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push branding

Spanish translation: potenciar/promover la marca/las marcas

GLOSSARY ENTRY (DERIVED FROM QUESTION BELOW)
English term or phrase:push branding
Spanish translation:potenciar/promover la marca/las marcas
Entered by: Jordi Sanchis

12:07 May 12, 2008
English to Spanish translations [PRO]
Marketing - Internet, e-Commerce
English term or phrase: push branding
Estoy traduciendo un artículo sobre la última conferencia Internet World celebrada en Londres. En él, se explica en general el desarrollo del evento, los seminarios que se celebraron y la cantidad de visitantes que tuvo.

"This year it was more about marketers trying to work out how they could capitalize on Web 2.0, or at least ***push branding***".
guimeman
Local time: 05:19
potenciar/promover la marca/las marcas
Explanation:
Aunque aquí puede que se refiera al uso de técnicas push (en oposición a pull), creo que se puede utilizar una expresión más general.
Selected response from:

Jordi Sanchis
Spain
Local time: 05:19
Grading comment
Selected automatically based on peer agreement.
4 KudoZ points were awarded for this answer



Summary of answers provided
4 +4potenciar/promover la marca/las marcas
Jordi Sanchis
5promocion activa de la marca
J- Kloninger
4empujar la marca
Luisa Ramos, CT
4empujar el "branding"
Kathryn Litherland
4mercadeo de empuje
Bubo Coroman (X)
4la construcción/comunicación/promoción de marcas mediante acciones de push/canal web
megane_wang
4empuje de la marca de identidad creada
Conchi Otaola


  

Answers


3 mins   confidence: Answerer confidence 4/5Answerer confidence 4/5
empujar la marca


Explanation:
.


    Reference: http://www.google.com/search?hl=en&as_qdr=all&q=%22empujar+l...
Luisa Ramos, CT
United States
Local time: 23:19
Native speaker of: Spanish
PRO pts in category: 16
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18 mins   confidence: Answerer confidence 4/5Answerer confidence 4/5
empujar el "branding"


Explanation:
I think the English term is borrowed directly in marketing circles. To say "push branding" is slightly different from saying "push the brand".

What I'm not sure about is whether it's correct to say "empujar el X" or "empujar al X" -- darn little words! If anyone can explain that to me in 25 words or less, please leave a comment :-)

Kathryn Litherland
United States
Local time: 23:19
Works in field
Native speaker of: Native in EnglishEnglish
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19 mins   confidence: Answerer confidence 4/5Answerer confidence 4/5 peer agreement (net): +4
potenciar/promover la marca/las marcas


Explanation:
Aunque aquí puede que se refiera al uso de técnicas push (en oposición a pull), creo que se puede utilizar una expresión más general.

Jordi Sanchis
Spain
Local time: 05:19
Works in field
Native speaker of: Native in SpanishSpanish
PRO pts in category: 4
Grading comment
Selected automatically based on peer agreement.

Peer comments on this answer (and responses from the answerer)
neutral  megane_wang: Es la idea que me parece mejor, aunque sí: Aquí se refiere literalmetne a técnicas "push"
47 mins
  -> gracias por tu comentario megane
agree  Janine Libbey
2 hrs
  -> gracias, viva madrid
agree  Gealach
2 hrs
  -> gracias Gealach
agree  Egmont
4 hrs
  -> muchas gracias, aurum
agree  Ana Roca
8 hrs
  -> gracias Ana
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19 mins   confidence: Answerer confidence 4/5Answerer confidence 4/5
mercadeo de empuje


Explanation:
"push branding" es el opuesto de "pull branding", tal como se ve en este ejemplo:

Brand—Managing the transition from “push” branding to “pull” branding and ultimately to “full-ownership” branding
http://www-07.ibm.com/services/pdf/IBM_Consulting_e_business...

En español se le puede llamar "mercadeo de empuje", tal como en este ejemplo:

C. Ventas Directas
Esta es todavía la mejor forma de captar cuentas, especialmente las cuentas vitales de clientes grandes corporativos. Esto se llama ***mercadeo de empuje***. Deben contar con buenos vendedores, bien entrenados, motivados y agresivos.
http://braddye.com/spmktg.html

("pull branding" es cuando es la demanda por parte de los clientes la que motiva las ventas)

Bubo Coroman (X)
Native speaker of: Native in EnglishEnglish
PRO pts in category: 7
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1 hr   confidence: Answerer confidence 4/5Answerer confidence 4/5
la construcción/comunicación/promoción de marcas mediante acciones de push/canal web


Explanation:
Después de un tiempo usando "push" sin traducir, parece que comienza a haber consenso en una traducción para el término.

Hace unos días encontré estas 2 posibilidades en Termcat:

push -> técnicas de transmisión automática
push -> canal web

Espero que te sirvan.

megane_wang
Spain
Local time: 05:19
Specializes in field
Native speaker of: Native in SpanishSpanish, Native in CatalanCatalan
PRO pts in category: 12
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2 hrs   confidence: Answerer confidence 4/5Answerer confidence 4/5
empuje de la marca de identidad creada


Explanation:
Otra opción

--------------------------------------------------
Note added at 2 hrs (2008-05-12 14:43:50 GMT)
--------------------------------------------------

O crear una marca de identidad de empuje/que tenga empuje

Conchi Otaola
Spain
Local time: 05:19
Native speaker of: Native in SpanishSpanish
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5 hrs   confidence: Answerer confidence 5/5
promocion activa de la marca


Explanation:
In a web context, when someone refers to "push" something it basically means that you are actively getting your name or product in the face of your customers. This could be done via various forms of advertising such as email marketing, text ads, forum interaction, banner ads, etc. Basically you are actively seeking new clients and making them aware of your brand instead of having them come to you.

Example sentence(s):
  • Many companies shy away from agressive push marketing strategies.
J- Kloninger
Local time: 21:19
Specializes in field
Native speaker of: Native in EnglishEnglish
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