Creation of the slogan and strategy for brand management and business image

A series of economic, social and communicational phenomena have accumulated in recent times and have forced marketing theorists to work at a high speed in the development of everything related to the brand-image of countries, regions and the cities.

The phenomena that have changed the way of doing marketing are the following:

Internationalization of economies.Universal audiovisual, transnationalization of images, sound and printing.Promoting the economy, exports, tourism and attracting investmentA bombardment and proliferation of communication, both products and services, ideas, references etc.

In order to face these changes and follow the development of trends, it is necessary to apply new approaches, policies, readjust organizations, prepare for change, and face new leadership styles and an organizational culture consistent with the development that has come upon us.

Focusing or dying, there will come a time when you will have to choose the precise tasks that you should carry out and which ones you should delegate, what direction you should take and not go around all around without aiming.

In the new scenarios, through which we are transiting, three aspects that stand out for their importance can be identified: Globalization, the permanent change of context and the valuation of knowledge.

The difficult balance is in adapting enough to the competitive environment in which we find ourselves, without the costs drowning us. Technology has a lot to say in this regard.

A new world is emerging and it is necessary to learn to act in this global scenario, we must also take advantage of these new drivers of power and economic growth, such as technological advances, with which we have entered a world without borders, and a digital era with market integration.

The slogan is a word that companies use to sell a product, and it must come from the marketing department, which must be convincing to enter the business world.

Then there is the need or the fundamental prerequisite to discover and define the market, which is made up of the buyers of the goods and / or services that the company tries to produce and sell.

The gap or niche is the place, where the company or organization can potentially achieve a sustainable competitive advantage, where the company seeks to satisfy the needs of customers.

The chances of success are greater when the company manages to identify that the needs of the customers have not yet been met and the competition has not met that need.

Productivizing involves analyzing the needs of current and potential customers in order to design products and / or services that meet their needs. If many companies are able to correctly perceive a market need, they can create a product that meets that need.

Creating successful products depends heavily on an effective market planning strategy, this encompasses who your potential customers are, what their needs are, how they buy and what they perceive as valuable in a product.

The success of productivization depends on how to define the market gap or niche where the organization wants to operate, the more understanding the greater the possibility that the productivization process meets these needs, this is a key task for building an organization. successful.

People have needs that can be fully or partially solved by companies that produce goods and services that best suit their needs.

Why is competitiveness on the global stage essential?

In the global market competitiveness is essential even to achieve differentiation between companies, therefore COMPETITIVENESS is: The position that a competitor has in relation to others.

If we want to achieve an increase in the standard of living of the people who work in an organization, country, this will depend both on the level of resources they possess and the productivity they can generate, for countries without resources (energy or minerals) this level is associated with increased productivity (added value per hour worked), no sector can be considered doomed, there are always defense strategies:

The one with the best costs, that is, the one that creates lasting barriers: (economies of scale, experience or technology), this competitiveness will require material and immaterial investments, innovation and a strategic definition. Efforts are required to obtain resources that should be invested (financial leverage) Managing the company's resources, in order to achieve a higher productivity increase than that of its competitors, a company that does not control its own costs, without measuring them with those of its competitors, may be in trouble, or go on to have better operational management.

Managers are not only responsible for effective strategic planning, but are considered part of the strategic process itself, which must have a holistic vision in order to understand factors such as: strategy, structure, personnel, process and technology, the fact Being competitive has made managers understand this holistic view.

The only sure source to obtain a lasting competitive advantage is knowledge, the creation of knowledge requires an integration between knowing and acting.

COMPETENCES DIRECTLY RELATED TO THE SUCCESS OF MANAGEMENT PERFORMANCE

Conceptualization		Objectivity of perceptions
Concern about the consequences		Proactivity
Diagnostic use of concepts		Self-confidence
Orientation towards efficiency		Using the oral presentation
Group process management		Sociability

Source: The competencies of future company directors, Rethinking the Company, page 205

Now the fact is to analyze concepts such as: competition and being competent, makes us think that we would obtain a competitive advantage, so:

Being competent is related to performing a job in an effective and efficient way. Competence is the capacity and behavior necessary to carry out competent work.

Competitiveness has become a prominent business and concern for companies that compete globally, it can also refer to the degree of preparation that a company has against its peers with a prospective vision.

This is not only with companies but also with countries, which are adapting and striving to maintain global business.

In a dynamic, changing and competitive environment, the competitive company is the one with the lowest costs, that is, the one that manages to use the most effective factors in the best way, therefore this low-cost competitor will be able to obtain higher profits. grow faster, resist recessions and improve your cost advantage.

