Conceptual branding

Conceptual branding

A company brand works in many different ways. The definition of a 'brand' is a product that is manufactured by a company under a particular name, such as 'a new brand of soap powder'. 

When a company establishes itself as a brand, it's also creating an image for itself. Things such as brand logos, the name of the brand and even trademark mascots are important since they will be representing a company and will be what the general public will associate the company with.

A good example of a well-known and recognizable brand is The Coca Cola company. 

This is one of the most recognizable and successful soft drinks brands in the world. The iconic Coca Cola logo was first designed in 1886 by John S. Pemberton and is still being used by the Coca Cola company today. The fact that the logo has hardly changed and is still being used today could be the company's way of using the logo for nostalgic purposes and that the curly lettering of the logo and the iconic red and white colours used on the packaging is still being used due to the general public's familiarity with it and that it also spans through different generations so it will appeal to a wide range of ages.

It goes without saying that companies will use their brand logo or chosen brand packaging for promotional means. I'll use the Coca Cola company again as an example of this since a good marketing tactic they used in the recent years is replacing the iconic Coca Cola logo in their drinks bottles with randomised names. So instead of seeing the familiar 'Enjoy Coca Cola' logo on the side of  a cola drinks bottle, the words 'Share a coke with (a random name would be here)' would be there instead, still written in the original Coca Cola logo lettering.

This was a very successful marketing tactic since consumers would look for bottles that had their own names on them and collect them. The original red and white Coca Cola logo was so iconic and recognizable, the Cola company didn't need to change their lettering type or packaging colours when they first used this marketing stunt, which proved to be very successful and is still be used on Coca Cola bottle packaging today.