An Interview with Joan Costa

The Brand as a Central and Cohesive Element

Abstract

“A brand is a symbol representing a company, a group of companies, and all its products and services. Words such as Televisa, Cemex, Zara, Café de Colombia, Iberia, Audi or Armani express this fact. These nouns are brimmed with symbolisms, meanings and contents that may distinguish them from their competitors. The importance of symbols lies in their possibility to cover and synthesize at the same time, by means of a visual sign, all that the company or institution stands for, as well as what the company does or communicates. This is valuable both for the company and the public. A strong, well-valued, well-known and properly managed brand is a leading strategic instrument.”