{"id":25741,"date":"2026-01-13T17:10:35","date_gmt":"2026-01-13T17:10:35","guid":{"rendered":"https:\/\/dimensionmediamarketing.com\/?p=25741"},"modified":"2026-01-13T17:10:38","modified_gmt":"2026-01-13T17:10:38","slug":"imagen-corporativa-o-imagen-de-marca","status":"publish","type":"post","link":"https:\/\/dimensionmediamarketing.com\/en\/imagen-corporativa-o-imagen-de-marca\/","title":{"rendered":"Imagen corporativa o imagen de marca"},"content":{"rendered":"<p id=\"viewer-e1b6a\"><strong>Ambos vocablos tienen su origen en los pa\u00edses de habla inglesa<\/strong>, diferenci\u00e1ndose entre <strong><em>corporate name<\/em><\/strong>, que es el nombre de una empresa, y <strong><em>brand names<\/em><\/strong>, que son los nombres de marca a trav\u00e9s de los cuales una empresa anuncia y vende sus productos. De esta diferenciaci\u00f3n surgieron expresiones tales como <em>Corporate Image y Brand Image<\/em> para hacer referencia a la imagen de una empresa como sujeto social, y a la imagen de las marcas bajo las que comercializa sus productos o servicios, respectivamente.<\/p>\n\n\n\n<p id=\"viewer-2o7ui\">En Espa\u00f1a y Latinoam\u00e9rica, el t\u00e9rmino ingl\u00e9s brand image ha sido traducido como Imagen de Marca, es decir, la imagen de un producto bajo su nombre; mientras que corporate image se ha traducido como Imagen Corporativa (aunque tambi\u00e9n como imagen institucional o de empresa), para referir a la imagen de la empresa en general.<\/p>\n\n\n\n<p id=\"viewer-j9u1\"><strong>La Imagen de Marca<\/strong> es el significado que asocian los p\u00fablicos con una determinada marca o nombre de un producto o servicio. <em>La marca<\/em> es un \u00abnombre comercial\u00bb con el cual una empresa comercializa, personaliza y ampara sus productos (o gama de productos) o servicios (o gama de servicios). <em>La imagen de marc<\/em>a es la imagen asociada a estos nombres, y que son un valor a\u00f1adido a los mismos.<\/p>\n\n\n\n<p id=\"viewer-ivgs\"><strong>La Imagen Corporativa<\/strong> es la imagen que tienen los p\u00fablicos de una organizaci\u00f3n en cuanto entidad. Es la idea global que tienen sobre sus productos, sus actividades y su conducta, que busca presentarse no ya como un sujeto puramente econ\u00f3mico, sino m\u00e1s bien como un sujeto integrante de la sociedad.<\/p>\n\n\n\n<p id=\"viewer-f28ut\">Autor: Paul Capriotti<\/p>\n\n\n\n<p id=\"viewer-dhjf1\">Fuente: Planificaci\u00f3n estrat\u00e9gica de la Imagen Corporativa. Editorial Ariel. 2013<\/p>\n\n\n\n<p id=\"viewer-mdph\">Resumen: Dimensi\u00f3n Media<\/p>","protected":false},"excerpt":{"rendered":"<p>Ambos vocablos tienen su origen en los pa\u00edses de habla inglesa, diferenci\u00e1ndose entre corporate name, que es el nombre de una empresa, y brand names, que son los nombres de marca a trav\u00e9s de los cuales una empresa anuncia y vende sus productos. De esta diferenciaci\u00f3n surgieron expresiones tales como Corporate Image y Brand Image [&hellip;]<\/p>","protected":false},"author":1,"featured_media":25732,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-25741","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Imagen corporativa o imagen de marca - Dimension Media<\/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:\/\/dimensionmediamarketing.com\/en\/imagen-corporativa-o-imagen-de-marca\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Imagen corporativa o imagen de marca - Dimension Media\" \/>\n<meta property=\"og:description\" content=\"Ambos vocablos tienen su origen en los pa\u00edses de habla inglesa, diferenci\u00e1ndose entre corporate name, que es el nombre de una empresa, y brand names, que son los nombres de marca a trav\u00e9s de los cuales una empresa anuncia y vende sus productos. De esta diferenciaci\u00f3n surgieron expresiones tales como Corporate Image y Brand Image [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/dimensionmediamarketing.com\/en\/imagen-corporativa-o-imagen-de-marca\/\" \/>\n<meta property=\"og:site_name\" content=\"Dimension Media\" \/>\n<meta property=\"article:published_time\" content=\"2026-01-13T17:10:35+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-01-13T17:10:38+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/dimensionmediamarketing.com\/wp-content\/uploads\/2026\/01\/3f2c49_65079e5984f542c08a2ffdb9df33635cmv2.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"320\" \/>\n\t<meta property=\"og:image:height\" content=\"240\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"dimensionemedia.cartonlife.es\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"dimensionemedia.cartonlife.es\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/dimensionmediamarketing.com\/imagen-corporativa-o-imagen-de-marca\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/dimensionmediamarketing.com\/imagen-corporativa-o-imagen-de-marca\/\"},\"author\":{\"name\":\"dimensionemedia.cartonlife.es\",\"@id\":\"https:\/\/dimensionmediamarketing.com\/#\/schema\/person\/0b60299bb538d446e418e4dd74086b5d\"},\"headline\":\"Imagen corporativa o imagen de marca\",\"datePublished\":\"2026-01-13T17:10:35+00:00\",\"dateModified\":\"2026-01-13T17:10:38+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/dimensionmediamarketing.com\/imagen-corporativa-o-imagen-de-marca\/\"},\"wordCount\":295,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/dimensionmediamarketing.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/dimensionmediamarketing.com\/imagen-corporativa-o-imagen-de-marca\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/dimensionmediamarketing.com\/wp-content\/uploads\/2026\/01\/3f2c49_65079e5984f542c08a2ffdb9df33635cmv2.webp\",\"articleSection\":[\"Blog\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/dimensionmediamarketing.com\/imagen-corporativa-o-imagen-de-marca\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/dimensionmediamarketing.com\/imagen-corporativa-o-imagen-de-marca\/\",\"url\":\"https:\/\/dimensionmediamarketing.com\/imagen-corporativa-o-imagen-de-marca\/\",\"name\":\"Imagen corporativa o imagen de marca - 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