Acquisition of apartments 

Trademark in the form of an eye. What is the difference between a brand name, logo, emblem

Nizhny Novgorod State Technical University

them. R.E. Alekseeva

Department of "Public Relations, Marketing and Communications"

Discipline:brand management.

« Trademark and its value»

Completed:

Trushanov V.

Gr. 06-SSO-1

Accepted:

Prokhorova M.V.

Nizhny Novgorod, 2010.

Introduction 3

1.Brand 3

1.1 Definition and types of trademarks 5

1.2 Brand value added 7

1.2.1 Source of brand value added 8

1.2.2 Origin of brand value added 10

1.2.3 Brand positioning strategy 10

1.3 Brand identity 12

2.Brand economic effect 14

2.1 Brand, market share and earnings 14

2.2 Trademark lever system 15

2.3 Brand niche value 17

2.4 Consumer brand loyalty 17

3.Brand protective barriers 19

3.1 Development opportunities 19

3.2 Stimulation of interest groups 20

4. Conclusion 21

5. Literature 24

Introduction

Building a successful brand is key marketing strategy and marketing management. strong trademark provides the company with customer loyalty, prevents the implementation of aggressive plans of competitors.

If the company's offer does not stand out in any way from the competition, will consumers be interested in it, will they choose products on the principle of "cheaper" or "most affordable"? Managers who rely on competitive prices manage to achieve impressive results, rather in exceptional cases. If buyers believe that a certain brand has advantages over others, they will choose it and will readily give money for it.

The development of brand capital is the main task of the top management of the company. A typical British or American company is valued on the stock market at about twice its book value. At the same time, companies with strong trademarks are valued by the stock exchange at four times the value of their assets. Nowadays, a successful brand is very expensive. Nestle bought Rowntree for £2.5bn (six times the value of the latter's assets). GrandMet paid $1.2 billion for Heublein—essentially for the right to own the Smirnoff trademark in the US. A recognizable trademark is taken or leased, licenses for its use are sold. For example, Sunkist receives £10m annually for the use of its trademark by Cadbury-Schweppes, GeneralMills, Lipton and Ciba-Geigy.

By attracting and retaining consumers, successful brands ensure that firms thrive. Having won loyal customers with their help, the company gets the opportunity to strengthen its market position, maintain reasonable prices and stable flows. Money which, in turn, raises the price of the company's shares and provides a basis for its further growth. The brand question is not only one of the characteristics of the consumer market, the answer to it is of great importance for both business markets and service providers, retail and recruiting organizations.

The purpose of this work is:

1) consideration of the characteristics of a "strong" brand

2) study of the features of its creation and development.

It can also be distinguished a number of tasks, which were set in this work:

1) Find out what a trademark is, and what is the individuality of different brands;

2) determine what a successful brand is, how it develops, functions and what protective barriers it has;

3) to learn how a successful brand, by increasing the value of the product in the eyes of consumers, contributes to the growth of assets and cash flows that are so important for shareholders.

1 Definition and types of trademarks

Most manufacturers try to distinguish their product from a number of similar ones. To do this, they "mark" the product with a trademark, i.e. own name, emblem or design, or more often a combination of both, which is the distinguishing mark of the supplier. The company's task is to achieve not only a high degree of consumer awareness of the brand, but also to ensure that buyers give preference to its brand among competing brands. After all, a high degree of consumer awareness of the product is by no means always accompanied by adequate market demand.

In such cases, negative trademarks are meant (when its “proper name” is rather not a valuable advantage, but an obstacle to conquering the market) - « Woolworths», « midlandbank», « Skoda».

A successful brand is distinguished by the fact that it meets the functional expectations of consumers, but also represents some additional value for them, satisfying certain psychological needs. The basis of this added value is the belief that this brand is better and more preferable than similar products of competitors.

The most influential brands in the world

There are the following types of brands:

· Single brand of the company. Brand names such as "Philips", "Mercedes-Benz" and "Heinz" are the same as the names of the respective companies and are assigned to most of the products they manufacture.

· Individual brand names. The opposite approach: companies Unilever and Procter& Gamble have developed trademarks for each of their products ( « Pepsi», « Surf», « Domestos», « Fairy» etc.) and rarely mention their own names in advertising.

· Brand groups. Some companies combine groups of products under one (generic) brand name. For example, a corporation « Matsushita» supplies electronic equipment under four generic names: « National», « Panasonic», « Technics» and « Quasar» .

Single brand names have the advantage of being more economical, more recognizable, and generally easier to market in terms of marketing investment. On the other hand, individual names make it possible to more clearly segment the market, reduce the potential losses of the supplier in the event of a failure of one of his brands. Mixed approach and branding of a group of products is an attempt to balance these two advantages.

The tendency to expand the family of independent brands (practice Unilever and Procter& Gamble) left in the past: the risk of failure is too high at high marketing costs. Today, companies focus on one or more established brands, using them as an umbrella or base for production. additional goods and services (brand extension strategy).


