Branding
The primary brand is the brand most recognisable by the consumer, as determined by the brand owner, and can be expressed as a logo and/or words.
It is generally considered to be the name used by a brand owner to uniquely identify a line of trade items or services.
Examples of primary brand changes
- The company’s primary brand name changes from “Old Edge Computers” to “Leading Edge Computers”.
Examples not considered primary brand changes
- The addition of a corporate brand name to an existing product brand on the package.
- Changes to brand graphics
- Changes to name/description ("Bold" Potato Chips becomes "Bold and Spicy" Potato Chips)
- Changes to artwork on packaging or product