A logo alone is not a brand!
Top of mind awareness
Have you ever wondered why some brand names are synonymous to their product or service category? Have you also wondered as to why some brand names come first in your mind when you are thinking or considering a certain product or service category? Go ahead; pick a category ranging in products say from copiers to phones? Which brand names come first in your mind? Why did that particular brand come to your mind? It is so because those companies who own their brand name have a purposeful branding strategy and have committed significant resources to ensure that their branding achieves top of mind awareness from their existing and potential customers. I will discuss later, as to why this is critical.