2. Added brand value

The question of added value - the subjective beliefs of the consumer - lies at the heart of building a successful brand. The existence of such beliefs is confirmed by countless examples. Tests that ask consumers to rate competing products blindly, without labels, often reveal a lack of strong preferences. But if the product is named Marks& Spencer. FinancialTimes. Sony or Cadbury, there is a decisive turn in consumer preferences. Consumers not only choose a strong brand, but also willingly pay more for a well-known name. high price.

For example. A group of consumers were asked to rate drinks « Coke» and "Pepsi» . During blind testing (the names of drinks were not indicated), 51% of respondents preferred « Pepsi» and 44% - « Coke» . In open testing (with brand names), preferences were on the side of drinks « Coke» (65%), and « Pepsi» got only 23%. Tests like these often demonstrate the amazing power of brands.

Brand magic extends beyond non-consumer products. In what has become a classic study, Harvard Business School professor T. Levitt convincingly argued that the image of a brand significantly influences the decision to purchase industrial equipment. The more famous the brand name of a new product is, the higher the likelihood of a favorable attitude of the buyer towards it and the soonest acceptance of the new product.

With the development of global marketing, the importance of brands is increasing. For example, in the international construction market, US-trained engineers and consultants lead the roster of equipment and materials selection specialists. Working in Asia and the Middle East, they usually opt for well-known international brands, as a result of which local manufacturers decide on large contracts.

In 2010, the fashion house Trussardi celebrated its 100th anniversary, and this year the brand is celebrating the birthday of its corporate logo featuring a greyhound, which is 40 years old. In honor of such an event, an Italian brand in collaboration with a Japanese illustrator Yuko Shimizu and director by James Lima released a short animated film The Sky Watcher with a purebred dog in the title role. website learned the history of the logo in detail Trussardi and remembered other emblems of famous fashion brands.

Trussardi: English Greyhound

The history of the brand began in 1910, when Dante Trussardi opened a workshop for the repair and manufacture of leather gloves in the Italian town of Bergamo. But the greyhound became the symbol of the brand only in 1973. Her nephew decided to use Dante Nicola Trussardi. The Greyhound hound, graceful, elegant, dynamic and refined, perfectly symbolized the style of the brand. In addition to gloves, Nikola began to produce other leather goods stamped with the new logo.

« I saw many paintings and ancient Egyptian bas-reliefs depicting these animals, and was completely blown away by their beauty and incredible elegance., - Nicola said about the logo he chose, which has become synonymous with Italian quality.

In a new video Trussardi The Sky Watcher, released for the anniversary of the logo, a statue of an English greyhound comes to life chasing a magical rabbit through the streets of Milan, bringing the city's monuments to life. But by morning the miracles end, and the bronze Greyhound returns to its place - to the entrance to the boutique of the Italian fashion house.

“We wanted not to go into explanations about the history of the brand, and preferred emotions, beautiful pictures and music”, - admitted the creative director of the brand Gaia Trussardi.

Chanel: Intertwined C's

Logo Chanel- one of the most famous in the world of fashion. Two intertwined letters "C" can be seen on all products of the brand, but for the first time the symbol appeared in 1921 on the bottle of the legendary perfume. Chanel #5. There are several versions of the creation of the emblem in the form of two "C". According to the most popular, these are the initials of the Coco Chanel, which she drew shortly before the opening of the first boutique Chanel. Adherents of the second, less common version, attribute the authorship of the logo to Mikhail Vrubel, who drew the symbol introduced by Koko in the 1920s much earlier, in 1886. It is known that the ornament in the form of a connection of two horseshoes, symbolizing double luck, was fashionable at the end of the 19th century. Therefore, many researchers believe that the similarity between the emblem of the fashion house and Vrubel's sketch is a mere coincidence. Although there is another version: this emblem is just a reminder of the wrought-iron ears that adorn the doors of the orphanage where Chanel grew up. One way or another, Coco did not fail with the choice of the logo, it brought good luck to the House.

Versace: Medusa

Symbol of the fashion house Versace- the head of a jellyfish - appeared in 1978, when the 34-year-old Gianni Versace opened his first name boutique in one of the most prestigious areas of Milan via della Spiga. Legend has it that shortly before the opening, the designer was walking in the garden of his mansion in Reggio di Calabria and drew attention to the marble figure of the Gorgon Medusa. The most famous of the three Gorgon sisters, with a woman's face and writhing snakes instead of hair, who turned a person to stone with one glance, would ideally fit the role of the brand's logo. Gianni was always interested in mythology and classical literature and decided that in a new context, the head of a mythological creature would symbolize fatal attraction. It is in the role of a temptress that the fashion house Versace I saw my customer.

