Branding, or brand management, as it is well known, is a set of strategic actions that, when applied efficiently, contribute to building your consumer's perception of your company in a positive way. Branding is much more than its appearance, it has to convey emotions, sensations and memories in order to arouse the customer's attention and make them choose your brand. Building a strong brand for a line of products or services is a consequence of a satisfactory relationship with the market. With a positive and strong identification, the brand becomes worth more than the product itself. To make a good brand management, your company must have several communication channels to attract your customers, but first of all you must be aware of what your company is and what its values are, making it a market leader.“A brand is a set of expectations, memories, stories and relationships that together are responsible for making the consumer choose one product or service over another.”
Seth Godin
