Leadership

A brand can be defined as collection of images and ideas that represents a concrete symbol such as name, logo, slogan, and or design scheme. Brands are recognized by customers because of their experiences with the specific product or service. They are both intrinsically related to its use, and through the persuasion of advertising, design, and media commentary.

A brand also provides a symbolic personification of all the information connected to a company, product or service. They serve to create connection and expectation among products made by a producer. Branding seek to develop and align expectations associated with the brand experience, while creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique.

Professional marketers are continually trying to provide or create a personality for their brands. A brand with personality becomes a persuasive assessment proposal for customers. They often include an explicit logo, fonts, color schemes, symbols, which may be developed to represent implicit values, ideas, and even personality.

Branding also seek to develop and align expectations associated with the brand experience, while creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique.

Customers want their brands to have certain personal or human characteristics. These characteristics should evoke certain type of feeling, emotion or resemblance among its consumers; e.g. Toyota Truck wanted their pickup truck models to be perceived as rugged, tough, macho and reliable. In their latest campaign they clearly communicated their statement by using in their commercials blue collar workers in their daily macho style behavior and manners. They also included the slogan Ў§because we understand youЎЁ at the end of the commercial to evoke emotion among male population. All their marketing efforts were clearly directed to creating the perception that Toyota Truck was definitely strong and resistant to mainly any mistreatment. Their campaign was so successful and appealing that Toyota increased 34% sales in their pick-up trucks models in Latin America.

Time has demonstrated that when perception is created subliminally works best. The customer does not realize that he is forming an opinion about the product. Therefore, some companies will use brand representatives (spoke person or celebrity) to create