Burberry: Knight

English brand logo Burberry appeared in 1901, when founded in 1856 by a young Thomas Burberry The brand has already become quite famous. From the very beginning, products Burberry distinguished by high quality fabrics, convenience and practicality. During the First World War, by order of the British Royal Air Force, Thomas developed a waterproof raincoat (the same famous trench coat). And in 1901, when the founder of the brand received an order for the manufacture of full uniforms for officers, the question arose of creating a trademark Burberry. Then the emblem of the brand appeared - the figure of a knight-rider in armor and with a spear in his hands, which was depicted against the background of a flag with the inscription "prorsum", which means "forward" in English. Such a motto reflected the desire for even more progressive inventions, and the spear was a symbol of protecting the traditions of quality.

Lacoste: crocodile

sports brand Lacoste was founded by a famous tennis player René Lacoste. The Frenchman, who was sent to England by his father to receive a prestigious education, became a 10-time Grand Slam winner. But at the peak of Rene's career, doctors discovered tuberculosis in the tennis player. His sports career came to an end, but Lacoste conceived a new project. In 1933 he, along with André Housing created a company La Societe Chemise Lacoste, which produced T-shirts for tennis players, golfers and sailors. The logo in the form of a crocodile appeared even before the creation of the brand. The fact is that journalists have long called the tennis player nothing more than a crocodile. “I was nicknamed “Crocodile” after my argument with the captain of our team Rene said. - He promised to buy a suitcase made of crocodile leather that I liked if I won an important match for the national team.” Lacoste was not at all offended by the journalists and sewed an image of a crocodile onto his sports uniform. A small toothy alligator was painted by a famous artist and friend Rene Robert George. It was this famous crocodile that moved to the brand's items. Lacoste.

Ralph Lauren: polo player

Ralph Lauren, once the son of Jewish immigrants Ralph Lifshitz, founded the company in 1967 Polo fashions and already in 1968 he opened his first boutique. The world-famous brand logo appears in 1971, when Ralph first presented women with a men's polo shirt.

“My wife has an excellent sense of style: she can choose such a shirt and jacket in a men's store that people then ask where we got these clothes,- Ralph told about his innovation. - Her image reminded me Katharine Hepburn in his youth, athletic and non-fashion, in the form of a horsewoman with hair flying in the wind».

The designer not only created a polo shirt for ladies, but also placed a logo in the form of a polo player on horseback on its cuffs. Lauren himself admitted that for him the game of polo has always been the personification of wealth, luxury and power. Coming from a poor family, he always dreamed of becoming a part of high society, joining it. The fashion designer's dreams came true, and the polo player figure that symbolized luxury for Lauren is now associated with classic American style.

Fred Perry: laurel wreath

Fred Perry- the famous English tennis player of the 1930s. He founded his company in 1952. It all started with the collaboration between Fred and the former Austrian football player Tibby Wagner, who had the idea to sell an elastic band around his wrist under the name Perry. Soon, athletes expanded production and began to produce sports shirts. Fred Perry. Of course, the name of the popular tennis player was associated with the famous Wimbledon tournament among buyers, and they willingly purchased the brand's goods. It is known that originally a heavy smoker Fred wanted to make a smoking pipe as the logo of the brand. He did not at all think that such a symbol would not be suitable as an emblem for sportswear. But, fortunately, Wagner dissuaded Perry with the words "the girls won't like it." The partner suggested an alternative:

"What about the laurel wreath you wear on your jacket and sweater Davis Cup?» .

Since 1934, when he won Wimbledon, Fred has always performed with this symbol. Despite the fact that Perry's relationship with the English club did not work out, Fred requested permission to use the laurel wreath directly from the director of the Wimbledon Club. He was very happy that the famous tennis player would use their symbol, and agreed. Subsequently, clothing brands Fred Perry with a recognizable wreath has become the uniform of a number of subcultures of the twentieth century, in particular mods and skinheads.

See other photos:

It often happens that some things are not called by their proper names. A full-fledged photograph is called a "picture", and the composition is easily renamed into a "perspective". I no longer take into account when such concepts as contrast, saturation, brightness are mixed together ...

Well, God bless them, with compositions and brightness. I admit that people who are not involved in design or graphics, in general, do not need it and are not interested. But the whole trouble is that this category of “uninitiated” includes our beloved customers and, even worse, the so-called “colleagues”.

For customers, by and large, ignorance is excusable. But really - why does the customer need to know what a “modular grid” is and what trajectory your mouse should describe on the rug in order to ultimately get an attractive and interesting design. The customer also does not care what you call the thing that you draw for him - the original layout or something else. He doesn't have to know. He pays you money. And part of the money he pays you precisely for the fact that you know how this or that thing is called correctly.

With ordinary people (read, customers), everything is clear. But here's what to do with those who, by virtue of their profession or duties, are simply obliged to know "who is who" and call everything by their proper names.

Unfortunately, among us (designers) there are people who try to design without knowing elementary concepts and replacing the original concepts with their conjectures. Yes, it is clear - beginners, it is clear - they have just begun to master the basics of the craft. But, before you sit down with Photoshop and Illustrator, you must first sit down with smart books. It makes me want to exclaim:
Gentlemen "designers", an urgent request - learn the mat. part!

