A HOLISTIC VISION OF MARCK

Brands are now one of the main assets that companies have. Therefore, its creation, maintenance and improvement have become one of the main objectives of management. In this context of brand personality plays an important role in brand management as an integral part of its positioning and image, and contributes to the development of brand equity. Before delving into the concept of brand personality, we consider theoretically need to be placed as part of another global concept such as: the value of the brand. Investigating the value of brand marketing in turn falls within the field of cognitive psychology and focuses on the analysis of the cognitive processes of the consumer. In this field, have raised two main approaches to analysis: The first believes that brand value is equivalent to the multidimensional construct of brand awareness. The second, led by the work is considered the value as a multidimensional construct composed of a number of assets and liabilities that add value to the brand for the company and the consumer. The brand personality and provide a symbolic function or self-expression for the individual, making it the way we perceive others and themselves. Consumers are associated with their brands emotionally and think of them as people, attributing human characteristics and personality traits, whether by similarity, "This label seems to me, or possession," this is my brand, establishing a link between personality traits of individuals and those attributed to the brand. This personality is shaped and influenced by any direct or indirect contact that the consumer has with the brand. The brand personality is used as a mirror that reflects the personality characteristics of the target to which it directs the product and from there to attract the market identified and sees the mark with the ideal personality or self. Each person has their own brand image, so it is important to study the existing brand image to give the brand new design of the appropriate attributes to the public in the desired position.

The brand image can be created in the consumer, spontaneous action in the market or product, and planned by the company, thereby achieving positive results as it can take steps in production, trade and financial measures. We can reach with this first analysis, the brand is much more than the name of a product or service to the consumer why?, Because the added value that gives the same, product or service mark in front a non-branded product or service is a

concept that depends on the consumer. It mean that the consumer brand sets a benchmark of quality, reliability and confidence in the product, allowing you to select your preference. Another analysis would be to ask what if the consumer considers then the brand as an intangible? The brand is one of the more tangible items that can have a company such as: tangible material goods, machinery, technology obsolescence and even the man retires, moves, but the mark remains.

INSTITUTO POLITECNICO NACIONAL

ESCUELA SUPERIOR DE COMERCIO Y ADMINISTRACION UNIDAD TEPEPAN

HERNANDEZ LORETO EDGAR

GRUPO: 2RV4

UNA VISION HOLISTICA DE LA MARACA