Brand is the symbolic representation of an entity, whatever it is, something that identifies it as an immediate mode, for example, a signal of presenc...
Brand is the symbolic representation of an entity,
whatever it is, something that identifies it as an immediate mode, for example, a signal of presence, a single footprint. In communication theory, can be a sign, a symbol or icon. A simple word can refer to a brand.
The term is often used today to refer to a particular company: a name, word mark, images or concepts that distinguish the product, service or the company itself. When it comes to brand, it is common to be noted, in most cases, a graphical representation within the scope and jurisdiction of the graphic designer, where the brand can be graphically represented by a composition of a symbol and / or logo, either individually and combined.
However, the concept of branding is far more comprehensive than its graphical representation. A company by its name and its fancy graphical representation - announced the "promise" of a product, its gap against competitors that makes you special and unique. Seeks to associate the brand personality or a mental image. So you want to check the image in the mind of the consumer, ie to associate the image quality. Because of this, a brand can form an important thematic element for advertising. It has several levels of meaning, including culture, attributes or benefits. It is essential to understand the concept of brand is more intangible than tangible, for a certain rating oconsumidor demographic has feelings, experiences and different perceptions about the brand over another consumer classified demographically the same.
Brand is not an easy concept to define. In its definition and its analysis must take into account the disciplines that use and regulate more directly, that is the right business and marketing management.
Trade Law brand is a sign: WIPO - World Intellectual Property Organization - defines the brand as a "sign that serves to distinguish goods or services of one undertaking from those of other companies."
The definition of the American Marketing Association, also adopted in editions of classical marketing, says the legal definition: "A brand is a name, a word, a sign, or a drawing, or a combination thereof, to identify the products and services of one seller or group of sellers and differentiate them from competitors. "
According to Kotler, "perhaps the most characteristic ability of marketers is the ability to create, maintain, protect and enhance a brand. For marketers, the establishment of a brand is the essence of art and marketing."
