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 advantage. The brand is the vision of a company, the driving force that allows differentiating a company from its competitors. The brand must dictate all the strategic decisions of the companies, from the corporate vision of the business to the management of its human resources. Brands are not just for big companies. 

The creation of its own brand, like the brands of the big companies, starts with a strategy and continues with the application of tactics in the day to day. It is essential for SMES, if they want to avoid the competitive price spiral in which the medium-sized company plays at a disadvantage vis-a-vis the large company or multinational, who create powerful brands, since today the only way to stand out in the market is through the brand. "Water is free, we only charge for the packaging and the brand". In spite of the growing importance of brands and the awareness of their value by companies, they often struggle and in many cases fail to build a brand image that adds value. It is very common to make mistakes like assimilating the brand with a name. Or think that the brand is the marketing department, while the brand is strategy. A great brand is a great story. A great brand inspires. A true brand connects and excites the consumer. Apple has understood how few the value of its brand. From all this it is said that the time has come to communicate to build a powerful brand, following the maxim that everything communicates, from the product, to the advertising, its own offices or the attitude of the workers of the company and even. 

For example McDonald’s rewards the employee of the month in the midst of one of their establishments. This action not only reinforces the internal commitment of workers, but expands the concept of the company brand, happiness. The strategic value of image and communication has become the most effective tool to optimize business results. Would you buy a luxury item if you did not have your logo printed? Would you go to a bank if you did not have a logo? The answers, predictably negative in both cases, demonstrate the power of a brand. Or another example, the presence in the market of shirts with logos of marks disappeared more than 15 years ago; these shirts are sold very well. 

The reason, are powerful marks that evoke great memories for some, the values ​​of a generation for others and for many more is a status symbol that tells people, "I belong to a select group." according to world global director of knowledge & communications, "in 1978, 85 percent of a company's value was in its tangible assets, such as infrastructure and facilities, and in 2004, 72 percent of assets were intangible, linked with intelligence, human resources, communication and branding. " in conclusion we are in the value decade, this denotes and confers on brands the character of important assets of the company, whose correct management of them is critical to compete in the markets.