This translates into the ability that the company manages its resources, knowledge and attributes that the company has and that on the other hand its competitors lack or that they have to a lesser extent, in the context of the business it is the way of posing and developing any initiative, which causes an evolution in the business and entrepreneur model.

Competitiveness is not the product of chance nor does it arise spontaneously, it is created and achieved through a long process of learning and negotiation by representative collective groups that configure the dynamics of organizational behavior, such as shareholders, managers, employees, creditors, customers, by competition and the market, and finally, the government and society in general.

Competition is at the center of business success or failure. Competition determines the ownership of a company's activities that can contribute to its performance, such as innovations, a cohesive culture, or good implementation. Competitive strategy is the search for a favorable competitive position in an industrial sector, the fundamental arena in which competition occurs. Competitive strategy seeks to establish a profitable and sustainable position against the forces that determine competition in the industrial sector.

A company is more competitive when it deals with its key areas, or core competencies: SWOT analysis, technical knowledge of human resources (know-how), activities that generate added value and that are related to the profitability that the company wants to obtain. Today, businesses are based more on knowledge, and this concept of core competencies is associated with an organizational approach and efficient organization.

How does strategic thinking help us build a brand?

STRATEGIC THINKING:

The objective of strategic thinking is to achieve a competitive advantage that is sustainable and yields a good level of profits, in addition to analyzing the optimal combination of resources and business opportunities.

Strategic planning is generally associated with large companies, but start-up companies and small businesses seeking financing must have some form of strategic plan that underpins the business plan. In small businesses, such as a construction company or a retail business, strategic planning is usually done by the owner or owner-manager.

Strategic thinking is nothing more than deciding the future direction of the organization and the capabilities it requires to achieve the goals.

It implies understanding the environment where the organization will have to operate, and in this way evaluating its opportunities, such as future threats, must also formulate the objectives and its goals, if possible, must be precise, for which it must prepare action plans that allow it achieve the objectives.

This strategic plan must analyze not only business opportunities, but also the internal capabilities of the organization, which will be necessary for the future.

The goal of the strategic planning process is to determine the direction of the company, how to plan to compete in the market, determine internal development, the conditions in which the company will compete effectively in the market and if the mission will have a long-term vision, for this it is necessary for the company to address issues such as the market, competition, environmental trends and its development.

Now, it is important that the company addresses the following points regardless of their size and activity:

What business are we in? What are our competitive capabilities and limitations? Do we have any niche or market gap? What do we want to become in the long term? What are the critical factors of success or failure in the long term? ? What is the most appropriate way to achieve competitive efficiency? What goals will we set ourselves to achieve success?

PLANNING STEPS AND RELATED ISSUES

PLANNING STEPS

RELATED ISSUES

1. Analyze and define what the company's business consists of

2. Assess future business situation

3. Prepare the exposition of the company's mission.

4. Discover and analyze key result sectors

5. Create objectives, targets and purposes for key result sectors

6. Draw up action plans to implement the objectives, goals and purposes

7. Draw up written business plans

1.1 What does our business consist of?

1.1.1 services

1.1.2 markets and clients

1.1.3 competition

1.2 What is the firm's market gap and its competitive advantage?

1.2.1 Do we have a special gap in the market?

1.2.2 What distinguishes us from our competition?

2.1. What will our industry be like in five years?

2.1.1 trends

2.1.2 opportunities

2.1.3 dangers

3.1.What do we want to be or what do we want to become in five years?

4.1 What must the firm do during the next five years to achieve its mission?

4.2 What are the key business results sectors?

4.3 What are our current possibilities and constraints in each key performance sector?

5.1 What are our objectives in each key results sector?

5.2 What are our goals and purposes in each key results sector?

6.1 What are our priorities for creating programs in various key result sectors?

6.2 Who is responsible for developing the programs for each key results sector?

6.3 What steps must be taken to achieve the objectives, goals and purposes in each key results sector?

SOURCE: From entrepreneur to professional manager, p. 135

Why is the marketing plan necessary to launch a product?

MARKETING:

Philip Kotler says Marketing "is human activity aimed at satisfying needs and wants through a process of exchange."

The marketing plan is a document prior to an investment, the launch of a product or the start of a business, where, among other things, it will detail what is expected to be achieved with that project, what it will cost, the time and resources to use for its achievement, and a detailed analysis of all the steps that must be taken to achieve the proposed purposes. It can also address merely economic, technical, legal and social aspects.

Due to the interdisciplinary nature of marketing, as well as the size and activity of companies, the implementation of the marketing plan for companies cannot be standardized; Since the elaboration conditions that give it validity are varied and respond, in general, to different needs and cultures of each company.