Let's continue, together we will try to figure out "xy is xy" and derive precise definitions for the following concepts, which are so often and often incorrectly used in identity. Today we will break down what is:
Logo
Sign (Brand name)
Emblem
Trademark (Trademark, Trademark)
Brand block

As it turned out, the task is not as simple as it might seem at first glance. Initially, I turned to official sources (so that later I would not be accused of replacing the original concepts with my conjectures) and began to delve into the legislation. And immediately the first failure - in the patent laws of at least two countries (Russia and Ukraine), there are no definitions for some concepts at all. My next step was to shovel through encyclopedias and search for exact definitions of these concepts in them. And it seems that the second approach to the issue turned out to be more successful, but, during the search, one nuance emerged that cast doubt on the reliability and “weightiness” of the data obtained from these same encyclopedias. Namely: in encyclopedias, the concepts of “Brand Name”, “Trademark” and “Trademark” are simply written under the same definition. And if for the concepts of "Trademark" and "Trademark" such an identity is very likely, then the concept of "Brand Name" falls out of this series somewhat.

After we analyze in detail each of the above concepts and deduce their decoding, it will become clear how the “Brand Name” and “Trademark” differ and why, in principle, these two concepts cannot be substituted for each other.

So, let's start from the very beginning.
Logo

We are accustomed to calling everything that does not fall into the logo. As soon as some graphic element is used in the main symbolism of the company (organization, structure, fund, association - hereinafter referred to as the "Company"), everything is a logo. Although this is far from true.

Word "Logo"(English Logotype) comes from the Greek language: logos (word) and typos (imprint). There are no other options. And, accordingly, there are no decryption variations:
The logo is the original graphic design of the name.

Everything! No signs, pictograms, symbols - the inscription of the name. And whether it is abbreviated or full, classic typography or exquisite calligraphy - these are all nuances.
All other formulations are from the evil one.

Compaq (Figure 1) is a classic example of a logo that uses original lettering to emphasize the uniqueness of the logo. The Axeda logo (Figure 2) also uses the original style, with the addition of a separate graphic element (a parallelogram above the letter “e”). The symbolism of Microsoft Corporation is a textbook example of a logo (Figure 3). The original typeface without the use of "alien" graphic symbols, is slightly "diluted" with a graphic element (in the letter pair "os"), which only emphasizes the originality of the logo style. As an example, the Samsung Corporation logo is very interesting (Figure 4). In the outline of the logo, in addition to the original typeface, a graphic element (oval) is used. Nevertheless, this element is so correctly connected with the text part itself that it is, as it were, its organic continuation.

Sign (Brand name)

Quite often, for the original graphic identification of the company, one logo is not always enough. Agree that only the graphic style of the name (albeit in the original version) cannot always convey (convey) the necessary information about the company to the end consumer. It is for these purposes that the sign is used.

In other words, a brand name is an additional graphic identifier of the company, designed to enhance the impact of the logo or convey additional information about the company, which, ultimately, should improve the effect of identifying this company among similar ones.

So it turns out that: a brand name is a unique graphic element used to identify a company and carrying encoded additional information about the company (merits, areas of activity, etc.).

So we deduced the wording for the concept of "Brand name". The only thing is that it came out quite long and indigestible, and therefore, let's try to unify it and shorten it a bit:
A brand name is a unique identifying graphic element.

As a rule, a brand name is used together with a logo, but this is not a dogma, and in some cases, when it is appropriate and justified, it can be used as an independent element of identification. A striking example of this is the Nike brand name.


The world-famous Nike slash is a classic example of a brand name (Figure 5). As applied to the sign, the synonyms are "dynamism" and "activity", which directly reflects the company's sports direction. The nVidia brand name (Figure 6) is a stylistic image of the eye, which also deciphers the company's main activity - the production of graphics chipsets. A very interesting example is the corporate logo of the General Electric Corporation (Figure 7). The main element of the sign is the abbreviation of the name of the corporation, two capital letters "G" and "E". The sign is made in an exquisite style, which emphasizes the "elite" and "uniqueness". With the decoding of the Mitsubishi Corporation brand name (Figure 8), everything is simple and logical. Translated from Japanese, Mitsu (three) and Bishi (diamond). What, in fact, is clearly reflected in the company's mark - three diamonds.

It is also worth mentioning the abbreviations. Often, both a logo and a sign can either consist of an abbreviation or contain an abbreviation. But at the same time, the abbreviation is not an independent element of graphic identification.


Figures 9-10 show examples of the use of abbreviations in the logos of the computer corporation IBM (International Business Machines) and the media holding CNN (Cable News Network). Actually, the logos themselves consist of abbreviations. Figures 11 and 12 show brand names of Premier Magnetics and Baltic Line Advertising, which are made in the form of abbreviations.

