The visual trademark that identifies the brand. The brand name tells the customers verbally, logos tell them visually. Logos are shapes or symbols which are associated with the brand and become shorthand for the brand (e.g.

, McDonald’s Golden Arches, and Nike’s swoosh). The company signals its different stakeholders on what its intentions are and where it is going.

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iii. Tagline or Catchphrase:

“Iodex maliye, kam par chaliye” is associated with Iodex. GE: “We bring good things to life.

” Some others include – ‘Jab main chhota bachcha tha’, or “Washing powder Nirma…”, “Bond with the best (Reid & Taylor), Pure bhi. Poora bhi (IBP).

iv. Shapes:

The distinctive shape of the Coca-Cola bottle or the Volkswagen Beetle, and golden arches of McDonald’s are trademarked elements of those brands.

v. Graphics:

The dynamic ribbon is also a trademarked part of Coca-Cola’s brand.



Colour is a crucial element of a brand identity. Owens-Corning is the only brand of fibreglass insulation that can be pink. PepsiCo uses red and blue colour.

vii. Sounds:

The use of sound in branding will only increase in popularity given that sound is extremely relevant in digital marketing.

The re-emergence of radio is also likely to contribute to its growth. We are now in the age of the ‘Brand Sound’. A unique tune or set of notes can “denote” a brand.

viii. Movement:

Lamborghini has trademarked the upward motion of its car doors.

ix. Smells:

Scents, such as the rose-jasmine-musk of Chanel No. 5 are trademarked.



KFC has trademarked its special recipe of 11 herbs and spices for fried chicken.