Brand Symbolism Analysis

Corporate heritage brands have a relation with the symbol of the brand. The symbol carried all heritage aspects and meanings that gave the heritage identity shape for these organisations (Balmer, 2001a; Balmer and Gray, 2003; Aaker, 2004; Balmer, 2005). The sign, the word, the colour and the shape all are some of the best visual attractive communication tools between the brand and the customers (Dowling, 1994). However, Kapferer (1997) defined the brand symbol as “a symbol serving to distinguish the products and services of one company from another” (Kapferer, 1997).
Most of corporate brand scholars studied the brand symbol function on the customer personality, corporate communication, and satisfaction (Aaker, 2004; Balmer, 2001; Schultz et al., 2000; Balmer, 1995; 2012; Hamilton and Xiaolan, 2005; Olins, 1989; Markwick and Fill, 1997; Aaker, 1996; Chernatony 1999; Urde, 2003; Balmer and Gray, 2003; Urde et al., 2007). This gave the indication about the significant value that the symbol leaves on the stakeholder’s minds. Balmer et al. (2006) agreed on the powerful meaning that symbol builds on its stakeholders, they gave a good example of the value of the (Royal Crown) which builds a ‘visual identity’ over its stakeholders (Balmer, 2001b). The visual identity which is affecting the symbol as a recognisable brand image was studied and highlighted thorough several scholars to reflect its importance (Balmer, 1995; Baker and Balmer, 1997; Chajet et al., 1993; Dowling, 1994;