... is the part of a brand that can be spoken. The brand mark also know as a logo, is part of a brand that cannot spoken When a brand name or brand trade mark is legally, protected through registration with the Patent and Trademark Office of the Department of commerce it become a trademark. (Wells, Burnett and Moriarty, 2000, P71) A brand is a bundle of functional, economic and psychological benefits for the end user, more simply known as quality, price, and image. (Ambler, 1997) A brand then has both physical and psychological dimensions. The physical dimension consists of the physical characteristics of the product itself and the design of the package or logo: the letters, shapes art, and colors that advertisers use to define the graphics of image. In contrast, the psychological side includes the emotions, beliefs, values, and personalities that people ascribe to the product. (Wells, Burnett and Moriarty, 2000, ...

See this essay or coursework document in full right now