The Role of Trademarks and Logos in Successful Market Performance - Case Study Example

World Intellectual Property Organization has opined that “Any sign, or any combination of signs, capable of distinguishing the goods or services of one undertaking from those of other undertakings, shall be capable of constituting a trademark.” (WIPO, 2003). The trade marks and logos may include a vivid and wide choice of words, letters, numerals or figures. This can include symbols and two dimensional representations of goods, colored marks, three-dimensional signs, audible signs, and even distinctive smells (WIPO, 2003). The rule that is generic in this context is that the trade marks must not be descriptive or deceptive. While considering the importance of logos and trademarks, the most important factor is that serves in distinguishing the product or service from that of the counterparts. Thus it becomes important that the trademarks are not generic and it does not refer to a geographic origin. However the protection rules for trademarks and logos do not cover such generic symbols and names. Another major importance of these marketing symbols is that they indirectly lead the customer towards the qualities of the product including its uniqueness and quality. In this context the logos and the trade marks add to the reach and extension of the particular product or service. However under the rules and regulations pertaining to trademarks and logos, it must be ensured that these do not deceive the customer and convey wrong message about the product. As described in the definition of World Intellectual Property Organization itself, logos and trademarks helps to identify the product or service of a particular enterprise globally from other products and services. This distinction and identity is quite important in the modern business scenario. This must be read together with the fact that in the liberalised international economy of the day, the chances of competition and deliverance area overlap is quite possible. To explain this concept, the wide acceptance of ‘ipod’ the music player produced and marketed by Apple would be an ideal example. The trade name ‘ipod’ has had such a market identify that the products which came into market with similar applications were also called by the customers as ‘ipod’. (Rao, A Sreenivasa, 2008).This identity would automatically build in a feeling of confidence among the buyers. Conveyance of Business Objective is another core significance of trademark logos in the modern corporate culture. Trade mark logos can play integral role in the extension of the business objective of the organisation. The customer would be able to get readymade and straightforward information on the objective and the mission of the organisation. The role of trademarks and logos in successful market performance is analysed in this essay by reviewing the trademark logos of three different global leaders in different disciplines of the market. The design, philosophy and the history of their trademark logos are being observed along with the relevance of these logos in the performance of their respective companies in the modern corporate culture and competition. The trademark logo of Apple Inc. Apple Inc. is globally well known for their innovations in personal computing since its inception in 1976 by Steve Jobs, Ronald Wayne and Steve Wozniak. Their technological innovations including iPods, Macintosh and QuickTime have given them a real edge in the corporate market. The role that the logo of apple has played in giving the company an international identity was quite vital. Along with the acceptability of the products of Apple, their trademark logo also has gained world wide popularity. Moreover the peculiarities of the design and the philosophy conveyed by this logo have helped Apple to gain an identity in the competitive corporate world. The most interesting factor is that their logo could gain them a remarkable corporate identity despite the fact that their trademark logo not even contained their brand name. Apple’s logo is considered to be only probable trademark without the inscription of their brand name. (Logoblog, 2008). In spite of this, Apple’s logo is one of the most recognised corporate symbols in the world. This very fact corroborates the strength of the logo in extending the products of the company in the corporate world. The first logo was designed for Apple by Jobs and Wayne in 1976. This logo was real depiction of the intent of Apple to innovate and to put in newer thoughts and culture into the business arena they were into. This logo portrayed Isaac Newton sitting under the much discussed Apple tree. It also had a ribbon banner which read Apple Computer Co. This depiction answers the question why a company dealing with computers was given the name ‘Apple’. The concept and philosophy of the logo very well goes with the company’s strategies to bring in state of the art innovations into the market. However this logo was very soon replaced by the design of designer Rob Janoff which consisted of a multicoloured apple with a bite taken off from its right side. This came to be known as the rainbow apple. The philosophy behind this log was a commemoration to Newton’s discoveries including gravity and separation light. The bit off piece of the apple also symbolises fruit of the tree of knowledge which was eaten by eve. More interesting is the fact that ‘Macintosh’, one of the product of Apple also referred to a particular type of apple. Another concept on this multicoluored logo is that it was a trial to advertise the color capability of the Apple II computers. (Logoblog, 2008). There is another argument that Apple’s logo is a commemoration to the father of modern computing, Alan Turning, who committed suicide using a cyanide-laced apple. (Logoblog, 2008). This multicolor logo underwent changes all through the thirty years of company’s history. However these changes only included change in the colour scheme including the more famous aqua colour scheme. Presently, Apple is using raw aluminum colour scheme for their trademark logo. In general this logo serves a lot to the identity of Apple as a corporate giant. This logo has turned itself to be a mark of innovation and quality. This fact is confirmed by the acceptability of Apple’s product in the market. Of my opinion, the combination of the design and colour has given an outlook preaching the quality of the product. The raw aluminum colour combination has added uniqueness to the brand. Moreover this colour