مرکز منطقه ای اطلاع رساني علوم و فناوري - THE PLACE AND IMPORTANCE OF EMBLEM IN CREATING A BRAND

Abstract :

Companies have set out differentiating themselves from other companies to have more say in the market as technology advances and the market becomes ever shallower. This differentiation has paved the way of trademarks. Aiming for their products to have more space on the market shelves, companies have begun to render their products laden with meanings other than the product features themselves. These meanings have brought about the issue of brand image in the minds of the consumers. In order to make the product more attractive to the consumers and engrave the image of the product into the mental schemata of the consumers, emblems have been used, which provide visual aid for the brand. Sometimes even more than the name of the brand it is the emblem which is recollected on seeing the package of the product as it is the shapes and/or lines that advertise a brand. In today’s advertising strategies it is common that an original emblem is created by an advertising agency for a product and then an advertising campaign is launched in line with that emblem and the features of the product. Thus more interest and attention by consumers is guaranteed. It is often that case that the emblem of a brand overshadows both the brand and the product. The aim of the present is to shed light on the effects of successful emblem creation processes on the newly introduced products and brands.