{"id":10608,"date":"2010-08-23T12:05:56","date_gmt":"2010-08-23T10:05:56","guid":{"rendered":"https:\/\/www.churbayportillo.com\/blog\/?p=10608"},"modified":"2010-11-05T09:12:04","modified_gmt":"2010-11-05T08:12:04","slug":"una-nueva-luz-sobre-la-identidad-corporativa","status":"publish","type":"post","link":"https:\/\/www.churbayportillo.com\/blog\/2010\/08\/23\/una-nueva-luz-sobre-la-identidad-corporativa\/","title":{"rendered":"Una nueva luz sobre la identidad corporativa"},"content":{"rendered":"

\"\"<\/p>\n

Hace muchos a\u00f1os que la luz forma parte de la identidad corporativa en diversas formas: neones, luminosos, pantallas electr\u00f3nicas, leds, etc. Pero ahora un investigador est\u00e1 evaluando c\u00f3mo seleccionar un dise\u00f1o de iluminaci\u00f3n universal para tiendas que tambi\u00e9n ayude a los consumidores a identificar a la marca<\/a>.<\/p>\n

Thomas Schielke <\/a>experto en iluminaci\u00f3n de la Universidad de Tecnol\u00f3gica de Darmstadt en Alemania, dise\u00f1\u00f3 un estudio on line para investigar c\u00f3mo el dise\u00f1o de iluminaci\u00f3n contribuye a la atm\u00f3sfera en los puntos de venta.<\/p>\n

Us\u00f3 una imagen de una tienda de ropa a la que iba variando la iluminaci\u00f3n para descubrir si un cambio de \u00e9sta alterar\u00eda la identidad de marca percibida y en qu\u00e9 medida ese efecto variaba en diferentes culturas.<\/p>\n

Pidi\u00f3 a personas de diferentes pa\u00edses que contestaran si percib\u00edan la misma tienda con diferente iluminaci\u00f3n como tradicional o moderna, barata o de alta gama.<\/p>\n

Y encontr\u00f3 que, con sutiles diferencias, el mismo esquema de iluminaci\u00f3n puede funcionar para transmitir la imagen de marca globalmente.<\/p>\n

La iluminaci\u00f3n interior por s\u00ed misma no tiene el potencial de comunicar una denominaci\u00f3n de marca, pero puede ayudar a transmitir una imagen de marca, explica Schielke.<\/p><\/blockquote>\n

Fuente: Lighting Research and Technology<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Hace muchos a\u00f1os que la luz forma parte de la identidad corporativa en diversas formas: neones, luminosos, pantallas electr\u00f3nicas, leds, etc. Pero ahora un investigador est\u00e1 evaluando c\u00f3mo seleccionar un dise\u00f1o de iluminaci\u00f3n universal para … Leer m\u00e1s<\/a><\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[2,8],"tags":[989,991,122],"class_list":["post-10608","post","type-post","status-publish","format-standard","hentry","category-branding","category-identidad-corporativa","tag-branding","tag-identidad-corporativa","tag-marca"],"yoast_head":"\nUna nueva luz sobre la identidad corporativa - El Secreto de las Pymes que crecen<\/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:\/\/www.churbayportillo.com\/blog\/2010\/08\/23\/una-nueva-luz-sobre-la-identidad-corporativa\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Una nueva luz sobre la identidad corporativa - El Secreto de las Pymes que crecen\" \/>\n<meta property=\"og:description\" content=\"Hace muchos a\u00f1os que la luz forma parte de la identidad corporativa en diversas formas: neones, luminosos, pantallas electr\u00f3nicas, leds, etc. Pero ahora un investigador est\u00e1 evaluando c\u00f3mo seleccionar un dise\u00f1o de iluminaci\u00f3n universal para ... 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Aqu\u00ed tienes m\u00e1s informaci\u00f3n sobre este tema.","rel":"","context":"En \u00abBranding\u00bb","block_context":{"text":"Branding","link":"https:\/\/www.churbayportillo.com\/blog\/category\/branding\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":152,"url":"https:\/\/www.churbayportillo.com\/blog\/2006\/11\/10\/plastirama-nueva-imagen\/","url_meta":{"origin":10608,"position":3},"title":"Plastirama, nueva imagen","author":"Churba & Portillo","date":"10 noviembre 2006","format":false,"excerpt":"Presentamos la nueva imagen corporativa que creamos para Plastirama. Limpia, joven y din\u00e1mica. 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Una marca poderosa no s\u00f3lo consigue este objetivo, sino que ayuda a fidelizar clientes, atrae a m\u00e1s y mejores empleados y\u2026","rel":"","context":"En \u00abBranding\u00bb","block_context":{"text":"Branding","link":"https:\/\/www.churbayportillo.com\/blog\/category\/branding\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":93,"url":"https:\/\/www.churbayportillo.com\/blog\/2006\/08\/03\/%c2%bfpor-que-necesitas-un-logotipo\/","url_meta":{"origin":10608,"position":5},"title":"\u00bfPor qu\u00e9 necesitas un logotipo?","author":"Churba & Portillo","date":"3 agosto 2006","format":false,"excerpt":"El nombre de tu empresa, producto o servicio permite identificarlo mediante la palabra. El logotipo lo hace visualmente. \u00bfPor qu\u00e9 es importante la identificaci\u00f3n? Simplemente porque te distingue de la competencia y avala la originalidad y calidad de tus productos y, en definitiva, aumenta las ventas. 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