The brand is more than a logo, it is the main asset with which the company and the individual are identified, it conveys the essence with which we are able to identify the public. The brands are intangible and emotional offer a basic promise based on expectations that if they are met will allow to win satisfied customers that can become recurring customers and if they are not fulfilled it happens otherwise they generate criticism that if they are very followed and not resolved would lead to the disappearance of the mark.
In order to be able to position itself in the market the marks have to be differentiated offering better benefits than its competition.