And a few more nuances that are not a dogma, but which you should know about the logo and brand name:
In the “Logo + Brand Name” combination, the logo is usually primary. The logo can be used without a brand name. The brand name can also be used separately from the logo. But, in most cases, the logo and the sign are parts of one whole.
The Logo and the Trademark are separate, independent elements. Sometimes there are variants of symbolism, where the sign is "sewn" into the logo, but, as a rule, these are not the best examples of logo and sign construction. Such "logo signs" often do not fully work for their owners.
A distinctive feature of both the logo and the brand name is originality. They should be as different as possible from the symbols of other companies (at least from the symbols of direct competitors).
Also, in most cases, the synonym “simplicity” is applicable to the logo and sign. A good logo (sign) is a graphically simple symbol that should be easy to read, remember, and reproduce.
Simplicity is also desirable in color schemes. The fewer flowers, the better. The minimum number of colors in the symbolism simplifies its reproduction and increases memorability. There is no reason to make multi-color or full-color symbolism unless it is ideologically, logically or conceptually justified.

Emblem

The word "Emblem" (eng. Emblem) comes from the Greek language: emblema (relief decoration). The definition goes like this:
"The emblem is a conditional or symbolic image of a concept, idea."

Everything seems to be clear, but in fact nothing is clear. The definition is so vague and generalized that it is impossible to draw a clear conclusion from it about what the emblem should be. Let's try to figure this out together.

The first conclusion we can draw from deciphering the concept itself: the emblem is a relief decoration.

The second point is that the definition does not express clear restrictions on the graphic appearance of the emblem. From this we conclude that the emblem can contain a variety of graphic identification elements. Sometimes, even very complex and rich in details.

And the third point - from the same definition we come to the conclusion that the emblem is used in the designations of global "concepts" or "ideas", and not for "graphic design of the name" (as in the case of the logo), and not in the form of "a unique graphic element ” (as in the case of a brand name).

Typically, emblems are used to identify military branches, football and hockey clubs, schools, universities, etc...


An example of the emblem of one football team in Tunisia (Figure 13). The emblem of the Ukrainian football club "Dynamo Kyiv" (Figure 14). The emblem of the "Department of Imperial Security" (Figure 15). An example of a college emblem (Figure 16).



In the light of all the above, one interesting observation has emerged. Figure 17a shows the logo of the Ford automobile concern. On the right, in Figure 17b, the same logo, but with the implementation of the volume of some elements of the logo. Logically, it turns out that on the left we see a classic logo that meets all the requirements of this concept, and on the right we have an emblem, which, nevertheless, does not cease to be the original logo.

All three concepts mean the same thing, therefore, for convenience, we will operate with only one of them, namely, the Trademark.

Everything is simple here - in the patent law there is a clear designation of the Trademark:
« Trademark- a designation capable of distinguishing, respectively, the goods and services of one legal or natural persons from similar goods and services of other legal or natural persons.

"Law on Trademarks, Service Marks and Appellations of Origin" Russian Federation). The same definition, formulated a little differently, is available in Ukrainian legislation.

In fact, the Trademark has no restrictions on graphic style, typography, saturation graphic elements, colorist, etc.

As a Trademark, both an emblem (logo, brand name) and other graphic symbols that do not fall under the definitions of the above identification elements can be used.

It makes no sense to give examples of Trademarks - go to any supermarket and you can see them on the shelves, in huge quantities.
Brand block

We have already analyzed the main elements of identification, it remains only to complete the picture. So - the corporate block. Everything is simple here:
"Brand block - the original location of the logo and brand name, relative to each other."

There is nothing more to say here. Figures 18 and 19 show examples of horizontal and vertical arrangement of elements in the corporate block. Naturally, there are an innumerable number of location options - here are two of them, the most common.


Atelier - horizontal placement of elements of the corporate block, relative to each other. Backplane - vertical placement of elements.

So we figured out the main elements of the identity. Of course, this essay cannot be considered flawless and complete, but I did not try to delve into all the nuances, trying to derive only the fundamental principles for the formation of identity elements.

Also, other, no less important elements of visual identification remained outside the field of our gaze, but they will be discussed some other time ...

These original and memorable images accompany us everywhere. The logos of famous clothing brands are well known to many fashionistas, motorists will unmistakably recognize the manufacturer by the badge on the hood. What can we say about the trademarks of companies that manufacture household appliances and electronics. They are well known even to children.

Have you ever wondered who and how created the logos of famous world brands? What do they mean? Why does a seemingly simple picture become calling card company and is recognized all over the world? I must say that the history of logos of famous brands is sometimes very interesting. Get to know some of them.

Versace

Not all famous brand logos are as recognizable as this mysterious and catchy sign, which the famous fashion designer has been using since 1978. He became another decoration of his magnificent collections. Since then, the head of the Medusa Gorgon, located in a circle, has become the trademark of this fashion house.

