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Brand Elements

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Brand Elements of HTC and Samsung
Name:
Names of these brands are different from each other. They both have a meaning: HTC is an abbreviation for High Tech Computers; Samsung comes from Korean and means “three stars”, which is the symbol of something powerful and everlasting.
These names are quite memorable. They are probably less adaptable, however can be easily transferable. Both HTC and Samsung can have a vast line of products and product categories under unchanged name as long as they stay in the electronics industry.
Both names are quite unique so they can be protected.
Logo:
Samsung’s logo is the brand’s name written in a blue oval. Since it includes the name it is unique and can be protected. The same levels of adaptability, transferability and memorability apply to the logo as to the name. In terms of meaningfulness of the logo, we can say that it has the same meaning as the name (because it is written on it), however it doesn’t depict anything other than the name.
HTC’s logo is also its name written in a quite unique, distinctive font. To me it conveys the idea of simplicity and elegance. Like Samsung, the logo doesn’t show anything more than the name, so its meaningfulness ends there. It is protectable since it is written in a distinctive way. Like the brand name it is transferable, and adaptable.
Catch phrase:
HTC’s slogan is “quietly brilliant”. It once again shows elegance and simplicity and for that reason it is also memorable. It is transferable and adaptable to any other product extension or industry. I would say that it is protectable, because it describes the brand in a laconic, unique way.
Same can be said about Samsung’s slogan “expanding limits”. It means that the brand has no boundaries, and is striving towards a visionary future. It is also transferable and adaptable, however less memorable that HTC, because “quietly brilliant” is

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