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Amadeo Tusell - 28th marzo 2022

Branding is also known as brand management, it is made up of various actions that are closely related to the purpose, positioning and values ​​of brands. It is necessary to mention that the main objective of this is to create conscious and unconscious connections with the consumer, directly influencing the purchase decision.

It should be taken into consideration that a brand is much more than a logo and a visual identity, brands go hand in hand with the feelings that the consumer experiences from the enjoyment of a product or service, so the image should be positive to influence both the minds and the hearts of the public.

Given that each subject perceives brands differently, considering cultural, social, economic and personal experience aspects, Branding or brand management is key in any company (small, large or medium), regardless of size or industry to which it is dedicated.


Branding objectives

As mentioned above, the main objective of Branding is to place brands in the minds of consumers. However, it is also related to extending it and positioning it in the market.

To satisfactorily achieve the objectives of Branding, it is necessary to design a marketing plan, in which the actions to be followed to make the brand known are specified, taking into account its design and the channels through which it will reach the target market. consumer.

Around the Branding strategies revolve some conceptions that must be developed so that users can visualize the products and services and also think about them. Among these concepts are

   • Always highlight the values ​​of a brand.

   • Achieve trust and credibility in consumers.

   • Strengthen the visual identity of the products or services that the brand represents.

   • And lastly, and very importantly, establish a difference from the competition.


It is necessary to take into consideration that the communication strategies to be developed in Branding must be closely related to the previously designed strategic plan.


Branding's future

Global progress at any level or aspect does not stop and brand management does not escape this evolution, which is why it currently goes far beyond logos and manuals. Today, brands can be defined as complex units that must be adapted and changed in real time.

In this sense, one of the most notorious challenges that arise in the process of managing brands is to prosper and build them solid, capable of lasting over time, positioning themselves in the market and overcoming global changes.

For this reason, it is advisable to develop critical and contemporary approaches during the construction of brands, exploring and analyzing current trends and communication channels, as well as considering the aesthetics of the brand and the changes related to technology and the Internet.


Brand Manager

A Brand manager is a professional whose main function is to manage a brand, therefore, the primary objective of this will be to add value to the market, as well as a certain competitive advantage to the brands they create.

Apart from the function described above, a brand manager must

   • Coordinate and manage the strategies to be developed.

   • Execute marketing campaigns, including digital ones.

   •Investigate aspects related to the market, customers and obviously, the competition.

   • Solve conflicts and problems related to the brand.

   • Know the product.

   • Design and develop the materials and resources that support the commercial area.

   • Manage a budget.

   • Carry out the analysis of the campaigns carried out.

On the other hand, it is necessary to mention that an individual who wishes to practice this profession must then study careers that are related to advertising and marketing, and then carry out a specialization, either postgraduate or master's degree.


Branding texts

Over the years, Branding is increasingly necessary in business, since it allows the development and execution of strategies to manage brands in the best possible way, ensuring that the consumer correctly perceives the message that is offered.

That is why below we recommend a series of books that you should read if you are attracted to marketing, advertising and brand management.

Strategic brand management

It's a classic text, written by Kevin Lane Keller, a marketing professor with long experience at institutions like Stanford and Berkeley. This book is always present in the bibliography of disciplines and courses on Brand Manager. It is ideal for managers and entrepreneurs, as well as for students and the entire academic environment.

This book is essential for all those who seek support in the theories to make decisions.

On Branding

Book written by the professor at the University of Berkeley, California, David Aaker (considered as the guru of Branding). On Branding, offers readers simple language. In addition, it has the peculiarity that its reading can be done by themes (according to what the reader wants to know first) or linearly.

On Branding has the 20 principles that, according to Aaker, contribute to the construction of a solid brand.


In this text, the writer Dan Hill emphasizes the relationship between feelings and business opportunities, showing how emotions are capable of positively or negatively influencing decision making.

According to Dan Hill's criteria, emotions are a way to develop the most effective marketing strategies. So, as Branding is closely linked to the experiences of consumers and the impression that a brand makes on them, the book has a lot to offer on the subject.

Building Strong Brands

In this case, the text is inspired by global brands from Europe and the United States, it refers to large companies, however, it offers useful and relevant advice that drives the brand management of any business, managing to achieve the difference of competition and the creation of a lasting one in time.