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Subject category: Marketing
Authors: Alka Maurya (Amity International Business School); Gurinder Singh (Amity Global Business School, Noida); Shaloo Mishra (Centre of International Business)
Published in: 2005

Abstract

Brands are the basis of choice. They encapsulate the reasons and emotions that cause us to buy one thing rather than something else. Many marketing executives regard brand as one of the important aspects in the world of marketing management. Brands add value to products, services and companies, for the benefit of all stakeholders. The brand name identifies a company?s offering and differentiates it from others in the market. The brand name and package graphics work together to communicate and position the brand?s image. Thus, brand name is ?the cerebral switch that activates an image in the mind of the audience?. Vast sums of money and effort are expended on the creation, development and promotion of brands. But, the critical element attached to any brand is the LOGO. The logo, has been with us for ages. In the beginning, the logo was considered as an identity tool and no significance was attached to it. There were brands which had a logo but there were few brands which were without. Both were selling. But with the onset of the marketing revolution, it became obvious that the brands with logos had more recall value and thus it was felt that these were the brands who were enjoying the strongest positioning in their market. This marked the addition of the indispensable tool to a brand which was not only considered an identity tool but more of a brand communication tool, because of its ability to convey the vision and mission of the brand and for obvious reasons the organisation as well. This case study is a sincere effort made to understand the relevance and importance of the logo to a brand. The logo of Mercedes?Benz, Shell Group of Companies and Dabur India Limited, have been studied in depth to understand their history and the reasons responsible for the conceptualisation of their trademark. The case tries to unmask those areas of the logo which have proved out to be a strong identity and a communication tool for the corporates.

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Abstract

Brands are the basis of choice. They encapsulate the reasons and emotions that cause us to buy one thing rather than something else. Many marketing executives regard brand as one of the important aspects in the world of marketing management. Brands add value to products, services and companies, for the benefit of all stakeholders. The brand name identifies a company?s offering and differentiates it from others in the market. The brand name and package graphics work together to communicate and position the brand?s image. Thus, brand name is ?the cerebral switch that activates an image in the mind of the audience?. Vast sums of money and effort are expended on the creation, development and promotion of brands. But, the critical element attached to any brand is the LOGO. The logo, has been with us for ages. In the beginning, the logo was considered as an identity tool and no significance was attached to it. There were brands which had a logo but there were few brands which were without. Both were selling. But with the onset of the marketing revolution, it became obvious that the brands with logos had more recall value and thus it was felt that these were the brands who were enjoying the strongest positioning in their market. This marked the addition of the indispensable tool to a brand which was not only considered an identity tool but more of a brand communication tool, because of its ability to convey the vision and mission of the brand and for obvious reasons the organisation as well. This case study is a sincere effort made to understand the relevance and importance of the logo to a brand. The logo of Mercedes?Benz, Shell Group of Companies and Dabur India Limited, have been studied in depth to understand their history and the reasons responsible for the conceptualisation of their trademark. The case tries to unmask those areas of the logo which have proved out to be a strong identity and a communication tool for the corporates.

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