Page 64 - ABIHPEC ANUARIO 2018

564 2018 YEARBOOK

COMMUNICATION

AND MARKETING

Brand management has become increasingly chal-
lenging for communications and marketing pro-
fessionals. The emergence and rapid strengthen-
ing of social media, the search for new forms of
consumption and interaction with companies
requires constant improvement and dedication
from the teams, who find in the concept of brand-
ing an ideal positioning partner. Branding is es-
sentially a total alignment of the company with
its stakeholders, ensuring that all communica-
tion and that the very operation of the compa-
ny follows its identity.

Caio Esteves, founder of Place for Us, Brazil’s
first consulting firm specializing in Place Brand-
ing, explains, “It starts from understanding of the
brand’s core identity and then knowing very well who