When the couturier was asked questions about the rather strange choice of logo, he replied that it was a symbol of fatal charms and beauty that could hypnotize and paralyze any person. And I must say, maestro Versace achieved his goal - his logo is known all over the world. It has become a symbol of perfect taste, sophisticated style and luxury.

Givenchy

Photos of logos of famous brands often appear on the pages of glossy magazines. This square, consisting of four letters G and similar to a stylized clover leaf, represents strict lines and harmony. Some experts in the field of symbolism are sure that the company used the rules developed in ancient Greece to create it.

Givenchy uses the logo as embellishments and prints that are popular and recognizable all over the world.

Lacoste

Famous brand logos and their names can be found in many fashion magazines. And this little green crocodile does not need advertising, since it has long been a trademark of Lacoste, which is famous all over the world primarily for polo shirts.

Probably, not everyone knows how this sign appeared. It is not a combination of letters that define the name of the owner of the company. Jean Rene Lacoste is a former successful tennis player, in narrow circles he was called the Alligator. He founded his company in 1993, which focused on sportswear for tennis players.

The trademark was created spontaneously. For fun, one of Lacoste's comrades drew a funny little crocodile, which later became the logo of the new brand. Today, the fruit of this successful, admittedly, joke is one of the most recognizable in the world.

Chupa Chups and… Salvador Dali

If you think that the logos of famous brands are not known to children whose parents are far from fashion, then you are mistaken. A striking example of this is the company Chupa Chups. All the kids in our country know this product. But how is a great artist connected with her?

One of the most famous and prominent representatives of surrealism, artist and graphic artist, director and sculptor, writer contributed to the development and prosperity of this company. After all, it was Salvador Dali who created the logo of the world-famous sweet candies on a stick. We must pay tribute to the founders of the company - they did not spare a substantial amount and invited the well-known artist Salvador Dali to create the logo.

It should be noted that their costs paid off with interest. The trademark turned out to be bright, simple, interesting and at the same time understandable and unobtrusive. According to the artist himself, this work took him no more than an hour. In the color scheme, he used the colors of the Spanish flag, rounded the letters a little and placed them in a frame.

Nike and Carolyn Davidson

Logos of famous companies and brands are sometimes striking in their simplicity. Therefore, many are interested in the question of why they are so memorable. An example of this is Nike and its laconic “tick”. When the company launched a logo competition, Portland State student Carolyn Davidson entered.

It is interesting that then her sign did not cause much enthusiasm among the owners of the company, however, they found it quite promising. It's funny, but for her original work, Carolyn then received only thirty-five dollars. I wonder how much brand owners value their logo now?

apple apple

Logos of famous brands are often striking in their originality. Millions of people around the world know what the Apple logo looks like. And most of them know about the founder of the company, Steve Jobs. However, the name of the creator of this famous logo is known to few. Most people think that Steve invented the bitten apple, but this is a delusion.

At the beginning, Apple had a different trademark (Newton writing something while sitting under a tree). Steve did not like this option, because from his youth he gravitated towards minimalism and simplicity. He said: "Icons should look like they want to lick."

He set such a difficult task for Rob Janova, the designer who worked on the new Apple logo. The only desire voiced by Jobs: "Don't make him sugary." A few weeks later, Steve had several sketches of rainbow apples (bitten and whole) on Steve's desk. Jobs chose the well-known option, which seemed to him more interesting and original.

NeXT

Famous brand logos sometimes have a special meaning for company owners. This is what happened to Apple founder Steve Jobs. He had to face many problems in his life. He was even fired from the company he founded. But Steve cannot be attributed to people who are broken by life's adversities. After leaving Apple, he very soon founded another computer equipment company and called it NeXT. The name turned out to be symbolic - "next". This was probably how Jobs emphasized that he was unstoppable, and he would create the next company with even more enthusiasm and fuse.

But back to the history of the creation of this world-famous logo. He was commissioned to develop the famous graphic designer Paul Rand. He gave Jobs a strict condition: “You pay me $100,000 for one version of the logo that you are sure to suit.”

As a result of this collaboration, the world recognized the inscription NeXT, made in the style of Steve Jobs. The sketch was accepted immediately, without edits. The only thing Steve wanted to change was highlight the letter E in yellow. It is impossible not to say that Paul Rand previously created logos for the huge computer corporation IBM, the worldwide UPS delivery service, and more than a dozen medium and small companies.

Coca Cola

When we see the logos of well-known brands, which undoubtedly include the Coca-Cola Corporation, it seems that they were developed by teams of professional marketers and designers. But in this case, things were different. The logo for this company was developed by an ordinary employee of the company, accountant Frank Robinson.

At that time, the company did not yet have its current name, and it was Frank who chose it - Coca-Cola. He placed the name on a red background, and used the standard cursive at the time to write it. Such a font was then considered the standard of calligraphy. This is how one of the most recognizable logos of our time appeared before the world. True, about once every ten years, the company slightly modifies its trademark. But the special font remains unchanged, as well as red and white colors.

three-beam star

All motorists dream of owning a car with such a logo. Mercedes was founded in 1926. And the logo, known all over the world today, appeared much later. The company voices the official version of its meaning as a trinity - air, earth and water.

