The main objective of this book is to help you understand the
idiosyncrasies of the brand and its strategic management in the company.
With this end in mind, it has been divided into two blocks, as detailed
below.
Chapters 1 to 5 form the first block, which offers a
framework based on the conceptualization, types and need to promote the
brand. From there, brand equity and brand capital are studied in terms
of concepts, characteristics and perspectives of analysis. Once
stipulated, the main models of brand equity and brand capital proposed
in the literature are detailed, deciphering the elements most commonly
accepted in subsequent research and in the business field. Finally,
these key elements are described, analyzing their characteristics,
measurement indicators and strategic implications for the company.
Chapters
6 and 7 form the second block, which provides a clear view of the
concept and importance of the discipline of branding, as well as the
need to understand how the human brain and heart work together with the
soul of brands. From there, the importance of creating a brand culture
in the organization is explained, emphasizing the commitment to the firm
as a flag and developing an appropriate organizational structure to
carry out the process of managing brands. Next, the importance of
strategic management is examined, defining a proposal for a branding
plan. Finally, we analyse the new trends developed in terms of brand,
highlighting the importance of digital integration, the empowerment of
human capital and the creation of virtual communities associated with
it.
