Importancia de la comunicación en el proceso de construcción del valor de las marcas

Abstract

Technological development in all areas, competition and its dynamic of constant improvement have provoked a situation in which markets tend to be increasingly globalized and, as a consequence, products and services have no choice but to adopt the course of unitormization. In these circumstances, much difficulty is encountered in trying to stand out and be present in the consumer's "Top of Mind". Paradoxically, equality is becoming an identifying feature of the products and services of today and ofthe future, in a market in which the battle lies in the need to be different from the rest. The great question to be answered is: Who wins the confidence of the customer? However, there are many variables which shape the "brand value": psychological indicators like sensitivity to the brand; the degree of brand loyalty, which is basically behavioral; notoriety; perceived quality; the concept of brand identity versus that of the image of the brand and the protection of the difference. These elements construct the value of a brand to a consumer who is increasingly "situational".