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Abstract

The research problem focused on studying the consequences of communicating through signs and symbols in the context of the current world, given the huge amount of diverse industrial and commercial products and the challenges related to distinguishing those products. The research aims to find out the problem of perception of the sign and symbol in the designs of logos and trademarks for the consumer, the role that the sign or symbol plays in the symbolic representation of the consumer, and the desires and motivations that the brand raises for the consumer in the purchasing process. The research community is limited to famous international brands that have been imitated. Using the descriptive analytical approach (content analysis) to find out the changes occurring in the formal or color structure of the brand, as this approach is based on describing the current situation or problem by defining its circumstances and dimensions and describing the relationships between them with the aim of arriving at an accurate and integrated scientific description of the phenomenon and to obtain the results of the research. Among them: The imitation process focuses on well-known and widely popular trademarks in the world. Most imitation operations focus on the visual aspect, as the imitator imitates the mark, relying on the same composition and structure in terms of shapes, colors, and internal symbols with the original mark, as in the first, second, third, and fourth cases. Fifth, resorting to names where the imitator changes some letters or their arrangement or adds letters to the imitated sign so that it does not change the pronunciation of the original sign. As in the first, second, fourth and sixth cases. He recommended the necessity of reducing this phenomenon by spreading graphic and advertising awareness among consumers and activating laws that limit the phenomenon of counterfeiting because of its major economic impacts on the national economy.

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