In the Interbrand’s list of Top 2011 Most Valuable Global Brands, there are a lot of brands that are listed with only logos standing along without letter forms. For instance,they are a Swoosh, a symbolic Mermaid and an Apple with a bite. By all means, these logos immediately recall us most globally recognizable brand names Nike, Starbuck and Apple.
The Nike logo was designed by Carolyn Davidson – a graphic designer in 1971 and she was paid just $35. The Nike Swoosh logo represents the wing in the famous statue of the Greek Goddess of victory. Nowadays there are numerous compliments to Nike’s logo and its pos phrase “Just do it”.
Needless to argue about these compliments. In his article posted on Advertising Age, branding legend Al Ries say that it emotionally touches a “procrastination” button that exists on the right side of your brain. “Why keep thinking about it? Just do it.”
A good brand identity is the fist and foremost to have a good brand image. However, are Nike’s pos phrase and logo really a single factor to make it one of the top globally recognized brand?
This brand is renowned with its branding campaigns endorsed by most world popular athletes (Michael Jordan – the American basketball player is a typical success). In a single year 2008, Nike spent almost $3 billion dollars on their marketing activities.
Undoubtedly, if global brand like Nike is substantially financial in marketing budget, it is easier for them to knock the door of every single consumer in the world. When Nike brand dominates sport-ware market with massive distribution network & substantial advertising budget, consumers are prone to be shaped by this brand name in their mind. Subsequently, they may become ingrained with swoosh icon or “Just do it”.
What would happen if swoosh symbol and “Just do it” did not belong to Nike? these brand identity elements would not become as familier as they do under Nike’s brand name today.
There are few few brands like Nike, Starbuck or Apple. How about the rest of the world? when you are not a brand like them, what you can do to make consumer remember or like you?
If medium and small brands do not have huge money in pocket for branding, one of effective way to secure a place in customer mind is to create an impressive brand identity.
Certainly, this is a challenging job and there are not many brands being able to do so. If anyone can, they will be rewarded.
The story of Apollo – an English training centre is a good example. The Apollo’s pos phrase “where the best becomes better” is very popular among students and high schools’ pupils who are even not studying at Apollo. Interestingly, many of them get to know and like this pos phrase before they are aware of Apollo brand name. In other words, a good pos phrase make a brand familier to its target audience in this case.
How about you? I am sure you have one or more favorite brand for yourself. Does this brand’s pos phrase or logo make you stay with it?
Nguyen Duc Son
Brand Strategy Director – Richard Moore Associates