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Amadeo Tusell - 22th may 2022

Branding is a term or expression that is often used in the world of marketing and market. It is defined as a process by which a brand is created, built and developed. It is precisely with this procedure that an entire business plan begins within a large, medium or small company.

Branding is also defined as a brand creation and management procedure, within which it is necessary to consider 4 fundamental elements: content, coherence, constancy and trust.

• Content: it must be relevant and generate value for the consumer. Similarly, it is necessary to know what to say, how and where to say it, since this is the way to connect with customers.

• Coherence: At this point of Branding, it is crucial to maintain an alignment between what is said and what is done, since in this way the essence of the brand is reinforced, as well as its empowerment. Therefore, it is necessary to be consistent in these two aspects.

• Constancy: to position a company requires effort, time and investment, as well as a lot of perseverance in communication to be able to anchor itself in the mind and heart of the consumer.

• Trust: over time, a brand must be trustworthy among consumers, this is a key element to position itself over the years.

• If a company defines an excellent Branding strategy and complies with the elements described above, then it will happen that

• Customers will be motivated and will choose the brand among all the competition.

• Consumers can be reached with a clear, precise and concise message, sometimes without much publicity.

• The credibility and loyalty of customers will be developed, who will be able to recommend the brand with family and friends.

• On the other hand, the identity of the company is reinforced.

• Finally, a difference between the competition will be marked and the brand will be positioned in the mind of the consumer.


Brand management

Companies sometimes confuse brand management with brand launch. But, managing brands refers to the analysis that is carried out to find out how it will be perceived by consumers, and then establish an action plan that allows the objectives set in the company to be achieved.


Effective development of brand management

To achieve effective development in the management of a brand, it is necessary to take into consideration certain steps, which will be described below.

• Brand perception.

• Audience selection.

• Objectives.

• Action plan.

• Assessment of results.

• Brand perception

In this first step, the value of consumer perception is considered. Therefore, the opinions that customers have about the brand are investigated in detail, establishing a study, which shows whether they are perceiving it correctly or incorrectly.

Audience selection

At this point, the “ideal customer” is considered, that is, the target market to which the brand will be directed. Therefore, studies and research in relation to perception revolve around customers, since their opinions will determine the value of brands.


At this point, the “ideal customer” is considered, that is, the target market to which the brand will be directed. Therefore, studies and research in relation to perception revolve around customers, since their opinions will determine the value of brands.

Action plan

In order to achieve the stated objectives, it will be necessary to establish an action plan, in which the most suitable strategies that allow:

Enhance the brand image.

Establish the content on the various digital platforms (social networks).

It is worth mentioning that the objectives and the action plan go hand in hand. In general, the time scheduled for them is 3 to 5 years.

Evaluation of results

It is in this last step, when the entire management procedure has been carried out, where the results are assessed, and it is determined whether the objectives set have been achieved.

It is necessary to point out that the perceived value of the brand should be investigated once the action plan has been established.


Main function of Brand Management


Every procedure is characterized by having a main function, and brand management does not escape this. It establishes the value of a brand and the possibilities that exist to improve the valuation of consumers.

It should be noted that the client expresses his opinions, considering his perceptions, which is why, sometimes, the brands are not perceived as the company wants. This is when the fundamentals of the tone, image, message and advertising of the brand must be taken into account, since these elements are what allow a positive impact on consumers.


Useful tools in brand management


Currently, brand management should not be executed as in the past, since technological advances allow for various tools that facilitate the execution of the project in a coherent manner.

One of these is the BrandCenter Aggylon, a digital tool that facilitates the organization, storage and management of the brand in an efficient and professional way, considering aspects and elements such as materials, individuals, communication processes, marketing, among others related to brands.

On the other hand, there are also various useful applications that make known the opinions of consumers about the brand, one of them is Sentimétrika, with this tool an overview of the brands is obtained, in the same way it is capable of informing what which is currently trending.

In summary, it is worth mentioning that a brand is essential for both customers and companies, since it identifies a manufacturer and also a product or service, thus offering peace of mind and guarantee at the time of an investment or in the definition of a budget.