{"id":786,"date":"2024-03-03T10:21:49","date_gmt":"2024-03-03T09:21:49","guid":{"rendered":"https:\/\/openmarketinghub.com\/2024\/03\/03\/lasana-colgate-1985\/"},"modified":"2024-03-16T08:12:44","modified_gmt":"2024-03-16T07:12:44","slug":"lasana-colgate-1985","status":"publish","type":"post","link":"https:\/\/openmarketinghub.com\/es\/fracaso-epico\/lasana-colgate-1985\/","title":{"rendered":"Lasa\u00f1a Colgate (1985)"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">La extensi\u00f3n de la marca representa un conjunto de t\u00e1cticas estrat\u00e9gicas que pueden emplearse para diversos objetivos, como la diversificaci\u00f3n de la oferta de producci\u00f3n, la consolidaci\u00f3n de la presencia de la empresa en el mercado o la atracci\u00f3n de nuevos segmentos de consumidores. Para optimizar los resultados de estas estrategias, es crucial mantener una coherencia sustancial.<\/p>\n\n<p class=\"wp-block-paragraph\">Un ejemplo tradicional de empresa que intent\u00f3 expandirse a otras actividades no relacionadas con su identidad principal es Colgate, que fracas\u00f3 al introducir las comidas congeladas en la d\u00e9cada de 1980.  <\/p>\n\n<p class=\"wp-block-paragraph\">Imagine entrar en un supermercado y ver junto a la pasta de dientes&#8230; una lasa\u00f1a congelada de la marca Colgate. Esta ampliaci\u00f3n de la marca Colgate puede considerarse un claro ejemplo de lo que una organizaci\u00f3n debe evitar al ampliar su l\u00ednea de productos. Siendo Colgate a la vez un actor importante en el sector de la higiene bucal y teniendo una fuerte connotaci\u00f3n asociada a su mercado principal y original, los esfuerzos por asociar la marca a productos alimentarios han provocado claramente la confusi\u00f3n y el rechazo de los consumidores. De hecho, la imagen estrechamente vinculada a la frescura, la higiene y el cuidado de los dientes, en total contraste con la de la comida caliente y sabrosa, no encontr\u00f3 una correspondencia l\u00f3gica, lo que hizo imposible generar beneficio alguno en la percepci\u00f3n del consumidor.<\/p>\n\n<p class=\"wp-block-paragraph\">En las transacciones de extensi\u00f3n de marca, hay varios factores importantes a tener en cuenta, en primer lugar la coherencia de la marca entre el mercado de origen y el mercado de destino.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La extensi\u00f3n de la marca representa un conjunto de t\u00e1cticas estrat\u00e9gicas que pueden emplearse para diversos objetivos, como la diversificaci\u00f3n de la oferta de producci\u00f3n, la consolidaci\u00f3n de la presencia de la empresa en el mercado o la atracci\u00f3n de nuevos segmentos de consumidores. Para optimizar los resultados de estas estrategias, es crucial mantener una [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":655,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[57],"tags":[],"class_list":["post-786","post","type-post","status-publish","format-standard","has-post-thumbnail","category-fracaso-epico"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Lasa\u00f1a Colgate (1985) - Open Marketing Hub<\/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:\/\/openmarketinghub.com\/es\/fracaso-epico\/lasana-colgate-1985\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lasa\u00f1a Colgate (1985) - Open Marketing Hub\" \/>\n<meta property=\"og:description\" content=\"La extensi\u00f3n de la marca representa un conjunto de t\u00e1cticas estrat\u00e9gicas que pueden emplearse para diversos objetivos, como la diversificaci\u00f3n de la oferta de producci\u00f3n, la consolidaci\u00f3n de la presencia de la empresa en el mercado o la atracci\u00f3n de nuevos segmentos de consumidores. 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