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Now brands will be able to follow simple steps, recommended by Aldo Conti, who recently achieved famous brand recognition.
Within Mexico, an emergence of Mexican brands that have escalated in interest to the consumer has been triggered in recent years.
Very rarely do you have the opportunity to have a brand that manages to confess its process to be a famous brandactivity that has steps to follow before arriving at the IMPI, such as Alan Morones, marketing manager at Aldo Conti explains it in the following exclusive interview for Merca2.0, where a very important point is noted, it is possible to reach a level occupied in Mexico by brands such as Bimbo or La Costeña; international like Nike and Zara. First you need to follow a few simple steps.
Merca2.0 – How did you achieve brand recognition in the IMPI?
Alan Morons – The organization begins to detect which brands are sensitive to obtaining this recognition and they ask us to demonstrate, through various witnesses, that people know us from the moment they hear the name, until the moment they see our logo or simply enter a store.
We did advertising witnesses, witnesses with suppliers and also a national market investigation. This exercise was carried out by an agency recognized by the AMAI, these steps were completed within a year and a half process and they congratulated us for having obtained the declaration of famous brand.
Merca2.0 – What is the profile of the Mexican consumer described by a Mexican fashion brand?
AM – The profile of the Mexican consumer is as variable as the hours of a day, that of the brand is highly detected and knows how to recognize the quality of any other element, that is what they look for in the store, the best options away from fast fashion trends.
When you want to start dressing like a real man, you dress with Aldo Conti.
Merca2.0 – What recommendations do you give to other brands so that they do this same famous brand recognition exercise?
AM – More than anything I think we have to show that Mexican brands are as strong as an international brand, for any Mexican brand, the true recognition is that the consumer embraces you, my recommendation is that they consent to customers and listen to what they are asking for; evolve with them.
In the Mexican market, a unique projection segment has been consolidated for brands, due to their ability to scale and hit the mark.
Before the steps, a good branding
Branding is a key process in brand building, which has consolidated a series of activities that today convert processes, such as brand activity, into a tremendously valuable axis for advancing innovation.
Given these resources, a very relevant element in this brand capacity has to do with the way origin, values and the strategy of recognition and advancement in the market are integrated today, where competition is increasingly relevant, especially before media such as digital, which has served to better integrate the consumer in their tasks that serve to understand what is worth and what is necessary to discard in order to conquer the market.
With these resources, the scope of the main activities is defined, which serve to discover the potential of a brand and, most importantly, the challenge of rethinking what is done in a traditional way.