Distinction in Marketing In marketing, understanding the importance of brand identity plays an important role in your business and ensuring that your product stands out from the competition. One key to establishing your product as a well-known entity lurking in the psyche of your target customer base¬¬¬ is your company logo and slogan. These two brands of your company represent how your customers recognize your business and identify with the products your company sells. Therefore, when starting a business, you need to put a lot of research and creativity into choosing both a logo and a slogan that differentiates your product from all the others in your market. Logos Take a moment to think about the famous logos around the world, what factors do most of them have in common? Usually it is a simple and unforgettable drawing or stylized writing. Now let's think about Apple computers, their logo is the outline of a Macintosh apple with a bite. No matter how much exposure to computers people have when they see the Apple logo, there is no question about who made the computer. The image has stuck in the minds of customers around the world. The concept for creating such a logo was simple, memorable and easily recognizable. When you want to create your own business logo, it's important to understand what makes a good logo and a bad logo. Good logos tend to have all the aspects that the Apple logo has. Overall, these logos are simple in design and memorable to customers who see them. It should always imply a positive connotation and not be offensive, as it represents something the customer will like. Additionally, the logo should be easy and cheap to reproduce, which… middle of paper… too often would succeed. Logos and slogans become boring to the entrepreneurs who create them because they see and hear them every day. In turn, they want to modify them slightly to better represent the message they are trying to communicate. This is a serious mistake as it confuses the customer and causes a new identity process, which conveys a product that is not consistent for customers. Therefore, a successful logo and slogan should provide consistent differentiation in your target market. Works Cited Abrams, R. M., & Vallone, J. (2008). Successful marketing: secrets and strategies. Palo Alto, CA: The Planning Shop. Ross. (2010, July 2). Think Different: How to Make Your Slogan Stand Out from the Crowd «crowdSPRING Blog. crowdSPRING blog. Retrieved September 18, 2011, from http://blog.crowdspring.com/2010/07/tagline-slogan-marketing/