Is a brand a logo?

Chapter 1

Introduction

In this weekly discussion, we will answer the question, is a brand a logo?

Keywords: Logo, Brand

Chapter 2

The Brand Definition

In (Keller, Parameswaran, & Jacob, 2015), according to the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.” In other words, brands serve as a strategy to stand out from rivals (or future competitors) or to differentiate from competitors. A brand is your identity. It represents who you are and separates you from others (Makki, 2018)

Of course, this definition of a brand is not single. There are many definitions of the brands from some experts. These many definitions are coming from a different perspective. In (Maurya & Mishra, 2012), to do the systematic of these definitions, (de Chernatony & Dall'Olmo Riley, 1998) classified definitions of the brand into 12 themes, namely; brand as a logo, brand as a legal instrument, brand as a company, brand as a shorthand, brand as a risk reducer, brand as an Identity system, brand as an image in consumer's mind, brand as a value system, brand as a personality, brand as relationship, brand as adding value and brand as an evolving entity. 

Table 1. Thematic classification along with representative authors

Source: (Maurya & Mishra, 2012)

Some of the definitions mentioned above if we use them in two different perspectives, namely the company perspective, and the consumer perspective, then we can group those definitions as follows:

Table 2. Synthesis of Thematic twelve themes of brand definitions

Source: (Maurya & Mishra, 2012)

In addition, a brand can be interpreted from the role taken as follows:

Figure 3. Roles That Brands Play

Source: (Keller, Parameswaran, & Jacob, 2015)

A brand is made up of the emotional and experiential elements that support the perception and ideas that other people have about it. It has a recurrent tone or visual voice that communicates the company's position in the market and its competitive advantages. The brand is what people say about you behind your back (Makki, 2018) and it is also about the reputation in the consumer’s mind.  According to Jeff Bezos, the CEO /founder of Amazon, “Your brand is what other people say about you when you’re not in the room.”

 Chapter 3

Logo

A logo is a symbolic representation of the personality and spirit of a company. In a crowded market, a memorable logo acts as a visual shortcut to the business and is a crucial element of a strong brand. A logo is the visual identity of a brand. A logo is what a brand physically displays in the market and visually what consumers and the industry see. A logo is something that appears on the surface of an ice cube in the ocean while a brand is its essence located within the surface of the sea. This can be visually seen by analogy as shown below:

 Picture 4. Logo and Brand

Source: https://brandfolder.com/blog/logo-vs-brand-know-difference

Below are examples of some of the logos of a brand. As consumers, we recognize a brand from these logos. A strong logo makes a brand stand out from competitors

 Picture 5. Logos of the brands

Source: Google.com

All of the logos mentioned above will not have the slightest meaning without other factors of a brand (including its products) and a branding activity (specifically marketing communications).  Therefore, a stand-alone logo is not yet a brand.

 Below are some types of logos:

 Picture 6. Types of Logos

Source: (Ness)Jake Van Ness

Graphic Designer and Design Consultant

 Chapter 4

Conclusion

Is brand a logo? From the explanation above, we can conclude that the brand is not the same as the logo. The brand is broader than a logo. A logo is part of the brand. A logo is a very important part of the brand. The brand serves as the company's foundation, while the logo serves as a visual representation of the brand's trademark. When marketing and promoting a consistent image and voice, a logo identity system and a strong branding system are both essential, but a brand speaks for itself. A company's success ultimately depends greatly on how customers feel about it and its offerings.

 

References

de Chernatony, L., & Dall'Olmo Riley, F. (1998). Defining a "brand: beyond the literature with experts' interpretations. Journal of Marketing Management 14(5), 417-443.

Keller, K. L., Parameswaran, A. M., & Jacob, I. (2015). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Fourth Edition. Pearson.

Makki, S. (2018). Branding Matters. The World of Brand and Branding (p. 28). Jakarta: London School of Public Relation.

Maurya, U. K., & Mishra, P. (2012). What is a brand? A Perspective on Brand Meaning. European Journal of Business and Management.Vol 4, No.3, 123.

Ness, J. V. (n.d.). Principle of Good Logo Design. Graphic Precision.