{"id":343135,"date":"2022-05-13T02:00:51","date_gmt":"2022-05-13T09:00:51","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=343135"},"modified":"2023-02-07T06:47:57","modified_gmt":"2023-02-07T06:47:57","slug":"que-es-un-intangible","status":"publish","type":"post","link":"https:\/\/qa-release.questionpro.com\/blog\/es\/que-es-un-intangible\/","title":{"rendered":"\u00bfQu\u00e9 es un intangible? El valor de los activos no materiales de una empresa"},"content":{"rendered":"

\u00bfSabes <\/span>qu\u00e9 es un intangible<\/b>? Intangible es un adjetivo que se refiere a todo aquello que no puede ser percibido claramente por los sentidos. Es decir, un intangible es lo que es inmaterial. Nos referimos, por ejemplo, a un conjunto de normas, sentimientos y emociones.<\/span><\/p>\n

En comparaci\u00f3n con lo tangible, lo intangible es m\u00e1s dif\u00edcil de medir y valorar<\/span><\/p>\n

Nuestros amigos de <\/span>D\u00e9dalo Comunicaci\u00f3n<\/b> nos comparten m\u00e1s sobre este concepto y lo que representa para las organizaciones.<\/span><\/p>\n

\u00bfQu\u00e9 es un intangible?<\/span><\/h2>\n

Los activos intangibles son los factores inmateriales que crean valor en una empresa. A pesar de que no tienen forma f\u00edsica, son los que permiten a las compa\u00f1\u00edas diferenciarse de la competencia y posicionarse en el mercado de una forma diferencial.<\/span><\/p>\n

Por poner algunos ejemplos universales: \u00bfel iPhone es s\u00f3lo un tel\u00e9fono m\u00f3vil? \u00bfStarbucks es s\u00f3lo un caf\u00e9? \u00bfO Chanel es una marca de bolsos cualquiera? El modelo de bolso 2.55 de Chanel tiene las mismas \u201cprestaciones\u201d que cualquier otro bolso del mercado, pero todos\/as tenemos claro que lo que realmente diferencia a un bolso Chanel del resto, es el <\/span>valor de la marca<\/span><\/a>. Chanel es s\u00edmbolo de estatus, de elegancia, de tendencia o de calidad. Cuando ves a una persona utilizando un tel\u00e9fono de Apple o un bolso de Chanel, te haces una idea determinada del tipo de persona que es o aspira a ser.<\/span><\/p>\n

El valor de la comunicaci\u00f3n en la gesti\u00f3n de intangibles<\/span><\/h2>\n

\u00bfPero c\u00f3mo se consigue posicionar esos intangibles? El valor de los intangibles de las marcas se consigue a largo plazo y la comunicaci\u00f3n juega un papel estrat\u00e9gico para alcanzar los objetivos marcados. <\/span><\/p>\n

El compromiso social y ambiental, el buen gobierno, la gesti\u00f3n del talento, los valores o el prop\u00f3sito empresarial son ejemplos de activos intangibles que pueden mejorar el posicionamiento de una compa\u00f1\u00eda si se comunican adecuadamente.<\/span><\/p>\n

Si el valor principal de una empresa es la honestidad, esta deber\u00e1 estar presente de forma transversal en toda la compa\u00f1\u00eda. La gesti\u00f3n de recursos humanos tiene que ser honesta, igual que la selecci\u00f3n de proveedores, la pol\u00edtica comercial o la gesti\u00f3n emocional de la marca. <\/span><\/p>\n

Para ello, las compa\u00f1\u00edas necesitan una estrategia de comunicaci\u00f3n para la gesti\u00f3n de intangibles que consiga implementar el valor en todos los procesos. Ya que, de lo contrario, no siempre es f\u00e1cil dar visibilidad al trabajo que se hace con los intangibles.<\/span><\/p>\n

Conoce tambi\u00e9n qu\u00e9 es el modelo Freemium<\/a> y c\u00f3mo aprovecharlo<\/p><\/blockquote>\n

 <\/p>\n

Importancia de los intangibles de una empresa<\/span><\/h2>\n

A medida que la tecnolog\u00eda se va extendiendo, los intangibles han pasado a representar la mayor parte del valor de las grandes empresas. De hecho, la consultora Mazars considera que los intangibles pueden alcanzar el 80% del valor de una compa\u00f1\u00eda.<\/span><\/p>\n

Porque los beneficios, los ingresos, los resultados de explotaci\u00f3n o la cuota de mercado son s\u00f3lo el principio. Cuando una compa\u00f1\u00eda apuesta por los intangibles, entran en juego muchos m\u00e1s factores que los retornos financieros. <\/span><\/p>\n

El tipo de impacto que las empresas provocan en el mundo es la clave del cambio. En la vida de las organizaciones ya no solo se esperan beneficios; sino ser sostenibles, satisfacer a los clientes, que sus empleados tengan orgullo de pertenencia o una reputaci\u00f3n determinada. Es la era de los intangibles. <\/span><\/p>\n

<\/a><\/div>\n
\n

\u00a1COLABORA CON NOSOTROS!<\/h2>\n

En QuestionPro necesitamos tu talento, si quieres colaborar en nuestro blog da click aqu\u00ed<\/a><\/p>\n

\n

\"\"Autor: Ana Mart\u00ednez Villar. Consultora en <\/span>D\u00e9dalo Comunicaci\u00f3n<\/span><\/a><\/p>\n<\/div>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

\u00bfSabes qu\u00e9 es un intangible? Intangible es un adjetivo que se refiere a todo aquello que no puede ser percibido […]<\/p>\n","protected":false},"author":42,"featured_media":343197,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[184,1109],"tags":[],"class_list":{"0":"post-343135","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-negocios","8":"category-questionpro-articulos","9":"entry"},"yoast_head":"\n\u00bfQu\u00e9 es un intangible? 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