Branding arises from the union of the word "BRAND" which means brand and the suffix -ing, whose concept suggests continued action. Therefore, branding is a discipline that is in charge of the process of creating and building a brand, using the strategy of linking with a name and commercial symbol that identify it as such.
Its objective is to extend the brand in the market, position it and locate it in the minds of consumers directly or indirectly as the seal, the spirit, the identifying symbol of the organization, through which users perceive a corporate image or personal.
It means, then, that Branding is a deep process of analysis, design and strategy, in order to solve problems that not everyone can see, and on whose success the life of companies largely depends, requires the integration of advertising, customer service, promotion, public relations, direct marketing, discounts and other forms of communication.
Therefore this topic is fundamental in marketing since it allows identifying and working on those elements that are essential to transmit a desired image in order to achieve positioning.
Its importance lies in communicating values and experiences to clients, transmitting a way of life and the image they want to project.
Peters (2002) shows that the brand is what defines a company or product, and that it is much more than marketing or logo, because it also has to do with passion, with the story you want to tell and with the cause that motivates the company. Regarding this, the 5 elements with which the branding is made are presented:
1.- Naming:
English word that means to name, refers to the techniques for creating a brand name, this requires a process of creating a brand identity, which makes the product different from the rest. (Castelló, 2001).
Meanwhile, the brand seeks that audiences, when listening or seeing them, identify it with a product or service. That is why, people do not buy products but they buy brands, since in reality they buy the mental images that the brand creates, that is, the idea of that brand that is in the mind of the consumer.
2.- Corporate Identity:
It is the physical manifestation of the brand, since it refers to the visual aspects that make up the identity of an organization and that is highly linked to the history or trajectory of the company, its corporate culture, which includes the trademark symbol or logo, to the application of the same in different graphic or multimedia supports and which are standardized in a corporate manual, which includes all its uses, applications and prohibitions, which contribute to a clear identity, which is transmitted clearly and which reaches the public of the better way.
3.- the positioning:
It is the place that the brand occupies in the mind of the consumer or client, becoming the main difference between it and its competition. Consequently, it turns the product or service into a means and not into an end, by which the consumer's mind is accessed to position it, so what happens in the market will depend on the subjectivity of each individual in the knowledge process, consideration and use of the offer. (Ries and Trout, 2002).
4.- brand loyalty, brand development:
A brand is the promise of a unique experience, since a personal experience with a brand can become a relationship, this relationship generates a connection that over time becomes brand loyalty. This connection arises when it fulfills the brand promise, this generates trust and this trust becomes a virtuous circle. (Capriotti, 2009).
5.- brand architecture:
It is the structure with which an organization manages its brands. Brand architecture describes the business structure, defining and making more visible the roles, relationships and hierarchy between the brands of a company or a group of companies. (Summa, 2013). In the same way, it articulates the strategy between the different brands and brands of the organization. Being necessary to define the most appropriate hierarchical structure for a brand, consistently and coherently with the organization's branding strategy. (Think and Sell, 2012).
Thus, the brand architecture allows optimizing management costs and detecting overlaps between existing brands, identifying brands that conceptually do not fit in the portfolio, such as highlighting spaces and opportunities for creating new brands, or generating economies of scale in communication and supporting growth. of the company as a whole.
Types of Branding
Corporate branding: It is the creation of a brand through Identity, Image and
Corporate Communication that can be considered as specific interrelated phenomena, included within the generic context of the communication of organizations with their different audiences (Capriotti, 2009: 17).
Cause Branding: It is a marketing strategy through which a company collaborates with a social cause in exchange for the consumer buying its products and services. At the same time, it is a business strategy that consists of aligning the organization's brand to a cause with corporate social responsibility.
It aims to strengthen the company's position, increasing sales of its products and services, improving its image and positioning it as a socially responsible organization.
Digital Branding: It consists of managing the brand in social networks, whether it is a web page, social media (Twitter, Facebook), SEO which translates as "Search engine optimization" and inbound marketing (marketing technique). It is about generating a good reputation online since today it is considered part of the brand identity. In the same way, it specializes in applying brand identity in companies, we refer to those brand strategies that are carried out specifically for the basic media of the networks.
Personal Branding : It is a concept of personal development, in considering oneself as a brand, which, like commercial brands, must be developed, transmitted and protected with the aim of differentiating and achieving greater success in social and professional relationships. In the same way, it is the way in which an individual builds her reputation.
It represents a series of promises, trust, consistency and, above all, a set of expectations, having a personal brand manages to occupy a place in the minds of people.
Country Branding : It is the effort that is made to attract tourists and new businesses to a country, since a country is also a brand. The world of marketing has assumed that countries behave like brands, countries possess the same fundamental and dynamic qualities and properties as brands of consumer products or services; the consumer is related to the identity, image, products, services or culture of a country, in the same way that he does with products or services.
This term is born from the need of the business sectors and the governments of a nation to generate their own identity against international markets; For this reason, the positioning strategy of a particular country is framed in the objective of capitalizing the origin of products, companies and people in global markets, and results in the differentiating perception that direct, indirect and real consumers have. and potential of the countries. (Gómez, 2009: 5)
Personal Branding
"Personal brand or personal branding is a concept that refers to considering oneself as a seal, with the aim of differentiating and achieving greater success in both social and professional relationships" (Beteta, 2010: 11).
Developing a personal brand consists not only of identifying but knowing how to transmit the characteristics that make us different in order to excel in a competitive and changing market, which means that building a successful personal brand must aim to obtain "recognition" and this in turn should be part of the skills of a good leader.
