Brand mark

Brand mark is also known as a logo of the company or trademark. Is something that we see as a symbol of the brand. Usually is not made by words - it is a symbol or project. We can see brand marks every day, for example, car or phone brands. Many of them are very recognizable like the yellow arches of McDonald's or bitten apple of iPhone.

Brand mark is one of four elements of the brand identifiers .

Brand identifiers

The brand consists of four elements thanks to which we can recognize the company. The elements of brand identifiers are :

• a brand name - is the name of the company which is legally registered. It is an element that can be spoken with words. It can include letters or numbers. This is the most important and most recognizable part of the brand,
• a trademark is a designation that can be presented as a graphic. It can be brand name, symbol or logo. Trademark is legally reserved only for the owner of the trademark use. Except for the names and logos of the brands, companies may also reserve the sound, shape or packaging of products as a trademark,
• a trade name is the full name of the company which is legally registered, like The Walt Disney Company commonly known as Disney. This element may or may not be a part of brand identification,
• brand mark.

Types of brand marks

Next to the name 'brand mark' we can also find the term such as logo, logotype, logo mark, mark or trademark.

We know many types of brand marks. Companies designing their brand marks want it to be something special, something that people have not yet seen, to associate only with this one brand.

There are several types of the company logo, they are :

• a wordmark is the name of the company shown graphically. To present the company name interestingly, you can use a special font, an unusual combination of colors or by changing the size of individual letters in the name. Wordmark is also known as a logotype,
• a lettermark is created not using the entire company name, but only initials. This is usually used in cases where the company name is too long to remember. Then the lettermark is more catchy,
• a symbol mark shows some shape, character, animal or object that is associated with a brand. It can often represent something abstract, unusual. It can be a combination of many elements,
• a combination mark, as the name suggests, is a combination of words and symbols. It is a very common form of the brand mark.

Marks of ownership

We have encountered brand marks since the first people learned to apply understandable signs to their property. In the beginning, they were marks of ownership of the object, not the signs of the company which are a symbol of the brand. Today we can see the primordial marks of ownership that have survived on such objects as ceramic or stone products.

People put a mark on their things to indicate that they are their owners. This was mainly to warn others not to take items which not belong to them. Today, we can also find the labeling of our property on items that are valuable to us. We use, among others, our initials, name or some imaginary identifying mark.

It is very often found in children who mark their toys or other objects that they do not want to lose. The property sign, except is showing which items belong to us, also helps to find lost things due to the fact that they have some characteristic signs on them.

Over the years, marks of ownership have also evolved into signs of belonging to a particular family or community. An example of this is family coats of arms, which we can see on various ancient tombs. Such crests later become brands, e.g. after joining a noble or royal family.

In these tombs, in addition to the interred people, there are also their valuable things bearing the family mark, initials, seals or other signs showing ownership of the object. Most often it was practiced in wealthy and powerful people like kings or queens. The less affluent people also could be buried with things valuable to them.

To this day, we have been meeting the marking of burial sites with family signs or the coat of arms. Similarly, being buried with valuable items .

Examples of Brand mark

• Apple Inc.: Apple Inc. is an American technology company that designs, develops, and sells consumer electronics, computer software, and online services. Its iconic brand mark is a silhouette of an apple with a bite taken out of it, which is widely recognized around the world.
• McDonald's: McDonald's is an American fast food restaurant chain. Its logo is the iconic golden arches, which are recognizable to people of all ages and backgrounds.
• Nike: Nike is an American multinational corporation that designs, develops, and sells athletic footwear, apparel, and accessories. Its brand mark is a "swoosh" symbol, which is recognizable globally.
• Coca-Cola: Coca-Cola is a popular carbonated soft drink. Its brand mark is a curved, red and white script logo, which is recognizable to people around the world.

Advantages of Brand mark

The following are some of the advantages of brand marks:

• A brand mark can be a powerful visual representation that helps customers quickly recognize a company or product. It is a way to create a strong visual identity and can be used in many different contexts, such as on websites, product packaging, and promotional materials.
• Brand marks can be used to help establish trust and credibility. A well-designed logo can help to differentiate a company from its competitors, and customers may be more likely to trust a company that has a recognizable logo.
• Brand marks can also help to create an emotional connection with customers. A logo that is designed in such a way that it resonates with customers can help them to form a positive emotional connection with a company.
• Brand marks can be a cost-effective way of advertising a company or product. A logo can be used on various promotional materials without having to pay for expensive advertising campaigns.
• Brand marks can be beneficial for long-term brand recognition. A logo that is consistently used over time can help to create brand recognition and loyalty.

Limitations of Brand mark

There are several limitations of a brand mark that can affect how customers perceive and interact with a product or brand. These include:

• Cost: Developing a memorable and effective brand mark can be expensive, as it often requires a team of professionals with specialized skills, such as graphic designers and marketing experts.
• Complexity: Brand marks may not be easily understood by the public, and thus may not be as effective as a simpler message.
• Legality: Companies must ensure their brand mark is not infringing on any existing trademarks in order to avoid costly legal battles.
• Versatility: Brand marks may not be suitable for different contexts, such as digital media or international markets.
• Timeliness: Brand marks may become outdated and lose relevance over time, requiring frequent updates and re-branding.

Other approaches related to Brand mark

Marketing a brand involves more than just creating a logo or a trademark. Here is a list of other approaches that can help to strengthen the brand mark:

• Brand messaging: A strong and consistent brand message helps to create a strong connection with the target audience and build a loyal customer base.
• Brand storytelling: Storytelling can help bring the brand to life and create a unique personality that resonates with the target audience.
• Relationship building: Building relationships with customers, partners, and influencers can help to create a sense of trust with the brand and reinforce the brand mark.
• Visual identity: The visuals associated with a brand, such as colors, fonts, and images, can help to create a unique identity that is easily recognizable.
• Social media presence: A strong presence on social media can help to reach a wide audience and create a loyal following.

In summary, a strong brand mark goes beyond the logo or trademark. It involves creating a strong brand message, telling a compelling story, building relationships, creating a unique visual identity, and having a strong presence on social media.

Footnotes

Brand mark — recommended articles

Advertising message — Types of advertising — Corporate branding — Outdoor advertising — Advertising media — Original print — Influencer marketing strategy — Stereotypes in advertising — Below the line advertising

References

• Landa R., (2005), Designing Brand Experience: Creating Powerful Integrated Brand Solutions, Cengage Learning,
• Lee A., Yang J., Mizerski R., Lambert C., (2015), The Strategy of Global Branding and Brand Equity, Routledge,
• Rowley J.E., (2017), Information Marketing, Taylor & Francis.

Author: Oliwia Książek