The dictionary of the Royal Academy of the Spanish Language would say that mark is «the signal made on a person, animal or thing that distinguishes it from another». Moved to a less academic and more professional environment, brand would be the combination of images, words or thoughts that transmitted to others make us unique.

The functions that we can recognize in a brand can be catalogued as:
Names are easily associated with products, actions or situations.
It differentiates us from each other.
It gives credibility to the product or service.
Users of services differentiate and are able to identify the people or professionals who perform these services.
The credibility of the brand can mean stability in its use or demand, beyond the cost of access to the product.
The brand image transmits confidence in the use and consumption of a good or service and reduction of risks in specific situations (such as in the case of a nurse, health).

Types of brands

As we have said, there are countless types of brands:
Brands that refer to a single product or service.
Brands that refer to a line of products or services such as, for example, the services we provide as a collective nurse.
Umbrella brands. That is to say, different products or services that are offered under the same cataloguing.
Identity
Identity, are the personal or professional traits that characterize us in front of others.

The image


It is the mental representation we make when someone says something or refers to a concept or performs a certain action.
The image we represent is influenced by our prejudices when thinking about the situation represented by the image, the value judgments we make of the type of goods or services it represents.

Reputation


It is the contraposition that takes place when we compare our values and way of thinking with respect to the values represented by the created image. In reputation, personal judgments and prejudices again play a fundamental role.

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