It is in cars (on the ground), in boats and yachts (on the water), in airplanes (in the air) that engines produced in factories are used. There is also an unofficial version that says that for the first time such a star was used by Gottlieb Daimler, the founder of Mercedes-Benz. In a letter to his wife, he used this symbol to indicate the place where their new home would be built. The sons of the founder of the company slightly modernized the father's star, and it became the company's logo.

The three most popular stripes

And this logo represents not just a brand, but a huge industry that has been a trendsetter in sports fashion for several generations of professionals and sports fans. For a long time, the company's logo was a shamrock and three stripes.

An interesting fact is that designers were not involved in creating the logo. Its concept was proposed by the founder of the company - Adi Dassler. For 22 years (until 1994), the trademark was unchanged. But then new trends in fashion forced the specialists of the well-known brand to somewhat rework the trefoil, beloved in the world. Now the company's products are decorated with a logo, which is a triangle, made in the old traditions. The theme of the three stripes was retained.

Since 2008, the company has been releasing a separate collection of shoes and clothing called Adidas original. She combined the fashion of the 80s, as well as the original logo, which was created by Adi Dassler.

Calvin Klein

This brand began its existence back in 1942. His logo was created immediately. However, it became recognizable only 30 years later, when the designer introduced the jeans line to the world and placed the logo on the back pocket.

Later, it began to be used not only as a sign of recognition, but also to serve as a navigator through the collection. The dark logo stands for top-level clothing, gray for permanent clothing lines, and white for sportswear.

Famous brand logos: Brandomania game

If you are interested in the history of trademarks of companies, then you will surely be interested in a new game. A few years ago, it appeared in the West, and now it is winning the hearts of gamers in our country. The game "Brandomania" consists of seven levels, they open as you progress through the previous ones. For experienced brandomaniacs, three special levels have been created, over which you will have to rack your brains in order to achieve good results.

"Brandomania" has a relaxing dynamic. It is best played by multiple people. It is desirable to answer the questions the first time, then you will be able to collect the largest number of prize coins. Of course, the game is designed for those who know at least some logos of famous brands. The game (answers may not be very simple) suggests the possibility of using hints. To do this, you need to click on the "light bulb" icon, and you will see information about an unknown brand. And the "bomb" will remove most of the letters, and you will need to guess which word is hidden behind the rest.

The design of the game is quite simple, the control interface is clear. We must pay tribute to the authors of the game for the fact that they not only changed the logos beyond recognition, but also retained their main features. According to those who have already mastered the first levels, guessing the answers to "Brandomania" is really interesting.

In modern marketing literature, 3 concepts are used: trademark, trademark and brand. In this article, we will break down the basic differences between these concepts so that you can use them in the right context, as well as consider the main functions of the brand and its contribution to the long-term success of the company in the market.

So, we have 3 concepts: brand, trademark and trademark. All three concepts differ from each other by area and situation of use.

"Trademark"

The concept of "trademark" in marketing is a set of certain properties, associations, images that allow the product of this brand to stand out from competitors in the market. The entire branding process begins with the creation of a brand name for a product. It is a kind of starting point for all other actions.

A trademark is born when you come up with a unique name for your product, develop a unique product design, create a corporate identity or come up with a slogan. At the same time, the product can be completely standardized and not differ in its characteristics from competing products. But the moment you create a brand name and design your product, you have given it a certain image. This is how your brand was born.

"Brand"

The meaning of the word "brand" practically does not differ from the definition of a trademark, with the exception of one feature: the distinctive properties and images of the brand allow the product not only to differ from competitors, but are recognizable, and the product itself enjoys a certain popularity among the target audience.

In other words, a brand is a well-known trademark that has won the attention and affection of the consumer. The difference between a brand and a trademark is that the elements of its corporate identity, brandname, slogan are recognized by the consumer, and also that the brand has won the loyalty of a certain part of the market, products under its logo are in demand.

A trademark becomes a brand through marketing communication. A trademark becomes a brand at the moment when a consumer has learned about it (in advertising, on a shelf in a store, from acquaintances) and remembered it. It turns out that as soon as your trademark has acquired at least some knowledge, it has become a brand, just a very weak one. The higher the brand awareness, the stronger the brand of the company.

Comment from the author: the brand and the trademark stand out as separate concepts only in the theory of Russian marketing. There are only 2 definitions worldwide: "brand" and "trademark". The first means "brand" and the second "trademark". After all, in fact, the differences between a brand and a trademark are too minimal to speak of them as different words.

"Trademark"

A trademark is a completely different story. A trademark is a registered trademark that has one direct owner. In other words, a trademark is a trademark or brand passport, its direct function is legal protection. A trademark says that such a trademark exists, it is the intellectual property of a certain person or company. Thus, the difference between the concepts of "trademark" and "brand" is the area of ​​their use.

