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BRAND EVOLUTION

Transforming a trademark into a Brand.



Everyone has a trademark, but just a few organizations can affirm to have a Brand. And do not think of "brand" just in terms of "awareness", but as an ability to generate added value and to differentiate a business or its commercial offer from the competitors.


No matter if you are a B2C brand, a B2B company or even a public Institution: in all cases, the need is to preside a market or a geographic area in a unique way.

Univisual is a strategic partner for international Organizations and market leaders of Italian origin, whose need is to transform a trademark into a Brand: which means to evolve a business identity strategy based on the features of a product/service to an approach focused to get leverage on brand. 


The word "trademark"—which technically defines a name or a symbol eligible to legal registration—implies that anybody, fulfilling only few conditions, can be the proprietor of a device whose function are to identify an ownership and to make an offer recognizable.



Everybody has a trademark—precisely with the meaning of a "sign" associated to a company—but, from a performative point of view, this is no longer sufficient: what is needed today is to shift the focus of a business from a "trademark" to a "brand", to propose an entity able to represent a way of thinking not only aimed at the product, with the goal to engage a precise target.


But what exactly do we mean when we talk about transforming a trademark into a brand? In the last decade, the market has been affected by deep changes, capable of revolutionize the competitive scenario and challenging each paradigm for the construction and the success of a company.


The way of doing business is changing, making difficult to bid only on a range of products (or services): they can be easily "cloned", and are becoming increasingly rarely the real competitive factor.


Univisual, with a dedicated Programme, has been helping for 30 years all those Organizations willing to evolve their identification approach to the market, in order to transform a business mindset only focused on the sale of a product to a strategy oriented to the construction of a brand.


" The first product to sell is your own Brand ".


"Branding"—intended as a business model based on this approach—can be a modern competitive leverage, capable of building a unique and non-replicable business proposition, and providing a product or a company with the necessary personality to play with success on the market.


Only a brand—with his set of meanings and values—allows to develop corporate capital and to capitalize the product supply (characterized, of course, by its quality—today an indispensable precondition) in a hyper-competitive scenario.


For further information about a tailored-made proposal, please write to:
info@univisual.com


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UNIVISUAL

Univisual is a leading brand strategy consultancy.

Our services includes brand architecture, brand personality, brand naming and brand design.


For further information about Univisual's consultancy process and new project development, please send an email to info(at)univisual.com



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