Branding | Marketing Concepts.

Branding is an anglicism used in marketing (marketing) that refers to the process of creation of brand equity (brand equity) through the strategic management of the total set of assets and liabilities linked directly or indirectly to the name and/or symbol (isotype) that identify the brand influencing the supplied value. both the client and the offeror company; with a product or service, increase or reduce it as appropriate.
It is composed of 5 elements:

  • Brand associations
  • Perceived quality
  • Recall of brand (including positioning)
  • Brand loyalty
  • Other active elements of brand
In some cases, the term also refers to the sum total of the value of a company, whereas the assets and liabilities; tangible and intangible aspects such as their products, services, people, advertising, placement, and culture.

The power of the brand

Differentiate is today increasingly more difficult, since the quality and cost of the products are similar. Therefore, the business key is in Branding, that is, the power of the brand as a differentiator.
Tom Peters, declared "gurus guru" by The Economist and Fortune, the differentiation which is precisely part of intangible assets of a company: the value, credibility and uniqueness of a brand. Thus it explains it in the new book that just published under the title "The heart of Branding".
From his theory of "the 3 physical laws of marketing": "Patent benefits", "A real reason to believe" and "A big difference", Peters shows us that the brand is what defines us and that this is much more than marketing or logos. It has to do with the passion, with the history that want to have, the cause that motivates our company. Stories and experiences will be more important in the future than the products, according to Peters, because the ability to transmit emotion is the most important thing in a world controlled by technology.
Tom Peters (1942) rose to fame after the publication of "In search of excellence" in 1982, a book where he urged leaders to focus on businesses in a radically different way.
From the moment of its consolidation as a business genius, Peters became a consultant and writer always at the forefront of management, defending an attitude of permanent willingness to change. Provocative, unorthodox, colloquial and direct, his works break schemes and are a source of countless corporate "thoughts" of great depth.
Managers and of any business professional related to the areas of Marketing and advertising, University and students of postgraduate course, especially in the field of business studies, marketing, advertising and communication; and young professionals who want to differentiate themselves in the labour market will find in this book a suitable text to start the brand strategy.

"Branding" to primiparos

By Ricardo Gaitán elements visual brand
They are graphic representations of a company, which are projected to the public through a symbol or a special typographic design. Combining Visual elements (communicative name, symbol, alphabet, colors and signalling system) gives the overall appearance of the company and constitutes a very important physical expression in the markets in which it participates.
Today is pay large amounts designers, to create a visual identity that is easy to remember. However, in this respect there are ironic cases as that of Coca-Cola, whose label, one of the most successful design work in the world, was created by the accounting officer of the company.


It is the expression of the physical identity of a company that is manifested through a graphic design that manages to represent it from the material point of view. What not can be represented directly (the company), which does not belong to the material reality (psychological attributes), is transmitted by symbolic means. Play Boy, for example, embodies a system of brand from the innocent silhouette of a Bunny. Behind that symbol, displayed an imaginary universe of pleasure, covering a multinational industry of eroticism. By definition, the symbol is a material item that is instead of else away, that there is no causal relationship and which is representing by Convention: peace, love, death can not be photographed, but yes it can be represented by a dove, a heart, a cross.


It is the name of the company that can be formed by letters, acronyms, abbreviations, numbers, etc. Many companies build their visual identity based on a font special, adding the symbol. The new logo of Avianca is an example that illustrates the definition: to give the sensation of movement, the lyrics were rounded and the abstract figure of a condor, drawn with the colors of the Colombian flag added on the far left. The logo and the symbol constitute the identity of the company, and between the two, make up your physical personality.

Communicative name

It is the short name with which a company is recognized. Sony for example, is a name with special communication features, created to be associated with the sound and the image industry. Generally, the communicative name begins with the creation of the logo, but, with the passing of the years, people tend to forget the typographic shape of the logo and what is in the mind is the name. Kellogg's, can have a design on special, thick or thin, red or yellow letters, is something that is not very present in the minds of consumers. What is clear is that, as a brand name, is very well positioned. Many people will not know how to write, but do know how to pronounce. Thus, it is clear that a good name is a valuable asset for a company. Not in vain John Stuart, former President of Quaker said: "If this business had to be divided, I would be happy if he could stay with the names, trademarks and the goodwill. Although another will take all the bricks and machinery, to me I would be better". In general, the communicative name is different from the legal name or business name of the company.

The role of color in visual identity

The color is the other component of the physical personality of the company, playing a distinctive role that articulates the logo and the symbol. When deciding on a color to a company or a certain product, it is important to choose the most representative of the category of the product. The color is much of the secret to remember a brand. The colors are not equal in the eyes of the observer. From this perspective, its proper use allows you to:
  1. Show the product more attractively.
  2. It is essential to attract the consumer's attention.
  3. It gives personality to the product and sets apart it from the competition.
  4. It positions and segment the brand in socio-economic classes.

What is the role of typography in the corporate design?

One speaks of typographic alphabets that, once selected, operate as true elements of visual identification. Any company with corporate ambition could design their particular alphabet, but there are thousands of lists typefaces to be used. The issue lies in choosing the most suitable for the product. For example, to give a feeling of strength, it is customary to use heavy fonts; for vanity products, letter fine and without profiles is very appropriate.
For the graphic design of a mark should be considered:
Before launching a product to the market, it is important to have defined the target group that you want to reach, the need to meet and the communicative name. Based on the above, the following recommendations will facilitate the creation of a memorable graphics:
  1. Transparency in communication: the design should convey clearly what the brand represents.
  2. Simplicity: many graphic elements can saturate the visual identity.
  3. Personality: the design should be unique, relevant and good visual impact.
  4. Consistency: the Visual elements must have flexibility of application in different elements or surfaces in such a way that they never lose their primary essence.
Published for educational purposes
Concepts of Leadership and Marketing

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