COMMUNICATION AND BRANDING – ECONOMIC STANDPOINT

Abstract

This article aims to analyze the communication process, starting from the elements that define its economic dimensions. The communication from the economic perspective must take into account the techniques and strategies by which information is submitted in order to inform, educate, convince or persuade, all in an economical manner, strategies and techniques that involves costs that subsequently must be recovered. The economic objective is to position the brand in the consumer public options, so that the profitability objectives to be achieved. The discussion is set in the context of economic growth

Keywords

• communication process
• branding
• laws of branding
• communication audit
• economic growth