Intellectual Property and Logos

• An effective logo can be used to create a positive corporate identity and are generally simple in design as they are used very regularly on products, promotional

  items, uniforms etc.
• Logos are used to ensure that consumers can instantly recognise the associated company
• Companies usually have copyright all aspects of their brand to:

  • Ensure the company have exclusive use of the brand
  • Protect the brand from being connected to sub-standard products/companies
  • Protect the reputation of the company
• Copyright, patents, designs and trademarks are all types

  of Intellectual Property.
• Intellectual property is important as it protects anyone in the industry from infringement and plagiarism
• Negative impacts of rebranding are:

  • consumers might not recognise the brand
  • rebrands are costly
• When a rebrand takes place, all suppliers must be notified and stock needs updated
• If a company changes a logo, there are negatives;

  • the brand won't be as familiar with consumers
  • the brand will need to rebuild the previous wide scale familiarity
  • costly to rebrand all product lines
• When a change is being made to a brands logo, all suppliers must be notified to reflect the changes