Brand Management

BRANDS & BRAND MANAGEMENT

What is a brand?

The english word brand, brand, is derived from the ancient Nordic voice brandr, meaning "burn", since the marks were and are still being the media with which livestock owners mark their animals for identify them.

According to the American Marketing Association (AMA), a brand is a "name, term, sign, symbol or design, or a combination of these, whose purpose is to identify the goods and services of one seller or group of sellers to differentiate them from the competition." In technical terms, whenever a marketer generates a name, logo or symbol for a new product, is creating a brand.

However, many managers refer to the brand as more than that: as something that actually creates a certain amount of awareness, reputation and prominence, among other things, on the market. Therefore, we can distinguish between the definition of "brand" posed by WADA with a lowercase m and the concept of "Mark" industry with an uppercase M. The difference is important because of disagreements with regard to the principles or develop brand guidelines that tend to turn around what the term denotes. As a result, the key to creating a brand, according to the definition of the LOVE, it is to choose a name, logo, symbol, packaging design or other features identify a product and distinguish it from others.

Brands forehead products

How do we differentiate the brand of a product? A product is anything that we can provide a market for attention, acquisition, use or consumption and that can satisfy a need or desire. Therefore, this can be a physical good such as a cereal, a racket tennis or a car; a service, such as an airline, a bank or a company of insurance; shop retail, departamental, specialized type or supermarket; a person, such as a political figure, an animator or a professional athlete; an organization of not lucrative or commercial, or artistic group; a place, such as a city, a State or a country; or even an idea, as a social or...