depicts strength which on the other side adds to the power of the product in the market. The shape of the logo which very much equate with the name of the company makes the logo speak for the company’s philosophy. This may be reason that the trademark logo has become successful with out the name of the company on it. In totality, the trademark logo of Apple Inc. is successful in the deliverance of objectives it is ought to serve. The polished outlook, the shape, the colour and the blend of all these have contributed to the efficacy of the logo as an ambassador of the company’s agendas. Trademark logo of BMW The logo of BMW, the leading German manufacturer of automobiles and motorcycles is marked by a circle quartered by sky blue and white. The company since its inception in 1916 has kept intact the same logo involving very few minute changes. This logo was registered in 1917. The logo of BMW consists of a thick black ring within a silver lining. The inner circle is divided into four quarters alternatively of sky blue and white colour. On the top half of the outer black ring, the letters ‘BMW’ is inscribed in a non-serif font. The logo is commonly known as ‘roundel’ (Logoblog, 2008). The philosophy conveyed by the logo of BMW has however had different opinions. One philosophy is the shining propeller theory which assumes that the logo relates to the while propeller on which the engineers of BMW were working on. The white quarters in the circle represents the white propeller rotating in the blue clear sky which is represented by the sky blue colour. This philosophy must be read together with the fact that BMW was initiated as a military aircraft engine maker during the First World War. This is strengthened by factual that the military aircrafts during that period were painted in blue and white. The company’s official publications both offend and defend this argument in different places. (Logoblog, 2008). The other philosophy which is associated with the logo of BMW is its relation with the Bavarian flag where the company actually used to work. This correlation is supported as the registration of BMW’s logo was initially prohibited considering its similarity with national symbols. (Logoblog, 2008). However both of these theories refer to the origin of the company. The company has held the pride for holding the ever distinctive logo which provided them with a lead in the market. To have that logo in the front of ones car is considered as being a part of the rich automobile tradition. The simple, sporty outlook of the logo has made it one of the most identified and dignified corporate marks, in turn helping the company and its products in the market performance. The class, personality and the sophistication that this trademark brings to the products of BMW has helped the company a lot in being a leader in modern corporate culture. The success in the automobile industry depends much on the style and the appearance of the products. A logo as being a visible entity in the vehicle, it has much to do in the appearance of the vehicle. In my opinion, the logo of BMW serves a lot in this cause. The most notable point here is that the circular and the bluish logo of the company has a highlighted appearance. This gives the cars and the motorcycles a sporty look. The specialty in the design of the logo is that despite being simple it is able to deliver a clear and a smart outlook. It is successful in delivering and extending the philosophy intended by the designer which relates to the history and the proud tradition of the company. As it serves as a symbol for the origin of the company, it directly relates to the legacy that it holds in the automobile industry. This factor gives BMW a comfortable lead in the modern competitive corporate market. However in my opinion the disadvantage in the logo design in that it does only suit to sporty vehicles. In formal conditions, this logo appears a bit out of place. Trademark logo of Yahoo Yahoo is a typical example of a company which gained huge market lead through the branding of their logo. The basic objective of the internet based company since its beginning had been on connecting people across the globe and interlinking information available in the digital format. The marketing strategy of Yahoo was much dependent on the branding of their logo. The trademark logo of Yahoo is the word yahoo written in Capital Three Dimensional letters followed by an exclamation mark. The success in Yahoo’s logo is that it was able to directly convey the objective of the company to its targeted market. The observable uniqueness in Yahoo’s logo is that it was able to contain with in itself the complicated term Yet Another Hierarchical Officious Oracle’. David Filo and Jerry Yang, the founders of yahoo have defined the company as rude, unsophisticated, and uncouth. The logo very well goes with this definition. The philosophy of the logo is primarily the casual look in it. The particularity and the informality in the font used have helped to create such a mood in the user. The design along with the color scheme has successfully conveyed the merry one would feel being with Yahoo. The catchy outlook of the logo makes it catchy in the market as well. The main distinguishing feature of this logo is that it is quite straight forward. When the other logos discussed hold much symbolic philosophies, the logo of Yahoo straight away delivers the message. The message of integration of innovation and entertainment differentiates the products of Yahoo in the market. In my opinion, the trademark logo of Yahoo fits best in place. “Marketing is about understanding the customer’s needs and ensuring that products and services are of the highest possible standards in order to satisfy the potential customers wants and needs” (Revision notes,2003). The logo of yahoo is very well able to adhere with the customer needs in terms of entertainment and information. Trademark logo of Yahoo Trademark logos used by BMW History of Trademark logos used by Apple (Source: http://www.logoblog.org) References Rao, A S,2008, Launching iPhone: ‘Apple’s Entry Into The Mobile Phone Market’. ICFAI Centre for Management & Research, Hyderabad Revision Notes, 2003, UK-Marketing, viewed 31 December 2008, Logblog, 2008, Famous logos, viewed 31 December 2008, WIPO, 2003,‘Economic importance of trademarks and geographical Indications and their use in commerce’. paper presented to the WIPO National Seminar On The Protection Of Trademarks And Geographical Indications, Beirut,17-19 March Read More