Factor that it credits, the digital age, the possibility of being responsible for the extinguishing of the media form the printed, as it was conceived has years and that lasts still does not know for how much time until the present. 1. MARK To think, to create and to develop. These they are the first steps for elaboration of a mark, that can become a reference for the individual. According to AAker (2007, P. 23) a mark, determined mark alone is remembered if it comes to the mind of the consumer in spontaneous way, without great effort and is related to a classroom of product of success proven in the consuming market. But a mark to be remembered is necessary a long process of development and planning of marketing, through which the value will be determined to be added by the consumer.
Also they are indispensable actions that generate contact with the white public, condition this followed the scratch for great companies. 2. CONSTRUCTION OF the MARK a formula to be followed in the construction of a mark or described method to be followed step by step, does not exist, since the way traced for a mark will not fit 100% to another one, therefore, if it must take in consideration all the factors for creation, market, white public, environment and competition, amongst other similar factors. ' ' The construction is much more of what giving a name to it offers. In the truth is to make certain promise to the customers on as to live one experincia' '. (Kotler, 2006). The development of one marks can be a difficult task, since it passes for all the periods of training of creation, maintenance and strategical management. For Aaker (2007), one of the practical problems of construction of a mark is the development of an efficient and coherent communication in the different types of medias and throughout the time.