THE IMPORTANCE OF LOGOS AND COMPANY BRANDING AND HOW

THEY AFFECT A COMPANY

Jennifer Kumiski

Ms. Owens

Technical Communications

WHAT IS A LOGO? distinctive appropriate practical graphic and simple in

form and still convey an intended message

TRACING THE STARBUCKS LOGO Terry Heckler designed logo in 1971. Resigned in:

1986 1987and 1992

Starsbucks’ is currently changing the logo.

WHAT IS COMPANY BRANDING?

a name term sign symbol design or combination of them intended to

identify the company

WHY IS BRANDING IMPORTANT? It is one of the strongest competitive

advantages in today’s market. Companies want to be known for what

they are. “A brand is a kind of promise,” is how

Allbusiness.com explains it.

WHAT ASPECTS GO INTO BRANDING? Price

Higher prices can signify higher quality, and lower prices may suggest decrease in value.

Distribution the availability, or limited distribution of a

product or service, which can be discerning to customers.

Qualityhigher the quality will mean more satisfied

customers, that will come back to purchase more products.

ReputationThe public opinion of brand character is

built over time and difficult to change once established.

PROCTOR & GAMBLE Is an example of a company that has to

brand a massive amount of products for consumers.

The disciple of brand management. Not as commonly known as other

companies.

STARBUCKS The Starbucks experience. Ability to create personalized customer

experiences. Secure customer loyalty. Keeping up with business growth and

profits. Logos on every product.

MISTAKES AT COMPANY BRANDING If a customer has to ask the question,

‘what exactly is it and why should I want it’, not a good sign.

Clairol-Look of Buttermilk Clairol- Touch of Yogurt

BRAND BY ASSOCIATION-MISTAKE Would Sony sell food? No. Harley Davidson perfume and

aftershave. Harley Davidson is known for bikes.

FAILING TO EVOLVE Ovaltine use to be known as a sleep aid. Ensure evolved into a health drink. Ovaltine did not evolve into a health

drink.

PROMISE ONE THING, DELIVER ANOTHER Dominos pizza- fast delivery, good and

cheap pizza. Complaints of cardboard-like crust and

sauce that tasted like ketchup. Unable to deliver what the customers

wanted.

CONCLUSION Companies must appeal themselves to

us. Logos are the face of the company. Some companies do not always get

direct contact with customers. Starbucks is successful through logos

and company branding. Proctor and Gamble is successful in how

they manage all their brands. A brand is a company’s face in this

world.