Logo
A logo is a symbol that identifies a corporate and its products. It is an important element of a brand as it is designed to position a corporate in the mind of customers(Hatch and Schultz, 2003). A good logo willmake customers think of the corporate by merely seeing a part of it. Such logos leave a lasting impression in the memories of customers. A logo has the potential to convey the character and nature of a corporate, hence it is important when designing a logo, to understand the connotations it carries (Hatch and Schultz, 2003). Most corporates trade globally, so different symbols carry various meanings across cultures and countries. The new Vodacom logo is the same as that of the parent company, Vodafone. Both brands use the samefont and speech mark logo. In changing the logo to resemble that of Vodafone, Vodacom’s objective was to leverage the character of the Vodafone brand as the parent company (Vodacom Annual Report, 2012)