborando o poniendo en riesgo la imagen y la competitividad de su propia empresa y de su país.
En una reciente investigación realizada en Argentina se ha podido comprobar que el 57% de los argentinos atribuye la crisis por la que atraviesa su compañía de bandera Aerolíneas Argentinas a la exclusiva responsabilidad de la empresa española Marsans. Con o sin razón, ha sido denostada por el Gobierno argentino y, además, rechazada por la ciudadanía, que percibe una mala gestión española con su empresa más preciada.
Sin duda, mucho se puede criticar la actitud del Gobierno argentino y bastante se podría decir de la falta de adaptación de los gestores españoles, pero tampoco se trata de decidir quien es más culpable. Lo cierto es que la experiencia ha puesto bajo sospecha de los argentinos las ventajas de la inversión española. Sobre todo cuando, meses antes, Repsol redujo su participación en la empresa petrolera y eliminó su marca para seguir operando como YPF. Según un índice bimestral privado que se publica en Buenos Aires, de todas las empresas de servicios públicos la de peor imagen local es Telefónica, que ocupa el último lugar. Y salvo alguna excepción, como el Banco Santander, las empresas españolas salen mal valoradas. El Latinobarómetro del Real Instituto Elcano dice que hay más latinoamericanos que creen que las inversiones españolas no han sido beneficiosas para sus países que lo contrario. Habría que averiguar los porqués.
Así como las auditorías clásicas sirven para corregir rumbos, establecer nuevos procedimientos, reelaborar estrategias globales, una de imagen sirve para detectar problemas de percepción que, en muchos casos, se pueden resolver y corregir con una mejor estrategia de comunicación.
Aun cuando la imagen sea sólo el reflejo de la realidad, es la realidad para los clientes y en ella basan sus decisiones. Si la imagen falla, todo lo demás falla. Y nadie se puede dar el lujo de descuidar o desconocer su performance en los países que, por ciertos motivos, le interesan mucho.
Doris Capurro / Raúl Peralba. Capurro es presidenta de Consultora Capurro e Ibarómetro (Argentina) y Peralba es presidente de Positioning Systems (España-Latinoamérica)http://www.cincodias.com/hemeroteca/resultados/?query=raul+peralba&y=Buscar

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