Branding Class #1

¿Que es branding?
- Herramientas que nos permiten desarrollar una marca estratégicamente.
- Diseñar estrategias de cosas concretas a cosas emocionales para conectar con
las personas.

Competencias:
1. Communication command (level 3):
- Como podémoste manejar diferentes estrategias de comunicación que nos
permita enviar un mensaje de manera convincente.
2. Communication strategy (level 2)
- Students develop initiative answered.

Unit 1: Introduction to branding: The brand’s health.

Unit 2: The branding process: positioning and brand
Unit 3: The branding process: brand equity
Unit 4: Brand Strategy implementation.

Unit # 1: Introduction to branding: The brand’s health.

What is a brand?
 AMA: Name, sign, symbol or design, or a combination of them, whose purpose is to
identify the goods or services of a seller or group of sellers and differentiate them
from their competition.

Wikipedia: a brand is one or the set of distinctive signs of a product or service in the
market.

Course definition: The collection of feelings and thoughts about your experiences
with them.

Implies:

 Perceptions: How consumers perceive a brand shape their initial impression.

 Feelings: A strong brand evokes specific emotions in consumers. It makes
them feel happy, empowered, secure or nostalgic.
 Experiences: Great brands go beyond selling products; they create
memorable experiences.
 Emotions: Powerful brands connect with consumers on an emotional level
creating a sense of belonging, loyalty, and excitement.

Why do brands matter?

Are important because it allows you to make yourself known among customers and
makes significant difference between your competitors.

A brand:
o Generate profitability.
o Help to get consumer’s preference.
o Creates presence.
o Increases the possibility of growing the business.

What is branding?
Promise between a company and a consumer.
o Tone del language,
o Specific words (own them)
o Owning sounds
o Differentiation
o Owning colors
o Elements
o Can become nouns.
o All this creates Relevance.
To do and to build.
Process of making and building a brand, creating, and managing it, so that it can
position itself and differentiate itself from the competition.

Marketing vs branding
o Marketing: What you do, push, market, rational: what you do?
o Branding: What you are, pull, mind, long term, strategic. Emotional: what
you are?

Branding applications

Conditions for a brand

Naming:
o Short and simple name.
o Be easy to read and pronounce.
o Easily associated to the product.
o Being euphoric (sound good)
o Have a positive connotation.
o Be a

Examples of successful brands that do comply with these rules:

Lego
Apple
Examples of successful brands that do not comply with these rules.
American express
Heineken