When analyzing any branding work we tend to simplify a process that by its nature is enormously complex and multidisciplinary. There is an important current of opinion that tends to reduce the creation of a brand to its logo or to the group of elements that will articulate the visual identity in a sort of cosmetic image, or purely aesthetic. Either by understanding branding as a superficial expense and not as a strategic investment, due to ignorance of the discipline, short-sightedness, lack of means and / or professionals or, by a mixture of all these factors, the brands themselves devalue in many cases from the moment they make the decision not to face their construction in a studied way, serious and coherent.

Full document

The PDF file did not load properly or your web browser does not support viewing PDF files. Download directly to your device: Download PDF document
Back to Top

Document information

Published on 10/07/19

DOI: 10.24265/cian.2019.n9.01
Licence: CC BY-NC-SA license

Document Score


Views 5
Recommendations 0

Share this document

claim authorship

Are you one of the authors of this document?