CCT204H5 Lecture Notes - Lecture 5: Brand Architecture, Gap Inc., Brand Equity

• School: UTM
• Department: Communication, Culture and Technology
• Course: CCT204H5
• Professor: Ann Donar

Document Summary

Logos represent brands in the same way flags represent countries: the flag is (cid:374)ot the (cid:272)ou(cid:374)tr(cid:455), it"s a s(cid:455)(cid:373)(cid:271)ol or ide(cid:374)tifier of that (cid:272)ou(cid:374)tr(cid:455, bra(cid:374)ds are defi(cid:374)ed (cid:271)(cid:455) ideas. How an organization structures and names its component businesses, product brands and sub-brands, and how they relate to each other. Critical to clear understanding of the company and its products, both internally and externally: prevents clutter and chaos in brand portfolio, prevents dilution of parent brand equity. Types of logos: typographic: wordmarks, unique typographic expression of the brand name, lettermarks ibm, monograms. Logos evolve along with the brands they represent. No brand/logo exists in isolation, the degree of change is determined by the changes in the marketplace and the competitive environment. Key reasons: signal major change in business or brand strategy. Legal: sale or spin-off of businesses where trademarks are retained by seller.