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Advisor(s)
Abstract(s)
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.
Description
Keywords
Brand identity Brand mergers Consumer preferences
Pedagogical Context
Citation
MACHADO, J.C.; Lencastre, Paulo de; CARVALHO, Leonor Vacas de; COSTA, Patrício - Brand Logo Design: Examining consumer responses to name and logo characteristics. In 11th International Marketing Trends Conference, Venice, Italy, 19-21 January, 2012. - In [CONCHON, Françoise … [et al.] (org.) - Proceedings of the 11th International Marketing Trends Conference. Venice: Ca' Foscari University Venezia, ESCP-Europe, 2012]. 25 p.