There are 3 options for registering a trademark: in the form of a verbal, figurative or combined (verbal + figurative) trademark. Not every logo is a trademark. If you just drew a product logo, but did not submit its image for registration, your trademark is not protected from copying.

What products can become a brand?

Any product can become a brand: consumer goods; companies from the b2b market and the service market; retailers, products that exist only virtually on the Internet; as well as individuals and community organizations.

Consumer Goods

Consumer goods include beverages and food, household goods, cosmetics, clothes and shoes, etc. Examples of successful brands in this group of goods can be Coca-cola, Nescafé, Ariel, Sony. A trademark for consumer goods should provide uniqueness, form differentiation and product image.

B2B market products

A strong brand name in the business market strengthens the campaign's image and reputation, which in turn leads to increased sales, stability and establishment. favorable conditions cooperation.

Goods of the service market

Services differ from physical goods in that they themselves are intangible. Service branding is of great importance, as it allows you to translate the company's abstract offer into more understandable images, explain complex conditions in simple terms, and distinguish services from competitors.

Retail companies

Retail companies, as well as any companies in the supply chain, also need branding. A trademark for such companies primarily forms an image, creates associations with the quality of service, service, assortment and pricing policy. With a strong brand, a retailer can launch its own brands and compete with brand names, thereby increasing turnover and profits.

Goods and services on the Internet

In connection with the growth of Internet coverage and the duration of stay on the Internet of target consumers, the opportunity to receive high incomes from effective work with consumers in this channel by creating brands of IT programs and applications is growing. High importance in the branding of this type of goods and services is given to convenience and effective interaction with consumers, as well as faster fulfillment of all requirements than, for example, consumer goods can afford.

People and public organizations

People and public organizations, as well as certain territories, can also be brands. Branding in this area of ​​goods is about creating an image, associations and awareness.

Brand value for consumers

The brand is important to the consumer for three main reasons: it reduces risk, provides increased satisfaction from the purchase, and simplifies the process of choosing a product. Let's analyze each brand benefit for the consumer in more detail.

Reducing risks when buying

Buying well-known brands, the consumer risks less than buying goods from an unknown brand or manufacturer. Typically, the following types of risks are distinguished:

  • Functional risks: are that the action and result from the use of an unknown product may not meet the expectations of the consumer.
  • Physical risks: An unknown product can create discomfort for the consumer when used.
  • Financial risks: the consumer will be disappointed if the purchased unknown product does not meet his expectations as a result, in addition, he will incur additional financial costs for the purchase of a new product.
  • Social risks: the product can make it difficult to communicate with other people
  • Psychological risks: the consumer always wants to get satisfaction from the purchase of goods, both physical and emotional. When buying an unknown product, he risks being dissatisfied with the purchase and experiencing negative emotions.
  • Risks of loss of time: the inability of the product to satisfy the need forces the consumer to look for a replacement, which means incurring additional costs for finding and purchasing a new product.

Given the variety of risks that a consumer may incur when purchasing an unknown brand of product, the consumer prefers to buy well-known brands, the properties of which he has seen advertisements, about which he knows more information and, possibly, has a positive experience of use or recommendations.

Increased purchase satisfaction

Simplifying the Choice

A strong brand stands out among a variety of products and reduces the time to find, purchase the right product. In an era of high development of most markets and tougher competition, the consumer is uncomfortable with a large number of new products. A well-known brand allows the consumer to reduce the time of choice at the shelf in the store.

Importance of a brand for companies

A company that has a strong brand has a competitive advantage over companies with unbranded products. She can earn a higher profit from sales, her sales are less prone to spikes. In addition, the brand becomes a certain barrier for new players to enter the industry.

Profit Growth

The main value of a trademark for companies is the possibility of increasing the company's profitability. By creating a strong brand, the company guarantees the consumer the reduction of certain risks, provides him with a certain service, and creates a sense of satisfaction. All these additions form an added value or markup on the price of a standard product. The stronger the brand, the higher the added value, the higher the company's profit.

Stability and longevity

It is assumed that the brand has a sustainable advantage, which provides a long-term opportunity to charge the added value for the purchase of goods, and therefore guarantees the stability of sales and profits. Long-term advantage comes not only from the unique features of the product (which are sometimes easy to copy), but also from the brand-customer relationship, which is a more valuable company asset and difficult to quickly copy and destroy.

Barriers to enter the industry

The presence of strong brands in the segment is a high barrier for new companies wishing to enter the market, especially if the market is highly promising. Strong brands already have high knowledge and customer loyalty, new products will require a high level of investment in order to switch buyers.

Tags: , https://website/wp-content/uploads/2016/05/brand-tm-tz.jpg 438 800 Leonid Borislavsky /wp-content/uploads/2018/05/logo.svg?2Leonid Borislavsky 2016-05-19 09:56:54 2016-08-25 08:26:54 Brand, trademark and trademark: meaning and function