Brand roles and the global market

Brands play a key role in advertising. It communicates to audience to buy their products globally. Brands are easily recognisable in products. You don’t need to know who made the product! Brands influences people to make choices. Visual and mechanical elements such as form, aesthetics and function tells us more about the product.

Advertising and marketing products can improve the company’s image; [”We are all bombarded by brands that demand our consideration on a daily basis. The subtle and not-so subtle tactics of persuasion employed in advertising and marketing inundate our space, forcing us to make choices based on our lifestyles “], DANKER, S.H (2014). This suggests that logos have a deeper meaning to the brand as there are different interpretations. Advertising can boost sales by promoting their concept to the wider audience.

A quote from Marketing Minds defines [”A logo is not your brand, nor is it your identity. Logo design, identity design and branding all have different roles that together, form a perceived image for a business or product”], MARKETING MINDS (2014) (fig 1).


Figure 1: Brand, Identity and Logo Definitions

Apple is a major brand and global company. It has a distinctive logo that can be recognised without knowing what the product is for. Marketing Minds quotes that, [”Apple has a branding strategy that focuses on the emotions. The Apple brand personality is also about simplicity and the removal of complexity from people’s lives; people-driven product design; and about being a really humanistic company with a heartfelt connection with its customers”], MARKETING MINDS (2014). This suggests that Apple’s products are to focus on innovative designs with a good user interface that can be branded to fit the people’s personality and individuality.


Figure 2: Apple’s IPhone 6, IMORE (2014)

The colours of the Apple products are usually space grey, white, silver and gold. The colours signifies individuality and originality. The colour white signifies purity and innocence. The colour gold signifies luxury and expensive. Apple products are normally symmetrical. This signified that all products from Apple are the same (fig 2).

From these points, we can conclude that design is global. By creating visuals, it helps to communicate the company’s concept to the audience by advertising the products global.

Image Reference

JUST CREATIVE (2010) Branding, Identity & Logo Design Explained. [Online Image] Available from: [Accessed 01/12/14]

IMORE (2014) IPhone 6 in pictures. [Online Image] Available from: [Accessed 01/12/14]


DANKER, S.H (2014) Art Education. BRAND: Identity, Image, and Relationships. [Online journal] (67, 1), pp. 41-51. Available from: [Accessed 01/12/14]

MARKETING MINDS (2014) Apple’s Branding Strategy. [Online Case study] Available from: [Accessed 01/12/14]






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