Marca se define como: las 4 primeras palabras que el consumidor/cliente siente al ver, tocar, oler o escuchar el nombre de una marca. Los componenetes de la marca forman el constante cambio de significado de la misma a través del tiempo.

puntomandarina

"A brand is the sum of the good, the bad, the ugly, and the off-strategy.   It is defined by your best product as wel as your worst product.  It is defined by award-winning advertising as well as by the god-awful ads that somehow slipped through the cracks, got approved, and, not surprisingly, sank into oblivion.  It is defined by the accomplishments of your best employee-the shinning star in the company who can do no wrong-as well as by the mishaps of the worst hire that you ever made.  It is also defined by your receptionist and the music your customers are subjected to when placed on hold.   For every grand and finely worded public statement by the CEO , the brand is also defined by derisory consumer comments overheard in the hallway or in a chat room on the internet.  Brands are sponges for content, for images, for fleeting feelings.  They become psychological concepts held in the minds of the public, where they may stay forever.  As such you can´t entirely control a brand.  At best you can guide and influence it."