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Brand Identity

How corporate logos have evolve

“People become attached to the identities of well-known brands,” writes Branding Strategy Insider:

When they are comfortable with a given identity, they don’t want it changed. Changing brand identities is risky business, not only because it has the potential to reduce brand recognition, recall and key associations, but also because it could cause customer dissatisfaction.1

Branding Strategy Insider continues:

“Brand identity can and will evolve over time, but usually it does so incrementally so that the new identity is a refreshed extension of the old identity. In this way, one does not lose the recognition and positive associations that existed with the previous identity.2

Branding color guide

“Brand equity is a set of assets (and liabilities) linked to a brand’s name and symbol that adds to (or subtracts from) the value provided by a product or service to a firm and/or that firm’s customers,” writes David A. Aaker in Building Strong Brands. He lists the four major categories as brand name awareness, brand loyalty, perceived quality, and brand associations.3

Brand identity is more critical today than ever before, as more and more businesses and products compete for consumer attention across an ever-increasing variety of channels,” writes the website. “The powerful brands of tomorrow will create a brand experience that extends the traditional paradigm of sight and sound. They will immerse their customers in an environment that not only appeals to the senses of sight and sound, but also the senses of touch, taste and smell.” 4

“Brand loyalty is hard to break for some,” writes David Butler for the Northern Colorado Beer Examiner. “The beers you started drinking when you were a young adult often become the beverage of choice later in life.… For some, it becomes part of their identity.” 5

According to the website in their “Brand Addiction” article:

The big corporations aren’t worried about brand addiction to brands that aren’t their own. For example, Budweiser doesn’t care that you are brand-addicted to Miller, even though they have beer that is comparatively identical in its flavor similarity to water. They’re just biding their time until they strike the right nerve with their advertising and you suddenly switch brand loyalty. Until then, they have their own brand-addicts that they need not advertise to. It’s a big game to them.6

Buy colors

What your brand colors say about your business
What does your brand stand for?

According to a 1990 paper presented at the Annual Meeting of the International Communication Association:

A study examined whether billboard advertising of tobacco and alcohol products is differentially targeted toward White, Black, Asian, and Hispanic neighborhoods.… The study suggests that the modeling of social cues can serve to motivate product use, disinhibit behavioral restraints, and reinforce existing habits.… Furthermore, the analyses of the content of the billboards revealed that alcohol and cigarette advertisements use social modeling cues such as anticipated rewards, attractive models, and similarity.7, i

“Like adults, young children are highly influenced by branding, experts say,” writes Steven Reinberg for HealthDay Reporter:

“Children, it seems, literally do judge a food by its cover. And they prefer the cover they know,” said [Dr. David Katz, the director of the Prevention Research Center at Yale University School of Medicine, New Haven, Connecticut].… Most 3- and 5-year-olds who taste-tested a variety of foods said they preferred the ones in the McDonald’s wrapper — even though the foods were exactly the same.… After taste-testing, the children more often said the chicken nuggets, fries, carrots and milk wrapped in the McDonald’s logo tasted better.…

“It’s really an unfair marketplace out there for young children,” [Dr. Thomas Robinson, the director of the Center for Healthy Weight at Packard Children’s Hospital and associate professor of pediatrics and of medicine at Stanford University School of Medicine, in Stanford, California] said. “It’s very clear they cannot understand the persuasive nature of advertising.” 8, ii

Backyard Brains - Neuroscience for Everyone!
Neuroscience for Everyone!


i The magazine Advertising Age cited Ronald McDonald as No 2 on its list of top 10 advertising icons of the 20th century. Who was No 1? It was the Marlboro Man.
— Morgan Spurlock, “The Truth about McDonald’s and Children,” Independent/UK, 22 May 2005, at, (retrieved: 13 May 2011).

ii It is estimated that McDonald’s spend more than $1 billion dollars per year on U.S. advertising.
— Steven Reinberg, “Foods Taste Better With McDonald’s Logo, Kids Say,” 6 August 2007, at (retrieved: 24 January 2012).


1 “The Risk Of Brand Identity Change,” Brand Strategy Insider, 11 January 2012, at (retrieved: 24 January 2012).

2 “Evolving Brand Identity,” Brand Strategy Insider, 9 December 2011, at (retrieved: 24 January 2012.

3 David A. Aaker, Building Strong Brands (New York: The Free Press, 1996), pp. 7-8.

4 Scent Marketing,, at (retrieved: 24 October 2011).

5 David Butler, “The reasons we drink beer,” Northern Colorado Beer Examiner, 8 July 2008, at (retrieved: 13 May 2011).

6 “Brand Addiction,” Asymptomatic, 18 February 2005, at (retrieved: 13 May 2011).

7 “Alcohol and Cigarette Advertising on Billboards: Targeting with Social Cues,” abstract, paper presented at the Annual Meeting of the International Communication Association (40th, Dublin, Ireland, June 24-28, 1990), at (retrieved: 4 January 2011).

8 Steven Reinberg, “Foods Taste Better With McDonald’s Logo, Kids Say,” 6 August 2007, at (retrieved: 24 January 2012).

See also

Julie Wenzel, “Gender Roles Learned from Childhood Toys,” 3 August 2007, at (retrieved: 7 December 2012).

“Rapid Realty CEO Offers Raise To Employees Who Get Tattoo Of Company Logo,” The Huffington Post, 1 May 2013, at (retrieved: 1 May 2013).

“Ships’s Log: The Science Behind Colors in Marketing,” Atlas Branding, 7 May 2013, at (retrieved: 11 December 2013).

Related videos

“Commercial Jingles: Branding – One of Ten Elements of Great Advertising Jingles,” billym0615 video at, (retrieved: 24 October 2011). (Watch it here)

“My bologna has a first name.” ybnorm video at, (retrieved: 12 January 2012). (Watch it here)

“My Bologna has a First Name it’s H-O-M-E-R,” AshleeVee video at, (retrieved: 12 January 2012). (Watch it here)

“rainier wolfcastle my bratwurst,” 1paula12 video at, (retrieved: 12 January 2012). (Watch it here)

“Consuming Kids: The Commercialization of Childhood [Full Film],” futureproducernet video at, (retrieved: 14 January 2012). (Watch it here)

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