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How to design and report experiments, 2nd ed. Communicating with Diagrams: How intuitive and cross-cultural are business graphics? Euro Asia Journal of Management 18 (35): 3–22.įield, A., and G. Sebastopol, CA: O’Reilly Media.Įppler, M.J., and J. Slide: Ology: The art and science of creating great presentations. Thousand Oaks, CA: Sara Miller McCune.ĭuarte, N.
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Journal of Brand Management 22 (2): 79–116.īloch, P.H. A comprehensive framework of brand name classification. Thesis, The University of Texas at Arlington.Īrora, S., A.D. Consumer perceptions of rebranding: The case of logo changes. This study adds to current theory by showing that one of the most relevant logo characteristics-brand icon and/or name-has rarely been investigated.ĪlShebil, S.A. Thus, customers-identified logo characteristics can guide entrepreneurs in designing and selecting logos for novel brands.
BRAND LOGO DESIGN PLUS
Results show that logos composed of an icon plus a brand name are perceived as significantly more attractive than logos made of one component only, and that black logos are perceived as more attractive than coloured logos. We then used experiments to test whether the logo characteristics identified by customers make a difference in logos’ attractiveness. Most customers clustered logos into: (1) composed of brand icon and/or name and (2) coloured or black logos. Ninety-three subjects were asked to classify unknown logos according to criteria of their choice. By contrast, we adopted a customer-based approach with a novel methodology-multiple picture sorting-to investigate the most relevant characteristics that customers identify for differentiating novel logos, and compared them with existing theories. Extant research is predominantly based on theoretical models. This is particularly relevant for start-ups that might not have the budget for branding activities. Brand logos can provide affective reactions before any promotional activity is carried out.