BRAND COMMUNICATION STRATEGY

The brand is a multifaceted entity. The name, the logo, other symbols or visual images, the atributes or functional benefits of the brand products are specific features that are part of brand identity. The study of the brands, a relatively recent discipline, showed that it is essential to know the relationship between brand and consumers to understand how it works. Perceptions, opinions, mental associations, emotional benefits that consumers link certain brands creates the brand image. Brand strategy is based on the central idea, on the coherent vision to be taken all actions and communications inside and outside of the organization. This is a complex and continuous process, wich is designed to give brands identity, positioning, dfferentiation, energy, awareness and viability.