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Amadeo Tusell - 06th july 2022

The average consumer tends to constantly search for new products and sensations. Naturally, we are trying to discover brands that provide us with novelty, quality, and good value when buying.

This constant movement of the consumer is well known by companies, and for this reason they go to brand managers, to give the public what they need, and obtain that long-awaited preference on the part of the potential client.

The world of marketing has various actions that impact the advertising world of each region or country where you are.

 For this reason, each one of the components of the commercial world understands the great importance of managing the brand of a product, or branding, as this whole process is known.

The preferred position of a certain product is not obtained in a magical and immediate way.

On the contrary, it is the result of careful and studied planning, which leads them to take into consideration several elements, to highlight a certain brand.




It constitutes the way to manage the different brand strategies of a company's products, and is made up of the elaboration and control of various components that seek to achieve the highest level of preference in the minds of each consumer.

It can be understood, then, that branding is directly linked to the concept of each product brand, and all its elements are considered essential in the construction of each brand as a whole.

Brand management will always have as its main objective that consumers get involved in the positioning of the company, while it penetrates their minds, managing to integrate with each one of them.

If this objective is met, the success of the brand is assured, and, therefore, of the product. At that time, the search will be oriented towards staying constantly in that preferential place.


Branding elements


The impact sought by the good management of a brand will always be built in each step or element that makes up branding as such.



With this essential element, a name or naming is given to the managed brand. As it is logical to think, it constitutes one of the main differentiating elements of each product, and its resonance or connection, which manages to connect with customers, will mark the success or decline in the commercial line.

With the name it is given identity, therefore, it will define its position in a determined sector of preferences.



With this element, the brand as such is represented in a tangible way. It is the visible presentation of the brand, and as a result it is made up of many other elements, such as the design of its logo, the font or symbols used, the colors chosen to represent the product, and many others.

All graphic representation of the brand is contained in its brand identity.


Brand positioning

The process, which places a brand in the minds and preferences of each consumer, is an aspect that must be worked on throughout its creation and management.

Brand recognition and its connection with positive sensations or feelings will always be sought, and this will gradually make the product rise in the scale of preferences within the group that is to be impacted.

The positioning of the brand will make a product stand out from many others within its same sector, and for this reason, constant work must be done throughout its creation and sustainability.



The loyalty that consumers have with a particular brand is achieved thanks to the creation of an emotional link that accompanies the specific function that the product has.

The life experiences that accompany the consumer, while consuming a particular brand of products, manage to be placed in his unconscious, and he relates them by decanting his choices towards that brand.

Continuously, the consumer will create a link, and automatic preference with those brand products that have accompanied him throughout his pleasant experiences.


As it can be seen from the previous lines, branding ends up structuring a brand as such, with its trends and distinctions that will impact the minds of potential consumers.

It is for this reason that such responsibility should not be placed in hands other than that of a responsible company specialized in brand management.

Only a connoisseur of the matter will be able to use each element of brand management to identify the values ​​and trajectory of a product and the company that produces it.

Let's not forget that this automatic preference that we have every day with a particular product is due to a strategy planned and structured by experts, to position your brand at the top of success and distinguish it from all the other existing ones.