A Dominant Role In Promoting Business

Corporate logos play a significant role in promoting a company's business to a large extent. These figurative representations, apart from remaining as a mere image often do convey lofty ideals and messages. Logos have a multi-faceted role to undergo while establishing their presence in the marketplace. In a system where quality has emerged as the hallmark, Indian consumer has started to identify a product exclusively by way of its logos.

If a symbol was adopted and used widely, then it must be sole communicator or visual identify with an organisation or else they do nor serve any purpose. Though Air India still uses two symbols viz. Maharaja and Centaur, what is associated by the mass is only Maharaja and there is no major benefit from the logo Centaur.

 

Companies like Lloyds and Essar using different symbols for their different operations illustrate the need to bring to bring in a single identity to the entire group as followed by Reliance group of companies who use the same logo for all the diverse operations.

A logo or a part of the logo, which has the potential to become a mascot should be exploited fully by making them animated and functional wherever possible.

For example, the cat Eveready , the horse in UB, the goody in Nerolac, the Penguin in Kelvinator can all be used as mascots with more life along with being a logo, instead of just being a lifeless logo in communications. The fact that companies like a Ceat, Amul and Asian Paints have benefited immensely by using their logo creatively, giving a distinct identity for their company, lends credit to this strategy.

Once a firm decides to promote a symbol, it must do so with a visually attractive lay out with vibrant colours (ex. Coco Cola, Pepsi, Shell) in order to get quick attention and recall value with masses. In the same manner, the size of the symbol used in all the communications should be prominent enough to get the recognition instead of just tugging it away in a corner in a small size .The following example of the symbol size used for a press advertisement by Mercedes Benz and Titan explains the need to focus on this area. A carefully built and developed symbol becomes an asset for the organisation.

Hence, the symbol with its associations, need to be protected over time. It is important to avoid placing the symbol in a context which will jeopardise its associations. For example, Air India needs to protest and reinforce the Maharaja symbol. When they evaluate the proposed promotions or services, such should be evaluated not only on their own merits but on their impact.on the symbol Maharaja.

Finally a symbol also needs to be protected from companies or competitors which tend to adopt a similar symbols.