The Coke bottle, the Golden Arches, the muscle man, the cup of hands of LIC are s example of shapes and structures which support and distinguish a brand. These act as mnemonic devices. These can affect a brand either directly or indirectly. Architectural landmarks like Air India buildimg at NarimanPoint, Raja Bai Towers, World Trade Centre are associated with Mumbai and just as these landmarks distinguish a city,  registered logos distinguish products  –iMac is ‘ an easy to use ‘ igloo-shaped CPU and CD/DVD drive with a flexible arm supporting a flat screen.