{"id":4022,"date":"2020-03-26T00:00:00","date_gmt":"2020-03-25T23:00:00","guid":{"rendered":"https:\/\/v3rtice.srvcactus.com\/2020\/03\/26\/reposicionament-de-marca\/"},"modified":"2025-06-05T09:39:44","modified_gmt":"2025-06-05T07:39:44","slug":"reposicionament-de-marca","status":"publish","type":"post","link":"https:\/\/v3rtice.srvcactus.com\/ca\/blog\/reposicionament-de-marca\/","title":{"rendered":"El reposicionament de marca"},"content":{"rendered":"

El reposicionament de marca<\/p>\n

Quan parlem de reposicionament de marca ens referim al canvi estrat\u00e8gic d’un producte o servei per a poder revitalitzar-lo i aconseguir que es mantingui en el mercat. Com a ag\u00e8ncia de comunicaci\u00f3 amb m\u00e9s de 10 anys d’experi\u00e8ncia sabem molt b\u00e9 que aquesta tend\u00e8ncia est\u00e0 marcada per diversos factors com: la compet\u00e8ncia, els mercats molt segmentats, l’acceleraci\u00f3 dels cicles de vida dels productes o els canvis en els h\u00e0bits i actituds dels consumidors.<\/p>\n

Per\u00f2 abans de posar-nos a parlar de reposicionament, creiem que \u00e9s indispensable fer-nos una pregunta\u2026<\/p>\n

Quina \u00e9s la difer\u00e8ncia entre el posicionament i el reposicionament d’una marca o producte?<\/h2>\n

Posicionament<\/h3>\n

El posicionament \u00e9s la fase inicial de llan\u00e7ament de la nostra marca o producte. Per a nosaltres, com a ag\u00e8ncia de publicitat i comunicaci\u00f3, la clau est\u00e0 a identificar el que ens diferencia de la compet\u00e8ncia, la qual cosa romandr\u00e0 en la ment del consumidor per sobre de la compet\u00e8ncia. No \u00e9s suficient crear un producte o servei i posar-li nom, \u00e9s necessari que el consumidor el conegui i el tingui al cap d’una manera positiva.<\/p>\n

Per a aconseguir-ho, realitzem una an\u00e0lisi de les caracter\u00edstiques del producte o servei aix\u00ed com el de la compet\u00e8ncia. La finalitat d’aix\u00f2 \u00e9s identificar les difer\u00e8ncies per a explotar els seus beneficis. Com a resultat obtindrem la\u00a0memorabilidad\u00a0de la marca en la ment del consumidor, \u00e9s a dir el primer producte i marca que tindr\u00e0 en la ment ser\u00e0 el teu.<\/p>\n

Reposicionament<\/h3>\n

El reposicionament d’una marca o producte es realitza una vegada la marca ja porta un temps en el mercat. En aquest cas, el que busquem \u00e9s renovar i millorar la percepci\u00f3 del producte o servei en la ment del consumidor. I el que fem \u00e9s replantejar la marca o producte, donar la volta al mitj\u00f3 per a poder impactar de nou en el consumidor que ja s’ha oblidat de nosaltres, o que ens ha deixat en un segon pla. En aquest sentit, l’objectiu principal que ens marquem com a ag\u00e8ncia de publicitat i comunicaci\u00f3 \u00e9s el de tornar a adaptar i encaixar el producte o marca en el consumidor final.<\/p>\n

Avui dia, el cicle de vida d’un producte \u00e9s curt i sol predominar en aquests la renovaci\u00f3, \u00e9s a dir, actualitzar-se en tot el que tingui a veure amb el producte o servei: mercat, compet\u00e8ncia, consumidor, no consumidor, tecnologia i comunicaci\u00f3.<\/p>\n

Per a aconseguir una renovaci\u00f3 constant, \u00e9s necessari realitzar permanents reposicionaments en els diferents cicles de vida dels productes. Quan tenim un producte o servei que est\u00e0 arribant a l’etapa de la maduresa \u00e9s important que aquest es pugui\u00a0reposicionar\u00a0de manera que es pugui mantenir en el mercat. Aquest reposicionament ens permet continuar estant al costat dels nostres consumidors habituals per\u00f2 tamb\u00e9 ens permet la possibilitat de guanyar nous clients.<\/p>\n

Per a dur a terme un reposicionament de manera correcta podem obtenir ajuda a trav\u00e9s d’ag\u00e8ncies de publicitat o de comunicaci\u00f3 perqu\u00e8 el proc\u00e9s sigui realitzat d’una manera m\u00e9s f\u00e0cil i efectiva.<\/p>\n

Qu\u00e8 ens pot portar a\u00a0reposicionar\u00a0un producte?<\/h2>\n

– La compet\u00e8ncia<\/h3>\n

Un dels factors que ens pot portar a utilitzar el reposicionament \u00e9s la compet\u00e8ncia. Avui dia existeixen tot tipus de productes en totes les formes possibles, per la qual cosa les marques han d’estar en constant transformaci\u00f3. Han d’oferir als consumidors noves aplicacions i usos per als seus productes. \u00c9s important que no oblidem que aquestes noves aplicacions han de satisfer les necessitats dels consumidors.<\/p>\n

– El canvi<\/h3>\n

Altre factor \u00e9s el canvi i en aquest influeix principalment la globalitzaci\u00f3. Ara mateix els consumidors tenen molt m\u00e9s on triar. A causa d’aquesta globalitzaci\u00f3 les marques han de crear una relaci\u00f3 amb el consumidor i aconseguir que aquest confi\u00ef en ells, ja que l’oferta a la qual estan exposats \u00e9s molt major.<\/p>\n

