when a company seeks to define its public image it first must determine its brand identity or how it wants to be viewed by the public a company logo reflects its message slogan and product 
the goal is to make the brand memorable and appealing to the consumer or rather to the consumer that the company is targeting whether that is hip single people couples with small children or affluent retirees the company may use a design firm or logo design software to come up with ideas for the visual aspects of a brand such as its logo a successful brand accurately portrays the message or feeling that the company wants to get across this results in brand awareness or recognition of the brand s existence and what it offers once a brand has created positive sentiment among its target audience the firm is said to have built brand equity some firms with brand equity and very recognizable product brands include disney coca cola ferrari apple and nike if done right a brand results in an increase in sales not only for the specific product being sold but also for other products sold by the same company a good brand engenders trust and after having a good experience with one product the consumer is more likely to try another product related to the same brand the phenomenon is known as brand loyalty the top five global brands in 2023 were apple microsoft amazon google and samsung according to a ranking by interbrand microsoft s score was up a big 14 year over year 5benefits of brandscreating a brand provides numerous benefits to a corporation or an individual a company that gets its message across is able to induce and evoke emotion within its customer base consumers develop unique relationships with these companies the companies rely on these customers to help draw in others this helps companies build trust and credibility that give them a competitive edge against the competition it also helps companies introduce new products and services consumers stay loyal to brands they know and trust and with which they already have a relationship that makes them more likely to spend when new products are released even if they re more expensive apple is a classic example the company built a hugely loyal customer base that is willing to overlook the higher price tag associated with an imac macbook ipad or iphone because of their loyalty to the brand its customers don t hesitate to replace their existing apple gadgets with new apple gadgets as the company releases them 