The different brand elements


Brands typically comprise various elements, such as:

  • name: the word or words used to identify a company, product, service, or concept
  • logo: the visual trademark that identifies a brand
  • tagline or catchphrase: “The Quicker Picker Upper” is associated with Bounty paper towels
  • graphics: the “dynamic ribbon” is a trademarked part of Coca-Cola’s brand
  • shapes: the distinctive shapes of the Coca-Cola bottle and of the Volkswagen Beetle are trademarked elements of those brands
  • colors: Owens-Corning is the only brand of fiberglass insulation that can be pink.
  • sounds: a unique tune or set of notes can denote a brand. NBC’s chimes provide a famous example.
  • scents: the rose-jasmine-musk scent of Chanel No. 5 is trademarked
  • tastes: Kentucky Fried Chicken has trademarked its special recipe of eleven herbs and spices for fried chicken
  • movements: Lamborghini has trademarked the upward motion of its car doors

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