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