A name is an integral part of brand and corporate identity. Logos and slogans can be used to strengthen this identity. Logos offer several advantages. First, one of the most pervasive findings, in research on effects of pictures and words, is that logos are more memorable than their verbal counterparts. Logos involve visual images, which are easier to learn than words. The "golden arches" are much more easily noticeable than the McDonald's name. Second, unlike words, pictures have a fairly consistent interpretation across cultures. Prudential's "Rock of Gibraltar" conveys a feeling of strength and stability in all languages. Thus, in a marketplace that is becoming increasingly global, logos offer the additional benefit of use in other countries without any modifications. Third, consistent use of a distinctive logo provides additional promotion for the product. The Campbell Soup Company estimates that "the average shopper views its red and white cans in supermarkets 76 times a year...making the well known name and package equivalent in value to $26 million in advertising." Finally, logos offer added legal protection.

However, there is a limit to what a single word or a symbol can convey. Thus, slogans are useful in elaborating a brand's identity. "It pays to discover" very aptly conveys the main selling point of Discover card. Similarly, "The ultimate driving machine" captures the excitement and quality of BMW.