{"id":7550,"date":"2008-08-05T18:22:18","date_gmt":"2008-08-05T18:22:18","guid":{"rendered":"https:\/\/ipmark.com\/telefnica-y-zara-las-marcas-espaolas-ms-valiosas\/"},"modified":"2008-08-05T18:22:18","modified_gmt":"2008-08-05T18:22:18","slug":"telefnica-y-zara-las-marcas-espaolas-ms-valiosas","status":"publish","type":"post","link":"https:\/\/ipmark.com\/telefnica-y-zara-las-marcas-espaolas-ms-valiosas\/","title":{"rendered":"Telef\u00f3nica y Zara, las marcas espa\u00f1olas m\u00e1s valiosas"},"content":{"rendered":"

El valor de las marcas de Grupo Telef\u00f3nica ha sido tasado en 16.398 millones de euros. El de Zara alcanza los 3.391 millones de euros.<\/p>\n

El informe de Interbrand engloba dos clasificaciones diferentes. Una de ellas es la de cartera de marcas, en el que aparecen, por orden, Grupo Telef\u00f3nica, Grupo Santander, Grupo BBVA, Grupo Banco Popular, Repsol YPF, Grupo Mahou-San Miguel y Grupo Ebro Puleva. Por su parte, el ranquin individual de marcas est\u00e1 integrado por Zara, en primer lugar, seguida de El Corte Ingl\u00e9s, La Caixa, Mango, Caja Madrid, Iberdrola, El Pa\u00eds, Iberia, Real Madrid, Prosegur, Mapfre, Leche Pascual y Fortuna.<\/p>\n

Interbrand se\u00f1ala que Telef\u00f3nica ha sabido aprovechar el tir\u00f3n de los servicios de telefon\u00eda m\u00f3vil y que Zara focaliz\u00f3 su gesti\u00f3n a lo largo de todo 2005 en asegurar posiciones all\u00ed donde ya estaba presente. Para los responsables de Interbrand, \u201cel gran m\u00e9rito de la compa\u00f1\u00eda de Amancio Ortega ha sido, sin duda, el defenderse en entornos tan agrestes como el norteamericano, el europeo y el asi\u00e1tico, con \u00e9xito\u201d.<\/p>\n

Ambas compa\u00f1\u00edas, concluye el informe, han conseguido transmitir con sus marcas algo m\u00e1s que un servicio o producto, es decir, han logrado dar una respuesta emocional aunando valores intangibles a su oferta, algo que los consumidores han sabido captar. As\u00ed, Telef\u00f3nica ha fortalecido su liderazgo en Latinoam\u00e9rica gracias a la compra y fusi\u00f3n de activos de BellSouth bajo el paraguas com\u00fan de Movistar, mientras que su expansi\u00f3n por Europa se ha realizado gracias a la adquisici\u00f3n de la operadora checa Cesky Telecom y a la oferta realizada por la operadora brit\u00e1nica O2. <\/p>\n","protected":false},"excerpt":{"rendered":"

El valor de las marcas de Grupo Telef\u00f3nica ha sido tasado en 16.398 millones de euros. El de Zara alcanza<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38],"tags":[],"class_list":["post-7550","post","type-post","status-publish","format-standard","hentry","category-marcas"],"acf":[],"yoast_head":"\nTelef\u00f3nica y Zara, las marcas espa\u00f1olas m\u00e1s valiosas - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales<\/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:\/\/ipmark.com\/telefnica-y-zara-las-marcas-espaolas-ms-valiosas\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Telef\u00f3nica y Zara, las marcas espa\u00f1olas m\u00e1s valiosas - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\" \/>\n<meta property=\"og:description\" content=\"El valor de las marcas de Grupo Telef\u00f3nica ha sido tasado en 16.398 millones de euros. 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