BRAND-MANAGEMENT-NOTESscale). • Preference among name options (through a preference scale). Brand Logo In order to make a word in a page standout, we highlight it, underline it or circle it. This increases the noticeability. It gives an identity to the word. Similarly, for a brand name to stand our marketers use shapes and colours. This we see on packs and across communication media. This combination of shape and colour is called Brand Logo. Note that the brand name may or may not form a part of it, e.g Coca-Cola is in the logo, but Pepsi is not. 30 11.673.2 ±The Brand Logo stay in the mind with colour distinctiveness. It is the visual signature of the brand. It is a long-term property of a brand and need to be handled cautiously. Each brand has a
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