Archive for November 11th, 2009
What’s in a Logo?
Interbrand recently released the results from their 2009 Best Global Brands Summary. Every year they rank the world’s most well-known brands in order of value. For the ninth consecutive year, Coca-Cola has been the leader in brand equity. Could it be their impressive logo that gives them a competitive edge?
Well-known symbols are often used to represent companies. Take Mercedes-Benz and McDonalds, for example. Consumers see their brand marks and immediately recall the company name.
Branding has three primary purposes: product identification, repeat sales, and new product sales. When companies use a logo to represent their product, they allow marketers to differentiate their products from others so consumers can immediately indicate the product’s quality. The repeat and new product sales that are generated from a company’s brand recognition can make or break a company.
Logos are a very important part of branding to buyers and sellers.
Advantages to buyers:
- Helps identify products
- Cue to product quality and consistency
Advantages to sellers:
- Basis for product’s quality story
- Provides legal protection
- Helps to segment markets
A logo’s shape and color can have a lot to do with a company’s success. Check out 6 Things We Can Learn From Google’s Logo for tips on how to create a meaningful and valuable logo!
Test your brand familiarity by taking this Corporate Logo Quiz. How many logos can you name?
