When we talk about something, our mind creates an image of it...But what if our mind cannot? We speak about the particular object in a very abstract manner...We do not completely understand or know the object.
The same is true with corporates. Every corporate should have an image. So, when someone talks of it, that person should be able to visualise the company. Let us take a few examples...Apple, Google, Facebook, McDonalds, Mercedes, BMW, Nike, Microsoft, etc.
The one thing common between all these is the fact that these are some of the biggest brands in the world today. If we try to visualise them, we will be able to carve out an image for each of them.
Now let us compare them with their Indian counterparts There are very few examples which would fit the description in the above para. A reason why we have only 1 Indian company in top 100 world brands. The image could be a person or probably a logo.
Every company has a logo, but do they market it well. Its disappointing to say, but the truth is that very few Indian companies do so. Only recently, companies like Airtel, Yes Bank, Axis Bank, SBI, etc. Have started marketing their logos, but the rest still lag behind.
A proper and well marketed logo not only enhances consumer brand value but also increases the brand recallability.
My favourite logo is that of FMCG major - Unilever. A very powerful and a meaningful logo. A close look at it reveals the numerous shapes which form the U of the logo. Each shape representing each of the brands of Unilever. And yes, Unilever today is a huge brand.
Thus the importance of a logo and its marketing cannot be underestimated. It is infact even more essential for companies which target individuals and for companies which do not have a single individual as a visual representative of the company.
