Browsing by Author "Lencastre, Paulo de"
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- Brand Logo Design: Examining Consumer Responses to Name and Logo CharacteristicsPublication . Machado, J. C.; Lencastre, Paulo de; Carvalho, Leonor Vacas de; Costa, Patrícioavailable in the context of a brand merger. Yet research on this topic is relatively limited. This paper aims to start filling this gap in the literature, by developing a typology of the visual identity structures that may be assumed in the context of a merger, as well as an exploratory study (n = 467) analysing consumers’ preferences regarding the alternative branding strategies. It uses an innovative design, which gives respondents freedom to choose their preferred solution. Results suggest that there is a clear preference for figurative logos. Furthermore, there is evidence that the logo may play a role as important as the name in a merger, ensuring consumers that there will be a connection with the brand’s past. Data also show that the choice of the logo reflects consumers’ aesthetic responses, whereas the choice of the name reflects consumers’ evaluation of the brand’s offer or off the brand’s presence in the market. These results should guide managers in the evaluation and choice of the postmerger branding strategy.
- Brand mergers: an analysis of consumer brand identity preferencesPublication . Machado, J. C.; Lencastre, Paulo de; Carvalho, Leonor Vacas dePurpose- The purpose of this study is to investigate reactions to the various name and logo redeployment alternatives available in the context of a merger. Design/methodology/approach - This study develops a typology of the alternative visual identity structures that may be assumed in the context of a brand merger by drawing on literature review and secondary data, as well as an exploratory study (n = 467) analysing consumers’ preferences regarding the alternative brand identity strategies. Findings – Results suggest that there is a clear preference for figurative brand logos. Furthermore, we found evidence that the brand logo may play a role as important as the name in a merger, ensuring consumers that there will be a connection with the brand’s past. Another interesting finding was that the choice of the logo reflects consumers’ aesthetic responses, whereas the choice of the name reflects consumers’ evaluation of the brand’s offer or off the brand’s presence in the market. Originality/value – The paper uses an innovative research design which gives respondents freedom to choose their preferred solution, hence the richness of results is much greater. These results should guide managers in the evaluation and choice of the post-merger branding strategy.
- Brand mergers: Examining consumer response to name and logo designPublication . Machado, J. C.; Lencastre, Paulo de; Carvalho, Leonor Vacas de; Costa, PatrícioIt is critical to investigate reactions to the various name and logo redeployment alternatives available in the context of a brand merger. Yet research on this topic is relatively limited. This paper aims to start filling this gap in the literature, by developing a typology of the visual identity structures that may be assumed in the context of a merger, as well as an exploratory study (n = 467) analysing consumers’ preferences regarding the alternative branding strategies. It uses an innovative design, which gives respondents freedom to choose their preferred solution. Results suggest that there is a clear preference for figurative logos. Furthermore, there is evidence that the logo may play a role as important as the name in a merger, ensuring consumers that there will be a connection with the brand’s past. Data also show that the choice of the logo reflects consumers’ aesthetic responses, whereas the choice of the name reflects consumers’ evaluation of the brand’s offer or off the brand’s presence in the market. These results should guide managers in the evaluation and choice of the postmerger branding strategy.
- Brand Mergers: Examining Consumer Responses to Name and Logo DesignPublication . Machado, J. C.; Lencastre, Paulo de; Carvalho, Leonor Vacas deIt is critical to investigate reactions to the various name and logo redeployment alternatives available in the context of a merger. Yet research on this topic is relatively limited. This study contributes to the literature, by developing a typology of the visual identity structures that may be assumed in the context of a merger, as well as an exploratory study (n = 467) analysing consumers’ preferences regarding the alternative branding strategies. Results suggest that there is a clear preference for figurative logos, and also that the logo may play a role as important as the name, ensuring a connection to the brand’s past. Data also show that the choice of the logo reflects consumers’ aesthetic responses, whereas the choice of the name reflects consumers’ evaluation of the brand’s offer or off the brand’s presence in the market. These results should guide managers in the evaluation and choice of the post-merger branding strategy.
- Brand mergers: examining consumers' responses to name and logo designPublication . Machado, J. C.; Carvalho, Leonor Vacas de; Costa, Patrício; Lencastre, Paulo dePurpose – In the context of a merger, the management of corporate identity – in particular of corporate names and logos – assumes a critical role. This paper aims to explore how name and logo design characteristics, and specifically figurativeness, influence consumer preferences in the context of a brand merger, in the banking sector. Design/methodology/approach – This study develops a typology of the alternative corporate identity structures that may be assumed in the context of a brand merger by drawing on a literature review and secondary data, as well as an exploratory study analyzing consumers’ preferences regarding alternative branding strategies. Findings – The results suggest that there is a clear preference for figurative logos. Furthermore, there is evidence that logos may be as important as the company name in a merger situation, in terms of assuring consumers that there remains a connection to the brand’s past. The data show that the logo chosen by consumers reflects their aesthetic responses, whereas the selected name reflects their evaluation of the brand’s offers or its presence in the market. Originality/value – The paper uses an innovative research design which gives respondents freedom to choose their preferred solution; hence, the richness of the results is enhanced. The results should guide managers in their evaluation and choices regarding post-merger branding strategies.
- Brand triangle model to avoid branding myopiaPublication . Lencastre, Paulo de; Côrte-Real, AnaThis article takes the metaphor of myopia to explain the most limited vision of brand, understood as the identifying sign of a product. As brand is a sign, we turn to semiotics, the science of signs, in order to apply a model which broadens the concept of brand to three dimensions: that of the identity sign itself, that of the object the sign refers to and that of the response of the market to the sign.
- Corporate identity – the management of the process of change in the name/logo in the context of brands’ mergerPublication . Machado, J. C.; Lencastre, Paulo de; Dionísio, PedroThere has been little attention paid to the management of corporate identity, including visual identity, as part of the merger and acquisition process. The aim of this study is to provide a better understanding of the corporate branding decisions. Specifically, the authors present the definition of a model, which aims at defining, firstly the conception of a typology of corporate identity structures that organisations may assume in the case of brands’ merger, and secondly the conception of an experimental study to evaluate the preferences of one important stakeholder group – consumers - to the alternative typologies identified. The results of this study should guide the choice of the corporate identity structure subsequent to a brand merger, according to the impact that consumers’ attitudes towards the corporate brand have on their preferences regarding the different redeployment alternatives.
- As crianças e as marcas: que relação possível? Um olhar a partir das mascotesPublication . Côrte-Real, Ana; Lencastre, Paulo deThis paper aims to present the reflections about the relationship between children and pets mediated brands. Therefore, we integrated the theoretical knowledge about the topics concerned by Macklin (1996),Ji (2002), Royal Court (2007), Lancaster (1997), Perez (2011), John (1999) among others and results from conducting focus groups with children conducted in the city of Porto in Portugal, aiming to investigate three specific semantics: abstract vs.figurative, vs round.vs.angular and symmetrical.asymmetrical. A summary of the results indicates that older children prefer and better recognize the stimuli and figurative, the newest recognize and prefer more abstract favorably. In round vs.semantic category.angular, it appears that the female children react more favorably to the stimulus round and the male to stimuli angular. At the category level vs symmetrical. Asymmetric female children prefer symmetrical stimuli, and these are more easily recognized by older children, children prefer male asymmetric stimuli and these are more easily recognized by the new.
- O designer e a marca-estudo de casosPublication . Lencastre, Paulo de; Pedro, Margarida
- A figuratividade do nome e do logótipoPublication . Lencastre, Paulo de