Purpose The purpose of the present investigation is to evidence the existence of the concept "meme" in the graphic elements of various brands of products dedicated to the practice of box. The brand consists of a name, term, sign or symbol or a combination of them that pretends to identify the goods or services of a goods provider or a group of them and to differentiate them from those of the competitors (Kotler 1996) therefore being the brand constituted by different elements we can observe that regularly the companies aim to have an identity of their own for themselves and their logos. A logo is a combination of a registered brand that consists of a visual sign of the brand and its name in a distinctive font type (Ries 2001). The importance of brands in the worldwide contemporary society is very relevant in the way that new model brands are linked with innovation products that are culturally relevant, socially sensitive and that have a presence in all the contact points of people's lives (Gobe 2005). Brands also get to represent individuals, brands are used as personality symbols (called by some marketing professionals ensigns). The type of symbol is determined by how this will be transmitted to friends, neighbors, coworkers or family members and sometimes by how this will be transmitted to ourselves (Ries 2011). In this way brands sometimes determine the categories of the product. When it is the first of its kind, this product could make the category its own, if its the only brand associated with the concept, the communication platform will be very strong (Ries 2001) and because of this in many occasions emulation takes place, that desire of new competitors to approach to that monopolist of the product category, and even when the brands are distinct there is an imitated feature to come closer to that leading product and therefore to look for identification in the market of this new competitor in the category of products where before there was only one brand. The emulation that in this occasion is our subject of analyses is font type and graphic features. The ability to creatively and immediately make reference to different stimuli is inherent of the human brain and in this fascinating quality resides the power of typography (Gobe 2005). As we will be able to observe in the investigation there is a phenomenon of imitation between the different brands that belong to a same category of products, this phenomenon has been studied by the British scientist Richard Dawkings, who in 1976 exposed the "selfish gene" theory, where he explains that evolution is gene based (not in individuals or groups). This theory has evolved and has been transported to the world of communication and ideas where it has been posed that "the world is a place where information can behave as human genes ands therefore ideas are produced, mutate and evolve". The elements that make up these concepts have been called "memes" by Dawkins. Design/methodology/approach - An analyses approach was used about the importance of graphic elements and the typography for the brand designed. The way in which letters that transmit a message are designed is an importat visual element that could use important emotional connotations. It's a type of science that can be used for a real strategic advantage and unfortunately is not always given the attention it deserves. The typographic styles say a lot about lifestyles, ie, the era or character of a brand (Gobe 2005), in this way it has been observed that the topic of "perception" has to be investigated After a symbol has been associated to a name for a long period, this symbol can represent the name through a "bouncing" effect (Ries 2001). This is an empirical and exploratory investigation where 3 brands of the same line of products are confronted. Originality/value - Even when some authors approach the topic of similarities of the product of followers of a category as in Kotler's case (2001) of perceptions (Ries 2001) and of branding (Gobe 2005) and many others, the analyses of graphic similarities has not been presented in the texts in which investigation has been supported and when we also involve the element of Richard Dawkins publications (1976) regarding the meme phenomenon this incipient investigation becomes more relevant. Practicalimplications - There is a wide scenario of marketing, design and branding that little by little makes the dynamic of enterprising world richer worldwide, particularly this investigation aims to provide practical information of the topic to academics of the business and marketing area as so to entrepreneurs of the sports area, specifically of the boxing world as Gobe said (2005): the success of a brand lies in the type of relationship it stablished with its recipient.
