{"id":8946,"date":"2023-01-31T09:19:19","date_gmt":"2023-01-31T09:19:19","guid":{"rendered":"https:\/\/mosaiking.com\/?p=8946"},"modified":"2023-01-31T09:19:21","modified_gmt":"2023-01-31T09:19:21","slug":"les-marques-a-qatar","status":"publish","type":"post","link":"https:\/\/mosaiking.com\/es\/les-marques-a-qatar\/","title":{"rendered":"Les marques a Qatar"},"content":{"rendered":"\n

Coca-Cola, Visa, Adidas, Wanda, Qatar Airways o McDonald’s s\u00f3n algunes de les marques que s’estan anunciant als estadis del Mundial de Qatar. Marques universals i reconegudes per tothom. Algunes ja cl\u00e0ssiques en aquesta competici\u00f3. D’altres s’hi han incorporat ara. Per\u00f2 si en alguna cosa coincideixen, \u00e9s que darrere de totes hi ha hagut una estrat\u00e8gia de marca per decidir ser-hi presents en aquesta edici\u00f3 no exempta de pol\u00e8miques. La decisi\u00f3 no ha estat d’un dia per l’altre: Qatar va aconseguir els drets del Mundial el 2010, prou temps per fer una planificaci\u00f3 estrat\u00e8gica i, per tant, pressupost\u00e0ria. Tanmateix, hi havia un condicionant que podia tenir m\u00e9s pes: la preocupaci\u00f3 d’alguns per la marca Qatar. \u201cSaltem al terreny de joc?\u201d<\/em> devia ser la primera pregunta dels possibles anunciants. Una marca posicionada t\u00e9 una personalitat i uns valors amb qu\u00e8 combreguen els seus usuaris (des de simples seguidors fins a hooligans <\/em>o fans), igual que en t\u00e9 un equip de futbol.<\/p>\n\n\n\n

Per\u00f2 un Mundial de futbol va m\u00e9s enll\u00e0 del joc i l’esport. \u00c9s una competici\u00f3 i un espectacle amb milions d’espectadors (presencials o virtuals) disposats a passar una bona estona, desconnectat de la rutina o fins i tot de la realitat. Les marques compromeses amb una s\u00e8rie de valors dif\u00edcilment apostaran per accions que vagin en contra dels seus principis. Els seus clients no els perdonarien la hipocresia per aconseguir m\u00e9s vendes, a m\u00e9s de perdre una cosa que costa molt de guanyar: la credibilitat.<\/p>\n\n\n\n

Si fem un paral\u00b7lelisme a altres mercats, observem com alguns supermercats ecol\u00f2gics no han incl\u00f2s mai bosses de pl\u00e0stic, fins i tot quan l’ecologia no era el carro al qual pugen ara totes les marques, de qualsevol sector. En el cas dels primers, tenen clients fidels i compromesos. Els que ara, en canvi, comuniquen sostenibilitat i comprom\u00eds sense fonament, estan predestinats a perdre la confian\u00e7a del consumidor, cansat que li prenguin el p\u00e8l. Altres marques, amb un perfil diferent d’usuaris, alineats amb altres valors, igual de v\u00e0lids, desenvolupen estrat\u00e8gies diferents per aconseguir els seus objectius, que, en definitiva, s\u00f3n cr\u00e9ixer en vendes m\u00e9s que qualsevol altra cosa. Coca-Cola, Visa, McDonald’s i totes les presents a Qatar tenen un p\u00fablic universal i heterogeni, no tan susceptible a determinades q\u00fcestions. O si m\u00e9s no la majoria dels seus clients. Com se sol dir, el futbol desferma passions, i la passi\u00f3 \u00e9s emoci\u00f3, gaireb\u00e9 sempre davant de la ra\u00f3. Si una marca acompanya el triomf del teu equip, la vict\u00f2ria tamb\u00e9 \u00e9s seva. Estar presents en aquell moment \u00e9s un gol\u00e0s.<\/p>\n\n\n\n

Ara b\u00e9, tamb\u00e9 podr\u00edem parlar d’un fora de joc possible. Una coneguda marca de cervesa, patrocinadora del Mundial, ha hagut de retirar milions de litres de producte perqu\u00e8 a \u00faltima hora es va decidir que no es vendria alcohol ni als estadis ni a les proximitats. Estrat\u00e8gia de risc per part de la cervesera? Probablement, tret que l’aspecte noticiable atorgui notorietat a la marca i generi un corrent de simpatia i suport cap al producte. Ben instrumentat i detectant l’oportunitat possible, pot fer un gir al resultat final. Per\u00f2 a data d’avui encara queden dies de futbol al davant.<\/p>\n\n\n\n

Per acabar, una estrat\u00e8gia de marca funcionar\u00e0 amb els objectius molt clars, coneixent \u00e9s clar, la motivaci\u00f3 real del seu p\u00fablic.<\/p>\n\n\n\n

Casualitat o causalitat? Res no \u00e9s casual, com al futbol, \u200b\u200ba les marques, una bona jugada tamb\u00e9 t\u00e9 al darrere una estrat\u00e8gia d’equip i de joc.<\/strong>

NOTA:<\/strong>
Article publicat avui a El Peri\u00f3dico<\/a> (primer dilluns de cada mes, columna d’actualitat en clau de marca). <\/p>\n","protected":false},"excerpt":{"rendered":"

Coca-Cola, Visa, Adidas, Wanda, Qatar Airways o McDonald’s s\u00f3n algunes de les marques que s’estan anunciant als estadis del Mundial de Qatar. Marques universals i reconegudes per tothom. Algunes ja cl\u00e0ssiques en aquesta competici\u00f3. D’altres s’hi han incorporat ara. Per\u00f2 si en alguna cosa coincideixen, \u00e9s que darrere de totes hi ha hagut una estrat\u00e8gia […]<\/p>\n","protected":false},"author":3,"featured_media":8947,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"0","ocean_second_sidebar":"0","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"0","ocean_custom_header_template":"0","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"0","ocean_menu_typo_font_family":"0","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"0","_joinchat":[],"ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"off","ocean_gallery_id":[],"footnotes":""},"categories":[1],"tags":[],"class_list":["post-8946","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized-ca","entry","has-media"],"yoast_head":"\nLes marques a Qatar - Mosaiking<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mosaiking.com\/es\/les-marques-a-qatar\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les marques a Qatar - Mosaiking\" \/>\n<meta property=\"og:description\" content=\"Coca-Cola, Visa, Adidas, Wanda, Qatar Airways o McDonald’s s\u00f3n algunes de les marques que s’estan anunciant als estadis del Mundial de Qatar. 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