Subjects
53 Ciencias económicas
5311 Organización y dirección de empresas
531105 Marketing
63 Sociología
La antropomorfización de marcas: concepto y aplicaciones
Abstract
Desde las últimas dos décadas del siglo XX, se ha dejado de relacionar a las marcas exclusivamente como herramientas para el comercio, y estas han adquirido una dimensión tanto a nivel social, económico y cultural, como a nivel comunicativo. De esta forma, las marcas han sufrido una metamorfosis, evolucionando en cuanto a sus cualidades y autenticidad, y reafirmando su carácter de activo muy valioso para la empresa.
Las marcas tradicionales solo tenían como objetivo la identificación de los productos y servicios en relación con otros similares en el resto del mercado. La concepción de la marca en la época postmoderna comienza desde la década de los ochenta y abarca hasta nuestros días, periodo en el que las marcas se han transformado como una forma de organización para incrementar el valor y multiplicar la eficacia en función de la capacidad para crear sistemas simbólicos, identidad visual y principios de funcionamiento.
En la actualidad, una de las tendencias más destacadas en la creación de marcas, es la antropomorfización. La misma se refiere a la materialización de la cooperación y ayuda humana, esto es, la transformación de la categoría persona a la categoría objeto (Sánchez; 1997).
La antropomorfización, no solo se podría definir como un medio que sirve para crear marcas, sino también como un instrumento principal para transmitir las características principales de la marca a través de la estrategia de comunicación. Con ello, lo que se busca es destacar determinados atributos como los rasgos principales, el tono o el estilo de las estrategias creativas, las emociones y los sentimientos, buscando en los clientes fijar una determinada percepción acerca de la marca.
Además, destacamos que un factor importante dentro del significado de una marca conocida en marketing como imagery. Esta se refiere a los aspectos de la marca que son completamente intangibles y con los que los usuarios forman asociaciones con ella ya sea, por sus propias experiencias, o indirectamente por la publicidad o mediante otras formas de comunicación. Esto es lo que trata de conseguir la antropomorfización, una experiencia emocional que haga estar cómodo al consumidor, de forma que repita la compra o adquisición con una determinada marca consiguiendo así fidelizarse con la misma.
Since the last two decades of the twentieth century, it has ceased to relate to brands as tools for commerce, acquiring a social, economic and cultural dimension, and also at the communicative level. The quantitative development of the same, have evolved in terms of qualities and authenticity, arising a metamorphosis that has become a very valuable asset for companies. Traditional brands only aim to comply with the denomination to identify products and services in relation to those offered in the rest of the market. The conception of the Brand in the Postmodern Era It begins from the Decade of the Eighties and includes until our days Period in which the Marks have been transformed as a way of Organization to Increase the value and multiply the Efficiency in function of the Capacity for create symbolic systems, visual identity and operating principles. Currently, one of the most prominent trends in the sense of the creation of brands, in anthropomorphization. It refers to the materialization of human cooperation and help, that is, the transformation of the human category to the object category (Sánchez; 1997). Anthropomorphizing, not only could be defined as a means to create brands, but also as a main instrument to convey the main characteristics of the brand through the communication strategy. With this, what is sought is to highlight certain attributes such as the main features, tone or style of creative strategies, emotions and feelings, seeking customers to set a certain perception about the brand. In addition, we emphasize that an important factor in the meaning of a brand are the images, better known in marketing as imagery. This refers to aspects of the brand that are completely intangible and with which users form associations with it, either through their own experiences, or indirectly through advertising or through other forms of communication. This is what anthropomorphization tries to achieve, an emotional experience that makes the consumer comfortable, so that he repeats the purchase or acquisition with a certain brand, thus achieving loyalty with it.
Since the last two decades of the twentieth century, it has ceased to relate to brands as tools for commerce, acquiring a social, economic and cultural dimension, and also at the communicative level. The quantitative development of the same, have evolved in terms of qualities and authenticity, arising a metamorphosis that has become a very valuable asset for companies. Traditional brands only aim to comply with the denomination to identify products and services in relation to those offered in the rest of the market. The conception of the Brand in the Postmodern Era It begins from the Decade of the Eighties and includes until our days Period in which the Marks have been transformed as a way of Organization to Increase the value and multiply the Efficiency in function of the Capacity for create symbolic systems, visual identity and operating principles. Currently, one of the most prominent trends in the sense of the creation of brands, in anthropomorphization. It refers to the materialization of human cooperation and help, that is, the transformation of the human category to the object category (Sánchez; 1997). Anthropomorphizing, not only could be defined as a means to create brands, but also as a main instrument to convey the main characteristics of the brand through the communication strategy. With this, what is sought is to highlight certain attributes such as the main features, tone or style of creative strategies, emotions and feelings, seeking customers to set a certain perception about the brand. In addition, we emphasize that an important factor in the meaning of a brand are the images, better known in marketing as imagery. This refers to aspects of the brand that are completely intangible and with which users form associations with it, either through their own experiences, or indirectly through advertising or through other forms of communication. This is what anthropomorphization tries to achieve, an emotional experience that makes the consumer comfortable, so that he repeats the purchase or acquisition with a certain brand, thus achieving loyalty with it.
Información detallada
Materias, derechos, colecciones e identificadores
Keywords
Antropomorfización, Identidad de marca, Marketing experiencial, Personalidad, Comunicación, Valores, Mensaje., Anthropomorphization, Brand identity, Experiential marketing, Personality, Communication, Values, Message.