Resumen

LLAMAS, Elda. La naturaleza estratégica del proceso de branding. Cuad. Cent. Estud. Diseño Comun., Ens. [online]. 2013, n.45, pp.223-228. ISSN 1853-3523.

Branding -creation and strategic management of a brand- gained notoriety in the 90s joining the academic debate and professional activity of the disciplinary field of design and marketing. The fact of being both strategical and tactical caused some confusion about the branding nature. This debate has become in a theoretical reflection on the new territory and explore the activity surrounding the construction of a brand in an attempt to find theoretical perspectives to help understand the process. In doing so, it examines the concept of brand as a production and imaging bipolar system, and explores the stages of brand development in parallel with the strategic planning process. Finally, we analyze the influence of different schools of strategic thinking to discover the new frontiers facing this paradigm.

Palabras clave : Brand management design; Brand strategy; Brand vision; Brand visual image; Branding; Marketing; Trademark construction.

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