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.


jueves, 15 de julio de 2010

“La Roja” y la Marca España. ¡Falta el guardián de la marca!


Estos días se ha desatado una euforia sobre la posible influencia de ser campeones del mundo en el aumento de la actividad económica interna y el aumento del turismo a España. En realidad salvo que se disponga de una bola de cristal con gráficos ó que el pulpo Paul además de acertar hable, las predicciones que se pueden hacer son poco cuantitativas. Por tanto no van a servir para mucho más que para las tertulias, los programas de debate o para que algunos “enterados” den opiniones vacías, aunque grandilocuentes.
Creo que el asunto no es ese. Se trata de analizar la situación, hacer un análisis y determinar acciones a poner en marcha para que el aumento de la actividad económica, dentro y fuera, se produzca y se exprima al máximo.
Es como muchas cosas en la vida: saber que va ocurrir es fácil, cuantificarlo no lo es tanto y ayudar a que ocurra requiere que alguien se ocupe.
Ahora es cuando más necesitamos un “Guardián de la Marca”. Alguien tendría que ocuparse de aprovechar una oportunidad única.
¿Quién es? ¿Dónde está?
Creo que ni se le conoce ni se le espera. ¡Una verdadera pena!
Me temo que esto se va a quedar en unas pocas propuestas provincianas de “Venga Ud. a conocer el pueblo de …”, “España en realidad es el Barça, venga al Camp Nou”, ó “Pruebe el salchichón del abuelo de ….”.
Muchas batallitas y nada de una estrategia para ganar “la guerra” de competitividad.
Con 23 personas como el equipo nacional, más Nadal, Gasol, Alonso, Lorenzo tenemos material para reposicionar y aportar valor a la Marca España. Pero alguien con prestigio, capacidad y recursos debe ocuparse.
Aunque lo más importante es la mejora de la imagen de España en España. Asi como ahora somos muchos, espero que casi todos, los españoles que estamos pletóricos con la Copa en casa, también tendríamos que ser muchísimos más los orgullosos, no digo pletóricos, de ser españoles.
Imaginemos que en un mundo sin televisión España hubiera sido campeona del mundo. La trascendencia del hecho y sus efectos serían muy poco significativos. Salvando las distancias el que sean pocos los españoles conscientes de los éxitos y la importancia de nuestro país a nivel internacional. Si no lo sabemos no podemos alegrarnos y tampoco podemos ser sus promotores.
También aquí un “guardián de la marca” tendría una importancia fundamental.
Tenemos barco, hay viento; pero nos falta la tripulación y el capitán…se aceptan sugerencias.

72 comentarios:

Anónimo dijo...

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como siempre, has hecho un análisis impresionante y realista. Lástima que las administraciones no quieran escuchas: tenemos ahora una oportunidad inmensa para promocionar la marca país, pero dudo mucho de que sepamos aprovecharla.

Un saludo,

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