The visual distinctiveness of a brand may be a combination of any of the following:
name, letters, numbers, a symbol, a signature, a shape, a slogan, a color, a particular typeface.
But the name is the most important element of the brand as its use in language provides a
universal reference point. The name is also the one element of the brand that should endure.
All the other elements can change over time, but the brand name should be “as constant as the
northern star,” like Caesar.
This is not to say that brands achieve true visual distinctiveness through their names
alone. Nike without its tick-like swoosh, Michelin without exuberant Monsieur Bibendum, and
McDonald’s without its Golden Arches would be paler properties indeed. Brands like these,
and many thousands of others, rely for their visual distinctiveness on the harmonious
combination of these elements and the consistency with which this is maintained.
That being said, in certain markets where the use of branding is highly developed and
consumers are particularly sophisticated, these rules are sometimes tested. In the fashion
clothing market, for example, Diesel has experimented with the use of completely different
logos, and even changed the name for a season. The success of such tactics depends on the
awareness of the consumer. The brand itself enjoys almost “cult” status, and the loyalty with
which they are followed by their devotees has assured such success.
【題組】48. Which of the following statements is most likely to be TRUE?
(A) Nike’s swoosh and McDonald’s golden arches are exemplary logos that strengthen their
respective brands.
(B) Diesel’s branding experiment was a lost cause and proved that branding has to be
consistent.
(C) A brand name needs to be constantly changed in order to attract new customers.
(D) A strong brand can disregard the level of consumer awareness while making branding
decisions.
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