AWARENESS, MEANING "BRANDING"

The corporate image is the way it transmits who it is, what it is, what it does and how it does it. The coordinated design of the different communication agents will ensure that the image is correctly transmitted to the desired audience.

The construction of an image entails an optimization of resources, given that both the packaging, as advertising, the uniforms, furniture and stationery are all necessary elements for the operation of a business. By transforming them into communication agents, the required investments are maximised.​ Corporate Image: it is the personality of the company, what symbolizes it, this image has to be printed everywhere that involves the company to give it body, to repeat its image and position it in its market.

Types of Branding

1. Name Brand RecognitionA well-established company will often use the weight of its own name brand to extend to its products in its logo, slogan, or colors. ex:Starbucks, Apple, and Mercedez-Benz

2. Individual BrandingSometimes a larger company may produce products that carry their own weight independent of the parent company. This strategy involves establishing the brand as a unique identity that is easily recognizable. Henkel, produce brands as Ariel, Soft, P&G, etc..

​3. Attitude BrandingAmbiguous marketing can often go above the actual product itself in the case of attitude branding. These brands all use strategies that bring to life personality and a customized experience with products and services. ex: Nike made Forbes list of “The World’s Most Valuable Sports Brands 2015,” and are automatically associated with a certain style. Other brands, such as Apple and Ed Hardy, also reflect a customer’s self-expression.

4. “No-brand” Branding A minimalist approach can speak volumes. No-brand products are often simple and generic in design. The most successful company to establish this marketing method is the Japanese company, Muji, which simply translates to “no label.” 5. Brand Extension Brand extension occurs when one of your flagship brands ventures into a new market. Say you have a shoe company that is now making jackets, athletic wear, and fragrances. The brand name carries its own identity to your product mix. 6. Private Labels Store brands—or private labels—have become popular at supermarkets. Retail chains such as Kroger, Food Lion, and Wal-Mart can produce cost-effective brands to compete with larger retailers. 7. CrowdsourcingThese brands are outsourced to the public for brand creation, which allows customers the chance to be involved in the naming process, and effectively drives up personal interest in a product.