Branding means the discipline with the best exponential growth in the categories of communication. Although, in Romania, is still looking for its legitimacy arguments, the reality on the ground indicates not only the need of branding activity in a business environment in which we do not have a critical mass of local brands, but also immediate profit that can be extracted after creating a solid brand.
To have a brand, that is to be located in public mental map, you must first create his structure, rules, climate and culture brand. These are the primary elements that contribute to the creation of a brand. There are foundations, but it is only the visible part of the brand.
Fundamental in brand communication is, after all, identity, what you say in unique selling proposition (USP) to be found in all sections of business and to be respected as such by the entire organization.