Seduce and excite. Reflecting on brand management (Editorial)

Abstract

Brands play a fundamental role in today’s society. Through their designs -colors, sounds, and narratives- messages, values, and sensations are transmitted. Brands design is a creative and strategic process that seeks to build an emotionally attractive visual identity. Its management strategies, on the other hand, seek to maintain and strengthen the image and reputation of a brand over time. This whole universe deserves to be studied and analyzed in a journal like Ñawi, since esthetic and aesthetics are part of the world of brands. And brands, in turn, are part of the visual culture of our societies.

In this new section of the Ñawi journal, we present scientific articles that range from the fundamental principles of brand design to the latest trends and management techniques. It reflects how color, typography, and other visual elements are used to convey specific messages and emotions. It also examines how one brand identity is built and communicated through different channels including advertising, digital marketing, and social media. In addition, it explores the world of experiential branding, where brands seek to generate memorable and meaningful experiences for their potential audiences. We hope you enjoy it, and that you find inspiration in each of the articles.