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Learners are introduced to the value of logos and the role they play in marketing activities.
Three well-known logos of car manufacturers: Honda, Jaguar and Peugeot

These are three well-known car brands: Honda, Jaguar and Peugeot.

The purpose of a logo is to identify an organisation or product. Often logos become so familiar to people that they are instantly recognisable. Some of them show the company name, others are simply a symbol.

People tend to select brands they feel represent something about themselves; either who they are, or who they aspire to be.

Jaguar’s logo is designed to exude superiority and high-class. If you got the question right, then you are either familiar with these logos or Jaguar is getting its message across. Either way, the logo is doing its job.

As a very valuable brand asset, organisations treat logos with great care, in fact, it is not uncommon for them to set rules to follow when dealing with logos. These will primarily dictate how to use the logo, how much white space can be left around it, and how to position it. In general, any changes made to a logo will be decided at a high level and sometimes with the support of an external agency either as a part of a re-brand or a major company’s event.

Join the Discussion

Have a look at these logos from the automotive industry. Just by looking at them, which one would you say is the most expensive brand? Write your answer below and explain why.

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Introduction to Marketing: Fundamentals of Marketing

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