O VERDADEIRO VALOR DAS MARCAS

Abstract

The purpose of this article is to show how the science of branding contributes to building strong brands. This is a survey, presenting brands for its transcendental bias, that goes far beyond the physical dimensions of consumer goods. There was an explanation of how the tags are identified by their consumers, ie, the importance of them being significant in their performance and in their associations picture, since they convey feelings and deeply touch people's emotions. All these aspects influence the type of relationship with the brand. Thus, we analyzed an institutional campaign bank Bradesco, studying the elements of your Branding, including positioning of the brand and the dominant archetype.

Keywords

• Brands
• Archetypes
• Branding