{"id":11304,"date":"2010-10-20T13:18:27","date_gmt":"2010-10-20T11:18:27","guid":{"rendered":"https:\/\/www.churbayportillo.com\/blog\/?p=11304"},"modified":"2022-06-02T10:30:06","modified_gmt":"2022-06-02T08:30:06","slug":"el-sonido-de-las-marcas-ganadoras","status":"publish","type":"post","link":"https:\/\/www.churbayportillo.com\/blog\/2010\/10\/20\/el-sonido-de-las-marcas-ganadoras\/","title":{"rendered":"El sonido de las marcas ganadoras"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-11310\" title=\"loro\" src=\"https:\/\/screto.s3.amazonaws.com\/uploads\/2010\/10\/loro.jpg\" alt=\"loro\" width=\"450\" height=\"271\" srcset=\"https:\/\/www.churbayportillo.com\/blog\/wp-content\/uploads\/2010\/10\/loro.jpg 450w, https:\/\/www.churbayportillo.com\/blog\/wp-content\/uploads\/2010\/10\/loro-300x180.jpg 300w\" sizes=\"auto, (max-width: 450px) 100vw, 450px\" \/><\/p>\n<p><span>Las <span>denominaciones<\/span> de marca repetitivas, como Coca-Cola, pueden aumentar las ventas, seg\u00fan una investigaci\u00f3n realizada en la Universidad de <span>Alberta<\/span>, en Canad\u00e1, y publicada en el <\/span><em><span><span>Journal<\/span> <span>of<\/span> <span>Marketing<\/span><\/span><\/em>.<!--more--><\/p>\n<p><span>La profesora <span>Jennifer<\/span> Argo y su equipo ofrecieron a un grupo de personas dos productos exactamente iguales, pero con distintas marcas, una repetitiva y otra no.<\/span><\/p>\n<p>Los investigadores presentaron los productos uno a uno, diciendo la marca en alta voz.<\/p>\n<p>La mayor\u00eda de las personas eligieron los productos con la marca repetitiva, ya se tratase de helados, tel\u00e9fonos m\u00f3viles o postres.<\/p>\n<p><span>La variantes entre ambas marcas eran peque\u00f1as, como <span>zanozan<\/span> frente a <span>zanovum<\/span>. Incluso en ocasiones solo hab\u00eda una letra de diferencia.<\/span><\/p>\n<p><span>Y casi siempre la m\u00e1s elegida fue la marca repetitiva, salvo cuando se eligi\u00f3 <a title=\"Si es dif\u00edcil de decir, debe ser peligroso\" href=\"https:\/\/www.churbayportillo.com\/blog\/2009\/02\/23\/si-es-dificil-de-decir-debe-ser-peligroso\/\">un sonido forzado<\/a>, algo similar a <span>ranzfanz<\/span>.<\/span><\/p>\n<p>Por eso, Argo recomienda no alejarse de los sonidos m\u00e1s naturales.<\/p>\n<p>Adem\u00e1s, la profesora sostiene que sus investigaciones muestran que la publicidad en radio y televisi\u00f3n es muy importante, pero tambi\u00e9n destaca el papel de los empleados.<\/p>\n<p>Aconseja que los camareros recuerden a los clientes el nombre del restaurante y que los vendedores mencionen a sus clientes la marca.<\/p>\n<p>Fuente: <span>Universidad de <span>Alberta<\/span><\/span>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Las denominaciones de marca repetitivas, como Coca-Cola, pueden aumentar las ventas, seg\u00fan una investigaci\u00f3n realizada en la Universidad de Alberta, en Canad\u00e1, y publicada en el Journal of Marketing.<\/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],"tags":[122,724,128],"class_list":["post-11304","post","type-post","status-publish","format-standard","hentry","category-branding","tag-marca","tag-marketing","tag-ventas"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - 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