DIFFERENT STAGES FOR THE ELABORATION OF A MARKETING PLAN

Stages Elaboration Marketing Plan

Marketing has become a tool that entrepreneurs must take into account when starting a business, or bringing a new product to market, since the idea must be clear and transmit it well through a well-written plan.

This exercise requires to amalgamate strategies, apply tactics and carry out operations of the business, product or service that you want to make available to the end users or consumers who are the ones who demand the product, for all this you have to carry out rigorous analyzes in order to have greater clarity of thought.

The plan will identify the market, its growth prospects, customers and competitors, identify risks, its source of competitive advantage and how to sustain it in the long term.

It should also be responsible for analyzing the environment economically, politically, in relation to changes in consumer attitudes, as well as technological advances in the global market, other factors that should be subject to monitoring are: inflation, interest rates, exchange rates, taxes, etc.

Graham Friend informs us that three types of changes must be taken into account in business plans: stable, dynamic and turbulent.

Stable: change is slow and predictable, related in mature markets such as food processing and land transport.

Dynamic: moderate change, it is a highly regulated market.

Turbulent: unpredictable and rapid changes, characterized by a high degree of technological development.

The company analyzing all these factors must be able to take advantage of the resource (brand), in what has to do with the product, that is, that at the time of creation it is difficult to imitate in order for the organization to exploit it in the best way over time.

The objectives are a central point in the development of the marketing plan, since everything that precedes them leads to their establishment and everything that follows them leads to their achievement. The objectives in principle determine numerically where we want to go and in what way; These must also be in accordance with the general strategic plan, an objective also represents the desired solution of a market problem or the exploitation of an opportunity.

With the establishment of objectives what is most pursued is the setting of sales volume or market share with the least possible risk, for this the objectives should be:

Viable. That is to say, that they can be achieved and that they are formulated from a practical and realistic perspective. Concrete and precise. Fully consistent with company guidelines. In time. Adjusted to a work plan. Consensual. Covered by the general policy of the company, they must be accepted and shared by the rest of the departments. Flexible. Fully adapted to the need of the moment. As with sales teams, these must be constituted with an achievable challenge.

TYPES OF BASIC GOALS

Positioning objective. Sales objective. Feasibility objective.

What should we do with the tools we have and the human and financial resources in favor of the company?

THE COMMERCIAL STRATEGY:

It means that we must find opportunities that are attractive to the company and from there develop business strategies which must be profitable. A commercial strategy is the combination of a target market and a commercial mix, by target market we must understand a fairly homogeneous or similar group of customers whom we are going to satisfy with our product or service, and the complement that is this case is the commercial mix, the controllable variables that the company sets to satisfy the target group.

MARKET SYSTEM MODEL


Independent variables	dependent variables
Causes	Effects


Market mix	Behavioral response
Controllable
1.- pricing decisions	1.-knowledge
2.- promotions decisions	2.-understanding
3.- distribution decisions	3.-taste
4.- product decisions	4.-preference
		5.-purchase intention
		6.-purchase


Situational factors	Performance measures
not controllable
1.-demand		1.-sales
2.-competition	2.-market share
3.-legal / political	3.-cost
4.-economic climate	4.-profit
5.-technological	5.-return on investment
6.-government regulation	6.-cash flow
7.-internal resources of the	7.-income / share
Organization	8.-image

THE COMMERCIAL MIX:

This is a tool that will allow us to position products in the target market, it is known as the four pes: product, price, promotion, place.

PRODUCT

PRICE

PROMOTION

SQUARE

Design

characteristics

Quality

Quantity

Variations

Container

Brand

service

Price list

Discounts

Repetitive purchases

Way to pay

Advertising

Direct marketing

Sales promotions

Coupons

Packaging

Joint promotion

Loyalty programs

Public relations

Geography

Channels

Retailers

Opening and closing hours

Taking orders

Order fulfillment

Delivery and distribution

Source: How to Design a Business Plan, p. 120

HUMAN RESOURCES:

Human resources are definitely the key part and today they become a strategic asset for any type of organization that competes in the global market, that is, that all companies depend on their human capital to succeed, companies will be more successful than others Due to their human resources, more organizations must work in training and promoting continuous learning.

It should be noted that organizational resources must also be taken into account, since they comprise the departmental structures and information systems of the organizations, this is of utmost importance that is established, since a business plan cannot be conceived without an organization chart, in which the size of the workforce is determined, as it is related to operating expenses.

FINANCIAL RESOURCES:

Without financial resources, the activities to be carried out by the organizations could not be carried out, and worse still, to obtain profitability, any company requires financing to start its activities, organic growth requires financing, even if only for working capital.

