The document discusses the key requirements for logos and brands, including building trust between brands and consumers, establishing a common identity, and distinguishing brands from competitors. It defines a brand as the personification of a product or company with a consistent character and core beliefs, even as its products change over time. Meanwhile, a product is defined as something manufactured, while a brand incorporates trust and relationships between a unique personality and loyal customers.

1. Logos Erika Louise Tolputt

2. Three Key Requirements Build trust between Brand and Consumer Common identity between Brand and Consumer Point of difference between Brands in a set

3. Brand Definition: A brand is the ‘personification’ of a product, service or even an entire company. Like any brand has a physical ‘body’ like a person, a brand must mature and change its product over time. But it’s character, and core beliefs shouldn't change.

4. Product Definition: A product is something that is made in a factory; a brand is something that is made up of trust and relationships. A product is an object; a brand is a personality. A product is sold by a merchant; a brand is bought by a customer. A product can be easily copied by a competitor; a brand is unique.