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Understanding Brand Identity and Value

This document discusses brands and defines key concepts related to branding. It explains that a brand identifies a product or service in the market and allows consumers to recognize it. A brand name is the name of a distinctive product or service that is communicated and marketed. Branding involves creating and sharing the brand name. The document also distinguishes between a brand's image, positioning, and identity. It notes that companies invest significant resources in developing brands to generate value and have consumers willing to pay more regardless of production costs. Marketers must find strategies to create valuable brands that have privileged positions in consumers' minds.

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Carla Teresa Heredia Medina
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49 views4 pages

Understanding Brand Identity and Value

This document discusses brands and defines key concepts related to branding. It explains that a brand identifies a product or service in the market and allows consumers to recognize it. A brand name is the name of a distinctive product or service that is communicated and marketed. Branding involves creating and sharing the brand name. The document also distinguishes between a brand's image, positioning, and identity. It notes that companies invest significant resources in developing brands to generate value and have consumers willing to pay more regardless of production costs. Marketers must find strategies to create valuable brands that have privileged positions in consumers' minds.

Uploaded by

Carla Teresa Heredia Medina
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Instituto Especializado de Estudios Superiores Loyola

San Cristobal, Rep. Dom.

Ingles Técnico 2
Brand essay

By

Carla Heredia
15-01-0068
Brand

The brand identifies the product or service that is offered in the market and allows

consumers to recognize it

A brand is a product, service, or concept that is publicly distinguished from other

products, services, or concepts so that it can be easily communicated and usually marketed. A

brand name is the name of the distinctive product, service, or concept. Branding is the

process of creating and disseminating the brand name. Branding can be applied to the entire

corporate identity as well as to individual product and service names.

Brands are intangible, which means you can't actually touch or see them. As such, they

help shape people's perceptions of companies, their products, or individuals. Brands often use

identifying markers to help create brand identities within the marketplace. They provide

enormous value to the company or individual, giving them a competitive edge over others in

the same industry. As such, many entities often seek legal protection for their brands by

obtaining trademarks.

When it comes to branding, it is necessary to distinguish three concepts

 Image is the result of a good positioning strategy, this means, how effectively the

clientele or target perceive the brand

 Positioning, refers to the way in which a company is made known to the market and

clientele, so that they can not get it out of the head, and at the time of the need arises,

be it the first thing the person thinks

 Identity, has to do with the way you want to be recognized by the market, and

specifically by your customers

The work team that has the responsibility of the positioning of the brand, plan the

expectations related to the experience of the same, with the purpose and firm purpose of
causing the impression that a product or service has various characteristics, or rather

qualities, that make it special or unique.

Companies often spend a significant amount of resources on developing their brand. The

main objective is that it can generate value. That is, that consumers are willing to pay more

for it regardless of production costs.

Marketers must find strategies to create a valuable brand that has a privileged position in

the minds of consumers.

The value of a brand

The brand is usually an idealization of the product or service, an idea that you want to

install in the mind of the consumer so that it relates certain desires or attributes with a

particular company

Logo

The brand of a company is not the same as its logo. That is just one element that

constitutes it along with phrases, iconography, tone and other distinctive elements. In

addition, it goes beyond a visual or sound representation, it is a concept, an idea that

identifies a company

The brand name is one of its essential elements and many times it is treated as if they were

the same.

we must make it clear that a logo can be the same brand, or in any case, it can identify the

brand along with a set of signs, phrases, secondary graphics and iconography, including the

tone of communication, among others; so much so that all logos can be qualified to be called

a trademark; however, the latter must in its slightest trading system, it cannot do without a

logo.
Referencias
digital, p. (s.f.). pinguino digital. Obtenido de https://pinguinodigital.com/blog/que-son-las-marcas/
KENTON, W. (6 de sep de 2021). investopedia. Obtenido de
https://www.investopedia.com/terms/b/brand.asp
Roldán, P. N. (23 de 11 de 2016). economipedia. Obtenido de
https://economipedia.com/definiciones/marca.html

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