In a world so saturated with products as today and so globalized, the battle to gain consumer attention is increasingly difficult. Products, markets, brands, strategies, advertising messages and the media increasingly resemble each other, while consumers seem less and less like. Age no longer defines the consumer. A good management strategy and the brand have managed to transform the category of video game consoles and video games, creating its own niche in the market and changing the concept. The consumer is also increasingly unfaithful and is prepared to grasp only what is different. The challenge of differentiation will be increasingly hard. For all this the marks cross an increasingly complex environment. A constantly changing world in which brands must also adapt or perish, as they become obsolete. There has been a move from one model to another brand. It has gone from designing a graphic symbol to a personality of brand and company. In this sense a brand becomes a competitive ad...