Abstract
This study analyses brand mark clusters used by companies in the financial services categories of the Fortune 1000. The brand marks are assessed against the normative criteria for effective brand mark design found in the marketing literature. Despite the existence of several well-designed brand mark clusters within the sample, results show a low level of adherence to the normative criteria overall. A low proportion of the brand mark clusters exhibit symbols representative of brand benefits, integrative features such as interactive images, and benefit slogan taglines.
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