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
