	The value of a brand

	This excerpt from a conversation about brands and corporate identity between two leading professionals highlights the value of a strong brand and image. (By Pedro Méndez Elizalde for mediomundo.net) Guillermo D'Aiello (Professor of corporate identity in the Austral University and director of D'Aiello Imagen): Behind any good product there must be a good brand... Paul Capriotti (PhD in Information Sciences, Autonomous University of Barcelona, Manager of Epson's communications in Spain and consultant in communication and corporate identity): The concepts can be reversed: behind good communication and a good brand, there must be a good product. Fifty years ago, consumers were easier to influence. Today they are more experienced and better informed. Products must be consistent with communication, and communication with products; otherwise, success does not last. People look for facts. The focus has shifted from product attributes to the brand. This understanding can help a company broaden its activities.

	Brand value

	The estimated value of some brands represents up to 70% of a company’s stock-market value.
	725 Coca-Cola
	702 Microsoft
	483 Procter&Gamble
	(Based on the Forbes ranking for 2002. Figures in hundreds of millions of US dollars.)

Graphic communication and corporate identity services

Corporate identity

"Esse est percipi", "to be is to be perceived", said Berkeley.

Creation of a corporate identity.

From a basic concept to a complete corporate identity, including its application to all company materials.

A complete corporate identity team includes graphic designers and specialists in art, marketing, sociology and communication.

Renewal of a corporate identity.

If you want to update the corporate identity and/or to integrate it in new media, preserving only the best of the previous one.

Integration of a corporate identity.

We adapt your corporate identity to new media so that it is recognised at a glance.

We apply your corporate identity and brand to stationery, vehicle fleets, uniforms, etc.

All the products offered by EurDesign will fit like a glove in the context of your corporate identity.

These services include support and follow-up of the evolution of the project.

Logos

Design or renovation of logos.

Advertising

For campaigns in new or traditional media.

Television and radio advertising with digital editing, including multilingual campaigns.

Production and editing of graphic and Internet advertising campaigns.

Advertising teams bring together creative advertising professionals and specialists in art, marketing, sociology and communication.

Multimedia CDs

Production and editing of presentation, catalogue, tourism and training CDs.

Please remember that we have also a translation service for these media.

Information Kiosks

Production and editing of information kiosks.

Please remember that we have also a translation service for these media.

Desktop publishing, editing and stationery

Design of printed company materials in keeping with your corporate identity.

Print-ready...

We prepare publications for print or electronic distribution: magazines, marketing materials, stationery (cards, letters, invoices, etc.), labels, packaging and more.



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