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Branding is the work of building a brand with the market. The exception is taking actions that position the brand and promote it in the market, positioning is the technique through which marketologists try to create an image or identity for the product, brand or company. It is the space that a product occupies in the consumer's mind in a given market.

The Positioning of a product is how potential buyers see it and in a way expressed by the relationship of position among potential competitors.

Branding actions can be manifested and architected through BRAND EQUITY. This new name is shown as a set of resources, inherent to a brand, that add to the value of something, providing SHARE for a product or service. the theory of BRAND EQUITY was developed by DAVID Aaker, who seeks to explain that there is a set of interactions between the brand and all its audiences. everything, in the culture, vision and values of the company.

BRAND EQUITY is the added value, resulting from the transformation of a product into a brand, the concept of BRAND EQUITY gives certain brands a higher value than what consumers attribute to it, but in a way the definition that really seems to be clearer is that BRAND EQUITY is the added value attributed to products and services. In addition to these definitions, it is also possible to say that brand equity is the set of assets and liabilities linked to a brand.

The brand's value is called BRAND EQUITY, as it is a concept about which much has been written and talked about in recent years, it is involved in several discussions.

On the other hand, this situation had, from the point of view of brand management, a positive impact, as it demonstrated the need for organizations to focus on brand strategies and analyzing the most appropriate models to assess one of their most important assets. valuable that is the brand.

According to the BRAND EQUITY concept, the way brand associations are formed does not matter much, especially for the consumer, who makes an association strong, favorable and exclusive to brands.

It is very important to know that MARKETING activities (IN THE CONTEXT OF COMMUNICATION OF MARKETING, BRANDING, BRAND EQUITY AND OTHER FORMS AND TOOLS OF MARKETING). the consumer who is also consistent and objective, in addition, must be strategically well positioned.

The starting point of marketing communication planning is to raise all the potential interactions that customers in the target market (NICHO) may have with the company's brand, I'll cite an example: WHEN A PERSON IS INTERESTED IN BUYING ANY PRODUCT, THEY GO TALK TO OTHERS.WATCH ADS ON TV OR INTERNET,READ ARTICLES LIKE THE ONE I'M DOING NOW THIS IS HOW IT WORKS, THE CUSTOMER NEEDS TO KNOW THE PRODUCT.

Understanding BRAND EQUITY can help the purchase process step that will be made by the potential customer, this understanding on the part of the company makes it reallocate resources for communication in a more accurate way, avoiding waste and will also help to implement the programs of most suitable communication for each situation.