Symbolism, quite simply, is the practice of representing things by means of symbols, or of investing things with a symbolic meaning or character. According to David Aaker, a strong symbol can provide cohesion and structure to an identity and make it much easier to gain recognition and recall. Its presence can be a key ingredient of brand development and its absence can be a substantial handicap. Elevating symbols to the status of being part of the corporate identity reflects their potential power.
Brand-as-Symbol fulfil the following crucial functions:
• Brand symbols create value.
• Brand symbols function as a mental presence.
• Brand symbols serve as an association set.
• Brand symbols create consistency.
In marketing terms, visual elements of the brand, such as the logo and the consistent use of corporate colours, perform all of the functions above to create and maintain favourable presence and association of the mind space of customers.
ABOUT DR. GUSTAV PUTH
Gustav Puth is a Director of STRATEGY et al. He has vast practical management and academic experience in the fields of organizational leadership and business strategy, marketing and communication management, advertising, as well as organisational, social and marketing research. Gustav was the founder and former Head of the Department of Marketing and Communication Management at the University of Pretoria (UP) and Programme Manager of the GfK Master’s Programme in Marketing Research at UP. He authored and co-authored numerous academic and popular articles, nine books and lectured as guest lecturer and visiting professor at universities in Europe, the USA, Canada, Australia and Singapore.