Home   →   Featured Articles   →   Branding


Amadeo Tusell - 23th february 2022

A Brand can be represented by a name, a design, an image, a symbol that identifies a product or good and characterizes or differentiates it from the same or similar one. It constitutes the central point or axis that reproduces and symbolizes the values ​​of a company to denote its quality, guarantee and satisfaction.


Trademarks are not something new, they appeared since individuals promoted commercial activities and exchanges and have continued to be part of the economy of the regions in the world. Its origin and evolution have made it possible to distinguish and compare offers between competitors.


In today's societies, brands have become phenomena and active elements of commercial culture. Its creation and invention are key factors that must be well analyzed before its launch, so that its impact and permanence over time is as expected.


Brands, the engine of a company

Some researchers agree that the brand is the engine that drives and contributes to the emergence of a company. It is a kind of imprint that represents the product and creates a connection with the client, reflecting their interests, needs and experiences, until they become their most faithful follower.


In the conception of a Brand, the sensitivity and emotions that are estimated and considered, together with the values ​​of the company, represent the authenticity and originality so sought after by the consumer. The creativity that is put into practice to please it becomes a significant element that can hook it.


Brand image and positioning

The clarity of what you want to project and the way to do it constitute the Brand Image, which represents the thoughts, desires and values ​​that characterize the company and its members. For customers, it becomes the manifestation and interpretation of the visual perception of the product.


On some occasions individuals tend to confuse the Brand with the Product, but they are different aspects, the first is the intangible, which builds the good and the second is the tangible, the object itself, which is bought, used and consumed.


In general, brands have pieces or emotional elements that allow customers to identify themselves and create a link between what is projected and what they really want. When perceiving the product, experiences and sensations are evoked in their minds, which, being positive, affect their loyalty.


That image that remains in the client and impregnates him with pleasant memories and emotions, becomes the gateway to loyalty. It has been proven that the feelings that a consumer can experience in front of a Brand are key factors for positioning.


In this sense, it is convenient to highlight that the studies and surveys carried out by the big Brands, regarding the reaction of the clients, with respect to the elements that characterize their signature, ratify that taking into account the suggestions and opinions of the consumers, guarantee safety in positioning.


The consumer and Brand Management

Brand Management is conceived by many specialists in the area, as the detailed analysis that is carried out to investigate and verify the way consumers perceive it and what contributions they can provide so that its promotion, dissemination and permanence is successful.


The influence that the Brand exerts on the consumer by providing him with arguments and key elements that help him review the differences with the competition, produces links that attract and reinforce perseverance and enable loyalty. The good relationship you establish with customers affects trust.


Management has been established as a strategic process where the fundamental value of the Brand is maximized so that the client perceives it, internalizes it and recognizes the strengths that instill credibility and consolidate it against the competition, and thus fully meet the objective suggested from the start.


In Brand Management, a commitment is established between the values ​​of the company and the requirements of individuals in society to create links and benefits that meet their expectations and increase their preference over other alternatives.


Essential Elements of Brand Management

The materialization of Brand Management is fully accomplished when a detailed analysis of what is desired is carried out and is linked to the values ​​of the company and the requirements of the clients. This fusion of aspects must be the central axis of planning conceived with long-term effects.


The use of punctual and particular techniques in Brand Management increases the attributes, generating mental influences so that the clients understand the reason for being and that emotional bond required to strengthen their loyalty is produced, a key aspect to lead.


For a Brand Management to lead the market and become a true obstacle to competition, it must consider certain essential elements:

• Integration and connection of all company officials, so that their primary interest is to recognize the role played by the client.

• Use of effective techniques to demonstrate fairness between its essence and what it exposes.

• Increase customer confidence by delivering what you promise.

• Promote and promote new products without departing from its initial objective and preserving the values.

• Lean on key factors to remain a leader in the market.

• Establish good relationships with customers and meet their requirements.

• The consolidation of the company's internal commitment by receiving external satisfaction from customers.

• Allow the Company and its members to maintain, always, a good reputation.

• Use components that evoke emotions to draw the customer's attention and connect him from thought.