"THE MARKS ARE VERY STRANGE"
DEFINING THE BRAND AND ITS CONSTRUCTION THROUGH THE LITTLE PRINCE
DOI:
https://doi.org/10.5377/aai.v1i10.20988Keywords:
Brand-Research, Consumer behavier-El Salvador, El principito, (de Antoine de Saint-Exupéry), MarketingAbstract
Branding has a branding problem. There is no consensus about how to defne a ‘brand’” (Jones & Bonevac 2013, p.112), works as the perfect phrase to illustrate one of the biggest problems that marketers, entrepreneurs and anyone who wants to boost their business has to deal with these days. Since there is no consensus about what a brand actually is, building one becomes a complex task, and for that reason, this work presents the analisis of 18 different defnitions to conclude by proposing the one, that within those, seems to be the most appropiate. Then, using that chosen defnition as a base, fve essencial aspects for building a brand are explained. Finally, to simplify the understanding of abstract and complex concepts such as those used on this work, the analysis would be complemented with pasages from The Little Prince from Antoine de Saint-Exupéry.
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Copyright (c) 2016 Gabriela Vides Urzúa
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