{"id":597,"date":"2024-12-28T17:42:17","date_gmt":"2024-12-28T17:42:17","guid":{"rendered":"https:\/\/mattersgraph.com\/?post_type=insight&#038;p=597"},"modified":"2026-05-29T10:36:16","modified_gmt":"2026-05-29T14:36:16","slug":"brand-equity-institutionalized-or-individualized","status":"publish","type":"insight","link":"https:\/\/mattersgraph.com\/es\/insights\/brand-equity-institutionalized-or-individualized\/","title":{"rendered":"038: Valor de marca: \u00bfInstitucionalizado o individualizado?"},"content":{"rendered":"<div  class=\"theme-block wp-block-group is-style-pull-left is-layout-flow wp-block-group-is-layout-flow\" ><p  class=\"appear-on-scroll is-style-intro wp-block-paragraph\" >Evaluar el grado en que el valor de marca reside en la empresa objetivo frente a los representantes de ventas y servicio individuales de la misma deber\u00eda ser un ejercicio clave en la debida diligencia comercial, tanto para la valoraci\u00f3n como para la evaluaci\u00f3n de oportunidades de generaci\u00f3n de valor. Determinar las claves que permiten institucionalizar las relaciones impulsa la solidez de los ingresos recurrentes, el valor de marca de la empresa y el m\u00faltiplo de valoraci\u00f3n.<\/p>\n\n<p class=\"appear-on-scroll wp-block-paragraph\">En este v\u00eddeo, Jeff Merkle, socio s\u00e9nior de GRAPH, explica c\u00f3mo reducir los riesgos y aprovechar el valor de marca, as\u00ed como la forma de determinar d\u00f3nde reside dicho valor (es decir, la proporci\u00f3n entre el valor de marca empresarial y el valor de marca personal).<\/p>\n\n<figure  class=\"theme-block appear-on-scroll wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\" ><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Valor de marca: \u00bfInstitucionalizado o individualizado?\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/oMt4UoTW1w4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure><\/div>","protected":false},"excerpt":{"rendered":"<p>Evaluar el grado en que el valor de marca reside en una empresa objetivo en comparaci\u00f3n con los representantes de ventas y servicio individuales de la empresa deber\u00eda ser un ejercicio clave en la debida diligencia comercial\u2026<\/p>","protected":false},"author":[82],"featured_media":0,"template":"","meta":{"featured_image_background_position":"","promoted":false,"promoted-priority":0,"footnotes":""},"sector":[],"topic":[53,101,83,61],"audience":[],"insight-category":[145],"class_list":["post-597","insight","type-insight","status-publish","hentry","topic-best-practices","topic-brand-equity","topic-customer-loyalty","topic-drivers-of-choice","insight-category-drivers-of-choice","author-jeff-merkle"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>038: Brand Equity: Institutionalized or Individualized? 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