When it comes to branding, a company should be able to place all their marketing pieces together and see that they all go together. According to Pamela Kufahl, this creates a branding identity (43). A logo is usually used on all pieces of marketing material, especially those of a company that focuses on their brand. William Ryan and Theodore Conover write, “Logotypes tie seamlessly to identity and branding” (393). In the case of Nike Inc., the “swoosh” can be identified in nations all across the world in any color. Pamela Kufahl states, “Logos are the utmost importance in maintaining a common look to your marketing pieces” (43). According to Pamela W. Henderson and Joseph A. Cote, semiotics views logos as “part of a sign system that a company uses to communicate itself to internal and external audiences” (14). Logos should be “recognizable, familiar, elicit a consensually held meaning in the target market, and evoke positive affect” (Henderson and Cote 15). The Coca-Cola logo is known all across the world, and according t...
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