The brand essence is intangible, yet it must derive from a complementary sum of its concrete elements - names, slogans, logos, and even jingles. Arguably logos, among other brand symbols, have a slightly more significant role to perform when it comes...

The brand essence is intangible, yet it must derive from a complementary sum of its concrete elements - names, slogans, logos, and even jingles. Arguably logos, among other brand symbols, have...