Branding, logo and tagline

The essentials

A brand is a name, term, sign, symbol, design or a combination of these that identifies the goods or services of a seller and distinguishes them from those of competitors. Branding builds recognition and trust; customers choose a familiar brand because they expect consistent quality.

Elements of brand identity:

• Brand name: the part that can be spoken.
• Logo (brand mark): the visual symbol or design that represents the brand.
• Tagline (slogan): a short, catchy phrase that expresses the brand's promise or personality.
• Trademark: a brand or part of a brand that is legally registered, giving the owner exclusive right to use it.

Key points

Qualities of a good brand name:

• Short, simple and easy to pronounce and remember.
• Suggests the product's benefit or quality.
• Distinctive and capable of legal registration.
• Adaptable to new products and markets; no negative meaning in other languages.

Qualities of a good logo: simple, distinctive, works in black and white and in small sizes, and fits the brand's personality. Qualities of a good tagline: brief, memorable, positive and linked to the brand's promise.

• Brand loyalty: customers' repeated preference for a brand.
• Brand equity: the extra value a brand adds to a product because of its reputation.

Exam tips

• If a question mentions a picture or symbol, the answer is logo; a short phrase is a tagline; legal protection points to trademark.

Common mistakes

• Treating brand and trademark as identical; a trademark is the legally protected form.
• Choosing long, hard-to-pronounce names for a new venture.