Tamb\u00e9 influeixen les noves tecnologies i Internet que han perm\u00e8s a les marques arribar als consumidors amb molta m\u00e9s facilitat. D’altra banda el consumidor t\u00e9 molta m\u00e9s informaci\u00f3 sobre la marca e opinions d’altres consumidors, per la qual cosa poden decidir si comprar aquesta marca en concret o no.<\/p>\n

– La crisi<\/h3>\n

Front una situaci\u00f3 de crisi econ\u00f2mica els consumidors opten per productes o serveis m\u00e9s barats abans que aquests productes que sempre han consumit. \u00c9s aqu\u00ed quan les empreses de-ben\u00a0ser capaces d’adaptar-se a aquest tipus de situacions utilitzant un possible reposicionament.<\/p>\n

Tipus de reposicionament<\/h2>\n

Podem trobar diferents tipus de reposicionament:<\/p>\n

Canvi en el mercat<\/h3>\n

Quan la percepci\u00f3 que t\u00e9 el consumidor sobre els nostres productes o serveis ha canviat. La seva actitud ja no \u00e9s la mateixa a causa de diferents raons que poden ser tecnol\u00f2giques, ideol\u00f2giques o per un canvi en els seus h\u00e0bits, entre altres.<\/p>\n

Renovaci\u00f3 de marca o empresa<\/h3>\n

Existeixen circumst\u00e0ncies econ\u00f2miques o financeres que poden portar a les empreses a desatendre els seus productes i posicionaments. Aix\u00f2 porta a aquests productes s’acabin allunyant de les tend\u00e8ncies del mercat.<\/p>\n

Focus del producte, marca, servei o empresa<\/h3>\n

Quan estenem la marca a diferents productes podem provocar confusi\u00f3 en la ment del consumidor i fer el concepte de marca no sigui clar. Si aix\u00f2 passa, hem de replantejar-nos l’estrat\u00e8gia que estem seguint amb ajuda d’experts com una ag\u00e8ncia de comunicaci\u00f3, i aix\u00ed refor\u00e7ar el concepte primari de la marca.<\/p>\n

V3rtice: Ag\u00e8ncia de publicitat amb m\u00e9s de 10 anys d’experi\u00e8ncia<\/h2>\n

Com a ag\u00e8ncia de comunicaci\u00f3 i publicitat a Madrid i Barcelona realitzem estrat\u00e8gies de re-posicionament de marca. Si el que est\u00e0s buscant \u00e9s un canvi per a la teva empresa i millorar la percepci\u00f3 del producte o servei en la ment del consumidor, en\u00a0V3rtice\u00a0estarem encantats d’assessorar-te i adaptar els nostres serveis a les necessitats del teu negoci.\u00a0Contacta!<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

El reposicionament de marca és una eina que ens permet continuar estant al costat dels nostres consumidors habituals però també ens brinda la possibilitat d’obtenir nous clients.<\/span><\/p>\n","protected":false},"author":15,"featured_media":23411,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[113],"tags":[],"class_list":["post-4022","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-ca-2"],"acf":[],"dsm_author":{"name":"B3rtriz","avatar_url":"https:\/\/secure.gravatar.com\/avatar\/55cce72eebdf84af1d876317ada2ae9d3e58da4a2ecb496d40eaeb716d24e2d5?s=96&d=mm&r=g","archive_link":"https:\/\/v3rtice.srvcactus.com\/ca\/author\/beatriz\/","biodata":""},"dsm_categories":[{"term_name":"M\u00e0rqueting Digital","term_id":113,"term_link":"https:\/\/v3rtice.srvcactus.com\/ca\/category\/marketing-digital-ca-2\/"}],"dsm_attachment_categories":[],"dsm_featured_image":{"thumbnail":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/tyler-franta-iusj25iyu1c-unsplash_4-150x150.jpg","medium":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/tyler-franta-iusj25iyu1c-unsplash_4-300x283.jpg","medium_large":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/tyler-franta-iusj25iyu1c-unsplash_4-768x723.jpg","large":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/tyler-franta-iusj25iyu1c-unsplash_4-1024x965.jpg","1536x1536":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/tyler-franta-iusj25iyu1c-unsplash_4-1536x1447.jpg","2048x2048":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/tyler-franta-iusj25iyu1c-unsplash_4.jpg","et-pb-post-main-image":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/tyler-franta-iusj25iyu1c-unsplash_4.jpg","et-pb-post-main-image-fullwidth":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/tyler-franta-iusj25iyu1c-unsplash_4.jpg","et-pb-portfolio-image":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/tyler-franta-iusj25iyu1c-unsplash_4.jpg","et-pb-portfolio-module-image":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/tyler-franta-iusj25iyu1c-unsplash_4.jpg","et-pb-portfolio-image-single":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/tyler-franta-iusj25iyu1c-unsplash_4.jpg","et-pb-gallery-module-image-portrait":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/tyler-franta-iusj25iyu1c-unsplash_4.jpg","et-pb-post-main-image-fullwidth-large":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/tyler-franta-iusj25iyu1c-unsplash_4.jpg","et-pb-image--responsive--desktop":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/tyler-franta-iusj25iyu1c-unsplash_4.jpg","et-pb-image--responsive--tablet":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/tyler-franta-iusj25iyu1c-unsplash_4.jpg","et-pb-image--responsive--phone":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/tyler-franta-iusj25iyu1c-unsplash_4.jpg","full":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/tyler-franta-iusj25iyu1c-unsplash_4.jpg"},"yoast_head":"\nEl reposicionament de marca - V3RTICE<\/title>\n<meta name=\"description\" content=\"El reposicionament de marca \u00e9s essencial en el m\u00e0rqueting. 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