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Principles of Marketing Management Product Decisions

……………includes two visual signals of a brand – its character (e.g. Amul girl, Pillsbury doughboy) and its logo. Both are elements of brand identity.

Brand attitude

Brand Image

Brand Symbol

Brand Positioning

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Explanation:

Brand symbols (colloquially called "logos") are visual characteristics of a brand. They represent the brand's personality and contribute to its recognition rate.The personality of a brand is determined by its content (brand core values) and its style (brand style), which must express these brand core values.

The brand symbol is part of the brand stylistics and is made up of visual brand style elements. Quite often, it embodies an emotional value. A good logo should have a simple, yet unique design that clearly shows the values of the brand. Abstraction is permitted and necessary to focus the idea behind the brand in one memorable symbol.