Mascot

A mascot may or may not be a part of the logo of a brand. For example, Air India’s logo is ‘Air India’ in red lettering with a slight slant. The mascot Maharaja is not always present with the logo. This is true also for the Amul girl, Ronald McDonald, Goody the tiger of Nerolac Paints etc.

Trade Press

The overall look and feel of the brand and the way it is presented and packaged to consumers constitute what is called trade dress. Trade dress provides a distinct look. It can arrest the attention. It also can be registered under the trade mark laws and confers legal protection. A Coke’s distinctive bottle, its colour and lettering all form what is called trade dress. McDonald’s Arches are examples of a trade dress.