Seduce and excite. Reflecting on design and brand management (Editorial)

Abstract

In this section of the journal Ñawi, we can find research papers that can address the fundamental principles of design and brand management. It reflects on the use of multiple visual elements involved in the construction of messages capable of transmitting values and emotions. It also examines the way in which brand identity is communicated through different channels. It also explores the world of experiential branding, as brands seek to generate memorable and meaningful experiences for their potential audiences. On this occasion, we will have the opportunity to read two interesting articles. In one of them, an analysis of the visual representations of a Mexican beer brand is proposed since the evaluation of these representations reflects diverse modulations of Mexican identity. In this way, it can be seen that the visual components of a given commercial brand sometimes reflect important features of cultural identity. On the other, we will prove that the process of creating a brand can also be put at the service of projects that have a more potential social focus and are rooted in the local context.