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Branding through Logos

Language:  English
A brand is a collection of visual images, experiences, and emotional responses that shape consumer opinion about a product or service. Logos communicate brand characteristics aiding brand recognition.
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A brand identity has three components – name, logo and slogan. Logos contribute to brand building efforts, strengthen the brand image and convey the brand’s personality. A logo can be called as visual signature for the brand. A logo comprises a set of elements (color, typeface, name and design) that lend visibility to a company’s products and services. A logo design can create a powerful impact on the brand drawing emotional reactions from consumers. Logos thus enable an organization to distinguish itself from other market players. Logos play a crucial role in influencing consumer experiences.

About the author

Venkatesh Ganapathy presently works as Associate Professor (Marketing) in Presidency Business School, Bangalore. He has worked in the industry for close to two decades in organisations like Castrol India Limited (part of BP PLC) and Firepro Systems Private Limited. He has had a rich and diverse cross-functional experience during his stint in the corporate world. He has published 15 books so far. He is also the author of 50 research papers that have been published in national and international peer-reviewed journals of repute. He has presented his research efforts in national and international conferences and has been the recipient of awards and scholarships. He has a profound interest in content marketing and has written over 300 blogs. His research interests are in services marketing and service supply chain management.

  1. Introduction to Branding
  2. Introduction to Logos
  3. Importance of Logos in marketing
  4. Design of a Logo
  5. Selection of the right color for a logo
  6. What makes a truly great logo?
  7. Redesigning logos
  8. Theoretical Framework
  9. Are Logos really powerful?
  • Epilogue
  • Bibliography
About the Author

Venkatesh Ganapathy