What purpose do brand icons such as the Burger King's Burger King and Geico's Gecko fulfill?

Question

Quizplus · Accepted Answer

Brand icons such as Burger King's Burger King and Geico's Gecko help in establishing the personality of the brand. They create a humanized image that the audience can associate with the brand, and thus, can easily recognize and relate to. This helps in fostering a strong emotional connection between the audience and the brand, eventually leading to brand loyalty.

What Purpose Do Brand Icons Such as the Burger King's