It is worth mentioning that not everyone can learn to be competent in all aspects, due to this our great room for improvement is not in our weaknesses but in our strengths (Roca, 2015: 15). Knowing your talents is essential as well as working and polishing them to become true strengths. As the American psychologist Martin Seligman says "the key to success and happiness is to focus on your strengths" (quoted in Roca, 2015: 16).
conclusion
A personal brand is an authentic value that a brand has, that is, it is not generated by you but by those around you, those you influence. Based on the aforementioned, creating your own brand starts from knowing yourself from the inside and in what way you will make it known. That is why the positioning of the personal brand makes people stop thinking of themselves as something small and do it in an extraordinary way. It involves an internal analysis that will favor your personal and professional life. The benefit of having a personal brand is that it helps you to be visible and stand out to others, giving you greater opportunities for choice.
The discovery process is something that involves the people around you. Determined by two factors, the first is that it is convenient for someone from the outside to give us an opinion of our way of acting, and the second is the use of strategies through tools and methods that a person controls.
References:
- Maecei. (2005). What is branding. Recovered from: http://www.maecei.es/pdf/n14/resenas/R3_Que_es_el_branding.pdfSoymimarca.(2015). Personal Branding 3.0 Values on the rise. Recovered from: www.soymimarca.com.Madrid Excellent. (2010). PERSONAL BRANDING… towards excellence and employability by personal branding. Retrieved from: http://madridexcelente.com/wp-content/uploads/2015/08/PERSONALBRANDING.pdfSites Google. (S, f).Branding. Retrieved from: https://sites.google.com/site/branding07019320 / types – debranding
GENERAL DATA
Names (s): Bernardo Ramos Ramos [email protected]
953-114-83-65
Jessica Mejía Luis [email protected]
953-119-00-44
Luis Alberto Magdaleno Bello
953-152-88-12
Cynthia Martínez Guzmán [email protected]
953-134-70-00
Curriculum Sheet
Bernardo Ramos Ramos is currently a student of the Business Management Engineering degree of the 5th Semester at the Superior Technological Institute of Acatlán de Osorio (ITSAO). He has obtained various recognitions, among which we can highlight having participated in the Annual EXPROCRECER Fair in October 2014 and participating in the organization of the integrating project called Symposium Entrepreneurs of Today, Entrepreneurs of the Future in the month of May 2016. He studied the specialty in the areas of Mathematical Physicist-Biologist Chemist at the Agricultural Technological Baccalaureate Center (CBTA No 184).
Jessica Mejía Luis is currently a student of the career of Ing. In Business Management, she is studying the 5th Semester at the Superior Technological Institute of Acatlán de Osorio (ITSAO). He has obtained various recognitions, among which we can stand out for having participated in the Annual E XPROCRECER Fair in October 2014 and was involved in the organization of the integrating project called Entrepreneurs Symposium of Today, Entrepreneurs of the Future in May 2016. Study the specialty Mathematical Physics at the General Baccalaureate School Center Pdte. Lic. Benito Juárez.
Cynthia Martínez Guzmán is a student at the Superior Technological Institute of Acatlán de Osorio Puebla; She is studying a degree in Business Management Engineering in the 5th semester and she also obtained a diploma where she participated in a fair expo in presenting a service; Having thus another diploma where she mentions that she was a participant in a congress for her professional profile, she wants to continue specializing and take a master's degree in English to be able to put her knowledge into practice in companies abroad. I am currently studying at the Pdte baccalaureate. Mr. Benito Juárez de Acatlán de Osorio with a specialty in nursing.
Luis Alberto Magdaleno bello is currently a student in the Business Management Engineering degree at the Superior Technological Institute of Acatlán de Osorio puebla (ITSAO). He has participated in various cultural, academic and sports events. His participation in the Annual EXPROCRECER Fair in October 2014 should be highlighted. At the same time, he participated in the integrating project called Entrepreneurs of Today, Entrepreneurs of the Future symposium in May 21016. He studied the Agricultural Technical career at the Center of Agricultural Technological Baccalaureate (CBTA N ° 184).
Brief summary of the article
In this article, you can find the concept of the word Branding, making mention of the main types that exist in the present 21st century. It will be of great help to know each one, since as people we have the ability to highlight our own brand, as our own symbol and to know the advantages offered by its positioning. The benefit of having your own brand is to offer you the possibility of being visible and outstanding before others, having greater opportunities of choice.
Remember, in order to position your brand you must first know yourself by carrying out a series of studies internally, with this you will really make your personality known and that people value you for who you are. At the same time you will have the opportunity to improve your own image, adapting it to your personality and lifestyle. In this way, you will project only the security and trust that you want others to perceive of you.
Keywords
Branding, Positioning, Personal Branding, Benefits of Branding and Image.
Three main ideas to highlight
The benefit of having a personal brand is that it helps you to be visible and stand out to others, giving you greater opportunities for choice.
The Personal brand is not generated by you but by those around you, those you influence. The positioning of the personal brand, makes people stop thinking of themselves as something small and do it in an extraordinary way.
Importance
This article is aimed at all people who are willing to improve their lifestyle, so that they stop thinking of themselves as something small and do it in an extraordinary way. The importance of having a Personal Brand is that each person gets more opportunities to choose, standing out in the best way to boost their personal and professional positioning. In the same way, what is intended when carrying out a self-analysis is to achieve satisfaction in the personal, professional and social fields, with greater security and development when performing as a personal brand.