Where should we start?

THE BRAND:

Peter Drucker has already stated it: "you have to manufacture what is sold and not try to sell what is manufactured".

In the globalized world in which we live, the strategies of yesteryear no longer work, today there are too many products, many companies and much noise in the market.

Within this dynamic, there has been an oversupply of information that the consumer faces every day, and it can be said that it is almost impossible for the consumer to make an adequate choice of the products on the market, the consumer of today has his A large amount of information is available in magazines, brochures, videos, websites, forums, etc. In front of this cataract of information, the consumer must have a wealth of knowledge that allows them to make an appropriate decision about the products and services on the market..

The perception we have of brands is not only based on the product itself that they offer, but on what surrounds them, such as the place where we acquire them. Because unconsciously we relate certain spaces to a certain good, for example, in a hypermarket we do not imagine hanging clothes from a select brand or accessories from a prestigious firm. The marketing must ensure that the glamor is in tune with the brand.

A brand is “a name, term, symbol or design, or the combination of any of these, which tries to identify the goods or services of a seller or group of sellers and differentiate them from those of competitors.

Most industrial and consumer products have a brand, what identifies a company's product is its brand, they serve to distinguish a company's products from those of its competitors.

Brands serve to identify products and services, and differentiate them from competitors; they represent a promise of value, arouse beliefs, evoke emotions, encourage behaviors and facilitate loyalties, in addition, they express attributes that encourage consumer choice.

The brand is an image or a name that may appear grouped or not, with a certain design and that serves to recognize products or services belonging to a company. Brand management is an important aspect of the Marketing plan.

Through the brand a set of attributes is perceived such as quality, price, service, etc.; It serves to differentiate the product from the competition and aims to create customer loyalty.

For this reason, it is very important to select the brand name to apply it to the communication strategy of the company. The mark must be "registered" to obtain legal protection.

The configuration of a brand must contemplate aspects such as: differentiation from the competition, highlighting advantages of the product or service, easy to remember, understandable and easy to pronounce.

The brand constitutes a meaningful phrase that does not cease to make sense when it is required to achieve the communicational objective, which is intended to be given to the consumer, in virtue of this, the brand contributes to achieving the specific purpose of advertising, which is to promote and proposing products that are duly qualified to enter the market, and that at the same time satisfy the needs of the plaintiffs, provides identity and individuality to things and increases their value compared to those without a brand.

The brand is a stimulus sign inasmuch as it causes stimulation in the receiver, and it is associated in a psychological way with its ideas, creating an icon of it, there are different forms of association:

Explicit: Analogy Allegory: it is combined in the image Logic: element through an image Values: use of elements with meanings Symbol: figure, idea

The brand is a reflection of the quality and prestige of a product that the company makes available to the public, which results from the combination of physical and emotional factors, it must even withstand comparison with competing products, with which it is justified by the price which the consumer must pay to obtain the product, we must not forget that advertising is decisive in the image of the product.

The marks are serving today to identify even countries, examples:

Colombia to identify coffeeIraq = warLas vegas = entertainmentHollywood = cinemaItaly = design and sensualityFrance = glamorGermany = engineering, precisionSwitzerland = integrity

The regions of the world today strive to create advantages that enhance their economic development, that allow them to achieve economic well-being, as well as its inhabitants, since this is the way to make themselves known globally. For this reason, strategic marketing plays an important role in market analysis as well as in business and region analysis.

RECOMMENDATIONS:

If the famous slogans are located within the seven categories, which on the executive world page reveals how they are:

Let's take advantage of the dayWe are the bestWe are the categoryWe are improvingWe are the biggest (and we can make you bigger) Join usWhat happens next?

It is no less true that the fundamental part is in the positioning strategy, as a physical model of the human mind, which is discussed in the book by Al Ries and Jack Trout.

The brand must be associated with positioning strategies, which I briefly describe below:

Leadership: being the first of the best

Category: Create a category where you can be the first.

Mind: first in mind, than at the point of sale.

Perception: Marketing is a battle of perceptions.

Concentration: taking over a word in the minds of prospects.

Exclusivity: two companies cannot have the same word.

Stair: depends on the step you occupy on the stair.

Duality: two-participant race

Opposite: your strategy is determined by the leader.

Division: A category will be divided to become two or more categories.

Perspective: The effects of marketing are long term.

Line extension: extend brand value

Sacrifice: You have to give up something to get something.

Attributes: there is another equally effective opposite.

Sincerity: the prospect will recognize something positive.

Uniqueness: Only one play will produce substantial results.

Unpredictable: you will not be able to predict the future.

