Many entrepreneurs get confused about branding. They believe that branding is about logos, fonts and pan-tone colors.
What Is Your Opinion?
Until the mid-1990s, brand management—based on the 4Ps of product (or service), place, price, and promotion—aimed to engineer additional value from single brands. The idea of organizational branding has since developed, with implications for behavior and behavioral change. And so, brand management—that is, the art of creating and maintaining a brand—now requires that the whole organization support its brand with integrated marketing. Far beyond logos, fonts, and pantone colors, the attributes of well-regarded brand-owning organizations are leadership, citizenship, pride, talent, innovation, transparency, and long-term view.
The logo is the graphic part of the brand, the tangible part, but the logo is not the brand. Brand is much more than logo, fonts and colors. Brand are the company's beliefs translated visually and strategically. Branding is the strategic management of the brand.
Dear Giovana Goretti Feijó de Almeida
Many Thanks for your clarification
The biggest mistake companies make with regard to branding is their inability to make design in a form let these companies understand consumer perceptions because of the complexity of appearance, color and design with lake of updating the brand to make it cope with the Changes in consumer perceptions and competition.
Failure to translate customer insights into meaningful message for customers.
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