Co-branding – Meaning, Types and Advantages and Disadvantages
February 12, 2025
What Are Green Supply Chains and what is meant By Net Zero and Carbon Footprint? With concerns over climate change mounting and with the global push towards sustainability and the commitments to Net Zero carbon emissions in the near future, businesses have to look for ways and means to incorporate environmentally friendly practices in their […]
Consumer communication and persuasion is an essential part of any Marketing Strategy. In fact, it is the starting point of all improvement as consumer voices provide companies with the data such as where they are lacking and what all they could do to improve the product or service. Do all companies listen to the consumer […]
The Genesis and the Root Cause of the Problems Faced by Infosys In 2019, the venerable IT (Information Technology) firm and the bellwether of the Software industry, Infosys, has been in the news for all the wrong reasons. Starting with the changes to the Board and the Management to the stepping aside of the founders, […]
If in an organization, many customers diverge their way to other organizations and customer acquisition program shows less aggressiveness then the organization faces terrible cash flow problems. This is the time when tracking the number of customers in each stage of customer life cycle becomes essential. This helps the organization to determine the purchasing power […]
Introduction Technology is a term that is frequently used in the business world. It is a term habitually related to science. But there is a significant difference between the two. Science comprises of outcomes of basic academic studies whereas technology infers to the relevant application of science. This difference is critical when it is to […]
Symbols become a key component of brand equity and help in differentiating the brand characteristics.
Symbols are easier to memorize than the brand names as they are visual images. These can include logos, people, geometric shapes, cartoon images, anything. For instance:
All these symbols help us remember the brands associated with them.
Brand symbols are strong means to attract attention and enhance brand personalities by making customers like them. It is feasible to learn the relationship between symbol and brand if the symbol is reflective/representative of the brand.
For instance, the symbol of LG symbolize the world, future, youth, humanity, and technology. Also, it represents LG’s efforts to keep close relationships with their customers.
It is due to logo that customers form an image for the product/service in mind. Adidas’s “Three Stripes” is a famous brand identified by it’s corporate logo.
Features of a good logo are :
The elements of a logo are:
The goodwill of the dealer/maker of the product also enhances by use of trademark. Trademark totally indicates the commercial source of product/service. Trademark contribute in brand equity formation of a brand. Trademark name should be original. A trademark is chosen by the following symbols:
™ (denotes unregistered trademark, that is, a mark used to promote or brand goods);
SM (denotes unregistered service mark)
® (denotes registered trademark).
Registration of trademark is essential in some countries to give exclusive rights to it. Without adequate trademark protection, brand names can become legally declared generic. Generic names are never protectable as was the case with Vaseline, escalator and thermos.
Some guidelines for trademark protection are as follows:
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