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Branding & Negative Associations: Burberry By Jennifer Tobias.
It is estimated by the Organization for Economic Co-operation and Development that the market in counterfeit branded goods could be worth up to $200 billion dollars every year [1] . But fake merchandise is not just a cause of short-term loss of revenue – it can cause long-lasting damage to a brand’s painstakingly and... |
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Denominación de Origen, Argentina and BrandingBy Felice Physioc
Every brand hopes that from style to name to design, their product will effectively connect with audiences. However, even in branding there can be a hierarchical, bureaucratic side. Politically and culturally mandated classification systems have been used for centuries on natural products to give a mark of quality based on... |
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Website Evolution by Utilizing AnalyticsBy Felice Physioc
Digital branding is about a lot more than just the creation of a website. One of many services offered by digital branding agencies is website strategy and production; however, that is just the first step towards a successful website. Although it is the company and the virtual branding agency that determine the content and... |
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Going Green: Sustainable and Environmentally-Friendly Branding The dangers of “greenwashing” and how three companies have managed to establish and grow environmentally-friendly brands.
by Oliver Burch.
A recent survey found that 3 out of 4 US citizens are concerned about climate change [i]. The National Geographic’s Greendex survey found that consumers in emerging economies are more likely... |
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Modern Trends vs. Traditional Patterns: Considering Copyrights and Ethics in DesignBy Felice Physioc
Copyrights protect the integrity of an artist’s work, but in the modern age with so much advertising and visual chaos there are grey areas that cause disputes. An artist has many different sources to choose from when picking the style or inspiration of his or her art. Frequently, inspiration for modern designs and patterns... |
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Look to History to Enter the Latin American Market SuccessfullyThe current global economic crisis has poisoned the world’s leading economies and, as a result, markets in developing countries are more actively being considered as places to begin or translate a successful business. Historically, Latin America has been a roller coaster for U.S. investors in particular because of economic instability and changing... |
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Naming in Brand StrategyIn her famous soliloquy, Juliet of Shakespeare’s “Romeo and Juliet” asks, “What’s in a name? That which we call a rose/By any other name would smell as sweet.” However, try as they might, these two star-crossed lovers could never get beyond the familiar meanings attached to their names. The long-established significance behind both last names... |
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Pattern Language in Interface DesignHuman beings are animals of habit. As practicality goes, what works for us the first time will most likely work for us again and again. For structural and spatial matters, the same idea can be applied. Christopher Alexander, renowned architect and now retired professor, created a pattern language that drew from the models of classical architecture... |
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Existentialism, Essence and BrandingAn important philosophical debate that began in the nineteenth-century and has been continued to the present day by philosophers and religious minds alike is whether essence precedes existence or vice-versa. A basic “Chicken or Egg” question, at first glance this dispute seems to matter little or even border irrelevance on the subject of cultural... |
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What is a Brand?Tom Blackett, in his article for The Economist’s collected essays titled Brands and Branding, sets out to clearly and simply answer the question “What is a brand?” The following text, translated into Spanish, is the perfect place to begin learning about the importance of branding in the modern, globalized world.
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CosmovisionIf we consider that reality is like a system, we are accepting that every part of it is intimately related to each other and that its behavior influences on one another. If we define our society’s reality as the sum of economic, cultural and symbolic factors, we are defining the system in which brands develop. Brands are part of the symbolic world... |
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Branding y su potencialBranding y su potencial
Qué es una marca
Las marcas han sido objeto de estudio a lo largo de varios años, ya que conllevan lo que se llama un sustrato ritual en el comportamiento de los consumidores, desde tiempos inmemoriales. El ser humano es, por definición, un sujeto social, cuya historia está invariablemente conformada por mitos.... |
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Kellogg on Branding“Kellogg on Branding” is a collection of essays on branding put together by the Kellogg School of Management of Northwestern University. Edited by Alice Tybout and Tim Calkins, “Kellogg on Branding” is the definitive branding text for everyone from marketing students to upper-level global executives. This is an outline in Spanish of the main... |
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La Puertas de las ciudades como símbolo arquitectónicoLas Puertas de Roma, situadas en su mayoría en las murallas de la ciudad, servían a la estrategia militar y al control del acceso a la ciudad en tiempos normales. Eran fundamentales en casos de crisis de la salud pública, cuando ocurrían, por ejemplo, epidemias y pandemias, como las pestes.
Cercar las ciudades con murallas, como si fueran... |
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Diccionario de BrandingGLOSARIO
Branding Cultural
Conjunto de axiomas y principios estratégicos que guían la construcción de una marca en iconos culturales
Branding digital
Propone una manera de crear conciencia de marca teniendo como pilar las posibilidades que ofrece Internet.
Co-Brands
Se denomina de este modo a la alianza estratégica entre... |
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La Esencia del BrandingEl Branding es un trabajo de búsqueda incesante. Las marcas son realidades culturales que deben encontrar su modo estratégico de accionar en el mundo social. La realidad está constituida por imágenes. Intervenir en ella supone una gran capacidad imaginativa. Lograr que una marca sea un pilar insoslayable implica encontrar su esencia y construir... |
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