Marcas

UNIVERSIDAD ABIERTA PARA ADULTOS

UAPA

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SCHOOL OF TOURISM



FINAL COURSE OF DEGREE



ANALYSIS OF READING:
BUILDING A BRAND


MANELY PEREZ MARTE 08-0217TEACHER:
SOBEIDA BRITO



Santiago De Los Caballeros, Dominican Republic
June, 2012.



Brands can be defined in two ways. Firstly, a brand can be an identification or a
mark thatdifferentiates one business from another (through a name or a logo, for
example). Secondly, a brand symbolises how people think about your business.
Building a brand helps customers in their decision-making,creating a perceived
knowledge of what they are going to buy — before they buy it. Brands are based
on three related criteria:

1- Confidence in a business, product or service doing exactly whatthe customer already believes it will do. For example, a 24-hour convenience store brand can be based on customers' confidence that it will be open, whatever the time of day or night.

2- Theemotional response of the customer to purchasing a product or service. For example, a clothing retailer can create a brand based around making its customers feel good about what they wear, how they look,how good they feel about buying clothes from that shop and what it says about them to their peers. A brand builds a unique personality for a business, and therefore attracts a defined type of customer.3- Most importantly, branding is based on consistently rewarding the confidence and delivering the expected emotional response. For example, a domestic cleaning company can build its brandsuccessfully if customers' homes are always thoroughly cleaned, the owners believe that they are using the best cleaning company and feel good about returning to their newly cleaned homes. Your brand cancover your business as a whole or separate products and services.

Branding is when that idea or image is marketed so that it is recognizable by more and more people, and identified with the certain...