Success: It leads to arrogance and arrogance to failure.

Failure: it is part of our life and we must accept it.

Sensationalist: the situation is the opposite of what the press says, Acceleration: they are not built on whims but on trends.

Resources: without adequate funds, an idea will not take off from the ground.

The combination of these laws plus the slogan or brand of the product or service that companies or organizations make available to the public, are those that sooner rather than later will pay off, that is, they will generate profits.

Marketing strategies play an important role in providing information about the markets, customers and competitors, and it is even up to them to make strategic decisions about him or the main segments, in which the company and the positioning within those segments will have to compete.

It is common for consumers to decide to regularly buy a certain brand in which they are available, this preference for a particular brand is known by the name of brand loyalty, marketing in this part has its role by having positioned the brand in the mind of the consumer, and in this way do not spend time looking for the product that meets his need, since the needs and desires of the consumer are the reason why he feels motivated to look for a product.

When brands are on the buyer's mind, they allow them to buy products in a modern, global economy.

Many people can buy new products with appropriate slogans, but the client after having obtained the satisfaction required by him, will return safely, regardless of its price and with knowledge of its quality, that is, that the client checks the convenience of repeating the purchase guided by the brand.

The entrepreneur can use different brands to segment markets and meet the needs of different clients.

The creation of the slogan-brand has become as important as the production itself, since it must face the competition that is more acute and that moves on all fronts, the global company must guarantee that the name of the company is correct. known and spread not only in the industry it belongs to, but also in its country and on the occasions that today we have to live on the global stage.

Analyzing trends in the 21st century is of vital importance, since it forces us to be very clear about our goals, since these will directly influence the businesses of the future, and will allow us to be part of this global scenario, either as producers or consumers., understanding the shortage of time, in order to offer products and services according to the needs of consumers.

No company can abstract from the environment in which it operates, from elements that we have mentioned such as competitiveness, strategic planning, marketing, human resources, financial resources, brands, environment to ensure operations in a turbulent environment like the one we are experiencing, and in this way ensure their permanence in the global market.

The strategic business diagnosis is essential depending on the characteristics of the company and the type of relationship that will be built with customers.

CONCLUSIONS:

Brands were previously not considered as intangible in companies, which is why they could not be part of the balance sheet, the food and beverage industries began to include brands as part of the asset, under this consideration, creating a brand can have its Revenues not only from the point of view of the sale of the products, but they can even reflect in the income statement, which will be very beneficial for the company.

To carry out business activities, a plan is required, which is essential for the allocation of resources, which must have a structure, where human resources are one of the most important resources, without forgetting that strategic thinking is the process that management establishes with the purpose of having a long-term vision, in order to respond to the conditions of the environment and identify threats and opportunities, that is, relating the organization to its environment means evaluating the situation, and achieving deep understanding when setting organizational priorities and objectives.

Brands are of great importance to their owners, since they help to discover the commercial mix, to consumers, to recognize products and the advertising that must be used or used, therefore it serves to identify the product or products that are good and that have Continuous promotion, this implies that customers recognize and accept the brand of a company, since there is familiarity with the brand because it influences the thinking of the commercial mix, especially where the product is offered and the promotion that is used.

It must be borne in mind that strategic thinking is a dynamic and continuous process, and that it should even become a way of life, which must be updated every year, by creating action plans that allow us to reach established objectives and goals. (Creation of a slogan, brand of a new product that goes on the market)

It can also be concluded that the slogan is part of a star piece within the advertising code related to attitudinal processes towards the brand and work to reinforce the attitudes of buyers, with the aim of creating brand loyalty.

Market research on consumer income, as well as analysis on consumer purchasing power, basically refers to what income people have (credit is also considered), as economic determining factors in consumer decisions. consumer purchase, income is the key to the purchase and selection of goods and services that claimants make, as well as other factors that influence people's decisions and that must be considered as they are the psychological and sociological ones, which also enter as determining factors in the purchase decision process, without forgetting the stimulus, which acts as another factor that leads to the action of buying or not buying a certain brand,that through a slogan that impacts him through advertising (sight, hearing, etc.) he is persuaded in his mental behavior to make purchases from the iconic brands of his preference which satisfy his purchasing needs.

Finally, as part of the creation of a brand, I am attaching to this essay, the brand of an organic cereal that was approved by the Institute of Intellectual Property of Ecuador, which contains the respective resolutions, for a product that I want to launch to the market, which due to lack of economic resources I cannot put it into practice despite the fact that the project is profitable, as stated by Al Ries in its Resources law: without adequate funds an idea will not take off the ground.

strategic-management-to-improve-sales-in-the-company

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