Question

Topic: Branding

Product Logos Versus Corporate Branding

Posted by Anonymous on 10/4/2004 at 5:17 PM ET 500 Points
Can you point to any studies on when NOT to use logos for products, rather than just using product names under the umbrella of corporate branding?
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RESPONSES

  • Posted by SteveByrneMarketing on 10/4/2004 at 5:28 PM Accepted
    John,

    My first thought is of P&G – usually strong product brand development accompanied by supportive corporate brand development. Here are a few links that may help:

    https://www.businessknowhow.com/marketing/brand.htm

    https://www.brandchannel.com/brand_speak.asp?bs_id=81

    https://harvardbusinessonline.hbsp.harvard.edu/b01/en/common/item_detail.jh...

    https://www.pg.com/jobs/consumer_is_boss/building_brand.jhtml


    best of luck,

    - Steve
  • Posted by SteveByrneMarketing on 10/4/2004 at 7:02 PM Member
    JBTron makes an excellent point -- companies like P&G, Unilever, J&J, Kimberly-Clark, Eli Lilly, General Mills, Fortune Brands and even Yum! Brands are exceptions in the wide world of corporate/product branding. By far the majority of companies incorporate their company names (umbrella style or more directly) into their product’s identification.
  • Posted by Chris Blackman on 10/4/2004 at 11:10 PM Member
    How about where the logo may be completely unknown and therefore conveys little or no meaning to a consumer.

    In contrast, a succinct name including corporate branding gets the product utility or purpose across and starts to build awareness for a company, or allows an unknown product to assume a mantle of authority and respectability by brand association.

    Hope this helps.

    ChrisB
  • Posted by Deremiah *CPE on 10/5/2004 at 10:04 PM Member
    john_ellsworth,

    Jett should be able to answer this question with no problem but I have not been able to find him since October 1. Well anyway I do not know of any known studies although JBTRON highlights a great response.

    The only thing I can think of where no logos are used resides in the hidden artistic realm of my life experience. In the art world artist do not use logos instead their name is all that's necessary and eventually that becomes the brand for everything they do. Whether you examine the paintings and drawings of Picasso, Charles White, Charles Biggs, William Carter, Robert Longo or Andy Warhol logos are not a necessary part of the artist branding tool. This is one area that comes to mind. I'll think about it and try to share some other areas. Is there anything else I can do for you?

    Your Servant, Deremiah, *CPE (Customer Passion Evangelist)
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