Is a logo preponderant or marginal for Brands and firms strategies ?
Logos during XIXe and XXe centuries normally represented often metaphorically the firms’ activity. The firm was national, its market sector was clearly defined and the range of its products or services was not vast. Since the second part of the XXe century the firms have become international and they sometimes regroup. They sell a variety of products and services. Since this time there is a struggle in the companies among the culture of products and services with the identity ot the Brand. These reasons explain why it has become difficult to identify by a graphic sign the Brand. The logo occupies visual space, this is for most Brands a possibility to talk about themselves in different contexts. But, we shouldn’t forget that many firms prefer to avoid any negative buzz connected to their activities. Whatever, communication extends behind the logotype. In firms, it is conjugated by Departments, products, professional abilities, corporate statements… In different cases, it is connected
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- Is a logo preponderant or marginal for Brands and firms strategies ?
