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BRANDED FOR ALL TIME

Europe Renaissance

Corporate identities are part of the advertising landscape. When out and about and long before we can make out the detail a company brand is identifiable. Many logos come to mind such as those of Shell, Cadbury, Virgin, carmakers and television giants BBC and ITV. Corporate bodies pay telephone numbers when acquiring or changing their logos. No upstart rival, even if their product was superior, could hope to compete against established brand names.

BT is a telecommunications company. BT does not manufacture telephones yet we often see the BT logo on equipment that we purchase. I realised why when I spotted a two-inch news story in a copy of the Financial Times. Any telephone manufacturing company wishing to use the BT logo on their product first acquires a licence to do so. This does not come cheap. I seem to recall that this figure is 10 per cent of theā€¦

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