Securing the Clicks Network Security in the Age of Social Media

Attempts to Ruin Brand Equity: From Logos to Brands

In Chapter 8, we addressed protecting a company’s intellectual property, trademarks, and copyrights, including its logos. Here, we make the distinction between a logo, which is the identification of a company’s brand, and the brand itself, which is what embodies our collective concept of a company.

From a customer’s perspective, logos and jingles help identify the products and services that a company sells. As one of the world’s longest standing and most recognized logos, The Coca-Cola Company’s logo—white cursive letters on a red background—is recognized by most people. Some global mobile phone manufacturers, like Nokia and Motorola, have set the default ringtone to play their own signature ...